| 英国案例研究 TATA Steel: UK Case Study 塔塔钢铁公司是欧洲最大和地理上最多元化的钢铁生产商之一，在26个国家设有业务办事处，在全球35多个国家设有办事处。以创新产品服务于能源、电力、汽车、起重、挖掘、包装、航天、建筑等不同市场。 他们的业务的成功在于他们的经营是以造福整个社会为中心，与客户建立合作关系。塔塔钢铁公司的主要业务价值包括卓越、理解、责任、诚信和团结。 塔塔钢铁公司在企业层面上提出的战略是市场渗透，而拟议的渗透市场的商业战略是成本领先和产品差异化的混合。 塔塔钢铁已进入其市场的能力，因为它有一个强大的品牌形象和良好的客户基础，但由于增加钢从中国供应和需求下降，产生的收益在过去的时间比预期的少一点。在一个动态的环境中，企业的首要任务是关注外部环境。 因此，为了应对外部环境的变化，塔塔钢铁必须渗透市场，以增加市场份额。通过新技术的扩容和使用，可以实现成本领先。这项新技术将被用来区别其产品和竞争对手的产品。 Tata steel UK is one of the largest and geographically most diversified steel producers of Europe which is operating in 26 countries and have its commercial offices in around 35 countries around the globe (Tata Steel, 2017). They have been serving different markets such as energy and power, automotive, lifting and excavating, packaging, aerospace, construction etc. with their innovative products. The success of their business lies in their operations being centered on benefiting the society on the whole and making collaborative relationships with customers. The main business values of Tata steel UK include excellence, understanding, responsibility, integrity and unity (Tata Steel, 2017). The proposed strategy for Tata Steel at corporate level is market penetration while the proposed business strategy for penetrating in the market is the hybrid of cost leadership and product differentiation. Tata Steel has the capacity to penetrate into its market because it has a strong brand image and good customer base but due to increasing supply of steel from China and decreased demand, the revenue generated in the last period was a bit less than expected. In a dynamic environment, the foremost priority of a business is to keep an eye on the external environment. So, to cope with the changes taking place in the external environment, Tata Steel has to penetrate the market for increasing its market share. The cost leadership can be achieved by the capacity expansion and employment of new technology. The new technology would be used for differentiating its products from those of its competitors. |
