Tata Consultancy Services (TCS) is a global leader in IT
services, digital and business solutions that partners with its clients to
simplify, strengthen and transform their businesses. Wnsure the highest levels
of certainty and satisfaction through a deep-set commitment to our clients,
comprehensive industry expertise and a global network of innovation and
delivery centers

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Tata Consultancy Services Limited (TCS) is a global IT
services, business solutions and outsourcing company headquartered in Mumbai,
India. It is the largest provider of information technology in Asia and second
largest business process outsourcing services provider in India. TCS has
offices in over 47 countries with more than 142 branches across the globe, with
over 65 offices outside India. TCS accounts for India’s 20 per cent IT exports.
It is a subsidiary of textiles and manufacturing conglomerate Tata Group. Over
the past decade, TCS has grown dramatically, doubling its revenues every two
years, and is on the verge of becoming a billion-dollar company.

TCS’s first international order came from Burroughs, one of
the first business computer manufacturers. In 1979, TCS delivered an electronic
depository and trading system called SECOM for SIS SegaInterSettle,
Switzerland. In 1981, TCS set up India’s first software research and
development center, the Tata Research Development and Design Center (TRDDC) in
Pune. On 9 August 2004, TCS became a publicly listed company, much later than
its rivals, Infosys, Wipro and Mahindra Satyam. During 2005, TCS ventured into
a new area for an Indian IT services company – Bioinformatics.

On the last trading day of 2011, it overtook RIL to achieve
the highest market capitalization of any India-based company.  In May 2013, TCS was awarded a six-year
contract worth over 1100 crores to provide services to the Indian Department of
Posts.  In Jan 2015, TCS ends RIL’s 23-year
run as most profitable firm.



Our mission reflects the Tata Group’s longstanding
commitment to providing excellence:

• To help customers achieve their business objectives by
providing innovative, best-in-class consulting, IT solutions and services.

• To make it a joy for all stakeholders to work with us.

Our values: Leading change, Integrity, Respect for the
individual, Excellence, Learning and sharing.



The organization structure adapted by TCS is mechanistic in
nature. A mechanistic organization is characterized by the following structural


Degree of work specialization is high

Departmentalization is rigid

Managerial hierarchy has many layers

Span of control is narrow

Decision making is centralized

Chain of command is long

Organizational structure is very tall


TCS as an organization is decentralized as there are many
functional groups and the main head/corporate office does not have the entire
ownership of various processes. When it comes to different functional the
process is centralized within this functional.

 For example
Recruitment, L and MATC are centralized. For process standardization, TCS
used industry standards to define the fundamental governance processes for
centralized services to be implemented across locations.

As the organization was going through a transformation,
clients want a step-by-step solution to minimize the impact of change. To
deliver quick results, the ERP function was chosen to pilot the implementation
of the governance model to deliver centralized services.



1.STRATEGY: The Company’s strategy specifies the goals and
objectives to be achieved as well as the values and missions to be pursued. It
sets out the basic direction of the company. TCS follows a cost leader
strategy. The focus for TCS is to attain competitive advantage is to reduce the
per employee cost and attain economies of scale. This is the reason TCS doesn’t
lay much importance to R.


2.STRUCTURE: The structure of the organization determines
the placement of power and authority in the organization. TCS has a mechanistic
structure wherein the there is a formal structure and control is imposed on
employees. Rules, procedures and a hierarchy of authority help in getting work
done in time and with minimum cost.


3.PROCESSES: TCS has vertical processes. The needs of
different departments are centrally collected, and priorities are decided for
the budgeting and allocation of the resources to capital, research and
development, training. Communication tends to follow formal channels and
employees are given specific job descriptions delineating their roles and
responsibilities. Coordination is maintained through the chain of command.


4.PEOPLE: Human resource policies when in the appropriate
combination produce the talent required by the strategy and structure of the
organization, generating the skills and mind-sets necessary to implement the
chosen strategy. The employees in a service organization are the biggest source
of competitive advantage. There is continuous investment in learning, and an
active sharing of knowledge with the aim to convert learning into action.


5.REWARDS: The purpose of the reward system is to align the
goals of the employee with the goals of the organization. It provides
motivation and incentive for the completion of the strategic direction. The
organization’s reward system defines policies regulating salaries, promotions, bonuses,
profit sharing, stock options, and so forth. Reward structure at TCS is
primarily focused on individual performances.


 a.           ADM: As consumers look for agile and
customized solutions to enhance telecommunication, service providers need to
have a streamlined and efficient Application Development and Maintenance (ADM)
process in place. By outsourcing ADM to the right partner, they can also
contain costs, deploy best practices and implement innovative solutions.

b.            Business
Process Services: TCS helps take advantage of the opportunities created by the
changing business landscape. Differentiated services provided are complemented
by years of experience in transforming businesses and creating value through
FORETM simplification methodology.

c.             Enterprise
Solutions: TCS rapidly respond to business opportunities and market changes by
optimizing business functions and transforming enterprises.

d.            IT
Infrastructure Services: Transforms the IT landscape with effective
infrastructure management solutions offered by TCS’ IT Infrastructure Services.

e.            Assurance
Services: Reduce software development efforts, lower maintenance costs and achieve
faster time-to-market with TCS’ Assurance Services.

f.             Business
Intelligence & Performance Management: The business environment today is
more dynamic than ever, with mergers and acquisitions, consolidation and
regulatory changes. TCS’ Business Intelligence & Performance Management
(BIPM) solutions help an enterprise get agile, adaptable and efficient.

g.            Engineering
& Industrial Services: TCS’ Engineering and Industrial Services (EIS) helps
foster product innovation improve operational efficiencies and shorten
time-to-markets, providing a competitive advantage to be a market leader.

h.            Consulting:
Businesses, today, need to respond to the rapidly changing market conditions
with innovation and agility. Staying ahead of that change and achieving
long-term success requires ongoing business transformation. TCS’ Consulting
Services deliver integrated, end-to-end IT enabled solutions and services to
help a business transform with certainty.




Competitors: Infosys, Mahindra, Satyam, Wipro, HCL, Patni
Computer, Financial Tech, Oracle, IBM.

Tata Consultancy Services have further cemented their
positions at the top of the nation’s outsourcing industry in 2015, despite the
worst slump in global technology spending since the 2008-09 financial meltdown
and top technology consumers increasingly opting to in-source software


Over the past three years, a clear separation has emerged
between the leaders and the laggards of India’s $146 billion information
technology industry. During the 12 months through September 2015, TCS added
close to $1.5 billion in incremental revenue over its base revenue of $14.6
billion.  More significantly, TCS also
comfortably eclipsed that of global technology behemoths such as IBM and
Accenture during the same period, according to data compiled from company
reports and regulatory filings. The fight for supremacy in traditional IT
services comes at a time when large customers such as AstraZeneca and Lowe’s
are starting to cut back outsourcing and choosing to in-source software
development and maintenance projects.




1.            Strong

1.            Focus on
Execution – Delivery Excellence

2.            Innovation
– Essential Catalyst for Growth

3.            Talent
Management – Strong Set of Skills






2.            Broad


•             Revenue
spread across markets


•             Presence
across industries


•             Offerings
across services


2.2.8.     STRATEGIES


1.            Key
Client Focus:  Agility &
Entrepreneurial energy, improved customer intimacy, Superior client metrics.

2.            Integrated
Full Services: Mature full services capability allows better up/cross-selling,
Expands our footprint beyond traditional IT services, fully leverages our model
to deliver even greater business value to the client, Keeps us relevant through
every phase of the client’s business cycle, Deepens relationships and increases

3.            Global
Network Delivery Model GNDMTM: Global support for Global customers, competing
for significant local projects.

4.            Strategic
Acquisitions: Enter new geographies/ markets, gain domain expertise, and
acquire intellectual property

5.            Non
Linear Business Models


2.2.9.     .DISTRIBUTION

TCS provides express and logistics services in the C2C, B2B
and B2C segments. This is done through a wide network of “155”
offices making it the biggest network in the country, along with over ”
425 ” retail outlets and over 2000 online and offline locations nationwide
ideally located for easy customer access. TCS has 1 dedicated chartered plane
Boeing 737 and over 230 fully equipped modern satellite-tracked ground
vehicles, 2700 plus couriers and more than 6000+ experienced people to
facilitate the swift and secure operations.

C2C: C2C segmentations contains wide range of cities which
being recently covered by TCS. This segment consists of those cities which are
backward and mostly there are rare or sometimes no shipments to that areas.

B2B: B2B segment contain wide range of cities as compared to
C2C segment. Because this segment is mature now. Cities involves in this

A2A: A2A segment mostly called on-road segment, because of
it’s linking on the same road and geographically look alike same as other. This
is most old and mature segment of TCS.

C2OTHERs: In some cases of i.e. of sending UNIVERSITY form
TCS allow C2B or C2A segment but with the additional cost implements.


TCS supports local communities and society at large through

(i)            IT for
community welfare

(ii)           TCS-Maitree-
volunteer corps consisting of TCS employees and their families

(iii)          The
funding of philanthropic activities.

The key focus areas for TCS CSR work are: Health, Education
and Environment. The programs they launch and the communities they work with
are decided based on the needs of those communities. In addition to benefiting
the targeted community, their CSR activities have the added benefit of giving
volunteer corps meaningful projects into which they can channelize their
altruism. Other CSR activities as TCS funded the restoration of some 274 old
and rare books totaling over 100,000 pages in the University Library in Mumbai.
TCS encouraged women’s empowerment; the program has now expanded to children’s
education and development of local infrastructure.



•             Marketing

A marketing channel is a set of practices or activities
necessary to transfer the ownership of goods, and to move goods, from the point
of production to the point of consumption and, as such, which consists of all
the institutions and all the marketing activities in the marketing process.
Keeping in mind the size of advertising budget, for this Campaign we initially
go with Print and Electronic Media.

Print Media: In Print Media we should Emphasis on THREE
aspects of the products

Electronic Media: To attract the readers’ attention, both
footage and words are being utilized to communicate the concept clearly.
Following aspects will be prominent and identical in all advertisement.

1.            Product,
logo and slogan

2.            Companies
Logo and Slogan

3.            Product
Tag Line

4.            Explanation
of the footage


Product Placement

Product placement, or embedded marketing, is a form of
advertisement, where branded goods or services are placed in a context usually
devoid of ads, such as movies, music videos, the story line of television
shows, or news programs. Product placement became common in the 1990s, until
the ramifications of product placement were clearly understood.in services
Business like TCS product refers to the Services provided by them, whereas
Placement refers to the offices of the institute which are providing services,
for the development and construction of society

Placement of TCS is as follow:

I-             Regional

II-            Franchises

III-          Agent

IV-          Retail

V-           Call

Franchises: Franchising is the practice of using another
firms successful business model. The word franchise is of Anglo-French
derivation – from franc – meaning free, and is used both as a noun and as a
(transitive) verb. For the franchisor, the franchise is an alternative to
building chain stores to distribute goods and avoid the need for investments
and liability for a chain.

Agent: An Agent is one who acts for, or in the place of,
another, by authority from him; one entrusted with the business of another. TCS
now launched Agent system round the nation to provide currier services of
distant and backward area through their representives.

Retail: At TCS our main focus is on customer satisfaction.
Over 430 conveniently located Express Centers, backed by over 225
satellite-tracked delivery vehicles and dedicated couriers astride motorbikes,
extend the TCS outreach throughout the length and breadth of the country,
making it one of the most recognizable brands in Pakistan. With its distinctive
logo and corporate color, the TCS retail environment is an ideal mix of
tasteful decor, competence, and hospitality geared to optimizing customer
experience. The number of computerized TCS Express Centers that are open 24/7
has been on the rise ensuring an enabling environment, much to our valued customers
delight. TCS service standards are maintained through support teams comprising
of Retail Team Leaders and Mobile Maintenance.

Call Center: TCS has taken yet another step as the
undisputed leader of the Courier Industry by setting up a state of the art 24/7
Call Center at its brand new and purpose built Head Office at the Karachi
Airport. Centralizing customer calls in Karachi, Lahore and Islamabad under one
roof, initially launching off with 30 seats and aiming to accommodate 300
employees at a time, the contact center offers TCS customers various channels
of communication.



•Tata Consultancy Services signed an Rs 94-crore deal with
the Karnataka government for six-year period to automate its treasury and
finance department operations.

•TCS hired 60,000 employees for the year 2011-12

•The MNC received projects from Credits Union of Australia,
and Application Support, Development Services for US- Based Liquade

• A book titled The TCS Story… and beyond published by the
Penguin Group, was authored by Subramanian Ramadorai

•On the Last Trading Day of Year 2011, TCS overtook RIL to
be anointed as the country’s most valued IT firm

•Recognized as “Big Four” IT Services brand by Brand Finance
in 2012

•76th Most Trusted Brand according to The Brand Trust Report

•The highest ranked Asia-based company

• Second highest ranked globally in the Information
Technology & Services company category.

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