Problems facing Tata Material company

The Tata Iron and Steel Company (name later evolved to Tata Steel) was established by Sir Jamsetji Tata in 1907. By 2006 it was India's greatest built-in private sector material company. Using its recent acquisitions and mergers, the company has turned into a multinational with operations in various countries. It was named the world's best value steel manufacturer in 2005. Though domestically the business got seen significant development in the 100 years, it ranked a poor number 56 internationally in conditions of steel productivity. In order to enhance its market share in the global market Tata metal made several smaller overseas acquisitions, including Singapore's NatSteel and Thailand's Millennium Metal. But these small incremental deals would not allow Tata Steel to capture the sudden opportunity that possessed arisen in the metal market.

We think that Tata Steel possessed to act in response to the changing environment, the industry structure also to exploit its competencies and resources at its removal, which led to its decision of acquiring Corus, a metallic company much bigger in size in comparison to Tata Steel. We propose to clarify the need for the related linked diversification, reasoning and reasoning behind the deal through the Resource-Based Style of Above Average Profits and the I/O Style of Above Average Earnings.

Resource-Based Style of Above Average Returns

Deriving Synergies

There were a lot of noticeable synergies between Tata Metal which was an inexpensive steel developer in fast expanding region of the world and Corus that was a high value product manufacturer in the region of the world requiring value products. Synergies also existed in conditions of showing and manufacturing techniques, shared services and purchasing. Also there have been other synergies between the two companies; Corus was a sizable player in value-added services while Tata Steel was one of the cheapest cost companies of steel on the planet. Matching to Tata Metallic Annual Survey of 2007-08 the expected synergies and efficiencies experienced already started moving in and would generate annual benefits associated with USD 450 million per annum by time 2010.

Raw Material

Tata Steel also offers a member of family cost advantage because it has iron-ore mines which Corus didn't. Corus was struggling to keep its productions costs under control and was searching for sources of iron ore. (Tata Steel owns enormous volumes of high-quality iron ore and other minerals necessary for steel-making. Captive recycleables linkages have given the modernizing and broadening Jamshedpur mill a competitive advantage. Tata Steel is set to create greenfield mills in iron ore-rich claims of Orissa, Jharkhand and Chhattisgarh). The joint entity will have a personal sufficiency in natural material.


There was a solid culture fit between the two organizations both which highly emphasized on constant improvement and ethics. Tata steel's Continuous Improvement Program 'Aspire' with the key values: trusteeship, integrity, respect for individual, reliability and quality. Corus's Continuous Improvement Program 'The Corus Way' with the core prices: code of ethics, integrity, creating value in metallic, customer concentrate, selective expansion and respect for our people.

Importantly, the others of cultural variations between your two companies had been taken care of and both merged entities were working under their joint management. Tata Steel's revenue per share possessed improved following the merger.

Sharing Competencies

According to Ratan Tata, post-merger the immediate focus would be on extracting synergies from Corus. He noticed that there is range to make Corus a competitive metallic company by inculcating the imagination and cost-consciousness in Corus as had been made in Tata Material.

Product Mix

Geographical and product mix possibilities. The blended entity will emerge as the next most geographically varied steel company. It has usage of high valued- added product mixture and strong market positions in automotive, construction and packaging.


The Corus acquisition allowed Tata Steel to enhance its reputation and acquire a worldwide name. It has the actual to open up other markets for material for Tata Material, improve its bargaining vitality with respect to suppliers and customers.

Sharing Complimentary Strengths

Corus has a solid Research and Development (the main position in the complete world) and product development for value added products in car, construction and product packaging which go with what Tata Steel does in the fast growing Asian markets. A merger would enhance their respective strengths.

Low Cost Slabs

Tata Material has large supply of iron ore slabs from its renewable fields established in India in places like Orissa, Jharkhand, etc. Tata Steel can supply this slabs to Corus once these inexperienced domains in India are complete.

In addition, you will see other ways to create value, from the jobs of Tata Material in India today.

Patents and Technological know-how

Corus has eighty-one patents which may have been registered and designated to the Corus by the United States Patent Hallmark Office. Tata's conclusion of the acquisition supposed it finished up becoming the owner of these patents. There would be technology copy and cross-fertilization of R&D features between your two companies that particular in different areas of the value chain.

Distribution Network

Tata has a solid retail and distribution network in India and SE Asia. This would give the European supplier a in-road in to the emerging Asian marketplaces. Tata was a significant dealer to the Indian automobile industry and the demand for value added material products was growing in the forex market. Hence there would be a powerful combination of high quality developed and low priced high growth markets.

With Tata Metallic the cheapest make of steel on the globe the new company can be highly profitable.

Strategic and Integration Committee

A 'Strategic and Integration Committee' was formulated to develop and execute the integration and additional growth ideas. Appropriate cross functional teams were created under this committee to look into specific issues.

There were some concerns over the lower go back of capital used and EBIDTA margins in 2007-08 which seemed to have dropped. As personal debt would be repaid over time, the EBIDTA margin as well as come back of capital hired were likely to improve, but would need to be carefully viewed.

I/O Model of Above Average Returns


At around eight % of GDP growth, India is seen well poised for a burst in development, a high increase in creation output and a surge in demand for various goods from the common people of India.

Industry experts are buoyant and bullish on the economical, demographic (in terms of young workforce, increase in incomes and hence an increase in utilization), and the helpful politics environment (in terms of duty reliefs to sectors, a commitment from the government to apply and introduce insurance policies which further the passions of commerce).

The Tata's were able to identify the first signs of potential changes in the surroundings and discover the changes that were underway. These were able to hook up the dots and recognize that consequently of the aforementioned changes in the environment the metal industry would look more and more attractive. There would be more need of metallic because of the development of car and aviation business.


It was clear that in a fragmented material industry to get the price advantages and a competitive edge to exploit the appearing opportunities consolidation was needed in the metallic segment. This reasoning was the foundation for a spree of mergers and acquisitions pursued by Tata Steel. The rapid progress of the Indian car, engineering and structure establishments means that the country will need increasingly more high-quality steel and it is seen that the global material prices are on an incline.

Access to Corus' technology will, in span of time, allow Tata Steel to move up in the value string. The acrimonious but successful Mittal-Arcelor package also provided Tata's sufficient transmission on consolidation being the trend in the metal industry.


Although, Tata Metallic was India's major designed private sector metal company but internationally ranked amount 56 in conditions of steel outcome. The Tata's noticed that the Corus buy would instantly catapult Tata Metal to the positioning of 5th largest steel producer in the world, and provide access to the latest technology and strategic Western european market segments as Corus had crops in Britain, Germany, France, the Netherlands and Belgium. It was also expected that Tata Metal would benefit from reduced creation costs anticipated to large volume level, combined R&D procedures and broader product range. Corus acquisition would also dovetail with Tata Steel's initiatives to move up the worthiness chain, as the former had built a reputation as a recognised company to the aviation and auto industries.


Brazils CSN and other players were also attempting hard to acquire Corus which meant that a quick acquisition was the only alternate. Tata's got and assessed the situation realized the need to react quickly and quickly. It had been clear that a tiny window for a large opportunity had opened up for Tata material.

This was a dangerous consolidation, due to the fact the continuing future of Tata Steel would depend mostly on Corus' performance but it established fact that entrepreneurial decisions involve risk. We are able to understand that it could be one of the entrepreneurial decisions that Tata Metal had to make for the near future success of the company.

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