CASE STUDY ON TITAN

1. GROUP NO :-

2. CASE STUDY ON TITAN.
PRESENTED BY :-
• JAY.B.JOSHI (15BBA012)
• JAY.C.PATEL (15BBA031)
• DIP.M.JOSHI (15BBA063)
• KEYUR.R.PADWANI(15BBA019)
• DARSHAN.N.PATEL (15BBA024)
• PRATIK.B.GOYANI (15BBA010)
• KISHAN.B.KHUNT (15BBA015)
PRESENTED TO:-
MR. ARPIT PATEL.
ASST.LECTURER
I2IM,(CHANGA).

3. FLOW OF PRESENTATION.
• Introduction
• Case Body
• SWOT Analysis
• Problem identification
• Alternatives
• Best solution
• conclusion

4. INTRODUCTION
• The big question- should a company stay focused on its core competencies
and competitive advantages that made it great or should it diversify to
keep up with, surpass its peers? Experts say it is one of the trickier
questions to answer. But answer lies in the gains that a company reaps
after diversification.
• Corporate strategies expand the scope of operations through
diversification into new businesses. Diversification into new business can
reduce variations in corporate profits by expanding the corporation's lines
of business. Diversification is a form of growth strategy
• Diversification leads to improved financial performance. Large firms
generate cash that can be invested in other ventures
• Titan industries, the watch and jewellery major is also changing its
approach to its portfolio. Titan, Rs. 3,000 crore industry is moving towards
a new segment what we call the life space. The strategy of Titan is
discussed in the case study with an objective to find out and discuss its
success in enhancing shareholders' value over the years.

5. Case body
• The foundation of the Tata Group was laid in 1868 by Jamsetji Nusserwanji
Tata He learned the ropes of business while working in his father's banking
firm and he established a trading company in Bombay.
• Tata helped pave the path to industrialization in India by seeding
pioneering businesses in sectors such as steel, energy, textiles and
hospitality. The Tata Group expanded regularly into new spheres of
business. The more prominent of these ventures were Tata Chemicals
(1939), Tata Motors and Tata Industries (both 1945), Voltas (1954), Tata
Tea (1962), Tata Consultancy Services (1968) and Titan Industries (1984).

6. • Titan, a joint venture between Tamil Nadu Industrial
Development Corporation (TIDCO) and the renowned Indian
business group Tatas, entered the watch market in 1984. Titan
changed the watch market in India completely by making
quartz watch the centerpiece of its strategy. Titan Company is
the unquestioned leader in Indian Watch Industry. Titan is one
of the most powerful brands in the Indian market, scoring very
high on brand awareness, brand image and brand preference.
• The watch market in India recorded an approximate volume
turnover of 23 million units (1998-99). It is growing at 9% per
annum. The organized sector contributes to half the volume
turnover of the industry and rest by the unorganized sector.
Titan has 60% share in organized sector

7. • Titan initially pioneered the concept of "Gifting watches". The ads
captured the essence of gifting and along with the trendy music,
easily caught the imagination of the market
• Customers who were fed up with ugly time machines welcomed
the brand and Titan had a dream run for many years.
• Titan made a big mistake. It wanted to play the volume game. For
that Titan launched another brand Sonata. Sonata was a huge
success because it was a cheap product but at the cost of the
mother brand Titan. Titan was perceived to be a premium brand
but with Sonata (at that time "Sonata from Titan") endorsed by
Titan took away the premium image from the mother brand. It
was a big costly mistake.

8. • Another problem with Titan has been that it mainly operates
in the mid-priced segment and competitors accuse Titan of
keeping the segment underdeveloped on account of its
sheer dominance.
• Titan realizing that the market wanted something to be
excited about watches and carefully segmented the
market and developed different sub brands for each
segment. Sub brands like Edge, Steel, Dash, Nebula,
Classique, Royale, Fast Track, Raga, and the recently
launched Wall street . By having various products /
models and sub brands, Titan was able to create
freshness about the brand.

9. • Titan launched Tanishq in 1995, India's largest, most desirable
and fastest growing jewelry brand in India. Diligent care and
quality processes ensure that the Tanishq finish is unmatched by
any other jeweler in the country.
• Titan now is trying to be more contemporary and more relevant
to the consumers by establishing more firmly in the minds of the
consumers. "Be more" the new concept of Titan is attempts to
build a larger life connect between the Titan brand and
consumers.
• Eyewear is fast becoming a fashion statement and Titan is
focusing on design and retail. Titan has also entered in
prescribed eyewear segment and has opened 30 stores
across 12 cities. Each of them is positioned as a complete
optical store where under one roof customer can have a
wide range of frames and lenses including some very famous
global brands.

10. Segment Sales (2008) Sales (2007)
Watches 918.69 783.77
Jewellery 2,028.00 1,291.96
Others 96.03 62.71
Total 3042.72 2138.44
Sr. no. Year Net profit Net Sales*
1 2004 10.27 804.53
2 2005 24.95 1136.60
3 2006 73.62 1483.15
4 2007 94.13 2138.44
5 2008 150.27 3042.72

11. SWOT ANALYSIS
• The SWOT of Titan discusses the strengths, weaknesses, opportunities and threats for one of the biggest watch
companies in India.
• Strengths
• The varied offerings to diverse segments with a clear cut positioning.
b) The quality of watches is impressive.
c) Innovation is core to its strategy.
d) Visual Merchandizing has been Titan’s strength ever since its inception.
e) Good retail network by “WORLD OF TITAN”
f) Excellent customer service.
g) International tie-ups with Hugo Boss and Tommy Hilfiger.
•
• Weaknesses
a) Waterproof watches not a part of its kitty.
b) Rural India does not form a substantial part of customer base.
c) Kids are fascinated with mobile phones rather than watches and
incidentally, they show the time.
•

12. • Opportunities
a) Under-penetrated market for watches as only 35%
(approximately) of Indian the exchange business.
e) Introducing waterproof watches.
f) Rural market may be tapped. population possesses watches.
b) Watches positioned as a fashion wear rather than just utility
products.
c) With a changing consumer attitude, people like to possess
multiple watches for different occasions and events.
d) Huge market in
•
• Threats
From competitors –
a) Japanese- Citizen, Casio
b) Swiss- Rolex, Omega, Rado, Tissot, Tag Heur, etc.
c) Chinese watches
d) Unorganized sector/ Grey market.
e) Mobile phones and wall clocks are a substitute to watches.
f) The fashion trend keeps on changing.

13. • Management issues covered:- (PROBLEMS)
• Strategic planning
• Managing risk across industries
• Impact of diversification and expansion on
financial performance
• Brand reorganization to exploit financial
resources and managerial capabilities

14. • Objectives of the case:-
• To develop strategic plan for the change and
managing it to the desired conclusion.
• To make a student understand the issues
related to diversification.
• To understand and for see a need of change in
the business strategy.
• To study the impact of diversification on the
financial performance of a company

15. CONCLUSION
• The study covers various management issues
as discussed above. The case is well suited for
management students who have some
practical experience in handling some of the
management aspects in large organization.

16. THANK YOU………