1. Porter’s Diamond Model

2. Factor Conditions - Moderate
• As it could be read from the case, the factors that were
available for the tinplate market were moderate for
TCIL to market their product. Edible oil and processed
food segment were TCIL’s largest business operations
which were followed by battery and crown other
miscellaneous products.
• In 1997, TCIL established a new cold rolling facility.
Combined with the supply of hot rolled coils from Tata
Iron and Steel Company (TISC) (a sister concern), TCIL
was now in a position to receive an uninterrupted
supply of raw material to meet the tinplate product
demands.

3. Related & Supporting Industry -
Fully Capitalized
• Soon after the lowering of
customs stuff, global tinplate
manufacturer and other
unorganized suppliers began to
move aggressively into different
segments of tinplate market of
India. After acquisition with Tata
Steel and Iron Company in 1981,
TCIL increased its involvement in
the packaging industry by adding
a facility to manufacture tinplate
with thicknesses that could
range from 0.17 millimetres to
0.30 millimetres.

4. Demand Condition - Attractive
• There was a huge demand for
tinplate across the globe. The
Tinplate market was about
210,000 metric tons (t) per
annum, of which the food
sector, including edible
oil, processed foods and
crowns, consumed about 94
per cent of tinplate for
packaging see. The edible oil
industry was the single largest
driver of tinplate demand in
the country, consuming almost
148,000 t or about 70 per cent
of total tinplate demand.

5. Firm Strategy / Structure - Focused on higher
priced than competitors and targeted to number of
different segments.
• TCIL management had established the strategy of the firm to be focused
on high price high quality product in number of different segments of the
tinplate market. From the customer satisfaction table we can see that at
the battery segment, in all the product parameter except price and and
service, TCIL has the lowest rating compared to other competitors, which
means only TCIL’s pricing is more reasonable and acceptable to customers.
On the other hand, the biggest segment that is edible oil segment TCIL has
great score in most parameters except price. That’s why customers prefer
alternating suppliers with the lower price. At the soft drink crown segment
TCIL also has lower rating in price and other parameters other than
delivery. Finally in the processed food TCIL has greater score in price and
delivery.

6. Government - Not Much
Mentioned In the Case
• The foreign companies
aggressively entering into the
Indian tinplate market is a
result of liberalization and
lowering customs tariff. On the
other hand, as the regulating
standard lacks enforcement
widespread use of sub
standard, defective tinplate is
increasing. The political climate
showing sign of continuity in
policies toward industries also
implied survival of strongly
focused, customer oriented
companies.