Imposing exhibits created from closed structurals by eminent architects and designers including M/s Hafeez Contractor, Sen Kapadia, Dhananjay Dake, Sandeep Padona and Ajantha & Ravi Sen, in association with Industrial Design Centre, IIT, Powai and J J School of Architecture, were effectively used to showcase Tata Structura. These exhibits also ensured that the brand remains top-of-the-mind in the market for “new age” steel construction products.

Tata Steel opted to take the branding route for its closed structurals as a separate brand identity will, the Company felt, articulate its differentiated product and service attributes to give it competitive superiority, effectively communicate its differentiated value proposition, create perceptional entry barriers and enable it to leverage the leadership position it is designed to enjoy.
 

Future Plans
Tata Steel is creating a higher capacity mill in Jamshedpur. The Company will very soon offer larger sizes and at the same time lower thicknesses from this new mill. In addition, galvanised and polymer coated carbon steel hollow sections will be manufactured by its subsidiary NatSteel from steel supplied by Tata Steel, to cater to consumers in Far East Asia.

The Supply Chain initiative for the Flat Products business unit - Project Speed - was designed to maximise customer satisfaction by aligning the outbound supply chain process with Tata Steel’s strategy of giving the customer end-to-end visibility of their orders.

In December 2005, two modules - Factory Planner (FP) and CAM tool as well as Demand Manager (DM) - went live. The implementation of these i2 technology tools has given Tata Steel an edge globally, as it is among very few steel majors in the world to have such a system. In the coming months, other modules planned under Project Speed will also go live.

• Global Demand Planning Process for monthly consensus-based planning now possible for all products at Forecasting Item (FI) level across all regions and sales offices.

• Visibility of Marketing and Sales inputs can be accessed by all senior executives on real time basis.

• Implementation of long range forecasting solution across all products and locations.

• Implementation of near term forecasting solution at External Processing Agents.