NAME:GAURAV NAGARKAR

PROGRAM:MBA FINANCE MANAGEMENT

A REPORT ON
TATA CONSULTANCY SERVICES

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 NAME OF ORGANISATION:
TATA CONSULTANCY SERVICES (TCS)
Tata Consultancy Services is an Indian multinational Information Technology (IT) consulting and service
company based in Mumbai,Maharashtra,India.It is a subsidiary of Tata Group and operates in 149 locations
across 45 countries. TCS is the largest Indian company by market capitalization.TCS is now placed among
the most valuable IT services brands worldwide.

 VISION:
Vision of TCS is to decouple business growth and ecological footprint from its operations to address
environment bottomline. The green approach is embedded in our internal processes and services and
offerings….From Green buildings to Green IT to Green Supply Chain our mantra is to grow sustainably and
help our customers achieve sustainable growth to green solutions and offerings.

 MISSION:
The 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 stakeholders to work with us.

 LEADERSHIP:
Board of Directors:
 Non Executive Board Members:
1. N Chandrasekaran (Chairman)
2. Aarathi Subramanian (Director)
3. OP Bhatt (Director)
4. Dr.Pradip Kumar Khosala (Director)
5. Hanne Brigget Sorsen (Director)
6. Keki Mistry (Director)

 Executive Board Members:

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  PRODUCTS AND SERVICES OF TCS:
TCS and its 67 subsidiaries provide a wide range of information technology-related products and services
including application development, business process outsourcing, capacity planning, consulting, enterprise
software, hardware sizing, payment processing, software management and technology education
services. The firm's established software products are TCS Bancs and TCS MasterCraft.

Here are some key offerings from our portfolio:

1. NFV: develop and secure VNFs, cloud platforms, and network orchestrators
2. SDN: develop differentiated SDN applications so that management can troubleshoot from a single
pane
3. Wireless Infrastructure: develop 5G wireless infrastructure
4. Broadband Transport: develop optical access and transport solutions
5. Management Systems: develop NextGen multi-layer management systems for programmable and
legacy networks, with self-organizing and self-healing support
6. Network Analytics: leverage machine learning and network analytics to support products, services,
and customer experience.

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  HIERARCHY:
Working at TCS can be an enriching experience as the company offers a superb working environment
and a transparent promotions systems. The career or job hierarchy is like the hierarchy within any IT
company. It starts with the intern or trainee at the bottom position and moves forward towards the
highest level positions as the employee gains experience and knowledge. To understand the career
hierarchy at TCS better, you can go through the following given information.

Senior Most Positions:

At the top of the pyramid of the job hierarchy at TCS is the level of the senior most employees of the
company. This level has workers with the maximum experience, most skills and the highest
knowledge. They have climbed up the ladder through hardwork and hold most of the decision making
powers. Some of the positions that fall within this level are:

 President
 Vice President
 Chief Operating Officer
 Senior project manager

After the topmost positions comes the level which is occupied by the senior project manager at TCS.

The senior project manager is the employee who supervises the management of projects and makes sure that

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the client’s requirements are being fulfilled.  Besides the senior project manager, the following are some

positions which are present on this same level:

 Location manager
 Resource manager
 Account manager
 Delivery manager

The next level in the TCS career hierarchy is the position of the project manager.  Any candidate who
has had atleast 3-5 years of experience in the company can become the project manager. The main
role of a project manager is to manage and deliver projects under the supervision of the senior project
manager.

Team Lead, Technical Lead:

The job of the team lead or technical lead is to make reports, maintain work records, coordinate and present

work related information to the supervisor etc.

Senior Software Engineer :All the programming responsibilities of the company are to be handled by the

senior software engineer who is the head of the technical staff and who delegates these duties to those

working under him.

Associate/Assistant Software Engineer :At the bottom of the pyramid comes the position of the associate

or assistant software engineer who works as per the instructions of the senior engineers.

 MANPOWER:

TCS had a total of 400,875 employees as of September 2018, of which 31% were women. The number of

non-Indian nationals was 21,282 as at 31 March 2013 (7.7%). The employee costs for the FY 2012-13

were US$4.38 billion, which was approx. 38% of the total revenue of the company for that period. At TCS,

according to Mukherjee, manpower planning is done at least three years in advance. The projections get

refined for each year. And the company starts visiting campuses for recruitment one-and-a-half years in

advance. Mukerjee's team visits almost 370 colleges every year from September to mid-February. The
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 team creates a pool of students who are assessed through an online test, followed by two rounds of

interview. Around 70 per cent of these students join TCS. The bulk of these freshers come from

engineering colleges at an entry level salary, which has remained unchanged for five years now, of Rs 3.15

to Rs 3.50 lakh.

 STRATEGIES:

MARKETING STRATEGY:
Marketing Mix of Tata Consultancy Services (TCS) analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the Tata Consultancy Services (TCS) marketing strategy.
The article elaborates the pricing, advertising & distribution strategies used by the company.
Let us start the Tata Consultancy Services (TCS) Marketing Mix:

Product:
The product strategy and mix in Tata Consultancy Services (TCS) marketing strategy can be explained as
follows:
Tata Consultancy Services or TCS continuously strives to provide the best solutions to its clients from a
global perspective. It operates in segments like banking and financial services, consumer packaged goods,
energy – oil and gas, government, healthcare, hi tech, manufacturing, media and information services, retail,
telecom, travel, transportation and hospitality and utilities and these are termed as ISUs. The products in the
marketing mix of TCS are the solutions it provides to enterprises and clients. TCS has a diversified service
portfolio focussing on IT services, consulting, IT infrastructure, enterprise solutions, enterprise security and
risk management, engineering and industrial services, eco sustainability services, digital enterprise, business
process services, business intelligence and performance management, assurance services, platform solutions
and iON small and medium sized business across the above mentioned verticals.

Price:
Below is the pricing strategy in Tata Consultancy Services (TCS) marketing strategy:
Tata Consultancy Services has a diverse offering and hence a variable pricing policy. Through its different
pricing models and policies, TCS promises clients - process improvement, cost reduction, revenue
enhancement and timely deliverables. TCS follows success based pricing model in some of its total
outsourcing contracts and differential pricing model for its iON services, wherein the prices differ as per
different clients. With the help of this, TCS is targeting small towns and all types of customer bases. Since
iON is a combination of hardware, software and network, along with the services provided by TCS, there is
no addition price to be payed for this technology. Hence, the prcing strategy in the marketing mix of TCS is
basically based on the client requirements, projects and the scale of operation.

Promotion:
The promotional and advertising strategy in the Tata Consultancy Services (TCS) marketing strategy is as
follows:
Through various community initiatives TCS makes its presence felt everywhere. This is the best way to
reach out maximum people as they are serving the society and gaining popularity and recognition in return
for their good work. The promotional strategy in the marketing mix of TCS is unconventional and not like
any other business doing advertising and marketing. TCS has got a well-defined set of programs for each
geography. For example in India TCS runs ALP- adult literacy program, BPS employability program,

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Advanced computer training centre – to promote employability for visually impaired youth, InsighT – for
school children, etc. Internationally it has programs like STEM education and technology inclusion, Pro
Bono, ENABLE and goIT to name few. TCS also volunteers and organises various marathons worldwide
every year. Also, through its Purpose4life program, TCS encourages its employees to contribute towards
social wellbeing.

 WORK CULTURE:
TCS is an equal opportunity employer, and subscribes to the Tata Code of Conduct in embracing diversity
in race, nationality, religion, ancestry, marital status, gender, age, ethnic origin, physical ability, and sexual
orientation. Today, we are one of the world’s largest employers of women. Progressive policies such as
extended parental leave, a mentoring program for junior women employees, special leadership
development programs for senior employees, a virtual support group on child psychology, and parenting
workshops for working parents have gone toward making the workplace more employee-friendly.

Our Center of Excellence for Accessibility works on IT solutions for differently-abled individuals, aiding
their integration into the workforce. TCS also runs multiple initiatives to help employees grow in their
careers, such as CareerHub, a platform that provides them with mentoring services. We also run Inspire, a
specialized program that provides fast-track career progression to high-potential employees. Periodic
leadership reviews help us maintain a healthy succession pipeline.

 SAFETY PRACTICES:
To make TCS a zero-fatality organization, we launched the Safety First initiative in May 2014. Since then,
an internal team from across locations has worked towards reducing fatalities in road accidents, crimes,
and self-harm incidents. Apart from initiatives to provide associates a safety net at the team- and location-
level, counselling sessions are regularly held on domestic issues, personal stress, and relationship issues.
Training and awareness sessions about self-harm are also conducted.

TCS has also deployed a location-specific Night Exit Policy, and arranges for free airport pick-up and drop
facilities for women associates. In FY17, we launched a weekly Safety Evangelist mailer campaign, as part
of which TCSers share their personal experiences of safety incidents. More than 100 associates have come
forward to share their stories with the TCS network. We have also released a carpooling app called Ko-
Ride with an intent to help associates reach work safely, and contribute towards environmental
sustainability. 

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 CSR ACTIVITIES:

As per section 135 of the Companies Act, 2013, amount required to be spent by the Company during the

year ended March 31, 2019 and 2018 is Rs. 542 cores and Rs. 497 crore, respectively, computed at 2% of

its average net profit for the immediately preceding three financial years, on Corporate Social

Responsibility.

Our interventions in the medical field range from supporting institutions in performing cutting-edge

research to enabling every section of society with information on better health practices. On the

institutional front, this means assisting the Tata Translational Cancer Research Center at the Tata Medical

Centre, Kolkata, in creating a better future for patients with cancer in India. TCS’ aim is to develop

personalized treatments, diagnostics, and monitoring tools for these patients. Since November 2016, TCS

has also been providing IT support to the National Oncology Digital Nerve Center. Key services include

instant messaging support, telemedicine, and virtual follow-ups. TCS also provides a fully-integrated

hospital management system free of cost to the Cancer Research Institute at Chennai.

Nearly 266 million adults in India cannot read or write, and are thereby deprived of critical growth

opportunities. To address this deficiency, Tata Consultancy Services (TCS) came up with the Adult

Literacy Program (ALP) in the year 2000. ALP runs on TCS’ proprietary Computer-based Functional

Literacy (CBFL) solution, which employs innovative information and communications technology

solutions to promote literacy. TCS has partnered with local governments, non-governmental organizations,

corporates, academic institutions, as well as jail authorities in 15 states to implement ALP. In collaboration

with the local prisons authority, TCS has achieved 100% literacy at the district jail in Lucknow, India, by

making 1,431 inmates functionally literate.

Animated graphics, voice-overs, and puppets are also employed to make the learning process more

enjoyable.

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 RESEARCH & DEVELOPMENT:

Tata Research Development and Design Centre (TRDDC) is the first software research centre

in Pune India established by TCS in 1981.TRDDC undertakes research in Machine Learning, Software

Engineering, Process Engineering and Systems Research. It is also the largest R&D facility among the

network of Innovation Labs at TCS.

Researchers at TRDDC also developed MasterCraft(TCS product)|MasterCraft (now called TCS Code

Generator Framework)[1] an artificial intelligence software that can automatically create code from a simple

computer language, and rewrite the code based on the user's needs.

Research is the foundation on which robust innovation is built. TCS relies on research-based innovation to

solve customer challenges and provide impactful solutions. We have a network of Innovation Labs that are

focused on domains and technologies, and which enable agile proofs of concept that can later be scaled to

commercial offerings.

TCS Innovation teams engage closely with customers and leading technologists through a number of

events such as Innovation Forums, Innovation days, and round-table discussions. Initiatives such as

mKrishi and the Accessibility Center of Excellence are examples of how Innovation at TCS has led to

positive social impact. 

Research at TRDDC has also resulted in the development of Swach (formerly known as Sujal), a low-cost

water purifier that can be manufactured using locally available resources. TCS deployed thousands of these

filters in the Indian Ocean tsunami disaster of 2004 as part of its relief activities.

In 2007, TCS launched its Co-Innovation Network, a network of TCS Innovation Labs, startup alliances,

University Research Departments, and venture capitalists.

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 AWARDS AND RECOGNITIONS:
 TCS was recognized with Gold Stevies for Corporate Social Responsibility Program of the

Year and Fastest Growing Tech Company of the Year, a Silver Stevie for Mobile Marketing

Campaign of the Year, and a Bronze Stevie for Human Resources Department of the Year 2019.

 TCS wins Company of year Thomas Bata Award in 2018 for leading IT services provider in

Canada.

 TCS won IBM Beacon Award in 2018 for adult literacy program.

 Awarded as best Employee Engagement Project of year in 2018.

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