Titan


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Case Details:

Case Code : BSTA047
Case Length : 13 Pages
Period : 1970 - 2004
Organization : Titan, Tata Group
Pub Date : 2004
Teaching Note :Not Available
Countries : India
Industry : Watches, Electronics

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction

The clear leader in the Indian watch industry, Titan had revolutionized the country's watch market with its emphasis on style and international quality. Most analysts agreed that Titan had created a strong brand identity for its watches both in India and some selected overseas markets. Titan had also created a strong presence in the area of branded gold jewellery. These achievements had made Titan one of India's leading consumer marketing companies. As on Feb 18, 2004, Titan was present in 30 markets worldwide and achieved a turnover of about Rs. 800 crore. Titan had suffered some serious setbacks in its efforts to globalise.

Some markets like Europe had consumed a lot of resources without the proportional returns. Titan realised it would have to use its resources effectively as it competed with other global manufacturers based in countries like Switzerland and Japan. Meanwhile, competition in the Indian market continued to intensify. Notwithstanding these challenges, Titan with its young top management team and the backing of the Tatas, looked well placed to build on the success of the past...

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