Branding a Commodity - The Tata Steel Way |
ICMR HOME | Case Studies Collection Please note: 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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Abstract:
Issues:• Understand the issues involved in marketing an industrial commodity. Contents:
Keywords:Marketing, steel, India, leading, private sector, steel manufacturer, Tata Steel, company's decision, branding, steps, Tata Steel, customer orientation, employees, revamping exercise, approaches, two, customer segment - B2B, B2C, steel products, future |
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