Tinplate Company of India- B A K E - syndicate

Maria Alfa Raniadita Edhita ParadeviTrisya Kansya SaleaLa Ode M Arief Akbar

29109317291093242910932929109367

Case Background• Establish in 1922• Jointly held by Burmah Shell, Shaw Wallace,

Tata Steel.• Manufacture tinplate (packing kerosene)• At the moment, TCIL have uninterrupted

supply of raw material• Supplied tinplate in 4 major product

segments:• edible oil cans, • soft drink crowns, • processed food and • batteries

Problem Statement

1. Should it continue in the edible oil segment?

2. How can TCIL compete with foreign companies?

3. What strategies can TCIL formulate based on organizational buying behavior concepts?

Company Overview

Classification of Tinplate

Competition

Distribution and Promotion

Imported Product

Application of Secondary Tinplate

TINPLATE: Consumer Behavior & Market Condition

Segment Cons. Behavior Market condition

Edible oil •Sensitive to specific product parameters VS price sensitive•Consumer unaware of negative consequences of secondaries grade

TCIL vs SAIL & Unorganized Supplier

Soft drink crowns High standard product parameters

Foreign comp. Domination

Processed food 22% dominated by TCIL

Batteries Very high quality standard

Dominated by foreign comp

ANALYSIS

Tinplate Market Share (exhibit 5)

10

45

45

BATTERY

TCILFRITZSUKAITMNunorganized supplierSAIL

22

78

PROCESSED FOOD

TCILFRITZSUKAITMNunorganized supplierSAIL

28

54

18

EDIBLE OIL

TCILFRITZSUKAITMNunorganized supplierSAIL

10

45

45

CROWN

TCILFRITZSUKAITMNunorganized supplierSAIL

Fishbein Model for Edible OilExhibit 3

 

Assumption:Attribute Belief(bi)

Price 90

Brightness 85

Delivery 70

Service(Pre & Post)

70

Ao-TCIL Ao-SAIL Ao-Unorganized Supplier

1395 1120 900

Should TCIL continue in edible oil segment?

93 94 95 96 970

5

10

15

20

25

Growth of Tinplate

batteryedible oilcrownprocessed food

• The biggest profit margin comes from battery business

• Edible oil segment was profitable, but the trend was decreased

• In order of customer rating, TCIL has a better rating (rather than battery & crowns)

CONCLUSION

The best way is to strengthen TCIL market in battery segment

Improve specifications & speed of flexibility to deliver customer needs & fulfilled the influencer expectation (product/marketing/R&D)

THE END