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DRIVING DIGITAL TRANSFORMATION AT TATA S...

Devidutta Mohanty,...

Case

DRIVING DIGITAL TRANSFORMATION AT TATA STEEL’S MARKETING & SALES DEPARTMENT: A CHANGE INITIATIVE

Devidutta Mohanty; Murali Krishna Mantrala; D.V.R. Seshadri

ISB382 | Published June 21, 2023 | 16 pages Case

Collection: Indian School of Business

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Set in 2019, this case explores Tata Steel's journey in utilizing digital technologies to enhance customer engagement. Tata Steel, founded in 1907, had emerged as the ninth-largest steel conglomerate globally, with major production facilities in India and overseas. With a focus on B2B, B2ECA, and B2C markets, the company established a task force on digital strategy to drive innovation and stakeholder experiences. They prioritized initiatives such as reverse mentoring and the Digital Enthusiasts Exploration Program. The company aimed to "Think Big, Start Small, Scale Fast" in delivering digital projects in the Marketing & Sales division. By creating a digital roadmap and filtering initiatives based on value and execution feasibility, Tata Steel identified opportunities in each market segment. The division successfully embraced digital transformation and overcame challenges during Phase 0 and Phase 1. The case explores future considerations, including regional expansion, exploring new technologies, and upskilling the team or hiring consultants.

This case provides insights into successful transformation, including techniques for making non-digital natives aware of technology, fostering digital literacy, and overcoming resistance. It offers a framework to accelerate adoption, addressing challenges faced by technology-averse organizations. The case explores transformation opportunities in B2B, B2ECA, and B2C segments within the steel industry, emphasizing enhanced experiences, streamlined operations, and data-driven decision-making.