Case study of titan industries

• Main Authors: Kee, Ee Wah, Ong, Kah Kuang, Pham, Van Thanh, Agus Tri Suardi
• Other Authors: Amit Das
• Format: Theses and Dissertations
• Language: English
• Published: 2009
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/18867
• Institution: Nanyang Technological University

Titan industries is one of the subsidiaries under the Tata Group in India. The company was established in 1984 to manufacture watches. Over the years, it has established itself as a dominant watch player in India with the largest market share of the Indian watch market. It has also expanded to other countries in Middle East, Asia and Europe and is now the world’s sixth largest world producer. This report examines factors that contributed to its success in the Indian market through the analysis of the watch industry in India and Titan’s marketing strategy using the Strategy - Tactics - Value (STV) model to capture the mind-share, market-share and heart-share respectively. It also looks at the human capital management that is in place to support their business strategy. The report has also sought to put forth recommendations that Titan Industries could consider moving forward and the lessons that companies could learn from the success of Titan Industries.