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Growth Strategies Case Study

Case Title:

TCS in 2006 : India’s First IT Services Multinational

Publication Year : 2006

Authors: Mr Mahesh Pol, Ms Mridu Verma

Industry: Information Technology and IT Enabled Services


Case Code: GRS0123P

Teaching Note: Available

Structured Assignment: Not Available

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Tata Consultancy Services (TCS) was the largest Indian software company to offer the entire value chain of Information Technology (IT) services that included consulting, Business Process Outsourcing (BPO) and engineering services. TCS was credited for bringing the software industry to India. TCS had also expanded its operations outside India and had become an Indian IT multinational. In 2000, TCS outlined its ambition to become one of the top ten global IT companies with revenues worth $10 billion by 2010.

The case discusses the five-bubble growth strategy employed by TCS to achieve its aim and change brought about by the company in its business model.

Pedagogical Objectives:

  • To discuss the growth of TCS as an Indian software company domestically
  • To discuss the Global Delivery Model (GDM) adopted by TCS to become a multinational IT company
  • To discuss the five-bubble growth strategy employed by TCS to become one of the Top ten global IT companies
  • To discuss the Network Delivery Model (NDM) adopted by TCS for executing its growth strategy.

Keywords : TCS; Tata group; software (IT) industry; initially catering to Tata group companies; extending IT offerings to other Indian Companies; expanding to serve US; European markets; ODCs (offshore delivery centers); TCS' GDM (Global Delivery Model); GDM of TCS' Indian competitors; goal of becoming 1st Indian $10 billion IT MNC; 5 bubble growth strategy; Growth Strategies Case Study; 5 strategic growth areas; engineering; infrastructure services; consulting; BPO & IT products; domestic & foreign acquisitions by TCS; TCS' NDM

Contents : 
Background Note
Business Model
Becoming an IT multinational
TCS’ Growth strategy comprising 5-Bubble Game plan
Looking Ahead
TCS’ Networked Delivery Model (NDM)
TCS’ Domestic & Foreign acquisitions

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