Overview

Tata Steel’s Branded Product & Retail (BPR) vertical has been serving ~ 10,000 SMEs [Known as Emerging Corporate Accounts (ECA) in Tata Steel] & 3.8 million Retail Customers through a network of 80 + channel partners. A few of our channel partners have been operating with us since their 3rd / 4th generations. The SMEs are further segmented into 80+ micro-segments to customize the value proposition. Both the SMEs & retail Customers are pushing for higher service levels from their respective channels, influenced by new-age service providers which are enabled by digital & technology advancement. For e.g., Fintech Companies provide hassle-less and collateral-free credit, demand vehicles by Fleet Aggregators & Online Portals such as Moglix & JSW One provide one-stop solutions. Thus, it becomes imperative to assess this transformation of Channel and subsequently identify key action points for Tata Steel.
 

Problem Statement

1. Meta Trends Impacting Steel Distribution: Consumption driven by Urbanization & Rural transformation.

   Government Intervention for Self-Reliance & Import Substitution (PLI & Atmanirbhar Bharat etc.), increasing export enabled order book in view of China +1 Strategy. Thus, it becomes critical to identify how such trends will bring in changes in this space.

2. The shift in Consumer Behavior & Changing Role of Channel: SME & Retail Customer behaviour is evolving rapidly with the shift from upon availability to on-demand, reflecting a desire for convenience bundled with a bouquet of services such as the delivery of products in processed form, faster complaint resolution & “Value in Use” (VIU) Support etc. Such evolving customer behaviour has necessitated the progression of channel partners from being facilitators of market development to sentinels of customer advocacy.

3. Digital & Technological Advancement: Onslaught of “Non-Steel” Players aided by technology such as Rivigo & Delhivery in 3rd party logistics, Lending Kart & Klix for working capital credit and B2B aggregators such as Moglix & JSW One (Unit of JSW Steel) which are providing one-stop digital marketplace for all steel buying needs for SME segment.
    

​Objective

Find areas of banking where Metaverse can be implemented (Ex. An interactive Metaverse environment to keep customers engaged while they are seeking Customer service). At the end of your research, you are to present your ideas in front of the leadership.

Key Deliverable

1. Articulate the “Route to Market(s)” (RTMs)- for SME & Retail Segment of TSL’s BPR Vertical, are
   there any alternate RTMs which can be explored and critically analysed each route?

2. How will Dealers & Distributors of tomorrow operate?
    

Design Principles
Market Research, Roadmap, Key Metrics, Customer Segmentation