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INTERNAL ENVIRONMENTAL ANALYSIS OF TATA DOCOMO Brand Image of Tata and Docomo

This is another important factor which proves as a major strong point for Tata Docomo. Tata DOCOMO is Tata Teleservices Limited's (TTSL) telecom service on the GSM platform-arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Both of these are Big brand names in their respective countries; viz. Tata in India and NTT Docomo in Japan. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service provider in Japan with a 50 per cent market share. Variety of plans on offer Tata Docomo focuses not only on the price but also makes sure that the variety of services offered is not compromised. There are a number of tariff plans for post pay customers as well as for prepay customers.

WEAKNESSES OF TATA DOCOMO


One major weakness of this organization would be the lack of adequate infrastructure to service the subscribers that it may initially achieve owing to the low prices. The key issue would be network coverage, where the customers would prefer that a call go through, or not be disconnected, than save Rs. 0.5-Re.1 on a call. At the same time, since operators have so far been focused on the land-grab...

MORALE OF EMPLOYEES IN AN ORGANISATION Good Morale


Morale is a way of describing how people feel about their jobs, employers and companies, and those feelings are tied to the behaviors and attitudes that employees exhibit in the workplace. When employees have good morale, they feel committed to their employers, loyal to their jobs and motivated to be productive. They work harder, produce more, meet deadlines and give it their all.

Low Morale
According to BNET, a website that offers business management advice, low morale takes a toll on employee performance and productivity. Employees become less motivated to work, less committed to their employers, exhibit an attitude of indifference and are absent more often. Companies pay the consequences of low

morale, as less work gets done and time and money are wasted. Such characteristics may not always indicate low morale. Be sure that you don't misdiagnose employees as having low morale when they may just be having a bad day. Low morale is indicated by a pattern of these behaviors and attitudes over time.

MANAGEMENT SYSTEM OF TATA DOCOMO


The goal of the Management System and Organisation Optimisation is to introduce a new organisation and management system at the level of a selected company or a group of companies (holding), as the case may be. The solution's standard subject matter is the conceptual preparation of the client's new organization and the implementation thereof, which is broken down into detailed organisational and functional patterns including job structure and category. Other steps include a preparation of the company's (holding) management rules, setting the basic functions, competencies, powers and responsibilities for individual management levels of a company (holding), and the preparation of a company's (holding) basic internal policies.

ORGANISATIONAL CULTURE OF TATA DOCOMO


In TATA DOCOMO the organizational culture is the workplace environment formulated from the interaction of the employees in the workplace. Organizational culture is defined by all of the life experiences, strengths, weaknesses, education, upbringing, and so forth of the employees. While executive leaders play a large role in defining organizational culture by their actions and leadership, all employees contribute to the organizational culture.

EXTERNAL ENVIRONMENTAL ANALYSISPolitical Not favourable in terms of Recent spectrum allocation {2G-scam}. Political lobbying is prevalent and many companies are taking advantage of it.It has become ubiquotous and creates lots of hassels for the firms. Due to 2G Scam therre will be tighter control and auditing system.

Also UPA will bring some new changes as the social pressure is so high{Anna hazare movemenet}.Some new guidelines are coming up. TATA may get truly benefitted by their inherent policy of no form of corruption.TATA Docomo should be ready for a patient game so that this political uncertainity gets settled.

ECONOMICAL Teledensity has improved from under 4% in March 2001 to 53% by the end of March 2010.Cellular telephony has emerged as the fastest moving business segment. Due to high growth rate,hgher teledensity and sustainable domestic demand cellular telephony will surely reamain in the pink of health in India. Unexplored rural market.Usage may be low but volume can be high. Due to immense competition and lowest call rates in the world there are wafer thin margins as well.

SOCIAL Youth population is increasing,adoption to new technologies has become daily routine,more litracy rate and more purchasing power of Domestic consumers makes this industry more than attractive. Youth will control the economy within next 10 years and companies need to meet their ever changing and newest deamands. Plans and tariffs need to be updated according to current demand and social habbits. Devolopment of new apps and cool value added services are in demand.

TECHNOLOGY Tata Docomo is enjoying the distinct advantage of the backing up of NTT Docomo which proven innovative technology.It is first in Inidia to roll out 3G services in India resulted a growth of 30%-40% in VAS and also planning to bring in 3G enabled mobile phones at an affordable price. It should try to capitalize the capabilities of Wimax technologies,a high speed data connection,which is supposed to have 12 million subscribers by 2012.

As 3G technologies has made in roads in India there is a growing emphasis on speed and coverage.

ENVIRONMENTAL People have growing concern about the kind of damage cellular wave do to the brain and other parts of the body. TATA Docomo should be the first to acknowledge the concern of the people by innovating ways that that can make the waves less harmfull.

LEGAL Recently due to alligations and speculations surrounding the 2G Spectrum sale many service providers are in legal doldrums and have to face wrath of CBI and judiciary. Whereas TATA Docomo has benefitted from his fare policies,it should par its back for this and march on with the progress it has seen with full vigour,

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