Driving Digital Transformation at Tata Steel's Marketing & Sales Department: A Change Initiative

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.