In search of true value
New Tata Steel commercial strategy is helping customers forward
Henrik Adam has recently started as Chief Commercial Officer at Tata Steel in Europe. His mission is clear. Tata Steel is a global player with enormous potential. It is time to think big while cherishing the human factor. ‘This has always been a people's business'.
After your first months at Tata Steel, what is your impression?
Before I started here, I already had a clear picture of Tata Steel as an important competitor. I knew our customers and the markets in which we operate very well, so what I've seen in the first months hasn't been a big surprise for me. Tata Steel has important strengths in Europe. We can use these to deliver even better value for our customers.
How is Tata Steel going to make a change?
In one sentence? We have the people and resources to help our customers perform better in a wide range of sectors. Getting partnerships right is more important than talking about pricing and specifications. We want to offer something more than that. We want to understand our customers' business, explore how we can support them with our products and service and enable them to perform even better in their markets. That is what Tata Steel is all about.
Can you give some examples?
Well, everything we do begins with the question: How can we help improve your products and your operations? How can we increase the efficiency of your production line, for instance. Or speed up your time-to-market. Improve the quality of your products. Or save on working capital. We want to understand our customers' needs and challenges in order to be of true value. And, of course, we want to reliably supply premium products and services that deliver this value consistently.
As a global player, we can offer our full portfolio in many market sectors throughout the world. Combined with our excellent service we have everything in place to build true global partnerships.
So, having steel mills in India does come in handy...?
Tata Steel produces liquid steel on two continents - one in a mature region, and one in an emerging region. We also have an extensive distribution network and operate various downstream businesses across the globe. This is an important asset to both our multinational and local customers. They can all rely on local supply of their steel, benefit from robust supply chains and our customer-centred organisation.
What are the next steps that you anticipate?
In the near future, we will make our sales activities even more customer-centred, launch new products and continue to develop robust production processes. I believe in the human factor because it is through our people that we deliver value and build beneficial partnerships. We will therefore continue to train our people and strengthen their technical skills.
Does steel-making still depend on having the right skills?
This has always been a people's business. I believe in the perfect symbiosis of commercial and technical skills. That is the best way to ensure we fully understand how we can add value and create benefits for our customers as well as for our company.
‘Tata Steel has important strengths. We can use these to deliver even better value for our customers'
CV Henrik Adam
Dr Henrik Adam is a highly experienced steel industry executive. He spent 13 years of his career at the ThyssenKrupp Group in various sales, marketing and technical roles, including Board Chair in India and Japan. He has also served as the Chair of WorldAutoSteel, the automotive group of the World Steel Association. Dr Adam joined Tata Steel as Chief Commercial Officer in Europe on 1 May 2011.
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