Customers typically rebel against price increases by switching to competing products, but if a company has pricing power, customers will continue using SWOT TATA’s products and services. SWOT TATA has the ability to charge customers higher prices… … "Pricing Power (SWOT TATA)" will have a long-term positive impact on the this entity, which adds to its value. This statement will lead to an increase in profits for this entity. "Pricing Power (SWOT TATA)" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.