PREPARED BY: S AGAR P USPANJALEE ROY A NKITHA H.C A DITHYA R ISHABH RATHI K ARTHIKEYAN
PREPARED BY:SAGARPUSPANJALEE ROYANKITHA H.CADITHYARISHABH RATHIKARTHIKEYAN
ABOUT US. Our business Manufacturing of hybrid cars (electric + fuel)
Industry Automobile, renewable energy storage system
Product Electric + fuel sedan class cars
Product Type Hybrid car
Technology Internal combustion engine and electric motor
Location Sriperumbudur, Tamil Nadu (near to both airport and seaport)
INDIAN AUTOMOBILE INDUSTRY
The Indian auto industry is one of the largest in the world with an annual production of 21.48 million vehicles in FY 2013-14.
The automobile industry accounts for 22 per cent of the country's manufacturing gross domestic product (GDP).
Sales of commercial vehicles in India grew 5.3 per cent to 52,481 units in January 2015 from a year ago, according to Society of Indian Automobile Manufacturers (SIAM).
India is probably the most competitive country in the world for the automotive industry. It does not cover 100 per cent of technology or components required to make a car but it is giving a good 97 per cent.
What job does your customer hire your product to do?
1) Transportation in an economical and eco-friendly way2) Comfort and safety with luxury standards
VISION AND MISSION STATEMENT VISION To differentiate us from our competitors and bolster the cause of keeping the passenger vehicle economically viable and socially acceptable.
MISSION To develop hybrid technology and to compute it in more economical way.
ABELL’S FRAMEWORK.Who is being
satisfied ?• Middle and upper
middle class people.
• Cab services.
What is being satisfied ?
• Comfort and safety at an economical price with luxury standards.
How is it being satisfied ?
• It is hybrid (save fuel or electricity) and it is more economical also.
• Regenerates power for the next car drive.
PESTLE ANALYSIS – EXTERNAL FACTORS.
• Make in India initiative will help us. • Government is also providing subsidy for eco-friendly product.POLITICAL• Decrease in the prices of crude oil. ECONOMICAL• Mind set of people SOCIAL• It is easily adoptable.• This technology is currently being developed across the globe. (R&D)TECHNOLOGICAL• This technology was patented but now its an open source.LEGAL• 13/20 cities in the world with highest air pollution are in India.• Low carbon scenario with highest EV penetration.• Scarcity of resources such as electricity and fuel.
ENVIROMENTAL
PORTER’S 5 FORCES MODEL TO ASSESS INDUSTRY ATTRACTIVENESS:
HIGH MODERATE LOW
Rivalry among established players
Threat of new entrants
Bargaining power of buyers
Bargaining power of suppliers
Threat of substitutes
RESOURCES AND CAPABILITIES:
Resources Capabilities
• Idea • Skilled manpower • Design • Technology• Subsidies • Production Plant
• Mass production• Current market trends• Alliance with taxi services
COMPETITIVE ADVANTAGE: We are both cost leader and product differentiator
But on a higher scale we are product differentiator
Valuable Value for money
Rare Hybrid technology Regeneration mechanism
Costly to imitate Sedan low cost electric car
Consistency Quality and performance
Applicability in multiple competitive situationSedan class car for middle and upper middle class and taxi
Superior to competitionLess competitorsUnexplored market because of hybrid regeneration technology
Functional level building blocks Superior innovation and quality: implementation of hybrid regeneration technology with design and performance.
SWOT ANALYSIS
• Since the technology is a open source, there is a threat of new entrants
• Under developed infrastructure for electric cars in India
• R & D comes up with new and advance technology, there will be new norms and regulations and policies for improving infrastructure which will be beneficial to us.
• Make in India • Fuel prices reducing • Subsidies• Awareness about Environmental
problems
• Electricity shortage• Procurement of financial• Relatively low
production capabilities with competitors.
• The company is young and lacks experience compared to competitors.
• Introducing new technology • At reasonable price, which will
create huge demand.• Plant Location, Mass production
STRENGTH WEAKNESS
THREATSOPPORTUNITY
EACH FUNCTION OF ORGANIZATION TOP MANAGEMENT: organization policy, rules, vision, Mission should get designed in such a way that innovation and quality is achieved
HR: Will hire people who have experience in quality control management and technical background, so that they can keep innovating
MARKETING: we will make customer aware our innovation and quality FINANCE: Pricing is value for money PRODUCTION: use of robots for production process to maintain quality and precession
R&D: our team is working and coming up with new technologies
Generic level strategy SOURCE COST LEADERSHIP PRODUCT DIFFERENTATION
SCO
PEFO
CUS
B
ROAD
INDUSTRY LIFE CYCLE
Embryonic Growth Shakeout Mature Decline
TIME
DEM
AND
STRATEGIES TO MOVE AHEAD FROM CURRENT STAGE:
• Educate people about how to reduce cost by using eco-friendly product
• To ensure quality will provide test drive in every city• Will tell people that how our car regenerates electricity for a
long run• Will come up with various customised graphics and colour for
car• Do tie-up with e-commerce companies for marketing• Will promote our brand• Will also ask government to promote electric vehicle so that it
helps in benefit of country’s economy