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