Fenesta Case- Business Unit Strategy-Final

7/31/2019 Fenesta Case- Business Unit Strategy-Final

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Fenesta Case-

Business Unit Strategy


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Group Members

Ajay Kr Gupta (S-003)Praveen Rajora (S-70)Divey Jyoti (S-032)

Prabodh Kumar Singh (S-065) Abhijit Dey (S-0116 )Sudipt Agrawal (S- 099 )Ravindra Kumar Singh (S-081)Manish (S- 047 )Vijaykanth (S-105)

Vikas Sarangal (S-106) Amit Kumar (N-108)Ramesh Subramanian (N- 111)

Arun Chaturvedi (S-22)


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Market Segments of Fenestrations

Geographical : China ( leader) ,Russia, Canada, USA and AustraliaDemographic : High income class groupPsychometric :

(a) Class market segment : 2-4% -focused and mass(b) Mass market segments: 96-98%-Ignored

Positive market : (i) Industrial Market(a) Commercial Building(b) Residential Building

Consumer market : (a) Architects(b) Builders(c) Contractors(d) Individuals


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Global Annual rate of Growth Rate: 4-5%: 125 billion mark within a year

India : 9-12%Indian market size for Fenestration: Rs.12,000 crore

Windows: Rs.6000 crorePVC windows: Rs.300 crore

Construction Industry in India:-20,000 Builders-200 Firms are in corporate sectors- 12,000 Class A registered contractors -10 being very large- About 500 medium sized

Segment Sizes and GrowthRates


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Analysis of CompetitiveEnvironment

Strong competitors

Stay Bright WindowsEuro PlastLingel(Germany Firm)

Aluplast(Again a German Firm)Veka


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Stay Bright Windows Year of Establishment : 2008Nature of Business : Manufacturer, Exporter& Supplier of UPVC Windows and Doors.Market Covered : WorldwideName of Partner : Mr. Bhim Sain


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Stay Bright Windows Total commitment to the most optimum quality.

Every product goes through the most rigorousquality controlNot only meet the clients expectations but to evenexceed them.

Broad Range of productsClient Focussed Approach

Customizable products to the client's specificdesigns.Quick and hassle free installation


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EuroplastManufacturers / trader of wide range of PVC products since 2000

Is one of the renowned manufacturers of UPVC Doors and Windows, is an associateof Pacific Services Ltd., U.K. and UkraineBusiness activities like supplying andinstallation of UPVC Doors & Windows.


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Europlast Technologically Superior Products

Made from special moulding material.The Process of making is unique

start in the form of powder mixed and balancedhomogeneously with all necessary additives for highimpact UV to form a compound that meets all therequired properties.

Fire, Water, Sound and Weather ResistantEnergy Saving Window-Energy Efficient with multi chambers to reduce heattransfer and energy loss


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Lingel- (German Firm)Karl Lingel Fensterbau GmbH & Co.KG

was established in 1959 in Ellwangen, asmall town in GermanyIs one of the leading manufacturers of high quality doors and windows inEurope.


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Lingel- (German Firm)Made to Order ProductsCompetitive PricingFast Turnaround timeState of the Art ManufacturingFacilities

Skilled Manpower


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Aluplast- (German Firm)Aluplast India is part of the Aluplast GmbH , a globalGroup, which is a 25 year old established organization.Is number 3 in Europe and Number 7 worldwide.Manufacturing plants across the globe at Karlsruhe andEttlingen in Germany, Ferrara in Italy, Wartberg in Austria,Poznan in Poland, Bucharest in Romania, Kiew in Ukraine,Moscow in Russia and Veracruz in Mexico

Sales offices across numerous sites in Europe.


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Aluplast- (German Firm)Minimal Maintenance

Design CapabilitiesReproduces most existing andtraditional


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VekaFounded in 1967 as Vekaplast

Founder(s): Heinrich Laumann VEKA India (100% owned subsidiary of VEKA AG,Germany) has a widest productrange for Indian market as per Internationalstandards.

The world's largest German manufacturer inhigh quality uPVC window and door profilesystems


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VekaPresence in niche market

Product DifferentiationMeet Legal thermal insulationrequirements


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Analysis of CompetitiveEnvironment (Backup)

Some of the Hypothesis of Competitors Strategies:World class infrastructureLow price competitorsBuild up of strong position through differentiation

Maintaining a centre of excellence status Focusing on less price sensitive market segmentsEstablished a separate brand for low price productSelling solutionsImitation of productsSubstantial surplus resourcestechnologically superior Merging and building alliancesUnpredictable/ irrational


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Internal Operations

HypothesisOverall cost leadership with low pricesDifferentiation strategy

Perception of value for moneyCombination of price and customer perceived/service benefits of each product/services

Focused differentiation strategyAchieving competitive advantage by collaboration


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Key Customers

The key customers of Fenesta are individual home owners orretails clients, hospitals, educational institute etc.Fenesta provide following solutions to its key customers:Windows InnovationsWheather proof Monsoon proof Resistant to Strong windsComplete insulation: save energy , cut noiseSpecial DesignsHomes solutionsHospitals solutionsOffices solutionsEducational Institute solutionsGreen Windows


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Key Customers

Fenesta has a salespresence in over 100cities with 16 salesoffices, 50 associateoffices and 50showrooms.

Goa

Jaipur

Lucknow

Vizag

CoimbatoreCochin

Ahmedabad

Pune

Bhubneshwar

Mysore


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Potential Customers

Recently the company has taken steps to diversify its businesswhile maintaining quality consistency. Fenesta provides thecustomer design support, offsite fabrication, firm commitmentson deliveries and a trained installation team.

The potential customers of Fenesta are business to business clients, hospitals, educational institute , architects, builders, interiordesigners.


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Thanks

Documents

Fenesta Case- Business Unit Strategy-Final