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Operatons and profile
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COMPANY PROFILE
TRACTOR AND FARM EQUIPMENT LTD
Tractors and Farm Equipment Limited (TAFE), a US $1.6 billion tractor major incorporated in
1960 at Chennai, India, is the third largest tractor manufacturer in the world and the second
largest in India by volumes, with a 25% market share of the Indian tractor industry and a sale of
approximately 148,000 tractors (domestic and international) annually. TAFE's partnership with
AGCO Corporation and the Massey Ferguson brand for 52 years is an outstanding example of
TAFE's commitment to its values of building long-term relationships with its stakeholders,
through fair and ethical business practices.
HISTORY OF THE COMPANY
The Amalgamations Group entered the tractor business in 1960. Simpson & Company was
already making Perkins Diesel Engines and the founder chairman of the group, Mr.
Anantharamakrishnan's own great interest in agriculture and the Green Revolution in making,
made the group grab the opportunity to make tractors when it presented itself.
Standard Motor Products of India Limited had been assembling Massey Ferguson tractors in
India for Massey Ferguson India, which was a Bangalore based company handling the entire
MF business in India. Massey Ferguson was looking for a company that would, in a phased
manner, manufacture its tractors in India and successful negotiations with The Amalgamations
Group lead to the group taking over the Bangalore operations and moving it to Chennai, then
Madras. The new company was called Tractors and Farm Equipment Limited.
On December 15, 1960, Mr. S. Anantharamakrishnan announced at a press conference at
Chennai, his plans to manufacture tractors and implements at Simpson's Industrial Estate in
collaboration with Massey Ferguson of Toronto. At that time, the estimated demand for tractors
in India was 12000 tractors per year and TAFE was allocated a capacity of 7000 tractors a year.
Initially 50% of the tractor was built with indigenous content but within two years this rose to
85%. From these early beginnings, we are proud to have risen to a turnover of US $1.6 billion
and a sale of over 148,000 tractors (domestic and international) in the year 2011-2012, apart
from the distinction of being India's largest exporter of tractors consecutively for the last three
years.
VISION The philosophy that drives TAFE was first enunciated by its CMD in 1992. "To us in TAFE,
Excellence is not something that we engineer, inspect and input into our tractors. It is an innate
desire to attain the best that comes from within each of us. It defines our lives at work and at
home and ripples out into the world around us". (Source: Corporate Film-1992).
This inspired TAFE to evolve its Vision & Values in 1999, through a company-wide
participative exercise with external facilitation from IIM, Bangalore. The Vision &Values
statement captures key elements of TAFE's culture, strengths and aspirations. Subsequently,
Warwick Manufacturing Group (WMG), UK, facilitated each element of the V&V being linked
to CSFs of the company to translate 'Vision' to 'Reality' through a Vision to Reality Plan (VTRP)
that forms basis of the company's Business Plan.
To achieve the distinction of the first choice among the farming community of India and
ensuring a growing presence in international markets through setting leadership standards
of performance and customer care in the agricultural machinery business.
MISSION
” People involvement at all levels has improved tremendously and there is a noticeable cultural
change. Renoir Processes especially SCG & MAT meetings and Short Interval Control at
Supervisory levels have resulted in the achievements for all the KPIs defined. The Information
Flow has clearly streamlined and I get the consolidated reports for review on my desk daily. ”
“The experience of working with the Top Gear project by Renoir was an unforgettable
unlearning and learning curve in all interactions. It gave me an insight to unearth improvement
opportunities and opened myself to change thoughts and actions.”
QALITY POLICY
TAFE's thrust on total quality is organization wide and is aimed at ensuring we as a corporate
entity set the industry benchmarks for the quality of both products and services. Japanese quality
management systems/ tools such as 5S, Kanban, Kaizen and Six Sigma find wide application in
the company. TAFE pioneered the quality circle movement in the tractor industry and has over
fifty quality circles in place.
TAFE is an ISO 9001, ISO 14001 and ISO 27001 Certified Company
The focus on Total Quality Management, upgrading Vendor Quality and productivity and
strategic tie-ups with quality management specialists from Japan and the change management
exercise facilitated by the Warwick Management Group has paid rich dividends in terms of more
cost effective operations as well as being acknowledged by customers as manufacturers of
quality products.
PRODUCT AND SERVICE MIX
PRODUCTS
MF 9500
MF 9000 DI PLANETERY DRIVE
MF 7250 DI
EICHER 5660
EICHER 485
EICHER 5150
TAFE 30 DI ORCHARD PLUS
MF 1035 DI SHAKTHI
EICHER 312
EICHER 333
DEALERS LOCATED IN TAMIL NADU
S.NO PLACE DEALER NAME
1 Coimbatore Gaayatri Mallaiyan Tracto
2 Cuddalore Sivasakthi Tractors
3 Dharmapuri Sriram Eicher Tractors
4 Erode Supreme Tractors5 Hosur Nandhini Eicher Tractors
6 Kallakurichi Siva Sakthi Motors
7 Kancheepuram Susee Tractor Centre
8 Madurai George Oakes Limited
9 Ocheri Jayam Motors
10 PATTUKOTTAI Sakthi Motors
11 Pondicherry Ganges Tractors
12 Pollachi Ms And Company
13 Thiruvannamalai Om Sakthi Motors
14 Vellore Harvel Tractors & Farm Eq
15 Villupuram Cpc Motors
HARVESTING EQUIPMENT
CRUZER 7504
ACCESSORIES
1. 9-Tine / 11-Tine spring tiller
2. Disc Plough3. Front end loader - Mahaan 52454. Heavy duty tiller5. Mould board plough6. Offset disc harrow7. Rigid tine cultivator8. Rotary tiller9. Subsoiler10.Terracer blade11.Tipping / Non tipping trailer12.Tractor - Front mounted leveler
ENGINES
Eicher Engines is a unit of TAFE Motors and Tractors Limited (TMTL) with Alwar as the
manufacturing base. TMTL is a wholly owned subsidiary of TAFE, part of Chennai based
Amalgamations Group, which is one of India's largest light engineering conglomerates having
long and distinguished history of serving Indian and global markets with a pan Indian presence
of over 40 companies with highly skilled and competent workforce of over 15,000 and business
built on highest standards of integrity, ethics and values.
ENGINE TYPES
AGRO ENGINE
AUTO ENGINE
GENSET ENGINES
SILENT ENGINE
CAPABILITY
MANUFACTURING AND QUALITY
Operating on principles of TQM, TPM, SGA, Kaizen to meet global standards of quality &
productivity.
Awarded National Productivity Council Recognition thrice for productivity performance.
ISO 9001/14001 TS 16949 certification.
Awarded BEST IT USE COMPANY AWARD by NASSCOM.
Pioneers in Air Cooled Technology. Manufactured in Alwar Plant
Hi-Tech plant with CNC Machines
Engine Assembly in Dust Proof Ambience
Stringent Quality Controls & Manufacturing Standards.
EXPORT
With an enviable presence in India, we are now also beginning to expand overseas. Our recent
successful forays into South Asia, have once again proved that our philosophy "Customer first"
shall continue to win the confidence and trust of all global customers.
Our diversified range of Diesel Engines and Diesel Generators, catering to domestic, industrial,
official and Telecom segments has been designed keeping diverse climate, geography and end
usage factors in mind.
Our products offer significantly lower operational costs and are extremely good value for money.
With ISO 9001, ISO 14001 and TS 16949 certifications, a fully operational R&D centre with a
continued Technology Transfer tie up with Ricardo Consulting Engineers, UK and AVL,
Austria, we offer quality that matches the best in the world
R& D CAPABILITIES
Team of more than 40 specialists dedicated to engine development
Online technical support agreement with technology providers such as Ricardo & AVL
Air cooled & water cooled engine technology database
Turbocharged & after cooled engines with latest combustion development tools & after treatment devices for stringent emission controls
Fully networked CAD/CAE environment
3d system/sub-system layout designs
Design verification & optimisation through FEA / inhouse software
Product data management
Formulation of reliability & accelerated endurance test cycles
SOFTWARE
PRO-E & WINDCHILL PDM Link
ACAD ( 2007 REL)
PRO-E & WINDCHILL PDM Link
HYPERWORKS
OPTISTRUCT
ANSIS
DEVELOPMENT PROCESS
Product strategic plan with QFD
Project sensitivity & risk analysis
FMEAS (DFX, DTC & process control plans)
CAE / FEA analysis for design optimization
In house proto development tools
Accelerated endurance & reliability testing & duty cycle simulations
Field validation & feedback
APQP process as per ISO/TS 16949
Integrated environment & quality policy
GEARS AND TRANSMISSIONS
Tafe's gears division is located at kelambakkam near jfarm and has a capacity to produce 40,000
crown wheels and pinions a year. The capacity is essentially used for captive consumption by
tafe’s tractors. The plant has the necessary infrastructure to produce crown wheels and pinions to
the demanding specifications of the application and is equipped with necessary facilities to
ensure quality products that exceed customer expectations.
Tmtl, tafe's wholly owned subsidiary has a gears and transmissions plant at parwanoo that
produces a range of gears and transmission products for captive consumption at tmtl and tafe for
tractors apart from sale to discerning oe buyers in the automotive sector.
Product range
Our product range covers following category of auto components
1.Transmission gears & shafts
2.Transmission housings
3.Crown wheel pinion
4. Cam shaft
Facilities
We have well equipped facilities to produce transmission gears & shafts, gear box housings,
crown wheel pinion & cam shaft, such as
Modular lines for hobbing, shaving, shaping
Heat treatment-gas carburizing & sealed quench.
Grinding-conventional & cnc
Combination of cnc machining centers & spm's
Cnc cam grinding machine
Our facilities to ensure reliability and consistency in quality include in-house cutter
resharpening machine, 3dcmm, cnc in volute tester, cncn cam tester.
Competency
Product related - capability to produce transmission gears & shafts for tractors & commercial
vehicles, gear box housings, crown wheel pinion & cam shaft for tractors.
People related - availability of skilled & trained work force.
System related - unit has well integrated quality system in line with ts requirement.
Unit also has well integrated erp software for production, maintenance, material control &
accounting functions.
ENGINEERING PLASTICS
Engineering Plastics Division (EPD) was created with the realization that engineering design is
seldom, if ever, an end unto itself. Rather, engineers embark on design with the intent of creating
a manufacturable product. We view design as an upstream phase in the multi-stage operation of
manufacturing.
The manufacturability of a design is a measure of how successfully it can be translated from
concept to computer representation and finally, into a high-quality and cost-effective physical
product. A visually perfect design might be impractical to manufacture. Or, minor changes to a
design can result in significantly improved tooling and production efficiency.
While computer-based technologies have made significant strides in simulating tasks of design
and analysis, there has been relatively less progress in validating manufacturability. Manufacture
validation requires sound knowledge in the tooling and production domain, most of which is
developed through years of experience and embedded in the minds of production floor experts,
rather than within computer programs. Validation expertise is also specific to the exact type of
manufacturing process.
Today, the Engineering Plastics Division has a primary focus on manufacturability in injection
molded engineering plastics and pressure die-castings. This is enabled by a close association
with the TAFE-Engineering Plastics Division, a truly state-of-the-art design, engineering and
production facility servicing many of the leading automotive, electronics and appliance suppliers
within the nation. EPD embodies an extensive knowledge in this engineering domain, made
available through years of actual production expertise.
SERVICE
SERVICE SUPPORT
A team of trained professionals coordinates with dealers and authorized service centers to ensure
that the tractors from TAFE are serviced and maintained to ensure long and trouble free service.
To offer immediate technical support a toll free call center exists for customers in India. To meet
emerging needs and improving features of the tractors, we also monitor tractors in the field and
that's an edge under our Service Support System.
In order to ensure service at customer's door steps, a system of mobile service personnel to reach
customers at their site is in place. Further, we ensure that all our dealers are staffed by personnel
trained by us at our product training centre.
Empowering the customer
Customer support at TAFE relates to our most important core value, "Customer Satisfaction"
At TAFE Service our philosophy lies in "Empowering the customer" from whom the business
starts and where it ends. Our whole team of service employees, dealers or service stations
continuously strives to empower the customers in multiple ways so that they not only remain
with us but also become the core driver for our products, policies & services.
Door step installation
Whether our "Door step installation" of practical demo within fortnight of purchase, the drivers
training during our events or the customer education meets, we empower our customers with the
right knowledge to get best out of their tractors. In an industry where the machine is used in the
most remote corners of the country, our benchmark "Service @doorstep" bikes not only provide
home delivery at customers convenience but also save lot of money & time for them.
We empower the customers to realize their extraordinary worth to our business, by constantly
pampering them through our mega & mini service events like a " 5 in 1 " camps. We not only
service the tractor but also do a family health check up to mentally & physically empower them.
Communication
Our customers are empowered to communicate with ease & influence the company by
expressing their views, opinions or suggestions in CSI surveys, direct customer visits, survey
through call centers, 24 hour toll free assistance & contacts numbers displayed at our service
stations and on tractors.
Our service network with over 800 dealer workshops, over 800 service bikes & 400 "Apna Sewa
Kendras" in remote clusters, empower the customers to avail all their tractor service
requirements at their desired place.
TAFE service firmly believes that not only the availability but also the speed of response during
crisis, really empowers the customers. So we strive to reach critical parts, engines & technical
assistance in remotest locations in no time . TAFE service is proud to be more closely associated
with the customers more than any other company in the industry .Our aim is to maintain our
leadership standards in customer service.
2.6-HISTORICAL MILESTONES
Since its inception, TAFE has set high standards for itself in every respect. We have consistently grown over the years, reaching new heights and achieving new milestones.S.NO YEAR EVENT1 1960 Incorporated as a joint venture
with massey fergason.2 1961 Tractors roll out of our
sembium (chennai) factory.
3 1981 Second tractor factory established Doddaballapur(Bangalore) Engineering Plastics Division Plant established at Doddaballapur.
41987 Third Tractor Plant
established at Kallidaipatti near Madurai.
5 1990 Engineering Export Promotion council Export Award for 20 years (1990-2010).
6 2000 National Award for the Welfare of people with disability-govt of India.
7 2002 Second Engineering Plastics Plant established at maraimalainagar near Chennai.
8 2005 Eicher’s tractors business, Engines Plant at Alwar and transmissions plant at Parwanoo acquired under TAFE motors and Tractors Limited.
9 2007 Commendation for “Strong Commitment to excel” from the jury of the CII Exim Bank Award for Business Excellence.
10 2009 Commendation for “Significant achievement in the journey of excellence” from the Business Excellence.
11 2010 TAFE becomes India’s largest exporter of tractors.
12 2011 Front Sullivan- India Manufacturing Excellence Award (TAFE Madurai Plant).
13 2012 Commendation for Significant Achievement in the second band (550-600) by CII-EXIM Bank, for
Business Excellence.
Marketing strategies of TAFE tractors
Marketing is the set of human activities directed at facilitating and consummating exchanges
- Philip Kotler
Marketing strategy is a process that can allow an organization to concentrate its limited resources
on the greatest opportunities to increase sales and achieve a sustainable competitive advantage
At the heart of any business strategy is a marketing strategyBusinesses exist to deliver products that satisfy customers.
CUSTOMER ACQUISITION
Customer acquisition is the process of acquiring new customers for business or converting
existing prospect into new customers.