Download - Chetan MFG Strategy
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Submitted to : Prof PeeyushMehta
Vivek Deshmukh ( Reg No 09)Chetan Patil (Reg No 16)Ravi Chandrawanshi (Reg No 21)Sharad Katwa (Reg No 27)
Sitikantha Das (Reg No 28)Sridhar Prasad V (Reg No 29)
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CONTENTS :
INDUSTRY ANALYSIS
PORTER 5 FORCE ANALYSIS
GLOBAL OPERATIONS
BUSINESS STRATEGY OF GM INDIA
BUSINESS MODEL
GM IN INDIA
MANUFACTURING STRATEGY IN INDIA
OPERATION MANAGEMENT
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0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Passenger Vehicles
0
50000
100000
150000
200000
250000
300000
2006-07 2007-08 2008-09 2009-10 2010-11
Sales In Crores
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PORTERS FIVE FORCE ANALYSIS OF AUTO INDUSTRY
High : 9 equally
powerful OEMs
Mild : Upcoming Metro
networks, Improved Bus
service
High : Low Margin,Technology & Capital
Intensive
Low: Global Supplier Base,
Many LocalAutocomponent industry.
High : High Awareness,
Multiple Options available
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Competitive Advantage:Technology and Innovation
Beat with xSDE Engine for India market
Customer Group: Middle class and Upper
middle class Competition : Honda / Maruti / Hyundai/
Tata / Toyota / Mahindra /Volkswagen
Core value proposition: ProductDifferentiation
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HATCH BACK
Chevrolet
Aveo U-VA
Chevrolet
Spark
Chevrolet
Beat
SEDAN
Chevrolet
Optra
Chevrolet
Cruze
Chevrolet
Aveo
MULTI UTILITY
Chevrolet
Tavera
SUV
Chevrolet
Captiva
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VALUE
ASSETS
COMPETENCIES
PROCESSES
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:
-Mfg plant : at Halol, Gujarat.-Entered with Opel brand in 1996.
-Capacity at present : 80K per annum. Focused onChevrolet brand- Models: Tavera, Cruze, Optra & Aveo.
Mfg strategy : High level of manual content.-BIW (Body in white), paint shop and vehicle assembly.
Powertrain : Sourcing strategy- Hatch back and sedan cars - Sourced from Korea.- Tavera : Developed vendor in India.
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0
10000
20000
30000
40000
50000
60000
70000
80000
90000
1996 1998 2000 2002 2004
Demand
Time forInvestment
Capacity Analysis
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: Pune, around 90 acre land
: 1400 Cr
: 160 K car assemblies/annum
:Press shop skin panelsBIW (Body in white)PaintVehicle assembly.
Line design based on
principles.
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Powertrain from Korea.
ServicesLogistic + facility maintenance + die maintenance
Flexible to produce 2 models : Beat and Spark.
No setup change involved at assembly line.
Recently invested Rs 80 Cr to accommodate sedancars.
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Innovation: Designed engine forIndia market.
in Pune: 2010
: 160K
: 800 Cr
:High tech machine shop for 3Cs- Cylinder block- Cylinder head- Crank shaft Entirely automatic
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Flex level 4 plant : Highest level of flexibility so far.
Absolutely zero setup change time among variants.
Temperature controlled shop
21000sqm : First and onlyplant in India in this industry.
Focused only on manufacturing activities.
High level of outsourcing of technical services. Again firsttime in India. Operating with 30 % less manpower (industryaverage)e.g. Tool management, chemical management, gauge
management & fixture management
Logistic services: outsourced.
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Operation Management
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