indian automotive supply chain
TRANSCRIPT
8/3/2019 Indian Automotive Supply Chain
http://slidepdf.com/reader/full/indian-automotive-supply-chain 1/17
AUTOMOTIVE
IndianAutomotiveSupplyChain ADiscussionPaper
INDUSTRIAL MARKETS
8/3/2019 Indian Automotive Supply Chain
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Tableofcontents
Background 1
SurveyFindings 2Integratingtheend-to-endsupplychainisthekeychallengeintheIndianauto industrytoday 2
Outsourcingofsupplychainactivitieswillincrease 5
Needforglobalsupplychainmanagementcapabilitiesbecomingsignificant 7
Focusareasforthefuture 10
Conclusion 12
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IndianAutomotiveSupplyChain 1
Background
TheautomotiveindustryisakeycontributortotheIndianeconomy,accounting forabout4percentoftheIndianeconomy.Thelastfewyearshaveseengreater integrationoftheIndianindustrywithitsglobalcounterparts.Whatisinteresting aboutthisisitsalmostdemocraticnature,inthatalargepartoftheindustryhas seensignificantchanges.Whilethechangeshavebeenmorevisibleintheauto componentpartoftheindustry,withkeyplayershavingasignificantexport contributiontoday,OriginalEquipmentManufacturers(OEMs)toohavebeen undergoingtheirownsetofchanges. KPMGinIndiahasbeenfortunateenoughtoseethistransformationtakeplace, whileparticipatinginasmallway,throughitsworkwithkeypartsofthe automotivesupplychain.ThewaveofchangestartedwithoverseasOEMs wantingtoenterthecountry.Anaturalfall-outofthiswasthelargesupplierswho enteredthecountryaspartofthe‘followsource’doctrine.Thelastcoupleof yearshaveseensignificantinterestfromIndianplayerswhoareactivelylooking atexcitingmarketstoenteraswellasattractivetargetstoacquire.Wehave watchedandassistedanumberofplayers,whetheritwasassistancerelatedto their‘India/OverseasStrategy’,orassistancein‘MergersandAcquisitions’,or adviceon‘tax’,oradviceonhowto‘managerisks’. Goingforward,OEMsaswellasautocomponentplayerswillevolvefurtheras theybecomemoreandmore‘global’innature.ForOEMs,thiswouldmean risingcompetitioninthedomesticmarket,andhencetheneedtodiversifyoutof India.Forautocomponentplayers,thiswouldmeantheneedtoachieveglobal manufacturingstandardsandemergeassupplierofchoiceforglobalcompanies. Thesechangeswouldhaveasignificantimpactontheautomotivesupplychain. Clearlytheneedofthehourisforvariousplayerstoidentifykeychallengesfacing theindustryanddevelopstrategiestohelpmitigatethese. Theobjectiveofthisstudywastoanalyzethekeychallengesfacingdifferent sectionsoftheIndianautoindustry,identifyareaswhichneedsignificant attention,andidentifyopportunitiesforserviceproviders,whocouldassistauto playersinmeetingsomeofthesechallenges.Thisreportcontainstheresultsof ouranalysisincludingadip-stickprimarysurveywithsupplychainheadsofkey autocompanies. WearegratefultoCIIforgivingusthisopportunityandtoallrespondents,who contributedtothisstudy.Wehopethisdocumentservesasaquickprimerfor issuesfacingtheIndianautomotivesupplychain.Italsoseekstoprovide answerstosomeofthekeyquestionsrelatedtosupplychainmanagement (SCM)facingtheindustry.
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2IndianAutomotiveSupplyChain
SurveyFindings
KPMGconductedadip-stickstudy,aspartoftherun-uptotheCII’sAutoSCM 2006,acrossparticipantsfromvariousOEMs,auto-componentplayersand logisticsproviderstoidentifykeyissuesandchallengesbeingfacedbythem.The findingsoftheprimarysurveywerethensupplementedbyKPMG’sanalysis. Theconclusionsfromthisexercisehavebeencategorizedintothreebroadareas:
• Integrationoftheauto-SupplyChain • RoleofoutsourcinginautosupplychainsinIndia • Theglobalautosupplychain–keycapabilitiesrequired
Integrating the end-to-end supply chain is the
key challenge in the Indian auto industry today
Keyissues/challenges Indianautomotiveplayerstodayfaceseveralkeychallengesinmanagingtheir supplychains.Whileaddressingtheseiscriticalforsuccess,playerswereasked torankthechallengesinorderofpriority.
Leading SCM challenge
Integratingtheend-to-endsupplychain
ManagingInboundLogistics/JITSupplies
Managingsupplychaincosts
Managingproduct/PartProliferation 8%
15%
15%
62%
0 10 20 30 40 50 60 70
Percentage of respondents
Figure 1:LeadingSCMchallengefacedbyIndianautomotivesector
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IndianAutomotiveSupplyChain 3
Ouranalysisrevealedthatthemostsignificantchallengeidentifiedbyautomotive playersinIndiais‘integrating the entire supply chain’ andmanagingitasasingle integratedentity.WhilepasteffortsofOEMshavebeenfocusedonstreamlining andimprovingdifferentareasofthesupplychainindependently,througheffortsin dealermanagement,operationsplanning,vendorrationalization,ITpackage implementationetc,itisexpectedthatthelinkingupoftheseactivitiesis expectedtoprovidesignificantbenefitstoplayers,asthiswouldinvolvealigning theentirechaintomeetmarketrequirementsinthemostefficientway. Thekeychallengeinachievingthiswouldbetwo-fold–toalignthedifferent stakeholdersalongthechain–vendors,transporters,distributorsanddealers– alongcommongoalsandprocesses,andalsotointegrateandlinkdisparateIT systemsusedbydifferentstakeholders. ‘Managing inbound logistics’ remainsakeyconcernforOEMsaswellasauto componentplayers,drivenmorebychallengesrelatedtoreliabilityofdata,lead timeandabsenceofqualitylogisticsplayersontheupstreamside.However,all respondentsfeltthatthiswasakeyareaoffocus,giventhecriticalityofsupply forfuturegrowth. ‘Managing product and part proliferation’ isoneofthesecondsignificant challengesplayersface.IncreasingcompetitionintheIndianautomotiveindustry hasledtosignificantshrinkageinproductlifecyclesandtheneedforregularand frequentproductupgradationandnewproductintroductions.Whilethishasled toissuesofmanagingawideproductportfolio,arelatedkeyissueisthe proliferationofparts/components,drivenbytheneedforprovidingsparepartsfor currentaswellasdiscontinuedmodels.RespondentsacrossbothOEMsaswell asauto-componentsindicatedthatincreasinglytheneedforcommonplatforms, andhencecommonpartsbecomingcriticalpre-requisite.Akeyroleplayedby productdevelopmentteamstodayistheidentificationandadoptionofcommon partsandcomponentsacrossmodels.Howeverallrespondentsagreedthatthere wassignificantscopeforimprovementinthatarea. Costs,qualityandtimelydeliverycontinuetobekeyconcernsforplayers,driven byincreasingcompetitionandpressureonmargins.ManyOEMshave implemented‘Just In Time (JIT) supplies in their inbound logistics’ .However,in caseswherethisisnotaccompaniedbyincreasedvisibilityacrossthesupply chainandimprovedplanning,ithasonlyresultedintheburdenofinventory gettingshiftedfromOEMstotheirTier-Ivendors.
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4IndianAutomotiveSupplyChain
KeyinitiativestoaddressSCMchallenges Severalstrategiesandmeasuresareenvisagedbydifferentplayerstoaddress thesekeyissues.Theprimaryfocusofmostplayersisonimplementing ‘improved processes and IT systems’ acrossthesupplychain.Inviewofthefact thatmostOEMsandmajorsuppliershavealreadyimplementedintegratedIT systems(ERP),thisfeedbackindicatesthattheyhavenotbeenabletoleverage thebenefitsofsuchsystems.Akeyreasonforthis,isthatbusinessprocesses havenotbeenstreamlinedoralignedwiththeneedsofthenewITsystem.
Leading strategy for SCM challenges
IncreasedInvestmentinITandprocess
improvements
Vendor/Dealerrationalization
Outsourcingtologisticsserviceproviders
AddressingInfrastructureissues 8%
23%
31%
38%
0 10 20 30 40
Percentage of respondents
Figure 2 :Leadingstrategytoaddresssupplychainchallenges
Inadditiontothis,ascompaniesmature,theirinformationneedstomovebeyond thecapabilitiesofatransactionprocessingsystem.Anumberofrespondents corroboratedthis,andmentionedthattheywereinadvancedstagesof implementingdecisionsupportsystemsanddashboards,whichfacilitate monitoringofsummarizedinformation. ‘Vendor / dealer rationalization’ isanongoingfocusareaforOEMstoreduce costsandtightenmanagementofsupplychains.However,mostrespondents agreedthattheIndianindustryhasstillnotevolvedintoafullytierizedstructure whereTier-Ivendorstakeonresponsibilityformodules/sub-assemblies. Thestudyalsoindicatedthatincreasingly,effortswerebeingmadebymany OEMsandTier-Ivendorsto‘outsource’ keyactivitiesalongthesupplychainto logisticsplayers,inanefforttoreducecostsandincreasefocusontheir customersandcoreactivities.Thisareaisdiscussedingreaterdetailinthenext section.
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IndianAutomotiveSupplyChain 5
Outsourcing of supply chain activities will
increase
ImplicationsforOEMsandauto-componentplayers MostOEMsandlargeTier-Isuppliershavealreadyoutsourcedtheiroutbound logisticsactivities.Theseactivitiesincludecarryingout‘milk runs’ tocollectand deliverpartstoOEMsonadailybasis,transferringmaterialsacrosshubsand warehousing/inventorymanagement.Keylogisticsplayershavestarted maintainingwarehousesincloseproximitytoOEMs’plants,andsupplying materialsonaJITbasis.Relatedservicesbeingprovidedbylargethirdparty logisticsserviceproviders(3PLs)includeconsolidationofmaterials,packaging, incominginspection,cleaning,etc.
Outsourced elements in SCM
P e r c e n t a g e
o f r e s p o
n d e n t s
80
60
40
20
0
15%
54%
69%
77%
Packaging Outbound Warehousing Inbound
logistics logistics
Figure 3:Increasedlevelofoutsourcingintheautomotivesupplychain
ThefactthatbothOEMsandsuppliersarelookingatoutsourcingprovides significantopportunitiesforlogistics.Packagingisanotherareathathas significantpotentialforbeingoutsourced,asthisisanaturalvalue-addpriorto transportationofparts.
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6IndianAutomotiveSupplyChain
Logisticsservice providersinfuturehave thepotentialtotakeon theentirephysical movementofgoodsin theautomotivesupply chain,aswellasplanning andscheduling
Implicationsforlogisticsserviceproviders BothOEMsandsuppliersareunanimousthatinthefutureoutsourcinginSCM willgrow,andlogisticsserviceproviderswillstarttakingonmorecomplexroles. Theseincludekitting/moduleassembly(asaprecursortoJITsupplies),parts andinventorymanagementandalsosourcingofpartswithinIndiaandglobally.In effect,thisimpliesthatlogisticsserviceprovidersinfuturehavethepotentialto takeontheentirephysicalhandling/movementofgoodsintheautomotive supplychain,aswellasplanning/scheduling.
Thiswouldemergeasahugeopportunityfortheseplayers,however,entering thisspacewouldrequireseveralstrengthsandcapabilitiessuchasnational/
Future outsourcing in SCM
Moduleassembly
Planning&Scheduling/Inventory
management
Partssourcing
EndtoendSCM 38%
46%
46%
69%
0 10 20 30 40 50 60 70 80
Percentage of respondents
Figure 4:Futureoperationswhichcouldbeoutsourced
globalpresence,relationshipswithtransporters/shippinglines,deepknowledge andskillsinplanningandprojectmanagement,customizedITcapabilities,and theabilitytointegratethesetoprovidesolutionscustomizedfortheOEM/ supplier.ItappearsthatthegrowthofoutsourcinginautomotiveSCMinfuture, wouldbelimitedonlybythecapabilityoflogisticplayerstogearuptodeliver theseservices.
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IndianAutomotiveSupplyChain 7
Need for global SCM capabilities becoming
significant
Whilethechallengesandimperativesdiscussedtillnowhavebeendrivenby changesinthedomesticautomotivemarket,amoresignificanttrendistherapid globalizationoftheIndianautoindustry.AsglobalOEMsandTier-Isseekto sourcemoreparts,componentsandvehiclesfromIndia,andIndianplayersseek toleveragethisopportunitytoincreasetheirglobalfootprint,supplychainfor manyIndianautoplayerstodayextendsacrossseveralcountries. Exportsareakeypartofglobalstrategy MostIndianplayersalreadyhaveaglobalpresence,andarelookingatfurther growthfromoverseasmarkets.Managingtheglobalsupplychainhasthus becomeasignificantchallengeforIndianautomotiveplayers. Mostoftherespondentsindicatedthatexportsconstituteakeypartoftheir strategytoday,furtheroverthenextfiveyears,theseplayersexpecttonearly doubletheirshareofexports.Mostoftheplayerswhohavenascent
Revenues from exports
44%
22%
34%
12%
38%
25% 25%
0
10
20
30
40
50Today
In5years
0-10percent 10-20percent 20-40percent morethan40
percent
Percent revenues from exports
Figure 5:Revenuesfromexports,todayandfiveyearsfromnow
(<10percent)exports,expecttosignificantlyimproveandhaveexportsof10 percentto20percentinfiveyears.Whilenoneoftherespondentshadmore than40percentexportscurrently,nearly29percentexpecttobethereinfive years.
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8IndianAutomotiveSupplyChain
Themajorityof respondentsfeltthat settingupown operationsinother countriesisthemost preferredoptionfollowed byacquisitionsandJVs
Atpresent,theGulfcountries,EuropeandNorthAmericaarethekeymarkets Indianplayersarelookingatforexportscurrently.Whilethesewillcontinueto remainsignificantoverthenext5–10years,ASPACandJapanareseenasnew potentialmarketsforexports. Differentmodelsarepossibletoaddressglobalmarkets Inadditiontoexporting,manylargeIndiansuppliersandOEMshavealso establishedtheirmanufacturingpresenceinothercountries.Severalbusiness modelshavebeenusedbyIndianplayerstoventureintoothercountries, includingsettingupownventures,acquisitionsandjointventures.Inourstudy, themajorityofrespondentsfeltthatsettingupownoperationsinothercountries isthemostpreferredoptionfollowedbyacquisitionsandJVs.Themodelforeach playerwoulddependontheopportunityandtheirowninvestmentandrisk appetite.MostsuppliersinIndiaseeacquisitionsasameanstogetan establishedcustomerbase,whichcanthenbeservedoutofIndia.
Business models for global markets
Ownoperationsinothercountries
31%
54%
54%
0 10 20 30 40 50 60 70
62%
Acquisitionoflocalplayersinothercountries
JVswithlocalplayersinothercountries
Leveragingglobalparent/technologypartner's
operations
Percentage of respondents
Figure6:Businessmodelsthatarebeingadoptedforglobaloperations
Havingtherightpartner–keytosuccessinglobalmarkets Managingaglobalsupplychainthatspansdifferentcountriesposesseveral challengesuniquetoautomotiveplayersinIndia.Thecomplexityofoperationsis increasedbyhavingtomanagelongerleadtimes,morenumberofstages,and multiplestakeholdersinvolved,higherexpectationsofcustomerswithregardto qualityanddelivery,andmaintainingcostcompetitiveness.
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IndianAutomotiveSupplyChain 9
Inourstudy,respondentsidentifiedseveralkeysuccessfactorsnecessaryfor managingglobalsupplychainseffectively.Thekeyrequirementperceivedisthe
Leading success factor for global SCM
Goodlogisticsserviceprovider
withglobalreach
LocalPresence
Dedicatedinternalorganisation
Process/ITcapability 8%
17%
33%
42%
0 10 20 30 40 50
Percetage of respondents
Figure7:Keyfactorsforsuccessinmanagingglobalsupplychains
needtohaveastronglogisticsserviceprovider,whohasglobalreachand experienceinoperatingindifferentmarkets.Suchplayerscouldhelptocutdown thetimeforenteringthenewmarketsignificantly,astheywouldbeableto leverageexistinginfrastructure,businessrelationshipsandexperienceineach markettocrunchleadtimes.Theywouldalsobeabletoidentifykeyrisksand provideadequateadviceonaddressingthem. Whileastronglogisticspartnerisakeyrequirement,manyplayersunderscored theneedforalocalpresenceinthemarketaddressed,tobeabletoassessthe market,takedecisionsandleverage/managelocaltalent. Asthechallengesandrequirementsformanagingaglobalsupplychainare significantlydifferentfromthatfordomesticmarket,havingadedicatedinternal organizationtofocuscompletelyontheglobalSCMwasidentifiedasanotherkey requirement.
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10IndianAutomotiveSupplyChain
Focus areas for the future
TherapidtransformationandglobalizationoftheIndianautoindustryhasresulted insignificantopportunitiesandchallengesforplayersinmanagingtheirsupply chains.Mostplayersareawareoftheseandhavedevelopedstrategiesfor addressingthem.Severalkeyfocusareashavebeenidentifiedwhere investmentsareplannedoverthenextfiveyears.
‘Vendor management’ wouldcontinuetoremaintheprimaryfocusareafor
OEMs,inmanagingtheirsupplychains.However,infuture,vendorswould includeserviceproviders,aswellaspartssuppliers.Also,thevendorbasecould includethoseinothercountriesaswell,asOEMslookatglobalsourcingfor partsandservices.Asdiscussed,developingandmanaging‘global supply chains’
wouldbeakeyfocusareaoverthenextfiveyears.
Leading SCM investment requirement for future
Globalsupplychains
VendorManagement
Dealermanagement&distribution
mprovedplanning&processimprovements 8%
23%
31%
38%
0 10 20 30 40
Percentage of respondents
Figure 8:Investmentrequirementsforfuturesupplychains
‘Dealer management’ isemergingasasignificantfocusarea,asdealersformthe primaryinterfacewithcustomersandhencearecriticalforcustomerretention andrelationshipbuilding.ManyOEMsseesignificantpotentialfortop-lineand
bottom–linegrowthbytappinggreatercustomervalueacrosstheproductcycle.
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IndianAutomotiveSupplyChain 11
Keylearningsfromthestudy Basedonthestudy,thetrendsandchallengesinautomotiveSCMinIndiathrows upseveralimperativesforplayersintheindustry: ForOEMsandsuppliers
1 Focusonintegratingtheend-to-endsupplychainandimproving transparency.ThisprimarilyinvolvesprocessalignmentwithITsystems
2 Managinginboundsupplychainneedsadditionalfocustoensurecapabil itytosupportgrowth.
3 Managepartsproliferationtosignificantlycutdownsupplychain complexity
4 Identifyanddeveloprelationshipswithstronglogisticsserviceproviders –lookatopportunitiesformoreoutsourcing
5 Whileaddressingglobalmarkets,workwithastrongpartnerwhoknows thelocalmarketwell
6 Continuousfocusonprocessefficiencies Forlogisticsplayers
1 Developcapabilitiesinareasofmaterialhandlingandmovement, acrossgeographies,eitherindependentlyorthroughtie-ups
2 Lookatdevelopingcompletesolutionsforautomotivesupplychain needs,ratherthanpiece-mealservices.Thiswouldinvolveproviding knowledge/technology–basedservicessuchasplanning,scheduling andmaterialtracking
3 OEMsandsupplierscouldlookattheserviceproviderastheintegrating factoracrossthesupplychainandhencedevelopprocessesandsys temstofacilitateprovidingservicesacrossthesupplychain
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12IndianAutomotiveSupplyChain
Conclusion
TheIndianAutomotiveindustryiscurrentlypoisedatastageoftransformation withchallengesandtrendswhichareunique.Clearly,playersinIndiawillhaveto remaingloballycompetitivetosustainthelevelsofgrowththeyhavebeen enjoyingoverthepastfewyears. AstheIndianindustrymatures,thekeyimperativeforplayerswillbetomanage globalsupplychains,whichwillplayavitalroleinensuringthattheimpetus
gainedoverthepastfewyearsissustained.Thiswouldimpactallstakeholders withinthevaluechain(includingOEMs,suppliers,distributorsanddealers). Tothatendintegrationoftheend-to-endsupplychainshouldbeviewedasthe biggestimperativefortheautoindustryalongwithanallencompassing ITsystem.
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AboutKPMG
KPMG’smemberfirmsinIndiawereestablishedinSeptember1993.As membersofthecohesivebusinessunitthatservestheMiddleEastandSouth Asia(KPMG’sMESAbusinessunit),theyrespondtoaclientserviceenvironment byleveragingtheresourcesofagloballyalignedorganizationandproviding detailedknowledgeoflocallaws,regulations,marketsandcompetition. InIndia,KPMG’srangeofservicesincludesAudit,Tax,andAdvisoryservicesto over2,000internationalandnationalclients.Clientsrangeacrossfivesectors namelyfinancialservices;consumermarkets;industrialmarkets;information, communicationandentertainment;andinfrastructureandgovernment.KPMG hasofficesinIndiainMumbai,Delhi,Bangalore,Chennai,Hyderabad,Kolkata, andPune.ThefirmsinIndiahaveaccesstomorethan1,700Indianand expatriateprofessionals,manyofwhomareinternationallytrained. KPMGprovidesrapid,performance-based,industryfocusedandtechnology enabledservices,whichreflectasharedknowledgeofglobalandlocalindustries andexperienceoftheIndianbusinessenvironment.
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AboutConfederationofIndian Industry
TheConfederationofIndianIndustry(CII)workstocreateandsustainan environmentconducivetothegrowthofindustryinIndia,partneringindustryand governmentalikethroughadvisoryandconsultativeprocesses. CIIisanon-government,not-for-profit,industryledandindustrymanaged organisation,playingaproactiveroleinIndia'sdevelopmentprocess.Founded over111yearsago,itisIndia'spremierbusinessassociation,withadirect membershipofover6000organisationsfromtheprivateaswellaspublic sectors,includingSMEsandMNCsandindirectmembershipofover98,000 companiesfromaround342nationalandregionalsectoralassociations. Afacilitator,CIIcatalyseschangebyworkingcloselywithgovernmentonpolicy issues,enhancingefficiency,competitivenessandexpandingbusiness opportunitiesforindustrythrougharangeofspecialisedservicesandglobal linkages.Italsoprovidesaplatformforsectoralconsensusbuildingand networking.Majoremphasisislaidonprojectingapositiveimageofbusiness, assistingindustryidentifyandexecutecorporatecitizenshipprogrammes. With56officesinIndia,8overseasinAustralia,Austria,China,France,Japan, Singapore,UK,USAandinstitutionalpartnershipswith240counterpart organisationsin101countries,CIIservesasareferencepointforIndianindustry andtheinternationalbusinesscommunity.
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