Ideas At Work

Dr.Debomalya Ghosh

12/08/2021 Dr.Debomalya Ghosh BE,MBA,EWT,PhD 1

 Scenario in Indian Automobile Sector in the
Past
• Manufacturers used to import design from the
foreign manufacturers.
• So there was problems related to obsolete
designs.

12/08/2021 Dr.Debomalya Ghosh BE,MBA,EWT,PhD 2

 Few successful companies has changed the
theme
• Like Mahindra & Mahindra.
• Tata Motors.

12/08/2021 Dr.Debomalya Ghosh BE,MBA,EWT,PhD 3

 Mahindra & Mahindra
• Designed Scorpio purely by there own.
• There was 19 cross functional teams, 120
members altogether.
• They were working from Kandivili in Mumbai.
• These multiple teams were working very
closely with suppliers, customers etc. for cost
cutting and reduction of development time.

12/08/2021 Dr.Debomalya Ghosh BE,MBA,EWT,PhD 4

• They were really successful in Scorpio Price
range between 5.5 Lakh-6.35 Lakhs, where
nearest competitor is Tata Safari price range
7.5 lakhs.

12/08/2021 Dr.Debomalya Ghosh BE,MBA,EWT,PhD 5

 Tata Ace
• Concept design came from customers.
• It was launched in 2005.
• The idea came in 2000.
• Mr Girish Wagh was the team leader for the
team.
• Mr. Wagh and his team spend nearly 6 months in
interviewing customers.
• The Engine is two half of the engine used in tata
Indica.
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• The vision for the idea was to have a safe and
comfortable ‘last mile deliverer of goods’.

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 Strategies for new product introduction

• Market Pull: safety, fuel efficiency etc.

• Technology push.
• Inter functional view.

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 Design of a swing
• Proposed by Marketing Deptt.
• Specified in Product request.
• Designed by senior designer.
• Produced by manufacturing.
• Used by customer.
• What was required by the customers.

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