Problem Statement:

Bryan motors are facing inefficient supply chain, patchy customer services, customer grievance, poor dealer
motivation and cultural grievance issues after the acquisition of Jamie motors. Bryan Motors hopes to address the
pertaining supply chain and customer grievance issues by its newly acquired manufacturing capabilities. Amid this
transformation, the COVID-19 outbreak is putting additional stress. To further penetrate the market, Bryan motors
need to focus on a resilient supply chain, growth strategies and customer satisfaction.

Strength Weakness Opportunity Threats

-Manufacturing -Dealer not Motivated -Improve brand image (COVID) -Renewable Tech
1) SWOT

capability -Increasing SGA -Digitalisation -Cross Border trade policies

-Distribution Network -Cultural integration -Finance operation expand -Volatile market
-Global Presence Supply chain not resilient -Multi-sourcing & IOT,AI -Low purchasing power of
-Sound liquidity R$ costs increainh -Remote working. consumers.
-Product Mix
2) Target Customer
6) Forecasting
The target segment will be the 18-35 age
-7% increase in Dec-19 sales (YOY)
group buyers as:
-Untapped segment as per data( only 20% in Business -39% decline in sales resulting in sales
forecast of 135033 mUSD
2019) Plan -Decline of 34.7% for the year 2020-21
-First Time buyers-likely to spend
-Projected decline of demand by 28% for the
-Form a majority of potential car buyers as
next year.(vis a vis 2019 levels)
per report of Capgemini.

3) Value Proposition 4) Marketing Channels 5) Marketing Strategy

“ To provide for new-age mobility
needs of our customers, while ensuring
quality and safety, by leveraging our
world-class manufacturing and
distribution network.”-We at Bryan
motors are committed to providing the
best product experience to our
customers, keeping their safety and
comfort as our top priority. Our state of
the art manufacturing and distribution
network allows us to respond to our
customer's needs with agility pre-
emptively.
We need to improve our online
marketing by focusing more on
the earlier C2C(click to convert
ratio), i.e. Social Media & Web
development(65% and 60%
respectively) . And newer
marketing modes for better
reach by making it more targeted
to particular segments.
-Keep engaging customers to reinforce the
brand perception.
-Pragmatically adjust the sales process to
accommodate for hygiene and safety, e.g.
home delivery of test-drive vehicles.
-Sales recovery & growth plan with a focus on
dealer network
- Pricing strategies to balance volume and
market share, profitability and brand image.
-Pent-up demand: Proactively contact
customers who have suspended their
purchase journey.

Recommendation
Supply Chain & Manufacturing Working Capital & Liquidity Cultural Integration

-Create E-2-E supply chain monitoring
using big data and intelligent systems.
-Flexible operation by integrating risk
mitigation workflows, scenarios &
(response) protocols into daily
operations.
-Consider new worker safety, facility
requirements, training and awareness.
-Supplier support programs, Optimizing
Contracts etc.
- JIT approach balanced with multi-
sourcing options, will require
integration of IOT technologies.
-Enter fixed costs emergency mode :
Identify key cost drivers ,e.g. optimize
SGA and personnel costs
-Establish a working capital crisis mode:
Reduce R&D costs by focussing on
short-term, high impact projects;
collaborating with suppliers to make use
of combined capabilities, e.g. Ac with air
purifier, coating on seat cover etc
-Flexible digital workplace: Ensure full
digital corporate finance operations.
-Leadership Structure
-Address the problem and chalk out a
plan
-Identify the influencers
-Robust Communication channels
-Define the new culture
-Cultural Communication Plan
-Measurement and Benchmarking