Case Study - Transformation of Briyan Motors

Team - FM

FORE School of Management, New Delhi

Name of team Course name Duration of course Expected Month- Work experience
members Year of passing duration (months)

Ronit Guha Roy PGDM - Financial 2 years April 2021 48

Management

Gnaneswara Kumar PGDM - Financial 2 years April 2021 17

Maripi Management

Piyush Kukreja PGDM - Financial 2 years April 2021 NA

Management
 Transformation of Briyan Motors
1. Problem

Cultural mismatch between the organizations. Briyan was spending more on the R&D and got
negativity in the customer’s mind because of its poor service to the customers. In addition to that, the
ground level supply chain management was not dealt properly which led to the problem of inability to
fulfill the customer’s demands. As the world had already entered into the digital era and this Covid-19
has fast paced the shift towards the digital world which might take 5-6 years under normal
circumstances. Operational inefficiencies in shift of automation. Most importantly the costs have
become a big burden to the organization.

2. Key data

Briyan has strong distribution hubs and Jamie has excellent product portfolios & strong manufacturing
hubs. A shift of focus towards electric & hybrid cars, fuel efficiency and lower emissions. John Hopper
Grew, the CIO of this organization knew all the processes as he had started his work from ground level.
R&D costs are increasing with no added advantage. Suggestion by the Sales Head to personalize the
service that we provide to the customers. New vehicle registrations are increasing in the age group
between 18-49, so our focus should be on this area. Consider the data of sale of products and cost of
products sold. Cost of financing over years even the sale of products increased.

3. Analysis

People of the age groups we considered are handy with the digital things right now and wish to have
fancy or always want to experience something new, so the company has to give away the conventional
method and be ready for the customizations to satisfy the customer’s needs. Cost of goods sold is
increasing gradually at the same rate over the years which shows that there is no improvement in
operations to reduce the costs.

4. Recommendations

(i) Introducing new product line - Conducting market research focusing on the target segment and
accordingly introducing a new range of cars under joint venture by investing into R&D and automation
for producing modernized line of electric & hybrid cars where strength of Briyan motors and Jamie
motors complement the joint venture. The joint venture can be a road to re-branding of Briyan and
Jamie motors.
(ii) Value proposition - Communicating rational benefits of new product lines consisting of hybrid &
electric vehicles with modern technologies. Also, focus on the emotional benefit of owning a modern,
stylish & luxurious car.
(iii) Branding & Campaign - Brand positioning needs to highlight clear & unique points of difference
from other brands in order to shed existing negative image. Since the joint venture will have a wide
manufacturing and distribution base worldwide, the venture can differentiate in terms of after sales
service. The venture can provide charging stations for new electric vehicles product lines at each of its
enhanced manufacturing & distribution locations worldwide along with dealership centers, since it has
been a major pain point which has resisted adoption of electric vehicles worldwide. Campaign
executional framework needs to be based on celebrity endorsement initially for brand awareness and
market penetration of new products. Later on, campaigns should focus on product demonstration at
various centers along with testimonials by customers which highlights the benefits of the products.