WEEK – 1

ASSESSMENT
OR
CASE STUDY
NAME: GIRI PRASAD. P
DATE: 17/04/2023
Instructions

The case study ‘Asian Paints: Technology as an Enabler in Reimagining the

Value Chain’ describes how Asian Paints Limited (Asian Paints) used IT
systems to help reinvent itself consistently over the last 4 decades. The case
first focuses on how the company began to use information technologies to
transform the value chain since the early 2000’s. Asian Paints initially used
ERP solutions to improve raw materials procurement and to automate
production. The case then touches upon how Asian Paints used various
emerging technologies such as SAP’s enterprise applications, SAP HANA
platform-based software, and o9 Solutions’ cloud-based, artificial intelligence
platform for effective stock and dealer management.

Asian Paints used SAP Hybris enterprise application software and Customer
Relationship Management (CRM) software to create a strong IT architecture
that managed both the transactional and experience requirements of the
company. The solutions helped Asian Paints to offer products and services as
per the needs and requirements of each individual customer by gathering
data from each customer touchpoint. The company also employed 3-D
visualization and virtual reality technologies along with front-end
applications such as the Paint Total app and Visualizer app. Next, the case
study touches upon the various initiatives taken by Asian Paints to offer
support to dealers and retailers during the COVID-19 pandemic such as
sanitizing dealer premises free of charge and extending credit facilities. The
case ends with the future plans of Asian Paints to continue investing in
Artificial Intelligence and Machine Learning to improve operations and
customer experience.
Questions for discussion:
 How a robust IT architecture improves value chain activities
 How an effective dealer management initiative results in
consistent growth and organizational performance?
 Discuss the importance of being empathetic to all stakeholders
of an organization, especially during unprecedented situations
like the COVID-19 pandemic.
Robust IT Architecture Improves Value Chain Activities:

Introduction:
 Before knowing the development of value chain first, we should know
about value chain.

Value chain:
 "Value chains are an integral part of strategic planning for many businesses
today.
 A value chain refers to the full lifecycle of a product or process, including
material sourcing, production, consumption and disposal/recycling processes.”

Activities:
The value chain framework is made up of

Five Primary Activities

 Inbound Operations
 Operations
 Outbound Logistics
 Marketing And Sales
 Service

Four Secondary Activities

 Procurement And Purchasing

 Human Resource Management
 Technological Development
 Company Infrastructure

Value Chain in Information Technology:

 The term value chain refers to the various business activities and
processes involved in creating a product or performing a service.

 A value chain can consist of multiple stages of a product or

service's lifecycle, including research and development, sales,
and everything in between.

Benefits Of Value Chain Development:

 Value chains help break down all the activities that go into producing a
good or service and understanding areas of cost savings and
differentiation.

 With a value chain, you can optimize efforts, eliminate waste, and
improve profitability.
  For example,

 we may find that a product can be produced at a lower cost by a

subsidiary firm. In such a case, the company should outsource the
production of the product to the subsidiary firm.

 The lower cost can then be passed on to the consumer as lower prices,
which can help differentiate the product in the market and achieve a
competitive advantage.

Technological Development:

 These activities relate to managing and processing information, as well

as protecting a company's knowledge base.

 Minimizing information technology costs, staying current with

technological advances, and maintaining technical excellence are
sources of value creation.

 Technology development activities can be grouped into efforts to

improve the product and the process.

 Examples are telecommunication technology, accounting automation

software, product design research and customer servicing procedures.

 Michale Porter created a tool for analysing a company's value chain.

The value chain is the systems that a company uses to make money.

 Porter (who is known for Porter's five forces) wrote his book Competitive
Advantages in 1985, which laid out his method of analysing value
chains.

Demand:
 Leveraging all these data, Asian paints employs state-of-the-art
Artificial Intelligence (AI) and Machine Learning (ML) based predictive
tools to forecast demand.

 Such tools forecast the demand for a specific type of paint on a given
day, in a given location, anywhere in India.

Conclusion:

 The above paragraph we discussed about the value chain benefits,

technological development, value chain in information technology.

 We can use artificial intelligence (AI) For guiding the customer and the
providing the data and collecting data for the customer.
How An Effective Dealer Management Initiative Results in Consistent
Growth and Organizational Performance:

 When meeting with an employee during regular performance appraisal

meetings, it is important to ensure that these focus on employee development
and how management and teams can work together in achieving
organizational goals.

 When sitting down with employees, managers should address the

following:

 Clarify organizational and individual goals and objectives

 Outline talking points of the appraisal meeting
 Discuss accomplishments
 Discuss possible areas of improvement
 Review previous goals
 Determine future goals in collaboration with employee
 Offer opportunities for career development
 Give the employee time to bring up any questions and concerns

Some Characteristics That Might Be Evaluated Are:

 Attendance
 Work quality
 Teamwork
 Dependability

Build Performance Management into The Business Planning Cycle

 As performance management deals with personal objectives that in turn feed

into the organization’s strategy for achieving its corporate objectives,
performance management should be an integral part of the business planning
cycle.

 So, make room for employee development, manager training, periodic reviews,
and other performance management activities.

Ensure Clear Communication

 Successful performance management depends on the engagement and

involvement of all employees.

 Be clear about what your performance management process is seeking to

achieve, how it will operate, how objectives will be set, what criteria will be
used for evaluating performance, and whether compensation is involved.

 A culture of open communication will enable management to stay agile and

productive.

Monitor and review

 Unless you keep track of what your performance management strategy is

achieving, it won’t be effective.
  Using an online performance management platform will give you control over
performance data, metrics, and employee feedback.

 Review this information and share insights across your organization to

celebrate achievements—or leverage this knowledge to swiftly implement any
necessary changes so that your organization can keep operations on track.

Developmental Objectives

 The developmental objective is fulfilled by defining the training requirements of

the employees based on the results of the reviews and diagnosis of the
individual and organizational competencies.

 Coaching and counselling helps in winning the confidence of the employees

and in improving their performance, besides strengthening the relationship
between the superior and the subordinate.

 In a nutshell, performance management serves as an important tool for

realizing organizational goals by implementing competitive HRM strategies.

 It helps in aligning and integrating the objectives with the KPI’s in an

organization both vertically and horizontally across all job categories and the
levels and thus helps in driving all the activities right from the bottom level
towards one single goal.

Limitations of the Study:

 Time of the study was a major constraint

 Some of the respondents in the dealer outlet were reluctant to
respond to some questions
 All inherent limitations of the survey method might have crept in to
the study
 Some of the respondents would not have given exact information
pertaining to the topic

Theoretical Perspective:

Marketing

 Marketing management is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individuals and organizational
goals.

 According to Philip Kotler “marketing is a social and managerial

process were individuals and groups obtain what they need and want
through creating and exchange products and value with others”

Discuss the importance of being empathetic to all stakeholders of

an organization, especially during unprecedented situations like
the COVID-19 pandemic.
 Asian Paints expects an "uncertainty in demand" in the home improvement
categories, including paints, on account of disruptions in operations after the
second wave of the coronavirus pandemic, the company said in its latest
annual report.

 Though economic growth is expected to bounce back strongly in 2021-22 on

global as well as domestic fronts but a lot would hinge on how the pandemic
plays out, given the resurgence of the virus and the spread of infections, it
added.

 Over the inflation in commodity prices, Asian Paints said input materials in its
product segments across geographies have risen "significantly" since the last
quarter of 2020-21 and continues to be on the uptrend.

 "The challenges to business posed by this inflationary pressure and the

uncertain market conditions would place a strong emphasis on managing the
business in a dynamic manner and altering operational priorities to suit the
changing market conditions,"

 Asian Paints said the roll-out of the vaccination drive across the major
economies, including India, in the last quarter of 2020-21 has accorded a
much-needed boost to sentiments around a sustained recovery of economic
activity across the globe.

 "But it will take some time to deliver results as a large cross-section of the
population will need to be vaccinated before the spread of the virus can be
curbed," said Asian Paints Managing Director and CEO Amit Syngle.

 The company will continue to accord the highest priority on the well-being of
its employees, encouraging them to follow necessary precautions.

 "We will also have to anticipate intermittent business restrictions and

disruptions to the supply chain networks for some time," Syngle added.

 While talking about 2020-21, he said Asian Paints not only adapted to new
norms, addressing the emerging realities, but also remained in pursuit of its
long-term strategic objectives that would enable it to deliver sustainable
growth.

 In 2020-21, Asian Paints had reported Rs 18,516.9 crore revenue from

operations.

 The Mumbai-based company is also present in the home improvement and

decor segment and offers bath and kitchen products.

 It has also introduced lightings, furnishings and furniture in its portfolio.

 In the health and hygiene segment, Asian Paints offers a range of sanitisers
and surface disinfectants.

 Asian Paints operates in 14 countries and has 26 paint manufacturing

facilities in the world, servicing consumers across over 60 countries
 Paint and decor company, Asian Paints on Monday has announced
contributing Rs 35 crores towards Covid19 Relief Fund. T

 He contribution will be made to the Central as well as other Emergency Relief

State funds to combat Covid-19 pandemic.

 “As a socially responsible company, Asian Paints is committed to providing

necessary support towards various relief measures announced by the
government to combat Covid-19” said K.B.S. Anand, Managing Director &
CEO, Asian Paints Limited.

 The company will continue to work with various Government bodies to aid the
community at large, he added.

 They marketed the product by funding during the pandemic and maintained
from the loss of company.