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GROUP - 3 (VLMP 2012-13) Vivek Deshmukh ( Reg No 09) Chetan Patil (Reg No 16) Ravi Chandrawanshi (Reg No 21) Sharad Katwa (Reg No 27) Sitikantha Das (Reg No 28) Sridhar Prasad V (Reg No 29)
CONTENTS :
INDUSTRY ANALYSIS PORTER 5 FORCE ANALYSIS GLOBAL OPERATIONS BUSINESS STRATEGY OF GM INDIA BUSINESS MODEL GM IN INDIA
2,500,000
2,000,000 1,500,000 1,000,000 500,000 0 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Sales In Crores
300000 250000 200000 150000 100000 50000 0 2006-07 2007-08 2008-09 2009-10 2010-11
Suppliers Power: Low: Global Supplier Base, Many Local Autocomponent industry.
Competitive Advantage:
Technology and Innovation Beat with xSDE Engine for India market Customer Group: Middle class and Upper middle class Competition : Honda / Maruti / Hyundai/ Tata / Toyota / Mahindra /Volkswagen Core value proposition: Product Differentiation
VALUE
COMPETENCIES
ASSETS
PROCESSES
GM in INDIA
Post liberalization : -Mfg plant : at Halol, Gujarat. -Entered with Opel brand in 1996. -Capacity at present : 80K per annum. Focused on Chevrolet brand - Models: Tavera, Cruze, Optra & Aveo. Mfg strategy : High level of manual content. -BIW (Body in white), paint shop and vehicle assembly. Powertrain : Sourcing strategy - Hatch back and sedan cars - Sourced from Korea. - Tavera : Developed vendor in India.
MANUFACTURING STRATEGY
Capacity Analysis
90000 80000
70000
60000
50000
40000
30000
20000
Demand
10000
MANUFACTURING STRATEGY
Site selection: Pune, around 90 acre land Investment: 1400 Cr Sizing: 160 K car assemblies/annum Process technology : Press shop skin panels BIW (Body in white) Paint Vehicle assembly. Line design based on Lean manufacturing principles.
MANUFACTURING STRATEGY
Outsourcing: Powertrain from Korea. Services Logistic + facility maintenance + die maintenance Flexibility (Economies of Scope): Flexible to produce 2 models : Beat and Spark. No setup change involved at assembly line. Recently invested Rs 80 Cr to accommodate sedan cars.
MANUFACTURING STRATEGY
Innovation: Designed xSDE SMARTECH engine for India market. Powertrain shop in Pune: 2010 Capacity : 160K Investment : 800 Cr Process strategy : High tech machine shop for 3Cs - Cylinder block - Cylinder head - Crank shaft Entirely automatic
Absolutely zero setup change time among variants. Temperature controlled shop 21000sqm : First and only plant in India in this industry. Focused only on manufacturing activities. High level of outsourcing of technical services. Again first time in India. Operating with 30 % less manpower (industry average) e.g. Tool management, chemical management, gauge management & fixture management
Operation Management
Operating principles: GMS - Global Manufacturing System
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