5 companies are selected for having diversity in studying their products and operations. So automobile, technology, space and online service are the selected sectors from which companies are selected.

1. 10/27/2019
©Aditya Deshpande, deshadi805@gmail.com
©Aditya Deshpande
For more details: Contact Me:
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1st P= Product
Selection of 5 companies and Discussion of Product Portfolio
Solution:
1. Hero MotoCorp
2. Faurecia
3. Xiaomi
4. Blue Origin
5. Airbnb
Here, all 5 companies are selected for having diversity in studying their products and
operations. So automobile, technology, space and online service are the selected
sectors from which companies are selected.
Here, each company is analyzed in detail regarding
1. Their products
2. Product mix
3. Along with STPD strategies

2. 10/27/2019
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1. Hero MotoCorp
Company Logo
Brief History: started its operations in 1984 as a joint venture between Hero Cycles and
Honda from Japan, Hero MotoCorp Ltd., formerly Hero Honda, is an Indian motorcycle
and scooter manufacturer based in New Delhi, India. The company is the largest two-
wheeler manufacturer in the world, and also in India, where it has a market share of
about 46% in the two-wheeler category.
Basic Info:
1. Type of company: Public Listed Company in India in with
 HEROMOTOCO as name in NSE
 500182 as number in BSE
2. Financials:
 Market Cap: 53039.47 (Rs Cr.)
 Net Profit: 3,384.87 (Rs Cr.)
3. Major Product category:
Major Product Category- Hero MotoCorp
Here, Hero sells majorly its products in two wheeler industry under scooters and
motorcycles and further classification is given in below.
Hero MotoCorp
Scooters Motorcycles

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Hero MotoCorp Procut Mix Tree Diagram
Hero
MotoCorp
Scooters
Below 110 cc
Pleasure
Pleasure+
Duet
Maestro
Edge
Above 100 cc
Destini 125
Duet 125
Motorcycles
Commuter (less than
150 cc)
Splendor
Normal
with i3s
Glamour
Super
Splendor
Passion
Normal
PAssion X
Pro
HF Deluxe
Performance (More
than 150 cc)
Achiever
150
Xtreme
200 R
200 S
X Pulse
200
200 T
Karizma
Normal
ZMR

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Product Mix Dimensions of Hero MotoCorp
Here from above, we can find following information:
1. Product mix length : Total for Hero MotoCorp is 15
2. Product mix width : for Hero MotoCorp, it is 2
3. Product mix depth : for like Xtreme product, Product line depth is 2
4. Product mix consistency: here, we can say, Hero MotoCorp has very high
consistency in its products as, company deals with only two wheelers product
lines are closely related to each other and use almost same distribution and
selling network.
Product Life Cycles for Hero MotoCorp:
1. The industry in which company works is relatively stable in case of product
life cycle. It ranges from minimum 5 years to almost a decade.
2. For Splendor, the first bike came in 1990s, still it continues to be market
leader in its segment thanks to company’s constant upgrades in terms of
features, efficiency, and cost promotions.
3. For Karizma, the product life cycle is at decline stage due to tough
competition and not upgrade done by company. So this is getting
discontinued from market.
4. For Xtreme series, it is just introduction phase as products are launched in
this year only.
5. For other products, company is having stable demand so we can say they
are at maturity level.

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2. Faurecia:
Company Logo
Brief History: Faurecia is a French global automotive supplier headquartered in
Nanterre, in the western suburbs of Paris. In 2018 it was the 9th largest international
automotive parts manufacturer in the world and #1 for vehicle interiors and emission
control technology. One in three automobiles is equipped by Faurecia. French car
manufacturer Groupe PSA is Faurecia's controlling shareholder, holding around
57.4% stake, Faurecia is run as an independent company. It has presence of
operations in different locations of 35 countries, also in India- Pune and Chennai
majorly.
Basic Info:
Type of company: Public Listed Company in France in with
 CAC Next 20 Component
 FR0000121147 as number in Euronext Paris
Financials:
 Operating income: 1,115,700 (‘000 Euros.)
 Market Cap: € 6.219B
Main Customers:
 Volkswagen group, PSA Group, Renault-Nissan, Ford, General Motors,
BMW, Daimler, FCA, Toyota, Hyundai-Kia, BYD and other automotive
OEMs
Major Product category:
Faurecia
Automotive
Seating
Automotive
Interiors
Emissions
Control

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Faurecia
Automotive
Seating
Complete
Seating package
System Wide
seating
Automotive
Interiors
Instrument
Panel
complete
Assembly
Specific Modules
Centre
Console
complete
Assembly
Specific Modules
Door Panel
complete
Assembly
Specific Modules
Emissions Control
Catalyst
Exhaust Gas
Recirculation
Exhaust Heat Recovery
System
Battery Pack
System
fuel Cell Systems
H2 Tanks
Fuel Cell Stack
System

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1. Automotive Seating: In this, company provides either complete seating packaging
consisting leather, cushioning, trim, squab, and ansiliories, or module wise
solutions to customers.
Automotive Seating
2. Automotive Interiors: It mainly consist of 3 modules: CC, IP and DP.
Automotive Interiors: IP, CC, DP
3. Emissions Control: Here, company manufactures as per customer requirement the
exhaust systems – catalytic converter, Exhaust Heat Recovery System, Exhaust
Gas Recirculation. Also the fuel cell technology is developed by company for future
market needs for fuel cell cars.
Product Mix Dimensions of Faurecia
Here from above, we can find following information:
1. Product mix length : Total for Faurecia is 10
2. Product mix width : for Faurecia, it is 3
3. Product mix depth : for like Fuel Cell system, Product line depth is 2
4. Product mix consistency: here, we can say, Faurecia has relatively less
consistency in its products as, company deals with wide product lines are
relatively closely related to each other and use almost same distribution and
selling network.
Product Life Cycles for Faurecia:
Company works on B2B business so generally PLC span is high. So there is not such
tough situation. If demand of one goes down, company starts manufacturing other
OEM’s products more.

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Xiaomi:
Company Logo
Brief History: Xiaomi Corporation is a Chinese electronics company founded by Lei Jun
in 2010 and headquartered in Beijing. Xiaomi makes and invests in smartphones,
mobile apps, laptops, bags, trimmers, earphones, MI Television, Shoes, fitness bands,
and many other products. Xiaomi is the youngest company on Fortune Global 500 List
for 2019. Xiaomi is the world's 4th most valuable technology start-up after receiving
US$1.1B funding from investors, making Xiaomi's valuation more than US$46B.
Xiaomi operates on a vertically-integrated model that enables the company to sell
hardware at cost or below in order to attract users and earn money by selling content.
Basic Info:
Type of company: Public Listed Company in China in with
 SEHK: 1810
Financials:
 Gross Profit: HKD 24,712,996
 Market Cap: HKD 216.789B
Major Product category:
Company deals in electronic consumer items (FMDG). Brief product lines are shown
below. Here, the segmentation of mobile phones is done on basis of price and
features. Also differentiation is done via colors and specific features like RAM and
storage options. It produces smartphones which run on their own version of Android
MIUI firmware For Mi Book Air the laptops are classified according to screen sizes
same applies to Mi TV. For power banks, it is done via power holding capacity say
5000mAh, 10000mAh, etc.
Recently Xiaomi started to sell more simple goods such as sunglasses, caps, pillows,
glass lunchboxes, cups, filters, bags, backpacks, luggage, screwdrivers, and
umbrellas.

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Product Mix Dimensions of Xiomi:
Here from above, we can find following information:
1. Product mix length : Total for Xiomi is 22
2. Product mix width : for Xiomi, it is 6
3. Product mix depth : for like Redmi sub category, Product line depth is total 16
4. Product mix consistency: here, we can say, Xiomi has relatively less
consistency in its products as, company deals with wide product lines are
Xioami
Mobiles
MI Series
Redmi Series
Redmi Note 8
Redmi Note 8
Pro
Redmi 8
Redmi 8 A
Mix Series
Andriod one
Series
BlackShark
Series
PocoPhone
Series
Smart
Devices
Mi Band
Vaccum
Cleaner
Electric scooter
Security
Camera
Electric
Toothbrush
Air Purifier
Water Purifier
LED Bulb
Smart Home
Appliances
Mi Box
Mi Laser
Projector 150
Mi TV
Mi TV 4 65"
Mi TV 3s Curve
Mi TV 3s
Earphones
Wired
Earphones
Wireless
Earphones
Air Dots
Air Buds
Poweanks
Mi Powerbank
5000mAh
10000mAh
16000mAh
Mi Powerbank
Pro
10000mAh
Laptops
Mi Laptop Air
12.5"
13.3"

10. 10/27/2019
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relatively closely related (like we can’t sell purifier along with mobiles) to each
other and use almost same distribution and selling network for mobile related
items and also for home appliances it uses different distribution channels.
Product Life Cycles for Xiaomi:
1. Company works in FMDG sector where PLC span are very low, of some months
only.
2. For mobiles, it is generally of 8-12 months. For TV, Home appliances, Watches,
etc it is generally one year.
3. For powerbanks it is genrally high of 2 years.
4. For smart devices, PLCs are relatively of longer duration.
4. Blue Origin:
Company Logo
Brief History: Blue Origin, LLC is an American privately funded aerospace
manufacturer and sub-orbital spaceflight service company headquartered in Kent,
Washington founded in 2000 by Jeff Bezos.
Blue Origin moved into the orbital spaceflight technology business in 2014, initially as
a rocket engine supplier and then to also manufacture and fly its own orbital launch
vehicle. Also, Blue Origin set vision for space and also plans for a moon lander known
as "Blue Moon", set to be ready by 2024.
Product Mix Dimensions of Blue Origin:
Here from above, we can find following information:
1. Product mix length : Total for Blue Origin is 12
2. Product mix width : for Blue Origin, it is 2
3. Product mix depth: for like Low Altitude Platform sub category, Product line
depth is total 2.

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4. Product mix consistency: here, we can say, Blue Origin has relatively high
consistency in its products as, company deals with wide product lines are
relatively closely related to each other and use almost same distribution and
selling network.
Blue Origin
Lauch Vehicles
Low Altitude
Platform
Charon
Goddard
Suborbital
System
Orbital launch
vehicle
OLV
Sub systems
Test Flights
Rocket Engines
BE 1
BE 2
BE 3
BE 4
BE 7

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Product Life Cycles for Blue Origin:
1. Company works in Aerospace sector as privately funded organization. It is
niche field and growing market.
2. As product development time is very high and high initial investment is required,
so PLC are of higher span.
3. But, the one order delivery means the product should be lasting for at least
success of its intended use. This makes countable of span of measuring on
hands of the products made.
5. Airbnb:
Company Logo
Brief History: Airbnb, Inc. is an online marketplace for arranging or offering lodging,
primarily homestays, or tourism experiences. The company does not own any of
the real estate listings, nor does it host events; it acts as a broker,
receiving commissions from each booking. Airbnb is a shortened version of its original
name, AirBedandBreakfast.com. With subsidiaries like,
1. Luxury Retreats International Inc.
2. Crowdtilt
3. Accomable
4. Aibiying
5. Trooly, Inc.
6. Deco Software Inc.
7. Trip4real Experiences, S.L.
8. Lapka, Inc.
9. Airbnb Uk Limited
10.HotelTonight

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1. Lodging: Airbnb provides a platform for hosts to accommodate guests with
short-term lodging and tourism-related activities. Guests can search for lodging
using filters such as lodging type, dates, location, and price. Guests have the
ability to search for specific types of homes, such as bed and breakfasts, unique
homes, and vacation homes.
2. Experience: Guests may book activities with local guides, including cooking
classes, guided tours, and meetups
3. Airbnb Plus: Hosts that provide a verified level of conditions including a clean
refrigerator, full cooking equipment, stocked toiletries,[94] fast Wi-Fi, and strong
water pressure.
4. Airbnb Collections: Options include Airbnb for Families, Airbnb for Work, as well
as homes for weddings, dinner parties, and other gatherings.
5. Niido: A brand of apartment communities designed for tenants to rent out their
units for up to 180 days per year on Airbnb, in which profits are shared with the
landlord
6. Natiivo: A brand of hotels designed to encourage home-sharing.
Product Mix Dimensions of Airbnb:
Here from above, we can find following information:
1. Product mix length : Total for Airbnb is 50+ (depending on services included to
consumer)
2. Product mix width : for Airbnb, it is 6
3. Product mix depth : for like Plus service sub category, line depth is around 5
Airbnb
Lodging Experience
Airbnb
Plus
Airbnb
Collections
Niido Natiivo

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4. Product mix consistency: here, we can say, Airbnb has high consistency in its
products as, company deals with almost similar product lines which are closely
related to each other and use almost same distribution and selling network
Product Life Cycles for Airbnb:
1. Company works in services sector, so no such PLC. But for each concept or
service there comes specific time frame of its SLC service life cycle.
2. The Plus service range is having growth stage while Niido service faced some
problems due to law changing in 2017, but now it is continuing with growth
phase.