Indian Automobile Industry
Products & Sub Brands
Brand Elements
Analysis of Brand Elements
Sources of brand equity
Brand Awareness, Identity, Personality, equity, Vision, Culture
Perceptual map of TATA Motors in India
TATA’s Commercial Vehicle Market Share in India
TATA’s Passenger Vehicle Market Share in India
Targeting and Segmentation
TATA’s Brand Hierarchy
Brand Extension
BCG Matrix Analysis
SWOT Analysis
Promotional Function of Tata Motors in Last few years
Challenges faced by TATA Motors
Recommendations for Future
This project is about the various strategies that are used by the Hero motocorp and the various aspects of the company. the contents in the project are.
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
STRATEGIC MARKETING "SBU" AND "BCG MATRIX" OF HAVELLS NavendraDubey
Different "Strategic Business Units"(SBU) and BCG matrix are prepared on the basis of companies and industries data. BCG matrix helps anorganization to identify its business which are best for them and which businesses are to be harvested or discontinued.
An Analysis of Automobile Industry of India as a Market StructureMuhammad Anowar
Automobile industry is a symbol of technical marvel by human kind. Being one of the fastest growing sectors in the world its dynamic growth phases are explained by nature of competition, product life cycle and consumer demand. Today, the global automobile industry is concerned with consumer demands for styling, safety, and comfort; and with labor relations and manufacturing efficiency. The industry is at the crossroads with global mergers and relocation of production centers to emerging developing economies.
Asia has become the major consumer as well as supplier of automobiles. India is concentrating on Middle East and south Asia beside traditional developed country destinations. With the gradual opening up of the component sector, now the challenge is for individual governments to support the development of domestic critical component and sub-system suppliers through, improvement in the investment environment, stronger patent regimes and incentives for R&D.
How India’s First Intelligent Electric Scooter is Riding into the future: One Market Share at a Time: A case study of Ather Energy’s Marketing Strategy
The Indian transportation industry is a peculiar one largely because of its population. As at 2011, the country’s transportation industry catered to the needs of about 1.1 billion people, contributing 5.5% to the nation's GDP.
That figure became 6.3% in 2020 and has been on the rise as the population surged.
Of all the means of transportation available in India, the road sector holds the lion's share with more than 50% of freight and 90% of passenger traffic handled by road.
Unfortunately, the road network has brought tremendous set back to the transportation industry because most of them are narrow, congested, having poor surface quality.
To crown it all, 33 percent of India’s villages do not have access to all-weather roads.
Where many saw challenges, this StartUp, Ather Energy, saw an opportunity and they set out to provide a solution.
Indian Automobile Industry
Products & Sub Brands
Brand Elements
Analysis of Brand Elements
Sources of brand equity
Brand Awareness, Identity, Personality, equity, Vision, Culture
Perceptual map of TATA Motors in India
TATA’s Commercial Vehicle Market Share in India
TATA’s Passenger Vehicle Market Share in India
Targeting and Segmentation
TATA’s Brand Hierarchy
Brand Extension
BCG Matrix Analysis
SWOT Analysis
Promotional Function of Tata Motors in Last few years
Challenges faced by TATA Motors
Recommendations for Future
This project is about the various strategies that are used by the Hero motocorp and the various aspects of the company. the contents in the project are.
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
STRATEGIC MARKETING "SBU" AND "BCG MATRIX" OF HAVELLS NavendraDubey
Different "Strategic Business Units"(SBU) and BCG matrix are prepared on the basis of companies and industries data. BCG matrix helps anorganization to identify its business which are best for them and which businesses are to be harvested or discontinued.
An Analysis of Automobile Industry of India as a Market StructureMuhammad Anowar
Automobile industry is a symbol of technical marvel by human kind. Being one of the fastest growing sectors in the world its dynamic growth phases are explained by nature of competition, product life cycle and consumer demand. Today, the global automobile industry is concerned with consumer demands for styling, safety, and comfort; and with labor relations and manufacturing efficiency. The industry is at the crossroads with global mergers and relocation of production centers to emerging developing economies.
Asia has become the major consumer as well as supplier of automobiles. India is concentrating on Middle East and south Asia beside traditional developed country destinations. With the gradual opening up of the component sector, now the challenge is for individual governments to support the development of domestic critical component and sub-system suppliers through, improvement in the investment environment, stronger patent regimes and incentives for R&D.
How India’s First Intelligent Electric Scooter is Riding into the future: One Market Share at a Time: A case study of Ather Energy’s Marketing Strategy
The Indian transportation industry is a peculiar one largely because of its population. As at 2011, the country’s transportation industry catered to the needs of about 1.1 billion people, contributing 5.5% to the nation's GDP.
That figure became 6.3% in 2020 and has been on the rise as the population surged.
Of all the means of transportation available in India, the road sector holds the lion's share with more than 50% of freight and 90% of passenger traffic handled by road.
Unfortunately, the road network has brought tremendous set back to the transportation industry because most of them are narrow, congested, having poor surface quality.
To crown it all, 33 percent of India’s villages do not have access to all-weather roads.
Where many saw challenges, this StartUp, Ather Energy, saw an opportunity and they set out to provide a solution.
This is M A Masud Khan, I have developed Sena Energy Saving Fan for Sena Kalyan Sangstha which is pioneer in Bangladesh and I have designed this and implement as well as working for market capture.
This fan will save about 65% energy according to the BSTI Standard.
The presentation is about Technology Strategy - Pattern of Innovation in Chapter-3, schilling (text Book). Was done by my group mates and reflects some topics with examples.
Company presentation --Baolong Electronic GroupTonny Hu
Baolong is a world’s leading vibration motor manufacturer located at Wenzhou Zhejiang China. We are specialized in manufacturing mini vibration motors. https://www.vibrationmotors.com
Fans refer to ventilations and air treatment equipments including ventilator, blower and compressor, which are widely used in all walks of life such as industrial and civil architecture, metallurgy, energy and chemical industry. It can be seen from application fields of fans that, medium-and low-end fans predominate the industrial and civil building market with a big share of 65.15%. With the sustained growth of China’s economy, fan products applied in industrial & civil buildings will maintain its upward growth.
Vtech cms divisonal presentation may 2014 represented by htcsHTCS LLC
Following VTech's Press Release, covering their Annual Financial Report for FY 2014, the new CMS Divisional Presentation has been published as well. Contact HTCS, LLC for further details, send us an email:
Rolf.Seichter@HTConsultingServices.com
Itacoil is an italian company that manufactures transformers and inductors for electronics since 1981.
In 1992, Itacoil was the first italian company in the sector with ISO certified Quality Management System.
Now Itacoil is technological leader in the development of LLC and LCC integrated resonant transformers.
This is a brief company profile.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
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The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
1. Omkar Nandkumar Kate 199278103
Pranjal Garg 199278069
Soumen Kumar Hazra 199278008
Ronit Gaikwad 199278059
Group A7
HEISENBERG
MINI-PROJECT
2. Motivation to choose Atomberg
• Atomberg Technologies started selling its product in the year 2015
• In past 5 years it has become one of the recognizable players in the sector of ceiling
fans in the premium segment
• Started with just an employee count of 2 by the founders, Mr. Manoj Meena and Mr.
Sibabrata Das, it currently has around 100 employees working at its headquarters in
Mumbai
• It has recently received a funding of $10 M which it is going to majorly invest in R&D
• It has 1 approved patent and has 6 pending patents.
• According to the company website it has sold more than 2 lakh fans within the past 5
years
• It has worked with some reputed business organizations such as Tata Group, ITC,
Indian Railways to even education institutions such as IIT Bombay, IIIT Hyderabad etc.
which states the positive growth of the company.
• Despite being a start-up company, Atomberg has a positive EBITDA which is very good.
3. Industry Overview
• India is a tropical country making fans a necessity. Thus, the fan industry in India is well-established and
has shown significant growth over the years.
• The industry grew at 9% CAGR from FY12-FY17 to reach a size of ~55 million in FY17.
• Profit realizations increased only 3.0-3.5% annually in the last 2 years due to a parallel rise in raw material
prices.
• However, going forward, realizations for the sector are due to increase substantially as share of premium
fans rise from current 6-8% levels to more than 15-20% over the next 3-5 years.
4,160 4,620 5,120
5,690
6,310
7,000
7,910
8,940
11,420
12,900
FY12 FY13 FY14 FY15 FY16 FY17 FY18 FY19 FY20 FY21 FY22
CAGR (FY12-17): 10.97%
CAGR (FY 17-22): 13.01%
Indian Fan Market Size and Forecast (INR Cr)
10,110
4. Innovations in product aesthetics:
Demand for premium fans with better
aesthetics has been on the rise over the
past 3-5 years with increasing consumer
preferences towards enhanced and
appealing interiors
Energy saving technology:
• Orient recently introduced a new ceiling
fan Ecotech based on Brushless Direct
Current Mortor (BLDC)
• It is a 32W fan which saves 50% power
compared to conventional fans that
consume 75W.
IoT enabled ceiling fans:
The smart fans will be connected through the
Internet and will automatically adjust speed
according to change in temperature. It can be
controlled from anywhere through cloud
computing. LG plans to launch an IoT enabled
fan this year.
Trends
Rising rural
penetration
with
increased
electrification
Urban
replacement
cycle getting
shorter due to
premiumisation
Higher
disposable
incomes
Faster shift to
the
organized
sector
Drivers
Growth drivers & market trends
5. 72.0%
19.0%
9.0%
FY17
Ceiling Fans
Table, Wall & Pedestal Fans
Others (Domestic Exhaust &
Industrial)
75.0%
15.0%
10.0%
FY22
FY 17 Market Value: INR 7,000 Cr FY 22 Market Value: INR 12,900 Cr
Indian Fan Market by Type of Products
6. • Orient Electric is increasing its market share with continuous
innovations and introducing energy efficient fans which include
lesser wear and tear, reduced electromagnetic interference,
noiseless operation, improved efficiency, increased reliability, and
a longer lifespan.
• Other major players in the market include Usha, Khaitan, and
several unorganizedplayers.
• Crompton is the leading player in the Indianfans market with its
wide distribution network. The company is now focusing more on
increasing its share in the high-end product category.
• Havells is a leading player in the premium fans segment and a
well-known brand across various consumer durables.
• Bajaj Electricals is one of the prominent players in fans, lighting,
and luminaires segmentwhere fans contribute to 24% of its
revenue.
Market Share Analysis
7. With an aim to reduce power consumption and contribute towards a better environment, Atomberg Technologies
stepped into the industry in 2015 with very first product, the Atomberg Efficio Ceiling Fan. Their fans endowed with a
revolutionary technology were an instant hit, and ever since, they’ve only paved the way for products that are not
just energy efficient, but also rich in advanced features. Over the last 4 years, they have launched multiple range of
fans and each of them have been given a big thumbs up by the Indian consumer.
Gorilla Efficio+ (Energy saving 5-star rated ceiling fan with remote control and BLDC Motor)
Gorilla Renesa+ (5-Star rated super energy efficient fan with smart remote control & BLDC motor)
Gorilla Studio Fan (Smart remote controlled ceiling fan with boost timer & sleep mode)
Gorilla Pedestal (5 Star Rated Super Energy Efficient Fan With Smart Remote Control And BLDC Motor)
Gorilla Wall-Mounted (5 Star Rated Super Energy Efficient Fan With BLDC Motor)
Gorilla Remote (Ceiling fan, Pedestal fan and Wall mounted fan accessories)
Introduction
8. BLDC stands for Brushless Direct Current. BLDC motor has no
mechanical brush for commutation of the windings.
Commutation is deployed with the help of smart electronics. The
input voltage provided is 230V AC which is converted to 24V DC
by a SMPS. The fan runs internally at 24V and consumes just 28W
at full speed.
ADVANTAGE
• Elimination of friction and associated power loss
• Better flexibility over controlling motor speed
• No spark and minimal electrical noise as no slip ring or
mechanical brushes are used
About BLDC –Technology behind Gorilla Fans
12. Problem Statement
Atomberg technologies current focus only on making fans and in that mostly premium segment fans
This is because of the technology being used as compared to the technology giants in production of
fans such as Orient and Godrej
It should focus more on making of the consumer durables which includes all types of electrical
appliances
BLDC technology for the fans can be used in appliances such as mixer grinders and coolers
Might soon fall behind in terms of technology related to home automation since their fans currently
do not have those features
Should also make the fans more compliant with the latest technologies in IT and home automation
13. Identifying Root Causes for
failure of increase in share in the
Market.
Identifying Base, Key, Pacing &
Emerging technologies for the
segment.
Benchmarking Atomberg
with leading industry
competitors on :
• Financials(Revenue)
• Pricing
• R&D capabilities
• Funding
• Employees
• Timeline
Critical Success Factors -
• Process
• Organizational
• Product
• Marketing Innovation
13
Approach
15. • Narrow core
competency
• Focus on only
reducing electricity
consumption in
comparison to
competitors by
using BLDC motor
• Huge untouched
fields like other
home appliances
are potential
market to grab.
Personnel
• There is lack of skilled
talent in the company
ScaleEnvironment
Automation Core innovation: Brush Less DC Motor
Design Thinking
• Innovation in
company is based on
causal approach
• Effective reasoning
approach should be
implemented
• Slow implementation
of IoT and AI
• High cost of
implementation creates
hurdles for mass
market entry
• Cost of technology
limits its market to
premium segment
• IoT is not compatible
with BLDC motor yet
• It is not yet implemented
in other electrical
appliances
• Tough competition from
Crompton greaves,
Orient & Bajaj
• Popularity of home
automation rather than
less electricity
consumption purpose
• Market is limited as
only affluent class
can buy it
• Channels are limited.
• Focused target group is
premium segment
• Lack of innovation &
implementation of new
technology.
Root Cause Analysis
16. • 1. Low energy consumption technique
• 2. Niche but loyal customer base
• 3. Online and offline presence
• 4. Strong growth and attracted investors for funding
Strength
• 1. Dependence on mature market
• 2. Limited customer attractiveness due to premium pricing
Weakness
• 1. Emerging markets
• 2. Emerging IoT technology & product extension to other home appliances
Opportunities
• 1. High exposure of low cost Chinese products
• 2. Bigger MNC's entering India and competing for global clients
• 3. Economic slowdown and uncertainty in growth
Threats
SWOT
17. PEST Analysis
POLITICAL FACTORS
• Government regulation of lowering down energy consumption
• Boosting the image of India in global market.
• Certain levels of ambiguity surrounding taxation of electrical products
• Outsourcing by competitors from China at a low cost
ECONOMIC FACTORS
• Stage of business cycle
• Exchange rate
• Inflation
18. PEST Analysis
SOCIO CULTURAL FACTORS
• Education
• Labour
• Career
TECHNOLOGICAL FACTOR
• Research spending
• New Inventions and Development
• (Changes in) Internet and Mobile Technology
• Lifecycle & speed of technological obsolescence
19. Arena
Staging
& Pacing Vehicle
Differentiators
- Atomberg technologies was founded in 2013 and
the actual production and selling of the fans
started in 2015.
- The first fan was the Gorilla model which for the
first time implemented a patented technology
known as BLDC.
- Today, many of the startups have come up with
their very own versions of this BLDC technology
including giants such as Crompton and orient.
- Yet the electrical efficiency and the air flow
achieved by Atomberg is still unmatched to the
extent that no one could take the electrical
consumption below 35 watts where as for
Atomberg it is only 28 watts.
- The technology is a boon and if used properly can
be a turning point for the company to produce
other consumer durables and also to play a major
role in saving the environment.
- The production capacity of the firm is limited even though the demand is significant.
This leads to a profit share lower than the industry average.
- Also, even though the firm is putting in 70 percent of its funding in research, it
should also look at a profit model from the licensing of its patented technologies.
- Even after having a unique and patented
technology, Atomberg only focusses on the ceiling
market. Even though currently growing this may
come under threat in the future.
- The current ceiling fan market is very competitive
with giants such as Crompton and orient. It will
have to provide something unique to increase the
customer base.
- Atomberg is one of the few start-ups who has tapped into a
unique market such as ceiling fans.
- Also, since the technology that it is using is patented, it will have
a long run advantage where it the tech. could also be leased out.
- Apart from that thi would also lead to inhouse consumer
durables production capacities.
Economi
c Logic
- Atomberg brings out its revenue generation by
targeting the consumers in the urban areas who can
afford the initial high price of the fan.
- Also since they offer designer fans as well such a
Renessa models at a premium price the urban
consumers definitely buy it to decorate and match
the home interiors.
- Recently, it has also launched two IoT enabled fans
to capture the tech savvy market share.
19
Strategy Diamond
20. Elements of MOT Criteria
Technology selection • Lack of innovation in motor technology since last 25 years has
created a technology gap that can be overcome by superior
BLDC Technology that reduces energy consumption by 70% in
comparison to previous technologies.
New Product Development • Atomberg Technology won “Global CleanTech Innovation
Program Winner” award by United Nations – 2016
Technology Development • Developed & patented the design of BLDC motor for
application in ceiling fans and other appliances.
Elements of MOT
21. Critical Success Factors
• Well diversified product line in home appliances like juicer mixer grinders, etc
• Ensuring all customer queries are solved in a time bound manner
• Apply the existing Technology in new areas
• Integrated Solutions
• Efficient Business Processes
• Research and development in related & allied areas
• Customer-Focused Front-Line Organization
• Flexible and Responsive Back-End Organization
• Identifying new technology Trends
• Manage Continuous Change in market
22. VRIO Analysis
Resources Value Rarity Inimitability Organized Remarks
Product quality Yes Yes No Yes Temporary advantage
Cash in hand Yes No No Yes Temporary advantage
Ease of use Yes Yes Yes Yes Competitive advantage
Excellent supply chain Yes Yes No Yes Temporary advantage
Ecosystem integration Yes Yes Yes Yes Competitive advantage
Customer loyalty Yes Yes No Yes Temporary advantage
Marketing excellence Yes Yes No Yes Temporary advantage
23. Risk Assessment
BUSINESS RISK ASSESSMENT
Technology obsolescence
Market Position
Operating Management
• Profitability Margins
• Quality of service
• Sustainable growth
Diversification
Marketing & Distribution
• Product accessibility
FINANCIAL RISK ASSESSMENT
Financial Policy
Capital Structure
• Leverage
• Liabilities
Cash Flow Protection And Liquidity
• Debt-servicing capability
Financial Flexibility
24. Recommendations
Atomberg Technologies has a very good idea but it needs to be scaled up to make a significant
impact on profitability. It should make transition from being a domestic manufacturer to being an
international company.
Atomberg Technologies is facing a lot of competition from local and domestic manufacturers of
electric fans. It should go for strategic partnerships with national and international companies so
that it can survive tough competition.
Atomberg is currently dependent on a single product viz. BLDC electric fans, whose technology is
rapidly being adopted by its competitors. It should diversify its products to reduce this risk.
High investment in R&D along with hiring skilled talent should aid in bringing new ideas and
innovations necessary to sustain the growth.
25. • Understanding the possible future problems in scaling up the idea
• Threats from cheap Chinese imports
• Threats from Indian as well as international competitors
• Limited target population segment causing slow growth
• Need for better marketing to increase sales
• Need for economic pricing to include value segment
Learnings from Expert interaction