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ANALYSIS OF C.E.D. CASE OF
XYZ COMPANY
UNITEDWORLD SCHOOL OF BUSINESS 1 SEPTEMBER 1 , 2010
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BACKGROUND
M/s XYZ is an MNC which has several
divisions, separately dealing with
Welding and welding consumables
Pipelines
Construction of flyovers, large buildings
etc.
Construction equipment division
UNITEDWORLD SCHOOL OF BUSINESS 2 SEPTEMBER 1 , 2010
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ORGANISATIONAL
STRUCTURE
UNITEDWORLD SCHOOL OF BUSINESS 3 SEPTEMBER 1 , 2010
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SYMPTOMS
There is a competition between the twointernal departments
The growth of theWorkshop Departmentwas much more than the Sales Department
Mr. BC (Manager Sales Department) has anegative notion about the workshopdepartment (handled my Mr. SG)
The tension between these two
departments has been on a riseUNITEDWORLD SCHOOL OF BUSINESS 4 SEPTEMBER 1 , 2010
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PROBLEM FORMULATION
Poor co-ordination amongst
departments
Low sales in Kolkata
No clarity of goals and objectives of the
firm. Very vague!
UNITEDWORLD SCHOOL OF BUSINESS 5 SEPTEMBER 1 , 2010
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PROBLEM IDENTIFICATION
Bad blood amongst team members
Losing customers to cheaper equipment
from workshop
UNITEDWORLD SCHOOL OF BUSINESS 6 SEPTEMBER 1 , 2010
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S.W.O.T. ANALYSISSTRENGTHS WEAKNESSES
Technically experienced
Turnover of 100 crores
Market leaders in the eastern region
Caters to both section
Customer satisfaction
Intra-departmental conflicts
Communication gap between two managers
Lack of synergy and team work
UNITEDWORLD SCHOOL OF BUSINESS 7 SEPTEMBER 1 , 2010
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S.W.O.T. ANALYSIS
OPPORTUNITIES THREATS
Excellent reputation, image and credibility
Sales and distribution channels can be re-explored
Availability of large no. of buyers
Competitors may benefit due to internal conflicts
Reducing price may result in quality deterioration
Internal conflicts can reduce the companys
turnover
UNITEDWORLD SCHOOL OF BUSINESS 8 SEPTEMBER 1 , 2010
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STP A Three Stage
Process
SEGMENTING Dividing of market into
different groups.
TARGETING Selecting a group after
the segmentation
POSITIONING Developing a
marketing strategy for Positioning the
product in relation to rivals.
UNITEDWORLD SCHOOL OF BUSINESS 9 SEPTEMBER 1 , 2010
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6 Ps of Marketing
Product (specifications)
Price (commercial terms)
Place (channel) Promotion
----------------------
Process (internal) People
UNITEDWORLD SCHOOL OF BUSINESS 10 SEPTEMBER 1 , 2010
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The Integrated Management
System Process
OrganizationalObjectives
CustomersExpectations
RelevantEnvironmental Issues
UNITEDWORLD SCHOOL OF BUSINESS 11 SEPTEMBER 1 , 2010
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FEASIBLE ALTERNATIVES
Cost Balance Management
Rental Basis
Implementation of a ERP Facilitation of loans
UNITEDWORLD SCHOOL OF BUSINESS 12 SEPTEMBER 1 , 2010
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Cost Benefit AnalysisSerial
No.
Few Probable
Alternatives
Costs (-) Benefit s(+)
Decision
To the Organi-sation To thecustomers To the Organi-sation To thecustomers
1 Cost Balance
Management
(Discount
-25% and + 50%
factor)
Overall cost
will increase by
25%.
Discounted
portion will beborne by the
company.
Purchase of
equipment
from the work
shop will not
be cheap like
before forcustomers
.
It is possible to
increase sales of
Kolkata division.
Better revenuesto be expected
for the firm with
the increase in
sales and
services
department of
Kolkata market.
Better sales to
be expected from
the Sales team in
Kolkata.
Can avail
discounts
from Kolkata,
which has
better
durability(20,000
working
hours)
Accepted
UNITEDWORLD SCHOOL OF BUSINESS 13 SEPTEMBER 1 , 2010
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Cost Benefit AnalysisSerial
No.
Few Probable
Alternatives
Costs (-) Benefit s(+)
DecisionTo the
Organi-sation
To the
customers
To the Organi-
sation
To the
customers
2 Rental Basis (15
days)
Revenue will
suffer
Sales targets
will go for a
toss
Wear & Tear
None Wide Customer
Base
Discounts
available
Product
availablecheaply
Will be very
beneficial for
short term
users.
Small scalecustomers
would be able
to enjoy the
benefits.
REJECTED
UNITEDWORLD SCHOOL OF BUSINESS 14 SEPTEMBER 1 , 2010
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Seri
al
No.
Few Probable
Alternatives
Costs to the firm (-) Benefit to the firm (+) Decisio
n
To the
Organization
To the
customers
To the Organization To the
customers
3
Implementation
of an
organization
based ERP
A little
expensive
initially
None Promotes Transparency.
Excellent equipment
management
Ensures streamlining of
processes
Better way to enhance
existing database of
customers & future
customers
Promotes customer
relations
Better follow
ups from the
firm on Sales.
Better after
sales support
to be expected
Accept
ed
UNITEDWORLD SCHOOL OF BUSINESS 15 SEPTEMBER 1 , 2010
Cost Benefit Analysis
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Cost Benefit AnalysisSerial
No.
Few Probable
Alternatives
Costs to the firm (-) Benefit to the firm (+) Decision
To the Organi-
sation
To the
customers
To the Organization To the customers
4 Finance
Scheme for
Kolkata
(Collaboration
with banks)
Time
consuming
Negotiation
Time
consuming
Paper work
More customers
likely to apply.
Increased
revenue
Higher sales
Loans will
facilitate
smooth flow of
capital
Will increasethe customers
purchasing
power
Free entry for
genuine
customers
Accept
ed
UNITEDWORLD SCHOOL OF BUSINESS 16 SEPTEMBER 1 , 2010
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THANK YOU..!
UNITEDWORLD SCHOOL OF BUSINESS 17 SEPTEMBER 1 , 2010