Market Research and Business

analysis in Automobile Workshops

MADE BY:
Shreya chugh: IMI
Anil Yadav: FORE
Shweta Grover: FORE
 METHODOLOGY
Visiting few
Setting workshops as a
objectives pre-test

Taking
representative
sample

Making Collecting
questionnaire data

onsolidating
 PORTER’S FIVE FORCES MODEL

BARGAINING POWER
OF BUYERS:HIGH
Tendor process makes it
likely that lowest bidder
wins
Buying in bulk: difficult
when costly

INTER-FIRM HIGH BARRIERS

RIVALRY:HIGH TO ENTRY:
Most are competing on price
Capital intensive
High exit barrier
High switching cost High technological
A number of brands exist expertise
A no. of AMCs exist Economies of scale

THREAT OF BARGAINING POWER

SUBSTITUTES:NEG OF SUPPLIERS:HIGH
LIGIBLE Demand of huge reserves
There can be no of iron ore and copper
particular substitute for Govt has influence over
hand tool the mines
 India: A lucrative market
• Market worth US $ 160 million
• Easy availability of raw materials
• Availability of labour
• Growth of 17% since last 7 yrs
●
ANSI & DIN
standards ●
Delivery time
●
Quality ●
High price
●
Brand portfolio

Strengths Weakness

Opportuniti
Threats
es
●
India rich in raw ●
Most brands competing
on price
materials ●
Competitors have built
●
Growth in indian strong relationships over
hand tool market years
STRATEGY FOR
SPANNERS:
 FOUR STEP APPROACH:

Marketing
strategies
Price point to be
at which it followed
will be
Distributio accepted
n network

Decide
target
customer
s
 TARGET SEGMENT
• Target segment: 40/90 workshops
 Budget for hand tools: > 25000
 No. of automobiles repaired: >300
 No. of bays: >5
 Target workshops and type

Krish Automotors Pvt. Ltd. LPP Ring Road Honda HPP

Galaxy Toyota HPP Classic Honda HPP
Maruti Services Masters LPP Jal Auto HPP
Rajindra Service Pvt. Ltd LPP Rohan Motors LPP
Lally Automobiles Pvt. Ltd HPP
Hyundai Motor Plaza LPP
Maruti Services Masters LPP
Bhasin Motors (I), Pvt. Ltd. HPP
MGF Hyundai LPP
Saya Automobiles Ltd. LPP DD Motors LPP
Hans Hyundai LPP Deep Hyundai LPP
Carnation LPP
Metro Motors Two-Wheeler Rohan Motors LPP
Ring Road Honda HPP Deutsche Motoren HPP
Himgiri Cars Pvt. Ltd LPP Espirit Toyota HPP
Bajaj RE Two-Wheeler Koncept Automobiles LPP
Auto Max Honda HPP South City Ford HPP
Mercedes T&T motors HPP Nimbus Motors LPP
MGF Hyundai LPP Competent motors LPP
Courtesy Honda HPP Magic auto LPP
Harpreet Ford HPP Harpreet ford LPP
APRA Auto (India Pvt. Ltd.) LPP Hans hyundai LPP
AutoVikas HPP galaxy toyota LPP
 DISTRIBUTION

• GN auto,
• GN auto,
Inderprastha
Inderprastha
and Sethi tools
20% G N Autos and Sethi tools
25% supply to
Inderprastha supply to
Local Market maximum
maximum
Others workshops.
21% workshops.
20% sethi tools • GN auto
(blank)
• GN auto
serves 25% of
14% serves 25% of
market
market
 Serving HPP and LPP

• GN auto
• GN auto
16
suppliestoto
supplies
14
maximum
maximum
12 HPP
HPP
10 workshops
workshops
• •GN
GNAuto
Autoand
and
HPP
8
LPP
6
Two wheeler Sethitools
Sethi tools
4
together
together
accountfor
account for
2
mostofof
most
0
GN auto Inderprastha Sethi tools Local market LPP market
LPP market
 STEPS TO BE TAKEN

●
Target 3 main dealers: GN auto, Indraprastha and Sethi tools
●
GN auto has to be targetted for HPP
●
Categorization of SKUs at distributor’s end-fast/medium/slow moving
●
Distributors should submit name and quantity once in each quarter
●
Continue with push strategy
●
Point of sales system/ERP: Reduce communication gap between dealers and
Co.
●
More Safety stock
●
Forecast the sales and order
 PRICING:
• Pricing comparable to Taparia:
 100% market targeted
• Pricing comparable to other brands:
 Target reduced to 16/40 workshops
 40% market potential
 Target workshops and Brands used

Krish Automotors Pvt. Ltd. Taparia, Venus Ring Road Honda Taparia
Galaxy Toyota Taparia Classic Honda Taparia
Maruti Services Masters Taparia Jal Auto Taparia, Snapon
Rajindra Service Pvt. Ltd Taparia, Jhalania Rohan Motors Taparia
Lally Automobiles Pvt. Ltd Others Hyundai Motor Plaza Taparia
Maruti Services Masters Taparia, Everest Bhasin Motors (I), Pvt. Ltd. Taparia
MGF Hyundai Taparia DD Motors Taparia
Saya Automobiles Ltd. Everest Deep Hyundai Taparia
Hans Hyundai Taparia Carnation Taparia
Rohan Motors Taparia, Everest
Metro Motors Taparia
Ring Road Honda Taparia, Everest Deutsche Motoren Others
Himgiri Cars Pvt. Ltd Taparia Espirit Toyota Ambika
Koncept Automobiles Taparia
Bajaj RE Taparia South City Ford Everest
Auto Max Honda Taparia Nimbus Motors Taparia, Everest
Mercedes T&T motors Everest, Stanley Competent motors Taparia
MGF Hyundai Taparia Magic auto Taparia, Everest
Courtesy Honda Taparia Harpreet ford Taparia, Everest
Harpreet Ford Taparia Taparia, Snapon,
APRA Auto (India Pvt. Ltd.) Taparia, Everest Hans hyundai Others
AutoVikas Taparia galaxy toyota Snapon, Others
 MARKETING:
• Trade show participation
• Road show
• Eng colleges:
 Competitions
 Education seminars
• MBA colleges: Case study competition
• Give free sample to other workshop as well
• Point of purchase display:Pamphlets, danglers and shelf
tapes for retailers and distributors
• Safety seminar for companies
• Mailers
• Billboards: Bhagirath palace
EQUIPMENTS
 Wheel Balancer
31
30
20
10
0
i gi er e g rs
gh l an t n in e o n
or E
ffm n t u s h ic si
C Hu p tU Ot e
Ho u'
s Ne
No Pr
h
ad
M

Wheel Allignment
31
30
20
10
0
hi l gi an er e
in
g rs n
or
g E n t un s h e
ic si
o
C ffm Hu p t
tU Ot e
Ho u'
s Ne No Pr
h
ad
M
 4 POST LIFT
60
50 57
40
Total
30
20
10
9
0 3 2 2 4
1
Aro Elgi Hoffman Neptune Not Using Others Precision

2 POST LIFT
35
30 32
25
20
15
10 13
10
5 6 7 7
0 Aro Elgi 1
Elgi, Neptune Hoffman 1
Madhu's 2
Neptune Not Using Others Precision
Hunter
 Vaccum Cleaner
30
20 27
10 13
11 9 Total
0 7 4 7
2o r i
r he lg es in
g
ers vi s rth
A E b a
rc or us Ot
h D u
Ca aF o t R. W
ek N
u r
E

Part Cleaner
80
70
60 67
50 Total
40
30
20
10
0 7 3
1
Aro 1
Carcher Elgi Not Using Others
 Part Washer
70
60 64
50
40 Total
30
20
10
0 6 4
2
Aro 1
Carcher 2
Elgi Neptune not using Others
POWER TOOLS
 Air Ratchet
30
25
20
15
10
5
0
o Bi
e
Bl
u CP l gi Ev IR M N o t Ot S X
ar E N SP

Impact Wrench Brand

30
20
10
0
ro ury ool CP l gi est rce IR a e g s
ri k tun sin her pon PX ter
a B it E er fo S as
s r M ep u Ot n a
e b Ev t S m
Bi N no e
rqu
T o
 SANDER
20 19
18
16
14
12
10 9
8
6 Total
4 3
2 2 2
2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
0
y si P e IR r d n n X u l
3M Bur p C
ra
d
as
te
ib
e ta i o SP t
s Ca ab cr No r
cis
to p
a M es e
Bi y n r Pr
D
h ip
b is
u
its
M
 GRINDER
10 9
8
6
6 5 5
4 3
2 2 2 2 2
2 1 1 1 1 1 1 1 1 1 1 1 1 1 1
0
o y h si tic CP gi hi IR l r s
ca hita ste irka ibed tune sing lube her ision par
k X a l
3M Ar Bur osc ap El c SP pari p tu
B C ume ita L o
ac Ma M scr ep t U oil ot rec S to
i as H Ta
B Pn M r e N No P
g o
hip
hi ca ubi
s
C its
M

DRILL MACHINE
20
18
18
16
14
12
10
8
6
6
4
4 3 3 3
2 2 2
2 1 1 1 1 1 1 1 1 1 1
0
y r i c i l a e l
3M ur ke sc
h
a ps eti CP Elg KP
T ca irk u ne in
g
ub po
n
SP
X
ar
ia tu ne
B c o lo pt Us il l p p - O
as Dr
a B C
nu
m M e t o S na Ta to V
Bi n d P N No
o
cka icag
a
Bl Ch
 POLISHER
25
20
20
15
10 7
5 1 1 1 1 1 1 1 1 2 2 1 1 2 1 1 1 1 1 1 1 1 1 1 Total
0
s t si c gi IR ita ed ing on tul rth
3M icle oin ap e ti E l
ch rib Us i si p u
m P C u m a c t c to W
e M res No e
C he Blu Pn Pr
l go i p
u h
At h ica b is
C u
its
M
Workshops with expansion plan:
ARC Motors Pvt. Ltd 1 year
Deep Hyundai 6 months
Lally Automobiles Pvt. Ltd 3 months
Indicare 3 months
Saya Automobiles Ltd. 3 months
Adarsh Yamaha 3 months
Hans Hyundai 3 months
Metro Motors 3 months
Himgiri Cars Pvt. Ltd 3 within next 3 months
Bajaj RE 2 within next 6 months
Southend Honda 1 year
Auto Max Honda 6 months
Rishabh Motors Pvt. Ltd. 6 months
Mercedes T&T motors 1 year
MGF Hyundai 1 year
Harpreet Ford 6 months
APRA Auto (India Pvt. Ltd.) Not certain
Carnation Not certain
Nimbus Motors Not certain
Asian motors Not certain
Competent motors 2 years
skyline automobiles 3 months
 Leads generated
Krish Automotors Pvt. Ltd. Maruti
City car Care Bosch Multi Vehicle
Sanya automobiles Pvt. ltd Tata Motors
Harpreet Ford Ford
Samara Hyundai Hyundai
AutoVikas General Motors
Ring Road Honda Honda

D- bike Guru Deltronix Automotive Pvt. Ltd

Carnation carnation
Nath Nissan Nissan
Rohan Motors Mariti Suzuki
Deutsche Motoren BMW
AMP Motors Jaguar
Espirit Toyota Toyota
Koncept Automobiles Mahindra
Automobile Sterling Tata-Fiat
South City Ford Ford
Nimbus Motors Hyundai
Asian motors Mitsubishi
Magic auto Maruti
basant motors Maruti
Harpreet ford Ford
Hans hyundai Hyundai
Bagga link service Bajaj
skyline automobiles Mahindra
THANK YOU