Case Study #2

The Company : A manufacturer of agricultural processing machinery with a turnover of approximately Rs.1.5 crores

The problem : Complete dependency on one customer segment with limited market potential, pirating of product design by competition, centralised decision making, wishing to expand and grow quickly.

Intervention Areas : Business Process Re-engineering, Human Resource Management, Marketing & Sales, Advertising & communication

The Solution : A SWOT was done to identify the strengths and weaknesses of the company. New business and marketing plans were drawn up to achieve focus in the future direction that the company would take. A organisational structure was drawn up, assigning job reponsibilites of the existing employees, including the Directors. This was done to de-centralise some of the decision making. A HR policy and an appraisal system were put in place to assess the manpower requirement and also ensure that a professional system of assessment of existing manpower was done. New positions and responsibilities for the same were also identified to take care of the envisaged expansion of the company.These were then prioritized and work was commenced in drawing up a series of processes and procedures that would streamline the operations of the company. A number of reports were created and reporting systems established, to enable the MD of the company to get information from all areas of the company operations. Since pirating of product design could not be stopped (as the current product design was not patented), it was decided that the company while actively developing new designs will also explore the possibility of patenting those improved designs. Exploring other channels of marketing through tie-ups is also being explored. The company would look for new opportunities in other agricultural segments for similar applications. This was to bring down the dependency on a single customer segment. It was also decided to explore export markets in other countries for their products. The product mix is to be rationalized and a proper system of costing introduced. The company needs a makeover in identity through re-design of product leaflets and development of a website for expanding market share.

The Result : The work has commenced and progress has been made in several areas. It is ongoing.

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