existing strategy
TRANSCRIPT
EXISTING STRATEGY
MISSION
The first step in strategy formation is the definition of organizational
purpose or listens – A long term view of what the organization is striving to become in
future indicating the basic thrust of the firm including its products, business and markets.
This involves choice from among alternative features on the basics of scenarios related
with societal changes, competitive reactions, regulatory changes and so on. The
identification of mission is the basis of awareness of sense of purpose, the competitive
environment, and the degree to which the firm’s mission fits its capabilities and the
opportunities which the environment offers. The choice of the mission is the broadest
choice that an organization is required to make about its basic purpose.
The mission may be described as the scope of operation in terms of products and
markets or of service and client. An organization’s mission statement tells what it is, why
it is exist and the unique contribution it can make. The mission of business may be
defined as the fundamental, unique purpose that sets it apart from other firms of its type.
It indicates the nature and the scope of business operations in terms of product, market
and technologies.
MISSION STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners have a clear mission about their organizational long
term view. Their mission statement is as follows
“The company mission is driven by quality and technology initiatives which is
becoming a vibrant, dynamic, customer oriented global company. The major initiatives of
growth will be through strategy of acquisition and diversification into new product areas
which will help the company in placing itself in a position of strength in various parts of
the world in delivering value to its customers”.
It’s clearly says their scope of operation in terms of products and markets or of
service and client and also it describes their unique contribution in the existing market.
EVALUATION OF INTERNAL CAPABILITIES
Identification of key factors in the functional areas and the key activities in the
value chain constitute the first step in resource analyses and diagnosis. Another important
step relates to the evaluation of key factors and value activities against attainable
standards or on the basis of appropriate perspectives, so as to determine which factors or
the activities are potential strength and which are potential weakness. A factor is
considered a strength if it is a distinct competency or competitive advantage, that is
something the firm does or has the capacity to do particularly well relative to the abilities
of rivals. Correspondingly, a factor is considered a weakness if it is something that the
firm does poorly and does not have the capacity to do as well as the rivals can do.
The potential capabilities of firm may be assessed as follows:
A) PAST PERFORMANCE AND CAPABILITIES
A retrospective view of what the company’s capabilities as reflected in its past
performance may provide a framework for evaluating whether certain internal factors can
be regarded as strategic advantages or disadvantages. However adoption of past records
of performance and the historical experience of management as the basis of evaluation is
risky and likely to be inaccurate due to bias inherent in what is known as tunnel vision.
B) EVOLUTION OF PRODUCT / MARKET
Stages in product market evolution or products life cycle may be another basis of
evaluating key internal factors. The stages usually consists of
Introductory stage or initial development stage characterized by
operating losses and minimal growth.
Growth stage when the sales increase at a faster pace along with
profitability.
Maturity stage when the growth rate slows down and there is
increased market competition
Saturation and declining stage characterized by negative growth.
Competencies in specific functional areas and activities may be evaluated in terms
of the requirements for success during the evolving stages in the product/market
conditions. Thus, for example availability of adequate financial resources and marketing
skills may be strengths during the early development or introductory stage. Success in the
growth stage may require strengths in such areas as product differentiation, resources to
support heavy marketing expenses and cash flows to counter the effect of price
competition.
At the maturity stage, efficiency in production management may constitute the
key factor for success, while competencies at the declining stage have to be assessed with
respect to customer and supplier relationship and cost of operation.
This strategy at TVS Sundaram Fastners –
Evaluation of Internal Capabilities
The TVS Sundaram fastners evaluate their internal capabilities like
functional and business level activities with the help of the past year performance records
and their product / market level. They reframe their strategies with help of the past year
strategy and also they analyze the availability of adequate financial resources, marketing
skills, production differentiation, marketing expenses and cash flow resources.
This strategy helps to identify the key factors in the functional areas and key
activities in the resources.
ALTERNATIVE STRATEGIES
Broadly speaking the major options in strategy formation may be divided
into the following categories:
Stability strategy
Incremental strategy
Profit sub strategy
Growth strategy
These alternatives are sometimes called “grand strategy alternatives “.
STABILITY STRATEGY
It arises out of a basic recognition by management that the firm should
concentrate on utilizing its present resources so as to develop its competitive strength
within a restricted product market configuration. In other words stability strategy implies,
that the company will continue in the same or a similar business as it now pursues and
with the same or similar objectives.
The focus is on maintaining and developing competitive advantages consistent
with the present resources requirements. The policy thrust aimed at not only the
maintenance of the present level of performance but also ensure that the rate of
improvement continuing past is sustained.
INCREMENTAL STRATEGY
To start with a strategic move, many firms preferred to adopt incremental
growth as a strategy, concentrating on one product line at a time and growing slowly but
surely with a strong base to move on. The objective may be for instance to enter new
markets segment gradually. Nothing is attempted by way of big leap forward. New
moves are carefully tested in all respects. Such an incremental growth strategy may
succeed through effective market segmentation, reducing cost of operation and use of R
& D in spite of adopting low product posture in the industry as whole.
PROFIT SUB-STRATEGY
Profit oriented stability strategy is adopted in large companies for specific
business units well generating cash flow is of prime concern for ensuring durable stability
of the organization.
EVALUATION STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners uses some stability strategies for the stable growth in
the market. These strategies concentrating on one product line at a time growing slowly
but surely strong base to move on.
It also adopts nature of expansion and sales and maximizing the returns from the
investment. Very large companies prefer these kinds of strategies for the stability in the
market. The TVS Sundaram fastners deeply extended the product line fastners with
various types like Special type of fastners, standard fastners to increase projects. Their
product line as follows:
STANDARD FASTNERS
Hexagon screws
Cross Recessed Screws
Flange Screws
Carriage Screws
Plow Bolts
Socket Shoulder Screws
Socket Set screws
Socket Button head Cap Screws
Socket Flat head Screws
Hexagon Nuts
Square Nuts
Slotted & Castle Nuts
Nylon Inserted Nuts
Weld Nuts
Flange Nuts
T Handle Keys
SPECIAL FASTNERS
Connecting Rod Bolts / Nuts
Main Bearing Cap Bolts
Cylinder Head Screws
Fly Wheel Bolts
Hub / Wheel Bolts
Wheel Studs
Hub Nuts
Two piece Wheel Nuts
Suspension Bolts
Propeller Shaft Bolts / Nuts
Center Bolts
Track Shoe Bolts / Nuts
Rivets Two wheeler Spindles
Bi-Hex Nuts
All Metallic Prevailing Torque Nuts
Flange Weld Nuts
GROWTH STRATEGY
It signifies something different from stable growth strategy or stability
strategy. When a firm increases the level of objective higher than what it has achieved in
the immediate past in terms of market share, sales revenue, strategic decision centre
round increased functional performance in major respects, we have typical cases of
growth strategy. Another kind of growth strategy is typically found when new products
are added to the existing line.
DIVERSIFICATION STRATEGY
At some point of time in the process of intensive growth, it is no longer possible
for a firm to expand in the basic product market. It is not able to grow any more through
market penetration. Then it must consider adding new products or markets to its existing
business line. This approach toward growth is known as Diversification. Diversification
strategy is thus defined as a “Strategy in which the growth objective is sought to be
achieved by adding new products and services to the existing the product and service
line.
HORIZONTAL DIVERSIFICATION
This is a broad category in which are included strategies involving addition of
parallel new products or services to the existing product and service line.
VERTICAL DIVERSIFICATION
It’s commonly described, as a vertical integration which is a type of growth
strategy where in new products or services are added which are complementary to the
existing product or service line. It is characterized by the extension of the firms business
definition in two possible directions from the present backward or forward line. In other
words, vertical integration is a growth strategy that involves the expansion of business by
moving backward or forward from the present products or services establishing linkages
of products, processes, distribution system.
BACKWARD INTEGRATION
It also known as upstream development, backward integration strategy involves
addition of activities to ensure the supply of a firm’s present input. It is aimed at moving
lower on the production process scale so that the firm is able to supply its own raw
materials or basic components.
FORWARD INTEGRATION
Forward integration is a type of diversification strategy, which involves the entry
of firm into the business of finishing, distributing and selling of some of its present
output. It is sometimes described as downstream expansion and refers to moving higher
up in the production distribution process towards the end consumer.
GROWTH STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners follow some internal growth strategies .It helps to
make frequent changes in technology and other external conditions, growth opportunities.
They concentrate in horizontal Diversification. They are manufacturing addition of
parallel new products and exports like radiator caps, gear blanks and power transmission
shafts to their existing automotive and original equipment manufacturers (OEM).
This diversification strategy helps them to achieve their objective by adding that
type of new products ad services to the existing products and service line.
INFLUENCING STRATEGIES
External Constraints
The survival and prosperity of a firm depend largely on his interaction with the
elements or units in the environment. It’s like shareholders, customers, suppliers,
government and community. These elements constitute the external constraints and
flexibility in the choice of strategy is often governed by the extend and degree of the
firms dependents on the elements. Well-established large companies in different
industries are more powerful with their environment and therefore have greater flexibility
in the strategic choice than the counter parts in the respective fields.
INFLUENCING STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners have strong interaction with the elements as follows:
Shareholders
Customers
Suppliers
Governments and
Community
They are regularly conducting the annual meeting within their shareholders and
customers and suppliers. This meets increasing powerful environment and add more
flexibility within the customers and suppliers.
FUNCTIONAL STRATEGIES
Implementation of strategy involves wide range of policy decision to be made
including those relating to the functional areas. The purpose of policy as a guide to
decision making is to spell out and clarify strategy, to provide a basis for interpreting
strategy which is usually stated in general terms. “A carefully selected policy sharpens
the meaning of the strategy and guides specific decision in a direction that supports the
strategy”.
MARKETING STRATEGY
As a critical functional area, marketing has received increasingly greater attention
in the competitive business world since the yearly modern era. The old concept of
marketing has been replaced by new concept. The new concept in contrast, focuses on the
firm’s existing and potential customer and seeks to earn profit through customer
satisfaction with as integrated marketing program.
MARKETING POLICIES
In a marketing policy decision, each firm is naturally expected to use the set of
decision variable best suited to its own strategy. But there are certain basic issues which
are common concern to most firms, and it is useful to consider the e implication of those
issues while formulating policies. The more important issues in marketing for which
guidelines need to be provided, are
Product line
Customer to be served and channels of distribution
Pricing of products
Sales promotion
Marketing mix
PRODUCT LINE
The product line refers to a group of products that are closely related either
because they satisfy a class of need or used together and sold to the same customer
groups, are marketed through the same type of outlets, are fall within given price ranges.
Product mix on the other hand, refers to the related and unrelated, composite products
offered for sale by the firm.
VARIETY OF PRODUCTS
Offering a large variety of products – If the differential cost of additional items is
low it may be desirable to offer a large variety of products in the same line. With some
differentiation of quality, price and packaging. Such a policy gives widest choice to
customers and may welcome the potential appeal of different varieties to a particular
customer group leading to increased sale.
PRODUCT MARKET POSITIONING
Product positioning refers to offering of differentiated products in a manner such
that consumers perceive them to be distinct from competing products.
Analysis of brands current positioning as perceived by the consumer may reveal
that the brand is well positioned relating to its competitors and the consumer ideal or that
repositioning is necessary, or that introduction of new products is called for. Among the
techniques which may be used for such analysis. The more practicable are
multidimensional scaling and clustering and conjoint analysis. The multidimensional and
clustering techniques graphically portray consumer evaluation of the brands. This
involves preparing geometric representation on the basis of consumer perception and
preference so that the brands which are similar psychologically are plotted near each
other in the geometric space.
MARKET SEGMENTATION
The key strategic decision related to the need for product differentiation is the
selection of market segments at the corporate. Segmentation can be done on the basis of
such variable as socio economic characteristics of buyer groups or industrial category or
buyer behavior (Motive, Personality, Brand loyalty, Usage rate). The foremost benefit of
market segmentation is that the firm is alert to the needs of different buyer groups and
hence, is in a better position to spot and compare marketing opportunities. Another
benefit is that marketing efforts can be directed and marketing budgets allocated on the
basis of knowledge of response differences to marketing tools among market segments.
Adjustment can also be made in the product and marketing appeals on the basis of
segment wise analysis of customer response.
CUSTOMER AND CHANNEL STRATEGIES
The basic premise of the new marketing concept is customer satisfaction. The
most important benefit that flows from this approach to marketing is that merchandising
is more effective. To satisfy the customer needs, it is necessary that management must
identify the customer groups that are intended to be served.
Industrial products which are destined to be sold primarily for use in producing
other goods or rendering services. These include such items as equipments and
accessories ,components,replacement parts,raw materials ,fabricating materials. But the
distinction between the consumer and the industrial goods does not hold good for
certain types of products which may have both consumption and industrial uses.
CHANNELS OF DISTRIBUTION
Whether the firm will sell it’s product or service directly to the consumers or
make use of intermediaries for the purpose constitute a major policy issues. For certain
service orgainsation, direct sales to consumer is invariably called for, like for instance,
civil airways, banks, consultancy firms, passenger and freight transport services. But for
most manufacture of goods, selection of the channel of distribution involves a choice of
rate significance. For one thing on channel decision depends the firm pricing decision,
advertising decision and sales force decision. The firms pricing decision depend upon
whether it chooses whole seller or retailers for the distribution of its products. The firms
advertising decision depends upon the degree of cooperation from the agencies in the
channel of distribution.
PRICING STRATEGY
Products in respect of which quality standards can be precisely measured or
readily determined or for products which are normally graded with standard specification,
a producer does not have much scope for pricing its products differently from the
established market price. Thus, for highly standardized products like chemicals, mineral
ore, metals, etc., The going market prices are so fixed on the basis of standard
classification that no producer can avoid competitive reaction if any attempt is made to
deviate from the established prices. But for most consumer goods, producer goods,
quality may be differentiated in various ways. The factors that should be taken into
account while formatting pricing policy of products.
Prices of competing products
Cost of production and distribution
Implication of discriminated prices for different customer
goods
Price of different items in the product line
Scope of changing prices
ADVERTISING POLICY : - PERSONAL SOLICITATION
Personal selling refers to some form of oral presentation in a conversation with
one or more prospective buyers for the purpose of making sales. A variety of purposes
may be served by using personal solicitation. Eg., creating product awareness, developing
product preference, arousing interest ,negotiating terms of sales under price, procuring
orders, providing post transactional reinforcement by follow up interactions. The most
commonly used form of personal selling is that of employing field sales force for direct
contact with consumers.
PRODUCTION STRATEGY
Essentially speaking the decision variables with respect to production of goods
and provision of services are virtually the same. The manufacturing as well as service
organizations alike have to decide on polices bearing on capacity, technology, purchasing
and so on.
THE KEY ISSUES ON PRODUCTION STRATEGY
The major issues in production policy may be set to include the following:
Involvement of the firm in production process
Choice of the production processes.
Estimation of production capacity
Maintenance and replacement of existing production
facility.
FACTORS GOVERNING INTEGRATION OF PRODUCTION STRATEGIES
CO-ORDINATION OF ACTIVITIES
The manufacturer of raw materials and component for the products to be sold
ensures supplies in accordance with their required quality, quantity and timely
availability. It also provides for flexibility and adjustment to changes in needs.
SAVING IN COST
The selling cost of the supplier of material and components are saved if the user
company produces rather than buying the items.
SAFEGUARD AGAINST UNCERTAINTY
If a company has to depend on few suppliers with limited capacity or there is
uncertainty of ready availability of supplies, it is always felt desirable that the company
should have a captive source of supply of vital raw materials and ingredients. This may
not be practicable in the case of patented items. In that case the company has to go in for
buying patents.
LIMITED FLEXIBILITY
With integrator production activity, it may be difficult to introduce changes in
product design. Once heavy investments are made in developing manufacturing facilities
or acquiring sources of supply, introducing new products of changing product design
with consequential shifts in the plan facility are likely to be too costly to bear. A
company procuring its materials from outside sources can shift from one source to
another to suit its requirements besides adjusting the quantity required as and when
necessary.
OPTIMUM SCALE AND ECONOMY OF PRODUCTION
The production to be commercial must be so planned as to confirm to the volume
required for deriving the economy of scale. If the requirement of any component is too
small, it may be uneconomical to setup plant with large capacity and make full use of the
same. If the requirement is irregular, the plant may be idle at intervals. On the other hand,
the large capacity may be installed and the balance of outputs in excess of internal
requirements sold to other user firms.
CHOICE OF PRODUCTION PROCESSES
Along with the strategic decision on production activities, strategies need to be
formulated also on production processes. There are different aspects of the choice.
Technology to be used
Division of labour
Mechanization of operation
Size and location of plants
CHOICE OF TECHNOLOGY
The technology to be used is uniquely given in the case of certain products. On
the choice of technology depends on the decision regarding equipment, personnel,
methods of operation and organization. In the service organizations, too, the process to be
used may require a choice to be made out of different alternatives. For instance a firm
may choose to use standard method of inventory control, budgeting and planning for
different clients, or to design the control system according to the specific requirements of
particular client.
DIVISION OF LABOURS
The volume of production and the extent of standardization of products determine
whether and how far line operation could be subdivided and en-trusted to different
operatives. Division of labour has been the characteristics feature of large scale
manufacturing works since the industrial revolution.
MECHANIZATION AND AUTOMATION
Technological advances over the last century have enlarged the scope of
mechanization and automation in many industries. The management is often inclined to
fall in line with mechanized automated work. They have also to face trade union
resistance and government concern for the impact of labour – saving devices on the
employment situation.
SIZE AND LOCATION OF PRODUCTION UNIT
Consideration in favour of decentralized small size plants may be set to arise from
technological, administrative and operational advantages. The optimum size plant is just
large enough to support specialized service divisions such as accounting, personnel and
maintenance. The production technology may be economical in spite of relatively smaller
scale of operation.
FUNCTIONAL STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners is one of the leading automotive components
manufacturers. They export more than 60% of production to many international
countries. They follow strong Functional strategy like in
Production management
Technology Managemen
Financial management
Marketing Management
HRM Policies
PRODUCION MANAGEMENT
In the production management, they essentially speak in the decision variables
with respect to production of components and provision of the services. They follow
efficient and effective operation procedures in the form of production design, scheduling,
output and quality.
The firm has some innovative approaches with a new production process. That is
one of the advantages for TVS Sundaram fastners. They also follow an efficient
inventory planning and control system that brings down the cost of production by
reducing the cost of materials and hence improve profitability of the firm.
The Sundaram Fastenrs had lot of quality awards from the original equipment
manufacturers (OEM). It’s give distinct advantages to the firm. Some of the quality
certification and awards are.
ISO / TS 16949
ISO 14001
QS 9000
Total productive Maintenance Award (TPM) by Japan,Institute of
Plant Maintenance
General Motors – Satum Quality Award
TECHNOLOGY
With growing internationalization of business and increasing worldwide
competition it has become the strategic concern for any multi National Corporation to
employ latest technology to gain competitive edge in international arena. Thus
developing, exploiting and maintaining technological advantages have received
concentrated attention of multi National Corporations.
SOURCES OF TECHNOLOGY
Technology is a perishable source comprising knowledge, skills, and means for
using and controlling factors of production for the purpose of producing, delivering to
users and maintaining goods and services for which there is economic and social demand.
There are three sources of technology.
Produce the technological capability at home
Import it from abroad
Import goods containing the desired technology
For firms of most less developed countries, home production of technologies is
often uneconomic. Since much of what they are seeking already exists in the industrially
advanced countries, they can satisfy their needs by importation, which is designated as
transfer of technologies. International firms are responsible for predominant share of
technology transfer in relatively less developed nations.
TECHNOLOGY TRANSFER
There are three stages of technology development, viz., invention, innovation,
diffusion. Invention is the first stage technological development where in new knowledge
is created that may be applied to business or industry. When the knowledge so created is
introduced into the market place, it is known as innovation. When the knowledge is
spread throughout the market place, it is known as Diffusion. Technology transfer refers
to the third stage of technology development.
Technology transfer is the process by which knowledge is diffused through
learning from its place of origin and introduction to other world markets. Thus it is the
transfer of systematic knowledge for the manufacture of a product, for the application
process. Basic steps for technology transfer as consists
Need for technology transfer
Forms of technology transfer
Importing technology transfer
Choosing technology transfer Strategy
Considerations influencing choice of technology transfer
TECHNOLOGY STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners is the pioneer in the fastners manufacturing in India.
At the time of establishment the sundaram fastners faced some crisis in the technology
and production process. That time, they have transferred lot of technologies on
production management techniques from other foreign countries. Especially, they have
acquired coordinate measuring machine (CMM) .It is to measure the pitch level between
the grooves of the screws with accurately. They also imported various production
machines like
Mechanical Crank Presses with capacity of 1300 tones, 1600 tones
Fischer scope to check coating thickness
Profile projectors
Contour graph
Torque – Tension Testing Machine
Salt spray testing chambers
Metallurgical micro scope with photography attachment
Magnetic Particle Testing Machine
FINANCIAL STRATEGY
The financial functions, like the production and marketing functions, involve
decision-making and actions, for which managers must be provided guidelines or polices
to ensure consistency and uniformity of approach to problems and issues, essentially, the
financial policy issues relate to the procurement of funds and utilization of funds. “The
total volume of finance will be influenced by the kind of investment opportunities
available as well as by conditions affecting the sources from which finance is derived.
We shall consider the following policy issues:
Sources of finance and capital capital structure decisions.
Investment decisions
Financial decisions and dividend policy.
SOURCE OF FINANCE
For successful implementation of the chosen strategy, availability of fund is a
major precondition to be taken care of by management. Broadly speaking, finance may
be available from two sources i) external ii) internal. The external sources of the finance
may consist of ownership capital and/or borrowed capital. In the case of companies,
ownership capital may be raised by issue of a) equity shares and b) preference shares.
Borrowed capital, on the other hand, may be raised by issue of debentures, through public
deposit, and as direct loans and credits. Internal funds are generated by the way of
retention of profits and provision of depreciation of fixed assets.
OTHER SOURCES OF SHORT TERM FINANCE
Short term capital is generally used for financing the current assets of a business.
The more commonly used sources of short term finance are i) trade credit ii) bill
discounting iii) bank loans iv) over draft and cash credits. Trade credit as a source of
finance spontaneous in the sense that it arises in the ordinary course of business. It
doesn’t require any formal negotiation with lenders. In so far as it varies in proposition to
the volume of operation, this is also a flexible source of short term finance.
CAPITAL STRUCTURE PLANNING
The planning of capital structure actually centres round decision with regard to
the desirable mix of dept and equity capital. There are several consideration which must
be weighed in arriving at the optimum mix of dept and equity capital. One important
consideration is the norm of debt-equity ratio which is required to be maintained while
raising additional capital. The norms are intended to minimize the risks of excessive
borrowing.
INVESTMENT AND CAPITAL ALLOCATION POLICY
While formulating policies relating to the sources of finance and financial
leverage, it is also necessary to keep in you the uses of capital for different activities
including creation of additional facilities, acquisition of planned and equipment, sales
promotion and the like. For implementation of a strategy involves estimating the funds
requirements and deciding on the appropriate mix of debt and equity capital as well as
setting limits on the allocation of capital for specific purposes
INVESTMENT APPRAISAL AND CAPITAL BUDGETING
Keeping in view the availability of funds and the possibility of multiple proposals
emanating from functional departments and divisional managers. Top managements have
to select the proposal that can be judiciously financed. The process of selection is carried
out through the steps in capital budgeting. The basic principle involved in capital
budgeting for strategy implementation is that it must be consistent with the general
investment policy as well as marketing. Production, Purchasing and personal policies
Broadly speaking, the investment proposal originating in different business
segments of a firm and at different levels of management may be divided into following
categories:
Proposal to add new products
Proposal to increase capacity
Proposal intended to reduce costs and increase the efficiency of operation
The steps involved in the capital budgeting process are generally as follows
Project generation
Project evolution
Project selection
Project implementation
FINANCIAL STRATEGY AT TVS SUNDARAM FASTNERS
The TVS sundaram fastners have well designed capital structure plans. It helps
them to minimize the overall cost of capital and financial risk and maximize the stock
holder’s interest. They follow strong investment policies for a profitable way to the
organization. They consider following factors while going to investments
High turnover of cash
receivable
inventories
efficient allocation of funds
They clearly plan their acquisition and utilization of funds, expenditure controls,
financial and accounting information that involves
financial resources and strengths
capital structure
relation with share holders
financial planning and budgeting
accounting and auditing procedures
tax planning and tax advantages
PERSONNEL STRATEGY
The significance of personal policy in strategy implementation hardly needs any
elaboration. Both physical and human resources are crucial to the achievement of
strategic goals. The basic objective of personal policy in an organization is to ensure
consistency of action and equity in its relations with employers. These policies constitute
the basis for sound personal practices. They provide the yardstick by which
implementation of strategic plans and programs can be appraised. Besides, personnel
policies are an integral part of the whole policies structure of an enterprise. Any
weakness in personnel policy may thus weaken the effectives of others functional
policies.
The close inter-relation between the quality of personnel and strategic
management requires the top executives to be concerned with the following major policy
issues bearing on personnel.
Recruitment , promotion and transfer
Training and development
Compensation and supplementary benefits
Relation with employee unions
Collective bargaining
RECRUITMENT POLICY
The appropriate match between the strategic goals to be achieved and the kind of
people employed require two different but related aspects of staffing to be examined.
There is the necessity of recruiting and maintaining the required number of work
people. It is necessary to ensure that the quality of people employed in terms of skills and
competence are suited to the specific requirements of these strategies. The requirement
policy is concerned with the quantity and qualification of manpower.
The relevant public policy on hiring and employment relationships
Provision of employment security to individual employees
Provision for and encouragement to each employee in the continuing development of his talents and skills
Assurance to employees of a fair deal in all employment relationships including promotion and transferred.
Assurance to each employee that the organization is just in his personal goals and employment objectives.
TRAINING AND DEVELOPMENT
“Training is a short-term process utilizing a systematic and organized procedure
by which non-managerial personnel learn technical knowledge and skill for a definite
purpose ….. Development is a long term educational process utilizing a systematic and
organized procedure by which managerial personnel learn conceptual and theoretical
knowledge for general purpose”.
In the context of strategy implementation the need for training may arise for
different reasons Eg., to enable existing employees and new recruits to undertake
operations involving new technology or adopt the existing methods and techniques to
changing needs, or improving efficiency of work performance by employees, to achieve
higher productivity, reduce supervision time, minimize spoilage and wastage of material,
develop the potential abilities of workman. The basic purpose of training is to help meet
company objectives by providing opportunities for employees at organizational level to
acquire the requisite knowledge, skills and attitude.
COMPENSATION AND SUPPLEMENTARY BENEFITS
Policies with regard to age and salary administration and policy on supplementary
benefits or vital components of personnel policy because it is mainly on the basis of
satisfactory compensation schemes that a company is able to attract and retain capable
personnel. In the absence of a sound policy with respect to the compensation structure,
wages, and salaries or likely to be based on personalized arbitrary decision and thus fall
short of the essential elements of adequacy and equity in compensation plans. A
satisfactory policy frame is in variably conducive to high morale and minimum friction
among individuals and groups of employees. The basic issues to be resolved while
formulating the compensation policy are those relating to
The level of pay and its adequacy
The internal structure of compensation
Recognition of relative efficiency of performance
Incentive pay
INDUSTRIAL RELATION POLICY
The personnel policies and practices of a firm are in many ways influenced by the
state of union management relations. To what extend the basic philosophy of top
management vis-à-vis their human resources is subordinated to the bargaining power of
employee union depends upon the company policy and regard to
The nature of relation with the union
Recognition and support of the union organization
The scope of collective bargaining
Settlement of industrial dispute
Ideally, harmonious relations between management and employee union should
develop on the basis of mutual cooperation. But company executives are often inclined to
adopt a policy of belligerency toward union activities. This approach is born out of a
strong dislike and mistrust of the union by the executives, who refuse to recognize the
union as a bargaining agent, or when forced to negotiate, do it grudgingly with a horse
trading approach. With an inevitably vitiated by mutual suspicion, and there is increasing
militancy on the part of union leaders.
Short of perfect understanding with the union, it may be desirable for
management to adopt a policy of straight business relationship with the union leaders. A
stable union organization and the maturity of outlook on the part of executives as well as
union leaders can generate mutual confidence and trust, so that the demand pressed by
the union. Even if resisted by the company executives, do not lead to strong emotional
reaction but are taken in the stride of business like dealing.
PERSONNEL STRATEGY AT TVS SUNDARAM FASTNERS
The TVS sundaram fastners have a quality of managerial and technical and
employees, organizational climate, personal policies and practices. They also follow
employee’s performance record and appraisals, incentives and other compensation
benefits to their employees.
The firm spends for the employee’s education and their welfare activities. The
firm runs the schools and hospitals for their employees. The concern also provides
conveyance, and housing facilities and other financial loans for their employees.
ORGANIZATIONAL STRUCTURE
There are different organizational structures for doing international business. The
structure is determined by factors such as the extend of commitments of the organization
to the international business and the nature of its international orientation, the size of
international business and expansion plans, the number and consistency of product lines,
characteristics of the foreign markets. The nature of the organizational structure is also
influenced by relative sizes of the domestic and foreign markets or their relative
important.
ORGANIZATIONAL STRUCTURES OF TVS SUNDARAM FASTNERS
The TVS Sundaram fastners follows the “built-in export organizational
“structure .It is the simplest form of export organization and therefore easiest to establish.
Under this arrangement as the name indicates the export organization is built into the
regular domestic system. The function of the special department is usually confined to the
actual selling or directing and all such different functions connected with export
transactions such as advertising, credit, shipping and accounting are handled by the
appropriate domestic departments.
BUILT IN EXPORT ORGANIZATIONAL STRUCTURE
ENTRY STRATEGY
EXPORTING
Exports
Marketing FinanceR & DProduction Personnel
President
Exporting is the traditional mode of entering the international market. This
method is adopted generally by domestic firms intending to enter into off-shore market
without substantial risks particularly when the domestic market is too small to justify
large scale production or an elastic demand curve that prevents raising prices sufficiently
to cover the cost. Basically the firm employs existing domestic capacity for production,
distribution and administration and earmarks. Some portion of its own home production
to market abroad. The firm may enter into export market casually with the placement of
an order from a overseas customer. At other times, it may decide to export its domestic to
produce exploit opportunities in some countries.
ENTRY STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners is one of the leading automotive components and
accessories. Exporter in the world with turnover US$175 million.
There are various modes of entry level strategy but the sundaram fastners selected
“exports mode” in the entry level. They found out what the customers want around the
world and how to satisfy their needs with the help of this export strategy. The exporting
products meet stringent international standards under trusted the world over by major
original equipment manufacturing in the automobile and industrial sectors.
CONTROLLING STRATEGIES
Strategic control is not just about monitoring how well an organization and its
members are performing currently or about how well the firm is using its existing
resources. It also about how to create the incentives to keep employees motivated and
focused on the important problems that may confront an organization in the future so that
they work together to find solution that can help an organization perform better overtime.
To understand the vital important of strategic control, consider how it help managers to
obtain superior efficiency, quality, innovation, responsiveness to customer.
CONTROL STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundram fastners clearly follow the strategic control systems and
personnel control systems for monitoring their organizational performance.
STRATEGIC CONTROL SYSTEMS
The strategic control system are the formal target settings, measurement, and feed
back systems that allow strategic managers to evaluate whether a company is achieving
superior efficiency,quality,innovation,customer responsiveness and implementing its
strategies successfully. The following design shows their effective strategic control
system
Established Standards and
Targets
Create measuring and monitoring
systems
Compare actual performance
against standard
Evaluate result and taken action if
necessary
Stage – 1 : Establish the standard and targets against which performance is to be
evaluated . General performance standards often drive from the goal of achieving
superior efficiency, quality, innovation, or customer responsiveness. Specific
performance targets are derived from the strategy pursued by the company.
Stage – 2 : Create the measuring and monitoring system that indicates whether the
standard and targets are being reached. A company establishes procedures assessing
whether work goals at all levels in the organization are being achieved. In some cases
measuring performance is fairly straight forward.
Stage – 3 : Compare actual performance against the established targets. Managers
evaluate whether and to what external performances deviate from the standards and
targets developed in stage – 1. If performance is higher, management may decide that it
has set the standard too low and may raise them for the next time period. If performance
is too low, the manager must decide whether to take remedial action. This decision is
easy when the reason for poor performance can be identified.
Stage – 4 : Initiate corrective action when it is decided that the standards and targets are
not being achieved. Corrective action may mean changing any aspects of strategy or
structure.
PERSONAL CONTROL SYSTEMS
It is the desire to shape and influence the behavior of a person in a face to face
interaction in the pursuit of the company’s goals. The most obvious kind of personal
control is direct supervision from a manager further up in the hierarchy. This personal
approach is useful because managers can question and probe subordinates about
problems or new issued they are facing to get a better understanding of the situation, as
well as to ensure that subordinate are performing their work effectively and not hiding
any information that could cause problem down the line.
The personal control also comes from a group peers when people work in teams.
Once again, personal control at the group level means that there is more possibility for
learning to occur and competencies to develop, as well as greater opportunity to prevent
free riding or shrinking.
Corporate level managers
Divisional level managers
Functional level managers
First level managers
Board of directors
ACHIEVEMENT FOCUS
This competence focuses on the ability to pay attention to and deliver
recognizable outcomes. People who score high on this competence tend to set high goals
and achieve them. They focus on the completion of tasks, rather than immersion in a task
for its own sake.
It is very important, not only to set goals and strategies, but to turn them into
reality.
The ability to set goals and targets (to know where the goalposts are)
To move from thinking to doing
To stick with it despite setbacks.
Track record – achievements are usually publicly acknowledged.
Ambition
Vision – can articulate future achievements
Determination
Taking control
Favoura action
Sets high goals
Decisiveness
ACHIEVEMENT FOCUS STRATEGY AT TVS SUNDARAM FASTNERS
The TVS Sundaram fastners clearly focus on the achievement after goal setting.
Each and every department in Sundaram fastners set their goals like target for every year
and also achieves the targets (Production, Sales, Profit, and Exports). They continuously
got the National export – achievement award from Government of India and also got the
“Best of Best supplier” award from major OEM like GM, CATER PILLAR, VOLVO,
and KOMATSU.
NEGOTIATION SKILLS
In the world of work, we rarely get our own way in everything. Business life is
about balancing the interests of all the parties who have vested interests. Obviously,
these interests can compete or even conflict. So, whether we are representing our own
interests, those of our department or function, or those of the organisation itself, we need
to be able to negotiate. Negotiation involves discussion and agreement to maximise the
benefit to all interested parties. Notice that this is different to just getting your own way
at the expense of the other party. In business life, we talk of ‘win-win’.
PEOPLE WHO ARE GOOD NEGOTIATORS CAN
Represent the interests of own unit / organization.
Understand and articulate own needs – ‘must haves’ and ‘like to haves’.
Listen and respond to other parties.
Generate options and joint solutions that maximize mutual benefit.
Reach agreement.
NEGOTIATION STRATEGY AT TVS SUNDARAM FASTNERS
Negotiation is the powerful tool especially for international marketing
department. In every business deal the top level managers and middle level managers are
sitting together and make the negotiation process with the foreign buyers. In that
negotiation consist the quality and quantity and price level and production process and
type of products.