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A PROJECT REPORT ONINTERNSHIP STUDY CONDUCTED ATAPOLLO TYRES LIMITED
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ContentsSl.no particulars Page
no1 introduction2
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ACKNOWLEDGEMENT
In successfully completing my project report, I am indeed indebted to a large
number of people who have encouraged and helped me in a variety of ways. Its
indeed a privilege to express my gratitude to the people involved.
First and foremost I am obliged to the Almighty who has showered upon me with
his blessings and giving me good health and knowledge to complete this
internship successfully.
I take this opportunity to express my special acknowledge and gratitude to Apollo
Tyres Ltd for giving me the permission to carry on my project in their reputed
organization. I wish to express my indebtedness and gratitude to Mr. Samuel
Wilson, HR Executive of Apollo Tyres Ltd.
With great pleasure I express my deep sense of gratitude and respect to Dr. Grace
Paul, HOD of Department of Commerce, Stella Maris College, Madras for her
excellent guidance and suggestions in the completion of this internship.
I wish to express my heart full gratitude towards my parents for their blessings
and moral support without which I would not have been what I am today.
Last but not the least I would like to thank my friends who were a source of
support and encouragement for successful completion of the internship.
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INTRODUCTION
Apollo Tyres Ltd is a high-performance company and the leading Indian tyre
manufacturer. Head quartered in Gurgaon, a corporate-hub in the National Capital
Region of India, Apollo is a young, ambitious and dynamic organization, which
takes pride in its unique identity. Registered as a company in 1976, Apollo is built
around the core principles of creating stakeholder value through reliability its
products.
Apollos present strength and market dynamism steps from its early years of strife
in establishing itself as a tyre manufacturer within the closed Indian economy.
Over two decades, Apollo worked on a portfolio of products, tuned to customer
needs and an array of innovative marketing initiatives to establish itself as a leader
in its home market. Some of these include segmenting customers by their load and
mileage requirements, running tyre loyalty programmes and establishing customer
contact programmes.
For the first time, in 2006 Apollo ventured outside India in its quest to test itself
outside its home comforts. Apollo acquired Dunlop Tyres International Pty Ltd in
South Africa and Zimbabwe,
The company currently produces the entire range of automotive tyres for ultra and
high speed passenger cars, truck and bus, farm, Off-The-Road, industrial and
specialty applications like mining, retreaded tyres and retreading material. These
are produced across Apollos eight manufacturing locations in India, Netherlands
and Southern Africa.
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INDIAN TYRE INDUSTRYA PROFILE
INDUSTRY OVERVIEW:
The Indian Tyre Industry has total turnover of Rs. 25,000 Crores with Tyre
production is 13.50 lakh. There are 50 tyre manufacturers across India. However,
the industry is dominated by 4 Major Player namely, Apollo Tyres Limited, CEAT
Limited, MRF Limited, JK Tyres and Industries Limited with total market share of
75%.Of total production, only 13.06% in value is exported by India. The major
export element is Truck and Bus category followed by passenger car.
This industry is highly Capital Intensive. The success in the industry is depended
on having robust distribution network and product branding.
The performance of commercial vehicle tyres is directly linked to the countrys
economic development and the performance of automobiles industry.
With rising Industrial and Agricultural output, Favorable demographic distribution
with rising working population and middle class Urbanization, and Fast growing
economy will infuse production of passenger carrier tyre demand in the country. It
is anticipated that the commercial vehicle tyre market will climb to Rs 22.8 Billion
by FY 2014.
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COMPANY PROFILEHISTORY OF APOLLO TYRES
Apollo Tyres Ltd. (ATL) was incorporated in 28th September, 1972 as a Public
Limited Company and obtained certificate of Commencement of Business on
October 24, 1972. The Company was promoted by Bharat Steel Tubes Ltd.,
Raunaq International Pvt. Ltd., Raunaq & Co. Pvt. Ltd., Raunaq Singh, Mathew T.
Marattukalam and Jacob Thomas. The company was taken over by Dr. Raunaq
Singh and his associates in 1974.The implementation of the tyre project took placein 1976 at Perambra in Kerala.
The research and development of Apollo tyres took place at Perambra and later it
had grown to a substantial height and stature at its present location at Limda,
Baroda. All the activities in the R&D center are extensively supported by a series
of highly sophisticated equipment that help the research scientists develop products
as per customers specific requirements.
Their second plant was installed at Limda village at Baroda in Gujarat, which
started production in 1991 having capacity of 6.5 lakh tyre/annum. This is most
modern plant.
The third plant at kalamassery was taken over by Apollo from Premier tyres. While
taking over this plant was a sick unit. After the takeover Apollo spent a good
amount in modernizing the plant and now it is profit earning unit. The fourth plant
was commissioned in 1996 at Pune for manufacturing tubes. The entire
requirement of tubes for all plants of Apollo is done from here.
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MILESTONES OF APOLLO TYRES:
1972. The companys license was obtained by Mr.Mathew T Marattukulam, Jacob
Thomas and his associates.
1974. The company was taken over by Raunaq Singh and his associates.
1975. Perambra plant foundation stone was laid down.
1976. Apollo Tyres Limited was registered.
1977. Plant commissioned in kerala with 49 TPD capacities.
1982. Manufacturing of passenger car radial tyres began in India.
1991. The second plant commissioned in Baroda, Gujarat.
1995. Aquired Premier tyres in kerala.
2000. Exclusive radial capacity established in Baroda.
2003. Radial capacity expanded to 6600 tyres per day.
2004. Launch of Apollo Accelere H speed rated car radials.
2005. Peramra plant completes thirty years.
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2006. Dunlop South Africa and Zimbabwe was acquired.
Expansion of passenger car radial capacity to 100000 tyres per day.
Launch of Indias first range of ultra-high performance V and W-speed rated
tyres.
Opening of Apollo Tyres health care clinic in Ukadam,Tamil Nadu.
Launch of Dura tead, trading material and solutions.
2007. Launch of Apollo truck and bus radial tyres.
2007. Launch of Apollo Tennis Initiative and mission 2018.
2008. Integrating the global product portfolio by rebranding the Dunlop brand and
rolling out new Dunlop Zones across South Africa.
2009. Aquired VREDESTEIN BANDEN B V in the Netherlands.
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CORE VALUES OF THE COMPANY
C - CARE FOR CUSTOMER
RR++ESPECT FOR ASSOCIATES
E- EXCELLENCE OF TEAM WORK
A- ALWAYS LEARNING
T-TRUST MUTUALLY
E-ETHICAL PRACTICES
VISION
A significant player in the global tyre industry and a brand of choice, providing
customer delight and continuously enhancing stakeholder value
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COMPANY MISSION
A journey called Passion in Motion
to be a US$ 2 billion company
by the year 2010.
COMPANY AT A GLANCE
Name of the company : Apollo Tyres Limited.
Business : Manufacturing and marketing Automobile tyres
Registered Office : Cochin, Kerala
Head Office : New Delhi
Manufacturing Units : Limda-Gujarat, Perambra & Kalamassery- kerala
Conversion Unit : TCIL- Calcutta
Technical collaboration : Continental General Tyres, USA
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BOARD OF DIRECTORS
Chairman : Onkar. S .Kanwar
MD : Neeraj R S Kanwar
Principal secretary ( Industries) , Government of kerala : T Balakrishnan
Principal secretary(finance), Government of kerala : L C Goyal
Former chief executive, Dunlop Tyres International(Pty) Ltd. : Michael J
Hankinson
Chairman , J M Financial Group : Nimesh M Kampani
MD, Apollo Tyres International Ltd. : Raaja Kanwar
Former principal secretary to the prime minister of India : Dr S Narayan
Chief, Corporate Affairs,ATL : U S Oberoi
Former Chairman , Industrial Development , Bank of India : M R B Punja
Share Holding Pattern
Promoters : 39.35 %
Fls / Banks / Mutual funds : 15.46 %
FIIs / NRIs / Foreign Bodies Corporate : 26.05 %
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Public : 17.16 %
Govt. of Kerala & others : 1.98 %
MARKET SHARE
Strong appetite for expansion saw Apollo becoming the number one tyre
manufacturer in the truck and bus tyre(Heavy Commercial Vehicle) segment in
india. With an average monthly production of 2,72,911 tyres, it ended FY 09 with
a 26 per cent share in the HCV segment. In the passenger car segment, Apollo had
an average monthly production of 2,63,779 tyres during FY 09, and ended the year
with a 19 per cent share.
PRODUCT PROFILE
Products Brands
Truck
Apollo
Loadstar SuperHercules
Loadstar Super Loadstar Super
Gold
XT 7 XT 7 Haulug
Champion Champion DXL Champion Gold Amar Amar Deluxe Amar Gold Amar AT-Rib
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XT7 Gold XT-9 XT-9 Gold
Kaizen
50 L 36 L Commando XDT
27 L 77 R 99 R Plus
Light
Truck
Loadstar Super Amar Deluxe Amar Gold XT-9
XT-9 Gold Duramile Milestar Champion
Passenger
Car
Car Radials
Tube Type (AmazerXL Quantum)
Tubeless Radials
4x4 Radials
Hawkz Storm Amazer XL
Alloy Wheels
Haste Torque
Inspire Slay
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Nirvana Frost Quest
Multispoke Sphere Cinco
Tubeless Radials
Acelere Amazer XL Hawkz
Conventional Tyres (Bias Tyres)
Car Armour Panther
Jeep Gripper Maha Trooper
Farm
Pure Cultivation Segment
Sarpanch Krishak SuperPure Haulage Segment
PowerhaulMixed Application Bias Segment
Krishak PremiumMixed Application Radial Segment
FarmkingJeep Gripper Maha Trooper
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APOLLO KEY DIFFERENTIATION TO OTHER FIRMS:
Superior product quality Strong brand equity Committed marketing team High consumer loyalty Product segmentation in truck tyres Bench marked for planning efficiency parameters. Power consumption Quick response to market needs Fuel efficiency Least scrap generation.
KEY DRIVERS FOR THE COMPANY
Execution Capabilities:The Company is in tyre manufacture business since 39 years and has
developed expertise in its line of operation. The Company is a leading player
in Indian market commanding 20% to total market share.
Diversified Customer Base:Segment wise major component of Revenue is from India comprising of
60% followed by Europe 27% and South Africa 13% based on Dec
2010(unaudited Result). Replacement category comprises 85% of revenue
segmentation by customer and Original Equipment Manufacturers
contributes to 15% of total revenue.
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Multiple Product:A wide range of products required by Indian Automobiles Industry is catered
namely, Truck and Bus Tyre, Passenger Car Tyre, Light Commercial
Vehicle tyres. The Company earns its major revenue from sale of
Commercial Vehicle tyres. To take the advantage of increasing disposal
income in India supported by availability of a variety of vehicle models
meeting diverse needs and preferences and easy financing scheme for
automobiles, the Company has launched passenger cars tyres for booming
small car tyre segment. The increase in disposable income has led to
increase in demand for passenger cars thereby the demand for tyres has also
increased. The additional demand for passenger cars will create replacement
demand in next 24- 48 months. Also, the growing economy has raised
demand for freight movement across the nation. This has led to increase in
demand for commercial vehicles and tyre demand from Original Equipment
Manufacturers, supported by replacement demand in next 12 -18 months
First Mover Advantage:The Company has a first mover advantage in its Chennai Plant. Chennai
plant currently produces 7000 passenger vehicle tyres and 1300 commercial
vehicle tyres a day. And by March 2012, its estimated production is
expected to reach 16,000 passenger vehicle and 6,000 commercial vehicle
tyres a day
Established Distribution Channel:The company is enjoying robust distribution network in India. Post
acquisition of Vredestein Banden BV in Europe in May 2009, the company
is benefitted with healthy distribution channel in Europe. This acquisition
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adds feature to companys plan to become market leader in Europe region.
For this, the Company has launched Winter Tyres for European Region in
range of passenger cars of 4X4 tyres. The European market provides
profitability margin to the tune of 16% compare to Indian market of 8-10%.
Beneficial Government Policies:To secure the interest of domestic player, Government of India has imposed
anti dumping duty on imports from China and Thailand for the period of 5
years from February 2010 onwards.
CHALLENGES FOR THE COMPANY
No Presence in Two and Three Wheeler Category:The Company does not have much presence in two and three wheeler tyre
segment in India. With Increase in disposal income, the demand of two and
three wheeler is expected to increase.
Increase in cost of raw MaterialTyre Industry is highly raw-material intensive. Raw materials cost accounts
for approx. 63% of tyre industry turnover and 72% of production cost. Raw
Material primarily comprises of natural rubber, nylon tyre cord and carbonblack. With rise in price of natural rubber touching mark of Rs. 185/kg in
Q3FY11 there is huge pressure on profitability margin.
Threat from Multinational Players:
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Multinational players like Bridgestone and Goodyear Tyres has robust
research and development facilities and spends huge on marketing to capture
market share.
Foreign Currency Volatility:The export comprises 40% of total revenue. As a result the company is
exposed to foreign currency fluctuations in respect of proceeds received in
various foreign currency. Major Customers are located in Europe and South
Africe. The fluctuation in the exchange rate between the rupee and other
currencies, including the USD, Pound Sterling, Euro etc. may adversely
impact the financials.
Golden achievements:
Apollo tyres ltd perambra unit was ranked the first among large scaleindustries for productivity and energy conservation in the year 2002-
2003 by kerala state productivity council.
Apollo tyres ltd received the pollution control award by the centralgovernment during the year 2003-2004
National safety council award 2005 Energy conservation award 2006 Apollo receives award for road safety 2006 Quality circle award 2006 National safety council award 2007 Overdrive award for Acelere.
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HUMAN RESOURCE AND ADMINISTRATIVE DEPARTMENT
Introduction
Human Resource at Apollo Tyres play a pivotal role of weaving the multi location
sales offices ,manufacturing plants and corporate office in a growth oriented
,employee friendly working environment .
Group manager leads HR department of ATL, HR manager deals with working lifeof a worker, from the time of his entry in to the organization until he leaves. It
basically includes activities such as HR planning, job design, performance
appraisal and job evaluation and motivation, welfare, safety and multi facts of
Industrial Relations.
It is divided into three sections namely industrial relations, security and
administration. Heads of each section are in direct contact with the department
head. Among the three sections, industrial relations is the biggest section having
four subsections looking into personnel and industrial relations, employees arrival
and depature, time, health and safety.
Key functions:
To design and implement procedures, policies and systems those aretransparent and help in achieving company goals.
Industrial relations To boost productivity and improve quality through internal customers
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Developing people and teams Managing change Integrating people into the companys vision, culture and philosophy Manpower planning, recruitment, employee orientation Induction, conformation, campus recruitment and internal recruitment Travel, transfer, ambulance room, statutory compliances Compensation policies, attendance and leave administration, payroll advice,
performance appraisal, training and development, benefit administration,
disciplinary action and safety
Focus areas of HR Functions
HR philosophy of Apollo Tyres Limited
Aims to play an active role in enabling the success and growth of theorganization
Continuous improvement in the quality of people and their approach towardscustomer service
Providing newer and more effective methods of managing and leading HR oriented growth strategies guide towards top level decisions Strives to maintain a balance between qualitative and quantitative results Creation of an organization wide involvement with the concept of HR Commitment of the top management, which is the backbone for the success
of all new HR initiatives
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The main functions of the HR department involve
Manpower planning Recruitment Selection Performance appraisal Training and development
MANPOWER PLANNING PROCESS
The manpower planning process is directly linked to the long term business plansof the organization. The manpower planning exercise is conducted annually to
assess the manpower requirements of the organization.
At the beginning of each calendar year, Corporate HR interacts with each
Department/Function in each Unit/Division to collect their manpower requirements
in conjunction with the annual projected business plan.
The following factors form the basis for the manpower planning exercise:
Product Mix Optimum equipment capacities Existing manpower Envisaged organization structure Comparison of actual versus expected productivity ( measured in terms of
Kgs/man-hour)
Inter-unit comparisons for common functions
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RECRUITMENT POLICIES
A well designed and pre-planning recruitment policy, based on corporate goals,
study of environment and corporate needs is essential for implementing the
organization mission and objectives.
The recruitment policy asserts the objectives of the requirement process and
provides a framework of implementation of the recruitment programme in the form
of procedures.
Recruitment is carried out in accordance with the annual manpower plan. Broadly,
requirement activities are done at either entry level or lateral level to cater to:
Replacement vacancies (occurring due to resignation, retirement or transfer) Additional vacancies ( created due to companys expansion /
diversification)
SELECTION
The job profile is communicated to the consultants and bio-data of candidates are
invited. The screening of bio-data is completed first by the concerned HR
department and then by the concerned Functional Head. An application blank is
filled is filled up by the candidate to facilitate the interview process. The
preliminary interview is conducted by the HR department. The final interview is
conducted by a panel consisting of the concerned Functional Head, and in case of
key positions, also by the president and/or VC&MD.
Selection procedure is different to different section of employees,
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1. Management staffi) Qualification:
For technical : M.tech, B.tech and Graduate
Engineering trainee for non technical : CA, ICWA, MSW, MBA
Executive trainees after training, they are absorbed as officer.
ii) Criteria includea) Consistency in academic performanceb) Preliminary testc) Group discussion( non technical)d) Technical interview( technical)e) Personal interview
PERFORMANCEAPPRAISAL
Objectives
The performance appraisal system has the following objectives:
Assessing past performance Providing rewards for performance Goal setting for the future Assessing training needs Assessing potential for growth
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Eligibility
All employees are to be covered under the annual appraisal; however, the trainees
and probationers are eligible for appraisal only before their due date of
confirmation.
Performance appraisal is to be done by the immediate superior to whom the
appraise is directly reporting, and the review is to be done by the department Head.
In cases where the functional and administrative reporting are separate, both the
appraisers are to asses independently and arrive at a joint decision (if location
factors are a constraint, then two separate forms are to be given to both the
appraisers and information collected is to be summarized by the HR department.
TRAINING AND DEVELOPMENT
Objective
The training and development procedure of Apollo Tyres Ltd has the following
broad objectives:
To porn up identified functional skill areas of personnel for more effectivecontribution to the organization.
To provide platform for personal growth and exploration leading to overallorganizational health and quality of life.
To develop human resource in consonance with broader corporate horizonand long range vision of the organization.
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The head of the corporate human resource is responsible for overseeing the
implementation of the training methodology. Respective Divisional HR is
responsible for implementing of the training procedure for the employee under
their purview.
Training Types
1) Induction Training
The new joinees in the organization are inducted through an induction program
with necessary retail and particular exposures to the organization realities .
2) On Going Training For Management Staff
The training needs of the employees are assessed on a 3 dimensional framework
viz .Functional, Cross Functional and self development .On the job training is
given to the regular employees of the company. The department heads identify the
training needs every year for individual employees of particular group and it shall
be communicated to the HR department.
HR department also has the following functions:
WELFARE MEASURES
The aim and objective of the welfare fund shall be to render financial assistance to
encourage cultural, sport, social and other welfare activities among the members
and to foster among them a spirit of mutual friendship, cooperation and
understanding. The organization provides good welfare services to its employees.
The company runs a subsidized canteen on a contract basis. Rest rooms with
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lockers and washing facilities, arts and sports club, library, etc are other facilities
provided. Transportation facilities are also provided to all employees. Company
buses will take the employees from different destinations for which they have to
pay a nominal amount. All the employees drawing a salary below 6000 are covered
under ESI and those who are exempted to ESI are covered under group accident
policy and MEDICLAIM policy. The welfare department also includes insurance
schemes, policies managing the welfare fund activities.
SAFETY
Safety section facilitates safe working conditions to all employees. The
organization follows all the provisions under the Factories Act 1948. All workers
are bound to observe safety precautions as directed and notifies from time to time
and use safety equipments or clothing as may be required by the management. All
accidents should be reported at once by the workmen concerned to his immediate
supervisor and in his absence to department head. Workmen should engage
themselves only to the operations at the machine to which they have been
appointment. Fire extinguishers are placed at reachable points and the employees
are trained to use them.
TIME OFFICE
The functions of the time office are as follows:
Maintain attendance record of the workers., staff and all employees Calculation of incentives Calculation of man-day, absenteeism, and maintain leave records Security executives Maintain security of properties, personnel and information
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Looks into the arrival and departure of employees, punching, control ofshifts, allotment of gate passes and movement pass of worker, visitors pass
etc.
PERSONNEL
Matters connected with recruitment, career promotions, transfers andposting, retirement and reservation guidelines concerning executives, staff
and workmen
Design and implementation of HR policies Matters connected with annual performance, assessment report of all
employees and all development activities.
Matters related to the appointment of employees, induction of apprentices,appointment of trainees under company scheme, etc.
Industrial relations:
Union management relation:-
A good industrial relation exists in the organization. The
management and the employees jointly find the solutions for the
problems there exists well relation between employer and employees.
There are four main trade unions recognized by the company:
i) ATSWN ( Apollo tyres staff and worker union)ii)ATEU ( Apollo tyres employees union)iii) ATMS ( Apollo tyres mazdoor sangh)
MUTUAL TRUST + UNDERSTANDING = TEAMWORK
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iv) ATWM ( Apollo tyres workers movement)
The trade unions which get atleast 20% of vote of total strength are
recognized by the management. The management has introduced a
long term settlement (LTS) plan, which is nothing but a collective
bargaining agreement. The decisions are taken jointly by the trade
union and the management. Also a part of the HR initiative employee
involving them in productivity relied issues such as quality circles and
professional circle, a social gathering such as factory day and othercelebrations encourage participation.
SWOT Analysis
Strengths
Continued market leadership in the dominant industry segment of truck and bus
tyres
Global presence with the acquisition of Apollo Tyres South Africa (Pty) Ltd.
(Formerly known as Dunlop Tyres International (Pty) Ltd.)
Extensive distribution networkin India and South Africa
Strong brand recall in a price sensitive Indian market
Responsive to changes in market conditions and product profiles
Global quality standards, international process and system certifications
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High usage of information technology systems to hasten the flow of information
and leverage opportunities across 140 locations in India
Dynamic and progressive leadership, willing to implement change
Economies of transportation cost, on account of closeness to natural rubber
growing belt
Global sourcing of raw materials
Weakness
No presence in two/ three wheeler segment
Declining profit margins due to raw material cost push Lack of clarity in career path Lack of flexibility of jobs among workmen.
Opportunities
Leadership position in the commercial vehicle segment will enable the Company
to leverage new and related business opportunities
New product segments like Truck/Bus Radial (TBR), Off The Road tyres (OTR),
retreading and allied automotive services
Growth in overseas markets like Europe
Threats
An increase in the flow of tyres from competitive sources like china
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Cheaper imports on account of import from countries which are signatoriesto regional trading agreements
With crude prices scaling upwards, pressure on raw material prices can beexpected
High expectations of labour in terms of compensation or welfare measure
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Conclusion- The Future
At Apollo Tyres, they believe in being in control of their destiny. They setambitious targets and believe in stretching themselves to outperform them.
Therefore, the leadership position in the Indian market notwithstanding, Apollo is
now set to look overseas for new challenges. Nearly all initiatives being taken at
this point in time are geared to fuel this ambition.
At home and abroad, Apollo is looking to not only consolidate its leadership
position in various segments through newer, high technology products but alsothrough consistent organic and inorganic growth opportunities, in tyres and allied
products. Becoming a leader in the passenger car tyre segment is a priority as is the
export of passenger car radials. If the company continues to grow at the current
pace, Apollo expected to reach the US$1 billion mark in less than five years.
Continuous focus on cost control and operating efficiency remains the hallmark of
the company.
Apollo has three tyre manufacturing facilities and one unit for the production of
tubes and flaps in four locations based in West and South India. Apollo endeavour
has been to have the widest spread of sales and regional offices, along with stock
points at locations which allow for maximum customer reach and efficient supply
chain management. Apollo dealer or business partners are also chosen with great
care. Apollo's products are sold through a combination of outlets ranging from
exclusive dealerships to multi-brand and branded retail outlets.
The continuous upgradation of dealer knowledge is in Apollo's interest and
therefore their training is undertaken by the company. With a dedicated field sales,
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technical and commercial force of 600, Apollo feels that they are best positioned to
meet the customer specific needs.