Mahindra and Mahindra Ltd - mbacasecomp.com are strategies that MFCS has used to improve their...
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MAHINDRA AND MAHINDRA LTD Shah ConsultingUniversity of Alberta
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INTRODUCTION
MorganMackenzieNupurAbby
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CHALLENGE
What strategy should M&M deploy with respect to its auto service and used car sales business?
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RECOMMENDATION
Utilize strengths of both companies – within their current business structure
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ANALYSIS Shah Consulting
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BUSINESS STRUCTURE
MFCW
100% franchised
MCFS40%
company owned
60% franchised
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OWNERSHIP STRUCTURE
MFCW
• 13.36% Valient Capital• 46.7% M+M• 31.5% - PHI• Remaining – Cox
automotive
MCFS
• 100% owned by M&M
Private capital in sales business but not in services
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FRANCHISE BUSINESS MODEL
Attract entrepreneurs (motivated by different things), highly invested, recognized brand name to work under
Little controlLimited working capitalEasy to scale up
Adv
anta
ges
Disadvantages
Potential to phase out into full franchise model
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MFCS - SWOT
Strength
• Competitive rates
• Customer service
• High quality• Multi brand
servicing• Learn customer
Weaknesses
• Slow start• Profit has been
negative since 2010
• Reduced services for the sake of efficiency
Opportunity
• People are buying more used cars
• Click model growing
• Services of cars happens more regularly
• Technology improvements
Threat
• Many customers like the one stop shop – go back to dealership
• Growing competition
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MFCW - SWOT
Strength
• Investing in technology
• Provide franchise
• “in the cloud” solutions
Weaknesses
• Losses after tax in 2015,16,17
Opportunities
• Leverage relationships through private international investors
• Market expected to grow
Threats
• Uber/ car sharing programs expand internationally and grow in popularity
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DEMOGRAPHICS IN INDIA - CONSIDERATIONS
Growing purchasing power of consumers in India
Growing middle class population
High youth demographics that want to buy their first car – for “cheap” and “good service”
Car service market is expected to grow to INR 330 billion by 2020
Used car market expected to grow to INR 2,500 billion by 2021
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ALTERNATIVES Shah Consulting
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MERGE THE TWO BUSINESSES
Advantages Disadvantages
Logistical Mess
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SELL BOTH BUSINESSESAdvantages Disadvantages
Sell on top!
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SELL MFCS - SERVICES
Advantages Disadvantages
Less attractive to buyers
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SELL MFCW - SALESAdvantages Disadvantages
Huge growth opportunity
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KEEP BOTH COMPANIESAdvantages Disadvantages
Need to ensure both companies are going to
be profitable
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ALTERNATIVE CRITERIA ANALYSIS
Cost Impact TimeEase of implementation
Merge two businesses
Sell both businesses
Sell MFCS
Sell MFCW
Keep Both Companies
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RECOMMENDATION
Utilize strengths on both companies – by keeping both with current business structure
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IMPLEMENTATION Shah Consulting
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KEEP THE TWO SEGMENTS SEPARATE BUT LEVERAGE STRENGTHS OF EACH
Both companies have strong value proposition in the long run • Car ownership in India increasing
How can these two sectors help each other out?
• Where can we leverage from one to the other?
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MFCW
Continue to invest in Technology
Utilize the customer data and
satisfaction model from MFCS
Cross-share data between the two for targeted marketing
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MFCW – CUSTOMER ENGAGEMENT
Have call center contact customer three days after service to check satisfaction –utilize MFCS call centre
Utilize mystery shoppers
Conduct internal process audits through establishing a department of business excellence
These are strategies that MFCS has used to improve their customer satisfaction index
Launch right away –May 2017
Launch right away –May 2017
Launch in 2018
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DATA COLLECTION FROM MFCS CAN HELP SUPPORT MFCW AND VICE VERSA
MFCW:Buy Car
MFCS:Service Car
MFCW:Buy Car
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DATA PROVIDED BY MFCS (SERVICE) TO MFCW (SALES)
Frequency of service provided to specific customers• Who is in the market for a new car?
How much are they spending on services?• Help to analyze how much buying
power the customer has
With this data MFCW could provide targeted marketing to consumers
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DATA PROVIDED BY MFCW (SALES) TO MFCS (SERVICES)
Type of cars purchased• Assist in MFCS determining quantity
of spare parts and spare part types required
Age of vehicles purchased• Assist in MFCS in determining who to
target for services
With this data MFCS could provide targeted marketing to consumersAnd improve supply chain issues
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MFCS
Fully launch the
CarWorkzapp
Provide service coupons to
MFCW customers
Long term: Look for private investors
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MFCS – SERVICE COUPONS
Customer of MFCW (sales) is given a one-time credit on service for use at MFCS (services) location• This brings the customer into the service ecosystem
High customer retention rates for service side result in returning customers• Continue to focus on high level of quality on the services side as
this will reduce churn
Recommend a 10% coupon for first time services
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MFCS – CARWORKZ APP FULL LAUNCH
Service estimates
Book Appointments
Set alerts for servicing
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MFCS – CARWORKZ APP
App was currently beta-tested and we recommend launching it fully
Customer is recommended to sign up for app when vehicle is purchased from MFCW, account is set up for them
When service frequency is high, ads are pushed to customer for MFCW vehicles
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KEY PERFORMANCE INDICATORS
Customer satisfaction over 90% for both MFCW and MFCS
Increasing retention rate of franchise owners of over 90%
Activate over 50% of MFCW sales into MFSC service accounts on application
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LONG TERM PLAN
Services (MFCS) –wants to raise INR 2600 - INR 3250 for expansion and
technology
Start identifying interested buyers
who want a partial stake in MFCS
Use MFCW’s international
presence to look for angel investors like Cox Automotive or
Valiant Capital (US –based)
Ensure having a buyer before
expanding MFCS’s franchises to avoid additional financial
strain
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WHY NOT AN INITIAL PUBLIC OFFERING?
Want to do this when your company is at its strongest point (i.e. attractive to shareholders)
Currently weak financials - both companies running at a loss
Some franchises fairly new – need support of parent company, be more established
Strong automobile industry options for investments
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CHANGING BUSINESS MODELS
Currently have company owned outlets and franchisees
Do you want to be strictly a B2B business?Potentially in the future once businesses become profitableWant to improve businesses to encourage more franchisees to purchase
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FINANCIALS Shah Consulting
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COSTS FOR IMPLEMENTATION (IN USD$)MFCS MFCW Assumptions When to initiate
Department of business excellence - MFCW
$300,000/year 3 full time staff to conduct audits at locations
Jan 2018
Mystery Shoppers -MFCW
$288,000/year Based on 1200 locations, 12 visits a year, $15 USD/hr
May 2017
Call centre staff additions
$150,000/year 3 full time staff to assist in calling MFCW customers
May 2017
CarWorkz app maintenance
$100,000/year Changing adds, improving services
May 2017
Data analytics team $300,000/year 3 full time staff May 2017
Service coupons $1,100,000/year 220,000 cars sold per year, requiring service once per yearAverage service is $50
Active Jan 2018
Total cost = $2,238,000 USD/year
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PROJECTED GROWTH
MFCW:Revenue in sales expected to grow along with marketto $29.4 million USD in 2021
MFCS:Revenue in sales expected to grow along with marketto $18.3 million USD in 2020
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RISKS AND MITIGATIONS Shah Consulting
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RISKS AND MITIGATIONS
Risks Mitigation
Franchise owners are not okay with strategy
Mutually beneficial and M&M can showcase the potential success of the strategy via data analytics
Strategy to connect companies is not successful
Customer feedback from application to assess why those who bought from MFCW did not go to MFCS and vice versa
Threat of new entrants High level of service and strong local brand will allow them to curb threat
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CONCLUSION Shah Consulting
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CONCLUSION
Is IPO an option in near future?No – not financially sound yet but maybe in 5-10 years
Should MFCS expand more franchises?Yes – but not immediately – sell at state of MFCS first to refuse capital
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CONCLUSION
Is IPO an option in near future?No – not financially sound yet but maybe in 5-10 years
Should MFCS expand more franchises?Yes – but not immediately – sell at state of MFCS first to refuse capital
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APPENDIX
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CURRENT STATE OF FINANCIALS - MFCS
Profits have been consistently negative
-800
-700
-600
-500
-400
-300
-200
-100
02010 2011 2012 2013 2014 2015 2016
Profit (loss) INR million - MFCS
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CURRENT STATE OF FINANCIALS - MFCW
-180
-160
-140
-120
-100
-80
-60
-40
-20
0
20
40
2010 2011 2012 2013 2014 2015 2016
Profit (loss) INR million - MFCW
Profits have decreased in the past few years but capital is being reinvested into marketing