8/14/2019 Rockwell Auto

1/16

Rockwell AutomationsFounded

2001 spun off from Rockwell International in USA

Headquarters

Milwaukee, Wisconsin

Key people

Keith Nosbusch,Chairman & CEO

Products

Industrial AutomationManufacturing Execution System

8/14/2019 Rockwell Auto

2/16

Employees

19,500 (2008)

Website

www.rockwellautomation.com

Rockwell Automation :

ROK is a global provider of industrial automation, power, coninformation solutions. Brands in industrial automation includeand Rockwell Software

8/14/2019 Rockwell Auto

3/16

HistoryRockwell Automation spun off from Rockwell International in retained Entek. Rockwell Automation eventually closed the ooffice in Milford, Ohio. From there, Rockwell Automation wen

series of acquisitions, particularly Propack Data (now RockwSolutions GmbH) in 2002, DataSweep in 2005, GEPA in 2006ProsCon and Pavilion Technologies in 2007, and Incuity in 2031, 2007, Rockwell Automation sold off their PowerSystems Dconsists of Dodge mechanical and Reliance Electric motors wheadquarters in Greenville, South Carolina to Baldor Electric

8/14/2019 Rockwell Auto

4/16

Products

Some examples of Rockwell Automation's industrial automa

are:

Programmable Automation Controllers: CompactLogix, ControlLSoftLogix5800 and DriveLogix

Programmable Logic Controllers: PICO,

MicroLogix, SLC500, PRTU

I/O: FlexIO, CompactIO, PointIO, etc.

HMI: PanelView Standard, PanelView enhanced, PanelView Plu

Industrial Safety Products: GuardLogix, SafetyIO, XM Vibration

Variable-Frequency Drive: PowerFlex Drives, Drive Systems.

8/14/2019 Rockwell Auto

5/16

Software:

Software Product ListRockwell Software Brand: RSNetWorx, RSLinx, PMX,FactoryTalk etc.

FactoryTalk Brand: FactoryTalk View, FactoryTalk HistorFactoryTalk AssetCentre, FactoryTalk ProductionCentre,FactoryTalkMetrics, FactoryTalk Scheduler, FactoryTalk

Transaction Manager, etc.

Motor Controllers:Cs (Allen-Bradley's CENTERLINE MCC with IntelliCENTERTechnology), industrial control (contactors, overloads, circuitbreakers etc.)

Condition Monitoring/Vibrational Analysis: Entek

8/14/2019 Rockwell Auto

6/16

Rockwell automations is a global industrial automation compa, control and information solutions, which help customers meet pobjectives.

It has spread in 80 countries with nearly 5,600 distributors.

The company is also a leading provider of contact managemeapplications.

In India it is fourth largest supplier of customer engineered dr

Facts about Rockwell

8/14/2019 Rockwell Auto

7/16

Competition Profile

It has very aggressive pricing to gain market share.

It strongly leverages their solution capability , using India asExcellence to serve Asia Pacific market.

It is also planning to invest $500 Million for expanding Indiannear future.

SIEMENS:

8/14/2019 Rockwell Auto

8/16

Asea BrownBoveri:

ABB is the market leader in Drives and Drive systems.

The operations and marketing of ABB has been found to be aggressive in Metals and Paper industry with aggressive pricintheir Center of Excellence forMetal Industries.

8/14/2019 Rockwell Auto

9/16

Schneider:

It has become very aggressive in Drives and TSX Range

Its major focus being localization, Scneider is acquiring loand thus promoting the locally designed/branded products.

Being an aggressive player in OEMMarkets, it offers verybased on volume but it hasnt had much success till date.

8/14/2019 Rockwell Auto

10/16

C

ommisioning Mar

ket Resear

ch

Rockwell conducted a research study to find out where they scustomers perception with the following objectives:

Understanding Customers value prospective, so as to satisf

Improve the business penetration in Drive system segment

Partner with customer to maximize their value chain.

Rockwell also focussed on improving the business penetratindustry segment with the aim of becoming a market leader in

8/14/2019 Rockwell Auto

11/16

Rockwell decided to first ascertain if the

attributes/qualities that abuyer values varieddifferent segments were:

Buying behavior across the different types of industries viz. MPaper,Tyre and Rubber, Infrastructure,Converting lines and Fib

Buying behavior across End User/OEMs.

Buying behavior across Economic Buyer/Technical Buyer/Teboth.

Buying behavior across the size of the company.

Importance that the end users assign to OEMs specification

8/14/2019 Rockwell Auto

12/16

Customers approach in selecting an automation vendor.

The Customers viewpoint on the best method to judge comcapibilities.

8/14/2019 Rockwell Auto

13/16

Scope of the StudyRockwell Automation Drive System short-listed the following Industries,namely

Metals

Fibre

Pulp and Paper

Tyre and Rubber

Converting Lines

Infrastructure

8/14/2019 Rockwell Auto

14/16

Major

DevelopmentsRockwell came to a number of findings:

Rockwell found that the top six factors viz. performance,reruggedness of the system dependability and price influence

percenty of the customers buying decision.

Another important finding was that price is an important criperformance and past performance together are more imporprice.

Oems were found to be more price sensitive then the end

same time Paper and CPI were the two segments thet wereprice sensitive.

8/14/2019 Rockwell Auto

15/16

Since the Drive Systems deal with complete systems job, inTechnical Buyer is high.Rockwell found that advertisement ,nenot important players in getting orders.

A very intresting finding thet came up was that the entry barquite high due to factor like performance and past performanc

8/14/2019 Rockwell Auto

16/16