7/31/2019 Fenesta Case- Business Unit Strategy-Final
1/21
Fenesta Case-
Business Unit Strategy
7/31/2019 Fenesta Case- Business Unit Strategy-Final
2/21
Group Members
Ajay Kr Gupta (S-003)Praveen Rajora (S-70)Divey Jyoti (S-032)
Prabodh Kumar Singh (S-065) Abhijit Dey (S-0116 )Sudipt Agrawal (S- 099 )Ravindra Kumar Singh (S-081)Manish (S- 047 )Vijaykanth (S-105)
Vikas Sarangal (S-106) Amit Kumar (N-108)Ramesh Subramanian (N- 111)
Arun Chaturvedi (S-22)
7/31/2019 Fenesta Case- Business Unit Strategy-Final
3/21
Market Segments of Fenestrations
Geographical : China ( leader) ,Russia, Canada, USA and AustraliaDemographic : High income class groupPsychometric :
(a) Class market segment : 2-4% -focused and mass(b) Mass market segments: 96-98%-Ignored
Positive market : (i) Industrial Market(a) Commercial Building(b) Residential Building
Consumer market : (a) Architects(b) Builders(c) Contractors(d) Individuals
7/31/2019 Fenesta Case- Business Unit Strategy-Final
4/21
Global Annual rate of Growth Rate: 4-5%: 125 billion mark within a year
India : 9-12%Indian market size for Fenestration: Rs.12,000 crore
Windows: Rs.6000 crorePVC windows: Rs.300 crore
Construction Industry in India:-20,000 Builders-200 Firms are in corporate sectors- 12,000 Class A registered contractors -10 being very large- About 500 medium sized
Segment Sizes and GrowthRates
7/31/2019 Fenesta Case- Business Unit Strategy-Final
5/21
Analysis of CompetitiveEnvironment
Strong competitors
Stay Bright WindowsEuro PlastLingel(Germany Firm)
Aluplast(Again a German Firm)Veka
7/31/2019 Fenesta Case- Business Unit Strategy-Final
6/21
Analysis of CompetitiveEnvironment
Stay Bright Windows Year of Establishment : 2008Nature of Business : Manufacturer, Exporter& Supplier of UPVC Windows and Doors.Market Covered : WorldwideName of Partner : Mr. Bhim Sain
7/31/2019 Fenesta Case- Business Unit Strategy-Final
7/21
Analysis of CompetitiveEnvironment
Stay Bright Windows Total commitment to the most optimum quality.
Every product goes through the most rigorousquality controlNot only meet the clients expectations but to evenexceed them.
Broad Range of productsClient Focussed Approach
Customizable products to the client's specificdesigns.Quick and hassle free installation
7/31/2019 Fenesta Case- Business Unit Strategy-Final
8/21
Analysis of CompetitiveEnvironment
EuroplastManufacturers / trader of wide range of PVC products since 2000
Is one of the renowned manufacturers of UPVC Doors and Windows, is an associateof Pacific Services Ltd., U.K. and UkraineBusiness activities like supplying andinstallation of UPVC Doors & Windows.
7/31/2019 Fenesta Case- Business Unit Strategy-Final
9/21
Analysis of CompetitiveEnvironment
Europlast Technologically Superior Products
Made from special moulding material.The Process of making is unique
start in the form of powder mixed and balancedhomogeneously with all necessary additives for highimpact UV to form a compound that meets all therequired properties.
Fire, Water, Sound and Weather ResistantEnergy Saving Window-Energy Efficient with multi chambers to reduce heattransfer and energy loss
7/31/2019 Fenesta Case- Business Unit Strategy-Final
10/21
Analysis of CompetitiveEnvironment
Lingel- (German Firm)Karl Lingel Fensterbau GmbH & Co.KG
was established in 1959 in Ellwangen, asmall town in GermanyIs one of the leading manufacturers of high quality doors and windows inEurope.
7/31/2019 Fenesta Case- Business Unit Strategy-Final
11/21
Analysis of CompetitiveEnvironment
Lingel- (German Firm)Made to Order ProductsCompetitive PricingFast Turnaround timeState of the Art ManufacturingFacilities
Skilled Manpower
7/31/2019 Fenesta Case- Business Unit Strategy-Final
12/21
Analysis of CompetitiveEnvironment
Aluplast- (German Firm)Aluplast India is part of the Aluplast GmbH , a globalGroup, which is a 25 year old established organization.Is number 3 in Europe and Number 7 worldwide.Manufacturing plants across the globe at Karlsruhe andEttlingen in Germany, Ferrara in Italy, Wartberg in Austria,Poznan in Poland, Bucharest in Romania, Kiew in Ukraine,Moscow in Russia and Veracruz in Mexico
Sales offices across numerous sites in Europe.
7/31/2019 Fenesta Case- Business Unit Strategy-Final
13/21
Analysis of CompetitiveEnvironment
Aluplast- (German Firm)Minimal Maintenance
Design CapabilitiesReproduces most existing andtraditional
7/31/2019 Fenesta Case- Business Unit Strategy-Final
14/21
Analysis of CompetitiveEnvironment
VekaFounded in 1967 as Vekaplast
Founder(s): Heinrich Laumann VEKA India (100% owned subsidiary of VEKA AG,Germany) has a widest productrange for Indian market as per Internationalstandards.
The world's largest German manufacturer inhigh quality uPVC window and door profilesystems
7/31/2019 Fenesta Case- Business Unit Strategy-Final
15/21
Analysis of CompetitiveEnvironment
VekaPresence in niche market
Product DifferentiationMeet Legal thermal insulationrequirements
7/31/2019 Fenesta Case- Business Unit Strategy-Final
16/21
Analysis of CompetitiveEnvironment (Backup)
Some of the Hypothesis of Competitors Strategies:World class infrastructureLow price competitorsBuild up of strong position through differentiation
Maintaining a centre of excellence status Focusing on less price sensitive market segmentsEstablished a separate brand for low price productSelling solutionsImitation of productsSubstantial surplus resourcestechnologically superior Merging and building alliancesUnpredictable/ irrational
7/31/2019 Fenesta Case- Business Unit Strategy-Final
17/21
Internal Operations
HypothesisOverall cost leadership with low pricesDifferentiation strategy
Perception of value for moneyCombination of price and customer perceived/service benefits of each product/services
Focused differentiation strategyAchieving competitive advantage by collaboration
7/31/2019 Fenesta Case- Business Unit Strategy-Final
18/21
Key Customers
The key customers of Fenesta are individual home owners orretails clients, hospitals, educational institute etc.Fenesta provide following solutions to its key customers:Windows InnovationsWheather proof Monsoon proof Resistant to Strong windsComplete insulation: save energy , cut noiseSpecial DesignsHomes solutionsHospitals solutionsOffices solutionsEducational Institute solutionsGreen Windows
7/31/2019 Fenesta Case- Business Unit Strategy-Final
19/21
Key Customers
Fenesta has a salespresence in over 100cities with 16 salesoffices, 50 associateoffices and 50showrooms.
Goa
Jaipur
Lucknow
Vizag
CoimbatoreCochin
Ahmedabad
Pune
Bhubneshwar
Mysore
7/31/2019 Fenesta Case- Business Unit Strategy-Final
20/21
Potential Customers
Recently the company has taken steps to diversify its businesswhile maintaining quality consistency. Fenesta provides thecustomer design support, offsite fabrication, firm commitmentson deliveries and a trained installation team.
The potential customers of Fenesta are business to business clients, hospitals, educational institute , architects, builders, interiordesigners.
7/31/2019 Fenesta Case- Business Unit Strategy-Final
21/21
Thanks
Top Related