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Supply Chain Mgt

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Submitted By ankushangural
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3/20/2012 |

| Strategic Management Project Report |

Table of Contents Executive Summary 4 Introduction 5 The Company 6 Corporate Social Responsibility 7 Adoption of a Primary School 7 Health Check-Up Camp 7 Product Portfolio 8 FIBC Jumbo Bags 8 Geo Textile Fabrics and Ground Covers 8 Reverse Printed BOPP Bags 8 Special PP bags and Leno bags 8 Proposed Projects 9 Polymer Compounding 9 Injection Moulded Articles 9 The Present Strategy 9 Business Model 9 Strengths 9 Weaknesses 10 Value Chain – Operations 10 Distribution 10 Sales and Marketing 11 FIBC (Export) 11 FIBC (Domestic) 11 Geo Textile Fabric and Ground Cover 11 Reverse-Printed BOPP Bags 11 Research and Development 12 Business Strategy 12 Core Competence 12 New Products 12 Diversified Applications 12 In House Research and Development 12 Connecting with End Customer 12 Corporate Strategy 13 Corporate Structure 13 References 14

Executive Summary

Introduction
In this report we present an analysis of Flexituff International Ltd from a strategic management standpoint. Starting from the company vision, mission and values statements, we have perform an analysis of their internal and external environments. We have studied their value chain and identified their key success factors.
The industry analysis also reveals the key strengths and weaknesses of Flexituff International Ltd. We have also studied their organizational structure and its effect on the company’s strategic operations. Furthermore, value drivers for Flexituff International have been identified that leads us to their business level strategy, their international market footprint and expansion plans leads us to their corporate level strategy. Supplementary independent strategies of growth via alliances and partnerships, and mergers and acquisitions have also been analyzed.
The purpose of this project has been to implement the concepts of strategic management studied in the course content to a real life company and identify potential bottlenecks or problems that might hinder the implementation of the strategy.
Primary data and information regarding Flexituff International Ltd. was collected via interviews of Mr. Atul Asawa, Vice President, Kashipur Plant, Flexituff International Ltd.
Secondary data sources such as the company website and The Red Herring Prospectus for Flexituff International Ltd. have also been used extensively.
Table of common terms used. Term | Description | AIPMA | The All India Plastics Manufacturers Association | BMI | Business International Monitor | BOPP | Biaxially Oriented Polypropylene | CFM | Cubic Feet per Minute | DTA | Domestic Tariff Area | FIBC | Flexible Intermediate Bulk Containers | GMP | Good Manufacturing Practice | HDPE | High Density Polyethylene | HIPS | High Impact Polystyrene | IFIBCA | Indian Flexible Intermediate Bulk Container Association | ISI | Indian Standards Institute | LLDPE | Linear low-density polyethylene | LDPE | Low-density polyethylene |

The Company
Flexituff International (FIL) promoted by Kalani Industries Pvt. Ltd., Miscellani Global Pvt. Ltd. and Sanovi Trading Pvt. Ltd., is a multi-product company engaged in the business of manufacturing polymer products like flexible intermediate bulk containers (FIBC), reverse printed BOPP woven bags, special PP bags and leno bags, geo-textile fabrics and cround covers. These products are manufactured at three manufacturing units located in Pithampur (Madhya Pradesh) and Kashipur (Uttrakhand). It has a current capacity of 48,500 million tones (m) and proposes to expand the same to 70,311 mt by next fiscal.

The company exports to around 30 countries across the globe and present in four continents with major thrust of exports being to US and Europe. The packaging products cater to various sectors like FMCG, agro products, pharmaceuticals, retail, fertilizers, cement, and minerals. Its geo-textile products find applications in the infrastructure sector. Its marquee clientele on the domestic front includes likes of HUL, Ultratech Cement, JSPL, Zuari Rotem, Chambal Fertilizers, Nagarjuna Fertilizers, and Dhampur Sugar Mills and overseas clientele includes intermediaries catering to end users, many of which are Fortune 500 companies like LG Dow and Eastman Chemicals.

Product Portfolio

FIBC Jumbo Bags
Jumbo bags are giant size bags in drum or box shape and are internationally known as Bulk bags or Big bags or Flexible Intermediate Bulk Containers. These bags are made out of high tenacity UV stabilized Nylon or Polypropylene or HDPE fabric with four corner loops for easy handling at all points. The capacities of these bags range from 0.5 MT to 2 MT depending on the bulk density of the material.
FIBCs have a very vast use. It is mainly used as a labour-saving device by various industries to package materials in bulk and enables mechanical handling. Thus, various products right from sand and waste products, aggregates, cement, chemicals, minerals, food products, grains, cereals, fruits, vegetables, beans, sugar, salt, plastic, carbon, fertilizer etc are being packed in various kinds of FIBCs.
Geo Textile Fabrics and Ground Covers
These are special woven polypropylene fabrics with properties to ensure passage to measured quantity of water or soil particles and having the desired strength. The use and construction of the fabric is technical and is manufactured following stringent procedures. These products are used for prevention of soil erosion, soil separation, strengthening of underlay of roads and for prevention of land slides, river bank protection etc. This product enables the separation of the subsoil from the road aggregates, reduces the crust thickness, improves the performance of the road for longevity and prevents soil fines from pumping up through road aggregates. FIL has a manufacturing capacity of approximately 1,600 MT of this product per annum.
Reverse Printed BOPP Bags
These bags are small polypropylene woven bags which have been laminated with a reverse printed BOPP film. The bag is made of PP woven fabric laminated with printed BOPP film on the outer surface. The BOPP film is printed with roto gravure printing technology and could be printed up to 9 colors, covering all graphics, picture and any type of fonts.
They are used for packing products which weigh between 5 to 50 kg such as rice, flour, sugar, animal feed, fertilizers, special chemicals, etc. They are usually used for packing products which are sold in the retail market.
Special PP bags and Leno bags
These bags are made out of polypropylene woven fabric made from circular looms as a tube thereby reducingstitching needs. We manufacture this product for niche industries like builder bag industry, soya industry, sugar industry meeting their specific requirements. We manufacture leno bags which are used for packaging of agro products. These bags are made out of mesh fabric made on special looms which create a mesh-locking effect and allows a bag to retain its shape in spite of gaps in weaving. The gaps in the weave allow air to go through bag to avoid germination and rotting of agro products.
Proposed Projects
Polymer Compounding
Compounding refers to blending of polymers and various additives to make a consistent homogenous mixture which can be directly used to produce a specific product or to be added in a fixed percent in polymers as a master batch. An installed machinery to produce 10,000 MT of various compounds at Kashipur.
The main thrust would be given to high growth areas like drip irrigation compounds and specially developed compounds. Some of the key end user industries of polymer compounding products are automobile, appliances, wires and cables etc.
Injection Moulded Articles
At present, at Kashipur, FIL has started trial production for pallets, crates, boxes and other industrial / domestic injection moulded articles. As part of the expansion programme at Kashipur, FIL is proposing to manufacture injection moulded articles for drip irrigation industry, with a thrust on production of drippers.

Business Model
Flexituff International is fully-integrated manufacturing unit and believes in producing every thing in-house to maintain the highest level of quality and delivery commitments. Company’s business model includes complete integration for manufacturing activities and using distributors world-wide to work as partners to jointly sell the products to end-customers. For domestic customers they are working on B2B model and are directly approaching end-customers for their business.

Strengths * The SEZ unit at Pithampur enjoys certain tax benefits in the nature of income tax exemption (up to 31 March 2013), excise duty exemption, sales tax exemption and many other statutory duties. The unit at Kashipur is located in the excise-free zone and has received a tax exemption for 10 years from the payment of excise duty (up to 19 January 2019) and income tax (up to 31 March 2018). * The company has well diversified products portfolio: flexible intermediate bulk containers (FIBC), reverse printed BOPP woven bags, special PP bags and Leno bags, geo-textile fabrics and ground covers. * It is not dependent on a single market and present both in overseas as well as domestic markets. It exports to around 30 countries across the globe and present in four continents.
Weaknesses
* Exports to US and Europe contributed 49%, 62 % and 78% of its total revenue for FY 2011, FY 2010 and FY 2009, respectively. Any change in the policies governing the packaging industry and /or an economic slowdown in these regions may affect its financial condition and business operations. Also foreign currency exchange rate fluctuations can have a material adverse effect on its financial conditions.

* The company had negative cash flow from operating activities of Rs. 5.6 crore in FY 2010 and of Rs. 2.08 crore in FY 2008.

* As on March 31, 2011, contingent liabilities not provided for appearing in consolidated financial statements as restated aggregated to Rs. 38.38 crore. If any or all of these contingent liabilities materialize, it could have a material adverse effect on business, financial condition and results of operations

* There exists a potential conflict of interest between the company and its promoter, Sanovi Trading Private Ltd., and its group company, Pusti Trading Pvt. Ltd., which may adversely affect its business.

Value Chain – Operations
Distribution
Distribution for FIL is handled via 2 wholly owned subsidiaries namely
Flexiglobal (UK) Ltd. (100%) – Engaged in marketing and distribution of FIBC in UK.
Lakshmi Incorporated (100%) – Engaged in marketing and distribution of FIBC in US
As most orders are end to end solutions and need customizations, Bulk orders are necessary to harness economies of scale. Hence FIL is able to maintain a respectable degree of flexibility in the flexibility/efficiency payoff matrix by having its own subsidiaries for distribution.

Sales and Marketing
FIL primarily uses Direct marketing – dedicated personnel-client relationships, again via its wholly owned subsidiaries mentioned above. Being a Multi product, multi market company FIL employs product specific strategies as mentioned below
FIBC (Export)
Approximately 95% of FIBC manufactured by us is exported to various countries spread over 4 continents. FIL has categorised the world into 3 major groups depending on the business potential namely U.S.A, Europe and Rest of the World (ROW). Each area is headed by a senior marketing executive.
Major customers: B.A.G. Corp., U.S.A, Bulklift International Inc., U.S.A, Baobag, France
FIBC (Domestic)
This is a fast growing segment and signifies growth potential in India. Considering the future potential of FIBC market in India FIL has given special thrust to his segment and have a dedicated marketing team. This is headed by a senior marketing executive having more than 2 decades of experience.
Major customers: Ultratech Cement Ltd.,Hindustan Unilver Ltd, Jindal Power & Steel Ltd. Fast growing Geo Textile Fabric and Ground Cover
This is a new product and a separate division has been established to handle this product at our Delhi marketing office. A senior marketing professional has been employed having rich experience in this industry. FIL proposes to appoint more senior people for increasing this activity with faster momentum.
Major customers: Iberoamericana De Plasticos (Iberoplast), Peru, J & HM Dickson, Scotland
Reverse-Printed BOPP Bags
This product is being controlled from our Delhi office which has over 16 personnel marketing the product on PAN India basis and has 2 dedicated executives for export. Export of BOPP bags is also supported by their subsidiary in USA. For BOPP (domestic) marketing FIL has a senior general manager heading the division. FIL have a team of 13 managers and 3 executives marketing these products in different areas of the country. For this purpose FIL has segmented India into five zones namely north zone, south zone, western zone, central zone and eastern zone. They have 4 graphic designers to assist customers in designing the print matter of the bags.
Major export customers: Lewis Trading Corp., U.S.A, Langston Companies, Inc., U.S.A

Business Strategy
Based on the value chain analysis above, we have identified five key value drivers that form the business strategy for FIL and are elaborated below.
Core Competence
FIL’s core competence lies in manufacturing of FIBC which has a Huge market potential across both developed & developing countries. With extensive Capacity addition along with scale of operation & skilled manpower FIL is well positioned to cater the demand.
New Products
New additions like Geo textiles fabrics & BOPP woven bags to the product basket has large growth potential in India. FIL also Plans to introduce polymer compound for drip irrigation & injection moulded pallets from recycled material.
Diversified Applications
FIL offers it customers services like waste disposal at its full fledged plastic waste recycling plant at Kandla. FIBC can be used only once & need to be disposed off afterwards, thereby giving access to cheap source of raw material made out of recycled material.
In House Research and Development
FIL focuses on plastic processing solutions & develop import substitute products. Currently, FIL is working on developing substitutes for imported products like Halogen Free Flame Retardant, Nylon Elastomer, Fluropolymer & ASA (Acrylonitrile Styrene Acrylate).
Connecting with End Customer
FIL has already floated a 100% subsidiary named ‘Flexiglobal Holdings Limited’ in Cyprus as a holding company which in turn has invested in Lakshmi Incorporated (engaged in manufacturing of extruded reclosable plastic profiles and distribution of FIBC ) and Flexiglobal (UK) Ltd (engaged in marketing and distribution of FIBC products in UK.
These facilitates direct marketing and distribution and also fosters closer customer relations.

Porter‘s Five Forces Analysis

Threat of Suppliers
Threat of suppliers is considerably low. Suppliers are highly fragmented, firms have too many options. Switching cost to alternate suppliers low due to absence of contracts. Industry is going towards integration. Supplies are of low value and readily available.
Threat of New Entrants
Threat of new entrants is low because of high entry barrios. It requires very high capital expenditure. Buyers are of large size and quality conscious, difficult to convince to switch to new startups. There exist great economies of scale
Threat of Substitutes
Threat of substitutes is also very low because of absence of potent substitutes. Industry is characterized by frequent changes based on trends/regulations and only big companies can cope up with these changes.
Bargaining Power of Buyers
Bargaining power of buyers is high because cost of switching is low. Firms usually have limited numbers but big buyers also there exists lack of formal contracts. Although less probable, but buyers have option of backward integration.
Rivalry amongst Competitors
Rivalry amongst competitors is moderate as the number of rivals is low and they compete on low price. Products are less differentiated and firms tend to have fixed and stable buyers.

Corporate Strategy
Corporate Structure
The company has three direct subsidiaries and two step down subsidiaries. Direct subsidiaries: Flexiglobal Holdings, Cyprus, (100%) is a holding and investment company; Nanofil Technologies Pvt. Ltd. (99.9%) is carries research and development by using various technologies such as nano technology, chemical technology, biochemical technology and polymer technology to use in polypropylene, polyethylene, and PVC products; and Satguru Polyfab Pvt. Ltd. (78.6%) is in the business of manufacturing, process, and produce and deals in reprocess of plastic waste to use in polypropylene, polyethylene, and PVC products.
The two stepdown subsidiaries abroad; one in the United Kingdom, Flexiglobal (UK) is in distribution and marketing of FIBCs; and the other, Lakshmi Incorporated in the US, manufactures the special closure, added on to make a bag (paper, polyethylene or woven) into a re-closable bag and acts as a distribution platform for the company's products in the US.

References 1. http://www.flexituff.com/ 2. Flexituff International Red Herring Prospectus 3. Flexituff International Annual Reports 4. Interviews with Mr. Atul Asawa, Vice President, Flexituff International, Kashipur Plant

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...Integrated Logistics for DEP/GARD MGT-309 May 10, 2015 RK Introduction Supply chain management is “multiple firms collaborating to leverage strategic positioning and to improve operating efficiency” (Bowersox, 4). Proper integration and management results in efficient and successful operations. Without effective supply chain management, business functions can fail through reduced reliability of delivery, frequent shifts in operations to make up for shortages in materials and delivery, which ultimately can lead to a reduction in a firm’s reputation. Customers want products and resources at the right time, condition, product, price, place, and person. DEP/GARD contract negotiations is a case where DEP has to improve its economic, market, and relevancy value to remain a supplier for GARD. Analysis Firms must constantly seek to improve operations to improve the customer perspective of value, from an economic, market, and relevancy perspective (Bowersox, 5). Without improving value, a firm can become obsolete and lose business. Under a new purchasing agent, GARD looks to improve its efficiency of operations. Currently the firm works within a 10 day delivery, plus or minus 2 days, which is a 5 day service window. If this is the industry standard, GARD will not have a competitive advantage over other similar firms and must continually seek to improve it operations. GARD seeks to reduce the service window to 3 days. This added value will improve GARD strategic position...

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Quiz 1:Mgt-417

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