STRATEGIC MANAGEMENT
ASSIGNMENT # 1
SUBMITTED TO-
Dr DEEPAK SINGH
SUBMITTED BY-
ASHUTOSH SHARMA(PGFB1915)
SAGAR CHAUDHARY(PGFB1941)
SHIVAM GUPTA(PGFB1946)
SHREYA AHUJA(PGFB1949)
VASU BHARDWAJ(PGFB1959)
INDUSTRIAL OVERVIEW
According to IBEF, the manufacturing sector of India is one of the high growth sectors of India. The gross
value added (GVA) grew at a CAGR of 4.2 percent between FY12-FY19. The GVA for FY19 at a basic
price based on current prices is estimated to be US$ 403.47 billion. The government of India wants to
improve the contribution of the manufacturing sector under total“GDP from 16 percent to 25 percent by
2022 and”to generate hundred million jobs by 2022.
Under the manufacturing industry, one of the major contributors is the Chemical sector.
The Chemical industry in India is well-diversified covering over 80000 commercial products which were
further classified under different chemicals such as Bulk chemicals, speciality chemicals etc. the chemical
industry of India is expected to reach $ 304 bn by the year2025. The India rank 14th in the export of
chemicals and 8th in the import of the chemicals ( excluding pharmaceutical products) Globally. The
estimated increase in demand for the chemical product is 9% per year for the next 5 year. The market size
of the Chemical sector in India in 2017-18 is stand out to be $163 bn. The total production of major
chemicals and petrochemicals is 27847 MT in 2018-19 with a growth of 4.15 percent over 2017-18. The
chemical industry of India employee more than 2 million people. The 100% FDI is allowed under the
chemical sector through automatic route except in some cases of hazardous chemicals.
COMPANY OVERVIEW
ASIAN PAINTS
Asian Paints, head quartered at Mumbai(Maharashtra) is an Mulinational Indian Paint firm.
It has established itself in manufacturing, sales & distribution of Paints, coatings, home decoration,
bathroom fittings.
It is the largest Paint company in India, and the third largest in Asia.
CORPORATE PROFILE-
The company has made some amazing strides since its beginning in 1942.
It was set up by four friends- ChampakLal Chowksi, ChinmanLal Chowsi, SuryaKant Dani, Arvind
Vakil.
In a span of 25 years, it has become the largest paint company of India.
It has operations in 15 countries and twenty six production units serving customers in over 60
countries.
It’s also available in kitchen and bathroom fittings and offers lot of items under the name Sleek and
Essess
VISION-
“To be the forerunner of inspiring décor and to actively empower customers to create their dream homes”
TURNOVER- Rs 193.50 billion
SUBSIDIARIES-
Apco
Asian Paints Berger
Taubmans
Sleek
Scib Paints
Essess
Kadisco
PPG
LEADERSHIP-
Mr KBS Anand- CEO & MD
“Mr” Ashwani Dani- “Non Executive Chairman”
Mr Abhay Vakil- “Non Executive Director”
Mr Deepak Satwalekar- “Independent Director”
PRODUCTS-
Asian Paints offers products in 4 segments.
Interior Walls-
Plain Finshes
Textures
Wall Coverings
Kids’ World
Stencils
Undercoats
Exterior Walls-
Plain Finishes
Textures
Wall Art
Tile Guard
Undercoats
Water Proofing
Metal Finishes
Wood Finishes
“Adhesives”
MANUFACTURING LOCATIONS IN INDIA-
Decorative Paint Plants
Rohtak(Haryana)
Kasna(Uttar Pradesh)
Ankaleshwar(Gujarat)
Khandala(Maharashtra)
Patancheru(Telangana)
Visakhapatnam(Andhra Pradesh)
Mysuru(Karnataka)
Sriperumbudur(Tamil Nadu)
Chemical Plant
Cuddalore(Tamil Nadu)
Industrial Paint Plants
Sarigam(Gujarat)
Taloja(Maharashtra)
MARKET SHARE- 54.1%
STANDALONE FINANCIAL PERFORMANCE: FY2018-19
Revenue from Operations- 15.8%(FY2018-19: Rs 16391.8 crores)
(FY2017-18: Rs 14,153.7 crores)
CORPORATE SOCIAL RESPONSIBILITY-
Social Responibility: FY2018-19
CSR Spend: Rs 52.70 Crores
Asian Paints CSR Policy mainly focuses on 4 areas-
Education
Skill Development
Healthcare/Hyegiene
Water Management
AWARDS & RECOGNITIONS-
Forbes World’s Best Regarded Companies(Sep 2019)
Forbes Asia ‘BEST OVER A BILLION’ Company in Asia Pacific(Sep 2019)
“MISSION STATEMENT OF ASIAN PAINTS”
“To provide paints as per market demand ensuring desired level and quality customer(dealer service),
continued availability of right product mix of right quality at right time”
MISSION ELEMENTS-
There are Nine Mission Elements that a company’s “mission statement” should cover.
These are-
“Customers”
Products & Services
Market
Technology
Survival/Growth
Philisophy
Self Concept
Public Image
Employees
MISSION STATEMENT OF COMPETITOR- NEROLAC PAINTS
“We Leverage on superior technology to contribute to our Customers and Society, in a sustainable manner,
with innovative products and services, through a competitve workforce, built on a culture of Customer
focus, Integrity and Respect to our Stakeholders”
MISSION STATEMENT EVALUATION-
We evaluate the mission statements generally by a Mission Evaluation Matrix as shown above. If we
compare the Mission Statements of both the companies,ie, Asain Paints and Kansai Nerolac Paints, we
observe that in case of Asian Paints, its Mission statement covers only 3 elements- Customers, Products
and Philosophy whereas its Competitor Nerolac Paints covers 7 elements-Customers, Products,
Technology, Survival, Philosophy, Public Image and Employees. We can infer that Nerolac Paints Mission
Statement is more robust than Asian Paints Mission Statement.
REFRAMING THE MISSION STATEMENT-
We have reframed the mission statement of Asian Paints so that it looks more robust and it should more
mission elements,
“To provide paints as per global market demand by using advanced technology, ensuring desired level and
quality of customer service, in a sustainable manner with continued availability of right product mix of
right quality at right time”
REVISED MISSION STATEMENT’s EVALUATION
If we look at above Matrix, we observe that the revised mission statement of Asian covers more elements
than the previous mission statement, though it doesn’t cover all the elements but still it looks much better
and robost.