MRF Limited SWOT Analysis-Project Report on Tyres Industry in India
A business analysis of MRF Ltd., a company engaged in manufacture and distribution of tires, is provided, focusing on its strengths, weaknesses, opportunities for improvement and threats to the company. Strengths include benefits derived from its strong market position. Weaknesses include its involvement in price fixing allegations. Opportunities for improvement include growth in automotive manufacturing industry in India. Threats to the company include intense competition from rivals.
Strengths
Strong brand recognition
MRF maintains strong brand
recognition in the tyre industry in India. For instance, it has received
many awards in the recent past.
According to a study by the industry experts, MRF ranked highest
among the new-vehicle owners who
are highly satisfied with their original equipment tyre brands. It
ranked highest among original
equipment tyre brands with an overall score of 810 and performed
particularly well in all four
factors that drive satisfaction for a second consecutive year. The study,
now in its 11th year, measures
satisfaction among original equipment tyre owners during the first
12 to 24 months of ownership. The
study measures overall satisfaction by examining four factors
including appearance, durability,
traction/handling and ride.
Therefore, strong brand
recognition allows the company to enter new markets with ease and also
enables it to launch new
products. In addition, it also provides competitive advantage to the company
over its peers and helps in
attracting new customers.
Vertically integrated operations
The
company is vertically integrated its operations in terms of its core business.
MRF is primarily
engaged in the manufacture and
sale of rubber products. The company derives majority of its
revenues from its core business
i.e. tyres, the rest comes from its presence in toys. It manufactures
tyres for all kinds of vehicle
including two-wheelers, light commercial vehicles, passenger cars, heavy
duty trucks and buses and
off-road industrial vehicles. Recently, the company also started
manufacturing tyres for aerospace
and defense markets.
Further, MRF offers a range of
services to its customers, ranging from helping them pick the tyre of
their choice to helping them
maintain their vehicle. For example, the company provides one stop
shop for all types of tyres
through MRF T&S franchises.The company currently operates more than
200 T&S shop across India.
Through MRF Tyredrome, the company offers computerized wheel
alignment, wheel balancing, tyre
changing, nitrogen filling, robotic car wash, optical headlamp
aligning, rim straightening and
tubeless tyre repair. In addition, through MRF Institute of Driver
Development (MIDD), the company
provides training to drive light and heavy commercial vehicle
(LCV & HCV). MRF has trained
over 2,000 LCV and 700 HCV drivers. MRF also provides tyre
maintenance services.
Thus, vertically integrated
operations provide MRF with significant advantages over less integrated
competitors and position the
company to optimally serve its customers. Additionally, it enables the
company to constantly increase
capacities and maintain market leadership and profitability in most
segments.
Weaknesses
Lock outs due to labor issues impact the sales
MRF has been suffering from labor
issues in its facilities fro the past few years. For instance, in
2011, the company's manufacturing
facility in Kottayam in Kerala was forced for a lockout for about
two days due to labor unrest in
the factory. Consequently, MRF’s tyre production was severely hit.
Due to this, it reported a
decline of 6.2% in its net profit for the second quarter ended March 31,
2011. Hence, such instances in
the future could impact the production of tyres which could have a
direct influence on the company's
revenues.
Involvement in price fixing allegations impacts the company's reputation
MRF is alleged to participate in
price fixing and price hike allegations in 2011. During the year, the
Competition Commission of India
(CCI) investigated the possibility of cartelization in the Indian tyre
industry based on a report
submitted by its Director General earlier in the year. According to the
investigation, it is concluded
that five leading Indian tyre makers including Apollo Tyres, MRF, JK
Tyre and Industries, Birla Tyres
and CEAT along with Automotive Tyre Manufacturers' Association
(Atma) had acted in concert,
violating section 3 of the Competition Act that deals with cartelization.
However, in October 2012, CCI
acquitted all the five tyre companies, including MRF, of cartelization
charges.
Disclaimer-This SWOT Analysis Report should be used for academic purpose only and Copyright of MRF Limited SWOT Analysis is the property of MarketLine, a Datamonitor business.
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