DORA CERAMIC TILES

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DORA CERAMIC TILES : 

DORA CERAMIC TILES Meeting supply Chain Challenges of Tomorrow Presented by- Jimmy Sandeep Ekka Dipty Jaitly Soudip Ghosh

Summary of the case : 

Summary of the case Dora Tiles started its operations in the year 1990 and established its first plant in the rural areas of Gujarat as an organise sector with a manufacturing capacity of 50000 sq per annum and was exempted from paying sales tax for 5 years. After the tax exemption was over Dora lost its price advantage over its competitors I 2001 and started feeling the loss of the market share ,which was 11 per cent in 2001 The company mainly focused on the institutional sales to contractors, the Corporate sector and large project. it never seriously focused on the retail sector. The Capacity utilization in the industry is 80 to 85 percent. The industry is pegged with excess capacity and intense competition. Particularly from The unorganized sector which offers products at 30 to 40 percent cheaper prices.

Present scenario of the company : 

Present scenario of the company Dora purchased the technology from a leading Italian tiles manufacturer. The company marketed its products through dealer network. Institutional sales were done directly by the Company’s Sales Force. Dora had a sales growth of 20 to 25 percent in the first five years of its operations and achieved a market share of 6 percent in 1995. The company invested Rs. 500 million in a new plant in Karnataka. With the latest technology involving the dry process of tiles manufacturing. The technology had advantages of Faster production cycle, lower rejections and lower input cost.

SWOT Analysis : 

SWOT Analysis

1.Discuss how Dora should go about to meet the future challenges. : 

1.Discuss how Dora should go about to meet the future challenges. 1.They should focus on more on retailing as they have only focused on in sales. 2.Company installed DRP software and online connectivity of all department with branches and the factories, so they have to connect with dealers also for upto date information 3.They have to invest more in marketing or brand promotion, as there are major player like Kajaria, so many in the market. 4. Reduce cost of freight. 5. Utilization of full production capacity, as their product demand is increasing in the market. 6. Invest more in logistics for smooth operation of distribution, recently they investing 2.25% of sales in logistics operation.

How does Dora’s present SCM initiative has been successful in keeping pace with the environmental changes? : 

How does Dora’s present SCM initiative has been successful in keeping pace with the environmental changes? Role of distribution channel has diversified, through channel it educates it customer solving their problem. Distribution channel working towards value addition, productivity, channel goodwill. Channel increases the speed of data collection, faster dicesion on customer service ,reporting. Report of sales from depot on daily basis.

Payment collection now becomes day to day basis . Inventory level has come down to 25 days as against 40 to 45 days earlier.. The order cycle time reduced to 48 hrs..engaged in 3PL firms for primary transportation of goods from the factories to depot. : 

Payment collection now becomes day to day basis . Inventory level has come down to 25 days as against 40 to 45 days earlier.. The order cycle time reduced to 48 hrs..engaged in 3PL firms for primary transportation of goods from the factories to depot. Contd….

. They have to optimize the strategic network, including the location and size of warehouse.. They have to match the organizational strategy with supply strategy.. Maintain a proper IT system.. Cost cutting strategy at the right time. : 

. They have to optimize the strategic network, including the location and size of warehouse.. They have to match the organizational strategy with supply strategy.. Maintain a proper IT system.. Cost cutting strategy at the right time. 3.Discuss the various key operational, tactical, control and strategic issues in the supply chain that Dora will have to address in future.

TACTICAL.Transportation strategy, including frequency routes as they have fleet of vehicles for transportation..Focus in markets as there are some strong competitors like kajaria, somany, etc and change the product according to customers demand..Market segment issue- it has to be according types of customers and their needs. OPERATIONAL . Production scheduling . Inbound and out bound operation has to be smooth production operations including the consumption of material and flow of finish goods has to be maintained.. Transit damage case. : 

TACTICAL.Transportation strategy, including frequency routes as they have fleet of vehicles for transportation..Focus in markets as there are some strong competitors like kajaria, somany, etc and change the product according to customers demand..Market segment issue- it has to be according types of customers and their needs. OPERATIONAL . Production scheduling . Inbound and out bound operation has to be smooth production operations including the consumption of material and flow of finish goods has to be maintained.. Transit damage case.

4.Explain the roles that logistic has to play in the coming years in the title industries? : 

4.Explain the roles that logistic has to play in the coming years in the title industries? 1.The process of planning implementing and controlling the efficient effective flow storage of goods , services and related information from a point of origin or origin to point of consumption If company focus on retail market in future then logistics has to expand. 2. For getting tax relaxation Dora establish his factory in rural areas. So that he had to pay a lot for the transportation. So he has to take decision for that.

3. For getting his market share back he has to make the logistics so easy that in every market anyone can get his products.4. It can help in reducing the wastage and emission must grow to a point where the strategy and vision of the company incorporates environmental issues. It can help in reducing the wastage and emission must grow to a point where the strategy and vision of the company incorporates environmental issues. : 

3. For getting his market share back he has to make the logistics so easy that in every market anyone can get his products.4. It can help in reducing the wastage and emission must grow to a point where the strategy and vision of the company incorporates environmental issues. It can help in reducing the wastage and emission must grow to a point where the strategy and vision of the company incorporates environmental issues. Contt…

Conclusion : 

Conclusion “In life there is fall and rise. After the fall there is rise and after rise there is fall.” But if one can want he can stop the fall. This statement is fully applied to this case. Basically there is one organization named DORA CERAMIC TILES.As it has the cost advantage it ruled the market not thinking about the future. So now the FALL situation arises.

THANK YOU….. : 

THANK YOU…..

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