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INTRODUCTION
BACKGROUND
OVERVIEW OF THE SITUATION
SEGMENTATION OF INDIAN TYRE INDUSTRY
Technology based
Use based
Markets
Market Share and Size
Peculiar Features of the Tyre Industry
Demand Drivers
Trends in Raw Material
Opportunities Lying Ahead
Threats
Tyre Company Profiles
RESEARCH HYPOTHESIS
RESEARCH OBJECTIVE
PROBLEM CONTEXT
INDUSTRY/ORGANIZATION/PERSPECTIVES/IMPLICATIONS
CONCEPTUAL FRAMEWORK
DEFINITION/OPERATIONALIZATION OF TERMS
LIMITATIONS OF TRESEARCH
PRESENTATION OF DATA
DATA ANALYSIS
SWOT ANALYSIS
CONCLUSION
RECOMMENDATIONS
REFERANCES
INTRODUCTION
Ceat Ltd, a part of the RPG Goenka group, is the second largest
tyre manufacturer in the country after MRF. Ceat manufactures
truck & bus, passenger car, scooter and LCV tyres. The company
is a dominant player in the truck & bus and passenger car tyre
segments with a market share of 14% and 17% respectively. In
FY2000, Ceat did well to posting a 21%yoy sales growth in the
replacement market for truck & bus tyres. It is presently focusing
on catering to the fast growing passenger car and two-wheeler
industry. Towards this, it is commissioning a new radial tyre
factory in June 2000.
Industry basics
CEAT INDIA
History
CEAT stands for Cavi Electrici Affini Torino (Electrical Cables and
Allied Products of Turin).
In 1958, CEAT came to India, and CEAT Tyres of India Ltd was
established in collaboration with the TATA Group.
In 1982, the RPG Group took over CEAT Tyres of India, and in
1990, renamed the company CEAT Ltd.
LITERATURE REVIEW
Ceat Ltd, a part of the RPG Goenka group, is the second largest
tyre manufacturer in the country after MRF. Ceat manufactures
truck & bus, passenger car, scooter and LCV tyres. The company
is a dominant player in the truck & bus and passenger car tyre
segments with a market share of 14% and 17% respectively. In
FY2000, Ceat did well to posting a 21%yoy sales growth in the
replacement market for truck & bus tyres. It is presently focusing
on catering to the fast growing passenger car and two-wheeler
industry. Towards this, it is commissioning a new radial tyre
factory in June 2000.
Industry basics
Tyre industry is capital intensive and as capacities come in
spurts, it leads to constant demand-supply imbalances and
consequent cyclicality in prices. Variable cost is also very high,
with raw materials forming nearly 70% of the costs. Profit
margins are therefore thin. Production process is technology
intensive and globally huge sums are invested in R&D. Tyre
demand is a derived demand, dependent on the auto industry,
both for OEM and replacement market. The major segments are
Truck & Bus (T&B) tyres and car tyres. Value share of T&B
segment is about 73%. This segment is highly competitive and
margins are typically lower than in the car tyres segment.
Replacement market forms the largest segment (about 58%),
followed by OEM (about 22%). Export accounts for about 15%.
With global demand slowing down, there is a consolidation of
capacities through mergers etc. The domestic tyre industry
broadly mirrors the market characteristics of the global industry.
However, due to rough road conditions, the more rugged,
suitable and cheaper cross ply tyres are in vogue. Consumption
of natural rubber is, therefore, proportionately higher. The
government has decided to impose 10% safeguard duty on
carbon black and hiking benchmark prices of natural rubber (25-
30% of sales) in February 1999. Its impact was felt only to an
extent as prices of these commodities are ruling at historical lows
in the global market.
The tyre industry has witnessed a CAGR of 8.3% over the last
decade mainly fuelled by the strong growth in the domestic auto
industry. Though the replacement market has driven the industry
growth for long time, the OEM market has seen a robust growth
over the last couple of years.
Our Bureau
MUMBAI, April 19
THE process of consolidating the rubber business of the Rs
6,700-crore RPG Enterprises got under way with the boards of
Ceat Ltd and Harrisons Malayalam Ltd (HML) approving the
scheme of arrangement involving the demerger of the rubber
division of HML and its transfer to Ceat.
Under the demerger plan for HML, Ceat will issue 95,03,900
equity shares of Rs 10 each to HML and 36,91,081 equity shares
of Rs 10 each to the shareholders of HML in the ratio of one
share for five equity shares held by these shareholders.
Ceat had earlier said that the merger of the rubber division of
HML with itself would improve the company's options for sourcing
this important raw material for its tyre manufacturing activities
and bring about synergic effects.
The valuers to the Scheme are SBI Capital Markets & KPMG and
the advisors are Lodha & Co.
MARKETING STRATEGY
Our Bureau
MUMBAI, April 19
Under the demerger plan for HML, Ceat will issue 95,03,900
equity shares of Rs 10 each to HML and 36,91,081 equity shares
of Rs 10 each to the shareholders of HML in the ratio of one
share for five equity shares held by these shareholders.
Ceat had earlier said that the merger of the rubber division of
HML with itself would improve the company's options for sourcing
this important raw material for its tyre manufacturing activities
and bring about synergic effects.
The valuers to the Scheme are SBI Capital Markets & KPMG and
the advisors are Lodha & Co.
Ceat Limited
Coverage
DATA COLLECTION
NATURE OF DATA
Production Exports
(In mn) Apr-04 Apr-03 Growth Apr-04 Apr-03 Growth
Truck & 880,275 777,280 13.3 154,695 123,760 25.0
Bus
LCV 291,828 219,895 32.7 62,677 45,475 37.8
Jeep 130,774 100,235 30.5
Passenger 936,853 588,238 59.3 51,573 17,157 200.6
Car
Total 4- 2,239,730 1,685,648 32.9 268,945 186,392 44.3
wheeler
STOCK CHART
1 Week 2.9%
4 Weeks 2.7%
13 Weeks -8.7%
52 Weeks -26.0%
Vision and Mission
Current Scenario
A lifelong title
Business
Tyres
Ceat manufactures truck & bus, passenger car, scooter and LCV
tyres. Ceat has an extensive distribution network of more than
3,000 dealers. Though known for its quality and successful
brands such as Formula I, Endura, Secura, Samrat, Maestro,
Stamina etc, market aggressiveness has been much lower than
competitors like MRF or Apollo. During the year, Ceat posted a
rise of 21%yoy in truck tyre sales in the replacement market in
value terms. This was made possible by the 22%yoy increase in
the production of truck tyres. In FY2000, sales of tyres
contributed to 90.3% to the total turnover. During the year, the
company has launched new products under the brand names
‘Fleet Master’, ‘Turbo Lug’ and ‘Elevata’.
Exports
Expansion plans
Outlook
Demand determinants
In the first five months of the current fiscal, the company has
recorded sales of Rs 533 crore which is 19 per cent more than
the corresponding period last year, Vice-Chairman Harsh Goenka
told shareholders at its 40th AGM here today.
Ceat’s exports last year dipped to Rs 128 crore from the previous
year’s Rs 153 crore chiefly due to the South Asian crisis and lack
of demand from the US and Latin American countries.
Results (FY2001)
Financial Highlights
Period to 03/01 03/00 Growth
Rs in mn (12) (12) %
Sales 11,903.6 13,476.8 (11.7)
Other income 325.7 277.3 17.5
Total income 12,229.3 13,754.1 (11.1)
Expenditure (11,665.4) (12,844.0) (9.2)
Operating profit 563.9 910.1 (38.0)
Interest (534.2) (537.4) (0.6)
Depreciation (164.8) (145.2) 13.5
PBT (135.1) 227.5 -
Tax (2.0) (26.4) -
PAT (137.1) 201.1 -
Adjusted OPM (%) 1.9 4.6 -
Equity 350.9 350.9 -
EPS (Rs) - 5.7 -
Company Results
Description
• Result Type A A A A
• Notes
ln a significant move, the Rs.1,500-crore Ceat Ltd has tied up
with leading portal Yahoo India as part of its online marketing
strategy. With this tie-up the company plans to roll out a host of
online promotions and Internet ads in a bid to connect with the
youth segment. In fact shedding its fuddy buddy image, Ceat
Ltd. id now exploring new mediums to create a contact point with
its consumers.
As for Ceat's tie-ups with other portals, says Ceat Ltd vice-
president (marketing) Kalyan Paul: "We are in talks with other
portals but it's too early to talk about it now. Incidently, the
company has an online presence with a Website for its sports
property Ceat Cricket Ratings. Adds Mr. Paul: “This property is
now being made more accessible to cricket fans by promotion
through tie-ups with portals such as Yahoo India.” Clearly, the
company is now stepping up its online marketing plans to woo
the youth segment.
COMPETITORS
India is a manufacturer, expor-ter and importer of Off-The-Road
(OTR) tyres. CEAT, MRF, Goodyear, Balkrishna Tyres, Vikrant
Tyres and TVS are the major manufacturers of OTR tyres in the
country. OTR tyres account for 11 per cent of the country's total
tyre market which is estimated at Rs 12,500 crore. Large-sized
OTR tyres are imported, as their demand volume is low and it
makes more economic sense to import. Also, OTR radials are not
manufactured here and they are also imported. Bridgestone,
Yokohama, Michellin and Pirelli are the MNCs supplying bigger
OTR tyres in this country. Similarly, India also exports OTR tyres
to other countries including Europe and America.
OTR tyres, in India, have gained the limelight because of the
government's massive expenditure programme in infrastructure
building, especially in road construction. In fact, the
government's Golden Quadrilateral project has given a new lease
of life to this otherwise sinking industry. Till 2000-01, the
industry's production was almost stagnant at around 36,000-
37,000 tyres; in 2002-03, the production of tyres crossed 50,000
numbers. And this year its performance is expected to be even
better. Industry sources claim that production of OTR tyres
should touch 72,000 during 2003-04, a growth of 44 per cent.
During the first 9 months of the current year, the industry has
achieved a growth of 48 per cent.
Industry Overview:
3. CEAT'S Performance:
4. Exports:
5. Manufacturing:
The Indian tyre industry caters to all segments of the market i.e.
• OEM
• Replacement
• STU
• Defence
• Exports
What are the major threats for the Indian tyre industry?
For JK Tyre the world is the stage, accordingly, it has forged long
term business partnerships with overseas players. We have
established a significant presence in China by way of outsourcing
arrangements as well as participation on manufacturing as
technology partners. Today heavy-duty bias tyres are
manufactured with our Technology and JK Tyre Branding and are
being successfully marketed in the Chinese and other global
markets.
Today, we export tyres to 60 countries across 6 continents and
enjoy premium brand status in highly competitive markets like
the US. For being the largest exporter of tyres from the country,
JK Tyre has been awarded with Top Export Award CAPEXIL in
year FY03. We have generated revenue of Rs3.1bn (FY03) from
our export operations.
The turnover from Chinese operations will be of significant
contribution in the years to come. We expect to have an
estimated turnover of around Rs4bn in next few years.
What top line and bottom line growth figures are you
expecting for the coming years?
• We at JK Tyre are looking for a turnover in excess of Rs50bn
by FY06 and expected to improve our bottom-line
substantially in the years to come. We aim, to be leaders in
the entire range of radial tyres (Truck & Bus, LCV, Passenger
Car, Jeep & Tractor), we operate in.
Tyre varieties can be divided into two categories – cross ply and
radial. The domestic industry is dominated by cross-ply tyres,
due to the poor conditions of roads in the country and
overloading of CVs. This is also the reason why penetration of
radial tyres in the CV segment is negligible and finds presence
only in the passenger car segment. On the other hand, radial
tyres dominate western markets. Radial tyres can be
differentiated on the type of belt used – fiberglass, steel and
nylon. Worldwide, steel belted radials are more popular due to
their performance advantage.
COLLABORATIONS
A high percentage of fibre glass produced in the world is used
for re inforcement of plastics The main products maiketed by the
fibre glass plants are Mats, Rovings, Woven Rovings, Yarns etc.
The use of end products i.e. fibre glass reinforced plastics are
mostly in pipes and tanks, boats transport sector, furniture,
crash helmets etc The formulation chosen for continuous fibre
glass production is generally known as E-glass. This has become
standard the world over as it performs well in practice and is
used widely. The fibre glass produced in India is Eglass only. The
process of manufacture of fibre glass consists of several steps
e.g. batch preparation, production of glass melt, glass filament
conditioning, winding, drying of glass cakes, conversion to
saleable products.
In late seventies, the background of the licensing policy was to
issue a large number of letters of intent with a capacity of 2000
Tonnes per annum expandable to 4000 tonnes per annum
capacity. At that time only one unit Fibre Glass RlWngton (FGP)
was working at Thane-Bombay with a licensed capacity of 1290
tonnes per annum. Out of 6 letters of intent issued, only 2 units
i.e. Deccan Fibre Glass Ltd, (now known as Glass Fibre Division,
CEAT Tyres) and UP Twiga Fibre Glass Limited (now closed since
December 1982) were installed in early eighties. The other units
did not materialise mainly due to inadequate market demand The
present guideline of licensing is that no new licence is to be
issued till 1990, since the installed capacity in the country is
around 5000 tonnes per annum against the present demand of
2400 tonnes per annum.
FGP Ltd, started production in mid sixties with remelt technology
based on imported E-glass marbles. In 1974 they started their
own unit melter for manufacture of E-glass with a licensed
melting capacity of 1290 tonnes per annum #»nd the installed
finishing equipment capacity of 2650 tonnes per annum. The
company is functioning with about 70 to 80 per cent of their
licensed capacity.
UP TWIGA Fibre Glass Ltd, was started in 1980 at Sikandrabad
in Ottar Pradesh. The capacity of the plant is 2000 tonnes per
annum with electric Pochet Furnace. The unit could not develop
proper market for its products.
The unit, had to close down in December 1982 and has not
restarted as yet Deccan Fibre Glass Ltd, came into being in 1981
at Ntehboobnagar in Andhra Pradesh. In 1983 the unit was
merged with CEAT Tyres Ltd, and is presently known as Glass
Fibre Division, CEAT Tyres Ltd, The installed capacity is 1770
tonnes per annum with electric Pochet Furnace. The per
formance of the unit is not satisfactory and the production varies
between 40 to 50 per cent of licensed capacity. The main reason
for dismal capacity utilization is inadequate market demand.
1.1.7. AW the three fibre glass units were put up with foreign
collaboration. The collaboration agreements were more or less
similar, irrespective of the
country of collaboration. The major scope of collaboration was:
a) Provision of technology
b) Basic engineering of the plant
c) Detailed engineering and design of special equipment and
supply of
materials
d) Procurement and supply of special equipment
e) Commissioning and Supervisory services.
f) Arrangement of training of personnel in collaborator's place
SWOT ANALYSIS
Strengths Weaknesses
• Right products, quality and
reliability.
• Superior product performance vs. • Not very popular in the international
competitors. market
• Brand Image • Delivery-staff need training.
• Products have required • Customer service staff need training.
accreditations. • Processes and systems, etc
• High degree of customer satisfaction. • Management cover insufficient.
•
Opportunities Threats
• Profit margins will be good.
• Could extend to overseas. • Vulnerable to reactive attack by
• Could seek better supplier deals. major competitors.
• An applied research centre to create • Lack of infrastructure in rural areas
opportunities for developing could constrain investment.
techniques to provide added-value • High volume/low cost market is
services intensely competitive.
QUESTIONNAIRE
• The year so far has been good for the industry. All the tyre
companies had good results in Q1, we too. In Q2 also, that
trend continued - Apollo was the most impressive and
compared to the previous similar period Ceat was also
impressive. Now at end-Q3, I am noticing a mild depression in
demand. I don't know the reason - December demand is
always a little low, but then this year even October-November
demand saw a mild fall.
• It could be due to some after-effect of poor rains. But Q3 is a
period of high tyre production. Therefore, there is a little
extra-supply in the market at present. Companies are now
trying to export more to take care of this problem.
• Most of the tyre companies abroad are not well placed for
equity participation. Bridgestone lost a lot of money in the US
after which they are not keen to set up plants.
• Michelin does not operate in partnerships, they like 100 per
cent ownership or majority ownership with the rest held by
the public. They don't like to have a big local partner
anywhere. The European economy has not done well, so the
earnings of European tyre companies are down and they are
not keen to invest.
• The weakness with Indian companies is technology. But they
are wary of joint ventures or partnerships.
• On the other hand, retained earnings at our tyre companies is
poor, Rs 10-20 crore a year. You can't get technology for that
price! So, it is not a simple jigsaw puzzle to be fixed.
Our Bureau
CHENNAI, June 9