Report

on John
Deere
India
Private
Limited
By Rahul Bansal

Great lakes Institute of

Management, Chennai
Table of Contents

Contents
1. Company Overview............................................................................................ 2
2. Company Profile................................................................................................. 3
3. John Deere India Private Limited........................................................................7
4. Transmission Factory.......................................................................................... 8
5. Engine Factory................................................................................................... 8
6. Vehicle Factory................................................................................................... 9
7. IT at the Workplace............................................................................................ 9
8. Vehicles............................................................................................................. 9
9. Key Facts........................................................................................................ 10
10. Technology................................................................................................... 10
11. Tractor sales in India in 2012- 2013.............................................................11
12. Major Competitors........................................................................................ 14
13. Future Plans................................................................................................. 15
Questionnaire...................................................................................................... 18
References........................................................................................................... 23

1
1. Company Overview
John Deere India Private Limited is a subsidiary of Deere &
Company, USA in India. Its factory, located near Pune, manufactures 5000
Series agricultural tractors. The Indian operations of Deere & Company
include a technology center located at Magarpatta City Pune and John
Deere Water Vadodara. The technology center provides services in the
areas of Information technology, engineering, supply management,
embedded systems and technical authoring for companys operations
worldwide. John Deere Water, formed by the acquisitions of Plastro
Irrigation Systems, T-Systems International, and Roberts Irrigation
Products, is one of the leading irrigation companies in the world today.

John Deere has a long history of designing and manufacturing quality

products around the world. The John Deere Technology Center in Pune,
India is the latest addition to this long history and provides leading edge
technology, product designs, and innovative ideas to support the
company's global business.

The new world-class facility offers the opportunity for careers in technical
areas, including Information Technology, Mechanical Engineering, Product
Engineering, Embedded Systems, Strategic Sourcing, and Technical
Authoring. The facility includes multiple functional organizations, with a
focus on delivering the highest quality global shared services to
John Deere business units worldwide.

The John Deere Technology Center - India (JD TCI) started in February 2005
in incubation facility. Soon after, a new building started rising as Tower XIV
of Cybercity in Magarpatta City. After moving into the building in
mid - December 2005, the facility was inaugurated on January 11, 2006.

2
Information Technology

Information technology is a the heart of Deere's operations worldwide. The

Information Technology department at the technology center supports all
the Deere operations' applications development, sustenance engineering
and customer support. Practice areas are very diverse, offering employees
at the technology center ability to grow as the organization grows. The
beginning practice areas are Java, SQL database, SAP and Cobol, and they
continue to expand to meet the expanding needs of the Deere Enterprise.

Engineering Services

John Deere began in 1837 as a mechanical engineering company, with our

founder developing a new innovative plow share that met the needs of a
new generation of farmers. This customer focus remains as the
Engineering Services group at the technology center designs new
products, improve cost and reliability through computational fluid
dynamics and finite-element analysis, and document mechanical and
wiring harness designs. Each practice area supports products across the
enterprise, including tractors, combines, seeding equipment, balers, lawn
mowers, 4 wheel utility vehicles, and large construction equipment.
Reliability engineering and cost analysis are areas of future focus to
provide improved competitiveness to John Deere.

Manufacturing Services

The Manufacturing Services group, by assisting manufacturing engineers

across the John Deere enterprise in their virtual build activities, is creating
opportunities to reduce the time involved in the product development
cycle. Whether it is activities like tool design, computer based process
planning, or factory simulations, Manufacturing Services is able to create
a virtual representation of what the manufacturing process would look like
even before a single physical build is required.

The group leverages the vast pool of world class manufacturing service
talent in India to increase the organizational speed, and simultaneously
provides shared service resources to offset peak and variable resource
requirements, benefiting John Deere businesses worldwide.

2. Company Profile

Chairman, President & CEO : Mr. Samuel R. Allen

President, Worldwide Commercial & Consumer Equipment Division

: Nathan Jones

3
President, Agricultural Division - North America, Australia, Asia
and Global Tractor and Implement Sourcing : David Everitt

President, Worldwide Construction and Forestry Division, John

Deere Power Systems, and Corporate Human Resources : Michael
Mack

President, Agricultural Equipment Division - Europe, Africa, South

America and Global Harvesting Equipment Sourcing : HJ Markley

President John Deere Landscapes, Worldwide Commercial &

Consumer Equipment : David Werning

SVP, Manufacturing, Engineering, and Supply Management

(Worldwide Commercial & Consumer Equipment Division) : Randal
Sergesketter

SVP, John Deere Agri Services : Daniel McCabe

SVP, Worldwide Construction Sales and Marketing (Worldwide

Construction & Forestry and Worldwide Parts) : Bob Brock

SVP, Engineering and Manufacturing (Worldwide Construction and

Forestry) : Barry Schaffter

SVP, Engineering and Manufacturing, Global Harvesting

Equipment (Worldwide Agricultural Operations) : Max Guinn

SVP, Manufacturing and Engineering, Global Tractor and

Implement Equipment (Worldwide Agricultural Operations) : Adel
Zakaria

INDIA DIVISION :-

Managing Director and CEO : Mr Ranjit Nair

Director, Sales and Marketing : Mr Ravi Menon

BOARD OF DIRECTORS:

Samuel R. Allen , Chairman and Chief Executive Officer,Deere &

Company
Crandall C. Bowles, Chairman, Springs Industries, Inc. ,
Chairman, The Springs Company

4
 Vance D. Coffman, Retired Chairman, Lockheed Martin
Corporation
Charles O. Holliday, Jr. , Chairman , Bank of America
Corporation
Dipak C. Jain , Dean , INSEAD (France)
Clayton M. Jones , Chairman, President and Chief Executive
Officer , Rockwell Collins, Inc.
Joachim Milberg, Chairman, Supervisory Board, Bayerische
Motoren Werke (BMW) AG
Richard B. Myers, Retired Chairman, Joint Chiefs of Staff ,
Retired General, United States Air Force
Thomas H. Patrick ,Chairman , New Vernon Capital, LLC
Aulana L. Peters , Retired Partner , Gibson, Dunn & Crutcher
LLP
Sherry M. Smith , Executive Vice President and Chief Financial
Officer , SUPERVALU INC.
David B. Speer , Chairman and Chief Executive Officer ,Illinois
Tool Works Inc

REGISTERED OFFICE: John Deere India Private Limited,

Cybercity,Magarpatta City,Hadapsar,
Pune - 411028,India
Tel : 020-66425000
Fax : 020-66425001

FACTORY ADDRESS: John Deere India Private Limited,

Off Pune-Nagar Road,
Sanaswadi, Pune - 412208,
Maharashtra
Tel: 02137 667111
Fax: 02137 - 666837

TECHNOLOGY CENTRE ADDRESS: John Deere Technology Center,

Cybercity, Magarpatta City,
Hadapsar, Pune - 411028,
India
Tel : 020-66425000
Fax : 020-66425001

MARKETING OFFICE ADDRESS: John Deere India Private Limited

Onyx, North Main Road
Next to Hotel Westin
Koregaon Park, Pune-411001
India

5
 Tel : 020-67264510

AREA OFFICE ADDRESS:

AHMEDABAD
o John Deere India Private Limited. 606,6th Floor,Venus
Atlantis, Nr. Reliance Petrol Pump,Prahladnagar Road,Satellite,
Ahmedabad-380015, Gujarat Tel : 079 - 40009696 Fax : 079
40009697

BHOPAL
o John Deere India Private Limited,Z-18,1st Floor, Opposite
Chittod Complex , Zone-1,Maharana Pratap Nagar , Bhopal-
462011 - Madhya Pradesh Tel: 0755 -4098200/1/2/3 Fax: 0755
4271270

BANGALORE
o John Deere India Private Limited, 2nd Floor "NANDANA" ,
108/7,1st Main Widia Layout,Vijay Nagar , Bangalore - 560 040
, Karnataka. Tel.: 080-23217093 / 23391572 , Fax.:080-
23216881

BHUBANESWAR
o John Deere India Private Limited, Plot No. 2132/5131
(A) , Nageswar Tangi , Near NCC Directorate , Bhubaneswar-
751002 , Orissa, Ph. No. 0674 2431040
CHANDIGARH
o John Deere India Private Limited, SCO 62, 1st & 2nd
Floor , Sector -47 C , Chandigarh - 160 047 . Tel:0172-
2633462, 5069871 Fax: 0172 2608113

CHENNAI
o John Deere India Private Limited, 4th Floor, Block
No.'3',Shakti Tower , Next to Spencer Plaza Building , 766
Anna Salai, Chennai-600002. Tamil Nadu. Tel.: 044 -42078080
Fax: 044 - 42057578

HYDERABAD
o John Deere India Private Limited,102, Olbee Centre,
Rajbhavan Road, Somajiguda, Hyderabad - 500082, Andhra
Pradesh . Tel: 040 66775103 Fax: 040 66775203

JAIPUR
o John Deere India Private Limited, A - 622, Govind Marg,
Malaviya Nagar, Jaipur - 302017, Rajasthan . Tel: 0141 -
5127800 Fax: 0141 2521581

6
 KOLKATA
o John Deere India Private Limited, "ARIHANT" 5 - B, 5th
Floor,53 - A, Mirza Galib Street, Kolkata-700016 . Tel: 033
32948596 Fax: 033 - 22275044

LUCKNOW
o John Deere India Private Limited, , CP-5/I, Anurag Plaza,
Sector 1, LDA Colony, Near Vishal Mega Mart, Aashiana -
Lucknow- 226012, Uttar Pradesh. Tel.:0522-3290864 /
3090870 Fax:0522 - 2309021

PATNA
o John Deere India Private Limited, 1E - 106, New
Patliputra Colony, Patna - 800013 . Tel: 0612 - 3200858

PUNE
o John Deere India Private Limited, G2 / G3, Metro Estate,
Mangaldas Road, Pune 411001, Maharashtra . Tel: 020 -
26054116 Fax: 020 - 26050664

RAIPUR
o John Deere India Private Limited, "SHANTA PRAFULL
KUNJ" , L-15,SECTOR -1 EXTENTION, Near Power House ,
AVANTI VIHAR , RAIPUR (C.G.)-492001 Tel.:0771-
2443840/41/42

UDAIPUR
o John Deere India Private Limited, The Paradise, 242 Hirin Magari,
Sector 11 , Udaipur -313002 , Rajasthan . Tel.: 0294 - 5122029, 6453774 Fax:
0294 - 5122028

VIJAYWADA
o John Deere India Private Limited, Plot No. 248, Srinivas Nagar Bank
Colony, Vijayawada 520008, AndHra Pradesh

LEARNING & DEVELOPMENT CENTRES:

BURDWAN
o John Deere India Private Limited,Kesabganj Chatti G.T
Road, Burdwan, West Bengal. Ph: 0342 - 2557540

PUNE

7
 o John Deere India Private Limited,Gat No: 751/1 , Katke
Vasti,Off-Pune Nagar Road, WagholiPune, MaharashtraPin Code
412207Phone No - 020 66425631
YAMUNANAGAR
o John Deere India Private Limited, C/o Yamuna
Automobiles, Buria Chowk, Jagadhari, Yamunanagar, Haryana
135003 . Tel: 01732 - 247970

ACHARAPAKKAM
o John Deere India Private Limited, Thirumukkadu Village,
Madhuranthakam Taluka, Acharapakkam , Dist Kanchipuram,
Tamil Nadu Pin : 603301

3. John Deere India Private Limited

To expand its global presence in Agriculture equipment, John Deere

established a green field project in 1999 under a 50:50 joint venture with
Larsen & Toubro Limited (L&T) an engineering company of repute from
India. A state of the art tractor manufacturing plant for 5000 series
John Deere tractors was set up at Sanaswadi, near Pune, in the state of
Maharashtra. These tractors were introduced in India in early 2000.

In 2005, Deere & Company acquired nearly all the remaining shares in this
joint venture. The new enterprise, John Deere India Private Limited,
Sanaswadi, Pune, operates through a network of 18 area offices, 4
divisional offices and more than 400 authorized dealers spread across the
country. The factory currently produces modern tractors of 35, 38, 40, 41,
42, 45, 50, 55, 60, and 75 Hp capacities for domestic markets. Tractors
manufactured in Sanaswadi are also exported to the USA, Mexico, Turkey,
North and South Africa, and South East Asia. The company has received
awards for export excellence in 2005 and 2006 from the Engineering
Export Promotion Council.

John Deere translates the farmer's interest into superior product features
through its world-class manufacturing facility at Sanaswadi, Pune. Spread
across 112 acres, the factory has a total built up area of around 50,000 sq.
meters. Manufacturing is carried out at three inter-linked factories -
Transmission, Engine and Vehicle Assembly. Modern manufacturing
practices like JIT, delivery of components at assembly stations and
movement of tractor parts through an overhead conveyor, ensure
streamlined operations. The total manufacturing effort is geared to
provide total value to the customer through high quality standards.

8
4. Transmission Factory

The heart of the factory, the transmission assembly has state-of-the-

art systems adopted from the best assembly practices of renowned
leaders. This provides one of the finest tractor transmission systems. The
300-odd components in the transmission system are manufactured to
precise tolerances for efficient transmission of power. High precision CNC
machines ensure high quality of components manufactured while CMM
machines check adherence to quality standards.

5. Engine Factory

The engine assembly line is designed to produce one of the worlds

highly fuel efficient and powerful engines. Each station is ergonomically
designed with built-in features to ensure adherence to exacting quality
standards. The engines are transported during assembly on an overhead
conveyor. A leak test at sub assembly stage and as fully assembled
engine is conducted to ensure a 100% leak proof engine. Pre-operation
and post-operation online quality checks are also carried out to ensure
quality. Critical joints are fastened using electric multi spindle machines
capable of torque, yield and angle control. Cleanliness of components is
continuously maintained using special purpose washing machines both
online as well as offline. Finally, every engine is tested for performance at
the Company's Engine Test Cells which are one of the most modern in the
industry. Highly sophisticated and well-equipped Metrology and Metallurgy
laboratories support the entire manufacturing operation.

6. Vehicle Factory

The assembly of John Deere tractors is carried out through an

overhead conveyor system. This ensures high productivity through lower
operator fatigue and greater convenience. Inspection loops carry out
random auditing of the tractors under assembly.Pneumatic tools and
torque wrenches with designated torque for fasteners, provided at every
station, ensure high reliability. And at the end of the assembly line every
tractor undergoes final inspection to ensure that stringent quality
standards are met.

7. IT at the Workplace

9
 A high levels of computerization underlines the operations at
John Deere India. The Company is equipped with state-of-the-art computer
and communication facilities, giving it the interconnectivity and
interactivity imperative in today's increasingly competitive market. The
company has implemented SAP system for sales and distribution as well
as integration of manufacturing processes. Area offices, dealers, depots
and C & F agents are networked to enhance efficiency and customer
service. Training is also provided periodically to employees as well as
dealers to upgrade their skills and perform better.

8. Vehicles

Agricultural Tractors

5036 C (35 HP)

5038 D (38 HP)

5041 C (41 HP)

5042 D (42 HP)

5045 D (45 HP)

5050 D (50 HP)

5055 E (55 HP)

5060 E (60 HP)

5065 E (65 HP)

5075 E (75 HP)

5275 MFWD (89HP)

Farm Equipments

Square Baler 338

Wheel Rake WR 1008
Sugarcane Harvester 3520 W
Forage Harvester Kemper C1200 9. Key Facts
Grain Harvester W70 - New

Headquarters:
Sanaswadi, Pune, India

10
 Founded - 1999
Revenue 26.005 Billion Dollars
Profit 3.874 Billion Dollars
Total Asset 43.267 Billion Dollars
Employee 55700

10. Technology

The John Deeres Technology Centre is an in-house facility and provides

software development as well as Hardware support to its manufacturing
and marketing processes. The Technology Center located at Pune houses
over 1000 qualified engineers involved in product and process
development. This center extends this support to all the manufacturing
units spread across the globe.

The Information Technology department at the technology center supports

all the Deere operations applications development, sustenance
engineering and customer support.

The Manufacturing Services group assists manufacturing engineers across

the John Deere enterprise in their virtual build activities, to reduce the
time involved in the product development cycle. Their activities include
tool design, computer based process planning, or factory simulations.

The Product Engineering group at the technology center provides

dedicated design and sustenance engineering support to its factory in
Sanaswadi Pune.

Embedded Systems writes software for displays and controllers that go

into Deere products. The company also sources steel and plastics from
India through the Regional Supply Management Center. While the
Technical Information Authoring Center at the Technology Center writes
technical and non-technical documentation for dealers and users of John
Deere equipment, which include technical repair manuals, equipment
operators manuals, and parts catalogues.

11. Tractor sales in India in 2012- 2013

Domestic Tractor Sales In INDIA

11
 State Wise Tractor Sales State Wise
Tractor Sales Growth YoY(%)

12
13
14
12. Major Competitors

15
Domestic Wise Indian Tractor Company : Company Wise
Trends

13. Future Plans

John Deere plans to invest around $80 million for setting up a new tractor factory
in India in addition to its existing plant at Pune.

The proposed facility, the location of which is not yet decided, will primarily
manufacture small 30-40 horsepower (HP) tractors.

The $25-billion Moline, Illinois-based farm equipment major manufactured

50,000-odd tractors from its Pune plant in 2010, of which 35,000 units were sold
domestically and the balance exported to 46 countries. The Pune unit mainly
makes large (50 HP and above) and medium (40-50 HP) tractors.

The Indian tractor market has seen significant growth in recent years on the back
of remunerative crop prices and rising farm labour shortages. In 2008, 3.1 lakh
units were sold, increasing to 3.47 lakh in 2009 and 4.40 lakh last year. John
Deere & Company proposes to invest, in all, $100 million over the next two years
in the country. Of this, $20 million would be for expanding the engine and

16
painting capacity in the existing Pune factory. The rest would go for the proposed
new plant.

John Deere in 2009 launched 35, 36 and 38 HP tractors in India. The new plant is
aimed at further bolstering the company's presence in the small-HP segment.
India and China were crucial to the company's strategy of doubling sales to $50
billion by 2018.

Besides tractor, John Deere's investments in India include a combine harvester

plant at Patiala and a micro-irrigation equipment unit that manufactures
extruded plastic emitters and drip tapes at Vadodara. Both these plus a 50:50
construction equipment joint venture with Ashok Leyland for production of
backhoe and four-wheel drive loaders were commissioned in 2010.

17
18
Questionnaire

1. Can you please brief us on the Organization Structure of your company,

which shall help us analyse the various positions / designations in a
company and the power the designation holds.

SVP,
SVP, Manufacturing,
Manufacturing,
President,
President, Worldwide
Worldwide Engineering, and Supply
Engineering, and Supply
Commercial &
Commercial & Consumer
Consumer Management (Worldwide
Management (Worldwide
Equipment
Equipment Division
Division Commercial
Commercial && Consumer
Consumer
Equipment
Equipment Division)
Division)

President, Agricultural
President, Agricultural
Division SVP,
SVP, John Deere Agri
John Deere Agri
Division -- North
North America,
America, Services
Australia,
Australia, Asia and
Asia Global
and Global Services
Tractor
Tractor and
and Implement
Implement
Sourcing
Sourcing

SVP,
SVP, Worldwide
Worldwide
Construction Sales
Construction Sales and
and
Marketing
Marketing (Worldwide
(Worldwide
Construction & Forestry
Construction & Forestry
President, and Worldwide Parts)
and Worldwide Parts)
President, Worldwide
Worldwide
Construction and
Construction and Forestry
Forestry
Chairman,
Chairman, President
President and
and Division,
Division, John
John Deere
Deere
CEO
CEO Power
Power Systems, and
Systems, and
Corporate SVP, Engineering and
SVP, Engineering and
Corporate Human
Human Manufacturing
Resources Manufacturing
Resources (Worldwide
(Worldwide Construction
Construction
and Forestry)
and Forestry)

SVP, Engineering and

SVP, Engineering and
Manufacturing,
Manufacturing, Global
Global
President, Harvesting
Harvesting Equipment
Equipment
President, Agricultural
Agricultural (Worldwide Agricultural
Equipment Division --
Equipment Division (Worldwide Agricultural
Europe, Operations)
Operations)
Europe, Africa, South
Africa, South
America and Global
America and Global
Harvesting Equipment
Harvesting Equipment
Sourcing
Sourcing SVP, Manufacturing and
SVP, Manufacturing and
Engineering, Global
Engineering, Global
Tractor and Implement
Tractor and Implement
President
President John
John Deere
Deere Equipment
Equipment (Worldwide
(Worldwide
Landscapes, Worldwide
Landscapes, Worldwide Agricultural Operations)
Agricultural Operations)
Commercial &
Commercial Consumer
& Consumer
Equipment
Equipment

Samuel R. Allen : Chairman, President & CEO

Nathan Jones : President, Worldwide Commercial & Consumer Equipment

Division

David Everitt : President, Agricultural Division - North America, Australia,

Asia and Global Tractor and Implement Sourcing

Michael Mack : President, Worldwide Construction and Forestry Division,

John Deere Power Systems, and Corporate Human Resources

HJ Markley : President, Agricultural Equipment Division - Europe, Africa,

South America and Global Harvesting Equipment Sourcing

David Werning : President John Deere Landscapes, Worldwide Commercial

& Consumer Equipment

19
 Randal Sergesketter : SVP, Manufacturing, Engineering, and Supply
Management (Worldwide Commercial & Consumer Equipment Division)

Daniel McCabe : SVP, John Deere Agri Services

Bob Brock : SVP, Worldwide Construction Sales and Marketing (Worldwide

Construction & Forestry and Worldwide Parts)

Barry Schaffter : SVP, Engineering and Manufacturing (Worldwide

Construction and Forestry)

Max Guinn : SVP, Engineering and Manufacturing, Global Harvesting

Equipment (Worldwide Agricultural Operations)

Adel Zakaria : SVP, Manufacturing and Engineering, Global Tractor and

Implement Equipment (Worldwide Agricultural Operations)

INDIA DIVISION

1. Mr Ranjit Nair (right), Managing Director and CEO

2. Mr Ravi Menon, Director, Sales and Marketing

2. In todays ever changing world, it is very important for every OEM to come
up with innovation in their technologies they cater to customers. Hence
the importance of R&D Centre is immense. Can you let us know the
strategic location and the manpower involved in your R&D Centres?(Please
highlight all that are appropriate)
a. Pune(Sanaswadi) :
b. Vadodara
c. Bangalore
d. Chennai
e. NCR
f. Any Other (Please Specify: _______________________________________)

John Deere India Private Limited, Sanaswadi, Pune, operates through a

network of 18 area offices, 4 divisional offices and more than 400
authorized dealers spread across the country. The factory currently
produces modern tractors of 35, 38, 40, 41, 42, 45, 50, 55, 60, and 75 Hp
capacities for domestic markets. Tractors manufactured in Sanaswadi are
also exported to the USA, Mexico, Turkey, North and South Africa, and
South East Asia.

20
 3. How much R&D expenditure is done on Mechanical+ Electrical
approximately with their percentage?

To keep ahead of the competition, John Deere spend over $1 billion a year
around 4 percent of sales -- to develop products that set the standard for
productivity and value.

4. How much percentage of Electronics goes inside the tractor?

In John Deere Tractors, technology has always played an important role for
the convenience and comfort of driving. Few technologies that John Deere is
using are GreenStar , Hybrid Power and Advanced Energy Solutions and the
most important is John Deere Agri Services that develops and provides
knowledge-based products and services to meet the needs of a wide array of
customer groups in the agri-food and fiber supply chain. John Deere recently
merged several technology-based operating units, including AGRIS, the leading
provider of information technology products and services to the worldwide
agribusiness industry. The embedded applications range from the mechanically
oriented like embedded applications for engine control, transmission control to
the more application oriented embedded applications like tracking the position of
equipment in the field. The advanced machines have as may as fifteen different
electronics controllers on it.

But currently these technologies are not available in products manufactured

in India.

5. It is known that mechanized farming data requires huge land, Is it relevant

to India?

In India, despite an almost two to one cost disadvantage per unit of work
arising from supervisory-cost differentials for family and hired work, larger
farmers have higher profitability per acre and, up to about 10 acres, a greater
return to acquiring land than their smaller counterparts. This profit advantage of
larger farms arises both from scale-dependent mechanization, which displaces
labor, and from lower capital costs and better protection from adverse income
shocks.There is a positive relationship between reservation land rental rates and
owned landholdings are consistent with observed tenancy and sales data from
India whereby small farmers transfer land to larger farmers in the absence of
program interventions or policyrestrictions. However, both tenancy and land
purchases and sales are evidently insufficient to equalize the large disparities in
returns to land across the land distribution. The low incidence of both tenancy
and land sales in the face of large differences in the returns to land investments
suggests that there are significant barriers to land amalgamation in rural India.
Hence, understanding the source of these impediments might have large payoffs
in terms of improving agricultural efficiency in India.

21
6. What is the Eco-System view as in the supply chain?

An inclusive business ecosystem posed a viable option in the supply chain.

This ecosystem involved the organization partnering with multiple
stakeholders from farms to tender millers and agencies, with the
organization simply playing a coordinating and support role in this process
hence limiting transaction cost by leveraging on the strengths of other
partners that make up the ecosystem. The inclusive business ecosystem
has huge potentials to create large-scale social impact while guaranteeing
increased supply in the long term, sufficient for future expansions. In order
to achieve this, implementation is critical, especially as the concept is
relatively new in the environment. John Deere invested in renewable
resources, such as Wind Farms, which helped John Deere to strengthen its
partnership with farmers. These initiatives not only help the John Deere
increase shareholder value, but also maximize the profits its customer
harvest from the land.

7. How would be the problem of replacement of some defective parts taken

care by your company? Is there a significant impact on the company brand
value?
Once in 1986-1987, John Deere recalled RV1200 due to the Parking Brake
issue. The company called back 6938 units and resolved the issue present.
Otherwise, the company Extended 2 Year Limited Warranty on their
products and other engine warranties easily take cares any issue that the
consumers are facing. These issues definitely impact on the company
brand value, but luckily John deere is not into that area. John Deere is very
selective when choosing our suppliers and dealers. We must both totally
support John Deere core values: integrity, quality, commitment, and
innovation. If this is the way you define your business your work ethics
then you may benefit from a relationship with John Deere as a dealer,
supplier, or manufacturer of a John Deere-licensed product.

8. How would the digital content technology going to impact the Tractors
market?
A total solution that begins with understanding your needs, and provides a
world-class experience by combining equipment, technology, and your
John Deere dealer. John Deere has incorporated technologies in the
following ways :-
a) WIRELESS COMMUNICATION : Machine information is collected and sent
wirelessly to your computer or smart phone.
b) UPTIME : You and your dealer can proactively monitor equipment to
ensure peak efficiency.
c) JOHN DEERE DEALERS : Having a trusted partner in your corner is more
important than ever.
d) DISPLAYS AND RECEIVERS : Field-proven components from the world
leader in Precision Farming technology.

22
 9. Is the Tier 4i Engines or Row-crop-configured 4-wds area is the new
trend that would help the industry to earn huge revenues?(Please highlight
all that are appropriate)
a. YES
b. NO
c. MAYBE

10. What are the changes and trends in the industry pertaining to Greener
(more fuel efficient) Tractors ?
The industry is definitely changing and becoming more efficient. Recently,
John Deere launched a new Grain Harvestor W70 that has the following
features:
No belt slippage in wet or undulating fields due to Posi Torque Drive
Self cleaning radiator guards against radiator choking and needs
less frequent cleaning
8 wing beater and beater grate means higher threshing capacity
Header reel speed adjustment from cab makes it easy to operate
Less rusting due to Electro Deposition Paint
Lightweight machine suitable for all field conditions
Adjustable cutter bar for lodged crops
Adjustable steering and operator seat for comfortable drive
Drum type feeder house for minimum choking
Hence, the company is focussed on the Lightweight and also Poweful
threshing capacity. So these are the new trends incorporated and the final
product is the W70 Harvestor.

Competitor Analysis

1. Who are the main competitors of the company in all segments? If your
company is not in any one of these segments, please mention if you have
any plans to enter

TYPE Competitors Remarks

Riding Movers Maax Engineering,
Ha-Ko Group
Tractors Indo Farm,
International
Tractors Limited
Excavators JC Bamford
Skid Steers Terex Vectra, JC
Bamford
Gator Utility M Gator Utility
Vehicles Vehicles
Hay & Forage None
Tillage None
Planting & Seeding Goldin (India)
Equipment Pvt.

23
 Ltd.
Ztrak Mowers None
Any Other (Please
mention)

2. What is your main differentiating point (USP) of your products (Tractors)

that differentiates your product with that of competitors? (Please
mention all if more than one.)
a. Extended 2 Years Warranty
b. Incorporating Technology extensively
c. Brand Name and the satisfaction of the customers using our
products
d. Personal dealer support to the farmers

References

http://www.edmunds.com/car-safety/technology-aimed-at-helping-drowsy-
drivers-stay-awake.html
http://www.team-bhp.com
http://economictimes.indiatimes.com/
http://www.business-standard.com/india/
http://www.deere.com/en_IN/about_us/india/india.html
http://www.indiaincorporated.com/news-archive/item/419-john-deere-sets-
up-new-plant-in-india.html
http://www.businessweek.com/articles/2012-07-05/deeres-big-green-profit-
machine

24