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ASHOK LEYLAND

INTRODUCTION

Ashok Leyland is an Indian automobile manufacturing company headquartered in Chennai,


India. Founded in 1948, it is the 2nd largest commercial vehicle manufacturer in India, 4th
largest manufacturer of buses in the world and 16th largest manufacturer of trucks globally.
Operating six plants, Ashok Leyland also makes spare parts and engines for industrial and
marine applications. It sells about 60,000 vehicles and about 7,000 engines annually. It is the
second largest commercial vehicle company in India in the medium and heavy commercial
vehicle (M&HCV) segment with a market share of 28% (200708). With passenger
transportation options ranging from 19 seaters to 80 seaters, Ashok Leyland is a market leader in
the bus segment. The company claims to carry more than 60 million passengers a day, more
people than the entire Indian rail network. In the trucks segment Ashok Leyland primarily
concentrates on the 16 ton to 25 ton range of trucks. However Ashok Leyland has presence in the
entire truck range starting from 7.5 tons to 49 tons. With a joint venture with Nissan Motors of
Japan the company made its presence in the Light Commercial Vehicle (LCV) segment (<7.5
tons). Other joint ventures are with John Deere (USA) for Construction Equipment, Continental
AG (Germany) for Automotive Infotronics and the Alteams Group for the manufacture of high-
press die-casting extruded aluminum components for the automotive and telecommunications
sectors.

VISION, MISSION, OBJECTIVES, CORE IDEOLOGIES


Vision - achieving leadership in the medium/ heavy duty sregments of the domestic commercial
vehicle market and a significant presence in the world through transport solution that best
anticipate customer needs, with the highest valueto-cost ratio
Mission
identifying the customer
Being the lowest cost manufacture
Global benchmarking our product, process, people
Objectives:
the quality policy of Ashok Leyland is to make continual improvements in the processes that
constitute the quality management system, to make them more robust and to enhance their
effectiveness and efficiency in achieving stated objectives leading to1.Superior products
manufactured as also services offered by the company.2.Maximum use of employees potential to
contribute to quality and environment by progressive up gradation of their knowledge and skills
as appropriate to their functions.3.Seamless involvement from suppliers and dealers in the
mission of the companyto address customers changing

Core ideology:
International: to create a world class infrastructure through good R&D and workforce
Innovative: Company to sustain a work environment that supports innovation. Work newly and
produce new products for customers
Speedy: Speed is a function of internal efficiencies, of processes, of the deployment of IT.For
them, speed means not just responsiveness but proactiveness, energy and dynamism.
Value creator: product philosophy has always revolved around giving products that best meet the
needs of the market, products that incorporate the most appropriate technology so as to maximize
value addition to the customers business. Across the marketing function, every effort is made to
enhance the insight into the customers business and needs, so as to maximize value creation for
the customer.
Ethical: a reiteration of doing business with fairness.

ORGANISATIONAL STRUCTURE
OFFICER

PERFORMANCE APPRAISAL

Performance appraisal is the systematic evaluation of the individual with regard to his or her
performance on the job and his potential for developmentIn Ashok Leyland graphical scale
method is followed, it is also known as linear ratingscale. In this, a printed
appraisal form is used for each appraise. The form consists of various employee
characteristics and his job performance. Various characteristics include initiative, leadership,
dependability, creative ability, analytical ability etc..,T h e r a t i n g i s d o n e o n t h e b a s i s o f
s c a l e w h i c h i s i n c o n t i n u u m r e p r e s e n t i n g v a r i o u s degrees of particular
quality. Ashok Leyland use numbers say 5, 4, 3, 2 and 1 to denote points for various
degrees of excellent-poor, high-low, good-bad and so on.The appraisal form is divided into
8 parts where under each part separate sections are being covered.
Part I- Performance in the present job (Employees achievements, goals)
Part II- Work behavior (Plans, objectives, activities, execution of plans)
Part III- Abilities (Job knowledge, commitment to achieve results at work)
Part IV- Potential ( Areas of interest, personality traits, strength, weakness)
Part V- Overall performance rating ( Based on assessment of part I, II III)
Part VI- Training need (To improve performance in present job, to assume
higher responsibility)
Part VII- Development plan (Job rotation, job enlargement, special
assignment/reputation)
Part VIII- Other comments

Five point scale of Ashok Leyland showing levels of performance:


5- Exceptional - Consistently outstanding performance.
4- Superior - Performance which is consistently significant beyond job requirements contributes
in related area also.
3- Good - Performance which adequately meets job requirements and occasionally produces
good over and above requirements
2- Barely satisfactory - Just meets minimum job requirements
1- Unsatisfactory - Does not meet job requirement at all.
The appraisal form also consists of customer satisfaction survey where the need,
service p r o v i d e r a n d p e r i o d o f a s s e s s m e n t a r e a l l i d e n t i f i e d . I t a l s o f o l l o w s
g r a p h i c a l s c a l e method using a five point scale based on the criteria1)Quality ( Customer
needs, service information, quality works, complaints etc..,).2)Delivery (Delivery time, point of
use, use or parts/service information)3 ) C o m m u n i c a t i o n ( I n t e r a c t i o n w i t h
c u s t o m e r s , l i s t e n i n g t o c u s t o m e r v i e w s , t i m e l y feedback, and review changes with
the customer)4)Responsiveness (Responding to customer complaints, changes to customer
needs)5)Improvement (Positive attitude for improvement, implementation &
effectiveness of improvement and improvements at the customer end)
Overall Customer Rating
= (1+2+3+4+5)/5

PRODUCTS

Financial statement analysis

MARKETING MIX
The company has great competence at international level and it stands as the 4th largest
manufacturer of buses in the world. The current CEO is Mr. Vinod K Dasari. Although being at a
well-established position in the automotive business Ashok Leyland has some competitors too
across various product segments in the business. It has tough competitors Tata Motors, Daimler
AG, Volvo, Eicher Motors, and Maruti Suzuki etc.

Product In Marketing Mix Of Ashok Leyland

The products manufactured by Ashok Leyland fall under these broad categories
Buses: Passenger buses with capacity of 19-80 seating seats. The flagship BEST buses
and double Decker buses in Mumbai and the ibus are the products of Ashok Leyland.
Trucks: main focus on 16-25 ton range of trucks, with presence in all segments from 7.5
tons to 49 tons. Axle lorry with custom-built cabin is very popular in this segment.
Light, medium and heavy commercial vehicles for various industrial and transport
utilities are made by Ashok Leyland.
Defense: road mobile launchers, protection armored vehicles, army trucks etc are the
flagship products in this segment.
Power Solution: group a complete power solutions provider for generating set (DG sets)
applications, industrial applications that includes Earthmoving equipments, Compressors,
Cranes, Harvester combines, Road sweepers and marine applications.

Place In Marketing Mix Of Ashok Leyland

The products are exported to various countries like Ghana, Bangladesh, and Sri Lanka etc and
with various joint ventures in different countries the brand Ashok Leyland has made a global
presence. The main manufacturing units across India are in Ennore and Hosur (Tamil Nadu),
Alwar (Rajasthan) and Pantnagar (Uttarakhand). The units are highly specialized with well
trained technicians and engineers who make sure a flawless vehicle is delivered at the showroom
and ensure proper after sales service is provided to the customer.
Price In Marketing Mix Of Ashok Leyland

In the commercial vehicles segment the major competitor for Ashok Leyland is Tata Motors. For
example Ashok Leyland trucks are in the price range of Rs 13 lacs and Rs 16 lacs in two variants
particular whereas similar trucks from international manufacturer Volvo are slightly higher in
price at Rs 14.25 lacs and Rs 17.85 lacs.
As the trucks and buses have long usage life like 15-20 years minimum what gets essential is the
maintenance cost which can be minimal if the quality of product is good. So automotive
manufacturers like Ashok Leyland if have slightly higher price on the product with respect to
competitors then this assures you the quality and future savings on the maintenance aspect.
Promotion In Marketing Mix Of Ashok Leyland

The brands image is built by years of hard work of thousands of employees delivering quality
products in the automotive industry. But in this competitive world to stay in the market and
protect market share, a brand needs some other marketing strategies.
After over six decades of their business Ashok Leyland named Mahendra Singh Dhoni as the
brand ambassador. For the first time Ashok Leyland roped in some celebrity for their multimedia
advertisement campaign across all markets addressing all the segments. And the rival company
Volvo used the similar strategy by getting the golfer Jeev Milkha Singh as the brand ambassador
for itself in India.

REFERENCES

1. http://www.ashokleyland.com/
2. https://en.wikipedia.org/wiki/Ashok_Leyland#Products
3. http://www.marketing91.com/marketing-mix-ashok-leyland/