Professional Documents
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An Internship Report
By:-
Akhilesh Dev
PID - P001072264
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Declaration
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Acknowledgement
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Executive summary
The project “Market Analysis and Feasibility Study for 3M to Enter in the
Value-Added Services in Automobile Industry Provided during Servicing in
Delhi market”. This project deals with the developing an overview of the
value added services provided during car and bike servicing in Delhi for
which there should be an understanding of the current market scenario,
its demand and the competitors plying in the market. Developing and
understanding how many competitors are there in the market, there
market share and to which all the automobile dealers they serve and at
what price they are providing these services. The study will reflect the
market of different brands available in Delhi and its consumption level in
every dealer’s workshop.
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Table of Content
1. Introduction ----------------------------------------------------------------------------------1
2. Histroy
-----------------------------------------------------------------------------------------2
3. 3M India --------------------------------------------------------------------------------------4
4. Product and Services -----------------------------------------------------------------------5
5. Supply Chain
---------------------------------------------------------------------------------7
6. Competitors---------------------------------------------------------------------------------10
• Bardahl --------------------------------------------------------------------------------11
• Wynn’s ---------------------------------------------------------------------------------12
• Liqui Moly ----------------------------------------------------------------------------13
7. Market Analysis ---------------------------------------------------------------------------15
• Engine Oil Flush & Additive --------------------------------------------------17-18
• Gear Box Flush & Additive ---------------------------------------------------18-20
• Radiator Flush & Additive ----------------------------------------------------21-22
• Petrol Additive -------------------------------------------------------------------22-23
• Diesel Additive -------------------------------------------------------------------23-24
• Petrol De-Carbonizing
--------------------------------------------------------------29
• Diesel De-Carbonizing --------------------------------------------------------------30
• Coolant -----------------------------------------------------------------------------31-
32
8. Price Paid by the Customer----------------------------------------------------------34-36
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9. Bikes------------------------------------------------------------------------------------------37
10. Dealer’s Details------------------------------------------------------------------------38-40
11. Financials-------------------------------------------------------------------------------41-42
12. SWOT---------------------------------------------------------------------------------------43
13. Limitation of the study-------------------------------------------------------------------
43
14. Recommendation-------------------------------------------------------------------------44
15. Bibliography-------------------------------------------------------------------------------45
Introduction
3M is a diversified technology company with a worldwide presence in the
following markets: consumer and office; display and graphics; electro and
communications; health care; industrial and transportation; and safety,
security and protection services. What makes it so diverse is ability to
apply its technologies – often in combination – to an endless array of
customer needs.
3M is also one the 30 companies in the Dow Jones Industrial Average and
also is a component of the Standard & Poor's 500 Index.
3M’s Values
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3M's sustainability policies and practices are directly linked to our
fundamental corporate values:
History:
The company was founded by Henry S. Bryan, Dr. J. Danley Budd, Harmon
Cable, William A. McGonagle, and John Dwan, Who incorporated 3M on the
North Shore of Lake Superior at Two Harbors, Minnesota in 1902. Their
original plan was to sell the valuable mineral corundum to manufacturers
in the East, who wanted corundum for the grinding wheels they used to
finish their products. After selling only one load, on 13 June 1902 the five
men walked into the Two Harbors office of company secretary John Dwan –
now part of the 3M Museum. They signed the papers making Minnesota
Mining and Manufacturing a corporation. But Dwan and his associates
were not selling what they thought they were selling: the mineral was
anorthosite, and it was worthless.
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After failing to make sandpaper with the anorthosite, they decided to
import minerals like Spanish garnet, and sandpaper grew strong. Them in
1914, customer started to complain that the garnet was falling off the
paper. They found that as the stones had traveled across the rough
Atlantic Ocean with olive oil, the oil had penetrated the stones. Unable to
take the loss of selling expensive inventory, the company found that the
olive oil would come out if the garnet was washed and the dried.
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• In the 1950s, 3M introduced the Thermo-Fax™ copying process,
Scotchgard™ Fabric Protector, videotape, Scotch-Brite™ Cleaning
Pads and several new electro-mechanical products.
• In 2004, sales topped $20 billion for the first time, with innovative
new products contributing significantly to growth. Recent
innovations include Post-it® Super Sticky Notes, Scotch®
Transparent Duct Tape, optical films for LCD televisions and a new
family of Scotch-Brite® Cleaning Products that give consumers the
right scrubbing power for a host of cleaning jobs.
George W. Buckley
Chairman of the Board, President and
Chief Executive Officer
Frederick J. Palensky
Executive Vice President
Research and Development and CTO: Frederick J. Palensky
Inge G. Thulin
Executive Vice President
International Operations: Inge G. Thulin
3M India Ltd.
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The perfect match between India’s multifaceted customer profile and 3M’s
diverse range of products offering proven customers benefits led to 3M
India being born in 1988 as Birla 3M Limited. The name of the company
was subsequently changed to 3M India Limited in Dec 2002.
One of the main plans of 3M’s business philosophy has been to grow
through improving and expanding its own technology base creating
products that fulfill specific customer needs. With a promise of delivering
innovative, quality products and services that makes customers life easier
and better, 3M today has an array of useful products targeting each and
every segment of the market.
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• Ms.Mary B McCormick(smt.) Director
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eye-catching, durable graphics help companies promote their
businesses – and thereby stand out from the competition.
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Supply Chain
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To help optimize all aspects of its value chain, 3M, chose the solutions
from i2, the leader in value chain management. Through its solutions, i2
delivers innovative ways to increase efficiency and velocity within the
enterprise and across all of its suppliers, partners, and customers.
availability. But Factory Planner and Supply Chain Planner also consider
machine capacity and the availability of other manufacturing resources.
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“i2 allows to look at more things simultaneously” . “It can look at demand,
machine capacities, and constraints. It allows more business factors to be
used in decision-making. That is enabling 3M to use information to replace
inventory.”
And when those customer demands change, the company is able to react
much faster than before.
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Competitors
COMPETITORS:
There are many competitors for 3M in the market who are there in the
market for many years.
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1. Bardahl
2. Wynn’s
3. Liquimoly
4. Wuerth
5. BG
1. Bardahl
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Bardahl is one the established & strong player in the market as it
has been in the market for many years and its products are
approved by most of the OEMs. Bardahl provides total care solution
through its wide range of products. Products like – engine tune up &
flush, oil additive, radiator flush & additive etc…
By providing total care solution Bardahl can give a tough
competition to the new players.
OEM Approved:
a. TATA
TATA has approved and recommended Bardahl to be used in all its
dealer workshops across India.
b. Maruti
Maruti has approved and recommended Bardahl products to be
used in its dealer workshops across India.
c. Hyundai
1. Vivek Automobiles
2. Sanya Automobiles
3. Autolinks
4. Him MotorsA-One Motors
Maruti Workshop using Bardahl:
1. Rana Motors
2. Wynn’s
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Wynn's, a world leader in total car care and one of the pioneers in
the automotive chemicals industry with 60 years of experience, and
Mekuba, with over 20 years of experience in industrial lubricants,
have joined forces. Wynn's Belgium, the Belgian operation of Wynn
Oil Company, signed a joint-venture with MEKUBA PETROLEUM Ltd
in Madras at the beginning of June 1997. The new company,
WYNN'S MEKUBA INDIA started production and commercial
activities in February, 1998.
OEM Approved:
a) Hyundai
b) Maruti
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3. Liquimoly
OEM Approved
a) GM
b) Maruti
c) Hyundai
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Market Analysis
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Market Analysis:
Based on the data collected in Delhi form the 25 car dealer’s workshops,
the market analysis is done on flushes, additives and de-carbonizing
chemical.
Flushes
Total Market share of the Flushes:
Flushes
No
Yes
42.67%
57.33%
The above pie charts depicts that total market share of flushes is only
57.36% which includes all kinds flushes available in the market.
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2. Gear Box Flush
3. Radiator Flush
All the flushes mentioned above form only 57.36% of the market
rest don’t use any flushes in their services.
Additives:
Additive
No
Yes
42.40%
57.60%
The above graph depicts the total market share of all the additives in
Delhi. 42.40% is only market share of the additive available in the market.
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4. Radiator additive
5. Gear box additive
All the additive mentioned above form only 42.40% of the market
and the rest don’t use any kind of additives.
4.00% 4.00%
24.00% 28.00%
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The above pie chart shows the market share of all the companies whose
products are used in engine oil flushing. 24% of the workshops do not use
any kind of engine
oil flushing in their workshop are the workshops of HONDA and FORD they
say “our technology is so superior that our vehicles don’t require any
flushes” . The chart shows that Liqui Moly has the highest market share of
28% followed by Bardahl and Wynn’s who equally share the market at
20% each. BG being a small player in the market share only 4%. Toyota is
the only OEM who supplies the servicing products itself under its brand
Brands of Engine Oil Additive
name to all its dealer workshops.
BGof
On the basis of interview conducted we came to know that 56%
12.00%
workshop use engine oil additive and 44% of workshop do not use engine
Liqui Moly
oil additive. 4.00%
20.00% No
Market share of different brands of engine oil additive: Wynn's
20.00%
44.00%
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The above pie chart depicts the market share of different brands of engine
oil additives. 44% of workshop do not use engine oil additive in their
workshops. Liqui Moly and Wynn’s share equally the 20% of the market
share followed by Brands
Bardahl of
whoGear
has Box
12%Flushing
of market share. And BG has a
mere 4% of the total market.
4.00%
Bardahl
Liqui Moly
2. Gear Box Flushing:
No
16.00%
Based on the survey conducted in 12.00%
25 dealer’s workshop it was figured out
Toyota
4.00%36% of the workshops use gear box flushing and 64 do not use.
that ony
%% Wynn's
64.00%
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The above pie chart depicts the market share of different brands of gear
box additive. More than 50% that is 68% workshop do not use gear box
additive in their workshop. Wynn’s has 16% market share followed by
Liqui Moly sharing 12% and at last Bardahl sharing 4% of total market
share.
3. Radiator Flushing:
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Market share of different brands of Radiator Flushes:
Radiator Flushing
The
Bardahl
[[
BG
40.00%
The above pie chart shows the market share of different brands of radiator
flush in the Delhi market. Flat 40% workshop do not use radiator flush in
their services. Wynn’s and Liqui Moly share the equal market share of 20%
followed by Bardahl at
12% market share then comes BG and Toyota who also share the equal
market share at 4%.
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Radiator Additive
4% 4% Bardahl
Liqui Moly
No
12.00%
Wynn's
80.00%
The above pie chart depicts the market share of the different Radiator
additive in the market. 80% of the workshop do not use radiator additive
in their workshops. Radiator additive has a very small market of 12%
market share is grabbed by
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Liqui Moly followed by Bardahl and Wynn’s share the equal market share
of 4% each.
4. Petrol Additive:
Form the data collected through survey it was figured out that 60%
workshop use petrol additive in their workshop and 40% do not use.
Bardahl
Iftex
Liqui Moly
8.00%
No
16.00%
Wynn's
12.00%
24.00%
40.00%
The above pie chart depicts the market share of the different petrol
additive available in the market. 40% of the workshop do not use petrol
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additive. 24% of the market share is taken over by Liqui Moly followed by
Wynn’s which has 16% of the
market share. Iftex has 12% market and Bardahl has a mere 8% of total
market share.
5. Diesel Additive:
Diesel Additive
Bardahl
4%
BG
4%
Iftex
Liqui Moly
16.00% No
Wynn's
12.00%
8.00%
56.00%
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The above pie chart depicts the market share of different diesel additive in
the market. More than 50% of workshop do not use diesel additive. 16% of
market share is captured by Wynn’s followed by Iftex which has 12%
market share. Liqui Moly has 8% market share and Bardahl and BG share
equal market share at 4% each.
6. Belt Dressing:
Belt Dressing is a rubber belt which is used in the engine to run the motor
and other parts of the engine.
From the information gathered through the survey we came to that in 80%
of workshop nothing is applied or used on the rubber belt to enhance its
performance. After talking to many of the mechanics and service advisors
we came to know that “if we apply any grease or spray on the belt,
the belt will slip out from its grooves.”
But at few places we came to know that the car mechanics used some
grease on the belt if the engine makes noise.
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Belt Dressing
3M Spray
4%
Grease
4%
No
Spray
12%
80%
The above pie chart depicts the use of spray or grease on the belt of the
engine.
80% of the workshops do no use any kind of spray or grease on the belt.
12% of the workshops sometimes use local grease on the belt & only 4%
of workshops use multiple sprays (3M) on the belt.
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7. Window Dressing:
Window Dressing
3M Spray
Grease
8.00% No
8.00% Local Spray
Wurth Spray
8.00%
12.00% Wynn’s Spray
20.00%
44.00%
The above pie chat depicts the products used in window dressing. 44% of
workshops do not use any spray or grease. 20% of the workshop use local
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spray or multiple spray, 12% of people use local grease and only 8%of the
workshop use branded sprays of 3M, Wurth and Wynn’s each.
8. AC Evaporators
Based on the survey we came to know that none of the workshops in Delhi
use any kind spray to clean the AV evaporator. For cleaning the AC
evaporator the entire AC is opened and cleaned with the water pressure
and nitrogen.
9. Vent Deodorizer:
Based on the information gathered from the all the dealer workshops we
came to know that none of the workshops provided the service for vent
deodorizer.
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Battery Coat
Bat Gel
4% GM Gel
Honda
12.00% Local Grease
Wurth Spray
Wynn's Spray
52.00%
24.00%
4%
4%
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12. De-Carbonizing:
De-carbonizing is the process where the accumulation of carbon in the
engine is cleaned.
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Petrol De-Carbonizing
3M
4% Bardahl
Carburetor Spray
Liqui Moly
12.00%
20.00% No
4.00%
Wynn's
16.00%
44.00%
The above pie chart shows the market share of the different brands used
in petrol de-carbonizing. 44% do not do any de-carbonizing, 20% of the
market share is captured by the Wynn’s followed by Liqui Moly which has
16% of the market share.
Bardahl has 12% of the total market share. Carburetor spray is the only
product which is supplied by the Maruti to its dealer workshop and has 4%
market share.
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12.2 Diesel De-Carbonizing
Based on the information gathered, only 40% of the dealer workshop in
Delhi does diesel de-carbonizing and 60% do not do.
Diesel De-Carbonizing
3M
Bardahl
4%
BG
Liqui Moly
16.00% 12.00% No
Wynn's
4%
4.00%
60.00%
The above pie chart depicts the market share of the different brands used
in Diesel De-Carbonizing. Flat 60% of the workshops do not use diesel de-
carbonizing. 16% of the market is captured by the Wynn’s followed by the
Bardahl which has 12%
market share. The rest of the market is equally shared BG, Liqui Moly and
3M at 4% each.
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13. Coolant:
Coolant is an essential part of the engine it keeps the engine cool and
under controlled temperature.
Market share of different brands of coolants used in dealer’s
workshops:
COOLANT
Elf
Golden Cruiser
8.00%
OEM
Servo
24.00%
36.00%
32.00%
The above pie chart depicts the market share of different brands of
coolant used in dealer’s workshops. Golden Cruiser has the maximum
market share of 36%, as this is approved and recommended by TATA and
Maruti, it is used in all the dealer’s workshops of TATA and Maruti.
Followed by OEM which has 32% market share, this
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coolant is supplied by the OEM itself under its brand name to its entire
dealer’s workshop. OEMs like – HONDA, TOYOTA and FORD supply their
own coolant. Servo
which has 24% market share is approved and recommended by Hyundai
and is used all Hyundai dealer’s workshops. Elf being a small player in
passenger car segment
share only 8% of market share. Elf is approved and recommended by GM
thus used in all the GM dealer’s workshops.
“To enter the coolant market it is very important for any company to get
recommended and approved by the OEMs before launching its brand in the
market.”
Hyundai Servo
GM Elf
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Windshield washer liquid is a liquid which is mixed with the water to clean
the windshield of the car.
WIND_LIQ
Elf
4% Local Shampoo
8.00% No
OEM
16.00% Wurth
4.00%
68.00%
The above pie chart depicts the market of the different brands of
windshield washer liquid. Only 4% of workshops do not use any kind of
liquid in the windshield washer,
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they just use normal water to clean the windshield. 68% of the workshop
use windshield washer liquid supplied by their OEMs under its brand name.
OEMs like
FORD, HONDA, TOYOTA and GM supply their own windshield washer liquid
to all their dealer’s workshops. 8% of workshops use Wurth windshield
washer liquid. The entire TATA dealer’s workshop in Delhi uses Wurth
windshield washer. 16% of
Costs to the end customer vary form workshop to workshop. Even though
the workshop are of the same OEM and treatment is done by the same
brand still the cost differ form one workshop to the other. So it is difficult
to find the exact cost to the customer, as in the value added services
industry the margin depends on the volume of treatment done.
Below are the mentioned average price paid by the customer of the
different treatments:
Maruti Workshop:
1. Engine Oil Flush : between Rs. 600 – 700 + tax
2. Radiator Flush : between Rs. 450 – 550 + tax
3. Petrol Additive : between Rs. 300 – 400 + tax
4. Radiator Additive : between Rs. 350 – 450 + tax
5. Engine Oil Additive : between Rs. 300 – 400 + tax
6. Petrol De-Carbonizing : between Rs. 1200 – 1400 + tax
7. Coolant : between Rs. 200 – 250 per Lt.
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TATA Workshop:
1. Engine Oil flush : between Rs. 500 – 750 + tax
2. Radiator flush : between Rs. 300 – 400 + tax
3. Diesel Fuel Additive : between Rs. 200 – 250 + tax
4. Gear Box Additive : between Rs. 400 – 450 + tax
5. Radiator Additive : between Rs. 450 – 500 + tax
6. Engine Oil Additive : between Rs. 450 – 500 + tax
7. Diesel De-Carbonizing : between Rs. 1300 – 1600 + tax
Hyundai Workshop:
1. Engine Oil Flush: between Rs. 350 – 500 + tax
2. Gear Box Flush: between Rs. 350 – 450 + tax
3. Radiator Flush: between Rs. 350 – 500 + tax
4. Petrol Fuel Additive: between Rs. 300 – 400 + tax
5. Diesel Fuel Additive: between Rs. 300 – 400 + tax
6. Gear Box Additive: between Rs. 500 – 700 + tax
7. Engine Oil Additive: between Rs. 350 – 450 + tax
8. Petrol De-Carbonizing: between Rs. 1300 – 1500 + tax
9. Diesel De-Carbonizing: between Rs. 1300 – 1500 + tax
10.Coolant: between Rs. 170 – 200 per lt. + tax
Mahindra Workshop:
1. Engine Oil Flush: between Rs. 650 – 700 + tax
2. Radiator Flush: between Rs. 150 – 200 + tax
3. Diesel Fuel Additive: between Rs. 450 – 500 + tax
4. Diesel De-Carbonizing: Rs. 1500 + tax
HONDA Workshop:
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1. Coolant: Rs. 300 per lt. + tax
GM Workshop:
1. Engine Oil Flush: between Rs. 700 – 725 + tax
2. Gear Box Flush: Rs. 500 + tax
3. Radiator Flush: between Rs.350 – 500 + tax
4. Petrol additive: Rs. 475 +tax
5. Diesel Additive: Rs. 475 + tax
6. Gear Box Additive: Rs. 525 + tax
7. Radiator Additive: Rs. 375 + tax
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Bikes:
Workshop surveyed:
1. G K TVS
2. Auto Needs (Hero Honda)
3. PRJ Bajaj
4. Swarup Honda
5. Royal Bajaj
6. Padam TVS
7. ARC Motors (Hero Honda)
8. Malwa Motors (Honda)
9. Aadarsh Yamaha
10.Chandra Yamaha
11.Mehndru Motors (Royal Enfield)
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Only few workshops did de-carbonizing for 2-stroke bikes only. For
de-carbonizing the head and the silencer is opened manually and
then the carbon is scraped with the sand paper and then cleaned
with the petrol. It generally takes 2 to 3 hours to clean the carbon.
Dealer Details:
These are the dealers who supply the flushes, additive and other products
to the workshops.
1. Wynn’s Distributor
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• They get Wynn’s product form Chennai then distribute to
other parts of the country.
• In Delhi they have 35 employees on payroll and another 100
employees on contract.
• There over 17 distributors of Wynn’s product in India
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• Supply to – Maruti, Hyundai, Skoda, GM, Mahindra.
• Approximately 15000 bottles of flushes and additive they
distribute in a month.
• Dealer’s price varies from workshop to workshop depending
upon the margin and volume of consumption.
• 1400 employees all over India including 450 employees are in
Delhi.
• Sell flushes approximately at Rs. 300/- to the workshops.
3. Bardahl Distributor:
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• Total employee strength – 150
• Supplies to TATA workshops around 800 to 900 bottles of
flushes and additives:
- Sanya Motors
- A-One Motors
- Vivek Automobiles
Supplies to Maruti workshops around 500 bottles of flushes
and additive:
- DD Motors
- Posco Motors
Supply to Hyundai Workshop around 200 bottles of flushes
and
additive:
- MGF Hyundai
Financials of 3M (India)
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Gross Profit Margin 16.81 17.79
Net Profit Margin 10.02 10.15
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buying. The ratio has increased as compare to the last year’s ratio. This
shows there is an increase in the inventory deployment, this leads to
increase in the liquidity which further increases the current ratio. This
means there is more cash flow. Cash flow is life blood of any business.
Debtor Turnover Ratio: This ratio tells how quickly the company is
paying of its debt. If the turnover ratio is falling from one period to
another, this is a sign that the company is taking longer to pay off its
suppliers than it was before. The opposite is true when the turnover ratio
is increasing, which means that the company is paying of suppliers at a
faster rate. The debtor turnover ratio has increased this year form the last
year this implies the company is paying of its debts faster than the last
year.
Interest Covering Ratio: A ratio used to determine how easily a company can
pay interest on outstanding debt. The ratio is calculated by dividing a company's
earnings before interest and taxes (EBIT) of one period by the company's interest
expenses of the same period. The current interest covering ratio is higher than the last
year’s ratio which implies that the company is paying of its interest on debt much
faster than last year.
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Strength:
1. the biggest strength of 3M is its brand name
2. quality products and services
3. innovative products
Weakness:
1. less promotional activity
Threats:
1. competitors like – Bardhal, Wynn’s, Liqui Moly, Wurth, and BG
2. Technology can be a threat for e.g. OEMs like HONDA, TOYOTA, and
FORD do not recommend such products.
Opportunity:
1. opportunity to enter bike market
2. Currently there are only two major players in the market; there is a
room for competition.
Findings:
1. Market share of each brand available in the market
2. OEM approved brands
3. Cost to customer
4. Dealer’s Price to workshops
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3. The findings are purely based on the market share of the each
brand in the market.
Recommendation:
• Since there are only two major players in the market there is
enough room for competition, so 3M can launch its product in the
market and give a tough competition.
• Before launching its products it is very important for 3M to get its
products approved and recommended by the OEMs that would be
fitness to standard.
• 3M will have to set the prices competitively to get the market share.
• 3M will have to find an active dealer who would supply its product
efficiently and effectively.
• There is a huge opportunity in the bike sector as till date most of
the workshops do de-carbonizing manually without the use of any
chemicals.
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3M
uniqu
e strengths,
ingenious solution
Bibliography:
• www.3M.com
• www.Bardhal.com
• http://economictimes.indiatimes.com
• www.liquimoly.com
• www.wynn’s.com
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