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TVS- India Internship

Project: Enterprise Performance Management System(ePMS) - tool selection/profiling the analytical requirements across functions

Students: Ana Alfaro & Jakub Ficner

Background: TVS has set out to improve its governance system and engaged PricewaterhouseCoopers to undertake an initial study in identifying how this can be improved. It was observed in the study that the old system of governance was a good backbone that has to be spruced up by overlaying the financial information, improving the KPI alignment and by fixing accountabilities. We are currently in the process of producing department level, business level financial reports and by May end we expect to have incorporated this completely. This will be a good platform for a governance tool to come in that can tie the grass root level KPI’s to the business level. This tool should also give analytical support to the user across all functions and across all the levels.

Business objectives: Improved governance through measurable and linked KPIs. Better functional decision making due to better business linkage and better analytics

Project: Leveraging Information Technology to improve retail effectiveness

Students: Pantanat Wayuparb & Roger Ly

Background: TVSM has 700 Dealerships across India, selling the most diverse product range to the most diverse Customer Segments. A delightful Customer Experience right through the purchase process is imperative to differentiate TVSM from fierce competition. Sales People in TVSM Dealerships are extrovert and ambitious 18 to 24 year olds, without much educational qualifications. Information Technology can support Dealer Salesmen in delivering a delightful purchase experience to TVSM Customers.

Business objectives: Improved Retail Effectiveness as reflected in : a) Better conversion of enquiry to sales. b) Better Sales Satisfaction Scores

Project: Employee Engagement - Understand challange and stretch quotient for fresh talent

Students: Shawn Waymire & Adrian Boeh

Background: As per our existing process of recruitment from campus, on an average we hire 70 Graduate Engineer Trainees (GET's) every year. They gain experience within TVS and are the future managers, therefore, it is imporatnt that these GET's are engaged and guided

Business objectives: In the current tough market, talent available is going to be a critical source of business advantage. Therefore, it is imporatnt that we engage our young / fresh GET's to contribute to the organization

Project: Learning & Development - Analyse and validate role fitment of freshers

Students: Benjamin Marshall & Akihiro Yamada

Background: Engineers take up key roles in the organisation which determine current and future objectives of the organisation.About 60-80 engineers join TVSM every year and get deployed to various departments after initial orientation and training.This year we have deployed the engineers based on traits, motives and values required for the specific roles (design engineer, QA/QC Engineer, development engineers etc.,) evaluated through an assessment centre. Objective of the project is to analyse and validate this process on various parameters - performance , role fitment, potential etc.,

Business objectives: Develop a process for excelling the business objectives by providing engineers to departments whose natural traits , motives and values are synchronous with the department requirements - Enable effective individual performance and thereby improve over-all performance of the business

Project: Organisation Design - Rationalise scope and span of people managers

Background: TVSM has initiated the process of moving from 'people based' organisation to 'role based' organisation.It is imperative to understand the dynamics involved in each role and what differentiates one role from another.

Business objectives: Towards the above, it is imperative to understand the dynamics and scope of uniformity or diversity in roles across Grade M3 of L3 level

Project: Develop outbound distribution model for simulation & forecast effects (Delivery & Cost) due to billing skew, material shortage and seasonality.

Students: Austin Owens & David McDairmant

Background: TVSM has 600 dealers, 18 regional warehouses, 3 plants with more than 76 SKUs. It is essential to develop what – if scenarios for different variables like skew in billing, seasonality, shortage of products to take corrective actions.To plan distribution with these constraints and plan what if scenarios will be a difficult task using conventional excel data tables.

Business objectives: Develop outbound distribution model for simulation & forecast effects(Delivery & Cost) due to billing skew, material shortage and seasonality.To identify elements and the relationship between them in our distribution process, Eg. SKU class, Dealership network and their geography, Warehouse location, capacity, transportation capacity etc.

Project: Trends in teen marketing in the US and how the Scooty brand can use it

Students: Hengquiu Ye & Jennifer Tvedt

Background: Scooty is a brand that targets young single women and the marketing attempt has been to make it a cool fashion accessory which then takes the brand beyond functional differentiation. We have used trendspotting projects to identify fashion trends that have been then translated into limited editions, new graphics, colours and communciation. All such campaigns for TVS Scooty have been very successful in the past. With access to interent and social media specifically, trends are travelling across continents in no time and studying the teen marketing trends for young women in the US can give us some good starting points for Scooty. Also, going forward, we need to expand our understanding of trends beyond fashion and look into other relevant spaces for single women in this life stage - TV shows, fashion accessories, gadgets, music, stars and celebs, books and magazines. We also need to look at the leading youth brands in this space in the US and look for common trends across them

Business objectives: To develop campaigns that are in sync with the brand values and which can make the brand more youthful and aspirational for young single women.

Project: Study successful virals and see why they worked

Students: David Lahm - GISMA, Emily Frey - GISMA, Man-Hay Mak - Purdue & Heather Owens- Purdue

Background: In India, especially among young adults (below the age of 30 years). With social networking, internet is fast changing the way consumers interact with brands. From having fan pages online to viral videos, there are enough opportunities for the brand to connect to consumers. Virals are increasingly becoming an effective and non intrusive tool to reach out to the online community. Whats more, they help increase the buzz value for the brand and are not limited by media constraints that traditional advertising has. Given that Scooty is a scooterette brand that caters to the young single women, it is important that the brand has a strong online presence. Scooty has a rapidly growing fan base on the website (, the facebook fan page and the youtube channel and we are looking at more interesting and engaging content to take this further. The objective of this project is to study successful viral campaigns and identify elements that can be

Business objectives: To develop viral videos and campaigns that work in tandem with the traditional advertising campaigns to deliver best results.

Project: Spare parts profitability analysis

Students: Sriram Vasu

Background: Around 6000 parts are being sold as spare parts to our customers. These include items manufactured by us and items which are also readily available in the market such as spark plug, battery, etc. The margins for items manufactured by us will be slightly higher. The margins for items readily available in the market would be lower due to market prices controlled by such auto component manufacturers. Parts are procured by us, packed, stored and sold to dealers. There is a cost associated with this. Currently, spare parts profitability is being looked at only at the gross level. Part level profitability is not looked at. Using ABC costing, the person has to work out and establish a methodology for working part wise profitability.

Business objectives: To identify ways of improving profitability for such parts that are not adding profit to the organisation. To establish a methodology for working out part wise profitability.