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GATI
3/19/2013
STRATEGIC MANAGEMENT
P R O J E CT R EPORT B Y G R O U P 8 , S E CT I O N B PAGE 1
1 All about GATI (Situation Analysis) Gati Ltd started operations in 1989 as a door-to-door cargo company. A
2 Vision – Strategy – Business division of Transport Corporation of India (TCI), Currently, Gati is one of the
Model Congruence leading express distribution and supply chain solution companies in India.
1) Do an External / Industry
Analysis using PESTLE / 5 - The company's scale of operations is large, ranging over a wide network
Forces approaches connecting 603 districts across India. Gati provides multi-modal transport
2) Do an Internal Analysis using services with connectivity across air, road, ocean and rail. During 2009-10,
Balanced Scorecard approach
3) Do a Business Model Analysis
the company introduced a new division called ‗RedSun‘, which offers
services related to weather sensitive items, reengineering items; value added
3 Portfolio Decisions
distribution and SME logistics support. In 2010-11, Gati came up with the Go-
1) Do an analysis using the BCG To-Market strategy under the Express Distribution Service segment, which
and GE Matrix of the assigned
industry in terms of the products offers differential pricing option based on distance and time sensitivity.
/ brands available for all the
players taken together
2) Construct a composite GE
Gati was introduced in the market as a door-to-door cargo company with
Matrix (both the axes) for the
above purpose commitment on delivery and money back guarantee. The first experiment
3) Develop a product portfolio was conducted between Chennai and Madurai. Gati operated its business
strategy for the leader of the
with a group of front-end entrepreneurial delivery set-up. Members of this
assigned industry
set- up were known as Gati Associates (GAs). This concept was new.
You may use the IFE and EFE
Some of the key clients are Sony, Hitachi, LG, Samsung, Onida, Nokia,
approaches
Electrolux, Titan, HUL, Dabur, Cummins, Ingram Micro, DataCraft, ABB,
4 Do a Growth Options Assessment Siemens, Schneider Electric, Asian Paints, Cadila, Wipro, UTI Bank, Ashok
using Ansoff Matrix Leyland, HDFC Bank, Mahindra Group, Hero Honda, Tata Motors etc.
Vision
Latest financial summary of GATI Be a globally preferred provider of India-centric Supply Chain
Services and Solutions and aleader in the Asia Pacific region.
With restructuring
every division and region was expected to set its targets (in
consultation with the corporate office)
Some companies that have used Asset-Light Model are for example,
Motorola, Dow Chemicals Companyetc. In the hospitality industry, hotels
such as Hilton‗s or Marriott are applying successfully asset-lightbusiness
model. In Europe, the asset-light strategy has been a popular way to
unlock capital by selling theGati‘s own only a fleet of 200 trucks. The rest is
actually are sourced from vendors (intotal 2000 of them) with whom Gati
has a strategic relationship. This model helpscompany respond to client
demand more quickly by expanding its fleet on short notice. In
warehousing, the company strategies to maintain a balance between
private andleased warehouses so as to reduce its capital expenditure and
focus on offering servicesthan managing assets.
PAGE 4 STRATEGY PROJECT
Reg-1 Reg-2 Reg-3 Reg-4 Reg-5 Reg-6 Reg-7 Reg-8 Reg-9 Reg-10
STRATEGIC MANAGEMENT PAGE 5
PESTEL Analysis
POLITICAL 3. The industry suffers from structural inefficiencies and
high cost of capital. As a result investments for improving
1. Legal permit to cross state and national borders High rail
logistics efficiency have been delayed.
tariffs and oversaturation of important rail networks due to
the policy of subsidizing passenger traffic with freight traffic 4. High competition has led to price reduction strategies
has made roads (Trucks) the predominant mode of freight not supported by efficiency improvements. This has
transportation even if it is much less efficient. Gati Ltd is the seriously affected margins further eroding the industry‘s
first transport company in India to do parcel movement by ability to invest in future growth.
rail in 2002-03. It has strengthened its ties over the years and
5. The increase in agricultural food wastage has provided
operates over 50 trains. It has helped it to be cost
an impetus to the developing of cold storage facilities.
competitive, with safer, secure delivery and a better transit
The industry based benefits arising from the FY2012
time.
budget has improved the investment landscape.
2. Complex taxation policies, border, custom and control
6. Exchange Rate Risk: Gati Ltd has international
delays, congested and inadequate highways and ports.
operations which makes it susceptible to exchange rate
The multiple state and central taxes lead to a considerable
risk (the rupee has depreciated quite steeply over the
loss of time in transit especially for road freight.
past year although it has more or less stabilized now). This
3. Dismal warehousing facilities: it is estimated 20-25% of the should have boosted exports but has been hampered by
total logistics cost is from warehousing. More than 80-85% of the slow development of India as a global
warehouses are only than 10,000 square feet. Fragmentized manufacturing hub.
warehouse space is a disincentive to the creation of
integrated warehousing spaces especially in the case of
low margin goods. There is a huge deficit of adequate SOCIAL
warehouse space.
1. E- commerce: The rapid growth of e-commerce
4. Government agencies have the largest warehouses but provides opportunities for the logistics industry to tap into
they are mainly for food grains. The state of cold storage is new revenue streams. This industry is a 36 INR billion
dismal and lack of recognition of the concept of multi- (FY2011) and is expected to reach 530 INR billion by
logistic has hampered their development and permissions FY20I5.
have not been granted.
2. Sustainability: With India signing many MEA‘s there has
5. Declining foreign investment has stalled growth and been increasing pressure reduce greenhouse gas
transformation due to delays in passing/approving key emissions by switching to alternative, cleaner fuels.
policies like the implementation of GST.
TECHNOLOGY
ECONOMIC
1. The logistics industry has low rates of technology
1. India spends around 13% of the GDP on logistics which adoption. The industry has now started investing and
is much higher than that of developed countries. developing its IT infrastructure (RIFD, Vehicle tracking,
Logistics include warehousing, transport etc. a look at warehouse management) and Gati Ltd has one of the
India‘s distribution of logistic costs show that a large best IT infrastructures in the industry.
portion of the logistics cost is from losses. Also the cost
2. Low levels of Automation and standardization further
of logistics as a proportion of product cost is 4-5 times
exacerbated by the high level of industry fragmentation.
higher than that in developed countries.
3. The skill level is very low. Lack of professional institutes
2. The logistics industry has created employment foe
offering courses on the logistics industry has made
more than 43 million people and will grow as the
recruitment of highly quality professionals daunting.
industry develops.
Logistics is a cost conscious industry at present in India
and the lack of easily available skilled professionals will
push up the personnel cost.
PAGE 6 STRATEGY PROJECT
Balanced Scorecard
Internal Process
Strategic Objective Initiative
Global provider of India- centric Establishment of Gati-Kintetsu Express, a joint venture with
supply chain services Kintetsu World Express (KWE) which has in 200 cities across
30 countries. Gain from KWE's operational expertise in
warehousing services and 3PL.
Services leader in the rapidly Dedicated e-commerce logistics services covering
growing online retail sector warehouse, online and home delivery
requirements has been planned and is on track
Leader in Asia pacific region of Expansion with a number of locations across India and Asia
global SCM solutions Pacific. Company has consolidated position in China,
Hongkong, Thailand & Singapore and re-structured
investment in international subsidiaries. Control will be
through the Singapore subsidiary company i.e. Gati Asia
Pacific Pte Ltd., (GAP) and it has closed Gati Holdings
Ltd.,(GHL) Mauritius, the erstwhile direct subsidiary.
Responsible corporate citizen - The main focus areas are Education, Community &
"Green Gati". Environment. Initiatives:
Gati MC High School, Nagore, Tamil Nadu
Relief Initiative to the Assam Floodvictims
Health checkup camp for drivers & handlers
Gati Government High School, Hyderabad, Andhra Pradesh
Green Belt Plantation
Blood Donation Camp
Financial
Strategy Initiative
Grow shipping business During FY2012 the shipping division recorded a revenue of
profitably Rs. 180 mn and loss from operations of Rs. 288 mn against
Rs. 923 mn and Rs. 162 mn respectively in the previous
year. Gati has restructured the shipping business into a
wholly owned subsidiary -Gati Ship Private
Limited and inducted a strategic partner to raise
required capital.
profitable growth of Investment in increasing capacity to cater to this industry.
e-Commerce, Cold Chain and
International Freight Forwarding
businesses
PAGE 8 STRATEGY PROJECT
Strategy Initiative
Best employer with latest HR Series of innovative Hr-practices including e-HR containing
practices information of every employee. Talent for tomorrow-
promotion policy allowing high performers to achieve fast
track growth. Opportunities for lateral shifting-
geographical and functional
Manpower Skill enhancement Training is a thrust area for Gati Ltd. Had it had co-opted
consultants from AIMA, XLRI, NIIT, FCCI etc
Customer
Strategy Initiative
High quality valued service ISO 9001:2000 company- certified for marketing and
providing logistics and cargo management services; valued
added service like door to door delivery, online tracking etc,
e-Pod.
Attract new customers and Leveraging service advantage through technological
retain old ones capabilities and supporting customersOperations.
Build forge long-term relationships with customer; almost
75% of top customers have been with the company for
more than three years.
BCG Matrix
Question-marks: Shipping industry is a question mark Star: E-commerce and international services are on
for GATI as it has a relatively low market share in the an ever high currently because of increase in
world with major players like UPS, Maersk, and FedEx globalization and technology advancement.
to compete with. However it is a growing sector as Cash Cow: express distribution and cold chain
increase in globalization increases trade to a great solutions of Gati have a relatively high market share
extent implying a huge growth potential in this in Asian markets and they generate major cash for
sector. Gati. These sectors are responsible for GATI‘s steady
growth rate
Supply chain solutions: Gati solution division offers an Dog: Courier services can be rightly classified as
integrated supply Chain service to businesses across industry dog since there has been a steady decline in
verticals. It includes flexible point-to-point distribution
courier and speed delivery services post the internet
solutions or complex end-to-end integrated logistics
solutions or supply chain management. It is a relatively new era where major transactions are done online.
and a growing sector which has not reached its maturity in Internet usage boom has brought a downfall in this
growth cycle and hence has been classified as question part.
mark. These include Temperature Sensitive Services,
Warehouse Layout Design, and Logistics Process Re-
engineering and Logistics Network Optimization.
Both the above services need proper market penetration
and market development in order to survive in the sector.
STRATEGIC MANAGEMENT PAGE 9
Cash Cow
Express Dog
Distribution Courier
Cold Chain Services
Solutions
GE Matrix
Invest to build
Protect Position Build Selectively
International Services
Express distribution Shipping
E-commerce
Market Attractiveness
Business Strength
STRATEGIC MANAGEMENT PAGE 11
IFE Matrix
Weighted
Internal Strength Weight Rating Score Rating on a 5 point Likert Scale
One of the largest supply chain
1-Major Weakness
solutions in Asia(major factor for 2-Minor Weakness
1 branding of logistics firm) 10 4 0.4 3-Neutral positioning
2 Supplies to all major firms 8 3.5 0.28 4-Minor Strength
3 Speed of Delivery, timely delivery 8 3.5 0.28 5-Major Strength
4 price of services 7 2 0.14
5 strong management team 4 3.5 0.14
History of minimal service
6 complaints 5 3 0.15
7 good reputation and image 7 4 0.28
8 proper warehouse management 7 4 0.28
Local employees, hence less labour
9 cost 6 4.5 0.27
10 Financial ratios 6 3.5 0.21
Internal Weaknesses
Saturated market, Excessive
1 competition 6 2 0.12
2 Little or Improper marketing 5 3 0.15
3 little diversification 5 2 0.1
4 HR issues, labour cost problems 4 4 0.16
Sensitive to oil prices, exchange rate
5 fluctuations 6 2 0.12
6 improper inventory management 6 3 0.18
100 3.26
PAGE 12 STRATEGY PROJECT
Gati's business model was vastly futuristic in comparison to Empowering the network: Strategic alliances and
its competitors. It chose to focus on the customer‘s needs customized service offerings (2007- 2009)
from the start. Its key value proposition was time bound,
point to point delivery and premium priced cargo Gati expanded its network in India, China and Europe
management service. It developed the business partner following strategic tie-ups with logistic service partners.
concept of ―Gati Associates‖ giving rise to a team of Sophisticated vehicle tracking systems, technologically
entrepreneurs who were independent business partners of superior container vehicles and Service Quality
Gati. Standardization were all introduced to strengthen and
enhance Gati‘s promise of superior service delivery.
EVOLUTION OF BUSINESS MODEL OF GATI
Ansoff Matrix
Existing Product New Product
Market Product
Existing
Penetration development
market
Ansoff
Matrix
New market
Market
Diversification
Development
Market Penetration:
1. Eliminate Competition- GATI can follow an e-shopping type model where customers can place
their orders online be it couriers, refrigeration products or national and international
consignments andthen GATI can deploy transport on a daily basis for doorstep pick up of
orders. The current scenario is such that only doorstep delivery, especially in the case of couriers
is available there is no concept of doorstep pickup available for such services. Thus it will not
only eliminate competition but also capture a larger market share.
2. Rural Penetration-With the FDI in retail controversy resolved, more and more foreign investors will
look into India as a potential market. With the condition that a third of the raw material be
sourced from small and medium scale producers, they would inevitably look into the rural
market in India to source that raw material. GATI can quickly leverage this opportunity as its
competitive advantage if it has rural infrastructure in place and increase its present market
share by considerable numbers.
3. Cold Storage – GATI Kausar Cold chain solutions can form strategic alliances with the
government which at present lacks the proper infrastructure and transportation for proper
distribution and warehousing of grains, due which tons of food grains go wasted every year. By
providing them the required logistics support GATI can not only greatly enhance its revenues
but also a permanent and highly lucrative customer in the form of the Indian Government.
Product Development
practice of taking the delivered product which may be in excess or which may be
defective or obsolete(in the case of electronics products) back to the manufacturer or at
least one step back in the supply chain for recycling, repair or for some other utilization.
Every year 4% to 6% of all retail purchases are returned, costing the industry about $40 billion
per year. Thus reverse logistics if done in a cost efficient manner is a huge source of
untapped revenue.
Market Development
1. Currently GATI has international operations in Singapore, Hong Kong, China, Nepal,
Thailand; the current financial scenario indicates that there will be more trade in terms
of both exports and imports in the developing nations. GATI already has its operations
in the south east and the Middle East;it can also expand its operations to Brazil, Russia,
and Mexico which have are developing nations with high degrees of demand for
logistics as they are in the expanding phase. Due to global recession trade is in a
contractionary phase in the developed nations so more focus should be given to the
developing nations.
2. Military logistics- GATI has yet to penetrate the market for military logistics supply which
requires a high degree of uncertainty since wartime supply of utilities will be much
different than those of peacetimes. Also it will require a specialized wing of
transportation to cater to the military
Diversification:
1. International refrigeration facilities-Currently GATI does not supply trans-boundary
refrigeration facilities to its international customers. When it is foraying into new
markets like Mexico, Russia and Brazil it can include this new service offering.
2. Green Logistics
Manufacturing
Procurement Product
Logistics Logistics
Green Logistics
Raw Material
Consumption
Procurement
Waste
Disposal
The concept of Green logistics is an emerging concept and can be employed in the
emerging markets for GATI. With stricter governmental regulations regarding the
environmental costs and total carbon footprint of the company more and more
customers will opt for such services since such services tend to be more fuel efficient
and process efficient.
STRATEGIC MANAGEMENT PAGE 15
References
1. http://www.deloitte.com/assets/Dcom-
India/Local%20Assets/Documents/Thoughtware/Logistics%20Sector-
Present%20situation%20and%20way%20forward.pdf
2. http://www.gati.com/images/pdf/media-center/press-
OUR TAKEAWAY FROM THIS kit/corporate_presentation_61211.pdf
PROJECT 3. http://www.gati.com/images/pdf/media-center/press-release/Gati-
transport-solutions-strengthens-its-current-Rail-network.pdf
4. http://site.securities.com/cgi-
bin/acerc/acerc/www/index.pl?app=Company&runmode=manage
We learnt about identification, ment_analysis&FinCode=16590029
analysis and description of 5. http://www.deloitte.com/assets/Dcom-
strategies so as to achieve a India/Local%20Assets/Documents/Thoughtware/Logistics%20Sector-
competitive advantage for an Present%20situation%20and%20way%20forward.pdf
organization. It is all about 6. http://finance.yahoo.com/q?s=GATI.BO
decisions one takes which decides 7. http://www.gati.com/html/aboutus_gati-history.html
the limits of a firm’s performance. 8. http://www.gati.com/html/corporate_social_responsibility.html
We also learn that one must have a 9. http://www.gati.com/html/aboutus_vision-values.html
through general and specialist 10. http://en.wikipedia.org/wiki/Reverse_logistics
knowledge in order to properly 11. http://en.wikipedia.org/wiki/Military_logistics
12. www.gati.com/html/gati_international.html
analyze a firm and decide on the
13. http://en.wikipedia.org/wiki/Green_Logistics
organizational environment so as
14. http://www.gati.com/html/gati_international.html
to take the right decisions. Right 15. Crisil Report
decisions involve all those 16. http://www.gati.com/html/aboutus_vision-values.html
decisions that benefit the 17. Gati Limited: Evolution of a Third Party Logistics Organization by N.
organizational stakeholders. Ravichandran, Indian Institute of Management Ahmedabad.
18. Case Analysis by G.R. Chandrashekhar,faculty of Strategic
Management at Indian Institute of Management
19. Indore,presentlyFaculty,Strategic Management at Indian Institute of
Management Ranchi.,
20. www.indiainfoline.com
21. The Economist
22. Romanian Economic and Business Review – Vol. 6, No. 1,The
Internationalization Process and the Asset-Light Approach
23. http://www.gati.com/html/corporate_social_responsibility.html ( in
tune to its vision)