CAPSTONE PROJECT

ON

“Impact of Automation Technology on

Management Alignment”
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIRMENTS

FOR THE MASTER’S DEGREE IN BUSINESS ADMINISTRATION

CHANDIGARH UNIVERSITY,

GHARUAN

SUBMITTED TO

Supervised by: Submitted by:

Name: Anjali Singh Name: Diksha Rathore

Designation: Professor UID:21MBA3455

CHANDIGARH UNIVERSITY,

GHARUAN, MOHALI BATCH 2021-2023

  Chapter-1 Introduction
In today's rapidly changing business environment, technology is playing an increasingly
important role in the way organizations are managed. The rise of digital transformation
has led to a paradigm shift in the way businesses operate, and the way they interact with
their customers and stakeholders. The increasing role of technology in management is a
topic of growing importance, as the world becomes more connected and data-driven.
In this capstone project, we will explore the various ways in which technology is
impacting management practices, and the implications of these changes. We are using
national engineering industries as our beneficiary in this undertaking. The leading
manufacturer and exporter of bearings from India is National Engineering Industries Ltd.
(NEI), which is renowned for its superior products and customer support. The legendary
businessman Late Shri B.M. Birla founded it in 1946 as a pioneering industry in the field
of bearing fabrication. NBC Bearings is the first bearing manufacturer to produce
bearings in India.

NATIONAL ENGINEERING INDUSTRIES (NBC BEARINGS)

With more than 2,800 employees, NEI currently operates five cutting-edge
manufacturing facilities in India, located in Jaipur, Newai (Rajasthan), Manesar
(Haryana), and Vadodara (Gujarat). The industry occupies 118 acres of land in Jaipur
and 56 acres in Gunsi (Newai). NEI has one of the best R&D facilities in the nation as
well as access to advanced manufacturing and process technology. With a modest initial
production of 30,000 bearings in 19 sizes, the first bearing was created in 1946.
Today, they produce more than 200 million bearings in over 2300 sizes, which are
distributed across five continents and 30 countries, including Germany, Japan, and China.
The European company Kinex Bearings was acquired by NEI in 2020.

The Importance of Technology in Management:

The use of technology in management has been growing steadily over the past few
decades. Technology has enabled businesses to streamline their processes, reduce costs,
and improve efficiency. It has also enabled businesses to collect and analyze data, which
has helped them to make more informed decisions. Today, technology is playing an even
more important role in management, as businesses face new challenges and
opportunities.

One of the most significant impacts of technology on management has been the rise of
digital transformation. Digital transformation is the integration of digital technology
into all areas ofa business, resulting in fundamental changes to the way the business
operates and delivers value to customers. Digital transformation is not just about
technology, but also about rethinking business models, processes, and organizational
culture.

The benefits of digital transformation are numerous. It can improve customer experience,
reduce costs, increase productivity, and enable innovation. However, it also presents
challenges. Digital transformation requires businesses to be agile, adaptable, and
innovative. It requires a culture of continuous learning and improvement.

Making a company's presence felt in people's minds is essential in this highly competitive
environment. Without a doubt, NBC has already established a standard for other
businesses in terms of success, but additional publicity never hurts, so if the corporation
continues to reach out to people around the world, it will continue to grow. Given the
situation, NBC requires to involve some technological aspects to survive.
So, for this initiative, we will generate a strong email marketing campaign to reach the
greatest number of individuals possible worldwide, so that the products and services of
the company are marketed worldwide. To reach target audience, we will choose the email
platform since it allows us to more precisely define our market groups and provide
distributors and customers with high-quality offerings. To include technological aspect,
we will use the MAILCHIMP, a platform that permits sending emails in mass, is
available, we will use it to execute a bulk email marketing campaign. It includes options
for automating tasks, tweaking, and designing templates. Additionally, it permits sending
emails based on segmentation.

It helps in-

 Providing information on new features or product upgrades, it also aims to give

users a better understanding of the company's mission and values.
 To eliminate various obstacles, such as linguistic and cultural ones, and to offer
materialin the customers' native tongues, so expanding their options.
 Email marketing enables systematizing tasks and lowers the likelihood of
mistakes.

 Customers will have a wider range of options for goods and services,
increasing the company's ability to generate leads.

The Role of Technology in Management Practices:

The increasing role of technology in management practices is transforming the

way businesses operate. Technology is impacting all aspects of management,
from strategy to operations. The following are some of the ways in which
technology is impacting management practices:
1. Strategy:

Technology is enabling businesses to develop more effective strategies. Businesses

can use data analytics to identify trends, opportunities, and threats. They can also
use technologyto develop new business models and enter new markets.

2. Operations:

Technology is improving the efficiency and effectiveness of business operations.

Businesses can use technology to automate processes, reduce costs, and improve
quality. They can also use technology to manage their supply chains more effectively,
reducing inventory and improving delivery times.

3. Marketing:

Technology is transforming the way businesses market their products and services.
Businesses can use digital marketing to reach a wider audience, personalize their
marketing messages, and measure the effectiveness of their marketing campaigns.

4. Human Resources:

Technology is transforming the way businesses manage their human resources.

Businesses can use technology to recruit and retain talent, manage employee
performance, and provide training and development opportunities.
Scope and Types:

The scope of this capstone project is to analyze the role of technology in management
across different industries and sectors. Specifically, the project will focus on the
following areas:

1. Digital Transformation:

The project will explore how digital technologies are transforming traditional
management practices, such as communication, collaboration, and decision-making.
Digital transformation involves the integration of digital technology into all areas of
an organization, fundamentally changing how the organization operates and delivers
value to customers. This includes the use of cloud-based applications, digital
communication tools, and analytics software.

Digital transformation has become a top priority for organizations looking to stay
competitive in today's fast-paced business environment. The project will examine the
benefits and challenges of digital transformation, including the impact on
organizational culture, employee engagement, and customer experience.

2. Cloud Computing:

The project will examine the use of cloud computing in management, including the
benefits and challenges of cloud-based systems. Cloud computing enables
organizations to access and manage their data and applications through the internet,
rather than relying on premises infrastructure.
The project will explore the advantages of cloud computing, such as increased
flexibility, scalability, and cost savings. It will also examine the challenges of cloud-
based systems, including security and data privacy concerns.

3. Artificial Intelligence:

The project will explore the use of artificial intelligence (AI) in management,
including the benefits and challenges of AI-powered systems. AI involves the use of
machine learning algorithms and other advanced technologies to automate processes,
analyze data, and make predictions.

The project will examine the potential benefits of AI in management, such as

improved decision-making, increased efficiency, and reduced costs. It will also
explore the challenges of AI-powered systems, including ethical considerations, data
privacy concerns, and the potential impact on employment.

4. Internet of Things:

The project will examine the impact of the Internet of Things (IoT) on management,
including the use of connected devices for data collection, monitoring, and analysis.
The IoT involves the interconnectivity of devices and sensors, allowing for real-time
data collection and analysis.

The project will explore the benefits of IoT in management, such as increased
visibility into processes and operations, improved asset management, and enhanced
decision-making. It will also examine the challenges of IoT implementation, such as
security concerns and the need for advanced analytics capabilities.
 5. Cybersecurity:

The project will explore the role of cybersecurity in management, including the
importance of data protection, risk management, and compliance. Cybersecurity is a
critical aspect of modern management practices, as organizations are increasingly
reliant on digital technology and data.

The project will examine the potential impact of cybersecurity breaches on

organizations, including financial loss, reputation damage, and legal liabilities. It will
also explore best practices for cybersecurity management, such as employee training,
risk assessment, and incident response planning.

6. Potential Solutions to Challenges:

This section will provide potential solutions to the challenges associated with the
increasing role of technology in management. It will discuss best practices for
managing change, data privacy, skills development, and integration.

7. Future Trends and Directions:

This section will explore future trends and directions in the use of technology in
management. It will discuss emerging technologies and their potential impact on
management practices, as well as the challenges and opportunities associated with
these technologies.

CK BIRLA GROUP

The $3 billion CK Birla Group is a multinational conglomerate with a well-established

presence in the housing, building, automobile, healthcare, and technology segments. The
CK Birla Group is active in the home and building, healthcare, and education sectors as
well as the technology and automobile sectors.

The Group's businesses are present on five continents and have over 25,000 employees,
41 manufacturing locations, and several patents and honours.
 NATIONAL ENGINEERING INDUSTRIES (NBC BEARINGS)

History- National Engineering Industries Ltd. (NEI) is India's top bearings

manufacturer and exporter, famous for excellence in quality and service. It was
established in 1946 as a pioneering industry in the field of bearing manufacture by the
illustrious industrialist late Shri B.M. Birla. The first bearing manufacturer to make
bearings in India is NBC Bearings. NBC Bearings, which later went by the name National
Engineering Industries (NEI) in 1950 while preserving the NBC trademark, was founded
with an initial investment of Rs 80 lakh and had a single production facility in Jaipur.
Industrialist BM Birla had the foresight to think about how to make India self-sufficient
in the industrial manufacturing sector in 1946 when India was only starting to establish
itself as a free country. A simple but crucial mechanical component called a bearing
presented him with a chance. In both the automotive and industrial sectors, bearings of
various sizes are frequently utilised because they help equipment move in the way that is
intended by reducing friction between their moving parts. The company started in 1950
by producing 30,000 cylindrical roller bearings, which are also provided to the Indian
Railways. Bearings need to be the greatest in terms of dependability, durability, and
performance because they are so important to the mechanism that powers machinery. As
a result of its many years of experience, NBC has made substantial contributions to one
of India's most important industries, the railways.

Forehand- With more than 2,800 employees, NEI currently operates five cutting-edge
manufacturing facilities in India, located in Jaipur, Newai (Rajasthan), Manesar
(Haryana), and Vadodara (Gujarat). The industry occupies 118 acres of land in Jaipur
and 56 acres in Gunsi (Newai). NEI has one of the best R&D facilities in the nation as
well as access to advanced manufacturing and process technology. With a modest initial
production of 30,000 bearings in 19 sizes, the first bearing was created in 1946. Today,
they produce more than 200 million bearings in over 2300 sizes, which are distributed
across five continents and 30 countries, including Germany, Japan, and China. The
European company Kinex Bearings was acquired by NEI in 2020.

As original equipment, NBC Bearings are used extensively by manufacturers of 2 and 3-

wheelers, cars, trucks, tractors, electric motors, railroad waggons, coaches, and
locomotives as well as steel mills, heavy engineering plants, bulldozers, shovels, tillers,
and thermal power plants all over the Nation. In the domestic market, the NBC brand has
a 24 per cent market share. Original equipment manufacturers account for over 70% of
NEI's sales, while the replacement market accounts for 30%. About 60% of the turnover
comes from the automotive industry (OEM and aftermarket), 30% from railroad
products, and 10% from low-volume industrial applications. Most of the turnover of CK
Birla Group is generated by NEI Ltd.
The presence of NEI has been growing quickly in foreign markets. The business has
clients in more than 30 nations and an excellent working relationship with OEMs in the
US and Europe. NEI is aggressively pursuing aerospace, defence, space exploration, and
other industries as it looks to grow. In its 75-year existence, NEI takes satisfaction in
being the first bearing manufacturing company in India to significantly broaden its
product offering.

Vision-

Increase sales of linked engineering goods and services such as anti-friction

bearings.
To provide our customers, vendors, shareholders, workers, and society in general
with greater value.
Utilize Total Quality Management to pursue excellence.

Core values of Firm-

I Own. I am in charge.

Mutual respect and assistance.

Create Simplicity. Be quick.

To Address Customer Needs, Listen.

Face the status quo head-on. Increase the bar

Problem Definition:

1. Resistance to Change:

One of the main problems associated with the implementation of technology in

management practices is resistance to change. Many employees may be resistant to
change and may feel uncomfortable with new technologies. This can lead to reduced
productivity and even sabotage of technology initiatives.

The project will examine the root causes of resistance to change and provide solutions
for overcoming resistance. The solutions will focus on effective change management
practices, such as communication, training, and employee engagement.

2. Lack of Data Privacy:

The increasing role of technology in management practices has led to an increased

risk of data privacy breaches. The collection, storage, and analysis of data have
become more critical than ever before. However, with the increase in the amount of
data being collected, there is a corresponding increase in the risk of data breaches.

The project will explore the potential impact of data privacy breaches on
organizations, including financial loss, reputational damage, and legal liabilities. The
solutions will focus on best practices for data privacy management, such as
encryption, secure data storage, and employee training.

3. Skills Gap:

The implementation of new technologies in management practices requires a skilled

workforce. However, many organizations may lack the necessary skills to implement
and
manage technology initiatives effectively. This can lead to reduced productivity and
even failure of technology initiatives.

The project will examine the root causes of the skills gap and provide solutions for
overcoming this challenge. The solutions will focus on training and upskilling
programs, mentorship programs, and effective recruitment strategies.

4. Integration Challenges:

The integration of new technologies into existing management practices can be

challenging. Many organizations may have legacy systems that are not compatible
with new technologies. This can lead to delays in implementation and reduced
productivity.

 It was discovered while looking through various digital platforms and

databases that the Company was missing out on connecting with
international bearing distributors and customers because they were dependent
solely on conventional and other digital platforms rather than extensive
email lists and databanks that were gathered from various sources. Without
a doubt, the company is very active on social media platforms like Facebook,
Twitter, and Instagram, but when it comes to interacting with distributors
internationally to grow the company or distribute bearings around the globe,
social media doesn't play a significant role for NBC because NBC's
distributors are spread across various continents and cities, which creates many
barriers such as linguistic, financial, and cultural.
Solution:

1. Change Management:

To overcome resistance to change, organizations must implement effective change

management practices. This includes clear communication of the benefits of
technology implementation, employee engagement, and training programs. Change
management programs should be designed to address the concerns and needs of
employees, and provide support throughout the implementation process.

2. Data Privacy Management:

To overcome data privacy challenges, organizations must implement best practices

for data privacy management. This includes encryption, secure data storage, and
employee training. Data privacy policies should be clearly communicated to all
employees, and regular audits should be conducted to ensure compliance.

3. Training and Upskilling:

To overcome the skills gap, organizations must invest in training and upskilling
programs for their employees. This includes mentorship programs, online training
courses, and workshops. Organizations should also consider effective recruitment
strategies, such as partnering with universities and offering internships.

4. Effective Project Management:

To overcome integration challenges, organizations must implement effective project

management practices. This includes stakeholder engagement, requirements
gathering, and testing. Project teams should be multidisciplinary, with expertise in
both technology and management practices.
Scope of the study to the company-

Now that MAILCHIMP, a platform that permits sending emails in mass, is available, we
will use it to execute a bulk email marketing campaign. It includes options for automating
tasks, tweaking, and designing templates. Additionally, it permits sending emails based
on segmentation.

The following are some highly positive ways that this technique will help the company-

 Increased ROI- as we all know, conducting marketing campaigns across

many social media applications is extremely expensive. However, adopting an
email outreach strategy would only result in NBC's return on investment is around
twice as high as it would be using other applications because email marketing is so
much more economical.
 Time Efficiency- When emails are sent in bulk, NBC can send emails to a
large number of clients simultaneously while also targeting an entire continent.
This saves company time that they can put to use on another vital task.
 Sending emails on time- By consistently sending emails, you help
people remember your business. This indicates that you are consistently
interacting with your audience, which keeps you at the forefront of their minds.
 Raising web visibility for NBC- If clients want additional information
about certain bearing specifications or variations, they can click a link in the email
flyers that will be provided that will take them to the company's website. On the
website, they may find all the information they need about bearings.