SUPPLY CHAIN at

Ceat Tyres

PRESENTATION BY:
BHARAT SONI
ABOUT THE COMPANY

Ceat ltd. one of the oldest among RPG Companies. It is

one of India's leading tyre manufacturers. It
manufactures tyres for various segments.It exports
tyres to over 90 countries.Tyres production aggregates
over 7.6 million per annum.

MANUFACTURING UNITS
• 2 tyre plants in Mumbai and Nasik
• Tyre plant in Cochin in kerla
• 2 plants in CKITL and ACPL in Sri lanka
CHANNEL DESIGN
It has one of the largest distribution network
for tyres in India.
It has devided the Indian sub- continent into
33 region,and has regional office for each
region.
Clearing and Forwading Agents (C&fA's)
attached to them.
Larger region with 2 or more C&fA's to cover
the region properly.
The total number of C&fA's across the country
is 112.
 OPERATING STRUCTURE

Basic operating structure comprises of the following

entities :
√FACTORY √DDC √RDC √C&FA's √DEALERS

DISTRIBUTION STRUCTURE

3rd level distribution sstrucure

Factory supplies goods to Regional Distribution
centres(RDC)
Frk. rdc's the goods are transferred to Carrying and
Forwarding Agent(C&FA's) which act as godowns
for distribution to the dealers.

RDC

C&FA

DEALER
PROBLEMS WITH THE STRUCTURE
 Productivity of sales fleet is lowest because the
territories have been defined in past ,which dont
cater need of present.
 TL's focus is on major towns ,due to which smaller
town gets neglected and affects the sale
 Cost cutting while selling tyres in major big towns
 No major motivation to TL as it takes 8 years to get
promoted to RM