A case analysis on

ASIAN PAINTS
EMPLOYEE
ENGAGEMEANT
By Group Number: 9
1. Aanchal - H20002
2. Akshay K. Chaudhary - H20007
3. Ashna Gupta - H20013
4. Harshini Priya Lenka – H20022
5. Nehal Kothari - H20036
PROBLEM STATEMENT Asian Paints need to address the
problem of analyzing the
Appreciative Inquiry feedback
gathered from 1,000 employees.
The results and solutions must be
voiced quickly to the employees to
make them aware that the method
is in fact working.

With the various problems related to

infrastructure, Rewards and
recognition, lack of training
opportunities, Bell curve, Relationship
quotient etc. , the data procured
through AI process needs to analyzed
and a way forward needs to be
decided.
 Threat of
new entrants
• New Entrants may poach existing talent.
• The investment required to compete with
the existing players is huge.
• Big players have a good reputation and
positive image.
• Threat of New entry is low
Threat of
substitutes
• Existing competition is fierce, and
the entry barriers are high because
of low margins and high investment
requirements
• There is a highly competitive environment in paints industry.
• Threat of poaching is significant from competitors.
• However, the distribution network is almost double as
compared to the nearest competitor.
• Penetration from competitors in unorganized market might
cause a problem.
• Overall Competitive rivalry is Medium
Bargaining power of
suppliers
• The market share of Asian paints is
above 25% but still the gaps can be
exploited by Independent suppliers.
• Asian paints can collaborate with
multiple suppliers to tackle this
challenge
Porter's five • Bargaining Supply power is medium
forces
Bargaining power of
customers
• There are mainly two kind of buyers; Domestic
Market(70%) and Industrial users(30%)
• The domestic consumers have a shift towards
better and branded products and the competition
in market is high.
• The Industrial users are aware of their needs but
Competitive rivalry there is loyalty in the market for Asian paints
• Bargaining power of buyers as whole is medium
 S
• Unique Product Mix
• Innovative Marketing
STRENGTHS
Strategies
• Robust distributor network
• Loyal dealer & customer
base
• Strong consumer focus
• High Market Share
• Considered as one of the
best employers, an ethical
company, has a sustainable
business model
• Committed Senior
Management
• Sense of familial spirit
• Focus on Relationship
Quotient
W O • Increasing demand
T
O P P O RT U N I T I E S
• Growing trend of short • Urbanization of
• Intensifying
T H R E AT S
tenures smaller cities
• Fatigue and frustration competition
• Increase in
• Rapidly changing
WEAKNESSES
among senior employees disposable income
due to ever changing team preferences
• Development of
• More complex and
mix realty and housing
• Some employees demanding sales
sector
complained about function
• Availability of
• Increased
infrastructure facilities, financing options
falling levels of emotional employee turnover
• Huge growth
• Target for
connection, lack of group potential of
outings. poaching
industry • No effort to retain
• Lack of training on a • Dedication towards
regular basis employee
increasing • Lack of trust in
• Lack of initiative from employee
junior level employees evaluation process
engagenent
and their passive behavior
RECOMMENDATIO
NS
• Inclusion of training and • Ensure proper
development programs on a
regular basis
• Remove bell curve appraisal
system and rate employees
based on their absolute
performance and their
unique contributions using
360° feedback system
• Infrastructure facilities
should be improved at ware
houses
• Exit interviews should be
taken to understand and
analyse the reasons for high
attrition
• Provide learning
opportunities for
communication with
employees all through
junior level employees
their career
regarding the various
• Public recognition should
metrics considered for
be there for a job well
evaluation and
done
promotion
• Initiative should be taken
by senior employees to
maintain the familial
spirit by mentoring
employees & having
more team outings
• Junior level employees
should be motivated to
take more active roles
and be given more
growth opportunities
THANK YOU!