Operations Management at Hawkins Cookers Limited

By : Shivam Gupta 2011MB01

Contents
Introduction Mission Products SWOT Analysis Global Positioning Location Planning Production Analysis Value Addition Business Model Competitive Advantage References
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Introduction
Hawkins Cookers Limited was started in 1959 by an entrepreneur H.D. Vasudeva, in technical collaboration with L.G. Hawkins of England. In 1984, twenty-five years after founding the Company, H.D. Vasudeva stepped down and handed over management to his son Mr. Brahm Vasudeva. Hawkins has sold over 45 million pressure cookers worldwide. Today, it makes 57 different models of pressure cookers in 10 different types.
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Mission
We have one overarching goal: to win over customers, to truly please them by delivering products and service beyond their expectations, to earn their friendship and build relationships that will endure. We offer products that are needed, well-designed, well-made and reasonably priced. We continually strive to improve our products and customer service. Pleasing customers is our livelihood and our vocation. It is the best way we have of fulfilling the expectations of shareholders, employees, vendors and other associates. Our single-minded determination to please customers drives the kind of people we employ and promote, the investments we make and the results we produce. Pleasing customers is a matter of who we are, of being true to our roots.
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Hawkins Classic

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Miss Mary

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Futura

Hard anodising was first developed by Russian scientists to produce a metal surface tough enough for space travel. The same technology is now used by Futura to make its Hard Anodised cookware.
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Ekobase

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SWOT Analysis
STRENGTH Presence of established distribution networks. Strong brand equity Global scale of operations New innovative and world class technology OPPORTUNITIES Brand image and Market Size Easy availability of finance Rapid urbanization Improvement in the quality of employments WEAKNESS Demand is seasonal and is high during festive season Low purchasing power of consumers Infrastructural bottlenecks in terms of power, utility, road transport etc. THREATS Cheap imports from Singapore, China and other Asian countries Fluctuations in exchange rates High competition from global players.

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Global Positioning
It is the leader in the pressure cooker market in India and has exported its products since 1974 to 60 countries in each of the six continents of the world. e.g. UK, USA, Australia, Middle East, South Asia etc. Of what they produce,96% is consumed in India itself. They are exporting just the 4% of their production. Although they are selling their products in 6 continents across the world, their primary focus is on India along with Nepal and Bhutan.

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Location Planning
Hawkins has two offices, three factories and about 1000 persons working. Manufacturing units
o Thane (Maharashtra) o Hoshiarpur (Punjab) o Jaunpur (U.P.)

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Thane Plant

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Jaunpur Plant

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Hoshiarpur Plant

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Production Analysis
Hawkins has manufacturing units in Jaunpur, Thane and Hoshiarpur. Primary raw materials used in the process of manufacturing are brass, stainless steel and aluminium. The raw material is procured from the domestic market and the performance of the sector is largely dependent on the price of the raw material.

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Value Addition
Specific areas in which value addition is being done areo Quality improvement of existing products o Design of new products

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Quality Improvement
Continuous R&D efforts are being carried out for the value addition in the existing products.

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Design of New Products

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Business Model

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Competitive Position
Threat of new Entrants There is a lot of action taking place in the domestic market, as MNCs and local brands trying to grab the growing Indian market with mergers, new product launch, and brand building.

Bargaining Suppliers

power

of

There are no substitutes for a particular input. It is a cookware industry, the switching cost from one supplier to another will be expensive and will result in low profits and also they may have to compromise with the quality.

Competitive Rivalry Between existing players Competition between existing players is high as there are few players about the same size; there is not much differentiation between players and their products

Bargaining of Buyers

power

Bargaining power of buyers is high as they buy large volumes

Threat of new substitutes They keep a close track of the industries theyre supplying and see how theyre developing and respond with our own plans to take account of and supply future changes.

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Major Competitors
TTK Prestige Unorganized Local Brands New Players

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Competitive Advantage
The Hawkins Company is well known for not compromising on quality and for continual product innovation. The company has 68 valid patents and design registrations in force in 7 countries.

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Special Thanks to: Mr. Anil Mishra

Employee Hawkins Cookers Limited

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References
www.hawkinscookers.com Hawkins Cooker Ltd by Firstcall Research. Stable Business , Limited growth opportunities by Hawkins Cooker Ltd.

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