All Brain. All Power.
All Electric
Operation’s Strategy Overview
Group#2
Jasheel Irshad Sai Chandrasekhar Vedula Suraj Kumar Patel Tausif Ahamed
(VLMP/17/13) (VLMP/17/27) (VLMP/17/36) (VLMP/17/38)
01 About the Company
02 Mission & Vision
03 Industry Analysis
04 Strategy
05 Business Model
06 Capacity strategy
About Ather Energy…
Manufacturing
Hossur (TN), Bangalore(Karnataka)
Plant Location
Industry Electric 2 Wheeler
Founded 2013
Founders Tarun Mehta, Swapnil Jain
CEO Tarun Mehta
Area Served India
Total Funding $286.8 mn (May 2022)
Revenue $52.44 mn (Rs 413.9 crore in FY22)
Production Capacity 4.2lakh Vehicles per Annum
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Mission
Building smart electric vehicles.
Vision
To accelerate the development and adoption of smart, electric
vehicles and provide smart mobility solutions while making a
positive impact on the environment
Ather Energy’s Strategy is based
Product Technology Customer Sustainability
Experience
Develop smart, Develop innovative Providing a superior Produce zero
connected, and technologies that will customer experience emissions, and they
high-performance improve the to build a loyal also help to reduce
performance and customer base. our reliance on fossil
Products
efficiency of EVs fuels
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Industry Analysis
Porter’s Five Forces – EV 2 Wheeler Industry 1 STAR
Bargaining Power of Supplier Bargaining Power of Buyer
• Concentrated Battery • Price Conscious Buyers
Manufacturers & PCB • Multiple Options for Customers
Manufacturers
Competitive
Rivalry
(Ather, Ola
Electric, Hero
Vida, Etc.,)
Threat of New Entrants Threat of Substitutes
• Low Entry Barriers • No Immediate Substitute available
• Favourable Government Policies
5
Products & Solutions
Strategy - Product Differentiation
Ather 450X Ather Grid One Stop App Ather Stack 5 OS
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Ather Energy’s Business Model
Maintains a high level of
control over its products Helps reduce range
and services, which helps anxiety and make
to ensure quality and
customer satisfaction. D2C BS electric scooters more
convenient.
Direct-to-consumer Battery Swapping
Subscription-Based Charging Infrastructure
Provide scheduled
maintenance and SB CI Saturn is a gas giant,
composed mostly of
software updates via
hydrogen and helium
OTA (over-the-air).
Product – Process Structure
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Operations Strategy
Resources Customer Needs
• IP( > 50 Patents) • Reliability
• Strong Brand • Charging Network
Perf. Objectives
Ops Strategy • Develop New Products Market Position
Ops Capabilities
• Asset Utilization • Expand Market Share • B2B & B2C
• Asset Utilization
• Technology (IoT) • Improve Customer Market
• Inhouse R&D
• Ecosytem of Products Experience
Ops Process Competitors
• Unorganised Players
• Distribution • Less Service Options
Network
Key Focus Areas for Operations Strategy
Quality Scalability Innovation 9
Operations Strategy Matrix
Resource Usage
QUALITY of
products and
services
Performance objectives
Market competitiveness
Speed
Dependability
FLEXIBILITY of
response to
demand
Cost
Capacity Supply Process Development &
Technology organization
• Manufacturin network
g facilities • R&D, • New launches
• Number and
engineering and
• Production types of
upgradations
• Automation
capacity Suppliers
Decision areas 10
Capacity Strategy in Ather Demand
Growth
Curve Scale
Economies
Uncertainty
(Capacity &
• Greenfield Projects Production)
• Improve Processes Time Value Learning
of Money Curves
Capacity
Lead Capacity Strategy Strategy
40000
Access to Technology
35000 Capital Roadmaps
30000
25000
Customer
Capacity Supply Base
20000
Stickiness
Expansion: Competitor
15000 Hosur Plant Actions
10000
5000
• Commoditized Products
0
• Time Sensitive customers
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec • High Switching costs
CY 2022 Sales Capacity • After Market Sales
https://www.rushlane.com/ather-electric-scooter-sales-2022-at-59k-new-red-colour-launch-12456444.html 11
https://www.autocarpro.in/news-national/ather-energys-second-plant-at-hosur-goes-on-stream-expands-capacity-to-400000-units-113428
Smart Charging Solutions: Ather Grid
1. Personal Charging 2. Public Fast Charging 3. Neighbourhood Charging
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1400+ charging stations across major cities in India
CRITICAL EQUIPMENT
BHARAT FIH-PCB
Magneti Marelli-Controller
Hero Electric- Motor
Samsung SDI, WIPRO-
Lithium Ion battery
Sunlight Systems-Charger
LG- Display
Continental- tyres
Boschs- Brakes
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DIGITIZATION AT ATHER
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Challenges for Ather
Raw material and Supply chain disruptions
High battery prices
Range anxiety among customers
Aggressive Pricing by Competitors
Threat of New Entrants
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Thank You…
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Evaluation Criteria
• Total 30 marks (15 minutes + 3 minutes Q&A)
2 marks: Was the presentation well organized?
2 marks: Did the presentation finish on time?
5 marks: Was the presentation given in an interesting and
creative manner?
5 marks: Was there new content (outside of the lecture note
materials)?
5 marks: Was there sufficient material? Theory
3 marks: Were the questions answered effectively?
5 marks: Peer evaluation (from the class)
3, other’s presentation (from your comment sheet
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