DEPARTMENT OF MANAGEMENT SCIENCES, UNIVERSITY OF PUNE (PUMBA) Page 0
CCOONNTTEENNTTSS
Cover Story ______04
Social Talk ______07
Did You Know? ______10
Brand Talk ______12
Sports Talk ______14
Management Funda ______16
Operations World ______20
HR Perspective ______23
Addiction ______25
PUMBA MIRROR ______27
Acknowledgement ______38
DEPARTMENT OF MANAGEMENT SCIENCES, UNIVERSITY OF PUNE (PUMBA) Page 1
EEDDIITTOORR’’SS NNOOTTEE
Hello friends, it feels good to bring out the August Edition of Nexus the Newsletter of Department of Management Sciences, University of Pune (PUMBA), one of the finest B-Schools of our Country.
This time we have tried to cover some issues which are important for us both as a budding Manager and also as a Citizen of India. We have also included a brief summary of all the events conducted in the college during previous Trimester. We hope that you would like this edition of Nexus.
We would like to thank our HOD Dr. Capt. C.M. Chitale Sir for giving us an opportunity to bring out Nexus.
We would also thank our faculty Coordinator Dr. Prafulla Pawar Sir for giving us his invaluable feedback from time to time.
I sincerely thank all my colleagues at Communication Cell and our Co-ordinator Mr. Sandip Dole for giving me this responsibility and supporting me.
Thus, on behalf of Communication Cell, I present to all the August Edition of Nexus.
Best Regards,
Suyash S. Jain
Editor, Nexus
Communication Cell
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CCOOOORRDDIINNAATTOORR’’SS MMEESSSSAAGGEE
I have been thinking about it for quite some time now, why is it so difficult for people to understand simple fact that nobody but they themselves are responsible for growth in their career.
In MBA, people expect professor’s to teach us and then we learn and understand (it’s perfectly fine as we pay fees for it) but when you are doing Post Graduation then our professor’s expect us to go one step ahead, explore the topic and read on it further which most of us do not do.
Now this is very basic thing and everyone understands it. But I think they do not realize it as there is no money attached to this extra learning and nowadays we don’t understand anything if money is not involved in it.
People, I just want to tell you if you would have worked for 2 years instead of doing MBA then minimum 3 Lac per annum would have been your salary. So going by that calculation, 6 Lac would have been your earning at the end of 2 years. So I think this is the money that we are paying for this opportunity. So to ripe maximum out of these two years, we should put some extra efforts to gain some knowledge.
I want to thank all the people who had put in their efforts in publishing this edition of NEXUS and looking forward for their support to make NEXUS better and better.
Sandip Dole
Coordinator,
Communication Cell
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CCOOVVEERR SSTTOORRYY
SOCIAL NETWORKING: USE, MISUSE AND
ABUSE
While, I was thinking about a topic which could be published as a cover story for our college magazine, I was not able to think of a unique idea. Right from the great fall of rupee to the recent competition between Times and Outlook to declare the winner of the most coveted title of this century ‘THE UNDERACHIEVER’ different ideas came to my mind; but I kept on rejecting all these ideas in order to write something genuinely ‘Original’. Normally a premier B school magazine cover story should either be related to Marketing, Finance, Economics or some recent happenings because this is what we learn in a management college; but it sounded to clichéd to work on it. I switched on the TV to find nothing interesting. The News channels as usual were trying too hard to entertain people. The same story about president polls, economic crisis were going on. One of the news channel also showed a story like are we back to 1991 crisis? The way these stories were shown reminded me of a Ram Gopal Verma film without loud background music.
I kept on changing the channels and settled on a channel showing advertisements and analyzed them. I was quite happy on myself because I could analyze that commercial despite almost a two month long break from IMC lectures. Suddenly, I got a call from one of my old friend. “How are you? You are not even online on facebook nowadays, where are you? ” I couldn’t control my laughter; I just knew that he had uploaded something new. I ended up my call and logged into my facebook account. I went through my timeline liked few status, photos including that of my friend who had called me. I went online and found around 80 friends online, I chatted with few friends, checked notifications and logged out of facebook and logged into twitter. In this way I wasted almost 4 hours of my life. And then I got the idea for the cover story. Social Networking: Use, Misuse and Abuse.
I was delighted. In my 5 year long affair with many social networking sites (excluding the innocent orkut days) I had seen many incidences happening
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around, the make ups, the break ups, the fights and many more things. I decided to analyze them, find the root cause, and write down the observations with few recommendations and suggestions followed by conclusion in full managerial style.
We all know facebook; it needs no introduction and for all those who don’t know twitter, it is one of the most interesting social networking sites full of intellectuals giving their views on almost everything. For me it is a place where people write anything, abuse anyone with a constraint of 140 characters.
One thing I want to make clear is that I am neither deriding social networking sites nor advertising them. I know that today social networking sites have become a part of our life and we can’t deny the fact that they are the most powerful way of communication. Today people have come closer; tracking down your old friends has become much easier. To get information about anyone has become quite simple. You no longer need to write big letters or even mails to communicate with distant friends and family. News about any incident is getting out in true and correct form even before media is informed about it. In many accident cases, help lines and many other necessary details are spread faster because of the social media. Many introverts feel it easier to communicate through networking medium. People have started expressing themselves. Knowledge as well as awareness level is increasing. People can interact directly with their icons. Viral Marketing is an outcome of these social networking sites. For me social networking has been a great learning experience. I came to know about the real India. My timeline is full of Khubh bhalo, Vannakam, chechi, akka, manipaaya, ekla chalo re. Found many good people with different cultural backgrounds. This is about the good part of social networking sites.
But there is another side to social networking. At one end it has given people a way to express themselves whereas at another end it has made them impatient and intolerant. Every small or big incident good or bad it may be has made its way in the public platform in the form of wall post. The line of distinction of what should come out in public forum and what shouldn’t is getting blur. Criticizing others including the system has become our hobby. The number of stalkers on these networking sites is increasing day by day. Privacy has become a myth.
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Many wannabe’s are using these sites as a tool for free publicity. A model posting nude pictures post a final of a sport event on a social networking site of which children from the age group 13 onwards are part of and national media making it a front page story definitely won’t take this country anywhere. A video of a politician, banned by Supreme Court to be telecasted on National channel find its way on Facebook. The social media and its stakeholders have crossed all limits and have now even challenged the supremacy of our judiciary.
To add to this trolls and spammers have crossed all the limits. The abusive language used by them in the name of nationalism is a huge blot on our culture. The amount of negativity on social networking sites is increasing day by day. A last ball six won’t gain praise to the batsman but will definitely lead to bashing and abusing of the bowler and his whole clan.
The amount of time spent on these sites by youngsters of our tech-savvy generation is shocking. This is going to be harmful in our overall development as well as our health. Many researchers have suggested that too much of these sites can harm a person’s health and can even cause depression and various other disorders.
We all come forward to oppose Mr. Kapil Sibal when he asks to put a censorship on Social Media but we don’t see the logic behind it. We want complete independence and we quote our constitution saying that we have freedom of speech. We think that without these networking sites we won’t be successful. Someone not on facebook is like a Sin. Didn’t our parents and elders grow up without all these stuff? Are they less successful? I am totally for the use of all these networking sites and don’t say that we should stop using them but we should use them with some constraints and definitely not Misuse them!! I would stop here but just give a thought to this!!!
Suyash S. Jain MBA ++ Marketing
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SSoocciiaall TTaallkk::
WATER MANAGEMENT: NEED OF THE HOUR
Water, one of the basic five elements of the universe, is getting precious day by day and a day will come, not far from today, when it would be treated as national wealth and the country having abundant water resources will rule the world. We all know that the next war fought would be definitely for water. Water management, thus has become an important aspect in development of a nation. It is a crucial challenge for developing as well as developed nations.
Pune is known for its water management ability since Chhatrapati Shivaji Maharaj’s Era. The city is blessed with two rivers mula and mutha along with many small and big lakes. During the peshwa Era, when pune was at the peak of prosperity, peshwas introduced a closed pipeline system in the city. In this system water was stored and supplied from katraj Lake to the whole city. We still find these ancient pipelines during the excavations.
But the tremendous growth of the city as well as the increase in pollution has created hurdles in this management. Water of Mutha River is used for domestic purposes and is supplied through khadakwasla reservoir supplemented by water stored in 3 big dams, panshet, warasgaon and temghar. Katraj Lake and panshet dam take care of ground water level for the city. All this is planned and managed by Irrigation department. This planning was done in the 1960’s decade keeping in mind the growth of the city for next few years. But as the city expanded in all directions, Puneites started facing water shortage and other problems related to water supply.
There are 6 purification plants through which water is supplied to the city. As per the statistics, about 135 to 150 litres of water is consumed by each individual per day and with the population of 35 lakhs, around 8 TMC water is totally consumed by the city per day. The irrigation department has earmarked 11.5 TMC water per day for the city. If we follow the statistics, we should not face any water crisis in the city. The PMC officials mainly blame the leakages of 30% to 40% in transportation and distribution as the main cause of this water
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crisis. Water theft is also a serious problem faced by the department. Another important cause of this crisis is the manual operation of water distribution. It leads to uneven distribution of water due to political pressures and lack of check on the distribution. Implementation of water meters may overcome this problem. Though the bill for the same has been passed in the state assembly the implementation has failed at the grass root levels.
World Water Day 2012 was celebrated on 22nd March. The campaign with the theme - “Water and food security”, tried to create awareness amongst one and all, regarding Food Wastage being the lesser known culprit for Water wastage. We are oblivious towards the fact that, 90% of the total water consumption goes into producing food, whether its 1.5 litres of water that goes into producing 1kg of wheat food, or a whopping 15 litres that goes into cooking a kg of beef. Yet alone, we pay little heed towards incorporating few corrective actions in our routine life.
We feel helpless while seeing huge amount of wastage of water. What an irony it is, when the water trucks waste lots of the precious natural resource, while aiming to supply it! We humans are masters of hypocrisy, making it evident by merely discussing topics like “Dualism in Water Costs” on one hand, to buy a bottle of water priced at Rs.15 for 500ml, on the other. Let’s not just narrate heart-wrenching stories of water shortages, while doing nothing to tackle it.
As students or professionals, we can do our bit by not only creating awareness but also by incorporating simple measures. It could be insisting upon rainwater harvesting, or by avoiding wastage. It could even be done by consuming less water-intensive products. It could be done by encouraging “Water entrepreneurs”, or by effectively treating the waste water that pollutes our rivers. Solutions are many, hands are many, but water is scarce. After all, drop by drop we make a river!! Let’s give it a thought when we knowingly or unknowingly waste water by celebrating Holi or while procrastinating to get the leaking tap repaired!!
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Let’s make this world a place with abundant water for every self, by starting with our own self – to save water and nurture Mother Earth!!
Smrutee Sathaye MBA ++ Finance Shailaja Khadilkar MBA ++ Marketing
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DDiidd yyoouu kknnooww????
TEA VEDA
The Tata Group is perhaps one of the most famous and respected companies. It has ventured into so many businesses-namely, automobile, finance, beverages and so on. Tata Motors has lately been in the limelight after taking Jaguar and Land Rover under its wings and being the fifth largest profit maker in India.
Having said that, what would one think Tata Tea is famous for? No points for guessing…. It is their mass market brand and “Jaago-Re” campaign. Tata Tea (a product of Tata Global Beverages) has provided consumers, mainly the middle class, with good quality tea at an affordable price.
Now, the world’s 2nd largest tea branded company, Tata Global Beverages, has launched “Tea Veda” in the super premium tea market which promises to give tough competition to dominant players like Typhoo owned by the Apeejay- Surrendra Group. With tea priced at a whopping Rs. 7000 per kg (Rs. 350/50 gm.), it wouldn’t be hard to guess where one can buy Tea Veda. Perhaps, a high end boutique food store, modern trade store (Read: Hypercity, Dorabjee, Foodhall). The company has launched Tea Veda in six variants-three single origin (Darjeeling, Assam and Nilgiris) and three spiced variants (cardamom, masala and ginger). Tea Veda can also be a gifting option.
Vikram Grover, VP-Marketing at Tata Global Beverages (TGB), believes that Tata Tea finds high resonance among affluent consumers because of its quality credentials, and that Tea Veda will leverage this equity through unique offerings that will stand out in the market. Harish Bijoor, CEO at Harish Bijoor Consultants says, “With Tata’s brand equity, Tea Veda will definitely occupy a high ground. And with the rising trend of gifting teas in India, Tea Veda can also be an attractive gifting option.”
A huge manifestation of globalization is that an average Indian has become aware of brands, cultures, that he was oblivious to. Also, Indian consumers’ disposable income is rising steadily. They do not mind shelling out a few extra bucks on lifestyle products, especially when it comes from a
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trustworthy source. It is interesting to see that Tatas operate in the high-end hospitality business under different banners, namely Taj and Vivanta, and in the automobile business with Jaguar and Land Rover. But this time, with Tea Veda, Tata has chosen to keep its name instead of using Tetley. There have to be some reasons behind taking this step. Tata’s brand equity in India is tremendously high. At this point in time, this equity can be a huge advantage while introducing a product in the super-premium segment. Consumers might try an expensive product like Tea Veda, knowing that it has come from the Tata group. Also with hardly any competitors in this tea market, introducing Tea Veda seems to be an excellent idea.
All in all, I believe that Tatas have again reinforced their foothold when it comes to catering consumers with big pockets and a refined taste. It will be worthwhile to watch how it fares in the market down the line. All this writing has made me crave for a hot cup of tea, Tea anyone
Preeta Chitre MBA++ Marketing
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BBrraanndd ttaallkk::
ANDROID WAVE DESTROYED BRAND ‘NOKIA’
As time changes people change and so do their cell phones. That’s exactly what has happened with Nokia. Nokia has gone down from being a superhero to a zero thanks to its decision of not adopting the Android OS. It's hard to believe that just a few years ago; Nokia literally dominated the smart phone market. Fast forward to 2012, and we see that nokia currently holds 1 percent share in the smart phone market. Nokia has suffered a loss of a whopping 523 million in the 2nd quarter of 2011. Its overall revenue has come down by 7% from 10 billion euro to 9.3. Nokia is now behind Iphone in its overall sales figure and has slipped to the 2nd spot!!
In India, the world's second-biggest mobile phone market, with more than 900 million subscribers, Nokia's market share has halved in the three years to 2011, when it sold 31% of the total 183 million handsets sold. While Nokia wants to maintain its product differentiation by having a well-functioning operating system and not one that, in real people's eyes, is simply a commodity, they have forgotten that people’s tastes are changing and so are their buying abilities.
Android comes with a flavour of new, of something that is always updated with new, more powerful versions and its App Store boasts almost 4,50,000 applications. The Apple’s App Store (iOS) has almost 6,00,000 applications. Windows phones on the other hand offer only 70,000 apps. With the App store hosting almost 70,000 apps, Windows Phone certainly has a lot of work to do.
Not adopting android might have been the worst decision Nokia ever took. The Nokia-Microsoft partnership is taking a toll on Nokia’s market share. Though Microsoft is working on launching Windows 8, which they predict to be a serious competitor to Android tablets, given the ease of using windows platform, the entire scene seems to be bleak as of now.
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There are many factors which have brought down Nokia’s market share apart from not switching to Android, like easy to use product designs which don’ t even match those of top business phones or smart phones, no innovative features, Complete reliance on brand equity for a really long time, resulting in Nokia’s shares reaching a 15 year low. Yet, Anssi Vanjoki now Nokia's head of mobile solutions believes that, Symbian and MeeGo are the best software for Nokia’s smartest devices and as such, they’ve no plans to use any other software.
Over the coming months, Nokia will be releasing the Nokia N8, the first Symbian phone from Nokia and the first MeeGo device this year. They believe it is going to surprise a lot of people with its power and speed, but again its ability to compete with Android is being doubted. Nokia’s CEO Stephen Elop still believes that they had noticed the problem, but didn't react in time and is still worried about Nokia’s survival in the changing telecommunication environment.
Trying to maintain its unique differentiating factor, hesitating to undergo significant hardware changes and banking on the fact that many users want to use the same software’s that they’re using at home, office or on-the-go has shown a Nokia quite a downfall. But let’s hope that they’ll catch-up the market again and maintain their “It’s Different” status with the N8 phones!!
Ruta Deo MBA++ Marketing
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SSppoorrttss TTaallkk::
DRAVID - THE WALL
Known for his excellent defensive techniques in the world’s most admired sport – Cricket, Rahul Dravid said bye to domestic and International cricket on 9th March 2012. After making a debut in 1996 against England in Test cricket and against Sri Lanka in ODI he went on playing and leading Indian team in various situations faced by it. Dravid also popularly known as ‘The Wall’ was born in Indore on 11th January 1973 in Maharashtrian family. His father worked in Kissan, a company known for producing jams and thus he earned the nickname ‘Jammy’ from his teammates in his school. Dravid had brought what we call stability in cricket which was the most needed in Test matches which made him not-so-popular-guy amongst the viewers. He has been the most patient guy in Indian cricket for his long spending hours on the ground. He tested the patience of the bowlers to the limit they would get frustrated and would bowl more badly. His cover drives are the best ones in world and he could easily manage to get a boundary even when more than half of the team had been standing on the off side of the field. Dravid managed to get in people’s hearts through ODI matches when he showed off his aggressive side of batting and made the 2nd fastest fifty. Despite having so many world records and fame and money Dravid has always been a humble person. He is the first non- Australian who has addressed the Bradman Oration. He has helped the Indian team in various roles as a captain, batman and also as a wicket-keeper. Even though he did not like wicket-keeping but still he put on the gloves and carried it off very well on the field. His wonderful performances at Adelaide and Kolkata cannot be forgotten.
Dravid’s subtle nature and positive attitude is the reason behind his success and his growth in life. He has been an inspiration to many young cricketers and has aspired many of them to play for Indian team in Tests rather than lucrative IPL and T20 which does not need test the ability of a cricketer to the fullest. Dravid’s simplicity can also be seen in the brands endorsed by him though he has only a few of them as against others. Dravid’s dedication towards the game
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can be seen as all bowlers fail to take his wicket even at the end of the day. Dravid has many records in his kitty some of them are as:
Having taken the highest number of catches in Test cricket
Having scored back to back centuries in World cup
Having scored a century in all nations wherever Test matches are held
Having scored more than 13,000 runs in Test cricket
Dravid captained Rajasthan Royals in IPL 2012 and was successful in his batting as well as nurturing young talents like Ajinkya Rahane. His daily routine is to take his kids to school and doing other work as said by him in his retirement speech. Dravid’s retirement was as simple as him. Though he has retired from cricket but he will always remain in our hearts and his cover drives shall be remembered forever and I hope to see him in the commentator’s box very soon.
Girish Choudhari – MBA ++ Finance
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MMaannaaggeemmeenntt FFuunnddaa::
MANAGEMENT LESSONS FROM THE MAHABHARATA
Background:
War was fought for 18 days between the PANDAVAS and the KAURAVAS at KURUKSHETRA to decide the ruler of the kingdoms of Hastinapur and Indraprashta.
Pandavas: Were in Exile for 13 years. They had no kingdom. They depended heavily on their friends and relatives for financial as well as political Support.
Kauravas: Were in power for 13 years. Duryodhan( Eldest Kaurava) was a benevolent king. The Kauravas had wealth and power of Hastinapur as well as that of Indraprastha, the kingdom that the Pandvas had taken such labors to build and which had surpassed the Hastinapur of old in all degrees. Karna had gone on a nation-wide conquering on behalf of Duryodhana.
War Logistics:
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Kauravas: 11Akshouhini
Pandavas: 7 Akshouhini
1 Akshouhini = 21,870 chariots, 21,870 elephants, 65,610 horses and 109,350 foot-soldiers (in a ratio of 1:1:3:5).
Result:
War Lasted: 18 Days resulting in a Win for the Pandavas.
So the question remains HOW DID THE PANDAVAS WIN?
And in the answer of the question lies the lessons of Management.
1. Preparation:
Kauravas: Karna went on a country-wide military mission, subdued the different kingdoms and acquired wealth. But it meant a loss in terms of both men and money and creation of new enemies.
Pandavas: Though in exile they turned their attention to improve their weakness
1. Arjuna set out on a mission to acquire Divyastras.
2. Bhima met his brother Hanuman and got a blessing of enhanced strength.
3. Yudhisthira acquired teachings from the various rishis, and also learnt the Game of Dice from Gandharava Chatrasena, lest he was challenged to yet another dice game. It’s said that he had become undefeatable in Dice.
Lesson 1: Work on your Weakness and turn it into your Strength.
2. Allies:
Kauravas: Centralized power system, greatest empire, But not many powerful allies, except from old relations from far off places like Gandhara(Shakuni), Sindhu(Jayadrath) and Kambodia(Camboja - Bhagadutt)
Pandavas: No wealth. No power of their own. But powerful allies all over India.
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1. Panchala through Marriage with Draupadi 2.Dwarka through marriage of Arjuna and Subhadra 3.Magadh through marriage of Shadeva and Vijaya 4.Chedi through marriage of Nakula and Karenmayi 5.Matsya through marriage of Abhimanyu and Uttara 6.The Rakshasas through marriage of Bhima and Hidimba 7.The Nagas through marriage of Arjuna and Uloopi.
Lesson 2: Make Powerful Allies.
3. Leadership:
Kauravas: Centralized leadership. One Head of Army at a time, who has supreme authority of 11 akshouhini of army. Bhishma, Drona, Karna, Shalya and Ashwatthama were the leaders after the death of the previous Head.
Pandavas: Distributed leadership. Seven commanders for the seven divisions.(1 man commands 1 akshouhini each). Commanders were as below ,
1. Virat (King of Matsya) 2.Drupad (King of Panchala) 3.Sahadeva(King of Magadha) 4.Dhrshtaketu (King of Chedi) 5.Satyaki (Only warrior from Dwarka) 6.Shikhandi (Prince of Panchala). 7. Bhima ( one of the Pandav )
Dhrshtadymna –Commander in Chief. Arjuna –Supreme Commander. Krishna – Arjuna’s charioteer and counselor.
Lesson 3: Share your responsibilities. Decentralization of Power is important
4. Team Spirit:
Kauravas: No team spirit. They all fought their individual wars.
1. Bhishma: For his Vow to protect the throne Hastinapur.
2. Drona and Kripa : They owed allegiance to the throne.
3. Shalya: Simply cheated by Duryodhana to be there. Was originally a Pandava Ally.
4. Karna : To prove his mantle against Arjuna. Friendship for Duryodhana.
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They didn’t gel well with each other. Bhishma and Karna. Bhisma and Shakuni. Karna and Shakuni. Karna and Shalya. Shalya and Bhishma. It was like a bees, hornets and mosquitoes put together in a jar.
Pandavas: One team. One Goal. As men, they all had huge respect for Krishna and Yudhisthira. While as warriors they were in complete awe of Bhima and Arjuna. Most of them were close relatives – cousins, brother-in-laws, father-in- laws. More than that they all were part of the decision-making process. It was their “common” war.
Lesson 4: Teamwork succeeds where Individual effort fails.
5. The Roots:
Kauravas : Princes brought up in the comfort of the Royal Palace, matured on romanticized ideals of Power, Fame, Courage and Valor. No experience of ground reality.
Pandavas:
•Spent the greater part of their lives in Poverty.Childhood in the Himalayan foothills among Rishis.One year exile among the poor people of Kuru-Panchala. 12 years of Vanvas and 1 year of Agyatvas.
•Experience of the ground reality. Contact with people from various strata of the society. Sannyasis (celibate monks),Acharis, poor Brahmanas, Potter.etc
•Different races of people.Rakshasas, Gandharavas, Apsaras, Nagas. People from different regions Uttarkuru, Bengal etc.
•A Sense of Sharing.A sense of Brotherhood.
Lesson 5: Know ground realities. Know different ideologies. Share
Aditya Zalte – MBA ++ Finance
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OOppeerraattiioonnss WWoorrlldd The World of 3PL and 4PL
Now-a-day’s companies outsource various functions from security to IT support. When it comes to logistics, whether it is inbound or outbound, outsourcing is done to companies known as third party logistics (3PL). A wide range of logisticalservices are offered by 3PL firm like project logistics, warehousing, packaging, inventory management and freight forwarding. About 75 percent of fortune 500 companies have outsourced their entire supply chain function from raw material procurement to dispatchof finished product.
Companies having suppliers across globe hire many 3PL firms for different geographical region to take advantage of low cost labor and raw material availability. This has made the logistics process more complex and companies are finding it difficult to operate as a single function is outsourced to different firms. Consultancy group Accenture came up with the idea of Fourth-party logistics(4PL), as the capability to manage such complex logistics network does not exit in single organization. A 4PL companies manages all the logistics function of the companies and act as a single point of contact to company. They
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do not have their own assets for transportation but use the service of 3PL provider.
Companies gain added advantage with 3PL and 4PL. They allow companies to focus on their core activities and outsource the rest. They get to streamline their entire Operations. Not to mention, the competitive advantage they offer by their expertise. The idea was that 4PL could deliver innovative supply chain solutions through a combination of technology, resources, optimization, management and consultancy in a way that is asset neutral. 4PL takeover entire supply chain activities, which were earlier, managed by the sourcing company (such as the purchasing of transport and transport planning).
When it comes to choose between outsourcing an activity and doing it in- house, it tends to be a volume related decision. At lower volumes one can get the benefits of the 3PL's scale economies as well as their expertise and skills. At higher volumes it tends to be more economic to do it by self as the 3PL is going to charge a margin over the price one could do it by self. The danger in any 3PL arrangement is that organization becomes hollowed out and it loses the skills and knowledge in the area it has subcontracted, and this makes it harder to bring in-house again.
“Alcatel one of the world’s major player in the area of telecommunication has outsourced their complete supply chain management for Alcatel eND(ebusiness Networking Division) to UPS since July 2000. UPS act a sole point of contact between customer and supplier by managing all supply chain activities at strategic, tactical and operation level.Over the last two years, the average service levels have risen from 60% to over 90%. Total supply chain costs fell from 5.8% of Alcatel eND’s revenues to 5.1% at the end of last year.”
But what is the future of 4PL and why many Indian business groups are starting their own logistics companies? Suppose a factory looking to double its production capacity or wants to shift in some other geographic area within a country in order to take advantage of SEZ (special economic zones) and other tax benefits provided by State,it will need 600 to 800 customized transport vehicle which cannot be fulfilled by one 3PL provider and to manage this kind of complex process is very difficult for the companies. One such example is shifting of Tata Nano plant from Singur (West Bengal) to Sanand (Gujrat). The key to
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move up in the logistics value chain is the use of technology. Attractiveness to some of the key logistics sub segment is given below-
And hence, with the Indian Companies involved in expansion processes across the globe and the hint of FDI in Retail sector in India {the retail sector being the largest segment employing 3PL and 4PL}, the future of 3PL and 4PL is bright indeed.
Third party logistics market in India is about to boom. Many international logistics companies like DHL, UPS, Fedex and DB schenhker have entered in India. Sensing this opportunity many Indian conglomerates like the Tata’s, Mahindra’s and TVS have started their own logistics arm with many international tie-ups and acquisition. Manish Balwani MBA++ Operations
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HHRR PPeerrssppeeccttiivvee::
PERCEPTION MANAGEMENT – THE ARMY WAY!!
We all know that perception is the process through which people select, organize and interpret or attach meaning to events happening in the environment. In army terms perception management is the action done to convey or deny selected information and indicators to foreign audiences to influence their emotions, motives and objective reasoning as well as to intelligence systems and leaders at all levels to influence official estimates, ultimately resulting in foreign behaviors and official actions favorable to the originator’s objectives.
In this article, I would like to discuss few of the tools of perception management used in military operations. Media, psychological operations, civic action, effective public information, good governance, own actions or standards and overt or covert actions are few of the effective tools for perception management. Let us discuss them one by one briefly.
One thing which we know about media is that it surely provides checks and balances in a democracy. In military operations two vital functions of media are to keep public informed and record history. Media represents public in military operation and is solely responsible for creating positive opinion which is crucial for operational success and reputation of the army. It is in the hands of media to create a good or bad image of the media.
Civic action which is beneficial for everyone is another tool for perception management. Generally, woman- folk, students and neutrals which comprise of the majority are targeted. Locals are involved in few projects and also their needs are analyzed. People who are not opposing you irrespective of their support are helped and looked after. In this method the army acts as a facilitator.
In effective public information system, people are kept informed and are assured about the motive of army to protect and help them. Promises are kept
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and continuity of projects is ensured. Also army tries to take advantage of unpopular activities of insurgents.
Own actions or standards are also important for perception management. Primarily, army tries to build up public image. They also observe rules of law and avoid collateral damages. They ensure fairness.
Best perception management is done by good governance. It is a good way to create a positive atmosphere. Emails, SMSes, posters, leaflets are few of the other tools of perception management.
Psychological operations are again important for perception management. Like during Afganistan war US always tried to maintain that Muslims in United States worship freely by also giving information about the 1200 mosques in USA. But in this type of operations achievements are invisible.
I have tried to cover few tools for perception management used during military operations. But I am sure that it would be definitely of great help to every HR manager irrespective of whether he is working in an automobile company with thousands of blue collar workers around him or working with the IT professionals.
Col. Ashish kumar Das MBA++ Human Resource
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AADDDDIICCTTIIOONN
TVS SCOOTY PEP+
The commercial begins with a bright sunny day at the college campus. The girls are shown parking their Scooty Pep+ bikes. Here, TVS highlights its new launch that is the new Scooty Pep+. TVS has very skillfully highlighted the name Scooty pep+ inscribed on the bike and also the company’s name TVS.
The ones using the bikes are all college girls. Thus it is clear from this that the target market which TVS is focussing on for this new bike is the college going girls.
At the beginning all the girls are wearing tops and jeans which normally are wore by the college going girls. However, later the girls are shown driving the scooty by wearing a saree and are also driving comfortably in sarees. This indicates that it is comfortable to drive a scooty even by wearing a saree. This indicates another target market i.e the typical Indian women who wear sarees.
The girls are wearing the tops and sarees which have the same colour as that of their scooty.. Thus different colours of clothing are used to indicate the different colours in which the new bike is available. Also the different colour combinations available with the new scooty are shown by the colour combinations of the tops, jeans, sarees and also the nail paints.The different colours are also shown at the very beginning of the add when the girls are parking their bikes.
Also the ease with which the girls drive the scooty all around in their college campus reflects the ease with which the new scooty pep+ can be driven. The turns they make while driving indicates that it is really smooth to handle the new moped.
They have best described the attitude which the girls posses who drive the new Scooty pep+. The fun and happiness shown on their faces reflects that it’s a real fun to drive the new Scooty Pep+. Also keeping the social awareness in mind all the girls driving the bike are shown wearing the helmets.
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Thus the overall add talks about the new launch of TVS targeted toward the young, notorious, fun loving college going girls and also towards the typical women wearing sarees and the add also speaks about the different colours in which the new product is available.
Shreyas Nene MBA++ Marketing
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PUMBA MIRROR
Summary of the Panel Discussion
A seminar titled “Industry Academia Partnership India- Finland Experiment" was organised on 15th March 2012 in Department of Management Sciences (PUMBA), University of Pune. The seminar consisted of two panel discussions by the eminent professionals of the corporate sector. We also had amongst us Prof. Seppo and Ms. Marja from HAMK University of Applied Sciences, Hamenlina, Finland. They looked forward for some exchange programs with the University.
Dr. Capt. C.M. Chitale –Professor & Head, Department of Management Sciences (PUMBA) highlighted the importance of the seminar and also gave a brief presentation about the University and Department.
Panel Discussion I- " Industry Expectations from Budding Managers "
A truly enriching discussion where certain significant aspects were brought forward took place.
Mr. Vikas Shirodkar (V.P HR, General Motors)
He emphasized on the fact that the to-be managers must have a cross functional and multi dimensional view of any given situation. He also said that initially the knowledge level is low but with experience, it goes on increasing. Experienced people should lead and guide them to attain the pre-determined objectives. He also said that if in case a problem arises we must reach to its root cause and approach it in a positive way.
Mr. Nagesh Kumar (V.P HR, Bharat Forge)
He stressed on the fact that certain important skills are required by the students that go beyond presentations and excel sheets. He strongly believed that today we need action leaders rather than managers. 'Attitude' of an individual plays an important role; one must understand the society and later should also contribute for the betterment of the society.
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Mr. Parag Sawant (Dy. General Manager, Suzlon )
He agreed with Mr. Nagesh Kumar on the point that people with leadership and entrepreneurial skills are the need of the hour; however budding managers should also be able to manage change efficiently. His advice was- “Become hunter for a new opportunity". Along with this he emphasised that domain skills and knowledge about the subject is essential for progress. He also gave stress on time management.
Mr. Nilesh Sahastrabudhe (Entrepreneur)
He contributed saying that willingness is important to achieve anything in life. We must realise our drawbacks and in competencies at one level, because it is this realisation that gives us a momentum to accelerate at higher level. The organisational hierarchy and work culture are to be understood. We must also be good learners with a strong foundation of value system.
Mr. Suhas Ghatwai (Dy. General Manager IR, Thermax )
Analysing the difficulties and understanding the manufacturing process in any organisation were other important points added to the discussion. He advised all to spend time with blue collar employees, as this enables us to be a better manager. An in depth study of labour legislations is required. Last but not the least, he quoted “Be with people, live with people"
Mr. Shrinivas Rairikar (Senior Director, MCCI )
He, as a moderator gave importance to learning new things and put forth the concept of 3H- Hand, Head & Heart, further adding Health as another factor. He threw light upon the importance of meditation which gives the power of self reflexion and improves our concentration. Finally achieving success which is sustaining in nature is important.
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Panel Discussion II- "Expectations from Academia- Journey from Campus to Corporate"
Mr. Seppo Niittymaki
He is a professor at HAMK University of Applied Sciences, Hamenlina, Finland. He was the moderator for this discussion and also contributed his views on the topic. He elaborated on their education system where evaluation is predominantly on the basis of assignments and projects, so as to have a practical approach to the subject.
Mr. Balaji Gopalan (Director India- China Relations Cararo India Ltd. )
He highlighted upon 3 important aspects-
Faculty - It must include people who have had exposure of the industry. Also people with good academic background are required in R&D and faculty must act as an intermediate between the students and the industry.
Curriculum- It needs to be revised and updated from time to time. More of Indian case studies need to be imbibed, “business ethics" as a subject can be included in the curriculum.
Student's attitude - Students must focus on foundation and strengthen it. They must be able to “ideate and conceptualise ". He added to it by saying that we need leaping frogs and also quoted "Small things and small steps lead to excellence; however excellence is not a small thing".
Ms. Shailaja Khadilkar & Mr. Anuj Nagpal (Students of PUMBA )
Shailaja pointed out that the recruitment process has to be improvised and candidates can be evaluated on a 10 day OJT program, frequent
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industrial visits need to be planned and soft skills also need to be developed. She also focused on the dM curve tube theory which says that the corporate and the academia, across all sectors, are actually interacting from the two ends of a curved see through tube, consequently leading to minimal transparency in operations, needs and customization; thereby generating substantial talent-demand-supply gap across various sectors.
Anuj also put forth the following points-
Theory of Generation X (people born in 1964-79),
Y(1979-94),Z(1994-today). The generation Z has learnt life on android, learnt various sports at a time, and are continuing to live differently. Industry will be facing problems managing these people when they enter in 2014.
A common recruitment exam for IT companies.
Customizing syllabus in relation to India
Academic interface programmes.
Clarity of the roles assigned.
Mr. Rajendra Sabnis (Senior General Manager Corporate, HR & Admin. Poonawala Group)
He gave a pre notion regarding the cultural shocks experienced in the industry, but also mentioned that having patience and a positive outlook would definitely help a lot. “Thinking out of the box" is needed to have a competitive advantage. Being open- minded and keeping good relations with all is always beneficial.
Kanchan Khadilkar MBA ++ Finance
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Panel Discussion 1
Panel Discussion 2
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Summary of the Achievers 2012
On April 7th 2012, Department of Management Sciences, University of Pune {PUMBA} organized its annual event – “Achievers”, when it felicitated stalwarts from different spheres of society.
The Chief guest of the day was Mr. Achyut Godbole, the famous entrepreneur and author. He shared his experience and urged students to understand & explore what life is all about. He encouraged them to go beyond standards and to set new parameters. He mentioned about the utility of Business Process Re- engineering (BPRE) in today’s fast changing world, and emphasized on need of understanding the prospects available for any business in form of Customer needs.
The following guest of honor was Dr. Meeran Borwankar, Commissioner of Police, Pune. She explained to students about the LTA philosophy, which helps in Critical Thinking, along with value addition of C i.e collaboration, which is essential for Team-work.
Ms. Madhuri Abhyankar, director of SOFOSH, was felicitated thereafter. She told the students about the need of care for the underprivileged, and of the various social stigmas still prevalent in modern society. She also mentioned about various programmes being run, and how youngsters can contribute towards society in active manner.
The next achiever for the day was Padmashree Niranjan Pandya, who gave ‘AAA-Mantra’ for becoming an achiever - Accept, Adjust, Achieve. He asked students not to get bothered by difficulties, and instead identify opportunity lying within each of them.
The esteemed Visiting Faculty members- Mr. J. K. Oke and Mr. Anil Agashe- too shared their experiences, and motivated students to have an independent and thorough thinking. They told students not to be afraid of taking risks in life, and how to use all available resources to turn up as a successful entrepreneur.
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Head-of-Department, Dr. Capt. C.M. Chitale concluded first session by sharing lessons of management from his real-life incidences, and explained how networking is an essential skill for a manager.
In the concluding session, the guest of honor was Mr. Shivaji Satam, who plays the role of ACP Pradyumna in famous TV show –CID. When asked about how to have satisfactory balance between personal and professional life, he told students to have clear priorities in life, and to have empathy rather than sympathy for others while enjoying every bit of the work.
He urged students to realize importance of staying connected to the roots, and to have pride for whatever back-ground they belong to and whichever work they do in life.
It was a great learning experience for all the students, and each Achiever successfully kindled the flame of inspiration in their hearts to grow as someone like them in life. The event was organized by the Seminar Cell of PUMBA.
Anuj Nagpal MBA++ Marketing
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ADIOS AMIGOS
FAREWELL TO SENIORS
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WWEE TTHHAANNKK YYOOUU --
COL. ASHISH KUMAR DAS
SHRIKANT PATIL
ADITYA ZALTE
PREETA CHITRE
SHREYAS NENE
MANISH BALWANI
SHAILAJA KHADILKAR
SMRUTEE SATHAYE
RUTA DEO
GIRISH CHOUDHARI
KANCHAN KHADILKAR
ANUJ NAGPAL
DEVENDRA SAPKALE
For the continuous success of NEXUS, we hope to keep getting your valuable support, suggestions and feedback. Write to us at: [email protected] [email protected]
Thanks & Best Regards, Communication Cell
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