Amtrex hitachi appliances limited: Competing for the future

Abstract

The case featured in this issue presents the history and managerial initiatives of a rapidly growing organization in the consumer durable industry. The industry is characterized by the presence of several competing (national/multinational) players, changing consumer need and preferences, and MNC's access to national market. The Organization needs to take stock of what it has achieved so far, what needs to be done, and how? Amtrex Hitachi Ap pliances Limited (AHAL) — the comparty which specialized in air-conditioners - kicked off the implementation of Oracle III ERF package on 6th December 2000. This was the latest in a series of measures that AHAL had initiated in the last few years to enhance its competitiveness in the fast changing Indian marketing environment The earlier efforts included an ERP implementation, Business Process Reengineering, and rapid new product development initiatives. While each of these efforts had resulted in operational improvements, it was unclear to the management whether they fitted into a single overai competitive strategy of AHAL.