Company: Hayward and tyler
1: Title Page: Title of my report. Address (to/from) and date the report.
2: Executive Summary: (150 Words) Abstract.
3: Appendix : .(mention pestel and five forces for Hayward and tyler (company) in china and south Africa with bullet points not in detail because it is only to show the comparison and external analysis should be done only on china and link the pestel and five forces in external analysis). And table of contents
4: Introduction: (325 Words) A short introduction about the company and the aims and objectives of the report and introduction should also relate to the executive summary
5:External analysis on the industry :
1:Define Trends, Key drivers , Pestel ,Five Forces,power, Opportunity,attractiveness. Please do not analyse the threats . external analysis on whole industry (Imp: pestel and five forces in appendix only words not counted for them please mention only important points to it and also please do provide the definition of the tools used for internal and external analyses with academic reference the acadmic reference via journals and articles avoid textbooks)
6:internal analysis: (Main focus on power generation )Vrin, Competitive advantage and core competence, Skills, and distinctiveness, Resources, value chain, market line (identify the clients and needs of the clients) . internal analysis on the firm
7:Conclusion:
About the company situation (no recommendation)
8:Reference List:
Please compare two countries in which they work at first and on the basis of that please choose one country and do analyses on that particular business unit for eg: Africa and china compare both and the do analyses on china.
Try to use ABS ranking with
3 and 4 ranking in journal and article
- Core Text 4 items
You are expected to buy this textbook as you will be using it extensively throughout the unit.
- Exploring strategy [electronic resource] – Gerry Johnson, Richard Whittington, Duncan Angwin, Patrick Regner 2014
Book Core text
- Marketing management – Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman ©2016
Book Core text
- International business [electronic resource]: the new realities – S. Tamer Cavusgil, Gary A. Knight, John R. Riesenberger 2014
Book Core text
- New venture creation: a framework for entrepreneurial start-ups – Paul Burns 2014
Book Core text
- Guided Reading 0 items
The following is expected reading for this unit. Details of what to read and when will be provided in the BREO site.
- Independent Study 14 items
To receive high grades, you will need to demonstrate your wider reading. The following resources provide useful background reading for the material in this unit.
- Books 4 items
- Strategic market management: global perspectives – David A. Aaker, Damien McLoughlin 2010
Book Independent reading
- Marketing concepts and strategies – Sally Dibb c2012
Book Independent reading
- Understanding Michael Porter: the essential guide to competition and strategy – Joan Magretta c2012
Book Independent reading
- Good strategy/bad strategy [electronic resource]: the difference and why it matters – Richard P. Rumelt 2012
Book Independent reading
- Journals 9 items
If you are looking for articles relating to your assignment topics, you may find it helpful to browse in the following journals.
Article Independent reading
- Internationalization, Innovation and Institutions: The 3 I’s Underpinning the Competitiveness of Emerging Market Firms – Vikas Kumar, Ram Mudambi, Sid Gray 09/2013
Article Independent reading
- Academy of Management journal [electronic resource] – Academy of Management
Journal Independent reading
- British journal of management [electronic resource] – British Academy of Management
Journal Independent reading
- Harvard business review – Harvard University. Graduate School of Business Administration
Journal Independent reading
- Journal of accounting research [electronic resource] – London School of Economics and Political Science, University of Chicago. Institute of Professional Accounting c1963-
Journal Independent reading
Journal Independent reading
Journal Independent reading
- Organization studies – European Group for Organizational Studies
Journal Independent reading
- Websites 1 item
Website Independent reading
Company’s Overview
Hayward Tyler Luton is operating since the early 1870 and providing engineering solution across globe. They are known as a centre of design and development of the BCP along with first submersible motor in 1990’s. The company is providing leading customer services through its team. They are one of the trusted suppliers with base in the United Kingdom, United States, China and India. It designs, manufactures and provides services performance by manufacturing critical electrical pumps in order to meet demands of global energy industry. The mission of Hayward Tyler is to provide their customers with innovative and reliable technological solutions across the entire energy sector (Engineering Excellence, 2017). They have 2,300 BCPs installed globally which is more than any other company. Over 60 percent of operating nuclear station in North America works with their product. They are the only UK supplier of industry-specific source testing. Most interestingly they are most advanced facility for specialty motor manufacture in the world. The company is improving continuously through performance, reliability, service life and ease of maintenance. Hayward Tyler has won many awards for providing engineering, IT Solutions and various other business systems and developments. There focus is to deliver planned investment in order to fit-for-purpose facility and to continue improvement which is based on environment capability and manufacturing performance critical motors (Centre of Excellence, 2017). Hayward Tyler is continually driving operational efficiencies in cooperation with internal and supply chain partnerships. This has helped in generating improved excellence guarantee, outstanding harmony of mind and self-assurance for customers. The Central to Hayward Tyler’s CoE is the unrelenting growth of Sales & Operational Planning award winning information systems. In China the Trading has been healthy across all of Hayward Tyler’s markets and the company has successfully released a new sales office in Shanghai. The purpose was to complement its offered service and renovate ability in Kunshan.
The aim of the report is to conduct a macro-environmental analysis in China in order to understand its strengths and weaknesses. This is to ensure that the company is making accurate decisions while developing itself in China. The assessment of micro environmental factors in China will ensure that the company is making consistent advancement by challenging its inner strengths and weakness. Internal analysis is used to ensure that Hayward Tyler is undergoing transformation by making expansion (Jobber and Ellis-Chadwick, 2012). This has provided them with a competitive strength against other companies dealing in similar business (Malhotra, 2008).
External analysis on the industry
Trends analysis
- There is a slowdown in the Chinese economy due to flat lining power demand. There is an increase in use of renewable sources of energy in recent years.
- According to the facts released by National Bureau of statistics China generated 5.6 trillion kw of electricity in 2015.
- Electricity output in China is an important source for the industrial sector. It is contributing towards pollution in the country. Heavy industries like Cement, steel, metal production are utilizing electricity (China’s Economic Sector and the new economic normal, 2015).
- The total energy consumption including oil product used in transportation grew by 0.9 percent in 2015. The power consumption in 2015 amounted to 5.55 trillion kW. It occurred due to weakening demand occurring in the industrial sector.
- There is a fall in electricity generated through thermal power to 2.8%.
- In 2015 there is an increase in the use of fossil fuel by 20%. The facts will increase in the coming years(China’s Economic Sector and the new economic normal, 2015)
Key drivers
- Industries are utilizing most of the energy produced in China. Environment cautiousness is leading to use of safe energy in China. The global GDP can increase to 1.1% in 2030 will be crucial to cap up coal consumption.
- China is a home for world’s largest source of renewable energy. There are already more than 3.4 million people working in this sector.
- With more investments in coming years this industry will flourish efficiently. China’s major focus is toward creating clean and green energy.
- China on record has installed 46.9 gig watts of solar and wind energy plants. This is in accordance with the efforts to improve climatic conditions.
- Coal amounts a significant amount to country’s power need. The electricity demand in China grew in between 2000 to 2013.
- On The basis of IEA report the low carbon sources are expected to cover at least 2-2.5 percent by 2020.
- Worldwide investment in coal supply decreased by 9 percent as China is trying to restructure its capacity.
- The cost of electricity in China in two-third higher than the cost of electricity in China. Coal mining and transportation companies are diversifying into power plant construction.
Power
- China has a monopoly in power generation against the other countries. It is decoupling its energy consumption through economic growth.
- They have market monopoly in supplying energy resources. China is a clearest possible example of utilizing greener energy.
- As per the estimation, it is reported that the thermal sources will account just 63 percent by 2020 and to 50 percent by 2030.
- The total capacity added as follows: 66 percent from thermal sources in 2015and 32 percent from water, wind etc. This is depicting their commitment towards clean energy production and consumption (China Seen Investing Too Much in Power Plants That Burn Coal, 2016).
- The country is currently investing multi-million on developing plants to produce clean energy. This will prove to be the growth accelerator for the country
- There are changing trends in energy production which is rising from a low of just 21 percent in 2006-07 to 32.5 percent in 2015. This gives a clear image to the world that green and clean energy can create a change if taken positively (China Seen Investing Too Much in Power Plants That Burn Coal, 2016).
Opportunity
- China’s total investment in the renewable source of energy in
- There is more growing opportunity at every place of the world. Moreover they have reached $ 110.5 billion. This has helped them in setting a global example in term of energy creation and deployment.
- China has a huge market to make investment in terms of energy creation. The most important feature of China’s energy production depends upon the introduction of the green bonds. It was one of the major sources of financing to implement green and clean energy (Mathews, 2016).
Attractiveness
- The industry has ample of opportunities in term of future aspect in China. The country has one of the largest markets sizes when compared with other European countries.
- China’s shifting trend towards improving the energy resources is setting an example for the world. In the coming years it will shift energy resources structure to clean energy resources.
- Being the pioneer in the world it is reflected that the power generation sector will be doing well in coming years. China has an enormous coal based system but with time it is shifting its overall interest setting a positive example for the world ((Mathews, 2016).
Internal analysis
Internal analysis is a process which is used to identifying and evaluating an organization strengths and characteristics (Hollensen, 2015). It includes resources, capabilities and core competencies. Competitive analysis is a part of internal analysis which helps in analyzing the proficiency of business (Jain and Haley, 2009).
VRIO Analysis
VRIO analysis is one of the analytical tools used to evaluate company’s resources in order to understand the competitive advantage. The acronym is used to evaluate four dimensions which are: Value, Rareness, Imitability, and Organization (De Mooij, 2013; Car deal and Antonio, 2012.).
| Value | Yes |
| Rareness | No, Except few patented products |
| Imitability | Yes |
| Organization | Yes |
Value
The company is known across globe for indispensable services in China. There is no other company in the market providing equivalent services. They have significantly expanding in China. Though there are already many restrictions in trade activities but the company is making remarkable changes. All the services provided by the company are valuable because it is based on Performance based technology. They are known across globe for making performance -critical, fluid-filled motors and pumps for the global energy industry. They are consistently expanding their business venture in other countries which has created opportunities not only for the company but the area of expansion. They are known for designing world’s deepest submersible motor. Use of technology and innovation has added a cutting edge over the other companies. They are planning to open more units in China in terms of thermal power plant (Hayward Tyler comments in China Daily News, 2015).
Rareness
Certain part of the company is producing goods that are rare in nature. They are utilizing innovative technology in order to provide world with unique products in China. Hayward Tyler is continually driving operational efficiencies in cooperation with internal and supply chain partnerships. The company has a global reputation for providing innovative facilities to its client. Moreover they are using differential services which have separated them from the other competitors. There processing unit are known to provide refinement and processing energy solution (Refinement & Processing, 2017).
Imitable
Few of the goods manufactured by the company are imitable but it is not possible for any other company to keep the same features as maintained by the company. Another reason is that the company is the pioneer in producing high-end technology goods for which they have taken patents. It has taken patent for most of the technology they are using in their company. Over 60 percent of operating nuclear station in North America works with their product. This is essential to notice that the company is continuously improving by constantly making changes in internal structure. The Central to Hayward Tyler’s CoE is the unrelenting growth of Sales & Operational Planning award winning information systems (Hayward Tyler expands in China, 2015).
Organizational
The organization is consistently making changes at each level in order to attain high level of sustainability. The company is making ample of investment by various important necessary aspect while dealing with the industry norms. . The earning of the company in China rose from previous year despite of decline in operating and pretax margin. They lead the way in industry by creating multiple opportunities while dealing with engineering solutions (Wood, 2007).
Competitive advantage
The company has a competitive advantage over other companies in the industry. The company is manufacturing goods that are produced using the world class technology. In a competitive atmosphere it is important for a company to look after the growing opportunities in China and South Africa. This is due to the reason that the other competitors are unable to produce goods with the similar quality. It is important to understand the value of competitive advantage provided to them in the industry due to its ability to manufacture goods with the high end technology. In a competitive atmosphere it has become important to utilize the effective modes in order to produce goods of efficient quality (Quester, et al. 2007).
Core competency
They are continuously operating efficiencies both internally and externally that has helped them to attain a better supply chain partnership. This has generated an enhanced quality assurance by exceptionally providing peace of mind and confidence to the customers. They are providing with a capability to benefit strategic partner through simulation of entire supply chain management in China. This has helped in maximizing performance through optimization of results in China. Investment into various projects in China has helped in developing internal capacity of the company. They have provided with a differential services through nuclear and sub-sea market. Currently the company is focusing on highly efficient motors and in enhancing the input through various technology implementations (Doole and Lowe, 2008). It is due to their efforts that the company has achieved a remarkable market position in China and they are constantly advancing through creating opportunities. The center of excellence is known across the world for providing world class facilities to individual clients (Terpstra, Foley and Sarathy, 2012). The manufacturing units are located at China has provided solution according to the local place necessity. In a competitive atmosphere it has become necessary to meet individual needs as per the market need. However there are many local competitors in the market. Core competency helps in attaining numerous objectives within a stipulated time period. Atlas Copco., Siemens AG etc are its major competitor in the market. They are giving high competition to Hayward Tyler in creating a market at different places. The company has achieved next generation model to be delivered with unrivalled superiority guarantee and even shorter times.
Skills, distinctiveness and Resources
Hayward Tyler units in China have numerous distinctive skills that separate it from the other units. The company has successfully opened a new sales office in Shanghai to harmonize its obtainable service and refurbish facility in Kunshan. This has helped in grabbing a largest share in an Asian market. Chinese market has a great potential than any other market. It has created ample of opportunities for the company in the particular location (Chevalier and Lu, 2009).
The distinctive skills in the field have helped in attaining sustainable results within a short period of time. The pumps are delivered all over China and nearby market. However the Chinese market has lots of restrictions that make it difficult for the company to capture more shares in the market (Aaker and McLoughlin,2010).
Value chain
Value chain analysis is a process through which the firm can understand the performance in order to provide valuable services to the customers. This concept is used to describe the value added services in order to create competitive advantage against the other companies (Porter, 2008).
Hayward Tyler has a huge market and the rate of dependence of international companies is increasing due to the efforts made by the company. It is producing distinctive goods and known across the world as one of the most efficient value chain mechanism. There value chain model include various distinctive services which includes inbound logistics, operational outbound logistics. There technical innovative team has created a distinguished results within a short tenure. They are known as the global master in value chain process.
Market line
The company is providing leading customer services through its team. They are one of the trusted suppliers with base in the United Kingdom, United States, China and India. In 2014 the company has amounted to 18 percent of the total contribution across the globe. There is various growth opportunities in China. They have a considerable market share and it is projected that the market will grow in coming years is due to the capability of the company to grow multidimensional in various different sector. There diversification strategy has enabled them to achieve sustainable objectives (Our markets, 2017).
Conclusion
The report includes external analysis of power generation industry in China. It depicts the trends of China’s power generation system. It also shows how China is utilizing clean and green energy resources to produce energy. The internal analysis of Hayward Tyler analyzes the market strength of the company in China. Most amusingly they are most advanced facility for specialty motor manufacture in the world. They have continuously created market strength through performance, reliability, service life and ease of maintenance. The company is pioneer in creating motor pump and providing high quality goods in the market through creating distinctive results. The gross margin decreased from 33.02% to 30.18 % when compared to the same period last year. The operating margin is now 12.30% from 13.08 %. The report examines all the essential characteristics as necessary for understanding the implementation of strategies in order to achieve a specific market position.
References
Aaker, D.A. and McLoughlin, D., 2010. Strategic market management: global perspectives. John Wiley & Sons.
Aaker, D.A., Kumar, V. and Day, G.S., 2008. Marketing research. John Wiley & Sons.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2012. Marketing: an introduction. Pearson Prentice-Hall, London.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Belz, F.M. and Peattie, K., 2009. Sustainability marketing: A global perspective. Chichester: Wiley.
Cardeal, N. and Antonio, N.S., 2012. Valuable, rare, inimitable resources and organization (VRIO) resources or valuable, rare, inimitable resources (VRI) capabilities: What leads to competitive advantage?
Centre of Excellence, 2017.Online . Available at: http://haywardtyler.com/centre-of-excellence/ Accessed on: 14 February 2017.
Chevalier, M. and Lu, P.X., 2009. Luxury China: Market opportunities and potential. John Wiley & Sons.
China Seen Investing Too Much in Power Plants That Burn Coal,2016. Online. Available at: https://www.bloomberg.com/news/articles/2016-09-13/china-seen-investing-too-much-in-power-plants-that-burn-coal Accessed on 24 February 2017
China’s Economic Sector and the new economic normal, 2015.Online available at : https://www.chinadialogue.net/article/show/single/en/8558-China-s-power-sector-and-the-economic-new-normal- Accessed on: 24 February 2017
Company overview, 2017.Online . Available at: http://haywardtyler.com/about/company-overview/ Accessed on: 14 February 2017.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.
Doole, I. and Lowe, R., 2008. International marketing strategy: analysis, development and implementation. Cengage Learning EMEA.
Engineering Excellence, 2017.Online . Available at: http://haywardtyler.com/ Accessed on: 14 February 2017.
Hayward Tyler comments in China Daily News,2015, Online. Available at: http://haywardtyler.com/2015/07/10/hayward-tyler-comments-in-china-daily-news/ Accessed on: 14 February 2017.
Hayward Tyler expands in China,2015, Online. Available at: http://www.worldpumps.com/view/41905/hayward-tyler-expands-in-china/ Accessed on: 14 February 2017.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jain, S.C. and Haley, G.T., 2009. Marketing planning and strategy. Cincinnati South-Western Publishing Company 1985..
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.
Magretta, J., 2013. Understanding Michael Porter: The essential guide to competition and strategy. Harvard business press.
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Mathews,J.2016. China’s Continuing Renewable Energy Revolution – Latest Trends in Electric Power Generation. Online. Available at:http://www.globalresearch.ca/chinas-continuing-renewable-energy-revolution-latest-trends-in-electric-power-generation/5544184 Accessed on 24 February 2017
Our markets, 2017.Online . Available at: http://haywardtyler.com/markets/ Accessed on: 14 February 2017.
Porter, M.E., 2008. The five competitive forces that shape strategy. Harvard business review, 86(1), pp.25-40.
Quester, P., Neal, C., Pettigrew, S., Grimmer, M.R., Davis, T. and Hawkins, D., 2007. Consumer behaviour: Implications for marketing strategy. McGraw-Hill.
Refinement & Processing, 2017, Online. Available at: http://haywardtyler.com/markets/refinement-and-processing/ Accessed on: 14 February 2017.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Wood,M.2007. Bolier Pumps: Pump action in the Chinese market. Online. Available at: http://www.powerengineeringint.com/articles/print/volume-15/issue-7/features/bolier-pumps-pump-action-in-the-chinese-market.html Accessed on: 14 February 2017.
Appendix
Pestle analysis Of Energy Industry in China
| · Political | · The fourth largest economy in the world which boosts the economic growth in energy sector.
· Effective policies for investors in energy and power generation sector. · Government support in Industrial sector. · Restrictions on the international companies to start a manufacturing unit due to political Restrictions. |
| · Economic | · Excellent GDP. annual growth of GDP from 1980 to 2000 was with an average of 10 percent
· Brands are getting acknowledgement due to lower wage rates. · High inflation rate. |
| · Social | · Population growth and fluctuation in age distribution. It has caused an increase in total primary consumption.
· Huge influence of cultural and social group on power generation industry
|
| · Technological | · High end technology influence
· More support of government in supporting local at technology end while generating energy
|
| · legal | · Strict legal policies regarding power generating industry
· Deep influence of legal factors on managing international companies. |
| · Environmental | · Biomass is used as a major source of energy generation.
· Technological invention are in pace with the environmental change. · Investment is made on clean and green energy sources.
|
Porter 5 forces model (Energy Industry in China)
| Threat of new entrants | MODERATE.
o There are moderate chances of any international company to invest in the sector due to heavy investment. |
|
Threat of substitutes
|
LOW
o No substitute of energy is available though there are substitute in terms of safe energy. |
| Bargaining power of customers
|
LOW
o Consumers have to pay a good price for the energy consumption. |
| Bargaining power of suppliers
|
LOW
o The bargaining power of suppliers is low due to government restrictions. |
| Industry rivalry
|
Moderate
o Moderate rivalry in the industry due to fewer supplier.
|
