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Innovador#3 MBA@SNGCE CASE STUDY # 3

SNGCE MBA: Innovador Case study 3

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Page 1: SNGCE MBA: Innovador Case study 3

Innovador#3MBA@SNGCE

CASE STUDY # 3

Page 2: SNGCE MBA: Innovador Case study 3

Introduction

BULL Machines Pvt. Ltd is part of the 50-year old Sandfits Engineering

Group. Established in 1993, BULL Machines is a Coimbatore-based group. They started manufacturing of tractor attachment after that they converted tractor into earth moving machine. They got technical idea from Europe. They took 6 months to sell their 1st product.

BULL holds the credit of being Asia’s No.1 tractor attachment manufacturer and leader in business with 9,000 + machines sold in the country. They are also the pioneers in converting tractors into earthmoving machinery. 

TEAM SNGCE-INNOVADOR

Bull Machines Pvt Ltd

Page 3: SNGCE MBA: Innovador Case study 3

BULL is recognised as an In-House R&D company by Ministry of Science and technology since 2004.

BULL has extensive sales & service network with more than 100 resident service engineers across the world.

BULL has two world class manufacturing plants. As with many reputed tractor companies, BULL also has a tie-up

with John Deere, New Holland, M&M, Escorts and Sonalika etc. Its in-house R&D unit was also recognized by the Ministry of Science and Technology in 2005. 

TEAM SNGCE-INNOVADOR

Introduction

Bull Machines Pvt Ltd

Page 4: SNGCE MBA: Innovador Case study 3

Where bull Stands Today? BULL holds the credit of being Asia’s No.1 tractor attachment manufacturer

BULL started to roll out in-house manufactured backhoe loader called ‘BULLSMART’ in September 2011 from its Greenfield state-of-the-art facility at Sulur in Coimbatore. It has a capacity to produce 5,000 backhoe loaders per annum which is the second largest in the country.

At BULL we always treat "CUSTOMER FIRST". There customer care service team comprises 135 people always ready to support the customers across the globe.

TEAM SNGCE-INNOVADOR

Page 5: SNGCE MBA: Innovador Case study 3

Innovation

In house designed backhoe loader, that are used to convert tractors into earth movers.

Earth moving machine with sliding base for far grabbing. Higher dump rollers for specific Indian use. Specifically designed 39 combinations of loaders.

Page 6: SNGCE MBA: Innovador Case study 3

ProductsTRACTOR ATTATCHMENTS

FRONT END LOADERS BACK HOE LOADER AND HOSER RADIAL LOADER V2 DOZER

CONSTRUCTION EQUIPMENT

BULL SMART • BULL SMART LOADER• BULL SMART BACK HOE LOADER

Page 7: SNGCE MBA: Innovador Case study 3

Products

Page 8: SNGCE MBA: Innovador Case study 3

FRONT END LOADER Low cost. Suitable for Heavy duty applications. Mounted at customer's site. Tipper lorry loading within five minutes. 39 types of optional application specific interchangeable buckets

are easily detachable even without using spanner.  Bucket is easily detachable even without using spanner. Number of other implements like Forklift, Grabbing fork, Bale

grabber, Log fork and Stone bucket can be User friendly Single Lever Joy Stick Operation and parallel linkage

as standard for better control. Bucket level indicator provided for easy operation and loader

detachable from Tractor within five minutes without using spanner.

Page 9: SNGCE MBA: Innovador Case study 3

BACK HOE LOADER AND HOSER

Low cost, easy installation even on second hand tractors. Nationwide sales and service network. Can be operated even on hard and tough soils. Low diesel consumption.   Machines can be mounted at customer site. The only proven and time tested Tractor Back- Hoe in India. Easy spares availability at very low cost compared to other

earth moving machinery. 39 types of optional application specific interchangeable buckets

are easily detachable even without using spanner

Page 10: SNGCE MBA: Innovador Case study 3

RADIAL DOZER

Max lifting height 20ft. Detachable and mounted at site  Practical output ~8 - 12 tons* / hr360 Grabber rotation + 360

arm rotation Can be mounted on any 45HP + category tractor Max weight that can be handled per grab ~ 400 Kg  Diesel consumption of tractor in said application

~ 3.5 litres/hr  Ideal for handling loose materials viz. logs, sticks,

sugarcane etc..

Page 11: SNGCE MBA: Innovador Case study 3

V2 DOZER

Dozer Standard cutting blade can be used reversibly  Dozer blade adjustable in forward & backward direction   Scientifically designed, reinforced, Heavy duty blade.  Option of single / double cylinder Option of ripper teeth

attachment with dozer blade. Option of top extension - Bush / Stick Guard  Patented Design - avoids tractor damages. Reversible cutting edge, with 3 optional cutting blades. 

Page 12: SNGCE MBA: Innovador Case study 3

BULL SMART Edge over other similar assets w.r.t. commercial (including pricing) and

technical aspects. Cycle time is faster on account of innovative hydraulic circuit, leading to

better productivity. High on savings, low on running costs: BULL SMART can save approximately

30 per cent directly only on fuel cost and the right solution to counter the rising cost of fuel.

Multi-utility with 39 types of optional application-specific buckets. Optimized for Indian requirements with bottom-of-pyramid approach for

highest affordability and maximum usage in additional segments. The only backhoe which can easily load full body/high body dump trucks

(Hywa) through booster bucket (dump height of 13 ft) on its loader. Booster bucket eliminates the need of making ramp (must for other backhoe loaders) while loading onto hoppers of batching plants etc.

Page 13: SNGCE MBA: Innovador Case study 3

OPPORTUNITIES•Large scale SME presence in the sector•Entry barrier is low•Major capital goods are manufactured locally with a wide range of products

WEAKNESS•High level of lobour competition•Output capacity is low

THREATS•Huge capital investments•High incidence of indirect taxation•Low technological competitiveness.

STRENGTH•Growth in the key user-industries• Government’s thrust on power and construction• Global companies preferring India as an outsourcing hub owing to the labour arbitrage advantage and better design capabilities

SWOT analysis

Page 14: SNGCE MBA: Innovador Case study 3

Stage 1- Table AnalysisRating the innovation on a scale of 0 to 5 (5 Being the highest score) on each of the parameters outlined in the sandbox , the self assessment scores are : -

0 1 2 3 4 5

Capacity to Scale up

Ensuring Social Equity

Creating new Price-performance levels

Fair & transparent transactions & relationshipsEnvironmental sustainability

Respecting rule of law & Individual Rights

TEAM SNGCE-INNOVADOR

Page 15: SNGCE MBA: Innovador Case study 3

Stage 2- CKP’S SandboxHIGH

HIGHMODERATE

HIGHMODERATE

TEAM SNGCE-INNOVADOR

MODERATE

Page 16: SNGCE MBA: Innovador Case study 3

Reference

http://www.bullindia.com/tractor-attachments/ http://www.bullindia.com/