NATIONAL BEARING COMPANY

SUBMITTED BY –
Debarun Basu 2019-1805-0001-0020
Ishant Kundal 2019-1605-0001-0016
Neha Chauhan 2019-2705-0001-0001
Poojal Pahuja 2019-2207-0001-0005
Trisanka Banik 2019-1605-0001-0006
 Introduction
NBC Bearings :
 Product of National Engineering Industries Limited (NEI)
It Was founded Shri B. M. Birla, in 1946 under the name of ‘National Bearing
Company Limited’
Manufacturing more than 200 million bearings annually in more than
1450+ sizes

Manufactures bearings from its 4 plants in India.

It has a turnover USD 2.3 Billion.

Products exported to more than 30 countries.

Has the capacity to develop bearings from 10 mm bore to

2000 mm outer diameter.
The product range includes –

• Ball Bearings

• Cylindrical and Spherical Roller bearings.

• Double row Angular Contact (DRAC)

bearings

• Tapere Roller Bearings

 GPTW Certified . 2018

Production commences at our fourth plant at Savli (near Vadodara), Gujarat. 2014

Technical collaboration with Izumi, Japan. 1996

Technical collaboration with NTN Corporation, Japan. 1985

Ball Bearing production started 1950

Mile stones National Bearings Company Limited (NBC) founded in Jaipur by Shri B M Birla. Technical 1946
collaboration with Hoffman, Uk.
Vision
Mission
 To
Grow
become
in theabusiness
preferred
ofanti-friction
anti-frictionbearings
bearingssupplier
and other
in allied
domestic
engineeringmarket
products
and focus
and services
on select export markets.
 To enhance
deliver superior
our presence
value to
in our
allied
customers,
engineering
suppliers,
products
shareholders,
&
Goal
services
employees and society at large
Ensuring quality, Leveraging Performance
 To
Pursue
attain
excellence
gross turnover
through
of Total
INR 50Quality
billionManagement
by 2020.
 P E S T E L
Political
• Political stability and
importance of Machine
Tools & Accessories
sector in the country's
economy.
Economic
• Infrastructure quality
in Machine Tools &
Accessories industry
• Skill level of
Social

• Demographics and skill

level of the population
• Class structure,
Technological
• Recent
technological
developments by
Environmenta
l
• Recent technological
developments by
Bearings
Legal
• Anti-trust law in
Machine Tools &
Accessories
• Level of corruption - workforce in Machine Bearings Incorporated industry and
hierarchy and power
especially levels of Tools & Accessories Incorporated competitors overall in the
structure in the society.
industry. competitors •   country.
regulation in Industrial • Education level as well
• Education level in the • Technology's impact
Goods sector. as education standard •   • Discrimination law
• Bureaucracy and economy on product offering
• Labor costs and
in the Bearings • Technology's impact • Copyright,
interference in Incorporated ’s industry • Impact on cost
Machine Tools & productivity in the on product offering patents /
• Culture (gender roles, structure in Machine
Accessories industry economy • 3. Impact on cost Intellectual
social conventions etc.) Tools & Accessories
by government. • Business cycle stage structure in Machine property law
• Entrepreneurial spirit industry
• Legal framework for (e.g. prosperity, Tools & Accessories • Consumer
contract enforcement
and broader nature of • Impact on value
recession, recovery) industry protection and e-
• Intellectual property the society. chain structure in
• Economic growth rate
protection • Unemployment rate
• Attitudes (health, • 4. Impact on value Industrial Goods commerce
• Trade regulations & • Inflation rate
environmental chain structure in sector • Employment law
tariffs related to consciousness, etc.) Industrial Goods • Rate of • Health and safety
• Interest rates
Industrial Goods • Leisure interests
• Government sector technological law
• Favored trading intervention in the • 5. Rate of diffusion • Data Protection
partners related Industrial technological
• Anti-trust laws Goods diffusion
related • Exchange rates
Porter’s Five Force Model
THREATS OF NEW ENTRANTS
1. Innovation of new entrants
2. Lower pricing strategy
3.Providing new value proposition to
customers
4. Reducing Cost
BARGAINING POWER OF
SUPPLIERS
1.Suppliers are more dominant
2. More negotiating power
3. More switching power
BARGAINING POWER OF BUYERS
• Demand good quality at minimum
price
• Seek increasing discount
• Higher bargaining power
THREATS OF
SUBSTITUTE
• Less Substitute RIVALRY AMONG EXSISTING
COMPETITORS
1. Intense competition
2. Differentiation in competitors
product
Core competencies OF NBC Bearing

Manufacturing expertise
• Quality control

Product Lifetime Management

• Catalogue-listed and custom made

Patents and Publications

Competitive Advantage

High Experience

Good Brand Value

World Wide Market

High R&D Team

Technologically Advanced
SEGMENTATION OF “NBC Bearings
Company”

• Three • Chemical • Loco

Manufautring Plant
Wheelers • Cement • Wagon
• Four • Mining Wheel
Automobile Wheelers • Steel • Freight

Railway
• Tractors • Text tile Carriers
• LCV/HCV
Targeting OF “NBC Bearings
Company”
Product specialization

Automobil Railwa Industr

e y y
P1

P2
(Bearing) Automobile Railway Industry
Bearing Bearing Bearing

P3
 POSITIONING OF “NBC Bearings Company”

Communication : High Experience, Top Quality & International

standard.

Tag Line : The Customer comes first.

Promotion Throug : Auto Expo Event , iAuto Connect 2019, AAPEX,

Agritechnica 2019, North American Commercial Vehicle (NACV) Show
 PRICING STRATEGIES

RFI ROI RFP RFT RFQ

• Not enough • Screening • Solution • Clearly • Judged
information. tool. based defined primarily or
• Not • Likely to submissions. criteria. solely on
necessarily involve a • Possibly no • Judged on price.
comitted to further clear both price & • Committed
buying. request. specification. qualitative to buying.
factors.
• Committed
to buying.
 Promotion
The Auto Expo is a biennial automotive show held in Greater
Noida, NCR, India. It is organized jointly by
the Automotive Component Manufacturers Association
(ACMA), Confederation of Indian Industry (CII) and Society of
Indian Automobile Manufacturers (SIAM).
At the world's leading trade fair for agricultural
technology, organized by DLG, all the leading
companies in the industry present their innovations.
AGRITECHNICA is the showcase of the global
agricultural engineering industry and a forum for the
future of plant production.
AAPEX is a trade-only event for the automotive
aftermarket. For more than 25 years, Automotive
Aftermarket Products Expo (AAPEX) has been the
premier global event representing the $1 trillion global
aftermarket auto parts industry.
NACV Show 2019 is the most comprehensive
commercial vehicle trade show in North America,
targeting fleets, products, and services. It’s the show
where major brands release their latest advancements
and innovations before they hit the market.
 Distribution channel

1 While
While20%
with
with
20%of
various
ofititisistraded
dealers
withIndiamart.
Indiamart.
tradedthrough
of all
throughdealers.
states &
dealers.They
also
Theydeal
listed
deal
online
with various dealers of all states & also listed online

OEM’s
They
They sell
sell 80%
Manufacturers
80% of
of Bearings
Bearings to
to the
the Original
Original Equipment
Equipment
Manufacturers (OEM’s) like Maruti Suzuki, Bajaj,Honda,
Mahindra, TVS,
(OEM’s)
etc.
Mahindra, TVS, etc.
like Maruti Suzuki, Bajaj, Honda,

2
 

COMPANY
 

End users
DEALER’s
 SELLING PROCESS
ONLINE
MARKETS

SELLING EXPORTS
PROCESS

NEI(SOLE
DISTRIBUTOR)
 CUSTOMER RELATIONSHIP
MANAGEMENT
NBC Bearing has a very good relation with its customers as, they have a great
management team. A team full of experience people. Every aspects of the company
are under an expert in that field and have been with NBC for a very long time.
These people have made the company what it is now.
NBC company has a huge brand name in the bearing market because they provide
a wide variety of products, which allows them to have a huge customer base. They
don’t compromise with the quality of the products and also the assistant VP of
quality department has a Deming Grand Price for his company. The company also
do a lot for the society. Try to fully utilize the natural resources (if company uses
any), the company also believes in conservation of environment. They promote fair
and ethical code of conduct in the company. All these efforts are made by the
company to promote itself as well as this helps them to be on the top of the mind
for the customer in case of bearing industry.
 International Markets
 NEI is equipped with global manufacturing and process technology and one
of the best R&D centers in the country and abroad. 

 For the last 6 decades, NEI has continuously grown in both- its reputation
as a Dependable Business Partner and for its Engineering process.

 The company is the leading exporter of bearings from India and exports
to more than 21 countries across the 5 continents.
 Globally NBC Bearings has offices in
USA
Germany
Brazil
Japan
Purchase /Buying Function:
NEI Policies
• Quality Policy:
• committed to design, develop, manufacture and supply products to customers as per their requirements
• strive to provide customer delight through value added products, continual improvement and employee involvement.

• Environmental Policy
• committed to demonstrate environmental friendly product by complying applicable EHS legal & other requirements,
prevention of pollution, injury & ill health of our employees in entire value chain with proactive environment, health and
safety strategies through continual improvement & optimizing resource consumption.

NEI Supplier partnerships rest firmly on a shared commitment to quality.

Vendor Selection :
Supplier selection is an intensive four step process: Selection assessment, Technical approval, Commercial approval and
PPAP approval.
Only those Suppliers achieving more than 80% selection assessment rating are chosen for parts supplies.
Vendor Evaluation:
NEI’s entire supply chain has a ‘Zero Defect’ approach. Suppliers are measured for quality performance at three levels:
Receiving rejection, Shop Rejection and Customer rejection.
GOVERNMENT MARKET
RAILWAYS

NAVY

NBC ARMY

AIRFORCE

ISRO
Challenges & opportunities

CHALLENGES OPPORTUNITIES
Better quality & better technology Youthful Populace

Innovation Electric & Self sufficient Vehicles

Safety Measures Cost Advantage

Fuel Consumption & Environmental

Factors

Research & Development

 LEARNINGS & SUGGESTIONS
Marketing strategies followed by NBC Bearings
Manufacturing process of each and every product made by the company.
Different distribution channels they are using.
How they have captured domestic and international market with the help of product
differentiation.
Quality of the product can lead your company a huge success in the market.

The distance between raw material, store room and the furnace should be reduced.
Elimination of manual feeding in face grinding.
Can also go for full market coverage.
Spend more on Research and Development. NBC just spend 1 – 2% of turnover on R&D.
 CONCULSION
This project report describes the NBC Bearing industry and all its technology. NBC Bearing
is the only single company manufacturing a wide range of bearings such as Ball Bearings,
Taper, Cylindrical, Spherical Roller Bearing, Special Products etc. 5 manufacturing plants in
Jaipur, Rajasthan, Haryana, Gujarat. Sell their bearings to all the 3 sectors like Automotive,
Industrial and Railways. This report throws a light on NBC Bearings overview, products,
history, milestones, its STP, Porter’s 5 model and market strategies. This report gives you a
total overview of the NBC Bearing.
NBC Bearing has a 24% of market share in the domestic market. Maximum work in the
company is done manually but the railway bearing division works automatically. NBC
Bearings have a NOVA CNC Machines which have reduced human efforts in their company.
They installed this machine in 2014 – 2015 which made them capable to compete with
other worldwide bearing manufacturing companies. 70% of NEI’s sales come from original
equipment manufacturers and 30% from the replacement market. Approximately, turnover
of 60% from auto sector (OEM and aftermarket), 30% form railways products and 10%
from the industrial applications. The company is the leading export of bearings.