POWERTECH INDIA  /  ESTABLISHED 1968

Redesigning
Workforce Composition

A case study on flexing for either direction

Ivey / ISB Case W17263, set February 2013. Prepared using the case method: context, situation and problem, and a recommendation built around four priorities the group identified as central.

DRAWING NO.
W17263
ISSUED
FEB 2013
PREPARED FOR
POWERTECH INDIA, HR DIVISION
TEAM
ESCAMILLA · OVIEDO · SANCHEZ · ROJAS · PIZARRO
SHEETS
20
Opening
How this is organized
SHEET 02 / 20

Five people, four systems, one recommendation

  • 01Company and marketWho PowerTech is, and where it stands in 2012Giancarlo Escamilla
  • 02Workforce and cultureThe engineer to shop floor mix, and the training led brandAndre Oviedo
  • 03Situation, problem, competitive landscapeWhat 2013 changes, and what the case tells us about competitorsGerman Sanchez
  • 04Redesigning the mixA flexible workforce model that protects the brandJose Maria Rojas
  • 05The data engineQuantifying performance to guide promotion, training and hiringNicolas Pizarro
THROUGHLINE A
Workforce mix
THROUGHLINE B
Competitive benchmark
THROUGHLINE C
Brand and training
THROUGHLINE D
Performance data
GIANCARLO ESCAMILLAOPENING
Part 01 · Company and market
Company snapshot
SHEET 03 / 20

A specialized player in a fast changing sector

0Founded, in balance of plant solutions
0Ranked in power generation, transmission and distribution
0Projects across 17 states
0Marquee clients including BHEL and Indian Oil

How it competes

  • Specializes in complex terrain project delivery
  • Strong marketing networks in Mumbai, Delhi and Bangalore
  • A track record of 100 percent on time delivery
  • Uses its experienced, 20 year average workforce as a bid negotiation point

Forward plan, pre 2013

Diversify from project management into asset ownership, and invest in solar power generation in Western India, both as a hedge and a sustainability position.

GIANCARLO ESCAMILLACONTEXT
Part 01 · Company and market
Financial performance, 2012
SHEET 04 / 20

Profitable, but behind its own plan

15%
15%
Revenue growth, actual vs. target
7.19%
14%
Profit growth, actual vs. target

Why the gap

  • National GDP growth slowed from 6.7% in 2011 to 6.5% in 2012, the driver the case cites
  • Profit still cleared Rs 1.2 billion, this is a growth rate miss, not a loss
  • It sets up 2013: the firm enters a softer macro environment already behind its own plan
GIANCARLO ESCAMILLACONTEXT
Part 01 · Company and market
The sector PowerTech competes in
SHEET 05 / 20

India's power sector, at a glance

Historical arc

  • Post 1947 industrialization drove sustained power demand growth
  • Private company entry was tightly restricted for decades
  • 1991 liberalization opened generation, then transmission and distribution, to private players like PowerTech
  • India: 3rd largest producer and consumer of electricity globally, per the case
GIANCARLO ESCAMILLACONTEXT
Part 02 · Workforce and culture
Workforce composition
SHEET 06 / 20

A workforce built for one direction: growth

Engineers, 100 Shop floor, 390

Each mark represents 10 people

0Target ratio, plus a 10 percent buffer
  • Average experience across the workforce: 20 years
  • Centralized HR runs recruitment, training, pay and promotion company wide
  • Project teams pair engineers with shop floor staff and locally hired contract labor
ANDRE OVIEDOCONTEXT  ·  THROUGHLINE A, MIX
Part 02 · Workforce and culture
Two systems, one company
SHEET 07 / 20

Engineers and shop floor run on different rules

ANDRE OVIEDOFIVE DIMENSIONS COMPARED
Part 02 · Workforce and culture
Training and the brand
SHEET 08 / 20

The firm's flexibility tool is also its biggest cost lever

0Training hours per year, per non-engineer
0Productivity lift attributed to training
0Pay during idle or training time
0Absenteeism

PowerTech pays no bench rate: idle workers get full pay while training, versus the industry standard of 75 percent. Shop floor staff describe the training as building real professional skill, pointing to hands on exposure to Six Sigma, kaizen, and SAP.

ANDRE OVIEDOTHROUGHLINE C, BRAND AND TRAINING
Part 03 · Situation and problem
2013 outlook
SHEET 09 / 20

Genuinely two sided, not a straight downturn

Headwinds

  • GDP growth: 6.7% to 6.5%, projected to fall to 5.9%
  • Industrial growth: a three year low of 4.4%
  • The coal scam scandal is cooling investor sentiment
  • Fewer projects, more competitors, falling bid prices

Tailwinds

  • Up to Rs 13 trillion in possible FDI for FY2013
  • A renewed rural electrification push, pre-election year
  • New public-private partnership openings
GERMAN SANCHEZSITUATION AND PROBLEM
Part 03 · Situation and problem
PowerTech's exposure
SHEET 10 / 20

More exposed than the sector average

0Project income, prior fiscal year
0Income from just 8 clients
0Live projects in progress
0More projects at the bidding stage

With 11 projects running and 7 more at bid stage, engineering headcount has to hold regardless of the scenario. That leaves the shop floor, 390 fieldworkers, as the only part of the workforce this redesign can actually touch.

GERMAN SANCHEZSITUATION AND PROBLEM
Part 03 · Situation and problem
What the case tells us about competitors
SHEET 11 / 20

Benchmarking, using only what the case gives us

Industry bench rate
75%
PowerTech's bench rate
100%

The only direct industry figure the case states

  • Ranked 12th signals a crowded field with many entrants since 1991 liberalization
  • The case explicitly names attrition and workforce cannibalization as common industry wide
  • Clients are themselves described as known for employee-friendly cultures, a baseline expectation, not just a PowerTech edge
  • Falling bid prices point to price competition intensifying as the market slows
GERMAN SANCHEZTHROUGHLINE B, COMPETITIVE BENCHMARK
Part 03 · Situation and problem
The problem, stated plainly
SHEET 12 / 20

PowerTech's HR policies were built for one direction only: growth. With growth decelerating and the sector facing real two-way uncertainty, the shop floor workforce needs to flex either way, without triggering union unrest, without eroding the worker-friendly brand, and without ignoring the recognition grievance already surfacing in exit interviews.

A second, quieter problem: all four documented exit interviews cite the same grievance, non-recognition of good performance, despite near automatic promotion. A fix that only addresses flexibility, and not recognition, risks reading as punitive the moment a cost lever is pulled.

GERMAN SANCHEZEND OF PART 03
Part 04 · Redesigning the mix
Rebalance at the margin
SHEET 13 / 20

Rebalance at the margin, not the core

MOVE A

Contract-first growth

Hold permanent shop floor headcount steady. Route future growth through contract labor, so the buffer absorbs the next cycle, not headcount.

MOVE B

Graduated bench

Full pay stays for active training. Beyond a set idle window, pay steps down toward the industry 75 percent benchmark.

MOVE C

Structured appraisal

Make the 80/75 promotion filter real. This is where Part 05's data engine plugs in directly.

JOSE MARIA ROJASPROPOSE
Part 04 · Redesigning the mix
What actually changes
SHEET 14 / 20

Today versus proposed

Permanent shop floor
Contract / flexible layer

JOSE MARIA ROJASTHROUGHLINE A, MIX
Part 04 · Redesigning the mix
Guardrail check
SHEET 15 / 20

Does this survive the brand test

Pros

  • Keeps expansion flexible and reversible, protects headcount and brand
  • A real, activatable cost lever for a downturn without an abrupt policy break
  • Answers the exit interview grievance directly

Cons and risks

  • May dilute the 20 year average experience pitch used in bids, if contract labor is not managed carefully
  • Even a soft bench change may read as a broken promise, needs early, union inclusive communication
  • Adds administrative load the centralized HR team does not currently carry

Limitation worth saying out loud: none of this fixes the 90 percent, 8 client concentration risk. That is a client portfolio problem, not a workforce one.

JOSE MARIA ROJASEND OF PART 04
Part 05 · The data engine
The headline idea
SHEET 16 / 20
THE MOST IMPORTANT SLIDE IN THIS DECK

Quantify to elevate, not to cut

The real lever behind the other three recommendations is knowing, with data, who is doing well. One index, built from information PowerTech already collects, can guide promotion, training and hiring decisions at once, without expanding or shrinking the workforce more than necessary.

NICOLAS PIZARROPROPOSE, HEADLINE RECOMMENDATION
Part 05 · The data engine
One index, five inputs
SHEET 17 / 20

The Workforce Performance Index

CENTRAL INDEX
Performance
score
Training utilization
Hours completed against the 600 hour target, weighted by program relevance
Efficiency contribution
Individual read on the 32.7 percent productivity gain, not just a team average
Attendance record
Builds on the 2 percent absenteeism figure already tracked
Supervisor assessment
A short structured review, not a full 360, scaled for shop floor
Tenure and experience
Recognizes the value of the firm's 20 year average experience base
NICOLAS PIZARROCLICK A NODE FOR DETAIL
Part 05 · The data engine
What the index unlocks
SHEET 18 / 20

Four decisions, one data source

PROMOTION BAR

Make the filter real

The 80/75 promotion rule stops being nominal. Advancement follows the score, which is exactly what the exit interview grievance was asking for.

TARGETED TRAINING

Invest where it compounds

The 600 hour budget, already running above target, gets pointed at the people most likely to convert it into performance.

HIRING BAR

Raise the entry filter

New trainees are scored on the same framework from day one. Not everyone should pass through to shop floor staff.

FLEXIBLE MIX

Know who to keep core

If the market contracts, the index tells you who to protect first, instead of a blind, seniority only call.

NICOLAS PIZARROTIES BACK TO ALL FOUR THROUGHLINES
Part 05 · The data engine
Five year roadmap
SHEET 19 / 20

A five year path, not a one time cut

YEAR 1

Pilot

Index runs on 1 to 2 sites, reporting only
Score the index on one or two project sites. No promotion or pay consequence yet, this year is about proving the data is trustworthy. Permanent hiring stays flat.
YEAR 2

Decide

Formalize or shelve, based on pilot data
Using pilot results plus that year's growth or contraction signal, decide whether to formalize the graduated bench and the promotion bar company wide, or shelve them.
YEARS 3 TO 5

Scale

Pre-agreed triggers set the pace
GDP and FDI growth signals plus bid win rate become explicit, pre-agreed triggers for shifting the contract to permanent mix, a rule set in advance, not a call made under pressure.
NICOLAS PIZARROCLICK A PHASE TO EXPAND
Closing
Discussion
SHEET 20 / 20

Discussion

If PowerTech had this index running in 2011, what would Malhotra already know today that he currently does not?

END OF SET
SHEET 20 OF 20
NICOLAS PIZARROEND OF PART 05
José María Rojas Audio commentary