Escolar Documentos
Profissional Documentos
Cultura Documentos
Defining the corporate mission Establishing SBUs Assigning resources to SBU Assessing Growth Opportunity
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Corporate mission
Example: Centers for Disease Control Mission To promote health and quality of life by preventing and controlling disease, injury, and disability
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vision A
statement describes a picture of the "preferred future." mission statement explains what the organization does, for whom and the benefit. A vision statement, on the other hand, describes how the future will look if the organization achieves its mission. Healthy People in a Healthy World
Examples:
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Establishing SBUs
SBU is understood as a business unit within the overall corporate identity which is distinguishable from other business because it serves a defined external market where management can conduct strategic planning in relation to products and markets. When companies become really large, they are best thought of as being composed of a number of businesses (or SBUs).
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It is a single business , or a collection of related businesses that can be planned separately from the rest of the business. It has its own set of competitors
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pasteurization Condens ed Ghee Butter Cream Packaged Milk Ice cream Beverages Dried Skimmed Milk Powder
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- Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)
- Amul launched Chocolate milk under brand name of Amul Kool Koko targeting the youth
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BCG MATRIX
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Amul Chocolate
Low
SWOT Analysis
Strengths
Largest food brand in India High Quality, Low Price World's Largest Pouched Milk Brand Annual turnover of US $1504 million Highly Diverse Product Mix Robust Distribution Network
Weaknesses
Risks of highly complex supply chain system Strong dependency on weak infrastructure Alliance with third parties who do not belong to the organized sector
Opportunities
Penetrate international markets Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc
Threats
Competitors - Hindustan Lever, Nestle and Britannia Still competition from MNCs in butter Growing price of milk and milk products Ban on export of milk powder
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Ansof matrix
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Market penetration
Setting up of parlors more customers through intensive distribution trying to find place in retail stores.
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Market development
shifting focus from urban to rural, 900 new stores capturing market of diabetic and health conscious people. Amul Taaza- long life version of milk
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Product development
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Diversification strategy
concentric-new product for new subject, old technology. Eg probiotic ice creams, sugar free conglomerate-new product for new marketeg pizzas, sport drink horizontal- new product new technologyonline order
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