Company Market Strategy

Company Market Strategy Business Strategies in Global Environment Topic: You have been called upon by a group of company directors to advise them on the future strategic direction of the company. In particular they aim to participate more actively in the global market. Required: Identify their current strategic management style or approach drawing on the schools of strategy Using relevant tools of analysis conduct an environmental audit of what you perceive to be suitable markets for the board to consider. Identify and discuss possible strategic directions that the board could consider in order to develop a greater presence in the global market. Assess the managerial challenges of implementing your chosen strategy. Group: Rohit Zaki Fuad Nihar Shahid Satyanarayan Lalida Amornrat Parita Nith Asad The success of any organisation lies in their goals and the mission. But establishing the goal is not enough to gain the success in this dynamic environment. Thus every company needs a strategy to achieve their goals. The classical meaning of the word strategy is the plan for victory in a war. Similarly in business war field strategy gives the strength required for winning. Selection and implementation of appropriate strategy leads to the great triumph but otherwise it could be a great fiasco and grand business failure. This report on the COBRA Beer Company will make an attempt to analyse the current strategies which are successfully used by the company, carry out an environmental audit of the company using the suitable environmental scanning tool, would suggest alternative strategies to be used in the future and finally will comment on most probable challenges the company may face while implementing those strategies. ABOUT COMPANY â€Å"I felt very demoralised, but never once thought of giving up†- Mr. Karan Bilimoria (Clark Emma, 21 August 2003) BACKGROUND The Cobra Beer was the child of thought of a Cambridge law graduate Mr. Karan Bilimoria which won 12 Gold medals from the prestigious Monde Selection, Brussels, in 2006. The company was established in 1989 by Mr. Karan Bilimoria when he realised the requirement of smoother and less fizzy beer especially in UK market. (The CBI Directory) Today it is being exported in more than 50 countries and total retail turnover is  £126 million. (The Economic Times, 16 September 2007) MISSION PRODUCTS In the beginning Cobra wanted to set up breweries in Mysore, India at the cost of beers quality, the decision was changed and they shifted to Charles wells brewer, UK. Now cobra is having breweries in UK, European countries such as Poland and India as well. (Clark Emma, 21 August 2003) Along with the Classic Cobra beer, it has a very unique product range as Cobra 0.0%, which is beer with no alcohol, Cobra Lower Cal with calorie content lower than 100 cal. and King Cobra, the worlds first double fermented, bottle-conditioned beer, which is so successful that it increased the sells by ten folds in India. It also produces nine types of wines. (The CBI Directory) MARKETING Mr. Bilimoria was well aware of the importance of branding, as his first product brand name ‘Panther was declined, he chose cobra very carefully. Bottle was put up with sandy gold label and with cobra written in green. At least nobody can miss its presence in supermarkets. His targeted niche market was Indian Restaurants in UK. Though beer remains dearer it was selling half of its production in 5600 Indian Restaurants. He gain popularity as the Indian beer maker. (Clark E, 21 August 2003) Along with creating first trade marketing team, Cobra is soon going to launch new designs for King Cobra and Cobra Bite. According to Will Ghali, marketing director of Cobra beer â€Å"The aim was to give our beers a more contemporary, stylish appearance, and to increase the standout on shelf. Were delighted with the new designs and, more importantly, feel that theyll have a really strong appeal with our core consumers.† The company would be spending  £14 million on marketing in 2008. (Parson R, 22 April 2008) Cobra beer in year 2005 announced a Cobra Vision short film competition for aspiring filmmakers which gave them an opportunity to appear national television. (The CBI Directory) Now it is sponsoring all prime time programs on UKTVs Dave to make â€Å"heavy weight presence† (Parsons R, 22 April 2008) EXPANSION IN GLOBAL MARKET Cobra has made its presence noticeable in UK, USA, South Africa, India and other European countries. As import duties in India are very high Cobra decided to produce beer in India. Cobra beer is now being produced in Rajasthan, Goa, UP and ‘Som Breweries, MP, ‘Iceberg Breweries, Bihar. (The Economic Times, 16 September 2007) Still the market share and per capita consumption in India is very low as compared to UK, being the major competitor The Kingfisher Beer of India. (Clark E, 21 August 2003) Cobra is now planning to acquire three more breweries in India as they are targeting to double their capacity to 20 million cases by 2012. Company also aspires to get listed in UK and India. (The Financial Express, 6 May 2008,) The company started with  £20000 of student debt in 1989 has already raised  £25 million through unsecured loans from OZ Sculptor Finance Ireland investment funds and 2.5 million by issuing ordinary shares to private and institutional investors for its f uture plans. (Mood Food Magazine Food news, Restaurant News, Recipes, Nutrition, 17 July 2006) Cobra beer is now being exported to Dubai, Abu Dhabi, Bahrain and Oman. As the Middle East market is not well developed yet, cobra has introduced non-alcoholic Cobra beer in the region. For expanding in South Africa cobra is trying to acquire local breweries, so that company can get hold on the niche market. (Nolan L, 26 October 2006) CURRENT STRATEGIES EXPLOITED The company is currently using different strategies such as, differentiation, launching innovative products, identifying niche market, branding, exporting and expanding by acquisitions etc. which can be explained with the help of various models. Differentiation: Low price, Segment specificity, Differentiation or Hybrid etc.can be used as the competitive strategy. Johnson et. al. (2006) gives the strategy clock which differentiates between winning and failing competitive strategies. ‘The Strategy Clock: Competitive Strategy Options(Source: Johnson et. al., 2006, p.243) The Company has gained the competitive advantage using the differentiation strategy. The differentiation as competitive strategy was first explained by Michael Porter in 1980 using a model known as Generic business level strategy. Source of Competitive Advantage Cost Uniqueness BreadthBroad Target Market CostDifferentiation Of Leadership Competitive Scope Focused Focused Narrow Target Market LowDifferentiation Cost ‘Porters Generic Business Level Strategies (Source: Porter M, 1980, p. 39) Product development: Ansoffs Market Expansion Grid: Branding: Acquisition: ENVIRONMENTAL AUDIT SWOT Porters Five Forces RIVAL FROM INDIA The SWOT analysis suggests that United Breweries from India is one the important competitor for COBRA not only in Indian Market but also in the Global Market. The credit for the success of UB goes to its Chairman Dr. Vijay Mallya. Journey of UB from Kingfisher Beer to Kingfisher Airlines INTRODCTION United Breweries ltd. (UB) was formed by a Scotsman Mr. Thomas Leishman in 1915 when he united five breweries owned by him in Madras (Chennai), India. The company was then bought by Mr. Vittal Mallya in 1947. (www.kingfisherworld.com, cited on May 28, 2008) The company got the real thrust when Mr. Vijay Mallya, son of late Mr. Vittal Mallya became the chairman and took the charge in 1983 and the UB became Indias first multinational. Today UB group is recognised as the seventh largest spirit makers in the world and the beer is sold in more than 32 countries worldwide. But UB group lead by Dr. Vijay Mallya did not want to confine themselves only to beer production. Versatility was the key strategy used very tactically by Mr. Mallya. UB group own a software company established in USA in 1993 which is also listed on NASDAQ, Kingfisher Airlines launched on May 9, 2005, which is Indias second largest domestic airliner, Indias first lifestyle channel ‘NDTV Good Time launched on 7 Sept ember 2007 and Indias First Formula One team Spykar F1 team bought with Mr. Micheil Mol in October 2007. (The Times of India, 2 April 2008) PRODUCTS The UB group, which acquired McDowell Co. Ltd is well known for its innovative product range. The UB products ranges from kingfisher beer to 17 different types of whisky such as, Black Dog Whisky, Single Malt Whisky, Signature Whisky, No. 1 McDowells Whisky, McDowells Vintage Whisky, McDowells Premium Whisky etc., 3 types of Brandy, 2 types of Rum, 3 types of Gin, 4 types of Vodka such as Romanov, Alcazar, White Mschief, Red Riband Vodka. (www.clubmcdowell, cited on May 28, 2008) GROWTH UB acquired Triumph Distillers Vintners (TDV) in December 2002 and Shaw Wallace and Company Ltd (SWC), the second largest Indian Spirits company in June 2005. it has also increased its investment in Herbertsons Ltd (HL) which in total has increased the market share of UB from 24% to 52%. (www.clubmcdowell, cited on May 28, 2008) Apart from that UBL is having strategic alliance with Scottish NewCastle Plc (SN), which generates the revenue of $6 billion. Because of the joint venture SN can launch International brands like Kronenbourg in India, while UBL got SNs global network to further globalization. (www.kingfisherworld.com, cited on May 28, 2008) Along with the export of Alcoholic Beverages UB exports mens casuals, formal shoes, ladies foot-wares, processed food items, pharmaceutical products and incense sticks to various parts of the world. (www.clubmcdowell, cited on May 28, 2008) ADVICED STRATEGY Diversification: Ansoffs Market Expansion Grid Portfolio management: Shells directional policy matrix Prospects for Sector Profitability C Unattractive Average Attractive O M Disinvest PhasedDouble or P Weak WithdrawalQuit E Custodial T I Phased CustodialTry Harder V Average Withdrawal E Growth N E Cash GrowthLeader S Strong Generation Leader ‘The Shell Directional Policy Matrix (Source: Shell Chemicals UK (1975) Acquired from Lancaster (2002)) ANALYSE STRATEGY CONCLUSION REFERENCE The CBI Directory, Company profile: Cobra Beer Ltd., cited on May 23, 2008, available from http://www.cbidirectory.co.uk/cobrabeerltd/ The Economic Times, 16 September 2007, Beer to undertake major expansion in India, cited on May 25, 2008, Available from http://economictimes.indiatimes.com/News/News_By_Industry/Cons_Products/Cobra_Beer_to_undertake_major_expansion_in_India/articleshow/2373521.cms Clark E, 21 August 2003, The ‘less gassy rise of Cobra Beer BBC News Online Business Reporter, Cited on May 25, 2008, Available from http://news.bbc.co.uk/1/hi/business/3052349.stm Parson R, 22 April 2008, Cobra Beer prepares new-look packaging, mad.co.uk, cited on May 25, 2008, Available from http://www.mad.co.uk/BreakingNews/BreakingNews/Articles/52abaffb2fa743c3bc1bfba5494696dd/Cobra-Beer-prepares-new-look-packaging.html The Financial Express, 6 May 2008, Cobra targets 20 mn beer cases in India, http://www.financialexpress.com/news/Cobra-targets-20-mn-beer-cases-in-India/306079/ Mood Food Magazine Food news, Restaurant News, Recipes, Nutrition, 17 July 2006, cited on May 25, 2008, available from Cobra Beer Secures Investment For Growth http://www.menumagazine.co.uk/archive/july06/weekly/cobra_investment.html Nolan L, 26 October 2006, Snakes and Ladder, Caterer Middle East English Edition, http://www.itp.net/news/494102 Johnson G, Scholes K and Whitting R (2006), Exploring Corporate Strategy, 7th Enhanced media edition, England: Pearson Education ltd. Chapter 5, pp. 242-243 Porter M (1980), Competitive Strategy Techniques for Analyzing Industries and Competitors, New York: Free Press. Chapter 1, 2, pp. 3-46 Kingfisher world (online) cited on May 28, 2008, available from http://www.kingfisherworld.com/corporate/corporate-history.htm and http://www.kingfisherworld.com/corporate/corporate-index.htm The Times of India, (2 April 2008), (online) cited on May 28, 2008, Available from http://ipl.timesofindia.indiatimes.com/articleshow/2919442.cms Club McDowell, (online) cited on May 28, 2008, Available from http://www.clubmcdowell.com/org/product_main.htm, http://www.clubmcdowell.com/org/global_main.htm and http://www.clubmcdowell.com/org/corporate_main.htm Shell Chemicals UK, The Directional Policy Matrix, A New aid to Corporate Planning, November 1975. Cited from Lancaster G et al. (2002) Essentials of Marketing, 4th Edition, UK: McGraw-Hill Publishing Company Limited, Appendix one, p528.

My life in time :: essays research papers

Today I am an old women. My life is nearly over I am 95 life was hard as a youngster in my days but in the end I always made it out of the hard times. I have gone through a lot in my life I have seen my parents pass and my friends but I will never forgot the times we spent together because it always made us stronger. When I was a little girl my momma would always tell me. Love never fails and that is true no matter the drama or the hardships as long as you have love it never will fail. In my long life I have learned all of that. I had a strong family and we always made it out of our hard times at the age of 4 my father walked out on our family. I always had hate for my father for leaving my 3 siblings and I with a single mother. My mom always made it through the hard times she was a strong women. This shaped my life I never was able to trust or to give my heart out until I met my best friend Nadine. We shared a lot of memories together and we were the best of friends she was the one I would cry to and tell all my feelings to. She would always listen to me and I wouldn’t be judged because she had a love that never failed. As I recall I remember one time Nadine running to me in the middle of the night crying her eyes out he parents were murdered. I cried all night with her and washed her tears away I was afraid with her and didn’t know what to do I scared. My mom took her in as her child so not only was Nadine my best friend but she was also my sister. My mother met a man name sam he was the best man my mom could have ever found. He took me in as his own child and I loved him dearly. He was the father that I always wanted. We had many happy days together but in the mid- 1800's all this would change and my life would have another bump and dramatically changed my life forever. Chase 2 There was a thousand of us who were going to make the long journey from Missouri to Oregon.

Homework on essay Essay

1. What is the new concept of education? For more than decades now, our constant contact with the Americans transformed us and led us to the evolution of our public schools and democratic institutions which then, in turn, developed in us our national consciousness in strength and in solidarity. It gave rise to a new concept of education which is deemed as the training of an individual for the duties and privileges of a citizen not only for his own happiness and efficiency, but also for his contribution to the national sphere at large. As the State’s primary responsibility is to provide for the education of every member of the society, it follows that an educated Filipino must possess three characteristics as enumerated by Francisco Benitez in his essay â€Å"What is an Educated Filipino? † 2. According to the author, what is the first quality should distinguish the educated Filipino? First is the power to do which embraces not only the ability of the Filipinos to produce material goods but also the valuable services rendered to society through institutions such as the home, the school, the church and the government. This is best exemplified by a mother who takes good care of her family. 3. What should be the second quality of an educated Filipino? Second, a Filipino is one who is distinguished not only by one’s knowledge of the world’s progress but also and more importantly by one’s understanding of one’s race, people and country – the ideals and morals that are cherished herein. How can a Filipino claim to call himself educated when he has conquered the world yet he is ignorant of his own culture and origin? 4. What should be the third quality of an educated Filipino? The third is that the educated Filipino is one who is deep-rooted in one’s speech and conduct. One must put into practice those elements recognized as concomitant to culture and morality. Hence, one makes use of such elements for one’s growth as an individual and for a nation’s development as a whole. 5. Which of the three qualities do you consider the most important? The third quality, because the Filipino must have ingrained in his speech and conduct those elements that are everywhere recognized as accompaniments of culture andmorality, so that, possessing the capacity for self-entertainment and study, he may not be at the mercy of the pleasure of the senses or a burden to himself when alone. 6. What are the other qualities would you like to add for the betterment of the Filipinos today?

Walmart’s Sustainability Strategy - 1028 Words

Case analysis: Walmart’s Sustainability Strategy Why Walmart announces sustainability strategy? There is no need to introduce its background anymore; I think everyone knows the super supermarket leader’s name which is called Walmart. Here is the point that in this case why the CEO of Walmart Scott announced to do the business sustainability strategy in 2005. The sustainability will be the most focused in the 21century when the environment get worse every day. This strategy seems that Walmart will increase its cost and make a great contribution to the world. There is no doubt that the sustainability is quite good for the world environment we live. On the other side, as the Scott said â€Å"being a good steward of the environment and†¦show more content†¦2. Zero Waste To reduce the waste of packaging, Walmart try to work with their suppliers to develop solutions to product packaging and developed an online packaging scorecard to gather information and monitor their product packaging. In some extent the saving waste is also making money. Zero waste also means that they can cut down the cost happened. 3. Sustainable Product Walmart consistently exams the how long the product can work, including the materials which is used in them, the factories or farms where they were made to provide sustainable products. As the world’s largest supermarket retailer, Walmart makes an important impact on the way jewelry goes from individuals to the market. They never stop searching the reform of the retailer. By integrating more sustainable fibers into the clothing and textiles, Walmart is working to provide their customers with both environmentally preferable and fashionable clothing options at the prices which they can afford. Especially for its major products in the supermarket, such as agricultural and seafood, Walmart helps farmers to expand their businesses like cluster farming, mariner reserves, to make more money and reduce the environmental impact of farming. Conclusions I think every business event happens due to the economic reason so as this case. Walmart announce its sustainability strategy. If the business always keeps the same way to make money, it will never be successful. This innovation