The BCG Matrix is a portfolio show created by the Boston Consulting Group (BCG) in 1968. It has been advanced after some time through incorporation in numerous technique and showcasing course readings. One of its prime offers is that it conveys an essential component of technique – that is, the part of focused qualities and market opportunity – through an exceptionally clear and easy to comprehend framework. (thebcgmatrix, 2014)
It has a tendency to have an abnormal state of review among understudies and professionals in light of the fact that the four network boxes have bizarre names – in particular cash cows, stars, question marks and dogs – making it one of the more essential promoting and procedure models accessible.
Godrej
Godrej Industries Ltd. (GIL) is India’s driving producer of oleo-chemicals and makes more than a hundred chemicals for use in more than two dozen ventures. It likewise has a noteworthy nearness in nourishment items, for example, refined oil and tetra pack natural product refreshments. Additionally, it operates organizations in restorative diagnostics and genuine estate. (Kishore, 2012)
Besides its three organizations, Godrej Industries likewise runs four divisions — Corporate Finance, Corporate HR, Corporate Audit and Assurance and Research and Development — which work for the benefit of the whole Godrej Group. GIL has assembled a solid assembling base equipped for conveying universal quality items at aggressive costs. It works two plants, one at Valia in the Indian condition of Gujarat and a second at Vikhroli in rural Mumbai. (Grewal, 2011) The organization’s items are exported to 40 nations in North and South America, Asia, Europe, Australia and Africa, and it drives the Indian market in the generation of unsaturated fats, greasy alcohols and AOS.
BCG Matrix of Godrej
Godrej Consumer Products (GCPL) is a pioneer among India’s Fast Moving Consumer Goods (FMCG) organizations, with driving Household and Personal Care Products like Good Knight, Cinthol, Godrej No. 1, Expert, Hit, Jet, Fair shine, Ezee, Protekt and Snuggy. It is one of the biggest advertisers of latrine cleansers in the nation and is likewise leaders in hair hues and family unit bug sprays. Every organization has a few SBU’s, divisions and industrial facilities. They are in a matter of seconds sending out their items to 30 nations. Godrej is producing consumers’ products, natural basket, and Godrej chemicals, Godrej Agrovet, Godrej & Boyce and Godrej InfoTech. Godrej products can be divided over stars, cash cows, question marks and dogs as follows. (Rathi, 2015)
Stars
Stars, which produce high salary additionally devours a lot of organization money. In the event that a star can remain a market pioneer, it in the end turns into cash cows when the market’s general development rate decays.
Comparing the different services that are offered by the Godrej, the one which falls in the category of stars are Godrej consumers products (GCPL). GCPL’s items incorporate cleanser, hair colorants, toiletries and fluid cleansers. Its brands incorporate ‘Cinthol’, ‘Godrej Fair Glow’, ‘Godrej No.1’ and ‘Godrej Shikakai’ in cleansers, ‘Godrej Powder Hair Dye’, ‘Recharge’, “ColourSoft” in hair colorants and “Ezee” fluid cleanser. GCPL works a few assembling offices in India spread more than seven areas and gathered into four working bunches at Malanpur (Madhya Pradesh), Guwahati (Assam), Baddi-Thana (Himachal Pradesh), Baddi-Katha (Himachal Pradesh), Pondicherry, Chennai and Sikkim.
Cash Cows
Cash cows, in the lower left quadrant, are commonly driving items in business sectors that are develop. By and large, these items create gives back that are higher than the market’s development rate and maintain themselves from an income point of view. These items ought to be exploited for whatever length of time that conceivable. The estimation of cash cows can be effortlessly ascertained since their income examples are profoundly unsurprising.
This category is occupied by Godrej & Boyce and Godrej Chemicals. Godrej and Boyce is both the holding organization of the Godrej Group to a working organization with nearness crosswise over 14 different organizations. (Sangvekar, 2013) Its excursion started in 1897 with the make of excellent locks, then stretching out to different durables (coolers, clothes washers, aeration and cooling systems, home security frameworks and safes, furniture), items for foundations (office furniture, varying media arrangements, get to control frameworks, edge security arrangements, bank security arrangements, drink candy machines, inside arrangements, doctor’s facility and research center furniture) and modern items (prepare gear, materials taking care of hardware, mechanical stockpiling arrangements, tooling, accuracy gear). Godrej Industries is an Indian maker of oleo-chemicals for use in over different enterprises. It additionally produces consumable oils, vanaspati and bread shop fats. What’s more, it works land
Question Marks
Question marks are in the upper right parcel of the network. They regularly develop quickly yet devour a lot of organization assets. These ought to be broke down every now and again and nearly to check whether they merit keeping up.
The question marks of Godrej are Godrej Nature Basket and Godrej Agrovet. Godrej Nature’s Basket is the retail wander of Godrej Group and is today India’s premier retail goal for freshest organic products, vegetables and world gourmet sustenance from over the globe. Whereas Godrej Agrovet is a profoundly enhanced agribusiness and creature nourish organization sponsored by Research and Development. (mbaskool, 2015) The organization holds driving business sector position in Poultry preparing, creature sustain oil palm manors and agri inputs. The organization has a place with one of the much differentiated Indian Conglomerate the Godrej Group.
Dogs
Dogs don’t produce much money for the organization since they have low piece of the overall industry and low or no development. Due to this, they can end up being money traps, which tie up organization reserves for drawn out stretches of time. Hence, they are prime possibility for divestiture.
Godrej InfoTech is dogs of Godrej organization. Godrej InfoTech Ltd is a product benefits and counseling organization headquartered in Mumbai, India. Godrej InfoTech, once in the past a division of Godrej and Boyce Mfg. Co. Ltd., started operations as a different corporate substance on 1 April 1999. Godrej InfoTech is a part of the differentiated GODREJ group. (Grewal, 2011) It was begun as Godrej and Boyce programming division to actualize ERP.
The Company’s quality confirmations incorporate SEI-CMM Level 4 and ISO-9001:2008 Quality Systems Certification. The Company has begun re-examination under SEI CMM ML 5 for the majority of its significant programming advancement focuses in India.So this is the division of the services which are offered by Godrej.
References
rediff. (2005). Retrieved Octobar 2016, from www.rediff.com: http://www.rediff.com/money/2005/nov/15spec.htm
managementparadise. (2009, August 23). Retrieved Octobar 2016, from www.managementparadise.com: http://www.managementparadise.com/forums/marketing-management/139305-lux-comprehensive-study.html
docslide. (2014). Retrieved Octobar 2016, from www.docslide.us: http://docslide.us/download/link/square-consumer-products-limited
rairarubiabooks. (2014). Retrieved Octobar 2016, from www.rairarubiabooks.com: https://www.rairarubiabooks.com/related-pdf-bcg-matrix-for-shampoo-products.html
thebcgmatrix. (2014). Retrieved Octobar 2016, from www.thebcgmatrix.com: http://www.thebcgmatrix.com/bcg-matrix-theory/bcg-matrix-overview/
mbaskool. (2015). Retrieved Octobar 2016, from www.mbaskool.com: http://www.mbaskool.com/brandguide/fmcg/2678-godrej-consumer-products.html
researchandmarkets. (2015, November). Retrieved Octobar 2016, from www.researchandmarkets.com: http://www.researchandmarkets.com/reports/2261029/godrej_consumer_products_limited_strategy_and
Grewal, D. K. (2011, November 17). scribd. Retrieved Octobar 2016, from www.scribd.com: https://www.scribd.com/doc/73005712/Godrej
Kishore, N. (2012, March 30). scribd. Retrieved Octobar 2016, from www.scribd.com: https://www.scribd.com/doc/87297921/FINAL-Godrej-Ppt
Rathi, A. (2015). Indian Consumer, Home Advantage. India Equities .
Sangvekar, V. (2013, Octobar 17). slideshare. Retrieved Octobar 2016, from www.slideshare.net: http://www.slideshare.net/drvrushals/marketing-strategy-presentation-27619702
Recent Comments