Thursday, May 16, 2019
Bcg on Hul Essay
Once you know which logical argumentes stand where in your furrow portfolio, you also come to know which businesses need investments, which needs harvesting (making money), which needs striping (reducing investment) and which needs to be all interpreted out of the business portfolio. For a major organization like HUL, ITC etc which have multiple categories and at heart the categories, they have multiple lines of results the BCG analysis becomes very important. At a holistic level, they get to make a decision on which convergence to continue and which product to be divested.Which product whoremaster give cutting returns with good investment, and which products be reaching the apex of grocery store sell. BCG Growth Sh be Matrix The BCG growth constituent matrix was developed by Henderson of the BCG group in 1970? s. The matrix classifies businesses / SBUs by 1) Relative foodstuffplace Sh atomic number 18 The market shargon of the business / SBU / Product in the mark et as compared to its competitors and overall product / category. 2) shekelset growth appraise The growth rate of the industry as a whole is fruitn into consideration from which the growth rate of the product is extrapolated.This growth rate is then pitched on the graph. gum olibanum by having 2 basic but at the same judgment of conviction very important factors on X axis and Y axis, the BCG matrix makes sure that the classifications are concrete. Calculating the Market growth rate comprises of both industry growth and product growth rate on that pointby giving a moderately knowledge of where the product / SBU stands in comparison to the Industry. The market share on the otherwise(a) hand comprises of the disputation and the product potential in the market.Thus when we consider growth rate and market share together, it mechanically gives us an overview of the competition and the industry standards as hale as an idea of what the future aptitude become for the product. On ce the businesses have been classified, they are placed into four different quadrants of the matrix. The quadrants of the matrix are divided into 1) currency Cows High market share but depressive disorder growth rate (most profitable). 2) Stars High market share and High growth rate ( soaring competition) 3) marvel marks Low market share and heights growth rate (uncertainty) ) Dogs Low market share and low growth rate ( little profitable or may even be negative profitability) On the basis of this classification, strategies are decided for each SBU / Product. lets discuss the characteristics and strategies of each quadrant in detail. Explanation 1) gold Cows The cornerstone of either multi product business, change cattle are products which are having a high market share ina low growing market. As the market is non growing, that immediate payment cow gains the maximum improvement by generating maximum revenue due to its high market share.Thus for any company, the cash cows are the ones which require least investment but at the same time give high returns. These higher returns enhance the overall profitability of the firm because this excess revenue can be apply in other businesses which are Stars, Dogs or Question marks. In the case of HUL following are the cash in cows like Mass Soaps, Beverages, Oral care and slipstream which are running very well in the market today, Oral and Mass soap today is doing very good hence it is the cash cows for HUL today.Strategies for cash cow The cash cows are the most stable for any business and hence the strategy generally includes retention of the market share. As the market is not growing, acquisition is less and retention is high. Thus customer satisfaction programs, loyalty programs and other such promotional methods form the onus of the marketing plan for a cash cow product / SBU. 2) Stars The best product which comes in hear when thinking of Stars is the telecom products.If you look at any top 5 telecom company, the market share is good but the growth rate too is good. Thus because these two factors are high, the telecom companies are always in competitive mode and they have to juggle between investment and harvesting vis invest money and taking out money time to time. Unlike cash cows, Stars cannot be complacent when they are top on because they can right off be overtaken by another company which capitalizes on the market growth rate. However, if the strategies are successful, a Star can become a cash cow in the long run.Just like the products from HUL like Hair Care products, Skin Care products, Premium Soaps & Laundry products, Deodorants and its lately release brand Water (PureIt) Strategies for Stars All types of marketing, sales promotion and advertising strategies are used for Stars. This is because in cash cow, already these strategies have been used and they have resulted in the formation of a cash cow. Similarly in Stars, because of the high competition and rising marke t share, the concentration and investment needs to be high in marketingactivities so as to addition and retain market share. ) Question Marks Several times, a company big businessman come up with an innovative product which immediately gains good growth rate. However the market share of such a product is unknown. The product might lose customer interest and might not be bought any more(prenominal) in which case it impart not gain market share, the growth rate leave go down and it will finally become a Dog. On the other hand, the product might increase customer interest and more and more people might buy the product thus making the product a high market share product. From here the product can move on to be a Cash Cow as it has lower competition and high market share.Thus Question marks are products which may give high returns but at the same time may also bout and may have to be taken out of the market. This uncertainty gives the quadrant the name Question Mark. The major pro blem associated with having Question marks is the amount of investment which it might need and whether the investment will give returns in the end or whether it will be completely wasted. Processed foods and Color Cosmetics are few of the Question Marks for HUL since it is very rare found in the market due to the drive that it is not giving results as much expected in the consumer market today.Strategies for Question marks As they are new entry products with high growth rate, the growth rate needs to be capitalized in such a manner that enquiry marks turn into high market share products. raw(a) Customer acquisition strategies are the best strategies for converting Question marks to Stars or Cash cows. Furthermore, time to time market research also helps in determining consumer psychology for the product as well as the possible future of the product and a hard decision might have to be taken if the product goes into negative profitability. ) Dogs Products are classified as dogs wh en they have low market share and low growth rate. Thus these products neither generate high amount of cash nor require higher investments. However, they are considered as negative profitability products mainly because the money already invested in the product can be used somewhere else. Thus over here businesses have to take a decision whether they should divest these products or they can revamp them and thereby make them saleable again which will subsequently increase the market share of the product. Dogs for HUL are its Sea Products which is definitely and alarm for HUL to kill it.Strategies for Dogs Depending on the amount of cash which is already invested in this quadrant, the company can either divest the product altogether or it can revamp the product through rebranding / innovation / adding features etc. However, moving a dog towards a leading or a cash cow is very difficult. It can be moved only to the question mark region where again the future of the product is unknown. Thus in cases of Dog products, divestment strategy are used. Sequences in BCG Matrix pic Success Sequence in BCG Matrix The Success rank of BCG matrix happens when a question mark becomes a Star and finally it becomes a cash cow.This is the best sequence which sincerely gives a boost to the companys profits and growth. The success sequence unlike the misadventure sequence is entirely dependent on the right decision making. disaster sequence in BCG Matrix Disaster sequence of BCG matrix happens when a product which is a cash cow, due to competitive pressure might be moved to astar. It fails out from the competition and it is moved to a question mark and finally it may have to be divested because of its low market share and low growth rate. Thus the disaster sequence might happen because of wrong decision making.This sequence affects the company as a good deal of investments are lost to the divested product. Along with this the money coming in from the cash cow which is used for other products too is lost. Results on the strategies for HUL based on the BCG Matrix. There are four strategies possible for any product / SBU and these are the strategies which are used after the BCG analysis. These strategies are 1) Build By increasing investment, the product is given over an impetus such that the product increases its market share. ExamplePushing a Question mark into a Star and finally a cash cow (Success sequence) ) Hold The company cannot invest or it has other investment commitments due to which it holds the product in the same quadrant. Example Holding a star there itself as higher investment to move a star into cash cow is currently not possible. 3) Harvest Best spy in the Cash cow scenario, wherein the company reduces the amount of investment and tries to take out maximum cash flow from the said product which increases the overall profitability. 4) Divest Best observed in case of Dog quadrant products which are generally divested to release the amount o f money already stuck in the business.