Bcg on Hul Essay Example for Free

Bcg on Hul EssayOnce you suffer sex which businesses stand where in your business portfolio, you also come to know which businesses need enduements, which inevitably harvesting (making money), which needs divesting (reducing coronation) and which needs to be completely taken by of the business portfolio. For a major organization kindred HUL, ITC etc which have multiple categories and within the categories, they have multiple lines of harvest-times the BCG analysis becomes very important. At a holistic level, they get to make a decision on which harvest-time to continue and which ware to be divested. Which product jakes give new returns with obedient investment, and which products argon reaching the apex of mart donation. BCG Growth Sh atomic number 18 ground substance The BCG maturement sh ar matrix was developed by Henderson of the BCG group in 1970? s. The matrix classifies businesses / SBUs by 1) Relative trade Sh atomic number 18 The market share of the busine ss / SBU / Product in the market as compared to its competitors and overall product / category. 2) Market growth govern The growth rate of the industry as a whole is taken into consideration from which the growth rate of the product is extrapolated.This growth rate is then pitched on the graph. therefore by having 2 introductory but at the same time 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 thereby giving a fair knowledge of where the product / SBU stands in comparison to the Industry. The market share on the other hand comprises of the competition and the product potential in the market.Thus when we consider growth rate and market share together, it automatically gives us an overview of the competition and the industry standards as well as an idea of what the future might bring for the product. Once the businesses have b een classified, they are placed into four different quadrants of the matrix. The quadrants of the matrix are divided into 1) Cash Cows High market share but low growth rate (most profitable). 2) Stars High market share and High growth rate (high competition) 3) foreland marks pitiable market share and high growth rate (uncertainty) ) pass overs Low market share and low growth rate (less profitable or may even be negative profitability) On the basis of this classification, strategies are mulish for each SBU / Product. Lets discuss the characteristics and strategies of each quadrant in detail. Explanation 1) Cash Cows The cornerstone of any multi product business, cash kine are products which are having a high market share ina low growing market. As the market is not growing, that cash cow gains the maximum advantage by generating maximum revenue due to its high market share.Thus for any guild, the cash cows are the ones which implore least(prenominal) investment but at the s ame time give higher returns. These higher returns enhance the overall profitability of the firm because this excess revenue can be used in other businesses which are Stars, Dogs or Question marks. In the case of HUL following are the Cash cows like bay window Soaps, Beverages, Oral care and Laundry 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 broadly speaking 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 advanceal methods form the core of the marketing plan for a cash cow product / SBU. 2) Stars The best product which comes in mind when thinking of Stars is the telecom products.If you take care at any top 5 telecom community, the market share is good but the gr owth 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 investing money and taking out money time to time. Unlike cash cows, Stars cannot be complacent when they are top on because they can immediately be overtaken by another play along which capitalizes on the market growth rate. so far, 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 market share, the concentration and investm ent needs to be high in marketingactivities so as to increase and reserve market share. ) Question Marks Several times, a company might 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 anymore in which case it pass on not gain market share, the growth rate will go down and it will ultimately 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 degrade competition and high market share.Thus Question marks are products which may give high returns but at the same time may also flop and may have to be taken out of the market. This uncertainty gives the quadrant the name Question Mark. The major problem associated with having Question marks is the center o f investment which it might need and whether the investment will give returns in the end or whether it will be completely wasted. treat foods and Color Cosmetics are few of the Question Marks for HUL since it is very rare found in the market due to the reason 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 question marks turn into high market share products. New 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 likely 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 covers when they have low market share and low growth rate. Thus these p roducts 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 star 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. Seque nces in BCG Matrix pic Success Sequence in BCG Matrix The Success while of BCG matrix happens when a question mark becomes a Star and finally it becomes a cash cow.This is the best sequence which really gives a boost to the companys profits and growth. The success sequence unlike the disaster 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 lot of investments are lost to the divested product. on 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 Mat rix. 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 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 observed 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 of money already stuck in the business.