A Study of Aditya Birla from a Marketing Perspective Main on the Garment Industry

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Vision statement
To be a premium global conglomerate with a clear focus on each business How do they fulfill it?
Aluminium – World largest aluminium rolling company,
Biggest producer of primary aluminium in Asia Garments – No.1 in viscose staple fibre production in the world. Fifth largest producer of acrylic fibre in the world. Carbon Black – No.1 producer of carbon black in the world . Insulators – Fourth largest producer of insulators in the world. Cement – Among the top 10 cement producers globally.

Mission
To deliver superior value to our customers, shareholders, employees and society at large. How do the justify it?
Hindalco, Ultratech, Idea, Louis Phillippe, Van Heusen, Allen Solly, Peter England, Esprit, Grasim. This list of names is self explanatory on the value they provide to the customers. They have been consistently ranked in the top league of the “Best Companies to work for in India” survey and are amongst the most loved companies The Aditya Birla group has won the Economic Times “Corporate citizen award” 2011-2012, “Corporate citizen of the year award” bestowed by public relations council of India and have won many such awards for their CSR activities.

Prominent companies and Industry
Hindalco Industries Ltd- Aluminium, Smelting, Sheet rolling, Aerospace Alloys UltraTech Cement Ltd- Cement
Grasim- Textile Industries
Essel Mining Industries Ltd- Mining, Wind power
Aditya Birla Nuvo Unit- Insulators
Idea Cellular Ltd- Telecommunications
Birla Sunlife- Financial Services
Novalis(India) Infotech Ltd- IT Industry
Aditya Birla Retail Ltd- Retail

BCG MATRIX
STAR Hindalco(Aluminium, copper)Idea Cellular Ultra Tech Cement More | QUESTION MARK Birla Sun Life Insurance | CASH COW Nuvo | DOG|

ALUMINIUM INDUSTRY
World’s largest aluminium company
Accounts for 40 percent of India’s primary aluminium production The product range includes primary aluminium ingots , billets ,rolling slabs ,redraw rods, alloy wire rods ,sheet products, extruded profiles, foils and alloy wheels Current Market Share-39 percent

Acquired Atlanta based company Novelis Inc, a world leader in aluminium rolling and flat-rolled aluminium products, this made way to become Asia’s biggest producer of primary aluminium. COPPER INDUSTRY

Market share of 40 percent
Uses best raw material and latest technology
The company’s copper smelter is the world’s largest custom smelter CEMENT
Ultratech one of the popular brand’s, is the world’s tenth largest cement manufacturer and is the single largest selling brand in India Ultratech Cement has an annual capacity of 52 million tonnes Company exports 2.5 million tonnes per annum, which is of 30 percent of total exports IDEA CELLULAR

The quality of services provided, Idea continues to lead the industry as MNP provider The highest active subscribers in the telecom industry
Idea has gained revenue market share from 12.8% to 14% in second quarter of financial year 2012 MORE
One stop shopping destination for family
Expanded the business by 2 formats Supermarket & Hypermarket Managed to develop own home and personal products and label food brands like Feasters, Kitchen’s promise and best of India.

Portfolio : -
The group doesn’t have a balanced portfolio, mainly because they hardly have any in the ‘Question Mark’ group. These industries are the one which become your ‘Stars’ in the future. Despite having a range of ‘Stars’ and a few ‘Cash Cows’, they are still focused on the ones who are in the ‘Stars’ category already and spending a lot for their growth and promotion. I think they should think a little more about the future and develop a few more businesses.

Porter’s Five Force Analysis of the ABG’s Textile and Garment Industry Since its introduction in 1979, Michael Porter’s Five Forces has become the de facto framework for industry analysis. The five forces measure the...
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