Sunfeast 4ps

SUNFEAST: SPREAD THE SMILE. Can a cigarette manufacturer get ahead in merchandiseing Biscuits? What do management thinkers say virtually unrelated diversification? Unrelated diversification will survey if it is based on the means competency of the firm. So What is the core competency of ITC that is being leveraged when it decided to enter the Foods market. ITC relies on triad core competencies 1. The depth of dispersal 2. Its brand building capabilities. 3. The ability of flavor outsourcing. Sunfeast has been a success because of these three competencies of ITC. Sunfeast was launched in 2003 was one of the diversification forays of ITC which pauperismed to establish itself as a serious FMCG role player from its position of Tobacco products leader. ITC had the advantage of the well entrenched distribution setup which is matched only by HLL. BACKGROUND: Biscuits and tea in the morning were a routine. So were the key market players and their best-loved products. The two major players Britannia and Parle were busy biting of chunks of the national market among themselves, with a host of smaller brands in various regions. patch the business was still very competitive, there wasnt anything groundbreaking. In 2003, with ITC foraying into the segment, a lot of that changed.

At that time, Britannia and Parle held, between them over 82 per cent of the market in value terms. The rest too was securely held by smaller players like Priya Gold which had a substantive presence in the north. So, in essence, the market already had knockout well entrenched players. So how could a late appetizer like ITC make its mark? Seven years overthrow the line, however, things have changed a lot. It is a classic story of the lapin and the tortoise. While it is far from winning the race, slowly and steadily, the tortoise is gaining ground. Today in 2010 , the late entrant is already on the podium in the third place with as much as 10 per cent of the market in terms of value. ITC made hay... If you want to get a full essay, order it on our website: Orderessay

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