Bcg Matrix
A STUDY OF THE CONSTRUCTION OF BCG MATRIX FOR NESTLE INDIA Tarun Jain1
TABLE OF CONTENTS Executive Summary Objectives Research Methodology Introduction Studying the construction of BCG matrix for Nestle Conclusion Suggestions Limitations Bibliography Annexure – I (The BCG Matrix explained) Annexure – II (List of Nestle Products worldwide) Annexure – III (List of Nestle Products offered in India) Annexure – IV (List of provisional stores surveyed for the study)
1
For details, visit http://ssrn.com/author=660701
Electronic copy available at: http://ssrn.com/abstract=1120857
EXECUTIVE SUMMARY Riding on the growth of its power brands, Nestle has extended its dominance in food business in India as well. However, a number of its brands require a repositioning. The present exercise is an attempt to analyse the position of the different brand offered by Nestle India. The aim is to assess the positioning decision of Nestle as far as its different brands are concerned while also looking for prospects that avail the Indian market. In this regard, the chapter titled introduction gives an insight into the objectives of the study, a brief explanation of the concept behind BCG matrix and also a brief overview of Nestle India. The bulk of the study has been done in the second chapter titled a study of the construction of the BCG matrix of Nestle and all the different brands offered by Nestle in India have been analysed along with a critical insight and also specific suggestion have been made therein. General suggestions as regards Nestle India’s operations follow the Conclusion while the limitations of the present study have been stated before the Bibliography.
2
Electronic copy available at: http://ssrn.com/abstract=1120857
OBJECTIVES The objectives of the present study are, (i) To place the various brands of Nestle in India in the matrix as suggested by the Boston Consultancy Group, as based upon the data empirically collected. (ii) (iii) To analyse the
TABLE OF CONTENTS Executive Summary Objectives Research Methodology Introduction Studying the construction of BCG matrix for Nestle Conclusion Suggestions Limitations Bibliography Annexure – I (The BCG Matrix explained) Annexure – II (List of Nestle Products worldwide) Annexure – III (List of Nestle Products offered in India) Annexure – IV (List of provisional stores surveyed for the study)
1
For details, visit http://ssrn.com/author=660701
Electronic copy available at: http://ssrn.com/abstract=1120857
EXECUTIVE SUMMARY Riding on the growth of its power brands, Nestle has extended its dominance in food business in India as well. However, a number of its brands require a repositioning. The present exercise is an attempt to analyse the position of the different brand offered by Nestle India. The aim is to assess the positioning decision of Nestle as far as its different brands are concerned while also looking for prospects that avail the Indian market. In this regard, the chapter titled introduction gives an insight into the objectives of the study, a brief explanation of the concept behind BCG matrix and also a brief overview of Nestle India. The bulk of the study has been done in the second chapter titled a study of the construction of the BCG matrix of Nestle and all the different brands offered by Nestle in India have been analysed along with a critical insight and also specific suggestion have been made therein. General suggestions as regards Nestle India’s operations follow the Conclusion while the limitations of the present study have been stated before the Bibliography.
2
Electronic copy available at: http://ssrn.com/abstract=1120857
OBJECTIVES The objectives of the present study are, (i) To place the various brands of Nestle in India in the matrix as suggested by the Boston Consultancy Group, as based upon the data empirically collected. (ii) (iii) To analyse the