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Kingfisher vs Fosters with porters five forces

Kingfisher vs Fosters with porters five forces



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The document presents the porters five forces with example of kingfisher and fosters in Indian beer market.
It also provides the survey reports that has collecte from 4o respondents
The document presents the porters five forces with example of kingfisher and fosters in Indian beer market.
It also provides the survey reports that has collecte from 4o respondents

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Published by: venkataswamynath channa on Apr 07, 2009
Copyright:Attribution Non-commercial


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Executive Summary
This project is a part of the internal assessment for the subject Marketing Strategy. We optedfor Porter’s Five Forces as it covered the whole demand and supply chain of a product. Wechoose Kingfisher and Fosters to understand supply chain with regard to the followingaspects.
Potential Entrants – Threat of new entrants
Buyers – Bargaining power of buyers3.Substitutes – 
Threat of substitute products or services
Rivalry among existing firms4.Suppliers - Bargaining Power of Suppliers
Other Stakeholders – Relative Power of Union, Governments etc.We have taken two leading brands in the beer segment. This segment has not been studied indetail, so we thought that we will get a lot to learn by studying this segment. This segmenthas a great growth potential, especially in a country like INDIA. So we surveyed thecustomer and the retailer to learn about this segment in detail with regard to the Porters FiveForces model.
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To understand that the biggest external influence upon the organization is thecompetitive environment.
To understand that the competitive strategy of an organization and the need to secure particular competitive advantage over competitors are important.
To find that an appraisal of the competitive environment is vital before plans are laiddown.
Objective of this report is to present a general idea of the Indian beer market.
To get an inside feel of the market by analyzing the marketing mix of the two mostsuccessful brands, Kingfisher, a home-grown brand and Foster's, an international brand.
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Extensive research was carried out for the successful completion of this project. Both primaryand secondary data were collected from various Sources.
The primary data was obtained by means of a structured questionnaire. The questionnaire wasgiven to sample size of 30 Consumers and 10 Retailers from Navi Mumbai. Thequestionnaire presented to the Consumer and Retailers mainly focused on the elementsrelating to the Porters Five Forces Model relating to Beer Industry. The analysis is doneusing MS Excel. This analysis is followed by the interpretation of the data by means of various charts and pictorial representation and other mathematical computations.
The secondary data in this study is collected from various magazines, Newspapers andWebsites.
Analysis and others parts are done on the basis of these secondary data and knowledgecollected from the marketing lectures.
Deliberate Sampling
was done which involvedemployees as particular unit of the universe for constituting a sample which represents theuniverse.

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