ANALYSIS OF

STRATEGIC PLANNING

Presented By :

Purushotam Sati
Pujil Khanna
Vinod Kumar
Rabi Kr. Pradhan
ANALYSIS OF STRATEGIC
PLANNING

 Defining the corporate mission

 Establishing strategic business unit
 Assigning resources to each SBU
 Assessing growth opportunities
WHAT IS STRATEGY ?

STRATEGY IS A SET OF KEY

DECISIONS MADE TO MEET
OBJECTIVES.
Continual Management
Attention Creativity
Commitment

Effective Strategic Planning

ELEMENTS IN STRATEGY FORMULATION

MISSION
F A
O C
R H
M OBJECTIVE I
U V
L E
A GOALS M
T E
I N
O TARGETS T
N S
ROLE OF STRATEGIST

Strategists are individuals or groups who

are primarily involved in the formulation,
implementation, and evaluation of
strategy.
STRATEGIC PLANNING

Corporate
Strategy

Business
Strategy

Functional
Strategy
 A STRATEGIC BUSINESS UNIT IS….

A Unit comprising of one or more products

having a common market base whose manager
has complete responsibility for integrating all
functions into strategy against an identifiable
competitor.
CHARACTERISTIC OF SBU

 It has its own set of competitors.

 It has a manager responsible for strategic planning
and profit performance, who controls most of the
factors affecting profit.
 It is a single business, or a collection of related
businesses, that can be planned separately from the rest
of the company.
ADVANTAGES OF SBUS

 Intra Competition.

Corporate Image.

Better Management.

Higher Efficiency.

Better Customer Services.

 STRUCTURE OF SBU

CEO

SBU I SBU II SBU III

FINANCE MARKETING PRODUCTION

 DABUR INDIA LIMITED

• 1884 : START OF DABUR

• 1896 : FIRST PRODUCTION UNIT
• 1940 : LAUNCH OF DABUR AMLA HAIR OIL
• 1994 : RAISES FIRST PUBLIC ISSUE
• 2000 : CROSSES RS 1000 CRORE TURNOVER
• 2005
: ACCQUSITION OF BALSARA GROUP
• 2007
: BECAME THE THIRD MOST RESPECTED
FMCG COMPANIES IN INDIA
(business world November 2007)
• 2008: START NEW “U” RETAIL CHAIN UNDER
H&V STORE LIMITED.
 VISION

DEDICATED TO THE HEALTH AND

WELL BEING OF EVERY
HOUSEHOULD
 DABUR SBU’S STRUCTURE

DABUR

Consumer International Consumer Retail

Care Business Health Care
Division Division Division
(CCD) (IBD) (CHD)
% SHARE OF DABUR’S REVANUE%

2% CCD IBD CHD

6%
RETAIL

16%

76%
CORPORATE MISSION

TRANSFORM AN AYURVEDIC COMPANY TO A

GROWING MODERN FMCG PLAYER BASED ON
HERBAL PLATFORM ONE THAT WOULD
EMBODY ALL THE CHARACTERISTIC OF A
FMCG COMPANY.
 CCD STRUCTURE

CCD (Consumer Care Division)

Personal Health Home Foods

Care Care Care Care
 % SHARE IN CCD SALES
E

15% 5%
35%

45%
Personal Care

Health & Hygiene

Foods

Home Care
WORLD-WIDE PRESENCE OF DABUR
MANUFACTURING UNITS OF DABUR IN INDIA
 STRATEGY USED BY
DABUR
FOUR FOLD STRATEGY

EXPANSION

ACQUISITION

INNOVATION

REGIONAL BRANDING

PROMOTIONAL STRTEGY

DISTRIBUTION STRATEGY
 REGIONAL BRANDING

Dabur is trying to capture market by

launching product with a regional
twist.

EXAMPLE :
1) In Tamil Nadu- Sivappu pal podi- lal dant
manjan.
2)Dabur red Toothpaste in East India
 PROMOTION STRATEGY

T.V COMMERCIAL
RADIO
NEWSPAPER
 POP DISPLAY
 WALL PANTING
VIDEO VANS
 SALES PROPOTION
 CONTEST IN MELAS OR HAATS
 PROMOTION STRATEGY

DABUR HEAVILY ADVERTISED THEIR PRODUCT THROUGH VARIOUS CONTESTS-

DABUR AMLA SUNDER

DABUR AMLA SUSHEEL

DABUR YOGYA PRATIYOGITA
HAJMOLA BAHANA CHAMPIONSHIP
MELODIOUS VOICE OF PUNJAB
DABUR GULABARI MISS FRESH FACE
OF UP 2008
DISTRIBUTION STRATEGY

DEALER

WHOLE SALER

AGENTS

RETAILER

KIRANA STORE
 PRICE STRATEGY
Product Name Packaging Price
(gm.) (Rs)
Dabur Amla Hair 3.5 1
Oil 8 2
50 11
100 20
200 38
300
500

Nihar Amla 3.5 1

50 13
100 24
200 42
THE BCG GROWTH - SHARE
MATRIX
It is based on the combination of market growth and
market share relative to the next best competitor
It is based on the observation that a company’s
business unit can be classified into four categories:
 Stars
 Question marks
 Cash cows
 Dogs
 QUESTION MARKS (?)

Most businesses start of as question marks.

They will absorb great amounts of cash if the market share remains unchanged,
(low).

Investments should be high for question marks.

WHY QUESTION MARKS ?
Analysis with DABUR INDIA-

RETAIL
ANALYSIS WITH CCD-
Dazzl
Chyawan Prakash
 STARS
stars are leaders in Business.

High growth, High market share.

Effort should be made to hold the market share otherwise the star will become a
CASH COW.

Analysis with DABUR INDIA-

IBD(29.4%) –GROWTH RATE
ANALYSIS WITH CCD-
DABUR GLUCOSE-32% (GROWTH RATE)

DABUR HONEY-26%(GROWTH RATE)

MESWAK-39%(GROWTH RATE)
 CASH COW
They are foundation of the company and often the stars of yesterday.

They extract the profits by investing as little cash as possible.

 They are located in an industry that is mature, not growing or

declining.

Analysis With DABUR INDIA-

CCD-14%(GROWTH RATE)
ANALYSIS WITH CCD-
CHYAWAN PRASH
HAJMOLA
REAL
DOGS
Dogs are the cash traps.

Dogs do not have potential to bring in much return.

Number of dogs in the company should be

minimized.

Business is situated at a declining stage.

ANALYSIS WITH DABUR’S CCD-
CHD-0.6% GROWTH RATE
GROWTH STRATEGY
RECOMMENDATION

 FOCUS ON NATIONAL BRANDING

 WORK ON NEW PRODUCTS

SHOULD GIVE E-PURCHASING

FACILITY
 CONCLUSION

DABUR HAS STRONG DISTRIBUTION NETWORK.

 FOURTH LARGEST FMCG COMPANY OF INDIA

 ONE OF THE MOST TRUSTED BRAND

 HAVING VERY AGGRESSIVE STRATEGY TO

CAPTURE THE DIFFERENT SEGMENT OF THE
MARKET
 YOU
AN K
T H
QUESTION
TIME