Competitor Analysis

Competitor Brand Name Characteristics Strengths Weaknesses

/ Strategies

The Ferts.& Chemicals FACTAMFOS Large and diverse High dealer returns; Product cakes on
Travancore Ltd., portfolio; Products and Additional support storage; Bags’ weight
(FACT) Kerala related services; from government; Not are not consistent; Non-
Executes projects on reported any bad debts uniform distribution;
turnkey basis. for years; Market Neglected retail; Poor
domination in AP, dealer service;
Kerala, Karnataka and Neglected brand
TN. promotion.
 

Tata Chemicals Ltd., TATA PARAS and Diversified- present in Tata’s Brand name; Lacks government
Maharashtra PARAS FARMOOLA all three nutrition Market leader in urea; backing; Not present in
groups; Maintaining its Huge manufacturing Southern India; Suffer
leadership position in and sourcing abilities; subsidy losses; Too
North India; Very advanced in diversified with its
Maintaining its status technology- Green products under the
as a big importer; Chemistry and umbrella name of Tata
Customisation. Neutraceuticals; Tata Chemicals Limited.
High Brand awareness. kisan Sansar has a huge
network and provides
services such as soil
testing alongwith the
products.
 Competitor Analysis
Competitor Brand Name Characteristics Strengths Weaknesses
/ Strategies

Zuari Industries Ltd., JAI KISAAN Single window Birla’s Brand name; Lacks government
Maharashtra SAMPANNA agricultural solution Diversified into related backing; Not present in
provider; Diversified industries; Huge market Northern India; Not
into several related presence in Central and able to leverage the
sectors- oil, tanking, Southern India; Large Birla Brand.
seed etc; Emphasis on number of dealers;
JV; Rural outlook. Specialty fertilisers;
Highly advanced R&D;
Educational Programs,
Training and Intensive
campaigns such as
Hello Jaikissan, Krishi
Samrat and Jai Kisaan
Sangam.
 KFS and SCA

KFS-
• Consistent supply of key raw materials.
• Continuous up-gradation of technology.
• Diversified Product Portfolio.

SCA-
• Global Sourcing Strategy .
• Captive Market in Andhra Pradesh.
• Operational Excellence- High degree of flexibility in manufacturing.
 Suggested Strategies
Suggested Strategies Advantages Disadvantages

Backward Integration Consistent supply of raw materials.
They can reduce their cost pressures.
International presence and Brand
recognition.
Technology transfer.
High costs are involved.
Operational difficulties in the
respective countries.
Direct competition from global giants
such as Yara, SQM, Haifa and ICL.

Diversify into Value-Added nutrients
alongwith the present product portfolio
Become a one stop solution provider for
farmers and provide products and
services throughout the entire supply
chain of this industry i.e., form Rock to
Crop
This is in-line with the new NBS High costs are involved.
policy. This involves acquisition of new
This will de-risk their business from technologies and processes.
concentrating on only one or two
category of products.
This will help them reduce their carbon
footprint.
They can restrict the entry of their High costs are involved.
competitors in the markets where they are They have forayed into retail and
the dominant player. haven’t been able to make profits.
They can leverage their Brand image
and can become a key international
player.
They can explore the untapped markets
and fill the gaps in the supply chain.
With entry into rural retail they can
take a share of the farmers’ earnings.
 Implementation
Fertiliser Production-
• Ramp up volumes.
• Strengthen supply chain and grow with JVs.
• Increase returns from overseas joint ventures in Acid and Urea.
• Modify/Improve their manufacturing plants to produce different products.
• Enter trading in Urea/MOP.
• Move to market leadership in Maharashtra, Karnataka and TN, and maintain leadership in AP.

Plant Protection-
• Acquisitions to spur growth –Companies/Brands.
• Increase network of global offices/registrations to improve their scale in the market.
• Increase R&D focus.
• Contract manufacturing with MNC’s.
• Marketing excellence/Retail to power domestic growth.
• Large volumes/complimentary product range in acquisitions.
• Focus on high margin specialty products.
• Maintain lowest cost sourcing/manufacturing.
 
 Implementation
Specialty Nutrients-
• Expand Product offerings through JV with global majors such as Yara, SQM, Haifa and ICL.
• New product introduction as per farmers needs.
• Value added products.
• Install manufacturing capability for Micro Nutrients.
• Organic Compost-Variants and Own Manufacturing.

Retail-
• Nutrition and Crop protection management.
• Concentrate on innovative life style products.
• Improve Farm Mechanisation Services.
• Customised fertilisers.
 References

 www.coromandel.biz

 Coromandel International’s 2009-10 Annual Report.

 
 www.faidelhi.org
 
 Coromandel Chairman’s Speech, 2010.
 
 www.bseindia.com
 
 www.nseindia.com
 
 www.zuari.in
 
 www.tatachemicals.com
 
 
Thank You