BCG Matrix for ITC Ltd.

Ranjan Varma


Act I Act II Act III


ITC- A Background

Camera! The BCG matrix Action!
Learning points and conclusions

Act ²I [Lights!] 

Governance structure Strategic supervision Strategic management Executive management Core values Nation Orientation; Trusteeship; Excellence; Customer focus; respect for people; Innovation

Vision & Mission statements  

Vision: Sustain ITC¶s position as one of India¶s most valuable corporations through world class performance, creating growing value for the Indian economy and the Company¶s stakeholders. Mission: To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.

Business Mix of ITC Ltd.
FMCG ‡ Cigarettes

‡ Foods ‡ Lifestyle Retailing ‡ Greeting, Gifting & ‡ Safety Matches ‡ Agarbattis


Paperboards & Packaging ‡ Paperboards & Specialty Papers ‡ Packaging

Business Mix (Cont·d)
Agri - Business ‡ Agri-Exports

‡ e-Choupal ‡ Leaf Tobacco
Hotels Group Companies ‡ ITC Infotech; etc.

Business wise Sales data
Business/ Year Growth Value (Rs in Crore) % 2005 2004 10002.54 9230.27 563.39 577.25 1780.07 1565.31 304.16 257.53 1708.77 1253.29

FMCG-Cigarettes 8.4 FMCG-Others Hotels Agribusiness Paper & pkg. Net revenue 85.2 124.1 4.2 24.9 12.99

13349.58 11815.04

CAGR during FY 2005-2008
Category CAGR Growth parameters Pricing power Inward traffic, occupancy Capacity utilization, value added products E-choupal, choupal sagar, Fast track, decent share. Cigarettes 10.9 % Hotels Paper Agri business FMCGOthers 22.7% 17.2 % 34.3 % 60.2 %

Market share of ITC Ltd.

Outstanding market leader  Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports. Gaining market share  Nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards.

Segment Cigarettes Paper & Packg.

Dominance 70% share Packaging board ± No. 1 in Asia

Contribution % Revenue PBIT 77.0% 7.3% 7.0% 4.3% 4.4% 87.7% 10.7% 3.7% 5.4% -7.5%

Agri 1of the largest xporters business from India Hotels FMCG (Others) ITC Group ranks No.2 20% share of greeting cards market, 'Aashirvaad' atta is No.1 in branded segment

A c t 2

Market attractiveness & Competitive strength is also important.



Assumes market growth rate. A firm may grow the market. A ³Dog´ may be helping other products. High market share/Growth is not the only success factor. Linkage between market share and profitability is questionable.

The BCG Matrix for ITC Ltd.
Stars ‡Hotels ‡Paperboards/ Packaging. ‡Agri business. Cows ‡FMCG-Cigarettes ? ‡FMCG- Others

Dogs ‡Maybe ITC Infotech.

Act III 

- Action- Learning points
and conclusions 

? - To be handled with care. Strategic forays into emerging high growth markets. E-Choupal is a transformational strategy. Strong brand building capability will be tested.

Learning points (Cont¶d)   

Corporate strategy of creating multiple drivers of growth anchored on its core competencies and distribution reach. Embracing difficult and challenging corporate strategy. (Ex: Paperboards). EHS philosophy: Contribution to the triple bottom line- Economic, Environment and social capital.

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