Product details

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Abstract

This case flyer, prepared based on an article from The Economic Times, can be used for understanding the application of Ansoff’s Product-Market matrix in the light of ITC’s decision to foray into beverages and dairy segments. The Indian business conglomerate, the 100-year old ITC Limited (ITC) has been stamping its authority in Indian FMCG sector, firstly and largely with cigarettes and over the last decade with other segments of the FMCG sector - personal care, food and beverages, lifestyle apparels and hospitality. Having built 50 energetic and popular brands across these categories over the last few years, ITC intends to foray into non-carbonated beverages and dairy businesses. Would it be able to carve a niche for itself? Would its existing business architecture support the proposed business line extensions?
Location:
Industry:
Other setting(s):
2014

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Abstract

This case flyer, prepared based on an article from The Economic Times, can be used for understanding the application of Ansoff’s Product-Market matrix in the light of ITC’s decision to foray into beverages and dairy segments. The Indian business conglomerate, the 100-year old ITC Limited (ITC) has been stamping its authority in Indian FMCG sector, firstly and largely with cigarettes and over the last decade with other segments of the FMCG sector - personal care, food and beverages, lifestyle apparels and hospitality. Having built 50 energetic and popular brands across these categories over the last few years, ITC intends to foray into non-carbonated beverages and dairy businesses. Would it be able to carve a niche for itself? Would its existing business architecture support the proposed business line extensions?

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Location:
Industry:
Other setting(s):
2014

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