Diversification strategy in india
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Click Here Delivery Details: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation.
Nor is it a primary information source. Chat with us Please leave your feedback. ITC was established by UK-based tobacco major BAT. It initially set up the Peninsular Tobacco Company Peninsular , a cigarette manufacturing, tobacco procurement and processing unit.
In , it set up a full-fledged sales organization named the Imperial Tobacco Company of India Limited Imperial. To cope with increasing demand, BAT set up another cigarette manufacturing unit in Bangalore in To procure the necessary raw material tobacco leaf , a new company, called the Indian Leaf Tobacco Company ILTC , was incorporated in July By , BAT had transferred its holdings in the Peninsular and ILTC to Imperial.
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Following this, Imperial replaced Peninsular as BAT's main subsidiary in India. By the late s, the GoI began putting pressure on multinational companies to reduce their holdings. Imperial divested its equity in through a public offer, which raised the shareholdings of Indian individual and institutional investors from 6.
Though Imperial clearly dominated the cigarette business, it soon realized that making only a single product, especially one that was considered injurious to health, could become a problem ITC has been constantly making efforts to de-emphasize its tobacco business.
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Its corporate strategy aimed at creating multiple avenues of growth based on its core competencies. The company aimed at generating 40 percent of its total revenues from such diversified businesses.
To achieve this, it planned to invest around Rs. Analysts felt that ITC's diversification, especially into areas such as branded garments, aimed at improving its brand image, which, in turn, may help it grow its core business.
Wills Lifestyle In , ITC extended one of its most valuable cigarette brands, Wills, to fashion retailing. The product was called Wills Sport Refer Exhibit IV Economics for Managers Textbook Textbooks Collection. Case Studies in Business Strategy Volume VI. Case Study Volumes Collection.
Case Details Case Intro 1 Case Intro 2 Excerpts. Buy With PayPal Amount to be paid: Economics for Managers Workbook ICMR books Collection. Case Studies in Business Strategy Volume VI Case Study Volumes Collection.