Aditya Birla Group Marketing Case Study Essay
1. Cement (largest in India)
2. Telecom (third largest in India)
3. Branded apparel
4. Financial services
5. BPO and IT services
6. Others like viscose staple fiber, metals, viscose filament yarn, chemicals, fertilizers, insulators
It is the third largest Indian private sector conglomerate behind Tata Group with revenue of just over USD 100 Billion and RIL with revenue of USD 74 Billion.
For the BCG analysis we have focused on few of the SBU’s of Aditya Birla group. Based on the market share of the …show more content…
Essel Wind Division (EMIL): It is an SBU of Essel Mining & Industries Limited (EMIL) in the power sector that generates green energy from renewable resources. The major output is in the form of electricity. The installed Capacity of Wind Power in India is 13000 MW out of which Essel Mining produces 75 MW. An additional of 300 MW of capacity is added in the year 2011. The overall growth of the wind energy sector is 23.08%. The market share of EMIL in the wind division is 0.58%. It lies in the question mark group of the BCG matrix. The major player in this segment is Suzlon Energy.
Aditya Birla Chemicals Ltd.: Aditya Birla Chemicals Ltd. is a leading manufacturer of bulk and speciality chemicals and viscose filament yarn. The chemical business manufactures a wide range of products using advanced technology and ensuring stringent quality control. The product portfolio includes: chlor-alkali, sulphates, peroxides, chlorine derivatives, viscose filament resin, fluorine chemicals, phosphates and phosphoric acids.
Its Major competitors are Tata Chemicals Ltd., United phosphates Ltd., Gujrat alkali, Kanoria chemicals, standard alkali Ltd. Etc. Its revenue for FY 2010-2011 for the company is Rs. 1013Cr.The total revenue for FY 2010-2011 for the industry is Rs. 14438Cr. Market share of Aditya Birla Group is 7.02% in FY 2011.
More Retail Stores: It is a pan-India retail chain