Dabur COMPANY LIMITED

SUBJECT- STRATEGIC MANAGEMENT A PROJECT SUBMITTED

TO THE UNIVERSITY OF MUMBAI

FOR THE DEGREE OF

MASTERS IN COMMERCE

SEMESTER - 1

IN THE PARTIAL FULFILLMENT REQUIREMENT

OF THE COURSE

(ACADEMIC YEAR 2015-16)

BY

RAHUL PRAVIN CHUDASAMA

ROLL NUMBER:-

UNDER THE SUPERVISION OF

PROF:- JHALAK KHADIWALA

DEPARTMENT OF MCOM

BHARTIYA VIDYA BHAVANS

HAZARIMAL SOMANI COLLEGE OF ARTS AND SCIENCE

PLACE - MUMBAI

DATE-

INTERNAL SIGN OF SUPERVISION

SIGN OF EXTERNAL SUPERVISOR

NAME

CERTIFICATE

This is to certify that this project report entitled STRATEGIC MANAGEMENT Submitted by RAHUL PRAVIN CHUDASAMA in partial fulfillment of the requirement for the degree Master of Commerce (M.Com) Part 1 (Semester 1) is a bonafide research work completed under my guidance and supervision . No part of this project has ever been submitted for other degree .the assistant rendered during the course of the study has been duly acknowledged.

External Examiner Internal Examiner

Professor Name – JHALAK KHADIWALA

Date-

DECLARATIONCertified that I RAHUL PRAVIN CHUDASAMA of Master of Commerce (M.com) Part – 1 (Semester 1) have prepared titled STRATEGIC MANAGEMENT the guidance of Prof. JHALAK KHADIWALA. Department of Commerce Bhavan’s Hazarimal Somani College. Chowpatty, Mumbai in partial fulfillment of the requirement for the degree of Master of Commerce (M.com). Their by no part of this project has ever been submitted any other degree.

RAHUL PRAVIN CHUDASAMA

Roll No.

M.com (part-1)

INDEX

Sr.no.

Contents

1 Introduction of SWOT2 Objective3 Research Methodology6 Profile of Company7 Different Products of Company8 Strengths9 Weakness10 Opportunities11 Threats

ConclusionBibliography

SWOT analysis - Introduction

A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. Some authors credit SWOT to Albert Humphrey, who led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500companies.[1][2] However, Humphrey himself does not claim the creation of SWOT, and the origins remain obscure. The degree to which the internal environment of the firm matches with the external environment is expressed by the concept of strategic fit.

Strengths: characteristics of the business or project that give it an advantage over others.

Weaknesses: characteristics that place the business or project at a disadvantage relative to others.

Opportunities: elements that the project could exploit to its advantage.

Threats: elements in the environment that could cause trouble for the business or project.

Identification of SWOTs is important because they can inform later steps in planning to achieve the objective.First, the decision makers should consider whether the objective is attainable, given the SWOTs. If the objective is not attainable a different objective must be selected and the process repeated.Users of SWOT analysis need to ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities, and threats) to make the analysis useful and find their competitive advantage.

Internal and external factors[edit]

So it is said that if you know your enemies and know yourself, you can win a hundred battles without a single loss. If you only know yourself, but not

your opponent, you may win or may lose. If you know neither yourself nor your enemy, you will always endanger yourself.The Art of War by Sun Tzu

SWOT analysis aims to identify the key internal and external factors seen as important to achieving an objective. SWOT analysis groups key pieces of information into two main categories:

1. internal factors – the strengths and weaknesses internal to the organization

2. external factors – the opportunities and threats presented by the environment external to the organization

Analysis may view the internal factors as strengths or as weaknesses depending upon their effect on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses (distractions, competition) for another objective. The factors may include all of the 4Ps; as well as personnel, finance, manufacturing capabilities, and so on.The external factors may include macroeconomic matters, technological change, legislation, and sociocultural changes, as well as changes in the marketplace or in competitive position. The results are often presented in the form of a matrix.SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade its users to compile lists rather than to think about actual important factors in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threatIt is prudent not to eliminate any candidate SWOT entry too quickly. The importance of individual SWOTs will be revealed by the value of the strategies they generate. A SWOT item that produces valuable strategies is important. A SWOT item that generates no strategies is not important.

Strengths Weaknesses Opportunities Threats

Reputation in Shortage of Well established Large

marketplace consultants at operating level rather than partner level

position with a well defined market niche

consultancies operating at a minor level

Expertise at partner level in HRM consultancy

Unable to deal with multi-disciplinary assignments because of size or lack of ability

Identified market for consultancy in areas other than HRM

Other small consultancies looking to invade the marketplace

Objective of Studies-:

->To Study the profile of Dabur company and to evaluate the SWOT analyses of Dabur company.

Research Methodology -:

Secondary Data – Secondary data is data collected by someone other than the users common source of secondary data for social science included censuses, organizational records and data collected through qualitative methodologies or qualitative research.

Sources of Secondary data-

1) External data is data that is collected by other people or organization from your organization’s external environment.

2) Internet sources. E.g. Google chrome, Wikipedia.

Dabur

Dabur (Dabur India Ltd.) (Devanagari: डाबर, derived from Daktar Burman) is the fourth largest Fast Moving Consumer Goods (FMCG) company in India with consolidated Revenues of over INR 7,800 Crores and Market

Capitalisation of over INR 46,600 Crore (at the end of 2014-15). Building on a legacy of over 130 years, Dabur is today India’s most trusted name and the world’s largestAyurvedic medicine & related products manufacturer and Natural Health Care Company. Today, Dabur has a portfolio of over 381 trusted products spread across 21 categories and over 1,000 SKUs. Dabur was founded in 1884 by Dr. S. K. Burman, a physician in West Bengal, to produce and dispense Ayurvedic medicines. Dr. Burman designed Ayurvedic medication for diseases such as cholera and malaria. Soon the news of his medicines traveled, and he came to be known as the trusted 'Daktar' or Doctor who came up with effective cures. The Dabur name is derived from the Devanagri rendition of Daktar Burman.[4][5]

From its humble beginnings in the bylanes of Calcutta, Dabur India Ltd has come a long way today to become one of the biggest Indian-owned consumer goods companies with the largest herbal and natural product portfolio in the world. Overall, Dabur has successfully transformed itself from being a family-run business to become a professionally managed enterprise.Dabur India's FMCG portfolio today includes five flagship brands with distinct brand identities: Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Real for fruit-based beverages and Fem for facial bleaches and skin care.

Dabur India Limited

Celebrate Life

Type Public company (NSE, BSE)

Industry FMCG, Health Care

Founded 1884

Founder Dr. SK Burman

Headquarters Dabur Tower, Kaushambi, Sahibabad, Ghaziabad - 201010 (UP), India

Area served Worldwide

Key people Dr Anand BurmanChairmanMr. Amit BurmanVice-chairmanMr. Sunil DuggalCEOMr. P. D. NarangGroup Director'Mr. Mohit Malhotra (CEO)CEO Dabur International

Products Dabur Amla, Dabur Chyawanprash, Vatika hair oil & shampoo, Dabur Honey, Fem, Hajmola, Real & Real Active

Revenue ₹78.2 billion (US$1.2 billion)

                                                History of Dabur  

 

 

 

 

 

 

 

 

 

1884

 

Birth of Dabur

1896 Setting up a manufacturing plant

Early 1900s Ayurvedic medicines

1919 Establishment of research laboratories

1920 Expands further

1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.

1972 Shift to Delhi

1979 Sahibabad factory / Dabur Research & Development Centre (DRDC)

1986 Public Limited Company

1992 Joint venture with Agrolimen of Spain

1993 Cancer treatment

1994 Public issues

1995 Joint Ventures

1996 3 separate divisions

1997 Foods Division / Project STARS

1998 Professionals to manage the Company

2000 Turnover of Rs.1,000 crores

2003 Dabur demerges Pharma Business

2005 Dabur aquires Balsara

2005 Dabur announces Bonus after 12 years

2006 Dabur crosses $2 Bin market Cap, adopts US GAAP

2006 Approves FCCB/GDR/ADR up to $200 million

2007 Celebrating 10 years of Real

2007 Foray into organised retail

2007 Dabur Foods Merged With Dabur India

2008  Acquires Fem Care Pharma

2009  Dabur Red Toothpaste joins 'Billion Rupee Brand' club

2010  Dabur makes its first overseas acquisition

 

 

 

Different Product of Dabur

Corporate 

     

Brand Logos  

     

 

Product Range 

 Product Images - Health Supplements     

   

 

Product Images - Digestives     

 

 Product Images - Oral Care     

   

 Product Images - Skin Care     

 

 Product Images - Hair Care     

 

      Product Images - Foods     

   

 Product Images - Home Care     

      

SWOT ANALYSIS

Dabur India

Parent Company Dabur India Limited

Category Consumer Products, Food & Beverages

Sector FMCG

Tagline/ Slogan Celebrate Life

USPWorld's largest Ayurvedic and Natural Health Care Company

STP

Segment Products and services for daily needs

Target Group Every household especially the middle class

PositioningDabur products are a reason for people to celebrate life

Product Portfolio

Brands

Food & Beverages1. Real Juice              2. Chyawanprash         3. Dabur Honey4. Hajmola                  5. Glucose-DConsumer Products1. Dabur Amla            2.Dabur Vatika                  3.Fem4.Uveda                      5.Dabur Red                      6.Dazzl7. Odomos                  8.Odonil                             9.Odopic10.Sanifresh              11.Babool                          12.Meswak13.Promise

SWOT Analysis

Strength

1. Products present in over 60 c0untries and distribution through 5000 distributors and 2.8 millin outlets2. Strong Brand Image and Product Development Strength3. Strong Distribution Network and an Extensive Supply Chain 4. It has welfare activities in health care, education and other socio-economic activities5. Has focus markets in GCC, Egypt, Nigeria, US, Nepal etc

Weakness

1. Fake products sold under the name of their brands2. Dabur products has stiff competition from big domestic players and international brands

Opportunity

1. Tap rural markets and increase penetration in urban areas2.Mergers and acquisitions to strengthen the brand3.Increasing purchasing power of people thereby increasing demand

Threats

1. Intense and increasing competition amongst other FMCG companies2.FDI in retail thereby allowing international brands3. Competition from unbranded and local products

Competition

Competitors

1. Marico2. L’Oreal3. Nirma Ltd4. HUL5. Colgate-Palmolive6. Procter and Gamble7. ITC

Swot Analysis of Dabur

Dabur is one of the most widely known fmcg companies in India and here we bring you the SWOT analysis of Dabur India

Strengths

Dabur India is the fourth largest company in FMCG segment with a revenue of US$ 910 Millions

Dabur has its own heritage, it is more than 100 years old , established in the year 1884

It has presence in around 60 countries across the world It is the world’s largest ayurvedic medicine provider Dabur has extensive distribution service network with 50

carrying & forwarding agents Dabur has the largest distributors in its respective segment,

around 5000 The top performing five master brands are Dabur, Vatika,

Hajmola, Real, Fem It has 17 sophisticated manufacturing facilities The product length includes around 300 prescribed products

and few of them are sold over the counter Dabur product categories include health care, personal care,

foods, home care, consumer health – OTC/ethical, professional range

Weaknesses

Dabur doesn’t have direct company outlets Lack of awareness of products by customers

Doctors prescribe allopathic medicines as they get more incentives from medical companies and the share of ayurvedic companies are less compared to allopathic

According to a survey the number of registered practitioners in Ayurveda is less than 3.7 lacks which is a meagre figure compared to allopathic doctors

Ayurvedic medicine takes time to cure compare to allopathic medicine

Opportunities

Dabur is the world’s largest ayurvedic medicine and its export quantities are constantly in demand in foreign market

The affinity towards yoga and Hinduism is proving more advantageous towards the reach of ayurvedic medicines globally

People have started realizing that ayurvedic medicines like Dabur, Himalayas etc doesn’t have much of side effects

Growing women’s earning power has made them independent and has made them to be more health and beauty conscious –  a segment in which Dabur too is trying to capitalize with its products

Improper and unhealthy food habits due to modernization has forced people to take ayurvedic supplementary like Chavanaprash, Hajmola, and life style medicines

Ayurveda as a field is receiving much more attention across the world in the last 2–3 years. Thus huge opportunity for Dabur to capitalize on the market sentiments.

Threats 

The allopathic players are of major threat as they invest heavily on advertising and distribution of their products through medical representatives etc

Some ayurvedic doctors give their own medicines or give a mixture of Ayurvedic Company’s product without packaging (loose medicines). This reduces the sales in the market and dilutes the brand image

Since ayurvedic medicinal practice is obtained traditionally there are many untrained professions who take up the profession

Lead and ferric content is more present in many ayurvedic medicine, this may sometime result in reverse side effects when consumer over longer period

Kerala is an ayurvedic hub, for most of the treatments. Hence people visit directly and attend health camps to get cured

Conclusion

I tried my best to bring major list of products of Dabur and this will surely serve people to get the list of products as a ready reckoned. We are so happy that Dabur gives customer satisfaction on all the products worldwide available in the malls / markets and shop’s.

Bibliography

www.google.com www.mananprakashan.com www.dabur.co.in Wikipedia