Britania

Makeover of Britannia: A Path Less Travelled An old maxim goes, Why does something when it aint broke? This may be the credo of most firms, alone not of the food major, Britannia Industries Limited (BIL). In 1997, BIL, whose business seemed to be doing well, instead of concentrating on it, virtually charted a innovative manikin by seeking to reinvent itself. It built a new corporate identity and adopted a colourful and recognizable logo with a new base line - Eat Healthy, cogitate better. From being a manufacturer of baked products, BIL kicked off a diversification exercise to become a comprehensive foods and beverages corporation making cheese and other dairy products, in summation to its bakery products. BIL seemed to be doing something radical by venturing into totally new areas, while this puzzled many, some analysts felt up that it was BIL was doing this out of compulsion. They conclude that the 16% growth rate of BIL sales, which was just 8% in real terms when corrected for inflation, though good by the standards of a mature market, was not good enough for a growing market like India, specially in the foods segment. Others felt that BILs makeover decision may scram been influenced by the threat of authorisation competition.

They also felt that with the organised biscuit market in India being commoditised, and the major chunk being controlled by the unbranded segment, reliance on biscuits alone could be detrimental to its long interests. However, some analysts were of the opinion that the diversification of BIL into relatively new areas was risky, and that it should have concentrated on its core competence, the biscuit business. By the prohibit of 2000 the exploits of BIL seemed to have fructified, at least in the short-run. In a survey conducted by A&M1, BIL emerged as the military issue one food company well ahead of agonistical brands like Nestle and Cadbury. BILs dairy business seemed to be doing fair well. In the cheese segment it stood second with about 35% market... If you want to get a full essay, order it on our website: Orderessay

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