Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-April12-Article5-Analysis Of Strategic Decision Of Product Line Extension BY IFFCO Using The BCG Model
- Price : 80.00
- Published on March 17, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The Indian Farmer Fertilizer Co-operative Limited (IFFCO) was established in 1967. It started to produce NPK and DAP fertilizers. Then, it added urea fertilizer in its product line. IFFCO is a giant fertilizer company as well as the market leader in production of Urea and Phosphate fertilizers. After capturing 20 percent chemical fertilizer market share, the company decided to extend its product line by diversifying into the insurance and the energy sector. Now, IFFCO is a multi-product, multi-business enterprise. The fertilizer product line of IFFCO needs to be analysed to assess the cash consumption and cash generation position of the product. This analysis will help to determine the continuity of the product in the future and protect its market leader position. Boston Consultancy Group’s growth share matrix model, (BCG Model) is an appropriate tools for analysis. Key Word: Market Leader, Conglomerate diversification, strategic analysis, BCG model
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.