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BPSM Assignment 02

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  7/03/2017 BPSM Assignment 02 Diversification strategy OF Murugappa and GVK Mangaldeep R Gupta ROLL NO. 340454  Diversification Strategy for Murugappa group and GVK  Diversification:   It’s a corporate strategy to start or launch a new product in the new market or industry where the business is currently I, i.e creating new product for the new market. This is explained by the Ansoff Matrix Murugappa Group: Introduction : Murugappa   was founded by Dewan Bahadur in 1900 and is an Indian business conglomerate and owned by Murugappa family. Murugappa group has 28 business including 11 listed in NSE & BSE. Its headquater is in Chennai. More than 32000 employees globaly. Strong alliances with international industries. Major companies Murugappa holds are 1.   Cholamandalam Investment and finance company Ltd. 2.   Cholamandalam MS General Insurance company Ltd. 3.   Cholamandalam International Ltd. 4.   Cholamandalam Engineering company Ltd. 5.   EID Parry (India) Ltd. 6.   Parry Agro industries Ltd. 7.   Tube Investment of India Ltd. 8.   Wendlt (India) Ltd. 9.   Carborundum Universal Ltd.  Mission and Strategy: As it’s a group so there can’ t be a single mission that runs through different companies rather a philosophy that the group basis its business on. Diversification: 1901  –  1915:  A. M. Murugappa lays the foundation of the Group by establishing a money-lending and banking business, with Ramanathan Chettiar in Burma. 1915  –  1934: The company diversifies into rubber plantation, textiles, insurance and stock broking. Expands businesses to Malaya, Vietnam. 1934  –  1949: Just before World War II, the company strategically moves its assets to India. Invested in steel furniture and emery paper. 1950  –  1980: New companies TI of India and CUMI are establisgh. Company enters the Financial serv sector with Cholamandalam Investment & Finance Co. 1981  –  1990: Existing companies consolidated with new acquisition are and the Muruguppa Group is formed. 1991  –  2000: E Group is restru.ctured where core businesses ,are streamlined, realigned and p.ortfolios. It takes on an aggr.essive growth path while driving into the domestic market. 2001  –  2010: 2003: July: Govt. of Andhra Pradesh divested its share in Godavari Fertilizers & Chemicals Limited to Coromandel International. 2006: Coromandel Fertilizer (present day Coromandel International) acquired FICOM Organics Limited.  2008: CUMI acquired Foskor Zirconia (Pty) Limited 2010: Tube Investments of India Limited acquired SEDIS Chain France 2011  –  2020: 2011: EID Parry Limited, completed the acquisition of Nutraceuticals LLC (Valensa International based in Florida, USA). 2013: Coromandel International Limited Acquires Liberty phosphates, India's leading single super phosphate producer. 2016: cumidirect.com, is India’s  leading warehouse equipment product traders and suppliers. Reason for Diversification Murugappa: 1.   To Reach New customers 2.   Increase Sales and services 3.   To acquire new market 4.   Increase economic sacle 5.   To reduce the risk factor 6.   Take the advantage of TAXes 7.   Economic Growth Types of diversification by Murugappa:    Horizontal diversification    Vertical diversification    Concentric diversification    Heterogeneous diversification GVK

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