Ivey Publishing
Godrej Consumer Products Ltd. (A)
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13 pages (8 pages of text)
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Case (Field)
A leading consumer packaged goods company manufacturing and marketing personal care products in India is examining ways of reaching its goal of 30 per cent growth in revenues per annum year after year. It has two options. It could concentrate on organic growth in the domestic market where, in spite of some categories having reached maturity, the overall demand for its products is forecast to grow consistently up to 2025. Alternatively, it could continue the inorganic path of acquiring companies globally; this appears, so far, to be the quickest route to building scale, but the long-term prospects are not certain. Case A deals with the dilemma about the fundamental growth strategy of whether to stick to the home market or go global. Case B, 9B13M058, examines the way forward with the framework of growth that the company has developed during the interim period. The company's managing director is testing this strategic framework in light of evaluating an acquisition target in Africa that has just surfaced.
Learning Objective:
  • To illustrate the growth dilemmas faced by companies operating in emerging markets such as India.
  • To examine the structures and systems a company should make when deciding whether to expand internally or internationally or to export its products.
General Management/Strategy,  International
Retail Trade
India, Large, 2012
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$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 9B13M058 (6 pages)
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