Gemini Edibles and Fats India: In Pursuit of Growth
(6 pages of text)
In 2017, Gemini Edibles and Fats India Private Limited (GEF India), a Hyderabad-based company, was in the business of trading, manufacturing, and marketing edible oils and fats. In the eight years since it was founded, GEF India had become the top-selling edible oil company across South India with a 40 per cent market share. The company wanted to double its current revenues by 2021, which would place it in competition with national producers. Consumption of edible oil in India was increasing, and domestic production was not meeting demand. GEF India wanted to capitalize on the opportunity, but the revenue targets indicated no ordinary increase. What should its growth strategy be? Was there a need to revisit its marketing communication strategy in order to strengthen its brand amid increasing competition? From an organizational perspective, did the growth challenge require a shift in the company’s culture or internal communication strategy?
This case explores how different aspects of organizational strategy should be aligned with an overall company strategy for growth and expansion. It is ideal for undergraduate and graduate courses dealing with strategy, marketing communication, organizational behaviour, or organizational communication. The case gives students an opportunity to accomplish the following:
- Identify growth strategies for rapid business expansion.
- Choose among marketing communication strategies when the objective is to build a strong brand amid fierce competition.
- Understand the nature of shift required in organizational culture during periods of rapid growth and expansion.
- Recommend internal communication strategies that align with the goal of business expansion and the needed shift in culture.
Accommodation & Food Services
India, Medium, 2017
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