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UNIVERSITY OF KALYANI.
DEPARTMENT OF BUSINESS ADMINISTRATION
ROLL-03
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SPACE ANALYSIS
SPACE ANALYSIS
FINANCIAL STRENGTH
COMPETITIVE
INDUSTRY STRENGTH
ADVANTAGE
ENVIRONMENTAL STABILITY
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Environmental stability: (ES)
In the case study it is clearly mention that “whole sale price index of
coffee had been increasing over the years. Production had also been
increasing. The yield pattern of coffee plants followed a cycle with a
peak every five years or so”. From this it is clear that drinking habit of
coffee was increasing day by day. Besides the new prosperity of
agriculturist in northern India had created a whole generation of
consumption oriented modernized farmers. So it is clear that at that
time Environmental stability was quite good.
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BCG Matrix:
Stars ?
Ole,Gusto,Riviera,Chic, NIFCO
Nelson.
Note:
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market. So NIFCO falls under Question marks category in BCG
Matrix.
Ole, Gusto, Chic, Nelson and Riviera (From Exhibit 3) were
heavily promoted national brands. So they fall under Star
category in BCG Matrix. Diamond had very less market share
(from Exhibit 3).so it falls under Dogs in BCG Matrix.
TOWS Analysis
Threats:
There are well known heavily promoted national brands
of coffee like Ole, Gusto, Chic, Nelson and Riviera.
Opportunity:
1. Maximum coffee brands available in the market
adopted similar positioning strategy. It was great
opportunity for NIFCO to adopt different positioning
strategy to capture the market very easily.
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2. It was great opportunity for NIFCO to attract
housewives by making reusable container and giving
offers.
3. Instant coffee was gaining ground with the younger
people in middle and above income classes. So it was a
great opportunity for NIFCO to target that segment.
Weakness:
1. NIFCO was doing biasness in its research as it was
taking housewives in research whose husbands and
families were taking coffee.
2. They were focussing mostly in Northern India.
3. They were doing research based on a fixed income. The
perceived segment was biased. As the middle class
would take coffee in home.
4. The sampling was biased.
Strength:
1. NIFCO was financially very strong.
2. NIFCO was environmentally very strong.
3. NIFCO had good distribution channel.
4. NIFCO products had a premium image.
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