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    Marketing Management Case Analysis Kcpl-2: Submitted To Dr. Arvind Kumar Jain

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    Sharan
    KCPL was established in 1945 in Jaipur, India. Over time it expanded operations and entered new business lines. In 1987, KCPL signed an agreement with APL to manufacture biscuits for them. This increased KCPL's production capacity and market reach. After signing with APL, KCPL was affected by various micro and macro environmental factors. It conducted a SWOT analysis and used various tools like the BCG matrix to analyze its business portfolio and make investment decisions. The 5S strategy was also introduced to improve operations.

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    Marketing Management Case Analysis Kcpl-2: Submitted To Dr. Arvind Kumar Jain

    Uploaded by

    Sharan
    47 views5 pages
    KCPL was established in 1945 in Jaipur, India. Over time it expanded operations and entered new business lines. In 1987, KCPL signed an agreement with APL to manufacture biscuits for them. This increased KCPL's production capacity and market reach. After signing with APL, KCPL was affected by various micro and macro environmental factors. It conducted a SWOT analysis and used various tools like the BCG matrix to analyze its business portfolio and make investment decisions. The 5S strategy was also introduced to improve operations.

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    Report on KCPL case study(b)

    Original Title

    Kcpl (b) Final

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    KCPL was established in 1945 in Jaipur, India. Over time it expanded operations and entered new business lines. In 1987, KCPL signed an agreement with APL to manufacture biscuits for them. This increased KCPL's production capacity and market reach. After signing with APL, KCPL was affected by various micro and macro environmental factors. It conducted a SWOT analysis and used various tools like the BCG matrix to analyze its business portfolio and make investment decisions. The 5S strategy was also introduced to improve operations.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    47 views5 pages

    Marketing Management Case Analysis Kcpl-2: Submitted To Dr. Arvind Kumar Jain

    Uploaded by

    Sharan
    KCPL was established in 1945 in Jaipur, India. Over time it expanded operations and entered new business lines. In 1987, KCPL signed an agreement with APL to manufacture biscuits for them. This increased KCPL's production capacity and market reach. After signing with APL, KCPL was affected by various micro and macro environmental factors. It conducted a SWOT analysis and used various tools like the BCG matrix to analyze its business portfolio and make investment decisions. The 5S strategy was also introduced to improve operations.

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    of 5

    MARKETING MANAGEMENT

    CASE ANALYSIS KCPL-2


    SUBMITTED TO
    DR. ARVIND KUMAR JAIN

    BY
    KAVIN RAAMALAXMAN.S
    SAP ID-500077571
    ROLL NO. – R020219076
    TIMELINE OF KCPL
    1945-KCPL was started by Mohan Kumar Gupta in Jaipur
    1946-Set up a production unit in Jaipur
    1950-Set up 30 units in the unorganized sector of Rajasthan
    1954-Brought a one-and-a-half-acre plot and set up an industrial estate in Kanpur
    1970-Entered into glucose biscuits
    1974-Reached number 2 position in market
    1980-Doubled its capacity from 120tonnes to 240tonnes
    1982-Mohan Kumar handed the business to Alok Kumar
    1985-Discontinued Candy business
    1986-Signed agreement with Pearson to manufacture health biscuits
    1987-Offer from APL(September) and Signed the agreement (December)
    1988-Began production for APL
    1990-Closed MKG line and Pearson Line
    1993-Alok Kumar’s son Kunal joined the company
    1993-94 -APL adopted its own standards of quality
    -Received an award for outstanding technical innovation in biscuit manufacturing
    process
    -KCPL entered the booming leasing industry
    1994-95 -National Productivity Council award for edible products
    1998-APL helped KCPL to introduce 5s workplace
    -Agreement with Pentafour Communication Ltd (Software Company)
    -Jagruti committee was formed
    -Computers were introduced in KCPL
    1999-Wind energy business
    2001-Moved to a new building
    MICRO AND MACRO ENVIRONMENTAL FACTORS AFFECTING KCPL
    Micro factors are internal factors and macro factors are external factors.
    MICRO FACTORS MACRO FACTORS
    - Competitors - Demographic
    - Customers - Economic
    - Suppliers - Political
    - Public - Social Cultural
    - Marketing Intermediaries - Technical
    - Workers and their Union - Ecological

    KCPL was affected by different micro and macro environmental factors before and after signing
    with APL.
    MICRO FACTORS

    Micro Factors Before signing with APL After signing with APL

    Competitors Prince Biscuits and International Biscuits No competition since it was


    operating as a CMU
    Customers People using KCPL biscuits People who were using KCPL
    biscuits + already existing APL
    customers
    Suppliers Local merchants who supplied Maida, Authorized suppliers of APL
    Sugar and Vanaspathi
    Public All the surrounding people of Kanpur People who were interested in
    area APL products
    Marketing Merchants who helped in transporting APL merchants with more
    Intermediaries completed products to local dealers wider product reach
    Workers and their Formed by employees of KCPL No unions were formed after
    union
    MACRO FACTORS

    Macro Factors Before Signing with APL After Signing with APL
    Demographic Everything was based on Everything is dependent on APL’s range
    consumers surrounding Kanpur of customers
    area(only KCPL users)

    Economy Solely dependent on KCPL only APL’s global market reach made them
    see more profit

    Political Decisions taken by KCPL family Decisions are finally made my APL

    Technical Only manual process for Automation was introduced and various
    manufacturing, packing and other new techniques
    transporting

    Ecological KCPL had to maintain proper Resources burden was completely on


    resources for manufacturing APL’s shoulders

    ‘SWOT’ ANALYSIS OF KCPL:


    This is used to organize and list out organization’s(KCPL) Strength, Weakness, Opportunity and
    Threat.
    BEFORE SIGNING WITH APL

    STRENGTH WEAKNESS
    -MKG product line -No business outside Kanpur
    -Local popularity -Closing Candy Business
    -Family name -Dependency on local merchants
    -Quality of product

    OPPURTUNITY THREAT
    -Arrangement with Pearson -High Absenteeism
    -APL’s proposal -Family Values
    -To minimize business risks
    AFTER SIGNING WITH APL

    STRENGTH WEAKNESS
    -Resources provided by APL -Freedom to make decisions
    -Marketing strength
    -Introduction of Automation and Computers
    -Minimized Investments

    OPPURTUNITY THREAT
    -Investing in Blooming leasing business such as -APL has overall decision-making authority
    Software and Wind energy -Coping up with growing trend of new technology
    -Also invest in Landscaping and car parking space
    for the new office

    BCG MATRIX MODEL:


    BCG expands to Boston Consulting Group. It a portfolio analysis method that helps companies
    to make investment decisions. It makes use of Strategic Business Units or Product Market
    Combination to arrive at results

    HIGH LOW
    (RELATIVE MARKET SHARE) (RELATIVE MARKET SHARE)

    STAR QUESTION MARK


    Manufacturing the biscuits for APL The new Blooming lease business such as
    GROWTH)
    (MARKET

    which had low growth but high relative Software and Wind energy business which
    HIGH

    market share. has high growth but low relative market


    share.
    CASH COWS DOGS
    If KCPL continues in the same way it Agreement for health biscuits with Pearson
    will reach this saturation. which had relatively low growth and low
    GROWTH)
    (MARKET

    market share which they closed it


    eventually.
    LOW

    The 5s strategy includes Sort, Straighten, Shine, Standardize and Sustain. It was developed in
    China for the efficient running of a business.

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