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Rasna Strategic Memo

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Submitted By soumya32
Words 5921
Pages 24
17-08-2012
17-08-2012
Submitted to: Prof. N. R. Govinda Sharma
Submitted to: Prof. N. R. Govinda Sharma by by
Group A10
THE AVENGERS
Group A10
THE AVENGERS RASNA
Strategic Memo Final Report RASNA
Strategic Memo Final Report

Table of Contents
ABSTRACT 3
BRIEF ABOUT THE SDC INDUSTRY 4
Rasna and its Products 4
Description of the situation 5
Strategy Formulation for Rasna Company 6
1. Input Stage (Formulation Framework) 6
SWOT 6
External Factor Evaluation (EFE) matrix 8
Internal Factors Evaluation (IFE) matrix: 9
2. Matching Stage 10
Competitive Advantage (CA) 10
Financial Strength (FS) 11
Industry Strength (IS) 11
Environmental Stability (ES) 11
3. Decision Stage 13
STRATEGIC IMPORTANCE 16
JUICE INDUSTRY 16
RESOURCES FOR NEW STRATEGY AS CONCENTRIC DIVERSIFICATION 17 mARKETING 17
Brand Strategy 17
Distribution Channel 17
Competitor Analysis 18 finance 19
Internal retained earning 20
Take loan from bank 20
Issue bond/debenture 20
Issue equity 20
Right issue 20
Venture capital 20
Human resource management 20
Job description 20
Job specification 20
Recruitment 20
Selection 21
Training & development 21
Performance evaluation 21
BALANCE SCORECARD TO CHECK STRATEGY EFFECTIVENESS 22
RECOMMENDATION 24
Bibliography 25

ABSTRACT

Soft Drink Concentrate market (SDC) of India is 500 crore market. This market is getting in weak situation, main reason being today people in India do not find enough time to mix concentrate in water then drink. People prefer to drink ready-made drink. That is why this SDC industry is stagnating.
Rasna is monopoly with 97% market share in SDC market. There are other players in this market like Tang (Kraft Foods), Suger Free and Coca cola products. But these players have very less market share; they do not dare to compete with Rasna. But Rasna itself seek to diversify in other

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