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.