Kapila Krishi Udyog Limited / Kunwar Singh, Sukhpal Singh.

Format:

Book

Author/Creator:

Singh, Kunwar, active 2024, author.

Sukhpal Singh, 1964- author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Market segmentation--Case studies.

Market segmentation.

Family-owned business enterprises--Growth--Case studies.

Family-owned business enterprises.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Indian Institute of Management, Ahmedabad, 2024.

Summary:

Sameer Shivhare, Director, Kapila Krishi, was the first-generation entrepreneur who had taken the baton from his father. His father had set up the cattle feed business in the early nineties. Kapila Krishi, a Kanpur-based cattle feed manufacturer, had a market presence in four major milk-producing Indian states, viz. Uttar Pradesh, Bihar, Punjab and Haryana. Traditionally, it had a market presence in Uttar Pradesh and Bihar, but later, it moved to Punjab and Haryana. It was facing competition from not only national and international brands but also unorganised players. While chairing the board meeting on July 15, 2019, Shivhare expressed serious concerns over declining sales and revenue growth in recent years. Kapila Krishi had seen a decline in annual revenue growth in the cattle feed business from 53.11% in 2017-18 to 40.82% in 2018-19. The decline in revenue growth was synchronous with an increase in annual growth in promotional expense from 22.72% in 2017-18 to 195.79% in 2018-19. The recent decline in revenue growth could be traced to a changing market structure, a lack of awareness about cattle feed among livestock owners, a lack of fit between market segmentation and marketing mix, a shift in promotional strategy and some distribution challenges. The board members requested Shivhare to present a business plan in the next board meeting. The business plan should address the reversal in declining revenue growth and ensure steady growth in the business.

Notes:

Description based on XML content.

ISBN:

1-0719-4238-7

9781071942383

OCLC:

1417358734