Name: Dolly Roll no: 50011

MICRO-ORGANISATIONAL BEHAVIOUR ASSIGNMENT INDIAN COMPANIES FOLLOWING DIFFERENT STRATEGIES

1. DIFFERENTIATION STRATEGY: Companies differentiate their products using advertisements, distinct product features, exceptional service or new technology to achieve a product perceived as unique. The target customers are people with money. Some of the Indian companies following this strategy are Hero Honda, Asian Paints, Raymonds ltd. and in apparels industry Satya Paul can be taken as an example. Asian paints are differentiated because of the quality of paint it is offering. Most of the people used limewash for the purpose of white wash and only one toner in colour blue was available for any variations. Thus in 1940s, The Asian Oil Company focused on providing an alternative to white wash and came out with the oil bound tractor distemper which provided longer life and durability as compared to the limewash technique. In 1968, it was already the leader in the Indian markets with the largest market share ahead of any international firm. Commendably it has maintained that position till date through its open minded schemes in line with the environment and circumstances with its core values and principles remaining the same. Raymonds was successful in the country because of its differentiation strategy. Its tagline of The complete man attracted a common Indian to buy the product. Satya paul is different in terms of the quality and cost. The brand doesnt target the lower middle class or rural people. It targets the higher income group and people with a sophisticated approach. There are people are loyal to the brand. 2. LOW-COST LEADERSHIP: The companies following this strategy concentrate on efficient facilities, pursue cost reductions and use tight controls to produce products or services more efficiently than its competitors. TATA Nano can be considered as an example of low cost leadership. The company had an edge over its competitors as it offered 0 to 60 mph in 30 seconds and targeted bicyclists to move to cars. The company seeked new opportunities for innovation and growth and was successful in launching a car with a low cost. Indigo airlines are another example. It followed this low cost strategy based on south west airlines strategy. It gained huge success being a low cost carrier and attract the majority of passengers from its competitors. 3. FOCUS: The companies following this kind of strategy compete through lower cost or through the ability to offer unique or distinctive products and services at a best price. Parle-G, a product of Parle products focuses on a lower income market segment. Its packaging of a RS. 5 targets villagers who work in fields and are satisfied their appetite one pack of biscuits. Daburs Real fruit juice is also a distinct product of the company. It targets the urban Indian who is not much accessible to fresh fruit orchards in the city. The health conscious fast moving urban Indian are targeted by the company for this product.

4. DEFENDER: Organizations implementing this strategy attempt to protect their market from new competitors. As result of this narrow focus, these organizations seldom make major adjustments in their technology, structure, or methods of operation. Maruti is one of the Indian companies which does not take any risk and is on no lines of innovation. Bajaj auto is also the one which is following a defender strategy. Bajaj still follows its old policies of recognizing the product as hamara bajaj. 5. ANALYZER: They attempt to balance efficient production for current lines along with the creative development of new product lines. Analyzers have tight accounting and financial controls and high flexibility, efficient production and customized products, creativity and low costs. Amul or mother dairy can be considered as companies following this type of strategy. Both these dairy companies have a varied product line.

6. REACTOR: Firms using a reactor strategy do not have a forward-looking strategy. Instead, these firms react to events that force them to adapt new strategies.ITC can be considered as a reactor because of its launch of food products in the FMCG market. It launched sunfeast yippe noodles as a reaction to maggi and different varieties of biscuits in response to Britannia. The company could not afford loosing its market share to any of these companies and thus innovated its products in response to the products of these companies.

7. PROSPECTOR: The companies following this strategy innovate, take risks, seek new opportunities and grow. Creativity is more important than efficiency. Mobile companies, Companies producing tablets and PCs fall in this category. Aakash tablet PCs are the best example of this. Micromax is the company which has tried to bring an innovation in the mobile phone market by introducing new technology in their products. It has grown from a small company to a known name all over the country. The company also maintains its edge with its low cost products as compared to its competitors. SOURCES: www.studymode.com http://www.wikipedia.org/

P.S. Attached is the annexure stating few details of the companies discussed above.

ANNEXURE I Type Industry Founded Headquarters Products ASIAN PAINTS Public Chemicals 1942 Mumbai, India Paint and speciality product RAYMONDS Public Textiles 1945, Thane Mumbai, India Apparels

Type Industry Founded Headquarters Products

Type Industry Founded Headquarters Products

SATYA PAUL Private Fashion 1985 Gurgaon, Haryana, India Fashion accessories, Sari

Type Industry Founded Headquarters Products

TATA MOTORS Public Automotive 1945 Mumbai, Maharastra, India

Automobiles, commercial vehicles, automaotive parts

Type Industry Founded Headquarters Products

DABUR Public Health care, food 1884 Ghaziabaad, India Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real

Type Industry

PARLE ARO PVT. LTD. Private Food

Founded Headquarters Products

1929 Mumbai, India Parle-G

Type Industry Founded Headquarters Products

MARUTI Public Automotive 1981 New Delhi, India Automobiles

Type Industry Founded Headquarters Products

BAJAJ Public Automotive 1930s Pune ,India Motorcycles, three-wheeler vehicles

Type Industry Founded Headquarters Products

MOTHER DAIRY Cooperative Dairy 1974 Delhi ,India Milk and milk products AMUL Cooperative Dairy 1946 Anand, Gujarat ,India Milk and milk products

Type Industry Founded Headquarters Products

Type Industry Founded Headquarters Products

ITC Public Conglomerate 1910 Kolkata, West Bengal, India Tobacco, Hotels,Paperboards & specialty papers, packaging, agri-business, packaged foods &confectionery, IT, branded apparel, personal care, stationery, safety

matchesand other FMCG products

Type Industry Founded Headquarters Products

MICROMAX Private Consumer electronics 1991 Gurgaon, Haryana, India Mobile phone, smartphone,tablet computers, datacards,televisions