CASE STUDY

Dabur: A Record $-$ Breaking Brand Through the Ages

Dabur India Limited, one of the Fortune India $500$ companies, voted a Power Brand in $2012,$ the second most social brand in India, the most trusted market leader in the healthcare category in $2012,$ ranked $37$ among the greatest wealth creators in $2011$ and ranked among the top $30$ most employment creators by Corporate India, the world's largest natural healthcare company and possessing many more enviable credentials, has become an unforgettable name not only in India but also globally in the Herbal and Ayurvedic domain.

Being on the Herbal and Ayurvedic platform and with the demand of the products in the Healthcare, Personal Care, Home Care and Food categories exponentially increasing, the company is aptly placed to serve the existing and unattended geography globally; it has positioned itself in all continents, but it focusses only on selected regions.

For domestic FMCG major Dabur, with Ayurvedic products as its intrinsic strength, emerging strongly out of a serious health crisis could well be part of its legacy. The company$$s sensitivity to its innate culture and values never conflicted with the requirements of fast growth. The core values of the organisation have always been central to progress and change and have been global in terms of ownership, passion for winning, people development, consumer focus, team work, innovation and integrity. The strategic growth of the company has been scripted based on three pillars: Expansion, Innovation and $.$

Q$1.$ Analysing vision, mission and objectives

a$.$ How would you describe the vision and mission of Dabur?

b$.$ How does Dabur$$s mission compare with that of its competitors?

c$.$ What modifications would you recommend in Dabur$$s mission and vision statements in order to align them with future objectives of the company?

A few tips: Feel free to search outside the contents of this case. Do your own research into the mission and vision of Dabur and its competitors. You can try to use the mission evaluation matrix, or give a subjective comparison of the mission statements. Don$$t forget to cite your sources in the final submission.

Q$2.$ Analysing the external business environment

What is your assessment of the external business environment of Dabur? Explain in terms of:

a$.$ Operating environment $-$ Uncertainties associated with Dabur$$s business

b$.$ Macro environment $-$ Factors affecting Dabur at a national or global level

c$.$ Industry environment $-$ Competitive rivalry in the industry and the impact of market forces

A few tips: You can use the frameworks and models studied in the course to perform this analysis. Try to research how consulting companies analyse such industries$/$firms$.$ You can go for a tried and tested approach, or be creative and come up with something new!

Q$3.$ Analysing the internal business environment

What is your assessment of the internal environment variables of Dabur? Explain in terms of:

a$.$ Resource$-$based analysis $-$ Analyse Dabur$$s present resources and capabilities and recommend improvements to achieve future goals

b$.$ SWOT analysis $-$ Identify Dabur$$s internal strengths and weaknesses, and external opportunities and threats. Recommend steps to mitigate threats, if any

A few tips: You can use the frameworks and models studied in the course to perform this analysis. Try to research how consulting companies analyse such industries$/$firms$.$ You can go for a tried and tested approach, or be creative and come up with something new!

Q$4.$ Evaluating generic and growth strategies

a$.$ How is Dabur addressing the generic strategies in its industry domain?

b$.$ How would you formulate Dabur$$s growth strategy for the next five years?

A few tips: Pick up different product portfolios of Dabur across various domains $($healthcare$,$ personal care etc.$)$ and try to see which of the five generic strategies is best suited for each portfolio. You may research about the latest consumer demands which might have evolved in the post$-$Covid world, and formulate Dabur$$s growth strategy from that perspective.