An Analysis Of The Ub Group United Breweries Marketing Essay

An compend Of The Ub crowd joined Breweries Marketing EssayThe inception of UB classify dates post in the late 19th Century in the year 1857. When beer was macrocosm distributed using bullock carts in casks and the largest add together of customers were the defense personnel. Positive evolution has been undertaken in the connection as United Breweries is manufacturing and delivering beer around the whole serviceman fulf gravelying the customers wants across generations and continents.Today, UB class records remark equal success over the last 94 old age of operation. UB Group is a large Holding connection that majorly owns quintet companies United pot likker Limited (USL), United Breweries Limited (UBL), Kingfisher airlines, Mangalore Chemicals and Fertilizers Limited (MCF), UB engineer that have seen the caller lead in trade sh ar worldwide. The companies, United animate and United Breweries have attained landmarks with r plainue shooting beyond unmatchable hundre d zillion. In the same line United liquor has developed into close proximity to the planets major distiller. United Breweries also has preserve step-up sales for the kickoff moment in time that strike half of mart sh atomic number 18 control in the exceedingly vehement brewing space. Other companies too have performed outstandingly well.Propellight-emitting diode by the countrys endeavored emersion trajectory growth in Gross Domestic Product (GDP) as well as by quantification of poverty reduction, the community is geared towards attaining higher(prenominal) goals and objectives. The high society is lead through corporate Governance in swooning of transparency of high principles through substantial promoter holding constituents of the gameboard which include four directors. The company enjoys endowment of knowledgeable and distinguished individuals who tack on external and internal perspectives that offer great support to the Board.UB Group militia a wealth of employe e with specialized skills and an undeterred commitment to their jobs allocated. The Group is led by the chairman Mr. Vijay Malaya, who succeeded his father position. He has a wide cognise and skill in management having trained in several courses. He is remarkably the foremost Indian to be holder of formula one team. He is the Groups Chairman in India and USA.Consumer diversity is increasingly evolving and businesses have looked for various ways to identify their needs and subsequently satisfy them. Market abridgment techniques have intensively and extensively looked into consumer behavior and trend in the commercialise to identify the grocery storeing opportunities and explore them by meeting the desires of customer in a more profitable manner. UB Group has achieved to amass the biggest share of the marketplaceplace in India and the world as well. A deep synopsis of the market analysis techniques used by the company will be undertaken to exonerate the opportunities that the company had legitimateized in its various investments and enhanced service voice communication (Kress Snyder, 1994).Market ingredientation involves three basic steps in growing a market entry strategy. Although in essence it just classifys the market by common features of certain groups with a focus to demography, these steps table service in citing the differences correctly. First the customers are grouped according to their needs and reactions to as to categorically know what type of carrefours the market want, how much by what group of customers. This will forge the way forward in the design of the product (Nelson, 2010). UBLs market is projected to expand evidentiaryly owing to the fact that Heineken upcountry is signing a shareholder agreement, but most contributing divisor is the leverage Heinekens distribution readiness that will spearhead the marketing of Kingfisher Beer in the chosen International Markets.Second, after determining the wants you determine the s urgical incision which you are to deliver your products. Thirdly, you have to lie down and come up with a product portfolio so as to be able to gauge the trend, embody and extent of the product in terms of distribution. Demand has to be looked into in the showtime steps. Market segmentation gives a more precise entropy and analysis which to the business is significant in making projections while identifying the real opportunity in the market. There are different means besides of how to achieve through a market segmentation, it is rudimentaryly through the company capability that this can be effectively be achieved.The Group is move in its involvement in corporate social responsibility. Over the years the company has been keen to endeavor in dealings in the sphere of Life Sciences that have led to the development of Mallya Hospital at Bangalore that has a touch to the underprivileged in the community by offering them support service. The hospital has owned the theme of using exceptional medical equipments that translated into spirit medical care and the most excellent medical consultants. The hospital has registered significant improvement and development, today, the initially 150-bed hospital has been turned into a 450-bed hospital of which an estimated of 50 beds are set aside to specifically care for seriously ill patients. The company boasts of this community extension service owing to the fact that it was the first Indian Hospital to be awarded ISO 9002 certification.Group Company has taken self-assertive exportation as a market strategy for marketing its products preferably than partial exportation bearing in mind that it produces different brands, it does not wait for orders but goes to look for them. It has extensively built branches in umpteen parts of the world, other than India, so that it stores its products as it seeks or attends to the demand already identified in the market.The SWOT analysis is a useful turncock for intellectual ma rkets and subsequent decision making for all sorts of available opportunities in the market. Determination of the Strengths, Weaknesses, Opportunities and Threats are critical in getting a veracious round off of strategy and direction of a company proposition of investment in a market. However, in order to increase on the reliableness of the SWOT analysis it is critical that one completes a PEST analysis first.PEST analysis is a fundamental tool in understanding the market opportunities and growths attached to it after ones investments. The acronym stand which implies a critical cerebrate review of the market Political, Economic, Social and Technological factors has proved to be fundamental in assessing organizations markets. It gives the indicators of the challenges and advantages both in political, social and economical aspects of the market.Group Company proved to have ventured in their market through critical review of this using this method as reflected in the success factor s and the choice of the countries it has invested in. Its investments in USA for example, was due to their political and economic stability, and an extended hand in the purchasing power of the customers which was intriguing, as reflected in the high success of USL and UBL in America. SWOT on the other hand restrained the company from backdrop up its manufacturing companies because of the fluctuating economic status of the county.Group Company were able to assess their markets using Porters five forces model that enabled them gauge the markets competitive strength and position. Bearing in mind of the stiff competition, the company innovatively change magnitude its number of brand and ventured into ravening exportation of its products. It got into partnership with its promoters so as to increase the sales turnover and turned threats of technology obsoleteness by prosecute its UB Engineering Company in time to time plant instalment and upgrading of plants.The company recognized th e existing competitive challenge with its competitors, fully evaluated the threats of the new-made market identified and the purchasing power of the consumers and threats in terms of the abundant range of products in the market, and associated changes in prices that might plunge the company into a loss or closure.The company has the biggest market share because of its accrued atomic number 53 window ventures to invest in the global market. Holding Company of the Group manages stakes in UB group leading companies which are United Spirits Limited (USL), United Breweries Limited (UBL), and Kingfisher Airlines (KFA). Each major investment is frequent leader in their own market because of their fast increasing segment response to current emerging customer trends. Other than the three higher up major successful investments, other group ventures in setting up of industrial plants through its engineering science company, and in the manufacture pharmaceutical and fertilizers are improv ing at a gradual rate. This was reflected in the analysis of the sizing of structure and success of each investment which confirmed a congenator relationship to their respective(prenominal) market share. The analysis of the market share of the to a higher place investee companies was as followsThe UB Group, being one of the forefronts in terms of branded customer group as evoked in a higher place, has prevail the industry in three of its consumer set investments alcohol and beverages which is its leading in market share with 30%, dominated in spirits associated with the different brands prize that today it controls 40% of the market shares, and the aviation which is also leading with 45% of the market share. However, UBE, MCF and AVENTIS might indicate less market shares as compared to the former three of 28%, 22% and 15%, but it is also proud to put one over such market shares by the company put it among the top service and products providers in their respective markets.Uni ted Spirits Limited (USL) has been the leading and the worlds second largest spirit company with consistent domination and a market share of 40%. Offers a wide variety of brands, over 140 and has specialized in a twenty percent of the brands going for multimillionaire ranging from whisky, Brandy, Rum to Vodka and Gin. In the year 2009, the company recorded a turnover of over 90 million in sales revenue. The company has been able to the global market and wins most customers that led to it being voted as the shell company and attracted awards across all palm and categories. For instance, instance in June the company was able to win over 108 awards, in all the international wine and spirit contests. The company is thus associated with innovation, the best market entry strategy and market analysis and enjoys being the first hit diet whisky manufacture in the whole world.Kingfisher Airline Limited is among the biggest international airline operators serving over 400 flights a day in I ndia and over 2500 flights internationally. KAF constantly dominates 45% of the market with a wide finale networks. Its services range from regional to long-haul internal destination suiting majority of airline customers. Apart from the stylish red interiors in the aircraft that customers enjoy, they are also satisfied with the in-flight entertainment, not to mention the reliable modishly dressed crew and ground staff that meet ones needs on request. For instance, in May 2009, KAL recorded a total of one million international passengers that saw the company realize the highest market share.UB Engineering is has been fame in the market for turning construction investments and building dreams into a reality. The company has strongly focused on, but not limited to, projects in industrial instauration, power, fabrication, fire fighting, and agrochemicals. However a deep concentration on rear plants with speed and efficiency saw its competition on flexibility realize an increased ma rket share. The companys undeterred commitment to compete on quality made it achieve the award on ISO 90012000 certification. It has widely built its reputation for effective operation covering fitting, gauging and maintenance of mechanical projects (Janssen, 2004).Today UB engineering records substantial turnovers of Rs. 150 Crore with a rapidly increasing trend, the last cognise was Rs.275 Crore. One of the leading International engineering companies in the field of installation of industrial plants that is deeply focused on Trunkey Division for developments in index finger generation, Fertilizer quality improvement and manufacture, Fire Fighting, sewage Treatment, Agrochemical production among others. ObstaclesThe Group Company therefore has been able to win most markets and realize aggressive growth. Its ability to change its products in line with the customers preferences was because it had mastered the market so well. In the 1950s, it expanded from single production of beer to production of spirits and even went ahead to acquire more acquire companies for production. This notwithstanding, the company in 2003, increased its brands and acquires more business for the production of liquor. It was at this time that the company released its most selling brand the Kingfisher.The company has the biggest market share because of its accrued single window ventures to invest in the global market. Holding Company of the Group manages stakes in UB group leading companies which are United Spirits Limited (USL), United Breweries Limited (UBL), and Kingfisher Airlines (KFA). Each major investment is preponderant leader in their own market because of their fast increasing segment response to current emerging customer trends. Other than the three above major successful investments, other group ventures in setting up of industrial plants through its engineering company, and in the manufacture pharmaceutical and fertilizers are improving at a gradual rate. This was reflec ted in the analysis of the surface of structure and success of each investment which confirmed a sexual congress relationship to their respective market share (Janssen, 2004).