An assessment of the impact of a balanced product portfolio on growth strategy in dairy industry. A case study of Dairibord Holdings Limited Company (2009-2011)
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The aim of this research was to assess the impact of a balanced product portfolio on growth strategy in dairy industry. Through a case study of Dairibord Holdings Limited the research was carried out against the background decline in market share and sales revenue which resulted in poor profitability of the company. The results of the study are based on the secondary data. The information was gathered from annual reports and financial statements of the company. Findings of this research were analyzed by way of pie charts and graphs and the results indicated the trends of sales revenue contribution of specific product portfolio and the gross profits of the company from the year 2009 to 2011. The researcher was also use pie charts to analyze the market share of milk products, food products and beverage products of Dairibord leading brands for the year 2011. The study found out that the balanced product portfolio of Dairibord Holdings limited was not properly managed this was evidenced by low profit margin, declining in sales revenues and low market share of other products. It was also found out that the poor balanced product portfolio has negatively affected the sales revenues of the company, even though food products recorded an increase in sales revenue the decline in sales revenues of liquid milk products and beverage products was adversely affected the overall sales revenue of the company during the period under reviewed. The study then recommended that the company should properly manage its balanced product portfolio and implement marketing strategies such as brand rebuilding and acquire new technologies in order to save customers in an effective and efficient manner that create a good reputation and gain a competitive advantage.
- Department of Marketing