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Corporate Strategy | "SWOT Analysis: HLL"

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SWOT Analysis: HLL

- by Manik Kinra *

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Page - 3

As shown in above figure, the key differentiators for an FMCG player are ability to call shots and pricing power, and HLL has shown weakness over both these factors.

HLL's weakness was its inability to transform its strategies at the right time. They continued with the same old strategy which helped them gain profits but was not genuine in this changed environment. HLL's risk aversion and market myopia led to stagnation of business, and ferocity of competition forced it into a defensive mode. Lack of pricing power in core business and absence of growth drivers have put HLL on a deflationary mode.

Opportunities

  • India is one of the world's largest producer of FMCG goods but its exports are miniscule as compared to production. Though Indian Cos. have been going global, their focus is more towards Asian countries because of the similar preferences. HLL is one of the top companies exporting FMCG goods from India. An expansion of horizons towards more and more countries would help HLL grow its consumer base and henceforth the revenues.

  • Opportunity in Food Sector - The advent of modern trade has opened up greater opportunities for HLL to diversify its brand and strength its food division. It could look at introducing products from its parents stable like margarines and could also look at expanding its Knorr range of products.

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    * Contributed by: -
    Manik Kinra,
    Batch 2006-07,
    Great Lakes Institute of Management, Chennai.

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