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3’s Company: A Case Study on Strategic Planning in a Diversified Portfolio
CASE STUDY
It is a matter of commonsense and also business sense for a corporation with a highly diversified portfolio to approach its distributor and dealer network with a common brand name, although the products do not have anything in common or may even belong to different market segments. But today, in a highly competitive market, this may not work as a wise approach. For example, not many car buyers know that models such as Audi, Skoda and Volkswagen (VW) all belong to one single group, that is, the VW group, and not many customers know that the beverages, chocolates, pesticides and cosmetics they use come from one brand, say, Godrej, in fact, Godrej Sara Lee ...
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