Growth Strategies

M Manjunath Shettigar

Growth Strategy

A growth strategy is one under which management plans to advance further

and achieve growth of the enterprise

As growth entails risk, especially in a dynamic economy, a growth strategy

might be described as a safest policy of growth - maximising gains and
minimising risk and untoward consequences.

Reasons for Growth

1. Profit motive:
Businesses grow to achieve higher profits and provide better
returns for shareholders
The stock market valuation of a firm is influenced by expectations
of future sales and profit streams so if a company achieves
disappointing growth figures, this can be reflected in a fall in the
share price. This opens up the risk of a hostile take-over and also
makes it more expensive for a quoted company to raise fresh capital
by issuing new shares
2.Cost motive:
Growth helps a company to achieve economies of scaleand lower
average costs. They help to raise profit margins at a given market
price

Reasons for Growth

3.Market power motive:
Firms may wish to increase market dominance giving them increased pricing
power
This market power can be used as a barrier to the entry of new businesses in the
long run
Larger businesses can build and take advantage of buying power (monopsony
power)
4.Risk motive:
Growth might be motivated by a desire to diversify production and/or sales so
that falling sales in one market might be compensated by stronger demand in
another sector
This is known as achieving economies of scope and is a feature of conglomerates
5.Managerial motives: Behavioural theories of the firm predict that business
expansion might be accelerated by senior and middle managers whose objectives
differ from major shareholders.

Growth strategies may be classified into two

categories:

(I) Internal growth strategies

(II) External growth strategies.

Growth Strategies

Organic growth

In other words, if a company grows through increased revenues and increased

profitability on its own without resorting to mergers and acquisitions, then it is known
to grow organically.

On the other hand,

inorganic growth

The main advantage of inorganic growth is that it helps companies with large cash
reserves to invest them in productive mergers and acquisitions that help the bottom
line of the company.

in management parlance refers to the growth of a company

that occurs naturally.

refers to the expansion of the bottom line through mergers

and acquisitions (whether they are friendly takeovers or hostile takeovers).

Organic (internal) growth

Organic (internal) growth is when a firm grows from within

Profits may have been re-invested to increase capacity

e.g. the building of new stores

Sales increase through:

Selling to more customers in existing markets

Finding new markets

Launching new products

Organic Growth
Advantages of organic
growth

Less expensive than inorganic growth

Less risky than inorganic growth

Can be better planned for

Easier to control

Maintains existing culture and management styles

Disadvantages of organic
growth

Can be very slow

Growth may be limited

Inorganic Growth
Inorganic growth occurs when firms join together, either through:

Merger businesses agree to join together

Takeover/acquisition one firm takes control of another by buying at least

51% of shares

Inorganic Growth
Advantages of inorganic
growth

Can occur more quickly than organic growth

Firms can benefit from a greater pool of skills and experience

Customers, sales, assets and market position are acquired immediately

Reduces competition

Disadvantages of inorganic
growth

More expensive than organic growth

Difficult to combine different organisational cultures and management

styles

Possibility of diseconomies of scale

Greater risk

Difficult to control

(I) Internal Growth Strategies:

Some popular internal growth strategies are described below:

(1) Market Penetration:

(2) Market Development:

(3) Product Development:

(4) Diversification:

(a) Internal horizontal diversification:

(b) Vertical diversification:

(c) Concentric diversification:

(d) Conglomerate diversification:

(1) Market Penetration:

Market penetration is a growth strategy, in which a firm tries to seek a

higher volume of sales of present products by penetrating (or getting
deeper), into existing markets through devices like the following:

1. Aggressive advertising and other sales promotion techniques.

2. Encouraging new uses of the old product e.g. use of coffee during summer
season by way of cold coffee or coffee-shake.

3. Coming out with exchange offers e.g. exchange of old scooters or TV for
new ones at a discount etc.

(2) Market Development:

This growth strategy, as the name implies, aims at increasing sales of existing
products through market development, i.e. exploring new markets for
companys products. For example, many companies have achieved
remarkable growth by entering into foreign markets; pushing their products
by changing size, packaging, and brand name etc.

Market development may be tried by a company within the same country also
e.g. sale of electronic goods like TVs, Fridges, washing machines, etc. in rural
areas.

(3) Product Development:

Product development as a growth strategy implies developing new and

improved products for sale in existing markets; so that people who have
otherwise become indifferent to the old product with passage of time get
attracted to the new product because of the charisma associated with the
phenomenon of newness.

Examples: introduction of Babool and Promise toothpastes by Balsara Hygiene

Products Ltd.; introduction of Colgate Super Shakti by Colgate-Palmolive
(India) Ltd. etc.

(4) Diversification:

Diversification is quite an important growth strategy. As growth entails risk,

diversification, as a growth strategy, implies developing a wider range of
products to diffuse risk or to reduce risk associated with growth.

The fundamental philosophy of diversification is presumably contained in an

old English proverb which suggests that one should not keep all ones eggs in
one basket.

(5) Modernization:

Modernization involves replacing worn-out and obsolete machines etc.

by modern machines and equipments operated according to latest
technology; to achieve objectives like better quality, cost reduction
etc.

Modernization is a growth strategy in the sense that it helps to

achieve more and qualitative production at lower costs; thus helping
to increase sales and profits for the enterprise.

(II) External Growth Strategies:

Some popular external growth strategies are described below:

(1) Joint Ventures:

(2) Mergers:

(a) Horizontal Mergers:

(b) Vertical Mergers:

(c) Concentric Merger:

(d) Conglomerate Merger:

(1) Joint Ventures:

Joint venture is a growth strategy in which two or more companies

establish a new enterprise (or organisation) by participating in the equity
capital of the new organisation and by agreeing to participate in its
management in an agreed manner.

A firm or a company may have a joint venture with another company of the
same country or a foreign country.

Some examples of joint ventures: Tata Iron and Steel Co. joined hands with
IPICOL of Orissa to form IPITATA Sponge Iron Ltd;

Hindustan Computers Ltd. and Hewlett Packard of USA formed a joint venture
named HCL-HP Ltd;

Tungabhadra Industries Ltd. of India and Yamaha Motor Company Ltd. of Japan
formed a joint-venture Birla Yamaha Ltd. etc.

(2) Mergers:

Merger, as a growth strategy, implies combination (or integration) of two or

more companies into one. Merger may take place with a co-operative
approach or it may take place with a hostile approach. In the latter case, a
merger is known as a takeover.

Specially in the Indian conditions, industrialists Anand Mahindra, R.P. Goenka

and Manu Chabria are described as take-over kings.

(a) Horizontal Mergers:

(b) Vertical Mergers:

(c) Concentric Merger:

(d) Conglomerate Merger:

(a) Horizontal Mergers:

In this type of merger, different business units which have been competing
with one another in the same business line join together and form a
combination. The Indian Jute Mills Association, the Indian Paper Mill Makers
Association and Associated Cement Companies (ACC) are some popular
examples of horizontal merger.

(c) Concentric Merger:

Concentric mergers take place between firms that serve the same
customers in a particular industry, but they dont offer the same
products and services. Their products may be complements, product
which go together, but technically not the same products.

For example, if a company that produces DVDs mergers with a

company that produces DVD players, this would be termed as
concentric merger, since DVD players and DVDs are complements
products, which are usually purchased together.

These are usually undertaken to facilitate consumers, since it would

be easier to sell these products together. Also, this would help the
company diversify, hence higher profits.

(d) Conglomerate Merger:

(Conglomerate means a larger company that is formed by joining together

different firms). When two or more unrelated or dissimilar firms combine
together; it is known as a conglomerate merger. It implies dissimilar products
or services under common control. When e.g. a footwear company combines
with a cement company or a ready-made garment manufacturer etc.; a
conglomerate merger comes into existence.

REASONS BEHIND M&A

Improve the companys performance

Remove Excess capacity

Accelerate growth

Acquire skills and technology

Roll-up strategies

Encourage competitive behavior