Diversification Strategies at Cello
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Case Code: BSTR658 Case Length: 9 Pages Period: 2013-2021 Pub Date: 2023 Teaching Note: Available |
Price: Rs.300 Organization : Cello World Private Limited Industry : Home Appliances & Consumer Products Countries : India Themes: Diversification, Brand Development, Brand Extension |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
India-based Cello World (Cello), a manufacturer of homeware products, had a vastly diversified product portfolio that included lunchboxes, water bottles, cookware, dinnerware, home appliances, bakeware, bathroom accessories, and cleaning supplies. It also had a presence in stationery, paper products, tools, and dies. In 2020, when the COVID-19 pandemic played havoc with most businesses across the world, Cello managed to sail through with just a few scratches. Analysts attributed this to the product diversification of the company. During the pandemic induced lockdowns, the sale of lunch boxes and water bottles came down, but the sale of cleaning products and storage containers went up. Cello planned to diversify further into steelware and glassware. It was also looking at growing inorganically and hence was scouting around for businesses whose product portfolio as well as vision and mission matched that of Cello.
Issues
The case is structured to achieve the following teaching objectives:
- Understand diversification as a strategy.
- Use of ANSOFF matrix to analyse the strategies of a company.
- Evaluate how diversification can help in managing the external business challenges.
Contents
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Introduction
About Cello Group
Cello Under Gaurav Rathod
Through The Pandemic
Looking Ahead
Exhibits
Keywords
Cello; diversification; diversified products; homeware; Ansoff Matrix; market penetration; product development; market development; diversification; types of diversification; vertical integration; horizontal integration;
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