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Halonix Limited – the product portfolio dilemma

Sandeep Goyal (Management Development Institute, Gurgaon, India)
Amit Kapoor (Management Development Institute, Gurgaon, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 January 2011

Abstract

Subject area

Strategy, strategic management, market and product analysis.

Study level/applicability

The case is intended for a business strategy course in management. The target participants are MBA students specializing in strategy area as well as middle level and senior level managers from the industry, who come for an executive programme in management science.

Case overview

Year 2009, Mr Pawan Kumar (General Manager, Halonix Limited) was facing a decision-making situation in the organization. Being one of the most experienced and oldest employees of Halonix (incorporated as Phoenix Lamps Ltd in 1991), he had witnessed the tremendous growth of the company since its inception in 1991. The company was having a global brand image in automotive halogen lamps and became a dominant player in compact fluorescent lamp (CFL) market in India by 2007. With the increasing competition and change in market dynamics, the company needed to decide upon the future product portfolio mix and strategy to be adopted to gain the maximum benefit and win over the competition in both the product segments. The automotive halogen product segment was generating higher margins but having relatively slow growth. The CFL product segment was a growing market but was generating low margins due to increasing competition from entry of large number of players.

Expected learning outcomes

The theoretical concepts, which will be explored in this case, involve the following: the importance of industry structure analysis in understanding the basis of competition. The importance of value-chain analysis in strategic planning. The importance of Boston Consulting Group growth-share matrix in evaluating the product portfolio mix having different growth drivers and target segments?

Supplementary materials

Teaching notes.

Keywords

Acknowledgements

This case was made possible through the generous co-operation of Halonix Limited. The case is intended as a basis for class discussion rather than to illustrate either effective or ineffective handling of management situations.

Citation

Goyal, S. and Kapoor, A. (2011), "Halonix Limited – the product portfolio dilemma", Emerald Emerging Markets Case Studies, Vol. 1 No. 1. https://doi.org/10.1108/20450621111131020

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited