Overview: Cement Industry

The cement industry is experiencing a boom on account of the overall

growth of the Indian economy. The demand for cement, being a derived
demand, depends primarily on the industrial activity, real estate business,
construction activity, and investment in the infrastructure sector. India is
experiencing growth on all these fronts and hence the cement market is
flourishing like never before. Indian cement industry is globally
competitive because the industry has witnessed healthy trends such as
cost control and continuous technology up gradation. Global rating
agency, Fitch Ratings, has commented that cement demand in India is
expected to grow at 10% annually in the medium term buoyed by
housing, infrastructure and corporate capital expenditures.
Cement Industry originated in India when the first plant commenced
production in 1914 in Porbandar, Gujarat. The industry has since been
growing at a steady pace, but in the initial stage, particularly during the
period before Independence, the growth had been very slow. Since
indigenous production was not sufficient to meet the entire domestic
demand, the Government had to control its price and distribution
statutorily. Large quantities of cement had to be imported for meeting the
deficit. The industry was partially decontrolled in 1982 and this gave
impetus to its pace of growth. Installed capacity more than doubled during
the period 1980-90. It increased from 27 million tonnes in 1980-81 to 62
million tonnes in 1989-90.
Encouraged by the positive response of the industry to the policy
liberalization in the cement industry, Government decontrolled the
industry fully on 1st March 1989. With the Industrial Policy Statement
made by the Government in 1991, the cement industry stands delicensed.
It has also been listed as a priority industry in Schedule III of the Industry
Policy Statement making it eligible for automatic approval for foreign
investment up to 51 per cent and also for technical collaboration on
normal terms of payment of royalty and lump sum know-how fee.
Indian cement industry has thus been one of the pioneering industries in
introducing policy reforms. After the liberalization measures and
globalization of Indian economy, the cement industry has been growing
rapidly at an average rate of 8 per cent except for a short period in 1991-
92 when the industry faced demand recession. The country is now the
second largest producer of cement in the world. India has also started
exporting large quantities of cement and clinker.

Company Overview
ACC was formed in 1936 when ten existing cement companies came
together under one umbrella in a historic merger - the country's first
notable merger at a time when the term mergers and acquisitions was not
even coined. The history of ACC spans a wide canvas beginning with the
lonely struggle of its pioneer F E Dinshaw and other Indian entrepreneurs
like him who founded the Indian cement industry. Their efforts to face
competition for survival in a small but aggressive market mingled with the
stirring of a country's nationalist pride that touched all walks of life -
including trade, commerce and business.
The first success came in a move towards cooperation in the country's
young cement industry and culminated in the historic merger of ten
companies to form a cement giant. These companies belonged to four
prominent business groups - Tatas, Khataus, Killick Nixon and F E Dinshaw
groups. ACC was formally established on August 1, 1936. Sadly, F E
Dinshaw, the man recognized as the founder of ACC, died in January 1936;
just months before his dream could be realized.
 F. E. Dinshaw – the
founder of ACC

ACC stands out as the most unique and successful merger in Indian
business history, in which the distinct identities of the constituent
companies were melded into a new cohesive organization - one that has
survived and retained its position of leadership in industry. In a sense, the
formation of ACC represents a quest for the synergy of good business
practices, values and shared objectives. The use of the plural in ACC's
original name, The Associated Cement Companies Limited, itself indicated
the company's origins from a merger. Many years later, some
stockbrokers in the country's leading stock exchanges continued to refer
to this company simply as 'The Merger'.
 KEY MILESTONES

2004 IDCOL Cement Limited is renamed as Bargarh Cement

Limited (BCL).

2004 ACC raises US $ 100 million abroad through Foreign

Currency Convertible Bonds (FCCB’s) for US$ 60 million and
Global Depository Shares (GDS’s) for US $ 40 million. Both
offerings are listed on the London Stock Exchange.

2004 ACC named as a Consumer Superbrand by the Superbrands

Council of India, becoming the only cement company to get
this status.

2004 GreenTech Safety Gold and Silver Awards awarded to

 Madukkarai Cement Works and Katni Refractory Works by
Greentech Foundation for outstanding performance in
Safety Management System.

2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar

Puraskar Certificate of Merit – 2004 from Council For Fair
Business Practices.

2005 Holcim group of Switzerland enters strategic alliance with

Ambuja Group by acquiring a majority stake in Ambuja
Cements India Ltd. (ACIL) which at the time held 13.8 % of
the total equity shares in ACC. Holcim simultaneously
makes an open offer to ACC shareholders, through Holdcem
Cement Pvt. Limited and ACIL, to acquire a majority
shareholding in ACC. Pursuant to the open offer, ACIL’s
shareholding in ACC increases to 34.69 % of the Equity
share capital of ACC.

2005 Commissioning of Modernisation and Expansion project at

Chaibasa in Jharkhand, replacing old wet process
technology with a new 1.2 MTPA clinkering unit, together
with a captive power plant of 15 MW.

2005 Financial accounting year of the company changed to

calendar year January-December

2006 Subsidiary companies Damodhar Cement & Slag Limited,

Bargarh Cement Limited and Tarmac (India) Limited merged
with ACC

2006 ACC announces new Workplace policy for HIV/AIDS

2006 Change of name to ACC Limited with effect from September

1, 2006 from The Associated Cement Companies Limited.
2006 ACC receives Good Corporate Citizen Award 2005-06 from
Bombay Chamber of Commerce and Industry

2006 New corporate brand identity and logo adopted from

October 15, 2006

2006 ACC establishes Anti Retroviral Treatment Centre for

HIV/AIDS patients at Wadi in Karnataka– the first ever such
project by a private sector company in India.

2007 ACC partners with Christian Medical College for treatment

of HIV/AIDS in Tamil Nadu

2007 Sumant Moolgaokar Technical Institute completes 50 years

and reopens with new curriculum

2007 ACC commissions Wind energy farm in Tamilnadu.

2008 Ready mixed concrete business hived off to a new

subsidiary called ACC Concrete Limited.

2008 ACC Cement Technology Institute formally inaugurated at

Jamul on July 7.

2008 First Sustainable Development Report released on June 5.

2008 ACC wins CNBC-TV18 India Business Leader Award in the

category India Corporate Citizen of the year 2008

2008 Project Orchid launched to transform our Corporate Office,

Cement House into a green building.

2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar"

of Council for Fair Business Practices
Vision and Mission

“The company wants to capitalize on the synergies seeing the big picture.
The company would visualize a bubbling with vim and vitality for
occupying a vantage position in the best cement companies across the
globe”
At ACC we believe that being a passive onlooker and keep waiting for life
to happen something is not the right way to achieve success. Success
comes through innovation and innovation can happen only to those who
are drawn by the unknown and driven by the magnitude of challenge.
The performance as a cement industry in the country has prompted
everyone to pronounce our worthiness .

Mission
Leadership – Maintain our relationship of the Indian cement industry
throughout the continuous modernization and expansion of our
manufacturing facilities and activities , and through threstablishment of a
wide and efficient marketing network

Profitability-Achieve a fair and reasonable return on capital by

promoting productivity through out the company

Growth- Ensure a steady growth of business bystrengthening our

position in the cement industry.
Quality- Maintain high quality of our products and services and ensure
their supply their supply at fair prices.

Equity- Promote and maintain fair industrial relations and an

environment for the effective involvement, welfare, and development of
staff at all levels.

Pioneering- Promote research and development efforts in the areas of

product development and energy , and fuel conservation and to innovate
and optimize productivity.

Responsibility- Fulfill our obligations to society, specifically in areas of

integrated rural development and in and in safeguarding the environment
and natural ecological balance.

MARKET SHARE OF CEMENT COMPANIES

Major Players & Market Share

Name of Company % Market Share

ACC 11.16

GRASIM INDUSTRIES 11.13

AMBUJA CEMENT 9.83

ULTRATECH 9.38

INDIA CEMENT 5.47

JAIPRAKASH ASSOCIATES 4.30

CENTURY TEXTILES & INDS. 4.22

BIRLA COPRPORATION 3.46

MADRAS CEMENT 3.18

LAFARGE 3.20

J K CEMENT 3.10

SHREE CEMENT 2.88

KESORAM INDUSTRIES 2.39

 J K LAKSHMI CEMENT 2.04

OTHERS 31.57

TOTAL 100

The above graph indicates the market share of different cement

companies in the Indian Market. The graph clearly shows that ACC is
the market Leader with 11.16% while

Comparision
NET SALES EBITDA PAT EPS
2007 2008 2007 2008 2007 2008 2007 2008

71978 10263 20033 31302 13342 22622 72.3 120.

ACC .38 7.7 .65 .01 .13 .22 2 09
AMBUJA 59390 75011 20652 28998 15785 23833 12.1 15.6
CEMENT .03 .4 .2 .5 .33 .59 7 7
INDIA 20497 30038 6617. 10616 7067. 27.1
CEMENT .4 .4 3 .11 4495 76 20.4 4
 86756 10676 24093 34257 14950 21735 163. 237.
GRASIM .9 4.6 .5 .65 .5 .55 08 08
49108 56857 14178 16737 7822. 10242 62.8 79.1
ULTRATECH .3 .63 .1 .98 8 .81 3 4

Key Success Factors of ACC

Advantages of using ACC Bulk

• Assured quality.
• No handling from the factory to your site, therefore
exact weight
• Tamper proof delivery, therefore no adulteration possible
• Immediate delivery, therefore no need to stock
inventory
• Order only when you are ready to use, so your money is
not locked up
• Steady supply

FINANCIAL ANALYSIS
GROSS REVENUE

YEAR Gross Revenue

2002-03 33338
2003-04 34654
2004-05 40388
2005-06 46405
2006-07 65947
2007-08 79771

EBITDA(Earning before Interest, Tax, Depreciation, Amortization)

YEAR EBITDA
2002-03 4923
2003-04 4036
2004-05 5339
2005-06 7200
2006-07 17561
2007-08 20462

PAT(Profit after Tax)

Year PAT
2002-03 1304
2003-04 1039
2003-04 2002
2004-05 3784
2005-06 12318
2007-08 14386

CORPORATE SOCIAL RESPONSIBILTY

(CSR)
ACC Limited.
Corporate Social Responsibility as the way a company balances its
economic, social and environmental objectives while addressing
stakeholder expectations and enhancing shareholder value.
But ACC has undertaken social volunteering practices almost from its
inception, – long before the term corporate social responsibility was
coined. The company’s earliest initiatives in community development date
back to the 1940's in a village on the outskirts of Mumbai while the first
formal Village Welfare Scheme was launched in 1952. The community
living around many of our factories comprises the weakest sections of
rural and tribal India with no access to basic amenities.

Community & Rural Welfare

Their community development activities revolve around the under-
privileged community that lives in the immediate vicinity of their cement
plants and is thus more dependent on them. The range of their activities
begins with extending educational and medical facilities and goes on to
cover vocational guidance and supporting employment-oriented and
income-generation projects like agriculture, animal husbandry, cottage
industries by developing local skills, using local raw materials and helping
create marketing outlets.
At their cement factories they share their amenities and facilities with
members of the local community. This includes sharing education and
medical facilities, sports and recreation. Wherever possible they share
access to Bore Wells, drinking water and the usage of colony roads.

Education
Education is imparted not only to children of ACC employees but also
more importantly to children from rural areas who do not have access to
any medium of information or education. ACC schools maintain high
standards and are open to other children of the vicinity. Often these
schools are the most preferred centers of learning in the district and
adjoining areas. Wherever possible, ACC provides funds and infrastructure
to help set up local schools, colleges and centers for learning and
education.
Healthcare
ACC takes pride in providing various forms of medical assistance to the
families of their employees and also to all those living in surrounding
villages. Each factory has a medical center with full-fledged doctors and
the latest of basic equipment. Mobile medical services are provided in the
vicinity and regular medical camps are held to eradicate diseases, offer
medical help, treatment and preventive care.
ACC has come out to provide support to state and national health
initiatives such as the eradication of malaria, dengue fever and the
dreaded HIV.

HIV/AIDS treatment - Anti Retroviral Treatment Center

In close consultation with the Confederation of Indian Industry (CII), the
management of ACC decided to step forward to participate in the national
effort to eradicate the HIV/AIDS virus that we recognize as being among
the country’s most important public health issues.
As a first step, they announced a Workplace policy for HIV/AIDS that
protects the fundamental human rights of employees who may
unfortunately become affected by HIV/AIDS, while also ensuring that
these affected persons get proper care and treatment. The ACC Wadi ART
Centre has all the basic physical infrastructure, Laboratory facilities and
trained medical and support personnel. It is housed in a new building
constructed by us on an independent piece of land outside our plant and
colony. The building has an area of over 2500 square feet and comprises a
large reception area with adequate seating, consulting rooms for the
doctors, rooms for social workers and counselors, laboratory, pharmacy,
pantry and toilets.
Disaster Relief
ACC and its employees make timely contribution to help in any national
disaster. This is done both at the corporate level, by local units and
employees. Apart from the Kargil cause, collective contributions by way of
cash, food and clothing has been sent to help victims of calamities such
as the Latur earthquake, Himachal Pradesh floods, Orissa cyclone, Gujarat
earthquake, Tsunami and floods in Maharashtra.

Conservation of heritage structures

The services of ACC’s Concrete experts have often been utilized in the
restoration of several national heritage buildings across the country - such
as sections of the Chhatrapati Shivaji Terminus (formerly Victoria
Terminus) at Mumbai, the J N Petit and David Sassoon Libraries in Mumbai,
churches in Goa, palaces and royal mansions in Mysore and Hyderabad
and other old structures in the country.
The historic Vijayraghavgarh fort in Madhya Pradesh was recently restored
under ACC’s patronage. This is not a core business of the company but an
act of corporate volunteering by way of sharing knowledge and expertise
Global Compact
ACC Limited is a signatory to the United Nations Global Compact. They are
committed to the ten principles of the Compact which foster better
corporate responsibility in the areas of human rights, labour, environment
and anti-corruption. Established in 1936, this company has from its very
inception been conscious of its obligations to the community and has
always kept in view its social responsibilities. ACC’s Vision vividly declares
the company’s commitment to its corporate social responsibility and
sustainable development issues making these an essential part of the
business goals for the company. This communication on Progress provides
an insight into our recent activities in support of the Global Compact’s
Objective and our efforts towards continuous improvement.
Communication on Progress

Support to national Sport

ACC has had an old and close association with the game of cricket. From
the 1950’s to the 70’s, many cricket legends were employees of ACC
during their active cricket careers. This was in the days before cricketers
became like the superstars they are today. ACC was then among the few
companies which went out of its way to employ young cricketers,
including budding young Ranji Trophy hopefuls. ACC joined hands with the
Confederation of Indian Industry to sponsor India’s National Boxing team
at the Athens Olympics in 2004 and the Commonwealth Games. ACC also
sponsors and supports other sports at National, regional and local levels
such as inter-regional Badminton championships, youth soccer and Rural
Sports Meets.
Awards & Accolades
ACC was the first recipient of ASSOCHAM’s first ever National Award for
outstanding performance in promoting rural and agricultural development
activities in 1976. Decades later, PHD Chamber of Commerce and Industry
selected ACC as winner of its Good Corporate Citizen Award for the year
2002. Over the years, there have been many awards and felicitations for
achievements in Rural and community development, Safety, Health, Tree
plantation, afforestation, Clean mining, Environment awareness and
protection. In 2006, they were selected to receive the Good Corporate
Citizen Award of the Bombay Chamber of Commerce and Industry.

ANALYSIS OF ACC LTD

SWOT analysis

“STRATEGY IS A PATTERN IN A SERIES OF DECISIONS OR ACTIONS.”

- HENRY MINTZBERG (1994)

SWOT Analysis explores the relationship between the environmental

influences and the strategic capabilities of an organization compared to its
competitors. The importance of SWOT is revealed by the value of the
strategies it generates. A SWOT item that generates no strategies is not
important.

STRENGTHS.
• People ask for ACC, it is having a good image and brand loyalty
among consumers.
• Service is good
• “Dhalai karne ke liye” people ask for ACC
• Perceived to be of very superior quality cement when compared to
others
• Selling form the very first day the shop came in to being & sells
easily
• They have same price prevailing for wholesale at dealers/stockiest
retailers end.

WEAKNESS.
• The competitors are doing much promotional activity rather than
ACC Limited that’s why it facing more problems in selling of product
in the market.
• Lack of awareness program for consumers. They think Birla Gold
contains more FLYASH.

OPPORTUNITY.
• Rapid growth is taking place in Bihar and Madhya Pradesh.
People are opting for more stable structures and intensive use
of cement is taking place, even government is spending
heavily on infrastructure projects. Thus, this is the right time
to fully tap these markets.
 • As Indian core industry is also growing at rate of nearly 10%
per annum, Birla Gold is having a good future.
• Foreign direct investment in infrastructure sector going to
increase in coming years, which will increase the demand of
cement.
• Roads are undergoing through the transformation process
through which the traditional method of road building will be
replaced by modern concrete roads.

THREATS:
• Large number of players in cement industry makes it
more competitive for ACC Limited to carefully price its
product and at the same time satisfy its dealers and
customers.
• Players such as Jaypee Cement, Prism Cement, and Birla
Samrat are eating up considerable market share.
• Due to India’s exponential growth many new
international cement companies are expected in coming
years which will bring a tide of change and can start
price war.
• The emergence of small players in this market may
increase the competition and start the malpractices, and
heavy discounts to retailers. They can also influence
many retailers by giving better profit margin, and other
benefit.

PORTER’S 5-FORCE MODEL FOR ACC LTD

Threat of New Entrants: The high capital costs acts as a major entry
barrier for the entry of new players. The high freight costs make it difficult
to import cement. Cement being a high volume low value commodity
results in high freight costs, which makes cement imports economically
unfeasible. Domestic Cement industry is highly insulated from global
cement markets. With GoI intervention, making cement duty free, cement
is being imported from neighboring countries. However, due to logistics
issues and lack of port handling capabilities, imports of cement will remain
negligible and do not pose a threat to domestic industry. The major
domestic players are:

• ACC
• Gujrat ambuja
• Utratech
• Grasim
Two companies Grasim and Ambuja cement along with their associate
companies control almost 50% of the India’s cement and supply .Cement
plants are capital intensive and require a capital investment of over rs
3500 per ton of cement, which translates into an investment of RS 3500
million for a 1 mtpa plant.

Bargaining power of Suppliers: The major inputs are coal and power.
The Prices of both coal and power are determined by the government. To
mitigate the high costs of power the cement players have set up captive
power plants.

Competitive rivalry between existing players: Previously the rivalry was

strong among the players, as the industry was not consolidated. During
the last few years the industry has become more consolidated with the
Top 3 players having a combined market share of 49 percent in 2005-06
as compared to 32 percent in 1999-2000. The extent of concentration in
the cement industry has increased over the years. This concentration is
mainly because of focus of larger and more efficient units to consolidate
their operations by restructuring their businesses and taking over
relatively weaker units. The relatively smaller and weaker units are finding
it difficult to withstand the cyclical pressure of cement industry.

Bargaining power of Buyers: Retail sales constitute about 80 percent

of the total sales and the rest is institutional sales. The retail buyers don’t
have any bargaining power while the institutional buyers get a discount of
5 to 10 percent as they buy cement in bulk.

Threat of Substitutes: There are no good substitutes for cement.

BCG Growth – Share Matrix

Accordingly, the BCG matrix divides products/businesses into four
categories:

• Stars: These high growth products in a fast growing market, need

more resource commitments.
• Cash Cows: These are low growth, high market share products,
where minimal investments are envisaged. Indeed, cash cows
provide the cash flows that support other businesses.
• Question Marks: These are low market share business units in
high growth markets. Investment is needed to build them into stars..
• Dogs: These are low growth and low market share businesses which
generate just enough cash to maintain themselves. They are
businesses from which the company is likely to withdraw in the near
future.

In The above matrix , ACC LTD falls in the quadrant of “ CASH COW” with
respect to the market leader. The circle size represents the absolute market
share (11.16%) of ACC LTD in the cement industry.
The McKinsey / General Electric Matrix
The McKinsey/GE Matrix overcomes a number of the disadvantages of the
BCG Box. Firstly, market attractiveness replaces market growth as
the dimension of industry attractiveness, and includes a broader range of
factors other than just the market growth rate. Secondly, competitive
strength replaces market share as the dimension by which the
competitive position of each SBU is assessed.
The diagram below illustrates some of the possible elements that
determine market attractiveness and competitive strength by applying the
McKinsey/GE Matrix to the UK retailing market:

The GE Matrix for ACC LTD will be made keeping the following two major
dimensions:
1. Market Attractiveness
2. Business Strength
Market Attractiveness : This dimension forms the vertical Axis of the
GE Matrix.The factors which we have considered which may affect the
industry attractiveness for our SBU are:
1. Overall Market Share : ACC LTD has a market share of 11.16% in
the cement industry.We have given it 0.20 out of 1.0.
 2. Market Growth Rate: The cement industry is growing at 10%. This
can be considered as a moderately growing and having high growth
opportunities with the growth of Indian Economy. Hence a
weightage of 0.15 out of 1.0.
3. Profitability: India´s cement industry will see addition of 50 million
tonnes (MT) of capacity in the current financial year, despite profitability
expected to go down by 20 per cent in last fiscal. According to the Cement
Manufacturers’ Association (CMA), the industry, which is expected to grow
at about 1.2 times of the country’s GDP growth this fiscal, is estimated to
have sales growth of 8-9 per cent in 2008-09, but profit margins are likely
to dropped by 20 per cent for the same year. Hence a weight of 0.10 out
of 1.0
4. Technological Development: With new technologies cement
industry is growing at a faster rate. Hence a weightage of 0.15 out
of 1.0.
5. Global Opportunities : With the expected entry of manyforeign
players in cement industry in near future,this can open the door for
global opportunities for Indian players. Hence a weightage of 0.05
out of 1.0.
6. Market Rivalry: Indian cement Industry is an Oligopoly.Also future
guarantees the entrance of several big global names in this
sector.Hence market rivalry weights above others at 0.20 out of 1.0.
7. Pricing : Being an Oligopoly , pricing strategies are a key for any
player to make profits in such a competitive sector. Thus we have
given equal weightage as technology and more than even factors
like profitability and growth rate.

Market Weightage Rating(1-5) Weighted

Attractiveness Score
Overall Market 0.20 4 0.8
Share
Market Growth 0.15 4 0.6
Rate:
Profitability 0.10 3 0.3
Technological 0.15 4 0.6
Development:
Global 0.05 5 0.25
Opportunities
Market Rivalry 0.20 5 1.0
Pricing 0.15 3 0.6
Total 1.00 4.04

Bussiness Strength :

1. Market Share: The market share of ACC LTD is 11.16%. Well it just
among the top 4 players in cement industry. Thus we have given
less weight to market share.

2. Market growth Rate: Acc Ltd being a big player has ample of
growth opportunity. We have given weightage of 0.10.

3. Profit margin relative to competitors : ACC ltd profit margin has

increased. This is an area where it would like to have a competitive
edge.

4. Technological innovation : We have given weightage to support

its technological innovational outlook.

5. Brand Reputaion : ACC Ltd has a strong backbone and already

established as a global and truthful image.

6. Sales Distribution Effectiveness : ACC lTD has a successful

distribution and sales channels.

7. Advertising and Promotional Effectiveness : ACC LTD has a

strong and successful advertising and promotional strategy.

8. Pricing strategies and customer loyalty : It is strong in its

pricing strategies and also customer centric.

Key Weight Rating (1-5) Weighted

competitive Score
factors
Market Share 0.10 4 0.4
Market growth 0.10 4 0.4
Rate
Profit margin 0.15 5 0.75
relative to
competitors
Technological 0.15 4 0.6
innovation
Brand Reputaion 0.10 4 0.4
Sales 0.10 3 0.3
Distribution
Effectiveness
Advertising and 0.15 4 0.6
Promotional
Effectiveness
Pricing strategies 0.05 4 0.2
Customer loyalty 0.10 3 0.3
Total=3.95

Recommendations from our Group

ACC LTD is highly focused on its future objectives & expansion plans, but
at the same time it has to maintain a balance between the present plan &
the future one. On the basis of strategic analysis of RInfra, our group has
come with the following recommendations in order to achieve its future
goals effectively & efficiently:-

• ACC LTD must focus on its Vision & Mission in order to attain its
objective.
• ACC LTD should focus on expanding its market in order to grab the
market shares.
• ACC LTD should be completed within the prescribed time.
• It should also try to maximize the shareholders’ wealth.
• ACC LTDshould not choose those project which may dilute the brand
name just for the sake of gaining market shares.
• It should focus on to convert itself from Question Marks to Stars.
 • ACC LTD has a high growth potentials, so it should try to raise funds
timely in order to meet its target.
• ACC LTD should not do overpromise as it will deteriorate its goodwill.
• ACC LTD must focus on the coming KG Basin dispute which can
change the present scenario.
• ACC LTD must focus on its competitors’ strategy(ies) in order to gain
a competitive edge.
• ACC LTD should try to go for diversification to minimize risk factor &
to explore new market as well.

REFERENCE
WEBSITES:
www.acclimited.com
www.moneycontrol.com
www.ibef.org/industry/cement.aspx