A

Project report
On

Vision, Mission, Goals, SWOT

And
Strategies

Adopted by
ITC

Name: - Samarth agarwal

Course: - BBA
Specialization: - marketing
Semester: - VI
Batch: - 2019-22
Subject: - business strategy
Submitted to: -
Prof. Sachin ghai sir

Vision of ITC
Sustain ITC's position as one of India's most valuable
corporations through world class performance, creating
growing value for the Indian economy and the
Company's stakeholders

Mission of ITC
To enhance the wealth generating capability of the
enterprise in a globalizing environment, delivering
superior and sustainable stakeholder value

Goals of ITC
ITC's goal is to assist developing and transition countries
to achieve sustainable development through exports.
Our objective is increased and better trade, which
creates employment, entrepreneurial opportunities and
generates income.

Core values of ITC

ITC's Core Values are aimed at developing a customer-
focused, high-performance organization which creates
value for all its stakeholders:

TRUSTEESHIP:-
As professional managers, we are conscious that ITC has
been given to us in "trust" by all our stakeholders. We
will actualize stakeholder value and interest on a long
term sustainable basis.

CUSTOMER FOCUS:-
We are always customer focused and will deliver what
the customer needs in terms of value, quality and
satisfaction.

RESPECT FOR PEOPLE:-

We are result oriented, setting high performance
standards for ourselves as individuals and teams.
We will simultaneously respect and value people and
uphold humanness and human dignity.
We acknowledge that every individual brings different
perspectives and capabilities to the team and that a
strong team is founded on a variety of perspectives.
We want individuals to dream, value differences, create
and experiment in pursuit of opportunities and achieve
leadership through teamwork.

EXCELLENCE:-
We do what is right, do it well and win. We will strive for
excellence in whatever we do.

INNOVATION:-
We will constantly pursue newer and better processes,
products, services and management practices.

NATION ORIENTATION:-
We are aware of our responsibility to generate economic
value for the Nation. In pursuit of our goals, we will make
no compromise in complying with applicable laws and
regulations at all levels.
SWOT Analysis of ITC
MAIN COMPETITORS

The Indian market is currently emerging as a highly

competitive sector with multiple players offering
different incentives and products for consumers. The
current cost competitiveness presents a tough challenge
for any player to gain a competitive advantage in this
crowded market. Here’s are a few major competitors of
ITC Limited-

 Dabur – Dabur India Limited is India’s fourth-largest

FMCG company in terms of sales. Its product range
spans across the categories of Food, Beverages,
Personal Care, and Pharmaceuticals. There are five
business verticals namely Personal Care, Health care,
Pharma, Food and beverages. The business reported
a consolidated turnover of Rs. 13,415 crores for the
financial year ended March 31, 2014, with a net
profit of Rs. 2,190 crores.
 Nestle – With the largest share of the major
commodity categories, India is Nestle’s second-
largest market with sales of over Rs. 13,000 Crore
(USD 2.1 Billion) in FY 2012-13. It is one of Nestle’s
top-performing markets in the Asia Pacific with +15%
 growth. Nestle India has a strong pipeline for
growth.
 Hindustan Unilever – HUL has its presence in 22
countries with over 4,000 products across 10
categories. Over the years, HUL has built strong
brands like ‘SUN’, ‘Lifebuoy’, ‘Rexona’, ‘Dove’ and
‘Fair & Lovely’ among many others and has shown
consistent growth. The company reported a sales
turnover of Rs.43,497 Crore for FY14 (ending March
31, 2014), with a net profit of Rs.4,386 Crore.

STRENGTHS: ITC LIMITED SWOT ANALYSIS

 Brand Image- ITC is a listed company that ranks

among the 30 most valuable global brands. It is
among the top 10 companies in India in terms of
market capitalization and is among the top 8 out of
2,646 companies in the BSE 500 Index. ITC is the
world’s second-largest cigarette company with an
estimated market share of 8.8%.
 Global perspective and deep expertise in food
retailing– ITC has built its brands from the ground up
and worked hand in hand with its franchisees to
ensure success. ITC operates two publicly traded
companies in India – Aashirvaad Investment and
Retail Solutions Ltd and Yippee! Brands Ltd – that
 have significant stakes in over 70 retail brands across
categories (including FMCG ).
 Social Initiatives- ITC has set up village internet
kiosks – e-Choupals – which made real-time, up-to-
date, relevant information on weather, price
discovery, Agri know-how, and best practices, etc
readily available. Through the kiosk, local farmers
can instantly access agriculture-related information
in their local language. Other initiatives by ITC are-
Choupal Pradarshan Khet (CPK), Sab Saath Badhein,
and Baareh Mahine Hariyali, etc.
 Leading in other sectors- ITC Hotels is a cutting-edge
collection of luxury hotels in India’s prime business
and tourism destinations. With the first property
opening its doors in 1975, ITC Hotels today is a
pioneer in creating a new benchmark for the
hospitality industry with its unique concept,
Responsible Luxury. Also with decades of experience
in personal care, home care, catering and other
segments across high-growth sectors, ITC’s latest
brand – ITC MasterChef – is focused on providing
consumers with the most useful information they
need to make a purchasing decision.’

WEAKNESSES: ITC SWOT ANALYSIS

  Inefficient Cost Management System- ITC has been
focusing on diversification in their core FMCG
businesses but has failed and cannot garner the
expected success rate. Being the only conglomerate
in the FMCG industry, the company has gotten
severely affected due to the reduction in
expenditures brought by the recession. 
 Highly dependent on Tobacco- ITC’s revenue comes
from two businesses – tobacco and FMCG. Tobacco
contributes to 86% of total revenue and FMCG
contributes 14%.
 Incremental tax burden on the Cigarette Business
– The newly enforced Goods and Services Tax Act,
2017 has increased the overall tax rate, making a
huge difference in the cigarette business of ITC. If we
take into consideration the tax slab before GST and
compare it to the rates levied after GST, we notice
that there is a significant increase happening in the
cigarette business of ITC. For example, before GST 20
cigarettes were taxed at Rs.10 however, now 40
cigarettes are taxed at Rs.20 making cigarettes way
more expensive.

OPPORTUNITIES: ITC SWOT ANALYSIS

 Harnessing India’s Growth- Indian economy will
grow by about 8-9 % in the next 10 years which
helps ITC to create more and more opportunities for
itself in the food and beverages business. As the GDP
increases, so is the purchasing power of customers
which means that they will be able to buy branded
products instead of unbranded products for better
quality. Also due to an increase in purchasing power
of the middle class, they are now willing to eat out
or dine out and hence hotels and restaurants will see
an increase in their sales resulting in new
opportunities for ITC.
 Core Brand Extension- The company is going to scale
up the distribution channels and optimize volumes
by using its Aashirvaad brand as a halo effect.
Currently, there is substantial thrust on brands such
as Aashirvaad, Sun Feast, and Mint-o. This would be
a growth driver for ITC in the near term.
 Online Community for Farmers- The e-Choupal
initiative offers new opportunities for small farmers,
by improving the quality of production information
flow, creating new channels of communication
between producers and buyers, and providing a
forum for the resolution of issues related to farming
online. This initiative will serve as one of many vital
tools to sustainably increase agricultural
 productivity, are beneficial in addressing farmer
suicides and other chronic issues plaguing this sub-
sector within India.

THREATS: ITC SWOT ANALYSIS

 Competition from Other Sectors- The threat of ITC

lies in other companies able to produce similar
products for a lower cost. Customers will choose the
outsourcing company with the lowest cost product
since it is less expensive for them. ITC’s competitive
advantage will be lowered as outsourcing companies
lower their prices.
 Governments are tightening laws on Tobacco
Industry- A ban on print advertising of cigarettes will
restrain ITC from its potential to reach out to
consumers and promote its products. Further,
several other crucial fiscal policies such as an
increase in Excise Duty and increased taxes under
GST are some of the obstacles that threaten this
business.
 Uncertain profit margin- Massive uncertainties are
surrounding ITC’s capital allocation policy. The
company has been investing in businesses that don’t
exactly fit the profile of an ITC stockholder. ITC
 Limited’s stock has slumped over the past three
years as it has had to contend with declining
consumption in its flagship cigarette business, very
bad acquisition decisions, pressure on margins due
to labour cost hikes, and a hostile bid environment.

Overall, ITC is a strong company with opportunities to

increase their revenue as they continue to expand into
new regions and move into new services that their
competitors do not. The threat is from the traditional
competitors as they have been around for many years
and not much is changing.

CONCLUSION

ITC has touched the lives of consumers across India,

whether it is in the food and beverages space through
over 275+ strong brands or in various social initiatives
helping improve the quality of life.

 ITC’s well-known household brands have been

developed in markets with high growth potential. There
are problems, let alone to conquer these markets but
also to establish a foothold. On the one hand, it is
questionable whether ITC will be able to keep up with
the rapid growth of its competitors in these markets
 using its conventional marketing strategies because they
have already established strong positions in such
markets. 

Corporate strategies
 Create multiple drivers of growth by developing a
portfolio of world class businesses that best matches
organisational capability with opportunities in domestic
and export markets.
 Continue to focus on the chosen portfolio of FMCG,
Hotels, Paper, Paperboards & Packaging, Agri Business
and Information Technology.
 Benchmark the health of each business comprehensively
across the criteria of Market Standing, Profitability and
Internal Vitality.
 Ensure that each of its businesses is world class and
internationally competitive.
 Enhance the competitive power of the portfolio through
synergies derived by blending the diverse skills and
capabilities residing in ITC's various businesses.
 Create distributed leadership within the organisation by
nurturing talented and focused top management teams
for each of the businesses.
 Continuously strengthen and refine Corporate
Governance processes and systems to catalyse the
entrepreneurial energies of management by striking the
golden balance between executive freedom and the
need for effective control and accountability.