GALAXY SURFACTANTS LTD.

AYUSH SINGH
SECTION: FC
ROLL NO. 21218
COMPANY BASED RESEARCH
 Galaxy Surfactants Ltd.

About the Company..

Galaxy Surfactants is a leading manufacturer of innovative ingredients for the Personal and Home Care
Industry. Founded in 1980, today Galaxy has five manufacturing plants in India and one in Egypt. The
Corporate Office in Navi Mumbai also has a fully equipped Innovation Centre. Their ‘Innovation Process’ has
developed specialty ingredients for specific applications for various personal care products. They have 21 Indian
Patents, 10 US Patents, 1 European Patent granted and 33 patents pending globally. Apart from offices in Delhi
and Chennai, Galaxy has offices in Thailand, Turkey and the USA .

In 2009, Galaxy acquired specialty chemical major TRI-K Inc. USA operating out of New Jersey. TRI-K, with
its sharp focus on Skin and Hair Care, has created a niche and has a much respected business globally. Tri-K has
its manufacturing facility at New Hampshire, where it makes Proteins, Protein Condensates and Protein Quats
for Beauty and Cosmetics market. In Q1 2014, TRI-K acquired SI LLC, USA to grow North American Market
for Surfactants.

‘Galaxy’ is a well-known brand to all the global and regional players operating in Hair and Personal care
business. Their global reach extends to over 1000 customers in 100 countries.

They are not only proud of their core values; but also in their ability to adhere to them. Their HR is called
People Energy Process. Their 1000+ employees are not considered as Human Resources but as Sources –
Sources of dreams of the organization and their realization. They are quite rigid about who becomes part of their
team.

Over 31% of their people have been with the organization for more than 10 years and over 41% of their people
are 30 years or younger. In Galaxy, meritocracy and competence alone count. Immense growth opportunities
exist for people of talent and commitment. Intrapreneurship is actively encouraged and rewarded. People who
started as Management Trainees are today heading their operations in USA and Egypt.

Management Team
Mr. Unnathan Shekhar
Promoter, Managing Director

He has been associated with our Company since May 20, 1986. He holds a Bachelors Degree in Chemical
Engineering from the University Department of Chemical Technology, Mumbai and a Post Graduate
Diploma in Management from Indian Institute of Management, Calcutta. He has over 30 years of
experience in the chemical manufacturing industry. He is a recipient of the “Distinguished Alumnus
Award for 1998” conferred by the University Department of Chemical Technology Alumni Association.

As a Managing Director of their Company, he looks after overall management of their Company's
Business and Operations.

Mr. Kasargod Ganesh Kamath

Executive Director (Finance) & Chief Financial Officer

He has been associated with their Company since September 10, 2004. He is a qualified Company
Secretary from The Institute of Company Secretaries of India and a Cost Accountant from the Institute of
Cost and Work Accountants of India. He was also an associate of The Institute of Bankers, London and
The Indian Institute of Bankers. He also holds a Bachelor of Laws (LL.B.) degree from the Mangalore
University. He joined their Company in 2004 as General Manager – Finance and Company Secretary.

In the year 2014 he was given the responsibilities of Special Projects and was designated as Vice President
– Special Projects. He joined their Board with effect from April 1, 2017. He has more than 20 years of
experience in the banking and financial sector.

As the Executive Director-Finance & CFO, he looks after Finance, Information Technology and Systems
and Corporate Governance Processes.

Mr. K. Natarajan
Executive Director & Chief Operating Officer

He has been associated with their Company since April 21, 1993. He holds a Bachelor’s Degree in
Commerce from University of Mumbai and is a Cost Accountant from the Institute of Cost and Works
Accountants of India. He completed the Advanced Management Programme from the Harvard Business
School in May 2016.

Since joining Galaxy in April 1993, he has headed diverse functions including Finance, IT, Business
Creation, Business Commercial, Global Sourcing and Supply Chain and was designated as Chief of
Operations in December 2009. Prior to joining their Company, he worked with Indian Organic Chemicals
Limited as Deputy Manager (Finance).

Mr. Shekhar Ravindranath

Chairman, Non-Executive Independent Director

He has been associated with their Company since June 29, 2007. He was a fellow member of The Institute
of Cost Accountants of India. He has been associated with Hindustan Unilever Limited for more than 30
years in various capacities. He was the former Managing Director - Foods Division, Executive Director
(Beverages) and Divisional Vice President Commercial for Detergents at Hindustan Unilever Limited.

Mr. Gopalkrishnan Ramakrishnan

Promoter, Non Executive Director

He has been associated with their Company since May 20, 1986. He holds a Masters Degree in Commerce
from University of Bombay. He is a 'fellow member' of The Institute of Chartered Accountants of India
and the Institute of Cost and Works Accountants of India. He is also a qualified Company Secretary from
The Institute of Company Secretaries of India.
He was awarded with “The Lotus Foundation Scholarship” for the year 1974, “The M.R. DeSouza
Scholarship for the year 1974” and the “National Scholarship Scheme – 1974-75” by the Government of
India to pursue Masters Degree in Commerce and was also awarded with a general proficiency - silver
medal and Certificate of Merit for securing the first position in India in the Final Cost Accountancy
Examination, 1997.

He has over 30 years of experience in Personal and Home Care in the area of Business Creation and
Marketing.

Mr. Vaijanath Kulkarni

Whole-time Director w.e.f. October 16, 2021

He has been associated with their Company since June 17, 1995. He holds a Bachelors Degree in Chemical
Engineering from Shivaji University, Kolhapur.

He has also attended the Global Advance Management Programme for Global Leadership – 2009 from the
Indian School of Business, India and the Kellogg School of Management, USA and Advance Management
Programme from Harvard. He started his career with their Company as a Chemical Process Engineer and
has been associated with their Company for the past 20 years. He has been instrumental in successfully
commissioning of the Egypt operations and thereafter as a Managing Director has demonstrated his
abilities in navigating various challenges in successfully anchoring the business and operations of the
subsidiary in Egypt.

Mr. Subodh Satchitanand Nadkarni

Non-Executive & Independent Director
He has been associated with their Company since August 16, 2002. He holds a Bachelors Degree in
Commerce from University of Mumbai. He was a ‘fellow member’ of The Institute of Chartered
Accountants of India and The Institute of Company Secretaries of India.

He has more than 30 years of experience in the field of finance, commerce, project management, sales,
marketing, human restheirces management and general administration. Prior to joining their Company, he
was associated with Godrej Soaps Limited as the Financial Controller.

Mr. Melarkode Ganesan Parameswaran

Non-Executive & Independent Director

He has been associated with their Company since September 24, 2005. He holds a Bachelors Degree in
Chemical Engineering from the Indian Institute of Technology, Madras and a Post Graduate Diploma in
Management from Indian Institute of Management, Calcutta. He is also a PhD from Mumbai University
and has completed the Advanced Management Program from Harvard Business School. He recently
completed his term as Advisor to FCB Ulka Advertising, where he had a career spanning 25 years.

He joined Ulka Advertising in 1989 as Vice President, South and later became Executive Director and
CEO of FCB Ulka Advertising – part of FCB Worldwide and the Interpublic Group, USA during which
time he set up various divisions such as Digital, Direct and Healthcare practices and Cogito Consulting. He
was earlier associated with The Boots Company (India) Limited as a Marketing Planning Manager and
United Database (India) Private Limited as General Manager (Sales). He serves as an adjunct professor at
S.P. Jain Institute of Management and Research.
He is an independent director at Qube Cinema Technologies Private Limited. He has a brand advisory
website titled www.brandbuilding.com and serves as a coach and mentor for brand building. He was a
member in the Board of Governors of Indian Institute of Management, Calcutta (2007-2017) and a
recipient of “Distinguished Alumni Award” from Indian Institute of Technology, Madras in 2009.

He has over 30 years of experience in marketing and advertising industry. He is also a member of
Advisory Committee for SEBI Investor Protection and Education Fund.

Ms. Nandita Gurjar

Non-Executive & Independent Director

She has been associated with their Company since February 1, 2015. She holds a Bachelor’s degree in Arts
and Master’s degree in Psychology from Osmania University. She is also an alumnus from the Harvard
Business School having completed the Advanced Management program in 2014.

She has over 20 years of experience in the field of Information Technology and Human Resource. She has
worked with organizations like Wipro and Infosys and was Group Head – Human Resource Development
(Vice President) at Infosys. Currently, she is an advisor to start-ups in the HR technology space and to
Great Place Research & Consultancy Private Limited.

Mr. Shashikant R. Shanbhag

Promoter, Non Executive Director

Mr. Shashikant R. Shanbhag holds a Bachelor’s Degree in Commerce from University of Mumbai. He is
an associate member of The Institute of Chartered Accountants of India and a qualified Cost Accountant
from The Institute of Cost Accountants of India. He has over thirty five (35) years of experience in
Chemical Manufacturing Industry. He is one of the promoters of the Company.
GLOBAL PRESENCE
MARKET SEGMENTS

Skin Care
Our Skin is the single largest organ of the human body and perhaps the most important one. Skin Care comprising
of cleansing, toning and moisturising has become an essential part of our daily lives. A 140 Billion USD Market,
Skin Care is the biggest within the personal care space. Natural, Sustainable, Customised and High on Innovation
are the trends and buzz words influencing this industry today.

Galaxy’s offers a comprehensive range comprising of anionic surfactants (traditional as well as milder surfactants),
cationic, amphoteric surfactants, preservatives, form and viscosity boosters, functional additives, pearlizers, syndet
and transparent bathing bars. With over 100 + solutions, global reach and excellent technical and customer
support, their sustainable, environment friendly solutions are designed to make their customers win.

Hair Care
Hair care, an 80 Billion USD industry today, comprises of multiple segments – shampoos, medicated formulations,
conditioners, hair loss treatments, styling agents, colourants, perms and relaxants. It is perhaps the most diverse
sub-segment within the beauty and personal care space.

Their comprehensive product portfolio which comprises of anionic, cationic, non-ionic, amphoteric surfactants,
foam and viscosity boosters, sulfate-free mild surfactants, preservatives, functional actives and blends finds
application across formulations within the hair care space. Be it cleansing, foaming, mildness, conditioning,
natural, preservative free or premium hair care, their extensive product basket lets you choose and customise
products as per your needs.

Sun Care

Sun Protection is a necessity today. A 13 Billion USD Industry, Sun Care today is not only about
anti-tan and sun protection but also about products that offer additional value-added benefits such
as anti-pollution, hair color protection, anti-aging and moisturisation.

Innovative Ingredients such as Galaxy Sunbeat (water-soluble ingredient), blends such as

Galshield UV Care and Galshield UV Care Plus have been designed to give your brands just the
edge it needs in the market place An in-house dedicated application team, expertise across
formulations, customer centric approach and an extensive and sustainable basket of products have
ensured Galaxy become the preferred supplier for sun care brands globally.

Oral Care

Healthy teeth not only make you look better but also boost confidence. Oral Care, which
comprises of brushing, flossing, gum simulation and oral irrigation is an integral part of our daily
lives. A 45 Billon USD Market; Oral Care today is more about natural, mild and innovative
solutions.

Galaxy’s comprehensive portfolio of anionic surfactants (Sodium Lauryl Sulphate) and mild
surfactants; customised as per the formulation requirements (Needles/Powder/Granules/Liquid)
has ensured value creation at all levels for their customers

Baby Care
Baby Care is the most sensitive and delicate segment within the personal care space.
Mild – sulfate free, natural, non-toxic, preservatives and minerals free are the buzz words
dominating this industry today. One of the fastest growing legs within the beauty and personal
care space, baby care as an industry runs high on trust and reliability. Consumers want reliable
products, and customers are looking for more innovative and dependable personal care ingredient
manufacturers

Galaxy, through its continual innovation, expertise and experience, has over the last decade
developed ingredients which are not only gentle to the skin but also sulfate free, preservatives
free, natural and minerals free.

Home Care

A 150 Billion USD industry that has segments like laundry care, dishwashing, air care, surface
care and brands that appeal to all income groups and influences millions of lives daily – Home
Care today is an integral part of our well-being.

Sustainable, time saving, efficient, high on hygiene and performance solutions are the buzz words
that have captured the industry’s imagination.

Galaxy range of performance surfactants includes anionic, non-ionic, cationic and amphoteric
surfactants and innovative home care solutions – sustainable, water efficient and high on
performance blends. It is through this diverse and comprehensive range of ingredients; Galaxy has
created a unique value proposition for its customers- customised solutions not only for the present
but also for the future
 ECONOMICS

   Identify the Competitors of the product

Pidilite
Pidilite is a consumer centric company committed to quality and innovation. For decades, they have been
pioneering products for small to large applications, at home and industry, which have forged strong bonds
with people from all walks of life.

From adhesives, sealants, waterproofing solutions and construction chemicals to arts & crafts, industrial
resins, polymers and more, their product portfolio is as diverse as it is ever-evolving. Today, their brands
are trusted household and industrial names, and they are the market leader in adhesives.

A robust and growing network makes their products accessible across demographics and geographies.

They also embrace their responsibility towards the community through social initiatives in rural
development, education and healthcare.

Vishnu Chemicals
Vishnu Chemicals has consistently evolved by imbibing global competencies and adding capabilities that
keep customers ahead of competitors. As a pure play chemical manufacturer, They have today
consolidated their position as a dependable supplier for global companies across steel, glass,
pharmaceutical, pigments and dyes, leather and allied industries.

Their supply footprint includes all the major geographies including Asia, China, South East Asia, Europe,
UK, North, South and Central America, Africa among others. Based out of Hyderabad, India, their three
world-class manufacturing facilities are certified at global standards for quality and manufacturing
excellence.
Do Demand forecasting of the product for the next two year

DEMAND FORCASTING
2500

2000
f(x) = 68.4838181818182 x − 136525.004181818
R² = 0.808432530504218
1500

1000

500

0
2012 2014 2016 2018 2020 2022 2024

Year 2021 2022 2023

Sales 1816.62 1949.3 2017.78

 Is your forecast matching with the company plans?

Ans. The forecast above matches the companies plan to some extent as the company has not
mentioned or released in any such information for their future years, they have mentioned it in a
generic way by mentioning that they would be optimizing their sales.
What steps is the company taking to meet its proposed forecast demand?

Demand forecast for the 2 competitors and analyze the trend

Pidilite LTD.
Year 2021 2022 2023

sales 6216.33 3502.1 3541.04

Vishnu Chemicals

Year 2021 2022 2023

Sales 573.1 673.96 711.56

Sales forecasting helps with business planning, budgeting and goal setting. Once you have a good understanding
of what your future sales could look like, you can begin to develop an informed procurement strategy to make
sure you supply matches customer demand. According to the forecast it is being assumed that the company will
grow in the upcoming years as they can see that they are getting an upward moving trend line. It is a signal that
the demand for the asset is greater than the supply, and is used to suggest that the price is likely to continue
heading upward.

Vision
delight customers; be a partner of choice, and a global leader of surfactants and specialty chemicals to the
personal & home care industry with a commitment to a cleaner and safer environment and delivering
consistently above average returns to the investors

Mission

To be a brand of Global Eminence through best-in-class value delivery by high quality people.

PRODUCT PORTFOLIOS

FATTY ALCOHOL SULFATES

Fatty alcohol sulfates are primary anionic surfactants which provide excellent foaming and cleansing
properties to personal care and home care products. Galaxy offers a wide range of these surfactants
available in different salt forms (e.g. sodium, ammonium) and also in different carbon chains.
Ammonium lauryl sulfate offers improved solubility and mildness. All these grades are available in
various physical forms and also with high purity which are easily dispersed in water.

FATTY ALCOHOL ETHOXYLATES

Fatty alcohol ethoxylates are available under the Galaxy MW series of products which are non-ionic
surface-active agents derived from natural fatty alcohols. These nonionic are applied in a wide variety of
applications and their function is strongly dependent on the chemical composition. The
Hydrophilic/Lipophilic Balance determines which nonionic is best for a certain application (HLB).
Detergents (wetting agents, emulsifiers), personal hygiene products (shampoos, emollients, foam
boosters, Viscosity builders), leather (degreasing, wetting), textile paints, and agriculture (emulsifiers,
dispersion) all use the HLB value to determine their qualities. And all of these characteristics have
numerous industrial applications, both commercial and household.

Galaxy Surfactants produces a comprehensive range of non-ionic fatty alcohol ethoxylates that are
custom-made to meet the needs of certain moles and products.

Foam Viscosity Boosters

BETAINES Fatty alkyl (amido) betaines/sulfobetaines are amphoteric surfactants, zwitterionic in
nature. They have excellent foam boosting/stabilizing capability and help in building viscosity of
anionic based formulations. It also reduces the irritancy of SLS based formulations.
ALKANOLAMIDES Fatty alkanolamides are non-ionic surfactants that provide excellent viscosity
building and foam stabilization in personal care products. They are also widely used as a lather
stabilizer for laundry and dishwash detergents
AMINE OXIDES These exhibit wetting, emulsifying, cleaning, foam stabilizing and thickening
properties in various formulations.
Mild Surfactants
Mild cleansing is one of the growing needs in personal cleansing industry. Cleansing technology has
come a long way from "cleansing only" concept to one that includes other benefits such as mildness,
moisturization, etc. Mild Cleansing is nothing but cleansing without disturbing the biological function
of stratum corneum, the uppermost layer of skin. Galaxy's Mild Amino Acid Technology is the
ultimate step towards mild cleansing. These surfactants have enabled in developing cleansers with
significantly reduced drying and damaging potential and truly emerged as moisturizing mild
surfactants.

 AMINO ACID BASED SURFACTANTS - Glycinates, Sarcosinates, Taurates, Glutamates.

 ISETHIONATES
 SULFOSUCCINATES
 ALKYL POLYGLUCOSIDES

Pearlizers
LIQUID PEARLIZERS
Cold processable, pumpable, pearlshine concentrates.
SOLID PEARLIZERS
Pearlizing agent in Personal & Home Care Products.

Surfactant Blends
These are Synergistic Surfactant mixes/blends aimed to provide consistent high performance,
enabling users to make a range of personal care rinse off products along with products in home care
category. These are very easy to use ready surfactant bases providing power to Formulators to make
Products with differentiated claims.

Syndets & TBB

Galaxy Syndets and Galaxy TBB bear testimony to Galaxy's mastery in Surfactant Chemistry, Technology
and Formulation/Application Development.They are truly innovative examples orEngineering the Art of
Chemistry.

Galaxy Syndets are bathing bar bases, supplied in the form of noodles, for preparation of soap free 'Skin
to Neutral pH' syndet bathing bars as well as Combo bathing bars.

Galaxy has several grades of Syndet Noodles with differentiated benefits, concluded with application
studies and in-house clinical tests. Galaxy Syndets are 'Ready-to-Use' bases and can also be processed on
conventional Soap manufacturing set-up. Thus, it enables Soap and other Bathing bar manufacturers to
create premium, innovative, and customized products without spending much time on product
development.
Sunscreen Formulation
By now, you've probably heard how crucial the formulation of sunscreen lotion is for your skin's
general health and look. Wearing sunscreen creams every day is an important component of your
skincare regimen; if you don't, you're exposing your sensitive facial skin to harmful UV rays.
However, there are a number of additional advantages to using an excellent sunscreen formulation,
including the following:

Maintains an Even Skin Tone — Applying sunscreen to your face can help maintain an even skin
tone. Uneven skin tones are caused by a variety of factors, including sun exposure, which may be
mitigated by wearing sunscreen.

Sun Protection – One of the most important features of sunscreen is that it offers broad-spectrum
protection from the sun's damaging UV radiation. Sunscreen truly helps to prevent UV rays from
penetrating the skin and causing a range of skin problems.
Prevents Premature Aging Symptoms – Excessive sun exposure can exacerbate the appearance of
fine lines and wrinkles. Sunscreen can function as UV filters, preventing the detrimental effects of
ageing and restoring youthful, vibrant, and healthy skin.
Lowers Cancer Chance – Sunscreen is extremely effective in lowering the risk of developing a range
of skin cancers, particularly melanoma. This kind of skin cancer is known to be exceedingly
aggressive and can be fatal for many women, especially those in their twenties.
Overall Healthy Skin – Using sunscreen protects important proteins in the skin such as titanium
dioxide and zinc oxide, making it healthier overall. These additions are largely responsible for UV
protection, as well as a healthy appearance and function for the skin.

They at Galaxy offer unique sun protection solutions that are mineral UV filter and water-resistant
for greater efficacy on your daily use formulations, as they believe sunscreen products are now a
vital component of routine skin care.

Functional Actives
 Emollients

 Conditioning Agents

 Hair Colour Protector

 Scalp Care

 Anti-Microbials
Preservatives and Blends
Preservative systems are essential in most formulations because they ensure product safety and
integrity, notably in cosmetics products. Preservatives in cosmetics such as sorbic acid and
phenoxyethanol answer the demand for broad-spectrum, efficient protection formulas. These are
chemical compounds that protect sensitive skin from skin irritants.

Food, drinks, pharmaceutical medications, paints, biological samples, cosmetics, wood, and a variety
of other things include concentrations of phenoxyethanol that inhibit microbial growth breakdown
or undesired chemical changes. Apart from being phenoxyethanol safe, you can also use it to keep
your products from losing their strength or rotting because it's one of the finest preservatives in
cosmetics.

Phenoxyethanol in cosmetics is added for a variety of reasons, including:

 Protection against microbiological growth

 Helps to keep product stable.

 Antioxidant properties.

Major competitors

Pidilite
Pidilite is a consumer centric company committed to quality and innovation. For decades, they have been
pioneering products for small to large applications, at home and industry, which have forged strong bonds
with people from all walks of life.

From adhesives, sealants, waterproofing solutions and construction chemicals to arts & crafts, industrial
resins, polymers and more, their product portfolio is as diverse as it is ever-evolving. Today, their brands
are trusted household and industrial names, and they are the market leader in adhesives.

A robust and growing network makes their products accessible across demographics and geographies.

They also embrace their responsibility towards the community through social initiatives in rural
development, education and healthcare.

Vishnu Chemicals
Vishnu Chemicals has consistently evolved by imbibing global competencies and adding capabilities that
keep customers ahead of competitors. As a pure play chemical manufacturer, they have today consolidated
their position as a dependable supplier for global companies across steel, glass, pharmaceutical, pigments
and dyes, leather and allied industries.

Their supply footprint includes all the major geographies including Asia, China, South East Asia, Europe,
UK, North, South and Central America, Africa among others. Based out of Hyderabad, India, their three
world-class manufacturing facilities are certified at global standards for quality and manufacturing
excellence
Unprofitable Products

Deeper understanding and insights on challenges of preservation of personal care products have
resulted in development of Galguard Trident, a specialised blend that is free of toxic antimicrobials.
Galshield UVcare, an optimised sunscreen blend was successfully launched in FY 2015-16 enabling
ease of processing for their customers. Galaxy has introduced “cold process” blend for ease of its use
in formulation, reduction of heating time and increasing throughput for their customer. Galaxy also
introduced various blends and sulfate-free products in its portfolio that reduced energy
consumption and health concerns for their customers. New sustainable product launches include
“Galsoft SCGL” manufactured based on their patented nontoxic proprietary catalyst and on Green
Chemistry Principles. They have successfully developed and launched Sulfate Free, Mild Surfactants
based Transparent Bathing Bar “Galaxy SN 960 SF” and “Galaxy SN 967 SF” for both international
and domestic market.

Their Sodium Lauryl Sulfate range of products has ECOCERT attestation. ECOCERT, a voluntary
certification system, ensures that a product is natural and environmentally-friendly throughout its
life cycle and satisfies the minimum threshold of natural and organic ingredients. It thoroughly
analyses the complete production process of a product, beginning with the sourcing of its raw
materials, the manufacturing process, and the final finished product and its packaging.

SWOT Analysis

Strengths of Galaxy Surfactants

Strengths are the firm's capabilities and resources that it can use to design, develop,
and sustain competitive advantage in the marketplace

- Market Leadership Position - Galaxy Surfactants has a strong market leadership

position in the Chemical Manufacturing industry. It has helped the company to
rapidly scale new products successes.

- First mover advantage in the increasingly crowded market place. The new
products are rapidly increasing Galaxy Surfactants market share in the Chemical
Manufacturing industry.
- High margins compare to Chemical Manufacturing industry's competitors - Even
though Galaxy Surfactants is facing downward pressure on profitability, compare to
competitors it is still racking in higher profit margins.

- Talent management at Galaxy Surfactants and skill development of the employees

- Human resources are integral to the success of Galaxy Surfactants in Chemical
Manufacturing industry.

- Success of new product mix - Galaxy Surfactants provides exhaustive product mix
options to its customers. It helps the company in catering to various customers
segments in the Chemical Manufacturing industry.

- Strong brand recognition - Galaxy Surfactants products have strong brand

recognition in the Chemical Manufacturing industry. This has enabled the company
to charge a premium compare to its competitors in Chemical Manufacturing
industry.

Weaknesses of Galaxy Surfactants

Weaknesses of Galaxy Surfactants can either be absence of strengths or resources of

capabilities that are required but at present the organization doesn't have. Decision
makers have to be certain if the weakness is present because of lack of strategic
planning or as a result of strategic choice.

- Declining market share of Galaxy Surfactants with increasing revenues - the

Chemical Manufacturing industry is growing faster than the company. In such a
scenario Galaxy Surfactants has to carefully analyze the various trends within the
Basic Materials sector and figure out what it needs to do to drive future growth.

- Extra cost of building new supply chain and logistics network - Internet and
Artificial Intelligence has significantly altered the business model in the Basic
Materials industry and given the decreasing significance of the dealer network Galaxy
Surfactants has to build a new robust supply chain network. That can be extremely
expensive.

- Low investments into Galaxy Surfactants's customer oriented services - This

can lead to competitors gaining advantage in near future. Galaxy Surfactants needs
to increase investment into research and development especially in customer
services oriented applications.
- Niche markets and local monopolies that company’s like Galaxy Surfactants able
to exploit are fast disappearing. The customer network that Galaxy Surfactants has
promoted is proving less and less effective.

- High cost of replacing existing experts within the Galaxy Surfactants. Few

employees are responsible for the Galaxy Surfactants's knowledge base and
replacing them will be extremely difficult in the present conditions.

- Declining per unit revenue for Galaxy Surfactants - competitiveness in the

industryname industry is putting downward pressure on the profitability. A starting
guide to manage this situation for companyname is – objectively assessing the
present value propositions of the various products.

Opportunities for Galaxy Surfactants

 Rapid Expansion of Economy As the US economy is improving faster than any

other developed economy, it will provide Galaxy Surfactants an opportunity to
expand into the US market. Galaxy Surfactants already have know-how to operate
into the competitive US market.

- Local Collaboration - Tie-up with local players can also provide opportunities of
growth for the Galaxy Surfactants in international markets. The local players have
local expertise while Galaxy Surfactants can bring global processes and execution
expertise on table.

- Accelerated technological innovations and advances are improving industrial

productivity, allowing suppliers to manufacture vast array of products and services.
This can help Galaxy Surfactants to significantly venture into adjacent products.

- Trend of customers migrating to higher end products - It represents great

opportunity for Galaxy Surfactants, as the firm has strong brand recognition in the
premium segment, customers have experience with excellent customer services
provided by Galaxy Surfactants brands in the lower segment. It can be a win-win for
the company and provides an opportunity to increase the profitability.

- Customer preferences are fast changing - Driven by rising disposable incomes,

easy access to information, and fast adoption of technological products, customers
today are more willing to experiment / try new products in the market. Galaxy
Surfactants has to carefully monitor not only wider trends within the Chemical
Manufacturing industry but also in the wider Basic Materials sector.
- Increasing customer base in lower segments - As customers have to migrate
from un-organized operators in the Basic Materials industry to licensed players. It will
provide Galaxy Surfactants an opportunity to penetrate entry level market with a no-
frill offering.

Threats to Galaxy Surfactants

Threats are factors that can be potential dangers to the firm's business models
because of changes in macro economic factors and changing consumer perceptions.
Threats can be managed but not controlled.

- Growing technological expertise of local players in the export market - One of

the biggest threat of tie-up with the local players in the export market for Galaxy
Surfactants is threat of losing IPR. The intellectual property rights framework is not
very strong in emerging markets especially in China.

- Distrust of institutions and increasing threat of legal actions for Galaxy

Surfactants - As the WTO regulations and laws are difficult to enforce in various
markets. Legal procedures have become expensive and long drawn process. It can
lead to less investment into emerging markets by Galaxy Surfactants thus resulting in
slower growth.

- Changing demographics - As the babyboomers are retiring and new generation

finding hard to replace their purchasing power. This can lead to higher profits in the
short run for Galaxy Surfactants but reducing margins over the long run as young
people are less brand loyal and more open to experimentation.

- Changing political environment with US and China trade war, Brexit impacting

European Union, and overall instability in the middle east can impact Galaxy
Surfactants business both in local market and in international market.

- Shortage of skilled human resources - Given the high turnover of employees and
increasing dependence on innovative solution, companyname can face skilled human
resources challenges in the near future.

- Commoditization of the product segment - The biggest challenge for Galaxy

Surfactants and other players in the industry is the increasing commoditization of the
products in Basic Materials industry.
Digital Marketing

Q1. What are the social media platforms used by the company as of October 2021?

A1. The social media platforms used by the company as of October 2021:

Facebook

YouTube

LinkedIn

Q2. How many people are following conpany’s social media handles?

A2. No of followers for each digital platform for the assigned company:

Facebook - 802 people like this

899 people follow this

YouTube - 628 subscribers

LinkedIn – 40,992 followers

Q3. What is the most popular social media platform and why?

A3. Linked is the most popular social media platform because the company has its
maximum followers there and it also regularly posts relevant things about the
company on it which help in getting its target audience.

Q4. How often posts are being shared by the users?

A4. Frequency of posts on each social media platform (Per day/time/ Weekly/
monthly)

Facebook – Almost Daily

YouTube – Occasionally

LinkedIn – Weekly Twice or Three times

Q5. Which is the fastest growing social media platform for them?

A5. LinkedIn

Q6. What’s the best time to post on social media for the company?

A6. The best times to post on social media overall is 10:00 AM on Tuesdays, Wednesdays, and
Thursdays.

 The best time to post on Facebook is 8:00 AM to 12:00 PM on Tuesdays and Thursdays.

 The best time to post on Instagram is 11:00 AM on Wednesdays.

 The best time to post on Twitter is 8:00 AM on Mondays and Thursdays.

 The best time to post on LinkedIn is 9:00 AM on Tuesdays and Wednesdays.

- The best time may differ from company to company to fit with their specific audience
behaviour.

Q7. How often should they post on social media?

A7. The company should post regularly on the social media. This is because this will also act as
a mode of promotion and the company will be able to attract customers and target the audience.

Q8. Which social media platform should they use to sell their products and services?

A8. The company can use YouTube to sell its product or service. This is because the product or
service can be converted to a video which can be eye catching

Q9. What kind of content should they post?

A9. They should post the content which will be relating to the business and having some social
messages for the society. For example, when they are launching new products, how it will be
benefit for the societies and will it be safe and how to have proper allocation of resources. Social
messages examples festivals wishing and quotes of big authors etc.

Q10. What kind of content format they should use?

A10.

Q11. How can they increase followers on social media?

A11. They can increase followers only if they increase the post and they can create promotion so
that the position of the product can happen, and they can reach to more and more customers.
Because if they post less than it will be a simple account in the social media platform. So, they
need to have posts and that to it should be useful so that the customer will be having interest to
check the page and then they can be attracted.

Q12. What is the company’s overall purpose for having social media profiles?

A12. In today’s world technology is the thing from which they can reach the whole world without
depending on and spending much more in the physical mode. So, in simple terms technology
makes it simples and they can reach to more and more customers with a creative’s posts and
promotion of product. So, therefore they need to maintain social media profile.

Q13. Who is the target audience of the company in social media platforms?

A13. The target audience of GALAXY SURFACTANTS is other company because it is a b2b
company and does not provide any customer products. As its main product is soda ash so
companies like glass industries , chemical industries etc are basically its target audience.

Q14. What topics and sources of information from social media are most important to the
company?

A14.

Q15. What is your brand voice on social media?

A15. GALAXY SURFACTANTS's motto was Reuse, Recycle, Beat Plastic Pollution and Save the
environment.