Book Title: Case Chronicles
Editors: Prof. Dr. Shraddha S. Bhandwalkar, Dr. Deepali S. Ubale and Dr. Shubhada A. Athavale
ISBN: 978-81-980078-8-9
Chapter: 5
DOI: https://doi.org/10.59646/cc5/274
Authors: Mrs. Prajakta R. Zirkande and Dr. Dnyanesh P. Bandgar
Abstract
Marvel Cement, a prominent regional player in north-eastern India, is pursuing an ambitious expansion into West Bengal and Bihar. The company’s recent rebranding and stock market listing underscore its growth trajectory. However, its 23% market share in the north-eastern region may not be sufficient to support successful expansion into these new territories. With market leaders like Ultratech Cement and ACC posing substantial competition and potential acquisition threats, Marvel Cement’s journey exemplifies the challenging transition from a regional stronghold to a national contender.
Keywords: Expansion, Strategic Positioning, New Market Entry
References
- Forbes India. https://www.forbesindia.com/
- PTI. (2023, Dec. 08). Business Standard. https://www.business-standard.com/
- CemNet.com, (2024, April 08). Indian cement leaders will expand capacity by 42.1Mta in FY24-25 (cemnet.com).
- India Brand Equity Foundation. (2024, May), Report on Cement Industry. https://www.ibef.org/industry/cement-presentation