Moser Baer: Growth through Diversification


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Case Details:

Case Code : BSTR283
Case Length : 14 Pages
Period : 1986-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Moser Baer
Industry : Consumer Electronics
Themes: Diversification
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

In 1986, Puri retained the Moser Baer name when he ventured into manufacturing floppy disks4. Right from its initial days, the company concentrated on maintaining high quality standards at the lowest cost.

However, its long-term success was due to its ability to keep up with changes in storage media technology.

Although the company was a little late in entering the CD-R5 market, it managed to quickly expand its CD-R production capacity by the late 1990s. As for DVDs6, the company had installed capacity to manufacture millions of these disks even before the demand for them started to increase.

By 2007, Moser Baer had become the world's second largest manufacturer of optical storage media (CDs and DVDs), after CMC Magnetics Corporation7.8

The company exported its products to over 82 countries, servicing these markets through six marketing offices in India, the United States, and Europe. It exported 85 percent of its output and had a 60 percent share of the Indian market.

Meanwhile, the company also entered new businesses. In 2005, Moser Baer entered the solar energy business and created a subsidiary Moser Baer PhotoVoltaic Ltd. (MBPV). In 2006, MBPV made a strategic minority investment9 in Stion Corporation (Stion). Stion, formerly known as NStructures, was a nanostructures10 technology company based in California...

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4] Floppy disks or floppies are removable data storage media. They are composed of disks of thin, flexible magnetic storage medium encased in square/rectangular plastic shells.

5] CD-R or Recordable CD is a disk used to record digital information using a special recorder and pre-mastering software.

6] DVD or Digital Versatile Disk is an optical disk that can store information up to 4.7 Giga Bytes (single layer) and 8.5 GB (double layer).

7] CMC Magnetics Corporation is a Taiwanese company and is the world's largest optical disk manufacturer. It sells CD-R, CD-RW, DVD-R, DVD-RW, and floppy diskettes under the CMC brand. It is also the exclusive distributor of the Philips brand of optical storage media for the Americas (Source: www.cmcdisc.com)

8] Shalini S. Dagar, "Reinventing Moser Baer,"www.businesstoday.com, May 06, 2007.

9] Strategic minority investments refer to investments made by corporates in young companies that offer to bring something of value to the corporate itself. The aim may be to gain access to a particular product (raw material or finished product) or technology or to support young companies that could become future customers for the corporate's products. (Source: www.lse.co.uk)

10] A material structure assembled from a layer or cluster of atoms with size of the order of nanometers (one-billionth of a meter or 10-9 m).



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