Internal Growth (Articles)

1. How dukawallah family built top supermarket brand 
(http://www.businessdailyafrica.com/How-dukawallah-family-built-top-supermarket-brand/-/1248928/2031994/-/fqmaqwz/-/index.html)

Chandarana Food Plus supermaket has shown a clear example of the internal growth. In 1964, the founder of the supermaket, Shantilal Mulji Thakkar, opened his first grocery store. Shantilal was known as a seller who offered his costumers mainly spices, powders and brown paper packets of grains which later created a synonymom "Indian food and Spices" for his company. After Shantilal's death, his sons (Anil, Sanjay and Dipin) took the family business under control. By expanding the grocery that originally targeted only Asian community changed into a "Kenya's most affluent and niche supermarket brand." In the last 50 years, Chandarana Food Plus supermarket has grown from one branch to eight. Even the number of employees rapidly increased. From 12 employees to 500. Fifty years ago, Chandarana had been selling approximately 500 products. Now, they have been offering customers more than 20,000. Chandarana even managed to change their logo "Chandarana Supermarkets" to "Chandarana Food Plus". Internal growth that has been this family brand performing built one of the top supermarket brands!

2. Growing business by developing products and markets -  A Beiersdorf case study
(http://businesscasestudies.co.uk/beiersdorf/growing-a-business-by-developing-products-and-markets/growth.html#axzz2hotAZZ2m)

Beiersdorf is a skincare company behind many famous brands such as NIVEA, ELASTOPLAX, ATRIXO and EUCERIN. The company was first found in 1911 by German phermacist, Paul Beiersdorf. The first product they developed was NIVEA cream. This was the beginning of NIVEA, which is now considered to be one of the world's largest skincare brands. Their huge success is probably a result of a very good marketing strategy. For example: They have been regularly expanding their portfolio in line with changing consumer demand. To be more specific, in 1980s the company started to offer new products such as sun protection, soaps or bath and shower products. Another example of the company's internal growth is introduction of the first mass market male skincare brand called NIVEA FOR MEN. As NIVEA FOR MEN entered the market back in 1998, the company became even more successful among the costumers. It started to target not only women who like to pamper themselves but men too. Therefore, their target population increased and so did the sales. Beiersdorf has also expanded into many European economies which made the company and its products more available.