STRATEGIC TRANSFORMATION OF GLOBAL GRAPHICS

The case study under analysis is strategic change in GLOBAL GRAPHICS, a Bangalore-based corrugation and offset printing firm which works in the sphere of sustainable packaging. The paper discusses the main operational and strategic issues of the firm such as fluctuations in the price of raw materials, poor brand positioning, poor digital presence, pressure on machinery upgrades, and poor capacity utilization. The study notes the increased topicality of sustainable packaging in a resort to a circular economy, when companies are doing away with single-use plastics in favor of recyclable and biodegradable materials. The methodological frameworks used in the case include internal procurement data, competitor benchmarking, interviews with clients, analysis of cost structure, SWOT, Porters Five Forces, break-even analysis and sustainability lifecycle comparison. The consulting intervention suggests a multi-dimensional transformation plan: strategic procurement contracts with 23 suppliers, bulk purchasing, automatic scrap recycling of internal, and quarterly price review machines to stabilize the margins. A repositioning campaign manifests the company as a box manufacturer as a company that does high- quality printing and packaging as well as sustainable, and allows it to charge premium prices and even be competitive. Inbound generation of leads is increased by digital transformation by LinkedIn B2B content and storytelling of ESGs and website redesign. Other enhancements include optimization of capacity and gradual automation of machinery to enhance efficiency. The results show that strategic repositioning along with procurement optimization and sustainability-based marketing contributes greatly to the maintenance of the margin, brand equity, and long-term competitiveness. The case shows that MSME manufacturing companies can cease price competition and shift into value-based sustainability leadership and be in sync with international Sustainable Development Goals (SDGs).