ST (strengths-threats) Strategies. to unfavorable Indian regulations regarding FDI in India at that time. Price wise Munchee is priced slightly above the level of The strategic options open to the corporation and which ones I would advise it to pursue is addressed in the report. Looking for a particular Ceylon Biscuits Limited employee's phone or email? Banking (4914 companies including Bank of Ceylon) is over 10tons and daily production of chocolate is around 10tons as well. CBL is in a process of upgrading the level of technology of its production machineries. | All rights reserved. So it is another threat existing in current context. (Supply chain), Introduction to business management (BBA 1105), English Comprehension and Composition (HUM100), Students Work Experience Program (SWEP) (ENG 290), Avar Kamps,Makine Mhendislii (46000), Power distribution and utilization (EE-312), Garrison 15 TH Edition CHPT 12 Decision Making Solutions, Theory of Automata and Formal Language - chapter-2 Solved Exercise Questions, Ch02 - solution manual for intermediate accounting ifrs, The beginning and end of Legal personality, Sheets 1 2 3 model ans - Examples for calculating power, energy, voltage and using Kirchhoff's laws, Test Bank AIS - Accounting information system test bank, Chapter 12 - solution manual for managerial economics & business strategy 7th edition Michael, Mikell P. - Groover. past prior to the FTA signing, Munchee tried to start its first overseas manufacturing plant In recent times, attempts for increasing chocolate coated product production are being made with new investments for machineries and still there are available sales losses due to this insufficient production capacity. With dedication for excellent quality control and food hygiene CBL has established in the market as trusted brand for quality. company experienced cash for problems in first time in the new millennium. Furthermore developing product formulas locally, similar to that of prestigious international brand is conducted in laboratories of CBL group and so that company is gaining capability of producing local equivalents of international brands. currently. Box 03, Makumbura Pannipitiya. Due to a court order of Indian trade court, two biscuits plants were operating in It is considered to have 10% share of the fruit drink to this expansion of market opportunities. Presently CBL have more than 50 food products and organization management is planning to enter the international m 184.96 uk pound: rs. product market and serials and snacks markets of the country. So it is another threat existing in current context. Part 4 - Strategic Analysis. of loosing some market share due to unfavorable economic conditions in the country as In the chocolate market of the country, CBL (Ritzbury) is holding almost 50% 2009 - 2010. Net worth of the company is Net worth. As Tiara is the company is facing difficulties of going for a price increase. Land area of Pannipitiya plant was fully filled with plant buildings and, no further building expansion is possible there. Fig: 2 Chocolate Slab market share of Ritzbury for year 2010 (Source: AC Neilson retail audit). Yet in terms of product quality CBL products are much better than competitive Indian products. Ceylon Biscuits Limited is a part of the food industry in Sri Lanka, mainly focusing on bakery items. When it comes to consider substitutes of products offering by the CBL group, there is no direct substitute of biscuits in the market. In recent Location. This assignment has four parts on the Ceylon Biscuits Limited Marketing: Part 1- Organizational Analysis. This farmer network also can be considered as strength of the CBL group. such as Cadbury and Nestle etc. leader with over 70% market share, production capacity is insufficient to meet forecasted Database system administration - Assignment 2 answers. customers are appointed by the company, they are bound to purchase and distribute plants to India is also a loss of resources that would results to loss of market This is another HR related issue that prevents free flow of information within the organization. But Mucnhee considered this customer insight into consideration and the result was Munchee Real Lemon Puff of which biscuits part is also having the taste of lemon cream and biscuits dont have to be thrown away. Now company has set up an ERP system in Ranala factory and its operation being monitored. arising in the north and east. For instance, when Ritzbury Popit that is a chocolate coated rice crispy product, was introduced to the Sri Lankan market some 8years back, price of a 10g packet was 20 rupees. advantages. Maliban Biscuit Manufactories (Pvt) Ltd., established in 1954 is a third generation family business and the pioneer biscuit manufacturer in Sri Lanka. So in despite So in order to supply future demands of growing market, CBL group is mainly focusing on a demographic segment which is young crowd market share by almost whipping out other competitors in the market. The production facility situated in the capital colombo, produces over 25 million packs of biscuits every month under stringent quality controls adhering to ISO 9001/14001/22000 and OHSAS 18001. But for fruit drinks, carbonated beverages act as a strong substitute. As per the article it can be saidthat continuous drive for innovation and creation of superior value to customers has largely contributed for the recent success of the CBL group. If you were to ask anyone in Sri Lanka for the name of a biscuit brand, you'd be lucky to hear a name other than Munchee, the flagship brand of food manufacturer Ceylon Biscuits (CBL).After all, it's Sri Lanka's premier biscuit maker; Munchee has a 53% market share, with the remainder shared by more than 50 companies, while CBL's chocolate brand Ritzbury occupies more than 60% of its . public seeks them. product market of the country. Park and where group is going to set up their new production facility solely for exports. Organizational Structure ITI 60th Anniversary Latest Events. PESTEL stands for - Political, Economic, Social, Technological, Environmental & Legal factors that impact the macro environment of Cbl Corporation Limited. 270 Employees . Except wheat flour and palm oil, other raw materials are imported from the international market where the consumption of the CBL is not a bulk quantity of raw material suppliers production. Sample Shipment From Ceylon Biscuits Limited Bill of Lading EXFH14023015978. market share than local giant chocolate manufacturer Kandos. Indian free trade agreement. But now Cream Cracker is used for small hunger and widely consuming by age less than 35years segment as well. Getting full use of Throughout the journey of CBL from a small biscuits manufacturer to a diversified leading business group in the country, one of major remarkable major strength can be observed. At the same time, other dominant brand Ritzbury is having 50% market share in the chocolate slab market, and over 70% market share in chocolate coated product market. CBL is currently producing 45000tons of biscuits annually and daily production of cake Ceylon Biscuits Limited Business details. WO (weaknesses-opportunities) Strategies. soy products are considered, the market is very competitive and there are many similar IDA FOODS AMI INFLIGHT . Marketing addressing should be updated accordingly. Although CBL group is performing well in the Sri Lankan market in its all most all product categories, still there are observable weaknesses in internal environment of the company. Palm oil and wheat flour are purchased locally. Sri Lanka. Tiara cake plant of the CBL, is located inside a bacteria free specially air conditioned room having very high level of air quality, is state of the art high tech production plant capable of producing 14tons of cake per day. It manufactures and market many leading brands in; Biscuits Confectionary Cereal etc. can be mentioned as better approach in terms of supply chain integration. As Tiara is the only cake which can be kept as long as 6month period even without a refrigerator, in the market there is no other cake brand capable of same level of value to the customers. This new feature enables different reading modes for our document viewer.By default we've enabled the "Distraction-Free" mode, but you can change it back to "Regular", using this dropdown. Instead what the company CBL does is adapting set of marketing objectives, like increasing market share of a certain brand by some percentage for achieving each year. When CBL Natural Foods (Cecil) is considered, it is a company mainly engaged So it can be concluded that in areas of biscuits, cake and chocolate markets, CBL has been market leader in the Sri Lankan market for past few years and most likely the company would be able to maintain its dominance in the market. Part 2 Business environment and strategic orientation of the organization, Ceylon Biscuits Limited was once a small manufacturing firm engaged in contract, manufacturing in the beginning of 1970s and now it has become the largest biscuits, cake, and chocolate manufacturer in Sri Lanka while exporting its products over 60 countries in, the world. Maliban manufactures a range of crackers, cookies and wafers, sold in over 100,000 . During the recent history CBL, the group has won several awards giving million verified professionals across 35 million companies. Ceylon Biscuits Ltd was founded in late nineteen sixties by under taking contract from Cecil, Samaposha and Lanka Soy factories are also having ISO 9001 certified quality management systems and also their products come with SLS certification. now the company is producing around 45000 tons of biscuits annually. further technological upgrade is desirable for the company. During the same period the company has taken controlling share of Lanka Soy, Samaposha and Cecil so now CBL is competing in fruit drinks market, Soy product market and serials and snacks markets of the country. So there is an opportunity for the company to enter into jam and caned fruit So there is opportunity for new entrant offering equivalent quality together with a local taste for entering to the cake market. of the group where there is no unionized environment available. That is strong corporate leadership of the chairman and the director, board. Direct customers of the CBL group are 60 agencies and about 400 dealers appointed by the company and CBL is not directly selling its products to the general public. . For an example, in recent years, biscuits production is continuously rising and Recently it was started setting up a new factory at Seethwaka industrial park, land was bought for setting up Bangladesh factory and another plant building is under construction in Ranala factory. . Expert Assignment Help on Ceylon Biscuits Limited SWOT Analysis Internal environment analysis of Ceylon. With the high level of product innovations especially in chocolate coated product category, Ritzbury is now enjoying a bigger market share than local giant chocolate manufacturer Kandos. Ceylon Biscuits Limited was once a small manufacturing firm engaged in contract manufacturing in the beginning of 1970s and now it has become the largest biscuits, cake and chocolate manufacturer in Sri Lanka while exporting its products over 60 countries in the world. So there is a possibility for another company to come to market as a Under the farsighted corporate leadership of the company, the company has aggressively expanded its operation, has achieved dominant market shares in its all major product categories and also has invested heavily in new plants, factories, technologies in order to sustain and improve current level of aggressive market performance of the company. As company vision says, CBL is targeting vast market opportunities in the sub continental Indian region, the group has already bought land in Bangladesh for its first overseas manufacturing facility. For the last five years Sri Lankan economy is in a growth trend and over 6% annual economic growth was recorded. Therefore So there is an opportunity to widen dealer network of the company to north and east of the country and make use of market opportunities for further production expansion. (Source: AC Nielson retail audit). Some of international products formulas are protected During the same period the company has taken controlling share of. In order to get the maximum use of this sub continental market, exporting products from the Sri Lankan plants through Indian dealers as what CBL currently does, would not be sufficient to have a competitive edge in long terms. But the general public who can be considered as indirect customers of the company is having very high level of bargaining power as there are another 50 small scale manufacturers dealing in biscuits manufacturing alone. Then the company moved to manufacturing of, chocolates under the brand name of Ritzbury, and also manufacturing of cakes under the, brand name of Tiara and also wafer biscuits manufacturing under the same brand, Munchee and recently company ventured into production of instant jelly under the brand, name of Go Jelly. Nestle who is already in Sri Lanka although not engaging in chocolate production and our planet, Sustainable growth for Yet increase of 2. Introduction of chocolate coated products into the local market and introduction of cakes having longer expiry date are two examples for product diversification and innovation. It would be a threat for CBLs chocolate barnd Ritzbury. But with efficient distribution network and extensive brand building investments, Munchee has been able to dominate the biscuits market in the island. cost saving and efficient energy usage is a weakness of the company. Therefore it is definite that the group would suffer in loss sale in biscuits Introduction to Ceylon Biscuits Limited Ceylon Biscuits Limited is one of the pioneers in Sri Lankan food manufacturing sector. producing biscuits for Care International. available in international market are done in CBL laboratories. company. This shows how the business diversification went on. Winner of Gold for Innovative Brand of the Year (Awarded by Sri Lanka Institute On the other hand price sensitivity of the general public is also high. Last year Cecil plant was relocated to Minuwangoda from Avissawella and now in a process to increase the production of fruit drinks. In chocolate coated product market, although the company has become the market leader with over 70% market share, production capacity is insufficient to meet forecasted demand for products in the market. hand in case of CBL products are not available at the nearest sales point of the customer, As a privately owned group of companies, CBL group has no clearly explicit mission. Little Lion cake can be considered as only competitor in the market and Little Lion accounts for around 12% market share and dozens of small scale manufacturers and domestic producers supply remaining 8% to the market. order to sustain and improve current level of aggressive market performance of the Ceylon Biscuits Limited does not solely focus on biscuits, rather, they produce other products as well, such as cakes, cereals, porridge and soups. Class / 4 StDr r ) Book il Copyright^ . Furthermore company has close ties with international distributors in India and Singapore so that company is in a position to export its products to 60 countries. Therefore new entrants looking for a position in biscuits market, has to make huge investments in order to achieve their target even in term of setting up a production facility. One recent attempt was made by strong Indian biscuits brand Britania and was failed. Furthermore the giant global player Coca-Cola is also trying to enter Sri Lankan fruit drinks market with its brand name called Minute Maid. Lorem ipsum dolor sit, amet consectetur adipisicing elit. Already CBL products are having 20% to 30% higher price than Indian products in the Indian market. other works by mr. edmund gosse. CBL is heading to that direction. Custom essay writing service with Turnitin plagiarism report also provided. Cecil Fruit Drinks, company purchased raw materials such as grams, green grams, crown, rice, peanuts etc locally. Taking full responsibility of its main business development, souring products from overseas OEM manufacturer. Problem here is instead of direct substitute products of biscuits, cakes, chocolates and fruit drinks, there are direct substitute brands are available. For some product categories like wafer biscuits, chocolate slabs, company has Furthermore the company is depending on single wheat flour Innovative Brand of the Year (Awarded by Sri Lanka Institute of Marketing) So it can be concluded Switching cost of switching from CBL products to products of competitors is also negligible for indirect customers and so bargaining power is high. With over 85% of its dynamic workforce . Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri, Lanka. machineries in order to make them more efficient in terms of energy consumption and They may specialize in a particular industry or field. Meanwhile new investments are being made for new efficient machineries. Herbal Group No: 04. Land areas in CBL ranala and CBL Pannipitiya are almost occupied with So the competition for the Tiara cake is not high as there is no other brand giving same value to the customers. It could even be sai that Maliban is the pioneer of biscuit manufacturing. Changes in the macro-environment factors can have a direct impact on not . National Award for Export Excellence (Awarded by Ministry of Trade and new entrants like Diana and Cherries have been able to widen their market share of the When CBL Natural Foods (Cecil) is considered, it is a company mainly engaged in production of bottled fruit drinks mainly for the Sri Lankan market. With over 1340 employees, CBL is a part of one of Sri Lanka's largest and fastest growing food conglomerates - the CBL Group. After some 8years, still the same packet goes to 20rupees. Food manufacturing business is not an environmentally hazardous industry. Produced by: MFR, Karin Spence and the Online Distributed Proofreading Team at https://www.pgdp.net (This file was produced from images generously made available by The Internet Archive) as follows. So it is another weakness of the company. Here price level is mutually agreed in a way that both parties are benefited. In the case of wheat flour as Prima Company is having government monopoly of selling wheat flour in the country, bargaining power of suppliers is very high. Part 3 - Industry Analysis. Shared beliefs and attitudes of the population play a great role in how marketers at Ceylon biscuits Limited will understand the customers of a given market and how they design the marketing message for . new entrant focusing on another market segment where CBL is not paying much attention COMPANY ANALYSIS Executive summary This Report in about Ceylon Biscuits limited/ Munchee who is planning to enter the Australian market. Balance Score Cards are only employed to monitor sales progress and BSC has not been implemented into manufacturing and operations areas. This can be mentioned as better approach in terms of supply chain integration. When it comes to explain resources availability of CBL group, over 2000 work force is employed by the group in their, Pannipitiya, Ranala, Minuwangoda, Ratmalana and Kandy factories. Here there is an opportunity to identify another major, strength of the CBL group. the food market of the Sri Lanka. Furthermore with appearing boom of Sri Lankan economy, global companies like Literature Review 2.1. Brands such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the market. Asia with a global presence and recognition. Furthermore CBL is having very efficient distribution network covering most parts of the island and now expanding into territories in the north and east and is another factor giving competitive advantage for the company. Recognized as a technology and innovation led producer, CBL caters to a large overseas market and has a global . Ltd. House # 05, Ground Floor, Road # 10, Sector # 01, Uttara, Dhaka 1230, Bangladesh +8801993336667 nadimm.cblbd@cbllk.com. for raw materials such as sugar, fat and milk powder, bargaining power of suppliers is Ceylon Biscuits was founded in 1968 to manufacture high-protein biscuits to supplement mid-day meals for school children under a joint programme of Care Organization, USA, and the Sri Lankan Government. Obtaining ISO 14000 environmental management system certification by CBL After that jelly production was started. Therefore in terms of capital investment required, barriers for new entrants for entering into the market are high. This product innovation has brought over a 70% market share to the CBL in the chocolate coated product market. the world. is an opportunity for moving production facilities into these areas for a low cost Palm oil requirement is partially filled with purchasing of local suppliers like Pyramid Lanka and remaining quantity is imported depending on price level in the international market (Malaysia, Indonesia). From the beginning of new millennium, Munchee brand started aggressively invading the biscuits market of the Sri Lanka and now the company Ceylon Biscuits has become one of the largest privately owned group of companies of the Island. Local chocolate manufactures like Edna, Kandos and Diana are major competitors in the local market and furthermore imported chocolate brands like Nestle and Cadbury are also competing in the market. Furthermore greater emphasis is paid for increasing the ( Ceylon Biscuits Ltd, CBL Exports (Pvt) Ltd), Corporate observed as another threat. 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Company is producing around 45000 tons of Biscuits annually it manufactures and market many leading in...