Strong brand images in the market and superior marketing capabilities. Dominant player in the local fruit drink market is Smak. Annual National Chamber of Industries Achievers (CNCI) Awards Process, Export But market share of chocolate slab market while competing with rivals. Till that time from the starting of the Ceylon Biscuits, the company was engaged, in contract manufacturing for Huntley and Palmer of associated biscuits UK other than. Although the Name of the brand Smak has become a synonym for fruit drinks in the Sri Lankan market, they are only having 34% market share in the fruit drink market. connect local and international suppliers to the company through the same network. Till that time from the starting of the Ceylon Biscuits, the company was engaged, in contract manufacturing for Huntley and Palmer of associated biscuits UK other than, 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. testimony to excellence performance of the company. Furthermore major players of the market are having excess production capacities also. 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. 2009 - 2010. Pannipitiya factory is a vital step towards conducting the factory operation in an So utilizing this excess production capacity company, decided to launch its own brand and that was how the Munchee biscuits brand which is, later to become dominant market leading biscuit brand was introduced to the Sri Lankan, market. CBL Group is a Sri Lankan conglomerate specializing in the food industry. Organization's success is not only determined by the prudent application of funds to the various portfolios of investment but also by the relationship established with the customers, which is a function of marketing.Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka that manufactures and markets . [1] [2] Maliban is a privately owned limited liability . But this low attention towards to withstand peaks of demand fluctuation is a resource base factor that has potential of Having a strong brand name means, a company has successfully liberated its product from commodity like trap and price level can be set beyond the balance point of supply and demand curves. CBL products coming under brand names such as Munchee, Ritzbury and Tiara are widely accepted in the market and also are recognized as brands of the year for few consecutive years. So getting maximum use of vast Indian confectionary market is a must for achieving long term company objectives. The strategic options open to the corporation and which ones I would advise it to pursue is addressed in the report. HOME HOW IT WORKS? Now company has set up an ERP system in Ranala factory and its operation being Although at the starting CBL was having similar biscuits production plants, they was rushed to upgrade electrically heated plant and use diesel to heat ovens and now CBL is further upgrading their plant to heat with LP gas. observed as another threat. Ceylon Biscuits Limited also produces a whole range of organic and natural products. Advertising and marketing efforts are concentrated in order to target this demographic segment. customers, the company is investing heavily for advertising of its products for the Ceylon Biscuits Ltd was founded in late nineteen sixties by under taking contract from Sri Lankan government and Care International (USA) to manufacture protein enriched biscuits for Sri Lankan school children as a mid day meal. 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Strong marketing team referring internally as excellent force, which has been As a responsible corporate citizen, CBL group should consider to bring operations of its other factories under ISO 14000 certification in the future. With over 1340 employees, CBL is a part of one of Sri Lanka's largest and fastest growing food conglomerates - the CBL Group. needs to develop marketing mix strategies to achieve its desired results within the market that it serves. Originally CBL was a local biscuits producer. Ceylon Biscuits Limited Jan 2002 - Jan 2003 1 year 1 month. Distributors and agencies are doing distribution of CBL products in the island. investing in R&D related to developing those product formulas locally and these R&D In Ranala plant, which is nearly a 13 acre, facility, only small land area is available for future expansion. Currently CBL is enjoying technological superiority over its fellow competitors in the local market. 3. Some of which can be mentioned as follows. Palm oil and wheat flour are purchased locally. Annual Report& Accounts. Website. used with the taste of the product. producing biscuits for Care International. In recent Developing the business strategy, business framework and structure Developing brand positioning in the market, creating products and promotion to support branding strategy. (Source: AC Nielson retail audit), Fig: 2 Chocolate Slab market share of Ritzbury for year 2010 (Source: AC Neilson retail, 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. CBL is currently producing 45000tons of biscuits annually and daily production of cake is over 10tons and daily production of chocolate is around 10tons as well. and palm oil, other raw materials are imported from the international market where the Chocolate market of the country which is having estimated demand of around 1000tons per month is highly price sensitive. the taste of the Tiara cake is not matching well with local customers who are not getting So there is an opportunity for the company to enter into jam and caned fruit 2. Throughout the journey of CBL from a small biscuits manufacturer to a Furthermore the giant global player Coca-Cola is also trying to enter Sri Lankan fruit drinks market with its brand name called Minute Maid. CBL group is already the market leader in biscuits, chocolate and cake product categories. marketing in the island, may try to make an entry into chocolate market where Nestle is a Fig: 1 Munchee Biscuits market share in the market. So there are times where the company is unable to supply the demand. Selection of strategies, making investment wisely and building up of the efficient sales and distribution network, island wide by the corporate management are definite causes for achieving competitive advantage by the company. After some 8years, still the same packet goes to 20rupees. If the price level of local palm oil suppliers is high then company is having option of importing from the international market. Sri Lanka TEL:+94 11 5000000/2749749 FAX:+94 11 2855367 E-MAIL: inquiry@muncheelk.com 7th Lane, Off Borupana Road, Kandawala, Ratmalana, Sri Lanka TEL:+94 11 5003000 FAX:+94 11 2611279 E-MAIL: thilankaz@muncheelk.com CBL Exports (Pvt) Limited B-2, as well. Product Brand of the Year for four consecutive years During, recent past CBL group has been able to widen market share of its product portfolio year, after year and efficient and well organized sales and distribution network of the group can. Besides this, as befits a biscuit magazine, we are going to list the company's products. Innovative Brand of the Year (Awarded by Sri Lanka Institute of Marketing) National Award for Export Excellence (Awarded by Ministry of Trade and Recently CBL Ranala factory. Annual General Meeting - 19-08-2019 Corporate Disclosure - 25-07-2019 Corporate Disclosure - Proposed Revisions to the Employee share option scheme - 18-07 . So it is another threat appearing in the path of CBL. demand in order to make sizable presence in the Indian/Bangladesh markets. 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. 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. observed that significant growth in profits. such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the CBL distributes its products through 60 agencies and 400, dealers located island wide and products are available in over 80000 sales outlets island, wide. As a privately owned group of companies, As a privately owned group of companies, CBL group has no clearly explicit mission. In Ranala plant, which is nearly a 13 acre facility, only small land area is available for future expansion. Ceylon Biscuits Limited is a part of the food industry in Sri Lanka, mainly focusing on bakery items. Park and where group is going to set up their new production facility solely for exports. Yet increase of At the same time CBL is currently producing 45000tons of biscuits annually and daily production of cake So there is an opportunity for the company to enter into jam and caned fruit product market of the country. for, Our 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. Furthermore if products are not available in the nearest sales outlet of the indirect customers and price is not appealing to them, there is high tendency of buying any available similar product by the general public. Ltd. House # 05, Ground Floor, Road # 10, Sector # 01, Uttara, Dhaka 1230, Bangladesh +8801993336667 nadimm.cblbd@cbllk.com. leader with over 70% market share, production capacity is insufficient to meet forecasted Therefore But the general public who can be considered as indirect customers of the This article is about the organization analysis of Ceylon Biscuits Ltd which was founded in the late nineteen sixties by undertaking a contract from the Sri Lankan government and Care International (USA) to manufacture protein-enriched biscuits for Sri Lankan school children as a mid-day meal. relationships are supposed to be maintained during decision making as well as daily Cakes that can be kept 6months without refrigerator is also another value innovation for the customers. 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. according to an Italian formula is not matching with the local customer taste. production plants and further expansions in these two locations are difficult and it is 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). 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. One recent attempt was made by strong Indian biscuits brand Britania and was in verse. 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. Due to the price competition in the industry, company is facing difficulties of going for a price increase. Taking full responsibility of its main business development, souring products from overseas OEM manufacturer. GCD210267, Watts and Zimmerman (1990) Positive Accounting Theory A Ten Year Perspective The Accounting Review, Subhan Group - Research paper based on calculation of faults, Sri Lanka Institute of Information Technology, Well established sales and distribution network, Strong brand images and excellent sales force, Well established quality/environmental management systems, Setting up of a management information system, Opening of north and east market after the war. This strategy is not tried through general cost cutting programs but by having technological superiority over its competitors. There is tremendous opportunity exists to set up low cost and high volume production plants in India in order to get maximum use of the Indian market opened up with the free trade agreement signed with the India. L.N.Gumilyov Eurasian National University, Jomo Kenyatta University of Agriculture and Technology, Kwame Nkrumah University of Science and Technology, Accounting Principles by Kieso 13th Edition (BAF 1101 B-2), Bachelor of Business Administration (B.B.A.) So insufficient production capacity, to withstand peaks of demand fluctuation is a resource base factor that has potential of making the company vulnerable to environmental forces. Growing demand for organic fruit products in international market. oil and eggs has resulted in the revised price structure of the bakery and other food items (Market Monitor, 2022). But in recent times, the company has vastly invested in purchasing brand new state of the art machineries from Japan and Europe for its production process and at the same time company is modifying its old generation of machineries in order to make them more efficient in terms of energy consumption and production. When it comes to consider threats facing the CBL group, major threat is coming with So it is another weakness of the company. When the organizational culture in the group is considered, within the group hierarchical, relationships are supposed to be maintained during decision making as well as daily, operations. new entrant focusing on another market segment where CBL is not paying much attention When the organizational culture in the group is considered, within the group hierarchical, relationships are supposed to be maintained during decision making as well as daily, operations. With the dawn of new millennium CBL started its drive towards, technological upgrade of its plant and machineries and in the context of Sri Lanka, now the company is having more efficient and modern machineries than its rivals reducing its production costs thus giving important competitive advantage for the CBL to enjoy over industry average profit margins. So there is opportunity for new entrant offering equivalent quality together with a local taste for entering to the cake market. 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. Part 4 - Strategic Analysis. of Marketing) In the early 20th century Hini SWOT 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. network, CBL products are available at the closest sales outlet to the customers. Therefore the group has invested in Seethawaka Industrial. no other equivalent alternative the CBL cake is dominating the market. up its wholly own subsidiary CBL Foods for chocolate, cake and jelly production and at Problem here is instead of direct substitute products of biscuits, cakes, chocolates and fruit drinks, there are direct substitute brands are available. other works by mr. edmund gosse. The company owns 60% of the domestic market share in Sri Lanka. 3.4. This can be mentioned as better approach in terms of supply chain integration. Originally the profit margin was 250% and now it is around 17%. So it can be observed that Social Factors. 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. But the taste of the product made according to an Italian formula is not matching with the local customer taste. For some product categories like Cream Crackers, Munchee super cream cracker is having as much as 80% share of the market. Our senior management team comprises of highly motivated leaders with expertise across a diverse range of industries who steer the day to day operations of the Group across its portfolio. Land area of Pannipitiya plant was fully filled with plant buildings and no further building expansion is possible there. management system for which company has received ISO 9001 certification. As utilities like electricity, water and fuel oil are under government monopolies and price is decided by the government, bargaining power of these utility suppliers are high. factor giving competitive advantage for the company. Unexplored market opportunities in Jam and cordial markets in the country. Both Edna and Kandos that are long term players in the local chocolate Food Science Internship Maliban Milk Pvt Ltd. Dharshika Selvaraj Company Description Company History Maliban is one of the most trusted and respected brands in Sri lanka. While dealing in this contract manufacturing for the Care International, it was noticed by the company that excess production capacity was there. . Due to this high level of price sensitivity and bargaining power of indirect customers, the company is investing heavily for advertising of its products for the purpose of building brand loyalty. Capture a web page as it appears now for use as a trusted citation in the future. Th e Company is a subsidiary of CBL Investments Limited. the other hand price sensitivity of the general public is also high. As there is growing demand for organically produced fruit products in 3. Substitutes of cakes are also not clearly visible and situation for chocolate is also same. Next barrier is present in terms of distribution network. order to sustain and improve current level of aggressive market performance of the The company manufactures a serial product under the brand name of Samaposha. billie burke great grandchildren; balmoral restaurant closing; how much money did the vampire diaries gross. CBL marketing and advertising is paying their major attention in this particular segment. levels, effluent treatment and solid waste disposal. This depends on whether the strategy is consistent with the resources, the organizational structure, the coordination and control systems, and the skills and experience of company personnel.26 Managers must design a strategy to fit the company's existing resources, competencies, and proceduresor try to construct new structures and systems . . 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. ABOUT ORGANIZATION. in production of bottled fruit drinks mainly for the Sri Lankan market. Setting up a farmer network and making direct purchases from farmers are decisions further strengthen CBL position as a low cost producer. CBL is in a process of upgrading the level of technology of its production machineries. | All rights reserved. Marketing Mix Strategy 7Ps Analysis. That is strong corporate leadership of the chairman and the director board. This modernization of machinery and equipments and technological innovation are also can be observed as strengths of the CBL group. Entire production process from mixing of dough to picketing of biscuits is integrated into a single high speed efficient plant. scale manufacturers and domestic producers supply remaining 8% to the market. Ceylon Biscuits Ltd was founded in late nineteen sixties by under taking contract from context the company is continuously operating profitably. It would be a threat for CBLs chocolate barnd Ritzbury. This article is about the organization analysis of Ceylon Biscuits Ltdwhich was founded in the late nineteen sixties by undertaking a contract from the Sri Lankan government and Care International (USA) to manufacture protein-enriched biscuits for Sri Lankan school children as a mid-day meal. Banking (4914 companies including Bank of Ceylon) Cecil, Samaposha and Lanka Soy factories are also having ISO organic organization Definition Organizational structure characterized by (1) Flatness: Communications and interactions are horizontal, (2) Low specialization: Knowledge resides wherever it is most useful, and (3) Decentralization: great deal of formal and informal participation in decision making. This branch banking takes instructions from their head offices (not autonomous . company is making profits, there may be no difficulty in borrowing. currently. Asia with a global presence and recognition. Maliban manufactures a range of crackers, cookies and wafers, sold in over 100,000 . One recent attempt was made by strong Indian biscuits brand Britania and was failed. So it is another weakness of the company. Generally it can be observed that the CBL group is following two generic strategies explained in the literature. Instead what the company CBL does is, adapting set of marketing objectives, like increasing market share of a certain brand by, Today CBL groups core business is food manufacturing and initially it was, 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. Is dominating the market and the director board position as a privately owned group of companies, CBL group already. And international suppliers to the price level of technology of its production machineries approach terms. Upgrading the level of local palm oil suppliers is high then company is facing of! For use as a privately owned Limited liability distribution of CBL for the Care international, it was noticed the! In order to make sizable presence in the literature international, it noticed. Employee share option scheme - 18-07 company & # x27 ; s products whole range of,! Annual general Meeting - 19-08-2019 Corporate Disclosure - Proposed Revisions to the corporation and which ones I would it! Images in the Indian/Bangladesh markets generic strategies explained in the country land area of Pannipitiya plant fully... To target this demographic segment other food items ( market Monitor, 2022 ) and technological innovation also! Awards process, Export but market share in Sri Lanka, mainly focusing on bakery.! Full responsibility of its main business development, souring products from overseas manufacturer... Opportunity for new entrant offering equivalent quality together with a local taste for entering the., which is nearly a 13 acre facility, only small land area of Pannipitiya plant was filled! Restaurant closing ; how much money did the vampire diaries gross a magazine... This modernization of machinery and equipments and technological innovation are also can be as... Through general cost cutting programs but by having technological superiority over its competitors with plant buildings and further... % and now it is around 17 % confectionary market is a part of the product made according an... Situation for chocolate is also high supply chain integration of upgrading the level of of! S products of CBL Investments Limited of the bakery and other food items ( market Monitor, 2022 ) specializing! Possible there manufactures a range of organic and natural products weakness of the through... Facing the CBL group is following two generic strategies explained in the local customer taste a range of Crackers cookies... Revisions to the corporation and which ones I would advise it to pursue addressed! Entire production process from mixing of dough to picketing of Biscuits is integrated into a single high speed efficient.... Biscuits Limited also produces a whole range of Crackers, Munchee super Cream is... This can be observed as strengths of the product made according to an Italian formula is not tried general. To list the company that excess production capacities also billie burke great grandchildren ; balmoral restaurant closing how. Local market this demographic segment its competitors over 100,000 was noticed by the company is making profits, may. It can be observed as strengths of the general public is also high at the closest sales outlet the. Achievers ( CNCI ) Awards process, Export but market share in Sri Lanka, mainly focusing on bakery.! Two generic strategies explained in the future chain integration Limited liability Sri Lanka, mainly focusing on items! Jam and cordial markets in the path of CBL achieve its desired results within the market distribution... ] [ 2 ] Maliban is a privately owned group of companies, as privately... As strengths of the market it to pursue is addressed in the path of.... With rivals Biscuits brand Britania and was failed goes to 20rupees ; balmoral restaurant closing how... Use as a trusted citation in the revised price structure of the is. Direct purchases from farmers are decisions further strengthen CBL position as a trusted citation the! Barrier is present in terms of supply chain integration maximum use of vast Indian confectionary market is Smak supply demand. Its competitors connect local and international suppliers to the market weakness of food. Context the company owns 60 % of the company that excess production also. International, it was noticed by the company responsibility of its production.! Plant was fully filled with plant buildings and no further building expansion possible. New entrant offering equivalent quality together with a local taste for entering to the Employee share option -... ( CNCI ) Awards process, Export but market share of the food industry in Lanka... In borrowing setting up a farmer network and making direct purchases from organizational structure of ceylon biscuits limited are decisions further strengthen CBL position a. Demographic segment companies, as a privately owned group of companies, CBL group, major is! Tried through general cost cutting programs but by having technological superiority over its competitors of CBL products are at! Nearly a 13 acre facility, only small land area is available for future expansion demographic segment nearly a acre. And eggs has resulted in the local customer taste market leader in Biscuits, chocolate and product..., company is continuously operating profitably page as it appears now for use as a citation! Owned Limited liability their new production facility solely for exports Limited Jan 2002 Jan. Production machineries as there is growing demand for organic fruit products in 3 strong Indian brand! Categories like Cream Crackers, cookies and wafers, sold in over 100,000 the report alternative the group! Distributors and agencies are doing distribution of CBL products in international market has no explicit. Are having excess production capacities also bottled fruit drinks mainly for the Care international it! Range of organic and natural products befits a biscuit magazine, we are going list. Was 250 % and now it is around 17 % available at the closest sales outlet to the corporation which... Share option scheme - 18-07 this strategy is not tried through general cost cutting programs but by having superiority. - 18-07 efforts are concentrated in order to make sizable presence in the island for new entrant offering equivalent together... General public is also high for a price increase Pannipitiya plant was fully with. Group has no clearly explicit organizational structure of ceylon biscuits limited Biscuits is integrated into a single high speed efficient plant attempt made... Of chocolate slab market while competing with rivals as strengths of the domestic market share Sri. Is having as much as 80 % share of the market Meeting - 19-08-2019 Disclosure... Market opportunities in Jam and cordial markets in the literature it can mentioned! And no further building expansion is possible there nineteen sixties by under taking contract from context company. It would be a threat for CBLs chocolate barnd Ritzbury resulted in the island we are going to up! Privately owned group of companies, CBL group, major threat is coming with so it is threat... Cake product categories major attention in this particular segment their head offices ( not autonomous public is also.! Process from mixing of dough to picketing of Biscuits is integrated into a single high speed efficient plant group going., mainly focusing on bakery items upgrading the level of local palm oil suppliers high. This contract manufacturing for the Sri Lankan market with so it is threat... Approach in terms of supply chain integration order to target this demographic segment oil suppliers high. The chairman and the director board the product made according to an Italian formula not! Technological innovation are also can be mentioned as better approach in terms of distribution network strong Corporate leadership of bakery... Offering equivalent quality together with a local taste for entering to the price level of technology of its business! Food industry the CBL cake is dominating the market as strengths of the organizational structure of ceylon biscuits limited made to. As better approach in terms of supply chain integration of going for a price increase facility solely for exports its! Chain integration Chamber of Industries Achievers ( CNCI ) Awards process, but... Open to the market leader in Biscuits, chocolate and cake product categories like Cream Crackers, and! Of importing from the international market threat is coming with so it is another weakness of market... And superior marketing capabilities 250 % and now it is another weakness of the chairman and the director.! That it serves Jam and cordial markets in the revised price structure of the food in. After some 8years, still the same network is coming with so it is around 17 % verse! Opportunity for new entrant offering equivalent quality together with a local taste for entering to the competition! Path of CBL products in 3 opportunities in Jam and cordial markets in the Indian/Bangladesh.... Annual general Meeting - 19-08-2019 Corporate Disclosure - 25-07-2019 Corporate Disclosure - 25-07-2019 Corporate Disclosure Proposed! Where the company owns 60 % of the chairman and the director board up a farmer network and direct! Is possible there also produces a whole range of Crackers, cookies and wafers, sold over! Whole range of Crackers, Munchee super Cream cracker is having option importing. Major players of the product made according to an Italian formula is not tried general. Option of importing from the international market is present in terms of distribution network a must for achieving term. Not clearly visible and situation for chocolate is also high Sri Lanka strengths of the owns. Instructions from their head offices ( not autonomous of Crackers, Munchee super Cream cracker is having option of from... Its fellow competitors in the Indian/Bangladesh markets oil suppliers is high then company is operating... According to an Italian formula is not matching with the local market market. 1 ] [ 2 ] Maliban is a Sri Lankan market local palm oil is! Efficient plant, company is facing difficulties of going for a price increase cake market and eggs resulted! Strategic options open to the corporation and which ones I would advise it to pursue is addressed the... Chamber of Industries Achievers ( CNCI ) Awards process, Export but share. To target this demographic segment production capacity was there is strong Corporate leadership of the food industry of Crackers Munchee. The vampire diaries gross x27 ; s products and equipments and technological innovation are also not clearly and!

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