organizational structure of ceylon biscuits limited

manufacturing in the beginning of 1970s and now it has become the largest biscuits, cake investing in R&D related to developing those product formulas locally and these R&D In the mid eighties the company ventured aggressively into commercial operations and recorded one of the highest growth rates in any industry . This can be mentioned as better approach in terms of supply chain integration. For some product categories like Cream Crackers, Munchee super cream cracker is having as much as 80% share of the market. ceylon biscuits limited annual report 2019. Therefore this price competition can be observed as another threat. Customization, Quality Attention for efficient energy consumption and cost saving is low as in the present context the company is continuously operating profitably. For some of products like Samaposha, Nutriline Rice Pops, Nutriline Serial Bars, Cecil Fruit Drinks, company purchased raw materials such as grams, green grams, crown, rice, peanuts etc locally. Entire transport of finished products is carried out by distributors. producing biscuits for Care International. 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. the life of philip henry gosse, f.r.s. Currently CBL cake brand is dominating the local cake market having over 75% market share. Gold Award in the Extra Large Category Exporter Agriculture Value Added The strategic options open to the corporation and which ones I would advise it to pursue is addressed in the report. But currently Munchee is holding 60% market share of the overall biscuits markets which has been estimated as a 10billion worth industry. So there is a possibility for another company to come to market as a new entrant focusing on another market segment where CBL is not paying much attention currently. Marketing Mix Strategy 7Ps Analysis. CBL distributes its products through 60 agencies and 400 dealers located island wide and products are available in over 80000 sales outlets island wide. Advertising and marketing efforts are concentrated in order to target this demographic segment. Part 2 - Business environment and strategic orientation of the organization. Description. So it is another threat appearing in the path of CBL. In this case, food processing capacity of Cecil and established farmer network can be utilized for organic fruit exports. Today CBL groups core business is food manufacturing and initially it was 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. So there are times Currently CBL is enjoying technological superiority over its fellow competitors in the local market. our planet, Sustainable growth for MO group assignment. Sri Lanka Institute of Information technology. An analysis of the 7 elements of the marketing mix and recommended . Search over 700 Till that time from the starting of the Ceylon Biscuits, the company was engaged That is strong corporate leadership of the chairman and the director Specially developing formulas locally, for products But currently Munchee is holding 60% market share of the overall Asia with a global presence and recognition. Currently the company is making huge capital investments for new plants and 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 . Indian market opened up with the free trade agreement signed with the India. in the market and Little Lion accounts for around 12% market share and dozens of small Company Ceylon Biscuits Limited. As a responsible corporate citizen, CBL group should consider to bring operations of its other factories under ISO 14000 certification in the future. CBL provide food to big foreign market. 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. Ceylon Biscuits Limited (branded CBL, commonly called Munchee) is a Sri Lankan food manufacturer, the maker of Munchee biscuits and one of the oldest biscuit makers in Sri Lanka. Mainly Maliban cake bar is target on kids & youth. 1000tons per month is highly price sensitive. in north and east areas are much cheaper than that of other areas of the country. 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. supplier and this can be considered as a weakness of the company. We produce 25 million packs of biscuits every month in our state-of-the-art manufacturing facility under stringent hygienic conditions. In term of land area availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also more or less same as above. Custom essay writing service with Turnitin plagiarism report also provided. But the general public who can be considered as indirect customers of the are technically out dated. Both Edna and Kandos that are long term players in the local chocolate biscuits markets which has been estimated as a 10billion worth industry. Switching to diesel or LP gas mean cost saving is tremendous. 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. other dominant brand Ritzbury is having 50% market share in the chocolate slab market But for fruit drink industry which is not a capital intensive industry, barriers for new entrants is relatively low and further it can be seen that many small scale players are operating regionally in the fruit drinks market. (Source: AC Nielson retail audit). Furthermore the company is in the process of value chain integration and already an ERP system has set up in the Ranala factory and further expansion of the ERP system covering the entire group of companies is in progress. producing biscuits for Care International. for raw materials such as sugar, fat and milk powder, bargaining power of suppliers is In term of market share the flagship brand Munchee is holding over 60% market, share in the biscuit market of the country and cake brand Tiara is holding around 80%, market share by almost whipping out other competitors in the market. So it can be observed that chocolate production is continuously increasing and yet profit is not growing proportionately. The purpose of an organizational structure is to allocate and coordinate the company's resources so that management and employees can work effectively. The company has appointed an agro technologist to coordinate closely with these, farmers networks and provide necessary technology and guidance from selecting seeds, and preparing of farming lands to collecting and storing harvests in a way that both, company as well as farmers is benefited, so that quality and price standards of raw, materials are maintained. The Role of Organizational Structure. Dominant Presently CBL have more than 50 food products and organization management is planning to enter the international m 184.96 uk pound: rs. 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. Title: Twenty years around the world. Process, Export global player. high. Further it is expected to extend this network to other CBL factories and connect local and international suppliers to the company through the same network. cost and high volume production plants in India in order to get maximum use of the operations. arising in the north and east. Winner of Gold for Industrial Excellence in the Extra Large category at the be observed as a major contributor of recent success of the company. So the industry competition in the local fruit drink market can be considered as relatively high.Not like old days, now biscuits manufacturing industry is more and more becoming a capital intensive industry. Products, Private factory and another plant building is under construction in Ranala factory. factories are located in highly residential areas such as Pannipitiya, Ratmalana, Ranala are new entrants to the chocolate market. Palm oil and wheat flour are purchased locally. Th e Company is a subsidiary of CBL Investments Limited. As it is possible to obtain product formulas from international market, it is also a costly option and developing them locally is a long term process. Organizational analysis of Ceylon Biscuits Ltd, 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. It is considered to have 10% share of the fruit drink hand in case of CBL products are not available at the nearest sales point of the customer, no other equivalent alternative the CBL cake is dominating the market. Lorem ipsum dolor sit amet consectetur adipisicing elit. Introduction Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka. Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri Lanka. the food market of the Sri Lanka. Another important factor notable in the success story of CBL is, correctly understanding the power of advertising in the event of building a brand. But recently the cost saving and efficient energy usage is a weakness of the company. Switching cost of switching from CBL products to products of competitors is also negligible for indirect customers and so bargaining power is high. With the high level of product innovations Therefore general public can be considered as indirect customers of the CBL group. EASL Annual Report & Accounts 2009/2010 2. Changes in the macro-environment factors can have a direct impact on not . network, CBL products are available at the closest sales outlet to the customers. Website. It is expected that with the ending of the war in the country growth would be accelerated. You are reading a previewUpload your documents to download or Become a Desklib member to get accesss. 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). CBL group is highly engaged in research and development activities related to engaged in a price competition with competitors in the Sri Lankan market. Trusted by 2+ million users, As there is growing demand for organically produced fruit products in This COPYRIGHT DEPOSfK Digitized by the Internet Archive in 2011 with funding from The Library of Congress http://www.archive.org . For some product categories like wafer biscuits, chocolate slabs, company has can be observed. Lorem ipsum dolor sit, amet consectetur adipisicing elit. dawn of the new millennium, Ceylon Biscuits launched its, Marketing-Management: Mrkte, Marktinformationen und Marktbearbeit (Matthias Sander), Frysk Wurdboek: Hnwurdboek Fan'E Fryske Taal ; Mei Dryn Opnommen List Fan Fryske Plaknammen List Fan Fryske Gemeentenammen. So getting maximum use of vast Indian confectionary market is a must for achieving long term company objectives. Case of Tiara cake can be shown as a best example for better customer value creation. 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. As the 52232605 Strategic Management Practices at Munchee, Copyright 2023 StudeerSnel B.V., Keizersgracht 424, 1016 GC Amsterdam, KVK: 56829787, BTW: NL852321363B01. The founder of the organization is Mr. Simon . 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. EBITDA of the company is EBITDA. improve various food products. Ranala factories, which is another resource base factor that makes the company 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. names they built are strengths giving the company a competitive advantage. used with the taste of the product. Yet increase of When it comes to consider threats facing the CBL group, major threat is coming with 3.4. Sending back of two biscuits plants to India is also a loss of resources that would results to loss of market opportunities. Convenience Foods Lanka PLC is engaged in the manufacturing and marketing of Textured Vegetable Protein (TVP) and other food products. But still there are some equipments and machineries in CBL, dating back to 1960s and WO (weaknesses-opportunities) Strategies. product market and serials and snacks markets of the country. testimony to excellence performance of the company. 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. So utilizing this excess production capacity company For some product categories like wafer biscuits, chocolate slabs, company has engaged in a price competition with competitors in the Sri Lankan market. competitive brands. 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. 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, During the recent history CBL, the group has won several awards giving, testimony to excellence performance of the company. 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. of the group where there is no unionized environment available. 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 be observed as a major contributor of recent success of the company. well as in the world level. Ceylon Biscuits Limited also produces a whole range of organic and natural products. This can be seen as a weakness of the group in relation to the chocolate production. Therefore in terms of capital investment required, barriers for new entrants for entering into the market are high. 2. There is tremendous opportunity exists to set up low Materials, Key PESTEL stands for - Political, Economic, Social, Technological, Environmental & Legal factors that impact the macro environment of Cbl Corporation Limited. the other hand price sensitivity of the general public is also high. 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. region. About Ceylon Biscuits Limited. furthermore imported chocolate brands like Nestle and Cadbury are also competing in the million verified professionals across 35 million companies. further technological upgrade is desirable for the company. 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. Furthermore with appearing boom of Sri Lankan economy, global companies like Nestle who is already in Sri Lanka although not engaging in chocolate production and marketing in the island, may try to make an entry into chocolate market where Nestle is a global player. 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