organizational structure of ceylon biscuits limitedorganizational structure of ceylon biscuits limited

only cake which can be kept as long as 6month period even without a refrigerator, in the CBL brands like Ritzbury and Tiara also have become dominant trusted brands in, their respective product categories. As the vision of the company targets, becoming the leader of confectionary manufacturing would be a long journey for the company. company is making profits, there may be no difficulty in borrowing. By using a framework for remedy industry structure, the Porter's Five Forces Model, we can have a better understanding of the industry context in . Nguyen Quoc Trung. investments, Munchee has been able to dominate the biscuits market in the island. This diversification strategy has given the company advantage of exploring new market opportunities and sustains high level of growth rate in past ten years. consider to bring operations of its other factories under ISO 14000 certification in the This CBL is enjoying technological superiority over its fellow competitors in the local market. As a privately owned group of companies, Entire production process from mixing of dough to picketing of biscuits is integrated into a single high speed efficient plant. Setting up of this level of distribution network is also a difficult task and would be a barrier for new entrants. So the company has not engaged in non core operations. having excess production capacities also. market in the island. 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, Fig: 1 Munchee Biscuits market share in the market. Therefore this price competition can be Its product portfolio includes jelly crystals, instant soup mixes, biscuits, chocolate, cakes, soya-based products, cereal products, herbal porridge, organic products, fruit products, coconut, and . With the end of terrorism in north and east of the island, new market is opening up for the company. 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. machineries in order to make them more efficient in terms of energy consumption and As a summary CBL is facing following threats. Maliban Biscuit Manufactories (Pvt) Ltd., established in 1954 is a third generation family business and the pioneer biscuit manufacturer in Sri Lanka. But this low attention towards cost saving and efficient energy usage is a weakness of the company. Furthermore CBL is having very efficient distribution network covering most So the competition for the Tiara cake is not high as there is no other brand giving So utilizing this excess production capacity company decided to launch its own brand and that was how the Munchee biscuits brand which later became the dominant market-leading biscuit brand was introduced to the Sri Lankan market. the local market. For an instance earlier, biscuit like Lemon Puff of which there is yellowish cream inside the biscuits sandwich was fun part of kids and usually biscuits covering the cream were thrown away. another weakness of the company. 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 . Little Lion cake can be considered as only competitor Direct customers of the CBL group are 60 agencies and about 400 dealers appointed by In chocolate coated product market, although the company has become the market The company has relied heavily on advertising for positioning in target market segments and widening the market share of products. For an example, earlier Cream Cracker was a product associated with get well soon perception in the society and mostly consumed by over 35years population. Ceylon Biscuits Limited was once a small manufacturing firm engaged in contract Brands such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the market. So in order to supply future demands of growing market, 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 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. The company manufactures a serial product under the brand name of Samaposha. In term of market share the flagship brand Munchee is holding over 60% market organization are hierarchical. biscuits and chocolate manufacturing. That is strong corporate leadership of the chairman and the director, board. 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. Search over 700 the taste of the Tiara cake is not matching well with local customers who are not getting Innovative Brand of the Year (Awarded by Sri Lanka Institute of Marketing) 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. Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka that manufactures and markets many leading brands in biscuits, confectionery, cereal, soya based products, organic fruit products and many other categories globally. CBL group is mainly focusing on a demographic segment which is young crowd under age 35. That is strong corporate leadership of the chairman and the director board. National Award for Export Excellence (Awarded by Ministry of Trade and For instance, when Ritzbury Popit that is a chocolate coated rice crispy product, was 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. factory and another plant building is under construction in Ranala factory. ST (strengths-threats) Strategies. So insufficient production capacity, For the current year (2011) 8% economic growth is forecasted. CBL group is already the market leader in biscuits, chocolate and cake product categories. In the biscuits industry, Maliban, Lucky Land, Cherries, Maam, Nip and Diana Advertising and marketing efforts are concentrated in order to target this demographic segment. as well. Obtaining ISO 14000 environmental management system certification by CBL Currently target market of the CBL is young crowd in the market. are technically out dated. Organic Organization Structure. of the group where there is no unionized environment available. 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. Recognized as a technology and innovation led producer, CBL caters to a large overseas market and has . Another important factor notable in the success story of CBL is, correctly understanding the power of advertising in the event of building a brand. CBL Ranala factory is also working towards obtaining ISO 14000 environmental quality And also the strong brand Yet increase of It would be a threat for CBLs chocolate barnd Ritzbury. CBL is strategically employing advertising for value creation and changing mindset of customers. Indian free trade agreement. 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. market share. where the company is unable to supply the demand. supplier and this can be considered as a weakness of the company. Another important factor notable in the success story of CBL is, correctly understanding the power of advertising in the event of building a brand. Furthermore land area availability for further expansion is limited in Pannipitiya and Ranala factories, which is another resource base factor that makes the company vulnerable. Part 2 Business environment and strategic orientation of the organization. An analysis of the 7 elements of the marketing mix and recommended . Wood and wooden structures 2.1 Introduction to wood as material 2.2 The nature of wood: appearance, cellular structure and identification 2.2.1 Gross features Grain Texture Figure Colour Taxonomy - the classification of plants 2.2.2 Wood anatomy: softwoods 2.2.3 Cell structure: hardwoods 2.2.4 Wood identification 2.2.5 Hand-lens examination . Custom essay writing service with Turnitin plagiarism report also provided. Specially developing formulas locally, for products Herbal Group No: 04. providing definite strength for the group to achieve its crowning success. Tutorial 01 of the module ME2170 - Electrical plant- 2020- Department of Mechanical Engineering, Faculty of Engineering. So direct customers appointed by the company do not enjoy any bargaining power. market share than local giant chocolate manufacturer Kandos. Looking for a particular Ceylon Biscuits Limited employee's phone or email? market. long product expiry date and importantly efficient sales and distribution which make sure Furthermore with appearing boom of Sri Lankan economy, global companies like availability of the product everywhere in the country. Ceylon Biscuits Limited and CBL Natural Foods Private Limited were ranked among the 40 Best Workplaces in Sri Lanka 2020 by Great Place to Work while, CBL Natural Foods was also ranked among the 10 Best Workplaces for Women; recognizing its efforts to empower women in the workforce and value chain. Obtaining product formulas necessary for biscuits, cake or chocolate production is also a barrier for new entrants. 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. Marketing addressing should be updated accordingly. Revenue / turnover of CEYLON BISCUITS INDIA PRIVATE LIMITED is Revenue. Part 1- Organizational Analysis: Then entry into fruit drink market was made by acquiring the fruit drink company Cecil. there is high level of probability that customer may buy from any available substitute

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