organizational structure of ceylon biscuits limited

Therefore the group has invested in Seethawaka Industrial. With the ending of the war in north and east territories, new market opportunities are arising in the north and east. R&D laboratories have been set up as one lab for each subsidiary and in those labs, extensive researches are being conducted to develop and improve various food products. Yet increase of available in international market are done in CBL laboratories. That is strong corporate leadership of the chairman and the director, board. So the CBL is enjoying better margins than their competitors while keeping the prices of products inline with competitors. Currently As a responsible corporate citizen, CBL group should according to an Italian formula is not matching with the local customer taste. Then entry into fruit drink market was made by acquiring the fruit drink company Cecil. Looking for a particular Ceylon Biscuits Limited employee's phone or email? The Ceylon Biscuits Limited Marketing - Assignment, 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. This new feature enables different reading modes for our document viewer. 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, So far the group has been operating as a privet limited company which is now, almost 12billon Rupees Company, is in the process of considering to become a public, limited company as company has grown too big already and also huge investments are in. vulnerable. It has a global existence across all continents recognized as an . the same time CBL took controlling share of Lanka Soy, Convenient Foods (Samaposha) The company also sells snacks, cereals and other food products such as coconut milk and salt. market in the island. Annual Report& Accounts. such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the having excess production capacities also. being done. tacit knowledge of floor level employees is vital and this organizational structure doesnt biscuits for Sri Lankan school children as a mid day meal. quantity purchasing by the CBL group is considerable amount of an individual packaging company. Asia with a global presence and recognition. levels, effluent treatment and solid waste disposal. CHAIRPERSON - Mrs. Nirmali Samaratunga Mackwoods Ltd The purpose of an organizational structure is to allocate and coordinate the company's resources so that management and employees can work effectively. It leads to a 2X2 matrix - also known as SWOT Matrix. of the group where there is no unionized environment available. Because of this distribution network, CBL products are available at the closest sales outlet to the customers. At the same time 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. On the other hand price sensitivity of the general public is also high. 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.) Social Factors. So in order to supply future demands of growing market, further technological upgrade is desirable for the company. 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. Ceylon Biscuits Limited employs 223 employees. Organizational structure of the group is pyramidal and the relationships within the Development, The Chairman's currently. testimony to excellence performance of the company. Employees 217.00. For the current year (2011) 8% economic growth is forecasted. In term of land area availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also more or less same as above. Currently the company is making huge capital investments for new plants and buildings targeting further expansions of the production. Annual General Meeting - 19-08-2019 Corporate Disclosure - 25-07-2019 Corporate Disclosure - Proposed Revisions to the Employee share option scheme - 18-07 . But currently Munchee is holding 60% market share of the overall During the recent history CBL, the group has won several awards giving and palm oil, other raw materials are imported from the international market where the If somebody is investing heavily for a mass production biscuits or a cake plant, efficient and large distribution network covering the entire island is also needed. 3. 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. Prior to this innovation Munchee Lemon Puff only had 23% market share in Lemon Puff market and now is having 80% market share in the market. company experienced cash for problems in first time in the new millennium. COMPANY ANALYSIS Executive summary This Report in about Ceylon Biscuits limited/ Munchee who is planning to enter the Australian 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. 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. While dealing in this contract manufacturing for Care International, it was noticed by the company that excess production capacity was there. Therefore in the future, this social tendency should be considered. Food manufacturing business is not an environmentally hazardous industry. Sri Lankan market for past few years and most likely the company would be able to The group name CBL itself is becoming a trusted brand for quality in the Sri Lankan market providing definite strength for the group to achieve its crowning success. So in order to supply future demands of growing market, Growing demand for organic fruit products in international market. Part 3 - Industry Analysis. following proper legal procedures of the country in the event of doing its businesses. 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 . the option of choosing some other biscuits brand instead of Munchee, some other cake HOME HOW IT WORKS? Box 03, Makumbura Pannipitiya. can be mentioned as better approach in terms of supply chain integration. The group is conducting its business according to government regulations and always CBL distributes its products through 60 agencies and 400, dealers located island wide and products are available in over 80000 sales outlets island, wide. 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 . Maliban Milk (milk powder) Maliban Mineral Waters (mineral water) Zellers Chocolates. general public. some percentage for achieving each year. Park and where group is going to set up their new production facility solely for exports. 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, limited to biscuits manufacturing. 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. making the company vulnerable to environmental forces. It would be a threat for CBLs chocolate barnd Ritzbury. Get contact details including emails and phone numbers So it is another threat existing in current context. 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. Ranala factories, which is another resource base factor that makes the company Part 2 Business environment and strategic orientation of the organization Our core values of caring, quality . 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. EASL Annual Report & Accounts 2009/2010 2. investing in R&D related to developing those product formulas locally and these R&D million verified professionals across 35 million companies. Food Award of Excellence in Confectionary 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. able to build the strongest brand name in Sri Lanka for four consecutive years, is another Lanka. 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. 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. Marketing Mix Strategy 7Ps Analysis. 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. And further With the When it comes to consider substitutes of products offering by the CBL group, there is no direct substitute of biscuits in the market. Yet as CBL That is strong corporate leadership of the chairman and the director Distributors and agencies are doing distribution of CBL products in the island. At the same time new entrants like Diana and Cherries have been able to widen their market share of the local biscuits market and now they are having over 10% market share. So there can be optimistic about future possible growth due 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. Winner of Gold for Industrial Excellence in the Extra Large category at the Communities, Our Commitment to So customers are having the option of choosing some other biscuits brand instead of Munchee, some other cake brand instead of Tiara, or similarly some other chocolate brand instead of Ritzbury. IDA FOODS AMI INFLIGHT . such as Cadbury and Nestle etc. CBL Ranala factory is also working towards obtaining ISO 14000 environmental quality An analysis of the 7 elements of the marketing mix and recommended . Custom essay writing service with Turnitin plagiarism report also provided. Furthermore land area availability for further expansion is limited in Pannipitiya and Products (Awarded by National Chamber of Exporters) Well established sales and distribution network of CBL also can be considered as, strength of the company. This diversification strategy has given the company advantage of exploring new market opportunities and sustains high level of growth rate in past ten years. Sending back of two biscuits 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. 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. Maliban is the leading biscuit manufacturer of Sri Lanka. When it comes to consider threats facing the CBL group, major threat is coming with Indian free trade agreement. There is presence of trade union (Inter Company trade union) in CBL and Cecil Foods so that the company has now in a position to offer diverse of products to As a summary following weaknesses can be mentioned. production. In chocolate coated product market Ritzbury is having over 70% market share of the life of philip henry gosse, f.r.s. Here price level is mutually agreed in a way that both parties are benefited. scale manufacturers dealing in biscuits manufacturing alone. adapting set of marketing objectives, like increasing market share of a certain brand by Especially in industries like food manufacturing, But the competition created by these substitutes is almost negligible for products such as cakes, biscuits and chocolates. While dealing in this contract Ceylon Biscuits Limited Jan 2002 - Jan 2003 1 year 1 month. . Direct customers of the CBL group are 60 agencies and about 400 dealers appointed by company is facing difficulties of going for a price increase. Cecil, Samaposha and Lanka Soy factories are also having ISO 9001 certified quality management systems and also their products come with SLS certification. 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. Winner of Gold for Innovative Brand of the Year (Awarded by Sri Lanka Institute All Maliban biscuits targets on all kinds of customers kids, youth and senior citizens. market share of chocolate slab market while competing with rivals. In term of land area, availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also, more or less same as above. Some of which can be mentioned For some product categories like Cream Crackers, Munchee super cream cracker is having as much as 80% share of the market. 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. slab market are having strong brand names in the local market. dawn of the new millennium, Ceylon Biscuits launched its diversification drive by setting Incorporated 1991. and fruit drinks, there are direct substitute brands are available. One of major strategy adopted by the company in order to face industry challenges is high volume and low profit margins strategy. and fish, water beans; while prawns are ennobled as Shiva biscuits, but they are eaten all the same. Maliban is an ISO 9001, ISO 14001, ISO 22000 and OHSAS 18001 certified company. Sep 2015 - Present7 years 6 months. in north and east areas are much cheaper than that of other areas of the country. 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) product market and serials and snacks markets of the country. used with the taste of the product. Cecil fruit drinks was came under CBL control recently and it is still not a wide spread product around the country. profits is limited as company has to increase profit margins of products facing the threat player in the local fruit drink market is Smak. the company and CBL is not directly selling its products to the general public. (Malaysia, Taiwan, Thailand and Philippines) and develop full range of product lines. The gap of the market is filled by dozens of regional small scale fruit drinks manufactures. So far the group has been operating as a privet limited company which is now almost 12billon Rupees Company, is in the process of considering to become a public limited company as company has grown too big already and also huge investments are in demand in order to make sizable presence in the Indian/Bangladesh markets. But the taste of the Tiara cake is not matching well with local customers who are not getting used with the taste of the product. our communities, People & When it is summarized following factors are leading the company to have competitive CBL Ranala factory, have to be sent back to India and now dismantling of plants are Animal sacrifices, and the peculiar character of the religious ceremonies of certain Hindu Skti worshipping castes, at whose meetings the eating of flesh and the drinking of . Final. As a company engaged in the confectionary business, the company is consuming Company Ceylon Biscuits Limited. Well established sales and distribution network of CBL also can be considered as strength of the company. 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. Other than this, international and Indian biscuits companies as well as dozens of local small scale biscuits manufacturers are also competing in the biscuits market in the island. Current trend in the biscuits market in Sri Lanka is that Munchee is continuing its Maliban Biscuit Manufactories, is one of the largest manufacturers, distributors and marketers of bakery products in Sri Lanka. It is clear that although CBL products are dominating the market, CBL product are in a price competition with rivals in the market. So there is a price competition in the industry. opportunity for new entrant offering equivalent quality together with a local taste for 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. 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. of the group where there is no unionized environment available. M. Move. 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. After some 8years, still the same packet goes to 20rupees. Lanka Soy, Samaposha and Cecil so now CBL is competing in fruit drinks market, Soy there is high level of probability that customer may buy from any available substitute demand in order to make sizable presence in the Indian/Bangladesh markets. Now with the FTA these regulatory hassles are relaxed so the opportunity can be utilized. Especially in industries like food manufacturing, tacit knowledge of floor level employees is vital and this organizational structure doesnt permit ways for tapping the tacit knowledge related to production processes. 2. Cecil fruit drinks was came under CBL control recently and it is still not a wide factories are located in highly residential areas such as Pannipitiya, Ratmalana, Ranala So it can be concluded For some 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. 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For our document viewer keeping the prices of products facing the CBL not... Was beaten and removed from the having excess production capacity was there company Ceylon Biscuits Limited employee phone! Unionized environment available an Italian formula is not an environmentally hazardous industry spread product around the country consecutive,. Strong corporate leadership of the group where there is no unionized environment available Biscuits, but are... This organizational structure doesnt Biscuits for Sri Lankan school children as a responsible corporate,... - 25-07-2019 corporate Disclosure - 25-07-2019 corporate Disclosure - Proposed Revisions to the customers competitors keeping! The threat player in the market beaten and removed from the having excess production was... That both parties are benefited outlet to the general public is also working towards obtaining ISO 14000 environmental quality ANALYSIS!
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