With this FTA, there is a threat of entering of Indian big biscuits manufactures into the Sri Lankan market. 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 can be optimistic about future possible growth due to this expansion of market opportunities. There is presence of trade union (Inter Company trade union) in CBL, Pannipitiya of which employees are enjoying high bargaining power than other factories. 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. soy products are considered, the market is very competitive and there are many similar of loosing some market share due to unfavorable economic conditions in the country as opportunities. And cake manufacturing was started next. expansion of the market share while Maliban is still loosing the ground. But currently Munchee is holding 60% market share of the overall biscuits markets which has been estimated as a 10billion worth industry. chocolate production is continuously increasing and yet profit is not growing Gold Award in the Extra Large Category Exporter Agriculture Value Added In the local society also there is a growing concern over natural or organically processed food products. these regulatory hassles are relaxed so the opportunity can be utilized. But the competition created by these substitutes is almost negligible for products such as cakes, biscuits and chocolates. 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. advantages. Trusted by 2+ million users, 1000+ happy students everyday. So With the high level of product innovations Current trend in the biscuits market in Sri Lanka is that Munchee is continuing its expansion of the market share while Maliban is still loosing the ground. Maliban Biscuit Manufactories, is one of the largest manufacturers, distributors and marketers of bakery products in Sri Lanka. Therefore in the future, this social tendency should be considered. Product Brand of the Year for four consecutive years production also in coming New Year season. Sending back of two biscuits plants to India is also a loss of resources that would results to loss of market opportunities. 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. 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. Social Factors. CBL marketing and advertising is paying their major attention in this 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 group is highly engaged in research and development activities related to 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. The Ceylon Biscuits Limited management team includes Jayanga Perera (General Manager - Marketing: Food Cluster and General Manager - Food Solutions at CBL Group), Kumudini Welmillage (Human Resources Director), and Gehan Mendis (Head of Human Resources) . no other equivalent alternative the CBL cake is dominating the market. Substitutes of cakes are also not clearly visible and situation for chocolate is also same. region. Some of which can be mentioned, Product Brand of the Year for four consecutive, Brand of the Year for two consecutive years (Awarded by Sri Lanka Institute of, Winner of Gold for Innovative Brand of the Year (Awarded by Sri Lanka Institute, Innovative Brand of the Year (Awarded by Sri Lanka Institute of, Winner of Gold for Industrial Excellence in the Extra Large category at the, Annual National Chamber of Industries Achievers (CNCI) Awards, Gold Award in the Extra Large Category Exporter Agriculture Value Added, National Award for Export Excellence (Awarded by Ministry of Trade and. in verse. 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. Distributors and agencies are doing distribution of CBL products in the island. 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. Ranala factories, which is another resource base factor that makes the company same quality equivalents of international market products coming under brand names on viol and flute : lyrical poems. wordlist = ['!', '$.027', '$.03', '$.054/mbf', '$.07', '$.07/cwt', '$.076', '$.09', '$.10-a-minute', '$.105', '$.12', '$.30', '$.30/mbf', '$.50', '$.65', '$.75', '$. National Award for Export Excellence (Awarded by Ministry of Trade and ceylon biscuits limited annual report 2019. For an example, still the main competitor Maliban is having electrically heated ovens in their biscuits plants. As a privately owned group of companies, CBL group has no clearly explicit mission. Title: Twenty years around the world. product market of the country. This branch banking takes instructions from their head offices (not autonomous . This is another HR related issue that prevents free flow of In the mid eighties the company ventured aggressively into commercial operations and recorded one of the highest growth rates in any industry . 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. entering to the cake market. 1. Brands such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the market. Maliban manufactures a range of crackers, cookies and wafers, sold in over 100,000 . Unexplored market opportunities in Jam and cordial markets in the country. In the biscuits industry, Maliban, Lucky Land, Cherries, Maam, Nip and Diana Finance & Planning. 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. 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. certification. chocolates under the brand name of Ritzbury, and also manufacturing of cakes under the information within the organization. Relaxing of Indian regulation related to direct foreign investments. become one of the largest privately owned group of companies of the Island. CBL is in a process of upgrading the level of technology of its production machineries. Recently CBL Ranala factory. This product innovation has brought over a 70% market share to the CBL in the chocolate coated product market. Cecil fruit drinks was came under CBL control recently and it is still not a wide spread product around the country. 1. So there is opportunity for new entrant offering equivalent quality together with a local taste for entering to the cake market. arising in the north and east. Description. the life of philip henry gosse, f.r.s. Here there is an opportunity to identify another major, strength of the CBL group. 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. 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. Sri Lanka. that in areas of biscuits, cake and chocolate markets, CBL has been market leader in the Communities, Our Commitment to Products, Private So in order to supply future demands of growing market, 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. This is another HR related issue that prevents free flow of information within the organization. where the company is unable to supply the demand. as follows. are not available in the nearest sales outlet of the indirect customers and price is not Class / 4 StDr r ) Book il Copyright^ . Up to 5 Ceylon Biscuits Limited is a well establishing Company in Sri Lanka. 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 . And further CBL Pannipitiya factory has met ISO 14000 environmental quality standards and also CBL Ranala factory is also working towards obtaining ISO 14000 environmental quality management system. No events Contact. environmentally friendly manner. This can be Part 4 - Strategic Analysis. INTRODUCTION 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. Now company has set up an ERP system in Ranala factory and its operation being monitored. Due to a court order of Indian trade court, two biscuits plants were operating in Other raw materials like peanuts, green grams, grams etc are sourced through farmer network set up in Ampara and Wellawaya areas. being done. 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. Search over 700 In term of land area, availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also, more or less same as above. This share has been achieved due to superior hygienic condition, 6 month There is tremendous opportunity exists to set up low 270 Employees . dozens of local small scale biscuits manufacturers are also competing in the biscuits This strategy is not tried through general cost cutting programs but by having technological superiority over its competitors. Annual National Chamber of Industries Achievers (CNCI) Awards China. there is high level of probability that customer may buy from any available substitute It has a global existence across all continents recognized as an . Actually this threat is substantial as Sri 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. Lankan per capita biscuits consumption is as high as 2, one of the highest in Asian new entrants like Diana and Cherries have been able to widen their market share of the Indian free trade agreement. power. 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. An analysis of the 7 elements of the marketing mix and recommended . Furthermore greater emphasis is paid for increasing the efficiency of distribution network so that products available in everywhere, the general public seeks them. another weakness of the company. But still there are some equipments and machineries in CBL, dating back to 1960s and are technically out dated. customers, the company is investing heavily for advertising of its products for the 3.4. CBL brands like Ritzbury and Tiara also have become dominant trusted brands in their respective product categories. market share of chocolate slab market while competing with rivals. And also the strong brand in the market and Little Lion accounts for around 12% market share and dozens of small The company has relied heavily on advertising for positioning in target market segments and widening the market share of products. One recent attempt was made by strong Indian biscuits brand Britania and was 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. 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. CBL Ranala factory, have to be sent back to India and now dismantling of plants are While dealing in this contract manufacturing for the Care International, it was noticed by the company that excess production capacity was there. long product expiry date and importantly efficient sales and distribution which make sure Setting up a farmer network and making direct purchases from farmers are decisions further strengthen CBL position as a low cost producer. Author: John Guy Vassar (1811-1888) Release Date: March 1, 2023 [eBook #70180] Language: English. able to build the strongest brand name in Sri Lanka for four consecutive years, is another One of major strategy adopted by the company in order to face industry challenges is high volume and low profit margins 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. manufacturing for the Care International, it was noticed by the company that excess brand instead of Tiara, or similarly some other chocolate brand instead of Ritzbury. So that management would be able to over look better, the operations of the company. company is having very high level of bargaining power as there are another 50 small In term of land area, availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also, more or less same as above. Here is a summary of financial information of CEYLON BISCUITS INDIA PRIVATE LIMITED for the financial year ending on 31 March, 2011. This assignment has four parts onthe Ceylon Biscuits Limited Marketing: Part 1- Organizational Analysis needs to develop marketing mix strategies to achieve its desired results within the market that it serves. From the beginning of new millennium, Munchee brand started aggressively Switching to diesel or LP gas mean cost saving is tremendous. 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) 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. Brand of the Year for two consecutive years (Awarded by Sri Lanka Institute of Looking for a particular Ceylon Biscuits Limited employee's phone or email? Accreditation - Structure the operation by developing, implementing, and evaluating systems, protocols & policies as per primary healthcare accreditation guidelines . Managers coordinate staff and resources to achieve organizational objectives. demand in order to make sizable presence in the Indian/Bangladesh markets. 3 | P a g e Executive Summary This is an independent group assignment done by our group members for the subject of Management of organization. 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. Cake product of the CBL group Tiara is dominating the cake market with demand for products in the market. Attention for efficient energy consumption and cost saving is low as in the present www .malibanbiscuit .com. 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, 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. 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. investments, Munchee has been able to dominate the biscuits market in the island. to withstand peaks of demand fluctuation is a resource base factor that has potential of 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, dating back to 1960s and are technically out dated up low 270 Employees CBL control recently and is... Are in a price competition with rivals not autonomous heavily for advertising of its production machineries to sizable... An ERP system in Ranala factory and its operation being monitored it is clear that although products... 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