and Minuwangoda in Colombo district, high attention to be paid for factors such as sound to this expansion of market opportunities. Sending back of two biscuits plants to India is also a loss of resources that would results to loss of market opportunities. Furthermore CBL is having very efficient distribution network covering most While dealing in this contract, manufacturing for the Care International, it was noticed by the company that excess, production capacity was there. 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. 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. With the dawn of the new millennium, Ceylon Biscuits launched its diversification drive by setting up its wholly own subsidiary CBL Foods for chocolate, cake and jelly production and at the same time CBL took controlling share of Lanka Soy, Convenient Foods (Samaposha) and Cecil Foods so that the company has now in a position to offer diverse of products to the food market of the Sri Lanka. So there can be optimistic about future possible growth due biscuits and chocolate manufacturing. can be utilized for organic fruit exports. When CBL Natural Foods (Cecil) is considered, it is a company mainly engaged in production of bottled fruit drinks mainly for the Sri Lankan market. by acquisitioning an Indian biscuits manufacturing company and attempt was failed due Company size Large enterprise (150 or more) Founded in 1968. So value innovation is one of major innovation of the CBL group employing to beat its competitors and capture a larger market share. Furthermore elimination of manual works in production process through industrial automation is also another factor causing CBL to become a low cost producer in the industry. Obtaining ISO 14000 environmental management system certification by CBL Pannipitiya factory is a vital step towards conducting the factory operation in an environmentally friendly manner. Insufficient profit margins of some products also can be seen as a weakness of the company. further technological upgrade is desirable for the company. 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. 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. 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. currently. the taste of the Tiara cake is not matching well with local customers who are not getting Export distribution is also done through export distributors in India and Singapore. CBL is enjoying technological superiority over its fellow competitors in the local market. Organizational structure of the group is pyramidal and the relationships within the So CBL is investing in R&D related to developing those product formulas locally and these R&D activities can be mentioned as strengths of the company. investments, Munchee has been able to dominate the biscuits market in the island. One is the company trying to achieve cost leadership in the industry. In the local society also there is a growing concern over natural or organically processed food products. 2. Then they entered in to chocolate manufacturing. We produce 25 million packs of biscuits every month in our state-of-the-art manufacturing facility under stringent hygienic conditions. 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. After some 8years, still the same packet goes to 20rupees. Strong brand images in the market and superior marketing capabilities. Land area of Pannipitiya plant was fully filled with plant buildings and, no further building expansion is possible there. Part 2 Business environment and strategic orientation of the organization. Materials, Key products are available. price 6s. Therefore new entrants looking for a position in biscuits market, has to make huge investments in order to achieve their target even in term of setting up a production facility. purpose of building brand loyalty. name of Go Jelly. Food Award of Excellence in Confectionary, Product Brand of the Year for four consecutive years, 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 Marketing), 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, Products (Awarded by National Chamber of Exporters), National Award for Export Excellence (Awarded by Ministry of Trade and, With those awards together with excellent marketing efforts of the company, Munchee, the flagship brand of the CBL group has become the strongest food brand currently in Sri, Lanka. Title: Twenty years around the world. Part 2 - Business environment and strategic orientation of the organization. An analysis of the 7 elements of the marketing mix and recommended . And also the strong brand Expert Assignment Help on Ceylon Biscuits Limited SWOT Analysis Internal environment analysis of Ceylon. This strategy is not tried through general cost cutting programs but by having technological superiority over its competitors. later to become dominant market leading biscuit brand was introduced to the Sri Lankan Furthermore annual growth rate in India is even higher and expansion of Indian middle class population is expected to exceed that of Europe by 2016. One prerequisite for achieving the target is huge capital investments in sub continental India. company. COMPANY ANALYSIS Executive summary This Report in about Ceylon Biscuits limited/ Munchee who is planning to enter the Australian market. the same time CBL took controlling share of Lanka Soy, Convenient Foods (Samaposha) Except wheat flour Lorem ipsum dolor sit, amet consectetur adipisicing elit. In the chocolate market of the country, CBL (Ritzbury) is holding almost 50% Company Ceylon Biscuits Limited. As a privately owned group of companies, CBL group has no clearly explicit mission. With the, dawn of the new millennium, Ceylon Biscuits launched its diversification drive by setting, up its wholly own subsidiary CBL Foods for chocolate, cake and jelly production and at, the same time CBL took controlling share of Lanka Soy, Convenient Foods (Samaposha), and Cecil Foods so that the company has now in a position to offer diverse of products to, Vision of the Ceylon Biscuits Ltd is to become leader in confectionary in South. Lanka Soy, Samaposha and Cecil so now CBL is competing in fruit drinks market, Soy 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. As there is 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. biscuits markets which has been estimated as a 10billion worth industry. Banking (4914 companies including Bank of Ceylon) customers, the company is investing heavily for advertising of its products for the As the future. (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. As there is no other equivalent alternative the CBL cake is dominating the market. Entire transport of finished products is carried out by distributors. 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. Land areas in CBL ranala and CBL Pannipitiya are almost occupied with As a privately owned group of companies, China. But now Cream Cracker is used for small hunger and widely consuming by age less than 35years segment as well. Unexplored market opportunities in Jam and cordial markets in the country. Chocolate market of the country which is having estimated demand of around 1000tons per month is highly price sensitive. Even cake, fruit drinks, and soy products are considered, the market is very competitive and there are many similar are technically out dated. Maliban Biscuits. 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. 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 . our communities, People & 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. After some 8years, still the same packet goes to 20rupees. Furthermore opportunity exists for the company to invest in the north and east for new production plants utilizing the low cost labor and lands available there. 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. 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