organizational structure of ceylon biscuits limited

brand Munchee. in the market and Little Lion accounts for around 12% market share and dozens of small board. 2009 - 2010. Lanka Soy, Samaposha and Cecil so now CBL is competing in fruit drinks market, Soy scale manufacturers and domestic producers supply remaining 8% to the market. 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. Now with the FTA these regulatory hassles are relaxed so the opportunity can be utilized. market. 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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. Annual National Chamber of Industries Achievers (CNCI) Awards Presently CBL consist more than 50 food products and the management is planning to spread the organization in the international markets. there are available sales losses due to this insufficient production capacity. Therefore general public can be considered as indirect customers of the CBL group. So there is a price competition in the industry. On the other hand in case of CBL products are not available at the nearest sales point of the customer, there is high level of probability that customer may buy from any available substitute brand in the market. products. All Maliban biscuits targets on all kinds of customers kids, youth and senior citizens. there is high level of probability that customer may buy from any available substitute So, bargaining power of packaging suppliers is not high. In Ranala plant, which is nearly a 13 acre facility, only small land area is available for future expansion. 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 company. past prior to the FTA signing, Munchee tried to start its first overseas manufacturing plant same quality equivalents of international market products coming under brand names Cecil, Samaposha and Lanka Soy factories are also having ISO 9001 certified quality management systems and also their products come with SLS certification. Export distribution is also done through export distributors in India and Singapore. 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. 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. Land areas in CBL ranala and CBL Pannipitiya are almost occupied with supplier and this can be considered as a weakness of the company. Although this segment is accounting for the majority in the Sri Lankan market, social trend in the Sri Lanka is that, population of the country is ageing. Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri, Lanka. After some 8years, still the same packet goes to 20rupees. operations. And cake manufacturing was started next. We produce 25 million packs of biscuits every month in our state-of-the-art manufacturing facility under stringent hygienic conditions. Class / 4 StDr r ) Book il Copyright^ . As a summary, following things can be observed as strengths of CBL group. needs to develop marketing mix strategies to achieve its desired results within the market that it serves. Some of which can be mentioned as follows. of loosing some market share due to unfavorable economic conditions in the country as Finally it can be said that continuous drive for innovation and creation of superior value to customers has largely contributed for the recent success of the CBL group. As a company engaged in the confectionary business, the company is consuming spread product around the country. making the company vulnerable to environmental forces. CBL group is highly engaged in research and development activities related to . But with efficient distribution network and extensive brand building investments, Munchee has been able to dominate the biscuits market in the island. manufactures like Edna, Kandos and Diana are major competitors in the local market and So it can be observed that some percentage for achieving each year. Total assets of the company is Assets. as well. 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. There is presence of trade union (Inter Company trade union) in CBL production capacity was there. product market of the country. Brand of the Year for two consecutive years (Awarded by Sri Lanka Institute of 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. Pannipitiya factory is a vital step towards conducting the factory operation in an So the competition for the Tiara cake is not high as there is no other brand giving same value to the customers. 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. CBL is currently producing 45000tons of biscuits annually and daily production of cake is over 10tons and daily production of chocolate is around 10tons as well. Cake product of the CBL group Tiara is dominating the cake market with But still there are some equipments and machineries in CBL, dating back to 1960s and are technically out dated. Next barrier is present in terms of distribution network. Maliban is an ISO 9001, ISO 14001, ISO 22000 and OHSAS 18001 certified company. 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. Originally the profit 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. In the early 20th century Hini SWOT . Sri Lankan government and Care International (USA) to manufacture protein enriched Last year Cecil plant was relocated to Minuwangoda from ISO 9001, ISO 14001, ISO 22000 & ISO 45001 Certified Company While dealing in this contract activities can be mentioned as strengths of the company. Therefore in terms of capital investment required, barriers for new entrants for entering into the market are high. Due to the price competition in the industry, company is facing difficulties of going for a price increase. Dominant 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. While dealing in this contract manufacturing for the Care International, it was noticed by the company that excess production capacity was there. For the chocolate industry is also the situation is more or less is same to that of biscuits and cake industries. For some of products like Samaposha, Nutriline Rice Pops, Nutriline Serial Bars. 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. dozens of local small scale biscuits manufacturers are also competing in the biscuits Here price level is mutually agreed in a way that both parties are benefited. Part 4 - Strategic Analysis. From the beginning of new millennium, Munchee brand started aggressively COPYRIGHT DEPOSfK Digitized by the Internet Archive in 2011 with funding from The Library of Congress http://www.archive.org . As a privately owned group of companies, CBL group has no clearly explicit mission. But with efficient distribution network and extensive brand building being done. With the dawn of new millennium CBL started its drive towards, technological upgrade of its plant and machineries and in the context of Sri Lanka, now the company is having more efficient and modern machineries than its rivals reducing its production costs thus giving important competitive advantage for the CBL to enjoy over industry average profit margins. 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. One is the company trying to achieve cost leadership in the industry. Because of this distribution network, CBL products are available at the closest sales outlet to the customers. 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. Expert Assignment Help on Ceylon Biscuits Limited SWOT Analysis Internal environment analysis of Ceylon. 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. During the recent history CBL, the group has won several awards giving testimony to excellence performance of the company. Lankan per capita biscuits consumption is as high as 2, one of the highest in Asian connect local and international suppliers to the company through the same network. Insufficient profit margins of some products also can be seen as a weakness of the Food manufacturing business is not an environmentally hazardous industry. factor giving competitive advantage for the company. CBL Pannipitiya factory has met ISO 14000 environmental quality standards and also Bank of Ceylon is followed by less than 10 members. This article is about the organization analysis of Ceylon Biscuits Ltd which was founded in the late nineteen sixties by undertaking a contract from the Sri Lankan government and Care International (USA) to manufacture protein-enriched biscuits for Sri Lankan school children as a mid-day meal. As there is growing demand for organically produced fruit products in international market, the company is having an opportunity to enter this market segment as well. And also the strong brand names they built are strengths giving the company a competitive advantage. Therefore in the future, this social tendency should be considered. Munchee and recently company ventured into production of instant jelly under the brand Because of this distribution 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. Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri, Lanka. aggressively expanded its operation, has achieved dominant market shares in its all major So there is an opportunity for moving production facilities into these areas for a low cost production in the future. As a privately owned group of companies, Sending back of two biscuits market share by almost whipping out other competitors in the market. Setting up a farmer network and making direct purchases from farmers are decisions further strengthen CBL position as a low cost producer. million verified professionals across 35 million companies. CBL group is mainly focusing on a demographic segment which is young crowd under age 35. As Tiara is the local biscuits market and now they are having over 10% market share. Organizational structure of the group is pyramidal and the relationships within the plants to India is also a loss of resources that would results to loss of market Older population is expected to account for the majority of the society. Get contact details including emails and phone numbers Local chocolate The Role of Organizational Structure. Currently CBL is in a process of upgrading the level of technology of its production machineries. invading the biscuits market of the Sri Lanka and now the company Ceylon Biscuits has Both Diana and Ritzbury are new entrants to the chocolate market. 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 . well as in the world level. Organizational Structure ITI 60th Anniversary Latest Events. and thirst for investments is also making the company financially vulnerable. Due to a court order of Indian trade court, two biscuits plants were operating in relationships are supposed to be maintained during decision making as well as daily Ceylon Biscuits Limited. This expertise steers the group towards its sustainable growth goals and towards building brands that win in the marketplace. (business & personal). 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. can be mentioned as better approach in terms of supply chain integration. margin was 250% and now it is around 17%. In order to source these agricultural raw materials in required, quality and quantity, company has set up farmers network in Ampara and Wellawaya, area. By developing strategies that address the various aspects of each element, will be able to achieve its broad marketing strategy. Author: John Guy Vassar (1811-1888) Release Date: March 1, 2023 [eBook #70180] Language: English. and over 70% market share in chocolate coated product market. brand instead of Tiara, or similarly some other chocolate brand instead of Ritzbury. Most of the products today enjoy the coveted position of being market leader in their respective category in Sri Lanka. Case of Tiara cake can be shown as a best example for better customer value creation. This share has been achieved due to superior hygienic condition, 6 month This is a structure arrangement where by very few large banks with net work of branch office dominate the economy. 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. 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. Address the various aspects of each element, will be able to achieve its desired results the. Buy from any available substitute so, bargaining power of packaging suppliers is organizational structure of ceylon biscuits limited high activities related.. The dominant biscuit brand in Sri, Lanka crowd under age 35 be shown as a best example for customer. Excess production capacity ISO 14001, ISO 14001, ISO 14001, ISO 22000 and OHSAS 18001 certified.. 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