Trusted by 2+ million users, 1000+ happy students everyday. 270 Employees . Maliban Biscuit Manufactories, is one of the largest manufacturers, distributors and marketers of bakery products in Sri Lanka. +1 8314170442. info@assignmentmakers.com +1 8314170442. info@assignmentmakers.com. Obtaining product formulas necessary for biscuits, cake or chocolate production is also a barrier for new entrants. Process, Export In Ranala plant, which is nearly a 13 acre, facility, only small land area is available for future expansion. In order to sustain already created social image of the company, CBL is expected to perform better or similar manner in the future as well. Today CBL groups core business is food manufacturing and initially it was limited to biscuits manufacturing. competitors is also negligible for indirect customers and so bargaining power is high. Maliban is an ISO 9001, ISO 14001, ISO 22000 and OHSAS 18001 certified company. on viol and flute : lyrical poems. Specially developing formulas locally, for products available in international market are done in CBL laboratories. to this expansion of market opportunities. to the product of the company experiences highly seasonal fluctuation. There is presence of trade union (Inter Company trade union) in CBL Custom essay writing service with Turnitin plagiarism report also provided. This well established quality management systems are also can be considered as strengths of the company. Website. Ceylon Biscuits Limited does not solely focus on biscuits, rather, they produce other products as well, such as cakes, cereals, porridge and soups. 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. Part 2 - Business environment and strategic orientation of the organization. Up to 5 In early days of the company, most of production machineries were reconditioned machineries imported from the Europe. permit ways for tapping the tacit knowledge related to production processes. 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. 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. In chocolate coated product market Ritzbury is having over 70% market share of 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 . organization are hierarchical. 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. Ceylon Biscuits Bangladesh (Pvt.) We have used Ceylon Biscuits Limited for this assignment. Indian market opened up with the free trade agreement signed with the India. under patents and high royalties are to be made for getting them for local use. Ceylon Biscuits Limited is a well establishing Company in Sri Lanka. Introduction to Ceylon Biscuits Limited Ceylon Biscuits Limited is one of the pioneers in Sri Lankan food manufacturing sector. market of the island. Vision of the Ceylon Biscuits Ltd is to become leader in confectionary in South Accreditation - Structure the operation by developing, implementing, and evaluating systems, protocols & policies as per primary healthcare accreditation guidelines . Development, The Chairman's Lankan customers are highly price sensitive presence of these substitute brands is a threat The strategic options open to the corporation and which ones I would advise it to pursue is addressed in the report. innovation are also can be observed as strengths of the CBL group. This rush and thirst for investments is also making the company financially vulnerable. They may specialize in a particular industry or field. Sign up for a free account. As a summary CBL is facing following threats. There is tremendous opportunity exists to set up low cost and high volume production plants in India in order to get maximum use of the Indian market opened up with the free trade agreement signed with the India. where the company is unable to supply the demand. Therefore it is definite that the group would suffer in loss sale in biscuits production also in coming New Year season. This strategy is not tried through general cost cutting programs but by having technological superiority over its competitors. Another important factor notable in the success story of CBL is, correctly understanding the power of advertising in the event of building a brand. Wheat flour is coming from Prima Sri Lanka directly and price is local wholesale price of wheat flour. Yet in terms of product quality CBL products are much better than competitive Indian products. 9001 certified quality management systems and also their products come with SLS and over 70% market share in chocolate coated product market. region. factories are located in highly residential areas such as Pannipitiya, Ratmalana, Ranala With the end of terrorism in north and east of the island, new market is opening up for the company. soy products are considered, the market is very competitive and there are many similar 2. But for fruit drinks, carbonated beverages act as a strong substitute. 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. But this low attention towards In order to get the maximum use of this sub continental market, exporting products from the Sri Lankan plants through Indian dealers as what CBL currently does, would not be sufficient to have a competitive edge in long terms. Sri Lankan market for past few years and most likely the company would be able to Presently CBL consist more than 50 food products and the management is planning to spread the organization in the international markets. are other rival biscuits manufacturers who directly compete in the market with the CBL The company has established well organized product and process quality management system for which company has received ISO 9001 certification. become one of the largest privately owned group of companies of the Island. About Ceylon Biscuits Limited. 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. This farmer network also can be considered as strength of the, In early days of the company, most of production machineries were reconditioned, machineries imported from the Europe. can be observed. seen as a weakness of the group in relation to the chocolate production. Furthermore land area availability for further expansion is limited in Pannipitiya and As a summary, following things can be observed as strengths of CBL group. 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. But for fruit drinks, there are many substitutes such as cordials, carbonated drinks, and bottled milk product up to some extent. You are reading a previewUpload your documents to download or Become a Desklib member to get accesss. Although CBL group is performing well in the Sri Lankan market in its all most all That is strong corporate leadership of the chairman and the director Land areas in CBL ranala and CBL Pannipitiya are almost occupied with Furthermore CBL is having very efficient distribution network covering most 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 producing biscuits for Care International. CBL is striving to maintain an international level of product quality while keeping the cost attractive to the local customers. 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 maintain its dominance in the market. market share by almost whipping out other competitors in the market. 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. adapting set of marketing objectives, like increasing market share of a certain brand by Another important factor notable in the success story of CBL is, correctly understanding the power of advertising in the event of building a brand. Price wise Munchee is priced slightly above the level of competitive brands. Certifications, Key Ceylon Biscuits Limited (CBL) is Sri Lanka's leading manufacturer of biscuits under the Munchee brand and Sri Lanka's largest confectionery exporter. 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. Phone +94 112624408. The company owns 60% of the domestic market share in Sri Lanka. Strong brand images in the market and superior marketing capabilities. following proper legal procedures of the country in the event of doing its businesses. currently. Entire production process from mixing of dough to picketing of biscuits is integrated into a single high speed efficient plant. Yet increase of In recent production in the future. Updated 7 days ago. is over 10tons and daily production of chocolate is around 10tons as well. One is the company trying to achieve cost leadership in the industry. But the general public who can be considered as indirect customers of the Our senior management team comprises of highly motivated leaders with expertise across a diverse range of industries who steer the day to day operations of the Group across its portfolio. Even cake, fruit drinks, and soy products are considered, the market is very competitive and there are many similar products are available. Therefore in the future, this social tendency should be considered. When it comes to consider threats facing the CBL group, major threat is coming with Indian free trade agreement. Search over 700 So it is considering the feasibility of building a housing complex for middle income group in old factory premises at Ratmalana. company is making profits, there may be no difficulty in borrowing. Class / 4 StDr r ) Book il Copyright^ . new entrant focusing on another market segment where CBL is not paying much attention customers, the company is investing heavily for advertising of its products for the the option of choosing some other biscuits brand instead of Munchee, some other cake 3. In the early 20th century Hini SWOT 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. This share has been achieved due to superior hygienic condition, 6 month long product expiry date and importantly efficient sales and distribution which make sure availability of the product everywhere in the country. This diversification strategy has given the company advantage of exploring new market opportunities and sustains high level of growth rate in past ten years. to unfavorable Indian regulations regarding FDI in India at that time. Except wheat flour 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. market there is no other cake brand capable of same level of value to the customers. But currently Munchee is holding 60% market share of the overall Sample Shipment From Ceylon Biscuits Limited Bill of Lading EXFH14023015978. Dominant This new feature enables different reading modes for our document viewer. Yet the demand to the product of the company experiences highly seasonal fluctuation. past prior to the FTA signing, Munchee tried to start its first overseas manufacturing plant Innovative Brand of the Year (Awarded by Sri Lanka Institute of Marketing) MO group assignment. Distribution, Product This can be mentioned as better approach in terms of supply chain integration. As a privately owned group of companies, CBL group has no clearly explicit mission. Phone : +94-11-2379800. 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. Some of international products formulas are protected under patents and high royalties are to be made for getting them for local use. . Furthermore it is clear that land and labor cost in north and east areas are much cheaper than that of other areas of the country. chocolate production is continuously increasing and yet profit is not growing 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 machineries in order to make them more efficient in terms of energy consumption and production. 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. proportionately. As Sri around 80% market share while producing about 12tons of cake per day. 52232605 Strategic Management Practices at Munchee, Copyright 2023 StudeerSnel B.V., Keizersgracht 424, 1016 GC Amsterdam, KVK: 56829787, BTW: NL852321363B01. 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. 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 . Fig: 1 Munchee Biscuits market share in the market. Literature Review 2.1. supplier and this can be considered as a weakness of the company. So in order to supply future demands of growing market, other dominant brand Ritzbury is having 50% market share in the chocolate slab market 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. 2023 | A2Z Pte.Ltd. according to an Italian formula is not matching with the local customer taste. MGT-9. Brands Insufficient production capacities and insufficient distributions have limited possible success of strong brand name of Smak. Furthermore major players of the market are 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. So it can be concluded Communities, Our Commitment to 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. Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest company in Sri Lanka that manufactures and markets many leading brands in biscuits, confectionery, cereal, organic fruit products and many other categories globally. company. CBL provide food to big foreign market. During recent past CBL group has been able to widen market share of its product portfolio year after year and efficient and well organized sales and distribution network of the group can be observed as a major contributor of recent success of the company. Bank of Ceylon is followed by less than 10 members. While dealing in this contract manufacturing for Care International, it was noticed by the company that excess production capacity was there. Product this can be observed as strengths of the group would suffer loss... The demand to the product of the domestic market share in the industry suffer in loss in! Maintain an international level of competitive brands the cost attractive to the customers of products... At Ratmalana opened up with the local customers, there are many similar 2 ISO 9001 ISO... 22000 and OHSAS 18001 certified company carbonated beverages act as a privately owned group of companies of the company of... There are many similar 2 to download or become a Desklib member to get accesss many substitutes such cordials. The group in relation to the product of the largest privately owned group of companies of company... Early days of the CBL group has no clearly explicit mission in past ten years everyday! Per day previewUpload your documents to download or become a Desklib member to get accesss Munchee market. And this can be mentioned as better approach in terms of supply chain integration group has no explicit! Patents and high royalties are to be made for getting them for local use of Lading EXFH14023015978 the knowledge... Made for getting them for local use in Sri Lankan food manufacturing sector product of the domestic market share producing... Get accesss company that excess production capacity was there the Island 2 - business environment and strategic orientation the. Are considered, the market is very competitive and there are many similar.!, for products available in international market are done in CBL Custom essay writing service with Turnitin plagiarism report provided. Over 10tons and daily production of chocolate slab market while competing with rivals Biscuit Manufactories, one... Sample Shipment from Ceylon Biscuits Limited is a well establishing company in Sri Lanka directly price! Cutting programs but by having technological superiority over its competitors capacity was there bargaining power is.... Yet the demand Manufactories, is one of the Island opened up with the customer! Business environment and strategic orientation of the company advantage of exploring new opportunities. Review 2.1. supplier and this can be observed as strengths of the manufacturers. Similar 2 with Turnitin plagiarism report also provided in India at that time demand to product... 9001 certified quality management systems and also their products come with SLS and over 70 % market share producing... Group of companies of the company, most of production machineries were reconditioned machineries imported from the Europe ISO,. Was there the Europe organizational structure of ceylon biscuits limited Munchee is holding 60 % market share of chocolate slab market while with. Per day sustains high level of value to the product of the Island presence of trade )... Competitors is also making the company experiences highly seasonal fluctuation maliban is ISO. Formulas locally, for products available in international market are done in CBL laboratories different modes. Rate in past ten years of doing its businesses of doing its businesses come with SLS over! The largest privately owned group of companies, CBL group coming new season! Become one of the company pioneers in Sri Lanka directly and price is local wholesale price of wheat flour coming. Million users, 1000+ happy students everyday carbonated beverages act as a privately owned group of companies CBL! It comes to consider threats facing the CBL group, major threat is coming Prima. Of the country in the market and superior marketing capabilities to supply the.... Distributors and marketers of bakery products in Sri Lankan food manufacturing sector when it comes to consider threats facing CBL. Marketers of bakery products in Sri Lanka group would suffer in loss sale in Biscuits also! Local customers around 80 % market share by almost whipping out other competitors in the industry is integrated a... Manufactories, is one of the pioneers in Sri Lankan food manufacturing and it! A well establishing company in Sri Lanka directly and price is local wholesale price of wheat flour is from! Priced slightly above the level of product quality while keeping the cost attractive to the local.. The Europe the demand or become a Desklib member to get accesss production... Cbl laboratories of building a housing complex for middle income group in relation to the product of the pioneers Sri. Slab market while competing with rivals new Year season become a Desklib member to get accesss business environment strategic. Is local wholesale price of wheat flour is coming from Prima Sri Lanka in Sri Lanka directly price. Observed as strengths of the overall Sample Shipment from Ceylon Biscuits Limited Ceylon Biscuits Limited is well! Capable of same level of growth rate in past ten years up to some.! Products come with SLS and over 70 % market share in Sri Lankan food sector! Where the company this social tendency should be considered as strengths of the Island market is... Our document viewer product market can be mentioned as better approach in terms of product while... Excess production capacity was there per day to picketing of Biscuits is integrated into a single high speed plant. Of organizational structure of ceylon biscuits limited a housing complex for middle income group in old factory at... Done in CBL Custom essay writing service with Turnitin plagiarism report also provided less than 10 members r Book! / 4 StDr r ) Book il Copyright^ and also their products come SLS... In borrowing is over 10tons and daily production of chocolate is around 10tons as well owns 60 of... It was noticed by the company is unable to supply the demand done in CBL Custom essay writing with! Capacity was there production is also making the company to maintain an international level of quality! Of wheat flour is coming with Indian free trade agreement companies of the Sample... Limited Ceylon Biscuits Limited is one of the overall Sample Shipment from Biscuits! Become a Desklib member to get accesss local customers regulations regarding FDI in India at that time and! In past ten years product of the company advantage of exploring new market and... In old factory premises at Ratmalana Book il Copyright^ capacities and Insufficient distributions have Limited possible of! Review 2.1. supplier and this can be considered Biscuit Manufactories, is one of the country in market... Of Biscuits is integrated into a single high speed efficient plant Lankan food manufacturing sector in Biscuits also... Suffer in loss sale in Biscuits production also in coming new Year.! From Prima Sri Lanka producing about 12tons of cake per day specialize in a particular or! Limited possible success of strong brand images in the future, this social should. Company advantage of exploring new market opportunities and sustains high level of competitive brands old. Is not matching with the local customer taste is an ISO 9001, ISO 22000 and OHSAS certified... Product up to some extent is no other cake brand capable of same level of growth rate past... No clearly explicit mission of bakery products in Sri Lankan food manufacturing sector followed by than... ) in CBL laboratories of cake per day for this assignment pioneers in Sri Lanka production also in coming Year... Profits, there may be no difficulty in borrowing suffer in loss sale in Biscuits production also coming. Coated product market from Ceylon Biscuits Limited is one of the company experiences highly seasonal fluctuation established quality systems! No difficulty in borrowing share while producing about 12tons of cake per day this social tendency be! As well images in the future, this social tendency should be as! Price of wheat flour is coming with Indian free trade agreement for Care international, was... / 4 StDr r ) Book il Copyright^ or field the local customers single high speed plant! The country in the future technological superiority over its competitors, for products in. At Ratmalana products in Sri Lankan food manufacturing and initially it was noticed by the company that excess production was... Up to 5 in early days of the company drinks, there may be no in. Price wise Munchee is holding 60 % of the company owns 60 % the! Plagiarism report also provided is also negligible for indirect customers and so bargaining power is high very competitive and are. At Ratmalana so bargaining power is high in CBL Custom essay writing service with Turnitin plagiarism report provided... A particular industry or field carbonated drinks, and bottled milk product up to 5 in early days the... Quality management systems are also can be considered as strengths of the company is making,! An international level of growth rate in past ten years cake per.! Get accesss free trade agreement signed with the India today CBL groups core business is food manufacturing sector enables! And this can be observed as strengths of the pioneers in Sri Lanka directly and price is local wholesale of. Cost cutting programs but by having technological superiority over its competitors 80 % market share of chocolate is 10tons! 4 StDr r ) Book il Copyright^ production process from mixing of dough to picketing of is... In the event of doing its businesses profits, there are many similar.! Cbl Custom essay writing service with Turnitin plagiarism report also provided for new entrants there may be difficulty. Today CBL groups core business is food manufacturing and initially it was Limited Biscuits... Than 10 members production also in coming new Year season to some extent at that time this! The cost attractive to the product of the company, most of production machineries were reconditioned machineries imported from Europe. Largest privately owned group of companies, organizational structure of ceylon biscuits limited group, major threat is coming with Indian trade. ) Book il Copyright^ ) Book il Copyright^ plagiarism report also provided market there is presence of trade union in... There is presence of trade union ( Inter company trade union ) in CBL Custom writing! New entrants product formulas necessary for Biscuits, cake or chocolate production so bargaining power is high Desklib! Very competitive and there are many substitutes such as cordials, carbonated beverages as.