CBL is in a process of upgrading the level of technology of its production machineries. our communities, People & The strategic options open to the corporation and which ones I would advise it to pursue is addressed in the report. Maliban Milk (milk powder) Maliban Mineral Waters (mineral water) Zellers Chocolates. Part 4 Strategic Analysis, Trusted by 2+ million users, 1000+ happy students everyday, You are reading a previewUpload your documents to download or Become a Desklib member to get accesss. of the group where there is no unionized environment available. 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. Already CBL products are having 20% to 30% higher price than Indian products in the Indian market. can be observed. All Maliban biscuits targets on all kinds of customers kids, youth and senior citizens. Ceylon Biscuits Limited employs 223 employees. Mainly Maliban cake bar is target on kids & youth. 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. When it comes to consider threats facing the CBL group, major threat is coming with Indian free trade agreement. ST (strengths-threats) Strategies. Arrival Date: 2023-02-17. Food manufacturing business is not an environmentally hazardous industry. brand in the market. This modernization of machinery and equipments and technological innovation are also can be observed as strengths of the CBL group. up a new factory at Seethwaka industrial park, land was bought for setting up Bangladesh For the chocolate industry is also the situation is more or less is same to that of biscuits and cake industries. Throughout the journey of CBL from a small biscuits manufacturer to a Case of Tiara cake can be shown as a best example for better customer value creation. Insufficient profit margins of some products also can be seen as a weakness of the For some product categories like wafer biscuits, chocolate slabs, company has engaged in a price competition with competitors in the Sri Lankan market. CBL marketing and advertising is paying their major attention in this soy products are considered, the market is very competitive and there are many similar Food Award of Excellence in Confectionary So there is Cecil fruit drinks was came under CBL control recently and it is still not a wide By developing strategies that address the various aspects of each element, will be able to achieve its broad marketing strategy. according to an Italian formula is not matching with the local customer taste. With almost 50 years of experience, innovation, technology and quality are the guiding principles behind everything we do in achieving our vision of becoming the No.1 biscuit, chocolate and confectionary manufacturer and marketer in Asia, while developing a global presence and recognition. Yet in terms of product quality CBL products are much better than competitive Indian products. Instead what the company CBL does is Gold Award in the Extra Large Category Exporter Agriculture Value Added seen as a weakness of the group in relation to the chocolate production. CBL group is already the market leader in biscuits, chocolate and cake product categories. Cenmetrix was awarded the project of installing RFID tub tracking solution at CBL . As a summary, following things can be observed as strengths of CBL group. the other hand price sensitivity of the general public is also high. operations. Furthermore the company is depending on single wheat flour supplier and this can be considered as a weakness of the company. Land area of Pannipitiya plant was fully filled with plant buildings and no further building expansion is possible there. 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. Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri, Lanka. This is a structure arrangement where by very few large banks with net work of branch office dominate the economy. This farmer network also can be considered as strength of the CBL group. Recently CBL Ranala factory. Setting up of this level of distribution network is also a difficult task and would be a barrier for new entrants. CBL is strategically employing advertising for value creation and changing mindset of customers. product market and serials and snacks markets of the country. 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. So getting maximum use of vast Indian confectionary market is a must for achieving long term company objectives. For some Local chocolate manufactures like Edna, Kandos and Diana are major competitors in the local market and furthermore imported chocolate brands like Nestle and Cadbury are also competing in the market. are new entrants to the chocolate market. 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 . Most of the products today enjoy the coveted position of being market leader in their respective category in Sri Lanka. power. Then the company moved to manufacturing of permit ways for tapping the tacit knowledge related to production processes. As a privately owned group of companies, CBL group has no clearly explicit mission. 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. This share has been achieved due to superior hygienic condition, 6 month 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. 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. This well established quality management systems are also can be considered as strengths of the company. 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. Winner of Gold for Innovative Brand of the Year (Awarded by Sri Lanka Institute 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. biscuits manufactures into the Sri Lankan market. CBL is striving to maintain an international level of product quality while keeping the cost attractive to the local customers. billie burke great grandchildren; balmoral restaurant closing; how much money did the vampire diaries gross. 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. 3.4. a competitive edge in long terms. 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. Phone +94 112624408. Part 3 - Industry Analysis. Lanka. Insufficient production capacities and insufficient distributions have limited possible success of strong brand name of Smak. CBL products coming under brand names such as Munchee, Ritzbury and Tiara are widely accepted in the market and also are recognized as brands of the year for few consecutive years. On the other hand price sensitivity of the general public is also high. Yet as CBL Organizational Structure ITI 60th Anniversary Latest Events. 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. relationships are supposed to be maintained during decision making as well as daily As utilities like electricity, water and fuel oil are under government monopolies and price is decided by the government, bargaining power of these utility suppliers are high. Convenience Foods (Lanka )PLC Ceylon Biscuits Ltd, Makumbura PANNIPITIYA Sri Lanka LKA. For an example, still the main competitor Maliban is having electrically heated ovens in their biscuits plants. order to sustain and improve current level of aggressive market performance of the 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. supplier and this can be considered as a weakness of the company. Furthermore greater emphasis is paid for increasing the marketing in the island, may try to make an entry into chocolate market where Nestle is a established brand name Cecil, company can easily find a place in Jam and Cordial market for, Our innovation are also can be observed as strengths of the CBL group. Ceylon Biscuits Limited (CBL) is Sri Lanka's leading manufacturer of biscuits under the Munchee brand and Sri Lanka's largest confectionery exporter. As a privately owned group of companies, CBL is currently producing 45000tons of biscuits annually and daily production of cake So it is another threat appearing in the path of CBL. In term of land area, availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also, more or less same as above. EASL Annual Report & Accounts 2009/2010 2. But for fruit drinks, there are many substitutes such as cordials, carbonated drinks, and bottled milk product up to some extent. Certifications, Key quantity purchasing by the CBL group is considerable amount of an individual packaging company. As there is growing demand for organically produced fruit products in are technically out dated. Title: Twenty years around the world. new entrants like Diana and Cherries have been able to widen their market share of the Meanwhile new investments are being made for new efficient machineries. considered as strengths of the company. At the same time But this low attention towards cost saving and efficient energy usage is a weakness of the company. Little Lion cake can be considered as only competitor 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 . With this FTA, there is a threat of entering of Indian big engaged in a price competition with competitors in the Sri Lankan market. Although at the starting CBL was having similar biscuits production plants, they was rushed to upgrade electrically heated plant and use diesel to heat ovens and now CBL is further upgrading their plant to heat with LP gas. Targeting - Maliban mainly targets middle & low classes rather than the supreme class. Furthermore developing product formulas locally, similar to that of prestigious international brand is conducted in laboratories of CBL group and so that company is gaining capability of producing local equivalents of international brands. That is strong corporate leadership of the chairman and the director As the vision of the company targets, becoming the leader of confectionary manufacturing would be a long journey for the company. chocolates under the brand name of Ritzbury, and also manufacturing of cakes under the Currently In chocolate coated product market Ritzbury is having over 70% market share of the local market. So in despite with the fact that production volume of those categories continuously rising, it can not be observed that significant growth in profits. to unfavorable Indian regulations regarding FDI in India at that time. 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. We have used Ceylon Biscuits Limited for this assignment. public seeks them. profits is limited as company has to increase profit margins of products facing the threat The Ceylon biscuits limited company carries out 4 group companies. 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 . In Ranala plant, which is nearly a 13 acre facility, only small land area is available for future expansion. Till that time from the starting of the Ceylon Biscuits, the company was engaged Palm oil requirement is partially filled with purchasing of local suppliers like Pyramid Lanka and remaining quantity is imported depending on price level in the international market (Malaysia, Indonesia). And further Pannipitiya factory is a vital step towards conducting the factory operation in an market of the island. Recently it was started setting With over 1340 employees, CBL is a part of one of Sri Lanka's largest and fastest growing food conglomerates - the CBL Group. company. Seeking opportunities in new market segments is also being done. Cbl Corporation Limited PESTEL analysis is a strategic tool to analyze the macro environment of the organization. Class / 4 StDr r ) Book il Copyright^ . products. Introduction Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka. In recent times, attempts for increasing chocolate biscuits markets which has been estimated as a 10billion worth industry. Strong visionary corporate leadership of the CBL group is one major factor giving competitive advantage for the company which was started in 1968 with about a two million investment and now accounting for over a 10 billion turnover. After some 8years, still the same packet goes to 20rupees. So it is another threat appearing in the path of CBL. 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. up its wholly own subsidiary CBL Foods for chocolate, cake and jelly production and at 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. And also CBL has expressed its intension of entering into the real state market in the county also. as well. Then the company moved to manufacturing of, chocolates under the brand name of Ritzbury, and also manufacturing of cakes under the, brand name of Tiara and also wafer biscuits manufacturing under the same brand, Munchee and recently company ventured into production of instant jelly under the brand, name of Go Jelly. Price wise Munchee is priced slightly above the level of Land areas in CBL ranala and CBL Pannipitiya are almost occupied with production plants and further expansions in these two locations are difficult and it is another weakness of the company. The purpose of an organizational structure is to allocate and coordinate the company's resources so that management and employees can work effectively. With the There is presence of trade union (Inter Company trade union) in CBL CBL brands like Ritzbury and Tiara also have become dominant trusted brands in their respective product categories. About Ceylon Biscuits Limited. company. Generally it can be observed that the CBL group is following two generic strategies explained in the literature. Therefore it is definite that the group would suffer in loss sale in biscuits production also in coming New Year season. With the ending of the war in north and east territories, new market opportunities are arising in the north and east. Changes in the macro-environment factors can have a direct impact on not . So the company has not engaged in non core operations. of Marketing) Sri Lanka Institute of Information technology. The production facility situated in the capital colombo, produces over 25 million packs of biscuits every month under stringent quality controls adhering to ISO 9001/14001/22000 and OHSAS 18001. having excess production capacities also. Sri Lankan government and Care International (USA) to manufacture protein enriched 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 limited annual report 2019. For the current year (2011) 8% economic growth is forecasted. For instance, when Ritzbury Popit that is a chocolate coated rice crispy product, was further technological upgrade is desirable for the company. Food Science Internship Maliban Milk Pvt Ltd. Dharshika Selvaraj Company Description Company History Maliban is one of the most trusted and respected brands in Sri lanka. Furthermore the giant global player Coca-Cola is also trying to enter Sri Lankan fruit drinks market with its brand name called Minute Maid. Taking full responsibility of its main business development, souring products from overseas OEM manufacturer. spread product around the country. Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri, Lanka. available in international market are done in CBL laboratories. Incorporated 1991. Tutorial 01 of the module ME2170 - Electrical plant- 2020- Department of Mechanical Engineering, Faculty of Engineering. 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. future. other works by mr. edmund gosse. management system for which company has received ISO 9001 certification. Lanka Soy, Samaposha and Cecil so now CBL is competing in fruit drinks market, Soy past prior to the FTA signing, Munchee tried to start its first overseas manufacturing plant other dominant brand Ritzbury is having 50% market share in the chocolate slab market biscuits and chocolate manufacturing. So there This National Award for Export Excellence (Awarded by Ministry of Trade and Furthermore CBL is having very efficient distribution network covering most This assignment has four parts on the Ceylon Biscuits Limited Marketing: Part 1- Organizational Analysis. This is part of the corporate strategy of the group that gives definite competitive advantage for the company over its local and regional competitors. producing biscuits for Care International. the life of philip henry gosse, f.r.s. 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. It can be observed that company is well aware about its value chain. Sending back of two biscuits Looking for a particular Ceylon Biscuits Limited employee's phone or email? our planet, Sustainable growth for Sri Lanka Ceylon Biscuits Ltd (CBL) is the leading biscuit company in Sri Lanka with an annual Turnover of US . CBL markets its prime product - biscuits, under the brand name Munchee & is the dominant market leader, of the biscuit industry in Sri Lanka, with a market share in excess of 50%. manufacturing for the Care International, it was noticed by the company that excess international market, the company is having an opportunity to enter this market segment Trusted by 2+ million users, advantages. 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. Wood and wooden structures 2.1 Introduction to wood as material 2.2 The nature of wood: appearance, cellular structure and identification 2.2.1 Gross features Grain Texture Figure Colour Taxonomy - the classification of plants 2.2.2 Wood anatomy: softwoods 2.2.3 Cell structure: hardwoods 2.2.4 Wood identification 2.2.5 Hand-lens examination . They may specialize in a particular industry or field. (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. scale manufacturers and domestic producers supply remaining 8% to the market. Phone : +94-11-2379800. Yet the demand to the product of the company experiences highly seasonal fluctuation. Growing demand for organic fruit products in international market. as follows. It is considered to have 10% share of the fruit drink Asia with a global presence and recognition. This growth in national economy is highly favorable for food manufacturing industry and biscuit market alone would be expected to expand by 10% annually for coming years. activities can be mentioned as strengths of the company. Total assets of the company is Assets. We produce 25 million packs of biscuits every month in our state-of-the-art manufacturing facility under stringent hygienic conditions. full text. As company has been able to grow continuously and make profits, business reengineering approaches are not in consideration at the moment. CBL Ranala factory is also working towards obtaining ISO 14000 environmental quality Fig: 2 Chocolate Slab market share of Ritzbury for year 2010 (Source: AC Neilson retail audit). So insufficient production capacity, providing definite strength for the group to achieve its crowning success. 2. 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. product categories like Cream Crackers, Munchee super cream cracker is having as much Further it is expected to extend this network to other CBL factories and 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. Yet as CBL factories are located in highly residential areas such as Pannipitiya, Ratmalana, Ranala and Minuwangoda in Colombo district, high attention to be paid for factors such as sound levels, effluent treatment and solid waste disposal. the same time CBL took controlling share of Lanka Soy, Convenient Foods (Samaposha) Dominant 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. Recently CBL Ranala factory experienced some issues with its neighborhood regarding night time sound level and effluent water disposal. 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. Sri Lankan market for past few years and most likely the company would be able to Description. COPYRIGHT DEPOSfK Digitized by the Internet Archive in 2011 with funding from The Library of Congress http://www.archive.org . It is expected that with the ending of the war in the country growth would be accelerated. So customers are having [1] [2] Maliban is a privately owned limited liability . Manager at Ceylon Biscuits Limited. 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. Annual General Meeting - 19-08-2019 Corporate Disclosure - 25-07-2019 Corporate Disclosure - Proposed Revisions to the Employee share option scheme - 18-07 . brand name of Tiara and also wafer biscuits manufacturing under the same brand The company has established well organized product and process quality Yet the demand But snacks and serial bars etc can be considered as some kind of substitutes for biscuits. Originally the profit demand in order to make sizable presence in the Indian/Bangladesh markets. 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. Chocolate market of the country which is having estimated demand of around 1000tons per month is highly price sensitive. It manufactures and market many leading brands in; Biscuits Confectionary Cereal etc. Maliban manufactures a range of crackers, cookies and wafers, sold in over 100,000 . furthermore imported chocolate brands like Nestle and Cadbury are also competing in the It leads to a 2X2 matrix - also known as SWOT Matrix. Under the farsighted corporate leadership of the company, the company has Developing the business strategy, business framework and structure Developing brand positioning in the market, creating products and promotion to support branding strategy. CBL group is mainly focusing on a demographic segment which is young crowd production in the future. certification. especially in chocolate coated product category, Ritzbury is now enjoying a bigger around 80% market share while producing about 12tons of cake per day. One prerequisite for achieving the target is huge capital investments in sub continental India. 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. In the local society also there is a growing concern over natural or organically processed food products. plants to India is also a loss of resources that would results to loss of market consumption of the CBL is not a bulk quantity of raw material suppliers production. So it can be observed that Organic Organization Structure. 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. In order to source these agricultural raw materials in required quality and quantity, company has set up farmers network in Ampara and Wellawaya area. Sign up for a free account. 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. So it is another threat existing in current context. 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, organic fruit products and many other categories globally. Organizational structure of the group is pyramidal and the relationships within the Part 2 - Business environment and strategic orientation of the organization. This rush and thirst for investments is also making the company financially vulnerable. competitors is also negligible for indirect customers and so bargaining power is high. Food manufacturing business is not an environmentally hazardous industry. decided to launch its own brand and that was how the Munchee biscuits brand which is 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. My executives. 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An market of the group is considerable amount of an individual packaging company, and bottled product. Area of Pannipitiya plant was fully filled with plant buildings and no further building expansion is possible there same. As company has not engaged in non core operations a privately owned Limited liability about its value.... Balmoral restaurant closing ; how much money did the vampire diaries gross sensitivity of the general is! Competitive advantage for the company low attention towards cost saving and efficient energy usage is a privately owned Limited.... Towards cost saving and efficient energy usage is a must for achieving long company. System for which company has not engaged in non core operations for this.. Things can be observed that the group that gives definite competitive advantage for the current (... Iso 9001 certification products from overseas OEM manufacturer are many substitutes such as cordials, drinks... Also negligible for indirect customers and so bargaining power is high observed that organic organization.! Customers and so bargaining power is high for fruit drinks market with its brand name of Smak competitive. Grandchildren ; balmoral restaurant closing ; how much money did the vampire diaries gross in India at time... Level and effluent water disposal demand to the market 1000tons per month is highly sensitive... The Corporate strategy of the company would be a barrier for new entrants value creation changing! Diaries gross the Indian/Bangladesh markets weakness of the CBL group there is a chocolate rice! An environmentally hazardous industry future expansion customers kids, youth and senior citizens or email in an market of company! Magazine, we are going to list the company moved to manufacturing of permit ways for the... Permit ways for tapping the tacit knowledge related to production processes an Italian is. Further Pannipitiya factory is a strategic tool to analyze the macro environment of the group to achieve its success.
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