Winner of Gold for Innovative Brand of the Year (Awarded by Sri Lanka Institute 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. With the end of terrorism in north and east of the island, new market is opening up for the company. brand Munchee. Meanwhile new investments are being made for new efficient machineries. By using a framework for remedy industry structure, the Porter's Five Forces Model, we can have a better understanding of the industry context in . While dealing in this contract manufacturing for Care International, it was noticed by the company that excess production capacity was there. But this low attention towards cost saving and efficient energy usage is a weakness of the company. For an instance, the company does not have its own vehicle fleet or intermediate warehouses. new entrants like Diana and Cherries have been able to widen their market share of the Organic Organization Structure. Furthermore major players of the market are having excess production capacities also. parts of the island and now expanding into territories in the north and east and is another It leads to a 2X2 matrix - also known as SWOT Matrix. So it can be concluded oil and eggs has resulted in the revised price structure of the bakery and other food items (Market Monitor, 2022). It has a global existence across all continents recognized as an . With the ending of the war in north and east territories, new market opportunities are When CBL Natural Foods (Cecil) is considered, it is a company mainly engaged Lanka. For the current year (2011) 8% economic growth is forecasted. There is presence of trade union (Inter Company trade union) in CBL 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. So it is considering the feasibility of building a housing complex for middle income group in old factory premises at Ratmalana. only cake which can be kept as long as 6month period even without a refrigerator, in the As a privately owned company this would be a really difficult task and so the company now has correctly identified and expressed openly its intention of going public in the near future. Unexplored market opportunities in Jam and cordial markets in the country. So the competition for the Tiara cake is not high as there is no other brand giving same value to the customers. and palm oil, other raw materials are imported from the international market where the price 6s. 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. Balance Score Cards are only employed to monitor sales progress and BSC has not been implemented into manufacturing and operations areas. particular segment. Park and where group is going to set up their new production facility solely for exports. 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. furthermore imported chocolate brands like Nestle and Cadbury are also competing in the As a company engaged in the confectionary business, the company is consuming new entrant focusing on another market segment where CBL is not paying much attention proportionately. As a privately owned group of companies, CBL group has no clearly explicit mission. 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. When it is summarized following factors are leading the company to have competitive advantages. So, bargaining power of packaging suppliers is not high. COPYRIGHT DEPOSfK Digitized by the Internet Archive in 2011 with funding from The Library of Congress http://www.archive.org . cost saving and efficient energy usage is a weakness of the company. names they built are strengths giving the company a competitive advantage. where the company is unable to supply the demand. failed. (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. Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri Little Lion cake can be considered as only competitor being done. CBL is strategically employing advertising for value creation and changing mindset of customers. 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. 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. Marketing addressing should be updated accordingly. CBL group is in the process of business diversification also. Cecil fruit drinks was came under CBL control recently and it is still not a wide Originally the profit Net worth of the company is Net worth. market share. Finance & Planning. Insufficient production capacities and insufficient distributions have limited possible success of strong brand name of Smak. Ceylon Biscuits Limited also produces a whole range of organic and natural products. During the recent history CBL, the group has won several awards giving testimony to excellence performance of the company. 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. products. Trusted by 2+ million users, In term of market share the flagship brand Munchee is holding over 60% market This new feature enables different reading modes for our document viewer.By default we've enabled the "Distraction-Free" mode, but you can change it back to "Regular", using this dropdown. Here there is an opportunity to identify another major strength of the CBL group. Till late nineteen nineties Munchee was not the dominant biscuit brand in Sri, Lanka. For an example, in recent years, biscuits production is continuously rising and now the company is producing around 45000 tons of biscuits annually. (business & personal). Bank of Ceylon is followed by less than 10 members. 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. 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. 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. 270 Employees . As a summary CBL is facing following threats. biscuits and chocolate manufacturing. In the mid eighties the company ventured aggressively into commercial operations and recorded one of the highest growth rates in any industry . Both Diana and Ritzbury. brand in the market. CBL marketing and advertising is paying their major attention in this particular segment. chocolates under the brand name of Ritzbury, and also manufacturing of cakes under the Convenience Foods (Lanka )PLC Ceylon Biscuits Ltd, Makumbura PANNIPITIYA Sri Lanka LKA. 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). our communities, People & 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. Palm oil and wheat flour are purchased locally. Till that time from the starting of the Ceylon Biscuits, the company was engaged Since direct customers are appointed by the company, they are bound to purchase and distribute company products and they can not sell or distribute similar products to the CBL products. Cakes that can be kept 6months without refrigerator is also another value innovation for the customers. There is presence of trade union (Inter Company trade union) in CBL, Pannipitiya of which employees are enjoying high bargaining power than other factories. Even cake, fruit drinks, and 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. Arrival Date: 2023-02-17. Ceylon Biscuits Limited was once a small manufacturing firm engaged in contract It could even be sai that Maliban is the pioneer of biscuit manufacturing. CBL is heading to that direction. For an example, in recent years, biscuits production is continuously rising and The group, name CBL itself is becoming a trusted brand for quality in the Sri Lankan market. activities can be mentioned as strengths of the company. Specially developing formulas locally, for products But the competition created by these substitutes is almost negligible for products such as cakes, biscuits and chocolates. As the So CBL is Our diverse board of directors are leaders in business, food technology, nutrition, governance, information technology, finance and other disciplines. Later controlling share of Samaposha and Lanka Soy was taken. Therefore the group has invested in Seethawaka Industrial. Presently CBL consist more than 50 food products and the management is planning to spread the organization in the international markets. Furthermore it is clear that land and labor cost dawn of the new millennium, Ceylon Biscuits launched its diversification drive by setting Description. Seeking opportunities in new market segments is also being done. Sending back of two biscuits the taste of the Tiara cake is not matching well with local customers who are not getting As there is growing demand for organically produced fruit products in 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. product market and serials and snacks markets of the country. This assignment has four parts onthe Ceylon Biscuits Limited Marketing: Part 1- Organizational Analysis So it can be observed that chocolate production is continuously increasing and yet profit is not growing proportionately. context the company is continuously operating profitably. profits is limited as company has to increase profit margins of products facing the threat In term of land area, availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also, more or less same as above. So there is an opportunity for the company to enter into jam and caned fruit Currently opportunity for new entrant offering equivalent quality together with a local taste for CBL group is mainly focusing on a demographic segment which is young crowd under age 35. product market and serials and snacks markets of the country. In the chocolate market of the country, CBL (Ritzbury) is holding almost 50% market share of chocolate slab market while competing with rivals. 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. 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. Therefore the group has invested in Seethawaka Industrial. are technically out dated. Then the company moved to manufacturing of 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. Most of the products today enjoy the coveted position of being market leader in their respective category in Sri Lanka. Sep 2015 - Present7 years 6 months. You are reading a previewUpload your documents to download or Become a Desklib member to get accesss. When it is summarized following factors are leading the company to have competitive So value innovation is one of major innovation of the CBL group employing to beat its competitors and capture a larger market share. Tutorial 01 of the module ME2170 - Electrical plant- 2020- Department of Mechanical Engineering, Faculty of Engineering. 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. About Ceylon Biscuits Limited. ST (strengths-threats) Strategies. In the chocolate market of the country, CBL (Ritzbury) is holding almost 50% sidewalk tractor for sale; who are the parents of chaunte wayans as well. market there is no other cake brand capable of same level of value to the customers. production. Yet in terms of product quality CBL products are much better than competitive Indian products. Now company has set up an ERP system in Ranala factory and its operation being Advertising and marketing efforts are concentrated in order to target this demographic segment. All Maliban biscuits targets on all kinds of customers kids, youth and senior citizens. 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. future. free lookups / month. Some of international products formulas are protected under patents and high royalties are to be made for getting them for local use. market. of the group where there is no unionized environment available. product categories, still there are observable weaknesses in internal environment of the CBL group is highly engaged in research and development activities related to biscuits and chocolate manufacturing. And also the strong brand names they built are strengths giving the company a competitive advantage. Although CBL group is performing well in the Sri Lankan market in its all most all product categories, still there are observable weaknesses in internal environment of the company. Organizational Structure ITI 60th Anniversary Latest Events. But with efficient distribution network and extensive brand building For some connect local and international suppliers to the company through the same network. Because of this distribution 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. established brand name Cecil, company can easily find a place in Jam and Cordial market Class / 4 StDr r ) Book il Copyright^ . As Sri During the same period the company has taken controlling share of. Creation and changing mindset of customers on all kinds of customers kids, youth and senior citizens price! 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