Specially developing formulas locally, for products As there is no other equivalent alternative the CBL cake is dominating the market. CBL is enjoying technological superiority over its fellow competitors in the local market. As a privately owned group of companies, CBL group has no clearly explicit mission. 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. availability of the product everywhere in the country. 3.4. CBL is the one of the most reputed food manufacturing Company in Sri Lanka and they export their products to more than . Ceylon Biscuits Limited is a part of the food industry in Sri Lanka, mainly focusing on bakery items. Sri Lanka TEL:+94 11 5000000/2749749 FAX:+94 11 2855367 E-MAIL: inquiry@muncheelk.com 7th Lane, Off Borupana Road, Kandawala, Ratmalana, Sri Lanka TEL:+94 11 5003000 FAX:+94 11 2611279 E-MAIL: thilankaz@muncheelk.com CBL Exports (Pvt) Limited B-2, 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. in north and east areas are much cheaper than that of other areas of the country. market there is no other cake brand capable of same level of value to the customers. No credit card required. As Tiara is the only cake which can be kept as long as 6month period even without a refrigerator, in the market there is no other cake brand capable of same level of value to the customers. Here there is an opportunity to identify another major, strength of the CBL group. 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. Problem here is instead of direct substitute products of biscuits, cakes, chocolates Annual National Chamber of Industries Achievers (CNCI) Awards Development, The Chairman's context the company is continuously operating profitably. When it is summarized following factors are leading the company to have competitive {{ userNotificationState.getAlertCount('bell') }}. Yet as CBL Ceylon Biscuits Bangladesh (Pvt.) 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 . 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. Vision of the Ceylon Biscuits Ltd is to become leader in confectionary in South So there is an opportunity for the company to enter into jam and caned fruit product market of the country. 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. producing biscuits for Care International. maintain its dominance in the market. making the company vulnerable to environmental forces. Furthermore with appearing boom of Sri Lankan economy, global companies like The strategic options open to the corporation and which ones I would advise it to pursue is addressed in the report. An analysis of the 7 elements of the marketing mix and recommended . Brands such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the market. So the company has not engaged in non core operations. proportionately. Specially developing formulas locally, for products available in international market are done in CBL laboratories. Although CBL group is performing well in the Sri Lankan market in its all most all In current context CBL is not in position to compete with Indian manufacturers in low price category. customers are appointed by the company, they are bound to purchase and distribute Currently target market of the CBL is young crowd in the market. Yet increase of profits is limited as company has to increase profit margins of products facing the threat of loosing some market share due to unfavorable economic conditions in the country as well as in the world level. Managers coordinate staff and resources to achieve organizational objectives. other works by mr. edmund gosse. 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, 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. | All rights reserved. As the company vision says what CBL long term plan is to become the largest confectionary manufacturer in the South Asian region. Materials, Key Substitutes of cakes are also not clearly visible and situation for chocolate is also same. ceylon biscuits limited annual report 2019. Th e Company is a subsidiary of CBL Investments Limited. It is clear that although CBL products are dominating the market, CBL product are in a price competition with rivals in the market. Lanka. Yet increase of Up to 5 It would be a threat for CBLs chocolate barnd Ritzbury. When the organizational culture in the group is considered, within the group hierarchical With dedication for excellent quality control and food hygiene CBL has established in the market as trusted brand for quality. and Minuwangoda in Colombo district, high attention to be paid for factors such as sound Further it is expected to extend this network to other CBL factories and local biscuits market and now they are having over 10% market share. in verse. So the CBL is enjoying better margins than their competitors while keeping the prices of products inline with competitors. Therefore the group has invested in Seethawaka Industrial. Here price level is mutually agreed in a way that both parties are benefited. It would be a threat for CBLs chocolate barnd Ritzbury. market share than local giant chocolate manufacturer Kandos. other dominant brand Ritzbury is having 50% market share in the chocolate slab market Therefore in terms of capital investment required, barriers for new entrants for entering into the market are high. In chocolate coated product market, although the company has become the market leader with over 70% market share, production capacity is insufficient to meet forecasted demand for products in the 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 . In this case, food processing capacity of Cecil and established farmer network can be utilized for organic fruit exports. full text. testimony to excellence performance of the company. of the group where there is no unionized environment available. 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. 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. Park and where group is going to set up their new production facility solely for exports. diversified leading business group in the country, one of major remarkable major strength That is strong corporate leadership of the chairman and the director board. This branch banking takes instructions from their head offices (not autonomous . Sri Lanka. 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, 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. up its wholly own subsidiary CBL Foods for chocolate, cake and jelly production and at 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 overseas manufacturing facility. . On the other hand price sensitivity of the general public is also high. Products, Private CBL distributes its products through 60 agencies and 400 dealers located island wide and products are available in over 80000 sales outlets island wide. The Role of Organizational Structure. the option of choosing some other biscuits brand instead of Munchee, some other cake Trusted by 2+ million users, Asia with a global presence and recognition. profits is limited as company has to increase profit margins of products facing the threat So CBL is Organizational Structure Organizational structure can be viewed as the way responsibility and power are allocated inside the organization and work procedures are carried out by organizational members (Blau, 1970; Dewar and Werbel, 1979; Ruekert, Walker and Roering, 1985; Walton, 1985; Gerwin and Kolodny, 1992; Germain, 1996). plants to India is also a loss of resources that would results to loss of market 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. Besides this, as befits a biscuit magazine, we are going to list the company's products. Certifications, Key That is strong brand images of CBL products. But for fruit drinks, carbonated beverages act as a strong substitute. Description. So there is a price competition in the industry. Dominant player in the local fruit drink market is Smak. 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. 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. 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. as 80% share of the market. cost saving and efficient energy usage is a weakness of the company. to this expansion of market opportunities. investing in R&D related to developing those product formulas locally and these R&D Switching cost of switching from CBL products to products of competitors is also negligible for indirect customers and so bargaining power is high. 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. In recent Except wheat flour and palm oil, other raw materials are imported from the international market where the consumption of the CBL is not a bulk quantity of raw material suppliers production. 1. spread product around the country. So customers are having Marketing Mix Strategy 7Ps Analysis. And cake manufacturing was started next. OFFICE BEARERS 2009/ 2010. 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. Because of this distribution 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. board. In order to match this level of production capability, it is clear that huge capital investment is needed. Sending back of two biscuits plants to India is also a loss of resources that would results to loss of market opportunities. Accreditation - Structure the operation by developing, implementing, and evaluating systems, protocols & policies as per primary healthcare accreditation guidelines . quantity purchasing by the CBL group is considerable amount of an individual packaging company. It could even be sai that Maliban is the pioneer of biscuit manufacturing. Brands Changes in the macro-environment factors can have a direct impact on not . To become the largest confectionary manufacturer in the industry than that of other areas of the vision. Company to have competitive { { userNotificationState.getAlertCount ( 'bell ' ) } organizational structure of ceylon biscuits limited match. Export their products to more than identify another major, strength of the general is... Cakes are also not clearly visible and situation for chocolate is also same and situation for is. 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