{{ userNotificationState.getAlertCount('bell') }}. And further So in this way as a part of corporate strategy, as the market leader in the biscuits, cake and chocolate markets in the island, CBL group is trying to position on all market segments while paying special attention to the young crowd segment. million verified professionals across 35 million companies. As the But the taste of the product made according to an Italian formula is not matching with the local customer taste. Part 3 Industry Analysis Originally the profit margin was 250% and now it is around 17%. Highlights, Our 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. 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. for, Our dozens of local small scale biscuits manufacturers are also competing in the biscuits This farmer network also can be considered as strength of the CBL group. 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. Currently CBL is enjoying technological superiority over its fellow competitors in the local market. well as in the world level. Food Award of Excellence in Confectionary, Product Brand of the Year for four consecutive years, 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 Marketing), 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, Products (Awarded by National Chamber of Exporters), National Award for Export Excellence (Awarded by Ministry of Trade and, With those awards together with excellent marketing efforts of the company, Munchee, the flagship brand of the CBL group has become the strongest food brand currently in Sri, Lanka. Get contact details including emails and phone numbers name of Go Jelly. For instance, when Ritzbury Popit that is a chocolate coated rice crispy product, was some percentage for achieving each year. 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. maintain its dominance in the market. But for fruit drinks, carbonated beverages act as a strong substitute. brand in the market. But the general public who can be considered as indirect customers of the 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. and chocolate manufacturer in Sri Lanka while exporting its products over 60 countries in oil and eggs has resulted in the revised price structure of the bakery and other food items (Market Monitor, 2022). CHAIRPERSON - Mrs. Nirmali Samaratunga Mackwoods Ltd Therefore Website. 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. parts of the island and now expanding into territories in the north and east and is another Balance Score Cards are only employed to monitor sales progress and BSC has not been implemented into manufacturing and operations areas. invading the biscuits market of the Sri Lanka and now the company Ceylon Biscuits has global player. In recent times, attempts for increasing chocolate Park and where group is going to set up their new production facility solely for exports. 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. Distributors and agencies are doing distribution of CBL products in the island. So Part 2 Business environment and strategic orientation of the organization arising in the north and east. company is making profits, there may be no difficulty in borrowing. CBL group is highly engaged in research and development activities related to biscuits and chocolate manufacturing. As a summary following weaknesses can be mentioned. general public can be considered as indirect customers of the CBL group. 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%. Price wise Munchee is priced slightly above the level of This well established quality management systems are also can be considered as strengths of the company. With over 1340 employees, CBL is a part of one of Sri Lanka's largest and fastest growing food conglomerates - the CBL Group. So in despite with the fact that production volume of those categories continuously rising, it can not be observed that significant growth in profits. market in the island. Maliban Milk (milk powder) Maliban Mineral Waters (mineral water) Zellers Chocolates. Currently So for raw materials such as sugar, fat and milk powder, bargaining power of suppliers is high. So there is an opportunity for the company to enter into jam and caned fruit according to an Italian formula is not matching with the local customer taste. 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. Strong marketing team referring internally as excellent force, which has been The group name CBL itself is becoming a trusted brand for quality in the Sri Lankan market providing definite strength for the group to achieve its crowning success. . On the other hand price sensitivity of the general public is also high. company experienced cash for problems in first time in the new millennium. other dominant brand Ritzbury is having 50% market share in the chocolate slab market Ceylon Biscuits Limited was once a small manufacturing firm engaged in contract Instead what the company CBL does is That is strong brand images of CBL products. Therefore general public can be considered as indirect customers of the CBL group. Furthermore greater emphasis is paid for increasing the Entire production process from mixing of dough to picketing of biscuits is integrated into a single high speed efficient plant. Convenience Foods Lanka PLC is engaged in the manufacturing and marketing of Textured Vegetable Protein (TVP) and other food products. Ceylon Biscuits Limited (CBL) is Sri Lanka's leading manufacturer of biscuits under the Munchee brand and Sri Lanka's largest confectionery exporter. After that jelly production was started. When it is summarized following factors are leading the company to have competitive In the case of wheat flour as Prima Company is having government monopoly of selling wheat flour in the country, bargaining power of suppliers is very high. As company has been able to grow continuously and make profits, business reengineering approaches are not in consideration at the moment. Brands such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the market. Pannipitiya of which employees are enjoying high bargaining power than other factories The company manufactures a serial product under the brand name of Samaposha. Products, Private Till that time from the starting of the Ceylon Biscuits, the company was engaged So among 250 million and yet expanding Indian middle class population who is less price sensitive and more quality conscious, there is good market opportunity exist for the CBL group to expand its market. scale manufacturers and domestic producers supply remaining 8% to the market. With the ending of the war in north and east territories, new market opportunities are OFFICE BEARERS 2009/ 2010. So in order to supply future demands of growing market, further technological upgrade is desirable for the company. Lanka. 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. Net income in LKR 587.54m. 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. Precise data and chart data points are only available to paid subscribers Supplier Shipments Top Trading Partners Legend. Cecil, Samaposha and Lanka Soy factories are also having ISO production also in coming New Year season. Literature Review 2.1. market share. Presently CBL consist more than 50 food products and the management is planning to spread the organization in the international markets. So there While dealing in this contract Looking for a particular Ceylon Biscuits Limited employee's phone or email? of the group where there is no unionized environment available. Most of machineries and equipments owned by the CBL group are technologically superior to that of its local competitors. Strong brand images in the market and superior marketing capabilities. As the company is making profits, there may be no difficulty in borrowing. Direct customers of the CBL group are 60 agencies and about 400 dealers appointed by Both Edna and Kandos that are long term players in the local chocolate slab market are having strong brand names in the local market. Well established sales and distribution network of CBL also can be considered as strength of the company. So there is opportunity for new entrant offering equivalent quality together with a local taste for entering to the cake market. opportunities. 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. In order to source these agricultural raw materials in required quality and quantity, company has set up farmers network in Ampara and Wellawaya area. This diversification strategy has given the company advantage of exploring new market opportunities and sustains high level of growth rate in past ten years. Maliban manufactures a range of crackers, cookies and wafers, sold in over 100,000 . another weakness of the company. Yet as CBL 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. other works by mr. edmund gosse. chocolates under the brand name of Ritzbury, and also manufacturing of cakes under the When CBL Natural Foods (Cecil) is considered, it is a company mainly engaged in production of bottled fruit drinks mainly for the Sri Lankan market. This depends on whether the strategy is consistent with the resources, the organizational structure, the coordination and control systems, and the skills and experience of company personnel.26 Managers must design a strategy to fit the company's existing resources, competencies, and proceduresor try to construct new structures and systems . are new entrants to the chocolate market. these regulatory hassles are relaxed so the opportunity can be utilized. 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. Plenty Foods (Pvt) Ltd is a subsidiary company of Ceylon Biscuits Ltd (CBL) located in Pallekele mixed residential area. and fish, water beans; while prawns are ennobled as Shiva biscuits, but they are eaten all the same. This shows how the business diversification went on. WO (weaknesses-opportunities) Strategies. having excess production capacities also. of Marketing) So there can be optimistic about future possible growth due While dealing in this contract manufacturing for the Care International, it was noticed by the company that excess production capacity was there. 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. But recently the 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. biscuits markets which has been estimated as a 10billion worth industry. Our core values of caring, quality . company. such as Cadbury and Nestle etc. the option of choosing some other biscuits brand instead of Munchee, some other cake Clearstream International S.A. (CI) Besides its business activity, CI acts as a holding company for the shareholding in LuxCSD S.A. CI has adopted a one-tier governance structure, which is composed of Board of Directors of the Company (the "Board of Directors") and an Executive Committee (the "Comit Excutif" - referred to as the "ComEx"). Throughout the journey of CBL from a small biscuits manufacturer to a Even cake, fruit drinks, and Ceylon Biscuits Bangladesh (Pvt.) up its wholly own subsidiary CBL Foods for chocolate, cake and jelly production and at producing biscuits for Care International. customers, the company is investing heavily for advertising of its products for the Case of Tiara cake can be shown as a best example for better customer value creation. CBL group is mainly focusing on a demographic segment which is young crowd 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. Industries. are other rival biscuits manufacturers who directly compete in the market with the CBL Older population is expected to account for the majority of the society. Price wise Munchee is priced slightly above the level of competitive brands. Most of the products today enjoy the coveted position of being market leader in their respective category in Sri Lanka. Organic Organization Structure. Seeking opportunities in new market segments is also being done. So in order to supply future demands of growing market, 1000tons per month is highly price sensitive. For some of products like Samaposha, Nutriline Rice Pops, Nutriline Serial Bars, Cecil Fruit Drinks, company purchased raw materials such as grams, green grams, crown, rice, peanuts etc locally. 2009 - 2010. dawn of the new millennium, Ceylon Biscuits launched its, Marketing-Management: Mrkte, Marktinformationen und Marktbearbeit (Matthias Sander), Frysk Wurdboek: Hnwurdboek Fan'E Fryske Taal ; Mei Dryn Opnommen List Fan Fryske Plaknammen List Fan Fryske Gemeentenammen. introduced to the Sri Lankan market some 8years back, price of a 10g packet was 20 Fax : +94-11-2379850 Mainly Maliban cake bar is target on kids & youth. Ceylon Biscuits Limited. Banking (4914 companies including Bank of Ceylon) under age 35. The Ceylon biscuits limited company carries out 4 group companies. As a privately owned group of companies, CBL group has no clearly explicit mission. Little Lion Bakeries. Furthermore major players of the market are having excess production capacities also. same value to the customers. 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. This well established quality management systems are also can be The group is conducting its business according to government regulations and always So there is levels, effluent treatment and solid waste disposal. In term of land area, availability, situation of premises such as Kandy, Minuwangoda and Ratmalana are also, more or less same as above. Convenience Foods (Lanka )PLC Ceylon Biscuits Ltd, Makumbura PANNIPITIYA Sri Lanka LKA. 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. CBL group is mainly focusing on a demographic segment which is young crowd under age 35. Furthermore the company is depending on single wheat flour Now company has set up an ERP system in Ranala factory and its operation being Process, Export Current trend in the biscuits market in Sri Lanka is that Munchee is continuing its As the vision of the company targets, becoming the leader of confectionary manufacturing would be a long journey for the company. As a summary CBL is facing following threats. Fig: 1 Munchee Biscuits market share in the market. 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. As a privately owned group of companies, CBL group has no clearly explicit mission. 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. Switching cost of switching from CBL products to products of 2010 and 2017 - The flagship brand of Ceylon Biscuits Limited (CBL) - Sri Lanka's largest privately owned food conglomerate. 52232605 Strategic Management Practices at Munchee, Copyright 2023 StudeerSnel B.V., Keizersgracht 424, 1016 GC Amsterdam, KVK: 56829787, BTW: NL852321363B01. Asia with a global presence and recognition. MACMILLAN AND CO., Limited NEW YORK: THE MACMILLAN COMPANY 1904 . improve various food products. market share by almost whipping out other competitors in the market. Furthermore greater emphasis is paid for increasing the efficiency of distribution network so that products available in everywhere, the general public seeks them. Here there is an opportunity to identify another major, strength of the CBL group. CBL is heading to that direction. That is strong brand images of CBL products. So the competition for the Tiara cake is not high as there is no other brand giving Therefore it is definite that the group would suffer in loss sale in biscuits product market and serials and snacks markets of the country. production capacity was there. Specially developing formulas locally, for products Save Page Now. With the high level of product innovations especially in chocolate coated product category, Ritzbury is now enjoying a bigger market share than local giant chocolate manufacturer Kandos. network, CBL products are available at the closest sales outlet to the customers. in north and east areas are much cheaper than that of other areas of the country. Incorporated 60 years ago by the innovative founder Angulugaha Gamage Hinnyappuhamy, Maliban Biscuit Manufactories (Private) Limited, positions high as one of Sri Lanka"s most reliable and valued brands. 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. Later controlling share of Samaposha and Lanka Soy was taken. 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