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SWOT Analysis of Continental Biscuits Limited

SWOT Analysis of Continental Biscuits Limited


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Published by Ghulam Murtaza

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Published by: Ghulam Murtaza on May 12, 2011
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Course: Resource Person: Assignment # 2

Submitted By: 1. 2. 3. 4. Ghulam Murtaza Mariyuam Imtiaz Muhammad Mohsin Awais Durrani

Marketing Management Mr. Ahmad Haseeb Hassan. SOWT Analysis of Continental Biscuits Limited.

MBA Executive MBA Executive MBA Executive MBA Evening

115421003. 115421005. 115421002. 083732008.

Submission Date:


5% respectively. the global manufacturers of the LU range. As a part of the leading FMCG our head office has close links both with the Regional Offices of Kraft in UAE and our manufacturing plant in Sukkur. Prince and Candi which proved to be an instant success. CBL thus started its' operations in the country since September 1986 with an initial strength of 200 employees. Brief Introduction: Continental Biscuits Limited (CBL) was founded in 1984 following a Joint Venture between the family of Hasan Ali Khan and the Group Danone. Ismail Industries. IT and the human resources functions are located in the head office in Karachi employing a total of 180 employees. Company 1. Our unrivalled portfolio of brands has been meeting consumer needs for well over two decades and includes such favourites as TUC. These brands have an array of products that falls into the category of plain biscuits.1% . which was subsequently acquired by the Danone Group. Incorporated in 1984. crackers and ingredients based. We have an array of products which are pre-eminent in the branded biscuit business both in Pakistan and abroad. a more comprehensive range of products and technical know-how became available to CBL.0% 10. Prince. plain and ingredient-based biscuits. Candi. 2. commercial. cream variants. the French food giants. Each is having following respective Market Shares in Biscuits industry. Bisconi. under its power brands of TUC.5% and 49. 3. Today the company has a joint venture with Kraft Foods with a shareholding of 50. cream variants.TUC. The company at present has an outstanding portfolio. We produce some of the best known crackers. Continental Biscuits Limited.5% 6. the success story of LU in Pakistan began with the initiative of Hasan Ali Khan (the founder of Continental Biscuits). The Biscuit Industry: The Packed Food (Biscuit) market is growing in Pakistan very rapidly. With global merger of Generale Biscuit and the Danone Group. Our marketing. Market Share in %age 25. Prince and Tiger. finance.SWOT Analysis of Continental Biscuits Limited.3% 43.There are major 5 contribution player in Pakistan. For more than two decades CBL is engaged in the manufacturing and marketing of the brand LU. English Biscuits Manufacturing Co. Its size has grown up till 14000 Tons only in urban Pakistan . In the year 2007 Danone sold their biscuits category to Kraft Foods of USA. Asian Foods. Tiger and Candi. Our manufacturing location based in Sukkur is a centre of excellence which provides employment to 2200 people in the region. The first undertaking was to set up a factory and establish distribution centers in the country with the ultimate objective of commencing operations and marketing our products in Pakistan. who signed a joint venture agreement with Generale Biscuits. 4. Expansive investments were made including the import of technology and professional expertise from abroad. The company first introduced its' innovative brands . sales.

.Company Products: The company has 8 Brands with 39 SKU·s.

Marketing. The Flow chart shows all aspects. Production. These are the four points on which SWOT will be done. Production Marketing Finance Sales . 2.Here we will be conducting the SWOT of Continental Biscuits Limited. The flow chart includes internal and external environment which may be helpful or harmful in reality. 4. 1. Finance. 3. Sales.

2. Strong infrastructures (route to the market / market coverage) vs. Production: Production department or Factory is also Strength of CBL as according to the Kraft Foods CBL Factory is the 3rd Largest Factory in the World which it has related to Biscuits industry with 7 production lines. Marketing and production departments have planned to achieve finance has supported each and every department to go for it. Invoicing.STRENGTHS: Sales: Sales Department is our strength and plays most significant part in our success. competition. Sales Operations are Systemized i. 7. Rural Development Program has strengthen the share of CBL. 6.e. Some 92 Test regarding the QC department are performed to ensure that every Bite a customer takes is 100% nutritive. Marketing: Marketing Department in the year 2009 and 2010 has floated some brilliant ideas to be roll out and company has turned around the sales with consecutive growths of 52% volume growth. Booking . Finance: To make it happen what the Sales.\ Well aware of Market Scenario. Slaes Reporting . Dispatches . Delivery. 5. Technically Skilled Sales Team. 1. . Strong Competitor Tracking.. 4. 3. WEAKNESSES: Sales: Sales team yet has to be given some valuable Training & Coaching Sessions to be fully equipped to face future challenges of Modernization. Setting and achieving new goals continuously.

OPPORTUNITIES: With much skilled Sales Force of CBL as compared to EBM. 2. Production: Department must enhance its production capacity by installing at least one more production line. 4. Asian Foods we have opportunity to get more share through strong coverage and infrastructural improvements. New and existing competition. Finance: Growing Marketing costs are creating challenges for finance. 3. Untrained Sales force. Low Cost Sharing of Sales team. THREATS: 1. Poor marketing. Though the EBM and Bisconi has matured their Production limits we have an opportunity to get share. Marketing Department has opportunity to make effective marketing campaigns regularly to support brands. Our Rural portion is weakest which an opportunity is for us.e. Bisconi. Low finance supplies.Marketing: Marketing is not spending as much as the competition is spending on its TVC campaigns i. Launch of Bakeri Range was supported by 85 million Rupees while EBM is spending on its Brand Sooper more than 120 million on current TVC airing followed by Gluco and Farm House. 5. .

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