SYNOPSIS OF PROJECT PLAN

Student’s Name: Monika Bishnoi, Shweta

Singhal
Company Name: Morarka Organic Foods
Pvt. Ltd.
Corporate Guide’s Name: Anand Mani Shandilya
Project Title: An Introspection of Organic
Food Value Chain

INTRODUCTION:-
Value Chain analysis refers to analysis of the full range of
activities which are required to be undertaken to bring the
product from conception, to the different phases of
production(This involves Physical conversion of the product) and
finally to the end consumer. This study will include the
understanding of the various business processes of Morarka
Organic Food Pvt. Ltd. and tracking the linkages between them.

OBJECTIVES OF THE STUDY

• To understand the various business processes of the
company
  Procurement method

 Storage, processing and packaging of the food products

 Ongoing promotional strategies

 Understanding of the market and customers

• Identification and documentation of organic farming

practices followed by farmers of Morarka

 Motivation factors for going organic

 Their interest level to grow organic food

 Problems faced by them in organic farming

 Their expectations from Morarka

• To assess the demand of organic foods in Jaipur.

 Awareness about the organic food

 In depth study of potential customers

 Their interest level

 Awareness about the organic food

 Awareness about Morarka and preference to buy

Morarka products

 Factors affecting their buying behavior for organic food

 Their consumption pattern of organic food

• To study the sales model of the company

 The existing sales model and problems in it, if any.

 Interest level of retailers to keep organic food products

  Initiatives taken by them to promote organic food

 Their interest to sell Morarka products

 A study of organizations and initiatives taken by them

for selling organic food( FAB India, Food Bazaar,
Nature’s Basket, ITC)

 To seek the production-procurement gap of organic

products and major issues

• To seek alternate channels as a medium of promotion

and awareness of organic foods

 Overview about the consumers of organic food

 Their preference of organic food over conventional one

 Their recommendation pattern for organic food

 Their interest level in organic food

 Information about the various benefits of organic food

TECHNIQUES USED
• SECONADRY RESEARCH

 Internet: to understand the benefits/issues related to

organic food products and their relatedness in present
scenario for potential customers, study the new trends
in the organic food business/market

 Company Documents: To understand in detail about

the business processes of MORARKA.

 Observational study of business processes: to

identify the methods of procurement of organic food
 products and their development, to Study the key
Procedures and codes followed in carrying out
processes.

 Census, Demographic profile: to study the

demographics of the area where research will be
conducted.

• PRIMARY RESEARCH

 Face to Face interview with the operations head:

to get information about the procurement of food
products

 Face to face interview with the marketing head:

to get information about the existing promotional
strategies and future marketing plans

 Face to face interviews with Farmers: Their

interest level to grow organic food products, Problems
faced by them to grow the same

 Face to face interviews with the

doctors/dieticians hotel chain/restaurants/tiffin
centers, caterers: to gain insight about the potential
customers and to understand their requirement

 Schedule Filling with retailers: To identify the

problems in Retailing organic products, to identify the
Customer segment and their behavior.

 Face to face interview with the end consumers: to

know the awareness about organic food products and
major issues faced by them.
 KEY DELIVERABLES

 Understanding of the value chain of the Organic

Farming Business.

 Interest of the each key player in the chain.

 SWOT Analysis of the Organization

 Understanding the bottlenecks and recommending ways to

gain cost effectiveness.

 Understanding the Customer

 Profile of the customer

 Factors affecting his buying behavior

 His awareness about organic food products

 His interest level in buying organic food products

 His preference to buy Morarka food products

 Identifying RETAIL opportunities for Morarka food

products

 Growth Potential

 Sales Potential

 Recommendations on formulation of strategies to enhance

retail sales of Morarka Food products

 Short Term and Long Term Strategies for Morarka

 Recommendations on formulation of Communication
strategy for potential market

 Recommendations on formulation and Implementation of the

Promotional Strategies for Morarka.