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CASE STUDY: BRITANNIA INDUSTRIES LTD

Group members: Iris Sunny Wee Box Dora

Agenda

Introduction Findings: Problems Recommendations Conclusion

Background
The

largest manufacturer of bakery products in India in 1892 brands

Established

Top-selling: Biscuit

Background

Initial steps:

Eat Healthy, Think Better

Moving forward: Midday Meal Scheme Extending the brand Expanding the supply chain: Outsourcing

Strategic plans: Scale up the manufacture and distribution of social products Develop the social products into sustainable business

Finding Problems

External strategy problems


Cannot meet
Fierce

the need at the national level

competition

Internal strategy problem


Financial

problems
problems

Marketing

FINDINGS-External Strategy Problems

Cannot meet the need at the national level


The conscience of malnutrition


The market share of health and wellness food

$300 billion, $725 million

Various

stakeholders to collaborate with

Government agency, corporate sector, civil society

Innovator

FINDINGS-External Strategy Problems

Competitors

Local companies--Parle Products, ITC, Surya Foods Multinational companiesKraft Foods, United Biscuits
Finance,

technique, diversity and distribution

FINDINGS-Internal Strategy Problems Financial problems (High costs of operation)


In In

2008, total expense = 25,990 (Rupees millions) 2011, total expense = 44,829 (Rupees millions)

The The

highest increasing expense is Raw materials (Sugar, Flour and Oil) highest increasing raw material is Sugar

FINDINGS-Internal Strategy Marketing Strategy Problems (Educating to Indian Problems


customers)
Nutrition

is the intake of food, considered in relation to the bodys dietary needs. (World Health Organization: WHO) of educate the nutritional products NutriChoice Malnutrition

Lack

Recommendation 1 (External) Enlarge scale of the company


Solutions: Strengthen cooperation with government Integrated Child Development Service Midday Meal Scheme

Community-oriented organizations Drawbacks:

Competition in government projects


Weigh profits over development

Other recommendations

Cooperation with stakeholders

Outsourcing

Recommendation 2 (External) Competitive advantages & Sustainable development

Solution:
1. Improve quality of products: taste and minerals 2. Products for low-income consumers

Drawbacks: Increase cost

Other recommendations

Balance the low-price products and high-price products

Enhance the reputation


Gain supports from the government

Recommendation 3 (Internal)

Financial issues: SAVE COST

Material costs Cooperate with sugar suppliers and flour companies, make simply package

Labour costs From rural areas Distribution costs Factory location close to the target market

Recommendation 4 (Internal)

Marketing issues

Brand management

Create new different flavours Educate to the public (Fortified biscuits can kill malnutrition)

Built a national-wide scheme: Suppliers for all the schools and charity

Conclusion

Problems:
Profits

decreased strategies are limited competitors

Marketing Potential

Solutions: external and internal strategies


Scale up social products Develop a sustainable business

Thank you for your attention