A Project Report on “SWOT” Analysis done on “Sundrop Oil”

Presented By: 1) Subhabrata 2) Binayak 3) Gopal 4) Vikash 5) Prosenjit 6) Bindhaya

Company Profile:
 About Co. - Agro Tech Foods public limited engaged in the business of marketing food and food ingredients to the Indian customer. This company affliliated to ConAgra Food Inc. of USA, which is one of the world greatest company. Chairman of the company is Greg Estep and President & CEO of the company is Sachin Gopal.

 Vision - To become the best performing Most Respected Foods Company in India.

 Purpose – “Nourishing family…Enriching life”

 Moto – ACT NOW- It means being empowered, being agile and making a difference with a sense of urgency!

Acquisition of The Company
Led by the flagship brand Sundrop, Agro Tech Foods Ltd has expanded its brand portfolio through acquisition of the Rath vanaspati brand from SIEL Ltd. It also sells unrefined mustard oil under the Sudham brand in the East.

Sales & Distribution
Agro Tech has a network of 1000+ distributors spread across the country and reaches 130,000 odd outlets to sell thier products. The company has a strong presence and a proactive stance with respect to modern trade. There are direct selling agreements in place with key accounts like Reliance Retail, Subhiksha, Spencers, Food World, Big Bazaar, etc.

Product Profile:
Products of the company :
        

1) Sundrop SuperLite. 2) Sundrop Superlite advance. 3) Sundrop Heart. 4) Sundrop Gold. 5) ACT II Instant Popcorn. 6) ACT II Microwave Popcorn. 7) Healthy World Dried Green Peas. 8) Snack Break.

SuperLite Advanced
Sundrop Superlite Advanced launched in 2009 is a variant of existing Sundrop Superlite which is a premium Sunflower oil. Sundrop Superlite Advanced with added DMPS (Dimethyl Polysiloxane) ensures that the absorption of oil is less while cooking, as compared to any ordinary oil. Its advanced refining process makes it extra light. Sundrop Superlite Advanced is also fortified with sufficient quantity of Vitamin A and D which takes care of 25% of daily requirement of these essential vitamins. So when you cook with Sundrop Superlite Advanced your family eats well & stays active and healthy throughout the day.

Price of SuperLite Advance :    5lt - Rs. 508/2lt - Rs. 222/1lt - Rs. 99/-

SuperLite Advanced

Sundrop Superlite is a 100% Sunflower oil and is synonymous with the brand Sundrop. It is the market leader in the premium category of Refined Oils. Sundrop Superlite enjoys a wide base of loyal customers. Sundrop Superlite is fortified with sufficient quantity of Vitamins A & D to provide up to 25% of daily requirements. So when you cook with Sundrop Superlite your family eats well & stays active and healthy throughout the day. Sundrop Superlite is not just low in saturated fats and high in unsaturated fats but also has a good balance of MUFA & PUFA. It is rich in natural vitamin E & Omega-6, an essential fatty acid vital for the proper functioning of the body.

Price of SuperLite :   5lt - Rs. 549/1lt - Rs. 113/-

Sundrop Heart was launched in 2003 in the fast growing Heart care category. Sundrop Heart is a scientific blend of high quality, specially processed rich Rice Bran (80%) and Sunflower (20%) oils. It is rich in a special nutrient called 'Oryzanol', which is known to reduce bad cholesterol (LDL) levels. The consumer response to Sundrop Heart has been overwhelming. Besides its health benefit, the food cooked in Sundrop Heart is tasty, making it an ideal cooking medium for the entire family.

Price of SuperLite :   5lt – Rs 613/1lt - Rs.120/-

“SWOT’’ Analysis:
A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis. The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection.

Consumer Behavior:

“SWOT’’ Analysis of The Company: Strengthof the Organization:
A dominant player in the edible oil and branded foods sector, in India. Strong affiliation with ConAgra Foods Inc of USA, world third largest foods company. Still the largest selling sunflower oil brands hold with 15% of branded oil market.  Sundrop heart also used the health platform so it associated with heart patients and fulfill customer requirement.  It has also acquired a fairly strong presence in the mass market for edible oil through its low priced brand, Crystal

“SWOT’’ Analysis of The Company: Weaknessof the Organization:
Limited market penetration in edible oil market. Rural area are not approach of company. Limited market penetration in food processing industry. Price of product id slightly high that affect the demand.

“SWOT’’ Analysis of The Company: Opportunities of the Organization:
Sharp increases in demand of branded oil.  India has a wide-ranging and large raw material base suitable for food processing industries.  India has developed advance technology to support food processing industry.  High market awareness in metropolitan city of branded oil.  India’s comparatively cheaper workforce can be effectively utilized to setup large base for domestic and Export markets. Liberalized overall policy regime. Rapid urbanization, increase literacy and rising per capita income, have all cause rapid growth and changes in demand patterns.

“SWOT’’ Analysis of The Company: Threats
of the Organization:

The treats of low price competition.  Engine, Fortune, Dhara, Nature Fresh and Saffola are big competitor in edible oil.  A large number of domestic as well as multinational players.  Highly competitive industry.


 The company should approach the rural areas to widen their base and reach which would bring more profit for them.

 The company should think of reducing their price slightly which might affect the demand of the oil during inflation.

 The company should have more market penetration in the foodprocessing industry.

 They should come up with a mustard oil of their own which can be less on price and high on quality.

 The company can think of increasing the taste of Sundrop Heart oil.

 To use the latest technology available in the food-processing industry.

•Website names:•www.google.com •www.managementparadise.com •www.wikipedia.com •www.atf.com • Books prefer:1. Marketing Management- Rajan Saxena 2. Marketing Management- Philipp Kotler.