A PROJECT REPORT ON SWOT ANALYSIS DONE ON SUNDROP OIL( OI L(Agro Tech Te ch Foods) Foo ds)
PROJE PRO JECTE CTEE: E: BINAYAK BINDHYA GOPAL PROSENJIT SUBHABRATA VIKASH DR.D.P.SAMANTA DR.D.P.SAMANTA PRINCIPAL DSMS BUSINESS SCHOOL
PROF. SUMANTA MUKHERJEE FACULTY MEMBER DSMS BUSINESS SCHOOL
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ACKNOWLEDGMENT Apart from our effort, the success of this project depends largely on the the en enco cour urag agem emen entt and and guid guidel elin ines es of many many othe others rs.. We take take this this opportunity to our gratitude to the people who have been instrumental in the completion of this project.
We wish to show our greatest appreciation to Mr.Sumanta Mukherjee. We can not say, thank you, enough for his tremendous sup suppo port rt and and he help lp.. With Withou outt his his en enco cour urag agem emen entt and and guid guidan ance ce this this project would not have materialized. The guidance and support received from each team member who cont contri ribu bute ted d and and are are cont contri ribu buti ting ng to this this proj projec ectt was was vita vitall for for the the success of the project.
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CONTENTS
Chapter No.
TITLE
CHAPTER-1
Company profile
CHAPTER-2
Product profile
CHAPTER-3
What is SWOT Analysis?
CHAPTER-4
Consumer Behavior-Survey on the Product category:
CHAPTER-5
SWOT Analysis of the company
CHAPTER-6
Recommendations Recommendations for the company
CHAPTER-7
Bibliography
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About Co. - Agro Tech Foods public limited engaged in the business of marketing food and food ingredients to the Indian customer. This company afflicted 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.
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.
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Alejandro Castro Michael D Walter Lt Gen D B Singh Sanjaya Kulkarni Leadership Team: Sachin Gopal President and CEO Asheesh Sharma Head of Marketing Dharmesh K Srivastava General Manager – Supply Chain & Procurement Hemant Kumar Ruia (CFO and Head of IS & Legal) N Narasimha Rao (Vice President – Human Resources) Pradip Ghosh Chaudhuri (General Manager – Manufacturing) Raj Kanwar Singh (Head of Sales) Satish Kumar Singh (Head of Research, Quality & Innovation) Company Secretary: (Phani K Mangipudi) Auditors: Lovelock & Lewes Chartered Accountants Hyderabad Registered Office: 31, Sarojini Devi Road Secunderabad – 500 003 Andhra Pradesh India . Website: www.atfoods.com www.atfoods.com Registrars & Share Transfer Agents Sathguru Management Consultants Private Limited Plot No. 15, Hindinagar Behind Shirdi Sai Baba Temple Punjagutta Hyderabad – 500 034 PRODUCT PROFILE
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1) Sundrop Superlight. 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. SUNDROP SUPERLITE ADVANCED: 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 Advanced : • •
•
5lt - Rs. 508/2lt - Rs. 222/1lt - Rs. 99/-
SUNDROP SUPERLITE: Sundrop Superlite is a 100% Sunflower oil and is synonymous with the
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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: 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.
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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. The following diagram shows how a SWOT analysis fits into an environmental scan: SWOT Analysis Framework
Environmental Scan / \ Internal Analysis External Analysis /\ /\ Strengths Weaknesses Opportunities Threats | SWOT Matrix
Strengths
A firm's strengths are its resources and capabilities that can be used as a
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Weaknesses
The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses: •
lack of patent protection
•
a weak brand name
•
poor reputation among customers
•
high cost structure
•
lack of access to the best natural resources
•
lack of access to key distribution channels
In some cases, a weakness may be the flip side of a strength. Take the case in which a firm has a large amount of manufacturing capacity. While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment. Opportunities
The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include: •
an unfulfilled customer need
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•
emergence of substitute products
•
new regulations
•
increased trade barriers
The SWOT Matrix
A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a weakness in order to prepare itself to pursue a compelling opportunity. To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below: SWOT / TOWS Matrix Strengths
Weaknesses
S-O strat strateg egie iess W-O str strat ateg egie iess Opportunities S-O
Threats
S-T S-T str strat ateg egie iess W-T stra strate tegi gies es
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A SWOT analysis may sound like a form of mission planning for James Bond. A SWOT simply stands for: Strengths, Weaknesses, Opportunities, and Threats. Each area forms a box on a grid and you fill in each section to help formulate a marketing strategy. Strengths and weaknesses focus your business to look internally at what your business can do. Many businesses are great at looking inward but fail to look outside their company. Threats and opportunities are external; focusing on the conditions of the real-world. This is where a SWOT analysis is helpful. It challenges you to see beyond your company walls to determine what opportunities are open for your company and how to capitalize on your strengths. While most of your analysis will be subjective, the SWOT can provide multiple benefits to your small business. These benefits can include: •
•
•
•
Insight into where your business can focus to grow. Understand the industry structure by using a SWOT in your business plan. Focus your advertising and marketing on areas that give you a competitive advantage in the marketplace. The foresight to see looming threats and react proactively.
To develop your own SWOT analysis, consider each section with a certain degree of realism and be specific. Avoid the standard line, "we are great at everything & have no competitors". Your customers will know you in the marketplace for certain attribute or things that make them say, "WOW". Don't forget the complaints of late shipments or
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• •
patents or proprietary goods an established distribution channel Weaknesses
It is far easier writing down your corporate strengths than weaknesses. Think of objections your customers raise during the sales process. Think of your competitors' remarks. Is there any truth to what they say? •
limited human resources and staff
•
high cost of production
•
products or service similar to competitors' Opportunities
Your small business is influenced by the external environment, such as: legal, political, technological, and cultural factors. Consider what can make your business obsolete, and what will replace it. Threats can become opportunities or vice versa. Government regulation softening.
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threat or an opportunity. Perhaps what are more important than the superficial classification classification of these factors are the firm's awareness of them and its development of a strategic plan to use them to its advantage. CONSUMER BEHAVIOUR
38%
Monthl Monthly yIncome Of Durgapur 20% 5k-10k
22%
10K-15K 15K-20K More than 20K
30%
Demandof Edibleoil oil
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ible oil 2% Priceof edible 35%
Reasona ble Cheap
42% 21%
Expensiv e
Quality lity in edible oil Pungency
45% 25% 30%
Cooking quality Nutritional quality
“SW SWOT OT” ANAL ANALYS YSIS IS OF OF THE THE COMP COMPAN ANY Y (AGRO (AGR O TE TECH CH FOODS F OODS LTD) STRENGHTS OF THE ORGANISATION :
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•
•
•
Limited market penetration in edible oil market. Taste of sundrop heart is less tasty. Rural areas are not approach of company.
•
Limited market penetration in food processing industry.
•
Price of product id slightly high that affect the demand.
OPPORTUNIT OPPORT UNITIES IES OF THE ORGANISA ORGA NISATION TION :
•
Sharp increases in demand of branded oil.
•
India has a wide-ranging and large raw material base suitable for
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•
•
•
•
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 .
RECOMMENDATIONS FOR THE COMPANY 1.
The company should approach the rural areas to widen their base and reach which would bring more profit for them.
2. The company company should should think of reducing reducing their price price slightly slightly which might affect the demand of the oil during inflation.
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