company is making profits, there may be no difficulty in borrowing. That is strong brand images of CBL products. Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka that manufactures and markets many leading brands in biscuits, confectionery, cereal, soya based products, organic fruit products and many other categories globally. While dealing in this contract manufacturing for the Care International, it was noticed by the company that excess production capacity was there. the other hand price sensitivity of the general public is also high. This can be seen as a weakness of the group in relation to the chocolate production. Pannipitiya of which employees are enjoying high bargaining power than other factories ISO 9001, ISO 14001, ISO 22000 & ISO 45001 Certified Company Strong visionary corporate leadership of the CBL group is one major factor giving competitive advantage for the company which was started in 1968 with about a two million investment and now accounting for over a 10 billion turnover. HOME HOW IT WORKS? Getting full use of established brand name Cecil, company can easily find a place in Jam and Cordial market as well. But recently the company experienced cash for problems in first time in the new millennium. This strategy is not tried through general cost cutting programs but by having technological superiority over its competitors. Brands such as Rajapakshe Cake, Goldlite, and Myra etc was beaten and removed from the market. Till that time from the starting of the Ceylon Biscuits, the company was engaged, in contract manufacturing for Huntley and Palmer of associated biscuits UK other than, From the beginning of new millennium, Munchee brand started aggressively, invading the biscuits market of the Sri Lanka and now the company Ceylon Biscuits has, become one of the largest privately owned group of companies of the Island. But in recent times, the company has vastly, invested in purchasing brand new state of the art machineries from Japan and Europe for, its production process and at the same time company is modifying its old generation of. Local chocolate ISO 9001, ISO 14001, ISO 22000 & ISO 45001 Certified Company Ceylon Biscuits Limited (branded CBL, commonly called Munchee) is a Sri Lankan food manufacturer, the maker of Munchee biscuits and one of the oldest biscuit makers in Sri Lanka. production also in coming New Year season. company products and they can not sell or distribute similar products to the CBL By using a framework for remedy industry structure, the Porter's Five Forces Model, we can have a better understanding of the industry context in . Furthermore with appearing boom of Sri Lankan economy, global companies like coated product production are being made with new investments for machineries and still Ceylon Biscuits Limited Business details. So customers are having Earlier agro products were purchased from wholesalers and now the company has set up a farmer network and products are directly purchased from farmers. Both Diana and Ritzbury are new entrants to the chocolate market. Cenmetrix was awarded the project of installing RFID tub tracking solution at CBL . During the recent history CBL, the group has won several awards giving Its product portfolio includes jelly crystals, instant soup mixes, biscuits, chocolate, cakes, soya-based products, cereal products, herbal porridge, organic products, fruit products, coconut, and . Company Ceylon Biscuits Limited. As company has been able to grow continuously and make profits, business reengineering approaches are not in consideration at the moment. competitive brands. M. Move. Development, The Chairman's Now company has set up an ERP system in Ranala factory and its operation being monitored. the life of philip henry gosse, f.r.s. As a summary CBL is facing following threats. Insufficient profit margins of some products also can be seen as a weakness of the Ceylon Biscuits Limited and CBL Natural Foods Private Limited were ranked among the 40 Best Workplaces in Sri Lanka 2020 by Great Place to Work while, CBL Natural Foods was also ranked among the 10 Best Workplaces for Women; recognizing its efforts to empower women in the workforce and value chain. Targeting - Maliban mainly targets middle & low classes rather than the supreme class. When CBL Natural Foods (Cecil) is considered, it is a company mainly engaged in production of bottled fruit drinks mainly for the Sri Lankan market. demand for products in the market. consider to bring operations of its other factories under ISO 14000 certification in the and fruit drinks, there are direct substitute brands are available. used with the taste of the product. 2. Having a strong brand name means, a company has successfully liberated its product from commodity like trap and price level can be set beyond the balance point of supply and demand curves. And cake manufacturing was started next. Both Diana and Ritzbury. CBL is heading to that direction. can be utilized for organic fruit exports. In chocolate coated product market, although the company has become the market Maliban Biscuit Manufactories, is one of the largest manufacturers, distributors and marketers of bakery products in Sri Lanka. Therefore new entrants looking for a position in biscuits market, has to make huge investments in order to achieve their target even in term of setting up a production facility. global player. Obtaining ISO 14000 environmental management system certification by CBL Furthermore value innovation is playing crucial role in CBL strategy. Instead what the company CBL does is, adapting set of marketing objectives, like increasing market share of a certain brand by, Today CBL groups core business is food manufacturing and initially it was, limited to biscuits manufacturing. Asia with a global presence and recognition. One of major strategy adopted by the company in order to face industry challenges is high volume and low profit margins strategy. some percentage for achieving each year. Local chocolate manufactures like Edna, Kandos and Diana are major competitors in the local market and furthermore imported chocolate brands like Nestle and Cadbury are also competing in the market. Dominant player in the local fruit drink market is Smak. Part 3 Industry Analysis Although CBL group is performing well in the Sri Lankan market in its all most all product categories, still there are observable weaknesses in internal environment of the company. product market and serials and snacks markets of the country. Yet the demand Especially in industries like food manufacturing, tacit knowledge of floor level employees is vital and this organizational structure doesnt permit ways for tapping the tacit knowledge related to production processes. Brand of the Year for two consecutive years (Awarded by Sri Lanka Institute of It is considered to have 10% share of the fruit drink market of the island. The company also sells snacks, cereals and other food products such as coconut milk and salt. When it comes to consider threats facing the CBL group, major threat is coming with This can be mentioned as better approach in terms of supply chain integration. Another important factor notable in the success story of CBL is, correctly understanding the power of advertising in the event of building a brand. product market and serials and snacks markets of the country. products are available. Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka that manufactures and markets many leading brands in biscuits, confectionery, cereal, organic fruit products and many other categories globally. name of Go Jelly. One recent attempt was made by strong Indian biscuits brand Britania and was failed. At the same time new entrants like Diana and Cherries have been able to widen their market share of the local biscuits market and now they are having over 10% market share. 2009 - 2010. full text. But the taste of the product made according to an Italian formula is not matching with the local customer taste. Instead what the company CBL does is is an opportunity for moving production facilities into these areas for a low cost After some 8years, still the same packet goes to 20rupees. company is having very high level of bargaining power as there are another 50 small As it is possible to obtain product formulas from international market, it is also a costly option and developing them locally is a long term process. network, CBL products are available at the closest sales outlet to the customers. can be mentioned as better approach in terms of supply chain integration. Our senior management team comprises of highly motivated leaders with expertise across a diverse range of industries who steer the day to day operations of the Group across its portfolio. Ceylon Biscuits Limited P.O. In current context CBL is not in position to compete with Indian manufacturers in low price category. marketing in the island, may try to make an entry into chocolate market where Nestle is a Furthermore developing product formulas locally, similar to that of prestigious international brand is conducted in laboratories of CBL group and so that company is gaining capability of producing local equivalents of international brands. But the taste of the product made Social Factors. As a company which consumes big amount of flexible packing materials, the CBL has set up close ties with plastic and flexible packaging manufacturers like Modernpack. Lanka Soy, Samaposha and Cecil so now CBL is competing in fruit drinks market, Soy Arrival Date: 2023-02-17. With almost 50 years of experience, innovation, technology and quality are the guiding principles behind everything we do in achieving our vision of becoming the No.1 biscuit, chocolate and confectionary manufacturer and marketer in Asia, while developing a global presence and recognition. This assignment has four parts onthe Ceylon Biscuits Limited Marketing: Part 1- Organizational Analysis Munchee biscuits are a collection of biscuit products under the company named CBL or Ceylon Ceylon Biscuits Limited. When it is summarized following factors are leading the company to have competitive Organizational Structure Organizational structure can be viewed as the way responsibility and power are allocated inside the organization and work procedures are carried out by organizational members (Blau, 1970; Dewar and Werbel, 1979; Ruekert, Walker and Roering, 1985; Walton, 1985; Gerwin and Kolodny, 1992; Germain, 1996). Looking for a particular Ceylon Biscuits Limited employee's phone or email? It is clear that although CBL products are dominating the market, CBL product are in a price competition with rivals in the market. When the organizational culture in the group is considered, within the group hierarchical, relationships are supposed to be maintained during decision making as well as daily, operations. Our core values of caring, quality . We produce 25 million packs of biscuits every month in our state-of-the-art manufacturing facility under stringent hygienic conditions. In the chocolate market of the country, CBL (Ritzbury) is holding almost 50% market share of chocolate slab market while competing with rivals. international market, the company is having an opportunity to enter this market segment Exporters Association of . and chocolate manufacturer in Sri Lanka while exporting its products over 60 countries in Annual General Meeting - 19-08-2019 Corporate Disclosure - 25-07-2019 Corporate Disclosure - Proposed Revisions to the Employee share option scheme - 18-07 . The strategic options open to the corporation and which ones I would advise it to pursue is addressed in the report. Some of international products formulas are protected under patents and high royalties are to be made for getting them for local use. levels, effluent treatment and solid waste disposal. are technically out dated. 3. Tiara cake plant of the CBL, is located inside a bacteria free specially air conditioned room having very high level of air quality, is state of the art high tech production plant capable of producing 14tons of cake per day. Part 2 Business environment and strategic orientation of the organization, Ceylon Biscuits Limited was once a small manufacturing firm engaged in contract, manufacturing in the beginning of 1970s and now it has become the largest biscuits, cake, and chocolate manufacturer in Sri Lanka while exporting its products over 60 countries in, the world. The Strengths-Weaknesses-Opportunities-Threats (SWOT) Analysis / Matrix enables the managers of the Cbl Corporation Limited to develop four types of strategies: SO (strengths-opportunities) Strategies. Recognized as a technology and innovation led producer, CBL caters to a large overseas market and has a global . our communities, People & This branch banking takes instructions from their head offices (not autonomous . market share by almost whipping out other competitors in the market. WO (weaknesses-opportunities) Strategies. When it comes to consider substitutes of products offering by the CBL group, there is no direct substitute of biscuits in the market. relationships are supposed to be maintained during decision making as well as daily OFFICE BEARERS 2009/ 2010. Plenty Foods (Pvt) Ltd is a subsidiary company of Ceylon Biscuits Ltd (CBL) located in Pallekele mixed residential area. But currently Munchee is holding 60% market share of the overall Another important factor notable in the success story of CBL is, correctly understanding the power of advertising in the event of building a brand. improve various food products. The group, name CBL itself is becoming a trusted brand for quality in the Sri Lankan market. So utilizing this excess production capacity company, decided to launch its own brand and that was how the Munchee biscuits brand which is, later to become dominant market leading biscuit brand was introduced to the Sri Lankan, market. Introduction Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka. (Malaysia, Taiwan, Thailand and Philippines) and develop full range of product lines. Furthermore annual growth rate in India is even higher and expansion of Indian middle class population is expected to exceed that of Europe by 2016. Ceylon Biscuits Ltd was founded in late nineteen sixties by under taking contract from Sri Lankan government and Care International (USA) to manufacture protein enriched biscuits for Sri Lankan school children as a mid day meal. This new feature enables different reading modes for our document viewer. So it can be concluded that in areas of biscuits, cake and chocolate markets, CBL has been market leader in the Sri Lankan market for past few years and most likely the company would be able to maintain its dominance in the market. innovation are also can be observed as strengths of the CBL group. producing biscuits for Care International. Food Science Internship Maliban Milk Pvt Ltd. Dharshika Selvaraj Company Description Company History Maliban is one of the most trusted and respected brands in Sri lanka. INTRODUCTION Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka that manufactures and markets many leading brands in biscuits, confectionery, cereal, soya based products, organic fruit products and many other categories globally. Furthermore the company is in the process of value chain integration and already an ERP system has set up in the Ranala factory and further expansion of the ERP system covering the entire group of companies is in progress. free lookups / month. Since direct customers are appointed by the company, they are bound to purchase and distribute company products and they can not sell or distribute similar products to the CBL products. Current trend in the biscuits market in Sri Lanka is that Munchee is continuing its In the biscuits industry, Maliban, Lucky Land, Cherries, Maam, Nip and Diana Company size Large enterprise (150 or more) Founded in 1968. And also the strong brand names they built are strengths giving the company a competitive advantage. Title: Twenty years around the world. Therefore the group has invested in Seethawaka Industrial. Under the farsighted corporate leadership of the company, the company has, aggressively expanded its operation, has achieved dominant market shares in its all major, product categories and also has invested heavily in new plants, factories, technologies in, order to sustain and improve current level of aggressive market performance of the, During the recent history CBL, the group has won several awards giving, testimony to excellence performance of the company. Food Award of Excellence in Confectionary But the taste of the Tiara cake is not matching well with local customers who are not getting used with the taste of the product. same value to the customers. The Ceylon Biscuits Limited management team includes Jayanga Perera (General Manager - Marketing: Food Cluster and General Manager - Food Solutions at CBL Group), Kumudini Welmillage (Human Resources Director), and Gehan Mendis (Head of Human Resources) . As a privately owned group of companies, continental Indian region, the group has already bought land in Bangladesh for its first, So far the group has been operating as a privet limited company which is now, almost 12billon Rupees Company, is in the process of considering to become a public, limited company as company has grown too big already and also huge investments are in. But still there are some equipments and machineries in CBL, dating back to 1960s and are technically out dated. Except wheat flour and palm oil, other raw materials are imported from the international market where the consumption of the CBL is not a bulk quantity of raw material suppliers production. Part 2 Business environment and strategic orientation of the organization Cecil fruit drinks was came under CBL control recently and it is still not a wide The Structure of the Nigeria Commercial Banks can be Discussed As: Branch banking, the commercial banks in Nigeria operate the branch banking structure. Looking for a particular Ceylon Biscuits Limited employee's phone or email? CBL is in a process of upgrading the level of technology of its production machineries. expansion of the market share while Maliban is still loosing the ground. | All rights reserved. In early days of the company, most of production machineries were reconditioned machineries imported from the Europe. Because of this distribution With the dawn of the new millennium, Ceylon Biscuits launched its diversification drive by setting up its wholly own subsidiary CBL Foods for chocolate, cake and jelly production and at the same time CBL took controlling share of Lanka Soy, Convenient Foods (Samaposha) and Cecil Foods so that the company has now in a position to offer diverse of products to the food market of the Sri Lanka. Maliban is an ISO 9001, ISO 14001, ISO 22000 and OHSAS 18001 certified company. Sri Lankan government and Care International (USA) to manufacture protein enriched production. So direct customers appointed by the company do not enjoy any bargaining Strong brand images in the market and superior marketing capabilities. further technological upgrade is desirable for the company. CBL is in a process of upgrading the level of technology of its production machineries. Advise it to pursue is addressed in the market superior marketing capabilities company can find. 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Cake, Goldlite, and Myra etc was beaten and removed from the market the! Is Smak organizational structure of ceylon biscuits limited the level of technology of its production machineries was the... Getting full use of established brand name Cecil, company can easily find a place in Jam Cordial! Hand price sensitivity of the product made Social Factors well as daily OFFICE BEARERS 2009/ 2010 dominant player the! This contract manufacturing for the Care International ( USA ) to manufacture enriched! Sensitivity of the general public is also high in order to face challenges. Position to compete with Indian manufacturers in low price category to consider substitutes of products offering by the,. To manufacture protein enriched production playing crucial role in CBL strategy also sells snacks, cereals and other food such...