Management Thesis Suguna

[Type the document title]
ICFAI NATIONAL COLLEGE

BELLARY
MASTER OF BUSINESS ADMINISTRATION
Thesis of A Analytical Study of Organize retailer an

suguna Chicken in Bellary City
Uneder guidance of Jaysheelan Sir.
Submitted By Rajesh. H
Enrollment No:- 8NBBL034.
Campus – Bellary.
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ACKNOWLEDGEMENT
“Experience is the best Teacher”. But experience is fulfilled only when there is
hard work and also good support and cooperation offered by various people that
I have been able to compile in this thesis. It is always wise to appreciate such
people who have helped me to complete this report successfully.
I express my deep sense of gratitude and indebtedness to my Institute which has
provided me an opportunity to fulfill the most cherished desire to reach my goal.
Last but not the least; I would appreciate my family and friends
for encouraging me and helping me at every step to go ahead
in my work.
DECLARATION
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I, Rajesh.H of MBA III SEMESTER studying in INC, Bellary to hereby
declare that this THESIS titled A Analytical Study of Organize retailer an
Suguna Chicken AT BELLARY” has been prepared by me in the partial
fulfillment of the award of MASTER OF BUSINESS ADMINISTRATION
during the session 2008-10. My guide for the training has been Mr. Jayasheelan.
Sir.
Rajesh. H
8nbbl034
CERTIFICATE
This is to certify that the management thesis titled “A Analytical Study On
Organize retailer an Suguna Chicken At Bellary” (With special reference to
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organize retailers in Ruppengudi Road and Millerpet areas.) submitted by
Rajesh .H Enrollment no: 8nbbl034during semester 3rd of the MBA Program
(the class of 2010) embodies original work done by him.
Mr. Syed Akram Mr.Jayasheelan
Campus head: INC Bellary
CONTENTS
CHAPTER-I
 INTRODUCTION
 OBJECTIVES
 RESEARCH DESIGN
CHAPTER-II
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 INDUSTRY PROFIL
CHAPTER-III
 COMPANY PROFILE
CHAPTER-IV
 THEORITICAL CONCEPT
CHAPTER-V
 DATA ANALYSIS
CHAPTER-VI
 FINDINGS
 SUGGESTIONS
CHAPTER-I
INTRODUCTION
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A study of Suguna chicken an organized retailer

sector in BELLARY
Introduction :
In India people are different from each other in terms of languages,
culture, Caste, and also food habits.
India is the world's second largest producer of food next to China, and has
the potential of being the biggest with the food and agricultural sector. The
total food production in India is likely to double in the next ten years and
there is an opportunity for large investments in food and food processing
technologies.
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Fruits and vegetables, Fishers, Milk and milk products, Meat and poultry,
foods, Alcoholic Beverages and Soft drinks are important.
India is one of the world’s major food producers but accounts for less than
1.5 per cent of international food trade. This indicates vast scope for both
investors and exporters. Food exports in 1998 stood at US $5.8 billion
whereas the world total was US $438 billion. The Indian food industries
sales turnover is Rs 140,000 crores.
India's food processing sector covers fruit and vegetables; meat and
poultry; milk and milk products, alcoholic beverages, fisheries,
plantation, grain processing and other consumer product groups like
confectionery, chocolates and cocoa products, Soya-based products,
mineral water, high protein foods etc. They cover an exhaustive
database of an array of suppliers, manufacturers, exporters and
importers widely dealing in sectors like the -Food Industry, Dairy
processing, Indian beverage industry etc. They also cover sectors like
dairy plants, canning, bottling plants, packaging industries, process
machinery etc.
From above all the information they considered that food

products are play vital role in our country. So they choose my
management thesis as a study of suguna chicken an organize retail in
Bellary District.
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OBJECTIVES
My Objectives of my study are:
1. To know the supply chain management by suguna chicken.
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2 . To know the how the physical distribution done in Bellary
3.To know the quality and taste of the chicken prefer by the customer.
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RESEARCH DESIGN
The research methodology consists of both
1. Primary data
2. Secondary data
PRIMARY DATA: It primary data is collected directly from respondents

using data collection method like survey interviews, questionnaires,
measurement, direct observation. The researcher is directly involved in the
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collection of information required to answer the research questions. The data is

collected following the specification of the research. This is an relevant
information for any research.
SECONDARY DATA: Secondary data is the data that already exists which
have been collected by some other person or organization for their use available
from publication, in-house data base, research agencies etc. It is a readymade
information where you will get the information from many sources.
 Primary data
 Secondary data
Primary data.
1. Questionnaire method
2. Personnel interview
3. Secondary data:
Internet. (www.suguna chicken.com)
CHAPTER-II
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INDUSTRY PROFIL
Industry profile.
Strength of a nation" is going to be the key – word in a global village. An Indian

poultry industry has the inherent potential to become the world- leader.
Recently, I had read an article on world poultry business, in " World-Poultry "
an international magazine of poultry business. A survey was conducted to study
the prices of eggs and prices of poultry feed in 45 countries. The prices were
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converted into U.S. dollars. Conversion ratio that is an index of conversion of

feed into eggs was given due weight age. In was certainly an in-depth study of
poultry business in the world. The report points out that eggs are cheapest in
India, even though feed costs are not cheapest.
, world poultry industry is expanding, as the population is increasing. Per capita

consumption is also increasing. Not only that, many countries which are not
traditionally poultry - growers are giving incentives to their poultry industry.
Indian Government is also giving incentives to this industry by giving
incentives to small poultry farmers as well as poultry industry in organized
sector as poultry industry generates employment and also provides proteins to
masses. Many countries have to import feed for their poultry industry. India is
lucky. We export 24 million tones of soybean cake to Europe, which is the main
ingredient of poultry feed. We can export eggs or chicken meat instead of
soybean-cake.
Organic chicken: - Traditionally many poor people are raising poultry in their
back yards. These rustic chickens and eggs fetch higher price in local market.
There is a good market for such organic products in developed countries. They
call it " free range birds ". Health conscious consumers prefer organic chickens
to commercial chickens raised unnaturally. Consumers are worried about anti-
biotics used during raising
India is the fifth largest producer of eggs and ninth largest producer
of poultry meat in the world, producing over 34 billion eggs and about 600,000
tons of poultry meat in 2004. In the overall market for poultry products, India
was positioned 17 in World Poultry Production. And analysts estimate that the
poultry sector in India has been growing at a much faster rate, along with other
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industries such as BPO and Securities market. Over the past decade the poultry
industry in India has contributed approximately US $229million, to the Gross
National Product (GNP).
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Company Profile
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Company profile:
Coimbatore Feb. 26 Suguna Poultry group has chalked up plans to invest Rs 600
corer cover the next three years on poultry production expansion for domestic
market.
The integrated poultry group, which has already lined up a capital investment of
Rs 250 corer for this year, has proposed to expand its poultry farming including
setting up new generation hatcheries and production of pellet feeds aimed at
achieving higher poultry productivity, Mr. B. Soundarajan, Managing Director
of Suguna Poultry, has said.
Suguna Poultry which has forayed into layer segment as well by releasing the
high productive German layer breed `Lohmann' has as part of improving its
supply chain management expanded into direct procurement of maize from
farmer groups. Suguna is also trying to replicate contract farming in maize
cultivation which will facilitate the company's objective to bring down the
poultry feed cost, thereby reducing the overall production cost and at the same
time enabling remunerative prices for local maize farmers.
"We are going to focus on expanding the poultry farming for the domestic
market till 2010 by replicating our existing business model of contract farming
across the country. Our bid to enter into international markets will be only
beyond 2010," the Suguna MD told Business Line.
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Suguna Chicken - Younger, Tender, Better.

Suguna Chicken, known for its finest quality and taste is already a favorite
among many Indian households. Reared from the finest breed of carefully
selected chicks, Suguna is the leader in the Indian broiler chicken market.
Suguna’s innovation and efforts to maintain consistency, highest quality and

hygiene standards are well appreciated by the many that savor the taste of its
good chicken. A well controlled process ensures you get nothing but the freshest
of chicken straight from the farms. Grown in natural conditions with nutrition
rich feed, you can be assured that every bite is tender and juicy.
This superior quality chicken is now available at affordable prices. Through a

nationwide network of over 25,000 retail outlets. The next time you are out
shopping, look out for the Suguna Chicken sign in any of your neighborhood
chicken stores. And always ask your retailer for Suguna chicken.
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Suguna ensures the birds are carefully selected and bred in a healthy
environment and fed with the most nutritious feed - rich in Maize and Soya,
produced at Suguna's own feed mills. The birds are grown in hygienic,
environmentally controlled ultra-modern bio-secured farms. Bio-security is
maintained at every stage of production till the products reach the shop shelves.
Enter the retail revolution. Experience a whole new way of shopping for
chicken. Suguna Daily Fresh, a chain of high-quality stores caters to all your
needs for chicken and more. Suguna Daily Fresh brings you spacious and
pleasing outlets complete with modern amenities with a variety of chicken
products and more at a location near you.
At Suguna Daily Fresh enjoy the experience of selecting from a range of fresh
chilled chicken for your convenience that’s available in 8 types of portions in
desired quantities. Indulge in Suguna Anytime sausages, salami and
frankfurters. Relish Suguna Home Bites, a new range of ready to heat-and-eat
home meal replacement. Shop for Suguna value added farm fresh eggs, cut and
cleaned fresh chilled mutton, frozen fish and prawns.
Sauna’s high quality chilled chicken product range includes:
Whole chicken Drumstick
Curry cut Lollipop
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Mutton Boneless breast
Suguna’s Marinated Chicken range includes:
Marinated Lollipop Marinated Drumstick
Marinated curry cut

(Chilli chicken style)
Suguna range of frozen foods
Prawns Fish
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Fish, Prawns, Sausages, Salami,

Mini Cocktail Sausages, Chicken Drumsticks, Chicken
Boneless Breast, Boneless Chicken, Chicken Curry Cut,
Chicken Minced Meat, Chicken Lollipop, Marinated Chilli
Chicken, Marinated Chicken Lollipop and Marinated
Chicken Drumstick.
Suguna’s Value Added Eggs includes:
Suguna Active
Suguna Heart
Suguna Pro
Suguna Shakti
Suguna Home bites ready to eat range of heat and eat items:
Chicken 65 Southern Fried Chicken
What’s more, all this comes to you with Suguna’s quality backing and highest
nutrition and hygiene guarantee. We welcome you to embrace the change.
Welcome to Suguna Daily Fresh!
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Maize - contract farming
Suguna Poultry which has forayed into layer segment as well by releasing the
high productive German layer breed `Lohmann' has as part of improving its
supply chain management expanded into direct procurement of maize from
farmer groups. Suguna is also trying to replicate contract farming in maize
cultivation which will facilitate the company's objective to bring down the
poultry feed cost, thereby reducing the overall production cost and at the same
time enabling remunerative prices for local maize farmers.
"We have already started procuring maize directly from farmers in Athur and
Udumalpet in Tamil Nadu and from Karnataka and these farmers come under
registered farmer unions," he added.
The vertically integrated poultry company having contract poultry production

centers in 130 locations spread across 10 States in the country currently
produces 60 lakh chickens a week, accounting for a 17 per cent share in the
country's commercial broiler production. Suguna has set to raise its market share
to 25 per cent by 2010 and its income from the present Rs 1,300 crore to Rs
3,000 crore by then.
Suguna is also the first Indian agri business company to get the equity/debt
funding from International Finance Corporation (IFC), the private arm of the
World Bank, which has extended $30 million including a $11-million equity
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THEORITICAL CONCEPT
MEANING OF CHANNEL OF DISTRIBUTION

A channel of distribution or trade channel is the path or route along which goods
move from producers to ultimate consumers or industrial users. In other words,
it is the distribution network through which a producer puts his product in the
hands of actual users. The channel of distribution includes the original producer,
the final buyer and any middlemen-either wholesaler or retailer.
A channel facilitates the transfer of ownership and the physical exchange of

products and services. This is the most strategic area of a business and
determines its success or failure. The diverse and complex nature of a variety of
marketing channels ranges from a simple channel linking producer directly to
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the customer, to a complex one where there are several layers of distributors
linking the producer to the end customer. This diversity in the nature of
marketing channels makes it all the more difficult to explain the challenges
faced by marketers in developing a marketing channel. Business managers need
to plan carefully before actually setting up a suitable channel for company
products. Once established, these channels should be adjusted often according to
the needs of the customers. Thus, marketing channels are of a dynamic nature as
managers constantly seek to improve or make them better and thereby leverage
them as a competitive advantage.
ROLE OF MARKETING CHANNELS
Channel roles are the sets of activities or behaviors assigned to each

intermediary in a channel system. It is very important to understand the roles of
the marketing channel. The first and foremost role of a marketing channel is to
fill the gaps between the production and consumption process. These gaps are
categorized as time gaps, space gaps, quantity gaps and variety gaps. Time gaps
arise because there is a considerable time difference between the production and
consumption of goods. For example, the toothpaste that we use today must have
been prepared at least a month earlier. Manufacturers, in their production
process, follow schedules that ensure continuity of production and help them
improve their production efficiency. Space gaps occur when production takes
place at one or a relatively small number of locations. Since the place of
production need not be close to the final consumers, it results in space gaps.
Quantity gaps occur because manufacturers produce products in much larger
quantities than the individual customer would purchase. This gives rise to the
need for breaking down these large quantities into smaller quantities in order to
match the needs of individual customers. Finally, variety gaps occur because
consumers desire a greater variety of products than a manufacturer can produce.
It is important for the producers to match the needs of the customers to the
extent possible by offering a variety of products. The smooth flow of products
from the producer to the end-user takes place with the help of intermediaries,
who bridge the gaps discussed above. Marketing channels as intermediaries
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reduce the amount of time and expenditure of the manufacturer by reducing the
number of contact points between the point of production and the point of
consumption. These intermediaries also help marketers aggregate the narrow
product ranges of several producers producing a wide range of product
assortments. Middlemen help the manufacturers by apprising them of the
customer requirements from time to time. They also help in promoting the
products through efficient product displays and other techniques like discounts,
promotional schemes and so on.
CHANNEL FLOW
The primary task of marketing channels is to move the goods from the
producer to the end user. In the process, the channels help close the gaps such
as those of time, space, quantity and variety. In order to close the gaps that
arise between producers and customers, those representing marketing channels
perform a number of tasks such as:
Possession: The flow of goods physically from the producer to the final
consumer takes place with the help of intermediaries, like transporters. The
possession of goods thus gets transferred from the producers to the final
customers.
Ownership: The flow of ownership or transfer of the title of the goods takes
place on physical receipt of the goods from one channel member to another.
The flow of title normally takes place in the same direction as that of the
physical flow of goods.
Financial flow: The financial flow involves the payment process wherein the
customers pay for the goods or services they have received from the channel
members. Financial flow is usually in the opposite direction of the ownership
and physical flow of goods. The payment process may involve financial
institutions like banks, and the mode of payment may be either cash or credit.
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Information flow: The flow of information from the channel to the customers
is essential in order to create awareness among them about the availability of
the products. The flow of information can help in obtaining customer orders,
producer promotions, and so on. The information may also flow in the form of
customer complaints from the customers to the producers.
Risk flow: Risks may flow from one channel member to another in the form
of product perishability, fluctuating demand patterns, price fluctuations, risks
generated by faulty products, and so on.
Negotiation: Negotiation is the process of reaching an agreement on the price

and other conditions (such as financing, features, and so on) for facilitating
easier transfer of ownership and possession of goods.
CHANNEL LEVELS
The function of an intermediary is to move a product or service closer to the

final consumer and this is described as a channel level. The length of a channel
represents the number of intermediary levels that exist between the producer
and the final user. For consumer markets, the various levels of channels
possible are zero, one, two and three levels. A zero level channel represents a
manufacturer directly selling his products to the final consumer. Door-to-door
selling, mail order catalogs, telemarketing, and manufacturer-owned retail
outlets are some examples of zero level channels. Companies such as Amway,
Tupperware and Eureka Forbes are well known for their door-to-door selling
strategy. In case of manufacturer-owned retail outlets, Singer Corporation is a
well-known example whose multi-branded retail outlets contribute up to two-
thirds of the company’s revenues. Eureka Forbes also plans to set up such
retail outlets in smaller towns of India where they expect to have much lower
break-even periods compared to the metros. A one-level channel represents a
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single intermediary, such as a retailer buying goods directly from the producer
and selling them to the final consumer. Automobile dealers and petrol pump
dealers are examples of a one-level marketing channel. These dealers purchase
the product from the manufacturer or producer and sell it directly to the end
customer. A two-level channel represents two intermediaries, such as a
wholesaler purchasing goods from a producer and selling them to a retailer,
who in turn, sells them to the final consumers. Fast moving consumer goods
(FMCGs) are usually sold along this route. For example, companies like HLL,
Whirlpool, Videocon, Philips, Sony, etc., have two-level channels of
marketing wherein the wholesaler purchases the products from the
manufacturer and in turn sells them to the retailers. The retailers then sell the
products to the end consumer. A three-level channel represents a wholesaler,
an agent, and a retailer.
Industrial markets too possess the same channel levels but with minor
exceptions. In the zero-level channel, producers sell their products directly to
the industrial customers. In the one-level channel, the producers’ salespersons
market their products to industrial distributors, who in turn, sell them to
industrial customers. In the next stage, the manufacturer may use his
representative to market the products to the industrial distributor, who in turn,
sells the products to industrial customers.
As we saw earlier products flow in the forward direction, but it is important to

note that they can flow in the backward direction as well. This comprises the
reverse channel of marketing. In today’s market, where customers are looking
for environmental friendly products and services, recycle management has
become one of the most important aspects of a cost-effective production
process. The flow of goods in the process of recycle management takes place
in the reverse order, that is, the goods flow from the end users to the
producers, in turn helping the latter in procuring cost effective raw materials.
Recycling of products is common in the plastic, glass and paper industries.
The recall of products by the manufacturer owing to inferior quality is yet
another example of a reverse channel. A recent example of product recall in
India is that of Coca-Cola and Pepsi following a report identifying pesticide
contamination in the carbonated beverages sold by these multinational
companies. Other examples of companies that have ordered large-scale
product recall in the past are Johnson & Johnson, Firestone, Nike, General
Electric, Dell Computers and Nestle.
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Organizations should determine the number of intermediaries they need at

each channel level. Depending on the number of intermediaries required at
each level, the three major choices of distribution available to producers are:
intensive distribution, exclusive distribution and selective distribution.
Intensive distribution
Intensive distribution is a form of distribution in which the manufacturer

distributes his products through as many outlets as possible. This type of
distribution is used for those products that are characterized by low
involvement of the customer and where customers look for location
convenience. Products like chocolates, biscuits, shaving blades, soaps and
detergents are distributed in this manner, so that they are easily available to the
customers at their nearest locations.
Exclusive distribution
Exclusive distribution is a form of distribution in which there are a limited

number of intermediaries between the producer and the customer. This type of
distribution network is opted for by producers who want to deliver the
maximum service quality to the customers. By limiting the number of
distribution outlets, the manufacturer or producer can control the quality levels
at these outlets. An exclusive distribution arrangement also helps the
producers ensure that the distributors do not sell competing products along
with the producer’s products. Products that are marketed through the exclusive
distribution process have a higher brand value and are naturally priced higher.
Automobiles, apparels and its accessories are sold through exclusive
distributorship.
Selective distribution
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This form of distribution falls somewhere in between the two extremes of

exclusive and intensive distribution. In this form of distribution, although the
manufacturer does not use all the available marketing channels, he uses more
than one distribution channel. As the manufacturer uses a relatively fewer
number of distribution channels, he can maintain good relations with the
channel members and as a result, expect an increased marketing effort from
them. Branded menswear like Color Plus, Arrow, Zodiac, Lee and so on are
available at exclusive showrooms as well as through other distribution
channels. Similarly, in the branded suitcase or luggage market, VIP,
Aristocrat, Samsonite, etc., sell their products at exclusive showrooms as well
as at other retail outlets.
Service Sector Channels
Besides distribution of products, channel members also participate in the

distribution of services. Companies that deliver services also deal with
distribution problems and supply the services as and when the customers
demand them. Due to the changes taking place in the external environment as
well as the changes in customer expectations from time to time, producers take
enough care to adapt to these changes. The use of advanced technological
tools, such as the Internet, has created a whole new paradigm for the
distribution of services such as banking facilities, online reservation of train,
flight and movie tickets, and so on. Though cybercafes in India are a popular
medium for accessing the Internet, the scope for them to become an effective
distribution channel for companies is limited (Refer Exhibit 16.1). However,
certain aspects of the services have critical significance for the channel
members. For instance, storage of services is not possible. Services such as
movies, haircuts or surgeries are consumed while they are being delivered.
FUNCTIONS OF MARKETING CHANNELS

The functions of marketing channels can be analyzing the by five functions
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1. Facilitating the exchange process,
2. Alleviating discrepancies,
3. Standardizing transactions,
4. Matching buyers and sellers, and
5. Providing customer service.
Facilitating the Exchange Process:-
The most important function of a marketing channel is to facilitate the exchange

process between a firm and an individual. The exchange process is the
mechanism that connects the channel members and allows them to combine
their resources and assess the market risks to achieve the common goals of the
channel. Since marketing is a process of exchange between the buyer and the
seller, channel members are considered as exchange facilitators.
Alleviating Discrepancies:-
The primary function of the marketing channel is to deliver goods and services
to the customers. However, when a marketing channel fails to deliver goods that
match customer expectations, discrepancies occur. Discrepancies can be of two
types – quantity and assortment. Discrepancies of quantity occur when
customers are unable to purchase the exact quantity of the product they want.
Discrepancies of assortment occur when customers are unable to buy the exact
combination of goods and services they want. General stores, supermarkets, and
the like offer a variety of products and services in their outlets to overcome
discrepancies of assortment. Marketers resort to regrouping activities to avoid
these discrepancies.
Standardizing Transactions
Standardizing transactions is another function of marketing channels. Taking the

example of the milk delivery system, the distribution is standardized throughout
the marketing channel so that consumers do not need to negotiate with the
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sellers on any aspect, whether it is price, quantity, method of payment or

location of the product. Another example of standardization is the automatic
vending machine which delivers the same product to every customer in a
standardized manner such that the customer who uses an automatic vending
mach
DESIGNING DISTRIBUTION CHANNELS
A design is a pattern or an arrangement or a structure of parts. Designing of the

distribution channels deals with the decisions that are associated with forming a
new distribution channel or modifying an existing one. A properly designed
distribution channel will help a company leverage a sustainable competitive
advantage. A sustainable competitive advantage is a long term advantage for
marketers and cannot be easily copied by competitors. Exhibit 16.2 describes
how the strong distribution channel structure of ITC Ltd. is aiding it to
efficicently tackle competition from other branded food manufacturers.
Designing distribution channels is a crucial aspect of marketing because the
price of the product depends on the levels of channels used by the producer.
channel structure of ITC Ltd. is aiding it to efficicently tackle competition from
other branded food manufacturers. Designing distribution channels is a crucial
aspect of marketing because the price of the product depends on the levels of
channels used by the producer.
Designing a marketing channel is similar to devising a competitive strategy. The

ultimate purpose of a competitive strategy of a firm is to deliver a value
proposition to the customer. Marketing channels support the firms in this
strategy by ensuring an effective delivery of the customer value proposition. In
order to effectively perform their role, marketing channels need to be effective,
cover the target market, be cost-efficient and adaptable in the long run.
Companies such as IBM and Apple adopted channel designing to cut costs and
increase their market coverage. The effectiveness of a marketing channel is
evident from how well the channel is able to address the stated and unstated
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requirements of customers. A marketing channel is considered to provide

efficient coverage, if customers can easily find and reach it, whenever they need
it. A marketing channel’s ability to justify its trade-off in cost-efficiency to
achieve strategic effectiveness and efficient coverage determines its
effectiveness. Long-run adaptability of a channel refers to how well the channel
is able to adjust to new product offerings or to emergent channel forms in the
market.
Four Types Of Channels Of Distribution Through Which

Marketers Can Reach Customers:-
Manufacturer Manufacturer Manufacturer

Manufacturer
Agent
Retailer Wholesaler
Wholesaler
Retailer Retailer
Customer Customer Customer

Customer.
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Sample size :-
The sample size is collected from the Ruppengudi Road and

Millerpet area (locations) . The Sample size for my Study is 20 Organize
retailer, and 100 customers.
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DATA ANALYSIS
1.what is the type of Supply Chain Management fallowed by Suguna Chicken ?
(a) Horizental (b) Vertical (c) Circle (d) others
Ans:- They fallowed Vertical Supply Chain Management
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Analysis : With the above diagram We can understand that how Organize
retailers fallows the Supply Chain Management in Suguna Chicken . To supply
the Chicken from Suguna poultry farm to final consumer. Supply Chain plays
a vital role in each sector.
2.How is the Physical Distribution of Chicken from poultry farming to
Your Organize retail outlet ?
(a) Company vehicle (b) your own vehicle (c) others
Ans:-Physical Distribution made by organize retailers
Company vehicle 30%

wholesalers vehicle 40%
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own retailers vehicle 20%

Others 10%
Analysis :- With the help of this diagram we can easily understand that How
physical distribution done by Suguna chicken in bellary City.
3. Which types of chicken preferred by different customers in Organize retail?
(a.) Skin chicken (b) Skinless Chicken (C) Bone less
(d) with Bone (e) only Leg pieces
Ans:
with bone chicken 20%

Bone less Chicken 5%
Skin less chicken 10%
with skin chikcen 55%
Leg piece chicken 10%
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Analysis;-
According to
the my study
customer are
different in
terms of taste
and
preferences.
So with the
help of this
diagram I came to know that customers are purchase the suguna chicken in
varities of chickens in organize retailers.
. What is Percentage of Commission they are giving to you on Sales?
amou Net
Items nt Kgs amount
Live Bird Rs 42 3 126
300g
wasteages 42 ms 26
profit 100
Let us assume: Market price
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Market value price 90*3 270

less wholesale price 126
Profit 114
Analysis:- According to the survey conducted on organize retailers in bellary.

According to their statement they not get any commission on sales. But they get
profit margin on per Live Bird.
6. Its Suguna Chicken Advertisement is really impact on your sales ?
(a) yes (b) No
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Analysis:- Advertisement plays a very important role for any sales promotion in
the present Market. So According to my study similarly here Suguna Chicken
Advertisement shows impact on sales of the chicken in the market.
5. How much percentage of market share grab by suguna chicken in bellary?
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Analysis :- According to the survey which I conducted about market share grab
by suguna chicken and vencobb chicken in bellary. Most of the respondent
gave to the suguna chicken in terms of hygienic products, feedings to the
chicks, proper management of maize.
7 . What is your Opinion about Suguna Chicken?
(a) Good (b) Bad (c) Better (c) Excellent

Good 50%
Bad 5%
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better 40%
Excellent 5%
Analysis :- From the above diagram, We came to know that different customers
have the different opinion about suguna chicken in the market.
9. How is the Sales between suguna chicken and Vencobb chicken?
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Analysis:- according to the survey conducted 72 % are accepted for Suguna

chicken in terms of taste , Services, Hygienic quality. Compare to Vencobb
8. Do Have Suguna Poultry Farms?
(a) yes (b) N0
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Analysis:- According to the survey I came to know that There is no proper

connections to suguna poultry farms to Organize retailers in Bellary. Because of
they purchase chickens (Live Bird) directly from the local wholesalers and
local Farms in bellary.
10. How many days they provide Credit to you if you purchase Bulky goods?
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Analysis:- With the above survey here in organize retailers in bellary

fallowed the credit basis depends upon the purchase of the chicken or order
given by organize retails to Local farms.
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11.What is your opinion about Suguna Poultry feeding ?
(a) good (b) Excellent (c) Better (d) Bad
Analysis:- According to Survey conducted about the suguna feeding from

organize retailers in bellary the result we known from above diagram.
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CHAPTER-VI
FINDINGS
Finding in my Study ;-
 There is no proper maintenance for healthy chickens. Because Bellary is

meant for polluted area like dust, air pollution, etc. so it is unhygienic.
 There is no proper supplying the goods on time to Organize retailers in

Bellary.
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 In Bellary , Organize retailers are don’t have their own heavy chickens
vehicles for transporting the chickens.
 No cold refrigerator for chickens in their shops, for quality control.
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Suggestions.
Bellary city Is not a big city like Bangalore, Mumbai, Calcutta, Chennai. In
terms of business, per capita income, Standard of living, etc. So According to
my survey I came to know that, organize retailers are not focus well organize
retailers which available in metropolitan cities.
So, some of the suggestion I given for improvement in this critia.
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1. Organize retailers have the awareness how to built the customer relationship
in terms proper communication, supplying hegenic quality chicken,
2. Organize retailers have the own vehicle to bring the chickens on time.
3. They should maintain ambience in the retail outlet. Like, glass, A/c in the
organize retail outlet.
4. They also keep clean and tidiness in surroundings of the retail outlet.
5. Need of Refrigerator in the outlet.
6. They also keep clean and tidiness in sorroundings of the retailout.
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CONCLUSION
The study of Organize retailer helped in knowing opportunities of business in

future and I would like to conclude that this thesis has bought in the various
aspects in customer behavior of buying trends, and also it has helped me to learn
in detail about the Organize retailer.
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The study helps in providing to get exposed to corporate culture, professional

experience and putting the theoretical concepts learnt in the classroom for the
developing managerial skills.
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Questionaire
Questionnaire
1. what is the type of Supply Chain Management fallowed by Suguna

Chicken?
(a) Horizental (b) Vertical (c) Circle (d) others
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2. How is the Physical Distribution of Chicken from poultry farming to
Your Organize retail outlet?
(a) Company vehicle (b) your own vehicle (c) others
3. Which types of chicken preferred by different customers in Organize retail?
(a.) Skin chicken (b) Skinless Chicken (C) Bone less
(d) With Bone (e) only Leg pieces
4. What Percentage of Commission they are giving to you on Sales?
5. How much percentage of market share grab by suguna chicken in Bellary?
6. Its Suguna Chicken Advertisement is really impact on your sales ?
(a) Yes (b) No
7 . What is your Opinion about Suguna Chicken?
(a) Good (b) Bad (c) Better (c) Excellent
8. Do Have Suguna Poultry Farms?
(a) Yes (b) N0
9. How is the Sales between suguna chicken and Vencobb chicken?
10. How many days they provide Credit to you if you purchase Bulky goods?
11. What is your opinion about Suguna Poultry feeding?
(a) Good (b) Excellent (c) Better (d) Bad
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[Type the document title]

ICFAI NATIONAL COLLEGE

MASTER OF BUSINESS ADMINISTRATION

Thesis of A Analytical Study of Organize retailer an

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people who have helped me to complete this report successfully.

I express my deep sense of gratitude and indebtedness to my Institute which has

provided me an opportunity to fulfill the most cherished desire to reach my goal.

for encouraging me and helping me at every step to go ahead

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I, Rajesh.H of MBA III SEMESTER studying in INC, Bellary to hereby

declare that this THESIS titled A Analytical Study of Organize retailer an

Suguna Chicken AT BELLARY” has been prepared by me in the partial

fulfillment of the award of MASTER OF BUSINESS ADMINISTRATION

This is to certify that the management thesis titled “A Analytical Study On

Organize retailer an Suguna Chicken At Bellary” (With special reference to

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organize retailers in Ruppengudi Road and Millerpet areas.) submitted by

Rajesh .H Enrollment no: 8nbbl034during semester 3rd of the MBA Program

(the class of 2010) embodies original work done by him.

Mr. Syed Akram Mr.Jayasheelan

Campus head: INC Bellary

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A study of Suguna chicken an organized retailer

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From above all the information they considered that food

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My Objectives of my study are:

1. To know the supply chain management by suguna chicken.

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2 . To know the how the physical distribution done in Bellary

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The research methodology consists of both

PRIMARY DATA: It primary data is collected directly from respondents

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collection of information required to answer the research questions. The data is

Internet. (www.suguna chicken.com)

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Strength of a nation" is going to be the key – word in a global village. An Indian

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converted into U.S. dollars. Conversion ratio that is an index of conversion of

, world poultry industry is expanding, as the population is increasing. Per capita

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Suguna Chicken - Younger, Tender, Better.

Suguna’s innovation and efforts to maintain consistency, highest quality and

This superior quality chicken is now available at affordable prices. Through a

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Sauna’s high quality chilled chicken product range includes:

Whole chicken Drumstick

Curry cut Lollipop

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Mutton Boneless breast

Suguna’s Marinated Chicken range includes:

Marinated Lollipop Marinated Drumstick

Marinated curry cut

Suguna range of frozen foods

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Fish, Prawns, Sausages, Salami,

Suguna’s Value Added Eggs includes:

Chicken 65 Southern Fried Chicken