July 2011

30

FY-E BBA BATCH 2011-2014 Symbiosis International University Symbiosis Centre for Management Studies (UG) Pune

Business Studies Project 1

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Group 1 FY-E Business Studies Project 1

Table of Contents
1.1 Objectives of the Study............................................................................................ 3 1.2 Methodology ............................................................................................................ 4 1.3 Target Market ......................................................................................................... 5
1.3.1 Tata Motors ............................................................................................................................................................ 5 1.3.2 Britannia Industries Ltd. ................................................................................................................................... 6 1.3.3 Apple......................................................................................................................................................................... 7 1.3.4 - Infosys ....................................................................................................................................................................... 8

2.1 Nature of the Business TATA .............................................................................. 9 2.2 Profile Tata ........................................................................................................... 9 2.3 Objectives Tata ..................................................................................................... 9 2.4 Operations Tata ................................................................................................. 9 3.1 Nature of the Business Britannia Industries Ltd. .............................................. 10 3.2 Profile of the Business Britannia........................................................................ 12 3.1 Objectives Britannia Industries Ltd. .............................................................. 12
Social Objectives ............................................................................................................................................................. 12 Human Objectives ........................................................................................................................................................... 12 Economic Objectives...................................................................................................................................................... 12

3.4 Operations Management Britannia Industries Ltd............................................... 13

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Group 1 FY-E Business Studies Project 1

1.1 Objectives of the Study

The objectives of this research paper are as the following: 1. 2. 3. 4. 5. 6. 7. To find out the nature of the businesses, To learn more about the business in itself (profile), To understand the businesses and their external environment, To investigate the importance of the external environment for the businesses, To find out the objectives and social responsibility for each company, To identify the target markets for each company, To obtain a better understanding on the distribution channels used by various companies, 8. To find out the competitors and their effect on the businesses.

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1.2 Methodology
y This project was carried out mainly using secondary data collection. Secondary data collection refers to data that is collected by someone other than the user. It is the data that has already been collected, and is readily available from other sources. There are two types of secondary data quantitative secondary data and qualitative secondary data. Quantitative secondary data can be obtained by looking at past records containing statistics, and most databases related to census, housing and social security. On the other hand, semi-structured and structured interviews, field notes, observation records and other personal, research-related document serve as sources for qualitative secondary data collection.

For this research paper, we have chosen to use secondary data collection. Data for this paper has been collected mainly through: 1. The companies official websites, 2. Research papers and statistics online, 3. More resources available on the Internet. Sources: http://britannia.co.id
http://www.managementstudyguide.com/secondary_data.htm http://en.wikipedia.org/wiki/Secondary_data http://assets.cambridge.org/97805218/70016/excerpt/9780521870016_excerpt.pdf

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1.3 Target Market

1.3.1 Tata Motors

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1.3.2 Britannia Industries Ltd.

Britannia Industries Ltd. offers a wide range of products available for sale. They are divided into different sub-strategic business units (SBU), such as: y SBU 1 Biscuits (cookies and cakes), y SBU 2 Daily Bread (freshly baked goods), y SBU 3 Dairy Products (milk, cheese and butter). They are divided into different sub-strategic business units (SBU). I have chosen to analyze their range of Dairy Products.

Britannia Industries Ltd.

India

SBU 1 Biscuits

Infants Adults (3 yrs +)

Low Income Group Middle Income Group

Figure 1.3.2.(a) shows the Target Market Equation for Britannia Dairy Products

The figure above shows that Britannia Industries Ltd. functions mainly in India. Focusing on their range of Biscuits, it can be seen that these products are versatile as they can be consumed of people from age 3 years above. Also it shows that they are most popular amongst people of lower income groups to middle income groups in India.

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1.3.3 Apple

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1.3.4 - Infosys

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2.1 Nature of the Business TATA 2.2 Profile Tata 2.3 Objectives Tata

2.4 Operations Tata

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3.1 Nature of the Business Britannia Industries Ltd.

SBU 1 Biscuits

SBU 2 Daily Bread

SBU 3 Daily Products

SBU 1 Biscuits

Britannia Industries Ltd.

India

SBU 1 Dairy Products

Infants Adults (3 yrs +)

Low Income Group Middle Income Group

Britannia Industries Ltd. caters its Biscuits for consumption to people 3 years of age and above, and to those who are in a lower income group to middle group. However, many other companies also cater to people of the same group. However, Britannia is able to overcome its competition and maintain its position i.e. at the top of the market. A study shows the market position of Britannia as compared to other biscuits in the market, and its market share.

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Market Share
7% 8% 33% 14% Britannia Biskfarm Priya Gold Parle G Pure Food 13% 25% Others

y y y

Britannia focuses on product variation. They have a lot of different brands and types of biscuits in their Biscuit range of products. In this way, they are able to maintain their market share. The chart above shows that Biskfarm is Britannias number one competitor. Yet, Britannia still has a winning edge as its market share shows to be 8% higher. With a wide range of products, Britannia does not only position as a biscuit manufacturers, but much importance is given to the quality of the food. Their packaging of their products also defines themselves as a company for consumers with different pricing options.

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3.2 Profile of the Business Britannia

y y Britannia This project was carried out mainly using secondary data collection. Secondary data collection refers to data that is collected by someone other than the user. It is the data that has already been collected, and is readily available from other sources. This project was carried out mainly using secondary data collection. Secondary data collection refers to data that is collected by someone other than the user. It is the data that has already been collected, and is readily available from other sources. This project was carried out mainly using secondary data collection. Secondary data collection refers to data that is collected by someone other than the user. It is the data that has already been collected, and is readily available from other sources.

3.1 Objectives Britannia Industries Ltd.

Social Objectives
y The products are of a wide variety, catering to the different tastes of consumers. Also priced from a low middle price range, it is affordable to most people. Therefore it is widely consumed. Mentioned before, it also focuses on its quality. Both its price and quality caters to the needs of the society. It is stated on the website, that the company prohibits any payments of bribe. This is very important as it benefits the company in many ways. Catering to national interest. Being committed to fair employment practices. Committed to a workplace free of drugs and illegal substances. Taking into focus the safety of the employees. Compliance with appropriate laws and internal regulations. Training and development workshops and skills for the benefit of the workers and employees. One of the main economic objectives of Britannia involves earning honest profit by avoiding bribery. Preparing balance sheets and its accounts in a fair manner in accordance with the financial reporting and accounting standards. To expand their client base with effective changes in technology. Employing efficient workers, making full use of machines and minimizing wastage of raw materials.

y y y

Human Objectives
y y y y y

Economic Objectives
y y y y

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3.4 Operations Management Britannia Industries Ltd.

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