Strategic Management: Britannia

CREATED BY, Manish David Singh-12PT-021 Amit Kumar Sinha-12PT-005 Gaurav Singh-12PT-018 Prem Kumar-12PT-026 Tarun Jain -12PT-029

Milestones
1892 - The Genesis Britannia

1921 - Advent of electricity sees operations mechanised

1921 - Imported Machinery Introduced

1975 Britannia takes over Biscuit distribution from Parrys

1997 - Re-birth of New Corporate Identity Eat Healthy, Think Better

Milestones
2001 No. 1 food Brand

2003 Tiger Launched

2003 -'Treat Duet'- most successful launch of the year

2009 Launch of Drink Healthy, think better

Products
Britannia NutriChoice Oat Cookies Britannia NutriChoice Ragi Cookies Veg Cakes Nutrichoice Health Starter Kit NutriChoice 5 Grain

Products
Tiger Banana NutriChoice SugarOut NutriChoice Digestive Biscuit Treat Fruit Rollz New Britannia Milk Bikis

Vision

To Dominate The food and Beverages market in India with a multiple range of Taste yet Healthy Britannia Brands

Mission
To Dominate The food and Beverages market in India with a multiple range of Taste yet Healthy Britannia Brands by making every third indian a Britannia consumer

To be a Best Biscuit Company

Short Term Objectives

To Improve Image to shareholders

To Improve Internal Processes and Controls

Long Term Objectives

To be the Lowest-cost Producer in the market

To become largest volume player in the Bakery Industry

GOALS

To Improve Profitability

To provide better customer service

To Reduce Carbon Emission

STRENGTHS

Widely accepted in all Generation Preserve the non seasonal food and make it available throughout the Year Extensive Distribution network

Innovative Advertisements

WEAKNESS

Increases the cost of food product

Dependence on store and Retailers

Low penetration in Rural Areas

Not An Extensive Overseas market

OPPORTUNITY

Increasing demand for diet, sugar free biscuit

Retaining loyal retailers and wholesalers

Targeting Interior area of India

THREAT

Local Bakery products, Imitation

New Entrants like cadbury oreo, sunfeast dark fantasy

Margin war among major brands

PORTERS FIVE FORCES ANALYSIS

Existing Competitors: Glucose segmentParle-G,Sunfeast, Local Brands

Potential Entrants: Economies of scale difficult, Product differentiation, Capital Requirements, Cost advantages

Substitutes: Snacks-Roadside chat shop, Haldiram prducts

Britannia Bargaining Power of suppliers: Wheat, sugar, other commodities price increased

Bargaining Power of Buyer: Other low price biscuit, same cost bakery item, home made snacks

PEST ANALYSIS
Political Factors: Food law implemented at central and state level, Stringent tax laws Britannia Economic Factors: GDP increasing at 89%, Increase in disposable income Social Factors: 70% population below 35 yr, Good awareness among people

Technology Factors: Process Innovation, Product Innovation, Innovation TechniqueJIT, RFID

THANK YOU