A Project Report on “SWOT” Analysis

done on “Sundrop Oil”

Presented By: 1) Subhabrata

2) Binayak

3) Gopal

4) Vikash

5) Prosenjit

6) Bindhaya
 Company Profile:
 About Co. - Agro Tech Foods public limited engaged in the business of
marketing food and food ingredients to the Indian customer. This
company affliliated 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!
Acquisition of The Company
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.
 Product Profile:
Products of the company :
 1) Sundrop SuperLite.
 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.

 SuperLite
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.
 SuperLite
Price of SuperLite Advanced
Advance : -

 5lt - Rs. 508/-

 2lt - Rs. 222/-
 1lt - Rs. 99/-
 SuperLite

Sundrop Superlite is a 100% Sunflower oil and is synonymous with

the brand Sundrop. It is the market leader in the premium category
of Refined Oils. Sundrop Superlite enjoys a wide base of loyal
customers.

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.
 SuperLite
Price of SuperLite : -

 5lt - Rs. 549/-

 1lt - Rs. 113/-
 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.
 Heart
Price of SuperLite : -

 5lt – Rs 613/-
 1lt - Rs.120/-
 “SWOT’’ Analysis:

A scan of the internal and external environment is an important part of

the strategic planning process. Environmental factors internal to the
firm usually can be classified as strengths (S) or weaknesses (W), and
those 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.
Consumer Behavior:
 “SWOT’’ Analysis of The
Company:

Strengthof the Organization:

A dominant player in the edible oil and branded foods sector, in India.

Strong affiliation with ConAgra Foods Inc of USA, world third largest
foods company.

Still the largest selling sunflower oil brands hold with 15% of branded
oil market.

Sundrop heart also used the health platform so it associated with heart
patients and fulfill customer requirement.

It has also acquired a fairly strong presence in the mass market for
edible oil through its low priced brand, Crystal
 “SWOT’’ Analysis of The
Company:

Weaknessof the Organization:

Limited market penetration in edible oil market.

Rural area are not approach of company.

Limited market penetration in food processing industry.

Price of product id slightly high that affect the demand.

 “SWOT’’ Analysis of The
Company:

Opportunities of the Organization:

Sharp increases in demand of branded oil.

India has a wide-ranging and large raw material base suitable for
food processing industries.

India has developed advance technology to support food processing
industry.

High market awareness in metropolitan city of branded oil.

India’s comparatively cheaper workforce can be effectively utilized
to setup large base for domestic and Export markets.
Liberalized overall policy regime.

Rapid urbanization, increase literacy and rising per capita income,

have all cause rapid growth and changes in demand patterns.
 “SWOT’’ Analysis of The
Company:

Threats of the Organization:

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


 The company should approach the rural areas to widen their base and
reach which would bring more profit for them.


 The company should think of reducing their price slightly which might
affect the demand of the oil during inflation.

 The company should have more market penetration in the food-
processing industry.

 They should come up with a mustard oil of their own which can be less
on price and high on quality.

 The company can think of increasing the taste of Sundrop Heart oil.

 To use the latest technology available in the food-processing industry.

Bibliography

•Website names:-

•www.google.com
•www.managementparadise.com
•www.wikipedia.com
•www.atf.com
•

Books prefer:-
1. Marketing Management- Rajan Saxena
2. Marketing Management- Philipp Kotler.
 THANK YOU