Fulfillment of the requirements for the
Bachelor of business administration
Integrated institute for learning management (IILM)
1. EXCECUTIVE SUMMARY
2. INTRODUCTION OF THE COMPANY-pg 1
3. BUSINESS SECTOR-pg 2
4. PROJECT FOCUS-pg 2
5. MARKET SHARE-pg 2
6. SALES AND PROFIT TREND-pg 3
7. SWOT ANALYSIS-pg4-5
8. MARKETING ENVIRONMENT-pg 6
9. PEST-G ANALYSIS-pg 6-7
10. FIVE FORCES MODEL-pg 8
11. MAIN COMPETITORS-pg 9-10
12. MARKET SHARE-pg 11
13. TARGET MARKETS-pg 11
14. SEGMENTATION-pg 12
15. TARGETING –pg 12
16. POSITIONING-pg 12
17. MARKETING MIX- pg 13-15
18. EVALUATION OF COMPANY’S CURRENT POSITION-pg 16
19. EVIDENCE OF COMPANY’S SUCCESS-pg 16
20. PROSTECTS FOR FUTURE GROWTH-pg 17
21. CONLCLUSION-pg 18
Haldiram, the brand names that is always associated with quality product and service. It took more than six decades to become the leading manufacturer of Indian savory snacks.
The savory snacks industry has been immensely through all these years to form an industry of about $425 millions. And the market potential for this industry is estimated to be around $ 1 billion. The savory snacks market is divided into organized sector and an unorganized sector. Currently, about 45 % of the market is being served by the organizes sector and the balance 55% is served by the unorganized sector.
Presently the company has 20% market share of the organized sector and overall about 7.5% of the market share, with a turnover of $30 million.
With the increasing competition and demand for the product the company needs to expand its output and also its product line. The company is opening up a new plant. The project is called “Haldirams Food limited”.
There would also be a change in the organizational structure. Currently it’s more centralized but in the new company it would be more decentralized, which reduces the time taken in decision-making process and would also motivate and improve self-confidence among the employees.
Looking at the market potential and the new strategies adopted by the company shows that the project is most likely to be successful.
"HALDIRAM" – a name associated with discerning consumers for sweets and namkeens for the past six decades in India and abroad. It made its modest start in the beginning of way back in 1941 in Bikaner in the State of Rajasthan. The brand name "HALDIRAM BHUJIAWALA" was introduced during pre-partition era-1941 and never looked back and ventured first major step in this direction by opening up a shop in 1983 in Chandni Chowk, the main hub of commercial center in Delhi. The prime focus was to serve sweets and namkeens amongst direct consumers and the trade.
Presently the company has 20% market share of the organized sector and an overall about 7.5% of the market share, with a turnover of around $30 million.
The business sector whish the company deals in is the FMCG SECTOR AND RESTRAUNTS. Also, are basically into the FOOD PROCESSING INDUSTRY in which they deal with all kinds of products such as savory snacks, sweetmeat, etc.
The company deals in various types of products such as:
1. Savory snacks
3. 3-d snacks
5. Syrups, etc.
But the project is mainly focused on SAVORY SNACKS, also known as NAMKEENS. Savory snacks contribute to 69% of their total revenue.
The sweetmeat and the savory snacks industry in India have remained in the roots of traditionalism in unorganized sector for centuries, because of complete absence of enterprise and organization. But we changing times the savory snacks segment is getting organized. The...