Poultry

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Executive summary

Introduction

The report has been prepared in order to ensure that a proper marketing plan is going to be developed for the Prima Group of companies, where a special reference will be given to the Marinated chicken packets which are being marketed by the company. This report will have a look at the external as well as the internal operating environment of the company. At the same time the report will try to focus on the key success factors of the company along with the sustainable competitive advantages available for the company as well.

1 Organizational Background.

Since 1982, Ceylon Grain Elevators PLC (CGE) has focused primarily on feed milling. Prima Group’s business interests include a significant presence in the sectors of flour milling, feed milling, food manufacturing and services, supply of bakery equipment and systems, bakery industry training, information technology and food science research in Srilanka. By setting their vision as to achieve complete poultry integration, with the ultimately gaining export market competiveness, the company is expanding its operations every year by building up its capacity and the capability to ensure that it meets the promises or the value proposition which it has made to its customers.

This hassled to increase in Agriculture, Aquaculture and Livestock production, thus encouraging national progress through nutritious protein-rich food to the people of this Nation. TAFL is the first grandparent poultry farm in the country and was acquired by CGE in 1996. These are the largest and most modern poultry hatcheries and breeder farms in Sri Lanka and provide farmers with the world renowned Hyline and Lohmann Indian River grandparent and parent stock breeds. CGE and TAFL are listed companies on the Colombo Stock Exchange. (CGE, 2011)

2 Industry analysis

The packed meat industry is a widely growing industry in the country where a number of various different firms are entering into the market where the competition within the market seems to be increasing. However it is understood that the industry still has not been seen as a perfectly competitive market, and there is opportunity for all the firms operating in the market to come up with various different types of products / services where some of the competitors have even started to provide the products in their owned retail shops.

3 A Typical Marketing Plan

When considering on a typical Marketing Plan, it is always important to understand that the marketing plan should consist of some of the major aspects such as the analysis of the environment and the organization as well as the ways and means by which the company will be tackling these issues within the market. Some of the major headings which will be included in the marketing plan are shown in the points below

➢ Analysis of the current and future situations to be operating in

➢ The main objectives of the Marketing campaign and the organization

➢ The strategies currently being adopted by the organization and future strategies proposed

➢ The tactics which could be used to meet the strategies developed

➢ A schedule of financial needs for the new strategies

➢ The time schedule during which the new campaign could be started and completed

➢ A brief evaluation of the current and future strategies that are to be carried out and their advantages.

Analysis

The key area of any marketing plan is the provision of analysis on the company’s activities and the environment in which the company is operating in. therefore a clear analysis of the environment in which the company operates needs to be carried out by the organisation along with an analysis of the internal processes, covering the internal strengths...
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