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)
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