Master of Business Administration
Student Details ( Student should fill the content)
Name
Batch Number
Student ID Cardiff Met ID : ICBT ID :
Scheduled unit details
Unit code MBA 7003
Unit title Marketing Assignment 02
Assignment Details
Nature of the Assessment Assignment
Topic of the Case Study GIVEN
Learning Outcomes covered YES
Word count 4000 words
Due date / Time As Communicated in the assessment plan
Declaration
I certify that the attached material is my original work. No other person’s work or ideas
have been used without acknowledgement. Except where I have clearly stated that I have
used some of this material elsewhere, I have not presented it for examination / assessment
in any other course or unit at this or any other institution
Signature Date
Result (Assessor use only)
Marks by 1st Name & Signature of the 1st Agreed
Assessor Assessor Mark
Marks by IV: Name & Signature of the IV
For Office use only (hard copy assignments)
Receipt Received by
date
International College of Business and Technology
Page 1 of 28
, Master of Business Administration
Assignment Type & Title:
For student use: Critical feedback on the individual progression towards achieving the
assignment outcomes
For 1st Assessor use: Assessment feedback
Strengths
Area for improvements
Name & Signature of the Dat
Assessor : e:
Comments by the IV
Name & Signature of the Dat
IV: e:
International College of Business and Technology
Page 2 of 28
, Master of Business Administration
Table of Contents
Executive Summery..................................................................................................................3
Introduction..............................................................................................................................4
1. Current position of the Harischandra brand String hopper flour..........................................6
2. SWOT Analysis of Harischandra string hopper flour.............................................................8
3. Marketing objectives of Harischandra Mills........................................................................13
4. Strategy development.........................................................................................................14
5. Execution plan and Market budget.....................................................................................21
Conclusion..............................................................................................................................25
Reference................................................................................................................................26
Executive Summery
International College of Business and Technology
Page 3 of 28
, Master of Business Administration
Harischandra mills PLC is a well renowned food products, spices and food
ingredients manufacturing company in Sri Lanka.
They are targeting several specific segments in consumer market, taking
advantage to supply various types of affordable foods with more health
benefits to the customers. The primary marketing objective is to achieve
market leader of instant food segment in country. Present market share of the
company is decreasing gradually over past 10 years of time due to various
issues such as competition, financial and environmental changes.
By using PESTLE and SWOT analysis, this report shows that the external and
internal factors which affect to the company’s performance. Small scale
supplier’s entry to the market is considered as a main reason behind the
market drop. Instant food market is increasingly popular among the customers
with their busy life style. Purpose of this report is to get an advantage of that
potential by implementing strong marketing strategy. The company must
carefully target specific segments with valued feathers and plan for future
requirement to keep brand momentum. As a segment of food market has a
high potential due to increasing population in Sri Lanka.
The report evaluated the corporate strategy of the company, performance,
objectives have been designed and those are filled with SMART objectives.
So, evaluate the challenges which organization faced in market. Those
challenges are; emerge new suppliers to the market with low cost, increase of
raw material cost due to sourcing issues and availability, increase of
competitor brand promotions.
The report derives marketing promotion plan, financial plan and strategy to
execute the identified market. Report emphasizes on key performance
indicators to up keep the marketing performance.
Finally, in this report given marketing expenditure, cash flow account and
other expenses against expected annual revenue of this company.
Introduction
International College of Business and Technology
Page 4 of 28
, Master of Business Administration
This report is based on the adoption process of the Harischandra string
hopper flour by the Harischandra Mills PLC.
Harischandra Mills PLC has started in 1943 as a single proprietor business
with an initial capital of 25000.00 LKR on a land area of 20 perches in Matara.
Company manufactures milling of rice, Kurakkan and other grains.
In 1952, business has expanded for another several varieties of products
including manufacturing of coconut oil. Company joined to Sri Lanka stock
exchange in 1983 and distributes some shares to their own employees. In
instant food market sector, Company is the one of the market leader in sales
of flours (Rice and Kurakkan), noodles, coffee, Ulundu flour in Sri Lanka.
Company continued to support uplifting the local community through various
donations and sponsorships. They have donated several projects as Base
hospital kamburupitiya, University of Ruhuna and buildings in Southern
province.
Other prominent competitors are Mahaweli, Raigam, MDK, Maharaja, Surya,
Wijaya, Rabeena, Freelan, Nikado and Ruhunu brands.
Figure No. 01
Their vision is to enhance our heritage brands status and serve the nation.
Their mission is to provide the public with a variety of high quality foods and
soaps.
International College of Business and Technology
Page 5 of 28
Student Details ( Student should fill the content)
Name
Batch Number
Student ID Cardiff Met ID : ICBT ID :
Scheduled unit details
Unit code MBA 7003
Unit title Marketing Assignment 02
Assignment Details
Nature of the Assessment Assignment
Topic of the Case Study GIVEN
Learning Outcomes covered YES
Word count 4000 words
Due date / Time As Communicated in the assessment plan
Declaration
I certify that the attached material is my original work. No other person’s work or ideas
have been used without acknowledgement. Except where I have clearly stated that I have
used some of this material elsewhere, I have not presented it for examination / assessment
in any other course or unit at this or any other institution
Signature Date
Result (Assessor use only)
Marks by 1st Name & Signature of the 1st Agreed
Assessor Assessor Mark
Marks by IV: Name & Signature of the IV
For Office use only (hard copy assignments)
Receipt Received by
date
International College of Business and Technology
Page 1 of 28
, Master of Business Administration
Assignment Type & Title:
For student use: Critical feedback on the individual progression towards achieving the
assignment outcomes
For 1st Assessor use: Assessment feedback
Strengths
Area for improvements
Name & Signature of the Dat
Assessor : e:
Comments by the IV
Name & Signature of the Dat
IV: e:
International College of Business and Technology
Page 2 of 28
, Master of Business Administration
Table of Contents
Executive Summery..................................................................................................................3
Introduction..............................................................................................................................4
1. Current position of the Harischandra brand String hopper flour..........................................6
2. SWOT Analysis of Harischandra string hopper flour.............................................................8
3. Marketing objectives of Harischandra Mills........................................................................13
4. Strategy development.........................................................................................................14
5. Execution plan and Market budget.....................................................................................21
Conclusion..............................................................................................................................25
Reference................................................................................................................................26
Executive Summery
International College of Business and Technology
Page 3 of 28
, Master of Business Administration
Harischandra mills PLC is a well renowned food products, spices and food
ingredients manufacturing company in Sri Lanka.
They are targeting several specific segments in consumer market, taking
advantage to supply various types of affordable foods with more health
benefits to the customers. The primary marketing objective is to achieve
market leader of instant food segment in country. Present market share of the
company is decreasing gradually over past 10 years of time due to various
issues such as competition, financial and environmental changes.
By using PESTLE and SWOT analysis, this report shows that the external and
internal factors which affect to the company’s performance. Small scale
supplier’s entry to the market is considered as a main reason behind the
market drop. Instant food market is increasingly popular among the customers
with their busy life style. Purpose of this report is to get an advantage of that
potential by implementing strong marketing strategy. The company must
carefully target specific segments with valued feathers and plan for future
requirement to keep brand momentum. As a segment of food market has a
high potential due to increasing population in Sri Lanka.
The report evaluated the corporate strategy of the company, performance,
objectives have been designed and those are filled with SMART objectives.
So, evaluate the challenges which organization faced in market. Those
challenges are; emerge new suppliers to the market with low cost, increase of
raw material cost due to sourcing issues and availability, increase of
competitor brand promotions.
The report derives marketing promotion plan, financial plan and strategy to
execute the identified market. Report emphasizes on key performance
indicators to up keep the marketing performance.
Finally, in this report given marketing expenditure, cash flow account and
other expenses against expected annual revenue of this company.
Introduction
International College of Business and Technology
Page 4 of 28
, Master of Business Administration
This report is based on the adoption process of the Harischandra string
hopper flour by the Harischandra Mills PLC.
Harischandra Mills PLC has started in 1943 as a single proprietor business
with an initial capital of 25000.00 LKR on a land area of 20 perches in Matara.
Company manufactures milling of rice, Kurakkan and other grains.
In 1952, business has expanded for another several varieties of products
including manufacturing of coconut oil. Company joined to Sri Lanka stock
exchange in 1983 and distributes some shares to their own employees. In
instant food market sector, Company is the one of the market leader in sales
of flours (Rice and Kurakkan), noodles, coffee, Ulundu flour in Sri Lanka.
Company continued to support uplifting the local community through various
donations and sponsorships. They have donated several projects as Base
hospital kamburupitiya, University of Ruhuna and buildings in Southern
province.
Other prominent competitors are Mahaweli, Raigam, MDK, Maharaja, Surya,
Wijaya, Rabeena, Freelan, Nikado and Ruhunu brands.
Figure No. 01
Their vision is to enhance our heritage brands status and serve the nation.
Their mission is to provide the public with a variety of high quality foods and
soaps.
International College of Business and Technology
Page 5 of 28
