Introduction
Caning food and business history
Caning food is a new product for
Bangladeshi people . Canning is a method of preserving food in which the food
contents are processed and sealed in an airtight container. Canning provides a
typical shelf life ranging from one to five years, although under specific
circumstances a freeze-dried canned product, such as canned, dried lentils.
Caning food business is a world rewound business. there is a deep effect of can
food in develop countries people ,so when caning food business start? During
the first years of the Napoleonic Wars, the French government offered a hefty
cash award of 12,000 francs to any inventor who could devise a cheap and
effective method of preserving large amounts of food. The larger armies of the
period required increased and regular supplies of quality food. Limited food
availability was among the factors limiting military campaigns to the summer
and autumn months. In 1809, a French confectioner and brewer, Nicolas
Appert, observed that food cooked inside a jar did not spoil unless
the seals leaked, and developed a method of sealing food in glass jars.
About the company
The Company “SMART
Beverage Limited” established at 20rd March, 2012 by sk ahetesham
ashamed , MD mainuddin shrif ,Ms. Samia
Jannat. with a view to make the busy life easy and comfortable ensuring the
best quality food products available in convenient form. In this regard our
first concern will be can vegetable and can fish. Then we will be introduce
other can food item . Now at this time to BRAND MAKING we have tried to assess
the customers’ health conscious attitudes & their demand for various food
for all the year. Can food is very much effective to maintain sound
health. After conducting extensive research we are now going to introduce our
new multi-purpose food product “SMART CAN” in
the market.
COMPANY OVER VIEW
Name SMART Beverage Food Limited.
Head office: 27 bijoy nagare suite c-1 phone
02-9612999,915632,fax 08344412
Factory: Chandra circle, union-atadah, kaliakair, gazipur
Capital
18 care
Employee
25
Worker
200
Our Mission
TO BUILD EVERLASTING
RELATIONSHIPS WITH ALL CLIENTS THROUGH THE PROVISION OF CONSISTANT SUPERIOR
QUALITY PRODUCTS AND THE FINEST SERVICE.
Goals
·
To set up and continue a high quality image in
the beverage food industry.
·
To acquire the whole domestic market within
three years.
·
To capture the international market at the end
of the eight year.
·
We have an aim to reach break-even by third
year.
Our Values
·
Quality Service
·
Integrity
·
Teamwork
·
Reliability
·
Loyalty
·
Social Responsibility
·
Transparency
Why
Can Foods
Modern life is very much busy and
people in the society are involved in their daily activities. Proper health is
very much important to maintain daily activities perfectly. Now customers are
looking for healthy food products which are easy to consume and also at
reasonable price. For those people we introduce our new products can food as
name ‘SMART CAN’. Our new product “SMART
CAN” will give extra support in digestion process of human body. This is
our primary reason to develop this new product.
Customer can consume our product
for three purposes:
- As a Healthy food
- Easy to cook
- Proper nutrition
- They can direct eat
We will produce our product
according to consumer’s purposes. This kind of beverage food product is not
available in the market. So we think people will prefer our product. Customer
preference is the secondary reason to develop our new product named “SMART CAN”.
At the last in our beverage food
industry there is no food in can. For the first time we are introducing this
kind of product. From this point of view we will get extra support to introduce
this product.
Outline
“SMART Beverage Food Limited” is going to launch its new
product 1st JUNERY 2014. Here is the outline of our total project:
Date
|
Task Name
|
Duration
|
Task done By
|
04.08.12
|
Documentation
|
01 month
|
founder, commercial
|
04.07.13.
|
Factory buildup
|
15month
|
developer company
|
04.10.13
|
Machinery import
|
03 month
|
commercial
|
13.10.13
|
Machinery setup, row collation
|
1 week
|
operation management
|
27.10.13
|
Ready for
production
|
2 week
|
HR, operation,
|
28.10.13
|
Identify the launch team
|
1 Day
|
Administration
|
29.10.13
|
Determine sales objectives, Define launch goals
|
1 Day
|
Product Manager
|
31.10.12
|
Establish Launch Budget
|
2 Days
|
Product Manager
|
1.11.13
|
Define press release requirements
|
1 Day
|
Marketing Manager
|
2.11.13
|
Align product release timing with marketing plan
|
1 Day
|
Engineering Department
|
3.11.13
|
Testing new product concept
|
-----------
|
Research Team
|
4.11.13
|
Set target market, price
|
Product manager & Marketing
Dep.
|
|
5.11.13
|
Production process start
|
--------------------------
|
Manufacturing Department
|
6.11.13
|
Establish sales channels
|
1 Day
|
Marketing Dep.
|
12.11.13
|
Hire and train sales staff
|
1 WEEK
|
HR Department
|
18.11.13
|
Hire and train product support personnel
|
1 WEEK
|
HR Department
|
24.11.13
|
Advertisement start through press conferences
|
4Day
|
Marketing Department
|
28.11.13
|
Meeting with channel members
|
2 Day
|
Product Manager &
Marketing Dep.
|
Distribution Start
|
Till 31.12.13
|
Marketing Department
|
|
Launching “SMART CAN” into the market
|
--------------------------
|
Business
development stage.
SMART Beverage Limited is a new company that just wants to start their
business in Bangladesh with their new concept of product cans food.
To establish this business we build our
business development department and this department is control by our top level
management .So what our activities to develop our business are? Those are:
Finance:
To establish our project we need
15core taka. The initial investment we made by our own fund to buy land, build
plant and production. However, for future sustainability we need more financial
support. In that case we ask investor to invest in our organization. We also concern for bank loan and bond.
At the beginning of every
financial year we do make a budget for our organization, we believe it will be
supportive as well as show us path to meet the budget on that particular year.
Our finance team is integrated with others sub department, for example human
resource, business support and ICT.
In that scenario the human
resource manager inform to finance manager about the total cost for recruiting
people, addition staff, and training, promote staff. Secondly to support our
business we will integrate our business with MIS (Management Information System).
Where every individual are able get service from our organization about the
matter related to our business. It could be industry news, events, job
availability, CSR, think green and so on. We believe it is a strong business
support from inside and outside organization perspective. Finally ICT
(Information Communication Technology)
Organ gram
Critical Risk Factors (SWOT)
SWOT is a very important tool for
every business. As a business origination like SMART Beverage Limited we do our SWOT analysis As
there are no other strong competitors in the market so it will be our Strength
as well as the Opportunity to expand our business and capture as much as
customers possible. Our weakness will be if our quality is not as good as the
other can food manufacturing companies. Threat will be like any other company
can join the market and provide better products.
Being a
new company in the market it will be difficult for us to do the forecasting
such as: economic forecasting, customer forecasting, market environment
forecasting, cost forecasting etc. To be a leading company in the market we
have to overcome all the risk factors in our way to do the business.
The
SWOT analysis is given below:
Strength
Ø Only company in the market.
Ø First local company in this business.
Ø Available resources.
Ø New technology.
Ø 100% transparent to customers.
Ø Protect the environment.
Weakness
Ø New setup.
Ø Unavailability
Ø Insufficient production.
Ø Unskilled employees.
Ø Only Dhaka region based market at present time.
Opportunities
Ø No other strong competitors.
Ø Achieve huge target market in other country.
Ø Dynamic change of food culture in our society.
Ø Low quality of other available foods.
Threats
Ø New for existing customer.
Ø Anyone can enter into the market.
Ø Not meeting quality product as desired.
Ø Harvest Rich Group packing food product.
Ø Previous food taking habit of people.
Ø High switching cost for consumer.
Ø Traditional food concept.
Organization life cycle
The organizational life cycle is the life cycle of an organization
from its creation to its termination. And our business life cycle like. But our
future plan is in decline stage we will be able to enter new business or set
new product line.
Operation
management department
Main target of operation management team of SMART Beverage
Limited is to produce quality full products for its customer .For that we
need machineries and many kinds of raw materials also needed.
Machines:
For production we need to three types of heavy machines
.we going to import that machine from CHINA and GERMAN our total cost will be
$25000 and 30 types of supporting tolls and those cost total $10000 for
production. But for future with demand of production and technology change may
be we need more machine to import. Here are some picture of those machines and
tools :
.
Raw
Material Suppliers
Our main suppliers are different firms who provide raw
materials, products & services to produce final product for the industry
that we have chosen. Unlike other our
organization also should limit the bargaining power of suppliers to have a competitive
advantage.
We have the total control on our suppliers. Our primary
raw material comes from rural areas whereby farmers are producing fruit,
vegetables, fish commercially. Our supply chain department will maintain the
liaison with them. After predicting our yearly/monthly demand we will support
them financially to produce raw material for us. This competitive advantage is
ensuring us for the fluent supply of raw material which helping us in our
continuous production process without any back log.
Production process
Production process is a very
important for every manufacturing industry. Now we will discuss about the
procedures to produce our product. As a new industry in Bangladesh how or which
method we will follow to produce our product it is very important to identify
first.
The method that we have chosen
have it own history and it is very simple. To prevent the food from being
spoiled before and during containment, a number of methods are used:
Pasteurization, boiling (and
other applications of high temperature over a period of time), refrigeration,
freezing, drying, vacuum treatment, antimicrobial agents that are natural to
the recipe of the foods being preserved, a sufficient dose of ionizing
radiation, submersion in a strong saline solution, acid, base, osmotic ally
extreme (for example very sugary) or other microbial-challenging environments.
Other than sterilization, no
method is perfectly dependable as a preservative. For example, the
microorganism Clostridium botulinum (which causes botulism), can only be
eliminated at temperatures above the boiling point.
From a public safety point of view, foods with low
acidity (a pH more than 4.6) need sterilization under high temperature (116-130
°C). To achieve temperatures above the boiling point requires the use of a
pressure canner. Foods that must be pressure canned include most vegetables,
meat, seafood, poultry, and dairy products. The only foods that may be safely
canned in an ordinary boiling water bath are highly acidic ones with a pH below
4.6,[1] such as fruits, pickled vegetables, or other foods to which acidic
additives have been added .
The possibility
of production Canned Fruit in Bangladesh
Bangladesh is a country of many
seasonal fruits. In six seasons we get a lot of variety fruits. Like pineapple,
orange, water melon, mango, litchi, guava etc. But it is a matter of sorrow
that just for the transport facility a lots of fruits are rotten in the
production district or in the road. Also in the season though the production is
very high farmers are not getting proper
price. During the season a lot of fruits are available and cheap in the
production district, so I want to built some canned fruit industries in those
districts. Like one mango canned industry in Rajshahi district. In this way I
want to built some canned fruit industries in our country. For better
understand some design of production process of fruit canning are below.
Fruit canning
The
possibility of production Canned Fish in Bangladesh
Bangladesh is a country of
many rivers abounds with natural resources most commonly with fishes. We have
got a huge sea area for fishing at southern side of our country. It has around
200 nautical miles from Chittagong, Cox’s Bazar or Kuakata. Every year about
1.6 million Metric Ton fish has been caught and sold in local market. Most of
them are dried to preserve for a long time. But to get the proper food value we
want a modern fish processing and preservation system. As the fishermen and the
poor people who are involved in fishing profession could not preserve and
process their fishes in modern way, they had to sell them immediately. As a
result they do not get proper amount of money by selling them. On the other
hand if they can process and preserve their fishes in cane like developed
country those can be exported in many countries and thus Bangladesh can earn a
lot of foreign remittance. Also in our local market there is a huge demand of
this canned fish. In this respect, for processing those fishes we can establish
fish processing industries near the sea shore which will not only use for
caning fishes, but also remove unemployment problem greatly. Besides these fish
processing industries we should develop transportation system too, so that the
processed/canned fish can be transported to the rest part of the country
easily.
As we have a huge fishing
area in the Bay of Bangle fishing could be a sport and a hobby with delicious
prizes. But if fishing is not one’s avenue of feeling peace and serenity or
thrill and excitement, s/he probably buys fish at the supermarket every now and
then.
In this sense, we want to
develop 3 to 5 cane processing industries in or near the coastal areas of our
country where I can directly buy fishes from the fishermen and process them
within a short period of time. It is also my big concern that the fishermen
will be paid with a standard rate of their labour, which they would not gain
before. My industries’ machine and equipment would be brought from China. These
machines are not as heavy as used in big industries.
At the first stage I want
to start with three types of cane fish. Firstly canned fish in Sunflower oil,
secondly canned fish in Brain water and thirdly canned fish with Tomato sauce.
These ingredients are available and also cheap in our country. I just want to
give an example that how canned fish in sunflower oil can be processed.
Naturally, it would be prepared with the ingredients in a proportion of; Fresh
fish fillet 75%, cold pressed sunflower oil 24% and sea salt 1%.
If we can established that
fresh sea fish is excellent for our health, the same attribute can apply in the
ground of canned fish. If someone thinks canned foods are less nutritious than
fresh one, actually they are not far from the truth. But caning may not be as
bad as they think.
Caning
foods is a very effective method of preservation. The process protects against
the growth of micro-organisms and kills harmful bacteria, but the high heats
used for canning rob foods of vast amounts of nutrients, especially vitamin C,
Thiamine and Riboflavin which are sensitive to light. We can still benefit from
the mineral supply of the canned foods, and the macro-nutrient nourishment may
even be better than what we may find in fresh products.
. For better understand some design of production process of fish
canning are below.
FOR Fish
canning
Marketing
and commutation
Today
marketing is not only of selling or buying to produce. Marketing is a huge
thing .For smart beverage ltd .Marketing is everything for us we want make our
marketing department so strong and all time our top level management will
observed our holy marketing department. At first time in Bangladeshi market we
only introduce these types of product. So we deeply analysis the tool of 4p
(Price, promotion, place, product).
Target market
The underlying purpose of any
company’s placing activities is to make the product available to targeted
consumers. In terms of launching new product a marketer needs to deals with
following terms:
Our product is a mass product and
our target is mass market. But we like to start our business with only DHAKA
people and people from other country those come to Bangladesh
So we will use undifferentiated marketing strategy. Market segment is
out of our concern. With our new product we are now in at beginner stage.
According to our market analysts we will follow “VERTICAL MARKETING CHANNEL
STRATEGY”. According to expectation we will capture the whole domestic market
within third year and in the mean time, our new product will reach to the
growth stage. After crossing the break-even point we have a plan to establish
our own distribution channel.
Storehouse
& Transportations
Until reaching to the break-even
point initially we will use our channel member’s storehouse. When we will able
to set up our own distribution channel, we have a plan to build up own
distribution centers.
“SMART Beverage Limited” Will a
strong transportation system, which is helping us to reduce our variable cost
per unit.
Price
Price is the amount of money
charged for a product or service or the sum of the values that consumers
exchange for the benefits of having or using the product or service.
We are a new comer in the market,
but our product is very much unique in the market and the market has a high
perception about our product. So we don’t go for the cost base pricing which is
mostly used for new product. We are going to use the value based pricing. We will consider our consumers perception of
the product value at first.
Figure Cost
Based Pricing
Cost based pricing is product
driven. The company designs what it considers being a good product, totals the
costs of marketing the product, and sets a price that covers costs plus a
target profit.
Figure Value Based Pricing
As we are using value based pricing, we will analyze
consumers need and value perception and set price which match consumers. Under this pricing method we will charge 50
taka for 500 gm MIX vegetables can.
Price
Related Some Financial Data:
At this price
level our goal is to achieve break-even within three years.
Fixed Cost =
35,000,000
Selling Price
Per Unit = 50 TK.
Variable Cost
Per Unit = 43 TK.
35,000,000
|
= 50, 00,000
Units
Promotion
Promotion means
activities that communicate the merits of the product and persuade target
customers to buy it. When designing promotional activities a marketer needs to
concentrate on:
We are going to launch huge
promotional campaign as we choose value base pricing method. The reason behind
using this pricing strategy is that we are the pioneer of making SMART CAN (Health & SMART) so we can easily charge
value base pricing. In our promotion strategy our main focus is extensive
amount of TV advertisements which are informative. In our advertisements we
will focus specially on the benefit of our new product to maintain proper
health. As our product is in development stage, our budget is also very high
for building awareness and gaining consumer trial. Beside this we will also
highlight the use of newspaper and billboard advertising. As an effective
promotional strategy we can also provoke the customers through in-store
advertisement. We will use both PUSH-PULL strategies for the first six months.
Our product is effective for
keeping good health. We will design our sales promotion activities by
considering different health organization and hospital. We will try to persuade
doctors to give suggestion to their patients that food “SMART CAN” in related
case of health problem. We will provide handouts to consumers which will
contain the information about the effectiveness of Can food as well as our
product.
Research
and development:
The task of our R& D
department is to come up with the goods and services that meet the needs of
tomorrow’s customer. However, today market it is very hard think without
R&D. Our R & D team will continuously monitor market whether any new
demand is creating in market. They also evaluate the performance of existing
product whether to make any changes or remain same. Moreover, our R&D team
has some back up strategy to launch new product also can create value by applying
different method.
Future
aspect of SMART BEVERAGE LTD:
To sustain our
organization for long term we also need to implement more strategy in more
competitive market. Therefore for future market we have fixed some plan. Such
as
Ø Build up strong supply chain management by own
Ø Raise capital through stock market
Ø Open a training department for our farmers, where they shall provided
free tips and suggestion
Ø Open a campaign call “Live Smart”. The main purpose
will be free health check up.
Recommendation:
It will not be so
difficult to reach the targeted market and to make the profit if we can
properly maintain the business process in a chain. At first we need to focus on
proper set up. After getting ready with the business we need to promote and
make the people aware of our product. We need to advertise our
company with local newspapers, online message boards and throughout the
community.
And also we need to main the quality during the production
and serving the customer.
We also have a plan for future to expand our business
globally as in Bangladesh there are plenty of resources related to our
products. After getting a successful market here we will export our products to
some selected countries.
Conclusion:
As a new business in our country there will be a lot of
opportunity for us to make a permanent place in the local market. But in some
cases difficulties are also be there. But if we can analyze the whole business
process as mentioned above we can come with a wide range of hope for this
business initiative.
If we can see the life style of Bangladeshi people, it
has got a lot of changes in past few years. And most of them are strongly
dominated by the satellite impression. Housewives are also getting smarter in
many ways, so they preferred to buy simple processed food rather than to buy
rational food available in the market. Students and service holder people are
also get benefitted by this kind of simple and smart canned food. It will cut
their time as well as reducing the food processing hours. So in a word it helps
them to reduce the tension regarding their food.
By keeping the above
things in our mind we have been started SMART Beverage Food Limited.
We strongly believe that we can make the market for our business with our potential
services to our customers. Also we hope our customers are ready there to
welcome such a new product line to their daily food consumption.
References
- “Principles of Marketing” 11th Edition by Philip Kotler and Gary Armstrong
- “MANAGEMENY’’13TH by Stephen.Robbins and Mary Coulter
- “Beverage Food Industry in Bangladesh” By BSTI (Published in 25th March 2006)
- Website of different company
- www.google.com
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