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Business details
Trademark Kapruka Rakuma
Location Kurunagala
Business type Partnership
Vision
To be a vehicle of consciousness in the agriculture market by creating a holistic sustainable business modality, which inspires, promotes and supports True Wellness and respect for all Beings and for Mother Nature.
Mission
To be a trustworthy and innovative agricultural leader by providing genuine, organic True Wellness products and solutions for agricultural sector for conscious healthy living while increasing the quality of exported agricultural products.
Our Commitment
To provide organic solutions to our customers in agriculture to help them to create exceptional quality organic foods and health products.
To introduce a unique and successful business modality that is committed to service, sanctity and integrity and therefore harms no one and benefits all.
To support natural sustainable organic agriculture practices that serve, honor and protect Mother Nature.
To support the livelihood and well-being of farmers in rural Sri Lanka.
Our Values
Service to all
Total integrity
Absolute commitment to quality
Respect and devotion to Mother Nature
No compromise on being who we are
Feasibility of main product
Global trend towards organic foods

Market survey
Marketing Analysis
Environmental analysis
PEST Analysis
Fact
Drivers
O/T
H/M/L
Political
The approval form the Coconut Research Institute (CRI)
O
H
New policies of Data protection rules and regulation
T
M
The government support for local manufactures
O
H
Economical
O
H
The higher growth rate of GDP 8.4 % (2014).
O
H
The interim budget (2015) reformed the tax rates for the organizations
T
M
Social
O
H
Coconut plot owners often practices traditional methods for repelling bugs
T
H
Tendency towards purchasing products of local brands
O
H
Higher demand for Coconut related products in the market
O
H
Technological
O
H
SWOT Analysis
Marketing Objectives
Value proposition
1.Define customer needs
2.Define cost of service upgrade
3.Customerservice benefits
4.value proposition
Target market
Gender – male
Education – primary/secondary/diploma
Age group – over 25 years old
Density – sub urban / rural areas
Occupation - farmers
Districts –kurunagala,gampaha,puttalama
Product mix
Product life cycle
Price
Marketskimming price strategy
Promotion
Through agricultural exhibition
Coconut research center can convince about the product for them.
Gathering contact details of large scale coconut plot owners from the Coconut Research Centre would be a help to promote the product for them.
Place
Manufacturer
customer
Brand awareness
high
low
high
Uniqueness of the product
Positioning
Branding
New brand strategy
Competitor analysis
Porter’s five forces
Competitor analysis –Peteraf& Bergen
Porter’s five forces
Element
Description
Impact
Threat of new entrant
This is completely innovative new product to the market so there will lowest possibility of entering into the market with similar product and with processing to get the copyrights of the product it would be difficult produce a similar product.
Low
Bargaining power of buyers
It’s an exclusive product in the market and completely innovative product in the market. So the coconut plot owners would not have any substitutes or choice available for them to select.
Low
Bargaining power of suppliers
The instrumental device manufacturing can be developed to the mass production from sound recording suppliers and there are numerous sound recording suppliers in the market.
Moderate
Threat of substitutes
There will be absolutely not any substitute in the market or industry because currently farmers using a traditional method.
Low
Competing firms rivalry
This is also can be stated as there will be not any rivalry in the market because it’s an innovative product to the existing infection of the industry without a proper treatment.
Low
Competitor analysis –Peteraf& Bergen
Indirect competitors
Direct competitors
No
Potential competitors
Low resource similarity High
high
resources commonality
low
Financial objectives
Increasethe GP margin by 25% at the end of the 2020
Toachieve a 14% Of ROI at the 2020
To reduce the unwanted expenses by 10%-20% at the 2020
To increase the revenue by 25% at the 2020
To reduce the customer switching cost by 15% at the 2020.
Financial Forecast & Justification for the budget- Cost benefit analysis for one product
D/F @ 11% 1.00.9000.8110.732
Total
Y0
Y1
31/03/2016
Y2
31/03/2017
Y3
31/03/2018
INFLOW
Actual/ current forecast
4675
4675
5000
5800
New forecast
4675
6,000
8,000
12,000
Incremental revenue
-
1,325
3,000
4,000
Incremental GP
25%
-
331.25
750
1,000
Discounted in flow
1,638.38
-
298.13
608.25
732
OUTFLOW
Budget
300
450
600
325
Discounted out flow
1,429.5
300
405
486.6
237.9
NPV
208.88
ROI
14.61%
Match Between Personal competencies and Business idea
Identification of the Competency map

Marketing capabilities -T.R.V.Peiris
-W.S.Udatiyawala
IT knowledge -T.M.Matharage
-K.D.Lanka
Innovation and creativity -H.N.D.Perera
Analytical Skills -A.N.D.Ambegoda
-S.N.Hettiarachchi
Financial skills -B.N.C.Rathnabarathi
-W.A.T.R.Silva
-M.K.Madhuranga
Competencies needed for the business
Technical Know-How
Interpersonal Skills
Assurance of Quality
Persuassiveskills
Agricultural knowledge
Negotiation skills
Architectural skills
Promotional skills
Skill mismatches and solutions to overcome them
Technical expertise
Promotional skills
Agricultural Knowledge
Brief introdcuction to coconut industry and coconut beetle
Industry Analysis

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