A

PROJECT REPORT ON

SWOT ANALYSIS

DONE ON

SUNDROP OIL(Agro Tech Foods)

PROJECTEE:-
BINAYAK

BINDHYA

GOPAL

PROSENJIT

SUBHABRATA

VIKASH

DR.D.P.SAMANTA PROF. SUMANTA MUKHERJEE

PRINCIPAL FACULTY MEMBER
DSMS BUSINESS SCHOOL DSMS BUSINESS SCHOOL
 ACKNOWLEDGMENT

Apart from our effort, the success of this project depends largely on
the encouragement and guidelines of many others. We take this
opportunity to our gratitude to the people who have been instrumental
in the completion of this project.

We wish to show our greatest appreciation to Mr.Sumanta

Mukherjee. We can not say, thank you, enough for his tremendous
support and help. Without his encouragement and guidance this
project would not have materialized.
The guidance and support received from each team member who
contributed and are contributing to this project was vital for the
success of the project.
 CONTENTS

Chapter No. TITLE

CHAPTER-1 Company profile

CHAPTER-2 Product profile

CHAPTER-3 What is SWOT Analysis?

CHAPTER-4 Consumer Behavior-Survey on the

Product category:

CHAPTER-5 SWOT Analysis of the company

CHAPTER-6 Recommendations for the company

CHAPTER-7 Bibliography

COMPANY PROFILE
  About Co. - Agro Tech Foods public limited engaged in the
business of marketing food and food ingredients to the Indian
customer. This company afflicted to ConAgra Food Inc. of USA,
which is one of the world greatest company. Chairman of the
company is Greg Estep and President & CEO of the company is
Sachin Gopal.

 Vision - To become the best performing Most Respected Foods

Company in India.

 Purpose – “Nourishing family…Enriching life”

Moto – ACT NOW- It means being empowered, being agile and

making a difference with a sense of urgency.

Led by the flagship brand Sundrop, Agro Tech Foods Ltd has expanded
its brand portfolio through acquisition of the Rath vanaspati brand from
SIEL Ltd. It also sells unrefined mustard oil under the Sudham brand in
the East.

Sales & Distribution

Agro Tech has a network of 1000+ distributors spread across the country
and reaches 130,000 odd outlets to sell thier products.

The company has a strong presence and a proactive stance with respect
to modern trade. There are direct selling agreements in place with key
accounts like Reliance Retail, Subhiksha, Spencers, Food World, Big
Bazaar, etc.

Board of Directors

Directors: Greg Estep (Chairman)

 Alejandro Castro
Michael D Walter
Lt Gen D B Singh
Sanjaya Kulkarni

Leadership Team: Sachin Gopal President and CEO

Asheesh Sharma Head of Marketing
Dharmesh K Srivastava General Manager – Supply
Chain & Procurement
Hemant Kumar Ruia (CFO and Head of IS & Legal)
N Narasimha Rao (Vice President – Human Resources)
Pradip Ghosh Chaudhuri (General Manager – Manufacturing)
Raj Kanwar Singh (Head of Sales)
Satish Kumar Singh (Head of Research, Quality & Innovation)

Company Secretary: (Phani K Mangipudi)

Auditors: Lovelock & Lewes

Chartered Accountants
Hyderabad

Registered Office: 31, Sarojini Devi Road

Secunderabad – 500 003
Andhra Pradesh
India .
Website: www.atfoods.com
Registrars & Share
Transfer Agents Sathguru Management Consultants Private Limited
Plot No. 15, Hindinagar
Behind Shirdi Sai Baba Temple
Punjagutta Hyderabad – 500 034

PRODUCT PROFILE

 Products of the company :

 1) Sundrop Superlight.
2) Sundrop Superlite advance.
3) Sundrop Heart.
4) Sundrop Gold.
5) ACT II Instant Popcorn.
6) ACT II Microwave Popcorn.
7) Healthy World Dried Green Peas.
8) Snack Break.

SUNDROP SUPERLITE ADVANCED:

Sundrop Superlite Advanced launched in 2009 is a variant of existing

Sundrop Superlite which is a premium Sunflower oil.

Sundrop Superlite Advanced with added DMPS (Dimethyl

Polysiloxane) ensures that the absorption of oil is less while cooking, as
compared to any ordinary oil. Its advanced refining process makes it
extra light.

Sundrop Superlite Advanced is also fortified with sufficient quantity of

Vitamin A and D which takes care of 25% of daily requirement of these
essential vitamins. So when you cook with Sundrop Superlite Advanced
your family eats well & stays active and healthy throughout the day.

Price of SuperLite Advanced : -

• 5lt - Rs. 508/-

• 2lt - Rs. 222/-
• 1lt - Rs. 99/-

SUNDROP SUPERLITE:

Sundrop Superlite is a 100% Sunflower oil and is synonymous with the

brand Sundrop. It is the market leader in the premium category of
Refined Oils. Sundrop Superlite enjoys a wide base of loyal customers.
Sundrop Superlite is fortified with sufficient quantity of Vitamins A &
D to provide up to 25% of daily requirements. So when you cook with
Sundrop Superlite your family eats well & stays active and healthy
throughout the day.

Sundrop Superlite is not just low in saturated fats and high in

unsaturated fats but also has a good balance of MUFA & PUFA. It is
rich in natural vitamin E & Omega-6, an essential fatty acid vital for the
proper functioning of the body.

Price of SuperLite:-
• 5lt - Rs. 549/-
• 1lt - Rs. 113/-

SUNDROP HEART:

Sundrop Heart was launched in 2003 in the fast growing Heart care
category. Sundrop Heart is a scientific blend of high quality, specially
processed rich Rice Bran (80%) and Sunflower (20%) oils. It is rich in a
special nutrient called 'Oryzanol', which is known to reduce bad
cholesterol (LDL) levels. The consumer response to Sundrop Heart has
been overwhelming. Besides its health benefit, the food cooked in
Sundrop Heart is tasty, making it an ideal cooking medium for the entire
family.

Price of SuperLite:-
• 5lt – Rs 613/-
• 1lt - Rs

SWOT ANALYSIS-The Concept

A scan of the internal and external environment is an important part of

the strategic planning process. Environmental factors internal to the firm
usually can be classified as strengths (S) or weaknesses (W), and those
external to the firm can be classified as opportunities (O) or threats (T).
Such an analysis of the strategic environment is referred to as a SWOT
analysis.
The SWOT analysis provides information that is helpful in matching the
firm's resources and capabilities to the competitive environment in
which it operates. As such, it is instrumental in strategy formulation and
selection. The following diagram shows how a SWOT analysis fits into
an environmental scan:

SWOT Analysis Framework

Environmental Scan
/ \
Internal Analysis External Analysis
/\ /\
Strengths Weaknesses Opportunities Threats
|
SWOT Matrix

Strengths
A firm's strengths are its resources and capabilities that can be used as a
basis for developing a competitive advantage. Examples of such
strengths include:
• patents
• strong brand names
• good reputation among customers
• cost advantages from proprietary know-how
• exclusive access to high grade natural resources
• favorable access to distribution networks
Weaknesses
The absence of certain strengths may be viewed as a weakness. For
example, each of the following may be considered weaknesses:
• lack of patent protection
• a weak brand name
• poor reputation among customers
• high cost structure
• lack of access to the best natural resources
• lack of access to key distribution channels
In some cases, a weakness may be the flip side of a strength. Take the
case in which a firm has a large amount of manufacturing capacity.
While this capacity may be considered a strength that competitors do not
share, it also may be a considered a weakness if the large investment in
manufacturing capacity prevents the firm from reacting quickly to
changes in the strategic environment.

Opportunities
The external environmental analysis may reveal certain new
opportunities for profit and growth. Some examples of such
opportunities include:
• an unfulfilled customer need
• arrival of new technologies
• loosening of regulations
• removal of international trade barriers

Threats
Changes in the external environmental also may present threats to the
firm. Some examples of such threats include:
• shifts in consumer tastes away from the firm's products
 • emergence of substitute products
• new regulations
• increased trade barriers

The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities.
Rather, it may have a better chance at developing a competitive
advantage by identifying a fit between the firm's strengths and upcoming
opportunities. In some cases, the firm can overcome a weakness in order
to prepare itself to pursue a compelling opportunity.
To develop strategies that take into account the SWOT profile, a matrix
of these factors can be constructed. The SWOT matrix (also known as a
TOWS Matrix) is shown below:
SWOT / TOWS Matrix
Strengths Weaknesses

Opportunities S-O strategies W-O strategies

Threats S-T strategies W-T strategies

• S-O strategies pursue opportunities that are a good fit to the

company's strengths.
• W-O strategies overcome weaknesses to pursue opportunities.
• S-T strategies identify ways that the firm can use its strengths to
reduce its vulnerability to external threats.
• W-T strategies establish a defensive plan to prevent the firm's
weaknesses from making it highly susceptible to external threats.
What is A SWOT Analysis?
A SWOT analysis may sound like a form of mission planning for James
Bond. A SWOT simply stands for: Strengths, Weaknesses,
Opportunities, and Threats. Each area forms a box on a grid and you fill
in each section to help formulate a marketing strategy.
Strengths and weaknesses focus your business to look internally at what
your business can do. Many businesses are great at looking inward but
fail to look outside their company. Threats and opportunities are
external; focusing on the conditions of the real-world. This is where a
SWOT analysis is helpful. It challenges you to see beyond your
company walls to determine what opportunities are open for your
company and how to capitalize on your strengths.
While most of your analysis will be subjective, the SWOT can provide
multiple benefits to your small business. These benefits can include:
• Insight into where your business can focus to grow.
• Understand the industry structure by using a SWOT in your
business plan.
• Focus your advertising and marketing on areas that give you a
competitive advantage in the marketplace.
• The foresight to see looming threats and react proactively.
To develop your own SWOT analysis, consider each section with a
certain degree of realism and be specific. Avoid the standard line, "we
are great at everything & have no competitors". Your customers will
know you in the marketplace for certain attribute or things that make
them say, "WOW". Don't forget the complaints of late shipments or
customer issues. To effectively complete a SWOT for your organization,
look at the following examples:
Strengths
Consider your strengths relative to your competitors and from your
customers' perspective. For example, all your competitors may sell
using the telephone, whereas you use direct face-to-face selling.
Anything a customer wants that you provide and your competitor
doesn't, can be a possible strength.
• business location or product exclusivity
 • patents or proprietary goods
• an established distribution channel
Weaknesses
It is far easier writing down your corporate strengths than
weaknesses. Think of objections your customers raise during the
sales process. Think of your competitors' remarks. Is there any
truth to what they say?
• limited human resources and staff
• high cost of production
• products or service similar to competitors'
Opportunities
Your small business is influenced by the external environment,
such as: legal, political, technological, and cultural factors.
Consider what can make your business obsolete, and what will
replace it. Threats can become opportunities or vice versa.
• Government regulation softening.
• Development of new technology.
• Growing trend and customer base.
Threats
• New substitute products emerging.
• Price competition.
• Economic pressure.

SWOT Analysis Limitations

While useful for reducing a large quantity of situational factors into a
more manageable profile, the SWOT framework has a tendency to
oversimplify the situation by classifying the firm's environmental factors
into categories in which they may not always fit. The classification of
some factors as strengths or weaknesses, or as opportunities or threats is
somewhat arbitrary. For example, a particular company culture can be
either strength or a weakness. A technological change can be a either a
threat or an opportunity. Perhaps what are more important than the
superficial classification of these factors are the firm's awareness of
them and its development of a strategic plan to use them to its
advantage.
CONSUMER BEHAVIOUR

MonthlyIncome Of
Durgapur
20%
38% 5k-10k
10K-15K
22%
15K-20K
More than 20K
30%

Demandof Edibleoil

Loose
30%39%
Branded
Both
31%
2% Priceof edible oil Qualityin edibleoil
Reasona
Pungency
35% ble
42% Cheap Cooking
45% 25% quality
30% Nutritional
Expensiv
21% quality
e

“SWOT” ANALYSIS OF THE COMPANY

(AGRO TECH FOODS LTD)

STRENGHTS OF THE ORGANISATION:

• A dominant player in the edible oil and branded foods sector, in

India.

• Strong affiliation with ConAgra Foods Inc of USA, world third

largest foods company.

• Still the largest selling sunflower oil brands hold with 15% of
branded oil market.

• Sundrop heart also used the health platform so it associated with

heart patients and fulfill niche customer requirement.

• It has also acquired a fairly strong presence in the mass market for
edible oil through its low priced brand, Crystal

WEAKNESS OF THE ORGANISATION:

 • Limited market penetration in edible oil market.

• Taste of sundrop heart is less tasty.

• Rural areas are not approach of company.

• Limited market penetration in food processing industry.

• Price of product id slightly high that affect the demand.

OPPORTUNITIES OF THE ORGANISATION:

• Sharp increases in demand of branded oil.

• India has a wide-ranging and large raw material base suitable for
food processing industries.

• India has developed advance technology to support food

processing industry.

• High market awareness in metropolitan city of branded oil.

• India’s comparatively cheaper workforce can be effectively

utilized to setup large base for domestic and Export markets.

• Liberalized overall policy regime.

• Rapid urbanization, increase literacy and rising per capita income,

have all cause rapid growth and changes in demand patterns.

THREATS OF THE ORGANISATION:

• The treats of low price competition.

• Engine, Fortune, Dhara, Nature Fresh and Saffola are big

competitor in edible oil.

• A large number of domestic as well as multinational players.

• Highly competitive industry.

RECOMMENDATIONS FOR THE COMPANY

1. The company should approach the rural areas to widen their base
and reach which would bring more profit for them.

2. The company should think of reducing their price slightly which

might affect the demand of the oil during inflation.

3. The company should have more market penetration in the food-

processing industry.

4. They should come up with a mustard oil of their own which can be
less on price and high on quality.

5. The company can think of increasing the taste of Sundrop Heart

oil.

6. To use the latest technology available in the food-processing

industry.

7. To utilize the cheaper human resource to expand their base on

domestic and export markets.
 BIBLIOGRAPHY

Website name:

• www.google.com
• www.managementparadise.com
• www.wikipedia.com
• www.atf.com

Books prefer:

• Marketing Management- Rajan Saxena

• Marketing Management- Philip Kotler.

THANK YOU