Milco Executive Summary
• Not good for diabetic patients.
• Limited production capacity to expand the business.
• Limited availability and therefore less visible in the market.
• Limited distribution channels.
• Not concentrating on advertising.
• Inflexible marketing policies.(short credit cycles, not accepting returns)
• Not capitalizing on market opportunities.
• Company is heavily dependent upon few corporate clients.
• Outdated technology.
• No room for innovation.
Opportunities
• Low sugar version.
• Growing middle class in Sri Lanka has a broader for potential positive market for the pasteurized relationship with new inventions in food industry.
• Economies of scale due to the potential increase in production.
Threats
• Substitute milk
• Grocery sales
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The performance of each staff member should be controlled by the pre-planned budget and the strategic controlling system. milco as a group should direct itself to achieve its goals and objectives.
Various limitations can be adopted to control the performance level such as focusing on minimum level of performance and introduction of Key Performance Indicators to measure the performance level of individuals, divisions, branches and etc.
CHAPTER 04
MARKETING OBJECTIVES
As the competition in the dairy industry rise drastically, Milco as a whole should consider on marketing all their products in order to maintain their position in the market. As the elder people are the new market of many brands, the competition for the milk powders for elder persons has also risen.
The marketing objectives should be ‘SMART’. The targets for the next two years are as
• Increase the sales by 15% each year in the current market
• Increase the net profit margin by 10% each year in the current market
• Approach new markets and penetrate the market
• Addition of 04 premium nutrients at the end of 2016
• Increase the level of social awareness on health and develop a
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