A STUDY ON CORPORATE AND DIVISION STRATEGIC PLANNING WITH SPEACIAL REFERENCE SUGUNA POULTRY FORM AT PALANI

CHAPTER 11. INTRODUCTION & DESIGN OF THE STUDY COMPANY PROFILE Suguna Poultry Group is one of the largest producers of Poultry broiler in the country. We envisage a growth prospect that would take us from the existing turnover of over Rs.2800 crores to Rs.13000 crores in the next 5 years. We also seek to extend our sphere of influence into never markets both wt8ihint he country and globally. Our product and service encompass the whole gamut of the Poultry industry from country farms. Broilers operations counters and Poultry feed plants at TAMILNADU, KARNATAKA, ANDHRA PRADESH, MAHARASTRA, PUNJAB, WEST BENGAL, ORISSA, GUJARAT, UTTAR PRADESH AND RAJASTHANA truly enlightened work culture and a top management team consisting of professionals from all parts of the country await you.

CONTACT DETAILS CONCELEBRATING A 2000CR ACHIEVEMENT

Started in the year 1984, Suguna Poultry Farm Limited is Indias largest Poultry enterprise with a turnover of 2030 crores in 2007-08. Sugunas pioneering efforts in contract Farming have helped thousands of farmers to grow along with the company. Managing Director Mr. B. Soundararajan and Joint Managing Director Mr. G.B. Sundararajan head the group.

Suguna currently operates in 11 states working with 15,000 farmers, 25,000 channel partners and 4,800 employees. At the heart of Sugunas success lies the vision of energizing rural India.

Energizing Rural India

Suguna Poultry Farm Limited has drafted a new success saga with a vision to strengthen the backbone of the Indian economy. The organization has focused on reaching out to rural India through its innovative and sustainable buside, reaching out to the rural segment of the Poultry farming community. Reaching out to embrace new ideologies that will help Suguna set trends in our areas of expertise. At Suguna, we firmly believe that in reaching out we will be able to nurture a more holistic growth. Sugunas Core business activities

Suguna imports the grandparent birds from Ross in UK best known for their tenderness and taste and from Lowman in Germany, the best in layers. State of the art hatcheries, quality feed and best farm management practices ensure the highest quality broiler chicken. Suguna is the first Poultry company to implement end to end ERP system for Poultry business management.

Suguna has commissioned own feed mills and soya plants as part of its integration in the Poultry value chain, Extending its forward integration is Sugunas entry into retail through its Daily Fresh outlets. Suguna is well known for its range of high quality products that include chicken, value added eggs and naturally processed frozen and chilled chicken.SUGUNA IN BROILERS PRODUCTION

Suguna has become the household name in the broiler chicken industry; Suguna stands first in broiler production in India (and 4th in the world by volume). Suguna Poultry Farm revolutionized the Indian Poultry industry through contract farming. Suguna Chicken is a highly trusted brand name offering high quality, nutritious, hygienic and affordable broiler chicken.

SUGUNA IN LAYERS INDUSTRY

Suguna offers day old Layer chicks and pullets to Indian farmers who prefer more number of savable eggs and layers that are highly efficient in gram feed per egg, and adaptable to different environmental conditions with high livability. The chick is a white-egg layer and as such highly suitable for cages, deep litter, aviary and free-range management.Global Partners of Suguna

Company Profile Suguna partnered with Ross of UK for importing broiler grandparent stock and Lowman of Germany for Layer grandparents. Suguna imports day old grandparent and parent stock chicks from Ross, a subsidiary of Aviagen for broiler. Lowman is today the worlds Number one Primary Breeding Company for Layers under the umbrella of Erich Wesjohann Group of Companies headquartered in Cuxhaven, German.

SUGUNA ANYTIME FROZEN CHICKEN

Suguna exports frozen chicken products, under the Suguna Anytime brand to Middle East, where they are well received and have a good presence. Sugies products are processed in a modern processing plant near vayalur which is HACCP certified and abides the international standards based on Total Quality Management (TQM) system with strict compliance to hygiene and inspection requirements and adopting the traditional halal technique. Suguna anytime frozen chicken is also available domestically in all metros. SUGUNA DAILY FRESH

Suguna Daily Fresh is Sugunas latest venture comprising a chain of high-quality retail stores which retail fresh hygienic ready to cook chicken and as well as specialty eggs, mutton and seafood. These stores provide a novel and hygienic buying experience for our discerning customers. One can get choice portions of fresh chicken and also ready to cook items at these outlets, which incorporate hygienic storage and packing, plans are on to open 175 stores across India by the coming year.

Suguna Branded eggs

Suguna offers a range of value added eggs fortified with special natural nutrients, catering to the nutritional and health requirements of various groups of people. suguna Heart enriched with Omega 3 Fatly acids and Vitamin E has up to 50% lower cholesterol than ordinary table eggs and helps maintain a healthy heart suguna active, enriched with DHA, Organic selenium, and Vitamin E is particularly good for children and teens as DHA assists in brain development and improving eyesight Suguna Branded eggs.

Suguna offers a range of value added eggs fortified with special natural nutrients, catering to the nutritional and health requirements of various groups of people. Suguna Heart enriched with Omega 3 falty acids and Vitamin E has up to 50% lower cholesterol than ordinary table eggs and helps maintain a healthy heart. Suguna Active, enriched with DHA, Organic Selenium, and Vitamin E is particularly good for children and teens as DHA assists in brain development and improving eyesight. Vitamin E is a powerful antioxidant and is good for the skin and has anti ageing properties. Omega 3 falty acids cannot be produced by the body and must be obtained from the diet. Organic selenium is good for maintaining overall health and preventing certain types of diseases and is more efficiently absorbed by the body than inorganic sources. Suguna Pro is enriched with protein and vitamins (lutein and Zeanxthinin) The high protein in Suguna Pro helps build and repair the cells in muscles and other body tissues. Vitamin A is helpful for healthy skin and good vision. Additionally Lutein an important pigment in Suguna pro prevents macular degeneration and cataract of eyes. Calcium & Phosphorus helps in formation of bones and teeth; Suguna Shakti shares similar nutrients an Suguna Pro and is of smaller size.

Suguna has enjoyed a strong business growth through its innovative business model and unstinted efforts at giving high quality products and ensuring value for the customer. The changing demographic profile of India, increasing urbanization and the empowerment of rural India will add millions of new families to the economic mainstream. The company is well positioned to service this ever growing demand for Poultry products in India and the world.

SUGUNA HOEM BITES HOME MEAL REPLACEMENT

Suguna has recently launched a new category of Home Meal Replacement foods under the brand name Suguna Home Bites. Starting with a range 8 heat n eat entre and main meals. Suguna will soon introduce more in this range as well as a range of dried ready to eat chicken snacks, sausages and salamis. INDUSTRY PROFILE SUGUNA CHICKEN YOUNGER TENDER BOTTER

Suguna Chicken, known for its finest quality and taste is already a favorite among many Indian households. Reared from the finest breed of carefully selected chicks, Suguna is the leader in the Indian broiler chicken market.

Sugunas innovation and efforts to maintain consistency. Highest quality and hygiene standards are well appreciated by the many that savor the taste of its good chicken. A well controlled process ensures you get nothing but the freshest of chicken straight from the farms. Grown in natural conditions with nutrition rich feed, you can be assured that every bite is tender and juicy.

This superior quality chicken is now available at affordable prices. Through a nationwide network of over 25,000 retail outlets. The next time you are out shopping, look out for the Suguna chicken sign in any of your neighborhood chicken stores. And always ask your retailer for Suguna chicken.

INDIAN POULTRY AND ITS FUTURE PROSPECTS

It is believed that the Indian Poultry Industry is 5,000 years old, since last 4 decades it began to witness remarkable growth from backyard to Poultry industry.

The organized sector of Poultry industry is contributing nearly 70% of the total output and the rest 30% in the unorganized sector. The broiler industry is well domination in southern states in our country with nearly 60-70% total output coming from these states. The layer industry once again a represented more in southern states especially, Andhra Pradesh, TamilNadu and Maharashtra producing nearly 70% of the countrys egg production. Indias 75% of egg produce is consumed by the 25% population living in urban and semi-urban areas. Presently about 800 hatcheries are operating in the country. Per capita consumption

The National institute of Nutrition has recommended 180 eggs and 11kg of meat per capita consumption for our country. At present,

Per capita availability of meat is 1.6 kg

Per capita availability of egg is 1.8 kg or 42 eggs.

Average consumption of eggs in major cities is 170 eggs

Average consumption of eggs in smaller cities is 40 eggs

Average consumption of developed rural areas is 20 eggs

Average consumption of undeveloped rural areas is only 5 eggs. While 20% of Indian population is vegetarian.

In spite of this, with the rise of middle class and increased urbanization people prefer to go for non-vegetarian.

About 3 million farmers and 15 million agrarian farmers are employed in the Poultry industry that grow Poultry ingredients for feed and contribute about Rs.26,000 crore to the national income. India is the fifth largest producer of egg and ninth largest producer of Poultry meat, India was positioned 17th in the world Poultry production. The Indian Poultry production is considered to be the cheapest in the world leading broiler integrators in India are as follows. Venkateswara Group, Pune

Suguna Poultry Farms Ltd, Coimbatore

Pioneer Poultry Group, Coimbatore

Godrej Agro vet Ltd, Mumbai

Sky Lark group, North India

Jaffa com feed

These companies account for nearly 40% of broiler industry integrators and contracts, Pioneer Poultry group introduced the concept of contract farming in the year 1980 and the concept of integration was introduced by Suguna farms in 1990. Poultry farming came to be accepted as a viable activity by mid 60s and the real thrust to development came in 1971 with the establishment of Venkateswara Hatcheries Pvt. Ltd. The Central Poultry Breeding Farms laid the foundation for the development of Poultry industry during 1959. Other agencies such as ICAR (CARI) contributed much in the R&D sector.

Commercial Poultry

India has emerged as the only country in the developing world a self-reliant, technology driven industry, with capability to produce every essential input for successful Poultry farming including indigenous genetic resource and breeding, world class Poultry vaccines and medicines, specific pathogen free eggs (SPF), farms and hatchery automation systems, peileted feed, egg processing, Poultry processing, nationwide network of disease diagnostic laboratories and facilities for entrepreneurial development and training in both private and public sectors.

Rural Poultry Production

Rural Poultry production constitutes important component of agricultural economy in India, small Poultry holder are practically capable of more significant contribution to alleviate malnutrition, poverty and unemployment. A spectacular progress has been made from substance to sustainable production system, Indian backyard population increases is only by 16% in the last 30 years from 60 to 70 million, Chinas 76% of total egg comes from rural backyard production, india requires both mass production as well as production by message.Egg scenario

India produces 3.6% of global egg production, i.e., 61 million tones. The annual growth rate of egg is 5 to 8%. India has the lowest cost of egg production in the world at 2.55 US cents per egg.

Value added products

The introduction of new Poultry products and perceptible shift in eating habits are moving people to branded food such as chicken yummiez, codl cuts, breaded and coated snacks, mennated snacks, chicken nuggets, canned chicken cury, freeze dried chicken pulao, meat soup, powder omiette and scrambied egg mixtures, sandwich pizza, burger and dial-a-chicken and fast food joints, Kentucky Fried Chicken (KPC), McDonalds Wimpy, Pizza Hut all these are going to change the palatability of the chicken consumer.

Medical uses

Chicken eggs are used to produce source of molecules to treat snakebite. Duck embryos are used in manufacturing anti-rabies vaccine, diet eggs or designer eggs are going to boost special eggs for vitamin E substitution. Omega fatty acids and antioxidant requirements. Poultry eggs and meat have got sensorial, curative, nutritive and therapeutic potential. Poultry is labour intensive and has a potential to create 25,000 more jobs on the consumption of one more egg per capita and similarly 25,000 additional jobs on the consumption of 100 gm more chicken meat.

By the year 2010 India is expected to produce 260 million layers (77700 million eggs) and 3500 million broilers (5.9 million tones). Per capital consumption of meat will be around 3.5 to 4.5 kg and eggs will be around 65 and it is expected to contribute Rs. 60,000 crooe. No agriculture sector is growing as fast as the Indian Poultry, making it the most dynamic rapidly emerging sector of livestock economy. The export of Poultry meat at present is worth Rs.150 crore and is expected to reach Rs.1,500 crore by 2010. Indian agriculture contributes 28 per cent to the GDP of which 17% is contributed by Poultry. Poultry is the only industry where modern technology co-exists with the traditional Poultry keeping because Poultry technology is appropriate, adaptable accessible available and affordabte both for the rich and the poor.

1.2. OBJECTIVES

PRIMARY OBJECTIVES

To study the level of satisfaction of consumers towards Suguna Chicken products SECONDARY OBJECTIVE To study the factors influencing choice of Suguna brand To study the demography of chicken consumers towards chicken consumption

To study the level of satisfaction of consumers towards pricing, quality and service provided Suguna

To study the attitude of consumers towards competing brands To study the level of awareness possessed by consumers towards Sugunas consumer strategy1.4. LIMITATIONS FOR THE STUDY This study is confined to Palani area only, So the findings cannot be generalized. The questionnaire contains closed and open ended type of questions. As a result there are possibilities for customer bias.

The need and the findings require suitable modifications when the market conditions change, as this study applied to present market conditions.

The exposure of study is limited because of lack of time and high cost.

CHAPTER 2RESEARCH METHODOLOGY

Business research is a systematic inquiry that provides information to guide business decisions and aimed to solve managerial problems. Business research is of recent origin and is largely supported by business organizations that hope to achieve competitive advantages.

Research methodology is a way to systematically solve the research problems it may be understood as a science of studying how research in done scientifically, it includes the overall research design, the sampling procedure data collection method and analysis procedure. Research design

Research design stands for advance planning of the methods to be adopted for collecting the relevant data and the techniques to be used in analysis, keeping in view the objectives of the research and availability of time.

Descriptive research includes surveys and fact-finding enquires of different kinds. The major purpose of this research is description of state of affairs as it exits at present.

In this survey the design used is descriptive in nature. The information is collected from the individuals and analysed with the help of different statistical tools, for describing the relationship between various types of variables, pertaining to different investment options, Moreover Cross table Analysis has been done for processing the date and information is derived to meet the objectives of the study.Method of data collection

Structured Questionnaire method is used as an instrument for collecting information from the individuals.

Types of data collection method:

Two types of data are being collected. They are

Primary data

Secondary data

Primary data:

The data that are freshly collected from the consumers, so as to find the level of satisfaction towards Suguna chicken products. Primary data is collected through interview schedule method as the researcher found it convenient to meet he employees at their leisure and data. This increases the reliability of data. Secondary data:

The secondary data was collected from company files, records and books and from various journals, magazines, and company website.

Sampling design:

In designing the sample the researcher must specify two aspects

1. Sample size

2. Sampling technique

Sampling unit

The number of items selected from the population constitutes the sample size. The respondents of the study are consumers of Suguna chicken products.Sampling Method

Sampling design is to clearly define set of objects, technically called the universe to be studied. This research has finite set of universe and the sampling design used in the study is probability sampling.

Convenience random sampling method is used for the collection of data.

Statistical tools

The data has been mainly analyzed using the following methods and tests simple percentage analysis.

No. of RespondentsSimple percentage = ----------------------------------- x 100

Total no of respondents

CHAPTER 3

ANALYSIS AND INTERPRETATION

Table 1.1

Gender-wise Distribution of RespondentsSexRespondents% of respondents

Male3060

Female2040

Total50100

Inference

The above table shows that 60% of the respondents are male and 40% of the respondents are female.

Chart 1.1

Gender-wise Distribution of Respondents

Table 1.2Age group of the RespondentsAgeNo. of Respondents% of respondents

20 to 302040

30 to 401224

40 to 501428

Above 500408

Total50100

Inference

As per the table 40%of the respondents belong to the age group of (20 to 30), followed by 28% in the age group of(40 to 50) years. Only 8% belonged to the age group of above 50 Chart 1.2

Age group of the Respondents

Table 1.3

Marital Status of the RespondentsMarital statusNo. of respondents% of Respondents

Married3162

Unmarried1938

Total50100

Inference :

The above table shows that 62% of the consumers are married and remaining 38% of the workers are unmarried.

Table 1.4

Marital Status of the RespondentsEducationNo. of respondents% of the respondents

Illiterate1020

High school1224

Higher secondary1020

Degree/diploma1836

Total50100

Inference

From the above table shoes that 36% of the respondents are degree holders, followed by 24% for higher secondary of satisfactionChart 1.4

Marital Status of the Respondents

Table 1.5Monthly Income of the RespondentsMonthly incomeNo. of respondents% of the respondents

Below 80002030

8001 to 100001040

10001 to 15000510

Above 150001520

Total50100

Inference

The table show that 30% of the respondents earn below 8000 and 40% of the respondents earn 8001 to 10000 10% of the respondents earn 10001 to 15000 and 20% of the respondents earn above 15000.

Chart 1.5

Monthly Income of the Respondents

Table 1.6

Factor influencing choice of chicken brand by consumersPreferNo. of the respondents% of the respondents

Price1530

Quality2040

Service510

Others1020

Total50100

Inference

The table show that 40% of the respondents are inflenced by the quality 30% of the respondents with price and 20% of the respondents by other factor like band image, advertisement.And 10% of the respondents by service.

Chart 1.6

Factor influencing choice of chicken brand by consumers.

Table 1.7

Response for Suguna product being the best compared to the other brandsProduct is bestNo. of the respondents% of the respondents

Yes3570

No1530

Total50100

Inference:

70% of the respondents feel Suguna brand of chicken is the best compared to others. Chart 1.7

Response for Suguna product being the best compared to the other brands

Table 1.8

Level of satisfaction about Suguna serviceIdentificationNo. of respondents% of respondents

Highly satisfied2550

Satisfied2040

Dissatisfied510

Total50100

Inference

From the above table shows that 50% of the respondents are highly satisfied and 40% of the respondents are satisfied, 10% of the respondents are not satisfied about Suguna Chickens service.

Chart 1.8

Level of satisfaction about Suguna service

Table 1.9

Respondents for easy Identification of Suguna chicken productsIdentificationNo. of respondents% of respondents

Yes3570

No1530

Total50100

Inference

From the above table shows that 70% of the respondents say yes category and 30% of the respondents say no for easy identification of Suguna products.Chart 1.9

Respondents for easy Identification of Suguna chicken products

Table 1.10

Quality of chicken normaly bought Type of packingNo. of respondentsPercentage of respondents

500g2550

1 kg1530

1.5kg408

2kg & above612

Total50100

Inference

From the above table shows that 50% of the respondents buy 500g, category and 30% of the respondents buy 1kg 08% of the respondents buy 1.5kg 12% of the respondents buy 2kg or more..

Chart 1.10

Quality of chicken normaly bought

Table 1.11

Opinion about other sellers in areaIdentificationNo. of respondents% of respondents

Highly satisfied1836

Satisfied2040

Dissatisfied1224

Total50100

Inference:

The above table shows that 36% of the respondents are highly satisfied and 40% of the respondents are satisfied and 24% of the respondents are not satisfied about.other sellers in the areaOpinion about other sellers in area

Table 1.12

Opinion towards the bird flu problemOpinionNo. of respondents% of respondents

Eqully3060

Lesser2040

Total50100

Inference:

The above table shows that 60% of the respondents say that bird flu problem affect Suguna chicken equally,while 40% of the respondents say Suguna products are less affected because of the care takes.

Chart 1.12

Opinion towards the bird flu problem

Table 1.13

Satisfaction towards the quality

IdentificationNo. of respondents% of respondent

HS2550

Satisfied2142

ds408

Total50100

Inference : The above table shows that 50% of the respondents are Highly satisfied, category and 42% of the respondents are satisfied while 8% is dissatisfied about the quality of Suguna products. Chart 1.13

Satisfaction towards the quality

Table 1.14Response for Suguna in all over in world

IdentificationNo. of respondents% of respondents

Yes3060

No2040

Total50100

Inference:

The above table shows that 60% of the respondents are aware that suguna is present all over the world, while 40% is not aware of it. Chart 1.14

Response for Suguna in all over in world

CHAPTER 4

4.1. Findings Most of the respondents (60%) are male and 40% of the respondents are female.

Most of the respondents (40%) are in the age of 20 to 30, and remaining 24% are age group of 30 to 40, and 28% are in the age group of 40 to 50,and remaining 8% are age group of above 50.

Most of the respondents (80%) are educated and remaining respondents are illiterate..

Most of the respondents (92%) are satisfied with the quality in the product.

Most of the respondents (60%) are says that compare to other product suguna product is best.

90% of the respondents are satisfied with the quality of suguna product and 10% of the respondents are not satisfied.

50% of the respondents are dissatisfied about the packaging of the product.

4.2 Suggestion 1. It is suggested that the respondents are highly convinced through service quality, and price.

2. It is suggested to give more importance for advertising in other to increase quality awareness.

3. It is suggested to open a shop for selling for Suguna products to improve brand image.

4. The companies concentrate on package of product and the quality of package depends upon the customer needs.

Conclusion

From the training it is concluded that the Suguna Company has got many competitors and even though it is maintaining best before. Now it is not able to maintain is position as before.

Hence the company must concentrate and competition and their growth and complete with them by differing more quality of the product. Development of marketing strategy being with defining an organization, mission, planning of a firms final marketing strategy must include an examination of the market environment as well as SWOT analysis understanding the nature of the competition allows a health care organization the develop the appropriate response to face the challenges of a changing health care market.

BIBLIOGRAPHY

1. Marketing management books Philip kotler, Kavene lane keller, Abram Kashy

2. Website source www.sugunaPoultry.com

3. Company person reference

4. Animal physiology

5. Organic cellbiology

APPENDIX

QUESTIONAIRE

1.Name :

2. Sex

: Male / Female

3. Age group :

a. 20 to 30 (b. 30 to 40(

c. 40 to 50 (d. above 50(4.Marital status

a. Married (b. Unmarried(5. Educational Qualification

a. Literate (b. High school(

c. higher secondary(d. Degree or Diploma(

e. Other(6. Monthly income ?

a. Below 3000(b. 3001 to 4000(

c. 4001 to 5000(d Above 5001(7.Which factor influences you to prefer Suguna product?

a. Price (b. quality(

c. service (d. others (8. Do you feel Suguna brand is the best? a. Yes (b. No(9. What is the quantity of chicken you normally buy?a. 500g ( b.1kg (b. 1.5kg ( d.2kg above (10. Where do you buy chicken normaly?

a. Suguna outlet(b. Local outlet( c. not particular(11. Do you know the strategy adopted by Suguna poultry for supplying quality chicken product?a. Yes (b. No(b. To some extent12. Your level of satisfaction about Suguna chicken pricinga. High satisfaction(b. Satisfaction(

c. Dissatisfaction (

13. You opinion about Sugunas servicea. Good(b. satisfied (c. Dissatisfied(14. If Suguna brand easy to identity?a. Yes (b. No(15. What is your level of satisfaction about the towards the Sugunas quality?

a. Highsatisfied(b. Satisfied (

c. Dissatisfied(16. What is your opinion about the other sellers in the near by area?a. Highsatisfied(b. Satisfied( b. Dissatisfied (17. What is your opinon about the bird flu problem affecting Suguna product?

a. Equally ( b.Lesser (18. Do you know Suguna brand is spread all over the world?

a. Yes ( No (

60

40

0

10

20

30

40

50

60

Percentage

Yes

No

Identification

Yes

No

50

42

08

0

5

10

15

20

25

30

35

40

45

50

Percentage

Good

Satisfied

Poor

Identification

Good

Satisfied

Poor

50

30

08

12

0

5

10

15

20

25

30

35

40

45

50

Percentage

500g

1 kg

1.5kg

2kg & above

Type of packing

500g

1 kg

1.5kg

2kg & above

48

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