swot analysis (chocolate)

Khroma chocolates : 

Khroma chocolates Let the life be more sweet

Introduction : 

Introduction Khroma chocolates co. a division of PGH pvt limited. Company is Mumbai ‘s 6th largest chocolate manufacturing company We work with around 40 suppliers in Mumbai, and area around Mumbai. We employed near 115 employees. Around 2000 or more people enjoy our brands

Objective : 

Objective Our company believes in making tasty chocolate, since 1974 ,whether covertures, or bar chocolate, is chocolate made under current good manufacturing practices from properly grown and harvested cacao beans plus a small list of additional ingredients and without the use of artificial substances to create a chocolate true to its origins. Fine chocolates, whether bonbons, flavored bars, or other artisan chocolate creations, are attractively presented and skillfully crafted so the flavor of the chocolate is complemented by natural and fresh ingredients.

Our management : 

Our management Khroma is  is managed by the Board of Directors which delegates day-to-day management to the Chief Executive's Committee (CEC). The Board is responsible for the overall management and performance of the company, and the approval of the long-term objectives and commercial strategy. There are currently 9 members of the Board – two Executive Directors and seven Non-Executive Directors in the Company

Continue…….. : 

Continue…….. The Chief Executive’s Committee reports to the Board and is accountable for the day-to-day management of the operations and the implementation of strategy. The team is responsible to the Board for driving high level performance of the growth, efficiency and capability programmer as well as for resource allocation.

Our Strategy : 

Our Strategy Our plan for 2009 to 2011 , efforts of our teams and a number of priorities which will make the most impact on our revenue and margin performance. In order to generate superior returns for our shareowners, we deliver six financial targets. These are set out in our financial performance scorecard below: Coco powder revenue growth of 4% - 6% every year Total confectionery share gain Strong dividend growth An efficient balance sheet Growth in Return on Invested Capital (ROIC) To achieve these financial goals, we have a growth and efficiency strategy which aligns behind our focus on fewer, faster, bigger and better. This focus is being applied to all aspects of our business

Product range : 

Product range we produce varieties of chocolates and super brands chocolates…. Candy Chocolates Confectionery products Coco powder

Growth…. : 

Growth…. Between 2005 and 2008, our growth averaged 6% a year, a significant increase on the previous four years, when confectionery growth averaged less than 22, and candy by 21 chocolates by 23 and coco powder 11 We have significantly accelerated our growth since 2005 by unlocking the potential by substantially increasing our investment in innovation, marketing and sales.

SWOT Analysis : 

SWOT Analysis The size of the chocolate market in Mumbai is about 1.05 tones and is valued at Rupees 10.2 million khroma chocolate has the biggest market share at 58 per cent while other brands has captured 20%of market Confectionary Unit 2004-05 Sugar Confectionary / candy (Volume) Tones .02Sugar Confectionary / candy (Value) Rs lakh 12,412,25Chocolates (Volume) Tones .58 Chocolates (Value) Rs lakh 25,446,21Chocolates is impulse categoryThe impulse category is finally driven by visibility and purchasing power of consumers. Traditionally, this is how products are positioned within the impulse category. In the past, chocolate companies used to consider only the different brands in the chocolate market as their competitors.

Strength : 

Strength Strong demand for confectionery: the market has grown consistently at around 5% every year for the last four years. So it will bring bloom to the confectionery market. Good brand position and quality which is consumer favorites. strong partnerships with retailers. Developing good skills, processes and ways of working. Motivating our people and reward winning performance. Price kept that it should be in the range of every one ‘s purchase . Stores are available in almost every market. More emphasis on sales promotion As surprise gifts Scheme cards

Weakness : 

Weakness Lack of product mix or product basket as other brands has . Lack of innovative and designer chocolates in the festival season Still not a export quality. Packaging is not attractive. Followed single flavor. No varieties other than chocolate candy .like waffer , milk drinks has been introduced yet . Single manufacturing unit at one place and lack of new technology to produce fine chocolates.

Opportunities : 

Opportunities Cover the areas near Mumbai where chocolates demanded high as Goa. As the harbor is near, can export the products by increasing Quality and range to the small countries. Increase personal relation in villages also. Increase the product range as Jellies Toffees Bars Lollipops Gums Unsweetened baked chocolates for garnishing.

Threats : 

Threats Many big players have major position in the market like Cadbury nestle ,kit Kat ,lions. In peak time Public purchase generally branded chocolates and local manufacturers are ignored. Highly qualified employees in big brands. Huge investments on advertisement by other brands.