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Introduction
Caning food and business history
Caning food is a new product for Bangladeshi people . Canning is a method of preserving food in which the food contents are processed and sealed in an airtight container. Canning provides a typical shelf life ranging from one to five years, although under specific circumstances a freezedried canned product, such as canned, dried lentils. Caning food business is a world rewound business. there is a deep effect of can food in develop countries people ,so when caning food business start? During the first years of the Napoleonic Wars, the French government offered a hefty cash award of 12,000 francs to any inventor who could devise a cheap and effective method of preserving large amounts of food. The larger armies of the period required increased and regular supplies of quality food. Limited food availability was among the factors limiting military campaigns to the summer and autumn months. In 1809, a French confectioner and brewer, Nicolas Appert, observed that food cooked inside a jar did not spoil unless the seals leaked, and developed a method of sealing food in glass jars.
Factory: Chandra circle, union-atadah, kaliakair, gazipur Capital 18 care Employee 25 Worker 200
Our Mission
TO BUILD EVERLASTING RELATIONSHIPS WITH ALL CLIENTS THROUGH THE PROVISION OF CONSISTANT SUPERIOR QUALITY PRODUCTS AND THE FINEST SERVICE.
Goals
To set up and continue a high quality image in the beverage food industry. To acquire the whole domestic market within three years. To capture the international market at the end of the eight year. We have an aim to reach break-even by third year.
Our Values
Quality Service Integrity Teamwork Reliability Loyalty Social Responsibility Transparency
As a Healthy food Easy to cook Proper nutrition They can direct eat
We will produce our product according to consumers purposes. This kind of beverage food product is not available in the market. So we think people will prefer our product. Customer preference is the secondary reason to develop our new product named SMART CAN.
At the last in our beverage food industry there is no food in can. For the first time we are introducing this kind of product. From this point of view we will get extra support to introduce this product.
Outline
SMART Beverage Food Limited is going to launch its new product 1st JUNERY 2014. Here is the outline of our total project: Date 04.08.12 Task Name Documentation Duration 01 month Task done By founder, commercial developer company commercial operation management HR, operation, Administration Product Manager
04.07.13. Factory buildup 04.10.13 13.10.13 Machinery import Machinery setup, row collation
Ready for production Identify the launch team Determine sales objectives, Define launch goals
31.10.12
2 Days
Product Manager
1.11.13
1 Day
Marketing Manager
2.11.13
1 Day
Engineering Department
3.11.13 4.11.13
-----------
5.11.13
Establish sales channels Hire and train sales staff Hire and train product support personnel
24.11.13
4Day
Marketing Department
28.11.13
2 Day
Product
Manager
& Marketing Dep. Distribution Start Launching SMART CAN into the market Till 31.12.13 Marketing Department --------------------------
Finance:
To establish our project we need 15core taka. The initial investment we made by our own fund to buy land, build plant and production. However, for future sustainability we need more financial support. In that case we ask investor to invest in our organization. We also concern for bank loan and bond. At the beginning of every financial year we do make a budget for our organization, we believe it will be supportive as well as show us path to meet the budget on that particular year. Our finance team is integrated with others sub department, for example human resource, business support and ICT. In that scenario the human resource manager inform to finance manager about the total cost for recruiting people, addition staff, and training, promote staff. Secondly to support our business we will integrate our business with MIS (Management Information System). Where every individual are able get service from our organization about the matter related to our business. It could be industry news, events, job availability, CSR, think green and so on. We believe it is a strong business support from inside and outside organization perspective. Finally ICT (Information Communication Technology)
Organ gram
First local company in this business. Available resources. New technology. 100% transparent to customers. Protect the environment.
Weakness New setup. Unavailability Insufficient production. Unskilled employees. Only Dhaka region based market at present time. Opportunities No other strong competitors. Achieve huge target market in other country. Dynamic change of food culture in our society. Low quality of other available foods. Threats New for existing customer. Anyone can enter into the market. Not meeting quality product as desired. Harvest Rich Group packing food product. Previous food taking habit of people. High switching cost for consumer. Traditional food concept.
The organizational life cycle is the life cycle of an organization from its creation to its termination. And our business life cycle like. But our future plan is in decline stage we will be able to enter new business or set new product line.
Machines:
For production we need to three types of heavy machines .we going to import that machine from CHINA and GERMAN our total cost will be $25000 and 30 types of supporting tolls and those cost total $10000 for production. But for future with demand of production and technology change may be we need more machine to import. Here are some picture of those machines and tools : .
We have the total control on our suppliers. Our primary raw material comes from rural areas whereby farmers are producing fruit, vegetables, fish commercially. Our supply chain department will maintain the liaison with them. After predicting our yearly/monthly demand we will support them financially to produce raw material for us. This competitive advantage is ensuring us for the fluent supply of raw material which helping us in our continuous production process without any back log.
Production process
Production process is a very important for every manufacturing industry. Now we will discuss about the procedures to produce our product. As a new industry in Bangladesh how or which method we will follow to produce our product it is very important to identify first. The method that we have chosen have it own history and it is very simple. To prevent the food from being spoiled before and during containment, a number of methods are used: Pasteurization, boiling (and other applications of high temperature over a period of time), refrigeration, freezing, drying, vacuum treatment, antimicrobial agents that are natural to the recipe of the foods being preserved, a sufficient dose of ionizing radiation, submersion in a strong saline solution, acid, base, osmotic ally extreme (for example very sugary) or other microbial-challenging environments. Other than sterilization, no method is perfectly dependable as a preservative. For example, the microorganism Clostridium botulinum (which causes botulism), can only be eliminated at temperatures above the boiling point. From a public safety point of view, foods with low acidity (a pH more than 4.6) need sterilization under high temperature (116-130 C). To achieve temperatures above the boiling point requires the use of a pressure canner. Foods that must be pressure canned include most vegetables, meat, seafood, poultry, and dairy products. The only foods that may be safely canned in an ordinary boiling water bath are highly acidic ones with a pH below 4.6,[1] such as fruits, pickled vegetables, or other foods to which acidic additives have been added .
Fruit canning
If we can established that fresh sea fish is excellent for our health, the same attribute can apply in the ground of canned fish. If someone thinks canned foods are less nutritious than fresh one, actually they are not far from the truth. But caning may not be as bad as they think. Caning foods is a very effective method of preservation. The process protects against the growth of micro-organisms and kills harmful bacteria, but the high heats used for canning rob foods of vast amounts of nutrients, especially vitamin C, Thiamine and Riboflavin which are sensitive to light. We can still benefit from the mineral supply of the canned foods, and the macro-nutrient nourishment may even be better than what we may find in fresh products. . For better understand some design of production process of fish canning are below.
Target market
The underlying purpose of any companys placing activities is to make the product available to targeted consumers. In terms of launching new product a marketer needs to deals with following terms:
Our product is a mass product and our target is mass market. But we like to start our business with only DHAKA people and people from other country those come to Bangladesh So we will use undifferentiated marketing strategy. Market segment is out of our concern. With our new product we are now in at beginner stage. According to our market analysts we will follow VERTICAL MARKETING CHANNEL STRATEGY. According to expectation we will capture the whole domestic market within third year and in the mean time, our new product will reach to the growth stage. After crossing the break-even point we have a plan to establish our own distribution channel.
Price
Price is the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service.
We are a new comer in the market, but our product is very much unique in the market and the market has a high perception about our product. So we dont go for the cost base pricing which is mostly used for new product. We are going to use the value based pricing. We will consider our consumers perception of the product value at first.
Cost based pricing is product driven. The company designs what it considers being a good product, totals the costs of marketing the product, and sets a price that covers costs plus a target profit.
Figure Value Based Pricing As we are using value based pricing, we will analyze consumers need and value perception and set price which match consumers. Under this pricing method we will charge 50 taka for 500 gm MIX vegetables can.
Promotion
Promotion means activities that communicate the merits of the product and persuade target customers to buy it. When designing promotional activities a marketer needs to concentrate on:
We are going to launch huge promotional campaign as we choose value base pricing method. The reason behind using this pricing strategy is that we are the pioneer of making SMART CAN (Health & SMART) so we can easily charge value base pricing. In our promotion strategy our main focus is extensive amount of TV advertisements which are informative. In our advertisements we will focus specially on the benefit of our new product to maintain proper health. As our product is in development stage, our budget is also very high for building awareness and gaining consumer trial. Beside this we will also highlight the use of newspaper and billboard advertising. As an effective promotional strategy we can also provoke the customers through in-store advertisement. We will use both PUSH-PULL strategies for the first six months. Our product is effective for keeping good health. We will design our sales promotion activities by considering different health organization and hospital. We will try to persuade doctors to give suggestion to their patients that food SMART CAN in related case of health problem. We will provide handouts to consumers which will contain the information about the effectiveness of Can food as well as our product.
Recommendation:
It will not be so difficult to reach the targeted market and to make the profit if we can properly maintain the business process in a chain. At first we need to focus on proper set up. After getting ready with the business we need to promote and make the people aware of our product. We need to advertise our company with local newspapers, online message boards and throughout the community. And also we need to main the quality during the production and serving the customer.
We also have a plan for future to expand our business globally as in Bangladesh there are plenty of resources related to our products. After getting a successful market here we will export our products to some selected countries.
Conclusion:
As a new business in our country there will be a lot of opportunity for us to make a permanent place in the local market. But in some cases difficulties are also be there. But if we can analyze the whole business process as mentioned above we can come with a wide range of hope for this business initiative. If we can see the life style of Bangladeshi people, it has got a lot of changes in past few years. And most of them are strongly dominated by the satellite impression. Housewives are also getting smarter in many ways, so they preferred to buy simple processed food rather than to buy rational food available in the market. Students and service holder people are also get benefitted by this kind of simple and smart canned food. It will cut their time as well as reducing the food processing hours. So in a word it helps them to reduce the tension regarding their food. By keeping the above things in our mind we have been started SMART Beverage Food Limited. We strongly believe that we can make the market for our business with our potential services to our customers. Also we hope our customers are ready there to welcome such a new product line to their daily food consumption.