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Swot Analysis Of Biscuit

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Assignment

1. India is considered to be the third largest biscuit manufacturer in the world only after USA and China. The biscuit industry in India accounts for a total turnover of Rs.9000 Cr. India 's biscuit industry is categorized into the organized and unorganized sectors. The organized sector of the Indian biscuit industry accounts for 65% and the unorganized sector accounts for 35% of the total turnover.

Parle Products Pvt. Ltd founded in 1929 and it ranks among the top biscuit brands in India. It has 40% market share in biscuit industry. They have 7 manufacturing units of its own and 51 manufacturing units on contract accounting
ITC Group entered into the biscuits market in July 2003 with the introduction of the brand Sunfeast of biscuits. Sunfeast currently holds a market share of ~10%
Britannia Industries Ltd is based in Banglore and reputed as being one of the top biscuit brands in India. The company was established in 1892 and it has managed to maintain a distinctive position in the Indian biscuit industry especially with its popular brand Tiger. It has a 38% market share in the overall biscuit industry in India.

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2. STP strategy of Parle G-
a) Segmentation-
• Rural and semi-urbàn àreà
• Àll àge groups àbove 5 yeàrs
• Middle clàss ànd lower clàss income groups
• Working people
b) Tàrget-
• Children càn be users ànd influencers
• Institutionàl customers- ràilwày,
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