SHUBHAJIT NANDI.

UNIVERSITY OF KALYANI
MBA DEPT.
ROLL-03

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 SUNRISE CASE STUDY
1: EXTERNAL ENVIRONMENT

The scanning is done through TOWS analysis.

THREATS:

1- The inflationary condition in the wake of the oil crisis. The

cost control becomes one vital factor in the company
policy.
2- Brand preference at the level had come to depend on
consumer promotion.
3- The competition has also become intense. The trade
discounts have also been introduced. The companies are
more concentrated on promotional offers.
4- The environmental changes made it difficult for the
company.

OPPORTUNITIES:

1- The company can enter into need market and position it in

other states other than three southern states named
Tamilnadu, Kerela, and Karnataka. Andhra Pradesh and
Maharastra should be targeted to position its products.
2- New methods of selling were required to capitalize the
market.

WEEKNESS:

1- Friendship and service were no longer sufficient selling

Point
2- The company changes its policy from representation in area
to’ profitability of an area’.
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STRENGTH:

1- The sale of company has improved due to average rise in the

level of income in the rural area.

2: INTERNAL ENVIRONMENT

While evaluating the internal environment of a concern, the

firm goes for SWOT analysis.

STRENGTH:

1- The Sunrise biscuit and Beverage Company was large

manufacturer and processor of snacks and tea and coffee.
2- The company has its dominance in the South India.
3- New distribution depots were opened.
4- The company used all modes of transportation depending
upon the region and area it covered.
5- The company has advertising, promotions, and product
policy for the entire company.

WEEKNESS:

1- The hike in oil prices gave a huge blow to the distribution of

products as well as manufacturing of beverages.
2- The salespersons that attained or crossed the age of 45 are
less effective in generating sales.

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 3- The turnover from the sales force was rather low with the
result that there was a old age age structure on the top.

OPPORTUNITES:

1- The company has to invest in training programme for the

salesman to improve efficiency which in turn generates
benefit for the firm.
2- There is other market where the company has the opportunity
to penetrate.
3- The firm can increase in sales volume by opening new depots
and cater to more extensive consumer.

THREATS:

1- The role of personal relationships and trust in generating

sales was decreasing as competition and promotion were
becoming intensified.
2- Competition at the retail level was increasing because of
trade discounts.
3- Sales can be increased by changing selling techniques
comprehensing the consumer and understanding the
company policy and objectives.

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