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Analysis Britannia

In: Business and Management

Submitted By smartestidiot
Words 333
Pages 2
Britannia Industries Limited

1. Porters 5 Forces

Threat of New Entrants - Medium
• Hard for a new entrant due to high product differentiation & a strong distribution n/w
• Extremely price sensitive industry & therefore not much flexibility to increase prices
• Depends on the agricultural sector for wheat
• Low growth rate of 13%
• VAT of 12.5% and an excise duty of 8%

Rivalry among existing firms - High
• 3 main players- Britannia, Parle, and ITC Ltd. (PriyaGold and Bakeman – regional)
• Britannia & Parle hold almost equal market share, ITC ltd holds a lower market share
• Hence, they keep a close watch on the changing strategies of each other

Bargaining power of suppliers - High
Wheat is the main ingredient required for baking biscuits. During inflation they purchase wheat at

the price quoted by the farmers as wheat does not have a close substitute.

Threat of Substitute Products – Medium
• The substitutes of biscuits are namkeens, chips, potato wafers etc. but biscuits have become a part of people’s everyday life.
• Biscuits are a low priced commodity, hence a small increase in price would be acceptable in urban areas but may cause a shift to substitutes in rural areas

Bargaining power of buyers - High
Consumers have option of shifting brands according to their liking of price, quality and taste.
Hence not much flexibility to biscuit manufacturers to increase price or compromise of quality. Also, consumers are going for bulk purchases at cheaper rates from bakery stores.

2. Company Analysis

• Company’s sales rises from Rs. 31.1 Million to Rs. 34 Million
• Profit Before Tax reduces from Rs. 2.3 Million to Rs. 1.2 Million
• Profit available for appropriation reduced from Rs. 2.4 Million to Rs. 2.2 Million
• Sources of fund included shareholder’s fund, loan fund and deferred tax liability reduces from Rs. 8,596

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