Management Audit Gits-Food Products Pvt. Ltd

Marketing Analysis of

GITS-FOOD PRODUCTS PVT. LTD.

GSN 408 Marketing Management 1

The Team

Ali Tejani # 03119386

Christopher Pangestu # 04255682

Thanapong Sirirat Usdorn # 03122204

Lecturer: Associate Professor Susan Dann

Submission Date: Wednesday 19th Dec 2001

Word Count: 3054

Queensland University of Technology - MBA

Table of Content

1. Company Overview 1

2. Environment Scan 2

2.1. Micro Environment

2.2. Macro Environment

2.3. Environmental Scanner

3. Market Segmentation 4

4. Market Positioning Strategy 7

4.1. Preparing the Positioning Strategy

4.2. Gits-Food instant product position to several variables

5. Market Research. 9

5.1. Monitoring for Marketing Problem

5.2. Design methodology

6. Customer Buying Trends 11

6.1. Key Aspects of customer buying behaviour (Customer Trends)

6.2. Factors influencing customer-buying behaviour

7. References 14

1. Company Overview

Started as a small family enterprise by H.Z. Gilani and A.K.Tejani in 1963 Gits-Food Corporation produces and supplies ethnic Indian cuisine for the world. The products include assortments of popular ready to cook instant food. Gits-FoodÐŽ¦s mission is being ÐŽ§committed towards providing ever-increasing levels of customer satisfaction, by offering the highest quality in its products and servicesЎЁ (2001, http://www.gitsfood.com). This mission originated when partners H.Z. Gilani and A.K. Tejani created Gits-Food Corporation in India. Presently, Gits-Food thrives on its ability to produce cost effective foods for the world. Gits-FoodÐŽ¦ corporate office at Bombay oversees its food production plant in Pune. Gits-Food is a growing company with an approximate annual turnover of $20 million AUD. The approximate retail value for a typical Gits food product is between $0.52 AUD to $2.72 AUD.

There are approximately 300 employees working for Gits-Food. Of these employees 25 of them are managers, 100 of them are plant workers and the rest are employed in management and office sectors. This workforce is responsible for overseeing the plantÐŽ¦s production of 400 tons of Indian cuisine mix per year. (2001, e-mail DT: 9.12.01)

Gits-Food promotes its products both nationally and internationally. It has a strong product distribution network presently, which consist of depots and C & F agents in the major Indian states. There are 600 distributors located across India and a strong sales force providing the cutting edge in marketing. Gits-Food has developed a strong export market in the Middle East, U.K, USA, Europe, Canada and Australia.

Gits-Food has been successful in focusing on the Asian community living abroad and is currently broadening its target group to include non-Asians as well. Gits-Food is continuously putting in efforts to strengthen their marketing distribution network.

Consumer satisfaction remains Gits-FoodÐŽ¦s hallmark as it ventures to new destinations ahead. (2001, http://www.Gits-Food.com)

2. Environmental scan

General Environment

The country of India is an ever-changing dynamic environment .The political system and the economy in India is unreliable. ÐŽ§These changes have an affect on the marketing managementÐŽ¦s ability to create and sustain the right type of marketing mix.ЎЁ (J R McCOLL-Kennedy & G C Kiel 2000,p54)

2.1. Micro Environment

Competitors

Weikfield group acts as a competitor at the national level .At the regional stage in southern India, it faces competition from M.T.R and M.K organizations. Local players in unorganized business sectors add an increased amount of competition for Gits-Food.

Customers

Agents appointed all over India act as representatives of the company and stock Gits-FoodÐŽ¦s products. These agents cater to about 450 to 500 distributors spread throughout 14 states of India. (2001, http://www.gitsfood.com)

Gits also has appointed importers of ethnic foods worldwide.

Suppliers

Gits-Food has formed relationships with agro based suppliers and packaging materials suppliers to enable them to acquire there raw materials regularly.

2.2. Macro Environment

Technology

ÐŽ§Gits-Food primary concern is quality, Gits-Food commitment that necessitates consistent investment in Technology and modern equipment. Gits-Food products are manufactured by automatic machines in strictly hygienic conditions at plants in Pune and NasikЎЁ. (2001, http://www.gitsfood.com)

Legal and Political

Legal and Political system in India being unreliable affect the marketing decisions of Gits-Food. There are many government requirements that have to be met, which influence the pricing, distribution and advertising.

Economic

The economy in India being under recession, the total income and purchasing power of the consumers reduces due to which the volume of sales decline, the company has to cut budgets in all the departments including the marketing department. This is one of the major difficulties

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