SAMPOORN FOODS AND FEEDS LTD

BY : SINDOOR NAIK

Synopsis

2007 Rohan Rathore joins SFFL

Sales in eastern region stagnated over the years

Downslide performance in Bihar

SFFL pumped money and planned a turnaround

Structure : GM Area Managers Executives Supervisors and Production and Accounts Staff.

SFFL relied on third party processors

Roma Varghese : Studied the condition of poultry farmers in India

Farming depended on three major aspects

Feed Type : ready/concentrate/homemade

Criticality of poultry farming

Capital Needs of Farmers and Terms of Trade

Channel Dynamics

Market structure

Problems faced

Sales Performance has been stagnant

Mortality rate of birds

Role of sellers or “cutters” have high bargaining power with farmers

Seasonality and degree of disease incidence

Weather and environmental conditions

Sometimes due to price rise for raw materials, local players compromise on quality

Role of competitors

RECOMMENDATIONS

Offer better credit period and attractive margins to Stockists

Properly position regional and central distribution centers

Varghese and Rathore can operate more closely and together come to a suitable conclusion on the prevailing issue

Design a developmental program to educate poultry farmers on the modern farming techniques, at the same time they can advertise their feed.

THANK YOU