Marketing & Promotional Strategies of Globe Biscuits & Dairy Milk Limited

Abstract

The purpose of this report is to evaluate the Marketing management process of the Globe Biscuit & Dairy Milk Ltd. Brand Marketing management plays a pivotal role in the profitability of companies operating in the biscuit & dairy milk industry. Brand Marketing brings efficiency and responsiveness in the business and significantly influences the company’s performance. Primary data was collected through in-depth interview with the executives and overserving the activities of the staffs. The findings show that the supply chain management of Globe Soft Drinks Ltd can be classified into several stages such as, raw material procurement, manufacturing, packaging and distribution. After these stages the rest of the value distribution to the customers is done by wholesalers and retailers. The five supply chain drivers which includes, facilities, inventories, transportation, information and pricing offered a helpful context to learn about capacities in the supply chain. Findings showed that Globe Soft Drinks Ltd is utilizing these drivers to create strategic fit by balancing between responsiveness and efficiency of the supply chain. These supply chain strategies have significant impact on the profitability of the company. But due to some low sales generating brands the profitability of the overall portfolio is witnessing a slow growth. To analyze the company’s financial performance leverage and profitability ratios like, debt ratio, asset turnover ratio, gross profit margin, operating profit margin, net profit margin, ROA, ROE were calculated and analyzed. The results show that the company poses a low leverage position but too much dependency on the equity financing could backfire for the company and they would also miss tax shield. The net profit margin of the company is significantly low compared to other profit margins which indicates inefficiency of the management and high operating expense of the company. Thus, this report recommends that the company should cut off some poor sales generating products from the portfolio to sustain the overall business. GBDML should ensure efficient management and reduction of operating cost to generate more profits and survive in the market with the global giants.