Problem statement

Disconnect between company proposition and customer

demand from unorganized confectionary sector
Address the concerns raised by pharma sector (fastest growth;
provides larger and stable orders)
Explore if it is feasible to supply liquid glucose to the beer industry
 Customer Demography
Customer Type Organized Sector Unorganized Sector Pharma Segment
Market Size 35,000 Tonnes 65,000 Tonnes 12,000 Tonnes
Specification No product No black specks Specific requirements
Requirements differentiation, should be there for each company
Timely delivery is subject to lab tests
crucial
Major 20% drums are Shipment is not from
Problems leaking, problems same batch; no
with delivery; marking on drums;
Communication Plastic drums are used
gap with A-One instead of MS; Quality is
an issue (starch turns
hazy over time)
 SWOT Analysis
Strengths Weaknesses
• Long term relationships with organized • Quality non-conforming with pharma
sector. customer requirements.
• Solid glucose content is higher than • Customers dissatisfied with delivery
competitors. drums and timings.
• Little communication with unorganized
A-One Starch sector.
Products Limited

Opportunities
• Capacity to produce up to 16,000T.
• Market demand is projected to
increase.
• Can expand clientele to beer industry.
Threats
• Increasing price of raw materials (corn –
5000/T, tapioca – 9000/T)
1. Streamline marketing operation to
communicate better, cater to the needs of
specific industries and appoint customer Stream
relationship manager for bigger clients line
market
2. Product needs to be in line with customer operati
needs, hence based on the industry ons
requirement, there should be streamlining of
some operations.

3. Direct distribution channel for larger

customers. For smaller clients, use
commission based agents.
 Bill Amount Percentage of customers Percentage of value of
(cumulative) Bills (cumulative)
Upto 10000 22 3
10001-25000 26 (48) 9 (12)
25001-50000 22 (70) 14 (26)
50001-100000 17 (87) 28(54)
Above 100000 13 (100) 46 (100)

•70% customers are only contributing to 26% of the bill value, however,
the effort/overheads is almost same.

•A bill value threshold of more than Rs. 50000 for direct sales should be
set, others should be only fulfilled through consignment or retails agents
 Marketing Plan
 Increasing market share in the organized sector by offering competitive pricing, as
they sell at higher prices than their competitors.
 Eliminating the sales agents in the unorganized sector and also maintaining a
proper communication system with continuous feedback. This will reduce the
commission in sales and services.
 Establishing a better packaging and delivery system and adding features that
satisfy the customer and do not add to costs, such as adding batch numbers.
 Expand into the beer industry by hosting a seminar and inviting prospective
customers and informing them of the viability and economic benefits of using
liquid glucose instead of broken rice or wheat.