Professional Documents
Culture Documents
1.
COMPANY PROFILE
Suguna Poultry Group is one of the largest producers of Poultry broiler in the
country. We envisage a growth prospect that would take us from the existing
turnover of over Rs.2800 crores to Rs.13000 crores in the next 5 years. We also seek
to extend our sphere of influence into never markets both wt8ihint he country and
globally. Our product and service encompass the whole gamut of the Poultry
industry from country farms. Broilers operations counters and Poultry feed plants at
TAMILNADU,
KARNATAKA,
ANDHRA
PRADESH,
MAHARASTRA,
Suguna Poultry Farm Limited has drafted a new success saga with a vision to
strengthen the backbone of the Indian economy. The organization has focused on
reaching out to rural India through its innovative and sustainable buside, reaching
out to the rural segment of the Poultry farming community. Reaching out to embrace
new ideologies that will help Suguna set trends in our areas of expertise. At Suguna,
we firmly believe that in reaching out we will be able to nurture a more holistic
growth.
Suguna imports the grandparent birds from Ross in UK best known for their
tenderness and taste and from Lowman in Germany, the best in layers. State of
the art hatcheries, quality feed and best farm management practices ensure the
highest quality broiler chicken. Suguna is the first Poultry company to implement
end to end ERP system for Poultry business management.
Suguna has commissioned own feed mills and soya plants as part of its
integration in the Poultry value chain, Extending its forward integration is Sugunas
entry into retail through its Daily Fresh outlets. Suguna is well known for its range
of high quality products that include chicken, value added eggs and naturally
processed frozen and chilled chicken.
good for children and teens as DHA assists in brain development and improving
eyesight Suguna Branded eggs.
Suguna offers a range of value added eggs fortified with special natural
nutrients, catering to the nutritional and health requirements of various groups of
people. Suguna Heart enriched with Omega 3 falty acids and Vitamin E has up to
50% lower cholesterol than ordinary table eggs and helps maintain a healthy heart.
Suguna Active, enriched with DHA, Organic Selenium, and Vitamin E is particularly
good for children and teens as DHA assists in brain development and improving
eyesight. Vitamin E is a powerful antioxidant and is good for the skin and has anti
ageing properties. Omega 3 falty acids cannot be produced by the body and must be
obtained from the diet. Organic selenium is good for maintaining overall health and
preventing certain types of diseases and is more efficiently absorbed by the body
than inorganic sources. Suguna Pro is enriched with protein and vitamins (lutein and
Zeanxthinin) The high protein in Suguna Pro helps build and repair the cells in
muscles and other body tissues. Vitamin A is helpful for healthy skin and good
vision. Additionally Lutein an important pigment in Suguna pro prevents macular
degeneration and cataract of eyes. Calcium & Phosphorus helps in formation of
bones and teeth; Suguna Shakti shares similar nutrients an Suguna Pro and is of
smaller size.
Suguna has enjoyed a strong business growth through its innovative business
model and unstinted efforts at giving high quality products and ensuring value for
the customer. The changing demographic profile of India, increasing urbanization
and the empowerment of rural India will add millions of new families to the
economic mainstream. The company is well positioned to service this ever growing
demand for Poultry products in India and the world.
INDUSTRY PROFILE
In spite of this, with the rise of middle class and increased urbanization
people prefer to go for non-vegetarian.
About 3 million farmers and 15 million agrarian farmers are employed in the
Poultry industry that grow Poultry ingredients for feed and contribute about
Rs.26,000 crore to the national income. India is the fifth largest producer of egg and
ninth largest producer of Poultry meat, India was positioned 17th in the world
Poultry production. The Indian Poultry production is considered to be the cheapest
in the world leading broiler integrators in India are as follows.
These companies account for nearly 40% of broiler industry integrators and
contracts, Pioneer Poultry group introduced the concept of contract farming in the
year 1980 and the concept of integration was introduced by Suguna farms in 1990.
Poultry farming came to be accepted as a viable activity by mid 60s and the real
thrust to development came in 1971 with the establishment of Venkateswara
Hatcheries Pvt. Ltd. The Central Poultry Breeding Farms laid the foundation for the
8
Commercial Poultry
India has emerged as the only country in the developing world a self-reliant,
technology driven industry, with capability to produce every essential input for
successful Poultry farming including indigenous genetic resource and breeding,
world class Poultry vaccines and medicines, specific pathogen free eggs (SPF),
farms and hatchery automation systems, peileted feed, egg processing, Poultry
processing, nationwide network of disease diagnostic laboratories and facilities for
entrepreneurial development and training in both private and public sectors.
Egg scenario
India produces 3.6% of global egg production, i.e., 61 million tones. The
annual growth rate of egg is 5 to 8%. India has the lowest cost of egg production in
the world at 2.55 US cents per egg.
Medical uses
Chicken eggs are used to produce source of molecules to treat snakebite.
Duck embryos are used in manufacturing anti-rabies vaccine, diet eggs or designer
eggs are going to boost special eggs for vitamin E substitution. Omega fatty acids
and antioxidant requirements. Poultry eggs and meat have got sensorial, curative,
nutritive and therapeutic potential. Poultry is labour intensive and has a potential to
create 25,000 more jobs on the consumption of one more egg per capita and
similarly 25,000 additional jobs on the consumption of 100 gm more chicken meat.
By the year 2010 India is expected to produce 260 million layers (77700
million eggs) and 3500 million broilers (5.9 million tones). Per capital consumption
of meat will be around 3.5 to 4.5 kg and eggs will be around 65 and it is expected to
contribute Rs. 60,000 crooe. No agriculture sector is growing as fast as the Indian
Poultry, making it the most dynamic rapidly emerging sector of livestock economy.
The export of Poultry meat at present is worth Rs.150 crore and is expected to
reach Rs.1,500 crore by 2010. Indian agriculture contributes 28 per cent to the GDP
10
of which 17% is contributed by Poultry. Poultry is the only industry where modern
technology co-exists with the traditional Poultry keeping because Poultry
technology is appropriate, adaptable accessible available and affordabte both for the
rich and the poor.
11
1.2. OBJECTIVES
PRIMARY OBJECTIVES
SECONDARY OBJECTIVE
12
1.4.
The need and the findings require suitable modifications when the market
conditions change, as this study applied to present market conditions.
The exposure of study is limited because of lack of time and high cost.
13
CHAPTER 2
RESEARCH METHODOLOGY
Research design
Research design stands for advance planning of the methods to be adopted
for collecting the relevant data and the techniques to be used in analysis, keeping in
view the objectives of the research and availability of time.
14
Primary data
Secondary data
Primary data:
The data that are freshly collected from the consumers, so as to find the level
of satisfaction towards Suguna chicken products. Primary data is collected through
interview schedule method as the researcher found it convenient to meet he
employees at their leisure and data. This increases the reliability of data.
Secondary data:
15
The secondary data was collected from company files, records and books and
from various journals, magazines, and company website.
Sampling design:
In designing the sample the researcher must specify two aspects
1. Sample size
2. Sampling technique
Sampling unit
The number of items selected from the population constitutes the sample
size. The respondents of the study are consumers of Suguna chicken products.
Sampling Method
Sampling design is to clearly define set of objects, technically called the
universe to be studied. This research has finite set of universe and the sampling
design used in the study is probability sampling.
Convenience random sampling method is used for the collection of
data.
STATISTICAL TOOLS
The data has been mainly analyzed using the following methods and tests
simple percentage analysis.
No. of Respondents
16
CHAPTER 3
ANALYSIS AND INTERPRETATION
Table 1.1
Gender-wise Distribution of Respondents
Sex
Respondents
% of respondents
Male
30
60
Female
20
40
Total
50
100
17
Inference
The above table shows that 60% of the respondents are male and 40% of the
respondents are female.
Chart 1.1
Gender-wise Distribution of Respondents
18
Table 1.2
Age group of the Respondents
19
Age
No. of Respondents
% of respondents
20 to 30
20
40
30 to 40
12
40 to 50
14
28
Above 50
04
08
50
100
Total
24
Inference
As per the table 40%of the respondents belong to the age group of (20 to 30),
followed by 28% in the age group of(40 to 50) years. Only 8% belonged to the
age group of above 50
20
Chart 1.2
Age group of the Respondents
Table 1.3
Marital Status of the Respondents
21
Marital status
No. of respondents
% of Respondents
Married
31
62
Unmarried
19
38
50
100
Total
Inference :
The above table shows that 62% of the consumers are married and remaining
38% of the workers are unmarried.
Table 1.4
22
Education
No. of respondents
% of the respondents
Illiterate
10
20
High school
12
24
Higher secondary
10
20
Degree/diploma
18
36
Total
50
100
Inference
From the above table shoes that 36% of the respondents are degree holders,
followed by 24% for higher secondary of satisfaction
Chart 1.4
Marital Status of the Respondents
23
Table 1.5
Monthly Income of the Respondents
Monthly income
No. of respondents
24
% of the respondents
Below 8000
20
30
8001 to 10000
10
40
10001 to 15000
10
Above 15000
15
20
Total
50
100
Inference
The table show that 30% of the respondents earn below 8000 and 40% of the
respondents earn 8001 to 10000 10% of the respondents earn 10001 to 15000 and
20% of the respondents earn above 15000.
Chart 1.5
Monthly Income of the Respondents
25
26
Table 1.6
Factor influencing choice of chicken brand by consumers
Prefer
% of the respondents
Price
15
30
Quality
20
40
Service
10
Others
10
20
Total
50
100
Inference
The table show that 40% of the respondents are inflenced by the quality 30%
of the respondents with price and 20% of the respondents by other factor like band
image, advertisement.And 10% of the respondents by service.
Chart 1.6
27
Table 1.7
28
Response for Suguna product being the best compared to the other
brands
Product is best
% of the respondents
Yes
35
70
No
15
30
Total
50
100
Inference:
70% of the respondents feel Suguna brand of chicken is the best compared to
others.
Chart 1.7
29
Response for Suguna product being the best compared to the other
brands
30
Table 1.8
Level of satisfaction about Suguna service
Identification
No. of respondents
% of respondents
Highly satisfied
25
50
Satisfied
20
40
Dissatisfied
10
Total
50
100
Inference
From the above table shows that 50% of the respondents are highly satisfied
and 40% of the respondents are satisfied, 10% of the respondents are not satisfied
about Suguna Chickens service.
31
Chart 1.8
Level of satisfaction about Suguna service
32
Table 1.9
Respondents for easy Identification of Suguna chicken products
Identification
No. of respondents
% of respondents
Yes
35
70
No
15
30
Total
50
100
Inference
From the above table shows that 70% of the respondents say yes category
and 30% of the respondents say no for easy identification of Suguna products.
33
Chart 1.9
Respondents for easy Identification of Suguna chicken products
34
Table 1.10
Quality of chicken normaly bought
Type of packing
No. of respondents
Percentage of
respondents
500g
25
50
1 kg
15
30
1.5kg
08
12
Total
50
100
Inference
From the above table shows that 50% of the respondents buy 500g, category
and 30% of the respondents buy 1kg 08% of the respondents buy 1.5kg 12% of the
respondents buy 2kg or more..
35
Chart 1.10
Quality of chicken normaly bought
50
50
45
Percentage
40
30
35
30
25
20
08
15
12
10
5
0
500g
1 kg
1.5kg
Type of packing
500g
1 kg
1.5kg
36
Table 1.11
Opinion about other sellers in area
Identification
No. of respondents
% of respondents
Highly satisfied
18
36
Satisfied
20
40
Dissatisfied
12
24
Total
50
100
Inference:
The above table shows that 36% of the respondents are highly satisfied and
40% of the respondents are satisfied and 24% of the respondents are not satisfied
about.other sellers in the area
37
38
Table 1.12
Opinion towards the bird flu problem
Opinion
No. of respondents
% of respondents
Eqully
30
60
Lesser
20
40
Total
50
100
Inference:
39
The above table shows that 60% of the respondents say that bird flu problem
affect Suguna chicken equally,while 40% of the respondents say Suguna products
are less affected because of the care takes.
Chart 1.12
Opinion towards the bird flu problem
40
Table 1.13
Satisfaction towards the quality
Identification
No. of respondents
% of respondent
HS
25
50
Satisfied
21
42
ds
08
Total
50
100
41
Inference :
The above table shows that 50% of the respondents are Highly satisfied,
category and 42% of the respondents are satisfied while 8% is dissatisfied about the
quality of Suguna products.
Chart 1.13
Satisfaction towards the quality
Percentage
50
50
45
40
35
30
25
20
15
10
5
0
42
08
Good
Satisfied
Poor
Identification
Good
Satisfied
42
Poor
Table 1.14
Response for Suguna in all over in world
Identification
No. of respondents
% of respondents
Yes
30
60
No
20
40
Total
50
100
43
Inference:
The above table shows that 60% of the respondents are aware that suguna is
present all over the world, while 40% is not aware of it.
Chart 1.14
Response for Suguna in all over in world
60
Percentage
60
50
40
40
30
20
10
0
Yes
No
Identification
Yes
No
44
CHAPTER 4
4.1. FINDINGS
Most of the respondents (60%) are male and 40% of the respondents are
female.
Most of the respondents (40%) are in the age of 20 to 30, and remaining
24% are age group of 30 to 40, and 28% are in the age group of 40 to
50,and remaining 8% are age group of above 50.
Most of the respondents (92%) are satisfied with the quality in the
product.
Most of the respondents (60%) are says that compare to other product
suguna product is best.
90% of the respondents are satisfied with the quality of suguna product
and 10% of the respondents are not satisfied.
45
4.2 SUGGESTION
1.
2.
3.
4.
46
CONCLUSION
From the training it is concluded that the Suguna Company has got many
competitors and even though it is maintaining best before. Now it is not able to
maintain is position as before.
Hence the company must concentrate and competition and their growth and
complete with them by differing more quality of the product.
47
BIBLIOGRAPHY
48
APPENDIX
QUESTIONAIRE
1.
Name
2.
Sex
: Male / Female
3.
Age group :
4.
a. 20 to 30
b. 30 to 40
c. 40 to 50
d. above 50
b. Unmarried
a. Literate
b. High school
c. higher secondary
d. Degree or Diploma
e. Other
Marital status
a. Married
5.
6.
7.
Educational Qualification
Monthly income ?
a. Below 3000
b. 3001 to 4000
c. 4001 to 5000
d Above 5001
8.
a. Price
b. quality
c. service
d. others
b. No
9.
10.
11.
b.1kg
b. 1.5kg
d.2kg above
b. Local outlet
c. not particular
Do you know the strategy adopted by Suguna poultry for supplying quality
chicken product?
a. Yes
b. No
b. To some extent
12.
13.
14.
c. Dissatisfaction
b. satisfied
b. No
c. Dissatisfied
15.
b. Satisfaction
What is your level of satisfaction about the towards the Sugunas quality?
50
16.
17.
a. Highsatisfied
c. Dissatisfied
What is your opinion about the other sellers in the near by area?
a. Highsatisfied
b. Dissatisfied
b. Satisfied
What is your opinon about the bird flu problem affecting Suguna product?
a. Equally
18.
b. Satisfied
b.Lesser
51
No