Case synopsis, problems and recommendations

1. SAMPOORN FOODS AND
FEEDS LTD
BY : SINDOOR NAIK

2. 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

3. 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

4. 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.

5. THANK YOU