Main Intention of this Case Study
To get basic information about Surya Nepal Pvt. Ltd. i.e,company type,it’s formation,it’s products e.t.c.
To know about the purpose,vision of Surya Nepal for formulating it’s business
To know the objectives of this company supporting to stakeholders
To know it’s corporate social responsibilities for public
To be familiar with it’s marketing strategy to be a top-level company
Surya Nepal Pvt. Ltd. is an Indo-Nepal-UK joint ventured cigarattes manufacturing company which has been established in Nepal in 1986 holding 59% share of ITC(Indian Tobacco Company),39% of Nepalese entreprenuers & a minimal 2% share of BAT(British America Tobacco). The formerly knowned name of the company was ‘Surya Tobacco Company’. It is one of the top manufacturing companies in Nepal having more than 70% total market share of tobacco industry in terms of value. It’s main production house is located in Simra,whereas its headquarter is in Kantipath,Kathmandu. It’s main products are readymade tobacco products as well as top brand garments;i.e. John Players & Springwood which is highly appreciated & well-knowned in Nepalese & foreign markets. One main point of Surya Nepal is,it mainly focuses to customers satisfaction rather than short-term income. So,it has manufactured it’s cigarattes favourable to both high-level & low-level customers. It has differentiated it’s cigarattes from Surya Classic,Surya Luxury Kings & Sikhar to Khukuri & Bijuli.
Carrying the mission of “To provide a superior smoking experience to all smokers of our brands as well as consumers of other tobacco products.”;Surya Nepal has been one of the customer focused business organization. The company is fully committed to satisfy its consumers & customers in every possible ways bringing the according taste in their products.
It’s Vision is “ To be an internationally benchmarked multi-business corporation in Nepal,delighting global & domestic customers with a proud “Made in Nepal” label & accounting for 2% of the country’s GDP”.
Along with different missions & vision Surya Nepal has similar objectives fulfilling its purpose of doing business & its stakeholders expectations. Some of its objectives are outlined below :
To be the well customer-focused organization meeting customers needs & wants & fulfilling their demand along with quality products & greater satisfaction.
To generate special & fresh products,services & top management practices to all management members & its serviceholders.
To give every level of support for the teams,members & the workers underlying in the company. (The company has invested more than 20 corore for the construction of housing colony in Simra for its employees.)
To provide essential knowledges,techniques,machineries & financial support to interested tobacco farmers of rural areas & make them a part of the company generating their income level.
To generate carrer opportunities for freshers & work-willinged peoples for starting their work carrer with greater experience.
Corporate Social Responsibilities of Surya Nepal Pvt. Ltd.
Surya Nepal is an well-knowned manufacturing company having the longterm vision of doing research & development of the societies,peoples & helping to increase country’s GDP by generating employment opportunities,earning foreign currencies & utilizing some part of income in different public related activities along with its manufacturing & income generating mission. The company is providing helping-hands to the society by contributing in health,education,rural areas development,sports,business activities e.t.c. It also gives active presence in socio-development activities forwarding its agendas like Surya Nepal Suswasthya,Surya Nepal Prakriti & Surya Nepal Khelparyatan.
The company donates higher amount in medical & health services along with society awareness programmes.It has donated medical toolkits,surgical equipments & ambulance for different hospitals for better & fastest health service.It has also supported “Walk for disability” programme organized by Nepal Orthopedic Hospital & Rotary Club.
It is also involved in forestation programme.The company provides free plants & seeds to different nature conservation activists & helps to make a healthy environment with conserving floras.In this way the company is providing essential support for the county’s main slogan”Hariyo Ban Nepal Ko Dhan”.
Another part of its contribution is in educational programmes.SNPL provided donation in different boarding schools & colleges for top,labourios & orphans.St.Xaviers school’s 52 orphans were the one who got the scolorship of SNPL.Its donation includes uniform,tution fees & other expenses.Besides this, it is also consious & against child labour.It follows the rules & regulations formulated by UN against child labour.
SNPL is actively contributing & organizing different sports activities to freshenup & generate sports professionals.Some of its sports activities are Surya Golf,Khukuri Motorcycle Rally,Khukuri Intercup Football Championship e.t.c.
So,along with generating income from its high-quality products;Surya Nepal is also contributing for its social responsibilities & activities.
Marketing Strategies of SNPL
SNPL has adopted a special production & marketing strategies which helps it to lead market by its own products.The basic guidelines which helps to make the strategic plan of business for SNPL are :-
Development of its products :- From the establishment phase to todays general time SNPL has invested huge amount of capital for research & development of its products according to customers tastes & preferences.SNPL is a customer-oriented business organization & is forcefully struggling in the market,improving its products quality & quantity.Surya Nepal has a mission to catch every level of customers;from higher income level to basic levels.So it has manufactured its products which fits both level of customers.From its starting time,it has launced different brands of cigarattes like;Bijuli,Chautari,Khukuri,Shikhar & Surya.By the product diversification & development,Surya Nepal is succeeding in the market making longer distance from its subsidiaries.
Market Development :- Surya Nepal is not only committed to increase products quality.It also maintains market research time to time for aknowledging the needs of market & customers,their commitment & its solving measures.SNPL also stimulates its lower-level consumers & consumers of other substitutes to move towards its higher brands like Surya & Shikhar.For this,the company invests more on advertising & media.Till now,Surya Nepal has occupied more than 75% of market shares of the total cigarrates market in Nepal with its modern strategic plan,market research & advertising methodologies.
Innovation of newer products :- Innovation is the main fact of all works done in SNPL.After doing market research,the company makes an effort to launch newer products in the market & make its customers taste the products,so that they can easily transfer to newer ones if they like it.Then the company discontinues its older products slowly.(Afer launching its new product;Bijuli,Surya Nepal discontinued its old product;Chautari from the market).It is the best way to be stable in the market challenging the substitute products.The company also launced Shikhar Menthol,Shikhar Lights,Surya Classics as its new innovations from the greater success of its older products.
Moving towards globalization :- After the successful return from the cigarattes production & distribution,Surya Nepal moved towards readymade garments production;which helped it to maximize its profit & due to its brand loyalty,the garments industry also easily sustained & made better.In this process,Surya Nepal used its brand made from Cigarattes industry & made the company diversified into globalization.
From this Case Study,I get much more information about Surya Nepal Pvt. Ltd. & the processes & procedures to be made for starting up a new business & to be sustained in the market.Surya Nepal has introduced different stratgies to be applied for its business operation.I came to know that,all the companies should be runned to make a brand loyalty with its quality products & then it will help the company to move towards other businesses.Also,after running a business organization,we should contribute some part of our income for social welfare & other activities helping societies which helps us to be well-knowned amongst all peoples & our products can be easily sold-out.
References
www.google.com
www.snpl.com.np
www.cigarratespedia.com
www.itcportal.com
