A Project Report

ON
“AN ANALYTICS STUDY OF SUPPLY CHAIN MANAGEMENT AND
DISTRIBUTION CHANNELS IN BRITANNIA INDUSTRY.”

Submitted for the Partial Fulfillment for the Award of Degree

MASTER OF BUSINESS ADMINISTRATION
Batch : 2024-25

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY,

LUCKNOW

Session : 2023-25

Submitted To: Submitted By :

Dr. Nidhi Singhal Aditi Sharma
Roll no. : 2302150700002
MBA-2ND YEAR
SANSKAR COLLEGE OF ENGINEERING AND TECHNOLOGY
Opp. Jindal Nagar , Ghaziabad -201302. Delhi-NCR
 DECLARATION

I Aditi Sharma, hereby declare that this Summer Training Project Report is the
record of authentic work carried out by me during the period from to and has
not been submitted to any other university or institute for the award of any
degree\diploma etc.

DATE:
 ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude ,thanks, and

regard toward all those who have directly or indirectly helped me complete this
project . I sincerely thanks Prof. Dr Nidhi Singhal, who has sincerely supported
me with valuable insights into completing this project.
I am grateful to all my friends who have helped me successfully complete this
project.
Last but not least I am indebted to my parents who provided me the time,
support, and inspiration needed to prepare the project report.

DATE:
PLACE:
 PREFACE

Many students may have done work on this project in different ways. I have
also work on this project in different ways.

It was for the first time I got the opportunity to work in such a prestigious and
well known organization and things that I have experienced in my training time
are going to help me throughout my lifetime . I have worked on this project
with great enthusiasm and zeal. I have tried to cover almost all the things that I
have experienced and learned from company management.

Aditi Sharma
 Index

Sr .No. Topics Page No.

1. Introduction 1-5
2. Company Profile 6-8
3. Literature Review 9-12
4. Research Methodology 13-19
• Problem statement
• Need of the study
• Objectives of the study
• Hypothesis of the study
• Limitations of the study
5. Data Analysis &Interpretation 20-33
6. Findings & suggestions 34-36
7. Conclusion 37
8. Annexure 38-39
9. References 40
 INTRODUCTION OF SUPPLY CHAIN MANAGEMENT

Supply chain management has a very important role to play within

the organization because it involves with the responsibility for
predicting and satisfying end customers demand back through to the
supplier and creates opportunities for the procurement professional
to contribute to the organization’s success. The objective of supply
chain management is to create the most value for the entire supply
chain network, including the end-customer. Successful supply chain
management involves the coordination of activities within the firm
and between members of the supply chain. Within the organization,
the supply chain refers to a wide range of functional areas.

These include Supply Chain Management-related activities such as

inbound and outbound transportation, warehousing, and inventory
control. Sourcing, procurement, and supply management fall under
the supply-chain umbrella, too. Forecasting, production planning and
scheduling, order processing, and customer service all are part of the
process as well. Supply Chain Managers have a vital role to play in
managing cost, as they are in a position to monitor and influence the
whole cost base across the business and the supply chain.
Commercial Department of Britannia Industry is one of the most vital
functional departments of the Company which deals with the supply
chain activities of Britannia Industry. In order to keep all the
businesses running flawlessly, the dedicated and hardworking
employees of this department maintain a good liaison with the
customers, both national and international. The Commercial
Department is consistently achieving the best prices for the products
that they purchase, ensuring enormous amount of cost savings for
the company. It offers invincible professionalism and expertise in the
entire commercial activities of Britannia Industry.
Supply Chain Management can be defined as the management of flow
of products and services, which begins from the origin of products
and ends at the product’s consumption. It also comprises movement
and storage of raw materials that are involved in work in progress,
inventory and fully furnished goods.

The main objective of supply chain management is to monitor and

relate production, distribution, and shipment of products and
services. This can be done by companies with a very good and tight
hold over internal inventories, production, distribution, internal
productions and sales.

SUPPLY CHAIN MANAGEMENT – GOALS

Every firm strives to match supply with demand in a timely fashion

with the most efficient use of resources. Here are some of the
important goals of supply chain management –
Supply chain partners work collaboratively at different levels to
maximize resource productivity, construct standardized processes,
remove duplicate efforts and minimize inventory levels.
Minimization of supply chain expenses is very essential, especially
when there are economic uncertainties in companies regarding their
wish to conserve capital.
Cost efficient and cheap products are necessary, but supply chain
managers need to concentrate on value creation for their customers.
Exceeding the customers’ expectations on a regular basis is the best
way to satisfy them.
Increased expectations of clients for higher product variety,
customized goods, off – season availability of inventory and
rapid fulfillment at a cost comparable to in-store offerings
should be matched.
To meet consumer expectations, merchants need to leverage
inventory as a shared resource and utilize the distributed order
management technology to complete orders from the optimal node
in the supply chain.
Lastly, supply chain management aims at contributing to the financial
success of an enterprise.
In addition to all the points highlighted above, it aims at leading
enterprises using the supply chain to improve differentiation,
increase sales, and penetrate new markets. The objective is to drive
competitive benefit and shareholder value.

INTRODUCTION OF DISTRIBUTION CHANNEL

Distribution refers to the transfer of a goods from one business to

another. It can be factory to supplier, supplier to retailer, or retailer to
end customer. It is defined as a chain of intermediaries; each passing
the product down the chain to the next organization, before if finally
reaches the consumer or end-user. This process is known as the
‘distribution chain’ or the ‘channel’. Each of the elements in these
chains will have their own specific needs, which the producer must
take into account, along with those of the all-important enduser.
Global supply chain management has tremendously gained
importance since the past decades due to the global competitive
business environment. Christopher et al. (2006) stress on the need of
supply chain strategy impacts competitive performance. The
internationalization or globalization 1 of supply chains has increased
foreign competition in the countries’ local markets. For this reason,
companies must make quick and wise decisions at strategic and
operational levels regarding the procurement of goods and services
globally in order to minimize the extent of procurement risks or
problems. Procurement firms establish relationships networks with
their key suppliers when they perceive supply risks.
Their study on supply risk management via relational approach in the
Chinese business context reveals that improved communication and
supplier trust are positively related to supplier performance and
emphasized that in order to “mitigate quality risks, supply chain
members are coordinated by sharing their information”. This result
supports on integration of the global supply chain. Supply chain
management (SCM) has received in recent years a great deal of
attention by researchers and practitioners. Effective SCM will lead to
a lowering of the total amount of resources required to provide the
necessary level of customer service to a specific segment and
improving customer service through increased product availability
and reduced order cycle time; engage in information exchange
(forecasting techniques, inventory management, delivery) and
structural collaboration (just-in-time system, outsourcing, vendor
managed inventory and co-locating plants) relationships with
downstream supply chain partners to create end-customer value and
maximize benefits and minimize costs along the supply chain. Thus,
the nature of SCM becomes visible to participating companies with
successful implementation in the ever-changing global environment
of the business world, risks abound and it greatly affects the decision-
making processes of the business management.

Understanding Distribution Channels

A distribution channel is a path by which all goods and services must

travel to arrive at the intended consumer. Conversely, it also
describes the pathway payments make from the end consumer to the
original vendor. Distribution channels can be short or long, and
depend on the number of intermediaries required to deliver a
product or service.
Goods and services sometimes make their way to consumers through
multiple channels- a combination of short and long. Increasing the
number of ways a consumer is able to find a good can increase sales.
But it can also create a complex system that sometimes makes
distribution management difficult. Longer distribution channels can
also mean less profit each intermediary charges a manufacturer for
its service.

Direct and Indirect Channels

Channels are broken into two different forms-direct and indirect. A

direct channel allows the consumer to make purchases from the
manufacturer while an indirect channel allows the consumer to buy
the goods from a wholesaler or retailer. Indirect channels are typical
for goods that are sold in traditional brick-and-mortar stores.
Generally, if there are more intermediaries involved in the
distribution channel, the price for a good may increase. Conversely, a
direct or short channel may mean lower costs for consumers because
they are buying directly from the manufacturer.

Functions of Distribution Channel:

I. Warehousing
II. Inventory Management
III. Transportation
IV. Order Processing
V. Material Handling
VI. Information & Customer Education
VII. Selling
VIII. Financing
IX. Promoting
X. Negotiating
XI. Marketing Intelligence
XII. Servicing
 COMPANY PROFILE

Britannia Industries is one of India’s leading food companies with a

100 year legacy and annual revenues in excess of Rs. 7500 Cr.
Britannia is among the most trusted food brands, and manufactures
India’s favourite food brands like Good Day, Tiger, Nurtichoice, Milk
Bikis and Marie Gold which are household names in India. Britannia is
a brand which many generations of Indians have grown up with.
Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk,
and Dairy products including Cheese, Beverages, Milk and Yoghurt.
Britannia products are available across the country in over 35 lakh
retail outlets and reach over 50% of Indian homes.
The company’s Diary business contributes close to 10 per cent of
revenue and Britannia dairy products directly reach over 700,000
outlets and close to 3 million outlets through indirect distribution.
Britannia Bread is the largest brand in the organized bread market
with an annual turnover of 1.1 lac tonnes in volume and Rs. 383
crores in value. The business operates with 13 factories and 5
franchisees selling close to 1 mn loaves daily across more than 73
cities and towns of India.
Business

The company’s principal activity is the manufacture and sale of

biscuits, bread, rusk, cakes and dairy products.

Biscuits

The company’s factories have an annual capacity of 4,33,000 tonnes.

The brand names of Britannia’s biscuits include Vita Marie Gold,
Tiger, Nutrichoice, Good day, 50 50, Treat, Pure Magic, Milk Bikis,
Bourbon, Nice Time and Little Hearts among others.

In 2006, Tiger, the mass market brand, realised $150.75 million in

sales, including exports to the U.S. and Australia. This amounts to
20% of Britannia revenues for that year.

Also Britannia Industries has roped in Bollywood actor Salman Khan

to endorse its range of ‘Tiger’ brand of biscuits. According to
Britannia, Khan will play a role in further enhancing Tiger’s core
values through his association in presenting the brand, its products
and promotional activities.

Dairy Products

Dairy products contribute close to 10% to Britannia’s revenue. The

company not only markets dairy products to the public but also
trades dairy commodities business-to-business. Its dairy portfolio
grew to 47% in 2000-01 and by 30% in 2001-02. Its main competitors
are Nestle India, the National Dairy Development Board (NDDB), and
Amul (GCMMF).
Britannia holds an equity stake in Dynamix Dairy and outsources the
bulk of its dairy products from its associate.
On 27 October 2001, Britannia announced a joint venture with
Fonterra Co-operative Group of New Zealand, an integrated dairy
company which handles all aspects of the value chain from
procurement of milk to making value-added products such as cheese
and buttermilk. Britannia intends to source most of the products
from New Zealand, which they would market in India. The joint
venture will allow technology transfer to Britannia. Britannia and
New Zealand Dairy each hold 49% of the JV, and the remaining 2
percent will be held by a strategic investor. Britannia has also
tentatively announced that its dairy business (probably including
Dynamix) would be transferred to the joint venture.

MISSION

The mission statement of Britannia says “To improve the financial

health of our members and customers by satisfying their evolving
borrowing, investment and housing needs.”
 LITERATURE REVIEW

1. Michael E. Porter
Key Contributions : Though not exclusively focused on SCM, Porter’s work
on competitive strategy and value chains has significantly influenced SCM.
Notable Works :
“Competitive Advantage : Creating and Sustaining Superior Performance”
(1985) :Introduces the concept of the value chain and its implications for
competitive advantage.
“What is Strategy?” (1996) :
Discusses the importance of strategy in differentinating a company in the
marketplace, which has implications for SCM.

2. Gary L. Frazier
Key Contributions : Frazier’s research focuses on the management and
performance of marketing channels, particularly in terms of governance and
relationship dynamics.
Notable Works :
“Organizing and Managing Channels of Distribution” (1999) :
Discusses the organization and management of channels, including strategies
for dealing with channel conflict and coordination.

3. Erin Anderson
Key Contributions : Anderson’s work primarily addresses channel
relationships, including vertical integration and strategic alliances.
Notable Works :
“The Use of Pledges to Build and Sustain Commitment in Distribution
Channels”(1992) :

This paper examines how pledges and commitments can strengthen

relationships between channel members.
4. Hau L. Lee
Key Contributions : Lee’s research includes supply chain dynamics, the
bullwhip effect, and supply chain strategy.
Notable Works :
“The Triple-A Supply Chain” (2004) :
Published in Harvard Business Review, this article introduces the concept of
agility, adaptability, and alignment in supply chains.

5. Anne T. Coughlan
Key Contributions : Coughlan’s research focuses on distribution
channel relationships, management, and economics.
Notable Works :
“Marketing Channels” (2006) :
Co-authored with Erin Anderson, Louis W. Stern, and Adel l. El-Ansary, this book
is a comprehensive resource on the design and management of marketing
channels.

6. Yossi Sheffi
Key Contributions : Sheffl is known for his work on supply chain
resilience and risk management.
Notable Works :
“The Resilient Enterprise : Overcoming Vulnerability for Competitive
Advantage”(2005) :
Discusses strategies for making supply chains more resilient to disruptions.
“The Power of Resilience : How the Best Companies Manage the
Unexpected” (2015)

Explores how companies can build resilience into their supply chains to handle
unexpected challenges.
7. Jan Fransoo
Key Contributions : Fransoo has focused on supply chain analytics,
operations research, and the impact of technology on SCM.
Notable Works :
“Behavioral Operations in Planning and Scheduling” (2007) :
Examines human decision – making processes in supply chain planning and
scheduling.

8. John T. Mentzer
Key Contributions : Mentzer’s research includes supply chain
integration, collaboration,and the definition of SCM as a strategic function.
Notable Works :
“Defining Supply Chain Management” (2001) :
A seminal paper in the Journal of Business Logistics that defines SCM and
discusses its scope and importance.
“Supply Chain Management” (2004) :
Edited volume that complies various perspectives and research on SCM.

9. David Simchi-Levi
Key Contributions : Simchi-Levi’s work spans supply chain network
design, risk managemnet, and optimization.
Notable Works :
“Designing and Managing the Supply Chain” (2008) :
Co-authored with Philip Kaminsky and Edith Simchi-Levi, this book introduces
models and concepts for effective supply chain design and management.
“Operations Rules : Delivering Customer Value through Flexible Operations”
(2010)

Focuses on how flexibility in operations can enchance supply chain

performance .
10. Sunil Chopra and Peter Meindl
Key Contributions : Chopra and Meindl have extensively researched
supply chain strategy, planning, and operations, focusing on the balance
between efficiency and responsiveness.
Notable Works :
“Supply Chain Management : Strategy, Planning, and Operation” (2015) :
This textbook covers comprehensive aspects of supply chain management, from
strategy formulation to implementation and performance measurement.

11. Martin Chirstopher

Key Contributions : Martin Christopher is renowned for his work on
logistics and supply chain management, with a particular focus on agility and
resilience.
Notable Works :
“Logistics and Supply Chain Management” (2016) :
This book emphasize the importance of integrating logistics with supply chain
managemnt to achieve competitive advantage.
“Creating Resilient Supply Chains : A Practical Guide” (2010) :
Discusses strategies for building resilient supply chains to withstand disruptions.
 RESEARCH METHODOLOGY

The study of conducting research is Research Methodology Research:

The word research is composed of two syallables “Re” and “Search”.
“Re” is the prefix meaning ‘Again or over again or a new’ and
“Search” is the latter meaning ‘to examine closely and carefully’ or ‘to
test and try’. Together they form, a careful, systematic, patient study
and investigation in some field of knowledge undertaken to establish
principles / policies. Research can also be defined as-
 Search for knowledge
 Systematic and scientific search for getting relevant answers on
any taken up specific topic.
 Scientific enquiry into a subject.
 Research is a movement from the unknown to the known.
 It is the voyage of discovery Acc. to Bulmer, Research is
primarily committed to establishing systematic, reliable and
valid knowledge about the social world.

According to Clifford Woody, Research comprises of 

Defining and redefining problems.
 Formulating hypothesis (basic idea)
 Collecting
 Organizing
 Evaluating data
 Making decisions
 Suggesting solutions
 Reaching conclusions

Marketing is an essential aspect of every business organization, if it is

to be successful. Good marketing managers are referred to as those
who have fair and are able to take decisions based on their instincts
and gut feeling in other word, this are person who are clearly tried to
understand to particular industry, there product offering, their
competitor, there customer and above all how to use marketing
communication to successfully sell as product. But the continuously
changing marketing environment involves a great amount of
uncertainty, risk and above all substantial marketing expenditure.

Most marketers are for removed from their ultimate customer the
torch bear who will be the ultimate decision maker to determine the
success or failure of the product. Yet these managers must be
knowledgeable and well informed about their market, customer and
competitor so as to make good marketing decision. This is where the
concept of the marketing research facilities by providing information
to aid the decision making process.

At the end of the day, for the marketing decision makers, marketing
research is group of method and technique to provide relevant
information that can support analysis and decision to do with the
creation and management of marketing communication.

Before going into the definition of marketing research let us briefly

examine the meaning of terms research and market research simply
stated research refers to the process of collecting, documentating
and analyzing important critical relevant information pertaining to
any problem or question. This mean that the presence of a problem
or query or question implies research is to be undertaken.

For year together, the Indian industry has always relied on entry
barrier to protect it from competition. During this period, the success
of the firm depended upon political patronage rather than
operational efficiency and performance. From the customer side
there was a forced loyalty and grudging acceptance of high tariff.
However, now the integration of the Indian industry with the global
economy the customer are also becoming more aware, demanding
and sophisticated, with the advent of e-commerce and the
disappearance of trade barriers, marketing firms need to stretch
themselves in order to reach out the customer.

Research Approaches-
There are two main approaches to research, namely quantitative
approach and qualitative approach. The quantitative approach
involves the collection of quantitative data, which are put to rigorous
quantitative analysis in a formal and rigid manner. This approach
further includes experimental, inferential and simulation approaches
to research. Meanwhile, the qualitative approach uses the method of
subjective assessment of opinions, behavior and attitudes. Research
in such a situation is a function of the researcher’s impressions and
insights. The results generated by this type of research are either is
non-quantitative form or in the form which cannot be put to rigorous
quantitative analysis. Usually, this approach uses techniques like
indepth interviews, focus group interviews, and projective
techniques.

• UNIVERSE OF STUDY :-
Universe of study for this project is Nagpur city
• SAMPLE SIZE :-
The sample size is used on 50 Respondents
• SAMPLE METHOD :-
This method is used in Random Mehtod
 DATA COLLECTION

Data collection is a standout amongst the most essential stages in

carrying on a research. You can have the best research plan in the
world, however, in the event that you can’t gather the necessary data
you will not have the capacity to complete your venture. Data
collection is an extremely challenging work which needs exhaustive
planning, diligent work, understanding, determination and more to
have the capacity to complete the assignment effectively. Data
collection begins with figuring out what sort of data is needed,
followed by the collection of a sample from a certain section of the
population.
All marketing research can tap two sources of data for investigation
that are:
1. Internal Sources
2. External Sources

Fact and figure are the raw materials with which the research work.
Internal sources are the companies own record register, documents,
sales record invoices provide valuable information regarding sales by
product territories, customers, research starts with internal data and
it is irrespective. Preliminary or the explanative phase of research
usually taps the internal source initially. All other sources and
information are the external source of data.

The sampling area was Nagpur district. Almost 60 respondents were

covered during the research work. It included 2 stokiest, 5 dealers
and retailers and 50 customers. Questionnaire method was followed.

Another way of classifying the source of information is-

1. Primary data
2. Secondary data

A research plan was followed for gathering primary data, secondary

data or both.

Primary Data-
When someone refers to “primary data” they are referring to data
collected by the researcher himself/herself. This is data that has
never been gathered before, whether in a particular way, or at a
certain period of time. Researchers tend to gather this type of data
when they want cannot be find from outside sources. You can tailor
your data questions and collection to fit the need of your research
questions.

This can be an extremely costly task and, if associated with a college

or institute, requires permission and authorization to collect such
data. Issues of consent and confidentiality are of extreme
importance.

Primary data actually follows behind secondary data because you

should use current information and data before collecting more so
you can be informed about what has already been discovered on a
particular research topic.

Primary data is the data collected by the researcher themselves, i.e.

1. Interview
2. Observation
3. Action Research
4. Case Studies
5. Life Histories
6. Questionnaires
7. Ethnographic Research
 Secondary Data-
If the time or hassle of collecting your own data is too much, or the
data collection has already been done, secondary data may be more
appropriate for your research.

This type of data typically comes from other studies done by other
institutions or organizations. There is no less validity with secondary
data, but you should be well informed about how it was collected.

There are a number of free services online as well as many other

made available through your current status as BYU students.

Secondary sources are data that already exists

1. Previous research
2. Official statistics

PROBLEM STATEMENT
An analytical study of supply chain management and distribution
channels in Britannia Industry.

NEED OF THE STUDY

 To understand the target market
 To analyze competitors and industry practices
 To evaluate channel partners
 To strengthen supplier relationships
 To optimizing inventory levels
OBJECTIVES OF THE STUDY
 To understand the channels of distribution and marketing of
Britannia.
 To study the improved customer service through increased
stock availability.
 To understand the pricing method of products.
 To understand how Britannia Company increases efficiency of
managing the customers, products and services.
 To understand the difference between the traditional markets
supply chain and supermarkets supply chain.

HYPOTHESES OF STUDY

H0 :- There is no dependence of Britannia Company on channels of

distribution & Supply Chain management.
H1 :- There is dependence of Britannia Industry on channels of
distribution & Supply Chain management.

LIMITATIONS OF STUDY

1. Sample size is very small compared to the population size.

2. Survey is conducted in the Nagpur city only.
 DATA ANALYSIS & INTERPRETATION

Gender
Opinion percentage
Male 56
Female 44
total 100

INTERPRETATION
Out of 50 valuable customers of Britannia 28 customers are male and
22 customers are female. They are regularly using the Britannia
Industry Products in his/ her regular life and they are very satisfied
with the product price and services of Britannis’s.
Age
Opinion Percentage
20-30 20
31-40 30
41-50 50
Total 100

INTERPRETATION
Out of 50 Valuable customers 50% of customers belong to 41-50 age
slab, 30% customers belong to 31-40 age slab and 20% of customers
belong to 20-30 age slab.
Occupation
Opinion Percentage
Govt. employees 20
Pvt. employees 30
self employed 50
total 100

INTERPRETATION
Out of 50 valuable customers 50% of customer belongs to Self
employed category, 30% customers belong to Pvt Employed and 20%
of customers belong to Govt Departments.
MONTHLY (FAMILY)INCOME
Opinion Percentage
10000 and above 20
15000 and above 30
20000 and above 50
Total 100

INTERPRETATION
Out of 50 Valuable customers 50% of customer belongs average
family monthly income around 20 thousand and above, 30%
customer belong to average family monthly income around 15
thousand and above and 20% of customers average family monthly
income around 10 thousand and above.
Are you from rural area or urban area?

Opinion Percentage
Urban area 60
Rural area 40
Total 100

INTERPRETATION
Out of 50 Valuable customers 60% of customer belongs urban area
and 40% customers belong to rural Area.
Are you aware of the promotion activities launched by Britannia
scheme?
Opinion Percentage
Aware of the scheme 84
Not aware 16
Total 100

INTERPRETATION
Out of 50 Valuable customers 84% of customer are aware about the
promotions schemes of Britannia Industry Schemes. But 16% of
customer are not ware about that.
How long you are working in the organisation ?

Opinion Percentage
0-2 years 6
2-5 years 16
5-10 years 30
More than 10 years 48
Total 100

INTERPRETATION
From the chart that 24 employees are working for more than 10
years. Even no. of employees working between 5-10 years are 15.
This shows that the operation management process in Britannia
Industry is very smooth and most of the employees are regular
follows the organization rules and regulations. This indicates that
employee are satisfied and their respondent were interviewed and it
was found that employee to know while they are continuing in their
company for more than 10 year and followed that they are overall
satisfied.
Are you comfortable with the supply chain of Britannia?

Opinion Percentage
Good 50
Satisfied 40
Bad 10
Total 100

INTERPRETATION
50% of employee express as a good environment remain and as per
employees the process of Supply Chain Process is very smooth. From
the remaining 50% about 40% says a satisfactory job environment
only about 10% feels bad working environment is there. There are not
satisfied with the way they are given the work. They feel there is the
bias is there.
What are the processes of implementation of supply chain
management?
Opinion Percentage
Top management decision 26
Branch manager decision 16
Both 58
Total 100

INTERPRETATION
About 58% of implementation of new Supply Chain Process is done
with the mutual understanding in between management of the
company and branch head. 26% implementation is done on the
direction of top management and 16% of implementation is done on
the direction of branch manager.
Do you know who is your critical suppliers and what are the
exposures they face for atleast one product line ?

Opinion Percentage
Yes 75
No 25
Total 100

INTERPRETATION
From the above graph it is clear that the 75% critical suppliers are
exposures and one product line and 25% not critical suppliers are
exposures and one product line.
Are suppliers exposures integrated in the decision to select the
suppliers?
Opinion Percentage
Yes 70
No 30
Total 100

INERPRETATION
From the above graph it is clear that the 70% supplier exposures
integrated in the decision to select a supplier and 30% not exposures
integrated decision the supplier.
Have you developed supply chain risk mitigration strategy?

Opinion Percentage
Yes 60
No 40
Total 100

INTERPRETATION
From the above graph it is clear that the 60% developed supply chain
strategy but 40% not developed.
Are your critical suppliers willing to partner or are partnered with
you to mitigrate the risk ?
Opinion Percentage
Yes 80
No 20
Total 100

INTERPRETATION
From the above graph it is clear that the 80% willing to partner or are
partner with risk and 20% willing to partner.
Do you have any other strategy to deal with suppliers who are not
willing to partner with you?

Opinion Percentage
Yes 75
No 25
Total 100

INERPRETATION
From the above graph it is clear that the 75% other strategies do deal
with suppliers and 25% not other strategies to deal with suppliers.
 FINDINGS

❖ Out of 50 valuable customers of Britannia’s 28 customers are

male and 22 customers are female. They are regularly using the
Britannia Industry Products in his/ her regular life and they are
very satisfied with the product price and services of Britannia’s.

❖ Out of 50 valuable customers 50% of customers belongs to 41-

50 age slab, 30% customers belongs to 31-40 age slab and 20%
of customers belongs to 20-30 slab.

❖ Out of 50 valuable customers 50% of customer belongs to Self

employed category, 30% customers belong Pvt Employed and
20% of customers belong to Govt Departments.

❖ Out of 50 valuable customers 50% of customer belongs average

family monthly income around 20 thousand and above, 30%
customers belong to average family monthly income around 15
thousand and above and 20% of customers average family
monthly income around 10 thousand and above.

❖ Out of 50 valuable cutomers 60% of customer belongs urban

area and 40% customers belong to rural Area.

❖ Out of 50 valuable customers 84% of customer are aware about

the promotions schemes of Britannia’s and Indian Govt
Subsidies Schemes. But 16% of customer are not aware about
that.

❖ From the chart that 24 employees are working for more than 10
years. Even no. of employees working between 5-10 years are
15. This shows that the operation management process in
Britannia Industry is very smooth and most of the employees
are regular follows the organization rules and regulations. This
indicates that employee are satisfied and their respondent were
 interviewed and it was found that employee to know while they
are continuing in their company for more than 10 year and
followed that they are overall satisfied.

❖ 50% of employees express as a good environment remain and

as per employees the process of operation management is very
smooth. From the remaining 50% about 40% says a satisfactory
job environment only about 10% feels bad working environment
is there. There are not satisfied with the way they are given the
work. They feel there is the bias is there.
 SUGGESTIONS

❖ Optimize company-owned inventory

Check the quantity of the company-owned inventory. Keep
exactly what you need; nothing more than that. The cost of
holding and storing inventory is quite high. Inventory holding
costs could represent almost 60 percent of an item’s cost that is
held in inventory for one year.

❖ Improve Distribution Network

Grouping charts, graphs, and similar documents together. This
helps in observing the processes for any specific company
function. It also focuses on understanding how the components
work in tandem.

❖ Make a Supply Chain Council

The council’s aim is to give directions and align the supply chain
strategy with the company’s core goals. The council helps in
removing barriers within the organization. It also improves the
business’s cross-functional communication. It creates
opportunities for leaders to provide effective supply chain
management in future projects.

❖ Integration of areas
With the integration of areas, it is possible to obtain more
information about the processes and, consequently,
improvements in the distribution of products. Integrated
logistics manages to make management more strategic through
tools that optimize this process.
 CONCLUSION
Supply chain management is an exciting and important area of study.
Specialist companies are able to save the world’s leading business
large amounts of money, time and effort by creating an effective
supply chain. Next time you see a new product you will be better able
to appreciate that the high quality of the product and its value for
money are not only a result of high quality design and engineering,
but also a direct result of lean production, just-in-time methods and
premium supply management.

A channel of distribution should be determined by customer buying

patterns, the nature of the market, product, the middlemen and the
company itself. To select a channel of distribution, a company should
follow mainly- three ‘C’s – Channel control, market coverage and cost
of the distribution.

HYPOTHESIS TESTING
H0 :- There is no dependence of Britannia Company on channels of
distribution & Supply Chain management.

H1 :- There is dependence of Britannia Industry on channels of

distribution & Supply Chain management.

Form the above study it is concluded that there is a dependence of

company on channels of distribution & supply chain management
hence Null hypothesis is rejected.
 ANNEXURE

1. GENDER
• Male
• Female
2. AGE
• 20-30
• 31-40
• 41-50
3. OCCUPATION
• Govt. Employees
• Pvt. Employees
• Self Employed
4. MONTHLY (FAMILY) INCOME
• 10000 and above
• 15000 and above
• 20000 and above
5. Are you from the urban area or rural area?
• Urban Area
• Rural Area
6. Are you aware of the promotions activities launch by the Britannia
Industry Schemes?
• Aware about the schemes
• Not Aware
7. How long you are working in the organization?
• 0 – 2 Years
• 2 – 5 Years
• 5 – 10 Years
• More than 10 Years
8. Are you comfortable with the Supply Chain Process in Britannia?
• Good
• Satisfied
• Bad
9. What are processes of implementation of new Supply Chain
Process?
• Top Management Decision
• Branch Manager Level
• Both
10. Do you know who your critical suppliers are what exposures they
face for at least one product line?
• Yes
• No
11. Are supplier exposures integrated in the decision to select a
supplier?
• Yes
• No
12. Have you developed supply chain risk mitigation strategy?
• Yes
• No
13. Are your critical suppliers willing to partner or are partnered with
you to mitigate the risk?
• Yes
• No
14. Do you have other strategies to deal with suppliers who are not
willing to partner with you?
• Yes
• No
 REFERENCES

BOOK NAME
• Operations Strategy (Paperback) by Michael Lewis (shelbed 2
times as operations management)
• Operations Management (Hardcover) by William J. Stevenson
(shelved 1 time as operations – management)
• Services Operations Management (Paperback) y Christine Witt
(shelved 1 time as operations – management)

WEBSITES
• Search.clinck.in
• www.operationmanagement.com
• www.britanniaindustry.com