Corporate Level Strategies

Strategic Planning is a management implement that help a company spotlight its power, make sure that employees of the company are working towards the same goal, and assess and remedy the organization’s directions in response to changing environment. In other hand strategic planning is a disciplined effort to produced fundamental decisions and action hat shape and guide what an organization is, what it does and why it does it, with focus on the future.

The corporate strategy level of the Raigam which deal with Business growth, Organization Stability with changing environment and retrenchment to gain more financial benefit.

Foremost 7 places of interest of Raigam corporate level Strategic Visions

1. Resource allocation across multiple markets
2. New investment to escape from undesirable or unattractive industry environment
3. Company overall orientation toward growth and stability
4. Enhance shareholders value /Ensure all stakeholders interests are considered in corporate decisions
5. Ensure effective information’s, control risk management and audit system are in place
6. Promote an organization culture that encourage ethical conduct
7. Formulate and communicate business policy and strategy to assure sustained growth and to monitor its implementation

In niteen decade Raigam obviously popular for Soya meat product , End of the decade they understand the market saturation by existing product and to long term survive the company that they change them strategic position to Multiple product strategy. As a results Raigam Diversify its business to produce related variety of food product and expanding its market share.Busicuit manufacturing and Wheat floor noodles manufacturing most successful examples could be hilted. Vast manufacturing , Research & developments and engineering capabilities were key successful factors were influenced to produced customer convenience high quality food products.

Raigam had being broader expansion visionary way , they growing window turn to Non related diversification as well. Dr Ravi Liyanage (Chairman /CEO ) the person who started the business , believe that getting high risk can Return higher the benefit. In the year 2013 they started Raigam Subsidiary company “Dream Life Science (Pvt) Ltd’’ to manufacturing cosmetics items. Arya Sanitary napkin one of the most famous product. Raigam Herbal Remedies (Pvt) Ltd another subsidiary of Raigam group which is manufacturing Herbal product. They come into to furniture business as well very recently but they acquiring expected level revenue in the initial stage of product introducing.

In 2007 Raigam having 25 % market share for Cristal salts and iodize table Solts. To captured the further market share that main barrier was row salts supply chain .Even main Supplier Puttlam Salt Pvt Ltd thus not sufficient to cater the Raigam Row salts demand. Raigam cooperate management evidently understand what is the key success factor of salt industry, as a results 2008 they started construction works for their own Salt terns base on Puttalam, Hambanthota and Trincomale. In present they used own Raw Salts for packaging and Refineries Operations without any threat for Raw materials . High quality, iodated Crystal Salt, in consumer packs as well in bulk form is offered to the consumers at very reasonable price. At the moment they completed 65 % of part salterns construction works balance to take Completed in 2020.This most delightful Example for Back ward Vertical integrations in Raigam growth History .N ext Hihghlit is starting PVD (Pure Vacume Dried) Salt manufacturing behalf of Importing in India. This two intergartion raigam salt bisiness drive to very enrich position with Market stabilizations.

Raigam Forward Vertical intergartion can be highlited by Subsidary of Venus Consoliidated (Pvt) Ltd which it facilate all whole sale business of raigam product behalf of full engage with third parties to sell theire product.

Raigam acknowledge synergy. One activity benefits another and the chain goes on . This saves time, human resources and other property, they all team driven by one vision ,Raigam Corperate Vision .

Business Level Strategies

To achieve better value e that is familiar by the customer, Raigam desires to provide unique and superior value to the customer in terms of its products quality and value added up service .All around Business level strategies focused on both producing closely related product and diversified product.

Closely related product

It is appropriate to relate differentiation starteghy to the Raigam FMG company as the organization goals is very straight forward, Which is ‘To create a seamless Kingdom with the citizens delighted with their nutrition and health’.Raigam has always forcussed on providing suprrior, healthy and nutrition food by expanding there icon brands in simple meals. Raigam Business level stratgical view forcussed to continouse product quality improvent with balancing the cost of operations. Nowadays there are increasing numbers of consumers who are very concerned with nutrition values of food they eat. Raigam superior research abilities has been taking advantage of avenue and further develops the product categories.

100 % Rice base product are pivotal to Raigam long term success because Srilanka Having Rice Base food Culture. Majority of Srilankans diets are comprised rice , rice floured or rice by products. Therefore raigam Rice base products have differentiated themselves with many Rivals in the Market.

Beside, Raigam well perceive that creating quality product begins with quality ingredients.When purchasing all ingredient they strictly followed transparent quality assurance procedures both Suplier and themselves side. When selecting new supplier implemented to depth assessment up to the chairman level.

Raigam Product conglomerate they have kept sign different product features in product vise each and every product category to gain completive advantage with rival substitute product in the market. As well they have well concern of customer feedback to rectify the organization miss align with correct path.

Raigam PVD salt plant and Purify plant located at putalam as well packaing factory base on Colombo. Almost distance over 200 km each other, to cut down the transport cost they already have plan to fixed further PVD salt and Purifying manufacturing plants in Hambanthota and Trincomalee in the year 2021.It will help to reduced the operational cost and price come up with low to enhance company Market share with competing Rivals firms.

Diversified product

Srilankan culture more concern to used herbal product since ancient time like Aryurweedhic product .Raigam take this opportunity to captured herbal medicine market segment to enhance there revenue growth. Furniture manufacturing and cosmetic product launchers which was gain to more contribution to company revenue as a part of Diversified product.

Operational Strategies

An operational strategy is a necessary element for a business and supports the firm’s corporate strategy, in other hand methods companies reach theire objective.

1. 1. Product design

This intention in this strategic decision area is to widen product that suit the company. Raigam process management attends to product improvement issues and challengers. Success is achieved through unremitting innovations to address consumer’s expectations. Raigam marketing mix the higher varity of consumer goods creates a complex set of need for this decision area. Example, the company must maintain high productivity in developing new variant soya meat products.

1. 1. Quality Administration

In this strategies decision area , quality team deal with pleasing consumers exceptions on product excellence. Raigam approach involves implementing quality standards in operation process to satisfy goods quality necessities. These operation management standard are based from Raigam Market research information’s, and conventions in the food industry

1. 1. Process / Capacity design

In this strategic choice area is to guarantee adequate recourses and expand processes to sustain production. Raigam applies Automations in most of the production processes. Approach is to maximizes operational efficiency and productivity. They regulate production capacity to address fluctuation in demand based on seasons .furthermore, Raigam conducts usual evaluations of process and capacity requirements to maintain business productive manner to minimizing operational threats.

1. 1. Location

Raigam aims to diminish production costs and transport cost of its consumers goods to reach target marketplace. The company maintain facility locations that optimize proximity to labor markets, target customers as well as suppliers.

1. 1. Supply chain

All the way through this strategic area, must ensure that supply chain support company strategic view. Operational efficiency of Raigam’s supply chain is maintained through continuous monitoring and proactive problem solving. Company supply chain supported to business performance and adds to the organizations strength.

1. 1. Human resources and job design

This strategic decision area of operations think about the enough of human possessions to support business operations, In this company characteristic, Raigam operation management directly influences human resources capability and financial performance of the food manufacturing and diversified business.

1. 1. Layout design

Company’s operational necessities are directly basis for layout design. Raigam presently maintain creative inventory operations through aisle layout that decrease the travel distance of customer goods across delivery facilities.