REI Agro SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1063
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SWOT Analysis of REI Agro with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

REI Agro

Parent Company

REI Agro Limited

Category

Food (Rice) Processing

Sector

Food and Beverages

Tagline/ Slogan

-

USP

The company has set up the largest and the strongest procurement network for procurement of basmati paddy from farmers

STP

Segment

Food processing segment

Target Group

Households/restaurants/retail outlets

Positioning

Offer the best quality of rice globally

SWOT Analysis

Strengths

1. With a wide network of distributors throughout the country, the company has marked a dignified presence in states like Maharashtra, Gujarat, Delhi, Uttar Pradesh, Rajasthan, Haryana, Tamil Nadu, Andhra Pradesh and Karnataka
2. The company enjoys a preferred buyer status with the farmers on account of the relationships built over a period of time
3. The setting up of fully integrated rice processing facilities by REI Agro gives it a competitive advantage over other small Basmati processor
4. It follows an integrated business model and is equipped with the latest technology available globally. The state-of-the-art facilities and ISO 9001:2000 conforming to quality standards have resulted in superior quality grain at an excellent value proposition

Weaknesses

1. Basmati rice requires storing inventory – thereby necessitating huge capital requirements
2. Duty levied on export of basmati from India
3. Drop in capacity utilization due to substantial capacity ramp-up
4. High interest costs

Opportunities

1. Increase profitability through changing sales mix
2. Focus on branding and yield improvement
3. Expand to other states and export to other countries

Threats

1. Unfavourable weather & harvesting conditions
2. Exchange rate fluctuations
3. Regulatory developments

Competition

Competitors

1. ADF Foods Ltd

2. Agro Dutch Industries Ltd

3. ANS Industries Ltd



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