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MBA - Pure Fiji - Case study presentation for MBA 434 South Pacific Business Environment
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MBA - Pure Fiji - Case study presentation for MBA 434 South Pacific Business Environment

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MBA 434 South Pacific Business Environment @ The University of the South Pacific …

MBA 434 South Pacific Business Environment @ The University of the South Pacific
http://www.usp.ac.fj/index.php?id=mba434

This was to cover the required Case study (10%)
In groups of four or five people you will analyze a case study and apply tools presented during the lectures. From the 11 case studies we chose: Pure Fiji

The course covers key issues relating to the South Pacific business environment. Corporate social responsibility, regionalism, utilisation of natural resources, impacts of culture on business problems, labour relations, government support for business privatisation and the consequences of foreign investment will be considered. The relationships of business, culture and the natural environment, commercial law, as well as the ethics of various viewpoints and practices constitute major themes.

(many of the assumptions made in this presentation were supposition and not based on Business Intelligence or Research)

Students:
Stuart Gow
Archana Singh
Maxine Valentine

Date: January 2013

Published in Business , Economy & Finance
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  • Smaller nuts go though a special aging process to ensure their potency.
    Finally the oil is finely filtered resulting in the finest oil available.
  • High quality standard & quality control

    Efficiency in inventory with Just in time management

    Established and locally sourced Human resource management

    Locally sourced and loyal Supplier relationships

    Located in capital city gives Skilled and efficient labour
  • Sell the company for a profit
    Public offering (IPO) on SPSE
    Tax free zones in Fiji for expansion

Transcript

  • 1. Case Study : Pure Fiji Exports Ltd. Group 2 Archana Singh S99000405 Maxine Valentine S97002304 Stuart Gow s11100919
  • 2. Scope • Background • Products • Company Structure • Financial Structure • Operations • Marketing & Suppliers • Sustainability Policy • SWOT & Issues • Solutions & Recommendation
  • 3. BACKGROUND
  • 4. Background • 2000 – Company formed as Home Business – Initial Primary Clients- Airlines & Hotels • Primarily an Export Company to USA • 2001 - Kitchen to Factory • 2004 – Extension of Factory
  • 5. PRODUCTS Pure Fiji & Reniu Ranges
  • 6. Brands • Branded body care products • 3 Brands –Reniu brand –Mana‟ia –Pure Fiji
  • 7. COMPANY STRUCTURE
  • 8. Pure Fiji Exports Ltd • Fully Fijian Owned • Limited liability company • Family owned, managed and operated : – Ms Gaetane Austin – Ms Andree Austin
  • 9. FINANCIAL STRUCTURE
  • 10. Financials • All financials estimates – Private Company not req’d to publish • Total estimated value of investment : FD$5,000,000 • Equipment Value : FD$1,000,000 • Initial Establishment Costs 1995 – FD$8,000
  • 11. OPERATIONS & QA
  • 12. Operations • New Factory large • Runs only 1 shift daily • Very manually managed • No proprietary processes
  • 13. Just in Time Ops • JIT operations management is used • Suppliers assisted for consistency • DHL coordinated by company to ensure fast delivery
  • 14. Quality Assurance • Extremely important • High End products • Customer very fussy • Eye for detail • ISO and USA FDA approvals needed
  • 15. MARKETING & SUPPLIERS
  • 16. Marketing Strategy • Exclusive Distributors • Word of Mouth • Gift Items- Grammy & Emmy awards • Factory outlet • E-Commerce - Website
  • 17. Distributors • Exclusive distributor agreements • Well established, loyal • Boutique spas • Not mass marketed
  • 18. SUSTAINABILITY & CSR
  • 19. Social Responsibility • Education: Student scholarships • Community Suppliers: –Paper makers –Cold pressed nut oils –Basket weavers
  • 20. Sustainability • Locally sourced Raw Materials • Local Pacific Nuts • Local Virgin Coconut Oil • Drying process Solar
  • 21. SWOT
  • 22. Strengths • High quality standard & quality control • Just in time management • Human resource management • Supplier relationships • Skilled and efficient labour
  • 23. Strengths cont. • Exclusive distributors – well established, loyal • Established high-end brand • E-commerce • Multi Award winning
  • 24. Weaknesses • Suppliers unreliable • Inconsistency of coconut oil • Current MD/CEO is aging • Family based structure, no succession planning
  • 25. Weaknesses cont. • Company does not “want” to expand • Factory very “manual” – Needs automation & technical upgrade
  • 26. Opportunities • Products for men • New geographic distribution areas –China! • Diversification of Spa offerings
  • 27. Opportunities cont. • Sell the company for a profit • Public offering (IPO) on SPSE • Tax free zones in Fiji for expansion • Acquisition of Competitors for Regional Expansion
  • 28. Threats • Competition from lower price items – Vanuatu, Fiji, Samoa, Tahiti… • New fashions in skin care • Distance from customers – Fiji a long way away from USA
  • 29. ISSUES
  • 30. Issues… Lack of Succession Planning • Current management aging • Small board, not broad experience • To remain family owned?
  • 31. Issues… Limited Production Capacity • Current factory – no space for expansion • Workforce – Need to double to add a full shift
  • 32. Issues… South Pacific Copycat Competition • New Caledonia, Tahiti, Vanuatu, Samoa • Products not unique or difficult to reproduce
  • 33. POSSIBLE SOLUTIONS
  • 34. Succession Planning • Restructure the company • Add middle management • Expand current Executive to a Board
  • 35. Expand Operations • Add another shift • Look at another factory location • Possible to buy out neighbors?
  • 36. Sell Company • Possible to maximise profit to owners –Launch on SPSE –Possible Private Investors –Possible buy-out by larger firm
  • 37. RECOMMENDATION Recommendations for Pure Fiji’s next 5 year plan….
  • 38. Recommendation To make next step in Company Growth • Restructure & Rejuvenate Management Structure • Achieved at same time as attracting further investment/funding through one of 2 methods
  • 39. Investment Recommendations Launch on SPSE • Current owners maintain majority share of company • Attract major investment in country • Enlarge Board of Directors • Achieve personal income from share sale Private Investors • Search locally • Possibly same bodies as SPSE • Maintain confidentiality • Maintain controlling share • Enlarge Board of Directors
  • 40. Pure Fiji Export Limited A Skin Care Company In Harmony With Nature And Culture
  • 41. Case Study : Pure Fiji Exports Ltd. Group 2 Archana Singh S99000405 Maxine Valentine S97002304 Stuart Gow s11100919
  • 42. References • Austin, A. Director. Pure Fiji Export Limited, Suva. Personal Communications • Frodey, C., Naidu, Y., 2008, Pure Fiji Export Limited: A Skin Care Company In Harmony With Nature And Culture, Journal of Business Case Studies – February 2008, Volume 4, Number 2 • Chaudhari, A. 2002. Harnessing Local Skills. The Review, February, 18. • Gremler, D.D., Gwinner, K.P., Brown, S.W. 2001. Generating Positive Word-of Mouth Communication through Customer-Employee Relationship. International Journal of Service Industry Management. Vol. 12, No1, Pg. 44-59. • Kavaliku, L.2000. Culture and Sustainable Development in the Pacific, In Hopper. A. (ed.), Culture and Sustainable Development in the Pacific. The National Centre for Development, Canberra. • Kuratko, D.F., Hodgetts, R.M. 2001. Entrepreneurship – A Contemporary Approach. 5th Edition. Harcourt College Publishers, Orlando. • Pure Fiji Limited, Pure Fiji Home Page http://www.purefiji.com (2013) • Yoffie, D.B and Michael, A.C. 1999. Judo Strategy – The Competitive Dynamics of Internet Time. Harvard Business Review, January –February, Pg. 71-81