2. Synopsis
2007 Rohan Rathore joins SFFL
Sales in eastern region stagnated over the years
Downslide performance in Bihar
SFFL pumped money and planned a turnaround
Structure : GM Area Managers Executives Supervisors and Production and
Accounts Staff.
SFFL relied on third party processors
Roma Varghese : Studied the condition of poultry farmers in India
Farming depended on three major aspects
Feed Type : ready/concentrate/homemade
Criticality of poultry farming
Capital Needs of Farmers and Terms of Trade
Channel Dynamics
Market structure
3. Problems faced
Sales Performance has been stagnant
Mortality rate of birds
Role of sellers or “cutters” have high bargaining power
with farmers
Seasonality and degree of disease incidence
Weather and environmental conditions
Sometimes due to price rise for raw materials, local
players compromise on quality
Role of competitors
4. RECOMMENDATIONS
Offer better credit period and attractive margins to
Stockists
Properly position regional and central distribution centers
Varghese and Rathore can operate more closely and
together come to a suitable conclusion on the prevailing
issue
Design a developmental program to educate poultry
farmers on the modern farming techniques, at the same
time they can advertise their feed.
