MTR FOODS- A MARKETING MARVEL
Swot analysys
INTRODUCTION:
Mavalli tiffin rooms commonly known as MTR is in Bangalore. It is a food brand
and leading manufacturer of processed food in India. Its parent company is ORKLA, a Norwegian company. It provides wide range of products. It has 6 branches across the city and has branches in Singapore, Dubai, Moscat. It was founded by Yagnanarayana Maiya and his brother in 1924. MTR holds a record of being the first fast food restaurant in the world to serve 21000 people in 7 hours. It is a very successful company because it focuses on customer’s needs wants and demand. The USP of MTR is their quality of product and they provide value for customers in the process of revenue to the company.
STRENGTH:
Ø Flexibility and ability to identify opportunity from dynamic external environment (SLEPT) e.g. Evolution from MTR tiffin to RTM (ready to make masala ingredients), Ready to cook (RTC) like upma, idly, dosa etc.
Ø Ability to understand industry environment demand drivers that dominates food industry i.e. food habits and food consumption of consumers.
Ø It provides pure vegetarian food and it paid more attention to cleanliness and food quality.
Ø It brought the packaging technology where no preservatives added to the food while packaging. It also ensures the food in the packets retains crispiness and freshness.
Ø It ensures to retain homemade aroma, taste, and flavour.
Ø MTR is certified with (HACCP) which is a rigorous standard of food safety and hygiene
Ø MTR has opened its fast food restaurants on franchisee concepts called MTR Super Shops and these are in most cities and towns of India. It also comes into the e-commerce platform as a venture to move with changing times.
Ø It also increases is brand visibility through the campaigns via television, magazines newspapers and social media platforms and they are easily available in the supermarkets, hypermarkets, discount stores, grocery stores.
Ø Pocket friendly and affordable rates will help the company in reaching further markets.
Ø First company to introduce frozen dosa, frozen products and also first to bring ice cream vending machine in India.
WEAKNESS:
Ø Give less importance to the ambiance.
Ø 100% vegetarian, so nonveg eating people couldn’t consider this as an option.
Ø Many people think that ready-made food is not as good as the food which they prepare in the house.
Ø Since it is providing packaging technology where preservatives are not added so it can be a major challenge.
THREATS:
Ø The threats for the company is the competition from other companies which are in the same segments in which MTR is in. As due to this MTR must increase the promotion and its cost raises so it won’t be able to provide the price in which it is providing earlier.
Opportunities:
Ø Government initiative gives a direction to industry to sustain in long term with quality standards, and MTR’s USP is quality of its product.
Ø Indian food processing industry accounts 32% of country’s total food market, so MTR has a huge market.
Ø Huge potential and promising future in organised food business
Ø As MTR also enter the e-commerce platform so it is beneficiary for them as this online delivery industry is growing at 150% year on year.
CONCLUSION:
MTR is truly a marketing marvel as it has all the things which a company need to get successful. It has change with the time as it has done by coming into the e-commerce platform. It has made itself brand by giving what customer need that is quality and hygiene, due to this it has created a strong customer loyalty. Even in this new time where there is a cut throat competition MTR is able to create its own place and able to compete with its rivals.
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