Contrary to what the company
name implies, CSMR (1994) Ltd.,
has been in existence for over
50 years. It was formerly known
as J. Cachia Caruana Ltd.,
however, in 1994 the proprietor,
Mr. Charles Sullivan, decided to
rename the company after his
four children - Caroline,
Steven, Mark and Richard.
CSMR (1994) Ltd., is based in
Malta and specialises in the
importation and distribution of
food products on an exclusive
agency basis. Its portfolio of
products contains brand names
that are renowned world-wide and
are well established within the
Maltese market. The list of
suppliers include; Pasta Zara
S.p.a., Northern Foods, Widriss
S.A., Trefin, Griesson de
Beukelaer GmbH, Dan Cake, Crich
Biscotti S.P.A., Forno Bonomi
S.P.A., Jacob Fruitfield Food
Group, Hebei Dongfang Green Tree
Co. Ltd., Groot, Veetee Rice,
Jacobsens Bakery, Candy
Connection, Grupo Dekora S.A., Dracco
Sweets S.A.
CSMR's corporate objective is to
increase its share of the food
market through continuous
improvement and commitment to
quality in the products it
imports and in the service it
provides. Indeed CSMR is
constantly adding and upgrading
its product range in so far as
it is within its capability to
do so and is in line with
business ethics. In addition, we
believe that as a service
company our human resources are
vital for our success and
therefore we take great care in
recruiting and training our
employees.
We at CSMR (1994) Ltd., also
undertake various marketing
activities to build and promote
the brands we sell and
distribute. According to the
case, we also draft detailed
marketing plans using our
expertise of the local market
and any recommendations from our
suppliers. Then, during the
year, we take great care in
implementing the plans and
accomplishing our goals.
During 1994 and 1995, a study
was undertaken to determine
CSMR's competitive position
relative to two of its major
competitors. The results
indicate that CSMR's competitive
strengths lie in its sales
force, the administration side
of the business and its outbound
logistics service. Overall, CSMR
was described as;
'more competitive than the two
major competitors within its own
segment of the market'
