strategic group analysis of maliban biscuits (mfg) ltd
TRANSCRIPT
Strategic group analysis of Malibanbiscuit (MFG) Ltd
Group no 6
Marketing management 2010/2011Sabaragamuwa UniversitySri Lanka
content
• Introduction• Current position of Maliban Biscuit (MFG) Ltd• Strategic group analysis• Solutions/ Strategies
Introduction
• The Sri Lankan biscuit market is split between 36 companies at an estimated 60,000 MT of biscuits per year
• Maliban and its main competitor account for roughly 87% of this share
Current position of Maliban Biscuit (MFG) Ltd
• Renowned as one of the largest biscuit making units in South Asia• It has 74,000 outlets island wide stocking its products• company has achieved 28 % growth in volume• currently it has a network of over 140 distributors making its products
available in every nook and corner of the country.• Maliban’s major competitor is Munchee biscuits
Strategic group analysis
MARKET
SHARE
NUMBER OF PRODUCTSLOW HIGH
HIGH
MARKET SHARE( 100%)LOW- BELOW 15%MEDIUM- BETWEEN 16% & 30%HIGH- ABOVE 30%
NUMBER OF PRODUCTSLOW- BELOW 15MEDIUM- BETWEEN 16 & 40HIGH- ABOVE 40
30
15
20 50
Strategic group analysis
• Indirect competitors– Threat of substitutes
-Home made foods-Bakery by products-Freshly fried items( wade, samosa)-Cake manufacturers
Strategic group analysis
• Potential competitors-Threat of new entrants Ex: Uswatte company, lucky yogurt company, nestle company-Pop corn snacks, potato chips,papadam
Solutions/ Strategies
• Focus on more R&D and widen the product lineEx: Nutrition or fiber food, Green veg cracker( Maliban papadam biscuit, potato chips biscuit)
Solutions/ Strategies
• Increase the market share
• Increase the brand awareness and attraction via promotions
• Increase the availability by focus on more distribution channelsEX: In most of the rural areas Mic Mac, Cherish, Sunrich,
Maam, Munchee
• Entry barriers
Maliban biscuits
27
28%
Maam products
31
Daintee biscuits18
19
Luckyland 18
Diana
6
others
13
6
Munchee biscuits
5260%