strategic group analysis of maliban biscuits (mfg) ltd

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%