strategic group analysis of maliban biscuits (mfg) ltd
TRANSCRIPT
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Strategic group analysis of Malibanbiscuit (MFG) Ltd
Group no 6
Marketing management 2010/2011Sabaragamuwa UniversitySri Lanka
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content
• Introduction• Current position of Maliban Biscuit (MFG) Ltd• Strategic group analysis• Solutions/ Strategies
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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
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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
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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
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Strategic group analysis
• Indirect competitors– Threat of substitutes
-Home made foods-Bakery by products-Freshly fried items( wade, samosa)-Cake manufacturers
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Strategic group analysis
• Potential competitors-Threat of new entrants Ex: Uswatte company, lucky yogurt company, nestle company-Pop corn snacks, potato chips,papadam
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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)
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Solutions/ Strategies
• Increase the market share
• Increase the brand awareness and attraction via promotions
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• Increase the availability by focus on more distribution channelsEX: In most of the rural areas Mic Mac, Cherish, Sunrich,
Maam, Munchee
• Entry barriers
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Maliban biscuits
27
28%
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Maam products
31
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Daintee biscuits18
19
Luckyland 18
Diana
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6
others
13
6
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Munchee biscuits
5260%
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