25. Strength Weakness Opportunity Threat (1) Annual Growth of 6% in rural and 24% Urban (2) Changing consumer preferences (3) Increasing demand for sugar free biscuits (4) Increasing purchasing power among rural folks (5) Low per capita consumption (6) Increasing education and awareness about brands (7) Improved infrastructure in rural area (1) Hike in cost of production resulting hike in raw material cost (2) Increasing distribution cost (3) Growing competitive products (local Bakery) (4) Spurious product in rural area (5) Regional products replacing biscuit