IT for Strategic Planning

1. Business Strategy of Maliban Biscuit
Manufactories (Pvt) Limited
ITSP Group Assignment

2. GROUP MEMBERS
• W.M.J.H. Fernando – MS18901290
• K.M.S.H. Karunaratne - MS18908152
• K.D.R.S. Perera - MS18907926
• T. Bandara - MS18908084
• C. D. N. Fernando - MS18911572
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3. AGENDA
• Biscuit Industry of Sri Lanka
• Company Background
• Products
• Mission
• Objectives
• Strategies Used
• Situational Analysis
• Proposed Business Strategies
• Proposed IT Strategies
• Summery
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4. BISCUIT INDUSTRY OF
SRI LANKA
Today the biscuit industry in Sri Lanka is over 55,000 metric tons and worth about Rs
8.5 billion (US dollars 85 million). Innovation at its peak, better products continue to
emerge and several rural and suburban brands have recently entered the market with
good packaging and quality products and have niche volumes of under 1%. Now some
49 brands constitute 10% of the market. The industry framework is still duopolistic with
two brands owing 90% of the market.
However, the biscuit industry in Sri Lanka is still growing. Demands for biscuits and
cookies are still growing in Sri Lanka. Though there is a huge ongoing demand in Sri
Lanka, there is still not much variation in product lines. The major two companies serve
kind of same types of biscuits and other small companies are also following them.
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W.M.J.H. Fernando – MS18901290

5. COMPANY BACKGROUND
 Maliban is the pioneer biscuit manufacturer of Sri Lanka
 The visionary founder Angulugaha Gamage Hinnyappuhamy
 Maliban manufactures a range of crackers, cookies and wafers, sold in over 100,000
stores in Sri Lanka.
 They reach extends to more than 35 countries across 5 continents
 Maliban is an ISO 9001, ISO 14001, ISO 22000 and OHSAS 18001 certified company
 Company team consists of over 1,250 employees
 Mr. A G R Samaraweera is the current Chairman
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W.M.J.H. Fernando – MS18901290

6. COMPANY BACKGROUND
CONTD...
Then Now
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W.M.J.H. Fernando – MS18901290

7. PRODUCTS
Cracker range Cream range
Puff range
Savory range
Sweet range Gift Assortment range
Health & wellness range
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W.M.J.H. Fernando – MS18901290

8. PRODUCTS CONTD...
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W.M.J.H. Fernando – MS18901290

9. MISSION
To win the Hearts and Minds of Consumers by delivering food
propositions with exceptional quality, safety & value whilst being
environmentally & socially responsible, creating employee satisfaction
and returning optimum value to stakeholders
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K.M.S.H. Karunaratne- MS18908152

10. OBJECTIVES
● To Support Sales proliferation
● To Encourage experiment(New Brand)
● To Create Awareness
● To Inform about a feature or benefit
● To Remind
● To Support
● To create an image
● To modify attitudes
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K.M.S.H. Karunaratne- MS18908152

11. STRATEGIES USED
• Maliban basic skills, when needed and promptly eating consumers'
money at cheaper rates.
• Maliban competitive advantage is to focus on the concept of biscuit
and snacks across the food world.
• Maliban worldwide recognition of the brand is one of Maliban
competitive advantages. Maliban competitive advantage is to
identify the brand name. Maliban brand is well known in many
markets both nationally and internationally.
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K.M.S.H. Karunaratne- MS18908152

12. STRATEGIES USED
• A pretty record from the business intelligence section is that the top corporation known
as Maliban.
 Pricing
 Internal factors
 Distribution
 Promotion
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K.M.S.H. Karunaratne- MS18908152

13. SITUATIONAL ANALYSIS
Micro Environment
• Bargaining power of supplier
Probably the bargaining power still remain high because they keep the relationship with suppliers in
international context, so being Sri Lanka like small quantity of purchase cannot have the power to
keep with Maliban. But for some of ingredients supplies the Maliban Company keeps its power over
supplier as they have having the contacts in Sri Lanka Context.
• Bargaining power of Customers
For individual customers, the bargaining power retains still low and the company’s branding, product
value proposition plays a major role in having the bargaining power with Maliban Company but as this
company moves to some of the B2B customer segments like supermarkets, restaurants and big hotel,
they have some struggling to keep the bargaining power with them and some powerful B2B branding
campaign, personal selling and key account management campaign needed for the Maliban
Company. 13
K.D.R.S. Perera- MS18907926

14. SITUATIONAL ANALYSIS
CONTD...
• Threats of New Entrance
From Sri Lanka context, it will take long time to establish a biscuit company locally but if we think of the international
and global context, we have to be aware of some international prospects such as acquisitions, merging situation and
other forms of joint venture which directly come into Sri Lanka for starting the business.
• Threats of Substitute
Lots of substitute products are available for the biscuit market, such as snacks, chocolates etc. how the Maliban
company will tackle the situation of over substitute products is through continuous value addition and proper value
propositions of offerings.
• Competitions amongst rivalry
Tiger and fierce competition taking place on the biscuit market, although company manages through the situation of
increased value proposition and continuous new product development.
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K.D.R.S. Perera- MS18907926

15. SITUATIONAL ANALYSIS
CONTD...
• Macro environment – PEST analysis
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K.D.R.S. Perera- MS18907926

16. PROPOSED BUSINESS
STRATEGIES
1. Getting and Staying Profitable
Maintaining profitability means making sure that revenue stays ahead of the costs of doing business.
Focus on controlling costs in both production and operations while maintaining the profit margin on
products sold.
2. Productivity of People and Resources
Employee training, equipment maintenance and new equipment purchases all go into company
productivity. The objective should be to provide all of the resources the employees need to remain as
productive as possible.
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T. Bandara - MS18908084

17. PROPOSED BUSINESS
STRATEGIES CONT.
3. Excellent Customer Service
Good customer service helps you retain clients and generate repeat revenue. Keeping the customers
happy should be a primary objective of the organization. Maliban has been able to understand and
delight consumers of all age groups by continuous improvement and innovations over the years with
its innovative biscuit range.
Maliban company provides quality and safety assured products that win the hearts of all age groups.
Maliban continuously improves its quality management systems and promotes strategic direction that
enables the company achieve quality whilst compiling with international food regulatory standards.
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T. Bandara - MS18908084

18. PROPOSED BUSINESS
STRATEGIES CONT.
4. Sustainable Growth
With a global reach of over 35 countries Maliban produces over 25 million packs of biscuits
every month at its state-of-the-art manufacturing facility. Products are manufactured under
stringent hygienic conditions.
5. Staying Ahead of the Competition
A comprehensive analysis of the activities of the competition should be an ongoing business
objective for the organization. Understanding where the products rank in the marketplace helps
the company to better determine how to improve the standing among consumers and improve
the revenue.
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T. Bandara - MS18908084

19. PROPOSED BUSINESS
STRATEGIES CONT.
6. Reaching the Right Customers
Marketing is more than creating advertising and getting customer input on product changes. It is
understanding consumer buying trends, being able to anticipate product distribution needs and
developing business partnerships that help the organization to improve market share.
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T. Bandara - MS18908084

20. PROPOSED IT STRATEGIES
• Maliban Biscuit Manufactories has implemented a state-of-the-art Enterprise
Resource Planning (ERP) platform to streamline their business processes and
thereby maximize their efficiency.
• Maliban is the first company in Sri Lanka to adopt the Business Suite 4 SAP HANA
(SAP S/4HANA), which will make a significant contribution in making the business
processes more productive by streamline input operations and bring innovation
through mobility.
• With latest machinery and integrating modern technology they can introduce new
products to the market, updating their manufacturing plants into the manufacturing
process were some developments that resulted with the technology growth.
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C. D. N. Fernando - MS18911572

21. PROPOSED IT STRATEGIES
CONTD...
• Introduce an automated and faster process to synergize the functions of all
departments.
• Maliban also plans to use SAP to experience the best of business analytics and data
visualization tools for better business decision-making.
• With analytical information becoming a decisive factor for modern businesses, SAP
S/4HANA can be use to equip itself with more in-depth and dynamic analyses of the
market and customer demand trends. This will prepare the organization to face the
challenges of the future more effectively and efficiently.
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C. D. N. Fernando - MS18911572

22. PROPOSED IT STRATEGIES
CONTD...
● SAP S/4HANA is designed to drive business innovation with simplicity by
connecting people, devices and business networks in real time to support the
development of new business models. It also offers cloud, on-premise and
hybrid deployment options to provide maximum choice to businesses.
● ERP platform enables Maliban to link with their business partners enabling real
time order generation helping both suppliers and distributors manage optimum
stock balances.
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C. D. N. Fernando - MS18911572

23. SUMMERY

24. THANKYOU…
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