Meena sweets

1. 1
Assignment
On
Assessment of Meena Sweets using Porter’s Model for National
Competitive Advantage Diamond Model
Submitted by
Name ID
Irfanur Rahman 221051046
Syed Md. Ariful Alam 193051014
Asma – Ull - Husna 201051044
Musfika Rahman Misty 212051023
Naima Hassan 203051013
Submitted to
Sonya Hossain Firoz
Course Instructor
Course Code – BGE 501
Course Code – Business in the Global Environment
Program – MBA
University of Liberal Arts Bangladesh
9 September, 2022

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Letter of Transmittal
Date: 9 September, 2022
To
Sonya Hossain Firoz
Course Intructor
University of Liberal Arts Bangladesh
Subject: Submission of assignment titled “Assessment of Meena Sweets using Porter’s Model for
National Competitive Advantage Diamond Model”
Dear Madam,
We are extremely grateful to you for giving us this vital opportunity to make a submission of assignment
titled “Assessment of Meena Sweets using Porter’s Model for National Competitive Advantage
Diamond Model”. With immense pleasure, we are submitting the assignment; which was assigned to us
as a part of Business in the Global Environment course. We tried our level best to make the assignment a
complete one.
We consider ourselves extremely fortunate to prepare this assignment; but our efforts will be successful
if the assignment is satisfactory to you.
Thanking You.
On behalf of the group,
Yours Sincerely,
Irfanur Rahman – 221051046
MBA Program
University of Liberal Arts Bangladesh

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Acknowledgement
We would like to convey our sincere thanks to our madam, Sonya Hossain Firoz for this assignment. She
had been very kind and patient while suggesting us the outlines of this assignment. This assignment
helped us to apply the theoretical knowledge learned in the classrooms to real life situations. We would
also like to acknowledge the contributions of all others whoever has helped us to furnish this term paper
with all the relevant information.
Table of Contents
Page
Cover Page 1
Letter of Transmittal 2
Acknowledgement 3
Table of contents 3
Executive Summary 4
1. Introduction 5
2. Company Overview 8
3. Marketing Mix 12
4. Porter’s Model of National Competitive Advantage 14
5. SWOT Analysis 16
6. Findings 19
7. Recommendation 19
8. Conclusion 19
9. References 20
Appendix 21

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Executive Summary
Gemcon Group (Bengali: ) is a Bangladeshi diversified conglomerate based in Dhaka,
Bangladesh. It is one of the largest trading businesses in Bangladesh
Gemcon Group was established in 1979 through Castle Construction. It was founded by Kazi Shahid
Ahmed who is also the chairperson of the group. It is a family owned company. Ahmed's three sons are
directors of the company, Kazi Anis Ahmed, Kazi Inam Ahmed, and Kazi Nabil Ahmed. Meena Sweets is a
domain of Gemcon Group. Some of the businesses of Gemcon Group includes:
 Castle Construction
 Gemcon Limited
 Charka Steel Limited
 Kazi & Kazi Tea Estate, it sells Teatulia branded tea; the first organic tea in Bangladesh.
 Gemcon Food & Agricultural Products Limited (Meena Bazar)
 Meena Click (An online grocery shop)
 Meena Sweets
 Gemcon City Limited
 Gem Jute
 Gemini Sea Food
 Organic Care
 University of Liberal Arts Bangladesh
 Kazi Shahid Foundation
 Abahani Limited Dhaka
 Gemcon Khulna
 Meena Bazar (Super Store).
The assignment highlights the assessment of Meena Sweets using Porter’s Model for National
Competitive Advantage Diamond Model. Moreover, the assignment also focuses on the company’s core
competencies which helped the company to become a major player in the market. After comparing
various features, I have come up with findings and recommendation which discloses the area of
improvement so that it can increase its market share and growth in the future.

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1. Introduction
1.1. Origin
The assignment titled “Assessment of Meena Sweets using Porter’s Model for National
Competitive Advantage Diamond Model” has been made to fulfill a partial requirement of
Introduction to Business in the Global Environment course.
1.2. Background
This assignment helped us to apply the theoretical knowledge learned in the classrooms to
real life situations. We got an opportunity to know about what customers feel about Meena
Sweets. Working as a group, we tried to investigate the various aspects regarding the
company and tried to include all the necessary and appropriate details in our assignment to
give a complete overview about how the company can create advantage using Porter’s Model
for National Competitive Advantage Diamond Model and thus sustain in the market.
1.3. Scope
The assignment is prepared on Meena Sweets and the study is conducted in Dhaka, the capital
of Bangladesh.
1.4. Objectives
General Objective
The general objective of this research is to do an assessment of Meena Sweets using Porter’s
Model for National Competitive Advantage Diamond Model.
Specific Objective
The specific objectives of this research are outlined below:
 To understand the SWOT Analysis of the company.
 To understand pricing dynamics
 To understand product positioning approaches

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 To understand the obstacles and challenges to run the company
 To find out the source of raw materials to create products
 To have an idea about the company’s product lines
 To know about the competitor companies
 To understand the consumer perception of Meena Sweets
 To know the satisfactory level of customers
 To formulate strategy for sustainable growth of the company
 To give suggestions for formulating market strategy
 To find out the factors that influence a person to buy the company’s products
 To understand the business channels and target markets
1.5. Methodology
To prepare this assignment, personal in depth interviews using laddering technique were
conducted on the company’s employees to gather all the necessary details regarding our
assignment. The interviews were also recorded with the employees’ permissions.
1.6. Data Sources
Primary Data
The primary source of information is collected from transcription of in depth interviews of
respondents.
Secondary Data
The secondary sources of information are collected from:
 Published materials
 Social media analysis
 Relevant reports
 Journals
 Website of the company

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 Online pages
 Research papers
 Newspapers
 Annual reports of the company
1.7. Limitations
On the way of our study, some problems were faced by us that are termed as the limitations
of the study. With all due respect, the following limitations and weaknesses remain within
which we failed to escape by any means. These are outlined as given below:
 Time limitation was one of the main constraints that hindered to cover all aspects of the study
since the timeframe to prepare the report was very little
 Area of research is vast
 Insufficient written documents published relevant to the topic and lack of availability of fact
and figure has made an impact.
 Focus group discussion could not be conducted for the study due to the Covid 19 pandemic
 No questionnaire interview has been conducted for this study
 Views, opinions, perception of the customers might change over time. So it is not convenient
to keep the data for a longer period
 Respondents might not have given their exact views or covered up a few information
intentionally
 There might also be an opportunity of individual's ability ruling the interpretation of the
information
 Since the study is based on data collected from Dhaka city only, the findings and suggestions
of this empirical study might not be representative of the whole population
 Since this study is based more on opinion and judgment rather than results, so it’s difficult to
investigate causality.
 Only 2 in depth interviews were conducted due to paucity of time.

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2. Company Overview
2.1. Mission, Vision and Values
Mission
 Offer better range of quality product
 Establish rational prices
 Quality products and services for our consumers
 A satisfactory working environment for our staff
 Fair, respectful and consistent working relationship with our suppliers and channel partners
 Profitable and responsible growth for our shareholders.
Vision
“Defining Standards in Innovation and Service”
Values
 Integrity in all our dealings
 Excellence in everything we do
 Total commitment to customer satisfaction
 Thinking ahead and taking new initiatives
 Valuing and inspiring people.
2.2. Objectives
 To provide the guests with best quality product, service and better price.
 To ensure consistency of variety and supplies of products.
 To improve product packaging, presentation and environment.
 To give customers confidence and establish an environment of trust by providing the best.
 To offer clean, healthy and friendly environment for shopping.

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 Contribute to the well being of the people in the process.
2.3. Background and Business Strategy
Meena Sweets have begun its operation in 2003 and presently they have a total of 15 outlets,
where they have 80 collections of items to offer with a total of 90 employees. From this data
we can understand their marketing mix. They basically have a limited but profound
combination of product range for desserts.
From their Facebook Page we are able find out a few other information about their business
strategy like their location strategy, they have a total of 15 outlets and most of them happen
to be arranged in the urban neighborhood business areas within the capital city of Dhaka, for
example: Gulshan 1, Asad Gate, Uttara etc. Pricing is an exceptionally important aspect of
their marketing mix. From their menu we are able to get that they have opted for competitive
pricing in premium range. As the shops are located in business areas, the product prices are
very much reasonable for the target market they are pointing. In terms of their customer
service they have both online and offline operation, since they are pointing multichannel
retailing. Subsequently they have tied up with many online food delivery companies like Food
Panda, Shohoz etc. Meena Sweets too are serving their food items by themselves. This shows
that Meena Sweets is eager to serve their clients. The company has opted has opted for a mix
of print and digital media as their marketing strategy. They provide advertisements on the
daily paper, convey brochure, and deliver advertisements on their Facebook and other social
media platforms to reach out to their target customers. The store design and show of Meena
Desserts is normal however exquisitely set up. As the shops are in prime business locations,
they have gotten an elegant look for their shops, to pull in clients.
2.4. Sales Volume
Meena Sweets has a very good sales volume in the prospect of Bangladesh. They have a sales
volume of Tk. 30 lakhs per month that means, they have a sales volume of about Tk. 3.60
crore per year. After deducting all the expenses from sales, they have about 35% profit per
month. That means they have a profit of Tk. 10.5 lakhs per month, which eventually amounts
to Tk. 1.26 crore per year.

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2.5. Supply Chain System
The supply chain system consists of direct sales and indirect sales. Indirect sales channel
involves dispersion of the product by manufacturer (Meena Sweets) through different agents
like wholesalers, distributors to the front-end dealers like retailers, hotels and restaurants.
Direct sales comprise of direct dispersion of products by manufacturers to specifically to the
customers.
Supply chain and demand forecasting empower manufacturers to understand their customers’
buying patterns and coordinate with supply. In order to amplify the return on assets, the
manufacturers resort to demand, forecasting and supply chain planning. Precise forecasting
and solid supply chain planning offer assistance to the manufacturers to guarantee that they
get a genuine and total picture of expected customer demand on a finished product level as
well as supply.
There's a require for every player within the supply chain to carefully plan and execute their
activities, implies the outbound logistics should be well composed to meet the wants of end-
users. The supply chain must be controlled in each way; and it can be accomplished such a
way in case each player makes appropriate choices on both the supply and demand side.

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2.6. Competitors and Countering Techniques
Competitors
 Premium Sweets
 Mithaiwala
 Banoful
 Modhuban
 Bhaggokul
 Dhaka Prime Sweets
 Aribah Sweets
 Boss Sweets
 Paradise Sweets
 Banglar Mishti
 Bombay Sweets and Co. Ltd
 Sweets King
 Bikrompur Mishtanno Vandar
 Muslim Sweets
 Alauddin Sweets
 Mohon Chand Grand Sons
Countering Techniques
 Bringing variation in packaging
 Providing more options and availability in product line
 Maintaining good network with supply chain players
 Extensive promotional campaigns of the company’s products

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3. Marketing Mix
3.1. Product
Currently in Dhaka City Meena sweets provide sells sweets that are daily fresh from the
manufacturer, and their devoted clients have always provided positive comments after
sampling their upscale sweets. Meena Sweets are made from the fresh milk of domesticated
cows that have been raised and fed organically. In sweets they have extensive product lines
like sondesh, laddu malai, halwa, roshgolla, doi, etc.
3.2. Price
Pricing is done by cost calculation, margin and compared to market standard competitive
pricing. Consumer needs are met through effective pricing, which also makes the exchange
procedure easier. Marketers must comprehend that not all consumers want to pay the same
price for things, just as not all consumers want the same product, distribution channels, or
advertising message. Therefore, markets must make distinctions between different market
segments in order to efficiently set prices for things. The same principles that govern
successful product, distribution, and promotion strategies also govern successful prices. If
trades are to take place, marketers must comprehend consumers and price their products to
meet those wants. Four types of pricing objectives are given below:
Survival
It is clear that the majority of sweets companies want to adopt tactics that will allow their
firms to function over the long run. Therefore, one main goal that the majority of executives
pursue is survival. A commercial business derives its revenue from the price the buyer pays.
For an extended length of time, if income is below cost, the business cannot continue.
Profit
Survival and profitability are strongly related. Pricing goals for a company may include making
a profit over the coming year. Failure will result from anything less. Meena Sweets must
generate long-term profits. Long-term success helps the organizations to grow up. Sometimes

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prices will drop if earnings are lower than anticipated or nonexistent, which might be terrible
for the business.
Sales
Meena Sweets must make sales in order to make a long-term profit, just as survival depends
on it. The responsibility of marketing management is tied to managing demand. To control
exchanges or sales, demand must be regulated. Thus, the goal of marketing management is to
change sales trends for the better.
Image
Price policies have a significant impact on how respected and esteemed a company is in its
neighborhood. Price is a communicator which is very noticeable. It must communicate to the
people’s ability and market competitors, that it treats customers fairly, that it is a reputable
establishment to visit, and that it stands behind its goods and services.
3.3. Place
Meena Sweets directly sells their sweets to consumers. Meena Sweets collect all of their raw
ingredients from direct firms and eliminate the need for outside suppliers. There are several
raw materials that they utilize efficiently. Suger, nuts, milk, ghee are few examples. Their farm
provides all of the raw materials. So, in order to run sweet business, they have backward
integration. Every day, the raw materials will be delivered to their factory. This can reduce the
cost of the raw materials and the shipping price. From there, they send their sweets to their
located store. Meena Sweets have their own transport facilities by which they deliver all their
good to their outlets.
3.4. Promotion
Promotion refers to the various aspects of marketing communication. It is done to generate a
positive consumer response. Meena Sweets offers cutting-edge manufacturing facilities with
cutting-edge machinery. Their top priority is to uphold the highest standards of quality and
hygienic practices throughout the entire promotion phase. Therefore, Meena Sweets think
that their customers can rely on us when it comes to matters of health, safety, and quality.

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Different types of media are used to encourage persuade the audience to take action or
continue to.
Some of the marketing activities undertaken to boost sales of the product are Coupon and
providing Free Sample for tasting their sweets.
Various Advertising Tools used by Meena Sweets:
 Radio Advertising
 Social Media
 Newspaper Advertising
 Out-of-Home Advertising
 Specialty Advertising
 TVC
 ATL
 BTL
 Signboard/Billboard
Meena Sweets also promote its sweets sometimes by giving free home delivery. Nowadays it’s
very common for people to order from their home. And Meena Sweets ensure their devoted
customer give fresh and best quality sweets at their door steps.
4. Porter’s Model of National Competitive Advantage
4.1. Firm Structure and Rivalry
A wide and diverse range of sweets form an integral part of Meena Sweets heritage. The taste
of its sweets entails the happy moments of lives. Whether it is the celebration of success or
celebration of festivities; sharing the happiness with sweet tooth is a part of its culture. This
cultural bonding fueled the thought of initiating a gourmet sweetmeat brand in Bangladesh.
Meena Sweets run the business by their integrity in all of their dealings. As Meena Sweets it’s
a food brand so it always maintains the hygiene for customer support. Meena Sweets is
holding their position in market by offering better range of product lines. The unique and
authentic taste of Meena Sweets is bound to tickle the taste buds of our consumers. Their

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products are rich in taste and quality ensured sweetmeats are produced from the fresh milk of
domesticated cows organically bred and fed, which make Meena sweets unique from others
competitors.
4.2. Factor Conditions
Meena Sweets can conduct its business smoothly because of its raw materials and the labor
resources. Meena Sweets actually provide all the sweets and dairy items, since mainly the milk
and sugar are its raw materials. In Bangladesh there are many dairy farms from where that
these raw materials can be obtained. Even Meena Sweets have their own dairy and sugar
mills. From there Meena Sweets properly gets support. In Bangladesh labor costs are cheap.
So, the company’s production cost is low. Thus, Meena Sweets get the support of cheap raw
materials and cheap labor.
4.3. Demand Conditions
Bangladesh is a country with lots of cultural celebration. In the tradition of our country,
sweets are only accepted as a mandatory item in any cultural program. Sweets demand is very
high in our country as compared to other country. Meena Sweets increased the demand of its
sweets by providing the authentic taste of sweets, by providing competitive price, by
maintaining food hygiene, and lastly by offering the good product line. Considering all these
aspects, Meena Sweets is creating its demand to the marketplace.
4.4. Related and Supporting Industries
To conduct a business in a country, every company needs supporting industries. Here Meena
sweets also maintain good network with its supporting industries. Meena Sweets actually
collect the raw materials from its own. They have their own dairy and sugar mills. Meena
sweets need support from printing and packaging industries. Others food items like nuts etc
need to be collected as well. Actually, the list of suppliers are the supporting industry for
Meena Sweets. For running this business, Meena Sweets need the technical support for digital
marketing, need printing support for better packaging, need production machinery support.
All these supplies industries are the supporting industries of Meena Sweets. A company can’t
run without supporting industry, same goes for Meena Sweets.

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4.5. Situations
Situation is a point here a business can create high profits while on the flip side, a business can
occur losses. As Bangladesh is a country with lots of cultural programs, Meena Sweets take the
situation of two Eid festivals, Puja, Result publications, Pahela Baishakh and Wedding Seasons
to generate profits. This all are the positive situations for Meena Sweets. There are also
negative situations; for example, during the Covid 19 period Meena Sweets lost all the sales of
its outlets. They could only hold the sales value of E commerce channels. These situations had
an effect on the supporting industries as well. There are also other negative situations like
war, terrorist attacks, price hike, dollar rate inflation etc.
4.6. Government
The government also plays a vital role in developing and maintaining the competitive
advantage by offering a conducive environment for businesses to flourish. This includes
developing a robust infrastructure, ensuring fair market practices, developing education
institutions, etc. By maintaining the rules of govt. vat and taxes, Meena Sweets also get the
benefits of good market practice and makes it business more competitive.
5. SWOT Analysis
5.1. Strength
Strong administration
Meena Sweets has talented human resource which permits running the business
appropriately. It'll have a long-term affect on the business by eliminating weaknesses. It could
be a defendable qualitative factor.
Technology
Technology has noteworthy affect which can lead to extended benefit effectively. It can offer
assistance to overcome the competitors effortlessly. For case: Meena Sweets is one of the
companies in Bangladesh which is permitted to utilize ERP software.

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Supply chain
Solid supply chain makes a difference to collect the products and deliver the items to the
customers timely. Meena Sweets collects its products from the most excellent supplier within
the country and before the product runs out, Meena Sweets reestablishes it.
Economies of scale
It is the cost advantage that Meena Sweets gets from the supplier. The more prominent the
volume the more noteworthy the advantage.
Financial leverage
It permits utilizing their balance sheet for more profit.
Special products
It helps to recognize between the competitors. Meena Sweets can also charge a higher cost
for its one of a kind and best quality products.
5.2. Weakness
Cost structure
It implies Meena Sweets charges a bit higher cost than the competitors. A few customers who
might explore for lower cost, they will not purchase from Meena Sweets. It encompasses a
long- term negative effect on customer’s mind.
High loan rates
It could be a conceivable shortcoming that Meena Sweets took a high loan from bank or other
resources.
Lack of scale
It implies cost per unit is exceptionally high. Only expanding volume can adjust the higher
cost. Besides the quality ought to be on top of everything.
5.3. Opportunity
Growing economy

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It is simple to develop fast and extend when the economy is appropriate. The more exchange
of money, the more investment. And investment leads to more profit.
Fragmented market
It offers an awesome opportunity to grow and increase market share. It has numerous little
competitors who lack the cost advantages of bigger companies.
Growing demand
In our nation the demand of retail store is increasing. Meena Sweets targets the high salary
customers but lower salary individuals also visit here within the sale season.
New service
Individuals are more into modern things. So showing a new and superior service can help
Meena Sweets to pick up the trust of the non-loyal customers.
5.4. Threat
Political hazard
Bangladesh’s political situation is exceptionally unsteady, which can act like a risk. In some
cases changing government can have an impact when new government puts new direction.
And if government puts new rules against Meena Sweets, it can influence in long-term.
Volatile currencies
It makes Meena Sweet’s investment troublesome, since cost and revenue changes rapidly.
Increased labor cost
Lower labor cost could be a figure of higher profit. If people redirect into different
occupations, Meena Sweets might confront higher labor cost.
Increased rate of interest
If economy downfalls, bank and the investors might increase the rate of interest, which is able
be a risk for them.

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6. Findings
Some of the issues and challenges faced by Meena Sweets:
 Delayed delivery due to various issues
 Unable to meet customer demand
 Making same dimensional sweets
 Maintaining hygiene since no preservatives are added
 Not able to give 24 hours customer service online.
 Funding
 Unable to find skilled labor
 Warehousing and storage problems
7. Recommendation
Some of the ways by which these issues and challenges can be solved:
 Need more effort in delivery system
 Need more training for skilled employee
 Implementation of proper marketing strategy in market
 Need more advertising to reach more customer
 Expand product line for all segment and target customers
 Need proper market research
8. Conclusion
Menna Sweets is actually conducting a very good business in our country. Meena Sweets is holding
its position in the premium sweets segment. Meena sweets have a very good opportunity to make
its business broad in Bangladesh. Meena sweets is using its own raw materials to conduct its
business, this can help them minimize the production costs. Meena Sweets should make a different

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product line to hold its regular sales to the average target people. Over all Meena Sweets has its
own goodwill in market. As, they claim that their raw material is produced by totally organic. So as a
healthy food industry, Meena Sweets is one of them.
9. References
 Decenzo, A. Robbins, S.P. 2002. Human resource management, 7th edition. New York : John Wiley &
Sons.
 Melane, S. 2003. Human Resources Manager, Old Mutual Group Scheme. Personnel communication.
 Schultz, H.B. 2001. Recruitment and selection. In J. Nel Ed. Human resource management, 5th ed.
Cape Town: Oxford.
 Visconti, R. 1992. Effective recruitment strategies taking a marketing approach, Losaltos: Crisp
Publications.
 Welman, J.C. & Kruger, S.J. 1999. Research methodology for business and administration sciences.
Johannesburg: International Thompson.

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Appendix
1. What steps do you take to increase your brand value?
A: The steps are:
 Competitive pricing in premium range
 Focusing on premium quality and ingredients
 Focuses on traditional values to satisfy customer needs
2. What is the customer satisfaction level? Are they satisfied with your goods?
A: The customer satisfaction level is very high due to the connection of Meena Sweets as a brand with
customer satisfaction owing to its quality and taste.
3. What is the source of your raw materials? From where you collect raw materials for sweets such as
milk, sugar, nuts, packages etc and all the decorative items of sweets.
A: Source of raw materials:
Milk: Collected from company’s own dairy farm
Sugar, nuts, packages: Collected by outsourcing from trusted suppliers
4. What is your marketing strategy?
A: Social media digital marketing
5. Does it create impact on your demand and product prices like newly govt. rules of vat, tax etc?
A: No it does not create an impact.
6. Does the current situation of price hike directly create impact on your business?
A: Yes, because when raw materials price, dollar rate increase, product pricing also increases.
7. Based on geographic location, in which district you have high volume of sales?
A: Dhaka.
8. In your product line which types of the sweets are mostly preferred by customers?
A: Rosogolla

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9. In which channels you are doing business currently?
A: Four channels:
 Retail outlets
 Modern trade
 E-commerce sites
 Corporate houses
10. How do you minimize the cost of production and make your business more profitable?
A: The company has a competitive advantage in raw material sourcing since they produce own
products.
11. Does inflation globally create impact on your business?
A: Yes.
12. How do you manage your staff, raw materials production and the workers who are related to this
company?
A: Done by line managers and supervisors.
13. Which types of news product line are you planning to create more in the future?
A: Two plans:
 Planning to introduce sweet products in wedding
 Planning to introduce bakery and savory
14. Are you planning to open Meena sweets abroad? If yes, then how?
A: There are no plans.
15. Do you plan to create any strategic partnership with any company to expand nationally?
A: Meena Sweets entered into contract manufacturing agreement with Dan Cake to produce vermicelli
(semai).
16. Are there any plans to export your company’s sweets abroad? If yes, then how?

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A: Yes, there are plans to export. Sweets will be exported in cans.