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Assignment - Maliban
- 1. Business Strategy ofMaliban 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 2
- 3. AGENDA • Biscuit Industryof Sri Lanka • Company Background • Products • Mission • Objectives • Strategies Used • Situational Analysis • Proposed Business Strategies • Proposed IT Strategies • Summery 3
- 4. BISCUIT INDUSTRY OF SRILANKA 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. 4 W.M.J.H. Fernando – MS18901290
- 5. COMPANY BACKGROUND Malibanis 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 5 W.M.J.H. Fernando – MS18901290
- 6. COMPANY BACKGROUND CONTD... Then Now 6 W.M.J.H.Fernando – MS18901290
- 7. PRODUCTS Cracker range Creamrange Puff range Savory range Sweet range Gift Assortment range Health & wellness range 7 W.M.J.H. Fernando – MS18901290
- 8. PRODUCTS CONTD... 8 W.M.J.H. Fernando– MS18901290
- 9. MISSION To win theHearts 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 9 K.M.S.H. Karunaratne- MS18908152
- 10. OBJECTIVES ● To SupportSales 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 10 K.M.S.H. Karunaratne- MS18908152
- 11. STRATEGIES USED • Malibanbasic 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. 11 K.M.S.H. Karunaratne- MS18908152
- 12. STRATEGIES USED • Apretty record from the business intelligence section is that the top corporation known as Maliban. Pricing Internal factors Distribution Promotion 12 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... • Threatsof 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. 14 K.D.R.S. Perera- MS18907926
- 15. SITUATIONAL ANALYSIS CONTD... • Macroenvironment – PEST analysis 15 K.D.R.S. Perera- MS18907926
- 16. PROPOSED BUSINESS STRATEGIES 1. Gettingand 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. 16 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. 17 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. 18 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. 19 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. 20 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. 21 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. 22 C. D. N. Fernando - MS18911572
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