Assessment 01: Individual Report

Analysis of a Global Marketing and Online

Business Practices of Maliban Biscuit
Manufactories (Pvt) Limited.

Module Code & Title

MS7SL870-Global Marketing & Digital Business
Prepared By
Name: Bambarawana Liyanage Buddhika Gunawantha
UWL ID: 21396203
Email: 21396203@student.uwl.ac.uk
Date of Submission
28th July 2019

Module Tutor
Mr.Chris Kariyawasam
Word Count: 2927
Contents
01. Overview .......................................................................................................................................... 4

1.1. Industry Introduction .................................................................................................................. 4

1.2. Company Overview- Maliban Biscuit Manufactories (Private) Limited .............................. 5

1.2.1. Maliban Business Model & Competitors .................................................................................. 5

1.2.2. Internationalization of Maliban .................................................................................................. 7

1.2.3. CCDVTP Marketing Mantra of Philip Kotler ............................................................................ 9

1.3. Export Performance Analysis ................................................................................................. 11

02. Situational Analysis of Maliban Export Market (External & Internal) .................................... 12

2.1 PEST Framework (External) ................................................................................................... 12

2.2 SWOT Analysis (Internal & External) .................................................................................... 13

2.3 Competitor Analysis ................................................................................................................. 15

03. Marketing Strategy of Mailban Exports ..................................................................................... 17

3.1 Exports Marketing Strategy of Maliban ................................................................................. 17

3.2 Market Entry Strategy of Maliban .......................................................................................... 17

3.2.1 Hollensen Decision Making Model for Global Expansion .............................................. 18

3.2.2 Online Marketing Strategy .................................................................................................. 18

3.3 STP (Segmentation, Targeting, Positioning) ........................................................................ 18

3.3.1 Segmentation ........................................................................................................................ 18

3.3.2 Targeting ................................................................................................................................ 19

3.3.3 Positioning ............................................................................................................................. 19

3.4 Maliban Marketing Mix............................................................................................................. 20

04. Recommendations & Conclusion............................................................................................... 21

4.1 Recommendations ................................................................................................................... 21

4.2 Conclusion ................................................................................................................................. 21

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05. References .................................................................................................................................... 23

06. Appendices .................................................................................................................................... 24

Figure 1 : Local Market Share of Biscuits Industry ............................................................................... 4

Figure 2 : Maliban Continents Export Income........................................................................................ 7

Figure 3 : Market Overseas ...................................................................................................................... 8

Figure 4 : Uppsala Internationalization Model Applied For Maliban Export Market Market............ 8

Figure 5 : Maliban Continents Export Income...................................................................................... 11

Figure 6 : Lemon Puff Export Growth Year on Year ........................................................................... 11

Figure 7 : Analysis Porter’s Five Forces Model for Maliban .............................................................. 16

Figure 8 : Hollensen Decision Making Model for Global Expansion ................................................ 18

Figure 9 : Maliban Marketing Mix ........................................................................................................... 20

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 01. Overview

1.1. Industry Introduction

Sri Lanka is one of Asia's greatest biscuits consuming countries and per capita
utilization of biscuits in the nation is 4kg in 2008, a lot more prominent than in India at
1.1 kg and 1.6 kg in Indonesia. In Sri Lanka, the amount of annual consumption is
43,964 metric tons for every year and its worth is around Rs.17.76 billion.(The Sunday
Times, 2008).

Today, nonetheless, the yearly utilization of biscuit has ascended to 81,000 metric tons
and is evaluated at 36 billion rupees. (LMD, the Voice of Business, 2019).

This industry in Sri Lanka is basically a duopoly showcase with 2 noteworthy players
holding 90% of the piece of the overall industry. Ceylon Biscuits holds 62% of piece of
the pie, while Maliban Biscuits holds 28% of piece of the overall industry. (Mintel Group
Ltd, 2019).

Ceylon
Others, 10% Biscuits
(Munchee)
Maliban

Maliban, 28%
Ceylon Biscuits Others
(Munchee),
62%

Figure 1 : Local Market Share of Biscuits Industry

Source: (Mintel Group Ltd, 2019)

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 1.2. Company Overview- Maliban Biscuit Manufactories (Private)
Limited

Maliban is Sri Lanka's spearheading biscuits producer. The visionary organizer

Angulugaha Gamage Hinnyappuhamy, Maliban Biscuit Manufactories (Private) Limited,
fused 60 years back, stands high as one of the most trusted and regarded items in Sri
Lanka.

Maliban produces different range of biscuits & cookies that are sold in excess of
100,000 Sri Lankan shops. The worldwide achieve spreads crosswise over 5
landmasses to in excess of 30 countries. Maliban is a company affirmed under ISO
9001, ISO 14001, ISO 22000 and OHSAS 18001. (Maliban Biscuit Manufactories (Pvt)
Limited, 2019).

Maliban is a private constrained obligation organization with more than 1,250 staff. A
group of specialists heading primary orders deals with the business. The top managerial
staff contains the originator's relatives of the second and third era. For the past four
centuries, Mr. A G R Samaraweera, the present Chairman, has come about the
business, making Maliban an easily recognized name in Sri Lanka. (Maliban Biscuit
Manufactories (Pvt) Limited, 2019).

(Please Refer Appendix 1 for more details regarding Board of Directors, Company
Vision & Mission, Company Distribution Network, Company Products,
Recognition, Compliance, Production Capability and R & D)

1.2.1. Maliban Business Model & Competitors

The company is having a significant market share (28%) of biscuit industry and it
operates in a highly competitive market. The main competitor is Ceylon Biscuit Ltd
(62%). As per the market research the market is growth in last year due to increase in

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disposal income of the society. The company is more focus on export market and
increases their export market. (Mintel Group Ltd, 2019).

The biscuit industry has following players,

I. Ceylon Biscuit Ltd – Market Leader-62%
II. Maliban Biscuit Manufactories (Pvt) Ltd-28%
III. Diana Biscuits (Pvt) Ltd
IV. Kist Biscuits (Pvt) Ltd
V. Cherish Biscuits (Pvt) Ltd
VI. Sunrich Confectionery (Pvt) Ltd
VII. Little Lion Associates (Pvt) Ltd.
VIII. Lucky Land Biscuits Manufacturers (Pvt) Ltd. 10%
IX. Teemah Biscuits Manufacturers (Pvt) Ltd.
X. Orient Lanka Confectionery (Pvt) Ltd.
XI. Maam Biscuits Lanka (Pvt) Ltd.
XII. Others

The company has implemented a differentiation strategy in order to cope up with the
competitive threats and has been focused on continuous innovation.

Maliban business model is providing high quality with charging relatively high prices
through biscuits & cookies made using original British recipes, finest ingredients/flavors
and colours through selected quality suppliers (European Suppliers) and European
Technology are now exported to over 30 countries across five continents. Further
Maliban also supplies several types of customized private label products to a number of
international store chains, catering businesses and Cash & Carry.

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1.2.2. Internationalization of Maliban
Maliban began overseas selling of its biscuits in 1964. Today Maliban items are
appreciated by customers in more than 30 nations, crosswise over 5 landmasses with
rack nearness in famous chains, for example, Tesco, ASDA (Wallmart), Carrefour, Lulu
and Cash and Carries, for example, Dhamecha and Bestway in the United Kingdom.

Maliban mainly based on the Uppsala Internationalization Model to grow their overseas
market and not going to pitched all their products in export market. Following products
Maliban mainly focused in overseas market & they feel & proven, their producing below
items much better quality than others.

I. Lemon Puff
II. Chocolate Cream Biscuits
III. Cracker Biscuits
IV. Ginger Nut

1.2.2.1 Maliban Export Countries

United Kingdom, USA, Canada, Australia, Germany, Turkey, Korea, Saudi Arabia,
Qatar, India, France, Italy, Netherlands, Switzerland, New Zealand, Ghana, Sierra
Leone, Lebanon, Kuwait, Bahrain, Senegal, Japan, China, UAE, Bangladesh, Oman,
Maldives,
Maliban Export Income Based on Pakistan, Jordan,
Continents Gambia.

Continents Name
Others, 40%
Europe
Europe, 60%
Others

Figure 2 : Maliban Continents Export Income

Source: Compiled by Author

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 Figure 3 : Market Overseas
Source: Compiled by Author

Figure 4 : Uppsala Internationalization Model Applied For Maliban Export Market

Market
Source: Compiled by Author

8
1.2.3. CCDVTP Marketing Mantra of Philip Kotler

Kotler discusses the key Marketing mantra of "CCDVTP" and dependent on his view
"Create, Communicate and Deliver Value to a Target market at a Profit is Mantra of
Marketing. (Bayt.com,Inc. ,2019)

C: CREATE=PRODUCT MANAGEMENT

Maliban creates quality limited products in overseas market, which they feel & proven in
customers mind, their producing & exported limited brands with much better quality than
others. Qualities of Biscuits gained utilizing high quality materials for main three
components of biscuits. i.e. Sugar, Palm Oil and Flour. Maliban creates innovation to
enhance in taste, fixings, flavors, bundling, and the look and feel of items to reward
buyers.

Further Maliban product development team works with customers, in creating

imaginative items utilizing standards of "Plan Thinking" and "Light-footed" procedures
and they have very much prepared best in class advancement labs and quality control
testing offices for evaluating product formulations at various stages of the development
cycle.

C: COMMUNICATE =BRAND MANAGEMENT

Maliban Products Enjoyed by consumers in more than 30 nations, crosswise over 5

mainland with rack nearness in eminent chains, for example, Tesco, ASDA (Wallmart),
Carrefour, Lulu and money and conveys, for example, Dhamecha and Bestway in the
United Kingdom.

Maliban also supplies several types of customized private labels & attractive packaging
products to a number of international store chains, catering businesses & highly
presence in export foods exhibitions, social media and magazines.

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D: DELIVER=CUSTOMER MANAGEMENT

General Trading

Sri Lanka Overseas Country Importer or Distributor Retailer

Modern Trading

V: THE VALUE.

Maliban provides high quality biscuits & cookies made using original British recipes,
finest ingredients/flavors and colours and European Technology.

T: TO THE TARGET MARKET.

Customers interested for high quality biscuits & cookies made using original British
recipes.

P: AT A PROFIT.

Maliban Export Profit margins have been improved over the years and presently it has
recorded 17% to 20%.

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1.3. Export Performance Analysis

Presently out of total Maliban exports, 60% represents European continent including
mainly UK & Germany. Other 40% allocated among other four continents.

Maliban Export Income Based on

Continents

Continents Name
Others, 40%
Europe
Europe, 60%
Others

Figure 5 : Maliban Continents Export Income

Source: Compiled by Author

Maliban Lemon Puff has good demand mainly in UK Market & Other European
Countries. Here author could identify significant improvement in Lemon Puff exports
using below growth index.

Lemon Puff Growth Index

2016/2017 100
2017/2018 126
2018/2019 146
Figure 6 : Lemon Puff Export Growth Year on Year
Source: Compiled by Author

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 02. Situational Analysis of Maliban Export Market (External
& Internal)
2.1 PEST Framework (External)
International perspective of Maliban Exports, mainly focused external factors influences
to exports using PEST Analysis.
Influencing Factor Business Implications
 Political Instability
Adversely affected to
Political Exports
 Changes in Tax Rates &
Concessions
 Changes in Rules &
Regulations of Material
Imports
 Free trade agreements
(bilateral agreements)
Economic with other countries
which facilitates sharing
expert knowledge,
skilled labour,
technology, and
products export & import
opportunities under low
tax concessions will be
opened up a new
markets
 Rupee depreciations
against the US Dollar
result in exchange gain
of export income
 Companies need to be
complied with various
Social standards.
 Company should comply
with international
standards for
management practices,
Management of food
safety respectively.
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Mitigate or Minimizing
Impacts
 Forming Fixed
Government Policy
For Biscuits Export
Industry
 Lower Duty on
Imported Materials
 Encourages bilateral
trade agreements
among export
countries.
 Minimize the effect of
rupee depreciation
against import of raw
materials introducing
more concession for
exporters.
 Developed & trained,
skilled & cost effective
labour force.
 Encourages
development of new
products varieties.
 Close working
relationships with
international food
  Consumption Behavior & processors
Other Cultural Factors of associations.
Consumers.  Doing Market
 Adherence to research to identify
International Standards consumption Behavior
Such as HACCP,ISO & Cultural Factors of
9000 & ISO Customers
22000,Halal,Kosher,Org
anic and so on.
 Manufacturers comply  Improve R & D
with food safety & facilities.
Technological hygiene systems & use  Introduce tax
high technology in their concession for imports
production processes. machines.
 Need Advance  Encourages
Machines, strengthened technology transfer
by the adoption of programs through
globally accepted quality FTA.
certifications that help
secure export orders.

2.2 SWOT Analysis (Internal & External)

SWOT helps to identify Organization internal strengths & weaknesses and External
Factors of Opportunities & Threats.

2.2.1 Strengths
High quality biscuits & cookies made using original British recipes, finest
ingredients/flavors and colours and European Technology. Strong
Research & Development Facility and limited export products with high
quality. Maliban has very much prepared cutting edge advancement labs
and quality control testing offices for assessing item details at different
phases of the improvement cycle. Further they have made high cost of
investments for new machineries & Factories.

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Maliban aptitude and experience is used to change over a thought into an
institutionalized final result, while considering business effect and
consumer loyalty
2.2.2 Weakness

Need to be competed with high tech machines technology & standards.

Therefore local infrastructure should be developed compared with
international standards.

Overdependence on existing markets & does not enough high quality

material suppliers.

Low interference of government and limited sources of funds on new

investments.

2.2.3 Opportunities
This sector is driven by outer elements like quick urbanization, more
prominent expendable livelihoods and occupied ways of life with
individuals looking for sustenance things that can control hunger and
empower them in a hurry will enhance biscuits consumption.
Be that as it may, an outstanding pattern in the part has been the
multiplication of wellbeing and health classes, as the interest for nutritious
and delicious yet low-calorie items ascends on the world.

Worldwide industry statistical surveying report shows that the tendency

towards high-fiber nourishment items is driving makers to incorporate
stringy and different nutritious fixings in their items. Further there is high
trend for sugar free & less sugar products.

What's more, as buyers manifest an enthusiasm for premium items,

makers are presenting natural items by wiping out fake flavors and
additives, high fructose corn syrup (HFCS) and other such fixings.

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 2.2.4 Threats
Instability of exchange rates cause of unsteady business environment and
A few established players have effectively settled or are setting up tasks
abroad in the locale to grow their organizations and take into account
those business sectors will reduce Maliban Export Share.
Export products are not with high markups & yet the main way that costs
could be controlled would be if main materials like sugar and coconut/palm
oil were delivered locally. The coconut oil created locally is deficient to
fulfill need, driving makers to import these essential items.

2.3 Competitor Analysis

2.3.1 Porter’s Five Forces

Michel Porter's Five Forces Framework is use to distinguish the challenge

that exist in biscuits industry and to increase practical upper hand over
rivals. (Please Refer Porter’s Five Forces Model mentioned in
Appendix 2)

Maliban has internally only one competitor in the industry to the scale of
Maliban, that is competition from Munchee. However when comes to
international market, Maliban should compete with various players with
high quality standards.

Analysis Porter’s Five Forces Model

Forces High Moderate Low

Threat of new entrants
1. Large Capital Investment
required for Machinery &
L
Factory Infrastructure
2. Challenging Global
Distribution & Branding
3. Expertise Knowledge &
Experience of Industry is
very high.

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 4. Using Original British
recipes.

Rivalry among existing players

1. Few Large players in the
market with operates in
large scale
2. Many players have not
correct British Recipes for M
their manufacturing
process.
3. High Brand Name for
Maliban in the industry.

Bargaining power of suppliers

1. Selected well quality

suppliers for ingredients M
supply.
2. Using finest
ingredients/flavors and
colours

Bargaining power of customers

1. Due to selected biscuits
range supply in overseas
L
market.
2. High quality products
supply using Original
British recipes, finest
ingredients/flavors and
colours with European
Technology.

Threat of substitute products

1. Price of chocolates L
increases, consumers tend
to reach for biscuits

Figure 7 : Analysis Porter’s Five Forces Model for Maliban

Source: Compiled by Author

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 03. Marketing Strategy of Mailban Exports

3.1 Exports Marketing Strategy of Maliban

Maliban global marketing strategy mainly divided into two components.
3.1.1 Global Expansion Strategy
According to their global expansion marketing strategy, Maliban will be
planned to set up new factories & manufacturing plants in especially in
Africa & Asia. Because, they could find enough resources at a lower
prices and lot of concessions offered by these countries for foreign
investments.
3.1.2 Products Diversification Strategy
Maliban main focused to be, being foods industry & diversified their
products range under various foods items.
Example: Milk Products, Tea Products and Cereal Products.

3.2 Market Entry Strategy of Maliban

Maliban entered partnerships & covenants with international retailed chains of Tesco,
ASDA (Wallmart), Carrefour, Lulu and Cash and Carries, for example, Dhamecha and
Bestway in the United Kingdom for export their products. Further Maliban also supplies
several types of customized private label products to a number of international store
chains, catering businesses and Cash & Carry logistics.

17
 3.2.1 Hollensen Decision Making Model for Global Expansion
Hollensen introduced five decisions which need to be taken for global expansion. (Hollensen,
2010)

Figure 8 : Hollensen Decision Making Model for Global Expansion

Source: (Hollensen, 2010)

3.2.2 Online Marketing Strategy

Maliban draw more attention of social media presence of advertising their brands in
overseas countries. Further they highly concerned for attractive packaging of their
brands, for get more selling attractiveness through online selling.

3.3 STP (Segmentation, Targeting, Positioning)

3.3.1 Segmentation
The Global Biscuits Market can be fragmented in to 5 key elements as followings:

1. Ingredients Segmentation: Comprises Flour, Sugar, Palm Oil and Others

2. Category Segmentation: Comprises Sweet Biscuits, Chocolate Biscuits, and
Savory Biscuits, Crisp Bread, Crackers and other.

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3. Product Type Segmentation: Comprises Everyday Biscuits, Everyday Treats,
Special Treats, Healthy Biscuits, Children's Biscuits, and other.
4. Specialty Type Segmentation: Comprises Dairy-Free, Gluten-Free, Sugar-Free,
Fortified, and other.
5. Regions Segmentation: Comprises Geographical areas - North America,
Europe, APAC and Rest of the World

(Digital Journal, 2019)

3.3.2 Targeting
Maliban is so prevalent among various age gatherings and The interest for natural
and sugar free biscuit is developing with the developing number of wellbeing healthy
population. Though, the youthful group inclines toward cream based and Biscuits
which are produced using organic product extricates. Indeed, the inclination
contrasts with the age gathering and ways of life. (Digital Journal, 2019)

Research information uncovers that the sweet biscuits export is anticipated to

develop over 2% every year post the year 2022 and the main 5 exporters of sweet
biscuits are Germany, Netherlands, Belgium, U.K., Mexico and Canada. (Digital
Journal, 2019).

Maliban Global biscuit market targeted customers who able to pay high prices for
high quality biscuits.

3.3.3 Positioning
Maliban export biscuits are positioned in overseas market as follows

Lemon Puff-Premium Biscuit

Chocolate Cream Biscuits-Tea Time Biscuit
Cracker Biscuits-Healthy Biscuit
Ginger Nut-Nutritious Biscuit

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 3.4 Maliban Marketing Mix

 Direct Marketing  Lemon Puff

 Social Media  Chocolate Cream
 International Foods Biscuits
Exhibitions  Cracker Biscuits
 Ginger Nut

 Charged High Price

 International Retailed Chains- Due to Quality
Tesco, ASDA (Wallmart),  Retailed Price
Carrefour, Lulu Strategy
 Money and Conveys-  Discounts
Dhamecha and Bestway
 Payment Terms
 Catering businesses
 Export foods exhibitions

Figure 9 : Maliban Marketing Mix

Source: Compiled by Author

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 04. Recommendations & Conclusion

4.1 Recommendations
Maliban should consistently advancement in products is moving the elements of the
worldwide market. Different flavors, included innovation in taste, pressing, Shapes and
Sizes draw in customers of all age gatherings.

Based on their global expansion marketing strategy, Maliban immediately need to be

set up new factories & manufacturing plants in especially in Africa & Asia for find
enough resources at a lower prices and lot of concessions offered by these countries for
foreign investments.

Maliban export market observers the access of general stores and shopping centers
which has prompted a general perceivability of different biscuits & cookies with various
tastes and shapes. Therefore Maliban Promoting procedures and techniques are
likewise helping in the market development and need to more use of social media such
as Twitter & Instagram.

Maliban do more attention on rising medical problems like diabetes and celiac sickness
fragments like sans sugar and without gluten are in gigantic interest and have turned
out to be one of the quickest developing item classifications in the worldwide Biscuits
showcase.

4.2 Conclusion
Maliban is the one of leading biscuit manufacturer in Sri Lankan with rapid growing rate
of exports. To fundamentally investigate the organization, Author has finished a
situational examination utilizing PEST, SWOT, and Porter's Five Force model to
recognize the internal and external conditions of the organization.

Author has done STP Analysis to identify the organization current situation, target
customer behavior & their rival benchmark. Marketing Mix has utilized to distinguish
what the brand or item offering.

Author has done lengthy study to discover most refreshed information of the
organization and principle rivals. Likewise, various internationalization models being

21
utilized, for example, Philip Kotler's Marketing Mantra of 'CCDVTP', Uppsala
Internationalization Model, Hollensen's Decision Making Model and so forth…

This report will gain to the Maliban to comprehend their rivals, key issues, and use
viable suggestions made for global expansion.

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 05. References
Maliban Biscuit Manufactories (Pvt) Limited, (2019). About Us [Online] Available at:
http://www.malibanbiscuit.com/about-us (Accessed 06 July 2019).

Wijeya Newspapers Ltd, Colombo, Sri Lanka , (2018). The Sunday Times-Sri Lanka
among largest biscuit consuming countries in Asia [Online] Available at:
http://www.sundaytimes.lk/081019/FinancialTimes/ft319.html (Accessed 08 July 2019).

LMD the Voice of Business, (2019). Biscuits Need Sweeteners. [Online] Available at:
https://lmd.lk/confectionery-sector/ (Accessed 08 July 2019).

Mintel Group Ltd, (2019). MINTEL BLOG ,Food ,Healthy biscuits could prove popular
with sweet toothed Sri Lankans. [Online] Available at: https://www.mintel.com/blog/food-
market-news/healthy-biscuits-could-prove-popular-with-sweet-toothed-sri-lankans
(Accessed 10 July 2019).

Bayt.com,Inc. ,(2019). We can say that "CCDVTP" is a new Marketing Theory ( Philip
Kotler)? [Online] Available at: https://specialties.bayt.com/en/specialties/q/42325/we-
can-say-that-quot-ccdvtp-quot-is-a-new-marketing-theory-philip-kotler/ (Accessed 04
July 2019).

Mónica E, Fernández O, Rubén, Arteaga O, Jesús, Dorta G, Pablo 2018, ‘Measuring

the gradualist approach to internationalization: Empirical evidence from the wine sector’,
Materials & Methods ,Vol.13,no.5,pp.4-7

Hales, Gareth,Mclarney, Carolan 2018, ‘Uber's Competitive Advantage vis-à-vis Porter's

Generic Strategies’, IUP Journal of Management Research ,Vol.16,no.4,pp.1-10

Vahlne, Jan E , Johanson, Jan 2017, ‘ From internationalization to evolution: The

Uppsala model at 40 years’ , Journal of International Business Studies ,
Vol.48,no.9,pp.1-17

Hollensen,S.,2010.Global Marketing.5 ed.England: Pearson Education Limited.

Digital Journal, (2019). Biscuits Market Overview, Size, Share, Statistics, Trends,
Strategy, Segmentation Analysis and Forecast to 2022 [Online] Available at:
http://www.digitaljournal.com/pr/3501332 (Accessed 20 July 2019).

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 06. Appendices
Appendix 1:

1.1 The Board of Directors

Director Introduction

Mr A G Ratnapala Samaraweera is the principal driving force behind

building Maliban brand to what it is today by instilling a culture of
“Inspiring goodness…” in the company. Taking over the reins of the
company at a relatively young age with the demise of his father, the
legendary founder of Maliban, Mr Samaraweera made Maliban a truly
value driven company to win the hearts and minds of consumers in Sri
Lanka and around the world. His vision and commitment to give the
best to the consumer is amply demonstrated by the statement “Quality
is my religion”. Mr Samaraweera worked restlessly to make Maliban
manufacturing facility, one of the best biscuit factories in the world.

Ms A G Kumudika Fernando was appointed to the Board of Directors

in 2009. Ms Kumudika Fernando received her primary education at the
Holy Family Convent in Colombo and completed the higher education
in Singapore and the United States of America. She holds a Master’s
Degree in Psychology. Since assuming the leadership role Ms
Kumudika Fernando has led the aggressive infrastructure development
projects to upgrade Maliban infrastructure to become world class and
was behind many consumer innovation projects that delivered a series
of successful new and relaunched products to the market.

Mr. A G Berty Wickramapala is a senior director of the company and

serve more than 30 years.

Mr. A.G.Tharangitha Samaraweera, Director and the son of present Chairman

Mr.A.G. Rathnapala Samaraweera, belongs to the third generation of family
members, joined Maliban in 1995.

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Source:( Maliban Biscuit Manufactories (Pvt) Limited, 2019)

1.2 Company Vision & Mission

Source :( Maliban Biscuit Manufactories (Pvt) Limited, 2019)

25
1.3 Company Distribution Channel

Direct
Export
Indirect I.e: Supermarkets
Sales
Modern
Local I.e.: Through
Distributors
General

Source: Compiled by Author

26
1.4 Company Products

Source :( Maliban Biscuit Manufactories (Pvt) Limited, 2019)

27
Source :( Maliban Biscuit Manufactories (Pvt) Limited, 2019)

28
Source :( Maliban Biscuit Manufactories (Pvt) Limited, 2019)

29
1.5 Recognition

Source :( Maliban Biscuit Manufactories (Pvt) Limited, 2019)

1.6 Compliance

Source :( Maliban Biscuit Manufactories (Pvt) Limited, 2019)

30
1.7 Production Capability

Source: Compiled by Author

1.8 Research & Development

Source: Compiled by Author

31
Appendix 2: Porter’s Five Forces Model

32