Marketing and Supply Chain

Management

Marketing Environment OF CBL

(Munchee)
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 1 INTRODUCTION
OF MUNCHEE

INTERNAL
ENVIRONMENT 2
TABLE OF
3 MICRO
ENVIRONMENT

CONTENT
MACRO
ENVIRONMENT 4
5 SWOT ANALYIZE
OF MUNCHEE
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 INTRODUCTION OF MUNCHEE 1
❑ CBL, Ceylon biscuit Limited was founded by
Mr. Simon Arthur Wikramasingha in 1939,
but began operations in 1968.
❑ Ceylon Biscuits Limited is a well-known Sri
Lankan enterprise.
❑ It was mechanized in 1957 with Baker
Perkins lines from the UK.
❑ Munchee Products are exported to more
than 60 countries around the world.
❑ The company own 62% of domestic market
share in Sri Lanka.

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CBL GROUP VISION
o “Total and complete nutrition to enhance the quality of
life of future generations”
CBL GROUP MISSION
o “To achieve total consumer satisfaction by maintaining
consistently superior quality products that are
innovative and nutritious while penetrating new
markets to maintain market leadership in a competitive
Mr. Simon Arthur Wikramasingha With his
environment” William’s Biscuits Van

Munchee Biscuits have a Separate Vision

• “Becoming the No.1 biscuit, chocolate and
confectionary manufacturer and marketer in Asia,
while developing a global presence and recognition.”

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 INTERNAL ENVIRONMENT 2

❑ The internal marketing environment is also known

as a controllable environment.
❑ Marketing mainly focuses on three elements.
1. Current employees
2. Management
3. Corporate structure
Internal environment elements

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 1. Current employees

❑ Totally there are 290 current employees

working in this company.
❑ In CBL, the employee turnover are very low.
❑ Munchee conforms to standards that
guarantee employee safety and health.
❑ Munchee has two types of employees
1. Executive Staff
2. Non-Executive Staff

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 2. Management

❑ CBL Munchee has also been in the market for over 50

years .
❑ They have a team of 40 people to do the
management work.
❑ They devote close attention to their workers.They
refer to this as a management strategy.
❑ They are always concerned about their brand name.
❑ All the managers of Munchee perform the duties
assigned to them by their department correctly.
❑ They give a management trainee programme for
employees.

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 3. Corporate structure

❑ In describing the organizational structure

of Munchee, it is a pyramid-shaped
organizational structure with a flat
control space.
❑ Their structure is important for all
stakeholders and they are continuously
evolving and adopting best practices.
❑ Munchee has an executive structure of
40 executive level officers.
CBL Corporate structure

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 MICRO ENVIRONMENT 3
Micro environment is simply the environment
in which a business can be severely impacted.
❑ The micro environment Elements that
affect an organization are,
1. Suppliers
2. Company
3. Marketing Intermediaries
4. Public
5. Customers
6. Competitors

In the CBL we have identified, these factors are

analyzed separately and decisions are made.
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 Elements
▪ Main flour supplier – Preema
1. Suppliers
▪ Raw material suppliers- Srilankan Farmers
Ex- Ginger,Karapincha
2. Company ▪ Strategies and decisions
▪ Identify the needs and wants

3. Marketing ▪ Advertisement Campaign

Intermediaries ▪ own logistics system and transportation
system

4.Public ▪ Munchee Hadnne Biscuits Vitharak Nemei

▪ Munchee Tikiri Shishyadara

▪ 62% Customer base

5.Customers
▪ More than 45 countries across the world

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 6. Competitors

❑ Competitor’s analysis can be done in two ways,

I. Level of Competitions II. Types of Competitors

Level of Types of
Example Example
Competitions Competitors
Brand
• Maliban Biscuits Manufactories (Pvt) Limited. Laid – Back • Luckyland Biscuits Manufactories
Competitions
Competitors • Cherish Biscuits Company
• Maliban Biscuits Manufactories (PVT) Limited
Industry • Luckyland Biscuits Manufactories
Competitions • Diana Biscuits Company Tiger Competitors • Maliban Biscuits Manufactories (PVT) Limited
• Little Lion Biscuits Company
• Uswaththa Confectionary Works (Pvt) Ltd Selective
Form Competitions • Prima Ceylon (Pvt) Limited • Diana Biscuits Company
Competitors
• Elephant House LTD
• DSI Shoes Stochastic
Generic • KIST biscuits Company
• Wijaya Products (PVT)LTD Competitors
Competitions
• Harischandra Mills PLC

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Porters Five Forces model of CBL MUNCHEE

Bargaining Power of Bargaining Power of

Suppliers Buyers

Competitive Rivalry

Substitutes Threat of New Entrants

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Three C’s framework of CBL MUNCHEE

Customer

Competitor

Channel Member
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 MACRO ENVIRONMENT 4
Macro Environment Of CBL
Munchee

1. Demographic 2. Economic 3. Social-Cultural 4. Natural 5. Technological 6. Political & Legal

Environment Environment Environment Environment Environment Environment

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 1. Demographic Environment

❑ CBL products are sold all over the

world, and Munchee Biscuits hold a
special place among them.
❑ Munchee also benefits greatly from
exporting a large number of its
products to the Asian continent.
❑ Munchee manufactures a variety of
biscuits for babies, young and old in
Sri Lanka.
❑ Munchee product covers print
product information in different
languages.
 2. Economic Environment

❑ Munchee contributes significantly to government tax

revenue and has attracted a huge number of local
and international businesses.
❑. Low Price Range
Middle Price Higher Price
Range Range
Super cream Cracker
Super cream Cracker Choco shock
Handy pack

Tikiri Marie Choco Cream Gift Assortment

Lite Marie Munchee Wafer Snak Cracker
Ringo Munchee Puff Cheese Buttons

❑ Munchee generates employment opportunities.

❑ Rising prices of all biscuit products due to inflation.

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 3. Social-Cultural Environment

❑ Munchee is concerned with the health of the people and

has introduced a variety of products as solutions to
various health problems.
Ex - Karapincha Biscuit, Kothalahimbutu Biscuit,
Kurakkan Crackers
❑ Sri Lankans are in the habit of eating biscuits when they
have a habit so Munchee biscuits are in high demand.
❑ Munchee is a brand that stands out at various times and
acts as a sponsor on various occasions.
❑ Customary for Sri Lankans to bring food and drink with
them when attending a party or visiting relatives.

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 4. Natural Environment

❑ Uses mostly local natural ingredients for

Munchee products.
Ex- Rice flour, Kurahan flour, Ginger,
Karapincha
❑ To Reduce pollution, Munchee began shifting
from polythene packets to card board
packets.
❑ To procure the agricultural raw material
required by the company, company has set up
farmers’ network.

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 5. Technological Environment

❑ The company has been able to give a new face to the

business by moving away from the traditional old ways
of business and moving towards automation and
digitization.
❑ Their company follows the QR code, bar code for
biscuit packaging.
❑ Vastly invested in purchasing brand new state of the art
machineries from Japan and Europe.
❑ Munchee uses social media to place his ads.
❑ With Technological innovation, Munchee has modern
machinery and equipment.

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 6. Political & Legal Environment

❑ Munchee also manufactures its own biscuits

from those standards.
❑ Color coding is mandatory for all packaged
foods in Sri Lanka.
❑ As a result of state political policies, Munchee
has also raised the prices of its biscuit
products.
❑ The Government of Sri Lanka has a monopoly
on electricity, water, fuel and oil, their price
fluctuations greatly affect the prices of
Munchee Biscuit products.

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P EST E L A n a l yze o f C B L M u n c h e e

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 S W O T A N A LY I Z E O F M U N C H E E 5
- Wide range of customer

Opportunities
base.
Strengths
- Strong brand Image.
- Creativity of advertising
- High market share.
agencies.
- Unique taste.
- Growth of birth rate
- Market leader in many and child population.
areas.
- Expansion of
international trade.

- Lack of land premises. - Covid 19 Pandemic.

Weaknesses

- Product failures. - Government

Threats
- Unavailability of regulations.
energy saving. - Behavior of major
- Depends only few competitors.
resources and - Influence of inflation.
materials.
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THANK YOU!
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