Growth Strategies at English

Biscuits Manufacturer Pvt. Ltd.

Prepared By:
M. Waqas Ul Haq (Seat # EP19545062)

Submitted To:
Sir Ishaaq
Strategic Management (EMBA 602)

11th August 2021

1. Introduction
 EBM has led the biscuit industry in Pakistan for over 55 years. It started manufacturing
and marketing world famous Peek Freans range in order to provide Pakistani consumers
with wholesome, nutritious, and hygienically packed biscuits. All our biscuits are
produced under our iconic Peek Freans Pied Piper umbrella brand.
 For more than five decades, EBM continues to remain in the hearts. Our philosophy has
been to produce biscuits which meet national and international standards of quality and
hygiene in terms of Food Safety and wholesomeness. According to the survey conducted
by Nielson, ‘EBM currently leads the baking industry in Pakistan with the market share of
51%’.
 The Company’s Top Manager is the CEO, Dr. Zeelaf Munir who is currently leading the
company with the aim to benchmark it with the other well-known multi-national FMCGs,
while rest of the management with highly qualified and experienced professionals from
various multi-nationals and national companies and they are all putting efforts to keep
EBM ‘The Best Place To Work’ in Pakistan’s FMCG sector. The Company has an
Annual Sales volume and production capacity in excess of Rs. 65 Billion and 100,000
Tons respectively.

2. Purpose and method of this report

There is no doubt that EBM have broken the status quo and established new standards and
benchmarks in the industry since last few years. From the journey of annual sales of Rs.
20Billion back in FY 2013-14 to Rs. 68Billion at the end of this fiscal year, yet there are
many more heights to achieve. In continuation, this report is prepared with the purpose of
determining:
 EBM’s growth strategies that they adopted to be the market leaders.
 EBM’s ‘cost leadership’ business strategy, with the quest of reaching new milestones
in 2022 and beyond.

3. Business Growth Strategies at EBM

 EBM strongly believes in planning, analyzing and continually improving its processes
and business functions by adopting standard tools and models which are used worldwide.
EBM plans their strategies for growth by the use of Ansoff Matrix, also called the
Product/ Market Expansion Grid.
 EBM uses the grid for four strategies as follows:
 MATRIX Existing Products New Products

Existing Product
Market Penetration
Markets development Increasing Risk

New Markets Market Development Diversification

Increasing Risk

Market Penetration
 This focuses on increasing sales of existing products of EBM to an existing market.
 EBM aims to increase its market share with this strategy by constantly putting efforts in
the following direction:
o Cost avoidance and cost optimization by introducing sustainability drive into all
its business processes.
o Increasing the sales reach and promotion efforts.
o Brand Re-positioning of some of its products ranges such as introducing the Pik
Family (Peanut Pik, Pista Pik, Party Pik) with new packaging and styling.

Product Development
 This focuses on introducing new products of EBM to an existing market.
 EBM drive this strategy by doing extensive research and development and expansion in
the company’s product portfolio.
 Its R&D and NPD (New Product Development) functions constantly exerting efforts in
bringing innovative solutions to meet the needs of existing markets. E.g., Introducing
Smile Cake, Cake Up, Choco Lava etc. are all good examples of innovative and
successful designs.
 Leadership is committed to investing in R&D and technological advances to develop its
new products on fast pace.
 Strategic partnerships with other firms to gain access to partner’s distribution channels or
brand.
 Exploring options to deliver environmentally friendly messages through packaging and
marketing campaigns and exploring biodegradable packaging options.

Market Development
 This strategy focuses on entering a new market by EBM using its existing products.
 EBM has increased its exports percent from overall 2 to 4% of business growth by
expanding into new geographic regions and customer segments by assessing the
consumer behavior in the new markets that doesn’t deviate too far from that of consumers
in the existing markets
 For example, EBM has increased its number of dealers in the following regions: Middle
East, Canada, Africa, Far East Asia etc.
 Moreover, EBM is also continually capturing the market share of Cake Industry and
thereby expanding regionally.

Diversification – This strategy focuses on entering a new market by EBM with the
introduction of new products.
 EBM has recently introduced a donut-shaped cake and thus enters a new market with a
new product.
 Although such an strategy is the riskiest, as both market and product development are
required, but EBM mitigated the risk by doing an appropriate market analysis and thus
creating an ambition to progress for better ways.
 Also, the diversification strategy offers the greatest potential for increased revenues to
EBM.

4. Cost Leadership
 Since the start of fiscal year 2020-21, EBM management is strongly emphasizing more
towards business sustainability which includes bringing cost-cutting projects and
developing a strong organizational culture. A number of sustainability projects that
initiated in during the past years have played a role in organization’s continued success in
difficult times.
 EBM started FY 2020-21 with even greater challenges – not in control, i.e. the revised
and increased industrial taxes, barriers to trading, influence of pressure groups etc. and
then pandemic situation of Covid-19, the company is operating 24/7 with the confidence
that, no force that is within our realm of control can determine its destiny.