ENTREPRENEURIAL

MINDSET
REPORT

J.PRIYANTHINI
BM 19

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Contents
1. ACKNOWLEDGEMENT..............................................................................................3
2. EXECUTIVE SUMMARY REPORT.............................................................................4
3. WHAT IS THE MEANING OF ENTREPRENEURIAL MINDSET.................................5
4. 5 CHARACTERISTICS OF AN ENTREPRENEURIAL MINDSET....................5
5. 7 COMPONENTS OF THE ENTREPRENEURIAL MINDSET..........................5
6. ENTREPRENEUR VS ENTREPRENEURSHIP..........................................................6
7. Sri Lankans who are notable for their business and industrial
success in Sri Lanka........................................................................6
8. Introduction Of My Selected Industry...........................................................................8
9. Vision..............................................................................................9
10. Mission...........................................................................................9

11. Our Values......................................................................................9

12. Quality Policy.................................................................................9
13. Products..........................................................................................9
14. MALIBAN MARKET ANALYSIS................................................................................10
15. PRICE...........................................................................................11

16. MARKET PLAN.............................................................................11

17. FUTURE PLAN..............................................................................11
18. INNOVATIONS..........................................................................................................12
19. MALIBAN VS MUNCHEE..........................................................................................13
20. MALIBAN entry to new market..................................................................................14
21. Conclusion.................................................................................................................15
22. References................................................................................................................ 16
23. THANK YOU............................................................................................................ 17

24.

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 ACKNOWLEDGEMENT

We would like to express our gratitude to all the business management

department who helped me in accomplishing my report. A special thanks
to our lecturer miss M.Vijenthan by extending her invaluable co-operation
and guidance to complete our report. I also would like to thank the library
staff for their co-operation during my report work and special thanks to
our family & friends for their unconditional support in order to complete
the environmental scan successfully. At last, once again we like to praise
those persons whoever comprehends this proposal, with name of
almighty.
I offer my sincere thanks and humble regards to campus of BCAS, peon
for imparting me very valuable professional training in HNDM. We pay
our gratitude and sincere regards to Miss M.Vijenthan, my project guide
for giving me the cream of his knowledge. We are thankful to his as she
has been a constant source of advice, motivation and inspiration. I am
also thankful to his for giving his suggestions and encouragement
throughout the project work.
Thank you.
Ms. Priyanthini Jeganathan
J/BM/22/19/11

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 EXECUTIVE SUMMARY REPORT.

This report has been based entrepreneurial mindset and entrepreneur,

entrepreneurship, enterprise. This report analysis by maliban biscuit
manufactories in Sri lanka. This maliban biscuit manufactories is
currently operating in Sri Lanka. The biscuits snack food industry of Sri
Lanka consists of the Maliban. The following assignment looks at the
food industry and will analyze the Maliban company’s creativity and
innovation. It also discusses the key features of the service and how
marketing programs can be used to improve the manufactories
marketing base & discuss how successful the Maliban company has
been in using an extended marketing mix. And the factors to be
considered in entering new destination for Maliban company operations
have been clearly elaborated in the assignment by giving assignment by
giving attention to the analysis of the entrepreneurial mindset.

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WHAT IS THE MEANING OF ENTREPRENEURIAL MINDSET
a way of thinking that enables you to overcome challenges, be decisive, and accept
responsibility for your outcomes. It is a constant need to improve your skills, learn from your
mistakes, and take continuous action on your ideas. Anyone willing to do the work can
develop an entrepreneurial mindset.
5 Key ways to improve An Entrepreneurial mindset
 Commit to your passion
 Understand the needs of the marker
 Plan your Entrepreneurial vision
 Network with other entrepreneurs
 Learn from your setbacks to develop your entrepreneur mindset

5 CHARACTERISTICS OF AN ENTREPRENEURIAL MINDSET

1. Successful entrepreneurs recognize opportunities
2. Entrepreneurship involves innovation
3. The entrepreneurial mindset is a growth mindset
4. Entrepreneurs learn from mistakes
5. Entrepreneurs develop a sense of purpose

7 COMPONENTS OF THE ENTREPRENEURIAL MINDSET

Motivation

Be happy
about
making
mistakes Continuous
Work smart
building and
development

Respond to
changes
Risk
Learn quick

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 ENTREPRENEUR VS ENTREPRENEURSHIP

ENTREPRENEUR
 An entrepreneur is defined
as “person in effective
control of commercial
undertaking, one who
undertakes a business or an
enterprise”.
 Entrepreneur is an
innovative person who
maximizes his profits by
following new strategies or
venturing into new products
or services.
ENTREPRENEURSH
IP
 Entrepreneurship is the
process of designing,
launching and running a new
business, which is often
initially a small business.
The people who create
these businesses are called
entrepreneurs.
 Entrepreneurship has been
described as the “capacity
and willingness to develop,
organize and manage a
business venture along with
any of its risks in order to
make a profit”

Sri Lankans who are notable for their business and industrial success in Sri
Lanka.

Upali Wijewardene (Automobile / Media)

Lalith Kotelawala (Banking and Finance)
Otara Gunewardene (Fashion)
H. K. Dharmadasa (Healthcare / Construction)
Soma Edirisinghe (Media / Film / Jewelry / Finance)
Victor Hettigoda (Ayurveda Medicine)
Richard Pieris (Retail / Manufacturing)
Dhammika Perera (Businessman/ Investor / Philanthropist)
Ishara Nanayakkara (Entrepreneur / Banking)
Mahesh Amalean (Textile)
Ashok Pathirage (Entrepreneur / Banking / Retail)
Ravidu Mario Weerakoon (Entrepreneur / E-commerce)
Shehan Sachintha (Entrepreneur) (Anon., 10 December 2022, at 06:03 )

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 ENTREPRENEUR PERSON

ENTREPRENEURSHIP PROCESS

ENTERPRISE OUTCOME

An entrepreneur is an individual who creates a new business, bearing most of the risk and
enjoying most of the rewards. The process of setting up a business is known as
entrepreneurship. The entrepreneur is commonly seen as an innovator, a source of new
ideas, goods, services, and business or procedures.

One of Example of successful entrepreneur in SRI LANKA

Frenando Raymond is one of the top digital entrepreneurs in the world and is a force to
reckon with in the global digital space, and deservedly, he is number one on this list.
The UK, and ahs the SEO and online marketing agency ClickDo and SRI LANKA based
software development services as his main footprints in the digital space.

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 Introduction Of My Selected Industry
I choose food industry to analyze the entrepreneurial mindset. My food industry is MALIBAN
Manufactories limited.
MALIBAN Biscuits manufactories limited is Sri Lankan number one snack food industry.

MALIBAN BISCUITS MANUFACTORIES LIMITED

Type Limited liability

Industry Biscuits Snack food
Founded 1954
Founder Angulugha Gamage Hinni Appuhamy
Headquarters Ratmalana, Colombo, Sri Lanka
Area served International
Key people A. G. R. Samaraweera (Group Chairman)
Brands Maliban Biscuits
Maliban Milk (milk powder)
Maliban Mineral Waters (mineral water)
Zellers Chocolates
Little Lion Bakeries
Website www.malibanbiscuit.com

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Vision
To be the most successful and respected Biscuit company in Sri Lanka.

Mission
To win the Hearts 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.

Our Values
o Growth mindset
o Open communication and mutual respect
o Consumer & customer focus
o Accountability & responsibility
o Socially and environmental responsible

Quality Policy
Maliban Biscuit Manufactories (Pvt) Ltd. is committed in meeting and exceeding the
expectations of our esteemed customers and other interested parties in terms of providing
quality and safety assured products. We manufacture our products through the continual
improvement of our Quality Management System and by promoting our strategic directions.
We have developed a frame work for setting and achieving quality objectives and comply
with applicable legal and other requirements through effective training, motivation and ethical
governance. (Anon., 2022)

Products
 Maliban biscuits
 Maliban Milk
 Maliban Agri
MALIBAN provides a range of different types of biscuits to its consumers,

Cracker range Brand cracker, smart cream cracker, spicy cracker

Cream range Orange cream, real double chocolate and vanilla,

chocolate cream
Puff range Lemon puff, chocolate puff, cheese puff, etc.
Gift assortment range Gift selection, time assortment

Savory range Krisco, cheese bits, chick bits, snackers, cheese and cilli
Healthy & wellness range Sugar free, bran cracker

Sweet range Milk short cake, nice, gold Marie, etc.

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SOME IMPORTANT THINGS OF MALIBAN
 Maliban company produces 25 million biscuit packs in
every month.
 Maliban biscuits are sold in over 100,000 stores island
wide.
 Its products are exported to over 35 countries across 5
continents.
 Maliban is an ISO 9001, ISO 22000 and OHSAS 18001
certified company
 It has won national quality award many times
 It is strengthened by a workforce of about 1250.

MALIBAN MARKET ANALYSIS

Maliban was the market leader for biscuit market in early 90s and the market share has
slightly decreased over the time and Muchee was the main competitor. In years2000 with the
re-launching of Marie, Cream Cracker & Lemon Puff by Munchee has been a turning point of
the brand and due redevelopment of co products of Munchee become the market leader in
2001 by holding over 40% of market share in biscuit market consecutively. Due to the heavy
competition experienced majorly with the brand Munched along with brand Malian has lost
their market share slightly from year 2001.But Maliban has positive competition towards the
whole market segment for biscuits with all the competitors. According to the Nielsen’s market
research (2012), Brand Munchee was possessed 60% of the biscuit market while Maliban
has30% and other producers has 10% market share as Nips, Litte Lion, Kist, Maam, Sunrich,
Dian and Daintee.
2015 Biscuit Market Share of Sri Lanka

100%

10% munchee
maliban
others
30%
60%

Source: Ac Nielson,2015Maliban is equipped with several biscuits as well Maliban always

tries to introducenew biscuits to the market. Therefore, Company is used effective marketing
strategy inmaking the environment feasible in sustaining the market share as they already
sustained the market share and performing well with the reference to Key Performance
Indicators in comparison to the objectives set by the company. Company used marketing mix
strategy in meeting the different customer or market needs (education, n.d.)

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PRICE
Maliban has positive retail price which could be borne by the local customers and also
company offers discounts for the retailers with a 30 days credit periods with the purpose of
extending the retailer network (KPI). Munchee has the same retail pricing and also, they
used to offer discounts in expanding the network. (education, n.d.)

MARKET PLAN
According to the situation analysis, market summery author is planning to prepare a
marketing plan for the company for new two years. Author decided to suggest a new product
development for the company – fruity bar (potion) cake which specially focused on kids’
segment and other market segments also and standardization of market addressing of the
brands for next two years. Objective of preparation of marketing plan is to succeed the brand
by growing the sales and profitability, expanding its market share while making competitive
advantages for the brand. (Anon., 2016)

FUTURE PLAN
Biscuits are a rich source of essential nutrients, including fibers, carbohydrates and fats, due
to which their demand has increased globally. The growing awareness about these product
ingredients and benefits among the masses represents the primary factor driving the market
growth. Besides this, with the rising health consciousness, consumers are shifting toward
healthy snacking options, which represents another major growth-inducing factor.
Additionally, several leading manufacturers are launching innovative product variants, such
as low-calorie, sugar-free, oat-based, nut-based, and high-fiber biscuits in attractive
packaging to expand their customer base and gain a competitive edge. This, in confluence
with the heavy investments in aggressive promotional activities by key players, is driving the
market growth. Furthermore, the emerging trend of food-on-the-go and the increasing
consumption of bakery products due to hectic lifestyles, inflating disposable incomes, and
changing dietary habits are catalyzing the market growth. Other factors, including rapid
urbanization, product premiumization, technological advancements, and easy product
availability via online and offline retail channels, are also creating a positive market outlook.

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INNOVATIONS
Maliban increases focus on product innovation
Established in 1954, Maliban Biscuit Manufactories (Pvt) Ltd., Sri Lanka’s most trusted and
renowned Biscuit manufacture has revolutionized the biscuit manufacturing category with its
world-class ingredients and state-of-the-art manufacturing processes.
With rapid improvements in Innovation, Quality and Trust, Maliban Biscuits continues to
dominate the biscuit industry with ground-breaking products that are tailor made to delight
customers thus giving novel experiences. As a result, Maliban has kept the flag flying high
over the last six decades.
Elaborating on how innovation plays a crucial role at Maliban, Ravi added “Innovation is the
key in today’s businesses. Our approach towards adapting to this element has been different
as our innovation drive is predominantly driven by customer experiences. We at Maliban
believe that having a significant focus on innovation enables companies to stay ahead of the
game and come up with ground-breaking products. It is in this backdrop that we have
deployed state-of-the art technology in our Research and Development Department to further
expand the resources of Maliban Biscuits Pvt. Ltd and to empower them with the latest
technology and proper know-how make a change in the business industry.
Commenting further Ravi said, “Our R&D team is continuously striving to generate new
formulas which could be integrated into product preferences to enrich the taste of Maliban
products. With a strong focus on innovation since the inception, we have been able to disrupt
the local and international markets with class leading products that are well recognized by
our consumers. Some of our latest innovative products introduced in 2017 are, Maliban Real
Temptation Coffee designed to give first-hand experience in the form of a cookie filled with
liquid Coffee Cream, Golden Creamy Puff which is specifically designed to cater young puff
biscuit lovers with a different experience altogether and New Faluda experience exclusively
for fun loving Teenagers. ABC Learners became a favorite biscuit not only amongst children
but also amongst young parents because of its novelty in giving children the opportunity to
learn while enjoying the biscuits purely because of the shapes of the alphabet.”
Commenting on the Trust, Kumudika said, “Trust on Maliban Biscuit goes back to 1954 when
the company was established in Ratmalana. Trust at Maliban is strongly backed by
Innovation and Quality and inclusion of this component to our core business operations has
helped us to deliver world’s finest products and be recognized not only locally but
internationally as well. We are committed to providing uncompromised services to our
customers based on our founder’s principles and will continue to add value to our customers
at all times in Maliban products.”
Ravi in his closing comment said “From our strategic planning to customer services, all our
plans are drafted in a way that these core values become the core enabler for all employees
across every pillar. With this, not only we have been able to manufacture quality products,
but also empower the workforce with modern technology to elevate the customer
experiences to a whole new paradigm and deliver sheer product quality and consistency to
our local and global customers.” (Anon., 2022)

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 MALIBAN VS MUNCHEE

Market warfare - Maliban is the oldest biscuit manufacturer in Sri Lanka as well it used to be
the biscuit market dominator in Sri Lanka. Maliban Company’s main competitor is Ceylon
Biscuits LTD (Munchee biscuit). Brand Munchee used to be the biscuit market leader
currently because of the clever segmentation & positioning & aggressive marketing
strategies. Munchee adopted a 3 prolonged challenger strategy such as frontal attack,
encirclement attack & segmental attack
There are 3 main turning points within the journey of the Munchee biscuit.
They are introductions of Tikiri Marie, Super Cream Cracker & Real Lemon Puff. All of these
biscuits have been introduced to the market by the Maliban biscuits. Munchee took Maliban
head-on introducing “me-too” products with some kinds of improvements in taste and quality.
(Anon., 2016)

marie
maliban lemon puff
cream crecker

tikiri marie
munchee real lemon puff
super cream crecker

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MALIBAN entry to new market

In my assumption Maliban open the new factory in Jaffna.

Advantages
 Economics of large scale
 Spreading of risk
 The economy is cash reserves
 Cheap remittance facilities
 Proper use of capital
 Better training facilities for employees
 Raw materials can be obtained at low cost
 Decrease the unemployment

Disadvantages
 Difficulties of management, supervision and control
 Lack of initiative
 Unnecessary competition
 Expensiveness
 Losses by some branches affect others

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Conclusion
Currently the company Maliban is facing critical marketing issues due to
the heavy competition faced toward the marker leader Munchee. Due to
those issues company founded strategic path way of introducing new
product in to the market as a differentiation in its product range as the
Munchee is not been addressed the portion cake marker segment so far.
And to upgrade the strategic market addressing of the company in
relation to enhance the competitive advantage of the company and to
increase the prospective customers to the brand for next two year in
delivering a value to customers by expanding the market share. As the
maliban expected to set the implemented plan will be supported the
company in achieving its objectives set by using the key performance
indicators of the company while reducing the expenses of the new
market plan. It will be helpful for the company in aiding the profitability of
the company. Maliban will be able to enhance its market share and meet
the forces come on their way by the implemented strategic marketing
plan.

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References
Anon., 10 December 2022, at 06:03 .
https://en.wikipedia.org/wiki/Category:Lists_of_Sri_Lankan_people. [Online]
[Accessed 10 12 2022].
Anon., 2016. academia education. [Online]
Available at: https://www.academia.edu/42823636/Marketing_Maliban_Sri_Lanka
[Accessed 11 12 2022].
Anon., 2022. https://www.malibangroup.com/about-us/. [Online]
[Accessed 10 12 2022].
Anon., 2022. wikipedia. [Online]
Available at: https://www.malibangroup.com/pr-ceo-interview/
[Accessed 10 12 2022].
education, a., n.d. https://www.academia.edu/42823636/Marketing_Maliban_Sri_Lanka.
[Online]
[Accessed 10 12 2022].

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THANK YOU

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