Britiannaia

Porter's five forces analysis for Britannia Marie biscuit

About Britannia Marie

-Marie biscuits company is one of the most famous brand in biscuit company.

-Marie biscuit is a type of biscuit similar to a rich tea biscuit

-They produce health-care cookies and biscuits like low fat and zero cholesterol biscuits.

-It is originated in England but now famous as India's Britannia Marie.

         Britannia company had its beginnings in 1997.Britannia was one of the first companies in India to pioneer category defining innovations like cream cheese and introducing a host of international flavors for its cubes & spreads in India.Today,Britannia Marie biscuit brand contribute close to 10% of the company’s revenue.Britannia markets its dairy portfolio on the back of a well integrated cold chain logistics network and reaches 3 million outlets across the length & breadth of India

(1)Threats of new entry

         Britannia Marie biscuits company don't need to worry about new entrants because they have already taken their share and place in biscuit market.Threat level is low.Each and every year,especially in Asia market,new food companies create new brand and produce products.Marie has been in the biscuit market for a long time.Marie products are cheap,delicious and nice packaging so they are always on the chart of every market even if the new products try to compete.

Biscuits were assumed as sick-man's diet in earlier days.But todays everyone eats biscuits as the reason of tasty,easy to carry and available everywhere.Marie produce their products cholesterol free so new entrants cannot compete their biscuits in health-care food product market.

(2)Threats of substitute goods.

         Threats of substitute goods are relatively high for every food companies including Britannia Marie biscuits.Small food companies always try to produce similar products when new Marie product hits the market.They replace the market with cheaper prices that removes the high quality Marie biscuit from the market.Other substitute goods like wafers,cakes and others that fit with tea are also a kind of threat.

To solve that,britannia marie biscuit produce healthy food products like diet biscuits,oat meal biscuits and low-fat food products to maintain their place in the market.small food companies cannot afford to produce and imitate these quality products .

(3)Competitive rivalry

          There are so many rivals of Britannia Marie biscuit.When it comes to Marie biscuit,there are several brands to choose like India's britannia biscuits,Spain's Marie cookies,UK’s Crawford Marie biscuit.But Britannia Marie biscuits taste best.The difference between competitors is they do not use artificial coloring and flavoring when they produce Marie biscuits.

Even though all of these brands are under the name of marie biscuits,they taste so different.Britannia's Marie has made best to fit with the tea.