Ebm Report

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Executive Summary

The main objective of this report is to create an understanding of the biscuit industry. This report provides all relevant information related to the biscuit industry such as its production process, its progress and development through the years, the major competitors in it and all other pertinent facts required for analyzing the industry.         

We did a fair bit of research on the topic, interviewing Ms Najma Khan, Vice President Human Resource and Muhammad Yamin Khanzada, Assistant Manager HR & Admin currently employed at English Biscuit Manufacturers (EBM), Pakistan. We also interviewed sources that gave us knowledge about the biscuit market and how it is shaping out in Pakistan.

The report covers the topic in detail and gives valuable information, which is enough to point out the market structure of biscuit in our country. Currently EBM dominates our biscuit scenario, however other brands like CBL (Continental Biscuits Limited) have been consistent in their efforts to remain in the market and have kept posing competition to EBM. Inspite of that, EBM has shown a consistent exponential growth in increasing market share every year.

Biscuit in Pakistan is a product that has made a considerable market in the previous decade. However we feel there is still place for improvement and Pakistanis on the whole are still not currently at international standards. EBM, with the biggest share may be a force to reckon in the industry but with products such as this, innovation may just be the key to success.

Situation Analysis

History of Company

EBM has been a part of your life for 39 years. This section gives an insight into the company, its operations, its core philosophies, and its products.


English Biscuit Manufacturers (Private) Limited was established as a joint venture company in 1965 with the name of Peek Freans Pakistan Limited. In 1966, the UK sponsor company was renamed Associated Biscuits International Limited (ABIL), while the venture was renamed English Biscuit Manufacturers (Private) Limited (EBM), which stands to date. [pic]

EBM started manufacturing and marketing the world famous Peek Freans range in 1967 in order to provide Pakistani consumers with nutritious and hygienically packed biscuits of the highest quality. True to its corporate claim, 'The Legend Leads', EBM has led the biscuit industry in Pakistan for 39 years by playing a pioneering role in providing innovative and high quality biscuits for every taste bud. EBM’s trademark, Pied Piper, made its mark three and a half decades ago, but continues to remain in the hearts, minds, and souls of the people through the variety and excellent quality of biscuits manufactured under its umbrella. EBM enjoys the distinction of being the first food company in Pakistan to promote biscuits as 'food between meals'. [pic]

EBM has been in the business of manufacturing and marketing branded biscuits in Pakistan for 39 years. The brand name 'Peek Freans' is a household name, and people trust and believe in the quality of the products produced under this brand. EBM is also the first biscuit company in Pakistan to have achieved ISO - 9001 Certification in correspondence with its institutional slogan 'The Legend Leads'. The achievement also endorses the company's firm commitment to high standards of quality. Under the brand range, Peek Freans, the company today carries the largest variety of biscuit products including Marie, Gluco, Click, Sooper, Smile, RIO Double Treat, Marvell, Party, Peanut Pik, Peanut Pista, Lemon Sandwich and Chocholate Sandwich. [pic]

English Biscuit Manufacturers (Pvt) Ltd., or (EBM), is the country's leading manufacturer of biscuits and cookies since 1967, with an annual sales volume and production capacity of more than 50,000 tons and a turnover of more than Rs. 5.5 billion. EBM is the only Company in the industry to have achieved recognized international certifications pertaining to quality...
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