EXECUTIVE SUMMARY
It was no later the entire world had to undergo an emergency situation due to the covid pandemic. This halted the whole operations of many businesses, and it created an economic hardship for the entire world. Sri Lanka was one of the few countries which was heavily impacted due to its economy depended on the tourism, foreign remittances and the import-based economy. As a result, the economic situation in the country became bad where there was a food hyperinflation even recorded.
Ceylon Biscuits Limited (CBL) was the market leader in Sri Lanka for the biscuit industry. However, with the impact of the current situation, the company was making reduced sales due to reduced demand. However, the company still tried to push their products to the customers via the same marketing strategies they followed before.
This report identified the loopholes in the existing strategy and provided solutions for those loopholes with recommendations on improvements. Improving the overall strategy including looking for new export markets were suggested as expansions and ways of earning dollar income. Further it was suggested to reduce the profit margins rather than keeping them all and provide the products at a reduced price. Stopping unnecessary marketing expenses was also recommended with the marketing strategy focusing on digital marketing and social media marketing.
If the management is able to apply those recommendations into the business world, CBL will not only be able to maintain a profit margin, but also will be able to build a loyal customer base at the end of pandemic.

1.0 INTRODUCTION
1.1 Background
Covid-19 was a pandemic which the world has not experienced in decades. It impacted the entire world in a manner where most of the economies around the world had to suffer huge losses. The human had to change their lifestyle due to that. Overall, the impact to the economies and societies took months to recover and even some countries are still suffering due to the impact. (Donthu et al, 2020)
Sri Lanka was never ready for such a large-scale pandemic. Without any proper policies in place and without much expenditure allocated to the public health system, the country had to face a huge issue due to the transportation restrictions imposed. As an export import dependent country, the economy condition of the country began to shrink, where the exports were impacted. Further with few wrong policy decisions, the country’s whole foreign reserves were spent on necessities where they were depreciated. Overall economy was impacted where the companies such as CBL which was depending on imported raw materials for their production process had to face difficulties in continuing their operations with risk costs of the raw materials and import restrictions placed by authorities. (Deyshappriya, 2020)
1.2 Purpose
This report will analyze the impact Covid-19 and related economic conditions forced on Ceylon Biscuit Limited (CBL). And then it will discuss on strategies on how to overcome the situation with positive improvements.
1.3 Scope
This report will focus on the current strategies followed by CBL and evaluate whether those strategies are suitable to face the current external environmental challenges.

2.0 POSITIONING
In the current context, before going into the detailed strategies, it will be vital to understand the current position of the CBL Biscuits in the market. CBL is leading the market being the market leader. Their main competitor is Maliban Biscuits who offer the same kind of product range, with the same quality with same pricing. Another fast-growing brand is Kist, where with their wider reach with the Keells supermarkets and same quality, but low pricing they are able to capture the market rapidly.