Super fine Rice LTD, has the largest share of 55% in the Market. The company’s policy is to sell only for cash. In 2015, for the first time company’s number one position in the industry has been threatened because other companies started selling rice on credit also. But the managers of super Fine Rice LTD, continued to rely on it’s previously tried and tested successful plans which didn’t work because the environment is not static. this led to decline in sales of Super Fine Rice LTD.