• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22
  23. 23
    23
  24. 24
    24
  25. 25
    25
  26. 26
    26
  27. 27
    27
  28. 28
    28
  29. 29
    29
  30. 30
    30
  31. 31
    31

Instant noodle- distribution channal in thailand

Extracts from this document...

Introduction

Marketing Channel Strategies Table of Contents Executive Summary.......................................................................................3 Company Background....................................................................................4 Instant Noodle Market Situation.........................................................................5 Economic Analysis on Instant Noodles Market........................................................6 Rank of Instant Noodles...................................................................................6 Sales Volume and Market Share.........................................................................7 Competitor Analysis.......................................................................................8 Marketing Mix........................................................................................9 - 10 Manufacture Power.......................................................................................11 Logistics System....................................................................................12 - 17 SWOT Analysis of Distribution's channel......................................................18 - 19 Effectiveness of Logistics system.................................................................20 - 22 Channel Design......................................................................................23 - 24 Channel Management..............................................................................25 - 26 Integration of Channel with other 3Ps...................................................27 - 28 Recommendation.........................................................................................29 References.........................................................................................30 Excusive Summary Mama is an internationally recognized brand that was established since 1972 and has been the leader in the instant noodle market for several decades. They currently have 10 SKUs, each targeting different, but similar groups of consumers. This paper is based upon the audit of Mama's channel of distribution from a marketing channels perspective. We have clearly stated the market information of Mama in terms of the market, target consumers, competitor analysis, and the marketing mix with our main emphasis on the distribution. We have included the SWOT analysis of Mama's distribution channel and stated its distribution strategies and objectives, design of the channel, and analyzed Mama's ability to reach its targets needs. For cleared understanding a diagram of Mama's distribution channel has been included. Following the analysis of Mama's distribution channel, we have stated how Mama's management team deals with various types of situations such as environmental pressure an conflicts, and have identified the different types of power Mama has with its channel members. Company Background Thai President Foods Public Company Limited was established in 1972 with an initial registered capital of 6 million baht through a joint venture between President Enterprise Co., Ltd. Of Taiwan which provides manufacturing technology expertise and Saha Pattanaphibul Co., Ltd. which responsible for marketing and distribution. The founding objective was to produce instant noodles under the "MAMA" brand. The Company's first Head Offices were located on New Petchburi Road, while the first factory was inaugurated at Nong Khaem District, Bangkok. ...read more.

Middle

centers - Convenience stores - Hotels, restaurants, hospitals and schools - Factories and industrial outlets At this stage, Sahapat will distribution the finished products to the distribution center of big retailers, and distribution center of big restaurant. Then the products will reach to the end-consumers. Sahapat has very good system that can support the distribution of Mama (sahapat, 2007). Sales and Distribution Support System Sahapat has made major investment aimed at developing systems to better support the sales and distribution task. ROS (Remote Ordering System) an on-line computer system to send/retrieve purchase orders from sales representatives across the country to the Head quarters. EDI (Electronic Data Interchange) is used for the modern trade to send-in purchase orders through satellite 24-hours a day, by-passing the manual system and the use of sales representatives to collect orders. ECR (Efficient Consumer Response) is a system in which suppliers, manufacturers, and retailers closely co-operate to improve efficiency in the demand chain and the supply chain. Efficiency will result in cost saving in the operation. Therefore retailers can sell to consumers at a lower price. - Palletization - Electronic fund transfer - Electronic data interchange - Digital product catalogue Space Management/ Category Management are the systems to manage shelf space and to manage product category to maximize sales and profitability (sahapat, 2007). Logistics and Warehousing System Sahapat currently has the most advanced warehousing system in Thailand. It has joined with KRS Corporation Japan, and together they have developed logistic and warehousing system aimed to improve the services by making it quicker and timelier. Most of its components are computerized making their services more efficient, effective, and accurate. At the present Sahapat have a number of warehouses in Bangkok and up-countries enabling it to have large market covering nation-wide (sahapat, 2007). Bench - marked delivery time are: * Day plus zero refers to delivery on the same day the invoice is issued. ...read more.

Conclusion

If any flavor doesn't boost up the sales which mean that the company has to pay a lot of money for its SKU in order to put the product on the shelf. The company should consider this very carefully because if the firm can reduce this kind of cost, it would be very effective for company to safe and spend it on other area of marketing mix such as promotion. In country side, normally customer would buy the traditional flavors which are "Tom yam Kung" and "Moo Sub". This is because the company produced bigger size of a package and sell at slightly higher price of these two flavors. Therefore the company should reduced the flavors that available in the market because its waste the cost of SKUs in the retailers. The second thing is that, as the oil has increased and all raw material and resources increase their price. The cost of raw material that Mama has to use increasing, but the company cannot increase the price that sell to end-consumers because it is the law and regulation that if Mama want to increase their prices, they have to pass the consideration and agree from the government because this kind of product is consuming products and people are sensitive to the price. The consumers of Mama are from the poor people to rich people, so if the Mama increases the price, it will have to effect to all people. Then, Mama has to absorb the price by them until they can make the agreement with the government and the government allows them to increase it. All in all, the increasing the price of Mama is so difficult and has to pass many law and regulation, so it may be the main problem right now that Mama faces. By this problem, if the price of Mama actually increases, the thing that Mama should do is to help the retailers by promoting and push more marketing campaigns in order to help stimulate sales, and make end-customers familiar with the price and consume it the same as usual. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    * Explosive growth in electronic communication, McKinsey estimates e-commerce sales could grow to $327 billion by 2002. "Information superhighway"- revolutionizing e-commerce. * E-business- electronic means- Research, communicate and potentially transact * E-markets- sponsored websites- describe products and services offered by sellers; allows buyers to search information, identify their need, place order= physical delivery of goods.

  2. Greggs plc intend to expand their operations into international markets in order to satisfy ...

    3 separate training programmes will need to be run by the UK management team. Firstly, the German store manager will need to be trained on the day-to day running of the business; secondly, the chef will need to be competently briefed on recipes and equipment as food production will be

  1. Company Background - Elken.

    Many of its competitors such as Amway, Cosway and others do not maintain its customers' records properly. These competitors only kept its distributors and members' records. For those non-member customers, they do not really provides good after-sales services and thus difficult to develop long-term customer relationship.

  2. Blue Nile pestel analysis. Blue Nile is a publicly traded company. The company was ...

    The power is not in the buyers it is in the suppliers. It is not like people have the ability to go out and make a diamond engagement ring so the suppliers can charge what they want for these items.

  1. The Body Shop and the successes and failures of their strategy - Executive summary

    The Body Shop has run a series of campaigns in an attempt to generate worldwide awareness of environmental protection. The first campaign was launched in 1986, 'Think Globally, Act Locally', in association with Friends of the Earth. Over the years The Body Shop has campaigned on acid rain, the ozone

  2. S.W.O.T. Analysis of Dalda Foods Pvt. Ltd.

    which protects from Skin and Heart diseases. * 100% cholesterol free and controls cholesterol level. * Save from Cancer. * Controls Blood sugar. * Helps maintain healthy weights. * Contains anti-inflammatory. * Dalda Olive oil is easy to digest. Tullo Cooking Oil Contents * Made from 100% pure vegetable oils * Contains Vitamin A & D.

  1. Marketing analysis of Aquafresh tooth paste

    by the social communication and interaction that helps to gain awareness of the product and increased sales. The national statistic population of UK suggests that the population is increasing consistently between the year 2010 and 2014 with an in erase if 3.2% and the people in high and medium income group are more than those with lower income potential.

  2. PROJECT ON MARKETING STRATEGIES OF BPL COLOR TELEVISION

    10 years, does affect, the cycle and the culture of the society. All of a sudden, the emergence of a wide variety in the hardware and the software is sure to influence viewing thinking and living in the society and that is what has happened.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work