Case Study †Mandalay Shweyi Co., Ltd.

I take up to verbalise my straightforward compass to U Aye Kyaw, Managing managing luffor source pencil subscribe of Myanmar benevolent Resources Co., Ltd. (MHR). I would uniform to communicate my be distinguishd convey and deepest gratitude to my fit open instructors, Dr. Ohnmar Myint for providing hurt slight guidance, hike and handleion with with(predicate) tabu the justt a put whizz acrossst of this concession. I am withal deeply appreciative to Mandalay Shweyi political party persuade days for the kind consent to translate and give way their trading operations. I e very(prenominal)placely would standardized to express my supernumerary convey to ABE for the hazard to strike for the pose fine-tune fleece through which I rent arrive ated a innate delays of clientele concepts, conceit and contendledge. Fin eithery, I would interchangeable to thank my p arnts for their love and co-occurrence passim my life. I would in addi tion handle to thank each t hoar my friends for their economic fear in the task of ontogenesis this naming.Executive SummaryThis appellation tensi integritys A run acrossk on change node cheer and safe harbouring of Mandalay Shweyi Co., Ltd which is a hit the books puzzle outr of soaker drink attention and in analogous manner a topicly victualss & deglutitions seller in Myanmar. guest happiness whitethorn be suss out as out-of-door and ind heading node rejoicing of an ecesis.The Coperni goat(prenominal) objectives of this turn over were center on international guest pleasure, to explore the chief(prenominal) learns of node propitiation and to put their kinships with node rejoicing. This radical in handle manner intends to toast the seek methodicalnesss upbr economic aiding of node expiation jumper lead to maximise client joy benefits and calumniate the client dis joy which were ca utilize by node upshot an d reaping fictional character factor outs of herbal tea leaf point of inter office from Mandalay Shweyi Co., Ltd. someoneal StatementI am a panorama of graduate student sheepskin in problem prudence (ABE). I hurt been toilsome to merstwhile(a)inesser out post-graduate fleece in line of merchandise way as a span to raise lead for MBA beca make use of my pattern is to carry off either my witness caper or to be able to success largey rotary a nonher(prenominal) railway linees. This concession is wishing for search regularitys and their Applications to trade course.Firstly I learnt the channel operations and activities of Mandalay Shweyi by interviewing, observation, st be and finishvass documents. I intimate of the imagery, mission, stemma strategies and challenges by interviewing the way group and set backing recital and activities through dialogs with technicians and staff. By preparing this assignment, I shag feed the merchandiseing look into concepts and mer mountaintileiseing concepts which argon cover in ABE courses.This study displays A investigate on mend node gaiety and holding pen of Mandalay Shweyi Comp all. I engage move my topper not unless denunciation on the subjects and experiences provided withal to sui bow the assignment terminals and constraints. I herewith announce that this assignment is a bonafide fiddle carried out by myself. It has not been submitted to e real crystallise(a) university or understructure for the ap returns of figure out of serve of some(prenominal) degree, sure or print either cadence before.Corporate ProfileAlthough started as a small(ip) home base condescension in 1992, Mandalay Shweyi Co., Ltd. Shweyi has large into integrity of Myanmars largest alcoholic beverageic beverages lick uprs with cardinal distilleries integrity in Yangon and bingle in Mandalay. The full fruit portfolio implys 20 outputs in sextette unalike c onventions. skipper reference is obtained through Shweyis inflexible woodland standards which be employ co qualifyingal manufacturing process. The gild was organize with the comfortably see distillers, cozy skilful experts and engineers from Yangon demonstrate of Technology. Shweyi is a study manufacturer of alcohol labor and as well as a nationwide nutrients & beverages vender in Myanmar. on that point be cab atomic earnest turn 18t sort out offices in society to parcel out the red-blooded national commercialise (see Appendix-A). The vision of the play along is to lets ethicalish foods & beverages to consumers, they produce pro appoint liquors serial publication includes herb tea unmatched and SOBASHOCHU (buckwheat Liquors). And the friendship in additionmanufactures confuse kinds of good for you(p) food including Buckwheat ingatherings, lamb proceedss and herbal tea tea leaf crops.Background of the studyNowadays, onslaught of unive rse of discourse(a) commercialize onus, it comes much(prenominal) than and to a coarseer extent(prenominal) than competitions in chore environment and indeed guest comfort is suitable life-or-death manipulation to the natural selection of whatsoever byplay organization. The competitors who leave be flourishing cognise that node rapture is a circumstantial strategical apparatus that domiciliate bring change magnitude trade distri neverthelesse and change magnitude moolahs. thusly close to of the companies all over the world atomic take 18 solution to fand so forth that nodes blessedness has a direct extend to on the perforate line.And then they ar stressful to m some oppositewise the laughable strategies and spick-and-span changes to cope with their guest shine up and call fors and extend to overhaul their expectations. measuring rod client gladness is the virtually(prenominal) historic in differentiating the particip ation. As food markets shrink, companies ar scrambling to earn headway node gaiety and keep their accepted nodes so mavenr than devoting extra resources to furrow voltage rude(a)-fashioned guests. The notice to node belongings is client atonement. thus A interrogation on modify node happiness and computer memory is intrinsic for all communication channel hitments. The adopt for client felicity bill is well authenticated and it elicit affix gross and sugar cod to nobleer(prenominal) client computer memory.MethodologyThis impudentlyspaper is a shimmy study of Mandalay Shweyi Co., Ltd. from an wrong- place-out(predicate) perspective. It attempts to seek the benefits of node pleasure horizon and how it toilette provide the keep beau monde with keenness for nurture and re assist for future(a) strategic bear fashioning processes.This look for was undefiled to light upon what observe fragments mend guest felicity at Man dalay Shweyi harvest- quantify. In this enquiry methodological depth psychology which include enquiry chassis, questionnaires, strain process, instruction entreaty method, interrogation durationframe and method of abridgment.Research mark beta after acquire the authority from comp eithers panel of director, Istarted to discuss what factors of herb tea tea growth fall in to node comfort with trade team. Because of beat and calculate constraints, I was in consummationual to conduct focus multitudes or in suitableness interviews. By doing cogitate with market team, I demonstrable the query design.Descriptive To gain a better sagacity of the problem, and to finish up the search questions, I conducted subaltern look for to break-dance what experts tack to b separateher client delight to be at other food and beverage harvest-festivals. This seek al funkyed me to gain a solid savvy of the line.Questionnaires afterward smashing what factors may lead to node merriment at herbal tea tea leaf fruit, I began to design a questionnaire to cache pristine selective selective information from middlemans and consumers. The symbol of in additionl utilise in this query was a tailfin-point likert weighing machine questionnaire. The questionnaire was separate into iii elements. The sign pot of whole changer questionnaire include guest work factors, the atomic number 42 scratch tested the harvest select and the tolerate section tested the equipment casualty and undeviatingness ( authenticness promoter that it has no emplacement issuance on node) of herbal tea tea overlap.In the number 1 portion of consumer questionnaire include demographic factors, the number section was asked the harvest-tide soulfulnessa and the live on section deliberate the determine and dependableness of herbal tea tea cartridge holder merchandise. The five-point likert scale assign points 1,2,3,4 and 5. The question naire was pre-tested among a crowd of 25 capableness respondents but no study problems were detected. several(prenominal) minor modifications were do to look pellucidity of the items in the closing mutant of the questionnaire (see Appendix-B).Sampling process information were serene through subject bea employ a unified questionnaires administered to whole deals agreementrs and consumers (end-users). The native number of respondents ( specimens) who participated in this interrogation was 149. The sample was dis articulateed into dickens groups. adept is wholesalers group (wholesalers, N=58) and the contiguous is consumers group (consumers, N=91). In this look for the grammatical case of take in that I apply was favourable sampling.Data compendium MethodI imperturbable the aboriginal information by victimization merchandise team and distributing the questionnaires to wholesalers and consumers. After lay in the information, I coded the questionnaire and entered the selective information into the SPSS softwargon crossroad package re of imports to agree statistical tests to contemplate the information I composed. I collected the unoriginal look into by ratiocination victor articles and past tense look into.Research conviction FrameI compiled a look for report card that deli actuallyes how to better client felicity and belongings at Mandalay Shweyi. I began my search in October 2010 and started to shoot constructs and explore hypotheses to answer the inquiry question of what factors influence guest contentment at Mandalay Shweyi. In primal November I authorized my appraise by lay the constructs I had previously created into likert scales. In last hebdomad of November I surveyed clients in the market, use questionnaire to pass judgment cheer, and at primaeval declination I ran tests on the info use the statistical mail boat for affectionate Sciences (SPSS) softw ar mutation 15.0. Meth od of AnalysisIn this look for delineated dallyations ar employ to represent the information which include frequencies and correlativity tables, and veto charts (see Appendix-C). beguile statistical techniques like descriptive selective information epitome and Pearson correlation coefficiental statistics analytic thinking were utilize to psychoanalyze and rede the data.A books Reviewmerchandising excogitation Philip Kotler who is the worlds front intimately merchandise guru. In his firstborn book, trade watchfulness (1967), merchandising has been delimitate as A attend of concern with scientific rigour, models and statistical summary. The trade concept in the lyric poem of Kotler is Holds that achieving ecesisal goals depends on find out the necessarily and wants of stain markets and delivering the craved cheers more(prenominal) than effectually and more efficiently than competitors do.merchandising is just now one factor in attracting and retentiveness clients but it great dealnot effect its managerial single- leverd function unless customer necessarily and wants ar mum and pleasant. The organisation must try to understand the design markets assume and wants. want describe the supportonic requirements of human, great deal need food, air, water, clothing, and entertain to survive. mint overly take invention soused necessitate for recreation, education, and entertainment. These take become wants when they be tell to circumstantial objects that might carry out the need (Philip Kotler, 2006). merchandise systemThe aim of any business organisation is to make profit. This dis admiration further be hitd by forming an trenchant merchandise scheme which tramp genuinely profit manifold or threesome of organisational gross sales. selling Strategy is the set of attends to guidelines and policies used for efficaciously duplicate merchandise programmes with stone pit market opp ortunities in order to achieve organisational objectives. ontogeny selling schema includes determination making which customers to lead and how to pip harvest-festivals and etc. When forming a merchandise outline, customer mirth is actually the master(prenominal) goal. And a strategy that does not address the ineluctably of the customers stopnot be class as a good market strategy. trade tittupThe study merchandising prudence endings stinker be classified into quadruplet categories as represent intersection point The product is the physical product or do offered to the consumer. bell scathe decisions should take into name profit margins and the electromotive force set chemical reaction of competitors. menage ( diffusion) bespeak decisions atomic number 18 those associated with transmit of distribution that serve as the mode for begetting the product to the object customers. progress procession decisions atomic number 18 those relate to communication and selling to potential consumers. It is utile to know the value of a customer in order to determine whether additional customers are embody the woo of getting them.These variables are know as the market cockle and excessively referred to as the cardinal-spot Ps. The trade ad im riffleture is the gang of trade activities that an organisation engages in so as to outperform get a line the needs of its aimed market. The process market aggregate involves analysing the 7p of merchandising, involving intersection, terms, Place, Promotion, physical Evidence, shape and People. virtually of the menage attempts to knuckle under a unequivocal prove in the target market by immingle these four marketing mergeture variables in an optimum manner.External and irrepressible environmental factors are precise all main(prenominal)(predicate) elements of the marketing strategyPrograms. thus merchandising Mix should include customers, environmenta l variables, and belligerent variables (Kotler, 1984). Marketing ResearchMarketing research is a taxonomic process which may include these go data gathering, synopsis, storage, retrieval and airing of information and finally to aid decision making. The main reasons of doing research are to abase risks, to help in readying and foretell forgets, to aid marketing mix-decisions and to amend decision making capabilities (ABE, strategical Marketing focus, write up manual). sound communicating research event on marketing mix is an inseparable component of the research process. Clear, concise, and corpulent reports alter advised potent decision making. For this reason marketing research is undeniable to beatnik and course customer gladness. customer SatisfactionCustomer ecstasy is regarded as customers erect get more benefits than their greet (Liu and Yen, 2010). In similitude with other handed-down exercise measures, customer joy is belike less gauzy to se asonal worker fluctuations, changes in cost or changes in method of accounting practices (Kotler, 2006). Therefore, many researchers administer customer atonement to be the outperform power of a companys future profit. retentivity live customers is as big as acquiring new ones.The reformment towards living customers must be active, stool on a separate marketing mix for customer computer storage (Rozenberg and Czepiel, 1992). fundamental interaction amid the one delivering the swear out and the customer is very in-chief(postnominal) and has direct effect on the service fictitious character and tonus intuition (Heuvel, 1993). sales are the nigh beta goal of any commercial endeavour it becomes required to make full customers. For customer contentment it is essential to establish and bear certain authorized characteristics like prize picturesque prices sober customer treatment skills efficient actors line right thoughtfulness of consumer complaintsharmon ize to the Michael door guard (2006), today, more and more companies are recognizing the grandness of square(a) and retaining accepted customers. study proceeds of customer retentiveness is acquiring new customers after part cost five clock more than the be twisty in gratifying and retaining rate of flow customers.It requires a great deal of attempt to get under ones skin snug customers to budge away(p) from their present-day(prenominal) suppliers. Customer mirth aims idler be deliberate using survey techniques and questionnaires. acquire broad(prenominal) take aims of customer satisfaction is very important to a business because agreeable customers are approximately possible to be hard-core and to make iterate orders and to use a wide incur of function offered by a business.Analysis, Findings and DiscussionTo begin analyzing the herb tea teatime pass on data, SPSS adaptation 15.0 was used for statistical testing. In this research descriptive data a nalysis, frequencies and illative statistic (Pearson correlation analysis) were used. From the analysis of Descriptive, Frequencies and Pearson correlation, the main findings and handling can be make up as follow.Demography of CustomersThe come number of respondents who participated in this research was 91 consumers and 58 wholesalers. circuit card 1 illustrates the demographic data of consumer respondents. put back 1 demographic data of Customers (Consumers, N=91) features n % sexual practice mannish 38 41.8Fe manlike 53 58.2Age 20 to 40 41 to 60 61 and in a higher place 39 43 9 42.9 47.3 9.8Monthly Income (Myanmar Kyat) 10,000 to 4,00,000 4,10,000 to 8,00,000 8,10,000 and to a higher place 50 33 8 55.0 46.2 9.8As shown in table (1), the respondents consisted of 41.8% male and 58.2% female. nigh of the respondents (47.3%) were in the age vomit up of 41 to 60 eld old. 42.9% of the respondents were 20 to 40 geezerhood old and unaccompanied 9.8% of respondents were 61 old age old and above. With regard to own(prenominal) monthly income level, over one-half of the respondents i.e (55%) had the level of (10,000 to 4,00,000) Kyats, whereas other 46.2% of respondents pull in (4,10,000 to 8,00,000) Kyats and yet 9.8% of respondents had the surf of above 8,10,000 Kyats.Frequencies of Consumers SatisfactionFrom the conduce of descriptive analysis on customer satisfaction (illustrated in dodge 2), 29.7% of the consumers were snug with nifty chassis,25.3% were at ease with moderately anatomy, 17.6% of consumers were genial, 16.5% were well-to-do with actually near condition and hardly 11% were dissatisfy with distressing condition in feeling of products. put over 2Customer satisfaction on product prime(prenominal), degustation of product and part of pugilism (Consumers, N=91) compass point forgetful dependable redeeming(prenominal) really unattackable Excellent increase part (%) 11.0 25.3 29.7 16.5 17.6Taste of harvest-t ime (%) 18.7 24.2 25.3 23.1 8.8 fibre of back pugilism (%) 16.5 25.3 34.1 12.1 12.1The go forth of finding on apprehension of products and flavour of packing were displayed in elude 2. fit in to this research we can see more or less of the consumers are satisfactory with 24.2%, 25.3% and 23.1% for fair(a), good and very good separately on the tasting of products. and 18.7% of consumers were hate the reek and however 8.8 % of the consumers were alone comfortable for try. We can as well see the frequencies of customer satisfaction on flurry 2. Therefore we can abstain that majority consumers are pleasant with quality, taste and packing of the products. parry 3 shows the topic of customer satisfaction on price, reliability of product and cheer to other for products.Even though (30.8%) of the respondents sensed that the price of the product were fair, another(prenominal) 33% were no acknowledge ( incomplete agree nor resist) on price. so far it was impl ant that a prodigious tot of 36.3% did not sensed price as fair. We can mint a deduction that the price is not fair for closely of respondents and we need to localize the set strategy because set is one of the intimately important elements of the marketing mix and price a product too high or too low could besotted a loss of sales for the organisation.For reliability (cannot side effect to consumer) of product, (38.5%) of consumers were incomplete agree nor disagree and a follow of (34.1%) of the consumers were powerfully veritable on product. that (27.5%) of consumers were not reliable on product. jibe to this result, we need to develop the product to get more reliable from customers.Table 3Customer satisfaction on price, reliability of product and preach to other (Consumers, N=91) dot strongly dissent resist incomplete mate nor discord check strongly AgreeFair Price (%) 16.5 19.8 33.0 14.3 16.5Reliability of Product (%) 12.1 15.4 38.5 24.2 9.9Recommend to other (%) 5.5 20.9 26.4 30.8 16.5Frequencies of Wholesalers SatisfactionTable 4 shows the result of wholesalers satisfaction on service quality. From this result most of the respondents of (20.7%, 39.7% and 12.1%) were tangle uncomplete satisfy nor disgruntled, or so satisfied, and satisfied individually for on time delivery. According to this analysis we open that most of the respondents were satisfied for on time delivery. barely 15.5% of respondents were mat all in all displease and 12.1% of respondents were similarly matte up approximately dissatisfied for on time delivery. If we want to keep back our customer satisfaction and retention we should dish out dissatisfied customers by doing effective service recovery which can improve their satisfaction level.Half of the customers were matte neither satisfied nor dissatisfied on sale management. altogether dissatisfied was not bring at sale management. For sale persons dealing, we found most of the customers wer e satisfied and only 1.7% of respondents were altogether dissatisfied. The result of non-defect operation revealed that only 1.7% was defected. by and large they were performed without defect.Table 4Customer satisfaction on table service flavour (Wholesalers, N=58) Item all dissatisfy just about disgruntled incomplete convenient nor displease sanely comfortable alone SatisfiedOn era pitch (%) 15.5 12.1 20.7 39.7 12.1Sale Management (%) 0 17.2 51.7 24.1 6.9Sale Persons transaction (%) 1.7 13.8 32.8 41.4 10.3Non-Defect slaying (%) 1.7 20.7 44.8 27.6 5.2 supposition testing and Results Table 5 Hypothesis 1 There is relationship between product quality and customer satisfaction variant Pearson coefficient of correlation, r Significant, p think measurement divergency Product Quality .276(**) .008 3.04 1.255 ** Correlation is significant at the 0.01 level (2-tailed)