MARKETING MIX STRATEGY CONTEXT GROUP 1

E.F.R Group E.F.R Group

““Year 2005 : Marketing Mix Year 2005 : Marketing Mix Strategies Development Strategies Development

Contest” Contest”

(Group. (Group. II))

Group Group II (Members) (Members)

Ma Khin Thida Htoo (Leader)Ma Khin Thida Htoo (Leader)China Shipping Container Line.China Shipping Container Line. Ko Myo Zaw OoKo Myo Zaw OoSamudera Shipping Line.Samudera Shipping Line. Ko Kyaw Win HlaingKo Kyaw Win HlaingGold Shipping Agency Services Ltd.Gold Shipping Agency Services Ltd. Ma Thandar HtikeMa Thandar HtikeGold Shipping Agency Services Ltd.Gold Shipping Agency Services Ltd. Ma Thwe Thada AungMa Thwe Thada AungMyanmar Speedmark Transportation Ltd.Myanmar Speedmark Transportation Ltd.

Exact Meaning of Our TopicExact Meaning of Our Topic

What is Marketing?What is Marketing?

“ “Identifying needs of customers and Identifying needs of customers and satisfying them at a profit.” satisfying them at a profit.”

Exact Meaning of Our TopicExact Meaning of Our TopicMarketing MixMarketing Mix

It is used to attract and satisfy the target market andIt is used to attract and satisfy the target market andachieve an organization’s goals. Marketing Mixachieve an organization’s goals. Marketing Mixdecisions center on product, distribution, promotion,decisions center on product, distribution, promotion,and price plans.and price plans.

StrategyStrategy

It means ‘how do we get there? It means ‘how do we get there? Strategy summarizes how to fulfil the objectivesStrategy summarizes how to fulfil the objectives. .

Our Mission: Our Mission:

Customers’ first choice and the most reliable Customers’ first choice and the most reliable Freight Forwarding & Logistics services provider.Freight Forwarding & Logistics services provider.

To possess majority of the market share in the To possess majority of the market share in the industryindustry

Our Vision:Our Vision:

EE EEssential and Eternal Organization for ssential and Eternal Organization for Community with Effective and Efficient Community with Effective and Efficient Performance of Excellent, Experienced and Performance of Excellent, Experienced and Energetic Professionals.Energetic Professionals.

FF FForemost & Famous One in Myanmar by oremost & Famous One in Myanmar by Providing Favorable Competitive Superior Providing Favorable Competitive Superior Offerings to Customers faithfully, Frankly & Offerings to Customers faithfully, Frankly & Friendly.Friendly.

RR RReliable and Reputable Quality Goods and eliable and Reputable Quality Goods and Services to Exceed Customers’ Expectations.Services to Exceed Customers’ Expectations.

Comparison of the Whole Myanmar and EFR Groups Lifting Comparison of the Whole Myanmar and EFR Groups Lifting for for

2003 (Export)2003 (Export)(J AN~APR)

MYANMAR92%

EFR4%

HY2%

CS2%

(MAY ~AUG)MYANMAR92%

EFR4%

HY2%

CS2%(SEP~DEC)

MYANMAR90%

EFR5%

HY2%

CS3%

Comparison of the Whole Myanmar and EFR Groups LiftingComparison of the Whole Myanmar and EFR Groups Liftingfor for

2003 (Import)2003 (Import)(J AN~APR)

MYANMAR95%

EFR3%HY

0%CS2%

(May~Aug)

MYANMAR95%

EFR3%

HY0%

CS2%

(SEP~DEC)

MYANMAR94%

EFR4%

HY0%

CS2%

Comparison of the Whole Myanmar and EFR Groups LiftingComparison of the Whole Myanmar and EFR Groups Liftingfor for

2004 (Export)2004 (Export)(J an~Apr)

MYANMAR91%

EFR5%HY

2%CS2%MSTL

0%

(May~Aug)MYANMAR90%

EFR4%HY

2%

CS3%

MSTL1%

Comparison of the Whole Myanmar and EFR Groups Comparison of the Whole Myanmar and EFR Groups LiftingLifting

for for 2004 (Import)2004 (Import)

(J an~Apr)

MYANMAR94%

EFR4%HY

0%CS2%MSTL

0%

(May~Aug)MYANMAR92%

EFR3%

HY1%

CS4%MSTL

0%

ObjectiveObjective

To Improve EFR Groups market share To Improve EFR Groups market share

from 10%~12.50% to 20%from 10%~12.50% to 20%

S.W.O.T Analysis S.W.O.T Analysis EFREFRStrengthStrength

E.F.R Group have the variety and assortment of products appeal to E.F.R Group have the variety and assortment of products appeal to different consumer needs and encourage one – stop shopping different consumer needs and encourage one – stop shopping

Brand image of E.F.R Group & it’s particular own in-house carriers.Brand image of E.F.R Group & it’s particular own in-house carriers. There are several overseas network / partners in both carriers & There are several overseas network / partners in both carriers &

forwarding roles enable to get / process more market share.forwarding roles enable to get / process more market share.

WeaknessWeakness

No appointed air line agent within EFR Group.No appointed air line agent within EFR Group. Unable to compete & get big volume Inbound cargoes due to Unable to compete & get big volume Inbound cargoes due to

customers requirements such as amend the data, change the cargo customers requirements such as amend the data, change the cargo description on b/l are not able for us to allow in both carriers & description on b/l are not able for us to allow in both carriers & forwarders.forwarders.

Overseas network / partners are not aggressive when we compete Overseas network / partners are not aggressive when we compete with competitors’ & try to be our nomination for shipments especially with competitors’ & try to be our nomination for shipments especially to EU / MED.to EU / MED.

About 75% of the whole EFR volume / lifting depending on in-house About 75% of the whole EFR volume / lifting depending on in-house carriers worsen.carriers worsen.

OpportunitiesOpportunities ASEAN group preparation for multi-modal ASEAN group preparation for multi-modal

transportation between ASEAN countries and transportation between ASEAN countries and China increase the trade flow. China increase the trade flow.

ThreatsThreats

The new comers into Yangon trade and Rocking in The new comers into Yangon trade and Rocking in Market by Reducing the Rates.Market by Reducing the Rates.

Unstable condition of politics & trade policy will Unstable condition of politics & trade policy will increase business risk.increase business risk.

S.W.O.T Analysis S.W.O.T Analysis EFREFR

Marketing ConceptMarketing Concept

Consumer Orientation

Market-DrivenApproach

Value-Based philosophy

Integrated Marketing

Focus

GoalOrientation Marketing

Concept

Defining

Organizational Mission

Establishing Strategic Business

Units

Setting Marketing Objectives

Implementing Tactical plans

Developing MarketingStrategy

PerformingSituation Analysis

Monitoring Results feedback

Strategic Planning ProcessStrategic Planning Process

Fro

mS

up

plie

rF

rom

Su

pp

lier

Inb

ou

nd

L

og

isticsIn

bou

nd

L

og

istics

Op

era

tion

Op

era

tion

Ou

tbou

nd

Log

istics O

utb

ou

nd

Log

istics

Mark

etin

g

an

d sa

les

Mark

etin

g

an

d sa

les

Afte

r-sale

sS

ervice

A

fter-sa

les

Service

To

Cu

stom

ers

To

Cu

stom

ers

Human Resource ManagementHuman Resource Management

Technology Development with the help of ICTTechnology Development with the help of ICT

Supply Chain Supply Chain ManagementManagement

ProductProduct

E.F.R Group have the variety and assortment E.F.R Group have the variety and assortment of products appeal to different consumer needs of products appeal to different consumer needs and encourage one – stop shopping.and encourage one – stop shopping.

ProductProductFollowing group of closely related product mix Following group of closely related product mix can satisfy the needs of several consumer can satisfy the needs of several consumer segments for the same product, discourage segments for the same product, discourage competitors, cover a range of prices and competitors, cover a range of prices and sustain dealer support.sustain dealer support.

Containerize (FCL / LCL)Containerize (FCL / LCL) AirfreightAirfreight Land-Sea / Air (Multi Model Transport)Land-Sea / Air (Multi Model Transport) Customs BrokerageCustoms Brokerage WarehousingWarehousing

Continerize (FCL)Continerize (FCL)

Hyundai Merchant MarineHyundai Merchant Marine China Shipping Container Line.China Shipping Container Line. Samudera Shipping Line.Samudera Shipping Line. Mitsui O.S.K LineMitsui O.S.K Line

ProductProduct Containerize (CY/CY) to those areas where our Containerize (CY/CY) to those areas where our

in house carriers are unpromoted.in house carriers are unpromoted. (CY/CY, CY/CFS, CFS/CFS, Door to Door, Door (CY/CY, CY/CFS, CFS/CFS, Door to Door, Door

to Port, Port to Door).to Port, Port to Door). Air Freight.Air Freight. Land – Sea / Air ( Multi Model Transportation).Land – Sea / Air ( Multi Model Transportation). Freight Consolidation .Freight Consolidation . Customs Brokerage.Customs Brokerage. Warehousing and Distribution.Warehousing and Distribution. Construction of Hanging Container.Construction of Hanging Container. Special Project Cargo handling.Special Project Cargo handling.

Would be performed by Would be performed by our Freight Forwarding Arms ofour Freight Forwarding Arms ofEFR and Speed MarkEFR and Speed Mark

New ProductsNew Products

To initiate & launch a feeder service into To initiate & launch a feeder service into Yangon for routing of YGN-PKL-SIN, v.v.Yangon for routing of YGN-PKL-SIN, v.v.

To lease containers from Leasing company for To lease containers from Leasing company for long term contract and operate a NVOCC long term contract and operate a NVOCC business in Yangon, for Intra-Asia trade lanes business in Yangon, for Intra-Asia trade lanes so as to compete/fight with O.V Contr Line & so as to compete/fight with O.V Contr Line & SLA.SLA.

ProductProduct

To decide on the products that will attract customers. To decide on the products that will attract customers. The key is to determine those consumers’ needs and The key is to determine those consumers’ needs and wants and then translate them into desirable products wants and then translate them into desirable products so that each and every inquiry surely become business.so that each and every inquiry surely become business.

PricePrice Price shoppersPrice shoppers – They are interested in the “best – They are interested in the “best

deal” for a product.deal” for a product. Brand-loyal customersBrand-loyal customers - They believe their current - They believe their current

brands are better than others and will pay “fair” brands are better than others and will pay “fair” price for those products.price for those products.

Status seekersStatus seekers – They buy prestigious brands and – They buy prestigious brands and product categories and will pay whatever price are product categories and will pay whatever price are set; higher price signify greater status.set; higher price signify greater status.

Service/features shoppersService/features shoppers – They place a great – They place a great value on customer service and/or product features value on customer service and/or product features and will pay for them.and will pay for them.

Convenience shoppersConvenience shoppers – They value ease of – They value ease of shopping, nearby locations, long hours by sellers, shopping, nearby locations, long hours by sellers, and other approaches that make shopping simple; and other approaches that make shopping simple; they will pay above average prices.they will pay above average prices.

PricePrice To make basic decisions about its products, the To make basic decisions about its products, the

company must decide how to price them.company must decide how to price them.

Aggressive pricing imposed on Strategic Aggressive pricing imposed on Strategic Destinations base on Market rates.Destinations base on Market rates.

Stiff pricing imposed on less attractive Stiff pricing imposed on less attractive destinations (I.e. low export capability).destinations (I.e. low export capability).

Price-based approach occurs when sellers stress Price-based approach occurs when sellers stress low prices.low prices.

Non price-based approach emphasizes factors Non price-based approach emphasizes factors other than price.other than price.

Promotion (communication)Promotion (communication)A key element of the marketing mixA key element of the marketing mix

The value of PromotionThe value of Promotion Establishes an image for a company and its goods and Establishes an image for a company and its goods and

services.services. Communicates feature of goods and services.Communicates feature of goods and services. Creates awareness for new goods and services.Creates awareness for new goods and services. Keeps existing goods and services popular.Keeps existing goods and services popular. Answers consumers questionsAnswers consumers questions Closes transactionsCloses transactions Provides services for consumers after transactions are Provides services for consumers after transactions are

completed.completed.

Types of PromotionTypes of Promotion AdvertisingAdvertising is paid, non personal communication and is paid, non personal communication and

transmitted through various mediatransmitted through various media Public relationsPublic relations includes any communication to foster a includes any communication to foster a

favourable imagefavourable image Personal sellingPersonal selling involves oral communication with one or more involves oral communication with one or more

prospective buyers by paid representatives for prospective buyers by paid representatives for the purpose of making salesthe purpose of making sales

Sales promotionSales promotion included are trade shows, premiums, incentives, included are trade shows, premiums, incentives,

give-aways, demonstrations and various other give-aways, demonstrations and various other efforts not in ordinary promotion routineefforts not in ordinary promotion routine


Types of PromotionTypes of Promotion Shall we promote our service by creating Shall we promote our service by creating

internet web side the variety and assortment of internet web side the variety and assortment of its’ product appeal to different consumer needs its’ product appeal to different consumer needs and encourage one – stop shopping.and encourage one – stop shopping.

atat

www.efr.comwww.efr.com

With attractive web pages???With attractive web pages???



EFR websiteEFR websiteIT Support Manager IT Support Manager

Customers

Marketer Marketer

Customers

e-Marketing & Web suppliere-Marketing & Web supplier

Place (Distribution)Place (Distribution)

A pushing StrategyA pushing Strategy to secure reseller support and enthusiasm to secure reseller support and enthusiasm

when introducing new products and continuing when introducing new products and continuing popular onespopular ones

(resellers know the manufacturer’s or service (resellers know the manufacturer’s or service provider’s past track record, the promotion provider’s past track record, the promotion support that will be provided reliability in future support that will be provided reliability in future deliveries).deliveries).

Place (Distribution)Place (Distribution)

A pulling StrategyA pulling Strategy

whereby it first stimulates consumer demand whereby it first stimulates consumer demand and then gains dealer support.and then gains dealer support.

(to convince resellers that consumer demand (to convince resellers that consumer demand exists for their products).exists for their products).

Place (Distribution)Place (Distribution)Pushing Versus Pulling StrategiesPushing Versus Pulling Strategies

Manufacturer/Service Provider


DistributionIntermediaries

DistributionIntermediaries ConsumersConsumers



DistributionIntermediaries

DistributionIntermediaries ConsumersConsumers

Pushing

Pulling

Place (Distribution) Place (Distribution) Inter-Office DistributionInter-Office Distribution

EFR GroupMarketers

EFR GroupMarketers IT SupportingIT Supporting Human Resource

Department

Human ResourceDepartment

Customers

Customers Relationship Customers Relationship StrategyStrategy

Friendly EmployeesFriendly Employees

Helpful EmployeesHelpful Employees

Quick ServiceQuick Service

Good ValueGood Value

Service QualityService Quality

Courteous EmployeesCourteous Employees

Knowledgeable EmployeesKnowledgeable Employees

Accurate & TimelyBilling

Accurate & TimelyBilling

Competitive PricingCompetitive Pricing

Overall Customer satisfaction

Overall Customer satisfaction

Reliable ServiceReliable Service

After-sales ServicesAfter-sales Services

Factors That Affect Customer Satisfaction

We do hope that the strategy presented We do hope that the strategy presented above will be enable to translate each above will be enable to translate each and every inquiry to be customer’s and every inquiry to be customer’s desirable products and will benefit to the desirable products and will benefit to the company.company.

THANK YOU VERY MUCH!!!THANK YOU VERY MUCH!!!

Q & AQ & A

Documents

MARKETING MIX STRATEGY CONTEXT GROUP 1