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•Badam ID 2010152
•Narangarav ID 2010149
•Narangerel ID 2010133
•Usukhbayar ID 2010113
•Batbaysgalan ID 2010185
Contents
• Introduction
• SWOT analysis
• STP strategy
• 4P and 4C
• Conclusion
• References
• Q & A
1
Introduction
• Established by 1992
• 40 supermarkets in UB, 100 supermarkets in
country sides
• Using to work on the food laboratory of Mongolia
• Their mission:
-The lowest prices
-Customer’s satisfaction
-Good competitive advantages
2
Brief History
• 1992 – The first supermarket opened.
• 2002 – Created the mission that is “Healthy product” and established own laboratory.
• 2003 – “Nearby home” is their slogan. The first “MiniiDut” convenient store opened.
• 2004 – In order to train the stuffs they built “Monkhangai academy”.
• 2005 – For our many years’ experiences, they started to work on the new projects by using national information technology.
• 2006 – The first time “Minii delguur” conducted “Business time” that is discount service.
3
SWOT analysis
Strengths Weaknesses
•Open 24 hours
•Supply chain management
•Top market
•X-generation
•Wide range of product
•Better value
•Customer service
•No website and Online contact
•Too busy for customer
•Negative publicity
•Outdated technology
•Bad acquisition
•Labor related lawsuit
•Uncomfortable environment
•Lack of investment
4
SWOT analysis
Opportunities Threats
•Diversity product range
•New service
• Improving quality of product
• Trend toward healthy eating
• Investment in technical
efficiency
• Training stuffs
• Open the different types of
service
•Intense competition
• The financial crisis
•Losing reputation
•Losing overall control
5
STP analysis
Geographic segment
• Region: Mongolia have 21 aimak, 3 city and
8 district.
• Ethnicity:
Mongolians: 2.811.666
Foreigners: 27.086 ( China 44%, Korea 9%, and
47% foreigners)
6
Demographic segment
• Population:
Male: 1.364.723
Female: 1.446.943
• Income: Average salary: 692.300 tugriks
The lowest salary: 192000 tugrik
• Age:
20 yrs: 35%
20-40: 38%
Over 40: 27%
• Lifestyle: Mongolian lifestyle is mixed in nomadic and urban style. Half of citizens live in cities and half of people live in country side.
7
Targeting
• Multi-segments
• Demographical:
1. Family,
2. Housewives,
3. Children
• Ethnicity: Mongolian and Chinese
• Lifestyle: Busy customer
• Entrepreneur / Startups business/
8
Positioning
• Cheapest price
• Large sum of products
• Many kinds of products
• Can satisfy customers
all needs
9
4P’s analysis
Product•21 categories over 25000
products from China, Russia,
Korea, and Poland
•The Food Court
Price• The average prices of products
• Discounts for special days
Place• Branches in every districts
• Nearby customer’s homes and
offices
Promotion•TV advertisement
•News, Brochures
• Testing promotion
10
Price: The competitors survey
Name Milk Floor Bread Meat
Nomin
supermarket
2650 1230 1190 9000
Orgil
supermarket
2420 1110 850 -
Bumbugur
market
2300 1100 850 8500
Minii delguur
supermarket
2570 1360 1120 8700
11
Customer survey
68%
32%
1. Does Minii delguur's
products satisfy your
needs?
Yes
No
39%
36%
25%
2. Does Minii Delguur
have convienent service
for being close,
approachable to stuffs?
Yes
No
I do not
know
12
Customer’s survey
91%
4% 5%
3. Does Minii Delguur
have reasonable price?
Suitable
enough
Expensive
Cheap
45%
23%
32%
4. Does the product have
good quality?
Yes
No
I don’t
know
13
Results of customer survey
32%
45%
23%
5. Does the promotion and advertisements
reach for you?
Yes
No
Not at all
14
4C’s analysis
Customer•To Satisfy customer
Cost•Flexibility price
•Loyalty cards
Convenience•Close to customer’s home
•Enough space
Communication•Less communication with customers
15
Conclusion
• Lack of customer loyalty
• Main management does not fit well
• Poor reputation
• The main problem- quality of product and
service
• The main factor of maintaining in market is “
the lower price”
16
References
• http://youtu.be/nJLdRnaBFuA
• http://www.mol.gov.mn/nodes/view/type:recent_numbers/slug:niit-hun-amiin-too
• http://immigration.gov.mn/index.php?module=menu&cmd=content&id=216&menu_id=137
17