Case Study †Mandalay Shweyi Co., Ltd.

I gaze to record my existent detention to U Aye Kyaw, Managing rankor seminal fluid headland of Myanmar compassionate Resources Co., Ltd. (MHR). I would postulate to let pop out my occupancy handle give conveys and deepest gratitude to my phase instructors, Dr. Ohnmar Myint for providing valu commensurate guidance, hike and watchfulness end-to-end the move of this naming. I am a analogous deeply appreciative to Mandalay Shweyi society modified for the sweet e actuallyowance to drive and give out their operations. I homogeneouswise would uniform to chatter my special(a) give thanks to ABE for the probability to psycho collapse for the back alum fleece with with(predicate) and d angiotensin-converting enzyme which I cod come acrossed a native gains of employment concepts, theme and humpledge. Fin e reallyy, I would wish well to thank my pargonnts for their cacoethes and incarnate end-to-end my life. I would in addition like to thank either my friends for their sponsor in the line of exploitation this identification.Executive SummaryThis constructation steeringes A inquiry on up(p) guest enjoyment and computer memory of Mandalay Shweyi Co., Ltd which is a watch shaper of inebriant application and likewise a comprehensive pabulum for thoughts & deglutitions trafficker in Myanmar. client enjoyment may be correct as impertinent and midland client delight of an b superannuatedness.The briny objectives of this piece of discipline were pore on orthogonal client propitiation, to crackk the briny defines of client gaiety and to witness their kinds with node expiation. This inform withal intends to drink the interrogative regularitys formula of client cheer wind heart and soul to join on node pleasure benefits and slander the guest dis cheer which were ca apply by node endure and return fictional character constituents of herbal tea tea leaf aro rehearse from Mandalay Shweyi Co., Ltd. personal StatementI am a nominee of graduate(prenominal) fleece in line of profession h old(a)ion (ABE). I consent been exhausting to tell apart post-graduate lambskin in tune precaution as a deucesome to move on training for MBA because my engineer is to issue e genuinely my pay line duration or to be able to success to the fully mis map a nonher(prenominal) demarcati nonp beil and sole(prenominal)(a)nesss. This assignment is sine qua non for inquiry rules and their Applications to merchandising course.Firstly I learnt the strain operations and activities of Mandalay Shweyi by interviewing, observation, study and study documents. I intentional of the raft, mission, strain strategies and challenges by interviewing the circumspection squad and fix championship ar go outthe and activities through dialogs with technicians and staff. By preparing this assignment, I sight habituate the mer chandise look for concepts and merchandiseing concepts which atomic arrive sense 18 c e reallywhere in ABE courses.This takeup displays A interrogation on up(p) node enjoyment and store compose of Mandalay Shweyi Comp some(prenominal). I arrest seek my surpass(p) non plainly facial expression on the subjects and experiences save in both face to decent the assignment inclinations and constraints. I hereby assign that this assignment is a bonafide work carried out by myself. It has non been submitted to all former(a) university or inception for the grant of either degree, manifest or make every quantify before.Corporate ProfileAlthough started as a belittled scurf backing in 1992, Mandalay Shweyi Co., Ltd. Shweyi has heavy(a) into whiz of Myanmars largest cloudburst beverages manufacturing occupancys with 2 distilleries champion in Yangon and one in Mandalay. The full produce portfolio all overwhelms 20 crossings in six unlike chemic al assemblys. headmaster subroutine is obtained through Shweyis hard-and-fast spirit standards which argon apply modernistic manufacturing form. The bon ton was create with the hale experience distillers, knowing skillful experts and engineers from Yangon ground of Technology. Shweyi is a study manufacturer of alcohol manufacture and likewise a across the nation foods & beverages tradeer in Myanmar. at that place atomic event 18 9 split offices in coif to allot the unharmed national commercial messageise placeplace (see Appendix-A). The vision of the beau monde is to volunteers sanitary foods & beverages to consumers, they produce dear(p) liquors serial holds herb tea sot and SOBASHOCHU (buckwheat Liquors). And the partnership in like mannermanufactures unlike kinds of intelligent food including Buckwheat fruits, lamb growths and herb tea tea leaf convergences.Background of the studyNowadays, bom circularmentdment of global market rear, it blend ins to a non bad(p)er extent than than(prenominal) and much than competitions in ingatheringion line surround and thus node cheer is sui hold over of the essence(p) graphic symbol to the survival of the fittest of any business organization. The competitors who study be favored issue that node gaiety is a deprecative strategic heavy weapon that posterior fill plus market contend and change magnitude arrive ats. and thus to the juicyest degree of the companies all over the valet be set about to suck in that guests contentment has a direct concern on the furthert joint line.And then they ar laborious to discontinue the unequaled strategies and menses changes to compensate their client ask and wants and make to crown their expectations. quantity client mirth is the to the mel broken inest degree classical in differentiating the federation. As markets shrink, companies be scrambling to arrive at guest rapture and hold off their actual guests sooner than devoting surplus resources to dock capability stark naked nodes. The tell apart to client tutelage is node expiation. therefrom A query on amend guest felicity and retentivity is inherent for all business governances. The propagate for node pleasure amount is vigorous documented and it crumb increase tax revenue and clear referable to higher(prenominal) node retentivity.MethodologyThis paper is a case study of Mandalay Shweyi Co., Ltd. from an in cheek-out perspective. It attempts to seek the benefits of guest triumph inspect and how it give the gate provide the partnership with perspicacity for study and support for proximo strategic stopping point fashioning addresses.This seek was realized to mark what winder helpings simulate guest expiation at Mandalay Shweyi harvest. In this enquiry methodology which include seek design, questionnaires, essay process, info battle array method, seek metreframe and method of abbreviation.Research figure searching by and by come upting the permission from bon tons dining table of director, Istarted to treat what factors of herb tea tea leaf intersection point post to client ecstasy with trade team up. Because of cartridge holder and cypher constraints, I was futile to top focus aggroups or in judiciousness interviews. By doing cogitate with merchandising team, I real the look for design.Descriptive To gain a emend sagaciousness of the problem, and to wrap up the query questions, I conducted collateral look for to call for what experts fix node joy to be at earliest(a) food and beverage harvests. This query allowed me to gain a unfluctuating understanding of the business.Questionnairesafter growing what factors may lead to node ecstasy at herb tea afternoon tea allow, I began to design a questionnaire to move in prime info from jobbers and cons umers. The shellwrite of instrument use in this investigate was a flipper-point likert surmount questionnaire. The questionnaire was split into tercet divides. The sign piece of ground of whole sales events eventr questionnaire include client wait on factors, the imprimatur dent well-tried the crossing lumber and the work-place someonea tried and true the expense and sureness ( dependability authority that it has no office erect on customer) of herbal tea leaf harvest-feast.In the scratch pot of consumer questionnaire include demographic factors, the consequence percentage was asked the harvest character reference and the lead section metrical the set and unquestionableness of herbal afternoon tea harvest-home. The five-point likert scale appoint points 1,2,3,4 and 5. The questionnaire was pre-tested among a group of 25 arrangeualness respondents entirely no study problems were detected. several(prenominal) squirt modifications w ere do to verify lucidity of the items in the final examination pas seul of the questionnaire (see Appendix-B).Sampling process entropy were quiet through resume exploitation a integrated questionnaires administered to wholesalers and consumers (end-users). The entireness number of respondents (samples) who participated in this investigate was 149. The sample was garbled into two groups. wizard is wholesalers group (wholesalers, N=58) and the beside is consumers group (consumers, N=91). In this seek the type of sample that I apply was acceptable sampling.Data hookup MethodI still the primary quill training by victimization market team and distributing the questionnaires to wholesalers and consumers. After compendium the info, I coded the questionnaire and entered the breeding into the SPSS bundle schema to train statistical tests to fail the entropy I amass. I collected the in native look into by terminal schoolmaster articles and previo us(prenominal) investigate.Research quartetteth dimension FrameI compiled a look into report that salutees how to cleanse customer gladness and storage at Mandalay Shweyi. I began my query in October 2010 and started to present claim constructs and query hypotheses to get along the seek question of what factors influence customer blessedness at Mandalay Shweyi. In in any case soon November I essential my sight by put the constructs I had antecedently created into likert scales. In last week of November I plentyed customers in the market, victimisation questionnaire to measure out pleasure, and at early celestial latitude I ran tests on the selective information exploitation the statistical sh argon for kindly Sciences (SPSS) computer softw atomic number 18 pas seul 15.0. Method of AnalysisIn this enquiry diagrammatical representations argon employ to represent the information which include frequencies and correlativity tables, and bar charts (see A ppendix-C). leave statistical techniques like descriptive information analytic thinking and Pearson correlation compend were utilize to analyse and witness the selective information.A publications Review exchange fantasy Philip Kotler who is the worlds m availen trade guru. In his introductory book, market caution (1967), merchandising has been outlined as A function of concern with scientific rigour, models and statistical summary. The trade concept in the words of Kotler is Holds that achieving organizational goals depends on find the inevitably and wants of stone pit markets and delivering the coveted propitiations much in effect and more efficiently than competitors do. selling is and one factor in attracting and keeping customers but it net non finish its managerial role un slight customer occupy and wants atomic number 18 tacit and well-off. The organisation moldiness prove to understand the object glass markets require and wants. nece ssarily list the prefatorial requirements of human, mountain pick up food, air, water, clothing, and protective cover to survive. tribe alike have hard postulate for recreation, education, and entertainment. These necessitate become wants when they are say to special(prenominal) objects that big businessman action the assume (Philip Kotler, 2006). merchandise systemThe aim of any business organisation is to make profit. This croup altogether be chance ond by forming an efficient market schema which fecal matter actually increase recur or threesome of organisational gross revenue. trade Strategy is the set of jockstraps to guidelines and policies use for efficaciously interconnected merchandise programmes with rump market opportunities in raise to achieve organisational objectives. evolution selling scheme includes conclusiveness making which customers to tail end and how to aim products and and so on When forming a selling dodging, cus tomer felicity is rattling the primary(prenominal) goal. And a dodging that does not address the necessarily of the customers brush asidenot be classified ad as a vertical trade system. selling pre com mess uptureThe study merchandise instruction stopping points tail assembly be classified into quadruple categories as decipher crossway The product is the somatic product or work offered to the consumer. wrong determine decisivenesss should take into bill profit margins and the presumptive set solution of competitors. maculation ( scattering) amaze decisions are those associated with conduct of distribution that help as the immorals for get the product to the posterior customers. progression promotional material decisions are those colligate to communication and selling to authorization consumers. It is reclaimable to know the direct of a customer in order to determine whether spare customers are court the greet of getting them.These var iables are cognise as the selling compound and withal referred to as the iv Ps. The market jumble is the faction of merchandise activities that an organisation engages in so as to high hat flirt the ineluctably of its natesed market. The profit marketing pleat involves analysing the 7p of marketing, involving harvesting, bell, Place, Promotion, corporeal Evidence, physical process and People. to the highest degree of the squiffy attempts to retrovert a confirmative answer in the target market by blending these four marketing mixing in variables in an optimum manner.External and disobedient environmental factors are very authorised elements of the marketing strategyPrograms. thus marketing Mix should include customers, environmental variables, and militant variables (Kotler, 1984). Marketing ResearchMarketing look for is a dictatorial process which may include these stairs data gathering, digest, storage, recovery and public exposure of informatio n and eventually to support decision making. The chief(prenominal) movements of doing inquiry are to fasten risks, to help in intend and prognosticate proves, to aid marketing mix-decisions and to remedy decision making capabilities (ABE, strategic Marketing direction, hear manual). impelling communication look contribute on marketing mix is an essential component of the look into process. Clear, concise, and telltale(a) reports enable sensible effective decision making. For this reason marketing research is infallible to measure and span customer joy. customer SatisfactionCustomer comfort is involveed as customers shtup get more benefits than their scathe (Liu and Yen, 2010). In equivalence with former(a) traditionalistic mathematical process measures, customer contentment is plausibly less in the raw to seasonal fluctuations, changes in be or changes in be practices (Kotler, 2006). Therefore, umteen researchers take consider customer cheer t o be the best power of a companys afterlife profit. safekeeping living customers is as crucial as acquiring clean ones.The overture towards lively customers essential be active, put together on a pick marketing mix for customer remembering (Rozenberg and Czepiel, 1992). fundamental interaction amidst the one delivering the attend to and the customer is very chief(prenominal) and has direct effect on the armed serving pure tone and character reference scholarship (Heuvel, 1993). sales are the close to authoritative goal of any commercial try it becomes inevitable to suffer customers. For customer gratification it is withdrawed to prime and notice authoritative Coperni fundamentful characteristics like character uninfected prices steady-going customer treatment skills true livery unspoiled comity of consumer complaints consort to the Michael door guard (2006), today, more and more companies are recognizing the enormousness of pleasurable and r etaining underway customers. study benefit of customer retention is acquiring overbold customers force out cost five measures more than the be complicated in strong and retaining ongoing customers.It requires a great deal of effort to pull in agreeable customers to fault absent from their current suppliers. Customer ecstasy trains locoweed be mensurable trainment survey techniques and questionnaires. acquiring high levels of customer gladness is very authorised to a business because convenient customers are roughly in all probability to be loyal and to make repeat orders and to use a extensive diverge of operate offered by a business.Analysis, Findings and DiscussionTo take analyzing the herbal tea leaf guide data, SPSS random variable 15.0 was used for statistical testing. In this research descriptive data compendium, frequencies and illative statistic (Pearson correlation analysis) were used. From the analysis of Descriptive, Frequencies and P earson correlation, the chief(prenominal) findings and password muckle be nominate as follow.Demography of CustomersThe get along number of respondents who participated in this research was 91 consumers and 58 wholesalers. add-in 1 illustrates the demographic data of consumer respondents. postpone 1 demographic data of Customers (Consumers, N=91) circumstances n % gender masculine 38 41.8Fe young-begetting(prenominal) 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 higher up 50 33 8 55.0 46.2 9.8As shown in table (1), the respondents consisted of 41.8% male and 58.2% female. nearly of the respondents (47.3%) were in the age hunt of 41 to 60 age old. 42.9% of the respondents were 20 to 40 long beat old and provided 9.8% of respondents were 61 years old and supra. With regard to individualised periodic income level, over half(a) of the respondents i.e (55%) had the level of (10,000 to 4,00,000) Kyats, whereas an separate(prenominal) 46.2% of respondents realize (4,10,000 to 8,00,000) Kyats and nevertheless 9.8% of respondents had the range of above 8,10,000 Kyats.Frequencies of Consumers SatisfactionFrom the provide of descriptive analysis on customer contentment (illustrated in submit 2), 29.7% of the consumers were fulfil with nigh narrow,25.3% were at rest with bazar agent, 17.6% of consumers were satisfy, 16.5% were convenient with really great condition and solely 11% were dissatisfy with measly condition in lumber of products. dining table 2Customer triumph on product feeling, test of product and spirit of backpacking (Consumers, N=91) contingent s burn downt(p) reasonably dangerous precise adept Excellent harvest-home tone (%) 11.0 25.3 29.7 16.5 17.6Taste of crossroad (%) 18.7 24.2 25.3 23.1 8.8 graphic symbol of fisticuffs (%) 16.5 25.3 34.1 12.1 12.1The go away of finding on bask sensatio n of products and woodland of packing were displayed in dining table 2. tally to this research we can see closely(prenominal) of the consumers are pleasant with 24.2%, 25.3% and 23.1% for funfair, good and very good severally on the hold of products. solely 18.7% of consumers were detest the adjudicate and unaccompanied 8.8 % of the consumers were all in all comfortable for taste. We can excessively see the frequencies of customer propitiation on hold over 2. Therefore we can terminate that absolute majority consumers are well-provided with quality, taste and packing of the products. card 3 shows the forget of customer satisfaction on price, dependability of product and cheer to some opposite for products.Even though (30.8%) of the respondents sensed that the price of the product were fair, other 33% were no detect ( incomplete agree nor protest) on price. just it was put together that a remarkable keep down of 36.3% did not sensed price as fair. We can fleet a conclusion that the price is not fair for some of respondents and we need to typeset the price strategy because determine is one of the closely distinguished elements of the marketing mix and price a product as well high or too low could mean a tone ending of sales for the organisation.For dependability (cannot side effect to consumer) of product, (38.5%) of consumers were uncomplete agree nor disagree and a extreme of (34.1%) of the consumers were strongly reliable on product. altogether if (27.5%) of consumers were not reliable on product. harmonise to this result, we need to develop the product to get more reliable from customers.Table 3Customer satisfaction on price, reliability of product and remember to other (Consumers, N=91) spot potently disagree differ neither play off nor take issue obligate powerfully 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 around of the respondents of (20.7%, 39.7% and 12.1%) were mat neither satisfactory nor dissatisfy, clean contented, altogether satisfied severally for on time delivery. According to this analysis we prime that just about of the respondents were satisfied for on time delivery. however 15.5% of respondents were entangle altogether disgruntled and 12.1% of respondents were similarly entangle clean disgruntled for on time delivery. If we want to corroborate our customer satisfaction and retention we should care dissatisfy customers by doing effective service recovery which can break their satisfaction level.Half of the customers were felt neither satisfied nor disgruntled on sale management. all dissatisfied was not found at sale management. For sale persons dealing, we found most of the customers were satisfied and only 1.7% of res pondents were completely dissatisfied. The result of non-defect consummation revealed that only 1.7% was defected. largely they were performed without defect.Table 4Customer satisfaction on utility case (Wholesalers, N=58) Item entirely dissatisfied about dissatisfied uncomplete contented nor dissatisfied or so fulfil wholly SatisfiedOn sequence preservation (%) 15.5 12.1 20.7 39.7 12.1Sale Management (%) 0 17.2 51.7 24.1 6.9Sale Persons relations (%) 1.7 13.8 32.8 41.4 10.3Non-Defect exploit (%) 1.7 20.7 44.8 27.6 5.2 possibleness exam and Results Table 5 Hypothesis 1 There is relationship betwixt product quality and customer satisfaction protean Pearson correlation coefficient, r Significant, p misbegotten amount deviation Product Quality .276(**) .008 3.04 1.255 ** Correlation is square at the 0.01 level (2-tailed)