The sauce you need? Recommended changes to Musalmah Food Industries’ product range and marketing strategies (German Edition)

July 28, 2016 - Comment

Projektarbeit aus dem Jahr 2015 im Fachbereich BWL – Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: HD, Monash University Malaysia, Sunway Campus, Sprache: Deutsch, Abstract: The Malaysian sauce manufacturer Musalmah Food Industries (MFI) struggles with a decreasing market share on the Malaysian market. To enhance their domestic market share the company needs to bring their

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Projektarbeit aus dem Jahr 2015 im Fachbereich BWL – Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: HD, Monash University Malaysia, Sunway Campus, Sprache: Deutsch, Abstract: The Malaysian sauce manufacturer Musalmah Food Industries (MFI) struggles with a decreasing market share on the Malaysian market. To enhance their domestic market share the company needs to bring their product range to the next level. The former target group, travellers to Non-Muslim countries, of 46,000 potential customers is getting too small to sustain the market share in a highly competitive market. The following recommendations are given to improve MIF’s product range. The current product range of MFI consist, next to a university feeding program and catering, of 24 different products in four categories, all of them are ready-to-eat sauces. MFI’s competitors have a maximum amount of 9 products in their range. A reduction of their current product length and especially their product depth of curry products seems to be appropriate to avoid cannibalization. Eight out of 24 products are on a curry-base (Thai-Curry or Kuah Kari). The “Kuah Kari Rendang 180 G IS” appears even twice in their product line. Resources could be used in a much more effective way, as described later.

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