Bee Cheng Hiang Marketing Report

1. Executive Summary

Bee Cheng Hiang is a food confectionary that produces Asian-style food products, and has regional operations in countries such as Singapore, Malaysia, China, Hong Kong, Taiwan, Indonesia and the Philippines. Understanding Bee Cheng Hiang’s brand, production, research and development, vision and mission, the team have realized Bee Cheng Hiang’s potential to expand its regional operations even wider, into Japan and Australia.

Both countries were researched upon and a few factors played decisive roles in determining the potential of the Japan and Australia market. These factors include Economical, Technological, Competition, Political, Legal, Natural, Demographic and Socio-Cultural.

The reason why Japan was selected was due to its huge economy and presence around the world. Japan also plays a big role in developing new technology and is home to a large labour force (ranked #9). Japan would also be a great platform for Bee Cheng Hiang to learn from other large processed food companies in Japan and gain greater experience in this market.

For Japan, the chosen Target Marketing Strategy is Concentrated Marketing, in which, the same marketing mix would be used for all the various market segments (Upper income, Middle income, Vegetarian Buddhists and the Health conscious). Possible competitive advantage that could be adopted by Bee Cheng Hiang in Japan would be through Market Positioning and through channel differentiation. (The distributing methods, advertising, people differentiation, etc.)

In Japan, the marketing mix adopted focuses on suiting its products with the local requirements, being weary of pricing due to the matured market of Japan (price sensitivity), the dual distribution through front-up stores and e-transactions, as well as promotional tools that adopt in-store, media and creativity of advertisements. Future expansion plans include setting up a command headquarters and a system of delivering the products right to their customer’s...