Bee Cheng Hiang's Destination to Vietnam

GDM 203 : Strategic Marketing

Bee Cheng Hiang's Destination to Vietnam

Prepared for :

Lecturer Ms Magdalene Kong

Prepared by :

Aye Thandar Myint

Khin Sandy Aung

Subash Chandaar Selvaraj

Wai Yan Aung

Content Page

1.executive summary 3

2. introduction 3

2.1 company background 3

2.2 mission statement 3

2.3 objectives 4

3. situational analysis 4

3.1 industry analysis 4

3.2 pest analysis 5

3.3 portfolio analysis 6

3.4 customer analysis 7

3.5 competitors' analysis 7

4. current marketing mix 8

4.1 product 8

4.2 price 9

4.3 place 9

4.4 promotion 9

5. focused market 10

5.1 segmentation 10

5.2 targeting 11

5.3 positioning 11

6. recommended marketing mix 12

6.1 product 13

6.2 price 13

6.3 place 14

6.4 promotion 14

7. reference list 15

1. Executive Summary

We see great opportunities for Bee Cheng Hiang in expanding into Vietnam market. Bakkwa (meat jerky) is not something new Vietnam yet, we believe that BCH can leverage on its brand name across Asia through value strategies such as product leadership to take on the market leadership position in a short period of time. Very few Muslims are habitants of Vietnam and so, it is in the least of our worries that BCH will not do well due to its culture. We have learnt that more and more urban living people are becoming brand conscious and that is where, we believe, BCH can differentiate itself from existing companies in the market as BCH is a recognized Asian brand. Throughout the report, we will be analyzing the current situation of the country along with potential competitors in the market and based on that, we will suggest segmentation and targeting strategies to BCH along with marketing mix strategies to achieve market share and profitability in near future.

2. Introduction

2.1 Company Background

Bee Cheng Hiang was first established as a small road side stall in 1933 by a Singaporean (Bee Cheng Hiang, 2012). The very first product of Bee Cheng...