Marketing Plannig for Hup Seng Company Assignment Essay example

10796 Words Sep 4th, 2013 44 Pages
TABLE OF CONTENTS
1)1.0 Executive Summary…………………………………………………… Page 3
2)2.0 Situation Analysis……………………………………………………… Page 4 2.1 Company Analysis…………………………………………………….. Page 4-7 2.2 Macro-environmental PEST analysis ………………………………… Page 8-11
2.3 Market Analysis……………………………………………………… Page12-13
2.4 Competitor Analysis………………………………………………….. Page 14-17
2.5 SWOT Analysis……………………………………………………… Page 18-20 3) 3.0 Market Targeting and Positioning……………………………………… Page21 3.1Target Market…………………………………………………………… Page21-22 3.2 Product Positioning……………………………………………………… Page 23-24 4) 4.0 Marketing
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In 2005, the Prime Minister Dato' Seri Abdullah Badawi awarded HupSeng with the Industry Product Excellence Award (Eminent Product Performance Award). In mid-2007, HupSeng was accorded with the HACCP (Hazard Analysis Critical Control Points) and BRC (British Retail Consortium) Certification. Besides the domestic market, its products are exported to over 40 countries in Asia, Europe, America, Africa, Mid-Asia & etc.

Hup Seng Hoon Yong Brothers Sdn. Bhd., which is engaged in the sales and distribution of biscuits, confectionery and other foodstuff. It is a large size marketing trading company in Malaysia which was established in 1977. Under the leadership of the innovative Board of Directors and a workforce of competent staff, it had achieved an average of 21% annual growth over the past 5 years. The outstanding performance indicates its strong market share and effective marketing strategy. The majority of its customers are from the various categories of Hypermarkets, Supermarkets, Wholesalers, Minimarkets, Medical Halls and Sundry Shops. The company’s current sales network is represented by ten sales divisions to service over 10,000 customers. The sales network which includes 51 units of delivery trucks and 130 personals has been developed to offer rapid delivery and efficient services.

In-Comix Food Industries Sdn. Bhd., which is engaged in the manufacture and wholesale of coffee mix and all kinds of foodstuff. It was established in 1989, In-Comix

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