Case Study †Mandalay Shweyi Co., Ltd.

I wish to tell my sincere appreciation to U Aye Kyaw, Managing Director Cum Principal of Myanmar Human Resources Co., Ltd. (MHR). I would akin to express my heart matte thanks and deepest gratitude to my course instructors, Dr. Ohnmar Myint for providing invaluable guidance, encouragement and supervision passim the process of this duty assignment. I am also deeply thankful to Mandalay Shweyi conjunction Limited for the kind permission to study and analyze their operations. I also would like to express my special thanks to ABE for the opportunity to study for the channel Graduate Diploma through which I have gained a unadulterated understands of assembly line concepts, idea and inhabitledge. Finally, I would like to thank my p bents for their love and allow through come out of the closet my life. I would also like to thank all my friends for their return in the task of developing this assignment.Executive SummaryThis assignment focuses A Research on Improving guest ha ppiness and Retention of Mandalay Shweyi Co., Ltd which is a study(ip) producer of alcohol industry and also a nationwide foods & beverages tradeer in Myanmar. Customer gaiety may be identified as away and internal client joy of an organisation.The main objectives of this study were focuse on external guest contentment, to explore the main influences of guest satisfaction and to jog their relationships with node satisfaction. This composing also intends to present the query methods reflection of client satisfaction lead to maximize client satisfaction benefits and minimize the guest dissatisfaction which were ca utilize by client dish out and crossway step factors of herbal tea tea leaf Product from Mandalay Shweyi Co., Ltd. soulfulnessal StatementI am a nominatedidate of Postgraduate Diploma in Business Management (ABE). I have been trying to complete post-graduate fleece in business sector counselling as a bridge to notwithstanding study for MBA because my aim is to manage either my own business or to be able to success waxy manage some separate(a) businesses. This assignment is demand for Research Methods and their Applications to food market course.Firstly I learnt the business operations and activities of Mandalay Shweyi by interviewing, observation, examine and studying documents. I learned of the vision, mission, business strategies and challenges by interviewing the management police squad and identified business practice and activities through dialogs with technicians and staff. By preparing this assignment, I stand apply the merchandise investigate concepts and marketing concepts which be covered in ABE courses.This paper displays A Research on Improving Customer happiness and Retention profile of Mandalay Shweyi Company. I have tried my beat out not only reflection on the subjects and experiences but also to meet the assignment goals and constraints. I hereby declare that this assignment is a bonafide work carri ed out by myself. It has not been submitted to any other university or institution for the portray of any degree, certified or published any time before.Corporate ProfileAlthough started as a small scale of measurement business in 1992, Mandalay Shweyi Co., Ltd. Shweyi has grown into star of Myanmars largest alcoholic beverages manufacturers with two distilleries one in Yangon and one in Mandalay. The full product portfolio includes 20 products in six different sorts. Superior gauge is obtained through Shweyis strict quality standards which are applied advance(a) manufacturing process. The lodge was formed with the well experienced distillers, knowledgeable technical experts and engineers from Yangon take of Technology. Shweyi is a major manufacturer of alcohol industry and also a nationwide foods & beverages marketer in Myanmar.There are nine branch offices in order to cope the whole national market (see Appendix-A). The vision of the fellowship is to provides healthy food s & beverages to consumers, they produce healthy liquors series includes HERBAL RUM and SOBASHOCHU (Buckwheat Liquors). And the go with alsomanufactures various kinds of healthy food including Buckwheat products, Honey products and herbal Tea products.Background of the studyNowadays, bombing of global market effect, it becomes more than and more competitions in business environment and hence customer satisfaction is becoming all- weighty(a) role to the survival of any business organization. The competitors who will be sure-fire recognize that customer satisfaction is a critical strategic implement that squirt bring increased market share and increased profits. consequently roughly of the companies all over the world are beginning to image that customers satisfaction has a direct impact on the bottom line.And then they are trying to develop the unique strategies and parvenu changes to satisfy their customer requirements and wants and strive to exceed their expectations. Measuring customer satisfaction is the some valuable in differentiating the company. As markets shrink, companies are scrambling to boost customer satisfaction and keep their current customers rather than devoting special resources to chase potential new customers. The key to customer retention is customer satisfaction.Therefore A Research on Improving Customer Satisfaction and Retention is immanent for all business organisations. The contract for customer satisfaction measurement is well documented and it toilette increase revenue and profit due to mettlesomeer customer retention.MethodologyThis paper is a case study of Mandalay Shweyi Co., Ltd. from an in aspect-out perspective. It attempts to explore the benefits of Customer Satisfaction Survey and how it can provide the company with insight for development and throw for future strategic purpose making processes.This interrogation was completed to signalize what key components affect customer satisfaction at Mandalay Shweyi product. In this inquiry methodology which include research design, questionnaires, sampling process, entropy collection method, research timeframe and method of analysis.Research Design Exploratory After getting the permission from companys board of director, Istarted to discuss what factors of Herbal Tea product contribute to customer satisfaction with marketing team. Because of time and budget constraints, I was unable to conduct focus groups or in depth interviews. By doing brainstorming with marketing team, I developed the research design.Descriptive To gain a better intellectual of the problem, and to clarify the research questions, I conducted secondary research to discover what experts put customer satisfaction to be at other food and beverage products. This research allowed me to gain a solid understanding of the business.QuestionnairesAfter developing what factors may lead to customer satisfaction at Herbal Tea product, I began to design a questionnaire to coll ect primary info from wholesalers and consumers. The type of instrument used in this research was a five-point likert scale questionnaire. The questionnaire was divided into three classs. The initial portion of wholesaler questionnaire included customer religious profit factors, the second section tested the product quality and the stick out section tested the set and reliability (reliability means that it has no side effect on customer) of Herbal Tea product.In the first portion of consumer questionnaire included demographic factors, the second section was asked the product quality and the last section measured the pricing and reliability of Herbal Tea product. The five-point likert scale appoint points 1,2,3,4 and 5. The questionnaire was pre-tested among a group of 25 potential respondents but no major problems were detected. Several minor modifications were made to ensure clarity of the items in the terminal chance variable of the questionnaire (see Appendix-B).Sampling process Data were collected through survey utilise a structured questionnaires administered to wholesalers and consumers (end-users). The total number of respondents ( models) who participated in this research was 149. The sample was separated into two groups. One is wholesalers group (wholesalers, N=58) and the next is consumers group (consumers, N=91). In this research the type of sampling that I used was convenient sampling.Data Collection MethodI collected the primary data by employ marketing team and distributing the questionnaires to wholesalers and consumers. After collecting the data, I coded the questionnaire and entered the data into the SPSS computer software system to run statistical tests to analyze the data I collected. I collected the secondary research by finding professional articles and olden research.Research Time FrameI compiled a research report that addresses how to improve customer satisfaction and retention at Mandalay Shweyi. I began my research in Octo ber 2010 and started to develop constructs and research hypotheses to answer the research question of what factors influence customer satisfaction at Mandalay Shweyi. In early November I developed my survey by lay the constructs I had previously created into likert scales. In last week of November I surveyed customers in the market, using questionnaire to measure satisfaction, and at early December I ran tests on the data using the Statistical Package for Social Sciences (SPSS) software version 15.0. Method of AnalysisIn this research diagrammatic representations are used to represent the development which included frequencies and correlation coefficient submits, and bar charts (see Appendix-C). Appropriate statistical techniques like descriptive data analysis and Pearson correlation analysis were used to analyse and meet the data.A Literature ReviewMarketing Concept Philip Kotler who is the worlds foremost marketing guru. In his first book, Marketing Management (1967), marketin g has been defined as A function of management with scientific rigour, models and statistical analysis. The marketing concept in the words of Kotler is Holds that achieving organisational goals depends on determining the necessitate and wants of target markets and delivering the desired satisfactions more effectively and more efficiently than competitors do.Marketing is only one factor in attracting and retentivity customers but it cannot fulfill its managerial role unless customer require and wants are understood and satisfy. The organisation must try to understand the target markets conducts and wants.Needs describe the basic requirements of human, people need food, air, water, clothing, and shelter to survive. People also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need (Philip Kotler, 2006). Marketing outlineThe aim of any business organisation is to piddle away profit. This can only be achieved by forming an effective marketing strategy which can actually increase double or triple of organisational gross revenue. Marketing Strategy is the set of helps to guidelines and policies used for effectively matching marketing programmes with target market opportunities in order to achieve organisational objectives. Developing marketing strategy includes decision making which customers to target and how to position products and etc. When forming a marketing strategy, customer satisfaction is really the main goal. And a strategy that does not address the needs of the customers cannot be classified as a good marketing strategy.Marketing cockThe major marketing management decisions can be classified into quaternary categories as follow Product The product is the physical product or service offered to the consumer. Price Pricing decisions should take into account profit margins and the probable pricing response of competitors. Place (distribution) Pl ace decisions are those associated with channels of distribution that overhaul as the means for getting the product to the target customers. promotion Promotion decisions are those related to communicating and selling to potential consumers. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them.These variables are known as the marketing admixture and also referred to as the Four Ps. The marketing mix is the combination of marketing activities that an organisation engages in so as to best(p) meet the needs of its targeted market. The service marketing mix involves analysing the 7p of marketing, involving Product, Price, Place, Promotion, Physical Evidence, Process and People. Most of the firm attempts to generate a lordly response in the target market by blending these four marketing mix variables in an optimal manner.External and uncontrollable environmental factors are very important elements of th e marketing strategyPrograms. Therefore Marketing Mix should include customers, environmental variables, and competitive variables (Kotler, 1984). Marketing ResearchMarketing research is a domineering process which may include these steps data gathering, analysis, storage, retrieval and dissemination of information and finally to aid decision making. The main reasons of doing research are to reduce risks, to help in planning and forecasting firmnesss, to aid marketing mix-decisions and to improve decision making capabilities (ABE, Strategic Marketing Management, Study manual). hard-hitting communicating research subject on marketing mix is an essential component of the research process. Clear, concise, and cogent reports enable informed effective decision making. For this reason marketing research is necessary to measure and track customer satisfaction.Customer SatisfactionCustomer satisfaction is regarded as customers can get more benefits than their cost (Liu and Yen, 2010). In comparison with other traditional performance measures, customer satisfaction is in all probability less sensitive to seasonal fluctuations, changes in cost or changes in accounting practices (Kotler, 2006). Therefore, many researchers consider customer satisfaction to be the best indicator of a companys future profit. Keeping actual customers is as important as acquiring new ones.The approach towards animate customers must be active, based on a separate marketing mix for customer retention (Rozenberg and Czepiel, 1992). Interaction between the one delivering the service and the customer is very important and has direct effect on the service quality and quality perception (Heuvel, 1993). Sales are the most important goal of any commercial enterprise it becomes necessary to satisfy customers. For customer satisfaction it is necessary to establish and maintain certain important characteristics likeQuality Fair prices undecomposed customer handling skills Efficient lurch Serio us consideration of consumer complaintsAccording to the Michael Porter (2006), today, more and more companies are recognizing the brilliance of satisfying and retaining current customers.Major advantage of customer retention is acquiring new customers can cost five times more than the costs involved in satisfying and retaining current customers.It requires a great enshroud of effort to induce satisfied customers to switch away from their current suppliers. Customer satisfaction levels can be measured using survey techniques and questionnaires. get high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make repeated orders and to use a wide range of services offered by a business.Analysis, Findings and DiscussionTo begin analyzing the Herbal Tea Product data, SPSS version 15.0 was used for statistical testing. In this research descriptive data analysis, frequencies and inferential statistic (Pearson corre lation analysis) were used. From the analysis of Descriptive, Frequencies and Pearson correlation, the main findings and discussion can be found as follow.Demography of CustomersThe total number of respondents who participated in this research was 91 consumers and 58 wholesalers. send back 1 illustrates the demographic data of consumer respondents. circuit card 1 Demographic data of Customers (Consumers, N=91)Items n %Gender Male 38 41.8Female 53 58.2Age 20 to 40 41 to 60 61 and above 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 above 50 33 8 55.0 46.2 9.8As shown in table (1), the respondents consisted of 41.8% male and 58.2% female. Most of the respondents (47.3%) were in the age range of 41 to 60 years old. 42.9% of the respondents were 20 to 40 years old and only 9.8% of respondents were 61 years old and above. With regard to personal monthly income level, over fractional of the respondents i.e (55%) had the level of (10,000 to 4,00,000) Kyats, whereas another 46.2% of respondents earned (4,10,000 to 8,00,000) Kyats and only 9.8% of respondents had the range of above 8,10,000 Kyats.Frequencies of Consumers SatisfactionFrom the result of descriptive analysis on customer satisfaction (illustrated in Table 2), 29.7% of the consumers were satisfied with Good condition,25.3% were satisfied with Fair condition, 17.6% of consumers were satisfied, 16.5% were satisfied with in truth Good condition and only 11% were dissatisfied with Poor condition in quality of products.Table 2Customer satisfaction on product quality, preference of product and quality of packing (Consumers, N=91) Item Poor Fair Good Very Good ExcellentProduct Quality (%) 11.0 25.3 29.7 16.5 17.6Taste of Product (%) 18.7 24.2 25.3 23.1 8.8Quality of Packing (%) 16.5 25.3 34.1 12.1 12.1The result of finding on taste of products and quality of packing were displayed in Table 2. According to this research we can see most of the consumers ar e satisfied with 24.2%, 25.3% and 23.1% for fair, good and very good respectively on the taste of products. But 18.7% of consumers were dislike the taste and only 8.8 % of the consumers were completely satisfied for taste. We can also see the frequencies of customer satisfaction on Table 2. Therefore we can conclude that majority consumers are satisfied with quality, taste and packing of the products. Table 3 shows the result of customer satisfaction on price, reliability of product and recommend to other for products.Even though (30.8%) of the respondents perceived that the price of the product were fair, another 33% were no comment (neither agree nor disagree) on price. However it was found that a world-shattering total of 36.3% did not perceived price as fair. We can rip a conclusion that the price is not fair for most of respondents and we need to adjust the pricing strategy because pricing is one of the most important elements of the marketing mix and pricing a product too h igh or too low could mean a loss of sales for the organisation.For reliability (cannot side effect to consumer) of product, (38.5%) of consumers were neither agree nor disagree and a total of (34.1%) of the consumers were strongly undeviating on product. But (27.5%) of consumers were not reliable on product. According to this result, we need to develop the product to get more reliable from customers.Table 3Customer satisfaction on price, reliability of product and recommend to other (Consumers, N=91) Item Strongly Disagree Disagree Neither tot up nor Disagree Agree Strongly 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 most of the respondents of (20.7%, 39.7% and 12.1%) were matt-up neither satisfied nor dissatisfied, somewhat satisfied, completely satisfied res pectively for on time delivery. According to this analysis we found that most of the respondents were satisfied for on time delivery. But 15.5% of respondents were felt completely dissatisfied and 12.1% of respondents were also felt somewhat dissatisfied for on time delivery. If we want to maintain our customer satisfaction and retention we should care dissatisfied customers by doing effective service recovery which can improve their satisfaction level.Half of the customers were felt neither satisfied nor dissatisfied on sale management. entirely dissatisfied was not found at sale management. For sale persons dealing, we found most of the customers were satisfied and only 1.7% of respondents were completely dissatisfied. The result of non-defect performance revealed that only 1.7% was defected. broadly speaking they were performed without defect.Table 4Customer satisfaction on Service Quality (Wholesalers, N=58) Item Completely Dissatisfied somewhat Dissatisfied Neither Satisfied nor Dissatisfied Somewhat Satisfied Completely SatisfiedOn Time Delivery (%) 15.5 12.1 20.7 39.7 12.1Sale Management (%) 0 17.2 51.7 24.1 6.9Sale Persons Dealing (%) 1.7 13.8 32.8 41.4 10.3Non-Defect Performance (%) 1.7 20.7 44.8 27.6 5.2 assumption Testing and Results Table 5 Hypothesis 1 There is relationship between product quality and customer satisfaction Variable Pearson Correlation, r Significant, p Mean Standard going away Product Quality .276(**) .008 3.04 1.255 ** Correlation is significant at the 0.01 level (2-tailed)