developing distribution strategy for mekostar fresh cut fruitsin ho chi minh citymarket

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HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENT MMCoM9 NGUYEN MAI VINH QUANG NGUYEN THI MY CHI DEVELOPING DISTRIBUTION STRATEGY FOR MEKOSTAR FRESH-CUT FRUITS IN HO CHI MINH CITY MARKET MASTER FINAL PROJECT MASTER IN MARKETING AND COMMUNICATION MANAGEMENT Academic Tutor: Prof NGUYEN MINH HA Practicing tutor: HUYNH MINH NHUT Ho Chi Minh City (2016) ` ACKNOWLEDGEMENT First of all, we would like to express our deepest thanks to Management Board of The Fruit Republic who trusted us to conduct the marketing strategy for Mekostar fresh-cut fruits and provided us the wealthy information and data which are beneficial for our research and analysis Next, we would like to express our sincere gratitude our advisors to Professor Nguyen Minh Ha, and Mr Huynh Minh Nhut We own you a huge debt of gratitude for the continuous support of our project Your guidance is priceless to us A very special thanks to all Professors at this programme for their extremely patience and hard work in teaching and inspiring us with their immense knowledge Our gratitude goes out to all those who took the time to complete our questionnaires and surveys Without their passion participation and input, the validation survey could not have been successful conducted Nguyen Mai Vinh Quang and Nguyen Thi My Chi iii EXECUTIVE SUMMARY The Fruit Republic is a trading company which specializes in fruits and vegetables for export and domestic market It is one of few agriculture companies in Vietnam which can meet the requirement of EU market for fruits and vegetables with Global GAP certificate for products and HACCP and BRC certificate for factory Beside fresh fruit and fresh vegetables, freshcut fruits are an innovative product category of The Fruit Republic which was launched in domestic market under Mekostar brand and distributed mainly to supermarket chains since 2012 However, the sales of the Mekostar fresh-cut fruits recently has decreased significantly and it has influenced to the production plan in the factory by changing the working schedule for workers and inventory planning Based on the request of The Fruit Republic’s management board, our team support them to find the solutions for improving the sales performance of Mekostar fresh-cut fruits in short term and having sustainable growth for this product in long term The first step in our approach is the diagnosis phase where we tried to understand the situation of Mekostar fresh-cut fruit and identified its problems We conducted a market research to get external information for key stakeholders and did some internal interviews with the sales team of The Fruit Republic to get the internal information about Mekostar fresh-cut fruit In our market research, we employed both primary and secondary research to collect data including desk research, observation, qualitative research and quantitative research Beside the market research, we also applied some theories which we have studied in the master class in marketing and communication management of Solvay Business School and Open University such as Marketing mix 4Ps model, SWOT and Porter’s five forces to analyze the competitive environment surrounding Mekostar fresh-cut fruit, its strengths, weaknesses, threats and opportunities in the current context Based on the combination of key findings from the research and results of our analysis, we figured out some issues of Mekostar fresh-cut fruit in its existing distribution channel and some opportunities to improve its sales performance In conclusion, we suggested some solutions for The Fruit Republic and one of them is the recommendation to consider to develop a direct sales channel (Business to Customer) to distribute Mekostar fresh-cut fruits to the office workers in the office buildings in HCMC It may help to improve the sales performance Mekostar fresh-cut fruit in short term and also increase the awareness of Mekostar brand by reaching more customers directly iv Table of Contents ACKNOWLEDGEMENT iii EXECUTIVE SUMMARY iv LIST OF TABLES, FIGURES AND PICTURES vii GENERAL OVERVIEW 1.1 1.1.1 Introduction of The Fruit Republic: 1.1.2 Introduction of Mekostar fresh-cut fruits: 1.2 Project objectives and our approach: 1.3 Research design: 1.3.1 Research Objectives 1.3.2 Research methodology 1.3.3 Sample size 1.4 Project limitation: LITERATURE REVIEW 2.1 Porter’s Five Force: 2.2 Marketing – Mix concept: 2.2.1 Product strategies: 2.2.2 Price strategies: 2.2.3 Place strategies: 2.2.4 Promotion strategies: 2.3 Background: SWOT analysis: ANALYSIS OF MEKOSTAR FRESH CUT FRUIT 10 3.1 Marketing mix analysis of Mekostar fresh cut fruits 10 3.1.1 Product analysis 10 3.1.2 Price analysis 11 3.1.3 Place analysis 12 3.1.4 Promotion analysis 13 3.2 Porter’s Five Forces analysis of Mekostar fresh-cut fruit 15 3.2.1 Intensity of competitive rivalry 15 3.2.2 Threat of new competition: 16 3.2.2 Threat of substitute products 16 3.2.3 Bargaining power of suppliers 17 3.2.4 Bargaining power of customers 18 3.3 SWOT analysis of Mekostar fresh-cut fruit 18 3.3.1 Strengths 18 3.3.2 Weaknesses 19 v 3.3.3 Opportunities 19 3.3.4 Threats 19 3.4 Key findings of the market research 20 CONCLUSION AND RECOMMENDATIONS 23 4.1 Conclusions 23 4.2 Recommendations 25 4.2.1 Distribution strategy: direct sales to office buildings in HCMC 25 4.2.2 Diversified product portfolio 27 4.2.3 Promotional campaign at office buildings in HCMC 28 REFERENCES 30 APPENDIX - Questionnaire 1– face to face interview 31 APPENDIX - Questionnaire – online consumer survey 35 APPENDIX – Discussion guide – In-depth interview 39 vi LIST OF TABLES, FIGURES AND PICTURES TABLES Table 1: Pricing comparison of Mekostar fresh-cut fruits to its rivals 12 Table 2: Supermarket are selling Mekostar fresh cut fruits 13 FIGURES Figure 1: The Fruit Republic’s revenue by product groups Figure 2: Mekostar fresh-cut fruit sales in supermarket Figure 3: Our approach Figure 4: Research methodology Figure 5: Porter Five force Figure 6: Marketing mix strategy Figure 7: SWOT analysis 10 Figure 8: Online survey - Regularity of purchase fresh-cut fruit 20 Figure 9: Online survey - Place of purchase fresh-cut fruit 20 Figure 10: Offline survey – Reason of not purchase fresh-cut fruit in supermarket 21 Figure 11: Demographic –Respondent’s profession 21 Figure 12: Reasons why consumer don’t buy Mekostar fresh-cut fruits 22 Figure 13: Supply chain of Mekostar fresh-cut fruits 24 Figure 14: Suggested distribution model for TFR 26 Figure 15: Suggested order system for TFR 26 PICTURES Picture 1: Mekostar vegetables in supermarket Picture 2: Mekostar fresh-cut fruits Picture 3: Mekostar fresh-cut product lines 10 Picture 4: Mekostar’s marketing material 13 Picture 5: Price discount programme at BIG C 14 Picture 6: Sale support by promotion girls at Lottle mart 14 Picture 7: Sampling booth of Mekostar 14 Picture 8: Fresh-cut fruit of supermarket 15 Picture 9: Fresh-cut fruit of other companies supply to supermarket 15 Picture 10: Fresh-cut fruit from street vendor 16 Picture 11: The canned fresh-cut fruit in GIANT supermarket 17 vii Picture 12: Print and online newspapers 25 Picture 13: Sample of Mekostar mobile selling truck 27 Picture 14: Existing fresh-cut fruit products of Mekostar 28 Picture 15: Illustrate suggested product portfolio for Mekostar’s fresh-cut lines 28 Picture 16: Advertising via local new papers to the publicity 29 Picture 17: Advertising on digital frame in office building (elevator and lobby) 29 viii GENERAL OVERVIEW 1.1 Background: 1.1.1 Introduction of The Fruit Republic: The Fruit Republic is specializing in trading fruit and vegetables in both domestic and foreign markets In domestic market, it provides fruits and vegetables which can be classified in three categories: fresh fruit, fresh vegetable and fresh-cut fruits The Fruit Republic’s products are in a wide range of types including iceberg lettuce, sweet pepper, beef tomato, fresh herbs, button mushrooms, cabbages, red bell pepper, sweet potato, guava, dragon fruit, mature coconut, pomelo, seedless lime etc All its fruits and vegetables are sourced from their own GAP certified contract farmers The Fruit Republic is currently collaborating with famers in Mekong Delta and highland city of Dalat The Fruit Republic is the only company in the Vietnam that has Global GAP certification for lime, honey pomelo and pink pomelo The Fruit Republic supports the contracted farmers in improving farm management and ensures that the farms comply with strict international quality standards They are one of few agriculture companies in Vietnam which follows the Corporate Social Responsibility and Fair Trade 12% Fresh fruits 40% 48% Fresh vegetables Fresh-cut fruits Figure 1: The Fruit Republic’s revenue by product groups Source: TFR sales department Among several own brands of The Fruit Republic, Mekostar is a fruits and vegetables brand of The Fruit Republic in domestic market With Mekostar, The Fruit Republic aims to make the Vietnamese consumers proud about their own “home-grown” produce by supplying the market the fresh fruits and vegetables which are safe, healthy, tasty and good looking, sourced from their own contract farmers Picture 1: Mekostar vegetables in supermarket Source: TFR sales department 1.1.2 Introduction of Mekostar fresh-cut fruits: The Fruit Republic introduced Mekostar fresh-cut fruits to HCMC market in 2012 Fresh-cut fruit is an innovative product of The Fruit Republic together with other products for domestic market where it is a pioneer in producing fresh-cut fruit in a professional way: HACCP factory, high technology, skilled workers, branded product, etc Picture 2: Mekostar fresh-cut fruits Source: TFR sales department Products were sold to all big supermarket chains in HCMC such as METRO, LOTTE Mart, BIG C, COOP Mart, GIANT, Citimart etc After years, the sales of Mekostar fresh-cut fruits are not as good as The Fruit Republic’s expectation Only two supermarket chains still want to sell Mekostar fresh-cut fruits while other chains refused to sell this kind of products because they were not attractive to customers in their stores The low sales of Mekostar fresh cuts fruits had a strong impact to the production line in The Fruit Republic’s factory such as the labour in factory for fresh cut (they don’t have enough work to fulltime), sourcing material (stock of fruit for producing fresh cut fruit) It became a serious problem to The Fruit Republic business Million VND 10000.0 9200.0 8500.0 8000.0 6430.0 6000.0 4270.0 4000.0 2000.0 0.0 2012 2013 2014 2015 Figure 2: Mekostar fresh-cut fruit sales in supermarket Source: TFR sales department 1.2 Project objectives and our approach: The aim of this project is to propose an effective marketing strategy for The Fruit Republic to improve Mekostar fresh-cut fruits sales performance in 2016 as well as strengthen its brand in domestic market by reaching more customers Our approach is to identify existing issues of Mekostar fresh-cut fruits through the researches in diagnosis phase Then, based on the key findings of market research and the result of our analysis, our team will propose the appropriate strategic plan for The Fruit Republic Figure 3: Our approach Within the scope of this project, our team will be in charge of the diagnosis phase and strategic phase to develop the marketing strategy for Mekostar fresh-cut fruit The Fruit Republic will take in charge for the third and fourth phase to prepare and implement this plan 1.3 Research design: 1.3.1 Research Objectives This research aims to:  Understand the demand of fresh-cut fruits in HCMC market and the purchasing behavior of fresh-cut fruits users  Understand the assessments of the stakeholders about Mekostar fresh-cut fruits  Identifying the issues of Mekostar fresh-cut fruits which influence to the sales performance of Mekostar fresh-cut fruits Picture 12: Print and online newspapers  Solution 3: open a new distribution channel to reach more target customers of Mekostar fresh-cut fruit According to the findings in research, office worker is a large group of potential customer of Mekostar fresh-cut fruit The Fruit Republic should consider to develop new direct sale channel to reach this target group in office buildings in HCMC Our team has conducted the observation at some of office buildings in HCMC to observe office workers during the working hours We found that many of them bought fresh-cut fruits from street vendors after their lunch meal and some of them bought freshcut fruits for snack at 3-4 pm at canteen Through some quick interview, we understood that office worker don’t have time and tool to cut fresh fruits in office but they have a high demand of fresh-cut fruits so that they have to buy the fresh-cut fruits at street vendors without quality control and hygiene considered We also understood that they are looking forward to have a trustable company which can supply high quality fresh-cut fruits with the commitment of quality, safety and consistent tasty Thanks to that findings, our team realized that the solution is the most promising and practical solution for The Fruit Republic to apply Therefore, we go to detail about this solution in our recommendation part below 4.2 Recommendations 4.2.1 Distribution strategy: direct sales to office buildings in HCMC During the observation in office buildings, we also found that most of office building always have canteen, restaurant, coffee shop, fruit and bakery shop inside the building The Fruit Republic can approach them to invite them to become partner to distribute Mekostar freshcut fruit to office buildings These partner will play the role of distribution point for The Fruit Republic to receive the Mekostar fresh-cut fruit then deliver to office worker in each 25 office building The Fruit Republic need to partners for each office building as the model below: Figure 14: Suggested distribution model for TFR Office worker will order Mekostar fresh-cut fruit directly to The Fruit Republic by phone, email and website They also can order throughout partner, then partner will send the orders to The Fruit Republic before deadline of day Figure 15: Suggested order system for TFR The Fruit Republic will marketing to introduce Mekostar fresh-cut fruit to all office workers in the building and guide them the way of order Every day, The Fruit Republic The will deliver Mekostar fresh-cut fruit to their partners in each office buildings These partner will take in charge to distribute Mekostar fresh-cut fruit to office worker and get the money 26 Beside the distribution model above, another option which The Fruit Republic can consider is direct sales by mobile truck Mekostar truck will park in the office buildings and sell to office workers when they go out for lunch Mekostar truck also can play the role of distribution point for customer to take the fruit which they ordered online Picture 13: Sample of Mekostar mobile selling truck The Fruit Republic can sell Mekostar fresh-cut fruit at the price as same as retail price in supermarket and use the margin to invest to set up call center & website, to marketing and to pay to their partners 4.2.2 Diversified product portfolio Beside existing products, The Fruit Republic need to diversify their product portfolio by adding more variety of fruits to provide consumer more choice for their daily consumption: 27 Picture 14: Existing fresh-cut fruit products of Mekostar Moreover, to diversity the product portfolio, Mekostar should consider to create more common fruit packages to Vietnamese people such as sugar cane, green ambarella fruit, papaya, cherry vietnam Picture 15: Illustrate suggested product portfolio for Mekostar’s fresh-cut lines An important note for The Fruit Republic is the added products should have the same quality and same claims with the existing products 4.2.3 Promotional campaign at office buildings in HCMC We proposed some marketing activities in office building to introduce Mekostar fresh-cut fruit to office worker in the building and guide them how to order Mekostar fresh-cut fruit such as: Sampling -> push trial: Demonstrate the quality and taste of Mekostar fresh cuts by real samples Handout fresh cut flyer to each office staffs who come to sampling booth to show the whole process of Mekostar fresh-cut fruit to emphasize the key advantages of the products Show them the way how to order, how to get the fruit and price list 28 Online marketing: Picture 16: Advertising via local new papers to the publicity Advertising on digital frames: Picture 17: Advertising on digital frame in office building (elevator and lobby) 29 REFERENCES Arrindell, W A., & van der Ende J (1985) An empirical test of the utility of the observations-to-variables ratio in factor and components analysis Applied Psychological Measurement, 9, 165 - 178 Belohlavek, P (2008) Unicist marketing mix, Blue Eagle Group Gorsuch, R L (1983) Factor analysis (2nd ed.) Hillsdale, NJ: Erlbaum Garson, D G (2008) Factor Analysis: Statnotes Retrieved March 22, 2008, from North Carolina State University Public Administration Program, Hair, J., Anderson, R., Tatham, R., & Black, W (1995) Multivariate data analysis (4th ed.) Upper Saddle River, NJ: Prentice Hall Kline, P (1979) Psychometrics and psychology London: Acaderric Press MacCallum, R C., Widaman, K F., Zhang, S., & Hong S (1999) Sample size in factor analysis Psychological Methods, 4, 84-99 Porter, M E (1986) Competition in global industries, Harvard Business Press Silk, A J (2006) What is marketing?, Harvard Business Press Smith, S (2013) "Determining sample size: How to ensure you get the correct sample size." E-Book (c) Qualtrics Online Sample Sparrow, N (2007) "Quality issues in online research." Journal of Advertising Research 47(2): 179-182 Winston, W J (1985) Marketing strategies for human and social service agencies, Haworth Press Website: The Fruit Republic: http://www.thefruitrepublic.com Retail Asia: www.retailinasia.com VNEconomy www.vneconomy.vn 30 APPENDIX - Questionnaire 1– face to face interview Introduction part Part 1- Screening Q1 Q2 Q3 Q4 Q5 Q6 How often you buy fresh fruits for yourself or for your family? (SA – show card) Less than once a week Once a week More than once a week Which types of fresh fruit you buy within last months? (SA – show card) Only whole fruits Only pre-cut fruits / fresh-cut fruits Both whole fruits and fresh cut fruits How often you go to this supermarket for buying foods? (SA – show card) Less than once a week Once a week More than once a week How many times per week you buy fresh fruits for yourself or for your family in this supermarket? (SA – show card) Less than once a week Once a week More than once a week How old are you? (SA – show card) Less than 25 years old From 25 to 50 years old More than 50 years old Note the gender of respondent to the area below Male Female Code Route Stop Continue Continue Code Route Stop Continue Continue Code Route Stop Continue Continue Code Route Stop Continue Continue Code Route Stop Stop Code 31 Part – Main questionnaire Q7 Which types of fresh fruit you buy in this supermarket within last months? (SA – show card) Only whole fruits Only pre-cut fruits / fresh-cut fruits Both whole fruit and fresh-cut fruits Code Route Continue Move Q12 Move Q12 Q8 Could you please tell me why you didn’t buy fresh-cut fruits in this Code supermarket within last month? (MA - show card) They are expensive comparing to the whole fruit I am worry about their quality I usually buy whole fruits in supermarket and then cut them at home Other :……………………………………………………………… Q9 Where you usually buy fresh-cut fruits within last month? (MA) Convenience stores Fruit shops in wet market Independent fruit shops Street vendors Online Q10 Why you usually buy fresh-cut fruits from the place you usually buy (in Q9)? (SA – show card) I am used to shop here; it’s a habit Selling price It is conveniently located (near my home; on the way from home to work/school) Quality & Food safety Q11 Code Code Please let me know the reasons why you buy fresh-cut fruits? (open quest) Move to Q15 Q12 What type of fresh-cut fruits you usually buy in this supermarket? (SA) Unbranded fresh-cut fruit from company Branded fresh-cut fruit from company Unbranded fresh-cut fruit of supermarket Code Route Move to Q15 Continue Move to Q15 32 Q13 Do you remember the brand of fresh cut fruits which you bought in this supermarket? (MA – show card) Mekostar Dole Anh Thi Code Route Continue Move to Q15 Move to Q15 Q14 Could you please let me know the reasons why you buy Mekostar fresh-cut fruits? (MA - show card) Look fresh and tasty Hygiene Reasonable price Nice packaging (tray & label) Brand name Have promotions (free tasting/sampling) Other:……………………………………………………… Move to Q17 Code Q15 Have you ever seen Mekostar fresh cut fruit in this supermarket? Code (SA) Yes Continue No Move to Q17 Q16 Could you please let me know the reasons why you don’t buy Mekostar fresh-cut fruits? (MA - show card) Not look fresh and tasty Not hygiene High price Ugly packaging (tray & label) Brand name is not famous Have less promotions (free tasting/sampling) Other:……………………………………………………………… Code Q17 Have you ever seen and joined any promotional activities of Code Mekostar brand in this supermarket? (SA) Yes Continue No Move to Q19 Q18 Which promotional activities of Mekostar did you see in this Code supermarket? (MA - show card) Sampling Mass display competition Sales support by promotional girls Discount 33 Part – Demographic Q19 Which sentence below description your current job most? (SA – show card) Employee, work in office Owner of the business, work in office Work at home, independent small business Jobless Household Other:……………………………………………………………… Code Q20 What is your highest education level? (Single code) No formal education Primary school Secondary school High school Vocational school University Code Q21 What is your household’s monthly income? (Single code) 3.000.000 – 7.499.999VND 7.500.000 – 9.999.999 VND 10.000.000 - 14.999.999 VND 15.000.000 and above I don’t want to answer this question I don’t know Code 6 34 APPENDIX - Questionnaire – online consumer survey Introduction part This is online survey which is a part of our project in Master class of Solvay Business School We conduct this survey to understand the consumption behavior and attitude of consumer in HCMC about the fresh-cut fruits It’s important for us to complete our project so that we are highly appreciated if you can help to spend a portion of your time to answer all below questions honestly and send it back to us via the email which we send it to you Thank you very much Part 1- Buying behavior Q1 Please note the gender of respondent to the area below Male Female Q2 How often you buy fresh-cut fruits for yourself or for your Tick 01 box family?  Less than once a week  Once a week  More than once a week Q3 Where you usually buy fresh-cut fruits within last month? Convenience stores Fruit shops in wet market Supermarket Independent fruit shops Street vendors Online Tick more box       Q4 Where you mostly buy fresh-cut fruits within last month? Convenience stores Fruit shops in wet market Supermarket Independent fruit shops Street vendors Online Tick 01 box       Q5 Why you usually buy fresh-cut fruits from the place you mostly buy (in previous question)? I am used to shop here; it’s a habit Selling price It is conveniently located (near my home; on the way from home to work/school) Quality & Food safety Tick 01 box   Tick 01 box     35 Q6 What type of fresh-cut fruits you usually buy? Unbranded fresh-cut fruit from company Branded fresh-cut fruit from company Unbranded fresh-cut fruit of supermarket Tick 01 box    Q7 Do you remember the brand of fresh-cut fruits which you bought? Mekostar Dole Anh Thi Other: please write down…………………………… Don’t remember Tick 01 box      Part 2- Attitude Q8 Could you please tell me the reasons why you buy fresh-cut fruits? Look fresh and tasty Convenient Hygiene Price Nice packaging (tray & label) Other: please write down………………………………………… Q9 Have you ever seen or heard about Mekostar Tick 01 box fresh-cut fruits?  Yes  No Q10 Have you ever bought any packs of Mekostar Tick 01 box fresh-cut fruits?  Yes  No Tick more box       Route Continue Move to Q16 Route Continue Move to Q13 Q11 Where you usually buy Mekostar fresh-cut fruits? Convenience stores Fruit shops in wet market Supermarket Independent fruit shops Street vendors Online Q12 Could you please let me know the reasons why you buy Mekostar Tick more box fresh-cut fruits?  Look fresh and tasty  Hygiene  Reasonable price Tick more box       36 Nice packaging (tray & label) Brand name Have promotions (free tasting/sampling) Other:……………………………………………………… Move to Q14 Q13 Q14 Q15 Could you please let me know the reasons why you don’t buy Mekostar fresh-cut fruits? (MA - show card) Not look fresh and tasty Not hygiene High price Ugly packaging (tray & label) Brand name is not famous Have less promotions (free tasting/sampling) Other:……………………………………………………………… Have you ever seen or joined any promotional Tick 01 box activities of Mekostar brand?  Yes  No     Tick more box        Route Continue Move to Q16 Which promotional activities of Mekostar did you see in this Tick more box supermarket?  Sampling  Mass display competition  Sales support by promotional girls  Discount Part – Demographic Q16 How old are you? Less than 25 years old From 25 to 50 years old More than 50 years old Q17 Which sentence below description your current job most? (SA – show card) Employee, work in office Owner of the business, work in office Work at home, independent small business Jobless Household Other:…………………………………………………………… Check 01 box    Check 01 box       37 Q18 What is your highest education level? (Single code) No formal education Primary school Secondary school High school Vocational school University Check 01 box       Q19 What is your household’s monthly income? (Single code) 3.000.000 – 7.499.999VND 7.500.000 – 9.999.999 VND 10.000.000 - 14.999.999 VND 15.000.000 and above I don’t want to answer this question I don’t know Check 01 box       38 APPENDIX – Discussion guide – In-depth interview Introduction & getting the permission for interview Background      Product assessment Price assessment              Promotion assessment    Place assessment    How long does you work for this supermarket? About fresh-cut fruits, which are the bestsellers in your supermarket? How they become the bestseller? Do you know Mekostar brand and its products? Why did you decide to purchase Mekostar fresh-cut fruits for your supermarket chain? Could you please share with me the trend of fresh-cut fruits sales from 2012 to now? How you think about the Mekostar fresh-cut fruits? How’s your evaluation about Mekostar fresh-cut fruits? Innovation? Quality? Packaging? Brand name Shelf-life? Competition? Availability? What you think about the retail price of Mekostar fresh-cut fruits? How you compare Mekostar price and its competitors in your supermarket? Do you think the customer of your supermarkets can buy Mekostar fresh-cut fruits easily? Why? Are there any comments about the price of Mekostar fresh-cut fruits which you hear from the customer of F&V staff? Do you know any promotional activities of Mekostar in your supermarket to promote and boost the sales of Mekostar fresh-cut fruits? Which activities? How’s the effect of these activities? Could you please share with me your comment about the promotional activities of Mekostar fresh-cut fruit in you supermarket? Do you know the buyers of fresh-cut fruit are? Do you think the supermarket is the suitable place for Vietnamese consumer come to buy fresh-cut fruit? Do you think Mekostar fresh-cut fruits are selling at the right place which can satisfy its target customer group? 39 [...]... higher than fresh- cut fruit online 11 Retail price (VND/500 gr) 50,000 Mekostar fresh- cut pomelo 35,000 Fresh cut pomelo of supermarket 28,000 Fresh cut pomelo from street vendors Fresh cut pomelo from other small companies 42,000 49,000 Fresh cut pomelo from online suppliers % vs Mekostar Product 30% 44% 16% 2% Table 1: Pricing comparison of Mekostar fresh- cut fruits to its rivals Source: Mekostar Regarding... were available in most of key supermarket chains in Ho Chi Minh However, the number of supermarkets selling Mekostar fresh- cut fruit reduced significantly to few ones in 2015 because of the slow sales and high risk of shrinkage Till March 2016, there are few supermarkets in Ho Chi Minh City still continuing sale Mekostar fresh- cut fruits Mekostar fresh cut fruit availability 2013 2014 2015 Mar-16 No Store... of Mekostar fresh- cut fruit in supermarkets are the fresh- cut fruits of supermarket and fresh- cut fruits from other companies  Fresh- cut fruits of supermarket: Most of supermarket produce and sell their fresh cut fruits in their stores They usually use the fruits which are difficult to sell because of the problem with skin or a bit old to make their fresh- cut fruits Therefore, the price of fresh cut. .. OF MEKOSTAR FRESH CUT FRUIT 3.1 Marketing mix analysis of Mekostar fresh cut fruits 3.1.1 Product analysis Fresh- cut fruit is not a new product in Vietnam market We can buy fresh- cut fruit easily in supermarkets, fruit shops and from street vendors However, most of the suppliers of fresh- cut fruit is small and private enterprises which are not professional and can produce a conventional type of fresh- cut. .. still higher than the fresh- cut fruit of supermarket Picture 9: Fresh- cut fruit of other companies supply to supermarket Beside the competition in supermarket channel, some other competitors of Mekostar fresh- cut fruits are fresh- cut fruits from street vendors and fresh- cut fruits from online suppliers  Fresh- cut fruits from street vendor: it’s so easy to find and buy fresh- cut fruits from the street... promotional activities of Mekostar fresh- cut fruits Top 3 reasons which consumers in both online and offline survey buy Mekostar fresh- cut fruit are: o Nice packaging (42%) o Look fresh and tasty (26%) o Have promotions (14%) 21 However, among 15 persons who buy fresh- cut fruit in supermarket, 9 persons don’t buy Mekostar fresh- cut fruit because of “higher price” (80%) 2% 1% 2% 5% 0% Not look fresh and tasty... group of fresh- cut fruit in supermarket  The retail price of Mekostar fresh cut fruit in supermarket is a big hurdle because it’s much higher than all of its competitors Only a small group of customer who can perceive the values of Mekostar fresh cut fruit and willing to pay premier for it This is a weakness of Mekostar fresh- cut fruits which need to be solved  Currently, distribution channel of Mekostar. .. supermarket to fresh fruit products, we can see the price is a weakness of the Mekostar fresh cut fruit in this channel However, when we compare to the retail price of online channel, the gap between Mekostar fresh- cut fruit and other companies is not much It can be a place where the weakness of Mekostar fresh- cut fruit can be lightened 3.1.3 Place analysis In the first year, Mekostar fresh- cut fruits... main distribution channel of Mekostar freshcut fruits Therefore, The Fruit Republic have less power than its customer They have to accept the high margin of supermarket for Mekostar fresh- cut fruits and other conditions of supermarket This point create many difficulties for The Fruit Republic to grow Mekostar fresh- cut fruits in supermarket channel Moreover, supermarket wants to protect their own fresh- cut. .. survey - Place of purchase fresh- cut fruit Among 50 interviewed customers in supermarket, 15 persons buy fresh- cut fruit in supermarket and only 6 of them buy Mekostar fresh- cut fruit The main reasons they don’t 20 buy fresh- cut fruit in supermarket are “I usually buy whole fruits in supermarket and cut them at home” and “I am worry about their quality” 3% Higher price versus whole fruit 35% Worry about
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