YEOs Marketing Strategy Analysis

YEOs Marketing Strategy Analysis Company Background YEOS PRODUCT (M) BHD is involved in the industry of canned foods and drinks. They also produce noodles. Having a new logo in the New Year represents the improvement of the organization to face new challenges in the modern era. YEOS PRODUCT (M) BHD have been working hard in this food and beverage industry and currently are very strong in it. YEO HIAP SENG Malaysia started with introduction of Schweppes canned drinks in 1985. The year before, they were the first organization in Malaysia to create and pack drinks using the brand name of Fizzi. These carbonated tropical fruit flavors drinks are packed in 325 ml cans. During the same year, YEO HIAP SENG also made history by becoming Malaysias first organization to sell mixed fruit juices. The juices were 100% pure under the brand name Junior Juice. Another innovation done by YEO HIAP SENG was from their research and development department which successfully produced the first non-fried instant noodles in this country as well. With all the success until today, YEO HIAP SENG is still looking forward to greater success. As a public relations consultant hired by YEO HIAP SENG, I have the responsibility to produce a public relation plan and the budget allowed maximum is RM 300, 000 per annum. The objectives, stakeholders, messages, detailed public relation activities as well as costing will be discussed further in the following paragraphs. Stakeholder Campaign Objectives To reach a sales of RM 8,000,000 in year 2013. To build a strong brand image among Malaysians. To persuade the consumers to consume our product. To create an awareness among our brand in Malaysia. Communication Message Product Situation Analysis Yeos emphasizes in producing curry canned food. Curry canned food are the company most favorable products categories in total. These categories of products including chicken curry, beef curry, lamb curry and mutton curry with potatoes. All these products are the company main income. The company main targets for this category of products are housewife, students, food hawker and restaurant. Yeos chooses housewife consumer as its target market because they are the decider in using spice in their cooking for her whole family. Consumer in this segmentation normally ages 30 78. However, to be more competitive, Yeos expanded its products to variable. These products are canned drinks and cintan mee. These products contribute side income to the company. Due to these products are not the company main incomes; therefore these products are quite competitive. But they still need to go on producing refining these products to be conservative. Category that purchases company products the most is at the age range from 39 63 years old, 38%. Follow by ages category of 26 -38 years old, whereby the purchases percentage is 28%. Meanwhile for 39 63 years old and 63 years old purchaser consists of 19% and 15%. Competitor Situation Analysis Today the market competition is not only rife but also growing more intense from year to year. These developments explain the current talked about marketing warfare and competitive intelligence systems. It is because market has become so competitive, understanding customers are no longer enough. Companies should start paying keen attention to their competitors. Successful companies design and operate system for gathering continues intelligence about competitors. It would seem a simple task to a company to identify their competitors. It would seem a simple task for a company to identify its competitors. However, the range of a companys actual and potential competitors is much broader. A company is more likely to be buried by its latent competitors than its current ones. The most challenging thing for Yeos is facing giant competitor such as Alagapas, Besta and Adabi. These companies have huge capital and have branch in every state in Malaysia. This makes it almost impossible to penetrate. Market Situation Analysis There are two main parts of market situation analysis, which is microenvironment analysis and macro environment analysis. A company should know its position in market, its competitors position and the threats to the company. The most important thing is how the market environment affects the company. Market Analysis From the research conduct Yeos has notice a few potential market segmentation. Target Market Housewife Students Food Hawker Restaurant Table 1: Market Segmentation From Table 1, Yeos chooses housewife consumer as its target market. Housewife prepares meal for her family everyday; she is the one who decides what to cook and what ingredients to use. They are using the salted soya bean to make the food more delicious. With the products that produce by Yeos such as canned foods are the simplest food to be prepared. We focus in the curry which is the famous foods for the Asian people. Due to this reason, we can say that housewife is the decider in using some canned foods in her cooking for her whole family. The most famous products are sardine in tomato sauces, chicken curry, chicken kurma, beef curry, lamb curry and cuttlefish in soya sources and others. Consumer in this segment normally ages from 30 78. This segment focused on canned foods such as tuna flakes in vegetables oil, tuna with sliced chili and tuna with chili and basil leaf, which are mostly favorable by housewife. Meanwhile, students who that staying outside is one of the consumer that hit the list of market segmentation because they are expanding fast. Most of it serves their meal by eating the canned foods. They are potential for chicken curry, sardine in tomato sauces and the most favorable is the tuna canned food which provide in different type of taste. Food hawker nowadays is expanding faster as to the economy downturn recently. More and more people tend to involve in food industry. They will sell sandwiches in morning and afternoon. They are potential for tuna flakes in vegetables oil, tuna with sliced chili, tuna with chili and basil leaf and sardine in tomato sauces. Restaurant is well known in this region for serving local and foreign food. As major attraction to consumer restaurant have serve local food. As a conclusion, restaurants are potential customer of company in using most of companys product. Three Year Strategy Year 1 I also suggest the organization to promote the products to the market through advertising. The two main areas of focus are magazine and newspaper. Magazine YEO HIAP SENG can publish in daily magazines their advertisements. Magazine is a very good tool to brief potential readers about the company. Many magazine readers are around Malaysia, and some even read it daily as a part of their activities. Most of the other people read magazines during their free time. Newspaper Newspaper will be a better choice compared to magazine. This is because the amount of newspaper readers is more than magazine readers. Through newspaper, YEO HIAP SENG can publish their potential products with pictures, location, profile and information regarding the product. It is very easy for YEO HIAP SENG to reach their target market through newspaper because almost everyone reads newspaper in Malaysia. Year 2 Exhibition Exhibition will be held in many famous places around Malaysia like KLCC, Midvalley, Bukit Bintang and Pavillion. Exhibition is a part of PR strategy to get more attention of the consumer. Seminar Seminar can also be held at school and university areas. Examples of famous places are Pay Fong Highschool, Inti University College and Nilai College. These places have many students and able to accommodate up to 1000 places for attendee. Year 3 Brochure Brochures will be printed in three languages and they are Mandarin, English and Malay language. Special designs that can catch attention will be used and the print will be in tri-fold brochure, tri-fold result in six panels and three panels on each side, the size (3panels x 2sides) of 3.67 x 8.5. Thick gloss paper with four colour process will be used so that the quality can be seen and also giving a good impression. The estimated print out copies will be around 10000 copies after consideration of the target market. For year 1 strategy, the total amount of budget forecasted is Rm 280, 000 which is just about the allocated budget of Rm 300, 000. The second year strategy is only Rm 200, 000 only for exhibition purposes. In the final year three, the budget is only Rm 124, 000 which is getting lower and lower because the first and second strategy are not repeated. Commercial Partner And Sponsorship Much consideration was taken before choosing our potential commercial partner and sponsorship. Guinness Anchor Berhad (GAB) was chosen because it is the market leader in the beer and stout industry of Malaysia. This company started business in 1989 with the partnership between Malayan Breweries and Guinness Malaysia Berhad. On the similar year, it was listed in the KLSE as well. As a related industry, they can truly assist our company in sponsorship to achieve greater success. This is an ideal reason to seek them as sponsor for the organization of ours. Control And Evaluation Analyzing the effectiveness of the public relation plan is another important part of evaluation test. It used to estimate whether the media that we use reach to our target market effectively. Our company marketing department staff will do a research for advertising ROI (Return On Investment). It is a strategy that uses to measures the relationship between output (sales) and input (budget, money spent on message creation and delivery). By doing this research we will know whether the tools used in the public relation plan is efficient enough (Allen, 1999). All of the measurement and evaluation activities will help us to learn which way is the most effective way to reach our target audiences. Therefore, we can increase the performance of the public relation plan in the future. Summary Absolutely, marketing is most powerful and crucial division in one company. Marketing and sales staff should work together to achieve their mission. Market opportunity is a big factor in shaping a companys strategy in its campaign. Indeed, managers can not properly tailor to the YEO s situation without first identifying each company opportunity, appraising the growth and profit potential each one holds and crafting strategic initiatives to capture the most promising of the companys market opportunities.

Manila Water Company Essay

?The true value of water is realized only when there is lack of it. It’s also why this is often taken for granted; water is so much a part of our everyday lives that the concept of not having it is too overwhelming. Unfortunately, this was once a way of life those Metro Manila residents faced every day. Before 1997, the capital’s water supply and distribution was in disarray. Communal water sources were shared by hundreds of families who had to line up for hours just to get a few pails for the day’s use. Illegal connections ran rampant, draining these water sources even more. Clean and potable water was a luxury which poor families simply did not have, and that others had to acquire at a steep price. Needless to say, the morale was low among Metro Manila’s residents. In 1995, this situation prompted the Philippine government to enact the National Water Crisis Act, which turned over the operation of water services from the government-owned Metropolitan Waterworks and Sewerage System (MWSS) to the private sector. The Ayala-led Manila Water Company took over the East Zone of Metro Manila, 40% of the capital city, under a 25-year concession agreement; this granted the company exclusive rights to the use of land and facilities for the production, treatment and distribution of water, as well as the rights to operate the sewerage system. By accepting this task, Manila Water took upon itself the responsibility of making millions of lives better. Business Sustainability Manila Water formally took over operations for the East Zone in 1997. This is comprised of Pasig, Taguig, Makati, Mandaluyong, Cubao & Balara (Quezon City), Marikina, San Juan and Antipolo-Rizal. All of these suffered from crippling water loss problems, and resorted to buying water from sources that charged ten to twenty times more than the normal cost. Manila Water began its rehabilitation plan by connecting these areas effectively. Water pipes were added and repaired, and illegal connections were thoroughly acted upon and remedied. A laboratory was established to ensure that the water delivered is consistently clean and drinkable straight out of the tap. Reservoirs were improved upon to ensure that water will be available in case of emergencies. Sewer lines and wastewater operations increased and was subsequently treated and rehabilitated. As water connections improved, so did the stability of the business; and this allowed the company to offer its water and wastewater services to areas outside Metro Manila. Now, Manila Water has established water and wastewater service partnerships in Laguna, Pampanga, Boracay and Cebu, as well as international ventures with Vietnam. The company is now internationally recognized through its corporate governance efforts as well as its business stability, as a proud example of success through the Filipino values of diligence and ingenuity. Social Responsibility Manila Water’s rehabilitation program was driven by a single principle: care for the customer. The company divided the East Zone into business areas, assigning Territory Managers and Customer Care specialists for each; its sole purpose is to understand the customer’s water concerns and to respond to these directly and efficiently. Of the 6 million residents in the East Zone, 1. 7 million come from impoverished families who cannot apply for water connections simply because they have no land they can call their own. To address this, Manila Water established the â€Å"Tubig Para Sa Barangay† (TPSB) program in 1998. Assisted by both government and non-government organizations, the company eased land title requirements for these communities, and provided them water services that are 1/3 of the normal cost. For the first time, these families could go about their lives without worrying about water ever again. Manila Water sustained this effort by establishing partners, or kasanggas among community and barangay leaders. By empowering these stakeholders as being directly responsible for the welfare of their community, key issues like sanitation, health, and livelihood due to water supply was discussed and tackled decisively. A memorable example was 2009’s Typhoon Ondoy disaster, where Manila Water and their kasanggas braved the storm to save lives and provided potable water to its victims almost immediately. Advocacy for the Environment Before Manila Water took over, a lesser-recognized, yet equally important victim suffered as well; the environment. With only 3% of homes connected to sewers, wastewater from toilets, sinks, and waterways had only two places to go: poorly-maintained residential septic tanks, or Metro Manila’s rivers and bodies of water. The company acted quickly to counter these environmental threats. Wastewater treatment plants were built and established among Metro Manila’s riverbanks and crucial areas, where this water would be treated and returned to the rivers clean and capable of supporting marine life. Septic tank desludging was introduced as a service to customers, allowing them to proactively schedule accordingly. The Lakbayan tour, a free walking tour of the company’s water and wastewater sites, allows anyone to single-handedly experience how the environment is key to the company’s efforts. This 2012, the Toka Toka campaign is launched, the first-ever wastewater campaign in the country. This aims to get people directly involved in preserving the environment by doing its own part in waste segregation, and preventing this waste from reaching the rivers. This movement will be supported government, non-government, and private organizations, making it one of the biggest environmental campaigns ever. After 15 years of service, Manila Water remains dedicated to its customers and the environment, as it gears toward a clean, clear, and sustainable future for everyone. Our vision is to become a leader in the provision of water, wastewater and other environmental services which will empower people, protect the environment, and enhance sustainable development. Sustainability Policy  Manila Water puts a very high premium on sustainable development and as much as practicable, integrates its principles into its business processes. Manila Water believes that the continued sustainability of its business is dependent on the communities that it serves and the environment that supports its resources. This policy is consistent with the Company’s values in promoting corporate social responsibility. With this in mind, the Company will be able to address the needs of the communities, the environment and the economy, without sacrificing quality.

My Personal Project On Domestic Violence - 1687 Words

My personal project focussed on the families that have been placed in Women’s Shelters. The families placed aren’t established there for no reason. All of them have been victims of domestic violence, and they’re all trying to escape from the abuse as best as they can. The organization itself housed a total of 290 people in 2013, but there are so many people in the world that are still suffering from their significant other abusing them. My focus on the project was mainly on raising my own self-awareness about the families in the organization. Domestic violence is an issue that many people are aware of, yet a majority of people don’t seem to know the consequences that are a result. I think this issue isn’t one that should be mitigated. It deserves to be made a fuss about, because domestic violence is a significant topic that’s worth discussing. The area of interaction my project fits in with is community and service. Researching about the Wome n’s Shelter has allowed me to expand my knowledge of the community around me. It’s so easy to live a life that revolves only around myself, my close friends, and my family. Researching about this topic has expanded my perspective of the people around me. By choosing this specific topic, I was able to not only benefit myself, but the community around me. I went to the shelter to help with my adviser’s advisory class, and I thoroughly enjoyed doing that. We made dinner after school, then we went to serve the shelter on February 12th.Show MoreRelatedMy Personal Project On Domestic Violence1661 Words   |  7 PagesMy personal project was focused on the families that have been placed in Women’s Shelters. The families placed aren’t established there for no reason. All of them have been victims of domestic violence, and they’re all trying to escape from the abuse as best as they can. 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Biography of Mary Jackson, NASAs First Female Black Engineer

Mary Jackson (April 9, 1921 – February 11, 2005)  was an aerospace engineer and mathematician for the National Advisory Committee for Aeronautics (later the National Aeronautics and Space Administration). She became NASA’s first black female engineer and worked to improve hiring practices for women at the administration. Fast Facts: Mary Jackson Full Name:  Mary Winston JacksonOccupation: Aeronautical engineer and mathematicianBorn: April 9, 1921 in  Hampton, VirginiaDied:  February 11, 2005 in Hampton,  VirginiaParents:  Frank and Ella WinstonSpouse:  Levi Jackson Sr.Children: Levi Jackson Jr. and Carolyn Marie Jackson LewisEducation: Hampton University, BA in mathematics and BA in physical science; further graduate training at the University of Virginia Personal Background Mary Jackson was the daughter of Ella and Frank Winston, from Hampton, Virginia. As a teenager, she attended the all-black George P. Phenix Training School and graduated with honors. She was then accepted to Hampton University, a private, historically black university in her hometown. Jackson earned dual bachelor’s degrees in mathematics and physical science and graduated in 1942. For a time, Jackson found only temporary employment and jobs that did not line up fully with her expertise. She worked as a teacher, a bookkeeper, and even as a receptionist at one point. Throughout this time—and, in fact, throughout her life—she also privately tutored high school and college students. In the 1940s, Mary married Levi Jackson. The couple had two children: Levi Jackson Jr. and Carolyn Marie Jackson (later Lewis). Computing Career Mary Jackson’s life continued in this pattern for nine years until 1951. That year, she became a clerk at the Office of the Chief Army Field Forces at Fort Monroe, but soon moved to another government job. She was recruited by the National Advisory Committee for Aeronautics (NACA) to be a â€Å"human computer† (formally, a research mathematician) in the West Computing group at the organization’s Langley, Virginia facility. For the next two years, she worked under Dorothy Vaughan in the West Computers, a segregated division of black female mathematicians. Mathematician Mary Jackson, the first black woman engineer at NASA poses for a photo at work at NASA Langley Research Center in 1977 in Hampton, Virginia.   Bob Nye / NASA / Getty Images In 1953, she began working for engineer Kazimierz Czarnecki in the Supersonic Pressure Tunnel. The tunnel was a crucial apparatus for research on aeronautical projects and, later, the space program. It functioned by generating winds so fast that they were nearly twice the speed of sound, which was used to study the effects of forces on models. Czarnecki was impressed by Jacksons work and encouraged her to get the qualifications necessary to be promoted to a full engineer position. However, she faced several obstacles to that goal. There had never been a black female engineer at NACA, and the classes Jackson needed to take in order to qualify weren’t easy to attend. The problem was that the graduate-level math and physics classes she needed to take were offered as night classes through the University of Virginia, but those night classes were held at the nearby Hampton High School, an all-white school. Jackson had to petition the courts for permission to attend those classes. She was successful and was permitted to finish the courses. In 1958, the same year that NACA became NASA, she was promoted to aerospace engineer, making history as the organization’s first black female engineer. Groundbreaking Engineer As an engineer, Jackson remained at the Langley facility, but moved over to work at the Theoretical Aerodynamics Branch of the Subsonic-Transonic Aerodynamics Division. Her work focused on analyzing data produced from those wind tunnel experiments as well as actual flight experiments. By gaining a better understanding of air flow, her work helped improve aircraft design. She also used her wind tunnel knowledge to help her community: in the 1970s, she worked with young African American children to create a mini version of a wind tunnel. Over the course of her career, Mary Jackson authored or co-authored twelve different technical papers, many about the results of the wind tunnel experiments. By 1979, she achieved the most senior position possible for a woman in the engineering department, but could not break through to management. Instead of remaining at this level, she agreed to take a demotion in order to work in the Equal Opportunity Specialist department instead. She received specialized training at NASA headquarters before returning to the Langley facility. Her work focused on helping women, black employees, and other minorities advance in their careers, advising them on how to get promotions and working to highlight those who were particularly high-achieving in their particular fields. During this time in her career, she held multiple titles, including Federal Women’s Program Manager in the Office of Equal Opportunity Programs and Affirmative Action Program Manager. In 1985, Mary Jackson retired from NASA at the age of 64. She lived for another 20 years, working in her community and continuing her advocacy and community engagement. Mary Jackson died on February 11, 2005 at the age of 83. In 2016, she was one of three main women profiled in Margot Lee Shetterly’s book Hidden Figures: The American Dream and the Untold Story of the Black Women Who Helped Win the Space Race and its subsequent movie adaptation, in which she was portrayed by Janelle Monà ¡e. Sources â€Å"Mary Winston-Jackson. Biography, https://www.biography.com/scientist/mary-winston-jackson.Shetterly, Margot Lee. Hidden Figures: The American Dream and the Untold Story of the Black Women Who Helped Win the Space Race. William Morrow Company, 2016.Shetterly, Margot Lee. â€Å"Mary Jackson Biography.† National Aeronautics and Space Administration, https://www.nasa.gov/content/mary-jackson-biography.