Professional Documents
Culture Documents
Myanmar: An Overview
The Basics
Popula@on: 54,584,650 (July 2012 est.) Ocial Language: Burmese Division: 7 Regions, 7 States Capital: Nay Pyi Taw Major City: Yangon Monetary Unit: 865 Kyats is approximately 1 USD (28 Jun 12) Major exports: Teak, pulses and beans, prawns, sh, rice, opiates, oil and gas
The Poli9cs
President Thein Sein The recent victory of Aung San Suu Kyis poli@cal party signies the country movement toward democracy opening doors to foreign investments In 2012: US eased their sanc@ons while the EU lihed all non- military sanc@ons Major foreign investors: China, India and South Korean
Foreign Investments
Myanmar
is
a
country
that
is
rich
in
natural
resources
such
as
petroleum,
@mber,
@n,
copper,
marble,
limestone,
natural
gas
and
hydropower.
n
Since the country was closed for a long @me, these resources were underexploited. Hence, large foreign investment can be expected now that the country is open for interna@onal businesses. The Asian Economics Community (AEC) in 2015 will also lead the country to many more opportuni@es: Increase in number of expats increase in employment higher purchasing power and growing middle upper class higher recogni@on and demand for interna@onal brands and quality products
Rooms
The growing tourism industry means higher demand for interna@onally excepted service standard and quality products. Tourists will also look for brands and standards that they are familiar with to ensure quality. Increasing number of 4-5 stars hotels and ne dining restaurants shows that there is higher demand for quality lifestyle.
h9p://www.myanmartourism.org/journals/Tourism%20Sta&s&cs%202011.pdf
Exis9ng
players
n
n n n
Illy (Italian) n currently used by an Italian restaurant the distributor n beans, pods, capsules and capsule machine are available in CityMart (high-end supermarket) Lavazza (Italian) most ac9ve n Presence in some airport Aroma (Thai) Zicae (Italian) Highland (Vietnam) n Available in supermarket Local coee n Such as Ananda beans sold in its own caf and Yangon airport Nespresso n No ocial distributor just being used in a famous specialty store
Prices
Coee Capsule: 14 Euro for a can of 21 capsules Capsule machine with milk frother: 400 Euro Ground coee: 15 Euro for a 250 gram can
During our visits to hotels and restaurants, we observed that no brands are fully ac@ve in selling to these channels. These places are s@ll using unbranded local coee and lack professional training in making good coee. As for retail customers, coee capsule is not widely popular. This might be because of price and accessibility since we only saw Illy machine being distributed in a single supermarket with no ac@ve promo@ons or educa@on for the consumers.
&
SWOT
Analysis
Weakness
S@ll
need
to
educate
local
maket
to
dieren@ate
quality
coee
compared
to
average
ones
Price
compared
to
local
brands
Strength
Good
connec@ons
with
poten@al
customers
(retailers,
HORECA,
and
upperclass
customers)
Can
use
Water
Library
as
endorser
Quality
products
and
varie@es
Opportunity
Growing
numbers
of
expats
and
tourists
Growing
number
of
HORECA
and
foreign
oces
Threat
Exis@ng
players
with
similar
posi@oning:
Illy
and
Lavazza
+
The
Plan
Our
Strategy
n
Target:
n n
Posi@oning
n
Segafredo in Myanmar aims to be the number one premium Italian coee brand that oer quality products, reasonable pricing and promo@on, as well as great service which include training and maintenance to all our customers.
Ground
Coee
n n
Once we have a barista, we will start selling, targe@ng ones with exis@ng espresso machine to switch to our beans Main target: HORECA & Oces with exis@ng machines
SM
Machines
n n
Once
we
have
a
barista
and
a
technician
we
will
start
selling-
as
a
package
with
ground
coee
Main
target:
HORECA
who
really
wants
semiautoma@c
machines
n
Coee
System
nWe
will
start
selling
this
at
the
same
@me
as
ground
coee
and
will
use
coee
system
as
the
main
product
for
adver@sement
nMain
target:
HORECA,
oces,
retail
customers
n
Segafredo
Franchise
nThis will be done at later stage, once the brand is well recognized
and once there is signicant increase in number of tourists and expats (Maybe with the happening of AEC in 2015)
HORECA
n Hotels:
We
will
begin
with
ci@es
with
the
highest
number
of
4+
stars
hotels
such
as
Yangon,
Bagan
and
Mandalay
n
Restaurants: Upper-casual ne dining, star@ng in Yangon: Water library Caf: specialty coee caf with upper- middle to premium price range: Sharkys
Retail Customers Distribu@on through high end supermarket such as MarketPlace, specialty store such as Sharkys Direct sale by our sale team
Launch
event
at
a
happening
and
exclusive
place
poten@ally
at
Water
Library
with
celebri@es
and
respected
people
in
the
society
Pre-order
to
create
buzz
and
premium
image
Fes@ve
booth
in
MarketPlace
n n n
n n
Light fes@val (Late October) Christmas and New Year (December) Valen@nes (February)
n n
Invite columnists to feature Segafredo in their magazine Encourage or provide HORECA with menu that features Segafredo logo
Retail minus 20% from MarktPlace One Espresso Capsule Machine with frother 250 gram ground coffee 0.66 319.00 11.95
*this price is not nal. It s&ll needs to take into account other compe&tors as well as other costs including adver&sing, promo&on and sta
Thank You