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Marketing Management

of Three Angels Rice Trading Enterprise

Group 1
Members
Hein Htet Aung
Htet Lin Aung
Moe Thu
Thuya Htet
Naung

Chit Wai Zin


WintWint Thu
Naing
Zin Mar Ei

1. Introduction
1.1 About the business
1.2 Business Orientation
2. Marketing Environment (PESTLE)
2.1 Political
2.2 Economic
2.3 Social
2.4 Technological
2.5 Legal
2.6 Environmental
3. Marketing Mix
3.1 Product
3.1.1
Product Dimensions
3.1.1.1
Basic Benefit
3.1.1.2
Additional Benefit
3.1.1.3
Side Benefit
3.1.2
Design and Styling
3.1.3
Packing
3.1.4
Brand/Label
3.1.5
Product Range Policy
3.2 Price
3.2.1
Internal Factors
3.2.2
External Factors
3.2.3
Price adjustment strategies
3.3 Place
3.3.1
Sales Channels
3.3.2
Sales Agents
3.4 Promotion
3.4.1
Advertising
3.4.2
Personalized Sale
3.4.3
Sales promotion
3.4.4
Public Relations
4. Marketing Strategy
4.1 Market Analysis
4.1.1
Overview on the Market
4.1.1.1
Market size
4.1.1.2
Partition of the market
4.1.1.3
Competitors situation
4.1.2
Customer analysis
4.1.3
Analysis of the Sales channels and the Sales Agents
4.1.4
Analysis of the used Marketing Instruments
4.2 Critical Success Factor
4.2.1
Geographical
4.2.2
Demographical
4.2.3
Technical-functional
4.2.4
Socio-psychological
4.2.5
Purchasing behavior
4.2.6
Customer type
4.3 Market Segmentation
4.4 Market Positioning
4.5 Segment Strategy
4.6 Growth Oriented Strategy
4.7 Competitors Strategies
5. Conclusion

1.

Introduction

1.1
About the business
Three Angels Trading Enterprise is built by five equally shared holders in 20th, June, 2016
1.2
Business Orientation
Our Capital is started with 0/C -50,000,000 Ks. We Purchase paddy from the farms by prepaid contracts and
so we get raw material from them (Farmers/Suppliers) with low cost and good quality of moisture least and right
weight.We made finished products (rice) with high factory & Superior quality products by digital Rice-Mill and also
keep store the selected paddy-species for coming season. We sent our products to Ba Yin Naung warehouses and
semi-products factories as wholesale and sell as retail markets such as our owned shop, supermarkets, restaurants, rice
food shops.
2.

Marketing Environment (PESTLE)


2.1
Political
Three Angels Products are registered at Government and the government allow SME.
2.2
Economic
Rice is staple food for all people and so customers are fixed with large demand at anytime. We Care on
marketing and its environment due to currencies rate, economics policies effect with forecasting and export-condition.
2.3
Social
Our all nation whoever being any aged, religion and Life-balance use our products (Rice)
2.4
Technological
Three Angels Products is produced with many operation advantages of quality and products yield with speed
cause of controlling paddy species fungus proof, selecting farms, utilizing digital rice-mill. Even package of 3As
products can deliver and variable in size for consumers demand.
2.5
Legal
Rice 3As product are mostly organic products and we support new technologies for developing our farmers
(suppliers)
2.6
Environmental
Rice is an essential goods for many human and also its wastes support the cycle of ecosystem ricking up. Like
the rice 3As product business must sustain in both environment
3.
Marketing Mix
Our Products Price has to fit into the whole marketing mix.
3.1
Product
3.1.1 Product Dimensions
Even Package of Three Angels Products can deliver and variable in size for consumers demands.Rice
Three Angels Products are mostly organic products and we support new technologies for developing our
farmers (Supplier).
3.1.1.1 Basic Benefit
Rice is an essential product trading having benefit on both our own organization and Consumer.
3.1.1.2 Additional Benefit
We support product with esthetic quality by polishing and color sorting.
3.1.1.3 Side Benefit
We give free delivery service if consumer buy at least 5 kg.
3.1.2 Design and Styling
We support the product with proper visual appearance.
3.1.3 Packing

Variable packing size (eg 1 Kg, 2Kg, 5Kg and 50 Kg.) Inner size of our product are packed by plastic
and outer pack by master cartoon.
3.1.4 Brand/Label
Our Brand is Three Angels. Our Label is coated with golden color word Three Angels.
3.1.5 Product Range Policy
Range width of product (Rice)
A.
Paw San Hmwe
B.
Taung Pyan
C.
Shwe War Tun
Range depth of (1) Paw San Hmwe
A.
Shwe Bo Paw San Hmwe
B.
Phar Pone Paw San Hmwe
C.
Pathein Paw San Hmwe
D.
Myaung Mya Paw San Hmwe
Range Depth of (2) Taung Pyan
A.
Saba Net Taung Pyan
B.
Taung Pyan Yin
C.
Taung Pyan Gyi
Range Depth of (3) Shwe War Tun
A.
Sin Thwe Yin
B.
Sin Thwe Latt
C.
Shwe War Tun
3.2
Price
3.2.1 Internal Factors
Our Products cost is provided with all classes of prices.
3.2.2 External Factors
Our competitors can affect our price policy.
3.2.3 Price adjustment strategies
We will reduce fixed price per product.
3.3
Place
3.3.1 Sales Channels
We distribute our products as the direct sale channel from our owned shops to consumers.
3.3.2 Sales Agents
We trade our products as indirect sale channel of manufacture, wholesaler, retailer, consumers.So our
sale agents are caused to become Supermarket saleperson, rice using shops and warehouse exchange. All our
sale agents take a part of entrepreneurship relation with us.
3.4
Promotion
3.4.1 Advertising
We build up our products' image and earn the suitable profit by pamphlet, vinyl boards, points on
truck.
3.4.2 Personalized Sale
We do promotion in some ways of personal sale, sale's promotion, advertising and public relationship.
3.4.3 Sales promotion
We have sale experts, we put some kilograms of glutamic rice into rice buck as seasonal promotion.
3.4.4 Public Relations
We donate our products to some monastery, and some catastrophe area.
4.

Marketing Strategy

4.1

Market Analysis
4.1.1 Overview on the Market
4.1.1.1 Market size
Our market size is around one thousand bags (108 lbs) per month and market volume of the product is
about 6.5 million tons per year. Our market potential is 0.009 % per year.
4.1.1.2 Partition of the market
There is no part in the market segmentation because our business can cover entire market for all
people.
4.1.1.3 Competitors situation
We open our shop near Hledan market and there are two other rice shop (SK & ATK) around. We
compete with them B2C retail market by the advantages of quality, delivery, price variable.
4.1.2 Customer analysis
Everybody can buy our product. Buy 20% on shopping people (exactly).After buying almost buyer
come again to us.
4.1.3 Analysis of the Sales channels and the Sales Agents
We do the sale channel of including wholesaler, jobber and retailer and we use as our sale agent to
supermarkets.
4.1.4 Analysis of the used Marketing Instruments
Product
- (Variable / multi ) Physical evidence but not good after cooking as consumers
wish.
People
- Energy suitable.
Place
- Many buyers usually come to our market.
Promotion
- Price control with quality. Buy 1 bag will give 1 T-shirt present.
4.2 Critical Success Factor
We support the product with proper visual appearance. Our Products cost is provided with all classes of
prices. We build up our products' image and earn the suitable profit by pamphlet, vinyl boards, points on truck.
We compete with them B2C retail market by the advantages of quality, delivery, price variable.

4.3

Market Segmentation
a) Geographical
b) Demographical
c) Technical-functional d) Socio-psychological e) Purchasing behavior f) Customer type
-

All nations on our lands eat rice.


Every age sized people used as essential
Most of housewife or housemaids are attracted
with samples, grantee for cooked-rice.
Most of our people often use the product in
tradition festival
Everybody must buy the product as necessary
Our customer type are the people who like the
quality product.

4.2.3 Technical-functional
Most of housewife or housemaids are attracted with samples, grantee for cooked-rice.
4.2.4 Socio-psychological
Most of our people often use the product in tradition festival
4.2.5 Purchasing behavior
Everybody must buy the product as necessary

4.2.6 Customer type


Our customer type are the people who like the quality product.
4.4
Market Positioning
Our target customers are based on quality consumers. Our products can be used in ready with thrust quality
because we can express cooked rice in cooker. We are quite different in quality controlling to competitors. Our
customer stays with us in long term due to Trust on quality and demand size.
4.5
Segment Strategy
Our offer is directed towards entire market including delivery services.
4.6
Growth Oriented Strategy
Our products are growth oriented with market penetration strategies of current product and market.
4.7
Competitors Strategies
Our rice shop goes with competitor strategies from market challenge to leader.
6. Conclusion
Three Angels rice trading has strong internal organization as financial, operation, marketing and also have
opportunities. As advantages consumers culture & government policy especially we have advantages in
speed, quality, price and new trust technologies. The kind of our product is no part in market segmentation
and fixed on increasing demand on population. So, we shall increase the business in volume, well get more
profit with image. Our business strategy is setting on coming five years, we must be star by portfolio strategy.