Marketing Plannig for Hup Seng Company Assignment

10794 Words Sep 2nd, 2013 44 Pages
TABLE OF CONTENTS
1)1.0 Executive Summary…………………………………………………… Page 3
2)2.0 Situation Analysis……………………………………………………… Page 4 2.1 Company Analysis…………………………………………………….. Page 4-7 2.2 Macro-environmental PEST analysis ………………………………… Page 8-11
2.3 Market Analysis……………………………………………………… Page12-13
2.4 Competitor Analysis………………………………………………….. Page 14-17
2.5 SWOT Analysis……………………………………………………… Page 18-20 3) 3.0 Market Targeting and Positioning……………………………………… Page21 3.1Target Market…………………………………………………………… Page21-22 3.2 Product Positioning……………………………………………………… Page 23-24 4) 4.0 Marketing
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Once the analysis has been evaluated, there have some key factors that used for marketing planning.
In phases 2, we conduct a simple research to obtain the information though online internet. Our group uses the sources to gain the knowledge and understand what kind of strategy that HupSengcame out and understand the management teams even the financial performance.
In the conclusion, we implement some of the strategic for Hup Seng to improve on their performance. Due to this condition, the quality of biscuits will be judged by the appearance of the goods. Therefore, we would like to explain in detail in this marketing plan

2.0 Situation Analysis
2.1 Company Analysis of HupSeng Industries Berhad
HupSeng Industries Berhad (HSIB) is a Malaysia-based investment holding company. Through its subsidiaries, the company is occupied in the manufacture and sales of biscuits and coffee mix, and traders in biscuits, confectionery and other foodstuff. Its subsidiaries are HupSeng Perusahaan Makanan (M) Sdn. Bhd., HupSengHoon Yong Brothers Sdn. Bhd., and In-Comix Food Industries Sdn. Bhd.
HupSeng Perusahaan Makanan (M) Sdn. Bhd., which is engaged in the manufacture and sales of biscuits. Established in 1958, it is one of Malaysia's leading biscuit manufacturers with many accumulated outstanding achievements. In recognition of HupSeng's stringent quality management system, the company was awarded the prestigious MS ISO 9002

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