dutch lady nk present isnin (1)c

8/9/2019 Dutch Lady Nk Present Isnin (1)c

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FACULTY ECONOMICS AND MUAMALAT

STRATEGIC MANAGEMENT

MGB 4013

GROUP AASIGNMENT:

DUTCH LADY COMPANY

PREPARED BY: TMC 2

MEMBERS:

SITI ZAINAB BT MOHD ADAM 1121106

NUR SHAHIRA BT MOHAMAD NOR 1121112

SITI NOR NADIAH BT SHAHIMI 1121114

NURUL HAZERA BT MISRAN 1122333

NORFARHATI BT SATARNONG @ IBRAHIM 1122337

PREPARED FOR:

LECTURER NAME: MADAM SITI NURULHUDA BT NORDIN

DATE OF SUBMISSION:

8TH DECEMBER 2014

1


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TABLE CONTENTS

NO TABLE CONTENTS PAGES

1 COMPANY PROFILE 3-4 afiqa2 BACKGROUND OF DUTCH LADY !-" #i$ 3 TOWS ANALYSIS %-11 afiqa4 THE INTERNAL-EXTERNAL (IE)

MATRIX

12-13

! INTERNAL FACTOR

EVALUATION (IFE) MATRIX

14-1! afiqa

& EXTERNAL FACTOR

EVALUATION (EFE) MATRIX

1&-1"

" COMPETITIVE PROFILE MATRIX

OF DUTCH LADY

1%

% SPACE MATRIX 1'-2&

' Prod!" #$%& !'!#& #i$ 10 STRATEGIC PLANNING PROCESS

(PORTER’S FIVE FORCES MODEL)

2"-32 #i$

11 UANTITATIVE STRATEGIC

PLANNING MATRIX (SPM)

33-3!

12 BLUE OCEAN STRATEGY 3&-3% (a)*13 S "* +"r,"&' (a)*14 CONCLUSION 3' (a)*1! REFERENCES 40

1. COMPANY PROFILE

D"!. L,d' M$#/ Id+"r$&+ B&r.,d (0D"!. L,d' M,#,'+$,0) $+ , #&,d&r $ ".&

,#$"' 2r,d&d d,$r' 2+$&++ $ M,#,'+$,3 I" 4,+ $!or5or,"&d $ 16789 ,d 4,+ ".&

:r+" ;$#/ !o;5,' $ M,#,'+$, "o 2& #$+"&d o Br+, M,#,'+$,9 ".& #o!,# S"o!/

E

>


3/43

;#"$,"$o,# !or5or,"$o ,d o& o% ".& #,r&+" ;$#/ !o;5,$&+ $ ".& 4or#d3

P&r;od,#, N,+$o,# B&r.,d $+ ".& +&!od #,r&+" +.,r&.o#d&r $ ".& Co;5,'3

D"!. L,d' M,#,'+$, ;,%,!"r&+ ,d +#+ , 4$d& r,& o% ,#$"' d,$r'

5rod!"+ ,d %r$" ?$!&+ %or ".& .o;& ,d &


4/43

2. BACKGROUND OF DUCTCH LADY

50’ s


5/43

A%"&r Wor#d W,r II9 +4&&"&&d !od&+&d ;$#/ $;5or"&d 4.o#&+,#& %ro; $"+ 5,r&"

!o;5,' $ Ho##,d $, #o!,# $;5or"&r+ ,d 4.o#&+,#&r+3

1954 A "r,d$ !o;5,' Fr$&+#,d 6;,#,',) P"& L"d9 2,+&d $ S$,5or&9 4,+

%or;&d "o ;,r/&" S4&&"&&d !od&+&d ;$#/ $;5or"&d %ro; Ho##,d $ M,#,'+$,

,d S$,5or&9 ,;o +&&r,# 2r,d+ 4,+ , !&r",$ D"!. B,2' Br,d3

60’ s

1678 P,!$:! M$#/ Id+"r$&+ (M,#,',) Sd B.d 4,+ $"&ro5&r,"&d $ M,#,'+$, 4$".

".& !o;;$++$o$ o% , +4&&"&&d !od&+&d ;$#/ %,!"or' $ P&",#$ @,',3 T.&

5r&+&" +$"& $+ ".& :r+" o&r+&,+ 5rod!"$o %,!$#$"' o% ".& 5,r&" !o;5,'3

167 T.& %,!"or' 4,+ o5&r,"$o,# ,d +",r"&d "o ;,%,!"r& +4&&"&&d

!od&+&d ;$#/3

167= P,!$:! M$#/ Id+"r' (M,#,',) 4,+ !o&r"&d $"o 52#$! !o;5,' ,d

2&!,;& ".& :r+" ;$#/ !o;5,' "o 2& #$+" o ".& +"o!/ E

,d S$,5or&3

70’ s

16 T.& ,;& o% ".& !o;5,' 4,+ !.,&d %ro; P2#$! M$#/ Id+"r$&+ (M,#,',)

B&r.,d "o ,o$d !o%+$o $ ".& "r,d& ,d ;,r/&"5#,!& +rrod$ ".& ,;& o%

".& Co;5,' ,d $"+ ;,$ 5rod!" D"!. L,d' S4&&"&&d Cod&+&d M$#/3

- I #$& 4$". ".& Co;5,'+ d$&r+$:!,"$o 5ror,;;&d9 ".& Co;5,'

!o;;$++$o&d ,d 2$#d+ , U#"r, H&," Tr&,"&d M$#/ P#,"3 Lo!,##' 5,!/&d

D"!. B,2' Mod$:&d B,2' Food 4,+ ,#+o $"rod!$ $ ".& +,;& '&,r3

166 A %r$" $!& dr$/ d&r @OY 2r,d ,;& 4,+ $"rod!&d3

0’ s


6/43

16=8 M,%,!"r& o% S"&r$#$*&d M$#/ $ 5#,+"$! 2o""#& !o;;&!&d3

16= T.& 2r,d 4,+ !.,& %ro; D"!. 2,2' "o D"!. L,d' %or 5rod!"

5o+$"$o$ r&,+o+3

16= A ".r&&-+"or' 2$#d$ 4,+ 2$#" "o .o+& ".& 5o4d&r P,!/$ P#,"9 ,+

2+$&++ r&43

16= T.& Co;5,' d&r4&" , &$"' r&+"r!"r$ &

E

90’ s

166 A &4 4,r&.o+& 4,+ 2$#" "o ,!!o;;od,"& ".& !o;5,'+ ro4$

2+$&++3 H;, !,5$",# +",r"&d "o & D"!. L,d' r&!&$&d $"+ +&!od R&,d&r+ D$&+" S5&r Br,d+ Go#d A4,rd

%or 2&$ o"&d ".& 5r&%&rr&d 2r,d o% ;$#/ 5rod!"+ $ M,#,'+$,3

7


7/43

- T.& Co;5,' !.,&d $"+ ,;& %ro; D"!. B,2' M$#/ Id+"r$&+ (M,#,',)

B&r.,d "o D"!. L,d' M$#/ Id+"r$&+ B&r.,d9 "o 2& $ #$& 4$". $"+ ;,$ 2r,d

D"!. L,d' 4$". , &4 !o;;$";&" Good&++ %or L$%&J3

>1 D"!. L,d' r&!&$&d $"+ ".$rd R&,d&r+ D$&+" S5&r Br,d+ Go#d A4,rd %or

2&$ o"&d ".& 5r&%&rr&d 2r,d o% ;$#/ 5rod!"+ $ M,#,'+$,3

>> D"!. L,d' 4o ".& Br,d E$"'>8 D"!. L,d' r&!&$&d $"+ ISO 61 (V&r+$o >)3

D"!. L,d' #,!.&d , 5d,"&d r,& o% 5rod!"+ 4$". DHA %or $%,"+

,d !.$#dr&3

D"!. L,d' M$#/ Po4d&r F,!"or' !&r"$:&d "o S",d,rd C&r"$:!,"& HACCP

(H,*,rd A,#'+$+ ,d Cr$"$!,# Co"ro# Po$") - S'+"&; H,*,rd A,#'+$+ ,d Cr$"$!,#

Co"ro# Po$" D"!. L,d' ,4,rd&d ".& R&,d&r+ D$&+" S5&rBr,d :%". Go#d A4,rd

2&!,+& +&!"&d ,+ ".& 5r&%&rr&d 2r,d o% d,$r' 5rod!"+ $ M,#,'+$,3

> N"r$"$o %or $"#$&!&3 - D"!. L,d' 2r,d $;,& ,d 5,!/,$ !.,&

4$". ".& &4 !or5or,"& ",#$& 0G&" R&,d' %or L$%&0 - D"!. L,d' r&!&$&d ".& +$ S4&&"&&d Cod&+&d M$#/ F,!"or' D"!. L,d' r&!&$&d r&!o$"$o HACCP

C&r"$:!,"& (H,*,rd A,#'+$+ ,d Cr$"$!,# Co"ro# Po$") S'+"&;+ A,#'+$+ Cr$"$!,# Co"ro# Po$"3 D"!. L,d' r&!&$&d ".& ,4,rd %or ".& +&&". R&,d&r+ D$&+" Go#d

A4,rd S5&r Br,d +&!"&d ,+ ".& 5r&%&rr&d 2r,d o% d,$r' 5rod!"+ $

M,#,'+$,3 D"!. L,d' M$#/ Id+"r$&+ B&r.,d $+ , Prod!"$$"' A4,rd 4$&r $ >9

4.$!. 4,+ r&!o$*&d 2' ".& N,"$o,# Prod!"$$"' Cor5or,"$o $ !,"&or'

!o;5,$&+ 4$". , "ro&r o% RM1 ;$##$o ,d ,2o&3

>7 D"!. L,d' .,+ do,"&d ,r$o+ 5rod!"+ 4or". RM9 D&5"' Pr$;&

M$$+"&r %or ood $!"$;+ $ @o.or3

> D"!. L,d' M$#/ Id+"r$&+ .,+ do,"&d ,r$o+ 5rod!"+ D"!. L,d'

4.$!. ".& ,#& $+ RM119 ".ro. ".& M$$+"r' o% H&,#". "o ood $!"$;+

$ @o.or3 D"!. L,d' .,+ $& ".& C.,$r;, o% ".& Ed!,"$o E

A4,rd 81 !.$#dr& $ $"+ 5&o5#&3


8/43

D"!. L,d' M,#,'+$, %or& o& ;or& 2r$##$,!& o ".& +'+"&; o% !&r"$:!,"$o

o% E$ro;&",# M,,&;&" ISO 11 > H&,#". ,d S,%&"' M,,&;&"

S'+"&; OHSAS 1=1 1666 %ro; SIRIM AS I"&r,"$o,#

!. TO"# ANALY#I##TRENGHT$#%

• M,r/&" #&,d&r $ ".&

.$. ,#$"' 2r,d&d

d,$r' 2+$&++ $

M,#,'+$,3

• H,& ".& .$.&+"

;,r/&" +.,r&3

• Good 5ro:" +",2$#$"'3

• E


9/43

M,' &


10/43

M,#,'+$,3 D"!. L,d' M$#/ Id+"r$&+ B&r.,d (D"!. L,d' M,#,'+$,) $+ ,

;,%,!"r&r o% d,$r' 5rod!"+ $ M,#,'+$, +$!& ".& 16+3 B&+$d&+ ".,"9 ".&$r ,#+o

.,& ".& .$.&+" $ ;,r/&" +.,r&3 B,+$!,##'9 ;,r/&" #&,d&r ,d ;,r/&" +.,r& .,& ,

ood r,"&d 2&"4&& &,!. o".&r3 Good 5ro:" +",2$#$"' $&+ ".& ;&,$ 4.$!.

".&$r ,!.$&&;&" o% 5ro:" ,#4,'+ $!r&,+&+ $ ".& r,/$3 E


11/43

T.&r&%or&9 D"!. #,d' ,#+o &


12/43

4. THE INTERNAL&E'TERNAL $IE% MATRI'

D()*+,+-*

IE +",d+ %or I"&r,# &


13/43

B&+$d&+ ".,"9 T( EFE /,+ +!or& $+ 5#o""&d o ".& '-,


14/43

83 F-;s(s -* ,(


15/43

r,"$o+.$5+ ,;o ".o+& ,r&,+3 T.& I"&r,# F,!"or E,#,"$o ;,"r$< or +.or" IFE

;,"r$< $+ +&d $ +"r,"&' %or;#,"$o3T.& IFE M,"r$< "o&".&r 4$". ".& EFE ;,"r$< $+

, +"r,"&'-%or;#,"$o "oo# ".," !, 2& "$#$*&d "o &,#,"& .o4 , !o;5,' $+

5&r%or;$ $ r&,rd+ "o $d&"$:&d $"&r,# +"r&".+ ,d 4&,/&++&+ o% , !o;5,'3

T.& IFE ;,"r$< ;&".od !o!&5",##' r,"&+ "o ".& B,#,!&d S!or&!,rd ;&".od $

+o;& ,+5&!"+3

IFE ;,"r$< !, 2& !o+"r!"&d 2' %o##o4$ ".o+& :& +"&5+(1) C-*s,;, /

8+s, -= $"&r,# %,!"or+9 +&5,r,"&d 2&"4&& +"r&".+ ,d 4&,/&++&+3 B& ,+

+5&!$:! ,+ 5o++$2#&9 +$ 5&r!&",&+9 r,"$o+ ,d !o;5,r,"$& :r&+3(>) For &,!.

%,!"or9 (,(+*( "(+3, +* ,( *(+;/8 /*3(9 %ro; (o" $;5or",") "o 1

(&r' $;5or",")3 T.& +; o% ,## 4&$."+ ;+" 2& 1 W&$." ;,r/+ ".& r,"$& &&!"o% &,!. %,!"or "o $&!& ".& +!!&++ or %,$#r& o% ".& &"&r5r$+& $ ".& $d+"r'3 (8)

Ass+3* =- (/; =/;,- / s;-(3 A $;5or"," 4&,/&++ $+ r&5r&+&"&d 2' 19 > %or

;$or 4&,/&++9 8 %or ;$or ,d,",&9 $;5or"," ,d,",&+ ,r& r&5r&+&"&d 2' ,

+!or& o% 3 No",2#'9 ".& +!or& o% ,d,",& ;+" 2& or 89 ".& +!or& o% 4&,/&++

;+" 2& 1 or >3 T.& +!or& $+ +5&!$:! "o ".& !o;5,'9 4.$#& ".& 4&$."+ ,r& 2,+&d o

$d+"r' 2&!.;,r/+3() M8,+>8 ,( (+3, -= (/; =/;,- +,s s;-( 9 "o

o2",$ ".& 4&$."&d +!or& o% &,!. %,!"or3() # ,( (+3,( s;-(s -= /88 ,(

=/;,-s9 "o &" ".& "o",# 4&$."&d +!or& o% &"&r5r$+&+3

A+ ".& IFE ;,"r$< !o",$+ ;,' %,!"or+9 ".& "o",# 4&$."&d +!or& r,& $+

%ro; ".& #o4&+" 1 "o ".& "o5 9 ".& ,&r,& +!or& 2&$ >33 To",# 4&$."&d +!or&

+$$:!,"#' #o4&r "., ".& >3 o% &"&r5r$+&+ +$,##+ ".," ".& $"&r,# +$","$o $+

4&,/9 4.$#& ".& +!or& ;!. .$.&r "., >3 o% ".& &"&r5r$+&+ $"&r,# +$","$o $+

+"ro3

INTERNAL FACTOR E?ALUATION $DUTCH LADY%

$IFE% MATRI'

1


16/43

#TRENGTH# RATING

$1&4%

"EIGHTE

D

"EIGHTE

D #CORE1) M,r/&" #&,d&r $ ".& .$. ,#$"'

2r,d&d d,$r' 2+$&++ $ M,#,'+$,3

8 36 3>

>) H,& ".& .$.&+" ;,r/&" +.,r& 31 3

8) Good 5ro:" +",2$#$"'3 8 3= 3>) E7) A## .,& .,#,# !&r"$:!,"& 31 3) H$. ,#$"' o% ".& ;$#/ 8 3= 3>=) V,r$&"' o% ,or+ > 3 31

"EAKNE##E# RATING "EIGHTE

D

"EIGHTED

#CORE1) D"!. L,d' ?+" 5rod!&+ ".& ;$#/

%ro; !o4 ;$#/3

8 36 3>

>) No" 5rod!& ;$#/ %or ".& o#d %o#/+3 8 36 3>!% H,& .$. !o",$ o% +,r 8 3= 3>) R,r' !.,& ".&$r 5,!/,$ 1 37 37

TOTAL 8 13 831

E'PLANATION

T.& d$,r,; 4,+ +.o4 ".& $"&r,# %,!"or &,#,"$o9 ".," ".& +"r&".+ ,r& ;or&

.$.&r "., ".& 4&,/&++&+ o% ".& D"!. L,d' Co;5,'3 T.& .$.&+" +!,#& ".," 4&

5" ," ".& +"r&".+ $+ 4.$!. $+ D"!. L,d' .,& ".& .$.&+" ;,r/&" +.,r&2&!,+& D"!. L,d' $+ ".& ;,r/&" #&,d&r3 S&!od $+ ".& &"$r& 5rod!" o% D"!.

L,d' .,$ H,#,# !&r"$:!,"& %ro; @AKIM3 T.& #o4&+" +!,#& 4.$!. $+ 1 %or 4&,/&++&+

$+ r,r' !.,$ ".&$r 5,!/,$3

17


17/43

6. E'TERNAL FACTOR E?ALUATION $EFE% MATRI'

D()*+,+-*

T.& E,(*/8 F/;,- E:/8/,+-* (EFE /,+% $+ ".& +"r,"&$! "oo# +&d "o

&,#,"& :r; &


18/43

E'TERNAL FACTOR E?ALUATION $DUTCH LADY%

$EFE% MATRI'

OPPORTUNITIE# RATING

$1&4%

"EIGTHE

D

"EIGHTED

#CORE1) E,+' "o ;,$",$ $ ".& ;,r/&"3 31 3

>) H$. d&;,d $ ".& ;,r/&"3 8 36 0.278) E 3 0.14) H$. !+"o;&r #o',#"' 8 3= 0.24) G&" ".& .$.&+" ,4,r&&++ %ro;

!+"o;&r+

31 0.4

7) H&,#".' !,;5,$ 2' ".&

o&r;&"

31 0.4

THREAT# RATING

$1&4%

"EIGHTE

D

"EIGHTED

#CORE1) M,' & 3= 317

) Co;5&"$"or+ 5r$!& 31 3) Pro2,2$#$"' o% !o4+ ,"",!/ 2' $r+ 8 36 3>

TOTAL 87 13 >36

E'PLANATION

T.& d$,r,; 4,+ +.o4 ".& &


19/43

"r$"$o3 B&+$d&+9 %or ".& ".r&," D"!. L,d' Co;5,'9 4& 5" +!,#& r,"&+ %or

".r&," ".," D"!. L,d' .,+ ;,' & 3= 8 37 > 3

Co+;&r

Lo',#"'3> 3= 8 37 > 3

M,r/&" S.,r& 31 3 8 38 8 38

To",# 13 > 83 >8 >3 1= >>

#CALE

1M,?or W&,/&++

>-M$or W&,/&++

8-M$or S"r&".

-M,?or S"r&".

16


20/43

. #PACE MATRIK

D()*+,+-*

T.& SPACE ;,"r$< $+ , ;,,&;&" "oo# +&d "o ,,#'*& , !o;5,'3 I" $+

+&d "o d&"&r;$& 4.," "'5& o% , +"r,"&' , !o;5,' +.o#d d&r",/&3 T.&

S"r,"&$! Po+$"$o A!"$o E,#,"$o ;,"r$< or +.or" , SPACE ;,"r$< $+ , +"r,"&$!

;,,&;&" "oo# ".," %o!+&+ o +"r,"&' %or;#,"$o &+5&!$,##' ,+ r,"&d "o ".&

!o;5&"$"$& 5o+$"$o o% , or,$*,"$o3 T.& SPACE ;,"r$< !, 2& +&d ,+ , 2,+$+ %or

o".&r ,,#'+&+9 +!. ,+ ".& SWOT ,,#'+$+9 BCG ;,"r$< ;od $d+"r' ,,#'+$+9 or

,++&++$ +"r,"&$! ,#"&r,"$&+ (IE ;,"r$


21/43

$o,"$o 2' ".& !o;5,'9 ;,r/&" $!.& 5o+$"$o9 !+"o;&r #o',#"'9 5rod!"

,#$"'9 ;,r/&" +.,r&9 5rod!" #$%& !'!#&9 ,d o".&r+3

O".&r "., ".,"9 SPACE ;,"r$< %,!"or+ r,"&d "o 2+$&++ (,(*/8 s,/,(3+;

d$;&+$o ,r& %or &1


22/43

+",2$#$"'9 r&+or!& "$#$*,"$o ,d 5rod!"$$"' ,r& !o+$d&r&d3 A+ 4#9 $ ".$+

d$;&+$o &,!. o% ".&+& ,r$,2#&+ $+ $& , +!or& ".," o&+ %ro; 1 (4or+&) "o

(2&+")3

#,/+8+, P-s+,+-* $E#%

L,+"9 ES $+ !o+$d&r&d3 I" r&%&r+ "o .o4 +",2#& $+ ".& ;,r/&" 4.&r& ".&

!o;5,' o5&r,"&+3 T.$+ #$/& r,"& o% "&!.o#o$!,# !.,&9 $,"$o9 d&;,d

,r$,2$#$"'9 5r$!& r,& o% !o;5&"$ 5rod!"+9 r$+/+ o% ".& $d+"r' ,d ".& 2,rr$&r+

"o &"&r or &


23/43

#PACE MATRI' OF DUTCH LADY

I II III

IV

V

VI

VII

VII IX

>8

IFE :,# +!or&

>831

8 1

8>36

EFE :,# +!or&

>

1


24/43

Based on the space matrix that is show in the diagram we can see that Dutch Lady

Company is on the I, II, IV build and growth strategy. In this case, the Dutch Lady Company

tactical strategies should focus on maret penetration and product de!elopment. Base on the

"#$% we conclude that the Dutch Lady &alaysia as the maret share leader in the growing up

mil segment. It can be pro!ed with the Dutch Lady brand holding '() of national maret

share. Dutch Lady was the first &alaysian dairy company to use *ltra-+igh %emperature *+%

processing and pacaging to produce and maret mil in this country.

%hen the Company continued to progressi!ely manufacture and introduce new products

into the &alaysian maret which is sterilied mil were locally produced and sold in plastic

bottles in /012. %hey also pro!ide production of chilled mil products started in /013, and fruit

yoghurt and growing up mil were introduced into the maret in /011.

Dutch Lady &alaysia was the first company in the world to introduce growing up mil

products for children up to six years old. Dutch Lady &alaysia already de!elops their product

because they ha!e different types of dairy products suitable for both children and adults. It

started with the production of a single product which is sweetened condensed mil and has

since expanded to a full range of dairy products locally manufactured in its factory. Its current

products include products for infants, growing up mil, *+% mil, pasteuried mil, sterilied

mil, family powdered mil, low fat and () fat drining yoghurt, and low fat yoghurt.

>


25/43

#CALE@

&7 $"OR#E% 7$BE#T%

E'TERNAL PO#ITION

#TABILITY PO#ITION $#P%

FEATURE# RATING

T&!.o#o' !.,&+ -1

I,"$o -8

Co;5&"$"or+ Pr$!& -7

B,rr$&r+ "o &"&r ".& ;,r/&" -1

B,rr$&r+ "o &


26/43

F$,!$,# Po"&"$,#

E,+& "o &"&r ;,r/&"

Prod!"$$"' 7

C,5,!$"' U"$#$*,"$o

To",# 8>

CALCULATION

!26@ 5.!!

INTERNAL PO#ITION

CP $COMPETITI?E PO#ITION%

FEATURE# RATING

M,r/&" +.,r& ->

Prod!" ,#$"' -1

C+"o;&r #o',#"' -1

Co"ro# o&r +55#' ,d d$+"r$2"or ->

Ko4+ ".& #,"&r "&!.o#o' ->

Prod!" #$%& !'!#& ->

To",# -1CALCULATION

&106@ &1.667

F# $ FINANCIAL PO#ITION%

FEATURE# RATING

R&"r o I&+";&"

C,+. F#o4

I&"or' Tro&r

Wor/$ C,5$",# 7

>7


27/43

To",# >

CALCULATION

204@ 5

O?ERALL

CPIP $&1.667 5.!!% !.66!

#PF# $&!5% 2

E'PLANATION

A+ 4& /o49 ".& /33(ss+:( ,dr," #$&+ $ 2&"4&& ".& :,!$,# +"r&".

,


28/43

4$## 5+. ".& ,&r,& "o ".& r$." o% ".& < ,S$,5or&3 T.& !o;5,' !.,&d $"+ ,;& "o D"!. B,2' M$#/ Id+"r$&+ (M,#,',)

B&r.,d $ 169 ,d ,,$ $ '&,r > o4 ,+ D"!. L,d' M$#/ Id+"r$&+ B&r.,d3

T.& !o;5,' .,& +"ro !o+;&r %o##o4$ ,d 4# /o4 %or $"+ d,$r'

5rod!"+ ,d 2&&r,& 2r,d+ +!. ,+ D"!. L,d'9 Fr$+o#,!9 Fr$+o9 Co;5#&",9 O;,

,d @o'3 T.& 5rod!" #$& o% ".& !o;5,' $!#d& 5rod!" %or $%,"+9 ro4$-5

>=


29/43


30/43

A5,r" %ro; ".$+9 M,r$o#d Sd B.d %o!+&d o ".& 5rod!& "r$"$o+ 5rod!"+3

T.& !o;5,' 4,+ "r'$ "o 5ro$d& !o+;&r+ 4$". .&,#".' 5rod!"+ "o &.,!&

,#$"' o% #$%&3 Co;5,' ".r&," $+ ;or& d$!#" "o !o"ro#9 2&!,+& D"!. L,d'

M,,&;&" &&d "o !o!&"r,"& o !.,$ 2'&r+ 5r&%&r&!& ,d ,#+o

;,


31/43

T.& 2,r,$$ 5o4&r o% 2'&r ;&,+ o% 5o"&"$,# 2'&r+ or 5o4&r%# 2'&r

".," !, %or!& 5r$!& !"+9 .$. d&;,d o 5rod!" ,d ,$ ;or& !o+;&r+

,""&"$o "o4,rd+ ".& ;,$ 5rod!" o% ".& !o;5,'3 D"!. L,d' 5o+$"$o+ ".&

5rod!" ,+ ".o. $" 4,+ ;&," o" o#' %or 2,2$&+ 2" %or ,o".&r !o+;&r ,+

4#3 For &


32/43

$!r&,+&+ && ".o. ".& 5r$!& o% 5rod!" !.,&+ ," ".& !&r",$ "$;& or 5#,!&3 B"

$" 4$## o" !,+& #o',# !+"o;&r "o !.,& ;$d ,d 2' ,o".&r 5rod!"3

#UB#TITUTE PRODUCT#

Por"&r+ :& %or!&+ .,& $!#d& ".& ".r&," o% +2+"$""& 5rod!" 4.$!. $+ o".&r

:r;+ .,+ o&r+ +$;$#,r 5rod!" 4$". +$;$#,r 2&&:"+ %or ".& !+"o;&r3 T.$+ ".r&,"

;,' &&!"+ ".& !o;5&"$"$& &$ro;&" o% ".& !o;5,' ,d $&!& ,2$#$"' "o

,!.$&& 5ro:",2$#$"'3

B'&r+ ,#4,'+ .,& d$&r&" !.o$!& %or ".&$r 2&&r,& ,d d,$r' 5rod!"3 So9

".&r& $+ r$+/ o +4$"!.$ !o+" %or 2'&r+3 Po"&"$,# 2'&r !o;&+ 4$". d$&r&" 2,+&d

o ",+"&9 !+"o;&r 2&.,$or ,d 5r&%&r&!&3 T.&' 4o#d 2& !.,& &&r' d,'

2&!,+& ".&' 4$## 5r!.,+& ".& 5rod!" ".," ".&' 5r&%&r "o 2'3

I &&r,# +2+"$""& 5rod!"+ !o;& %ro; o& 2+$&++ ".& r&5#,!&d 4$".

,o".&r 5rod!" 2" +"$## 5rod!& $ 5rod!" #$& ;,r/&"3 B&+$d&+ ".,"9 D"!. L,d'

B&r.,d 4,+ ".& :r+" $ ".& 4or#d !o;5,' r&!o;;&d , ro4$ 5 ;$#/ %or;#,

5o4d&r +5&!$:!,##' %or !.$#dr& %ro; ,&+ o& "o ".r&& '&,r+ o#d3 T.&+& 5rod!"+

,r& ,,$#,2#& o4 $ M,#,'+$, ,+ D"!. L,d' 1>8 ,d D"!. L,d' 7 ,d D"!.

L,d' 7- 5#+3

D"!. L,d' M$#/ Id+"r' B&r.,d ,#4,'+ .,d , $o,"$& ,55ro,!. "o4,rd+

".&$r 5rod!" 5or"%o#$o3 So9 ".& !o;5,' !o;&+ 5 4$". , &4 "'5& 5rod!" &&r'

%or or :& '&,r+3 W.&&&r , o55or"$"' $+ +&& $ ".& ;,r/&"9 D"!. L,d'

Co;5,' 4&r& r,2 $" ,d ".& ;,,&;&" !r&,"&+ , 5rod!" d$&r+$:!,"$o3

T.& D"!. L,d' !o;5,' !o"$& 5ror&++$' ;,%,!"r& ,d $"rod!&

&4 5rod!" $"o M,#,'+$, ;,r/&" %or ".o+& 4.o d$d o" dr$/ ;$#/ d$r&!"#' or

,##&r$! 4$". %r&+. ;$#/3 So !o;5,' "r$&+ "o 5rod!& !,#!$; +,!/ %or !+"o;&r3 I"

;,' . !+"o;&r "o ",/& ".&$r "r$"$o ,d 5ro"&$ %ro; ;$#/3 I" 4&r& !o;& 4$".

,r$o+ "'5& o% ,or ,d +$*& ,d ,#+o ,,$#,2#& %or !&r",$ ,&3 T.$+ $+ ".& %,!" ".,"

!o;5,r$+o +,& 4$". 5r&$o+ ;$#/ 5o4d&r %or;#,"$o3

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I ,dd$"$o9 "o ;,/& ".& 5rod!" ,4,r& ,d /o4 2' !o+;&r9 +o;& 5rod!"

4&r& d$+"r$2"&d +rrod$ $ ;,r/&" or do ,d&r"$+&;&" ,4,r&&++ ,d ;,/& ,+

, +5o+or+.$5 %or &&" or ,;&+3 B"9 ".&r& ,r& +o;& o55or"$"$&+ ".," !o;5,'

",/& o&r 4.$!. $+ ".&' ,r& d$+"r$2"& ".& ;$#/ 5rod!" ,;o ".& 5r$;,r' +!.oo#9

,d ".& 5rod!" ,r& $& "o +"d&" &&r' 4&&/3 So 5&o5#& ;$." /o4 ,2o" ".&

5rod!" ,d !o"$& #o',# 4$". D"!. L,d' Br,d3

T.& ,o".&r 4,' "o ;,/& !+"o;&r ,4,r& ,d r&,#$*& ,2o" ".& D"!. L,d'

5rod!" $+ "o&".&r 2r$$ M,#,'+$,+ "o 5,r"$!$5,"& $ ".& ,,# Wor#d M$#/ D,'

!&2r,"$o+ $$"$,"&d 2' Food ,d Ar$!#"r& Or,$*,"$o o% ".& U$"&d N,"$o+3

T.& o2?&!"$& o% ".& !&2r,"$o $+ "o !o"r$2"$o ".& $;5or"," "o ",/& !,r& o%

.&,#".' $ ".& :r+" +"&5 2' !$"$*&+3

T.r&," o% +2+"$""& 5rod!"+ $+ ".& &


34/43

RI?ALRY AMONG COMPETITOR#

T.&r& ;,' !o;5&"$"or+ $ $d+"r' ".," 5rod!& +$;$#,r or ,#;o+" +$;$#,r

ood+ ,d +&r$!&+3 B&!,+& or !o;5&"$"or 4$## 5rod!& +,;& 5rod!" 4$". +,;&

%!"$o ,d %o!+ o +,;& !+"o;&r3 R$,#r' ,;o !o;5&"$"or+ $+ +"ro&+" o% ".&

:& !o;5&"$"$& %or!&+ ,d !, ,r' 4$d' ,;o $d+"r'3 I% ".& r$,#r' ,;o

!o;5&"$"or+ $+ 4&,/9 !o;5,$&+ ,2#& "o r$+& 5r$!& ,d &,r ;or& 5ro:"3

I"&+$"' o% !o;5&"$"$& r$,#r' ,;o !o;5&"$"or+ $ $d+"r' +"r$&+!o;5,$&+ "o ,$ !o;5&"$"$& ,d,",&+3 T.& !o;5,' ,$+ ".& !o;5&"$"$&

,d,",& 2' +&&r,# 4,'+ +!. ,+ 5r$!$ 5o#$!'9 $;5ro$ ".& 5rod!"+

d$&r&"$,"$o 4$". o".&r !o;5&"$"or ,d &


35/43

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,$ ;or& "., .,#% o% ".& ;,r/&" +.,r&3

10. UANTITATI?E #TRATEGIC PLANNING MATRI'

$#PM%

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11. BLUE OCEAN #TRATEGY

D()*+,+-*

T.& B8( O;(/* #,/,(3 $+ o& o% ".& ;o+" 5o4&r%# $o,"$o 5ro!&++&+9

,$;$ ," !r&,"$ 5ro:",2#& .$.-ro4". %or !o;5,$&+3 T.& o2?&!"$& $+ "o !r&,"&

,d !,5"r& &4 d&;,d 2' %o!+$ o ,ddr&++&d ro5+ o% !+"o;&r+ (o-

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,d ".& !o;5,'3 I"+ d&+!r$2&+ ".& o55or"$"$&+ o% ,+"9 ",55&d ;,r/&" +5,!&+9

or 0B#& O!&,+90 ".," !, 2& d&o5&d 2' &


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+5,!& ".," $+ o" '&" &


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D"!. L,d' +.o#d r&d!& ".& ,"$"' o% +,r %od $ ;$#/ !o"&"3 A+

4& /o4 D"!. L,d' Prod!"+ %or !.$#dr&3 F$r+" o% ,##9 4& &&d "o d&r+",d ".,"

!.$#dr& ro4$ &&d o% &&r' r&+or!&+ "o . ".&; ro43 T.& ;,$ +or!& o%

&&r' $+ !,r2o.'dr,"&+ ,d %,"+3 C,r2o.'dr,"&+ ,r& &r' $;5or","9 2&!,+& $" $+ ,

;,?or +or!& o% &&r' &&d&d %or .&,#".' ro4". ,d d&o5;&" o% ".& 2od'

,d ".& 2r,$9 &+5&!$,##' %or ro4$ !.$#dr&3 S,r $+ , "'5& o% !,r2o.'dr,"&3

M$#/ $+ , ,"r,# 5rod!" $"+% !o",$+ +,r !,##&d #,!"o+&3 S,r (#,!"o+&)

".," !o",$ $ ;$#/ $+ .$ ".& !.$#d "o ro4 53 T.&r&%or&9 ,## o% Gro4$ 5 M$#/

4$## !o",$ +o;& %or; o% +,r3 D"!. L,d' Gro4$ 5 M$#/ $+ "r$"$o,##'

d&+$&d +$ , !o;2$,"$o o% ,"r,# +,r $ ;$#/ !,##&d #,!"o+& ,d ,#+o ,dd&d

+o ".," ".& r,"$o o% ,"r,# 5#," +,r+ ,"r,##' #,!"o+& $ ;$#/ !, 2& ;,$",$&d3

B,+&d o '&,r+ o% r&+&,r!.9 4& %od ".," $" $+ $;5or"," %or or Gro4$ 5

M$#/ o5"$;,##' %or;#,"&d3 R&+&,r!. !od!"&d r&&,#&d ".," 5rod!"+ ".," ,r& o"

o5"$;,##' %or;#,"&d9 %or &

;,/& "ro2#&+o;& "o +&r+ 4.o "&d "o &," ;!. 2&!,+& ".&' .,& "o 2' $ ,

#,r& ,"$"$&+ "o &?o' ".& ;&,# ".," ;!.3

C(/,(

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;,;;,#+3 I" 5ro$d&+ ".& 5r$;,r' +or!& o% "r$"$o %or &42or+ 2&%or& ".&' ,r&

,2#& "o d$&+" o".&r %ood+3 I" $+ ,#+o !, 5ro!&++&d $"o d,$r' 5rod!"+ +!. ,+

!r&,;9 2""&r9 'or"9 $!& !r&,;9 ,"o9 !.&&+&9 !,+&$9 4.&," 5ro"&$9 #,!"o+&9

!od&+&d ;$#/9 5o4d&r&d ;$#/9 ,d ;,' o".&r "'5&+ o% &


41/43

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5rod!&d %ro; !o4+ ;$#/3

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42/43

1!. REFERENCE#

B--< R(=((*;(

Q,$,# A2$d$ Mo.,;;,d9 Ho @o A9 Wo Foo Y&& (>1)9 S"r,"&$!

M,,&;&" S&!od Ed$"$o9 O3 .""54443d"!.#,d'3!o;3;'83 .""54443+"d';od&3!o;3 .""54443;$d,3o3;'3 .""5+4443+!r$2d3!o;

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dutch lady nk present isnin (1)c

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