Ineffective pricing strategy of the prepared food category at the alpha jsc

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Ineffective pricing strategy of the prepared food category at the alpha jsc

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...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Huynh Thi Thuy Dung INEFFECTIVE PRICING STRATEGY OF THE PREPARED FOOD CATEGORY AT THE ALPHA JSC MASTER OF BUSINESS... recognized that Ineffective Pricing Strategy is the main problem causing the symptoms of lost orders to competitors as well as leading to low sales of the prepared food category at the processing... customer networks” Therefore, it can be said that ineffective pricing strategy is the main problem that the prepared food category has to face and needs to be solved immediately if this category wants

Ngày đăng: 22/07/2021, 17:20

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Mục lục

  • LIST OF FIGURES

  • ACKNOWLEDGEMENT

  • EXECUTIVE SUMMARY

  • I. INTRODUCTION

    • Introduction to business nature

    • 1.1 Company Overview

    • 1.2 Organization structure

  • II. PROBLEM CONTEXT

    • 2.1 Overview about The Alpha’s businesses

    • 2.2 Overview about Vietnam prepared food market

  • III. PROBLEM IDENTIFICATION

    • 3.1 Symptoms analysis

      • 3.1.1 Low Revenues

      • 3.1.2 Lost Orders

    • 3.2 Problems Analysis

      • 3.2.1 Problem Mess

        • 3.2.1.1 Manpower Shortage

        • 3.2.1.2 Low awareness of customer about the company's product portfolio in Prepared Food category

        • 3.2.1.3 Limited customer network

        • 3.2.1.4 High price

        • 3.2.1.5 Wrong Competitor Analysis

        • 3.2.1.6 Delivery Time too long

    • 3.2.2 Problems Validation

      • 3.2.2.1 – Poor Human Resource Planning

      • 3.2.2.2- Poor Communication

      • 3.2.2.3- Ineffective Pricing Strategy

      • 3.2.2.4 – Poor Position Strategy

      • 3.2.2.5 – Ineffective Supply Chain Arrangement

    • 3.3 Main Problem Justification

    • For the next mention about the supply chain problem, Mr. Vi – Processing Key Account Manager also shared that “this is a difficult factor; maybe the solution will lie in adjusting the business strategy from BOD and the top management of the corporatio...

    • Mr. Vi also explained more about how the company is currently pricing, specifically for Prepared Food. When salesmen receive a request for quotation (RFQ) from customer, he will involve the engineering team to study on customer’s requirements and prep...

    • (The sales manager could not share the financial data of pricing due to the company’s policy and confidential regulation)

    • So, the core issue lies in the Ineffective Pricing strategy. This is a strategic element and will help to overcome the situation as mentioned and analyzed.

    • When combining all of the arguments mentioned above, this thesis recognized that Ineffective Pricing Strategy is the main problem causing the symptoms of lost orders to competitors as well as leading to low sales of the prepared food category at the p...

    • 3.4 Problem consequences

  • IV. CAUSES ANALYSIS

    • 4.1 Causes Validation

      • 4.1.1 Potential Causes

        • 4.1.1.1 – Just reacting to the price competition

        • 4.1.1.2 - Failure in price positioning

        • 4.1.1.3 – Ineffective price segmentation model

        • 4.1.1.4 - Ununited Stakeholders On-board

        • 4.1.1.5 – Lack of pricing capability

    • 4.2 Validating Causes

  • V. ALTERNATIVE SOLUTIONS

    • 5.1 Solution 1 – Mapping customers into segments, based on relationships and levels of customer values, so that company can target their price as the costs of customer to incur.

    • 5.2 Solution 2 – Grouping and configuring product solutions into different levels of delivered values

    • 5.3 Action Plan

  • VI. CONCLUSION

  • VII. SUPPORTIVE INFORMATION

  • VIII. REFERENCES

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