Dissertations / Theses on the topic 'FMCG market'

The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.

Title: The Battle of the Customers – Does loyalty exist within the FMCG market? Authors: Emmie Thurn 880909, David Gustafsson 870926  Purpose: The purpose with this study is to examine how relationship marketing strategies can enhance companies’ effectiveness, within the FMCG market, in the sense of more satisfied and loyal customers. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship. Methodology: This quantitative study was based upon positivistic assumptions and carried out by a deductive research approach. The data was collected through two questionnaires, which included 200 customers and 15 representatives from three various FMCG stores. Conclusion: In this study the authors have found that RM, as the current theory present it, does not provide any effective strategies to create customer satisfaction and loyalty within the FMCG market. Therefore, the authors raise the question if price is the new customer loyalty program within the FMCG market? Ten quality factors are identified as critical when generating a long-term relationship between FMCG stores and customers.  To create a successful long-term relationship can these quality factors be combined into a PRODSERV offer. Keywords: Relationship marketing, quality, customer satisfaction, customer loyalty, 5Qs model, the FMCG market.

Increasing competition on a global scale is forcing companies to rethink their strategiesconcerning their supply chains, launch new products and services, increase customer serviceoriented activities. When launching a new product on a new or an existing market it is crucial toestimate the market potential. The market for fast consumer goods is one of the mostdemanding markets globally and requires special attention from the logistic service providers.There is a lack of theoretical material written on this topic for starting practitioners and forexperienced specialists. Hence we try in this thesis to shed light on what the necessaryprerequisites that a freight forwarder ought to consider when launching a new product in thecategory of fast moving consumer goods, hereafter named “Fresh” products. Schenker Arkasprovides a good example for building a theoretical framework around their case due to theTurkey’s strategic position in the region and the ideal climate for “Fresh” products market.From empirical findings we can conclude that Turkish exports is experiencing a strong growth,in particular “Fresh” products which is growing at a higher rate that the total. For freightforwarders there is a great opportunity capitalize on the steady growth in “Fresh” exports butto completely take advantage of growth it is essential that freight forwarders convincecustomers of the value they bring by participating in the supply chain.

The aim of this master thesis is to find out whether celebrity endorsement is influencing factor on decision-making process when purchasing cosmetics (hair care and skin care) in Czech market. Master thesis is divided into two main parts. Theoretical part describes consumer decision-making process, role of celebrity endorsement and examples how celebrity endorsement is used nowadays by L'Oréal. Practical part then focuses on analysis of consumer behaviour through quantitative (online questionnaire) and qualitative research (focus groups) in order to analyse what consumer thinks about celebrity endorsement and to which extent is Czech beauty shopper influenced by it. Thanks to these analyses I was able to identify the most influencing factors, position celebrity endorsement within this group and create set of recommendations regarding most important tools when promoting skin care and hair care products on Czech market.

In an intensely competitive retail market, keeping consumers satisfied has never been more important than currently. Retailers need to understand how to satisfy their customers in order to enhance their appeal and increase consumer loyalty. Globally people’s lifestyles are changing rapidly. Advances in technology, more flexi-time of customers, and the many other social and economic changes affecting family and home life are some of the reasons why, specifically in the Fast Moving Consumer Goods (FMCG) industry, it is important to act fast to service customers. In South Africa, there is indication of strong competition between the most dominant firms’ in the FMCG market, which include Pick ‘n Pay Holdings Limited (23.8 percent), Shoprite Holdings Limited (23.8 percent), the Spar Group Limited (14.9 percent), and Woolworths Holdings Limited (9.0 percent). As a result, it is unmistakable that in order for FMCG firms to grow and survive in the constantly changing, and competitive retail environment of South Africa, they must have a clear understanding of consumer’s expectations, as well as their actual shopping experiences. As stated, service quality for retailers of FMCG is of utmost importance to their level of success and ability to successfully cater for the market’s needs. Closely linked to this, is the focus of this study, namely to investigate consumers’ perceived levels of product quality, as well as the overall level of satisfaction experienced by customers. The purpose of this analytical research project is twofold: Firstly, to empirically test the hypothetical model and the associated hypotheses (as phrased in Section 1.4) by using confirmatory statistical techniques. Secondly, based on the findings of the research, to craft appropriate retail marketing strategies within the FMCG market that are suitable for implementation to address potential mismatches (gaps) of perceived product quality and consumers’ satisfaction. By the crafting of appropriate retail strategies, the potential to develop the FMCG industry in South Africa will be enhanced. Given the purpose and nature of the research in question, a positivistic research paradigm was adopted. The utilization of a Likert seven-point scale enabled primary data to be sourced from 301 consumers’ (respondents), who shared their perceptions on the expectations and actual experiences about the product quality of FMCG in South Africa. The statistical analysis of quantitative data comprised seven distinct phases. Firstly, the data was subjected to a confirmatory factor analysis to validate the measurement model by assessing the construct (convergent, discriminant and nomological) validity of the pre-specified (predicted) factors. Secondly, the reliability (internal consistency) of the research instrument was assessed by means of Cronbach alpha reliability coefficients. This phase was followed by a multiple linear regression analyses which were used to test the impact of independent variables on the intervening variable. In order to test the second set of hypotheses (null and alternative hypotheses dealing with consumers’ expected product quality and their actual experiences) matched paired t-tests were utilized. Additionally, mean scores and relative percentage ratings on consumers’ expected and perceived product quality levels were also calculated and interpreted. Finally, bivariate linear regression analyses were used to test the third set of hypotheses (impact of consumers perceived product quality on consumers overall level of satisfaction). The findings of the multiple linear regression analyses required that the hypothetical model be reconstructed. Two variables were removed from the hypothetical model, namely, ‘South African culture’ and ‘service promises’. The findings of the matched pair t-tests show that significant statistical differences do exist between the ‘expectations’ and ‘actual experiences’ of consumers’ perceived product quality to support the hypothesis H3.A, namely: “There are no perceived differences between consumers’ expectations and their perceptions (actual experience) of product quality”. Besides the matched pair t-tests, further descriptive statistical analyses were also performed to assess the magnitude of the “gap” between expectations and actual experiences of consumers on South African FMCG product quality, such as the values for Cohen’s d and relative percentage ratings. The findings reveal that the consumers’ were not completely satisfied with their actual experiences. Three sets of conclusions and recommendations were identified for this research. Firstly, conclusions emanating from secondary sources on product quality and consumers’ satisfaction literature were provided, such as consumer satisfaction is seen more as a psychological state, which reveals an overall feeling of consumers’ purchase and consumption experience with FMCG. Secondly, the conclusions linked to the interpretation of the empirical findings revealed significant statistical differences between the expectations and perceptions (actual experiences) of consumers’ on perceived product quality. Finally, recommendations on relevant FMCG retail marketing strategies can be grouped into five domains:  To build customer-led firms which adhere to the principles of true marketing orientation where the focus is on consumers and their needs and wants.  Identify and clearly define the FMCG market in South Africa which comprises different market segments that are of great importance for the retail firms.  The decision on a proper positioning strategy entails the choice of the target market segments, which will determine where and how the FMCG firm competes and the choice of differential advantages.  Retailers should apply suitable marketing strategies to benefit optimally from their FMCG retail marketing strategies.  A sound feedback system is a necessary component in the strategic marketing plan to obtain proper feedback that would contribute to the “management by exception” principle. It further will facilitate performance evaluation of product quality and service delivery, as well as and enable corrective actions to be taken in the case of deviations from the norm.

У роботі розглядаються теоретичні аспекти. Сутність і організація маркетингових комунікацій, комплекс маркетингових комунікацій та його складові, особливості маркетингових комунікацій торгівельних підприємств. Проаналізовано організаційно-економічний розвиток ТД «Імперія Холоду», складено загальну характеристику діяльності Одеської філії ТД «Імперія Холоду» у сегменті HoReCa, наведено характеристику комплексу маркетингу Одеської філії ТД «Імперія Холоду». Запропоновано рекомендації щодо удосконалення використання Інтернет-реклами та меседжерів, запропоновано створення Інтернет-магазину та ряд маркетингових заходів, розраховано витрати на запропоновані маркенгові заходи.
The theoretical aspects. The essence and organization of marketing communications, a complex of marketing communications and its components, features of marketing communications of trade enterprises are considered in the work. The organizational and economic development of TН "Imperiya Kholodu" is analyzed, the general characteristic of activity of the Odessa branch of TН "Imperiya Kholodu" in the HoReCa segment is made, the characteristic of a complex of marketing of the Odessa branch of TН "Imperiya Kholodu" is resulted. Recommendations for improving the use of Internet advertising and messengers are proposed, the creation of an online store and a number of marketing activities are proposed, the costs of the proposed marketing activities are calculated.

Significant structural changes in the retail sector, due to retailer consolidation within and across countries as well as retailer internationalisation, lead to significant changes of the sales function within the FMCG industry. Whilst formally sales functions acted traditionally predominantly locally, manufacturers are recently pressured to act more integrated, i.e. centrally, regarding its sales function. From an IB perspective this study strives to investigate into the result of the competing forces for integration and responsiveness at the manufacturers side in the special context of Germany, being a pivotal market for this industry. Identifying the potential division of strategic sales activities between subsidiary and HQ, the study investigates into how such division impacts on the subsidiary market performance. Using the I/R framework as a starting point, network theory and the concept of subsidiary importance are utilized to understand the interrelationships a subsidiary is embedded in and its potential strategic importance to the wider MNE. The framework connects the antecedents of the division of strategic sales activities between HQ and subsidiary, to subsidiary market performance. The research follows a mixed-method approach using contextualising interviews and a quantitative survey. The data analysis has been conducted with PLS SEM reflecting both the more explorative character of the study and the relatively small sample size. Empirical evidence showed that most strategic sales decisions are still made at subsidiary level, pointing at a low level of division between HQ and subsidiary. The results show that strong customer relationships as well as the positive impact of a formalised sales strategy, which ideally follows a global strategic framework, seem to be the main contributors to subsidiary market performance. Unexpectedly, subsidiary importance, the visibility and relevance of sales capabilities to other subsidiaries, fails to be a driver for the subsidiary strategic role within the MNE, mainly due to the functional (sales competencies stay rather local) and country (sheer importance of the German market) context of the study. The key contributions of this study are related to the area of IB and the sales literature. This study adds to the extant IB literature from a downstream value chain perspective supporting existing findings regarding the network theory and subsidiary market performance. The irrelevance of the concept of subsidiary importance highlights the importance of the empirical context in IB research. Finally, the study sheds light on the sales function from a strategic perspective in the IB context and thus adds to the sparse literature regarding the sales strategy as well as it starts bridging both fields.

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В роботі розглянуто теоретичні основи управління підприємствами малого бізнесу в сегменті HoReCa та їхній розвиток. Визначено поняття, місце та роль малих підприємств в сучасній економіці. Вивчено особливості управління підприємствами малого бізнесу. Вивчено теоретико-практичні засади розвитку малих підприємств-дистриб’юторів в сегменті HoReCa з точки зору маркетингу. Проаналізовано стан сегменту HoReCa в Україні та Одеському регіоні. Проаналізовано організаційно-економічний розвиток ФОП Сербіна І.О., а також досліджено та оцінено його діяльність у сегменті HoReCa.
Diploma thesis deals the theoretical foundations of small business management in the HoReCa segment and its development. The concept, place and role of small enterprises in the modern economy are defined. Peculiarities of small business management are studied. Theoretical and practical principles of development of small distributors in the HoReCa segment from the point of view of marketing are studied. The position of the HoReCa segment in Ukraine and the Odessa region is analyzed. The organizational and economic development of the private entrepreneur Serbina I.O. is analyzed, as well as its activity in the HoReCa segment is investigated and evaluated.

The main goal of my master thesis is to conduct a complex analysis of the confectionery market in Czech Republic, as one of the most profitable and dynamic category. The methodology that is used to analyse the market is the retail audit analysis, that provides an independent insight into the problem and helps to analyse the market from various perspectives. The first part is focused on the total confectionery market with the goal to introduce the market with its specifics, then the analysis goes deeper into the chocolate confectionery market and is extended by consumer research, that provides a useful consumer insight. As a result, the thesis emphasizes the importance of retail audit data, while at the same time gaps of the analysis are shown by using the consumer research as a secondary methodology.

This research is informed by the implications of Disruptive Innovation Theory, which posits that incumbent firms tend to fail in the face of disruptive threats. A framework is developed based on the aim to identify controllable parameters of firm's innovation capability to ultimately contribute to the longevity of incumbent organizations. It integrates the conceptualization of Innovation Orientation with a processual perspective on innovation and the Dynamic Capabilities View to gain a holistic perspective on a firm's innovation. Furthermore, it emphasizes the role of managers and strategy makers to determine the level and composition of an organization's overall Capability to Innovate. Research constructs for Business Strategy, Market Orientation (with separate measures to assess the firm's distinct focus on Current Customers and/or Future Markets), as well as Learning Orientation were supplemented with a measure to assess the favourability of the Innovation Implementation Context of the firm. In their combination, these constructs are posited to provide a holistic account of the firm's overall Capability to Innovate. The research setting provides a framework to determine the influence of Business Strategy on the configuration of these constructs and to illustrate the interplay among them. A survey of 182 respondents based in a single organization in the Fast Moving Consumer Goods Industry was taken to validate the framework. Its objective was to investigate into the individual linkages between Business Strategy and Market Orientation, Learning Orientation and the favourability of the Innovation Implementation Context. Moreover, the perceptions of employees on 4 different hierarchical levels are assessed. Ultimately this setting allows to determine the degree of strategic alignment throughout the organization, which was shown to result in higher performance in prior research. The findings of this research contribute to extend existing knowledge in an evolutionary manner. It contributes to the integration of prior research in the field of Innovation Orientation, innovation and the Dynamic Capabilities View towards a holistic understanding of a firm's Capability to Innovate. Moreover, the findings provide insights into the interrelationship between Business Strategy and the organization's propensity for Market Orientation in the Current Customer domain and into the Future Market domain, its Learning Orientation and the arrangement of its Innovation Implementation Context. It revealed a synergistic interplay between these constructs. The research provides directions for practitioners in outlining the importance of a holistic appreciation of innovation and by illustrating specific mechanisms how Business Strategy may influence a firm's overall Capability to Innovate.

Syfte: Studien syftar till att undersöka förhållandet mellan standardisering och anpassning. Detta genom att undersöka prestationen för olika marknadsstrategier beroende på anpassningsgrad samt omvärldsfaktorer. Problemformulering: Hur korrelerar anpassningsgraden för marknadsstrategier till prestation? Metod: Kvantitativ och kvalitativ metod har används i första hand för att angripa vår problemformulering. Valet av ansats är viktigt för att kunna avgöra lämplig analysmetod. Det finns sedan två sätt att mäta hur verkligheten ser ut och det är genom induktion och deduktion. För att få en bra överskådlig bild har fallstudie varit en utmärkt val. Flerfallstudier består av flera fall och avsikten med en sådan studie är att få fram det säregna med huvudfallet genom att jämföra med andra fall. Dessa utgör vår population och därmed måste ett urval göras för att det inte skall bli för stort och det måste rymma inom vår tidsram. Totalt har 1102 produkter undersökt för sju olika varumärkena i tio länderna. Teorier: Lönsamhet och prestation är av stor vikt i uppsatsen eftersom beslutet för om en marknadsföringsstrategi ska standardiseras eller anpassas kommer i slutändan ned till den ekonomiska vinsten för företaget. Det finns tre övergripande synsätt, total standardisering, total anpassning eller att använda en mix av dessa. Vi har använt oss av AdaptStand process modellen, och det beror på att modellen visar hur företag bör gå till väga vid utformning av marknadsstrategier. Modellen är en kombination av standardisering och anpassning och utgör ett hjälpmedel för att finna vilken grad en strategi ska anpassas/standardiseras. Marknadsmixen, de fyra P:na, har haft en ledande roll i uppsatsen. Dock föll ett av P:na bort och det var plats. Anledningen till detta var på grund av att det var svårt att få tag på informationen som behövdes för att det skulle vara relevant för att besvara problemformuleringen. Slutsatser: För att man ska vara lönsam måste man finna en balans som är tillåten mellan marknaden man vill etablera sig i samt företagets kärna. man kan inte tillämpa en marknadsstrategi fullt ut, dvs. med en total anpassning eller total standardisering. Man måste visa för den nya marknaden att man tar hänsyn till deras behov och omständigheter samtidigt ska man inte ge för mycket av vad som kärnan i ens eget företag. Kärnan kan vara namnet, logo, produkterna, förpackningarna osv. Man måste hitta en balans som fungerar för båda parter om man vill vara långvarig och lönsam på den nya marknaden och slå igenom som en världsprodukt.
Objective: This study aims to examine the relationship between standardization and adaptation. This by examining the performance of different marketing strategies depending on the degree of adaptation and environmental factors Problem formulation: How to correlate the degree of adaptation marketing strategies to performance? Methodology: Quantitative and qualitative methods have been used primarily to attack our problem. The choice of approach is important to determine the appropriate method of analysis. There are then two ways to measure the reality and it is through induction and deduction. To get a good overall picture this methodology an excellent choise for our case. More Case Studies consists of a number of cases and the purpose of this study is to seek out the peculiarity of the main case by comparing with other cases. These are our population and therefore a choice hade to be made and that was to make sure that the population become too large and it must fit within our time frame. A total of 1102 products were investigated for seven different brands in ten countries. Theories: Productivity and performance are of great importance in the essay because the decision of whether a marketing strategy to standardize or adapt will ultimately down to the economic benefit for the company. There are three general approaches, total standardization, overall adjustment, or to use a mix of these. We have used the AdaptStand process model, and it is because the model shows how companies should design there marketing strategies. The model is a combination of standardization and adaptation, and as a tool for finding the degree to which a strategy will be adapted / standardized. Marketing mix of the four P's hade a leading role in the essey. However, one of the P´s fell away and there was place. The reason for this was because it was difficult to obtain information needed for it to be relevant to answer the problem formulation. Conclusions: In order to be profitable you have to find a balance that is allowed between the market they want to establish themselves in and the company's identity. You can not use a marketing strategies in full use which a total adaptation or total standardization. You have to show for the new market that the company takes their needs and circumstances in to consideration at the same time the companies should not give too much of what is their identity. The identity may be such as the name, logo, products, packaging and so on. One must find a balance that works for both parties if you want to be a lasting and profitable company in the new market and to make it as a world product.

O mercado brasileiro de produção de petróleo e gás offshore tem se desenvolvido significativamente nos últimos anos, alavancado pela alta mundial do preço do petróleo e pelo incentivo do Governo ao alcance da auto-suficiência na produção de petróleo. As maiores e mais promissoras reservas brasileiras de petróleo e gás estão localizadas no mar, em águas cada vez mais profundas. Novas tecnologias são necessárias para viabilizar a extração do petróleo destes campos. Oito anos após a abertura do setor de produção e exploração, novas operadoras começam a fazer grandes investimentos no país. Neste ambiente, as empresas fornecedoras de produtos e serviços têm grandes oportunidades de crescer seus negócios, porém também têm grandes desafios relacionados à capacitação do corpo técnico e ampliação da capacidade produtiva. Este trabalho tem como objetivo auxiliar a FMC Technologies, umas das empresas fornecedoras de produtos de tecnologia, na avaliação da adequação de sua estratégia no Brasil e propor mudanças, com o objetivo de criar vantagens competitivas sustentáveis de longo prazo. A investigação foi desenvolvida usando a metodologia de estudo de caso. Coletados por meio de investigação documental/ telematizada, questionário predominantemente estruturado e entrevistas. Os dados da pesquisa foram tratados com métodos quantitativos e qualitativos. A interpretação e a análise dos dados foram realizadas com base no referencial teórico, fundamentado em revisão de literatura pertinente à área de estudo, com auxílio do modelo genérico integrativo de Macedo- Soares (2001). Os resultados evidenciaram algumas inconsistências entre os objetivos estratégicos explicitados pela empresa, os fatores organizacionais, os fatores marcoambientais econômicos e os atores estratégicos. Ao mesmo tempo, trouxeram subsídios para identificar quais mudanças seriam necessárias para superar estas inconsistências.
The Brazilian offshore oil and gas market increased significantly in the last years, stimulated by the oil high price and by the government incentive for the country selfsufficiency. The bigger and more promising Brazilian oil and gas reserves were located in deeper waters. New technologies and products are demanded to make feasible oil extraction. After eight years of exploration and production sectors opening, new operators start to make wide investments. Considering this environment, the product and service suppliers have great opportunities to develop their business, but have also big challenges related to the qualification of technical personnel and production expansion. The objective of this study is to support FMC Technologies do Brasil, a technological product supplier, in the evaluation of the adequacy of its strategic in Brazil. It also aims to recommend changes that will improve the fit of the company`s actions with the objectives, creating long term competitive advantages. The investigation was carried out by means of a case study methodology. Data collected through documental/ telematic investigations, mainly structured questionnaires and interviews, were threated with qualitative and quantitative methods. The data interpretation and analysis were conducted based on the theoretical references from the literature review, with the support of the systemic and integrative model developed by Macedo-Soares (2001). The results highlight some inconsistencies between the firm s strategy objectives, its organizational factors, the macro-environmental factors and the strategic actors. In addition, the changes required to overcome those inconsistencies were identified.

Aquesta tesi doctoral presenta un enfocament metodològic mixt que té com a objectiu contribuir quantitativament i qualitativament a la literatura actual sobre la percepció de marca global (PBG) i marca local (PBL) i sobre la teoria de la senyalització. En primer lloc, la tesi proporciona una major comprensió de la categorització de les marques des de diferents perspectives, no només des d'una visió objectiva sinó també des del punt de vista de consumidor. Les dades obtingudes d'una enquesta a 400 persones i 28 marques i la realització de diferents tests estadístics, com ANOVA i T-test, han permès analitzar les diferències significatives en el nivell de claredat de marca segons les diferents categories de marques analitzades (marca global, local i glocal) en la teoria de la senyalització. En segon lloc, la realització de 34 entrevistes en profunditat ha permès investigar també quins són els factors que influeixen en la percepció del consumidor d'una marca global i la local. L'estudi llança ara nova llum sobre la percepció dels consumidors de les marques locals i globals a través de l'estratègia de posicionament local i global de l'empresa. En tercer lloc, es presenta un model conceptual general de senyalització que es contrasta mitjançant l'estimació d'un model d'equacions estructurals amb dades procedents d'una altra mostra formada per 406 consumidors. Aquest model mesura el paper que juga PBG i PBL com a antecedent de la consistència i claredat d'una marca i proposa l'eficàcia relativa de PBG i PBL com a senyals de BCO i BCL de les marques globals i locals. A més, aquesta tesi doctoral suggereix diverses implicacions per a les empreses que comercialitzen les seves marques a escala mundial o nacional. I brinda també informació per als gerents de marca a l'hora de reposicionar els seus béns de gran consum en mercats emergents, mentre es considera la perspectiva del consumidor cap a les marques locals o globals rellevants.
Esta Tesis Doctoral presenta un enfoque metodológico mixto que tiene como objetivo contribuir cuantitativa y cualitativamente a la literatura actual sobre la percepción de marca global (PBG) y marca local (PBL) y sobre la teoría de la señalización. En primer lugar, la tesis proporciona una mayor comprensión de la categorización de las marcas desde diferentes perspectivas, no solo desde una visión objetiva sino también desde el punto de vista del consumidor. Los datos obtenidos de una encuesta a 400 personas y 28 marcas y la realización de diferentes test estadísticos, como ANOVA y T-test, han permitido analizar las diferencias significativas en el nivel de claridad de marca según las diferentes categorías de marcas analizadas (marca global, local y glocal) en la teoría de la señalización. En segundo lugar, la realización de 34 entrevistas en profundidad ha permitido investigar también cuales son los factores que influyen en la percepción del consumidor de una marca global y la local. El estudio arroja ahora nueva luz sobre la percepción de los consumidores de las marcas locales y globales a través de la estrategia de posicionamiento local y global de la empresa. En tercer lugar, se presenta un modelo conceptual general de señalización que se contrasta mediante la estimación de un modelo de ecuaciones estructurales con datos procedentes de otra muestra formada por 406 consumidores. Este modelo mide el papel que juega PBG y PBL como antecedente de la consistencia y claridad de una marca y propone la eficacia relativa de PBG y PBL como señales de BCO y BCL de las marcas globales y locales. Además, esta tesis doctoral sugiere varias implicaciones para las empresas que comercializan sus marcas a nivel mundial o nacional. Y brinda también información para los gerentes de marca a la hora de reposicionar sus bienes de gran consumo en mercados emergentes, mientras se considera la perspectiva del consumidor hacia las marcas locales o globales relevantes.
This Doctoral Dissertation by using a mixed-method approach quantitatively and qualitatively intends to contribute to the current literature of perceived brand globalness (PBG) and localness (PBL) and signaling theory. First, it provides further insights into brand categorization based on different perspectives, not only from an objective view but also from the consumer's point of view. Also, by generating data through the survey of 400 individuals, 28 brands and ANOVA and T-test, analyzes the significant differences in the level of brand clarity between the different types of brands (global, local, and glocal) in the signaling theory. Second, through the primary data of 34 in-depth interviews, it investigates the possible drivers that can influence the consumer's perception of brand globalness and localness. The study tries to shed new light on some way toward enhancing our understanding of consumer's perception of local and global brands through the company's local and global positioning. Third, the presented conceptual model is tested by estimating a structural equation model with survey data from a sample of new individuals (n=406). It measures the antecedent role of PBG and PBL on brand consistency and brand clarity to propose the relative effectiveness of PBG and PBL as signals of BCO and BCL for global and local brands. In addition, this doctoral dissertation provides several implications for companies that market their brands globally or domestically. It gives insights into the brand managers to re-position their fast-moving consumer goods in an emerging market while considering the consumer's perspective to the relevant local or global brands.
Universitat Autònoma de Barcelona. Programa de Doctorat en Creació i Gestió d'Empreses

碩士
國立臺灣科技大學
管理研究所
94
Fast moving consumer goods (FMCG) market is full of competition as well as the innovation in order to take lead and keep growing on the specific product’s market share. The Taiwan fast moving consumer goods (FMCG) market booming ever since 1977 Wei-Chung company introduced the Youth League Stores which provided an open shelf shopping environment to the consumer in contrast to the conventional grocery shopping stores. Followed by 7-Eleven, Dairy Farm, Makro, Carrefour, Watson’s to reveal the channel revolution. During the channel transforming, price seems to be the main factor for the consumer shopping behavior. However, there should be some other value-added approach may induce the consumer’s attention. Pharmacy, however, different than the stereotype that people used to have, is actually find their own way out of the red ocean competition. Pharmacist and supplier jointly build up the new business model and make it irrelevant for competitor to duplicate. Chain Goods, the new business model, an unique management innovation for a specific channel which was gradually evolution based on the market supply and demand condition. Different than the other channel operation regulation creates it’s owned rule of game and made the both supplier and other pharmacy to follow the ground rule.

Research has shown that firms within the fast-moving consumer goods (FMCG) sector are innovating and launching new products to sustain and enhance market share. For innovation to be successfully launched and supported, however, resources – especially financial resources – are required. This research aimed to establish the relationship between market share and new product launches. Do firms achieve higher market share through new product launches, or is it those firms with an already strong market share that are best positioned to undertake and leverage from innovation? The research was designed as a causal study. Data from four sub-categories within the Personal Care sector in South Africa over a period of five years were obtained from Datamonitor. The unit of analysis was firm per market, and descriptive statistics were used to analyse patterns of market share and new product launches as variables per firm. The results indicated that market share precedes new product launches. In all categories, it was the three existing market leaders that were launching new products, and the market share of each was increasing or at least holding stable. Market leaders are driving innovation within FMCG. However the findings also underlined new product development as a key factor in a firm‟s ability to hold or improve market share. The findings of this research contribute to the literature by enhancing understanding of the practice of innovation as a competitive advantage for businesses within FMCG in survival, sector leadership and attainment of strategic goals.
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted

碩士
國立臺灣大學
事業經營碩士在職學位學程
106
Taiwan''s retail industry has changed considerably over the last 30 years with the development of the industrial and commercial economy . Retail has moved towards the chain of access . The competition between retail market are also quite dramatic . The business model of the fast-moving consumer goods industry is also changing in response to changes in the channel structure . This study is based on the fast moving consumer goods trader N Company suffered a serious loss for the first time in 2016 due to environmental impact. The management team hopes pass six sigma DMAIC method to improve business performance. After DMAIC steps identify business issues and refine the business workflow. It shows a obvious performance improvement in 2017 . At the same time N company also plan to extend this set of management platform tools to other regional in Asia.

Field lab: Entrepreneurial and innovative ventures
The aim of this work project is to discuss, assess and optimize the business model of a relevant manufacturer in the Fast-Moving Consumer Goods industry, Unilever-Jerónimo Martins, to be applied, afterwards, to the traditional retail stores placed in the coastal zone between Lisbon and Oporto. The trends of the traditional retail market were discussed in interviews to traditional retail managers of Lisbon, sales/merchandising teams and distribution experts. Focusing on a sample of 14 traditional supermarkets placed in the coastal zone and 30 traditional store customers, it was proven that a distributor that supplies many products categories is higher appreciated by these retailers. As a result and assessed the capabilities and resources of Unilever-Jerónimo Martins, the customized distribution service based on direct store distribution and “personalized selling service” should be provided.

The aim of this Dissertation is to assess the Portuguese market in order to deduct if the introduction of a new fast moving consumer good or FMCG in the food sector is attractive or not and to do this a market research will be done to determine if seems plausible to successfully introduce the product into the new market. Nowadays consumers are looking for attractive new innovative products to buy, there is a worldwide trend towards healthier food and more “artisan or specialty” and with this research we aim to analyze the opportunity in the Portuguese market for the introduction of a Bolivian food product, the product in question is a typical snack from Bolivia named “cuñape abizcochado”. In order to assess the market a research in the form of tastings and surveys was done to determine market potential for the product. The main findings from the research suggests that there is potential in the Portuguese market for the introduction of this particular Bolivian snack into the Portuguese market.
O objectivo desta Dissertação é avaliar o mercado português a fim de deduzir se a introdução de um novo bem de consumo ou de produtos de grande consumo de rápida evolução no sector alimentar é ou não atraente e para o fazer será feito um estudo de mercado para determinar se parece plausível introduzir com sucesso o produto no novo mercado. Actualmente os consumidores procuram novos produtos inovadores e atractivos para comprar, existe uma tendência mundial para uma alimentação mais saudável e mais "artesanal ou especialidade" e com esta pesquisa pretendemos analisar a oportunidade no mercado português para a introdução de um produto alimentar boliviano, o produto em questão é um snack típico da Bolívia chamado "cuñape abizcochado". A fim de avaliar o mercado, foi feita uma pesquisa sob a forma de provas e inquéritos para determinar o potencial do mercado para o produto. Os principais resultados da pesquisa sugerem que existe potencial no mercado português para a introdução deste petisco boliviano específico no mercado português.

South African organisations appear to be showing the same trend towards the global crisis – lack of confidence in the marketing discipline. The lack of confidence appears to be motivated by the applicability of marketing theory to marketing practice in order to reflect the new fast changing competitive environment. The purpose of the research is to seek to identify how to improve marketing credibility in the organisation. The research indicates that despite marketers being provided with a rich knowledge base, students may be insufficiently taught how to integrate and use that knowledge (Walker et al, 199). The research will review what skills Brand Managers in FMCG market deem essential for future marketers, and how the skills are effectively acquired. The study will first understand if Brand Managers believe marketers in the FMCG market in South Africa are losing credibility, and if so why they believe this is the case. Secondly the research will investigate the most effective way Brand Managers have acquired their marketing skills and thirdly what skill they believe are essential for the success of Brand Managers in South Africa FMCG market.
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted

CEMS
The work project follows the CEMS business project “The Future of Shopping - New Sales and Marketing Strategies for Gillette to Grow Market Penetration Among Men in 2030”. In order to provide P&G with useful and applicable strategy, Gillette past sales data, future trends and consumer insights were analysed. Based on those insights, four segments with differing needs and sales objectives were identified. Consequently, four different marketing strategy to target the segments defined were developed to grow market penetration in Germany in 2030. Furthermore, some insight about how organization can segment their consumer’s base were discussed.

The present case study has been developed in the scope of the Master in International Management from ISCTE Business School. The present case study is a result from my personal motivation to understand what are the biggest opportunities and challenges in the internationalization process of a FMCG company. With the purpose of understanding the internationalization process of a firm, including the motivations behind it, how to enter in a foreign market and how to build an international strategy, this case study follows an interpretative approach. The case study analysis has included quantitative and qualitative data. Some of them have been kindly given by SUMOL+COMPAL and another have been collected through some research. The data results reveal an increase of sales in Angola over the last five years, which reflects the importance of this market to SUMOL+COMPAL Group. In conclusion, the case study involves the reflection about the internationalization process of a company, taking into consideration the reasons behind this process, how to enter into a foreign market and how to define an international strategic plan. Therefore, this case study is relevant within the scope of International Management revealing the reality of many companies when seeking their internationalization.
O presente caso de estudo foi desenvolvido no âmbito do Mestrado em International Management pelo ISCTE Business School. O presente caso de estudo resulta da motivação pessoal para compreender quais as principais oportunidades e desafios no processo de internacionalização de uma empresa de bens de grande consumo (FMCG). Com o objetivo de compreender o processo de internacionalização de uma empresa, incluindo quais as motivações que estiveram na sua origem, como entrar num mercado externo e como construir uma estratégia internacional, o presente caso segue uma abordagem interpretativa. De modo a proceder a uma análise do caso, foram utilizados dados quantitativos e qualitativos. Alguns destes foram gentilmente cedidos pela SUMOL+COMPAL e outros recolhidos através de pesquisa. Através dos dados recolhidos, os resultados obtidos revelaram um impacto no aumento nas vendas em Angola nos últimos cinco anos, o que reflete a importância deste mercado para o Grupo SUMOL+COMPAL. Em suma, o caso envolve a reflecção acerca do processo de internacionalização de uma empresa, tendo em consideração as razões que levaram à decisão de internacionalização, como entrar num mercado externo e como definir o plano internacional estratégico. Assim, este estudo revela ser relevante para a Gestão Internacional como objeto de estudo e conhecimento acerca da realidade de muitas empresas: a internacionalização

ABI has a sophisticated and effective distribution fleet which delivers canned and bottled non alcoholic beverages to 12000 wholesale and retail outlets in the Durban Metropole and to 46000 outlets nationally. Delivery is normally executed once per week, 48 hours after a separate order is taken by an account manager. In the more rural or "emerging market" areas traditional retail outlets such as supermarkets and superettes are scarce and reliance is made on spaza and house shops. Cash flow and storage space is limited. The sales and distribution calls are expensive, relative to the size order that the spaza would place. Spaza shop owners rely on distributors or collect from wholesalers. These outlets often run out of stock. Sales revenue is thus not maximized. Outlet development is marginal. The writer embarked on a research project to develop a sustainable and cost effective Sales and Distribution model in order to address these constraints in the Emerging Market territories of ABI Durban. Traditional theory turns to channel distribution as a means to effectively reaching an entire retail market. Levels are thus added to the distribution channel. The research however showed that service levels are sometimes compromised. The model that was developed returns ABI to DSD (direct service delivery) via specially designed vehicles and combines the function of "preseller" and "delivery merchandiser" on a dedicated route. Although a marginal increase in cost per case has been experienced, deliveries are direct to store, at least twice per week. Sales growth in these routes have been in excess of 85% while the total Umlazi area grows at 13%. Customer service levels, as surveyed, are exceptional. Although the model was specifically designed by ABI Durban for use in Durban, the concept has been adopted as a best practice and is being "rolled out" across the business. By the end of 2005, 10% of ABl's fleet nationally will function as MOTD (Merchandiser Order Taker Driver) routes. Additional vehicles have been ordered for delivery during the period July 2005 to September 2005 in order for this to be achieved. This model has assisted ABI in achieving its goal of maximizing DSD and lifting service levels to its customers (retailers). Revenue has increased significantly along with volume in these areas. Invariably MOTD acts as a significant barrier to competitor entry in those geographic areas where it is utilized. The Merchandiser Order Taker Driver (MOTD) model is successful and has potential for wider use, even in more developed markets.
Thesis (MBA)-University of KwaZulu-Natal, 2005.