Myanmar pharmaceutical market and marketing mix activities of trading company

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A Study on Marketing Mix Activities of ABC Trading Co.,Ltd Supervised by Dr. Aye Thanda Soe Lecturer Department of Management Studies Yangon Institute of Economics Presented by Ma Hnin Thiri Chaw Roll No. 4 MBA-II (16 th Batch)

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Myanmar Pharmaceutical Market and Marketing mix activities of ABC Trading Co.Ltd

Transcript of Myanmar pharmaceutical market and marketing mix activities of trading company

  • 1.A Study on Marketing Mix Activities ofABC Trading Co.,LtdSupervised byPresented byDr. Aye Thanda Soe Ma Hnin Thiri ChawLecturer Roll No. 4Department of Management Studies MBA-II (16th Batch)Yangon Institute of Economics

2. Rationale of the Study In the early of 1990, most of the people in Myanmar depends on the BPI( BurmaPharmaceutical Industry).Now a day, healthcare is very important to create a quality of life because of highglobal competition and changing life style. The number of pharmaceutical importers are growing and it becomes a growinBPharmaaceutical market in recent year.ABC is one of the trading companies in Myanmar which import, distribute,promote the A Pharma Products and B Pharma Products and Walmark Products.This study will explore the marketing mix activities of ABC Trading Co.,Ltd. 3. Objectives of the StudyTo analyze the product activities of ABC Trading Co.,Ltd in Yangon.To explore the pricing strategies of ABC Trading Co.,Ltd in Yangon.To examine the distribution channels of ABC Trading Co.,Ltd in Yangon.To analyze the promotion activities of ABC Trading Co.,Ltd in Yangon. 4. Methods, Scope and Limitation of the Study Methodology- Descriptive research Primary Data - Interview to owners, managers from ABCCo.,Ltd Secondary Data - Facts and figures from companys historicalrecords, Text books, Lecture notes,and internet websites This study will focus on ABC Trading which is located in ShweGon Daing, Bahan Township, Yangon. This study will focus only on marketing mix activities of BPharma and A Pharma. This study will not focus the C brand because it launched sixmonth ago and the data of C brand is not sufficient to analyze. Itdoes not represent the whole pharmaceutical industry inMyanmar. 5. Therapeutical Segmentwise of Myanmar Pharmaceutical Market 2%4% 2%3% Anti Infective 3%Vitamin35%Analgesics 10% Cardiovascular Gastrointestinal 11% Endocardinal Respiratory CNS Others30% 6. Pharmaceutical Import Products in Million Kyat in Five Fiscal Year Sr Fiscal Year (April to PharmaceuticalTotal Import in PharmaceuticalMarch)Import in Million Million (kyat)Import Percentage z(kyat)of Total Import(%)1 2007-2008 636.6 18418.9 3.42 2008-2009 679.0 24873.8 2.73 2009-2010 797.7 22837.4 3.44 2010-2011 1002.935508.4 2.852011-2012 1019.6 43958.3 2.3Source: Import of Principal Commodities, Central Statistical Organization (CSO),(2012) 7. Major Import Type of Commodities in Fiscal Year 2012-2013 (until july) in Million US DollarSr. TitleTotal Amount($ 000 000)1 Petroleum Products 701.17 2Motor Vehicle and Spare Part 415.08 3Iron and Steel Construction Material 228.64 4Machinery and Spare Parts156 5Palm Oil 112.86 6Pharmaceutical 88.94 7Plastic Raw Materials71.85 8Fertilizers51.07 9 Cement 45.54 10 Electric Distribution Materials 35.51 Source: Ministry of Commence, Department of Border Trade (2012) 8. Myanmar Pharmaceutical MarketSr. Myanmar Pharmaceutical MarketPercentage of Total Sale (%) 1Yangon and Mandalay Market 60 2Other markets except Yangon and Mandalay 40Source: Report of Medipower, 2012Sr. Originated Country Percentage of Myanmar Pharmaceutical Market(%) 1India35 2Bangladesh, China, Thailand, Indonesia, 40Pakistan and Vietnam 3Other countries25Source: Myanmar Time News, 2012 9. Company Profile of ABC Trading Co.,Ltd established in the year of 1997. registered under the Government of the Union of Myanmar Ministry of NationalPlanning and Economic Development. registered only import license under the Union of Myanmar Ministry ofCommerce Directorate of Trade. registered in Myanmar Pharmaceutical Entrepreneur Association as member. registered each pharmaceutical products and medical equipments in Myanmar Foodand Drug Association (MFDA) every year, so the registration number of the specificpharmaceutical product cannot be the same every year imported medical, pharmaceutical products from the A Pharma Companywhich is originated in Germany, B-Pharma, originated in Singapore, and C Pharma,originated in Czech Republic. it is not only importing but also distributing medical products in Myanmar. 10. Company Profile of ABC Trading Co.,Ltd It has two head office. The one head office is in Yangon for Lower Myanmardistribution and another one is in Mandalay for Upper Myanmar distribution. Yangon Head office is situated at Shwe Gon Daing, Bahan Township. MandalayHead Office is situated at Min Guann Yeik Thar, Mandalay. 11. Logo of ABC Trading Co.,LtdThe Logo of the Brand imported by ABC Trading Co.,LtdSource: ABC Trading Co.,Ltd (2012) 12. General Information of the Brands Distributed by ABC Trading Co.,LtdSr.NoBrand NameCategories OriginatedCountry 1 A PharmaPharmaceutical drugs such as Germany analgesic, antibiotic, etc 2 B PharmaMedical Supplies Singapore 3 C PharmaDrugs for diet Czech RepublicSource: ABC Trading Co.,Ltd (2012) 13. Organization Structure of ABC Trading Co.,LtdDirector Mandalay HeadYangon Head OfficeOfficeGeneral Manager FinanceWarehouse HRDepartmenSale and DepartmentDepartmentt Marketing Department Warehouse HR Finance Manager ManagerManagerSale and Warehouse/AssistantMarketingDriver AssisantAssistant Delivery StaffFinance ManagerManager HR Accounting Manager ManagerAssistantAssistant SaleMarketingAccountantManager FinancialCollectionManager StaffStaff HRSale MarketingStaffStaffStaff 14. Summary Data of ABC Trading Co., LtdName of company ABC Trading Co., LtdYangon Head OfficeShwe Gone Dine, YangonMandalay Head OfficeMin Guann Yeik Thar, MandalayOwnership Company LimitedFounder and Owner U Tun Tun Oo, U Thein LwinCapital of investment K 1000,000,000No. of employee in60YangonProduct DistributionDomestic Pharmaceutical Market( clinics,pharmacy shop, retail shop, wholesale in, retailand wholesale in upper and lower Myanmar)No. of Department HR Department, Finance Department, Sale andMarketing Department, WarehousesDepartmentPresent Major Market Yangon Pharmaceutical Market, Mandalay Pharmaceutical MarketBrandsA Pharma, B Pharma, C Pharma 15. Number of Employees in ABC Trading Co.,LtdNo. CategoryNumber of employee 1Director2 2General Manager 1 3Sales and marketing Department254 Finance Department7 5Human Resource Department 56 Warehouse Department20Total 60 16. Major Customers of ABC Trading CompanyNoHospital/Clinic Name Township1South Okkala2Kyauktada3Mayangone4North Dagon5Ahlone6Sanchaung7Sanchaung8Sanchaung8Bahan 10Tamwe 11Tamwe 12Lanmadaw 13Pazundaung 17. Analysing the Product Activities of ABC Trading Co.,Ltd The Secret of Pharmaceutical Formulation of A PharmaSr TypeDescription 1 Controlled release-uniform and consistent active ingredient release over tablets time and maintain optimum plasma concentration 2 Enteric coated tablets-gastric protection 3 Film coated tablets -perfect film coating masks bad taste -improves stability in extreme climatic conditions 4Effervescent tablets -fast and effective absorption 5Suppositories- perfect blend of hard-fat and active pharmaceutical ingredients for faster and more efficient absorption 6Injections -the highest demands on cleanliness during production 7Creams and ointments - particle size focus on cream and oinments thus preventing skin irritation and improving absorption . 18. Product Classification of ABC Trading Co.,Ltd ConvenienceProductsShoppingConsumerProductsProducts Pharmaceutical drugs Speciality and medical supplies ProductsIndustrial Products Unsought ProductsSource: Own Compilation Based on Survey Data 19. Product Mix and Product Line of A Pharma in Therapeutical Segmentwise Product Mix WidthP Analgesics/ Antibiotics/Diabetes Cardiometabolic Gastro-Dermatologic Lifer Anti- Anti-infectives DrugsDrugs Intestinal DrugsMineral &o rheumaticdrugs Vitamind agentsuctLineDepth 20. Packaging of A Pharma control packaging and quality from factory to final consumer. tested for extreme climatic conditions. have colour coding and pictograms employs the latest packaging innovations: e.g. Aclar foil and Blister-packaging Export cartons and secondary packaging materials ensure that the productsreach all fifty markets in perfect condition from the original company. 21. Quality Control of A Pharma Production-integrated computer systems legal requirements (Good Manufacturing Practice Guidelines, MarketingAuthorizations) The specifications and test methods comply with the requirements of theEuropean Pharmacopoeia. dissolution tests( to ensure perfect active ingredient absorption). state-of-the-art laboratories 22. Stability and Shelf Live of A Pharma A Pharma estimates the shelf life (expiration date) of a drug to determine theamount of time the drug is at acceptable potency, color, etc., levels. The acceptable levels are set by the pharmaceutical company or the Food andDrug Administration. The process in which the shelf life is determined is called a stability analysis Comprehensive stability studies, in line with ICH guidelines (Conference onHarmonisation of Technical Requirements for Registration of Pharmaceuticalsfor Human Use) All A Pharma products are tested under normal and extreme climaticconditions. 23. Labeling of A Pharma Product name quantity of each active ingredient Name and address of the A Pharma Myanmar registration number of the drugsbatch number expiry date and specific storage conditions are clearly written on the paper box.Inside the paper box, the package leaflet give information of what thepharmaceutical drugs is and what it is used for, how to use it and what possible sideeffects are. For cream and ointment type, warning message such as for external use only canbe seen on the paper box. In some drugs, the A Pharma recommend dosage instruction such as Adults andchildren above 12 years : 15 - 30mg three or four times daily, Children aged 6 to 12years : 7.5 - 15mg three or four times daily are written on the package leaflet insidethe paper box. 24. Product Mix and Product Line of B Pharma ProductsNo Product Category/Product Mix Width Product Name/ Product Line LengthDetail1Forley Catheter(10s) 2-way 8Fr No.8 2-way 10FrNo.10 2-way 12FrNo.12 2-way 14FrNo.14 2-way 16FrNo.16 2-way 18FrNo.18 2-way 20FrNo.20 2-way 22FrNo.22 2-way 24FrNo.242HCG(100s)HCG(Human Chorionic Gonaldotrophin) Urine Pregnancy Test Strip3Brace Ankle Brace For weak ankle support Elbow Brace For weak elbow support Knee BraceFor weak knee support Palm BraceFor weak palm support Thigh Brace For weak thigh support Wrist Brace For weak wrist support4Plaster Paper Plaster(24) Surgical Tape5SphygmomanometerAneroid SphygmomanometerAneroid type Mercurial SphygmomanometerMercurial type6Sthetoscope Sthetoscope Dual Head7Surgical Gloves Surgical Gloves Sterile surgical glove8Thermometer(Flat type)(12s)Thermometer Mercurial( F&C scale)9Warm Water BagWarm Water Bag 2000ml To relieve pain Warm Water Bag 1000ml Warm Water Bag 500ml 25. Type of Packaging in B Pharma ProductsSr Brand NamePack SizeNo 1 Forley Catheter(10s) 10pcs/box2HCG(100s)100pcs/pack3Ankle Brace Individual Pack Elbow Brace Knee Brace Palm Brace Thigh Brace Wrist Sphygmomanometer Aneriod Sphygmomanometer Mercury Stethoscope Warm Water Bag( 2000ml/1000 ml/500ml) Surgical Gloves4Paper Plaster(24) 24rolls/ box5Surgical Gloves 50packs/box6Thermometer(Flat type)(12s)12pcs/box 26. Labeling of B Pharma Products The indication of the date until the device may be used safely is expressed at least asthe year and month on the medical supplies products. Warning, precautions, limitation, undesirable side effect are informed on the cover ofthe package (eg, supplied sterile, single-disposable glove). Special storage or handling condition is clearly shown on the package. Detail of any further treatment or handling needed before the medical suppliesproducts (eg, sterilization, final assembly, preparation of reagents and controlmaterial) are clearly informed to the end user. 27. Branding of A Pharma and B Pharma Products These three brands are made the trademark for legal protection. For prescription medicine, the company builds the loyalty, credibility and trustwith physicians by supporting continuing medical education, sponsorship, andclinical studies in creating long term success. The direct-to-consumer advertising, in-store promotion is essential for creatingbrand awareness of the customers who make their own decision especially forthe non prescription medicine. The company logo, slogan, name, characters and symbols are used togetherwith the pharmaceutical brand name the advertising to create the strong brandawareness for the company. 28. New Product items of A Pharma from 1997 to 2012Sr.No Product Category Number of New Product Items TotalFrom 1997 From 2000 From 2007Item to 1999to 2006to 20121 Analgesics 53 2 10 2Antibiotic1 - 1 2 3Diabetes Drugs2 - - 2 4Cardiometabolic 1 2 1 4Drugs 5Gastro-Intestinal 1 - 1 2Drugs 6Dermatologic1 1 2 4Drugs 7Life Mineral and1 - 1 2Vitamin 29. New Product Items of B Pharma from 1997 to 2012Sr.No Product Category Number of New Product Items Total From From FromItem1997 to2000 to 2007 to 2005 200620121 HCG1- -1 2Braces5 -- 5 3Plaster 1 -- 1 4Sphygmomanome 1 1- 2ter 5Forlely Catheter9- 9 6Sthethoscope- 1- 1 7Surgical Gloves - 1- 1 8Thermometer - 1- 1 9Warm Water Bag-3 3 30. Pricing Methods of ABC Trading Co.,LtdSr.No Pricing Method A Pharma B Pharma Description 1Cost Plus Pricing5 % profit margin2 Geographic Pricing Product cost+ (transportation cost/no of customer in the same area)3 Quantity DiscountBuy One Get One Free (BOGOF) for new product, and different kinds of gift such as T-Shirt, Umbrella, Key Chain for a specific quantity identified by the company 4Cash Discount1.5%-3% according to cash down amount 5Seasonal Discount-5%-10% discount at rainy and cold season 6Trade Discount 5%-8% discount 31. Quantity Discount Policy of ABC Trading Co.,LtdSr.No Product Name Quantity Discount Policy 1Analgesic5% discount to retailers and 7% discount wholesaler2 Anti-biotic5% discount to retailers and 7% discount to wholesalers 3 Life Mineral and5% discount to retailers and 8% discount Vitamin wholesalers 4 Mercurial Buy one get one Denk Ball pen and file holder Sphygmomanometer , Stethoscope 5 ThermometerBuy two box get Denk ball pen and Denk mug 6 Surgical Glove Buy four box of surgical glove get one Denk tissuebox and Denk mug 7 BraceBuy ten get one A Pharma Umbrella 32. Cash Discount Policy of ABC Trading Co.,Ltd Sr.NoCash down payment(Kyat) Cash Discount Policy(percent)1 Between 100,000 and 250,000 1.5%2 250,000 and above 2.5% 3Above` 1,100,0003%Seasonal Discount Policy of A Pharma Products in ABC Trading Co.,Ltd Sr.NoTypes of ProductEvent Seasonal Discount(percent)1 Analgesic, Antibiotic New Year sales, Christmas sales 4%2 Life mineral and vitaminThadinkyut and Water festival sales 5%3 Diabetes DrugsNew Year sales3%4 Cardiometabolic Drugs New Year sales, Water festival sales3% Trade Discount Policy of ABC Trading Co.,Ltd Sr TypeTrade Discount Policy 1Wholesalers at Mingalar Market and Bogyoke Market 8% discount 2Retailer such as clinic, pharmacy, private hospital 5% discount 33. Distribution Channels of ABC Trading Co.,LtdZero Stage Distribution Channel of ABC Trading Co.,LtdABC TradingPatientsCo.,LtdOne Stage Distribution Channel of ABC Trading Co.,Ltd ABC Trading Co.,Ltd Retailers/ Patients Hospitals/ Pharmacies /ClinicsTwo Stage Distribution Channel of ABC Trading Co.,Ltd ABC Trading Wholesalers Retailer/Patients Co.,Ltd (Bogyoke Market,Hospital/ Mingalar Market)Pharmacy /Clinic 34. Transportation Flows of ABC Trading Co., LtdWholesalersPharmaciesYangon20 trucks Clinics`Cost SharinBPharmaacies Hospitals ABC Trading Co., LtdPatientsWholesalersPharmacies Mandalay15 trucksClinicsCost SharinBPharmaaciesPatients 35. Promotional Activities of ABC Trading Co.,Ltd ABC Trading Co.,LtdOver The Counter Drugs Prescription Drugs Push PullDirect to CustomerCommercialNon CommercialIllness PromotionAdvertisingConferencesDetailing MedicalJournal articlesDrug SamplesrecommendationClinical Trial PatientGift Premiums Colleague RecommendationJournal Advertising PharmacistPatient RequestPhysician sample 36. AdvertisinB Pharmaaceutical Products in Journal/Magazine Sr.No Journal/Magazine Weekly /Monthly Front Cover/ BackCover 1 Health Update JournalWeeklyFull Back Cover2Eternal Light Magazine Monthly Full inside page 3 Open Journal WeeklyFull Back CoverPersonal Selling The sale and promotion teams of ABC Trading Company adopt face-to-faceinteraction with prospective purchaser such as retail pharmacies in MingalarMarket and Bogyoke Market in order to promote the matter-of-fact sellingrelationship to a deep personal friendship. 37. Sale Promotion drug sample the different kinds of gifts T-Shirt Calendar Ball Point Pen Tissue Box Car accessories Umbrella. 38. Point of promotion of ABC Trading Co.,LtdSr.No HospitalLocation Target Type 1Yangon Orthopaediac Hospital ( YOH )Kyi Myin Daing In Service Doctor 2Yangon General Hospital(YGH)Lanmadaw 3Thingangyun General HospitalThingangyun(TGH) 4East Yangon General Hospital (EYGH) Botahtaung 5West Yangon General Hospital (WYGH) Kyi Myin Daing 6Insein General Hospital (IGH) Insein 7Defense Service General HospitalDagon 8Defense Service Orthpaediac HospitalMingalardone 9New Yangon General Hospital(NYGH/ LanmadawJICA) 10 Doctors Preferred Clinic or HospitalRetired Doctors 39. Public Relation of ABC Trading Co.,LtdSr.N Public Relation Activity Descriptiono1Sponsoring XRay ClinicExternal public2International Conference at Sedona Hotel relation3Journal Reading at Myanmar Medical Association(MMA)4Symposium at Orthopaedic Conference at Mandalay Hill Resort Hotel5Medical Exhibition at Myanmar Medical Association6Health Talk (Cardiac, Diabetes)7Sponsor for lunch at Clinical Medical Meeting8Sponsor for dinner at Clinical Medical Meeting9Drug Donation at field trip10 Donation at Nargis Disaster11 Donation at Rakhine State for renovation12 Sponsor for travelling cost to in local or foreign countries (air ticket, hotel reservation)13 Annual Stuff Party and DinnerInternal Public14 Religious Festival (Thadingyut Festival, Water Relation Festival)15 Holiday Trip to Ngwe Saung and Chaung Tha Beach 40. Annual Budgeted Expenditure on Each Promotion MethodSr. Promotion TypePromotion AmountNo Method (kyat) A Pharma G-Pharm 1AdvertisingDrug Sample 25,000,000 20,000,000 Journal Article 5,000,0005,000,000 Mini Drug Counter 1,000,0001,000,000 Flyer 2,000,0001,000,000 2Personal Selling Personal Selling at the retail shop 25,000,000 25,000,000 3Sale PromotionDifferent Kinds of Gifts( T- Shirt,25,000,000 25,000,000Calender,pen, Umbrella,Tissue box, Glass,Breakfast food, Refrigerator, air con, caraccessories) 4Public Relation Conferences25,000,000 25,000,000Sponsorship25,000,000 20,000,000Clinical Trial 5,000,0005,000,000Symposium5,000,0005,000,000Posterboard5,000,0005,000,000 41. Actual Expenditure of by the Company on Each MethodSr. PromotionTypePromotion AmountNo Method(kyat)A Pharma G-Pharm 1 AdvertisingDrug Sample 25,000,000 20,000,000Journal Article 5,000,0005,000,000Mini Drug Counter 1,000,0001,000,000Flyer 2,000,0001,000,000 2 Personal Selling Personal Selling at the retail shop25,000,000 25,000,000 3 Sale PromotionDifferent Kinds of Gifts( T- Shirt,25,000,000 25,000,000 Calender,pen, Umbrella,Tissue box, Glass, Breakfast food, Refrigerator, air con, car accessories) 4 Public Relation Conferences25,000,000 25,000,000 Sponsorship25,000,000 20,000,000 Clinical Trial 5,000,0005,000,000 Symposium5,000,0005,000,000 Posterboard5,000,0005,000,000 42. The Effect of Marketing Mix Activities on Sale Performanceof ABC Trading Co.LtdTop Five A Pharma Brand Sale from 2007 to 2011 SrYear (Total Sale in Million Kyat) N Brand Name 2007 2008 20092010 2011 o1A 8781050 1050 1147 12742B 8311039 1039 97711733C 1181811812092444D 81 1151151601925E 1331611611741576F 76 99 112 140 162140012001000AB800C600 D400 EF2000 2007 2008 200920102011 43. Top Five A Pharma Brand Sale Volume from 2007 to 2011 Year (Total Sale Volume in Units) SrNo Brand Name2007200820092010 2011 1A 144000 150000152400 162000 180000 2B 108000 114000116400 120000 144000 3C 2400031200 324003600042000 4D 18000 21600 240003000036000 5E 21600 22200 228002400021600 6F 5300690079009100120000200000150000 A B100000 C D 50000 E0F 20072008 2009 2010 2011 44. Total Sale (Kyat) in All A Pharma Products from 2007 to 2011 Sr.NoYear Average Total Sale Per Year(000 000 kyat)1 200722562 200825923 200928804 201030005 20113240 3,500 3,000 2,500 2,000 1,500 Average Total Sale per Year(000 000) 1,00050002007 20082009 2010 2011 45. Top Five B Pharmaa Brand Sale Volume from 2007 to 2011Year (Total Sale Volume) SrNoBrand Name 2007 2008200920102011 1 Knee Brace 60,000 74,00064000 65000 84000 2 Ankle Brace6100061000- -72000 3 HCG Test 2450034000- -30000 4 Paper Plaster 3690036000 46000 48000- 5 Mercury Pressure Curve600 750 720 800 720 6 Aneroid--360040003600 7 Stethoscope--36004500- 90000 80000 Knee Brace 70000 60000 Ankle Brace 50000 HCG Test 40000 Paper Plaster 30000 Mercury Pressure Curve 20000 Aneroid 10000 Sthethoscope 0 2007 2008200920102011 46. Number of Customers in ABC Trading Co.,LtdYearSr.No Customers2007 2008 20092010 20111 Wholesalers25355873832 Pharmacies 111153 210 2282713 Clinic801251411942504 Cost SharinB 222430 30 30PharmaaciesTotal 238 337 439 539634300700250600 Wholesalers200 500 Pharmacies400150Total Wholesalers Clinics300and Retailers100 200 Cost Sharing100 50Pharmacies0 02007 20082009 201020112007 20082009 2010 2011 47. Suggestion & Recommendation launch the more new product item. conduct SWOT (Strength,Weakness, Opportunity, Treat) Analysis. emphasize on non commercial push promotion activities. suggestion box program not only from the employee but also from the customer create the web site in order to do the online payment and give product information. make the installment programs KBZ bank, AGD Bank, Myawaddy Bank. consider another choice to publish the product information through Social Network. revise the percent of cash discount policy. try to target to the whole lower Myanmar for their market extension company for newcustomer try to retain old customer use direct marketing as a promotion tool which is an interactive marketing system manufacture pharmaceutical products by themselves like Fame Pharmacy in Myanmarby hiring well-trained pharmacists, doctors and management personnel. 48. Need For Future Research The future research should focus on the segmentation, targeting, positioningof this company. Studying the marketing mix activities is not enough to create value forcustomer. There are different kinds of people in certain place so it is notpossible for the individual company to cater to the need and preferences of thecustomer. The future study should emphasize on the segmentation strategy in order todetermine who the actual and potential customers are, identifysegments, analyze the intensity of competitors in the market and select theattractive customer segments. After listing the target market, the future researcher has to identify thedifferential advantage in each segment, decides on a different positioningconcept for each of these segment. Therefore future researcher should focus on the positioning the company andits effectiveness. Positioning is an offering that occupies in the minds ofconsumers relative to competitive product for creating sustainable growth ofthe company. 49. My Opinion I shared my thesis slides for educational purpose but Icovered some of the data such as brandname, company logo and pharmaceutical name forcompany privacy but all the information related toMyanmar pharmaceutical market are true. I hope more feedback and suggestions for my slide. my email: [email protected] You can also read my thesis and other thesis at YangonInstitute of Economic Library, MBA Programme. Thank you so much for downloading my slide! 50. Thank You