.

•Badam ID 2010152

•Narangarav ID 2010149

•Narangerel ID 2010133

•Usukhbayar ID 2010113

•Batbaysgalan ID 2010185

Contents

• Introduction

• SWOT analysis

• STP strategy

• 4P and 4C

• Conclusion

• References

• Q & A

1

Introduction

• Established by 1992

• 40 supermarkets in UB, 100 supermarkets in

country sides

• Using to work on the food laboratory of Mongolia

• Their mission:

-The lowest prices

-Customer’s satisfaction

-Good competitive advantages

2

Brief History

• 1992 – The first supermarket opened.

• 2002 – Created the mission that is “Healthy product” and established own laboratory.

• 2003 – “Nearby home” is their slogan. The first “MiniiDut” convenient store opened.

• 2004 – In order to train the stuffs they built “Monkhangai academy”.

• 2005 – For our many years’ experiences, they started to work on the new projects by using national information technology.

• 2006 – The first time “Minii delguur” conducted “Business time” that is discount service.

3

SWOT analysis

Strengths Weaknesses

•Open 24 hours

•Supply chain management

•Top market

•X-generation

•Wide range of product

•Better value

•Customer service

•No website and Online contact

•Too busy for customer

•Negative publicity

•Outdated technology

•Bad acquisition

•Labor related lawsuit

•Uncomfortable environment

•Lack of investment

4

SWOT analysis

Opportunities Threats

•Diversity product range

•New service

• Improving quality of product

• Trend toward healthy eating

• Investment in technical

efficiency

• Training stuffs

• Open the different types of

service

•Intense competition

• The financial crisis

•Losing reputation

•Losing overall control

5

STP analysis

Geographic segment

• Region: Mongolia have 21 aimak, 3 city and

8 district.

• Ethnicity:

Mongolians: 2.811.666

Foreigners: 27.086 ( China 44%, Korea 9%, and

47% foreigners)

6

Demographic segment

• Population:

Male: 1.364.723

Female: 1.446.943

• Income: Average salary: 692.300 tugriks

The lowest salary: 192000 tugrik

• Age:

20 yrs: 35%

20-40: 38%

Over 40: 27%

• Lifestyle: Mongolian lifestyle is mixed in nomadic and urban style. Half of citizens live in cities and half of people live in country side.

7

Targeting

• Multi-segments

• Demographical:

1. Family,

2. Housewives,

3. Children

• Ethnicity: Mongolian and Chinese

• Lifestyle: Busy customer

• Entrepreneur / Startups business/

8

Positioning

• Cheapest price

• Large sum of products

• Many kinds of products

• Can satisfy customers

all needs

9

4P’s analysis

Product•21 categories over 25000

products from China, Russia,

Korea, and Poland

•The Food Court

Price• The average prices of products

• Discounts for special days

Place• Branches in every districts

• Nearby customer’s homes and

offices

Promotion•TV advertisement

•News, Brochures

• Testing promotion

10

Price: The competitors survey

Name Milk Floor Bread Meat

Nomin

supermarket

2650 1230 1190 9000

Orgil

supermarket

2420 1110 850 -

Bumbugur

market

2300 1100 850 8500

Minii delguur

supermarket

2570 1360 1120 8700

11

Customer survey

68%

32%

1. Does Minii delguur's

products satisfy your

needs?

Yes

No

39%

36%

25%

2. Does Minii Delguur

have convienent service

for being close,

approachable to stuffs?

Yes

No

I do not

know

12

Customer’s survey

91%

4% 5%

3. Does Minii Delguur

have reasonable price?

Suitable

enough

Expensive

Cheap

45%

23%

32%

4. Does the product have

good quality?

Yes

No

I don’t

know

13

Results of customer survey

32%

45%

23%

5. Does the promotion and advertisements

reach for you?

Yes

No

Not at all

14

4C’s analysis

Customer•To Satisfy customer

Cost•Flexibility price

•Loyalty cards

Convenience•Close to customer’s home

•Enough space

Communication•Less communication with customers

15

Conclusion

• Lack of customer loyalty

• Main management does not fit well

• Poor reputation

• The main problem- quality of product and

service

• The main factor of maintaining in market is “

the lower price”

16

References

• http://youtu.be/nJLdRnaBFuA

• http://www.mol.gov.mn/nodes/view/type:recent_numbers/slug:niit-hun-amiin-too

• http://immigration.gov.mn/index.php?module=menu&cmd=content&id=216&menu_id=137

17