How to creat Malee's fruit juice for maximum value in the domestic market?--a case study of Malee group public company limited

Abstract

Social progress has accelerated the pace of people's life and work, and consumers are more inclined to buy products that are convenient and beneficial to health. At present, the fruit juice industry in Thailand is in a rapid development period, the number of fruit juice manufacturers is increasing and many food factories are beginning to turn to the fruit juice market to occupy a certain share, so the variety of fruit juice products is increasingly rich and the pressure of enterprise competition is increasing. Malee Group Public Company Limited (Hereinafter referred to as “Malee Group”) is one of the largest fruit juice companies in Thailand. Malee company's fruit juice is also the company's key product, with a large market share, but always ranked second. In recent years, due to the fierce competition. The sales volume is increasing while the profits are sharply decreasing.

In this paper, Malee Group company as a case study, using literature analysis combined with data analysis and other ways to systematically comb the company's market positioning and 4P market model. In the process of research, the company's market resource advantages, core competitiveness and practical problems are clarified. Then SWOT analysis and comparative analysis are used to carry out in-depth research on companies and competitive enterprises. At the same time, the author also carries on the related market research to Malee company through the way of questionnaire survey to understand the customer demand and the market situation more deeply, so as to put forward the improvement suggestions for the future development of the enterprise more reasonably and effectively.