Alternatives Identification
In order to increase HABECO's revenue by 8% in 2015, P & T Group focused on Marketing mix - 4Ps method: Production, Price, Place and Promotion
Production solution: we recommend to change HABECO beer's taste by changing beer production recipe. This method requires about 2-3 years from new product launching to customer's awareness and accept.
Price solution: assuming that increasing price will improve total revenue, however, it is an infeasible way as HABECO's target customer is very sensitive with price. Moreover, VietNam has suffered the impact of economic crisis and most of people has been spending on stable goods only and Habeco would face the risk of loosing its marketshare if it wants to increase price because of intensive competition environment. This solution can take 1 year only but it is a short term and lead to insustainable growth
Place solution: from the fact that HABECO's market is mainly focused on North and North Central Cost, we suggest expanding its market to the South ultilizing current factory in Ba Ria - Vung Tau province. We need from 1-2 years to build long term relationship with local agents
Promotion solution: it seems that HABECO is still not very strong in promotion, even in its current market. While there is still opportunity for HABECO to increase its revenue in the North, advertising campaigns are necessary to strengthen its brand name. One (01) year is enough for HABECO to implement this solution.
Some assumptions:
