Introduction

Imagine inheriting Ah May Htwar (AMH), a reputable local peanut oil producer in Myanmar. Established in 2002, AMH’s success has been driven by its commitment to quality, utilizing traditional techniques fused with modern advancements. This paper outlines a strategy to extend AMH’s distribution to end-users, tapping into new market segments and fortifying its market presence.

Background and Product Overview

AMH specializes in producing premium peanut and sesame oil, offering various bottle sizes catering to diverse consumer needs. Our products are manufactured using cutting-edge technology, clean raw materials, and meticulous production processes. Quality assurance is maintained through Total Quality Management (TQM) practices. With FDA and ISO certifications, AMH guarantees consumer safety and satisfaction (Ahmay Htwar Profile, n.d.).

Current Distribution Landscape and Ambition

Traditionally, AMH has fostered relationships with over 3,500 distributors, spanning local eateries, supermarkets, and small shops nationwide. However, to elevate our market reach, we envision extending our distribution network to end-users, forging direct connections with consumers across the country.

Target Market

Our expansion focuses on three key consumer groups:

1. Health Enthusiasts: Individuals seeking fresh, pure, and unadulterated peanut oil.
2. Housewives: Those desiring untainted peanut oil for their culinary needs.
3. Respectful Individuals: Individuals valuing the tradition of gifting pure peanut oil to elders, complemented by innovative packaging.

Approach and Value Proposition

To capture our target market’s attention, we will leverage social media platforms like Facebook, tapping into their extensive reach and engagement capabilities. Our unique value proposition, “AMH’s benevolence to customer,” resonates with our commitment to quality and customer well-being.

Value Proposition Components

“The essence of healthy and happy family longevity is the taste of life.”

1. Advanced Technology: Our products are crafted using advanced techniques, ensuring quality and purity.
2. Uncompromised Quality: We provide fresh peanut oil devoid of any additives, maintaining the genuine flavor.
3. Premium Ingredients: Only the finest clean raw peanuts and sesame are used, contributing to the exceptional taste.
4. TQM Production: Our products are manufactured under Total Quality Management practices, guaranteeing consistent excellence.
5. Certified and Approved: With FDA and ISO certifications, AMH products are backed by official validation.

Understanding Competitors

AMH faces competition from local counterparts like Yangon Pure Peanut Oil Company and Bayin Peanut Oil Company. These competitors primarily target local supermarkets, restaurants, and international e-commerce platforms, such as Amazon (Wanjiru, 2019).

Conclusion

Expanding distribution to end-users presents an opportunity for AMH to cultivate deeper connections with consumers and carve a unique niche in the market. By emphasizing our value proposition and capitalizing on social media, AMH is poised to create a lasting impact and further solidify its position as a provider of premium peanut and sesame oil products.

References

Ahmay Htwar Profile. (n.d.). Retrieved from Ahmayhtwar: http://www.ahmayhtwar.com/index.mm.html

Wanjiru, S. (2019, Mar 19). Target Marketing and Competition. Retrieved from Medium: https://medium.com/@shiphillahwanjiru/target-marketing-and-competition-6deb1ca4e65f

Coleman, B. (2022, January 21 ). How to Write a Great Value Proposition. Retrieved from Hubspot: https://blog.hubspot.com/marketing/write-value-proposition

Principles of marketing. (2015). University of Minnesota Libraries Publishing. https://doi.org/10.24926/8668.1901 (Original work published 2010)