A strategic management paper for Annaiah Marketing Corporation / Jenna Mae L. Aquino.

Thesis (M.A) -- Pamantasan ng Lungsod ng Maynila, 2019

A strategic management paper presented to the faculty of PLM Business School - Graduate Program in partial fulfillment of the requirements for the Degree of Master in Business Administration.

Includes references and appendices.

Homewares remained highly fragmented in 2017 as players also competed based on product material, in addition to standard purchase considerations such as price, quality and brand name. Whilst most food storage products are predominantly made of plastic, ovenware uses ceramic and metal and beverage ware products divided between ceramic, glass and plastic material. With fewer product variants, it has been easier for Annaiah Marketing Corporation (Lock and Lock) to gain share.
Utilizing less popular channels, especially those that allow better control for the brand owner, helped some brands differentiate from competition. Leading player Tupperware, continued to dominate the category by focusing on direct seling channels. This enabled the brand to expand its retail presence independent of commercial developers that build spaces for store-based retailers, as well as to manage its own pricing and promotions. Similarly, second-ranked Lock and Lock operates its own retail outlets, in addition to placing in mainstream channels, which enabled it to market itself in specific locations and to establish a stronger brand presence.
This paper presented boosting company's digital marketing to penetrate the modern trade industry. The strategies identified focuses on market penetration. Innovating your customer journey means that you can offer consumers more personalization that can optimize your e-commerce.