3. 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
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4. 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 “Minii
Dut” 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.
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5. 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•Outdated technology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
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6. 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
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7. 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)
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8. 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.
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11. 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
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13. 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
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14. 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
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15. Results of customer survey
32%
45%
23%
5. Does the promotion and advertisements
reach for you?
Yes
No
Not at all
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16. 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
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17. 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”
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