BPMM 2023 MARKETING MANAGEMENT 1.0- EXECUTIVE SUMMARY Mamee-Double Decker (M) Berhad is an investment holding company which engages in the manufacture and marketing of food and dairy products, and soft drinks. Its products include instant noodles, snacks, dairy products, chilled products, beverages, and confectionery. The company also provides information systems management and motor vehicle rental services. MAMEE-Double Decker (M) Sdn. Bhd was incorporated in 1971, and has since established itself as a household name for food and beverage serving over 50 products, including favourites such as MAMEE Monster snack, Mister Potato Chips, and MAMEE Chef. These products are exported to over 100 countries around the globe, and to keep up with the high demand, production has also reached across international borders as well. MAMEE-Double Decker has set up manufacturing facilities in Myanmar and Indonesia in addition to our production location here in Malaysia. All facilities have been awarded ISO 9000s, HACCP and Halal certifications. Dedication to the industry has led MAMEE-Double Decker to win the Frost & Sullivan Award for Best Home-Grown Packaged Food Company (2013 & 2014), and a Putra Brand Award under the Foodstuff Category (2014). MAMEE Chef has been rated in the Top Ten Instant Noodle category consistently by the Ramen Rater. The company’s philosophy is to truly resonate as a brand with the consumers. They have embarked on a journey of delivering quality products consistently at an affordable rate. This philosophy has led MAMEE-Double Decker to attract consumers from all ages, and of all walks of life. They believe that a brand should be involved, where it constantly engage to understand the consumer. MAMEE-Double Decker are continuously driven to innovate as it is important to provide the consumers the best products with integrity. MAMEE-Double Decker is filled with the passion to provide to the consumers in every aspect possible. ‘A World of Good Taste’ is the tagline of the MAMEE-Double Decker brand and a statement that lived up to since the establishment in Malaysia. Sharing is a big part of the culture and in true Malaysian spirit. MAMEE-Double Decker started exporting its products over 30 years ago in an effort to not only share the great taste, but to gain international recognition as well. This decision to expand outside Malaysia helped MAMEE-Double Decker grow as an
BPMM 2023 MARKETING MANAGEMENT international brand. Now it already well established within the Asia pacific region and continue to grow at a rapid pace. 2.0 SITUATION ANALYSIS (SWOT ANALYSIS) Introduction to SWOT analysis According to Kotler & Armstrong (2010), SWOT analysis is an overall evaluation of the company’s strengths, weaknesses, opportunities, and threats. Besides that, a SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.
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- Summer '19
- Marketing, Mamee-Double Decker Bhd, mamee-double decker, Mamee Double Decker