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Contents
1. Abstract …………………………………………………………………………………………………………………………. 2
2. Acknowledgement ………………………………………………………………………………………………………….. 2
3. Introduction …………………………………………………………………………………………………………………… 2
3. Purpose of the Study …………………………………………………………………………………………………………… 3
4. Literature Review ……………………………………………………………………………………………………………. 3
5.1 The HoReCa Supplies Industry in Myanmar ………………………………………………………………………. 3
5.2 Concept of the Marketing Mix 4Ps ………………………………………………………………………………….. 4
5.3 Concept of Customer Satisfaction …………………………………………………………………………………… 5
5.4 The relationship between Marketing Mix 4Ps and Customer Satisfaction …………………………….. 6
6. Method Analysis…………………………………………………………………………………………………………………. 7
The quantitative analysis will be used for this particular research paper. Data were collected from
the primary sources via the administration of questionnaires to the main commercial customers of
IKON Trading Co., Ltd that is based in Yangon, Nay Pyi Taw and Mandalay and the surveys were
collected from the commercial customers of IKON Trading Co., Ltd nationwide. These main
commercial customers are chosen purposely with purposive sampling method and 100 respondents
are collected. ……………………………………………………………………………………………………………………… 7
6.1 Primary data sources …………………………………………………………………………………………………….. 7
6.2 Secondary data sources …………………………………………………………………………………………………. 8
7. Analysis of the relationship between the marketing mix 4Ps and customer satisfaction ………….. 8
8. Conclusions ……………………………………………………………………………………………………………………. 9
9. References …………………………………………………………………………………………………………………….. 9
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1. Abstract
The purpose of this research is to examine the Marketing Mix of the Hotel, Restaurant
and Catering service supply company in Myanmar and the variables in this study are
Products, Price, Promotion, Place and customer satisfaction. If a firm wants to survive in
today competitive world then it becomes necessary to provide not only product and services
that fit perfectly to the market according to the marketing mix but also good service to satisfy
their customer’ demands. The marketing mix plays very important role in customer
satisfaction and customer satisfaction is very important for the growth of any industry. The
literature review was gathered enough from various sources. A number of hypotheses were
proposed in the thesis and examined using Structural Equation Modeling.
2. Acknowledgement
First of all, would like to mention greatest thanks to Dr. Tin Tin Htwe, Lecturer for
her kind encouragement in Online MBA class of SMC University, Switzerland.
Secondly, would like to express special thanks to Academic Managers, Supervisors
and all employees of MIBA for the valuable guidance and constant supervision as well as for
providing necessary information regarding the paper and suggestions enabled us to develop
this paper.
Finally, would like to thanks all of friends from 2st Batch of Online MBA class of
SMC University, Switzerland from MIBA for the enthusiasm and encouragement.
3. Introduction
Nowadays, many new Hotels, restaurant and Catering Service supply companies’
come in and they are collecting not only well-experienced employees from each other but
also the market share as much as possible. Additionally, in the competitive environment, all
the Hotel, Restaurant and Catering Service Supply companies have different marketing
strategy to sustain in the competitive market. But not all the supply companies have yet
achieved the sustainability. Some of the supply companies have failed the marketing strategy
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to attract new customers and maintain the current customers. This paper is to understand the
marketing strategy of the Hotel, Restaurant and Catering service Industry in Myanmar.
3. Purpose of the Study
A decision made broadly bring the highest satisfaction through fulfillment of basic
needs. This research is purpose to study the relationship between the marketing mix 4Ps and
customer satisfaction.
4. Literature Review
5.1 The HoReCa Supplies Industry in Myanmar
Firstly, the researcher will conduct the secondary analysis about the hotel industry. Myanmar
boasts a diversity of landscapes, cultural sites and ethnicities that give its tourism sector huge
potential. The majority of international tourists visit Yangon, Bagan, Mandalay, Inle Lake
and Kyaiktiyo (Golden Rock). Beach resorts including Ngapali and Ngwesaung are becoming
increasingly popular, but international visitors largely confine themselves to these central belt
destinations. Sites such as Inle Lake and Kyaiktiyo are suffering from waste management and
water supply issues due to high numbers of local and international visitors. Many other sites
with a potential for tourism development, struggle to attract any local or international visitors
due to poor transport infrastructure and very limited promotion. As the demand for the hotel
industry is getting higher, their customers’ demands and expectations are getting higher too.
As Myanmar is having more demands of lodging space in certain area and yet cannot fulfill
the demands in current situation. And the end customer still can’t expect the same products
and services provided by the 4 and 5 stars hotels compared to the 4 and 5 stars hotels that are
operating in well-developed oversea countries. The HoReCa supplies companies will have to
work harder in order to satisfy the market’ needs and wants. They also need to improve the
standards of products and services offered to their commercial customers.
On the other hand, many different types of restaurants and eatery are opening up and
expanding nationwide every day. As Myanmar is a developing country, many global
restaurants have entered the country making competition with long-running local fast food
restaurants. When it comes to global franchised brands such as KFC, Lotteria and Pizza Hut,
the HoReCa Supplies companies are becoming the most important supply source for these
brands to be able to operate without worry in Myanmar. As the cultural shift, many young
adults have preferred to hang out with the friends in bar, pub, restaurants which have well
know brand names rather than traditional tea shops and traditional restaurant. Moreover,
Myanmar has changed its economic course from a centrally planned economy into a market-
oriented system, a series of structural reforms had been introduced and new legal policy
instruments given the private sectors including foreign investors and businessmen are given
the right to do business to make investment in the country were performed. After analyzing
the blooming market of Myanmar, it is very clear that the restaurant business in Myanmar are
very expanding well and growing up despite Myanmar is still very poor developing country
along with unstable politic problem. There are many opportunities for our business to expand
more if we can provide better service, better quality along with the right concepts and ideas
for right-targeted customers at the right location nationwide.
Last but not least, the hotel & tourism industry, food industry in Myanmar are highly
competitive with several players in the market whereas the suppliers for these industry
