khong guan biscuits market forecast in kazakhstan
Post on 05-Dec-2014
1.428 Views
Preview:
DESCRIPTION
TRANSCRIPT
Market Forecast for Biscuits
in Kazakhstan
Bay Wan Ting | Chan Li Feng Carissa |Eu Sin Yi| He Jia Ling |Cyndy Lin Xin Yi | Hena Suhail 1
INTRODUCTION ANALYSIS DEMAND FORECASTTARGET
Parameters Identify Target Market
Only one city: Astana Focus on Domestic Market in
Kazakhstan Analysis of Biscuit Market in
Kazakhstan Estimate Customer Demand
(Volume) based on 2013 for market entry in 2014
Sales Forecast for 2015 to 2019 to base on gross sales revenues
Competitors are considered based the same product range
Assumptions
× Entry Modes× Distribution Channels× Costs× Importing and exporting to
other neighboring countries
Stagnant Competition Same Price Range as in
Singapore Constant Exchange Rate The same taste and
preferences for all cities as indicated by the country
Constant inflation rate for 2015 to 2019
2
KAZAKHSTAN
DEMAND FORECASTANALYSISINTRODUCTION TARGET
Major cities: Astana, Almaty, Karagandy, Shymkent
Consumer expenditure per capita 76.9% by 2020
36.1% in GDP (2014 – 2019)
Why Astana?1) Projected increase in population by 40.2%2) High investment growth of 14% High purchasing power3) Contributes to 10% of the nation’s GDP4) High exposure to international food brands Receptive to foreign brands and willingness to pay
a premium for quality5) Soaring consumer expenditure per household on food (88.2%) between 2007 to 2012
3
DEMAND FORECASTINTRODUCTION
Positioning: International Premium Brand Aligned with our Strategic direction: revamp packaging & introducing new biscuit variants
to improve brand image Target Market: Mass market of all age group Product: All product Range Price: Competitive Pricing
ANALYSISTARGET
KHONG GUAN’S STRATEGIES
4
Growing demand of biscuits products in general
Consumed biscuits as snacks with tea or coffee by all consumer age groups
Strong loyalty to domestic/home-grown products accounted for 31% of the current value sales of biscuits in 2012
CONSUMERTRENDS
INTRODUCTION ANALYSIS DEMAND FORECASTTARGET
Year
Source: Euromonitor International January 2013
Plain Biscuits
Savoury Biscuits
Filled Biscuits
5
Sales of biscuit by category
COMPETITORSInternational Brand
International manufacturers have strong positions
Mainly represented by Russian & Turkish manufacturers which
import their products via distribution partners.
Offer standard and premium price range products,
31%
Domestic Brand
Produces biscuits products in a diverse and rich range.
Well known to consumers by their high quality& affordable prices
Wide distribution channels in various grocery retailers
Sultan Konditerskie Izdelia (21%)
Hamle (15.4%) Union Almaty Nan
(8.4%) Rakhat (6.9%)
Yildiz Holding (17% ) Lyubimy Kray (5%)
INTRODUCTION DEMAND FORECAST
Market Share Market Share
Source: Euromonitor International January 2013
6
ANALYSISTARGET
INTRODUCTION
BISCUITS MARKET DEMAND (VOLUME) 2014 to 2019
DEMAND FORECAST
Years2011 2012 2013 2014 2015 2016 2017 2018 2019
Volume of Biscuit (Tonnes)
46390 46946 47781 48520 49184 49889 50613 51325 52038
Source: Euromonitor International, 2013 Calculated by Regression
Table 1: Forecasted Volume of Biscuits 2014 to 2019
2011 2012 2013 2014 2015 2016 2017 2018 201942000440004600048000500005200054000
Year
Volume of
Biscuits (Tonnes)
7
ANALYSISTARGET
INTRODUCTION
TARGET MARKET SHARES 2015 to 2019
FORECASTDEMAND
YearsTarget Market
Shares (%)2014
(Given) 2015 2016 2017 2018 2019
Best Case 1.25 2.50 5.00 9.69 9.83 10Likely Case 0.625 1.25 2.50 4.85 4.91 5Worst Case 0.25 0.50 1.00 1.94 1.97 2
Table 2: Target Market Shares 2015 to 2019
2014 (Given)
2015 2016 2017 2018 201902468
1012
Best Case
Likely Case
8
Worse Case
ANALYSISTARGET
INTRODUCTION
BISCUIT MARKET SALES FORECAST 2014 to 2019
Years2011 2012 2013 2014 2015 2016 2017 2018 2019
Sales of Biscuits (KZT million)
28718 29014 29555 30130 30771 31442 31885 32441 32997
Growth Rate(%)
1.03 1.86 1.94 2.13 2.18 1.41 1.74 1.71
Source: Euromonitor International, 2013 Calculated by Regression
Table 3: Forecasted Sales of Biscuits 2014 to 2019
2011 2012 2013 2014 2015 2016 2017 2018 20192600027000280002900030000310003200033000
Year
Sales of Biscuits
(KZT million)
DEMAND FORECAST
9
ANALYSISTARGET
INTRODUCTION
SALES FORECAST 2015 to 2019 FORECASTDEMAND
YearsSales Forecast (KTZ Million) 2015 2016 2017 2018 2019
Best Case 769.27 1572.11 3090.39 3188.63 3299.74Likely Case 384.64 786.06 1545.19 1594.32 1649.87Worst Case 153.85 314.42 618.08 637.73 659.95
Table 4: Sales Forecast 2015 to 2019 2015 2016 2017 2018 2019
0.00500.00
1000.001500.002000.002500.003000.003500.00
10
Best Case
Likely Case
Worse Case
ANALYSISTARGET
11
References• Euromonitor International. (2010). Kazakhstan in 2030: The future demographic.
Euromonitor International, 1-19.• Euromonitor International. (2012). Packaged food in Kazakhstan. Euromonitor
International, 1-42.• Euromonitor International. (2013). Biscuits in Kazakhstan. Euromonitor
International, 1-10.• Euromonitor International. (2013). Consumer Expenditure by Region. Euromonitor
International, 1-10.• Edge Kazakhstan. (2011, January 01). Astana Restaurants . Retrieved Febraury 23,
2013, from Kazakhstan edge : http://www.edgekz.com/astana-restaurants-dining/blog/page-2.html
• SojuzPravoInform LLC. (2012, Janurary 01). Republic of Kazakstan. Retrieved Febraury 23, 2013, from CIS-Legislation.com: http://cis-legislation.com/kazakhstan.fwx
• SojuzPravoTnformLLC. (n.d.).
Q&A Thank You
12
top related