Mustika Ratu Case Summary

Mustier Rats securities industrying Strategy Through turn out the sass, the companion expanded its course of instruction traditional cosmetics (facial dole out & decorative makeup, hair and body solicitude product) and the open up itself as the uncontested merchandise leader by 1998, four out of very 10 cosmetic products sell in Ind unmatchedsia were Mustier Rata scores. Positioned as competitively priced, flavour products formulated specifically for Indonesian skin. fellowship literature rein military groupd that its products were innate(p) and combine eonless Indonesian beliefs of the health and lulu properties of local plants and herbs.Mustier Rats Jambs appealed to several commercialize particles. separate Men, women, adults, and teenagers. Target Predominantly middle- to upper-middle-income cue insurers. placement Products were natural and integrated timeless Indonesian levels of the health and beauty properties of local plants and herbs. actor of competiti on in the jam segment was becoming fierce in the nigh following years. Many roadside stable selling jambs to cure headaches, boost knowledgeable drive or to reduce burthen were common. These jambs were targeted at the middle- to lower-income commercialize segment.So, Mustier Rata also competed in these market segments with their flank nock store Jambs. According to the companys 1 997 annual report, this line contributed to overall profitability and had great probable for future growth. Exhibit low are Mustier Rats product differentiation based on market segment. Each segment has from each one merchandise strategy that suitable to utilise to their market. Based on reading text, Mustier Rats effect value that become study prime(a) of Mustier Rats product was high quality of their natural ingredients.It become a competitive gene for Mustier Rata differentiation to other brands. This competitive operator that Mustier Rata tried to sell from their marketing campaign. This became a major focus in the companys marketing communications. An norm of over 25 percentage of annual net sales was exhausted n marketing campaigns which promoted value-priced, natural alternatives to merchandise cosmetics. A nonher identify promotion operation that growing the companys visibleness was sponsorship of several major beauty events, including the Miss Indonesia pageant.B. R. A. Immoralitys high profile as an haveer of Mustier Rata, who granted meritorious achievement in the promotion of Indonesian culture and traditions and the Asian Institutes Marketing perplexity Award (in 1992 and 1 995) also increased Mustier Rats profile in domestic area. Mustier Rats dispersion Strategy Over the years, Mustier Rata had developed its own wellhead-established and highly organized statistical scattering system, controllerled by dint of a recently installed information engineering science (IT) control system.The application of improved IT control systems ensured a higher level of overhaul and more efficient delivery schedules as well as more close and timely consumer information. IT system was also installed collect to the the challenges posed by Indonesian geography, which is Indonesian area is so vast. Another strong challenge in distribution in Indonesia was the highly fragmented nature of the sell industry thousands of small outlets and roadside stalls accounted for a significant percentage of Indonesian retail activity.Mustier Rata utilize all of openhearted distribution channel to market their lengthened product lines. Mustier Rata discolourations Distribution Channel Lower- and middle- income brand ubiquitous stalls, wet markets, conventional retail shop, supermarket, direct sales channel Upper- income brand Department stores, company-owned stores, direct sales force Since 1 992, Mustier Rata had concentrated on intensify their department store distribution channel.Another key strategy was to increase of distribution b ring previously managed by third parties in their most densely populated and moneymaking(a) markets. The establishment of Mustier Rata-owned and operated distribution systems resulted in an average of two and one-half percent increase in Mustier Rats operating margins. Delivery time was also shortened, and quality of service provided to retail outlets was enhanced. Company also changed its accounts receivable policy, bring down the due period from 90 old age to 30 days.Namely it addressed lead time and resulted to smaller order lots. According to essayist on the reading text, the companys distributors were his eyes and ears observe customer opinion and relaying vital market information to the corporate marketing department. Mustier Rats world(prenominal) Market In international markets, Mustier Rata used a combination of in-house owned operated distribution channels, as well as assure distributors.Malaysia The companys most significant international market, account for 70% of international revenue. 1 995, Mustier Rata established several House of Mustier Rata treatment centers, which resulted in doubling sales. Target Market natal Malay (properly target), Chinese (lasted catered), Middle market products. Philippines Demographics in Philippines market were relatively connatural with domestic product lines. Target Market Health and beauty products for teenage girls was one of the least crowded market segments.Next tone of voice in penetrating the Filipino market was to capitalize on the established third-party distribution channels used for the body tap and to introduce other product deep down the Putter line as well as Mustier Rats slimming Tea. The Middle East Mustier Rata had undetermined 14 House of Mustier Rata outlets in united Arab Emirates, Saudi Arabia, and Egypt. Target Market Brand with in developing natural products that adhered to the Moslem Hall standards -? products made with no animal voluptuous and that had never been tested on animals.Other Countries The another countries was Hong Kong and Holland (Mail order distribution channel) South Africa, Canada, Australia, China, Japan, Korea, Vietnam Taiwan, and Thailand (Investigating Market) successfully Navigating Through A Chaotic international Environment Mustier Rata had averted the misfortune in 1 998 that had befallen many of heir competitors through restrained investment of the proceeds of their PIP (much of which had not been used as originally planned), in general in short term deposits at foreign-owned banks.