The Kraft Heinz Company strive to be market leader in the market that
they are present. Nonetheless, in Czech Republic, the current condition indicates
that they only have one percent of the total market share combining retail and
foodservice. Thus, there is a need to change the marketing strategy to approach
the market. This research focuses on how the company can increase their
distribution by changing their approach in the market. Currently, the company is
using a distributor to distribute its products in Czech Republic, which is Maresi
Foodbroker. The researcher realize that this approach is not sustainable and there
are many flaws in this approach. Thus, there is an opportunity for the researcher to
research how the company should approach their marketing strategy to increase the
distribution of its product in the market. The result will be beneficial for the
company since they can optimize their operation, generate more sales, and gain
more market share. The research conducted using internal data, interviews, and
desk researches. Based on the research conducted there are several improvement
that should be made by the company and it is suggested to eliminate the
distributor in the long-term.

Creator(s)

• (34413005) FELIANA YUNITAWATI TANU R.

Contributor(s)

• Tessa Vanina Soetanto → Examination Committee 1

Publisher

Universitas Kristen Petra; 2017

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraudate Thesis No. 34010310/MAN/2017; Feliana Yunitawati Tanuraharjo (34413005)

Subject(s)

• MARKETING
• DISTRIBUTION

File(s)

• jiunkpe-is-s1-2017-34413005-38585-foodservice-cover.pdf
• jiunkpe-is-s1-2017-34413005-38585-foodservice-abstract_toc.pdf