Chulalongkorn University Theses and Dissertations (Chula ETD)
Other Title (Parallel Title in Other Language of ETD)
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Year (A.D.)
2024
Document Type
Independent Study
First Advisor
Pathomwat Chantarasap
Faculty/College
Faculty of Economics (คณะเศรษฐศาสตร์)
Degree Name
Master of Arts
Degree Level
Master's Degree
Degree Discipline
Business and Managerial Economics
DOI
10.58837/CHULA.IS.2024.39
Abstract
The COVID-19 pandemic has significantly increased the demand for supplements, vitamins, and minerals as people seek to boost their immune systems and overall wellness. Among these, black garlic has gained popularity for its unique flavor and perceived health benefits. This research explores the feasibility of entering the Myanmar market with black garlic supplements through a strategic partnership with City Mart Holdings Limited (CMHL), Myanmar's largest retail conglomerate.The study aims to assess market demand, regulatory requirements, and CMHL's distribution network to develop an effective market entry strategy. Key objectives include evaluating consumer interest, understanding regulatory hurdles, and leveraging CMHL's extensive distribution network to reach target customers. The research will combine primary data from interviews with regulatory authorities and CMHL representatives with secondary data analysis.This research provides a detailed understanding of the market dynamics and strategic considerations for entering Myanmar's dietary supplement market, leveraging the unique advantages of black garlic and CMHL's market presence
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Nan, Saw Yoon Yu, "Market entry strategy for black garlic supplements in Myanmar through partnership with CMHL" (2024). Chulalongkorn University Theses and Dissertations (Chula ETD). 11374.
https://digital.car.chula.ac.th/chulaetd/11374