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Section A Compulsory The Fly of Black Eagle into Myanmar Engine Oil Market  Kelvin Lin, a Myanmar origin but a citizen of Singapore, is wondering the openness of Myanmar market, which was previously very notorious about the backwardness and full of barriers in the foreign trade.
As a fresh graduate from the NUS and the son of a businessman, he decided to do a business with Myanmar. He is an enthusiast of automobile and he through that it might be good if he enters the marketing and distribution of a lubricant brand available in Malaysia where he has a close contact with the industry as he conducted an industrial analysis of Malaysian Lubricant industry.
He contacted with the company which is offering its products with the brand name, Black Eagle.
Lin started setting up this business in Myanmar since the beginning of and penetrated the market gradually. However, he felt that the market is tough and he needs a great deal of study and strategic planning.
Lubricants and engine oil are essential to the automobiles and machines. The buyers of these products are belonged to two markets; consumer and industrial buyer.
In the consumer market, major buyers are car owners who maintain their cars themselves or through the car servicing workshops. In Myanmar, motorcar ownership increased sharply in the last five years under the first newly elected civilian government led by the president, U Thein Sein.
The infrastructure development such as express highway, extension of airports, permits to operate telecommunication, etc. As a result of change in the environment, people are experiencing new daily lives such as heavy traffics, new shopping malls, international brands, new buildings, etc.
As the country is modernized, more demand for trucks will exist.
Similarly, buses and 3. Moreover, the car ownership is related to the population density and the two cities, namely Yangon and Mandalay are the largest cities with highest ownership of cars.
The private car owners are actually professionals and financially privileged people despite of increasing number of car owners as the car price dropped compared to earlier days prior to the present government.
There are many lubricant brands in Myanmar. It is not easy to set a foot in the market, because of the large crowd of brands. Lin has so far set up the distribution centre in Yangon and ran the campaign for the brand awareness.
The price for the 5 Liters canned pack is 12, Ks which is slightly below the market price of competitors. He is using the door-to-door delivery to the car workshops in Yangon and a main distributor appointed for the distribution outside Yangon. He used the media advertising and social media.
Auto magazine was chosen to insert the ad and discount coupon. The FaceBook is also used to post the marketing messages. Lim is committed to invest in his business and willing to invest to gain satisfactory market share in the market. He strongly believes that a systematic approach in marketing can lead to the success and he will never spare to put efforts in the applications of marketing concepts and techniques.Click here to view all open projects and internships.
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