The primary purpose of this study is to uncover the future FMCG industry trend in the Taiwanese market. After literature review, five aspects of industrial forces based on Porter¡¦s Five-Force Model are used as the framework of this study. Qualitative research method is used to generate insight understanding of FMCG industry phenomena and the meanings behind each one of them. Three consumer manufacturing companies are selected and interviewed with each of the firm¡¦s market-leading consumer goods that belong to different categories in the FMCG industry. Trends from each product category are found through the interviews; by comparing and contrasting the trends of each three investigated categories, the overall FMCG industry trend are uncovered. Moreover, suggestions and recommendations are presented at the last chapter of this study with particular focused attention on the managerial implication of the study.

A thesis submitted to the Faculty of Arts in fulfilment of the requirements for the Degree of Masters in Communication Science in the Department of Communication Science at the University of Zululand, South Africa, 2014. / Manufacturers, wholesalers and retailers of Fast Moving Consumer Goods (FMCG) have a social responsibility towards their consumer’s environment. Fast Moving Consumer Goods are consumed on a daily basis and their by-products are often discarded incorrectly, impacting negatively on the environment. However, many companies are beginning to take steps towards ensuring that their products are manufactured according to environmentally friendly conditions. The responsibility should not just be placed on labels, but consumers should be properly educated and guided on how to dispose of a product’s packaging such as bottles, cans and plastic bags. Producers, as well as retailers, of FMCG have an ethical responsibility towards their consumers. It has become fashionable and politically correct for FMCG companies all over the world to publicise themselves as “green companies.” However, the materials used in the packaging of these products are most often found thrown in streets and other open areas in the community. This research investigates the impact that FMCG have on the community’s green space and how companies and retailers can effectively communicate their green consumerism initiatives and demonstrate their CSR for both the environment and their consumers. This study revealed that 53.99% of the respondents do not recycle the unused packaging of goods. The primary reason was that recycling is inconvenient. The other conspicuous reason was lack of knowledge of recycling. Apart from that, they also mention that they do not have recycling bins in the community; they have not enough space in their yard and for the fact that they are not getting any incentives. This study focuses on how companies can assist in saving our planet by embracing the concept of green consumerism holistically. Further, the study exposes challenges faced by companies and social organisations with regard to green consumerism. It also tackles existing initiatives of entrenching green consumerism and the study goes on to offer suggestions and recommendations to effectively embrace green consumerism in a global society.

Inom logistiken finns det ett antal frågeställningar, där struktur är ett viktigt område. Strukturfrågorna berör bland annat distributionen, exempelvis om en färdig produkt ska lagras eller skickas direkt till kund samt hur själva transporten ska gå till. Distributionsstrukturen syftar till att överbrygga de gap som uppstår mellan producerande företag och konsumenterna av deras produkter. Distributionen är i vissa fall mer komplex än företaget i sig, där beslutsfattandet kan handla om vilka delar som ska outsourcas och vilka externa aktörer som ska samarbetas med. Val gällande distributionen kan vara avgörande för ett företags lönsamhet och konkurrensförmåga. Många författare hävdar dock att det inte finns någon generellt svar på hur en distributionsstruktur ska utformas utan det skiljer sig från situation till situation, exempelvis beroende på produkttyp. En produktgrupp där distributionen är av betydelse är FMCG-varor, då de bland annat kännetecknas av en stor geografisk spridning, hög lageromsättningshastighet och frekventa inköp.

No / Purpose ¿ This paper sets out to discuss the development of an e-business strategy by a UK soft drinks company. It is based within the Fast Moving Consumer Goods (FMCG) sector (also known as Consumer Packaged Goods), which is characterised by powerful retailers, tier-1 suppliers of industrial end-products and ingredient/raw material producers further upstream. The paper aims to examine the tensions created at tier-1 level relating to the adoption of e-business solutions for B2B activities. Design/methodology/approach ¿ The paper draws on the literature to describe the technological options for achieving e-commerce, focusing particularly on Electronic Data Interchange (EDI) and internet-mediated e-commerce. It then explores the current uptake of e-commerce, and the drivers and barriers that relate to its adoption. The theoretical issues identified are explored empirically using data gathered from a case study of Princes Soft Drinks. A detailed survey of organisations within its supply base was conducted in order to inform the development of its future e-business strategy. Findings ¿ The results of the survey indicate a lack of enthusiasm among Princes' supply chain members for the adoption of e-commerce generally and for internet-mediated e-commerce solutions in particular. Research limitations/implications ¿ The empirical survey is limited to the UK soft drinks sector and allows for the development of descriptive findings. These findings, discussed within the theoretical context of the paper, have potentially wider implications for the FMCG sector as a whole. Practical implications ¿ The work has significant implications for the development of Princes' e-business strategy, and ¿ by extrapolation ¿ for other companies operating in similar commercial environments. Originality/value ¿ The paper reports original empirical research in the commercially important FMCG sector. Its value stems in part from the examination of the supply chain tensions created at tier-1¿ between powerful e-committed retailers and e-reluctant industrial suppliers.

An organization must manage its resource consumption and material flows in order to satisfy the demand of its products as efficiently as possible. Managing of the aforementioned requires a balance between the organizations resources (such as the capability of distribution and production) and the market demand. According to Gardner (1990), an estimation of future demand is a necessity for maintaining the balance. An instrument that is used frequently to estimate future demand is demand forecasting. The demand forecasting practice has been thoroughly studied and a plethora of academic contributions exist on the topic. However, a best practice demand forecasting method does not exist for every kind of product. The purpose of this paper is to identify which time series forecasting method that will result in the lowest error rate on fast moving consumer goods. The methods are based on sales data of 18 articles from the company Coca-Cola Enterprises Sverige AB which predominantly sells soft drinks. The majority of the theoretical framework is time series models presented by the authors Stig-Arne Mattsson, Patrik Jonsson and Steven Nahmias. The paper identifies Exponential smoothing with individual input variables as the forecasting method with the lowest error rate. The method gave the lowest possible error rate on over 55 percent of the articles. In addition, the combined error rate of the articles using Exponential smoothing with individual input variables gave the lowest overall error.

Research report presented to SBL, Unisa, Midrand. / The subject on the role of branding in delivering financial growth has been a debate for most marketers and financial managers. This is because the marketing subject by its nature is intangible and therefore difficult to measure. This misunderstanding has resulted in many authors calling for marketing to be accountable and focus on marketing investments that will deliver long term value for the shareholders. This study explores the role of branding in the South African FMCG industry and three main areas are explored namely whether marketing strategies are focused on increasing sales or future business growth. The second area is whether the inclusion of brand equity measures as part of the financial company reports, will give them the focus that they deserve. Thirdly it explores whether there is a link between brand building initiatives and financial measures. A qualitative research method was used as it gave the researcher an in depth understanding of the role of brand management within the FMCG industry and its impact on financial measures. A total of fifteen employees were interviewed using semi-structured interviews. The findings indicate that companies still focus on measures that drive short term gains instead of long term growth and that brand building activities are compromised by brand harming activities such as regular price cutting. Future research to evaluate the impact of marketing activities that drive short term sales on brand equity and subsequently shareholder value is recommended.

Thesis (MBA (Business Management))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: The aim of this study was to investigate CRM application in South Africa with specific reference to the FMCG industry in this country. The research started off with a literature review of CRM with reference to its failures and successes as well as the advantages and disadvantages of the system, furthermore the requirements for a successful CRM system were investigated. Interviews were also held with industry experts to gain insights into CRM application in South Africa. The study found that, although the FMCG industry in South Africa is based on the B2B route to market and not on the B2C route to market, CRM still has the potential to add value to the organisation. In addition, the failures of CRM are not industry-specific but common across industries. There are a vast number of reasons for the failure of CRM, ranging from CRM’s exclusion from the company strategy to a lack of change management and a lack of end-user involvement in the implementation of the system and process. Although it would seem that CRM fails more than it succeeds it is not due to the system itself but to human nature and reluctance to change. The research clearly illustrates that CRM fails as a result of human decisions and the disadvantages posed by the system. It is clear that CRM starts with the organisation’s strategy. If CRM complies or fits in with the strategy of the company it will succeed. What’s more, CRM has to be driven from top management down. Lastly, CRM will work for the FMCG industry of South Africa and will add value to any organisation dealing with customers. However, this will only be realised if the organisation follows a customer-centric approach and if CRM is not seen as an IT project but rather as part of the organisational culture. / AFRIKAANSE OPSOMMING: Die doel van hierdie studie is om die toepassing van CRM (kliënteverhoudings-bestuur – customer relationship management) in Suid-Afrika te ondersoek met spesifieke verwysing na die bedryf vir vlot verkoopbare verbruikersgoedere (FMCG – fast-moving consumer goods) in dié land. Die navorsing het met ’n literatuuroorsig van CRM begin met verwysing na die mislukkings, suksesse en die voor- en nadele van die stelsel. Die vereistes vir ’n suksesvolle CRM-stelsel is ook ondersoek. Daarby is onderhoude met kundiges in die bedryf gevoer om insig in die toepassing van CRM in Suid-Afrika te verkry. Die studie het bevind dat hoewel die FMCG-bedryf in Suid-Afrika op die B2B roete na mark en nie op die B2C roete na mark gegrond is nie, het CRM steeds die potensiaal om waarde tot die organisasie toe te voeg. Daarby is die gebreke van CRM nie bedryfspesifiek nie maar kom dit algemeen by alle bedryfsrigtings voor. Die talle redes vir die mislukkig van CRM wissel van die uitsluiting van CRM van die maatskappy se strategie tot by ’n gebrek aan veranderingsbestuur en ’n gebrek aan eindgebruiker-betrokkenheid in die implementering van die stelsel en die proses. Hoewel dit voorkom of CRM meer misluk as wat dit slaag, is dit nie die gevolg van die stelsel self nie maar van die menslike aard en onwilligheid om te verander. Die navorsing toon duidelik aan dat CRM as gevolg van menslike besluite en die nadele van die stelsel misluk. Dit is duidelik dat CRM by die organisasie se strategie begin. Indien CRM aan die maatskappystrategie voldoen of daarby inpas, sal dit slaag. Daarby moet CRM deur topbestuur van bo af gedryf word. Laastens sal CRM vir die FMCG-bedryf in Suid-Afrika werk en waarde tot enige organisasie toevoeg wat met kliënte werk. Dit sal egter net realiseer indien die organisasie ’n kliëntgesentreerde benadering volg en indien CRM nie as ’n IT-projek nie maar as deel van die organisasie se kultuur gesien word.

Research report presented to SBL, Unisa, Midrand. / The subject on the role of branding in delivering financial growth has been a debate for most marketers and financial managers. This is because the marketing subject by its nature is intangible and therefore difficult to measure. This misunderstanding has resulted in many authors calling for marketing to be accountable and focus on marketing investments that will deliver long term value for the shareholders. This study explores the role of branding in the South African FMCG industry and three main areas are explored namely whether marketing strategies are focused on increasing sales or future business growth. The second area is whether the inclusion of brand equity measures as part of the financial company reports, will give them the focus that they deserve. Thirdly it explores whether there is a link between brand building initiatives and financial measures. A qualitative research method was used as it gave the researcher an in depth understanding of the role of brand management within the FMCG industry and its impact on financial measures. A total of fifteen employees were interviewed using semi-structured interviews. The findings indicate that companies still focus on measures that drive short term gains instead of long term growth and that brand building activities are compromised by brand harming activities such as regular price cutting. Future research to evaluate the impact of marketing activities that drive short term sales on brand equity and subsequently shareholder value is recommended.

This research study investigated the influence of maintaining a partnership form of relationship between a Fast Moving Consumer Goods (FMCG) multinational company and its core suppliers, on their abilities to achieve supply chain agility. It took place within the Middle East region, where the in-depth case study used for data collection was Unilever (North Africa Middle East). The research also focused on the role played by information technology within Unilever’s (North Africa Middle East) partnership with its core suppliers and the achievement of a high level of agility within their supply chain. In addition to these two main aims, the research also focused on exploring the required attributes of supply chain agility within FMCG industry and also to explore the attributes of buyer-supplier partnership required to help the companies working within this type of industry to achieve agility within their supply chain. To achieve the aims and objectives of this research, this study used qualitative methods for collecting rich and valuable data. Several data collection methods under the umbrella of the in-depth case study approach were used. The methodological approach used by the research was the Grounded Theory approach (Strauss and Corbin, 1990-1998). Data was collected from the case study managerial level in Unilever’s (North Africa Middle East) main clusters within the Middle East in three different rounds, using semi-structured interviews. Data was also collected from five core suppliers for Unilever (North Africa Middle East). The research also used other data collection means, such as documents collected during the researcher’s visits to the case studies and observation. Data was analysed using the steps and procedures of the Grounded Theory approach (Strauss and Corbin, 1990-1998). Data analysis took place in three interrelated iterative steps: open coding process, axial coding process followed by the selective coding process, leading to the generated theory of the research. The findings of the study, as presented in the research’s generated theory, showed that the partnership, with its attributes explored during the research, between Unilever (North Africa Middle East) and its core suppliers can be considered as the starting driver helping the companies working within this type of industry to achieve a higher level of supply chain agility, through the attributes explored during the research. The generated theory also showed that the role played by information technology can be considered as the catalyst in this equation. It played the role of channelling the relationship between the two concepts: buyer-supplier partnership and supply chain agility. Information technology can be considered as the catalyst because the evidence indicates that without it the relationship between Unilever (North Africa Middle East) supplier partnership and supply chain agility would struggle to be achieved. In more detailed, 43 open codes had been derived from the first analysis coding process, and which were derived under the main pre-determined themes: FMCGs industry-based features, Buyer-supplier relationships, Information sharing and information technology, and Agility. These 43 open codes provided the basis for stages 2 and 3 of the analysis. In the axial coding process (the second data analysis), the axial sub categories and the axial categories were determined and the axial paradigm model was used in the analysis. In the final coding process: the selective analysis, the core category of the research was determined to be ‘Partnership existence with core suppliers’. The relationship of this core category with the other elements in the paradigm model namely: casual conditions, context, intervening conditions, action/interactional strategies, and consequences. The research has its own Theoretical, Methodological, and Managerial contributions. Among these contributions is that it can be considered a novel research, using a grounded theory approach to generate a theory, showing the relationship between buyer-supplier partnership and supply chain agility in this dimensional manner.

Some firms focus on few products with broad appeal, whereas others leverage variety as an important part of their offering. This study investigates the conditions under which each of these product line length strategies is optimal in the fast-moving consumer goods industry. It does so by focusing on the relationship between product line length strategy and firm top-line performance, in the light of a discrete framework derived from the strategic fit paradigm and the strategic triangle. Results show that customer factors (i.e., variety per household and value per purchase) and competitor factors (i.e., concentration and proliferation) drive the strategic fit of a firm's product line length strategy to the market in which it competes, so that firms deploying market-fitting strategies face higher odds of market share growth than firms deploying contrarian strategies. Firms with certain company factors (i.e., innovativeness and brand equity), however, face higher odds of market share growth by challenging the market fit and deploying contrarian strategies than by deploying market-fitting strategies. This study offers a stepping stone towards addressing product line length strategy as a discrete choice on product line positioning, an innovative approach with potential to generate concrete business impact.