Accounting, operations, purchasing, research and development, and finance which are

the internal environment of the company are generally consider by marketing

manager when designing marketing plans. The internal environment is created by how
these groups interact. Employees are an essential part of every business and have the
power to make it successful or unsuccessful. Motivation and training sessions are
essential for quality employees. And also, marketing skills of employees will be
encouraged through training and development. The marketing manager should select
the quality employees with good marketing skills throughout the training process or
recruiting process. The market intermediaries which are distributers, wholesalers and
retailers assists the company in distributing the product to the market. They are crucial
for every business because they carry out the product to the market. So, marketing
department should have the good relationship between these market intermediaries.

Customers core of every business, so the business tends to attract and retain
most of the customer to generate revenue. Therefore, marketing department need to
create a marketing strategy that attract potential customers and retain existing
customers by considering their needs and wants. Competitors of the business can
have direct impact on the business strategies. The marketing department should
understand the competitors’ marketing mix strategy and should analysis how
competitors react when the market environment change.

But the connections between marketing and other departments in Kayah yummy
restaurant are not strong enough to survive in this market conditions.

In this case, Kayah yummy restaurant can’t follow the trend and competition in
right time because of marketing activities of Kayah yummy restaurant is weaker than
competitors.

MSBP
Primary Research

Data gathered directly from sources is considered primary research. This indicates that
the researchers either performs the study independently or hires a data collection company to do
it for them. Conducting primary research which means avoid using pre-existing data samples and
instead go right to the source. Primary research is only done when it's necessary to look deeply
into a particular problem. For example, when a company needs to know their customers
satisfaction and perception of their brand, these kinds of information can be collected only from
primary research, it can’t be collected from existing data source because it’s a unique data for
company.

Channel and logestics

Kayah Yum Yum is using both direct and indirect channels for availability and convenience for
consumers. The direct channel works like Kayah Yum Yum restaurant to consumers, while the
indirect channel is used in producers to supermarkets like city marts, marketplaces and then to
the consumers. Kayah Yum Yum also uses inbound logistics, with a new product warehouse
located in the restaurant with appropriate temperature. The sausage production is based on
Yangon, and the transportation for supermarkets will be with appropriate temperature and
delivery with just in time system. Kayah Yum Yum also checks the information from retailers
and customers to make better joint logistics perspectives.

Research

Research is a detailed study linked to a particular concern and problem using scientific methods.
It is done to learn something new, gain knowledge, and improve problem-solving skills.
Researchers need to know about research mythology, research design, research process, and
sample size. Research mythology is the specific procedures to analyze the information about the
topic, the research design is the blueprint of the topic, the research process is the process of
collecting data, and the sample size is the number of people or groups of people to survey.”
Research is a systematic inquiry to describe, explain, predict, and control the observed
phenomenon. It involves inductive and deductive methods.” (Babbie, 2022)
           Secondary and primary data are two types of data collection methods. Secondary data is
already researched by other researchers and can be found in research papers, websites,
magazines, etc. Primary data is generated by researchers themselves through surveys,
information searches, interviews, etc. In doing research, researchers should search the secondary
data first and then the primary data.
Channel and logistics
For new product Kayah yummy is going to make both direct and indirect channel for availability
and convenience for consumers. Direct channel work like Kayah yummy restaurant to consumers. And
indirect channel is going to use in producer to supermarket like city mart, marketplace and then to the
consumers. Therefore, Kayah yummy restaurant is going to use inbound logistics. New product
warehouse is located in Kayah yummy restaurant and place with appropriate temperature. Kyah yummy
restaurant check the supply of every market they distribute and base on this information Kayah yummy
decide to produce more or not and profit or not. The sausage production is based on Yangon because
the freshness of sausages but spices are order for Kayah. And the transportation for supermarket will be
with appropriate temperature and delivery with just in time system and will always check the
information from retailers and customers to make better joint logistics perspective and flows of
information.

Market Description
The market of Kayah yummy restaurant’s new product is less competition in Yangon and
Mandalay. There are few competitors in Yangon and Mandalay. Almost 80% of people in motherland of
Myanmar love to teste Kayah sausages. Teenagers and middle age people are included in this 75%. As
the location of Kayah yummy restaurant Urban area of Yangon and Mandalay, approximately about 30%
of Myanmar people are live in Urban areas. Now people are want to eat fast cook, healthy and fresh
foods.

MSBP local business

The local business which named “Pyae Pharmacy” selling all kind of medicines. In that pharmacy store
the customers can get both English medicine, Myanmar medicine and they can also measure their blood
pressure for free. This pharmacy shop has been open 10 years in that area since 2014. At first, they have
no competitors in that market but last four years they faced with 2 competitors in that market. So, their
market power become downward. During covid Pyae Pharmacy face with supply shortage because of
high demand. But the covid situation is one of the advantages for pharmacy shops even they face with
supply shortage but the revenue is higher than past 10 years. Pyae pharmacy should make the business
continuity plan to overcome the expect situations and unexpected situation like covid. For more they
should make price control to compete with competitors and should develop the strong supply chain
network for supply shortage problem by learning from the past.
Role and responsibilities of project manager

Being a good project manager, he/she should have leadership skills, time management,
budget management, communication and dare to take risk. A project manager is responsible for
project plan which include timeline, resources needed and project goal. And also have
responsibility in managing the team and ensuring that the tasks are complete in time or not.
Moreover, a project manager should have good communication with stakeholders and manage
their expectation throughout the project. Another responsibility is that a project manager should
ensure that the project is meeting the required quality standard. Last but not least, a project
manager should provide the regular report about the project’s progress to stakeholder and team
members.

Suggestion

According to this two research, all Pyae pharmacy should change to survival one instead
of making profit during pandemic. As Pharmacy shops are one of the major participants of
Covid-19 situations, Pyae pharmacy should care more about general public instead of making
profits within these crisis situations. Pyae pharmacy should make knowledge sharing about the
diseases to the general public which help to gain much reputation about your company and Pyae
pharmacy should consider about how to gain love form their customers during the pandemic like
this, this will help much in post pandemic situation.

Research methodology

The main principle that will direct your research is a research methodology. It becomes
the overall strategy for researching your subject and chooses the research methodology you'll
employ. A research methodology is distinct from a research method because the method refers to
the instruments you use to collect your data. (Dawson, 2019)

There are two types of methods in research which are quantitative and qualitative
research. Numerous numbers are collected during quantitative research. Some such numerical
information is quantitative (e.g., wages, height). Quantitative research uses methodologies like
questionnaires, structured observations, and experiments. In qualitative research, non-numerical
data (such as blood types, personal info) are gathered and analyzed to better understand concepts,
beliefs, or experiences. It can be applied to get comprehensive understanding of a situation or to
develop new research concepts. In this research, researcher will going to use quantitative
method.

Research aim

 To understand what is happening in pharmacy industry.

 To study situation of pharmacy shops during the post covid situation.
 To survive in fast changing conditions.

Research objective

 To build the preparation strategies for unexpected situation in near future.

 To make decision effectively and efficiently in this kind of situation.

Evaluate the survival strategy and continuity plan for pharmacy shop by investigating

Fixed cost = 1800$(1 year)

Variable cost = 2$
Expected units’ sale = 2000 units
Variable cost (1 year) =2$*2000Units = 4000$
Total cost = Fixed cost+ Variable cost = 1800$+4000$ = 5800$
Per Unit = total cost/expected unit sale = 5800$/2000 = 2.9$ (cut)

Local business
Pyae Pharmacy is a local business that sells English and Myanmar medicine and has been
open for about 10 years since 2014. In the last four years, they have faced two competitors in the
market, leading to downward market power. During Covid, they face a supply shortage, but
revenue is higher than past 10 years. To overcome this, they need to make a business continuity
plan, focus on price control, and develop a strong supply chain network.
 Activity and resource planning
 Organizing and motivating the team
 Controlling time management
 Cost estimating and developing the budget
 Ensuring customer satisfaction
 Analyzing and managing the tasks
 Monitoring the progress
 Managing the necessary report and documents

The seven essential skills for project manager are; (Joubert, 2019)
1. Communication skill
2. Negotiation skill
3. Scheduling and time management
4. Leadership
5. Technical skill
6. Risk management
7. Critical thinking and problem solving