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Master Kong SWOT & PESTLE Analysis

ID : 521034453| Sep 2021| 21 pages

COMPANY PROFILE -Master Kong

Business Sector :Food & Beverage

Operating Geography :China, Asia, Global

About Master Kong :

Headquartered in Shanghai and Tianjin, China, Master Kong is a one-of-a-kind bar & restaurant which serves Asian street food. It is the largest instant noodle producer in China, and was established in 1991 by the Wei brothers from Changhua County, Taiwan. The restaurant specializes in the distribution and production of instant noodles, cakes, beverages and relevant supporting industries. In 1996, Master Kong was listed in Hong Kong Stock Exchange and is currently a constituent of MSCI China Index and the Hang Seng China 100 Index. The parent company of the firm is Ting Hsin International Group. In 2019, Master Kong's juice was ranked second, in juice market penetration according to Kantar. Based on sales volume, in 2020 according to AC Nielsen December 2020 data, the Group was the market leader in instant noodles and ready-to-drink teas. The industry holds the responsibility of food safety and quality guarantee by being a leading brand in the fast moving consumer goods industry.

Master Kong's Unique Selling Proposition or USP lies in it being one of the best-known brands among consumers in the PRC. The Group continues to strengthen its logistics and sales network in the PRC while focusing on food manufacture, sales and distribution business. Master Kong nurtures an ambition to become "The largest Group for Chinese Instant Food & Beverage in the World".

Master Kong Revenue :


RMB 67,618 million - FY ending 31st December 2020 (y-o-y growth 9.10%)
RMB 61,978 million - FY ending 31st June 2019

Competitive Analysis of Master Kong

SWOT
PESTLE
The SWOT analysis for Master Kong is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Highest market share in terms of sales volume and value of instant noodles
2. Strong financial performance and remarkable growth despite the pandemic
3. Diverse portfolio of product offerings which are in high demand
1. Some products faced criticism from consumers leading to stoppage of sale of the same
2. High costs of raw materials
3. The bottled water business is facing losses and has a shrinking market share
OpportunitiesThreats
1. Digitalization could help increase customer value creation
2. Beijing 2022 winter Olympics create opportunity for food sponsoring
3. The popularity of Bubble tea creates an opportunity to expand its tea segment
1. Increasing occupational health issues could affect business operations
2. Faces high competition from local players in Chinese market
3. China’s crackdown on food shows and food bloggers could affect marketing efforts
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Master Kong

Strength

1. Highest market share in terms of sales volume and value of instant noodles: Master Kong has achieved a robust growth rate in the Chinese market, with a 16.64% rise in revenue in 2020 for its instant noodle segment. It recorded a 43.7% market share in terms of sales volume and 46.3% market share in terms of sales value. It thus places the company in the first position for the same in the Chinese market. Also, in May 2019, Master Kong was named an instant noodle brand in terms of revenue and read-to-drink tea brand by Guinness World Records statistics. The brand also holds 81% market penetration in China, amounting to 900 million customers per year. This growth is a result of innovative product launches, usage of customer insights, and integration of digitization with the business.

2. Strong financial performance and remarkable growth despite the pandemic: Master Kong's operations were barely affected by the pandemic. The instant noodle market saw an all-time rise in sales as many people looked at instant noodles as a cost-effective alternative. In 2020, the total revenue recorded by the company was RMB 67,618 billion, which was a 9.10% rise from the previous year. The instant noodles segment accounted for a 16.64% revenue rise, and the gross profit margin was 29.30%. A digitized supply chain helped resume operations quickly after the end of nationwide lockdowns. E-commerce reached consumers rapidly. The beverage segment, which stood at 43.6% in 2019, experienced a 4.72% increase in revenue in 2020 despite the Chinese beverage industry's decline of 6.2% in sales volume. A focus on online retail stores helped achieve this rise in revenue.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Yili
  • Mengniu
  • Indofood Sukses Makmur ADR
  • Nissin Foods Holdings Co. Ltd.
  • Nasanta food & Drinks Ltd

Major Brands :

  • Fujian Tingjin Food Co., Ltd.
  • Tianjin Tingrong Enterprise Co., Ltd.
  • Harbin Tingjin Food Co., Ltd.
  • Chongqing Tingyi Food Co., Ltd.
  • Master Kong (Kunming) Beverage Co., Ltd
SWOT & PESTLE (combined)
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TABLE OF CONTENTS
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References used in Master Kong SWOT & PESTLE Analysis Report

1. Master Kong 2020 Annual Report - https://doc.irasia.com/listco/hk/tingyi/annual/ar245946-e_ar_20210416.pdf

2. Chinese food and beverage giant Master Kong sees shares post biggest intraday gain in a decade - https://www.globenewswire.com/news-release/2020/09/08/2090240/0/en/Chinese-food-and-beverage-giant-Master-Kong-sees-shares-post-biggest-intraday-gain-in-a-decade.html

3. PRESENTATION ON 2020 ANNUAL RESULTS - https://www.masterkong.com.cn/InvestorInformationen/announcement/2021/20210322/download/E0322_2020_Results_Announcement_20210322.pdf

4. China's Tingyi profit jumps, but says raw material costs a challenge - https://www.reuters.com/article/tingyi-results-idUSL4N1Y136X

5. The 4 worst instant noodles rated by Master Kong were forced to be taken off the shelves as soon as they went on the market. Netizens: I dare not praise - https://daydaynews.cc/en/food/373394.html

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2021). Master Kong SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/master-kong/ [Accessed 25 Sep, 2021].

In-text: (SWOT & PESTLE.com, 2021)

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Master Kong SWOT and PESTLE analysis has been conducted by Rakesh Shewale and reviewed by senior analysts from Barakaat Consulting.

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