Business plan for orion xylitol

List of Charts: Figure 1: Numbers of supermarket in 2010 – Source ACN Page 8 Figure 1.a: Numbers of shop in Traditional Trade – Source ACN Page 8 Figure 2.1.a: Product Clarification M

TRƯỜNG ĐẠI HỌC MỞ TP HCM UNIVERSITEÙ LIBRE DE BRUXELLES

MBMM5

NGUYEN DUC DUNG

BUSINESS PLAN FOR ORION XYLITOL

MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Dr Le Thanh Long

Ho Chi Minh City

(2012)

DECLARATION

I hereby declare what I have written on “Business plan for Orion Chewing-gum” project which has never been published in any program or any course from previous courses I have myself obtained from MBMM5 program, especially getting from tutor’s advice and discussion with my colleagues

I undertake that this is the project of my own All of figures and results which are mentioned in this project are righteous

Ho Chi Minh City, January 2, 2012

Nguyễn Đức Dũng

ACKNOWLEDGEMENT

In a short time it’s extremely difficult to make a full perfect final project without all of people supports and helps How I could express all of my sincerely thanks to them with some words but I always wish them with a best successful in their life and works

Firstly, I am grateful from the bottom heart to thank Mr Le Thanh Long was the valuable support and help throughout the process of essays

Secondly, I would like to thank many of my colleagues in Orion, especially Mrs Quynh Oanh, Mr Thanh Dong (MKT team) and Mrs Thai Bao (Production team) and others in different companies who help me fulfill my tasks

Thirdly, I am indebted to all of professors and supporters in Solvay Brussels School and Ho Chi Minh City Open University

Last but not least I would like to thank my friends especially those who work together at MBMM5 course

TABLE OF CONTENTS

Declaration i

Tutor’s Comments ii

Company Comments iii

Acknowledgement iv

Table of Contents v

Abbreviation vi

List of charts and tables vii

EXECUTIVE SUMMARY 1

INTRODUCTION 2

1 Introduction 2

2 Objectives of the study 2

3 Scope of work 3

4 Final project structure 3

ORION CORPORATION COMPANY 4

1 History 4

2 Mission statement 4

3 Vision statement 4

4 Company structure 5

5 Operation objectives for the year of 2013 5

MARKET ANALYSIS 7

1 Vietnam retail industry market 7

2 General information of Chewing-gum market 9

2.1 Introduction 9

2.2 Market demand 12

2.3 Competitor analysis 14

2.4 Consumer behavior 17

BUSINESS PLAN FOR ORION XYLITOL 20

1 Orion’s SWOT analysis 20

2 Orion Business Plan 20

2.1 Sales Plan 20

2.2 Personnel Plan 22

2.3 Marketing Strategy 23

2.3.1 Product 23

2.3.2 Pack 25

2.3.3 Positioning 27

2.3.4 Price 28

2.3.5 Promotion & Advertisement 29

2.3.6 Place 32

2.4 Financial Plan 33

2.4.1 Start-up funding 33

2.4.2 Break-event analysis 34

2.4.3 Projected Profit & Loss 35

2.4.4 Projected Cash Flow 36

2.5 Risk management 37

CONCLUSION AND RECOMMENDATION 39

1 Conclusion 39

2 Recommendation 40

REFERENCES 41

APPENDIX 42

ABBREVIATION

- BTL: Below the line

- ATL: Above the line

- GT: General Trade

- MT: Modern Trade

- POSM: Point of Sales Material

- POP: Point of Purchase

- KA: Key Account

- HR Director: Human Resource Director

- Assistant T.Nies Manager: Assistant Toonies Manager

- NPs: Net Profit/Sales

LIST OF CHARTS AND TABLES

1 List of Charts:

Figure 1: Numbers of supermarket in 2010 – Source ACN Page 8

Figure 1.a: Numbers of shop in Traditional Trade – Source ACN Page 8

Figure 2.1.a: Product Clarification Map – Source Orion Internal Page 10

Figure 2.1.b: General volume & value share – Total 6 cities – Gum category –

Source ACN

Page 10

Figure 2.1.d: The estimated value & volume growth – Total 6 cities – Gum

category – Source ACN

Page 11

Figure 2.1.e: Unit price of Top items contributing category value and existing

over last 13 periods in 6 cities – Source ACN

Page 12

Figure 2.2.a: The most factors consumers concern – Source ACN Page 13

Figure 2.2.b: Chewing-gum functional benefits – Source ACN Page 14

Figure 2.3: Market Share in Chew-gum market – Source ACN Page 15

Figure 2.4.a: VN Population – Source U.S Central Bureau, International

Database

Page 17

Figure 2.4.b: Consumer behavior – Source ACN – 2010 Page 18

Figure 2.4.c: VN Workforce Income – Source U.S Central Bureau,

International Database

Page 18

Figure 2.4.d: Promotion trend in Vietnam – Source ACN Page 19

Figure 2.4.e: Regional Differentiation Behavior – Source ACN Page 19

Figure 2.4.f: Vietnamese perception rating – Source ACN Page 19

Figure 2.3.1: Primary Research – Overview “Like” product rating Page 24

2 Lists of table

Table 1: “Green” campaign launch in the market in 2011 – Source ACN Page 9

EXECUTIVE SUMMARY

This project aims to help building a business plan of XYLITOL on Vietnam market in 2013 Orion made success with XYLITOL in Korea and China, and now plans to launch it to Vietnam, to a rapidly developing confectionery market XYLITOL is sugarless gum, and its target consumers are office staffs – the favorite age range of numerous giants It has to find

a special and extraordinary way, to make it really special and differentiated on the market Winning the market, therefore, is set the objective of the launching project

To this objective, many researches being conducted to understand the acceptance of consumers to XYLITOL, the target consumers’ perceptions & habits Following the analysis of these areas, critical issues have been indentified and eventually recommendations have been made as a result of the findings Particularly, the following major steps have been carried out

Firstly, a general picture of the market potential and consumers’ behavior in consuming gum: the way they think and the process they use to make decision, which factors are really the most important in their consideration

Secondly, the researchers proceeded to find the evaluation on product quality – since all marketing success begins from product base The evaluation here comes from not only the consumers, but also from shop owners who are the “ambassadors” of the brand all over the country

Thirdly, based on these above factors, they have an overview of a business plan in 3 years investment with sales forecast, profits & lost…

Based on the knowledge and belief that unique value creates unique positioning, the researchers tried to find out which values are most meaningful to target consumers, then recommended the strategy & action plan to create that unique value & bring it to consumers

in the most comprehensive way

INTRODUCTION

1 Introduction

“Good for health” is recently phenomenon in the consumer behaviors trend, especially in foods segment Capturing from this chance, there are many companies won the market when attaching “Good for health with natural ingredients” like Tan Hiep Phat with “Doctor Thanh” drinking water, Unilever with “Sunlight washing dish is good for skincare”, … In chewing-gum segment, there was only Lotte launched XYLITOL – sugarless segment but they haven’t owned enough to whole gum segment when Wrigley (Extra) also jumped into later However, both of them just won 8.6% market share of Lotte & Extra with 6.6% market share while sugar segment is always dominants now From this opportunity, if Orion gets the right strategy, the overview market as well as the enough investment, a business plan will be built accordingly and then Orion will win over the segment with “Provide nutrition for teeth” tagline

2 Objectives of the study

Orion XYLITOL is a successful gum brand of Orion Corporation in Korea and China With the emerging population and economic growth, Vietnam is a promising market for the brands targeting in kids and youths However, the market conditions, such as logistics system and environment are not as developed as in Korea and China The consumers’ insight is not the same, while the Vietnam gum market is highly competitive, with the participation of many big global players

Adopting and developing XYLITOL gum for Vietnamese market to getting the big achievement as expected, therefore, is a very challenging task: the direction and the method must be new and really special

This project aims:

- To reach 3% value shares in the first year

- To mark a milestone the candy category at Orion Vietnam company

3 Scope of work:

To approach and to convince the Orion board members buy concept “XYLITOL brand – Provide nutrition for teeth” to launch out the market, this project will be explored information from

Primary data research – the method will be inducted by Focus group The sample size is 20 people The test is totally focused on target of Men & Women in office staff in HCM & HN city and from that is taken out the key factors in Orion XYLITON (Imported product), Lotte XYLITOL and Extra Wrighley’s to see perception in target consumer like best which product and Orion XYLITOL could get the winning chance in Vietnam market or not when applying formulation in localization

Secondary data research – the sources are taken from Research agency, website as well as consulting from internal Orion members

4 Final project structure:

Chapter 1: Introduction:

The problem statement is presented to express the target why this business plans to be prepared

Chapter 2: Orion Corporation Company:

This chapter briefs shortly about Orion Company

Chapter 3: Market Analysis

This chapter draws overview market in chewing-gum segment to take the chance and the reason why Orion has to jump into this segment

Chapter 4: Business Plan for Orion’s gum

This chapter brief shortly about Orion

Chapter 5: Conclusion and Recommendation

This chapter is to summarize of the key findings and give some recommendations

ORION CORPORATION COMPANY

1 History:

In 1956, Orion was established in Korea From a confectionary company, Orion had matured into a diversified business conglomerates in the entertainment industry, film, media, foreign investment, food area Orion Corporation is a leading manufacturer in Korea with many familiar products such as: "Chocopie", "Custas", "Goute", "O'star", "Toonies" that are acquaintance with worldwide customers’ favorite

In Vietnam, Orion dreams to bring their experiences with the same taste victory to Vietnamese consumers With highly qualified products, all consumers could enjoy a cheerful life and successful careers flourish together in Orion

At the end of 2005, total sales revenue of the Orion group had achieved 1.700 billion won Compared to the early establishment, the company's revenue has grown far more than nearly 1,000 times Despite facing many difficulties, trust and pride of Orion has increased over the last 50 years The history has been proving that the success and the dream are done

by their spirit of Orion Orion products accounted for 40% confectionery market share cake and held the position of one of the foreign confectionery business investment in Vietnam The corporation's strategy is to develop manufacturing in Vietnam where has been setting the main production plant of Orion on global cake market

In the future, Vietnam will become a developed country in Asia, the production of Orion strategy of Vietnam is 50% of exports and 50% of domestic consumption

The meaning of three key words in vision statement

- Taste: bringing Korea original and delicious taste

- Happiness: enjoying and sharing the happy and best momentum

- Innovation: getting new innovation to discover life with sweeties

4 Company structure:

The advantage of this structure is to go thought all of the horizontal management in each level Especially, in the sales field, they could deeply manage the realities market when dividing market into 4 areas: North, South, Central and Modern Trade In each area, there is one Korean manager who is responsible for the whole team and their market

5 Operation objectives for the year of 2013:

- Re-enforcing positioning leader of Pie

- Taking back Snack leader category in fresh Potato chip from PEPSI Company

- Continuously diversifying & building Biscuit to compete directly with other local (Kinh Do, Hai Ha) and foreign (Lotte…) competitors to win the second place in total Biscuit category

- Launching successfully new Orion XYLITOL product with Top 2 rank in XYLITOL segment in Gum category to meet demand consumers and company mission

MARKET ANALYSIS

1 Vietnam retail industry market

After four years joining into the World Trade Organization (WTO), Vietnam's retail market has shifted toward more integrated deeper and faster into the international market and the commitments world scheduled to officially join the WTO Vietnam's market is constantly evolving

The retail market is continuously developing at high speed from 20% to 25% size, total retail sales of goods and services reaching from 750,000 to 800,000 billion years 2006-

2008, over a million trillion years 2010 In 2011 despite the economic is slightly down with higher consumer prices that is affected to reduced purchasing power According to statistics, the goods and service sector has contributed about 15% of GDP, retail sales by 60-70% of GDP, contributing to economic growth in recent years

According to the latest report on development indicators of global retail business (GRDI) of consultants, AT Kearney (USA), Vietnam has significantly dropped in rankings in 2011 placed position of 23th relegation in 30 emerging economies surveyed ATKearney identified while consumer confidence is high, weaknesses in infrastructure and the cost of rent is too high poor distribution infrastructure and expensive retail space remain barriers to entry by foreign retailers in Vietnam Besides the traditional distribution channel is the dominant role and the new retail models began to appear increasingly strengthens its position in the market Vietnam is still attractive, with an expected market size of $113

billion by 2012 and a growing population of 88.9 million (Source AT Kearney)

In 2007-2008, having only 200-250 supermarkets, shopping centers, to the end of 2010 there were nearly 620 supermarkets, trade centers Wholesale & retailer market systems were built The country now has 8.500 - 9.000 markets of all kinds of modern business methods developed rapidly with 20% to 23% of goods flow by this method, in which many large retailers such as Saigon Coop, Nguyen Kim, Nhat Nam Joint Stock Company, Phu Thai Corporation

The quality of retail goods is difficult to control, production of sanitary ware industry, food safety, fake, poor quality goods still in circulation, consumers are not assured Therefore, many companies took this opportunity to step in the market with new technologies or new campaign to approach more consumers like Coop-mart supermarket changing consumer’s

Figure: 1.a: Numbers of shop in Traditional Trade compared 2009 with 2008 –

Source ACN Figure 1: Numbers of supermarket in 2010 – Source ACN

habit in using recycle nylon bags or Coca-cola launched a recycle drink- water bottles after

using (Table 1: “Green” campaign launch in the market in 2011 – Source ACN)

Table 1: “Green” campaign launch in the market in 2011 – Source CAN

2 General information of Chewing-gum market

2.1 Introduction

The candy industry has many different kinds of candy to satisfy diversified consumers’ needs and ages The chewing gum industry is also used the same formula by providing fruit, mints and coffee chewing gum It’s quite large and difficult to choose one product to meet with consumer’s requirement If looking at the gum market, there are classified into 4

criteria: brand, package, needs, and flavor (see figure 2.1.a: Product Clarification Map –

Source Orion Internal) However, these products deliver only refreshing or avoiding sleepy

while the most concern of consumers’ perception is worry on the effected of chewing caused tooth decay or obesity that all of them couldn’t meet, hence Lotte and Wrigley launched out the market with included XYLITOL ingredient - sugar free new trend line that meet with all of consumers’ expectation

XYLITOL is a sugar alcohol sweetener used as a naturally occurring sugar substitute It is found in the fibers of many fruits and vegetables, and can be extracted from various berries, oats, and mushrooms, as well as fibrous material such as corn husks and sugar cane bagasse and birch Xylitol is roughly as sweet as sucrose with only two-thirds the food energy

(Source Wikipedia)

At the moment, most consumer do not spontaneously get the right benefit of XYLITOL yet: XYLITOL still has positive associations and perceived benefits with “new”, “powerful”,

“effective”, “pharmaceutical” (positive) and “generally better for teeth and health”

In Figure 2.1.b, the potential of Sugar free segment is quite big when the trend line of good for health is increasingly while volume share in 6 key cities just gotten 8.8 in total gum category

Cool Air is now gaining significantly in the market together with Double Mint dominating the Sugar which are still top at consumer spontaneous awareness in Gum category with SUGAR segment while XYLITOL gum brands are now increasingly getting popular - the

Sugar Free is gaining across time – Extra & Lotte Xylitol (Figure 2.1.c: Value Share in

Total 6 cities of Gum segment – Source ACN)

Figure 2.1.b: Volume & Value Share-Total 6 cities – Gum category – Source ACN

Figure 2.1.a: Product clarification map – Source Orion Internal

Following to ACN research estimated about the growth line of the value and volume sales

of total 6 key cities increases significant The Gum category grows across cities and HCMC

is still the key chunk of the market with the leading growth rate

That is the potential Gum market, what is currently happening in the market when the 2011 inflation didn’t like forecast The two major driving force for this process is the rise in food prices and fuel prices due to unfavorable weather is the main cause of the lack of food supply and thereby the strong price increases In addition, other factors also affect negatively the stability of food prices such as natural disasters in Japan, the political instability in many countries, increased oil prices and unstable situation elongation of the financial system It also identified two areas most strongly affected by inflation and fuel

Figure 2.1.d: The estimated value, volume growth of Gum market – Source ACN

2.1.c: Value Share - Total 6 cities of Gum segment – Source ACN

prices for agricultural products will be in Africa and Southeast Asia, especially Vietnam country

Moreover, the problems of the economy in countries such as input prices rise, high interest rates are also reasons for agricultural shrunk Since then, declined food supply and put pressure on this category Hence, rice prices have increased 20-30%, 10-20% of pork increased, prices of some other food products increased 10-20%, even, Gum category

growth despite (Figure 2.1.1: Unit price of Top items contributing category value and

existing over last 13 periods in 6 cities – Source ACN)

2.2 Market demand:

To Vietnamese consumers, the core benefits they look for from chewing gum today are relatively basic: refreshing feelings, removes bad odor/freshens breath for social confidence purposes Oral care benefits of chewing gum (such as teeth whitening, preventing tooth decay) are not yet the most important benefits that consumers expect from chewing gum There is still relatively low level of demand for these Nevertheless, the increased consumers’ awareness about these benefits predicts a possible future shift in what they would need from chewing gum

However, the confusion of consumers between XYLITOL as a brand name with Lotte and Extra as different variants provide opportunities for new brand Most people think that

Figure 2.1.e: Unit price of Top items contributing category value and existing over last 13

periods in 6 cities – Source ACN

Lotte and Extra are under the same brand name XYLITOL More consumers link XYLITOL with LOTTE rather than Extra (Extra XYLITOL is another product variant which is focusing more on fruit flavors)

The challenge is still on Orion to differentiate itself from being considered “another variant” while still inheriting XYLITOL It is quite certain that labeling and packaging would play a crucial role in this “impulse” category A big and impactful XYLITOL word on label combine with a “credible” and “differentiating” Orion background & sub-label would be important

In the recent research of ACN (Figure 2.2.a: the most factors consumers concern), the most

of interviewees confirmed those factors they consider in their life that are “Health” and

“Price” in their top of minds Therefore, if Orion could take this chance and cover these 2 factors to launch out the product to attack into consumer insight Increasingly, Vietnamese consumers demonstrate a preference for “low-priced, individually packed” confectionery items This has resulted in “smaller and neater” product presentations that can be consumed

as a quick snack Vietnamese consumers also prefer softer and less sweet products to hard, sugary items The following product profiles (utilizing Vietnamese retail sales data) reflect these trends

However, these two factors are really risky if not Orion could utilize skillful and harmonious in the communications that could be the worst case when down brand image and cause to consumers more concerns on quality If they look through their competitors’ activities & communication, they could recognize that all of them just owned one of them

Figure 2.2.a: the most factors consumers concern – Source ACN

Key drivers for using current XYLITOL: its position was combination of basic drivers plus

a more pharmaceutical/treating benefit This is a general direction for a new brand of XYLITOL

Therefore, this is the huge potential if Orion XYLITOL catch the big chance if combination basic drivers plus added factor that is recommended by dentist This mean if Orion XYLITOL is to enter into the market now, with the proposition of providing oral care benefits, Orion will need to invest a lot in educating the consumers of these benefits If consumers are not fully educated and informed, the benefits claimed would not be credible Orion new brand has to utilize this opportunity by leveraging XYLITOL and connecting it with Orion

2.3 Competitor analysis:

The market share research of AC Nielsen’ 2009 showed that at that moment there were many companies to invest into gum segment but the 3 dominant leader companies are: Lotte (value share: 10,3), Wrigley (value share: 81) and Perfetti (value share: 8.3) in the market That is the total overview pictures of sugar market but sugarless segment, there are just 2

companies exploited with Lotte XYLITOL & Extra (Figure 2.3: Market share in Gum –

Source ACN)

Figure 2.2.b: Chewing-gum functional benefits – Source ACN

When Lotte & Extra tried to deliver the key XYLITOL communication with target

consumers who are differentiated level:

Competitor packaging:

Figure 2.3: Market share in chew-gum – Source ACN

Source Internet

Some advantages and disadvantages that taken from:

Consumer have positive thinking about XYLITOL,

especially about pharmaceutical Consumers not yet get the right benefit of Xylitol

Catch eyes of consumers because it’s bright,

glossy, well contrasted and big Xylitol word.

The confusion of consumers between Xylitol as a brand name with Lotte as a different variant

Have medium mint, less sweet than Wrighley’s

ATL & BTL activities Distribution:

Aggressive in the first launch year

Bill-board in the following year to remind consumer Weak in GT channel

Corporated with Finnish Dental Association (Hiệp Hội

Nha Khoa Phần Lan

Product:

Imported from Korea

High brand awarness in Sugar segment with Double

mint

So sweet in taste Elasticity is not smooth Gumbase turn “powder” after a long time tasting

Good network in both channel: GT & MT "Sugar free" is quite small in bottle while "Extra"

big and dominant in the first look

Corporated with FDI (Federation Dentist International)

2.4 Consumer behavior

The young population account for 56% under 34 years old that means an increase in

purchasing power as well as joining more the workforce (Figure 2.4.a: Vietnam population

– Source U.S Central Bureau, International Database) Therefore, customers that Orion

XYLITOL focuses on male & female have to work from age 25 - 35 With this age group accounted for about 17% of the total population This is the potential segment with a large consumers and the main income of the family

This is the number statistics from government’s research when divided population level

based on the income and property

Figure 2.4.a: Vietnam population – Source U.S Central Bureau, International Database

The figure 2.4.c is to re-confirm the right focus on the target segment of young working, stable income adults, men and women (more important) While both are heavy users, women are making more actual purchase than men

Regardless of this segment, there are a lot of factors that they concern, especially in health sector

Firstly, effecting from the last two year of 2009 & 2011, Vietnamese consumers was starting changed their behaviors in shopping Promotion seems that the most factor to consider in buying daily Continuing to 2011’s inflation, consumers increased more saving budget from salaries with the strategies spending in daily They reduced in shopping and found the ways to save cost like buying products at the shop in near house, replacing foreign brand to local brand with same benefits, consideration and comparison on prize between

each shops and preferred more promotion (Figure 2.4.d: Promotion trend in Vietnam –

Secondly, consumer’s perception is also differentiated about international goods and domestic goods in each category With clothes, electronics, they preferred imported ones more In Food & Drinks category, they preferred the most domestic because of tasting

(Figure 2.4.e: Regional Differentiation Behavior - Source ANC & Figure 2.4.f: Vietnamese

perception rating – Source ACN)

Figure 2.4.e: Regional Differentiation Behavior - Source ANC Figure 2.4.d: Promotion trend in Vietnam – Source ACN

Figure 2.4.f: Vietnamese perception rating – Source ACN

BUSINESS PLAN FOR ORION XYLITOL

1 Orion’s SWOT analysis

2 Orion Business Plan

2.1 Sales Plan

Sales forecast based on the strategy of the first year launching to focus on 6 key cities:

- Number of retail shops: 137,934

- Number of supermarkets: 615

The pipeline volume in the first launched week that it takes account nearly 50% target of the first month After the pipeline week, they continue loading Orion XYLITOL into shop based on realities of consumer & retailer’s feedback

Although the strategy is mentioned in focusing on six key cities with sales target takes account 70% in total full year sales The remained contribution is from 30 cities about 30%

of sales target

The figure to build in sales volume in one year to catch from sales estimated monthly which

is based on forecast sales out of PIE, SNACK launching history Moreover, the sales estimated monthly also based on the expectation of board-member, the seasonal to get the

number (See Appendix 2: Sales forecast table) Sales plan for a short-time 3 years

Unit Prices

Orion XYLITOL Zipper bag $20.00 $22.00 $26.40 Orion XYLITOL 31gr $23.00 $25.30 $30.36 Orion XYLITOL 61g $21.00 $23.10 $27.72

Sales

Orion XYLITOL Zipper bag $2,900,000 $3,828,000 $5,742,000 Orion XYLITOL 31gr $2,081,500 $2,747,580 $4,121,370 Orion XYLITOL 61g $1,921,500 $2,536,380 $3,804,570

Direct Unit Costs

Orion XYLITOL Zipper bag $9.00 $9.90 $11.88 Orion XYLITOL 31gr $9.20 $10.12 $12.14 Orion XYLITOL 61g $7.35 $8.09 $9.70

Direct Cost of Sales

Orion XYLITOL Zipper bag $1,305,000 $1,722,600 $2,583,900 Orion XYLITOL 31gr $832,600 $1,099,032 $1,648,548 Orion XYLITOL 61g $672,525 $887,733 $1,331,600

Subtotal Direct Cost of Sales $2,810,125 $3,709,365 $5,564,048

Let’s achieve these volumes Orion should get one right following of Personnel Plan as well

as Marketing Strategy

2.2 Personnel Plan:

Although this is totally new business for Orion but they could totally utilize all of resource members in white-collar like Board members (General Manager, Human Resource Manager, Accounting Manager, Marketing Manager) as well Sales & Development team The payroll will be shared to new business with nearly 10% in total sales In the first year when establishing business, they only recruit 30 total people to be responsible for production chain (2 team leaders and 26 production staffs) with stirring, mixing and packing stage and 2 people for management in marketing site by Brand Manager and Assistant Brand Manager

The report-line from new team could be more management when 2 team leader lead production staffs and report directly to Planning Manager With Gum marketing team, they report to Marketing Manager

With this solution, Orion could save more budgets in recruiting and payment

Personnel Plan

FY 2013 FY 2014 FY 2015