Operation Managerment:-
Process assessed by RetailersOverall functional areas under Process are applicable to a “High” level (x̅ =3.54), these areconsidered high; but if improvement is needed, thereare only 2 elements to focus that are on-call for problem solution and convenience for ordering process.
Lay-outing assessed by Retailers Overall functional areas under Lay-outing are workable to touch the lower range of a “High” level ( x̅ =3.41); but there are 2 elements that need to have improvement in order to reach high level the same as other elements; - most retailers don’t have clear concept of how to manage product layout in their store as well as how to put all their items, including Green Tea Drink, in the proper shelf at point of sale.
Shelf Management assessed by Retailers3 functional areas under Shelf Management are able to touch the lower “High” level ( x̅ =3.43), that can be referred to the factor of product Lay-outing, it’s quite consistent to this factor that retailers are sometimes facing the issue of updating price tag and POS material to be in real time.
Overall Status and Prospects of Operation Management Outputs Retailers assessment in 3 factors of status and prospects of Operation Management Outputs are at a “High” level (x̅ =3.46) in which is at the lower range when compared with the distributors’; there are 2 factors (Lay-outing and Shelf Management) consisting of some elements considered at fair level, that those retailers are in need of assistance from Green Tea Drink supplier to develop their staff skills how to arrange effective and efficient Lay-outing as well as their disciplinary to update price tag and point-of-sale material.
5. The Extent of Implementation of the Functional Areas of Green Tea Drink Distributors in Bangkok, Thailand
An Implementation of Marketing and Operation Management:-
Product Distribution An impact on Product Distribution improvement of Green Tea Drink assessed by Distributors is at a “ High ” level ( x̅ =3.80 ), suppliers must have good collaboration with distributors to develop distribution skills and capability in market expansion as well as in-store development.
Sales Contribution An impact on improvement of Sales Contribution assessed by Distributors isat a “ High ” level ( x̅ =3.68 ) in all elements; -Total Sales of Green Tea Drink, -its promotion, -discontinuous supplying, -a variety of pack-size.
Customer Satisfaction An impact on improvement of Customer Satisfaction by Distributorsis rated at a “ High ” level ( x̅ =3.89 ) by which positive perception of distributors are towards these elements under customer satisfaction; Green Tea becomes generic drink and easily sold, Green Tea drink can help them improve overall business performance, a variety of pack size and flavors that can serve market needs.
Health Conscious An impact on Health Conscious improvement for Green Tea Drink Distributors is at a “ High ” level ( x̅ =3.64 ); but there are 2 elements of this factor Distributors highly believe that nowadays drinkers are very health conscious while the belief of Green Tea product as healthy product falls on the “Fair” level due to more sugar added to Green Tea Product that affect to the consumers in the long run.
Annual Sales and Tax Revenue An impact on improvement of Annual Sales and Tax Revenue by Green Tea Drink Distributors is at a “ High ” level ( x̅ =3.53 ), where the distributors agreed with these 2 elements of this factor that Green Tea Drink would improve the annual sales as well higher income tax payment.
Overall the extent of implementation of the functional areas of Green Tea Drink Distributors in Bangkok, Thailand Distributors highly agreed with the Implementation of Marketing and Operation Management at a “ High ” level ( x̅ =3.71) if there is a development of Green Tea Drink in these functional areas. It would positively impact on product distribution, sales contribution, satisfaction, health conscious and their annual sales and tax payment.