Master in Management Application

Candidate : Olivia (Pei Wen )Lu

H. What do you believe are the greatest challenges facing the sector or industry you would like to specialize in at IE? What role do you hope to be able to play in this sector or industry in the medium term?

International FMCG firm

Ex. Unilever, Procter & Gamble, Nestlé

Specialize in Integrated Marketing Communications

Function

Industry

FMCG(Fast Moving Consumer Goods)

Before tackling challenges, we have to understand the market and industry of FMCG business.

FMCG sales increased in volume by 0.1 % in Spain , by 0.2% in Germany and by 0.4% in France in 2014

The biggest challenge consists of catering to constantly changing consumer needs

Marketing is a key driver in gaining a competitive edge

Source : Statistic

FMCG Goal : Growth

In order to stimulate growth, FMCG industry has to efficiently utilize sales and advertising as well as adapt to volatile challenges.

Therefore, a comprehensive management program would help to understand the economic factors and analyze the market in a better way.

Fast Moving Consumer Goods

Industry Challeng

es

TechnologicalFactors

Social Factors

PoliticalFactors

EconomicFactors

EnvironmentalFactors

- Innovation- R & D

- Different cultures- Different regions

- Policy- Law- Tariff- Political stability- Import & Export- Restrictions

- Sustainable development- Eco-friendly

- Economic growth- Interest rates- Exchange rates- Inflation rate- Investments

Challenges In reality, the challenges usually can be segmented by PEST analysis.

Industry Challeng

es

TechnologicalFactors

Social Factors

PoliticalFactors

EconomicFactors

EnvironmentalFactors

- Innovation- R & D

- Different cultures- Different regions

- Policy- Law- Tariff- Political stability- Import & Export- Restrictions

- Sustainable development- Eco-friendly

- Economic growth- Interest rates- Exchange rates- Inflation rate- Investments

Challenges In reality, the challenges usually can be segmented by PEST analysis.

But how do these apply to FMCG industry?What’s my definition of challenges in FMCGs?

Technology V.S. FMCG ComparisonNew method of advertising and promotions to attract

more consumers

E-Commerce : Online selling platform Digital marketers : Twitter, Facebook, Instagram, Blog

(the power of social media)

Ex. Interactive method : Check-in with the product on social media gets buy one get one free

Product and Branding Nonstop demands for new product and approachInnovation /Research and Development : - Polishing the distinguishing factor of product to capture consumer’s attention- Differentiate product from other similar products- Cater to the consumer demand for a new product continuouslySustainable Sourcing : Customers care about environmental issue as well as the brand ‘s image

Market Saturated situation and market changes

Solutions for different conditions, regions and periodsMarket Research :- Maintain original market and develop on emerging market- Differentiate between international and local trends- Understand the market needs

Customer SatisfactionVarious customer requirements

Customer relationship management (CRM) :- Maintain loyal clients- Professional service- Build the trust with its clients - Pay attention to customer feedback

Challenges

How do I define the challenges in FMCG industry ?

My Challenges

• Stay informed and involved in the marketing world

• Continue to be on the cutting-edge of business through continuing professional development

As IE Business School mentioned “A specialization in a functional area and with an understanding of the broad picture of business realities and trends achieved through hands-on learning”, we need not only the ability to look closely at details but also remember how to do business in a broader scope.

My RoleWhat I have? What am I capable of ?

- Observation skills

- Organization skills

- Communication skills

- Discover the needs/ emerging markets

- Build the reliable-relationship between business partners and clients

- Understand both the consumer and marketer's perspective

- 22 years living in Taiwan

- Computer science B.S. from National ChengChi University (NCCU)

- PR executive at Computer Science Freshman Camp/Team leader in NCCU Freshman Camp

- Understand Chinese customers and market trends

- Data analysis/ Research Marketing

- Leadership/ Teamwork

Skills

Knowledge& Ability

My RoleWhat I have? What am I capable of ?

MultilingualAbility

- Mandarin Chinese- English- French - Basic Spanish

International Experiences

- Living abroad in Paris for 1.8 years

- International Volunteer Work Camp 2013 Miribel Grand Park, France 2012 Rennes, France

- 2010 Summer School Pine Manor College, Boston, USA

- Open minded view - Adapt to different and fast-changing environment

- Work with different nationalities/ backgrounds

- Quick learner

My Role

SkillsAbility

Knowledge Experience

Coordinator

Marketing/Product Manager

Conduct International Team

Goal

Thank you

Candidate : Olivia (Pei Wen )Lu

Application for Master in Management