KBTS, LAP

Strategic management
Bachelor of Business Administration

ALPINE Company
Analysis

April 8, 2022
Submitted by
Group 5
Saw Eh Dah Htoo
Naw Angela Myo
Naw Nightingale
Naw Bway Wah Shee
Company profile

Alpine purified drinking is under the group name of Loi Hein Group of Companies.
Loi Hein headquarters are located in No.117, warden Rd, Kele Rd, Lamadaw township,
Yangon, Myanmar. Loi Hein’ main industries are food & beverage, food & tobacco,
manufacturing. Official website is www.loiheingroup.com . Loi Hein official registered their
company in 1996 and launched alpine water at 2002 and access to the entire market in every
region and state. Alpine is the leading bottle water brand in Myanmar. Alpine main
production is located in Htauk Kyant, Yangon.

Introduction

The vision is to develop Loi Hein and its group of companies into the leading
consumer goods and services company in Myanmar. Loi Hein has 2962 employees. Alpine
reach every corner of Myanmar such as modern supermarket, traditional shop, luxury hotels
and restaurant and also have a vast network of wholesalers, retailers, and agents and over
60,000 outlets serviced. The ability to effectively distribute products to consumers throughout
the country is one of the key factors to success. That is why many of the brands Loi Hein
distribute hold leading positions in their respective market categories.

Group overview

• In 1994, officially registered and established as a company

• In 2000, launches shark energy drink in association with Osotspa co. Ltd (Thailand)

• In 2002, launches alpine purified drinking water.

• In 2008, launches non-carbonated orange soft drink in association with Green Spot
Co.ltd (Thailand)

• In 2010, launches blue mountain.

• In 2014, form a strategic partnership with osotspa co. Ltd (Thailand), one of the
largest energy drink joint venture in Myanmar.

• In 2015, launches alpine dairy.

• In 2017, formed logistic service company.

Competitors

Alpine has dominated the market, competition among second tier brands such as
Sampar Oo, max2O, Oasis etc. Loi Hein has already started to battle with international giants
such as Coca-Cola and Pepsi through their JV with local partners. Without doubt, the rest of
the local products cannot compete effectively with Loi Hein but they have to worry about the
intense competition it is facing from international brands such as Coca-Cola, Pepsi, Sunkist,
Sprite etc., which have re-entered Myanmar through JV with local corporations.

Organizational structure

The main product category of Loi Hein is purified drinking water (Alpine, Life, Blue
mountain), carbonated soft drinks (Lemon sparkling, fantasy, blue mountain), energy drink
(Shark, Royal Lipo), alpine dairy, Mandalay beer. Some position of the executive team
members is:

Name Position

Stanley Htun Director

Nan May Aye Zaw Marketing executive
May Zin Mon Public relation executive
Tun Tun Kyaw Sales and Marketing supervisor
Htin Aung Director, Human Resources
Soe Hlaing Director, Operation
Rk Radhakrishnan, Director, Business development
Yu Thwin, General manager
Zaw Oo, Head of sales, distribution
Loi Hein Head of sale, Marketing
Aung Khaing, Head of department
Hnin Min Thaw Sale coordinator
Nan Sandar Soe Assistant manager, HR
Aye Myat Manager
Chan Myae, Manager, public relations
Sanlu Kyaw Alpine P.D.W
Saw Say Manager, quality control
Alice Tong Business development Associate
Min Soe Assistant engineer
 John Hedford Product manager
Wah Soe Manager, Logistics
Goh Yu Senior Graphic Designer

Organizational culture

Consumers are at the heart of everything we do at LHC. By offering High quality

products at an affordable price our aim is to make our Myanmar consumers feel good and
contribute to their life enjoyment. For employee, when I search for “Loi Hein employee” at
google, I found that they got 1.5 star out of 5.

Quality Analysis

Alpine water brand is one of the most famous water bottle brands in Myanmar.
According to independence studies, their source is located in Hmaw Bi township which is
within Yangon division, well known for fantastic underground well water quality. Most of
Myanmar bottle water brand use well water as their sources. Alpine water is in the Category
of “Suitable for everyday usage and drink” but lack of distinct flavors. It is just your another
ordinary water, not for your special occasion.

Logistic service

Import, export, warehousing, transportation, delivery and customer service have all
been fundamental functions of the company. In 2017, Loi Hein formed logistic service
company in order to provide logistic service to other consumer products companies aiming to
capitalize on the growth of the Myanmar market.

Trading

LHC is in the process of opening representative offices in China and India to support
trade activities with these two major markets. As the company open up, the vision is to
significantly increase the range and volume of products traded with neighboring countries.

Conclusion

Loi Hein group is ranked No.8 among top ten holding group in Myanmar. Alpine is
also the leading bottle water brand in Myanmar and revenue is about $614.1M.

References

 www.Irrawaddy.com/in-person/interview/way-forward.html/amp
 www.mmtimes.com/national-news/yangon/2178-loi-hein-to-g0-public-within-three-
years.html
 www.loio.comheinc
 www.termpaperwarehouse.com/essay-on/Review-On-Myanmar-Bottled-Water-By/
412269
 www.myanmarbusiness-directory.com/en/categories-index/drinking-water-manu-
dist/505810-alpine-water-station/review.html