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Thereare opportunities exist for Cuckoo International (MAL) Sdn Bhd topenetrate to Myanmar market in term of the median income population , the needsof the people in the country, and the awareness towards the importance of cleanwater. It is been aware and known that most ofthe citizens in Myanmar are in the range of low to intermediate income. Accordingto Oxford Business Group (2017), World Bank reclassified Myanmar as a countryof lower-middle income in July 2015 with the improved nations’s GNI per capitafrom $1270 in 2014. This can be the targetmarket for Cuckoo as this company is able to supply low cost good qualityproduct for the Myanmar residents and can be preferred among the othercompetitors. Not only that, Cuckoo company also will guarantee the quality ofthe water as they provide services to ensure the water filter is being changedevery four months for the customers. So it is reasonable for them to subscribeto the Cuckoo products.

The consequences is directly meet the customer needsand demand without having for them to incur more cost to purchase bottled cleanwater as they can produced by themselves at their home. It is a long term savecost strategy to the people.                  Accordingto data from 2014 of CMT Pet Conference, one third of Myanmar’s cities and townare depending on bottled drinking water due to poor quality of urban watersupply systems. However the unfortunate news from the survey madeby Ministry of Health’s Food and DrugAdministration (FDA) in late 2016 mentioned that some irresponsibleparties take advantages in making money due to high demand of bottled drinkingwater. Approximately 10% of the bottled water are lacking in quality and notbeing registered with FDA.

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This showsthat, wide range of residents in Myanmar still in needs of clean drinking waterto avoid diseases and have greater health. United Nations General Assembly (July2010), mentioned the explicitly recognized the human right to water andsanitation and acknowledged that clean drinking water and sanitation areessential to the realisation of all human rights through Resolution 64/292. Thepresent of Cuckoo products is an advantage as it specialize to filter the plainwater direct from the water supply using the six stage of filtrationsystem that are able to remove heavy metals and wastage of water, but still retainthe rich of minerals in the clean water . It is directlymeet the customer needs and demand without having for them to incur more costto purchase bottled clean water as they can produced by themselves at theirhome. It is a long term save cost strategy to the people.

            The increasing awareness in needsof clean water like a program by the collaboration of Procter and Gamble (P)with the world vision that focus on the needs of children for having cleanwater for better health indirectly contributes as an opportunity for Cuckoo toget into the market. Previously, the citizen less been exposed and got noknowledge that unclean water can affect their health and can lead to seriousdisease such as Guinea worm disease, Typhoid,and Dysentery. The change of mind and concern among the communitiesand parents are really important as contributing factor towards the waterfilter market success.

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