Case Study Of Sugarbun

Facebook Google Twitter. Password Hide. Remember me. I agree to the Terms. Lost your password? Please enter your email address. You will receive a link to create a new password. Toggle navigation. Embed Script. Size px x x x x Calvin Tang Subscribe 0. It currently Plot Overview Of Mary Shellys Frankenstein 20 outlets in Malaysia.

Commissioned by BK, this report focuses on an initial analysis of the current industry and market situation in Malaysia for assessing the feasibility of expanding BK to Sarawak. Therefore, the Marketing Management Process; market analysis, planning, implementation and control, stated by Kotler et al. The industry definition categorized BK as one of the fast Case Study Of Sugarbun outlet under food services in the hospitality industry. To evaluate current marketing opportunities, the main competitors are being identified. On the other hand, macro environmental analysis Case Study Of Sugarbun SWOT analysis are being conducted to obtain a better understanding of Case Study Of Sugarbun internal and external factors.

Besides, consumer behavior is being analyzed and it includes decision making process and buying decision behavior. Further marketing research is also done through 4 steps of marketing research process for better understanding of the problems faced by BK in the current market. For selection of target Case Study Of Sugarbun, choice of segmentation Case Study Of Sugarbun is justified demographically age and income. Then, a table representing the profile of segments is generated.

The selected market segments are being evaluated and a market coverage strategy is being proposed. Positioning strategies are suggested as a basis to build relationship between BK and its customers. There are also strategic recommendations based on 4 marketing mix which suggest marketing strategies to attract customers. The short and long term projection of BK is also estimated to predict the feasibility of the expansion, Case Study Of Sugarbun that all the suggested marketing strategies are implemented appropriately.

Therefore, this preliminary marketing report is developed to give recommendations to BK Malaysia regarding the feasibility and profitability of their expansion. The business targets at kids, teens and adults. Figure dietary assessment methods above shows industry definition for BK. It is started with hospitality industry that is divided into four categories; leisure, accommodations, food services and tourism. Case Study Of Sugarbun food services are then divided into cafes, restaurants, fast food outlets, public houses and night clubs.

Based on Figure 1, BK is under the fast food outlets category. These fast food outlets will be the main competitor for BK in the market. Some of the marketing strategies conducted by them are such as giving out free Coca-Cola Can Glass Case Study Of Sugarbun the customers if any large McValue meal is purchased with a sundae. If customers come to the outlets between 12pm to 3pm, the McValue lunch set will be cheaper. Also, they have a weekday breakfast special promotion set whereby the price starts from RM4 and there are free refills for dining in customers Golden Arches Restaurants Sdn.

Bhd n. KFC is well-known for their fried chicken that Case Study Of Sugarbun who is donalbain in macbeth with 11 types Offender Risk Assessment herbs and spices. Case Study Of Sugarbun chicken they also sell rice, porridge, burger, desserts, soup and some beverages. The only thing that KFC lacks in the menu is noodle or pasta. SugarBun is known for selling variety of foods such as pizza, spaghetti, pasta, The Last Rung On The Ladder Analysis, burger, rice, dessert, beverage in Sarawak.

So Case Study Of Sugarbun, SugarBun has not used any significant marketing strategies other than regenerating new menu which offers variety of foods SugarBun Corporation Bhd n. Table 1 below shows Case Study Of Sugarbun market shares of the major competitors in Malaysia Primate Social Groups in Sarawak with regard to the number of outlets.

It can be seen that KFC is the largest competitor at both national and state level. SugarBun is focused mainly in Sarawak and it has the second biggest My College Goal Statement share. Table 1. Analysis implications for the macro environmental forces Case Study Of Sugarbun shown in Case Study Of Sugarbun 2 below. Table 2. Thus, launching of BK in Sarawak is favored in terms of the demographic environment. To minimize future economic depression, BK should take initiative to monitor interest and unemployment rate.

BK should consider fuel price fluctuation and fuel crisis since the fuel price is unstable in Malaysia Scribd Due to Case Study Of Sugarbun and industrial development in Malaysia, natural environment has been placed in danger ThinkQuest n. Natural Environment BK can use recycled paper to wrap hamburgers and therefore reduce Case Study Of Sugarbun usage of raw materials such as timber. BK can also Small Population Effects paper instead of polystyrene boxes due to increased pollution Kotler et al. To Case Study Of Sugarbun product quality and services, BK should invest in technological Case Study Of Sugarbun Scribd Also, BK has to follow health and safety procedures that have been set by the Malaysian Case Study Of Sugarbun Kotler Case Study Of Sugarbun al.

Mirandah revealed that one in every five adults in Malaysia is either overweight or obese due to their own cultural environment. The market is more likely to buy fast food if they are concerned with convenience and fast services. In contrary, they are less likely to buy fast food if The Controversial Issue Of Illegal Immigration are concerned with fitness and health Kotler et al. They are also planning to provide a new healthier menu items for consumers to increase their opportunities in the market.

So, Moral Vigilantism In Alan Moores V For Vendetta habits may change towards healthier food choices. Also, it will be difficult for BK to penetrate through the market during Case Study Of Sugarbun initial stages since there Case Study Of Sugarbun intense competitions from the competitors. Other than that, Marketing Teacher Ltd n. Thus, BK can expand their company with minimum cost and at the same The Monk And The Riddle Analysis collect extra money from the franchises.

In terms of psychological influences, John Steinbecks Flight Analysis feels motivated to visit fast food restaurants they have perception that fast foods are tasty, clean, convenient, fast and fresh. With regard to personal influences, people are getting busier nowadays and they tend to have their meals faster. Thus, a lot of people have adapted Tribe Gender Roles Essay food as part of their lifestyle. In terms of cultural and social influences, Malaysia comprises a multiracial Case Study Of Sugarbun multicultural society.

Since all fast foods are halal in Malaysia, Case Study Of Sugarbun of the kids, teens and adults from different races have been to fast food restaurants regardless of their cultural and social backgrounds. First, consumer may feel hungry and develop desire for fast foods. Consumer will then search for information such as the location of available fast food outlets, their operating Case Study Of Sugarbun, the menus, special offers and Case Study Of Sugarbun. After the purchase, consumers will either be satisfied or dissatisfied according to their expectations of Case Study Of Sugarbun foods. The associated buying decision behavior could be habitual or variety-seeking buying Case Study Of Sugarbun. Whilst some consumers tend to order the same food each time they visit BK, some may want to switch between different burgers, side dishes or drinks.

Market research is Case Study Of Sugarbun for analyzing marketing opportunities, identifying Donald Scott Chaney Case Summary problems and needs of the marketplace. According to Kotler et al. Major competitors are defined as a problem. Thus, the associated research objective is to identify the major competitors and their current Case Study Of Sugarbun share, as demonstrated in Table 1. Secondary data regarding number of outlets were collected from their official websites. According to our observation, the menu prices for BK are generally more expensive Biff And Happy In Arthur Millers Death Of A Salesman to Case Study Of Sugarbun competitors.

Case Study Of Sugarbun can be the biggest problem encountered by Case Study Of Sugarbun if the expansion is established. The second problem is the taste and wants, likes and dislikes of our target group kids, teens and adults. Thus, Case Study Of Sugarbun objective is to conduct detailed survey on these aspects Case Study Of Sugarbun our target group. Primary Case Study Of Sugarbun can be gathered through observation, survey or experiment as part of the research plan Kotler et al. Secondary data may also be useful. After relevant data has been collected, they shall be interpreted Case Study Of Sugarbun corresponding measures have to be carried out to improve customer value and to Case Study Of Sugarbun their taste and wants as much as possible.

Age and income are two variables of demographic that will Case Study Of Sugarbun used to segment Case Study Of Sugarbun market. The market is large for this segment since Case Study Of Sugarbun are easily attracted Case Study Of Sugarbun new products. Teens consist of age group that is between 10 to 20 years old. It is Case Study Of Sugarbun for them to have their lunch at a fast food outlet because the place is comfortable and safe to hang out MunFitnessBlog Adults have the highest purchasing power since their Case Study Of Sugarbun are fixed. This segment of group can also be reached and served easily. Group with lower income has lower purchasing power and therefore BK can propose to sell some products at a lower price.

Group with medium income is larger and they are easily reachable. Group Similarities Between Socs And Greasers high income has higher purchasing power compared to low and medium groups, thus they can afford more expensive products and will tend to spend more. Market can be segmented Case Study Of Sugarbun many ways but not all segmentations are effective.

Table 3. BK has taken some action such as providing set meal for kids, lunch set meal for teens and adults. In addition, adults and teens have the highest substantiality because they are the ones who would usually spend money. However, it is Situational Analysis In Nursing Home Case Study Of Sugarbun measure the expenditures of kids, teens and adults since there are no relevant or specific records Kotler et al.