Executive Summary

This assignment is discussion about description on the company. The company in the
assignment was chosen KK super mart. The company will refer to company history, industry
analysis and marketing mix strategies analysis.

For the industry analysis will include competitor’s analysis, consumer analysis and
environmental analysis. Marketing mix strategies analysis has four types which are product,
price, promotion and place.

1
Table of content

Number Title Page

1 Introduction 3-4
2 Industry Analysis (Competitor Analysis) 5
3 Industry Analysis (Consumer analysis) 5
4 Environmental Analysis (Political) 5
5 Environmental Analysis (Economic) 5
6 Environmental Analysis (Social) 6
7 Marketing Mix Analysis (Product) 7-8
8 Marketing Mix Analysis (Price) 8
9 Marketing Mix Analysis (Promotion) 8-9
10 Marketing Mix Analysis (Place) 9-10
11 Conclusion 10
12 Reference 11

2
1.0 Introduction

KK super mart is the group's flagship enterprise. Since it was founded in 2001 and founded
the Dato Dr KK Chai who views retail sales in the daily necessities and necessity, as a kind
of evergreen means living then. Mature accelerates the development of our country in our
society, discrimination creates a hectic lifestyle and extension of waking hours in promoting
the material interests and emotional happiness so much so only have time for family life is
weekend but sorry to say most of them spend in a store or supermarket purchasing
department of food rather than to enjoy the family intimacy with Mother Nature (KK Super
Mart, 2013).

Visionary Dato’ Dr KK Chai in social responsibility argues that citizens of the time with their
families by creating a form within 24 hours the supermarket shopping. Even in the morning
shop at your leisure don't have to squeeze through traffic jams or trying to waste time in
searching the parking lot (KK Super Mart, 2013).

The origin of first KK SUPER MART has its humble beginning in June 2001and it occupy
only a house on the first floor of a store at Kuchai Entrepreneurs’ Park, Off Jalan Kuchai
Lama in Kuala Lumpur. End of the fourth quarter of 2010, super market has established 62
KK outlets and mainly located in the centre of Kuala Lumpur and klang valley, is expanding
to other countries like Malacca and is still growing and expanding rapidly (KK Super Mart,
2013).

KK super mart provides consumers with convenient open 365 days 24 hours running.
Strategic positioning in densely populated residential area and high traffic area, always offer
competitive and fair price, and each store with more than 9000 kinds of products, including
proprietary brand products KK. KK super markets provide a variety of goods, from the fresh
fruit and vegetables IDD refresh card, enough for any daily needs of the family. KK super
market also provides various services, back to the photo copy from the ATM and counter
remittance. Through a series of the principle of "excellence" contribution to convenient for
the consumers, the efforts to improve the KK super market achievement (KK Super Mart,
2013).

Response invocation from KK super mart franchise ownership and eager to take on corporate
social responsibility KK super market is packaged into business format franchising. Budding

3
entrepreneurs and those who wish to gain economic independence share kindness KK super
mart to take the ownership of the franchise (KK Super Mart, 2013).

Critical analysis of the active ingredients to ensure the quality of production line will use in
beautification and healing properties. The company is concern and explore the potential of
the effect of natural ingredients in hair care (KKgroup, 2013).

Briefly to say that the company is retail household groceries and food lines. The strength KK
Super Mart is there are many outlets within the area so everyone can go and shop there and
the weakness of the company is expensive than the other supermarket such as Econsave,
Mydin and 99Speedmart.

4
2.0 Industry Analysis
2.1 Competitor’s analysis
MYDIN has strategic advantage, retailers to source directly from manufacturers and buy in
bulk, so they can get special discount from the manufacturer, so as to enable it to meet their
business to sell to their customers' philosophy at wholesale prices and its customers including
the end users, wholesalers and small businessmen (situation-analysis, 2013).

In Selangor, Econsave has the largest and the most extensive branch network in all the major
towns in Selangor unparalleled in any other supermarket/hypermarket operators. Cooperate
Econsave of products will probably reach four million consumers in Selangor state, one of
the most affluent section of the population of Malaysia. Moreover, Econsave has a strong
presence, nationwide, constantly looking for new opportunities in Malaysia (situation-
analysis, 2013).

In 1999, the first Giant hypermarket store opened in Selangor. In 2006, the company has a
total of 86 Giant hypermarkets in Malaysia. Chain also includes six in 17 hypermarkets in
Singapore and Indonesia. Giant supermarkets offer a wide range of local goods, such as fresh
local fruit, vegetables and seafood in the wet market environment (situation-analysis, 2013).

2.2 Consumer analysis

The target audience is basically a residential area. KK mart target is in residential areas to
make easy to the consumers. To use the technology to do a business, customers get the full
benefits when go to KK mart. Nearly, cheap price product, less crowded and great
environment factors why consumers would like to go to KK mart.

2.3 Environmental Analysis

2.3.1 Political

Political is the threat for the company because many product price have been control by
government especially control item, it will affect the company’s profit.

2.3.2 Economic

The reason the economic downturn led to reduced consumer spending, coupled with the
recent elections will and Sabah safety index on the low side. The company in recent years
and the prospect of future development will have a negative impact.

5
2.3.3 Social

Nowadays, most of the people busy on their life style and prefer the convenience, low cost
and the quality of services. It is the benefit of KK super mart because by now it has 62 outlets
and most focus in Selangor area. Customer can purchase product by easily.

6
3.0 Marketing Mix Analysis

3.1 Product

Product marketing in the management to make it such an important topic, in this respect is
unlikely to compensate for poor management in good management in other areas. What is a
product that provides a market attention, acquisition use and consumption that can satisfy the
consumer’s need and want. Products include physical objects, services, people, places,
organizations, ideas, or mix these entities. A product has five levels in the core product which
are the actual product, expected product, additional products and potential products. It is at
the level of enhance the added value of products, today's competition. Some important
product decisions in any marketing context are products, varieties, product performance,
product features, product design, product demonstration, size and brand name. Consumers are
often revealing quality is one of the most important determinants for consumers, if not the
most important. The quality of the product represents a product's ability to perform its
function.

Although the term products include service must be defined considering that they are now
widely accepted the importance of not only as a special area of marketing in the national
economy. Service is any act or performance that one party to another, is essentially intangible
and does not result in ownership of anything. That service is intangible, inseparable,
heterogeneous, perishable and lack of ownership. Current characteristics in the marketing
challenges services and their actual conditions, simplify does not apply to all services. As
much as quality of environment is crucial to the physical products, it is not important of
service marketing. And retailing involves tangible and intangible goods it is belong to service
industry. This standard is reliability, credibility, security, knowledge, ability and response
capabilities, courtesy, communication, and tangible assets. The quality of the first five is
especially relevant "achievements", the rest main reference the quality of the "process".

KK super mart has provided many product lines which are tissue, sock, floor mop, badminton
shuttlecocks and others to improve the target sales. KK super mart is focusing with the low
cost and high quality of their product to satisfy the need and request of customer with the best
performance. KK super mart provides the packaging design is simple, nicely and based on the
different season will provide more items to sell. The company should launch more since the
products in order to achieve better sales. In the design of packing will be more outstanding

7
and colorization. Due to recent theft is more and more serious, the company should
strengthen the security measures to reduce the loss of the company.

3.2 Price

Price can be defined as in the broadest sense price is either ready to give up in order to get
some of the most well-known marketing tend to emphasize the monetary aspects of the price.
However price is reflected in other forms. These include opportunity costs, anxiety or fear,
suicide, payment in kind. Opportunity cost is a price.

Price plays an important role by influencing the profit value marketing mix for the seller and
the buyer or the final consumer. Pricing decisions is very important for two main reasons.
The price not only affects margin through influencing tax and it also affects the sales through
its effect on demand. Company adjust the product prices to reflect the change of the cost and
demand, and buyers and conditions change.

Business and academic studies have shown the importance of pricing in determining
consumer choice of the store. Before the price of the product quality, personal needs and
preferences, the brand and the reputation of the store, display, and family size to determine
the quantity of goods to buy.

KK super mart products are most sold to customers at low prices, but the company can't to
the point to increase the rate of customer reviews because other competitors’ price of the
product is similar. So relatively becomes important after-sales service, the company should
improve the quality of after-sales service in order to attract more customers.

3.3 Promotion

Define promotion "as the coordinating effort to establish seller-initiated channels of

information and persuasion to sell goods and services or promote an idea." Therefore
promotion is vital in determining the shopping behaviour. The promotion also can known as
the marketing communication. Successful application of portfolio marketing communications
is to help understand the consumer behaviour theory.

Promotion mix with all sorts of elements of advertising, sales promotion, direct marketing,
exhibition, sponsored, marketing, public relations, personal selling, word-of-mouth,
relationship marketing, corporate image and reputation. It is worth remembering that all of
the elements of the marketing mix.

8
Price is high, prices send different messages to communicate to the low price, the price is
seen by many buyers is a measure of quality. Therefore low price rarely provide the
foundation of a sustainable competitive advantage in today's market. To measure the
importance of promotion in determining consumer choice in the grocery store existing
empirical literature including these items customer loyalty card ", "advertising and
promotion" and "sales personnel".

KK super mart provides many promotions such as event, magazine, TV advertisement,

website and cash voucher to attract customer. Example KK super mart have promotion in 11
of March until the end of March. In March promotion in a particular product will get
RM0.30-RM3.00 discount. The company need to provide more strategies and ideas to attract
more customers to patronize. Because by now KK super mart now using sales promotion
strategy is too common, competitors will beyond if the company does not make any changes
in promotion strategies.

3.4 Place

Place is where and how consumers can get products distribution channel strategy. There are
three basic strategies: the distribution of the quality or intensive, selective, and exclusive.
Distribution increase cost value chain so the profitability of the manufacturer and middlemen
are affected. Retailers of positioning strategy are one of the most important determinants of
consumer behaviour.

Some of the key parts of the website evaluation which are web site description, leasing
demand/land cost, parking, the pedestrian flow and traffic flow, public transportation access,
visibility, identification, atmosphere, affinity, enter the trade.

This distribution is an important factor in influencing consumer choice in the shops. "Easy
walking distance" is a key factor of the store chooses to use the location of the item "to
evaluate the same variable. It also uses "recently home and workplace" to measure the
importance of location and use of location or readily available.

9
End of the fourth quarter of 2010, super market has established 62 KK outlets and mainly
located in the centre of Kuala Lumpur and Klang Valley is expanding to other countries like
Malacca and is still growing and expanding rapidly. The picture shows that KK super mart
outlets in Malaysia. The company’s outlets are focus in Selangor area therefore KK super
mart should be expanding the number of outlet in other states which are Johor, Penang and
Perak to improve the area of targeting.

4.0 Conclusion

In the conclusion, the company is a medium enterprise that doing the business with low cost
and quality product. The company has many competitors to make the company has to
improve the sales service and creative strategy. The company's future will lead to good
development.

10
Bibliography
KK Super Mart. (2013). Retrieved March 2, 2013, from KK Super Mart:
http://www.kkgroup.my/About-Us/

KKgroup. (2013). Retrieved March 11, 2013, from KKgroup: http://www.kkgroup.my/HornetMktg/

situation-analysis. (2013). Retrieved March 11, 2013, from situation-analysis:

http://www.docstoc.com/docs/91047296/situation-analysis-99speedmart

11