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EMM5604

INDUSTRIAL MARKETING MANAGEMENT

CASE STUDY:
MARKETING STRATEGY

Name Matric No.

NURUL HIDAYAH BINTI MOHAMMAD ABDUL AZIZ GS48220

LECTURER : ASSOCIATE PROFESSOR IR. DR NAWAL ASWAN B. ABDUL JALIL


AGENDA

INTRODUCTION

OBJECTIVE

PRODUCTS

MARKETING RESEARCH ANALYSIS

MARKET & COMPETITOR ANALYSIS

SWOT ANALYSIS

MARKETING STRATEGY

CONCLUSION
INTRODUCTION

• YALA NAKOL Sdn Bhd is home cooking catering Food. Our


Company was established in 2017 with intention of bringing
Home made Arabic food.
• The main concept - to offer homemade Arabic to Arab
student as well as to Malaysians with fresh and original
approach.
• Our management team have years of experience in
hospitality environments across Middle East and Malaysia.
• Our employ both local and foreign staff who have gathered
extensive knowledge over the years. The business is going
from strength to strength with numerous new Additions to
the family planned for the future.
With YALA NAKOL you enjoy a rich
variety of delicious meal make you
feel as you are at your home country.
OBJECTIVE

• To open new outlets in area that has Arab and


Malaysian students.
• To develop and improve our existing brand through
ongoing menu development and marketing initiatives.
• Improving profitability through disciplined
management and the use of technology and
procurement initiatives.
• To increases our profits by 40% by the next two years,
form provide the Arabic markets with Mediterranean
food.

PRODUCTS
MARKETING
RESEARCH ANALYSIS
• Research was done by given questionnaire to international student
• The consumer’s behavior was analyzed in four main aspects namely:

• Price and Quality


– consumers is more likely to spend about RM15 on each meal
– spending about one times in a day and 2 times in a week by eating outside
• Purchasing Approach
– majority of the consumers prefer Arabic food compared to others
– Arabic food has been one of their most favorites food.
– The consumers like homemade food compared to fast food and vegetarians
– consumers are prefer to cook their own food compared to ordering or going out to restaurant.

• Location
– Majority are not willing to travel far to buy food. They prefer buying food in distance of 1km.

• Consumer’s Perspective.
– most of them are able to cook and for those who are unable to cook, they are willing to try to cook
– majority of them prefer eating Arabic food and followed by Western type food.
Price and Quality - RM 15 per meal
- Buy food only once a day
Purchasing Approach - Arabic Food (Most Preferred)
- Prefer homemade food
- Prefer to cook than buying outside
Location - Travel for only 1km distance for food
Consumer’s Perspective - Majority able to cook
- Prefer Arabic the most followed by
Western
MARKET &
COMPETITOR ANALYSIS

Category SAMAD CASTLE3 HALF MOON


Description Rate Description Rate Description Rate
Price High 1 Appropriate 2 Cheap 5
Quality Excellent 5 Very good 4 Good 3
Varity Diversified 5 Very good 4 acceptable 3
Marketing -His 5 4 Lack of advertisement 2
strategy reputation in
Iraq more
than 25 years
in this field.
-Vital location
, surrounded
by banks and
major
companies.
SWOT Analysis

S W
1. Provide local food from middle east.
2. Affordable price.
3. Promotion During weekend and 1. Lack of experienced chef
holidays. 2. Low margin cost
4. Fresh and high quality of
5. Provide Mediterranean food to the
Arabic markets which you can just
find it restaurant

1. Competition from other


1. Strategic location middle east and fast food
2. Provide different dishes restaurant.
everyday. 2. Lower price alternatives.
3. Gain customer loyalty 3. Unsatisfied customer with
the service offered.

O T
MARKETING STRATEGY
Product strategy
• Deliver directly to the customer depending on the prepared menu with photo
and prices.
• Take away services in a decent and convenient style.
• Target food type with low degree of competition like (MEDITERRANEAN
FOOD).
• same Iraqi delicious food for vegetarian people
• Healthy food
• Innovate new products with the ability to enter the market
Placement strategy

• focus on the places that contain Arabic communities to create food distribution areas that
receive from the main kitchen.
• cover this places to create confidence in receive time order and easy to find the distributor
place to the customers.
• Kuala Lumpur & Selangor Area

Promotion strategy

• using the advertising to create brand awareness.


• using the advertising on social media that description the product to the customers, types,
and prices by using pictures and be careful to meet customer requirement.
• Create application to make orders by choosing meal.
• Measure the results of the implemented advertising program and make the necessary
adjustments if needed.
Pricing strategy

• There are elements have to be taken into consideration, generally, service pricing
that includes labor, material cost and overhead costs. by adding a profit markup, to
get our final service pricing.
• From the survey, we can use range of prices RM10 to RM20 and special price for
the special orders.
• Often the family has to get rest in the weekend because the work pressure that
means they have to do changes to refreshment lifestyle and activity by using
delivery or go to the restaurant to reduce the load. The style of the company
makes a discount in the weekend days to attract customers.
People strategy

Worker:
• The staff consists of an Arab chef and two assistants, representing the backbone of the main
kitchen, In addition to the staff of the sub centers and the distributors.
• Philosophy of quality, services, cleanliness and value is the guiding force behind its service.
• Fast friendly service.
• The company has standard uniform for employs for equality service treatment.
• Delivery crew members carries basic operation of a food center

Customer:
• Follow-up of the customer's opinion about the type of provide services from questionnaire
given with a meal
• a mechanism of customer service helps in two ways
– The customer service becomes proactive due to these steps taken
– The customer gets a chance to give feedback to the company when their is unhappy
with the food or the services.
Process strategy
• Service process is the way in which a service is delivered to the end customer. The companies
prosper on their quick service and the reason they can do that is their confidence on their
processes
• the demand of these services is such that they have to deliver optimally without a loss in
quality
• the process of a service company in delivering its product is an utmost importance
• a critical component in the service blueprint, where before establishing the service, the
company defines the style of service that need to meet the customer requirement and
defines exactly what should be the process of the service product.

Physical evidence
• The physical evidence appearance affects not only the impression outsiders have of a
business but all the way that business functions.
• Staff members.
• Location and appearance.
• cleanness speed quality.
CONCLUSION