Kilang Roti Minang

KILANG ROTI MINANG

HISTORY

• Founded in 1974 by Datin Hajah Roziah• Factory located in Pokok Sena, Kedah• 100% owned by Bumiputra & Muslim• Have 3 products category -bun, biscuits, and cakes• Employed 23 workers who work in different

section including 3 drivers and 2 clerks• Focus on 2 types of consumer, which is

government institution and people around Kota Setar, Kedah

Government

Agencies

Hospital

Air ForcePrison

School

MISSION

“Ensure Muslim have alternative option in buying product based on bread that

convinced Halal”

VISION

PRODUCT LINE

• BunCoconut, red bean, ‘kaya’, chocolate, sweet cornMilk & sweet, Sandwich breadWhole mealHot dog bun

• BiscuitCrackers

• Cakescupcakes

OBJECTIVE

• Financial To achieve 10% revenue from the previous years

• Internal Business ProcessProduce 3 items biscuit and cake in 2012

• CustomerExpand 25% of target market in townwider market place Increase customer satisfaction

• Learning & GrowthProvide training 2 times per year to improve their worker’s skill in

bakeryUsually they get training from Chef Liza (Academy Sweet Azza)

ADVANTAGE & DISADVANTAGE OF

CURRENT BUSINESS STRATEGIESStrategy Advantages Disadvantages

Menu variety Many choices suitable for all range of age

Cannot satisfy all people needs & wants

Deal tender with government

Strong brand name Duration of tender is limited

Produce quality product Increase customer’s trusty & loyalty

Difficult to maintain their quality of product

Maintain good relationship with supplier

Get cheapest price of raw material

Conflict might occur

Reward worker Create sense of belonging towards company

Need high cost

SWOT

KILANG ROTI MINANG

STRENGTHS•KNOWLEDGE•HISTORY/EXPERIENCE•AFFORDABLE PRICE•HAVE STRONG RELATIONSHIP

WEAKNESSES•PACKAGING NOT ATTRACTIVE•LIMITED MARKET PLACE•LACK OF PROMOTION•LACK OF CAPITAL

OPPORTUNITIES•LOCAL PRODUCT•STRONG BRAND NAME-AMONG GOVERNMENT AGENCIES •EXPAND MARKET CHANNEL

SO•JOINT VENTURE WITH ESTABLISHED COMPANY, E.G MYDIN & TESCO•SUPPLY PRODUCT TO 1 MALAYSIA RETAIL STORE

WO•PENATRATE MARKET SEGMENTATION•ATTRACT NEW INVESTOR

THREATS•ECONOMY CHANGES•COMPETITOR•LIMITED DURATION-TENDER

ST•CREATE NEW CHANNEL, EG. KIOSK & NEW OUTLET•EXPAND PRODUCT LINE

WT•NEW PACKAGING DESIGN•WIDER RANGE OF PROMOTION

Key Success Factors

• Knowledge & SkillProvide training to improve employee’s skill in bakeryGet idea or suggestion from trainer

• ExperienceEstablished companyStrong name among supplier

• QualityMaintain their product taste Quality of production

• Low Costo Not invest high cost for productiono E.g like medium such television, radio, internet

• Focus in One Segmentationo Easy to control & monitor their producto Can maintain their product lines

MARKETING COMMUNICATION

• Personal SellingGovernment agencies (tender)Private agencies such as Radix Fried Chicken

• Viral MarketingMouth to mouth (testimonials)

• Sales PromotionPamphletBrochureSticker

CONTROL & MONITOR

• Give reward and punishment to employee• Ensure budget provided within the strategies

developed• Ensure the new packaging able to attract

customer• Ensure that they produced high quality’s

product

RECOMMENDATION

• Change packaging into more attractive• Increase promotion through radio, newspaper

and website• Wider their market segmentation into North

area

THANK YOU