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MARKET ANALYSISA PHASE OF MARKETING RESEARCH CONDUCTED TO
DETERMINE THE CHARACTERISTICS AND EXTENT OF A MARKET.
HOW BIG IS THE MARKET?
• Less than most major coffee shop franchises, but still capable of attracting large amounts of customers.• Revenues: RM 10.5M/year, considerably less than
major coffee shop franchises, but highly successful in Malaysia.• An average of 3 shops in 50 metre-radius in large
cities, average of 2 shops in a small town.
CUSTOMERS
• The majority group: students, workers and foreigners.• The income: RM800-1000/m for students, RM3500+ workers & foreigners.• The location: densely populated areas, most universities' vicinity.
COMPETITORS, STRENGTH
• Starbucks Coffee: a billion-dollar franchise.
• The Coffee Bean & Tea Leaf: better drinks than Starbucks Coffee, personal preference.
• DÔME Café: good coffee, decent but hearty meals.
COMPETITORS, WEAKNESS
• Starbucks Coffee: price.
• The Coffee Bean & Tea Leaf: marketing.
• DÔME Café: price and marketing.
Our product
• Drinks: coffee, tea, Italian sodas, smoothies, juice and cocoa
• Deli items: Charcoal burger, sandwiches etc.
• Organic
Sales strategy
• Quality service & products• Friendly staff• Black & White themed interior• Waiters wearing tuxedo
Advertising & Promotional Activity
• Local print and broadcast media.
• Direct mail, discount card.
• Sampling.
Roles of members
• Market analyst (Ameer) - study information - reports & presentations
• Manager (marketing strategies) (Yu Xuan) - identify strengths of product - sales strategy - pricing - promotions
• Manager (management strategies) (Nurina) - identify the business' legal structure
- identify the lower and mid-level employees
• Financial planner (naim) - Manage the finances (investment capital, future investment, forecasted sales)
FUNDING REQUIREMENTS
• Amount of money needed to start the business.
-300k• Capital invested by owners.• Amount of loans from lenders.
Break-even Analysis
• An analysis to determine the point at which revenue received equals the costs associated with receiving the revenue.
Forecasted sales
• Profit figures over the next 3 years - sale 150k - profit 100k• How to split profit or losses among the
owners -devide equally
REFERENCES• Book -Hamel, G. and Prahalad, C. (1994). Competing for the future. Boston, Mass.: Harvard Business School Press.
• Newspaper article -Coy, P. (2014). Network Admins Wanted: New Ideas for Filling 'Middle-Skill' Jobs. Business Week.
• Internet - the Guardian, (2012). So what does a market analyst do, exactly?. (online) Available at: http://careers.theguardian.com/why-consider-career-in-market-analysis (Accessed) 13 Nov. 2014.
• Blog -Roberts, J. (2014). Brilliant B2B Marketing Examples: What Made These People and Companies Our 2014 Bright Bulb Winners Read more: http://www.marketingprofs.com/opinions/2014/26440/briliant-marketing-examples-from-marketingprofs-2014-bright-bulb-b2b-award-winners#ixzz3IxQfMi2n. (Blog)Marketing Profs. Available at: http://www.marketingprofs.com/opinions/2014/26440/briliant-marketing-examples-from-marketingprofs-2014-bright-bulb-b2b-award-winners (Accessed) 13 Nov. 2014.
• E-Book -Ritson, N. (n.d.). Strategic Management. 2nd ed. [ebook] BookBoon. Available at: http://bookboon.com/en/strategicmanagement-ebook# (Accessed 13 Nov. 2014.)