Marketing (ENT) (UiTM)

7/27/2019 Marketing (ENT) (UiTM)

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INTRODUCTIONTOMARKETINGPLAN

Marketing is the process of planning and executing the conceptions of ideas, products,

or services to distribute and promote them and create exchange to satisfy individuals

or organization goals. Marketing also define as the activities that are carried out

systematically to encourage and increase sales of products or services as long the

activities are in line with religious and ethical practices. A well prepared marketing plan

is important as it help entrepreneurs to evaluate market acceptance, develop strategies

of marketing the products and services, identify required resources to execute the

marketing strategy and estimate marketing financial requirement.

Human needs is defined as basic physiological requirements in ones life, whereas

,human wants can be in different forms of unfulfilled needs that are often influence by

ones culture , social obligation , personality, religion and other factors. Based on the

marketing concept, all the marketing activities must satisfy customers needs andwants and at the same time, achieve the targeted profit.

Presently, due to the globalization and technologies advancement, most people are

too busy to works and therefore most of them will have to find other alternatives to do

their job faster and in the easiest ways, and that will include; eating. Based on this

situation, we came out with the idea to produce the food the traditional food that rarely

can be found in others place. Our food are based on Melanau culture and others

culture in Sarawak. Our products are suitable for everyone at any age, religions and

races and therefore, our target market emphasis on the customers itself means thehuman being.


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MARKETINGOBJECTIVE

It is important to satisfy customers needs and wants as they are the main contributor

to an organizations profit. Hence, we have to determine the needs and wants of the

customers to derive the desire satisfaction more effective and efficient than other

competitors.

In order to fulfill customers needs and wants we have to ensure that we can offer

products that are easily available to our target customer at the right place and time and

at the attractive price. In addition, we need to ensure that our products are in high

quality in order to compete with other existing competitors.

Besides, we also focused on how to improve our product in order to attract more

customers to buy our product. Apart from that, it is important to have a good pricingstrategy. For our business, our pricing is based on several factors aside from the

ingredient.

Hence, we prepare our marketing plan in order to achieve our marketing objectives as

follow:

1. To satisfy customers needs and wants in terms of variety food consuming

2. To have a healthy competition among competitors in and out the country.

3. To attract more customers in order to increase profit by 20% in 3 years time.

4. To observe marketing opportunities and plan good and effective strategies to

increase more customers in 3 years time.

5. To open up branches throughout the country in 8 years time.


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PROFILE OF PRODUCT

The Melanau Unique Restaurant is serving various types of traditional Melanau food

that are different from what other restaurant have. By using our main concept

CUSTOMER ARE THE KING, the eating experience would be an enjoyable and

unforgettable experience where our customer can enjoy their favorite food as we serve

a variety of traditional food around the Sarawak.The Melanau Unique Restaurant prime

concern is to establish a restaurant where customers can eat their favourite traditionafood as it is hard to find also satisfied them with healthy and good quality food.

Our customers satisfaction is our main priority. So, we are potentially able to attract

customers to have their meals at our restaurant. So,that we decide to produced various

type of traditional food not only from Melanau Culture but also from others culture

throughout Sarawak,such as Melayu,Iban,and Kayan.


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MENU PICTURE DESCRIPTION

UMAI

OUR STRONG

ATTRACTION,FROM

MELANAU

CULTURE,BASED ON

FISH,PRAWN CLAM OR

JELLYFISH

LINUT TRADITIONAL FOOD

FROM MELANAU,BEST

WITH COMBINATION

OF A SAMBAL

SAGU

BEST COMBINATION

WITH IKAN

TERUBUK,WILL MAKE

OUR CUSTOMER COME

AGAIN


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SUMAN

TEPUNG SAGU AND

SEAFOOD BEEN

COMBINE TOGETHER.ONE OF POPULAR

FOOD IN MALAY

PEOPLE OF SARAWAK

BUBUR

PEDAS

MALAY TRADITIONAL

FOOD,WE REMAKE THE

RECIPE WITH

ADDTITIONAL

INGREDIENT,TO MAKE

A DIFFERENT TO OUR

RESTAURANT.


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TARGETMARKET

Target market can be define as the group of people that have needs and wants that

can be satisfied by the business through the supply of goods and services. A market is

a set of all actual and potential buyers of products and services consist of people with

needs and wants and their income and willingness to spend on it and have authority tospend their money.

There are several factors on why we have to decide on a specific target market. First, it

is impractical and almost impossible for our business to offer a product that can satisfy

the needs and wants of the entire population. Next, most businesses have limited

recourses in terms of time, money and manpower, therefore the business must focus

its activities on attracting a core group of customers that has the highest potential to

purchase the products that we offered. Lastly, the main income is derived from the

primary target market.

As for our business, we have agreed to launch our restaurant at Desa Ilmu Kota

Samarahan,Kuching. Therefore, we have targeted that the population of Desa Ilmu will

be our customers. There are few reasons on why we have chosen Desa Ilmu Kota

Samarahan as our location:

a. It is near to the housing area and the roadside which people will constantly

pass by.

b. There are enough facilities and infrastructure provided.c. The location is very strategic where it is one of the educational areas.

From all of the factors above, we are quite sure that we have chosen the perfect

location to open up our business as the distance of our target and our restaurant is

near. Besides, At Desa Ilmu, there are few University such as University Technology

Mara(UiTM),University Malaysia Sarawak(UNIMAS) ,and because of these students

always hang out at the Desa Ilmu and they are become our target market.


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EXAMPLES OF UNIVERSITY AROUND DESA ILMU:

UNIVERSITY TECHNOLOGY MARA

UNIVERSITY MALAYSIA SARAWAK


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MARKETSIZE

Market size is the total potential purchase that is expected from the target within the same

market. Analyzing the market size is very important in order to estimate the market estimates

are to be use in forecasting sales for business. The capability of our business depends on the

wide market and amount of customers interact with us. Although the Melanau Unique

Restaurant is still new in this business, with the strategic planning and good management, we

hope that our business will run smoothly presently and in the future. We had identified that

our target market as the residents of the housing area within 20 kilometers radius of our

restaurant and the workers who passed by. There are three major market segments within the

target area:resident,working people and student. This is how we calculate our market size:

Estimated at Desa Ilmu area 4.5% of

246,782 people of Kota Samarahan(4.5%246,782):

11105 people

Average Expenditure:RM10.00

RESIDENT

40%11105

=4442

Estimated only 25% will come

25%4442=1110

1100 people RM10.00:RM11100 per year

STUDENT

35%11105

=3887


20%3887=777

777 people RM10.00:

RM 7770 per year

WORKING PEOPLE

25%11105

=2776


20%2776=555

555 people RM10.00:

RM5550 per year

TOTAL MARKET SIZE RM24,420


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TOTAL MARKET SIZE ESTIMATED

Per day:

Number of people x Average Expenditure/Per Meal

11,105 people RM10.00

=RM111,050

Per month:

Total sales per day x How Many Times x 4 weeks in a month

RM111,05014

=RM444,200

Per year:

RM 444,200 12

=RM 5,330,400


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COMPETITORS

Competitors refer to other businesses that offer similar products, substitute or

alternative products or services to the same target market. We have to identify our

main competitors in order to know whom our business is sharing the market with and

to develop appropriate marketing strategies to compete with our rivals. Apart from that,we also need to analyze the strength and weaknesses of our competitors in terms of

size, experience, number or years in business, financial capability and product.

The list below shows our competitors who are in the same area with their strength

and weaknesses in the market:

NO COMPANY NAME STRENGHTS WEAKNESESS

1 1 MALAYSIA

RESTAURANT

Near the main

road and very

strategic place

Well known

among the

student

Near with

UNIMAS

The service are

terrible

Expensive price

and terrible

taste.

2

Lee Young Food Court Provide many

variety of food

Low price

Limited space

and

uncomfortable

Late service.

3 Resto Galeria Beautiful interior

design

Provide various

Malay food from

Kelantan

Expensive price

Not open at

night.

4 OTHER(Caf and

restaurant around

Kota Samarahan.

Nice place to

hang out

Provide various

of food and

snooker hall.

The price are

relatively

expensive

Terrible service


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MARKETSHARE

Market share refer to the portion of the market that the business can control after

taking into consideration market size and the competitors position in the same market

The Melanau Unique Restaurant has identified 4 main competitors, which are

1Malaysia Restaurant,Lee Young Food,Resto Galeria and OTHER caf and restaurantaround Kota Samarahan..Each of the competitor controls a percentage of the market

as shown below (in food business):

Market share before entry of Melanau Unique Restaurant:

COMPETITOR % MARKET SHARE MARKET SIZE

1Malaysia Restaurant 34% RM1,812,336

Lee Young Food 29% RM1,545,816Resto Galeria 23% RM1,225,992

OTHERS 14% RM746,256

TOTAL 100% RM 5,330,400

After analyzing the competitors strength and weaknesses, our restaurant is confident

to control 12% of the market.

Adjusted Market share after the entry of Melanau Unique Restaurant.

COMPETITOR % MARKET SHARE Market size

1 Malaysia Restaurant 29% RM1,545,816

Lee young food 24% RM1,279,296

Resto Galeria 20% RM1,066,080

Others 15% RM799,559

MELANAU UNIQUE

RESTAURANT

12% RM639,648

TOTAL 100% RM 5,330,400


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MARKET SHARE BEFORE THE ENTRANCE OF MELANAU UNIQUE RESTAURANT

Before entering the business, 1Malaysia Restaurant took 34%of the Market share, while Lee

Young Food took about 29%of the market share,Resto Galeria took 23% of market share

and Other caf and restaurant took 14% of market share.


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MARKET SHARE AFTER THE ENTRANCE OF MELANAU UNIQUE RESTAURANT

Estimated Market share for Melanau Unique Restaurant is 12%.This will mean that the

existing competitors (1Malaysia Restaurant,Lee young Food,Resto Galeria,and Others) will lose

some of their market after the entry of Melanau Unique Restaurant.


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SALES FORECAST

To estimate our profit, we do forecast for the first year opening of our restaurant, that

is Melanau Unique restaurant. The Sales forecast refer to the expected sales

potential from our selected target market.

As what had been recorded in the table below, our first month of business is quite low

if compared to the other months. This is because; our restaurant is still new and

therefore, our customers did not yet recognize our restaurant. In the month of August

our sales drop because it is the Hari Raya Aidilfitri period and we closed our

restaurant.We have got the highest sales on December because, in this month,schoolchildren are having their school holiday. Besides, the tendency of the families

to have their meals outside would be higher due to the Year-End sales in the town.


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ESTIMATED SALES FOR THE FIRST YEAR (2017)

After analyzing the competitors strength and weaknesses, our restaurant is

confident to control 12% of the overall market. We also forecast our sales for three

years.

Estimated sales for the 1styear = 12% (market share) x total market size

= 12% x RM 5,330,400

= RM 639,648

ESTIMATED SALES FOR THE SECOND YEAR (2018)

Estimated sales growth rate =12% to 107%Estimated sales for the 2ndyear = 107% RM 639,648

=RM648,423

We expected that our company will increase in profit by 7% by the year of 2014.This

is due to the promotion and services that we have done. We believe that our

company will be well known by people who live around Desa Ilmu. Thus, the increase

of 7% is relevant to our restaurant for the second year.

ESTIMATED SALES FOR THE 3RDYEAR (2019)

Estimated sales growth rate= 7%to 12%

Estimated sales for the 3rdyear = 112% RM648,423

=RM766,554


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SALESFORECASTFORMELANAU UNIQUE RESTAURANT

YEAR 2017

YEAR MONTH SALES

FORECAST(RM)

REASONS

FIRST

January

RM38,379 Newly established and

unknown to the public

February RM38,379 Newly established

March RM38,379

April RM44,775 People start to recognize

the restaurant

May RM51,172

June RM57,568

July RM63,965 Fasting Month

(Bazaar Ramadhan

opening)

August RM38,379 Close our restaurant due

to Hari Raya

September RM51,172

October RM70,361

November

RM70,361 School Holiday and Year-

End sales

December RM76,758 School holiday and year-

end sales

TOTAL RM639,648

2014 Increased by

7%

RM648,423

2015 Increased by

12%

RM766,554


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BAR CHART

SALES FORECAST FOR YEAR 2013

Based on the bar chart above, we can conclude that the highest sales fall on the

month on December. This is because, on December, schoolchildren are having

their school holiday and the tendency of the families living around Desa Ilmu having

their meals outside is much higher.

The lowest sales fall on the month of January .This is because our restaurant is stil

new and unknown to the public. As time passing by, our sales start to arise

because people start to get to know of our business. However, the sales start to

decline in the month of August due to the closed of restaurant because of Har

Raya.

0

10000

20000

30000

40000

50000

60000

70000

80000

90000


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MARKETING STRATEGIES

In the business, to start a company is not an easy task. This is because; we have to

make sure that the operation of our business run smoothly until we reach our business

goals. In order to make sure that our business to continue to operate, marketingstrategies are important to attract our customers to continue to spend their money at

our restaurant.

As for our business, our main priority is to give satisfaction to our customers while to

gain their trust with our best service. By doing so, we will be able to gain our

customers trust and therefore, they would come again to our restaurant to enjoy their

favorite meals. Our marketing strategies consist of four key variables also known as4Ps, which are:

1.Price

2.Place

3.Promotion

4.Sales Promotion


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PRICE

Pricing is the process of determining the value of product of the customer at particular

amount of money in term of Ringgit Malaysia and Cents. Once the services have been

given, the values of the services and product need to be determined. The price

strategy is important to make sure that the company could provide a reasonable priceto the costumers while to ensure that the company can gain profits from the sales.

Our prices are slightly cheaper than our competitor because we provide a discount to

our loyal member and also student. Its make our price are affordable to everyone.

Below are the menu and price that is very available to buy.

Menu Price

Umai(fish,prawn,clam) RM10/bowl

Linut RM5.00/bowlBubur Pedas RM5.00/bowl

Sesar Masak Lemak RM8.00/bowl

Sayur Midin RM5.00/bowl

Ayam Pansuh RM15.00

Ayam Lempah RM7.00/bowl

Ikan Terubuk RM25.00

Nasi lelapan RM4.50/plate

Nasi Koboi RM1.50/plate

Laksa Sarawak RM5.00/bowlMee Jawa RM5.00/bowl

Mee Kolok RM5.00/bowl

Suman RM2.00/plate

Tebaloi RM2.00/plate

Terumpik RM2.00/plate

Dinuh(kuih tepung pulut) RM2.00/plate

Selukung(Ketupat Kayan) RM2.00/plate


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PLACE

We have chosen Desa Ilmu as our location. There are few aspects that we had

considered in choosing our location, which are;

Strategic

Desa Ilmu located at Kota Samarahan and very near with University and work

place .Desa Ilmu also located near the roadside which is easy to be access.

Supplier

We plan to take our raw materials such as chicken, meat, buns and others from

UNACO. Since the location of our supplier are not very far from our restaurant

(Melanau Unique Restaurant).we can reduce our cost of transportation and the time

taken to purchase our raw materials.


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PROMOTION

An effective promotion is one of the most important things in operating the

business in order to introduce the existence of the product and services. An

effective promotion is one of the ways to increase the service quantity after

the business is noticed by the customers. As for our company, we, TheMelanau Unique Restaurant have used a few medium in order to promote

our products;

a. Signboard

Signboard is usually presented to the public in order to attract

customers. It will inform the customers about our business identity such

as name and company logo. Well put in front of our company premise.

Hence, it will be easy for the customers to recognize our restaurant.


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b. Business cards

This method is another way of introducing our company to the public. This

can helps us to show image of our restaurant and also the location of our

business. We design our business card in an attractive design to get our

customers attention to read it rather than to throw it away.

BUSINESS CARDS


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c.Social networking Websites (face book)

Due to the technologies advancement, most of people use internet in every

way. Due to this, we have decided to promote our restaurant throughout the

internet that is by using Face book. Using Face book is the cheapest way of

promoting our products while can increase our customer to get to know ofour business since, many entrepreneur use Face book as their media to

promote their products and services.


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d.Banner

Banner is usually used by most business when they desire to advertised

their business, promotion and new product to the public. We designed

our banner with attractive colors and with clear information about our

products and promotion.

BANNER

SALES PROMOTION

Every Friday, we give 30% of discount to our customer for every food

they buy and discount to our loyal member and student at 5%.We choose

Friday Because it is a good day to make good thing.One of our menu,Nasi

Koboi are made for student and only RM1.50,student can get a plate of

rice,hotdog and fried chicken.It is very affordable and it will satisfied the

customer especially student.


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MARKETING BUDGET

TYPE FIXED

ASSET

COST

MONTHLY

EXPENSES

(RM)

OTHER

EXPENSES

(RM)

TOTAL

(RM)

FIXED ASSET

SIGNBOARD RM2000

WORKING CAPITAL

Salary

EPF

SOCSO

1800

216

36

OTHER EXPENSES:

Promotional cost

Advertising(business

card,flyer,banner,newpa

per.

Grand opening(Doa

selamat)

Interior design

350

1000

1000

TOTAL 2000.00 2052 2350 6402

Documents

Marketing (ENT) (UiTM)