4.
0 DESCRIPTION OF VENTURE
4.1 Product & service
Our company sells famous local foods including nasi lemak, rojak, ayam masak merah,
daging masak hitam, ayam kurma, and many more will be provided. We selected the local
food menu since it can cater to the tastes of Malaysians of all races and cultural backgrounds.
To maintain the original flavour, we only employ the original recipe that has been passed
down through the centuries.
Our product is sold in a well-located shop lot that is close to a lot of homes. Additionally,
we use food trucks to conduct business wherever in the market or on the side of the road.
This makes it easy for people to get our products not only in stores and be able to introduce
our products to new people.
4.2 Value proposition
The main attraction of this business was the local foods that promised the high-tastes
foods because the company use the traditional recipes from villages. Several spices are
utilised in each meal to make sure the taste is awake. This business will offer services for any
unique occasion in order to increase its value offerings. By setting up an local food booth at
any special event, the business can strengthen its ties to the neighbourhood and indirectly
boost marketing.
This company also provides the community with economic options by operating as a food
truck dealer and selling at marketplaces. This might assist them grow their company because
it has the highest reputation and quality for supplying local food to consumers. Companies
must keep costs fair if they want people of all ages and communities to try and love local
food. A reasonable pricing strategy is necessary when deciding how much to charge for a
product. Once the cost of everything has been determined, markup must be added.
4.3 Competitors
The primary competitors of our company are NALE, Bungkus Kaw Kaw and Little
Nyonya. These three brands have a strong image which represent local taste and preference.
So, we have done a detailed analysis of the existing local foods in order to maximise
customer satisfaction. We believe that these local food brands are our main competitors.
NALE is a proud Malaysian Creation with a dream to serve the best Nasi Lemak in the
world to the world. By using the highest quality ingredients and unique blend of spices, team
of passionate experienced Nasi Lemak experts are dedicated to bringing the best version of
this Malaysian favourite, accompanied by addictively delicious sambals and sauces that can
find at NALE.
Bungkus Kaw Kaw is famous for strong, full-flavoured traditional foods & beverages
made from secret family recipes. The company’s name comes from the Malay word
“bungkus” (take away) and the Hokkien word “kaw” (thick). Just say “bungkus kaw kaw”
and you’ll get an authentic, full-bodied Malaysian drink to go, packed in a plastic bag and
secured with a red plastic cord that also serves as a carrier sling.
Indo Asli is a traditional Indonesian grocery store. You can get a selection of traditional
Indonesian dishes at Indoasli, a restaurant that serves food from all throughout Indonesia. To
preserve the delicate flavour and presentation, all ingredients are prepared, cooked, and
spiced in the same manner as in Indonesia. You envision yourself in Indonesia when you eat
meals in this area.
So, like these three brands, we should take steps to bring our product to the attention of
the public.
4.4 Benchmarks
Comparing your company's success to that of other comparable companies to see whether
there is a performance gap that can be closed by enhancing your own is the definition of the
benchmark. Finding out what it takes to increase a company's productivity and establish
yourself as a major player in your industry may be helped by studying other companies. Our
business choose Warong Che Senah at Kampung Baru as a benchmark since this restaurant
has become an attraction for locals and even tourists from outside country come here.
Although the founder of this restaurant is a local person, but she managed to make this
restaurant an extraordinary restaurant. With a food court concept, Warong Che Senah offers
an Al-fresco atmosphere and also outdoor or indoor dining room. Customers can sit as their
convenience and preference. For sure, no matter what, the atmosphere is still the best. With
the main colors of black, red and white, this restaurant looks really smart.
Food in Warong Che Senah is wonderful in all forms. They provide nasi lemak, nasi
kerabu, meatballs, satay, grilled clams, laksa, and stir-fried dishes on their meal menu. There
are also options if you want to consume Western food. There are several options for sweet or
salty snacks, like ice cream, ABC, and murtabak indonesia. Customers thus have a variety of
options.
This stage has not yet been reached by our product. Our goal is to serve Malaysians the
greatest meals while introducing non-Malaysians about local foods. That will make it more
attractive to everyone. Guaranteed food quality will also guarantee that customers will always
be satisfied with our service.
5.2 Competitor
Company Strength Weaknesses
It is already
known. The price is a bit
They have wide expensive than
branch of The before.
Nasi Lemak Co. Main dishes are
Provide Halal only Malaysian and
products. Asian such as Mee
Laksa.
Affordable price Slow service and
with big quantity of food quality being
foods and drinks. served cold
Provide Halal sometimes.
products. Only served Asian
cuisine.
Offer affordable Only served indo
price. foods.
Well known with Does not offer
their indo foods. customization.
Only certain of
dishes are Halal.
5.3 Marketing Strategy
An organization’s marketing strategy is organised, carried out and tracked using a
marketing plan during a specified time period. Specific marketing strategies and how the
company will evaluate the results of these efforts may be included in marketing plans.
Typically, a marketing plan will contained and usually discussing regarding things
associate wth the successfulness of promoting a products, such as business’s targeted
market, the present marketing position, and a description of the business’s marketing
mix which will be use to accomplish goals. A marketing strategy posseses an general
also specific analysis regarding the businesses’s marketing strategies.
5.4 Market share and sales
BEFORE ENTERING THE MARKET
MARKET SHARE AND SALES
2020
Company NALE Co. Bungkus Kaw Indo Asli Others
Kaw
Market 40 30 20 10
share(%)
Total sales in 8,424,600 6,318,200 4,212,800 2,106,000
RM
Total 21,060,000
AFTER ENTERING THE MARKET
LOCALICOUS
MARKET SHARE AND SALES
2021
Company NALE Co. Bungkus Kaw Indo Asli Others
Localicous
Kaw
Market 38 27 18 9 8
share(%)
Total sales in 8,002,800 5,686,200 3,790,800 1,895,400 1,684,800
RM
Total 21,060,000
