SugarBuns Expansion in QSR

Adilah Bt. Saifuddin Farhan Bt. Hj. Rosli Nor Farhana Bt. Mohammed Sunaini

Introduction
It was established on 1979 Initially, fully operated in Sarawak One of the home-grown fast food restaurants in Malaysia To date, its business covers local and international market. Besides being the traditional Quick Service Restaurant (QSR) In year 2001, SugarBun employed 4-in-1 concept as its new outlets concept in which incorporated: Asian Cuisines, Western Food, Patisseries, Caf Bar Beverages.

Issue

Principle

Informations

Solutions

 What is SBs expansion plan for year 2013? What are the strengths and weaknesses of SB? Why SB choose Sabah and Johor? What is the best solution for the issue?

What is SBs expansion plan for year 2013?

Local market: SB will try to open several new outlets in Sarawak, the third outlet in Sabah and the first outlet in Johor whereby represents the peninsular market. International market: SB plan to open the third SugarBun restaurant in Liaoning Province. Business expansion in other part of China will be executed only after the SugarBun brand established in Liaoning.

What are the strengths and weaknesses of SB?

Strengths: - Menu: offers variety of menu such as Western foods, Asian cuisine, Patisseries and Caf Bar Beverages. - Global brand: SB already established 9 outlets in abroad (6 in Brunei, 2 in China and 1 in Bangladesh). - Distribution network: covers even the more remote towns like Mukah, Kapit and Saratok in Sarawak.

 Weaknesses: - Unfamiliar: The brand is not familiar among the consumers in Peninsular particularly. - Unpredictable: Uncertainty of acceptance at the new place.

- Less promotion: Lack of promotion and advertisement.

Why SB choose Johor?

Possibly to penetrate neighbouring Singapore Market. Exciting location. i.e: Kota Iskandar, Legoland, Johor Premium Outlet (JPO), Danga Bay.

 Consumer Promotions (Final buyers) SugarBun can attract consumer by doing such as competition for kid, distribute free voucher coupons for selected meal, on-pack offers, multi-packs and bonuses, loyalty reward programs.

 SugarBun may use Creative selling strategy when the benefits of a good or service are not readily apparent. Trained their staff to serve the customer with good attitudes. Giving complimentary drinks to dine-in customers.