Beruflich Dokumente
Kultur Dokumente
SITUATION ANALYSIS
PRODUCT/BRAND: MARRYBROWN SUBMISSION DATE: 16 JULY 2013
TABLE OF CONTENTS
CHAPTER 1: PROJECT OVERVIEW 1.1 Introduction 1.2 Problem Statement and Issues 1.3 Objective and Aims
1 2 3 3
CHAPTER 2: PROJECT PROFILE 2.1 Product Name 2.2 Product Classification 2.3 Product Characteristics 2.4 Product Range 2.5 Distribution 2.6 Product Life Cycle 2.7 The Brand 2.8 Brand and Implication 2.9 Strength and Weakness 2.10 Advantages and Disadvantages 2.11 Unique Selling Preposition 2.12 Promotional History and Advertising Schedule 2.13 Positioning Statement
4 5 5 5 8 11 12 12 13 13 14 14 15 15
CHAPTER 3: THE COMPANY 3.1 Company Overview 3.2 Business Description 3.3 Company History 3.4 Key People 3.5 Location and Subsidiaries 3.6 Brands, Major Products and Services 3.7 Corporate Vision 3.8 Corporate Mission
16 17 17 18 19 20 22 23 23
3.9 Companys Current Promotional Strategy 3.10 Product Sales History 3.11 Current Marketing Objective 3.12 Media Expenditure
23 24 25 25
CHAPTER 4: CONSUMERS AND SKATEHOLDERS 4.1 Current Consumers Characteristics 4.1.1 Demographic 4.1.2 Psychographics 4.2 Stakeholders Characteristics 4.2.1 Primary 4.2.2 Secondary
26 27
28
CHAPTER 5: INDUSTRY AND MARKETPLACE 5.1The Industry 5.1.1 Definition of the Industry 5.1.2 Shape of the Industry 5.1.3 Development of the Industry 5.2 The Marketplace 5.2.1 Current Condition of the Marketplace 5.2.2 Changes in Marketplace
29 30 30 31 32 33
CHAPTER 6: COMPETITIVE SITUATION 6.1 Direct Competitors 6.1.1 Kentucky Fried Chicken 6.1.2 McDonalds 6.1.3 The Chicken Rice Shop 6.2 Indirect Competitors 6.2.1 Secret Recipe 6.2.2 Subway
34 35 35 36 37 38 38 39
CHAPTER 7: SWOT ANALYSIS 7.1 Strength 7.2 Weakness 7.3 Opportunity 7.4 Threads
40 41 41 41 41
42 43
CHAPTER 9: RESEARCH DEVELOPMENT 9.1 Marketplace Research 9.2 Market Observation 9.3 Online Survey 9.4 Interview
44 45 47 48 55
CHAPTER 10: PRECEDENT STUDIES 10.1 Advertising Strategy 10.2 Precedent Studies
56 57 61
64
68
Marrybrown is a success story built on great tasting recipes that are original and truly Malaysian. Always work on ways to make food, services, and franchise operation better to deliver the highest standard of quality across all levels of the business. Established in 1981, they now have over 400 outlets serving fried chicken, burgers, finger food, desserts and beverages. Marrybrown has extended the menu that offers exotic local delights, which has Seafood, Rice Base Products, Noodles and Porridge. A famous local Malay rice dish, Nasi Lemak is introduced to the menu as Nasi Marrybrown. Today, Marrybrown offers a broad selection of distinctive, innovative products targeted at the fast-food consumer. Chicken represents the core of the menu, including the signature Lucky Plate, Chicken Porridge, Nasi Marrybrown the 100% Black Pepper Chicken-A-Licious. And, because value is important to fast-food customers, the company also offers value-priced products on All-Time snacks, including muffins, burgers. Malaysian home-grown halal quick service restaurant operator Marrybrown Sdn Bhd has become the first international company to open an outlet in Myanmar. Marrybrown also planned to set up 15 outlets in Southern Thailand in three years. It intends to open 15 new outlets in Malaysia from June until December this year. At present, more than 400 Marrybrown outlets in Malaysia, China, Indonesia, India, Sri Lanka, Maldives, Tanzania, the United Arab Emirates, Kuwait, Qatar, Bahrain, Iran, Syria, Saudi Arabia and Azerbaijan.
1.2
1.3
Nasi Marrybrown
Chicken Porridge
Chick-O-Rice
Chicken Burger
Tower Burger
Lucky Plate
Chick-A-Licious
Chicken Fillet
Chicken Nuggets
Packaging: Paper Box, Paper Cup Pricing range: Price Per Unit Burgers Special Food Classics Food Crispy Chicken Side order Ice Cream Beverage Product range: Product Single Burgers Chicken Burger Hotouch Burger Tower Burger Fish Fillet Burger RM 4.10 RM 6.80 RM 8.90 RM 6.20 Specials Lucky Plate Chick-A-Licious Crispy Chicken Fish n Chips RM 8.30 RM 10.90 RM 6.40 RM 11.90 Classics Nasi Marrybrown Nasi Ayam MB Mi Kari Ayam Goreng Chicken Porridge RM 7.30 RM 7.90 RM 6.90 RM 4.20 RM 8.90 RM 9.20 RM 8.90 RM 5.80 RM 10.10 RM 12.90 RM 9.80 RM 13.90 RM 7.60 RM 9.50 RM 12.50 RM 9.30 Pricing Combo RM 4.10 RM 8.90 RM 6.40 RM 11.90 RM 4.20 RM 7.90 RM 3.20 RM 45.95 RM 0.55 RM 10.35 RM 1.40 RM 3.40 RM 1.70 RM 3.80
Product
Pricing
Crispy Chicken Original & Hotouch 1 pc 2 pcs 5 pcs 9 pcs 15 pcs Variety Combo; Crispy Chicken, Prawn Fingers, Chicken Fillet, Fish Nuggets, Vegetable Salad, Mashed Potato and Pepsi Happy Combo; Crispy Chicken, French Fries, Vegetable Salad and Pepsi RM 44.50 RM 3.20 RM 6.40 RM 15.75 RM 28.20 RM 45.95 RM 46.80
Product A Chicken Burger, Fries & Iced Milo B Crispy Chicken, Fries & Iced Milo C Chicken Nuggets, Fries & Iced Milo
Pricing
RM 8.10
Product Side Order A Chicken Nuggets B Fish Nuggets C Prawn Nuggets D Mashed Potato E Hawaiian Coleslaw F Vegetable Salad French Fries
Pricing
Product Cold Drinks Pepsi Revive Mirinda Strawbery Root Beer Frost Mountain Dew 7 Up Orange Juice Lemon Tea Milo RM 2.90 (R) RM 3.80 (L) Float; 7 Up, Mirinda Strawberry & Root Beer Frost Mineral water Nescafe; Nestea; Milo Tea The tarik Coffee White Coffee RM 3.40 RM 3.60 RM 2.55 (R) RM 2.95 (L)
Pricing Hot
RM 1.70
RM 2.60 RM 2.90
Ice Cream 1 scoop 2 scoops Jelly Ice cream Sundae Cup RM 1.40 RM 2.70 RM 2.40 RM 3.00 -
2.5 Distribution
Distribution Channel: Direct The company used a direct distribution channel such as to advertise and market directly towards consumer via variety of print and electronic mediums. Direct marketing campaigns focus on the consumer, statistical data generated of the marketer. Marrybrown has done some direct distribution channels to get in touch with their consumers. The company used social media such as facebook and website to promote the product to consumers. In addition, Marrybrown also do a television commercial for markups their product. After that, consumers will be interested and make them want to buy the product at Marrybrown restaurant that located throughout Malaysia.
The latter is responsible for the setting up of Marrybrown Fried Chicken outlets outside Malaysia through appointed master franchisees in the respective countries.
Weakness: Bad customer service Limited menu Lack of promotion Local brand
opportunities for both domestic and international markets. Take a look at what areas are currently available.
First Marrybrown restaurant at the airport; Senai Johor. Penetrating the African continent. Introducing the latest local taste; Curry chicken noodle & Satay burger. Prime Minister Datuk Seri Najib Tun Razak officiates the 10th anniversary of Marrybrown, UAE. Opened the first marrybrown restaurant at petrol station; Esso Sendayan, Negeri Sembilan.
Celebrating 30 years of full-flavor & fun; towards excellence. Penetrated The Golden Land, Myanmar. Celebrating the 500th restaurant open in Coimbatore, India; Marrybrown Race Course Road.
Kuala Lumpur Office: Unit No.20-3, 3rd Floor 3 1/2 Mile Square 151 Jalan Kelang Lama, Batu 3 58100 Kuala Lumpur, Malaysia Phone: +603 7982 4890 Fax: +603 7982 4904 Email: qsr@marrybrown.com
Listing Restaurant MB Batang Kali MB KLIA MB GM Plaza Klang MB Berjaya Times Square Selangor MB Kepong MB Sunway Lagoon, Petaling Jaya MB Giant USJ, Subang Kuala Lumpur MB Hang Kasturi, Bangunan Mariamman MB South City Plaza, Serdang MB KidZania Activity Establishment
MB Pudu Sentral MB TAR College MB HQ, Kawasan Perindustrian Dewani, JB MB Batu Pahat MB Econsave Kluang MB Johor Jaya, JB MB Kip Mart Masai, Pasir Gudang MB Kulai MB Segamat MB Southern City MB The Store (Pandan), JB MB Bandar Penawar MB Esso Kluang MB Air Biru, Pasir Gudang MB Pekan Francais, Pulai MB Kompleks Bas Shahab Perdana, Alor Star MB Langkawi Parade
MB NSK, Jalan Kuchai Lama Johor MB Angsana, JB MB Bukit Gambir, Muar MB IOI Mall, Kulai MB Kelapa Sawit, Kulai MB Kip Mart Kota Tinggi MB Kulai Utama MB Senai Airport MB Todays Market, Masai MB Tangkak MB Kluang BCB MB Mersing MB Pengerang Kedah MB Souq Al-Bukhary Commercial Centre, Alor Star MB Changlun Kelantan MB Gua Musang Melaka MB Melaka Mall Negeri Sembilan MB Centre Point, Seremban MB Terminal 2 MB Kuala Pilah Pahang MB First World Plaza MB Bandar Pusat Jengka MB Temerloh Penang MB Ivory Time Square
MB Bandar Tenggara, Kota Tinggi MB City Square, JB MB Caf@JSH, KPJ JB MB Kip Mart Tampoi, JB MB Kota Masai, Pasir Gudang MB Pontian MB Simpang Renggam MB The Zon JB MB Plaza Tasek MB Pelangi, JB MP Pekan Nenas, Pontian MB Ayer Hitam, JB MB Langkawi Airport
MB Kota Bahru MB Giant Melaka Cheng MB Mydin Mall Jasin MB Bahau MB Sendayan, Seremban MB Kipmart Senawang MB Cameron Highlands MB Theme Park, Genting Highlands MB Raub MB Bukit Jambul
Bukit
MB Bagan Serai
MB Greentown, Ipoh MB Teluk Intan Perak MB 1 Borneo, KK MB Megalong Mall, KK MB Batu Niah, Miri MB Kuching, Airport MB Mors Jaya, Miri
MB Ipoh Parade MB Ipoh Mydin Meru Sabah MB Bandaran Berjaya, KK MB Labuan Sarawak MB Bau, Kuching MB Miri, Bintang Megamall MB Mukah
MB Sungai Siput
MB KKIA Airside, KK
Financial Year End Unqualified Reports (Y/N) Consolidated Accounts (Y/N) Date of Tabling
31/12/2010 Y N 20/06/2011
Non-Current Assets Current Assets Non-Current Liabilities Current Liabilities Share Capital Reserves Minority Interests
5, 239, 798.00 17, 082, 904.00 3, 381,087.00 10, 768, 900.00 1, 725, 000.00 6, 447, 715.00 0.00 INCOME STATEMENT ITEMS
3, 189, 044.00 14, 885, 977.00 2, 098, 584.00 10, 591, 230.00 1, 725, 000.00 3, 660, 207.00 0.00
Revenue Profit/ (Loss) before Tax Profit/ (Loss) after Tax Net dividend Minority Interests
29, 531, 112.00 1, 430, 537.00 1, 231, 965.00 -100, 000.00 0.00
4.1.2 Psychographic Perception Learning Motivation and needs Attitude and personality Lifestyle : : : : : Consumer who enjoying local delight food Printed and mass media Authentic, fresh and delicious meal Loyal to the local delight taste Families and love local food.
4.2.2 Secondary Media Carry messages and influence to consumers. To maximize overall awareness, the advertising must reach the maximum number of the target consumers. Consumers The group of consumers those are most vital to Marrybrown. The study of conducted has concluded that the common age group spending the maximum on eating out.
Marrybrown
5.1.1 Definition of the industry The food & beverage industry is usually defined by it output of products, to satisfy the various demands of food & drinks of people. But it doesnt include the manufacturing of food & drink and its retailing. In todays world, the food & beverage service industry has expanded a lot and nowadays, it is serving more than 100 million meals per day. The basic function of this industry is to serve food & drink to people, to satisfy their various types of needs. The main aim is to achieve customers at is faction. These various needs play a major role in deciding the factors responsible for defining the different type of service methods in food & beverage service industry. According to Michael Liew (Business Director), fast food, originated to cater to people with a fastpaced lifestyle. It is defined as pre-prepared food offered by quick-service restaurants. From the moment you join the queue, it usually takes less than five minutes for you to get your meal.
5.1.2 Shape of the industry Malaysias food and beverage sector is increasingly sophisticated and influenced by health and convenience trends. Consumer awareness in nutrition value and food fortification for healthcare has created the demand for functional, minimally processed fresh, organic and natural foods. Consumers are also brand conscious and demand convenience and variety, including where they source the items. According to Retail Group Malaysia, 60 per cent of retail food sales are made through the traditional grocery and specialty stores. The retail food and beverage sector is worth US$15.69 billion and will grow to US$21.17 billion by 2015. Malaysias multicultural ethnic mix (Muslim, Chinese, Indian and Malay) enjoys a wide variety of food and food ingredients from across the world. With 60.4% of the population of Islamic faith, Malaysia is a market for Halal food as well as being a hub for re-export to other Muslim countries. The concept of Halal is associated with food products which are of high quality in terms of cleanliness, sanitation and compliance with religious requirements. Malaysia is working with the Organisation of Islamic Conference (OIC) countries to promote the Malaysian Halal Standard. The estimated value of the Halal food industry globally is between US$600 billion and US$2.1 trillion. Fast food has always been notorious for being detrimental to our health. When asked how Marrybrown addresses this issue, Michael Liew (Business Director) responded that they have a nutrition chart that details the ingredients of the food presented in all Marrybrown outlets. This helps the consumer to make an informed decision about what to eat. He also reassured us that Marrybrown strictly follows the specifications set by the government, noting that they declare everything honestly and are a certified Halal food chain. The homegrown fast food chain is currently the worlds largest Halal Quick Service Restaurant (QSR) brand originating from Asia. Marrybrown has a strong international presence with outlets operating in Malaysia, China, Indonesia, India, Sri Lanka, Maldives, Africa, the Middle East and Myanmar. The halal menu features a wide variety of tasty meals including Crispy Chicken, Delicious Satay Burger, Nasi Marrybrown, Speciality Wrap, Fish n Chips, Mi Kari, Chicken Porridge, finger foods, salads, fun fries and a range of hot and cold beverages and desserts.
5.1.3 Development of the industry Malaysia, with a population of around 27 million, is one of the most developed nations in Southeast Asia. About 61% of its population falls into the middle to upper income group of consumers; with Gross Domestic Product (GDP) per capita income of over US$6,000. Its economy has a firm foundation that includes strong manufacturing, service and agricultural sectors. GDP for 2009 was estimated at -3.6% due to the effects of global economic downturn but 2.5% GDP growth is expected in 2010. The Malaysian food and beverage market is becoming increasingly sophisticated and is supplied by both local and imported products. The strong economic growth in the late 80's and early 90's contributed to major changes in consumer purchases and consumption patterns. Malaysians living in urban areas are relatively brand conscious, and they prefer to shop in stores, which offer them convenience and good product selections. Despite all of the potential, there remain distinct challenges for U.S. exporters of consumer food products. Though consumers are demanding greater variety and quality in their foods, they are generally price sensitive towards such purchases. Accordingly, retailers often purchase food items that are more affordable to the majority of the consumers. Countries that are closer to Malaysia have a faster delivery time and lower freight cost to Malaysia compared to U.S. exports. Importers and distributors supplying mid to high-end establishments will often purchase at the lowest price from any exporter or country, more like commodities. With a Muslim population of 60%, the demand for halal foods by Malaysian consumers has increased over the years. The expectation of halal standard in food products have extended from meat and meat products to non meat-based products such snacks, confectionery, dairy, bakery, etc. Halal is fast becoming recognized as a new benchmark for quality, hygiene and safety. Food products and ingredients that have halal certificates have added marketing value in Malaysia. Hence, most retailers, foodservice operators and food manufacturers are inclined to ask for halal certificates for non-meat based food products and ingredients.
5.2.2 Changes in Marketplace Positive Food and beverage in Malaysia has their own attraction to grab many people to come at to their restaurant. They provide a complete meal and facilitate consumers to enjoy the food in their daily life. It is also very easy to found a in Malaysia. Negative Consumers in Malaysia believe that fast food is not only synonymous with the American lifestyle, but also had its origins in the United States, and that it is a modern phenomenon.
KFC began with Colonel Harland Sanders. He discovered his penchant for cooking when he was only 9 years old. Through the years he grew up to become a personage the world knows as Colonel Sanders, founder of KFC. He reached celebrity status in 1952, when he decided to franchise his famous Kentucky Fried Chicken recipe blends of 11 herbs and spices to the rest of America. By the early 70's, that special recipe reached Malaysia. Today, KFC Malaysia continues to serve finger lickin' good, succulent pieces of chicken. The flavorful blends of 11 herbs and spices give KFC's delicious aroma. With the chicken's natural juices sealed-in, leaving a special mouth watering taste that cannot be replaced. KFC prides itself as a fast-food restaurant that give customers great tasting chicken with a selection of home-styled side dishes and desserts to make a wholesome, complete and satisfying meal. Special Features - Kick-start your day with the new KFC a.m. Zinger Porridge served with our signature Zinger fillet and crunchy tortilla chips. Price ranges - RM 4.20 - RM 71.75 Advertisement - Cinema Classifications (Malaysia), KFC 40th Anniversary Promotion That's Why KFC Tastes Sogood, KFC Mexicano Fiesta Dance - JJ and Ean (Hitz.fm)
6.1.2 McDonald
McDonald's first made its way to our shores in December 1980 when McDonald's Corporation, USA gave GOLDEN ARCHES RESTAURANTS SDN BHD the license to operate McDonald's restaurants in Malaysia. We in Malaysia got our first taste of McDonald's when McDonald's Malaysia opened its first restaurant at Jalan Bukit Bintang, Kuala Lumpur on 29 April 1982. To date, McDonald's Malaysia has more than 200 restaurants located nationwide and is currently expanding at about 20-25 restaurants annually. McDonald's Malaysia employs more than 12,000 local people. The company was named as AON-Hewitt Best Employers in Malaysia in 2009 and 2011, as well as AON-Hewitt Best Employers in Asia Pacific in 2011. Special Features - Something Prosperous is coming your way this 7th December 2010 Products - Burgers, Chicken, French Fries, Beverages and Desserts. Price ranges - RM 5.95 - RM 24.90 Advertisements - McDonalds July Special Promotion, Story of Sofiah & Nasir, Ronald McDonald House Charities, Good Employer
"The Chicken Rice Shop" (TCRS) is a chain of HALAL family restaurants operated by TCRS Restaurants Sdn Bhd, a company incorporated in Malaysia. TCRS is a quick service restaurant that provides the customer a comfortably cozy environment to dine in as well as convenient take away services for those on the go. We pride ourselves in providing friendly quick service for all our customers. The Chicken Rice Shop also provides catering services for special occasions. With grandmother's traditional secret Hainanese chicken rice recipe brought down from generations and maternal grandmother's treasured recipe from Penang, the best of both grandmothers' recipes were perfected and introduced into the menu. As our name suggests, "The Chicken Rice Shop" serves traditionally prepared steamed, roasted, honey barbecued or braised chicken as its signature products. These signature dishes are served with fluffy chicken flavored rice cooked to perfection from a recipe passed down through the generations, originating from Hainan Island. Special Features - Now you can order food from The Chicken Rice Shop online at www.foodpanda.com.my! Food Styles - Local dishes; Hainan chicken rice, dessert Price Ranges - RM13.99 RM94.99 Advertisement - The Chicken Rice Shop TV Commercial 2013
Founded in 1997, Secret Recipe made its mark, renowned for its extensive range of fine quality gourmet cakes. It has since evolved to become one of the fastest growing lifestyle cakes and caf chain in the region with over 280 caf outlets to date. Secret Recipe Cakes & Caf's concept can be found in prime urban locations and shopping malls in major cities in the region including Singapore, Kuala Lumpur, Jakarta, Bangkok, Manila, Brunei, Shanghai and Melbourne. Secret Recipe promises a value lifestyle proposition of great variety and quality food at affordable prices. The uncompromising quality of food and desserts using quality ingredients, coupled with moderate pricing, has created a new lifestyle cult, compromising of a loyal base of food and cake lovers. Secret Recipe Cakes & Caf offers a friendly and personalized full-service dining experience for customers and incorporates a modern contemporary and vibrant interior concept with comfort ambience, and great food. Special Features - Tea time promotion is only valid at selected outlets in Peninsular Malaysia. Type - Fusion Products - Food, Desserts Price Range - RM 5.90 - RM 78.75 Advertisement - Secret Recipe Malaysia on Channel 8tv (2010)
6.2.2 Subway
Subway offers foot long and 6-inch sandwiches, made on freshly baked bread and prepared just as you want it, right before your eyes with a wide assortment of meats, cheeses, vegetables and toppings. We also offer wraps, delis and salads, potato chips, freshly baked cookies and choice of drinks to make every visit a fresh one. With more than 39,000 locations in 102 countries, the Subway brand is the worlds largest submarine sandwich franchise, and has become a leader in the international development of the quick service restaurant industry. Subway restaurants first ventured outside North America when the first location opened in the small Middle Eastern island nation of Bahrain in December of 1984. Since then, the Subway concept has gone around the world, with restaurants opening from Argentina to Zambia. Wherever Subway restaurants are located, the core menu stays relatively the same - with the exception of some cultural and religious variations. World travelers can expect the same high quality of ingredients regardless of what nation they are visiting. You can enjoy a foot long Turkey Breast Sub, with your choice of a variety of vegetables and condiments served on bread baked right in the restaurant in Jamaica, then travel to New Zealand and get the same foot long Turkey Breast Sub! Special Features - Subway Fresh Combos Promo Products - Freshly baked bread, foot long Price Range - RM 7.50 and above Advertisement - Subway Chicken Tandoori Radio Ad (English & Chinese)
7.2 Weakness
Bad customer service Limited menu Local brand and local food delight. Lack of promotion. Low employees turnover.
7.3 Opportunity
Will offering exceptional acquisition, including entire areas of the Malaysian and international markets. Malaysias homegrown fast food franchise with a global outlook. Marrybrown will track record of success and growth potential. Offer different option and menus of fast food.
7.4 Threads
More competitors from international fast food restaurant. Health problems concerning the fast food chain. Additional restaurants that are growing their food offering and decreasing the rate of food offering.
Psychographic Perception : Consumers that interested with local delight food. Learning Motivation and needs : : Influence by social media and friends. Independent people; know how to make their own decisions. Attitude and personality Lifestyle : : Expect positive outcome, social Traditional and modern lifestyle, follow the latest trend, enjoying their life.
Male Female
27 35
44% 56%
2) My range age is
11 47 2 2
18% 76% 3% 3%
Yes No
62 0
100% 0%
This question is to investigate consumers frequency of eating fast food or not. The result show: Most of the consumers do eat fast food, with the highest percentage of 100%.
0 1 2 3 More than 3
3 33 14 3 1
6% 61% 26% 6% 2%
This question is to investigate total consumption on consumer of fast food intake in a week.
Most of them just take a fast food meal once a week, with the highest percentage 61 per cent. And only 2 per cent take fast food meal more than 3 days.
Yes No
60 2
97% 3%
The question is to investigate brand awareness of Marrybrown in the market. The result shows: Mostly, 97 per cent of consumer knows the existence of Marrybrown restaurant. Only 3 per cent do not know Marrybrown.
10 11 6 19 1 15
This question to investigate where consumer know about Marrybrown. The result shows: Most consumers can know the existence of Marrybrown from their friends and family. 7) Do you know where to find Marrybrown restaurant?
Yes No
35 27
56% 44%
This question to investigate whether consumer knows where to find Marrybrown restaurant, the result shows: The higher percentage is 56%, majority they knows where to find Marrybrown restaurant and only 27% do not know where the restaurant.
Nasi Marrybrown (Nasi Lemak) Nasi Ayam MB Chicken Porridge Crispy Chicken Burger Never
5 9 4 15 15 14
This question to investigate what are consumer usually order in Marrybrown. The result shows: The famous delights at Marrybrown restaurant are Crispy Chicken and Burger. Nasi Marrybrown and Chicken Porridge get the lowest interested form consumers.
10 17 24 11
This question is to investigate what other menus do consumers prefer to have at Marrybrown restaurant. The result shows that: Consumers more prefer smoothies and variety of sundae than pizza hot dog and salad.
17 18 3 20
Other
6%
This question is to investigate think that Marrybrown need to improve. The result shows that: Most of the consumers suggest that Marrybrown should do a promotion because without promotion, Marrybrown will not go anywhere in this industry. After that, Marrybrown has to improve on their radio and television commercial.
9.4 Interview
I personally met the Manager MB Giant USJ, En Mohammad to asked for the information about Marrybrown. Although he was busy with his work, I asked him a few questions such as the existence of the company, who create and develop Marrybrown, the history, sales history and many more. Some of the information is private & confidential but after all, he still anticipated answering my questions. Besides that, I was allowed to sit and make the observation at the Marrybrown.
Contests
Flyers
Banner/Cover Photo
Contest
Promotion
Breakfast Threats
McDonalds
Contest
McDelivery
Special Menu
Chapter 11 References
New Straits Times, It's time to enjoy a Fortune Burger http://www.nst.com.my/streets/johor/it-s-time-to-enjoy-a-fortune-burger-1.207141, January 25, 2013
The Star by Zazali Musa, First homegrown fast food firm to go global, May 20, 2002 Malaysia Franchise Association, Food and Beverage http://www.mfa.org.my/?franchise:marrybrown, (n.d.)
New Sabah Times, Marrybrown opens new outlets! http://www.newsabahtimes.com.my/nstweb/fullstory/46399, February 20, 2011
Business Times by Cheryl Yvonne Achu, Marrybrown to spread its wings http://www.btimes.com.my/Current_News/BTIMES/articles/20120805233647/Articl e/, August 6, 2012
New Straits Times, Homegrown fast food chain http://www.nst.com.my/channels/niexter/homegrown-fast-food-chain-1.181778, December 5, 2012
Marrybrown Sdn Bhd Website - http://marrybrown.com.my/ Marrybrown Sdn Bhd Facebook - www.facebook.com/MarrybrownMalaysia KFC Website - http://www.kfc.com.my/ KFC Facebook - https://www.facebook.com/KFCMalaysia McDonalds Website - www.mcdonalds.com.my McDonalds Facebook - https://www.facebook.com/My.McDonalds
The Chicken Rice Shop Website - www.thechickenriceshop.com The Chicken Rice Shop Facebook - https://www.facebook.com/thechickenriceshop Subway Website - mys.subway.com Subway Facebook - https://www.facebook.com/SubwayMalaysia Secret Recipe Website - www.secretrecipe.com.my Secret Recipe Facebook - https://www.facebook.com/SecretRecipeMsia
Chapter 12 Appendices