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SALES MANAGEMENT ECB20503

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1.0 Executive Summary
Company Details
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) presently occupying a factory
cum office building at Taman Mount Austin, Johor Bahru and has an established in 2012.
As one of our mission is to focus on target market, a busy lady who lives in busy city and
have no time to making or producing all types of frozen foods that we supply and to make our
customer serve foods more easy. Our company taking or handling for producing product base
on customer demand the most. With this action, the product will be simple, easy and need
less time to serve. Our product is 100% HALAL and free from harmful ingredient.
Since its inception, the commitment and teamwork of both management and staff have helped
in establishing the company's reputation as a top quality food products manufacturer.
Over the years, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) has grown from
strength to strength to become one of Malaysia's leading frozen food manufacturing
companies and the company has ventured one step further to become highly export-oriented.
Its business philosophy has remained unchanged to offer customers the best and convenient
quality food products. As a certified HACCP and ISO 22000 certified frozen food producer,
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) take pride in the quality of our
products with one simple goal. Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD)
wants to provide their customer with a great tasting, healthy, affordable and quality product
which whole family can enjoy together.

Company Certification
HALAL Certified by JAKIM Malaysia.
HACCP Certified.
ISO 22000 Certified.



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Quality & Safety
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) has been certified by a few
highest food grade bodies such as JAKIM HALAL, HACCP and ISO22000. The company
also exercises the steps which comply with BRC and ISO22000 in each and every procedure
steps from selecting raw material till deliver of the finished products to customer.

Company Address
64, JALAN MUTIARA EMAS 5/12, TAMAN MOUNT AUSTIN,81100, Johor Bahru,
Johor, Malaysia.

Branding




Whenever peoples/customers see our Lazat product, they can be assured of quality. Coined
from the Malay word for delicious, the Lazat brand is created for our product line. This
branding served us well in addressing the Malaysian customer market and surviving by using
our competitive advantages. Due to its success, Lazat branded products have since been
exported globally.

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Vision, Mission and Marketing Objective Company

Vision
To provide safe and wholesome customer HALAL frozen food product which to be customer
preferred choice and satisfaction.

Mission
To enable our customer to stay ahead of their competitors by providing best-in-class
quality of products.
Constantly innovative with new & latest technology equipment in production and
R&D for premium and consistency quality.
We act with honestly, integrity and high ethical standard.
Teamwork is the key of success.

Marketing Objective
To actively support continued growth and profitability through effective implementation of
the strategy.









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2.0 Problem & Opportunities
Problem Statement
Nowadays, people are getting busier with work and other things makes them want something
easy, fast and delicious to eat and serve. Consumers say they are eating more individual
frozen meals as a result of the economy due to shift from eating out to eating in more often.
Consumer also doesnt have a time to prepare some good food because they need to chase
time. However, consumers want quick and easy meal for their meal time and also helping
them to saving time and money. Family always looking for healthy and convenient meal
solutions, also giving them maximum satisfaction for the price they paid for the product. In
Malaysia, the raising population indicates the increasing pressure on environment limited
resources base. It also means that economies activities in the town are increase. It leads to
frozen food marketing as economy activities.

Opportunity Statement
Nearly every food category has been impacted by Malaysia desire to eat better. Even health
professional disagree that frozen meals are a healthy way to eat the consumer feels
differently. Nearly half feel that frozen meals provide a convenient way to eat a healthy
meal. So, we take the decision to come out with some good frozen food product which is
healthy, fresh, affordable, and easy to cook and also quick to serve to meet the customer
demand and compete with other competitors too. Good packaging and delicious attract
customer to buy our product. We also look this opportunity to emerge in frozen food industry
and do some research about these. Convenience is still a key factor for consumer to look up.
Technology also plays an important role to ensure the product and service runs smoothly.
Labeling and brand of packaging also included. Consumer nowadays wants more and variety
of frozen food, they also look for health and fresh ingredient. These give us challenging to
fulfill their needs.




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3.0 Market Summary
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) possess good information about
their market and know a great deal about the common attributes of their most valued and
loyal customers.
To adapt our customers in the market, Lazat Frozen Food (LKT FOOD INDUSTRIES
SDN.BHD) need discover the latest market trends and uncover sources of future market
growth for the Frozen Processed Food industry in Malaysia.
Other than that, our company need to find hidden opportunities in the most current research
data available, understand competitive threats with our detailed market analysis and plan
corporate strategy with our expert qualitative analysis and growth projections.

3.1 Keys to Success
Locations: Visibility, high traffic patterns, convenient access.
Store Design: Visually attractive, relaxed atmosphere, fast and efficient operations.
Unique Products: Differentiation, competitive pricing, no direct competition.
Quality Controls: Genetically modified free policy, consistency, clean presentation.
Service: Cheerful, professional, articulate and informative.
Marketing: Positive image, educational, word-of-mouth advertising.
Employee Retention: Training, on-going education, recognition programs.

3.2 Target Market
The target group of customers identified as a portion includes:
a) The population residing in the vicinity Johor Bahru & Housewife
b) Career person
c) Sole Distributor & Retail Shop
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The largest target market is the population residing in the vicinity Johor Bahru & housewife.
Our next largest market and the one with the greatest growth potential is sole distributor and
retail shop followed by the career person segment.


3.3 Market Area
Some market area are identified as potential for marketable covers an area of 25 (twenty five)
square kilometers or within a radius of 5 yards. The local areas are identified included:
a) The area around the business premises and residential areas around Johor Bahru.
b) Canteen Area Kindergarten, Primary and Secondary Schools.
c) Hypermarket, Supermarket and Retail Shop.





20%
15%
65%
The Population residing in the vicnity
Johor Bahru & Housewife
Career Person
Sole Distributor & Retail Shop
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3.4 Market Size
From the data obtained through the survey of business premises, offices, schools and homes
where there are about 68.300 (SIXTY EIGHT THOUSAND THREE HUNDRED and) the
population in the housing area at Johor Bahru and surroundings. A total of 20% (TWENTY
PERCENT) figure is a measure of purchasing power stood at 13,660 (THIRTEEN
THOUSAND SIX HUNDRED and SIXTY). This will result in the expected income of
RM124, 400.00 (Ringgit ONE HUNDRED and TWENTY-FOUR THOUSAND FOUR
HUNDRED) a month.
MARKET
SEGMENT
ESTIMATED
POPULATION
SIZE
(20%)
PURCHASE
(MONTH)
TOTAL (RM)
Johor Bahru Resident
Area
65000 13000
RM 4 x 2 times
month x 13000
104000.00
Career Person/
Retailer
500 100
RM 5 x 12 times
month x 100
6000.00
School/Institutions 2000 400
RM 2 x 10 times
month x 400
8000.00
Total 67,500 13,500 118,000.00

Estimated sales
i. Market share target estimates around 20% per month.
ii. To obtain estimates sales per month, we follow this formula:
iii. (Estimates = market share (%) x purchasing power of buyer)
iv. 20% x RM 118,000.00 = RM 23,600.00 as estimates sales per month but it depends
on changes.







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3.5 Competitors
In the area of Johor Bahru itself there have been several small-scale operators who also work
on the same product, and they're just starting to understand their business on their own.
However, it is a competitor to in this business. Among the competitors are:
COMPETITORS
PRODUCT
OFFERED
STRENGTH WEAKNESS
FATIHAH Frozen
Food and Bakery
Frozen food such as
curry puff, samosa
and cakes.
Located at
main road.
Near to
restaurants
Students like
to go there.
Lack
promotion.
New
operation
Stores are not
interesting.
NANIS Frozen Food
Frozen Food such as
curry puff, samosa,
and etc.
Strong in
advertising
Variety of
product
offered
Price is quite
expensive
Product are
limited to get
in market

4.0 Market Analysis
4.1 Market Needs & Trends
The increasing number of women in the workforce, changes in consumer purchasing patterns,
busy lifestyles and the availability of a wide range of frozen products in different categories
are the factors leading to the growth of the frozen food market. It is widely considered to be
the next generation of convenient ready foods. The basic raw materials used in the production
of frozen food include chicken, potato, beans, and others.
Growing demand for convenient meal options that can either be fried or cooked in the oven
has contributed to sales of frozen products in 2013. Frozen pizza, frozen processed poultry
products and frozen ready meals have grown rapidly. These products are accepted by middle
and high income young adults, that live alone, or in families of no more than four members.
These products offer convenience for those who do not have time to prepare meals.
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4.2 SWOT Analysis








STRENGTHS WEAKNESSES
Location: Our first location
downtown will draw in visitors and
downtown shoppers.
Uniqueness: We stand out as a
unique alternative to HALAL food
industry and we offer consistently
high quality food.
Strong management: We have
assembled a team that embraces
different disciplines with expertise in
all areas of the business.
Packaging: New generation of
consumer appreciate high-end
packaging and labels.
Lack of capital: All startup funds
will need to come from loans and
investors.
Lack of reputation: We havent
established ourselves as a reputable
multiple product line provider yet.

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Reasonable price: We offer
reasonable price stand out with high
quality food.
Marketing: Aggressive and focused
marketing campaign with clear goals
and strategies.
OPPORTUNITIES THREATS
Growing market: The market for
frozen food ready-made such as curry
puff is huge and growing.
Customer loyalty: Customers are
looking for an ongoing good
relationship.
Global expand: We have a good
opportunities expand our product
internationally.

Competition: Competitors sells
similar product and has loyal
customer as well as relationship with
business that regularly buy from
them.
Being underprepared for opening:
initial poor services or product quality
could discourage customers from
returning.


5.0 Product Differentiation/Competitive Advantages
Packaging
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) commercial packaging serves
two basic functions are:
1. Protecting the product from damage during shipping
2. Promoting the product to the ultimate consumer.
Packaging is of great importance to both sellers and buyers of products. It can prevent
spoiling, breakage, tampering, or theft, enhance convenience in use or storage, and make
products easier to identify.

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Furthermore, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) believes that the
packaging is the front line of marketing. Through design and marketing communications, our
high quality packaging can help sell a product and differentiate it from similar products. The
packaging can also help promote our product branding.
Convenience
Frozen dinners give busy people a way to feed themselves and their families healthy meals
in minutes. Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) has come a long
way from processed mystery meats, mealy mashed potatoes and mushy vegetables. Then,
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) have refined preparation,
storage and reheating techniques to create healthy, flavourful, gourmet-quality meals and
entrees. Frozen meals also expose people to foods they might not otherwise eat such as ethnic
foods with long preparation times or specialty foods that may be too expensive to obtain
fresh.
Quality and Consistency
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) produce meets high standards of
quality and guarantees unmatched consistency and uniformity.
Value
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) produce is available at stable
and projectable prices.







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5.1 Description of Products
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) provides a wide variety of
pastry frozen food products. List of products are listed below:

Chicken Potato Curry Puff




Beef Potato Curry Puff









PACKING
300 x 24g

QUANTITY PRICE
10 RM 4.97

NUTRITION FACTS
Total Fat 2.0g
Saturated Fat 0g
Cholesterol 0mg
Sodium 0mg
Total Carbohydrate 13.1g
Dietary Fibre 0g
Protein 1.8g
PACKING
300 x 24g

QUANTITY PRICE
10 RM 4.97

NUTRITION FACTS
Total Fat 1.4g
Saturated Fat 0g
Cholesterol 0mg
Sodium 0mg
Total Carbohydrate 13.8g
Dietary Fibre 0g
Protein 1.7g
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Potato Curry Puff






Sardine Curry Puff





PACKING
300 x 24g

QUANTITY PRICE
10 RM 4.97

NUTRITION FACTS
Total Fat 2.6g
Saturated Fat 1.6g
Cholesterol 0mg
Sodium 34.5mg
Total Carbohydrate 13.2g
Dietary Fibre 0.2g
Protein 1.5g
PACKING
300 x 24g

QUANTITY PRICE
10 RM 4.97

NUTRITION FACTS
Total Fat 1.1g
Saturated Fat 0.6g
Cholesterol 0.1mg
Sodium 6mg
Total Carbohydrate 12.7g
Dietary Fibre 0.2g
Protein 2.5g
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Vegetable Spring Roll





6.0 Marketing Activities
6.1 Marketing Strategy
Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) focused on the marketing
strategies a plan to builds long-term relationship with customers as well as creates awareness,
interest and appeal from target markets for what it offers to our customers. The focus of our
marketing strategy will be to attract new customers, educate those customers and create
a loyal base. Our goal is to be known as a unique frozen food experience with superior
customer loyalty.
The following marketing strategies:
Signage
Highly visible, eye catching and recognizable signs and logos at each store.

Print media advertising
Weekly and monthly food and dining out guides will be used for print advertising.

PACKING
300 x 24g

QUANTITY PRICE
10 RM 4.97

NUTRITION FACTS
Total Fat 0.1g
Saturated Fat 0g
Cholesterol 0mg
Sodium 12mg
Total Carbohydrate 10.9g
Dietary Fibre 0.3g
Protein 1.0g
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Flyers
Distributed to local businesses to create customer awareness accompanied with buy-
one get one-free coupons during our promotion.
Entertainment book coupons
Create initial customer awareness and economic incentive to try our products. The
effectiveness of these books diminishes after approximately eight months and Lazat
Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) will turn to more cost effective
marketing.
Word of mouth
Unsurpassed customer service and our unique products will help develop strong
word-of-mouth advertising and in turn help extend the company brand.

6.2 Marketing Mix 4P
Marketing has been defined in many ways. It can be describing that the activities in business
are carried out systematically to encourage and increase sales of products. The marketing
strategy consist 4Ps there are first product and service, then price, place and promotion.
PROMOTION Strategies:
The promotion strategy plays important roles to come up with strategies and ways to
achieving goals in our business is to provide excellent service as well as to gain satisfaction
among customers. Our promotion strategies that company will use to advertise our product
are show below:
1) Maintain a good relationship with customer and developed membership system for
regular customer and otherwise.
2) Offer business profile to future prospect customer like big company in order to get
contract supplier permanent.
3) Distributing pamphlets and brochures periodically at strategic locations along the
routes of busy people such as LRT stations, bus, shopping mall and etc.
4) Installing banners and bunting as a measure to promote the launch.
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5) Distribute business cards to potential clients.
6) Promote through our own website and linked to social media such as blogger,
instagram, printers and more, also added at common web.
7) Used newspaper advertisement to help promote our products and services.
8) Provide a uniform and neat uniform to employees as corporate image created on the
premise that a sign of a good business to customers.
PRICE Strategies:
Pricing for our product and services offered are affordable, competitive and we follow the
concept of price-follower or market price as follow market rate as determined along with
other competitors.
PRODUCT Strategies:
Product that we offered to customer is a quality and suitable with the prices. Our business
also follows changes in current economies situation and market requirement in order to
sustain our service and can be accepted by customer. To give a good satisfaction to customer,
our companies also are very concerned about the quality and cleanliness of the product.
Where in terms of packaging of the product is highly focused. This is because to avoid the
food is damaged. With a high quality packaging also affect high attraction buying from
customers or consumers.
PLACE Strategies:
To ensure the product offered reaches the target markets, Lazat Frozen Food (LKT FOOD
INDUSTRIES SDN.BHD) have make distribution strategies. All products is distributed
through retail store. We are choosing to distribution our products through the channels are
show below:





Manufactured Customer
Manufactured Retailer
Manufactured Retailer Customer
Manufactured Supplier
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Conclusion & Closing
Based on planning and income projections were presented Lazat Frozen Food (LKT FOOD
INDUSTRIES SDN.BHD) very optimistic that thus business venture will provide a lucrative
return. Projections and estimation are made for first year after the operations is quite
conservative because it counted business factor that is still in early stages where promotion
and marketing was new launched.
Research and systematic planning has been developed to enable the business will running
smoothly and thus can achieve profit target that have been set. Therefore, Lazat Frozen Food
(LKT FOOD INDUSTRIES SDN.BHD) was very optimistic with this business and believed
it is viable and capable to evolve in future.
Besides that, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) hopes that these
applications will get consideration from the lender side. So, through this funding, the business
will operate more efficient and able to grow and also keep contribute to the national
economy.
Moreover, we hope that by the existent of company we can serve our customer with our best
product and services. Besides, by the effort of our company, the ancestors traditional recipe
and food can be remain in the market and can be enjoy by every single citizen of
MALAYSIA.









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APPENDIX


















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