Name : ilham management consultants sdn.bhd.
Purpose : To evaluate the success of marketing strategy Fairy Pastri & Kek, Changloon.
PROFILE OF THE MEMBERS
Name : Mohd Hafizan Bin Ramlan
I/C : 820617-02-5434
Address : 15, Lebuh Raya Loke Lim, Taman Loke Lim, 30010
Date of birth : 17 June 1982
Age : 29 years old
Gender : Men
Status : Single
Citizenship : Malaysia
Education : Degree
Academic : Bachelor of International Business Management with Honours
Religious : ...view middle of the document...
0 BACKGROUND OF THE STUDIES
1.1 Introduction of the company
Fariy Group Corporation Sdn. Bhd. And Fairy Food Industries Sdn. Bhd. Were incorporated in 1994 as the holding company and as the production / marketing arms on the group respectively.
With this development and foreseeing the potential business growth, the production activities of the group was taken over by Fairy Food Industries Sdn. Bhd. in 1997. The group further expanded its distribution outlets by opening new retail cake houses in the states of Kedah and Penang.
Currently the flagship distribution outlet for the group is located at CENTRAL SQUARE shopping mall, Sungai Petani. The latest retail outlets were set up at TESCO Hypermarket, Penang in December 2004 and Kompleks Changloon in September 2005.
The group envisaged to open additional new retail outlets in the Northern Region in the near future. To support this projected growth, the adjacent factory building was acquired in 2003. Thus, total production area increased to 40,000 sq.ft
1.2 Problem Statement
1.2.1 Background of the problem
We want to investigate the effectiveness of marketing strategy of Fairy Pastri & Kek outlet based on marketing element. Based on the survey that we have been done, what is the most effective marketing element that has reach targeted customers?
1.2.2 Current Situation
Based on current situation, it seems that the marketing is not enough to attract the customer attention, Fairy Pastri & Kek marketing strategy is not so effectively compared to the other competitors. This is because some of the marketing element like promotions in Fairy Pastri & Kek is not interesting and not so comprehensive. In Addition, the product of Fairy Pastri & Kek is not variety and the recipes is same.
2.0 PURPOSE STATEMENT
2.1 Purpose statement
To evaluate the success of marketing strategy of Fairy Pastri & kek Changloon.
2.2 Explaination of purpose statement.
The main purpose of our report about the marketing strategy of Fairy Pastri & kek Changloon is want to know what the current marketing strategy that their use in ways to sell their product. We also want to know the efficient of the marketing strategy of Fairy Pastri & Kek.
Main Areas Of Investigation
3.1 Product Strategy
1. What the best marketing strategy that Fairy Pastri & kek use to promote their pastry & cake attract their customer to buy their product and how they compete with the existing rivalry.
2. To survey about the product, quality of product and the variety of product.
3.2 Distribution Strategy
1. The location of Fairy Pastri & kek to running their business. The location must be strategic to operate the business.
2. To Survey the distribution channel that Fairy Pastri & kek contact to distribute...