part A WF.docx - Part A Market-Product Focus Microeconomic environment that may affect the needs and wants of consumers Microenvironment that consists

part A WF.docx - Part A Market-Product Focus Microeconomic...

This preview shows page 1 - 3 out of 7 pages.

Part A: Market-Product Focus Microeconomic environment that may affect the needs and wants of consumers Microenvironment that consists of the actors close to the company that affecting Marrybrown company's ability to provide service to customer such as competitor, company, supplier, marketing intermediaries, customer and public. Nowadays, fast food restaurant is blooming rapidly in our country. Findings shows that the competitor such as KFC, McDonald, and Subway has caused Marrybrown to lose it’s customer loyalty as the consumer has broader choices to choose from. KFC Malaysia continues to serve delicious, succulent pieces of chicken. The flavorful blends of 11 herbs and spices give KFC's delicious aroma. 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. The price range of KFC is around RM 4.20 - RM71.75. Besides, 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. The price range of Mc Donald is around RM 5.95 - RM 24.90. Furthermore, Subway offers foot long and 6-inch sandwiches, 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 world’s largest submarine sandwich franchise, and has become a leader in the international development of the quick service restaurant industry. The price range of Subway is around RM 7.50 and above. Therefore, Marrybrown must keep more attention on the competitors in order to make some changes to the product. In a company, it contains a large amount of department such as finance department, operation department, marketing department and more. All departments work together and make sure there is a smooth marketing process in order to provide superior customer value to attract new customers.
Image of page 1
Also, company need to build strong and profitable customer relationships in order to maintain their customere, cultivate customer’s loyalty and create long- term customer’s equity. Furthermore, when Marrybrown company deals with supplier, Marrybrown must be extra careful on supply availability and cost that the supplier offer to our company. When the product cost increases, selling price will be affected. When Marrybrown incurred high cost, selling price will increase. Therefore, the sales volume might be decrease. The channel that Marrybrown used in distributing their products and services is direct channel as they can straight away produce the fast food and then sell it to the customers directly.
Image of page 2
Image of page 3

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture