Part A: Market-Product Focus Microeconomic environment that may affect the needs and wants of consumersMicroenvironment that consists of the actors close to the company that affectingMarrybrown 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 showsthat the competitor such as KFC, McDonald, and Subway has caused Marrybrown tolose it’s customer loyalty as the consumer has broader choices to choose from. KFC Malaysia continues to serve delicious, succulent pieces of chicken. Theflavorful blends of 11 herbs and spices give KFC's delicious aroma. KFCprides itself as a fast-food restaurant that give customers great tasting chickenwith 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 locatednationwide and is currently expanding at about 20-25 restaurants annually.McDonald's Malaysia employs more than 12,000 local people. The companywas named as AON-Hewitt Best Employers in Malaysia in 2009 and 2011, aswell as AON-Hewitt Best Employers in Asia Pacific in 2011. The price rangeof Mc Donald is around RM 5.95 - RM 24.90. Furthermore, Subway offers foot long and 6-inch sandwiches, wraps, delis andsalads, potato chips, freshly baked cookies and choice of drinks to make everyvisit a fresh one. With more than 39,000 locations in 102 countries, theSubway brand is the world’s largest submarine sandwich franchise, and hasbecome a leader in the international development of the quick servicerestaurant industry. The price range of Subway is around RM 7.50 and above.Therefore, Marrybrown must keep more attention on the competitors in order tomake some changes to the product. In a company, it contains a large amount of department such as financedepartment, operation department, marketing department and more. All departments work together and make sure there is a smooth marketingprocess in order to provide superior customer value to attract new customers.
Also, company need to build strong and profitable customer relationships inorder to maintain their customere, cultivate customer’s loyalty and create long-term customer’s equity.Furthermore, when Marrybrown company deals with supplier, Marrybrown must beextra careful on supply availability and cost that the supplier offer to our company. When the product cost increases, selling price will be affected. When Marrybrownincurred high cost, selling price will increase. Therefore, the sales volume mightbe decrease. The channel that Marrybrown used in distributing their products and services is directchannel as they can straight away produce the fast food and then sell it to thecustomers directly.