The word ‘Dino’ in the company’s name is come from the word ‘Dinosaur’. The tagline of the company is ‘Eat Like Dinosaur’ and this is derived from the idea that during theage of dinosaur, the plants are not polluted and considered pure and nature because no chemical fertilizer is used. Pollution-free, natural and pure is the value that our company triesto create for the customers. We hope that our customers are able to enjoy the food without worry about the pesticide residue in the vegetables.The vision of the company is to become the best vegetarian food provider in the industry and create global awareness. Besides, we also aim to promote and encourage the healthier lifestyle among the society. Mission of the company is that we will serve the vegetarian foods with best quality and provide fantastic customer service to create customer retention. The goal of the company for the coming next year is to increase the brand awareness and enhance the exposure rate so that more and more people know about our company. The objectives of the company are putting more effort on the marketing and cooperate with other company to promote our products. For example, other than using traditional advertising method, we choose to use non-traditional channel such as advertised through Facebook, radio, and invite bloggers to visit our restaurant.
3.0 Industry Analysis3.1 PEST analysisPoliticalFood and beverages industry is under control of government in term of rules and regulations. Whichever the restaurants or companies that registered it license withMalaysia government must strictly follow the laws that enacted by the government. If they fail to fulfil the standard of law, they will either be fined or sued by the government.One of the act need to be fulfilled by food and beverage industry is Food Act 1983. In order to prove the food produced is eatable by Muslim, the restaurants or companies will need to get a Malaysia Halal Certificate that issued by the Departmentof Islamic Development Malaysia (JAKIM). This means that the food is permitted according to the Shariah Law.Besides, government has imposed Good & Service Tax in the year 2014. For those business or personal exceed RM500, 000 annual sales will need to pay Good & Beverage Tax.EconomicMalaysia’s current population of 31.7 million is growing steadily at an annual rate of 1.5% as compare to 2015. It indicates that Malaysia has a steady increase in standard of living and with it, it purchasing power (GDP) has increased to U$10878 as compare to 2015 (Department of Statistic Malaysia 2016). However, inflation rate have rises in 2017, which mean the purchasing power of consumer will drop in 2017. (Appendix 2)Other than that, food and beverage industry is consider as non-cyclical industry as even bad economy, there is no much effect on food and beverage industry because it is a necessary needs to consumers.