As explained earlier, secret recipe has strong term on brand building earlier on by building easy to remembered logo, corporate color, marketing strategies, uniforms, and menu layout. Interior design and customer service standards to differ than others. It has added the strength to the Secret Recipe Nilai as they have the ownership of utilizing such a strong, unique and distinctive brand than its competitors. 2. Product The products offered at Secret Recipe Nilai are high in standard and quality, which specially crafted and tailored by the Secret Recipe.
The products are also closely monitored to maintain their quality at their production plant in Nilai and the restaurant also offers wide selections of secret recipe of homemade cakes, baked desserts, beverages, fusion foods and many others. 3. Marketing As the Secret Recipe Nilai belonged to the Secret Recipe, they have the strength in terms of cost as well as the marketing channels. They have utilized various methods of advertising and marketing through internet, brochures, catalogues, flyers, newspapers and television advertisement and many others.
They also offered special cakes and menus during special occasion such as Valentine Day, Mother’s Day and others. 4. Franchised System Franchise system is advantageous for Secret Recipe Nilai as they have the rights and access to data from the headquarters. All the tailored operational systems, purchasing systems, storing, products, service s standards, marketing and many others has bring ease of operations for Secret Recipe Nilai and minimize the drawbacks. 5. Customers Secret Recipe Nilai has long list of loyal customers, which is the main contributors to their strength.
This report is done under the subject of HBM222 Marketing Planning, a report on marketing plan for Secret recipe. Marketing plan included information and background about Secret recipe, the process of strategy marketing, consisted of a target markets and a marketing mix. It’s also included time-related details such as expected costs and revenues for the strategy. . In this report, there were 6 ...
Loyal customers are easier to handle and also cost lower to maintain than acquiring new customer. With the recognized brand, Secret Recipe Nilai has the chances to serve bigger market especially tourist that come to Nilai. WEAKNESS 1. Price Even though the range of prices offered at Secret Recipe is affordable, but it is only focused to serve the middle income group and higher. Lower income group may not have the ability and chances to try their product and decrease the number of customer they could acquire. 2. Staff Turnover
As other foodservice establishments is also experienced, the Secret Recipe Nilai has witness the high staff turnover. Even though the problem is synonym with the industry, but it will increase the cost of operation in terms of acquiring new employees and training cost. 3. Parking Facilities Located in the heart of Nilai city, Secret Recipe Nilai is situated beside the main road and only offers few parking lots. Busy streets, hard to find parking lot may lead to reducing number of customers if not handled carefully. 4. Language Barrier The employees at Secret Recipe Nilai are lacked with the communication skills especially English.
It will create problems to serve international market such as tourist that come to Nilai. Company should train their staffs in term of the way of communication so that they can communicate confidently and fluency to their customer. This will make the customer feel welcomed. OPPORTUNITIES 1. The only Secret Recipe in Kuala Terengganu As the Secret Recipe Nilai is the sole branch of the brand, the company have the opportunity to open another branch in the area due to high and increasing demand from the customer. It will help them to serve the market better and also increase their profit. 2.
Trends As the trends nowadays that people love to dine out, trying new things and pamper themselves with small affordable luxuries, Secret Recipe Nilai has the opportunity to serve larger market and increase their profit. But as the trends is fluctuates over time, their opportunities may become their biggest threat. THREAT 1. New hotels in the area As the tourism industry boost in Nilai, it has witnessed many new hotels open in the area and most of the hotels offered their own bakery and pastries. It may become a threat to the Secret Recipe Nilai as their numbers of competitors is rising.
After the authorization of Secret Recipe as a title of our assignment by respected lecturer, we would able to start assignment on time. Our team of 8 members has been queried to assess the market for Secret Recipe in order to develop a marketing strategy with properly planning’s for the Secret Recipe. The main objective of we doing this report is to identify the Secret Recipe currently management ...