INTRODUCTION TO MARKETING PLAN

Marketing is the process of planning and executing the conceptions of ideas, products,
or services to distribute and promote them and create exchange to satisfy individuals
or organization goals. Marketing also define as the activities that are carried out
systematically to encourage and increase sales of products or services as long the
activities are in line with religious and ethical practices. A well prepared marketing plan
is important as it help entrepreneurs to evaluate market acceptance, develop strategies
of marketing the products and services, identify required resources to execute the
marketing strategy and estimate marketing financial requirement.
Human needs is defined as basic physiological requirements in ones life, whereas
,human wants can be in different forms of unfulfilled needs that are often influence by
ones culture , social obligation , personality, religion and other factors. Based on the
marketing concept, all the marketing activities must satisfy customers needs and
wants and at the same time, achieve the targeted profit.
Presently, due to the globalization and technologies advancement, most people are
too busy to works and therefore most of them will have to find other alternatives to do
their job faster and in the easiest ways, and that will include; eating. Based on this
situation, we came out with the idea to produce the food the traditional food that rarely
can be found in others place. Our food are based on Melanau culture and others
culture in Sarawak. Our products are suitable for everyone at any age, religions and
races and therefore, our target market emphasis on the customers itself means the
human being.







MARKETING OBJECTIVE
It is important to satisfy customers needs and wants as they are the main contributor
to an organizations profit. Hence, we have to determine the needs and wants of the
customers to derive the desire satisfaction more effective and efficient than other
competitors.

In order to fulfill customers needs and wants we have to ensure that we can offer
products that are easily available to our target customer at the right place and time and
at the attractive price. In addition, we need to ensure that our products are in high
quality in order to compete with other existing competitors.

Besides, we also focused on how to improve our product in order to attract more
customers to buy our product. Apart from that, it is important to have a good pricing
strategy. For our business, our pricing is based on several factors aside from the
ingredient.

Hence, we prepare our marketing plan in order to achieve our marketing objectives as
follow:

1. To satisfy customers needs and wants in terms of variety food consuming
2. To have a healthy competition among competitors in and out the country.
3. To attract more customers in order to increase profit by 20% in 3 years time.
4. To observe marketing opportunities and plan good and effective strategies to
increase more customers in 3 years time.
5. To open up branches throughout the country in 8 years time.








PROFILE OF PRODUCT

The Melanau Unique Restaurant is serving various types of traditional Melanau food
that are different from what other restaurant have. By using our main concept
CUSTOMER ARE THE KING, the eating experience would be an enjoyable and
unforgettable experience where our customer can enjoy their favorite food as we serve
a variety of traditional food around the Sarawak.The Melanau Unique Restaurant prime
concern is to establish a restaurant where customers can eat their favourite traditional
food as it is hard to find also satisfied them with healthy and good quality food.
Our customers satisfaction is our main priority. So, we are potentially able to attract
customers to have their meals at our restaurant. So,that we decide to produced various
type of traditional food not only from Melanau Culture but also from others culture
throughout Sarawak,such as Melayu,Iban,and Kayan.










MENU PICTURE DESCRIPTION
UMAI







OUR STRONG
ATTRACTION,FROM
MELANAU
CULTURE,BASED ON
FISH,PRAWN CLAM OR
JELLYFISH

LINUT




TRADITIONAL FOOD
FROM MELANAU,BEST
WITH COMBINATION
OF A SAMBAL
SAGU






BEST COMBINATION
WITH IKAN
TERUBUK,WILL MAKE
OUR CUSTOMER COME
AGAIN




SUMAN



TEPUNG SAGU AND
SEAFOOD BEEN
COMBINE TOGETHER.
ONE OF POPULAR
FOOD IN MALAY
PEOPLE OF SARAWAK
BUBUR
PEDAS

MALAY TRADITIONAL
FOOD,WE REMAKE THE
RECIPE WITH
ADDTITIONAL
INGREDIENT,TO MAKE
A DIFFERENT TO OUR
RESTAURANT.









TARGET MARKET
Target market can be define as the group of people that have needs and wants that
can be satisfied by the business through the supply of goods and services. A market is
a set of all actual and potential buyers of products and services consist of people with
needs and wants and their income and willingness to spend on it and have authority to
spend their money.
There are several factors on why we have to decide on a specific target market. First, it
is impractical and almost impossible for our business to offer a product that can satisfy
the needs and wants of the entire population. Next, most businesses have limited
recourses in terms of time, money and manpower, therefore the business must focus
its activities on attracting a core group of customers that has the highest potential to
purchase the products that we offered. Lastly, the main income is derived from the
primary target market.
As for our business, we have agreed to launch our restaurant at Desa Ilmu Kota
Samarahan,Kuching. Therefore, we have targeted that the population of Desa Ilmu will
be our customers. There are few reasons on why we have chosen Desa Ilmu Kota
Samarahan as our location:
a. It is near to the housing area and the roadside which people will constantly
pass by.
b. There are enough facilities and infrastructure provided.
c. The location is very strategic where it is one of the educational areas.
From all of the factors above, we are quite sure that we have chosen the perfect
location to open up our business as the distance of our target and our restaurant is
near. Besides, At Desa Ilmu, there are few University such as University Technology
Mara(UiTM),University Malaysia Sarawak(UNIMAS) ,and because of these students
always hang out at the Desa Ilmu and they are become our target market.






EXAMPLES OF UNIVERSITY AROUND DESA ILMU:

UNIVERSITY TECHNOLOGY MARA

UNIVERSITY MALAYSIA SARAWAK









MARKET SIZE
Market size is the total potential purchase that is expected from the target within the same
market. Analyzing the market size is very important in order to estimate the market estimates
are to be use in forecasting sales for business. The capability of our business depends on the
wide market and amount of customers interact with us. Although the Melanau Unique
Restaurant is still new in this business, with the strategic planning and good management, we
hope that our business will run smoothly presently and in the future. We had identified that
our target market as the residents of the housing area within 20 kilometers radius of our
restaurant and the workers who passed by. There are three major market segments within the
target area:resident,working people and student. This is how we calculate our market size:
Estimated at Desa Ilmu area 4.5% of
246,782 people of Kota Samarahan
(4.5%246,782):

11105 people


Average Expenditure:RM10.00
RESIDENT
40%11105
=4442

Estimated only 25% will come
25%4442=1110
1100 people RM10.00:
RM11100 per year
STUDENT
35%11105
=3887



Estimated only 20% will come
20%3887=777
777 people RM10.00:
RM 7770 per year

WORKING PEOPLE
25%11105
=2776

Estimated only 20% will come
20%2776=555
555 people RM10.00:
RM5550 per year

TOTAL MARKET SIZE RM24,420





TOTAL MARKET SIZE ESTIMATED


Per day:
Number of people x Average Expenditure/Per Meal
11,105 people RM10.00
=RM111,050
Per month:
Total sales per day x How Many Times x 4 weeks in a month
RM111,05014
=RM444,200
Per year:
RM 444,200 12
=RM 5,330,400








COMPETITORS
Competitors refer to other businesses that offer similar products, substitute or
alternative products or services to the same target market. We have to identify our
main competitors in order to know whom our business is sharing the market with and
to develop appropriate marketing strategies to compete with our rivals. Apart from that,
we also need to analyze the strength and weaknesses of our competitors in terms of
size, experience, number or years in business, financial capability and product.

The list below shows our competitors who are in the same area with their strength
and weaknesses in the market:

NO COMPANY NAME STRENGHTS WEAKNESESS


1


1 MALAYSIA
RESTAURANT




Near the main
road and very
strategic place
Well known
among the
student
Near with
UNIMAS

The service are
terrible
Expensive price
and terrible
taste.



2



Lee Young Food Court



Provide many
variety of food
Low price

Limited space
and
uncomfortable
Late service.
3 Resto Galeria

Beautiful interior
design
Provide various
Malay food from
Kelantan
Expensive price
Not open at
night.
4 OTHER(Caf and
restaurant around
Kota Samarahan.
Nice place to
hang out
Provide various
of food and
snooker hall.
The price are
relatively
expensive
Terrible service

MARKET SHARE
Market share refer to the portion of the market that the business can control after
taking into consideration market size and the competitors position in the same market.
The Melanau Unique Restaurant has identified 4 main competitors, which are
1Malaysia Restaurant,Lee Young Food,Resto Galeria and OTHER caf and restaurant
around Kota Samarahan..Each of the competitor controls a percentage of the market
as shown below (in food business):
Market share before entry of Melanau Unique Restaurant:
COMPETITOR % MARKET SHARE MARKET SIZE
1Malaysia Restaurant 34% RM1,812,336

Lee Young Food 29% RM1,545,816
Resto Galeria 23% RM1,225,992
OTHERS 14% RM746,256

TOTAL 100% RM 5,330,400
After analyzing the competitors strength and weaknesses, our restaurant is confident
to control 12% of the market.
Adjusted Market share after the entry of Melanau Unique Restaurant.
COMPETITOR % MARKET SHARE Market size
1 Malaysia Restaurant 29% RM1,545,816

Lee young food 24% RM1,279,296

Resto Galeria 20% RM1,066,080

Others 15% RM799,559

MELANAU UNIQUE
RESTAURANT
12% RM639,648
TOTAL 100% RM 5,330,400





MARKET SHARE BEFORE THE ENTRANCE OF MELANAU UNIQUE RESTAURANT

Before entering the business, 1Malaysia Restaurant took 34% of the Market share, while Lee
Young Food took about 29% of the market share,Resto Galeria took 23% of market share
and Other caf and restaurant took 14% of market share.











MARKET SHARE AFTER THE ENTRANCE OF MELANAU UNIQUE RESTAURANT

Estimated Market share for Melanau Unique Restaurant is 12%.This will mean that the
existing competitors (1Malaysia Restaurant,Lee young Food,Resto Galeria,and Others) will lose
some of their market after the entry of Melanau Unique Restaurant.










SALES FORECAST

To estimate our profit, we do forecast for the first year opening of our restaurant, that
is Melanau Unique restaurant. The Sales forecast refer to the expected sales
potential from our selected target market.

As what had been recorded in the table below, our first month of business is quite low
if compared to the other months. This is because; our restaurant is still new and
therefore, our customers did not yet recognize our restaurant. In the month of August,
our sales drop because it is the Hari Raya Aidilfitri period and we closed our
restaurant.We have got the highest sales on December because, in this month,
schoolchildren are having their school holiday. Besides, the tendency of the families
to have their meals outside would be higher due to the Year-End sales in the town.



















ESTIMATED SALES FOR THE FIRST YEAR (2017)

After analyzing the competitors strength and weaknesses, our restaurant is
confident to control 12% of the overall market. We also forecast our sales for three
years.


Estimated sales for the 1
st
year = 12% (market share) x total market size
= 12% x RM 5,330,400
= RM 639,648

ESTIMATED SALES FOR THE SECOND YEAR (2018)

Estimated sales growth rate =12% to 107%
Estimated sales for the 2
nd
year = 107% RM 639,648
=RM648,423

We expected that our company will increase in profit by 7% by the year of 2014.This
is due to the promotion and services that we have done. We believe that our
company will be well known by people who live around Desa Ilmu. Thus, the increase
of 7% is relevant to our restaurant for the second year.

ESTIMATED SALES FOR THE 3
RD
YEAR (2019)

Estimated sales growth rate = 7%to 12%
Estimated sales for the 3
rd
year = 112% RM648,423
=RM766,554











SALES FORECAST FOR MELANAU UNIQUE RESTAURANT
YEAR 2017
YEAR MONTH SALES
FORECAST(RM)
REASONS






FIRST

January
RM38,379


Newly established and
unknown to the public

February RM38,379

Newly established
March RM38,379


April RM44,775

People start to recognize
the restaurant
May RM51,172


June RM57,568
July RM63,965

Fasting Month
(Bazaar Ramadhan
opening)
August RM38,379 Close our restaurant due
to Hari Raya
September RM51,172
October RM70,361

November
RM70,361 School Holiday and Year-
End sales

December RM76,758

School holiday and year-
end sales
TOTAL RM639,648


2014 Increased by
7%
RM648,423


2015 Increased by
12%
RM766,554






BAR CHART

SALES FORECAST FOR YEAR 2013




Based on the bar chart above, we can conclude that the highest sales fall on the
month on December. This is because, on December, schoolchildren are having
their school holiday and the tendency of the families living around Desa Ilmu having
their meals outside is much higher.

The lowest sales fall on the month of January .This is because our restaurant is still
new and unknown to the public. As time passing by, our sales start to arise
because people start to get to know of our business. However, the sales start to
decline in the month of August due to the closed of restaurant because of Hari
Raya.




0
10000
20000
30000
40000
50000
60000
70000
80000
90000

MARKETING STRATEGIES
In the business, to start a company is not an easy task. This is because; we have to
make sure that the operation of our business run smoothly until we reach our business
goals. In order to make sure that our business to continue to operate, marketing
strategies are important to attract our customers to continue to spend their money at
our restaurant.
As for our business, our main priority is to give satisfaction to our customers while to
gain their trust with our best service. By doing so, we will be able to gain our
customers trust and therefore, they would come again to our restaurant to enjoy their
favorite meals. Our marketing strategies consist of four key variables also known as
4Ps, which are:

1. Price
2. Place
3. Promotion
4. Sales Promotion









PRICE
Pricing is the process of determining the value of product of the customer at particular
amount of money in term of Ringgit Malaysia and Cents. Once the services have been
given, the values of the services and product need to be determined. The price
strategy is important to make sure that the company could provide a reasonable price
to the costumers while to ensure that the company can gain profits from the sales.
Our prices are slightly cheaper than our competitor because we provide a discount to
our loyal member and also student. Its make our price are affordable to everyone.
Below are the menu and price that is very available to buy.
Menu Price
Umai(fish,prawn,clam) RM10/bowl
Linut RM5.00/bowl
Bubur Pedas RM5.00/bowl
Sesar Masak Lemak RM8.00/bowl
Sayur Midin RM5.00/bowl
Ayam Pansuh RM15.00
Ayam Lempah RM7.00/bowl
Ikan Terubuk RM25.00
Nasi lelapan RM4.50/plate
Nasi Koboi RM1.50/plate
Laksa Sarawak RM5.00/bowl
Mee Jawa RM5.00/bowl
Mee Kolok RM5.00/bowl
Suman RM2.00/plate
Tebaloi RM2.00/plate
Terumpik RM2.00/plate
Dinuh(kuih tepung pulut) RM2.00/plate
Selukung(Ketupat Kayan) RM2.00/plate







PLACE
We have chosen Desa Ilmu as our location. There are few aspects that we had
considered in choosing our location, which are;
Strategic
Desa Ilmu located at Kota Samarahan and very near with University and work
place .Desa Ilmu also located near the roadside which is easy to be access.
Supplier
We plan to take our raw materials such as chicken, meat, buns and others from
UNACO. Since the location of our supplier are not very far from our restaurant
(Melanau Unique Restaurant).we can reduce our cost of transportation and the time
taken to purchase our raw materials.
















PROMOTION
An effective promotion is one of the most important things in operating the
business in order to introduce the existence of the product and services. An
effective promotion is one of the ways to increase the service quantity after
the business is noticed by the customers. As for our company, we, The
Melanau Unique Restaurant have used a few medium in order to promote
our products;

a. Signboard
Signboard is usually presented to the public in order to attract
customers. It will inform the customers about our business identity such
as name and company logo. Well put in front of our company premise.
Hence, it will be easy for the customers to recognize our restaurant.









b. Business cards
This method is another way of introducing our company to the public. This
can helps us to show image of our restaurant and also the location of our
business. We design our business card in an attractive design to get our
customers attention to read it rather than to throw it away.
BUSINESS CARDS










c.Social networking Websites (face book)
Due to the technologies advancement, most of people use internet in every
way. Due to this, we have decided to promote our restaurant throughout the
internet that is by using Face book. Using Face book is the cheapest way of
promoting our products while can increase our customer to get to know of
our business since, many entrepreneur use Face book as their media to
promote their products and services.










d.Banner
Banner is usually used by most business when they desire to advertised
their business, promotion and new product to the public. We designed
our banner with attractive colors and with clear information about our
products and promotion.
BANNER


SALES PROMOTION
Every Friday, we give 30% of discount to our customer for every food
they buy and discount to our loyal member and student at 5%.We choose
Friday Because it is a good day to make good thing.One of our menu,Nasi
Koboi are made for student and only RM1.50,student can get a plate of
rice,hotdog and fried chicken.It is very affordable and it will satisfied the
customer especially student.




MARKETING BUDGET

TYPE

FIXED
ASSET
COST







MONTHLY
EXPENSES
(RM)






OTHER
EXPENSES
(RM)




TOTAL
(RM)

FIXED ASSET



SIGNBOARD

RM2000
WORKING CAPITAL
Salary
EPF
SOCSO




1800
216
36

OTHER EXPENSES:
Promotional cost
Advertising(business
card,flyer,banner,newpa
per.
Grand opening(Doa
selamat)
Interior design


350



1000
1000

TOTAL 2000.00 2052 2350 6402