Section

3.0 MARKETING PLAN

3.1 INTRODUCTION TO MARKETING

Marketing plan is the written document that describes the advertising and marketing
efforts for the coming year. It includes a statement of the marketing situation, a
discussion of target markets and company positioning, and a description of the
marketing mix intended to use to reach the marketing goals.

A marketing plan contains methods or strategies to accomplish the marketing

objectives, future calculations and some historical data. Marketing plan start with the
identification of targeted market, customers’ needs and wants through a market
research and providing the solutions to fulfil the needs of the customers. The plan
comprises processes such as market situation analysis, budgets, sales forecasts,
financial report and marketing strategies. A marketing plan also contain complete
analysis of the strengths and weaknesses of a company, its organization and its
products.

3.2 MARKETING OBJECTIVES

Marketing objectives exist to set the company on a specific path in marketing and to
support the achievement of mission and vision.

The objectives of our marketing are:

 The total marketing activity needs to be planned and implemented in a

systematic manner in order to achieve the business activities.
  To ensure that customers are attracted and motivated to purchase the product
or service offered.
 To sustain and increase sales of existing products by encouraging repeat
purchases.
 Increase our market share

3.3 PRODUCT OR SERVICE DESCRIPTION

RAFEN’S CAFE is a pastry bakery that concentrating at making and serving the
customers with assorted types of western food. Our food are served freshly and direct
to the customers. We offered various types of western food such as chicken chop,
lamb chop, fish fillet, burger and spaghetti.

Among our favorite places of interest are native coffee such as espresso, latte and
cappuccino. The water is served in various options such as hot coffee, cold and
blended coffee. Customers can order the coffee they want at the coffee counter we
provide our store. The counter is a special counter only to provide specially made
water. Not just coffee, we also offer water such as green tea, chocolate and
strawberries which are also served in various options such as hot, cold and even
blended.Therefore, customers who do not like coffee can also buy the food.In
addition, this store also offers membership card for customers. Meanwhile, university
students are given a 10% discount.
Assorted types of western food and special drink
 Chicken Chop Lamb Chop

Fish Fillet Spaghetti

Various of Coffee Strawberry Ice Blended

Chocolate Ice Blended Green Tea Ice Blended

3.4 TARGET MARKET

Target market can be defined as the group of customers that has similar needs and
wants and that can be satisfied by the business through the supply of products and
services. It can be the key to attracting new business, increasing the sales and making
the business a success.

The asset of target market is that by aiming marketing efforts at specific group of
consumers it makes the promotion, pricing and distribution of the products or services
easier and more cost-effective. RAFEN’S CAFE target market are foodies, dessert or
coffee lovers coming from various background whether they are the children,
teenagers or adults for both women and men. All group of age can take pleasure in
our western food. Our main target is UiTM and UNIMAS students and staff because
Kota Samarahan is the main education hub in Sarawak. We also targeting local
resident and working adult to be our main customer.
3.5 MARKET SEGMENTATION
Market segmentation is the process of dividing a market of potential customers into
groups, or segments, based on different characteristics. The segments created are
composed of consumers who will respond similarly to marketing strategies and who
share traits such as similar interests, needs, or locations.

Market segmentation is important for marketers because it makes it easier for

marketers to personalize their marketing campaigns. By arranging their company’s
target market into segmented groups, rather than targeting each potential customer
individually, marketers can be more efficient with their time, money, and other
resources than if they were targeting consumers on an individual level. Grouping
similar consumers together allows marketers to target specific audiences in a cost-
effective manner.

Market segmentation also reduces the risk of an unsuccessful or ineffective

marketing campaign. When marketers divide a market based on key characteristics
and personalize their strategies based on that information, there is a much higher
chance of success than if they were to create a generic campaign and try to implement
it across all segments.

Marketers can also use segmentation to prioritize their target audiences. If

segmentation shows that some consumers would be more likely to buy a product than
others, marketers can better allocate their attention and resources.
 A market can be segmented by various bases such as geographic segmentation,
demographic segmentation, psycho-graphic segmentation and behavioral
segmentation.

Our business segmented target market by using psycho-graphic segmentation

which is based on variables such as status, preferences, hobbies and loyalty to product

3.6 MARKET SIZE

Market size is the total potential purchase that is expected from the target market. The
potential purchase includes purchases of the competitor’s product within the same
market. Market size is one of the several key factors used in identifying an audience
to target with own products or services. Typically depicted in total people or potential
sales volume, market size is a quantified value of a designated target. All of the
factors aside, the larger a potential market, the better.

For our business, we are targeting the population at Kota Samarahan. However,
customers from outside of Kota Samarahan such as Serian and Kuching are most
welcomed.
ITEMS CALCULATIONS

Population of Kota Samarahan (data 214,653 people

obtained from Department of Statistics
Sarawak)

Estimated 20% of the population are 20% × 214,653 people

western food lovers = 42931 people

Estimated each person will spend an 42931 people × RM20 per visit × 1 time a
average of RM20.00 per visit at least once a month
month = RM858,620

A yearly market sizes RM858,620 × 12 months

= RM10,303,400

3.7 MARKET SHARES

Market share is defined as the portion of how much of the market that the
business can capture or control after taking into consideration the market size and
the competitor’s position in the same market. Market share also represents the
percentage of an industry or market’s total sales, that is earned by the company
over a specified period of time.

The market shares of our company before it enters the market are as follows:
No. Competitors Percentage of market size Estimated share
(%) (RM)
1. Burger O Myy 50 5,151,720
2. Forest Tree 50 5,151,720
3. Rafens Cafe - -
TOTAL 100 RM10,303,440

The market shares after our company enters the market are as follows:
No. Competitors Percentage of market Estimated share
size (%) (RM)
1. Burger O Myy 47.5 4,894,134
2. Forest Tree 47.5 4,894,134
3. Rafens Cafe 5 515,172
Total 100 10,303,440

3.9 SALES FORECAST

Sales forecast is the record of estimated future sales. Sales forecast is computed
monthly for the first year and annually for the second and third year.

Month Sales forecast (RM) Remarks

January 10,390.00 New in market
February 16,456.34
March 21,450.45 Start to be recognized by customers
April 27,924.08 Sales is increasing as more customers
know about our business
May 28,400.63 Sales is low because it is the month of
Ramadhan
June 36,715.89 Sales increases due to the school
midterm break and Gawai occasion
July 33,799.00 Sales is gradually increasing as we are
August 41,967.89 getting more loyal customers, Hari Raya
September 61,688.71 Convocation month, demand increase
October 67,067.70 Demand maintain
November 82,452.70 Year-end holiday
December 86,858.61 Year-end holiday, Christmas, New Year
Total 515,172

Average sales per month

= RM 515,172 ÷ 12 months
= RM 42,931
Sales forecast for 2nd year (2020)
= (5%) (RM42,931) + RM42,931
= RM 45077.55
Sales forecast for 3rd year (2021)
= (7%) (RM 45077.55) + RM 45077.55
= RM 48,232.98
3.10 MARKETING STRATEGIES
Marketing strategy is a section of business plan that outlines overall business plan for
how we will find and attract clients or customers to our business. Marketing strategy
focuses on what we want to achieve for our business and marketing efforts.

A good marketing strategy incorporates what we know about how our

business fits into the market and the four (4) Ps of marketing to develop techniques
and tactics that will achieve our marketing objectives. The 4Ps are four variables of
Product, Price, Place and Promotion.

3.10.1 Product Strategy

The first of the 4 Ps of marketing is product. A product can be either a tangible good
or an intangible service that fulfills a need or want of consumers. It is imperative to
have a clear grasp of exactly what our product is and what makes it unique before we
can successfully market it. Our first marketing strategy begins with product offering.
A brand is a product, service, or concept that is publicly distinguished from other
products, services, or concepts so that it can be easily communicated and usually
marketed. A brand name is the name from the all managers name, which is R is stand
for our general manager, Mr.Rafi ,A stand for Marketing Manager, Mr. Aizuddin, F
for our’s Operational Manager, Mr.Farhan , E stand for Mrs.Emila who is our
Administrator and N from Mr.Najmuddin our Finance Manager. Furthermore, our
marketing objective is to ensure that customers are attracted and motivated to
purchase the product or service offered. Therefore, we only want to provide the finest
quality control of our product delivered with the best services at an affordable price. It
is also to make sure that the wants of the customers are satisfied.

3.10.2 Price Strategy

Price is the amount of money that a buyer gives to a seller in exchange for a good or a
service. It is important to choose the right strategy as it is the sole component that
helps to gain revenue. For our business, we choose cost-based pricing strategy. This
strategy implements the total of the fixed cost plus profit margin.

3.10.3 Place Strategy

One of the thing that will greatly affect our business is the place or location. This is
the reason on why we should have considered and be careful on choosing the right
place. We choose Aiman Mall due to its strategical location. It is placed in the centre
of the neighbourhood and mall is one the places that will surely be filled by a lot of
people. Therefore, the chance of increasing our profit and sales is interestingly high
due to accommodation for the large target market.

Furthermore, our business applies Direct to Customer channel. Direct to

Customer refers to promoting a product or services straight from the seller to the
customer, without intermediary advertising such as television commercials, radio ads
or public displays. This type of channel is convenient to our business.

Rafen’s Cafe Direct to Customer

3.10.4 Promotion Strategy

Rafen’s Cafe uses adverting strategy. Advertising is bringing a product or services to
the attention of potential and current customers and typically done with signs,
brochures, commercials, direct mailings or e-mail messages and personal contacts.
We use printed media such as business card and banner. In addition, we also use
Internet such as Instagram and Facebook to promote our product.

3.11 MARKETING PROMOTING TOOLS

I. Signboard
II. Banner
V. Internet

Facebook:

Instagram:
 3.12 MARKETING BUDGET

ITEMS FIXED ASSETS MONTHLY OTHER

(RM) EXPENSES (RM) EXPENSES (RM)

Opening ceremony 2000

Signboard 1000

Banner 200

TOTAL (RM) 1000 2200

TOTAL FINAL COST (RM) 3200