Introduction

Daebak is the subsidiary company of Mamee Malaysia. Mamee, which is Malaysia’s

worldwide renowned food and beverages firm, has teamed up with Daebak to introduce a
new line of instant noodles and Korean sauce that allows customers to customize their level
of spiciness. Daebak is famously known for its great providence of spiciness food for their
customers. In this assignment, we are going to gather the main factors on how customers
will reach out to recognize this brand so Daebak will get to enlarge its business in the future.

Situational Analysis
In the first part, I am going to talk about how Daebak supposed to reach out to its
customers. In such terms, for higher feedback from customers, by using offline strategy will
be beneficial for customers purchase intention and Daebak will get to receive certain
amount of customers’ feedback. In addition, customers will get the chance to taste and
experience the product brand with using face-to-face interactions.

As we all know, ever since Korean food and beverages have been introduced to Malaysian
citizens, Korean culture has consistently entered the hearts of numerous Malaysians
especially Korean ramen and Korean sauce due to its spiciness and tastiness. Daebak
represents the popular instant noodle and Korean hot sauce created with Shinsegae Food,
creating a delicious and alluring taste that will attract customers to ‘Pasti Jatuh Cinta’ after
taking their first bite. Furthermore, Daebak has collaborated with Mamee Monster to launch
a new instant noodle which is called Daebak Noodles’ Ghost Pepper and it comes in three
different flavors with three levels of spiciness. Therefore, the customers get to enjoy the
instant noodles with their own preferred spice level. Daebak Noodles’ Ghost Pepper has also
self-proclaimed to be the absolute indisputable spiciest instant noodles in all of Malaysia.
Other than that, Korean sauce indeed plays one of the most important roles in Korean
cooking dishes as it is spicy with a subtle of sweetness. Daebak has produced a few sauces
such as the fried chicken sweet chili sauce, Bulgogi sauce, fried chicken garlic sauce, Tteok-
bokki sauce and others which makes it super easy and convenient for the customers to cook
as the flavoring and seasoning are all mixed in the sauce package.
Moreover, Daebak is advised to mainly focus on targeting customers around 12 to 30 years
old because, Daebak instant noodles and sauce are mostly spicy and the customers that
have the ability and tolerance to handle it is most likely from that age group. The vision of
Daebak is to be well recognized by worldwide and spreading love and joy to the Korean
cuisine lovers while the mission of Daebak is to build a long-term growth in volume and
profit to enhance its business.