4.

Marketing Plan

4.1 Introduction

Marketing plan is the advertising strategy that a business like ours used to sell
our products. It outlines the specific actions needed to convince the customers to buy
them. The marketing plan will help us determined our target market, how we are
going to reach them, what price point of the product should be sold, and how our
company measure its effort. The marketing plan act as a blueprint for communicating
value of our products to our customers. These are the plan that have been prepared for
our marketing.

 Introduction
 Description of products
 Identifying target market
 Analysing market size
 Assessing competitors
 Market share
 Forecasting sales
 Developing marketing strategy
 Preparing marketing budget
4.2 Description of products

Table 4.2 List of top 10 menus

No. Product/ Service Features & Benefit

 Thoroughly shaken or blended

ice drink made of milk, a
flavouring syrup and coffee with
whipped cream.
1.

Coffee milk shake

 Hot coffee with thick Nutella

icing and whipped cream.

2.

Expresso Nutella

 Have 3 different layer of coffee.

 Chocolate drizzle.

3.

Mocha
  Have thicker layer than usual
waffle.
 Crunchy pearl sugar with

4. seasonal fruit.

Belgian waffle

 Creamy inside of the muffin but

have thin, evenly browned crust
outside.
 Different flavour.
5.

Muffin

 Extremely moist, dark meat that

taste great when smoked.
 With some fresh vegetables and
fruit.
6.

Smoke duck
  Handmade pasta from grain.
 Include vegetables, fruit, fish,
and poultry.

7.

Pasta

 Pile on Thinly Sliced Meat

(chicken or lamb).
 Extra Sauces and spreads (spicy
and normal).
8.  Include vegetables.

Sandwich

 French pile of pancake made of

thin batter containing flour, eggs,
melted butter, salt, milk, and
water.
 Served with sweet sauce or
garnish sugar.
9.

Crepe cake
  Decadent and fun fillings and
toppings.
 Include ice cream and chocolate
sauce.

10.  Adding candy bar or fruits

topping.

Shibuya Toast

4.3 Target market

Geographically, the business main target market is Genting Permai, Pahang.

Genting Permai is located at Genting Highland, Pahang. This place is one of the
tourist attractions and is well-known to peoples from any other states. The town is fast
growing with new residence and there is a hotel nearby.

Demographically, the business should focus on adult, young adult and

teenagers that love café environment where they can spend their time doing their
work while enjoying delightful foods and coffees. They are in the range of age from
15 to 40 years old. The majority should people from group that looking forward for
vintage like environment but modern food taste product.
4.4 Market size

According to Genting Group’s annual report, 25.9 million of visitors have

been welcomed in 2018. The population slightly increase 9.75% from 2017. We
estimate even from 1 million people could have visit our café and buy our product.
There could have been a family or couple from around the world coming. The size
should provide good potential for our café business.
 4.5 Competitors

4.5.1 Identifying competitors.

Table 4.5.1.1 Competitive analysis

Competitors Strengths Weaknesses

Cloud View Café,
Owner is friendly and very The food portion is not
B-G-P7, Jalan Permai
welcoming their customers. equal to the price.
2
Starbucks Genting Does not have a washroom.
Permai DT, 21078, Open for 24 hours. Poor service at cashier
Jalan Permai 2 counter.
The food portion is not
A Record Café, Jalan equal to the price.
Comfy environment.
Permai 2 Poor food taste.
Poor quality served.
Great hospitality by the
Pulse Café, Geo38 manager.
Poor coffee taste.
Residence, T2-G- Nice environment.
Poor food service.
CAFÉ, Jalan Permai 2 Variety local and western
selection.
4.6 Market share

Market share (before)

Competitors Estimated market share (%)

Cloud View Cafe 30
Starbuck Genting Permai DT 35
A Record Café 10
Pulse Café 25
Total 100

Estimated market share

25%
30%

10%

35%

Cloud View Café Starbuck Genting Permai DT

A Record Café Pulse Café

The pie chart above shows that the market share estimation before our café
established. The highest percentage of the market share goes to Starbuck Genting
Permai DT with 35% of market share. The second highest percentage of market share
with 30% of the market share is Cloud View Cafe. Lastly, as for the lowest market
share in the pie chart above is represented by A Record Cafe which is 10%. As we can
see that most of the customers prefer to go to the Starbuck Genting Permai DT cause
of the quality of both service and good taste of either foods or drinks.

Market share (after)

 Competitors Estimated market share (%)
Cloud View Cafe 20
Starbuck Genting Permai DT 25
A Record Cafe 10
Pulse Cafe 15
Mr. Shelby Cafe 30
Total 100

Estimated market share

20%
30%

25%
15%

10%

Cloud View Café Starbuck Genting Permai DT A Record Café

Pulse Café Mr. Shelby Café

The pie chart above shows that the market share estimation before our café
established. The highest percentage of the market share goes to Mr. Shelby Cafe with
30% of market share. The second highest percentage of market share with 25% of the
market share is Starbuck Genting Permai DT. Lastly, as for the lowest market share in
the pie chart above is represented by A Record Cafe which is 10%. As we can see that
most of the customers prefer to go to the Mr. Shelby Café as our café provide a new
environment and our quality for both service and foods are as good as the recent
customers’ café of choice.
4.7 Sales forecast

Table 4.7 Sales Forecasting

Month Sales Forecast (RM)

1 30,000
2 31,000
3 44,000
4 60,000
5 75,000
6 95,400
7 98,800
8 99,000
9 77,000
10 80,000
11 104,000
12 109,800
Year 1 904,000
Year 2 (+10%) 994,400
Year 3 (+15%) 1,143,560

Estimated average sales per month RM 75000

Calculation:

Estimated daily sales RM 2500

Business days per month 26 days

The sale for the first month is lower compared to the following months due to first
opening of our café. By month, with our effort to promote the café, hopefully we will
achieve the target average sales per month, RM 2500 in order to cover the investment
cost and our employee salary.
4.8 Market strategy

1. Product
 The café offers varieties of modern coffees, deserts, and meals
which we made with a very good quality material and been served
warm and fresh. The taste is unique because all the recipes are
French style with local touch. It gives opportunity to the local and
tourist to taste our handmade French like foods.
 We also provide different type of coffee which one we made to a
coffee milk shake with variety of flavours.
 We show how we made the meals with the list of ingredients so
customers can feel confident to eat at our café.
2. Price
 Our entry prices are lower than market price by at least 3%.
 The café provide discount on special occasion.
 Family member group of 6 or above get promotion.
3. Promotion (promotion mix)
 The café plans to spent RM 1,000 per month on promotion. In the
opening, we put banner and distribute flyers on launch location and
any other strategic place so local people and tourist will know our
café. We spent about RM 4,000 at the opening to attract and spread
our café uniqueness.
4. Signboard License
 Before we start our business, all our signboard must have licensed.
The validity for period of 1 year, the license fees also may vary
according to the local authorities.
4.9 Marketing Budget

Table 4.9 Marketing Budget

FIXED OTHER
WORKING
ITEM ASSETS EXPENSES
CAPITAL (RM)
(RM) (RM)
FIXED ASSETS

Signboard 3,000

WORKING CAPITAL

Promotion costs 1,000

OTHER EXPENSES

License for signboard 250

Launching costs 4,000

TOTAL 3,000 1,000 4.250