VINTAGE FASHION FASHION NEWS FASHION MAGAZINE 8

NASI AYAM
LORI HIJAU

MKT558 : DIGITAL
MARKETING
Prepared by:
Seri Nuradhiatul Putri Binti
Saat (2022675772)
Prepared for:
Dr. Amily Binti Fikry @ Aziz
Date Of Submission:
26/4/2024
VINTAGE FASHION FASHION NEWS FASHION MAGAZINE 8

TABLE OF CONTEXT

INTRODUCTION

MICRO ENVIRONTMENT FACTORS

MACRO ENVIRONTMENT FACTORS

CUSTOMER PERSONA

JOURINEY MAPPING

CONCLUSION

REFERENCE

APPENDICES
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INTRODUCTION

In this era , many companies and business has expand their

range by engage and communicating with customer
through digital technologies. They connected using a lot of
platform such as e-commerce, social media and mobile
apps . This is the way to enhanced their market share and
customer experience . Nowadays , Many company has
utilize their digital channel to reach customer effectively,
while considering the micro and macro environment
factors. Hence, a lot of owner use these factors to shape
their digital strategies and customer engagement.
Nasi Ayam Lori Hijau, a small business founded in 2009 also known as Nasi Itik Panggang
Yatie before .and based in Batang Kali and Serendah. With two stalls in Batang Kali and one in
Serendah, the business strategically positions itself to serve its customers in these areas.
Utilizing both micro and macroenvironmental factors, Nasi Ayam Lori Hijau try hard to
engage customers effectively and sustain its operations. Through a blend with customer local
tastes, innovative product offerings, and strategic networking with suppliers, the business aims
to create a unique value proposition that resonates with its target market. Moreover, by
embracing digital platforms for outreach and adapting to economic trends while to make sure
they reach large audience , Nasi Ayam Lori Hijau show its commitment to navigating the
dynamic business and deliver quality products also experiences to its customers.
Nasi Ayam Lori Hijau
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MICRO ENVIRONTMENT
FACTORS

SUPPLIERS
Nasi Ayam Lori Hijau sources its chicken supply from Nashima
Group Resources Sdn Bhd, ensuring high-quality meat for its
signature dish, while other essential ingredients are sourced
from Seri Ternak, known for their fresh produce. Additionally,
the restaurant relies on SWC Entreprise Sdn Bhd for its plastic
supplies, maintaining eco-friendly packaging practices.

COMPETITORS
Competitors are represented as the opportunity and challenged for
business and for Nasi Ayam Lori Hijau there are a lot of competitor with
the same product and same target market that compete with them in
Batang Kali area . However, Nasi Ayam has catch the heart of customer
due to the their engaging with customer, affordable and reasnable price
and the taste of Nasi Ayam itself .It shows that Nasi Ayam Lori Hijau
offering better value and a more customer approach,, they aim to
differentiate their business in the market and win over customers who
prioritize affordability and excellent service. In contrast their competitors
which is Nasi Ayam Wak Man and Nasi Ayam Abang Lan tend to have
more pricey and have less engagement with their customers .

CUSTOMERS
Based on the observation Nasi Ayam Lori Hijau is conveniently
located near a school, attracting a steady stream of customers,
including busy workers returning from their jobs and parents
picking up their children. Its strategic proximity to these key
demographics caters to the needs of individuals who seek quick,
convenient meal options without compromising on taste or quality.
On the other hand they engaged with customers through social
media platform such as Facebook and Tiktok. It may have less
engagement on favebook but they do active on Tiktok to promote
and showing their content by following trend to attract their
customer.
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MACRO ENVIRONTMENT
FACTORS
SOCIAL / CULTURE
The stall experiences high demand during weekdays, particularly
from busy workers and parents fetching their children from school,
while weekends see a slight decrease in demand. Nasi Ayam Lori
Hijau preparing extra servings to accommodate the heightened
demand ensuring customers have ample options during peak hours.
Additionally, due to the overwhelming demand for 'Ayam Cheese' in
Serendah, it's exclusively available at the Serendah stall to cater to
local preferences and manage demand effectively. However, in
response to increased demand, the owner has also decided to add
new menu items such as laksam and Mee Kari to cater to the diverse
tastes of customers
TECHNOLOGY
Nasi Ayam Lori Hijau is embracing digital technologies to stay relevant in
the current era, engaging with customers through social media platforms.
However, they face challenges in effectively engage and following trends
with customer in digital technology. To overcome these obstacles, they
utilize food delivery services like Food Panda to distribute their food,
expanding their reach and accessibility. Additionally, Nasi Ayam Lori Hijau
streamlines the payment process for their customers by offering QR code
payment options, making transactions more convenient and efficient.
Despite the challenges of digital engagement, these innovative approaches
demonstrate their commitment to enhancing the customer experience
and adapting to the evolving demands of the market.
ECONOMIC
Due to the current economic conditions resulting in higher prices for
raw materials, Nasi Ayam Lori Hijau has chosen not to increase the
price of their signature dish, which remains at RM 6.00 per serving of
nasi ayam. Instead, they have reduced the size of the chicken portion
to maintain affordability, ensuring it remains student-friendly.
Moreover, amidst the challenges posed by the COVID-19 pandemic,
which has significantly impacted businesses, the owner has adopted
alternative strategies for their business survival. This includes
implementing cash on delivery services and adding a new menu item,
Ayam Golek, to offset losses and sustain the business during these
challenging times.
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CUSTOMER PERSONA

Sarah
Age : 27 Years Old
Education : Degree in Education
Hometown : Batang Kali
Family : Single
Occupation : ATeacher

“A Teacher who stay alone wany Nasi Ayam to satisfy her craving.”

GOALS
•Sarah aims to satisfy her craving
with the delicious and authentic
Nasi Ayam
•Seek convinience in his busy
schedule and looks for a nearby
eateries or food delivery that offer
quality Nasi Ayam
FRUSTRATION
•Sarah receives nasi ayam that
does not her expectation in terms
of taste, freshness and portion
size
•Sarah encounters inconsistent
pricing for nasi ayam across
different vendors .

Sarah is a teacher who is stay alone . She loves nasi ayam but at the
same time it will take a lot of cost to make because she the only one will
eat if she cook . Due to that, she decide to buy from outside to satisfy
her craving . At the same time , in her busy schedule she seek for the
convinience and nearby eateries or food delivery . Sarah often
dissapoint because usually nasi ayam that she buys does not archieve
her expectation amd she always encounters inconsistent price for her
nasi lemak across different vendors .
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JOURNEY MAPPING

Action 1 :
Planning
Task list : Searches
online for nearby
restaurants offering Nasi
Ayam and reads reviews to
assess their quality
Feeling Adjective : Excited about the prospect of
Action 2 : Decide
Task list : selects a
restaurant based on
proximity, positive reviews,
and the variety of options
available.
Feeling Adjective : Relieved to have made a

Add a
enjoying her nasi ayam , but slightly anxious
about finding the perfect spot
decision but still uncertain if it will meet her
expectations.
Improve : Providing more detailed information Improve : Make a clearer online menu

subheading
about menu options and operating hours could
help Sarah make a more informed decision.
description could help Sarah to understand the
better option

Action 3 : Go to shop
Task list : Drive to the selected Nasi Ayam Restaurant and Park nearby

Add a the Restaurant.

Feeling Adjective :Excited to satisfy her craving but slightly hard to find a

subheading
parking
Improve :Make a specific parking for the customer to make them easier

Action 4 : Purchase
Add a
Task list : Orders the Nasi ayam and Dining at the restaurant
Feeling Adjective : Wait eargerly to get her food in order to satisfy her
craving
subheading
Improve : improve Updating customer and give estimate wait times to
customer about her meal

Action 5 : Feedback

Add a
Task list : Evaluates taste , Portion size, and pricing and also consider
the quality and environtment restaurant
Feeling Adjective : Mixed emotion which is satisfaction and

subheading
disappointment
Improve : Offer a opportunity to customer to give feedback and address
concern actively to enhance dining experience
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CONCLUSION

In, conclusison , Nasi Ayam Lori Hijau should work on making

their menu descriptions clearer and giving customers a way to
share their feedback. This will help them connect better with
customers and bring in more people. When customers can easily
understand what's on the menu and share their thoughts, it makes
for a better experience overall. This can lead to more people
coming in and trying out their food, helping the business
grow.These improvements not only enhance the overall dining
experience but also foster a stronger relationship between the
restaurant and its patrons, leading to increased customer
satisfaction and loyalty.

Nasi Ayam Lori Hijau

VINTAGE FASHION FASHION NEWS FASHION MAGAZINE 8

REFERENCES

1. Log in or sign up to view. (n.d.).

https://www.facebook.com/Nasiitikpanggangyati/?
locale=ms_MY

2. Nasi itik panggang yatie batang kali | Food Delivery from

foodpanda. (n.d.-b).
https://www.foodpanda.my/ms/restaurant/s8vf/nasi-itik-
panggang-yatie-batang-kali

3. Nasi itik panggang Yatie - Platform Selangor. (n.d.). Platform

Selangor. https://platselangor.com/peniaga/nasi-itik-
panggang-yatie/

4. TikTok - Make your day. (n.d.).

https://www.tiktok.com/@nasiayamyatie?
_t=8lnBItGHD9O&_r=1
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APPENDICES