Exclusive Shop Only Selling Wantan Mee Marketing Essay

XXX restaurant is a company sells Wantan Mee, it is the exclusive shop only selling Wantan Mee. The concept ideas are come from variety noodles shop for example "Face-To-Face" noodles shop. The Wantan Mee which sells in the XXX restaurant is more concern about the health and nutrition. All the noodles in the shop are the fresh noodles because people nowadays prefer fresh foods. The specialty in this shop is XXX restaurant offer open kitchen in order allow customers know and understand what is process and the chef making a dish of Wantan Mee. There are variety special and new taste sell in the shop for instant "Tong Yam Wantan Mee", "Blueberry Wantan Mee", "Curry Wantan Mee" and so on.

Besides, the shop also got offers a lot of show in order customer can enjoy their time with the show while they waiting for their meals. The environment in the shop is properly soft, comfortable and natural. If there is no show offering, the restaurant will open some music which is soft enough and ensure that this music will not cause customer upset or annoying.

2.1 Products and Services

There are varieties favorable tastes of Wantan Mee offer in XXX restaurant. Based on the trends nowadays, consumer more prefer to try something which is new and fresh. That is why XXX restaurant create more new menu and try to offer a lot of taste which never serve with Wantan Mee. As everybody known, Wantan Mee is a traditional noodle which only serves with soup and dried. So XXX restaurant try to bold innovate this traditional style and change it become something new and fresh due to the trends, consumer behavior and consumer eating habits nowadays. On the other hand, XXX restaurant also try to make Wantan Mee become a Halal or vegetarian mee. This can create a new taste to Malay people and vegetarian allow them a chance to try this special dish also. There are also a pile of comments paper, customers who patronize into XXX restaurant can write down or provide any ideas to the restaurant towards the taste and anything else.

Additionally, the restaurant also provides excellent service to the customer. The restaurateur afraid the customers who patronize to the restaurant will feel boring, so there are several show offers every day. Furthermore, the waitress will inform customer how much time their meals will be deliver after they have order their foods. This can let customer got mental preparation. The restaurant also provide high quality of seats for the customer in order to make them sit comfortable and can enjoy their dining happiness.

2.2 Objective

The objectives of XXX restaurant are:

To be only choice of consumers for their dining areas

Provide delicious, new ad healthy for consumer

Provide a very good environment for the consumers while they are dining in the restaurant

2.3 Mission Statement

As the popularity of consumer eating behavior nowadays, people always trying to find something that are delicious, new and healthy. Hence, the mission of XXX restaurant is to make the restaurant to be the only and best dining and entertainment venue of choice for consumers.

2.4 Vision Statement

XXX restaurant want to create more memorable experience and happiness for our consumers. Hence, XXX restaurant provide a comfortable, safe and enjoyable venue for the consumers to dine-in. After the consumers order their meals, they can enjoy the show which is different everyday in order to let people feel happiness and enjoyable while they waiting their meals. Hence, consumers will continue to patronize to the restaurant due to the special services and enjoyable memorable experience.

2.5 Key To Success

The key to success for XXX restaurant are:

Variety of taste for Wantan Mee

Special services offer

All the mee are more concern about healthy

The consumer trend nowadays want to try something new and special

Industry Analysis

Demographics (Agri-Food Past, Present, & Future Report, 2010)

Population

For a country that would fit into Canada 30 times, Malaysia's population is only slightly smaller at close to 28 million, with estimates that it will reach 30 million by 2015 (Euromonitor, 2011). With its small size and a growing population, the population density is increasing and is becoming more urban. Datamonitor estimates that the urban population has steadily increased from 67.3% of the total population in 2005, to 71.8% of the total population in 2010 (Datamonitor, 2011). Between 1995 and 2007, Malaysia experienced rapid urbanization, and most of the growth has been occurring in the main cities of Kelang, Petaling Jaya, and Shah Alam, all cities on the outskirts of Malaysia's capital Kuala Lumpur, and areas that are experiencing rapid industrialization. Some of this urban growth can be attributed to migration as Malaysia experienced growth from just over 1 million migrants in 1995, to 2.3 million migrants in 2010 (Population Division of the Department of Economic and Social Affairs of the United Nations Secretariat, 2008).

Figure 1: Description of this image follows.

Like other developing nations, Malaysia's population is a young one (Figure 1). Although the median age has increased from 22.5 years in 1995 to 26.5 years in 2010, it is still significantly lower than Canada's median age of 40.7 years in 2010 (CIA World Factbook, 2011). It is estimated that by 2015, over 50% of the population will be 30 years old or younger, with a majority making up the working population of the nation (Euromonitor, 2011). This group will be primarily located in urban areas, as that is where job opportunities exist.

With higher incomes and education as well as fewer dependents, this large, young, working population has more disposable income than ever before. Both this and the fast-paced lifestyle of this age group, will dictate the food trends amongst urban Malaysians in the coming years.

1.1.2 Forecasts

The United Nations forecasts that between 2010 and 2050, Malaysia's population will grow by 41%, from just under 28 million people to 39.6 million people. Most of this growth is expected to continue to occur in urban areas, with population density rising from 85 people per sq. km in 2010, to 120 people per sq. km in 2050. Some of this growth may be attributed to the continued increase in international immigration.

The United Nations also predicts that the national birth rate will continue to decrease from 550 per year between 2005 and 2010, to 476 per year between 2045 and 2050. This will result in an increase in the median age of the Malaysian population from 26.3 years in 2010, to 39.3 in 2050 (Population Division of the Department of Economic and Social Affairs of the United Nations Secretariat).

All of these factors are expected to play a large role in shaping Malaysian consumers' demands of the food marketplace. A large and growing, young, primarily urban population, will look for convenient as well as healthy food options.

1.1.3 Ethnicity

Located at the tip of the Asia's continental western side and creating a gateway to India and Africa through the Straits of Malacca, Malaysia is one of the most ethnically and religiously diverse nations in the world, where the co-existence of these various groups is largely peaceful. The Malays are the largest ethnic group at 50.4% of the population and are also the group in power. They are followed by the Chinese at 23.7% of the population, Indigenous groups at 11%, and the Indian population at 7.1%. These groups are fairly evenly distributed across the nation with the exception of the predominantly Malay population on the east coast, as well as the concentration of most Indigenous groups in the region of Sabah-Sarawak, on the island of Borneo.

The religious divisions are closely correlated with these ethnic groups (Figure 2), with 60.5% of the population following Islam, 19.2% following Buddhist beliefs, 9.1% following the Christian faith, 6.3% following Hindu teachings, 2.6% following Traditional Chinese religions such as Confucianism and Taoism, and 2.3% following either another belief system or none at all.

The official language is Bahasa Malaysia (or Bahasa Melayu), however English, Chinese (Cantonese, Mandarin, Hokkien, Hakka, Hainan, and Foochow), several Indian languages (Tamil, Telugu, Malayalam, Punjabi), and Thai are also widely spoken. Other indigenous languages are spoken on the East Coast in Sabah and Sarawak, where Iban and Kadazan are the major languages (CIA World Factbook, 2010).

Figure 2a: Description of this image follows.

1.1.4 Lifestyle and Health

As the Malaysian lifestyle shifts from rural to urban, the diet and activity levels of Malaysians have changed accordingly. More people are living in urban areas and working longer hours. Eating habits have shifted to the convenience of prepared and processed meals. With increased disposable incomes, Malaysians are also able to purchase refrigerators, freezers and microwaves in order to help maximize the usage of these new convenient meal items. As urban consumers' activity level has decreased and jobs have become more sedentary, new health issues are emerging (Figure 3).

Figure 3: Description of this image follows.

1.2 Trends

Urbanization and Globalization

1.2 .1 Convenience

With a growing number of Malaysians living in urban areas, it is expected that the sale of convenient and time-saving items will rise. Young adults who have relocated to the cities for higher-level education and work will continue to lead this trend. The faster-paced city lifestyle will dictate what and how this group consumes. In terms of food, it is expected that ready-meals will continue to grow; however, not all segments of ready-meals will be in demand. Frozen and canned/prepared meals will continue to rise as they offer a quick alternative to homemade, or have the flexibility to be used as a time-saving base for more elaborate meals. Although it is important to speak to the more traditional dishes, when it comes to ready-meals, the window for growth may be small as foodservice outlets such as mamak stalls or kopitiams already provide quick alternatives to home-cooked meals. With increasing international influence, Malaysian consumers seeking a similar lifestyle may look to more Western or health-oriented options in the ready-meals sector (Euromonitor, 2010).

1.2 .2 Private Label

Although the 2009 recession did not affect Malaysia as hard as other nations, its consumers were cautious in their spending and this trend continued through 2010. The sale of private label items was strong as consumers looked for smart and economical choices, alleviating the low-quality stigma placed on private labels as they helped people weather tougher economic times. The role that private label is playing in the Malaysian market is that of responding to consumer demands that are not being fulfilled by branded items. Retailers such as Tesco have launched various private label brands (Springforce, Daisy, All About Body, and Breakfast King) in response to changing consumer preferences. They utilize local, small and medium-sized enterprises in order to respond quickly to the latest trends. By creating their own private labels, retailers are also able to better control their brand's image as well (Euromonitor 2011).

1.2 .3 Lifestyle Concept

In contrast to the rise of private label and correlated with the increased standard of living for the younger generations, the demand for premium brands rose in 2010 and will continue to grow as this group forms the majority of the population. Stores that typically served expatriates are now finding that young professional Malaysians are among their customers, as they search to acquire premium and imported goods. A part of this demand is the desire to define their lives through their purchasing choices (Euromonitor 2011).

1.2 .4 Organic Foods

The organic food industry in Malaysia is still relatively new and underdeveloped. It began in the late 1990s with the emergence of "Mom and Pop" stores catering to a small percentage of cancer patients seeking healthier foods, as well as a large, predominantly Chinese, consumer base that is still present today (Country Farm Organics). Organic food is viewed positively, with Malaysian consumers believing that choosing organic food represents a decreased exposure to pesticides, antibiotics and hormones, and has an increased nutrient and antioxidant count (IFOAM); it is no wonder that these health-conscious, fresh-seeking consumers are now turning to organic foods.

1.2 .5 Environment

Product claims vary and include animal f riendly, environmentally friendly, organic, pesticide-free, etc. Like many other nations, the largest growth in food product launches has occurred in the organics sector (Figure 10). However, awareness in Malaysia surrounding any form of eco-labelling is still in its infancy. In order for marketing strategies based on the environment to succeed, an educational program on the purpose of eco-labels, as well as a clearer understanding of what an eco-label means, will be crucial. The Malaysian consumer is open to choosing an eco-friendly product however, a lack of knowledge (i.e. which products are eco-friendly) stops them from purchasing these products (Rashid et al). Green marketing is still new in Malaysia but with the growing, educated, and internationally-influenced young working population, this market is expanding at a quickening pace. Awareness of the negative impact of global demand for palm oil on indigenous species is also becoming increasingly apparent (see below).

Figure 10: Description of this image follows.

1.2 .6 Halal

With a Muslim population totalling close to 17 million people and with nearby Indonesia's Muslim population totalling close to 209 million people, it is not a surprise that the halal market in the region is currently expanding (CIA World Factbook; Malaysia and Indonesia) . According to the Malaysian Industrial Development Authority (MIDA), the nation's halal certification is globally recognized. As a result, Malaysia is poised to become a key player for halal regional production in both meat and non-meat sectors (MIDA). Its global Muslim market is valued at an estimated US$547 billion per year, for a population of 2 billion. Malaysia alone has a halal food market value that has grown from US$6.6 billion in 2005, to US$8.4 billion in 2010 (World Halal Forum). According to Mintel, there were 334 new products with the halal claim that entered the Malaysian market between January 2010 and March 2011 (Tables 2 and 3).

Table 2: New products with halal claims, introduced to the Malaysian market between January 2010 and March 2011 -Category breakdown

Product Category

Number of Variants

Non-Alcoholic Beverages

57

Bakery

51

Snacks

48

Sauces & Seasonings

39

Side Dishes

22

Dairy

19

Processed Fish, Meat & Egg Products

18

Sugar & Gum Confectionery

13

Breakfast Cereals

12

Meals & Meal Centers

12

Sweet Spreads

12

Fruit & Vegetables

10

Chocolate Confectionery

8

Baby Food

5

Desserts & Ice Cream

4

Soup

4

Source: Mintel 2011

Table 3: New products with halal claims, introduced in the Malaysian market between January 2010 and March 2011-Sub-category breakdown

Category

Sub-Category

Number of Variants

Bakery

Sweet Biscuits/Cookies

28

Side Dishes

Rice

14

Non-Alcoholic Beverages

Fruit/Flavoured Still Drinks

13

Sauces & Seasonings

Table Sauces

13

Bakery

Savoury Biscuits/Crackers

11

Processed Fish, Meat & Egg Products

Fish Products

11

Non-Alcoholic Beverages

Coffee

9

Snacks

Corn Based Snacks

9

Sauces & Seasonings

Seasonings

8

Bakery

Cakes, Pastries & Sweet Goods

7

Source: Mintel, 2011

Income Or Buying Power

Malaysia is classified as an upper-middle income country and considered as one of the most developed of developing countries. The proportion of middle-income households, defined as those earning between MYR 1,200 and MYR 3,499 per month, has increased from 47.7% in 1999 to 47.9% in 2002. Mean monthly gross income per household increased from MYR 2,472 in 1999 to MYR 3,011 in 2002, denoting an average monthly income growth of 6.8% per annum.

Malaysia has continued to experience steady progress in the standard of living and, with it, its purchasing power (per capita income exceeds MYR 14,600 or USD 3,840). On average, household living in urban areas spent 1.5 times more than household living in rural areas. Average consumer spending stands at MYR 1,943 per month in the urban areas and MYR 1,270 per month in the rural areas.

The buoyant growth of private consumption registering 11.1% year-on-year in 2004, underpinned by improved consumer confidence reflects growing incomes of consumers. The propensity to consumers is likely to be further enhanced by firm commodities prices, higher export profits, low interest rates and a stable job market. At the same time, rural incomes are likely to be higher due to the large multiplier impact induced by higher commodity prices.

As for consumer savings, according to ACNielsen, Malaysia is a among the top-three countries in Asia Pacific for consumers with the highest penchant to save money. In Malaysia, the top-two priorities for the usage of spare cash are for savings or deposits (58%) and paying off credit card debts or loans (45%).

Table 1: Income Per Capita (% of growth)

Income (per capita)

2001-2002 growth (%)

6.4

2002-2003 growth (%)

8.1

2003-2004 growth (%)

11.5

Source: Malaysia's Central Bank Annual Report

1.3 Consumer Behaviour

Average Household Spending Patterns

Malaysian spend a high percentage of their household income on food, groceries and personal care items, ranking third out of the ten major economies in the Asia-Pacific region (excl. Japan). According to ACNielsen, Malaysian on average spent MYR 505 per month on food and groceries, with just under half of that on fresh food like meat, fruits and vegetables.

Figure 1: Composition of household expenditure, 1998-1999

Source: Malaysia Household Expenditure Survey Report 1998/1999, Department of Statistics, Malaysia