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    Yala Nakul

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    Nurul Hidayah
    The document discusses a marketing strategy case study for Yala Nakol, a home cooking catering business that serves Arabic food. It provides an introduction to the company and its objectives to expand to new areas with Arab and Malaysian students. A marketing research analysis found that customers prefer Arabic food priced around RM15 and located within 1km. A SWOT analysis identified strengths in local food and affordable prices, and weaknesses in inexperienced chefs and competition. The proposed marketing strategy focuses on product variety, placement in Arabic communities, promotional activities on social media, competitive pricing, quality staff and customer service, optimized processes, and ensuring a clean physical environment.

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    Yala Nakul

    Uploaded by

    Nurul Hidayah
    59 views17 pages
    The document discusses a marketing strategy case study for Yala Nakol, a home cooking catering business that serves Arabic food. It provides an introduction to the company and its objectives to expand to new areas with Arab and Malaysian students. A marketing research analysis found that customers prefer Arabic food priced around RM15 and located within 1km. A SWOT analysis identified strengths in local food and affordable prices, and weaknesses in inexperienced chefs and competition. The proposed marketing strategy focuses on product variety, placement in Arabic communities, promotional activities on social media, competitive pricing, quality staff and customer service, optimized processes, and ensuring a clean physical environment.

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    marketing plan

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    The document discusses a marketing strategy case study for Yala Nakol, a home cooking catering business that serves Arabic food. It provides an introduction to the company and its objectives to expand to new areas with Arab and Malaysian students. A marketing research analysis found that customers prefer Arabic food priced around RM15 and located within 1km. A SWOT analysis identified strengths in local food and affordable prices, and weaknesses in inexperienced chefs and competition. The proposed marketing strategy focuses on product variety, placement in Arabic communities, promotional activities on social media, competitive pricing, quality staff and customer service, optimized processes, and ensuring a clean physical environment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    59 views17 pages

    Yala Nakul

    Uploaded by

    Nurul Hidayah
    The document discusses a marketing strategy case study for Yala Nakol, a home cooking catering business that serves Arabic food. It provides an introduction to the company and its objectives to expand to new areas with Arab and Malaysian students. A marketing research analysis found that customers prefer Arabic food priced around RM15 and located within 1km. A SWOT analysis identified strengths in local food and affordable prices, and weaknesses in inexperienced chefs and competition. The proposed marketing strategy focuses on product variety, placement in Arabic communities, promotional activities on social media, competitive pricing, quality staff and customer service, optimized processes, and ensuring a clean physical environment.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    EMM5604

    INDUSTRIAL MARKETING MANAGEMENT

    CASE STUDY:
    MARKETING STRATEGY

    Name Matric No.

    NURUL HIDAYAH BINTI MOHAMMAD ABDUL AZIZ GS48220

    LECTURER : ASSOCIATE PROFESSOR IR. DR NAWAL ASWAN B. ABDUL JALIL


    AGENDA

    INTRODUCTION

    OBJECTIVE

    PRODUCTS

    MARKETING RESEARCH ANALYSIS

    MARKET & COMPETITOR ANALYSIS

    SWOT ANALYSIS

    MARKETING STRATEGY

    CONCLUSION
    INTRODUCTION

    • YALA NAKOL Sdn Bhd is home cooking catering Food. Our


    Company was established in 2017 with intention of bringing
    Home made Arabic food.
    • The main concept - to offer homemade Arabic to Arab
    student as well as to Malaysians with fresh and original
    approach.
    • Our management team have years of experience in
    hospitality environments across Middle East and Malaysia.
    • Our employ both local and foreign staff who have gathered
    extensive knowledge over the years. The business is going
    from strength to strength with numerous new Additions to
    the family planned for the future.
    With YALA NAKOL you enjoy a rich
    variety of delicious meal make you
    feel as you are at your home country.
    OBJECTIVE

    • To open new outlets in area that has Arab and


    Malaysian students.
    • To develop and improve our existing brand through
    ongoing menu development and marketing initiatives.
    • Improving profitability through disciplined
    management and the use of technology and
    procurement initiatives.
    • To increases our profits by 40% by the next two years,
    form provide the Arabic markets with Mediterranean
    food.
    •
    PRODUCTS
    MARKETING
    RESEARCH ANALYSIS
    • Research was done by given questionnaire to international student
    • The consumer’s behavior was analyzed in four main aspects namely:

    • Price and Quality


    – consumers is more likely to spend about RM15 on each meal
    – spending about one times in a day and 2 times in a week by eating outside
    • Purchasing Approach
    – majority of the consumers prefer Arabic food compared to others
    – Arabic food has been one of their most favorites food.
    – The consumers like homemade food compared to fast food and vegetarians
    – consumers are prefer to cook their own food compared to ordering or going out to restaurant.

    • Location
    – Majority are not willing to travel far to buy food. They prefer buying food in distance of 1km.

    • Consumer’s Perspective.
    – most of them are able to cook and for those who are unable to cook, they are willing to try to cook
    – majority of them prefer eating Arabic food and followed by Western type food.
    Price and Quality - RM 15 per meal
    - Buy food only once a day
    Purchasing Approach - Arabic Food (Most Preferred)
    - Prefer homemade food
    - Prefer to cook than buying outside
    Location - Travel for only 1km distance for food
    Consumer’s Perspective - Majority able to cook
    - Prefer Arabic the most followed by
    Western
    MARKET &
    COMPETITOR ANALYSIS

    Category SAMAD CASTLE3 HALF MOON


    Description Rate Description Rate Description Rate
    Price High 1 Appropriate 2 Cheap 5
    Quality Excellent 5 Very good 4 Good 3
    Varity Diversified 5 Very good 4 acceptable 3
    Marketing -His 5 4 Lack of advertisement 2
    strategy reputation in
    Iraq more
    than 25 years
    in this field.
    -Vital location
    , surrounded
    by banks and
    major
    companies.
    SWOT Analysis

    S W
    1. Provide local food from middle east.
    2. Affordable price.
    3. Promotion During weekend and 1. Lack of experienced chef
    holidays. 2. Low margin cost
    4. Fresh and high quality of
    5. Provide Mediterranean food to the
    Arabic markets which you can just
    find it restaurant

    1. Competition from other


    1. Strategic location middle east and fast food
    2. Provide different dishes restaurant.
    everyday. 2. Lower price alternatives.
    3. Gain customer loyalty 3. Unsatisfied customer with
    the service offered.

    O T
    MARKETING STRATEGY
    Product strategy
    • Deliver directly to the customer depending on the prepared menu with photo
    and prices.
    • Take away services in a decent and convenient style.
    • Target food type with low degree of competition like (MEDITERRANEAN
    FOOD).
    • same Iraqi delicious food for vegetarian people
    • Healthy food
    • Innovate new products with the ability to enter the market
    Placement strategy

    • focus on the places that contain Arabic communities to create food distribution areas that
    receive from the main kitchen.
    • cover this places to create confidence in receive time order and easy to find the distributor
    place to the customers.
    • Kuala Lumpur & Selangor Area

    Promotion strategy

    • using the advertising to create brand awareness.


    • using the advertising on social media that description the product to the customers, types,
    and prices by using pictures and be careful to meet customer requirement.
    • Create application to make orders by choosing meal.
    • Measure the results of the implemented advertising program and make the necessary
    adjustments if needed.
    Pricing strategy

    • There are elements have to be taken into consideration, generally, service pricing
    that includes labor, material cost and overhead costs. by adding a profit markup, to
    get our final service pricing.
    • From the survey, we can use range of prices RM10 to RM20 and special price for
    the special orders.
    • Often the family has to get rest in the weekend because the work pressure that
    means they have to do changes to refreshment lifestyle and activity by using
    delivery or go to the restaurant to reduce the load. The style of the company
    makes a discount in the weekend days to attract customers.
    People strategy

    Worker:
    • The staff consists of an Arab chef and two assistants, representing the backbone of the main
    kitchen, In addition to the staff of the sub centers and the distributors.
    • Philosophy of quality, services, cleanliness and value is the guiding force behind its service.
    • Fast friendly service.
    • The company has standard uniform for employs for equality service treatment.
    • Delivery crew members carries basic operation of a food center

    Customer:
    • Follow-up of the customer's opinion about the type of provide services from questionnaire
    given with a meal
    • a mechanism of customer service helps in two ways
    – The customer service becomes proactive due to these steps taken
    – The customer gets a chance to give feedback to the company when their is unhappy
    with the food or the services.
    Process strategy
    • Service process is the way in which a service is delivered to the end customer. The companies
    prosper on their quick service and the reason they can do that is their confidence on their
    processes
    • the demand of these services is such that they have to deliver optimally without a loss in
    quality
    • the process of a service company in delivering its product is an utmost importance
    • a critical component in the service blueprint, where before establishing the service, the
    company defines the style of service that need to meet the customer requirement and
    defines exactly what should be the process of the service product.

    Physical evidence
    • The physical evidence appearance affects not only the impression outsiders have of a
    business but all the way that business functions.
    • Staff members.
    • Location and appearance.
    • cleanness speed quality.
    CONCLUSION

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