PRINCIPLES AND PRACTICES OF MARKETING

MCA 2013
MARKETING PLAN (COC COMPANY)

NAME

MATRIC ID

MUHAMMAD HATMAN BIN MUHAMMAD HATTAI

1140655

MUHAMMAD AMINUR RASYID BIN ZAMBERI

1140666

MUHAMMAD LUTFI BIN MOHAMAD MUHSIN

1140663

NUR ATHIRA ADILLA BT MOHD NASIR

1140668

GROUP: TMC3
LECTURERS NAME: DR SYADIYAH BINTI ABDUL SHUKOR

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DETAILS
Company Description
Product Description
Strategic Focus and Plan
Vision
Mission
Goals
Core Competency and Sustainable
Competitive Advantage
Situation Analysis
SWOT Analysis
Industry Analysis
Competitor Analysis
Company Analysis
Customer Analysis
Market-Product Focus
Marketing and Product Objectives
Target Market
Points of Difference
Positioning

PAGES

Com
pan
y

Marketing Program
Product Strategy
Price Strategy
Promotion Strategy
Place (Distribution) Strategy
Financial Data and Projections
Organization
Implementation Plan
Description

Our company named is COC (Creativity of Cooks). This company is

located in Kota Bharu, Kelantan because this place is the most of our
customers are around that area. That area is very busy because there are
many important facilities such as hospital, school, government buildings,
authorities and others. There are also residential college for students. This
location is very strategic for our company. It was established by four
person, Hatman, Adilla, Amin and Lutfi at February 2015. During
establishment, the business partner have decided to add capital money of
RM100, 000.

2. Product Description
Our first and main product is rice ball. We choose rice ball because it is a
healthy food. It contains carbohydrate which is rice and protein such as
meat, chicken and seafood. It is also suitable for anyone especially when
they take it as their breakfast. We also provide side products such as soy
bean, tea and coffee.
3. Strategic Focus and Plan
This section covers four aspects of corporate strategy that influence
the marketing plan: the vision, the mission, goals, core competency /
sustainable competitive advantage of COC.
Vision
In 3 years, we will create our brand awareness in our customers mind and
we will expanded our company by opening more new branches all over
Malaysia.
Mission
Our companys mission is to create a high-quality and healthy foods at a
great value.

Goals
Our companys main goals is to be one of the most successful Muslim
fast food outlets in Malaysia.

Nonfinancial goals
1. To create new products in a time given.
2. To help busy customers to save their time even when they are
eating.
3. To help strengthen Islamic economy.

4. COCs branch will be expended at the state level after the state level
is the national level.
Financial goals
1. Every year we plan to increase our profit by more than 20 percent.
2. To maximize profit and minimize loss.
3. By maximizing profit, we can pay the zakat of business to the Zakat
centre.

Core Competency and Sustainable Competitive Advantage

In term of core competency, COC seeks to achieve a unique ability with
hand-made product. It is because our customer can taste the original
ingredients

of

our

rice

balls.

Besides, we choose rice ball because it is a healthy food. It contains

carbohydrate which is rice and protein such as meat, chicken and seafood.
Moreover, our product is a fast food product that can be prepared quickly
and easily and is sold in restaurants as a quick meal or to be taken out.
We will only produce the rice ball when there is demand from our
customers so that the rice ball will stay fresh and delicious.

4. Situation Analysis
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SWOT Analysis
In order to achieve the goals, it is necessary to grasp the strengths,
weaknesses, opportunities, and threats of COC in advance. The main
strength of COC is we sell products that are nutritious and healthy
ingredients, it is also a hand-made product suitable for all ages. We also
train our staff before our staff work at the given place. The weaknesses
that we faced are lack of capital and unwell-known product since our
company is a new company. Brand awareness can be built up after the
products of COC are widely recognized by most people. COC holds on
three opportunities. Firstly, as we know rice is necessity food in Malaysia
so that it is very easy to get the supply. One is that more people eat
breakfast outside nowadays because in the busy modern society, most
people do not have much time to make breakfast in the morning. The
take-away breakfast can be a better choice for them. Moreover, we also
faced some threats in our business such as many competitors doing the
same business like us and our customers always change in their tastes
and

preferences.

Figure

shows

COCs

strengths,

weaknesses,

opportunities, and threat (SWOT analysis).

STRENGTH

WEAKNESS

Healthy food
affordable price
hand-made
trained staff
have many supplier of rice

OPPORTUNITY

Lack of capital
unwell- known brand

THREAT

Necessity food in Malaysia

big influence to employee
who are busy
easy for household to make
breakfast with frozen food

Figure 1

Many competitors doing this

business
changes in tastes and
preferences

Industry Analysis
Nowadays, the fast food restaurants are famous among Malaysian.
There are many fast food restaurants in Malaysia. The substitute products
will limit our ability to raise prices since there is also another fast food.
Powerful buyers have a significant impact on prices, for an example an
organization or individual that orders a big quantity of food from our
company for an event. Powerful suppliers also sometimes demand
premium prices and limit our profit, for an example a big company that
supply most of our supplies request a certain prices, which is a limitation
to our profit.
Competitor Analysis
Most of our competitors are located at Malacca. Our companys
competitor are EeJiBan Chicken Rice Ball, Hoe Kee Chicken Rice Ball,
Chung Wah Chicken Rice Balls, and Famosa Chicken Rice Ball. They sell
chicken rice in the form of rice balls. Many of their advertisements is
through social media and advertisements. Competitors strength is their
product is famous and well-known. Competitors weakness is their high
price.

Customer Analysis
This section will describe the characteristics of customers expected to
buy our rice ball. Our customers are focused to housewife, managers and
students. Our target age is 5 60 years old since it is a healthy food. The
customers can order our food in big quantities if they to do an event. The
customer can also eat our food without doubt since our product is a
Muslim product.

Company Analysis
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COC (Creativity of Cooks) is a company that sells fast food, this

company are located in Kota Bharu, Kelantan. It was established by four
persons at February 2015, which all of them stand on one vision is to be
an outstanding Malay and Muslim company that succeed in business and
a company can supply fast food and satisfy our customers. Also, we seek
to help other people whether Muslim or non-Muslim. However, our main
priority is Muslim. During establishment, the business partner have
decided to add capital money of RM100, 000.

5. Market-Product Focus
Marketing and Product Objectives
COCs marketing intent is to take full advantage of its brand potential
while building a base from which other revenue sources can be mined
both in and out of the best food in Malaysia. These are detailed in four
areas below:

Current

market: Expanding brands and types of rice ball

distribution can be grown by current market. Moreover, increasing

customer awareness to buy our product and respect purchase.

New market: COCs Company presence will be expanded at the

state level, and after the state level is the national level.
Food services : Food service sales will included in the production

of the foods
New products: In a given time, new product will be created. For an
example, noodle ball.

Target Markets
Most of Malaysian citizen do not eat breakfast at home, but instead,
they eat breakfast during their journey to their school or workplace.
People who eat breakfast outside mostly ages 20 to 24, followed by 25 to
29 and 30 to 34. In addition, more mothers become working women and
they are too busy to make breakfast, sometimes they bring their children

to eat breakfast at outside too. The target customers of COC are

housewife, managers, and students.
Points of Difference
Firstly, the unique taste and useful of our product. There are none
among competitors that offers a high-quality product. Also, there are no
rice ball that has the same combination of quick preparation and
homemade taste.
Next, the premium packaging of COC is a packaging graphic that
convey the unique, high-quality products contained inside.
Lastly, the taste trend is measured by the habit of eating rice for
Malaysian people. And the COC products are more interesting than other
product.
Positioning
The quality and the health of food are the elements that we chose as our
important elements. By combining the two elements together, even
though we make it easily and quickly served, the quality and the
healthiness is high.

6. Marketing Program
Product Strategy
For the product line, COC produces four varieties of rice ball. There are
chicken rice ball, meat rice ball, seafood rice ball and vegetable rice ball.
There are also three varieties of drinks such as coffee, tea and soybean. To
customers who want to take-away, we use wrapping paper for the
packaging. We are also printed our brand and slogan at our packaging so
that they can recognize the type of our product.

Price Strategy

The items provided include four varieties of rice balls and three
varieties of drinks. Each rice ball is sold RM1.90. COC will focus on
promoting combos; that are a combination of a rice ball and a drink. The
price for combo rice ball with drinks is RM5.

Promotion Strategy
COC uses sales promotion as our promotion strategy. The purchase for
each combo is our way of promotion to encourage customer to buy more.
The customer get 15% discount for the second purchasing on every
Wednesday. Besides, we use advertisement to promote our product. The
advertisement is via Facebook and Instagram.

Place (Distribution) Strategy

COC will open at near the Stadium Sultan Muhammad IV. It is
because most of our customers are around that area. That area is very
busy because there are many important facilities such as hospital, school,
government buildings, authorities and others. There are also residential
college for students. This location is very strategic for our company.

7. Financial Data and Projections

Figure 2
RM (YEAR 1)
Balance
Cash Balance
Gross Profit
Raw Materials
Rice
Meat
Chicken
Seafood
Vegetable

155000
155000

RM (YEAR
2)
48980
200000
248980

RM (YEAR
3)
131160
275000
406160

18000
8400
9000
7800
5400
48600

20000
10000
10000
7800
3600
51400

24000
12000
12000
7800
4800
60600

Cost of Packaging
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Wrapping paper
Cups
Straws
Plastic bags
Other Expenses
Drinks (soya bean,
coffee, tea)
Utilities
Salaries
Costs of Expenses
Net Profit

1200
1200
420
600
3420

1200
1200
420
600
3420

1380
1380
420
600
3780

18000

15000

15000

12000
24000
54000
106020
48980

12000
36000
63000
117820
131160

12000
36000
63000
127380
278780

Net Profit for COC

300000
250000
200000
Series 1
150000
100000
50000
0

Year 1

Year 2

Year 3

Figure 3
Figure 2 shows that our income statement for 3 years. In a first year, we
target our cash sale is RM155000. Our raw materials are rice, meat,
chicken and vegetable. In cost of packaging, we have wrapping paper,
cups, straws and plastic bags. In other expense, we have drinks such as
soya bean, coffee, and tea, utilities and salaries. In first year, we spend
about RM48600 for raw material. For cost of packaging is RM3420 and
other expenses are RM52074. Our net profit is RM50906.
In second year, the total cost is RM117820. Then, in our cash sale
we target about RM200000 and our net profit is RM131160. For the next
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year, our net profit is RM278780 after we deduct our expenses about
RM127380.
COCs net profit appears in figure 3. It shows that our profit is
increasing year by year. With the net profit more than RM130000, we can
surely pay the zakat of business to the Zakat centre.

8. Organization
COC Companys present organization appears below. It shows the
three people reporting to the CEO. Below this level is the full-time
employees of the company.
Boards of
Directors
CEO
MUHAMMAD HATMAN
BIN MUHAMMAD HATTAI

Vice President
Marketing

Director Finance &

Admin.

Director Sales

NUR ATHIRA
ADILLA BT MOHD
NASIR

MUHAMMAD
AMINUR RASYID
BIN ZAMBERI

MUHAMMAD
LUTFI BIN
MOHAMAD
MUHSIN

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All full-time employees will be hired in only essential position such

as Director of Operations, Marketing, Financing and Sales. Company also
hired the person that have an experience and expertise to be a full-time
staff. All the directors work with highly commitment as an order from the
CEO to make sure that all the activities will going smoothly.

9. Implementation Plan
As to achieve our goals for 3 years, we have several implementation plan
such as:
Firstly, new product and recipe will be created depend on the survey of
customer. For an example is new drinks. Next, branches of our company
will be expanded all over the Malaysia. All over Malaysia means at least
one state has one branch COC include Sabah and Sarawak. Size of our
kiosk will be bigger (then change into branches) year by year depends on
place that we do the business. Like have our own lands.

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