SWOT ANALYSIS

Strengths Weaknesses
a) Variety of Culinary / choices – local cuisines a) Slightly high pricing
b) Having established restaurants chain across b) Unprofessional customer service, foreign
North & Central of Peninsular worker lack of training
c) Halal Certified Restaurant
d) Original Recipes
Opportunities Threats
a) Expansion business to East Coast & a) Monopolistic competition
Southern of Peninsular b) Pricing competition
b) Customer demand - eg: Fusion Food
c) Demand for Delivery Service
d) Promotion
 Strengths (S) Weaknesses (W)
1) Variety of Culinary / choices – local cuisines 1) Slightly high pricing
2) Having established restaurants chain across 2) Unprofessional customer service, foreign worker
North & Central of Peninsular lack of training
3) Halal Certified Restaurant
4) Original Recipes

Opportunities (O) SO Strategies WO Strategies

1) Expansion business to East 1. Introduce differentiation strategy of Expansion of business to be explored more and
being traditional fusion restaurant to by employing foreign staff can reduce cost.
Coast & Southern of meet new demand of customer (S1, O2) (W2, O1)
Peninsular
2) Customer demand - eg: 2. Diversification strategy of business(eg:
mini mart hotel, dobi) (S2, O1)
Fusion Food
3) Demand for Delivery Service
4) Promotion

Threats (T) ST Strategies WT Strategies

1) Monopolistic competition 1. Utilize mobile marketing to target 1. Due to the price is quite higher than other nasi
customer in the area (S2, T1) kandar restaurant , Pelita should study market
2) Pricing competition price and affordable for customer to pay (W1,
T2)
BCG MATRIX
Question mark (high market growth, low market share)
• Monopolistic competition in the short run
• Profit increase tremendously in short run
• Business expansion to Chennai India and planning to expand to
Australia (market development strategy)
• In long term, business have potential to become star, i.e; embarking
in to hotel industry through diversification.
PORTER 5 FORCES
Barrier
to Entry

Bargaining Bargaining
Power of Rivalry Power of
Supplier Buyer

Substitution
Rivalry (monopolistic competition)
• High numbers of restaurants (Nasi Kandar Kayu)
• Low switching cost (easily transfer to other restaurants)
• Stiff competition
Barrier to Entry
• Low specialist knowledge required
• Moderate capital cost
• Low switching cost
Bargaining Power of Buyer
• Large number of providers
• High availability of substitutes
• High price sensitivity
Bargaining Power of Supplier
• Large number of supplier
Substitution
• Low switching cost
• High availability of substitution
PESTLE
Political – GE14, tax rates reduces.
Economics – high purchasing power, stable cost of living.
Social – health conscious, less healthy food.
Technological – increasing sales through mobile devices application
(APPS)
Legal – labour laws, local health regulation in restaurants
Environmental – food wastage.