1.2 Target Market3
3.1 Product Development5
As compare to Marrybrown, Sugarbun is not focus in the product development. Sugarbun only serves burgers, rice, spaghetti, and fish. Sugarbun is not as motivate as Marrybrown in developing new product for customer like what Marrybrown has did – chipmunk mascot or swing seats to attract customer. 4.0 Staff Resources5
5.0 Administrative Capacity6
7.0 Global Trading/ business environment7
Marrybrown, was founded in 1981, as a restaurant company that operates and franchises Marrybrown restaurants, through 15 countries throughout Asia, Middle East, and Africa. Marrybrown is among the nation’s leading fast-food chains, with more than 130 quick-serving restaurants in Malaysia and more than 280 international restaurants. As the first major fast-food chain to develop and expand the concept of “Something Different”experiences. Marrybrown has always emphasized on halal products serving millions of guests world-wide. As a winner of numerous awards, Marrybrown is fast expanding internationally ensuring that Marrybrown becomes a global food service organization and a worldwide brand. Marrybrown pioneered a number of firsts in the quick-serve industry. It was the first major fast-food chain that introduced menu items that are now staples on most fast-food menu boards, including Rice based products, Chicken Porridge, Sate burger and Curry Kari. Sugarbun
From a humble beginnings as an ice cream parlor in 1979, SugarBun has evolved to become one of the leading and most innovative food Service Chain Restaurants with more than 51 Quick Service restaurants, Destination Centers and Cafes with successful operating experience in Malaysia, Negara Brunei Darussalam,Chittagong, Bangladesh and Liaoning, China Its growth accelerated after the original founder handed over the reins of the company to the new shareholders with only twelve SugarBun restaurants in 1993. The company was taken to greater heights when it was listed on the Second Board of Kuala Lumpur Stock Exchange (KLSE) in 1997.
1.0 Marketing Issue
Marrybrown has done a lot of promotion for foods. For example, “Marrybrown everyday saver promotion” which cost only RM5 per meal, “30% off every 30th of the month”. Besides that, Marrybrown has offered a 10% discount off total amount in a single receipt for student. For others whom are not students, Marrybrown has design a promotion for them as well. Marrybrown Malaysia has launched 20 percent discount for selected food from Monday to Thursday. 20% off Marrybrown menu:
Tuesday – Hotouch Burger
Wednesday – Fish n Chips
Thursday – Chicken Porridge
Sugarbun only offer promotion for special days such as mother’s day or Chinese New Year. Sugarbun did not design a special offer for student like what Marrybrown did. 1.2 Target Market
Marrybrown, the strength of the brand is "a good amount of local flavour". Though fried chicken and burgers are its mainstay, keeping in mind local tastes and the high percentage of vegetarians the chain also serves Indian cuisine including rice meal and channa meal (both vegetarian and non-vegetarian), Managing director Nancy Liew said despite the uncertain global economy, countries in the region still offered good franchising business prospects. She said the number of the group’s franchised outlets there would increase to at least 80 by year-end. “The Middle East has one of the fastest growing economies in the world with disposal income levels generally much higher than other regions,’’ Liew told StarBiz in an interview recently. She was speaking at the launch of the Prosperity Combo meal in conjunction with the Chinese New Year. In year 2009, its franchised outlets will open in Indonesia, Maldives, Kenya, Morocco, Senegal,...