AL_DAUQ (Company Profile)
Al-Dauq resturant started its operations in Malaysia under the flag of Walnut Ace SDN BHD in 2011.After the successful operations in the area of SHAH ALAM the resturant opened its second branch in Damansara Perdana,Petaling Jaya.The resturant successfuly serving arabic and grilled foods to satisfy the customers needs.This is the perfect place to relax and enjoy the arabic cuisine with best services.In malaysia the arabic food is one of the most sought after the international foods. Vision Statement
The AL-DAUQ will be the most loved and respected arabic foods restaurant in the Selengor aiming to be one of top arabic food restaurants of Malaysia. Mission Statement
The Mission of AL-DAUQ is committed to building a unified family who consistently serve the highest quality food products and provide outstanding and personalized service in a pleasant restaurant atmosphere and get competitive edge to compete with other enterprises.
* To establish a presence as a successful arabic food Restaurant and gain a market shares in Malaysian food industry. * To make AL-DAUQ a destination spot for target customers by providing high quality food products with excellent customer services. * To generate the brand awareness in the customers to increase market share and expand into a number of outlets in future. * To laucnh new branch in city of kuching in January 2013. * To ensure that the new food restaurant launch is self funded from the turnover and gross profits derived during the year of 2011-2012.
The customer at AL-DAUQ will come to keep their hunger prangs away through Arabic main courses along with grilled food. The core and actual product is Arabic rice and bread served with following verities: Lamb, Chicken, Fish, Maqlubah, Humous, Grilled kebabs and wide varieties of local and Arabic drinks. Service provided
High quality Arabic foods with excellent services in a pleasant atmosphere and AL-DAUQ also providing catering, free delivery and services for special events.
A Situation Analysis is a scoping and analysis of the broad context or external environment in which AL-DAUQ operates.Situation Analysis includes the following elements: * An analysis of the state and condition of people (including identification of trends and pressures) * Identification of major issues related to people that require attention; * An analysis of key stakeholders
2.1 Market Analysis
Consumer expenditures for food in Kuching and Malaysia are rising rapidly from the last few years due to rise in income levels and fast response time of food products. The increasing number of small and medium sized enterprises and new establishments such as food franchises, fancy restaurants around Kuching has shown a significant growth in this sector and immense competitive environment. But most of the enterprises operating in Kuching are fast food business,local malay food resturants and south asian food resturants.There is not a single arabic resturant in Kuching. Moreover due to rise in disposable income and modernization the food restaurants are becoming the hotspots for networking, family gatherings so the food industry becomes a multimillion dollar industry as the food industry in Malaysia expresses modern, youthful and stylish lifestyles. Food spending is around 56% of total consumer expenditures in Kuching, moreover the large percentage of people loves to eat and hang out in food restaurants in Kuching. The table below explains the growing trends of food consumption in Malaysia. Figure 1 Marketing Analysis
Despite the global trend of an increasing number of consumers ordering take-away food, most channels in Kuching saw the opposite – more people were dining out instead of ordering take-away. A combination of a few factors led...