SALES MANAGEMENT ECB20503

1.0 Executive SummaryCompany DetailsLazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) presently occupying a factory cum office building at Taman Mount Austin, Johor Bahru and has an established in 2012. As one of our mission is to focus on target market, a busy lady who lives in busy city and have no time to making or producing all types of frozen foods that we supply and to make our customer serve foods more easy. Our company taking or handling for producing product base on customer demand the most. With this action, the product will be simple, easy and need less time to serve. Our product is 100% HALAL and free from harmful ingredient.Since its inception, the commitment and teamwork of both management and staff have helped in establishing the company's reputation as a top quality food products manufacturer.Over the years, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) has grown from strength to strength to become one of Malaysia's leading frozen food manufacturing companies and the company has ventured one step further to become highly export-oriented. Its business philosophy has remained unchanged to offer customers the best and convenient quality food products. As a certified HACCP and ISO 22000 certified frozen food producer, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) take pride in the quality of our products with one simple goal. Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) wants to provide their customer with a great tasting, healthy, affordable and quality product which whole family can enjoy together.

Company Certification HALAL Certified by JAKIM Malaysia. HACCP Certified. ISO 22000 Certified.

Quality & SafetyLazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) has been certified by a few highest food grade bodies such as JAKIM HALAL, HACCP and ISO22000. The company also exercises the steps which comply with BRC and ISO22000 in each and every procedure steps from selecting raw material till deliver of the finished products to customer.

Company Address64, JALAN MUTIARA EMAS 5/12, TAMAN MOUNT AUSTIN,81100, Johor Bahru, Johor, Malaysia.

Branding

Whenever peoples/customers see our Lazat product, they can be assured of quality. Coined from the Malay word for delicious, the Lazat brand is created for our product line. This branding served us well in addressing the Malaysian customer market and surviving by using our competitive advantages. Due to its success, Lazat branded products have since been exported globally.

Vision, Mission and Marketing Objective Company

VisionTo provide safe and wholesome customer HALAL frozen food product which to be customer preferred choice and satisfaction.

Mission To enable our customer to stay ahead of their competitors by providing best-in-class quality of products. Constantly innovative with new & latest technology equipment in production and R&D for premium and consistency quality. We act with honestly, integrity and high ethical standard. Teamwork is the key of success.

Marketing ObjectiveTo actively support continued growth and profitability through effective implementation of the strategy.

2.0 Problem & OpportunitiesProblem StatementNowadays, people are getting busier with work and other things makes them want something easy, fast and delicious to eat and serve. Consumers say they are eating more individual frozen meals as a result of the economy due to shift from eating out to eating in more often. Consumer also doesnt have a time to prepare some good food because they need to chase time. However, consumers want quick and easy meal for their meal time and also helping them to saving time and money. Family always looking for healthy and convenient meal solutions, also giving them maximum satisfaction for the price they paid for the product. In Malaysia, the raising population indicates the increasing pressure on environment limited resources base. It also means that economies activities in the town are increase. It leads to frozen food marketing as economy activities.

Opportunity StatementNearly every food category has been impacted by Malaysia desire to eat better. Even health professional disagree that frozen meals are a healthy way to eat the consumer feels differently. Nearly half feel that frozen meals provide a convenient way to eat a healthy meal. So, we take the decision to come out with some good frozen food product which is healthy, fresh, affordable, and easy to cook and also quick to serve to meet the customer demand and compete with other competitors too. Good packaging and delicious attract customer to buy our product. We also look this opportunity to emerge in frozen food industry and do some research about these. Convenience is still a key factor for consumer to look up. Technology also plays an important role to ensure the product and service runs smoothly. Labeling and brand of packaging also included. Consumer nowadays wants more and variety of frozen food, they also look for health and fresh ingredient. These give us challenging to fulfill their needs.

3.0 Market SummaryLazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) possess good information about their market and know a great deal about the common attributes of their most valued and loyal customers. To adapt our customers in the market, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) need discover the latest market trends and uncover sources of future market growth for the Frozen Processed Food industry in Malaysia. Other than that, our company need to find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis and plan corporate strategy with our expert qualitative analysis and growth projections.

3.1 Keys to Success Locations: Visibility, high traffic patterns, convenient access. Store Design: Visually attractive, relaxed atmosphere, fast and efficient operations. Unique Products: Differentiation, competitive pricing, no direct competition. Quality Controls:Genetically modified free policy, consistency, cleanpresentation. Service: Cheerful, professional, articulate and informative. Marketing: Positive image, educational, word-of-mouth advertising. Employee Retention: Training,on-goingeducation, recognition programs.

3.2 Target MarketThe target group of customers identified as a portion includes: a) The population residing in the vicinity Johor Bahru & Housewifeb) Career personc) Sole Distributor & Retail Shop

The largest target market is the population residing in the vicinity Johor Bahru & housewife. Our next largest market and the one with the greatest growth potential is sole distributor and retail shop followed by the career person segment.

3.3 Market AreaSome market area are identified as potential for marketable covers an area of 25 (twenty five) square kilometers or within a radius of 5 yards. The local areas are identified included:a) The area around the business premises and residential areas around Johor Bahru.b) Canteen Area Kindergarten, Primary and Secondary Schools.c) Hypermarket, Supermarket and Retail Shop.

3.4 Market SizeFrom the data obtained through the survey of business premises, offices, schools and homes where there are about 68.300 (SIXTY EIGHT THOUSAND THREE HUNDRED and) the population in the housing area at Johor Bahru and surroundings. A total of 20% (TWENTY PERCENT) figure is a measure of purchasing power stood at 13,660 (THIRTEEN THOUSAND SIX HUNDRED and SIXTY). This will result in the expected income of RM124, 400.00 (Ringgit ONE HUNDRED and TWENTY-FOUR THOUSAND FOUR HUNDRED) a month.MARKET SEGMENTESTIMATED POPULATIONSIZE (20%)PURCHASE (MONTH)TOTAL (RM)

Johor Bahru Resident Area6500013000RM 4 x 2 times month x 13000104000.00

Career Person/ Retailer500100RM 5 x 12 times month x 1006000.00

School/Institutions 2000400RM 2 x 10 times month x 4008000.00

Total67,50013,500118,000.00

Estimated salesi. Market share target estimates around 20% per month.ii. To obtain estimates sales per month, we follow this formula:iii. (Estimates = market share (%) x purchasing power of buyer)iv. 20% x RM 118,000.00 = RM 23,600.00 as estimates sales per month but it depends on changes.

3.5 CompetitorsIn the area of Johor Bahru itself there have been several small-scale operators who also work on the same product, and they're just starting to understand their business on their own. However, it is a competitor to in this business. Among the competitors are: COMPETITORSPRODUCT OFFEREDSTRENGTHWEAKNESS

FATIHAH Frozen Food and BakeryFrozen food such as curry puff, samosa and cakes. Located at main road. Near to restaurants Students like to go there. Lack promotion. New operation Stores are not interesting.

NANIS Frozen FoodFrozen Food such as curry puff, samosa, and etc. Strong in advertising Variety of product offered Price is quite expensive Product are limited to get in market

4.0 Market Analysis4.1 Market Needs & TrendsThe increasing number of women in the workforce, changes in consumer purchasing patterns, busy lifestyles and the availability of a wide range of frozen products in different categories are the factors leading to the growth of the frozen food market. It is widely considered to be the next generation of convenient ready foods. The basic raw materials used in the production of frozen food include chicken, potato, beans, and others.Growing demand for convenient meal options that can either be fried or cooked in the oven has contributed to sales of frozen products in 2013. Frozen pizza, frozen processed poultry products and frozen ready meals have grown rapidly. These products are accepted by middle and high income young adults, that live alone, or in families of no more than four members. These products offer convenience for those who do not have time to prepare meals.4.2 SWOT Analysis

STRENGTHSWEAKNESSES

Location: Our first location downtown will draw in visitors and downtown shoppers. Uniqueness: We stand out as a unique alternative to HALAL food industry and we offer consistently high quality food. Strong management: We have assembled a team that embraces different disciplines with expertise in all areas of the business. Packaging: New generation of consumer appreciate high-end packaging and labels.

Reasonable price: We offer reasonable price stand out with high quality food. Marketing: Aggressive and focused marketing campaign with clear goals and strategies. Lack of capital: All startup funds will need to come from loans and investors. Lack of reputation: We havent established ourselves as a reputable multiple product line provider yet.

OPPORTUNITIESTHREATS

Growing market: The market for frozen food ready-made such as curry puff is huge and growing. Customer loyalty: Customers are looking for an ongoing good relationship. Global expand: We have a good opportunities expand our product internationally.

Competition: Competitors sells similar product and has loyal customer as well as relationship with business that regularly buy from them. Being underprepared for opening: initial poor services or product quality could discourage customers from returning.

5.0 Product Differentiation/Competitive AdvantagesPackagingLazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) commercial packaging serves two basic functions are:1. Protecting the product from damage during shipping2. Promoting the product to the ultimate consumer.Packaging is of great importance to both sellers and buyers of products. It can prevent spoiling, breakage, tampering, or theft, enhance convenience in use or storage, and make products easier to identify.

Furthermore, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) believes that the packaging is the front line of marketing. Through design and marketing communications, our high quality packaging can help sell a product and differentiate it from similar products. The packaging can also help promote our product branding. ConvenienceFrozen dinners give busy people a way to feed themselves and their families healthy meals in minutes. Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) has come a long way from processed mystery meats, mealy mashed potatoes and mushy vegetables. Then, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) have refined preparation, storage and reheating techniques to create healthy, flavourful, gourmet-quality meals and entrees. Frozen meals also expose people to foods they might not otherwise eat such as ethnic foods with long preparation times or specialty foods that may be too expensive to obtain fresh.Quality and ConsistencyLazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) produce meets high standards of quality and guarantees unmatched consistency and uniformity.ValueLazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) produce is available at stable and projectable prices.

5.1 Description of ProductsLazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) provides a wide variety of pastry frozen food products. List of products are listed below:

Chicken Potato Curry PuffPACKING

300 x 24g

QUANTITYPRICE

10RM 4.97

NUTRITION FACTS

Total Fat2.0g

Saturated Fat0g

Cholesterol0mg

Sodium0mg

Total Carbohydrate13.1g

Dietary Fibre0g

Protein1.8g

PACKING

300 x 24g

QUANTITYPRICE

10RM 4.97

NUTRITION FACTS

Total Fat1.4g

Saturated Fat0g

Cholesterol0mg

Sodium0mg

Total Carbohydrate13.8g

Dietary Fibre0g

Protein1.7g

Beef Potato Curry Puff

Potato Curry PuffPACKING

300 x 24g

QUANTITYPRICE

10RM 4.97

NUTRITION FACTS

Total Fat2.6g

Saturated Fat1.6g

Cholesterol0mg

Sodium34.5mg

Total Carbohydrate13.2g

Dietary Fibre0.2g

Protein1.5g

PACKING

300 x 24g

QUANTITYPRICE

10RM 4.97

NUTRITION FACTS

Total Fat1.1g

Saturated Fat0.6g

Cholesterol0.1mg

Sodium6mg

Total Carbohydrate12.7g

Dietary Fibre0.2g

Protein2.5g

Sardine Curry Puff

Vegetable Spring RollPACKING

300 x 24g

QUANTITYPRICE

10RM 4.97

NUTRITION FACTS

Total Fat0.1g

Saturated Fat0g

Cholesterol0mg

Sodium12mg

Total Carbohydrate10.9g

Dietary Fibre0.3g

Protein1.0g

6.0 Marketing Activities6.1 Marketing Strategy Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) focused on the marketing strategies a plan to builds long-term relationship with customers as well as creates awareness, interest and appeal from target markets for what it offers to our customers. The focus ofour marketing strategy will be to attract new customers, educate those customers andcreate aloyalbase. Our goal is to beknown as a unique frozen food experience with superior customer loyalty.The following marketing strategies:Signage Highly visible, eye catching and recognizablesigns andlogos at each store.

Print media advertising Weekly and monthly foodand dining out guides will be used for print advertising.

Flyers Distributed to local businesses to create customer awareness accompaniedwith buy-one get one-free couponsduring our promotion.Entertainment book coupons Create initial customer awareness and economic incentive to tryour products. The effectiveness of these books diminishes after approximatelyeight months and Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) will turn to more cost effective marketing.Word of mouth Unsurpassed customer service and our unique products will help develop strong word-of-mouth advertising and in turn help extend the company brand.

6.2 Marketing Mix 4P Marketing has been defined in many ways. It can be describing that the activities in business are carried out systematically to encourage and increase sales of products. The marketing strategy consist 4Ps there are first product and service, then price, place and promotion.PROMOTION Strategies:The promotion strategy plays important roles to come up with strategies and ways to achieving goals in our business is to provide excellent service as well as to gain satisfaction among customers. Our promotion strategies that company will use to advertise our product are show below:1) Maintain a good relationship with customer and developed membership system for regular customer and otherwise.2) Offer business profile to future prospect customer like big company in order to get contract supplier permanent.3) Distributing pamphlets and brochures periodically at strategic locations along the routes of busy people such as LRT stations, bus, shopping mall and etc.4) Installing banners and bunting as a measure to promote the launch.5) Distribute business cards to potential clients.6) Promote through our own website and linked to social media such as blogger, instagram, printers and more, also added at common web.7) Used newspaper advertisement to help promote our products and services. 8) Provide a uniform and neat uniform to employees as corporate image created on the premise that a sign of a good business to customers.PRICE Strategies:Pricing for our product and services offered are affordable, competitive and we follow the concept of price-follower or market price as follow market rate as determined along with other competitors.PRODUCT Strategies:Product that we offered to customer is a quality and suitable with the prices. Our business also follows changes in current economies situation and market requirement in order to sustain our service and can be accepted by customer. To give a good satisfaction to customer, our companies also are very concerned about the quality and cleanliness of the product. Where in terms of packaging of the product is highly focused. This is because to avoid the food is damaged. With a high quality packaging also affect high attraction buying from customers or consumers. PLACE Strategies:To ensure the product offered reaches the target markets, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) have make distribution strategies. All products is distributed through retail store. We are choosing to distribution our products through the channels are show below:Manufactured CustomerManufactured RetailerManufactured Retailer CustomerManufactured Supplier

Conclusion & ClosingBased on planning and income projections were presented Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) very optimistic that thus business venture will provide a lucrative return. Projections and estimation are made for first year after the operations is quite conservative because it counted business factor that is still in early stages where promotion and marketing was new launched.Research and systematic planning has been developed to enable the business will running smoothly and thus can achieve profit target that have been set. Therefore, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) was very optimistic with this business and believed it is viable and capable to evolve in future.Besides that, Lazat Frozen Food (LKT FOOD INDUSTRIES SDN.BHD) hopes that these applications will get consideration from the lender side. So, through this funding, the business will operate more efficient and able to grow and also keep contribute to the national economy. Moreover, we hope that by the existent of company we can serve our customer with our best product and services. Besides, by the effort of our company, the ancestors traditional recipe and food can be remain in the market and can be enjoy by every single citizen of MALAYSIA.

APPENDIX

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