Central
Content
KL Sentral
Kuala Lumpur Sentral (KL Sentral) or Sentral Kuala Lumpur is a transit-oriented development that houses the basic railway base of Kuala Lumpur, the basic of Malaysia. Opened on 16 April 2001, admitting its name it is in fact even beneath axial than the old Kuala Lumpur Railway Station, a colonial-era battleground that now charcoal accessible for bounded driver trains only. KL Sentral is the better railway base in Southeast Asia. KL Sentral was advised as an intermodal busline hub. Most of Kuala Lumpur's commuter abuse curve serve KL Sentral, while abounding intercity trains confined Peninsular Malaysia and Singapore alpha there. All the railway apparatus of the arrangement accept been completed, but some added locations such as arcade malls, offices and apartments are still beneath architecture and are accepted to be complete by 2015. It was aswell advised to be a new business and banking hub for Kuala Lumpur. KL Sentral refers to the absolute 290,000 aboveboard metres of development congenital on the above Keretapi Tanah Melayumarshalling backyard in Brickfields. The development includes the busline hub, hotels, appointment towers, condominiums and arcade malls and is accepted to be completed in 2015. KL Sentral has been disconnected into 14 acreage parcels, anniversary apery a altered function. Some of these lots accept been absolutely complete and are already in use, while others are either in the action of getting built, or are still apprehension development, according to the phased programme. KL Sentral is getting developed by a bunch fabricated up of Malaysian Resources Corporation Berhad (MRCB), Keretapi Tanah Melayu Berhad (KTMB) and Pembinaan Redzai Sdn Bhd
History
In 1994, with the cold to enhance Kuala Lumpur city‟s accessible transportation, the Government of Malaysia awarded a arrangement to a bunch to transform 72 acreage (290,000 m2) at Kuala Lumpur‟s old railway marshalling backyard into a avant-garde alteration hub aural a independent burghal development. The consortium, led by Malaysian Resources Corp Bhd (MRCB) appointed acclaimed artist Kisho Kurokawaand Associates, who aswell advised the Kuala Lumpur International Airport (KLIA) a part of abounding arresting structures about the world, to architecture the adept plan for the absolute development. To ensure that the apparatus planned are bazaar apprenticed and accommodate to bazaar appeal Jones Lang Wootton was commissioned in 1995 to plan on the adept plan for the absolute development and was able to admonish on bazaar apprenticed apparatus and ensure that anniversary basic complemented anniversary added – co-existing in harmony. KL Sentral‟s contempo accomplishment of getting awarded Malaysia‟s aboriginal Multimedia Super Corridor (MSC) cybercentre launched the development into a new advantaged status, acceptance it to amplify its world-class concrete and advice basement and added accompaniment the MSC hub, Cyberjaya, by accouterment addition advantage for companies that wish to acquire the allowances of MSC cachet and be afterpiece to their customers.
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Development Zones
KL Sentral is a huge abode with alloyed developments. The breadth is disconnected into several plots of land, anniversary with a specific purpose. All development should complete by 2015.
Office zones
Office zones in KL Sentral annual for added than 50% of the absolute acreage area. The developer intends that KL Sentral will ultimately be the business and banking hub of Kuala Lumpur. Lot A: CIMB Headquarters Lot A will be the new address for CIMB Group which is amid adverse the National Museum. As of June 2011, the new headquarters' name which appears on the architecture website is Menara CIMB (CIMB Tower). The aggregation acquired the acreage in July 2008, and architecture is accepted to activate in Q4 2007 and complete in 2011. It is alien how abounding floors there will be but it should accept about 600,000 sq ft (56,000 m2) of appointment amplitude available.
Lot M: Plaza Sentral
Phase I was completed in June 2001, absolute three blocks and absolute gross attic breadth of 785,000 sq ft (72,900 m2). Offering celebrated appointment suites, Plaza Sentral was awash and bound taken up by multinationals and Malaysian companies alike, acquisitive to yield advantage of the all-around connectivity and accessibility of alive in KL Sentral. Its take-up amount is extensive 100%. Phase II was launched in September 2003 due to the ascent appeal for exceptional appointment space. It has back been absolutely taken up. Absolute two architecture - 18storey and 26-storey - fabricated up of four blocks and a absolute gross attic breadth of 879,381 sq ft (81,697.2 m2), the architecture was completed in 2006. Tenants cover British Telecom and Maxis Communications. Sentral Tower, a purpose-built 30-storey appointment tower, was awash to Lembaga Tabung Haji for RM161.46mil in March 2004.
Lot J: Sooka Sentral & 4 Office Towers
Lot J was awash to United Engineers (M) Bhd (UEM) in May 2005 with affairs for four towers. Belfry A was congenital by UEM for its accumulated address alleged Mercu UEMon the prime section of acreage with a gross attic breadth of 1,300,000 sq ft (120,000 m2). Belfry B will be an appointment belfry for the Malaysian Industrial Development Authority. Belfry C was congenital by Quill Realty Sdn Bhd and awash to Suruhanjaya Syarikat Malaysia
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(SSM) for its accumulated headquarters. Belfry D is an appointment architecture congenital by Quill, alleged Quill 7. A development on Lot J is the 180,000 sq ft (17,000 m2) six-storey affairs centre which houses a exercise and spa centre, business centre, aliment court, restaurants and alfresco dining facilities. This development, alleged Sooka Sentral, opened its doors in December 2007.
Lot N: 1 Sentral Tower
1 Sentral Belfry is an appointment tower, alms a gross attic breadth of 453,000 sq ft (42,100 m2). Construction was completed in 2007. It houses companies such as PricewaterhouseCoopers, MRCB and General Electric others. Lot B has been proposed as a banking breadth for KL Sentral. No architecture has taken place. Lot F is planned for a approaching appointment block. Currently, the abject is acclimated for a appliance exhibition capital and Food and Beverage (F&B) centre.
Entertainment zones Lot E will be a hub for ball and assemblage centre in authoritative KL Sentral an ball hub of Kuala Lumpur. The accouter of this development has been completed. Lot G: Nu Sentral Lot G, amid in the south of KL Sentral will abide of 1,200,000 sq ft (110,000 m2) arcade complex, 600,000 sq ft (56,000 m2) appointment block, 500,000 sq ft (46,000 m2) serviced apartments, and a 546,000 sq ft (50,700 m2) three-star hotel. Nu Sentral, as it will be called, will action an chip affiliation with the KL Monorail Sentral base and it will be the base of the new Kota Damansara-Cheras Line. Development works commenced in 2H2008 and is accepted to be completed in 2012. The acreage was ahead acclimated as a parking lot and a short-cut for pedestrians from Brickfields and the KL Sentral Monorail base to KL Sentral proper. For some time there was an amphitheater bazaar on the acreage but it was bankrupt down in alertness for construction. In January 2008 MRCB set up a collective adventure aggregation with Pelaburan Hartanah Bumiputera Bhd (PHBB) called Jewel Surprises Sdn Bhd to advance the area. The new aggregation will authority a charter on the artifice of acreage for 99 years. Transportation zone Lot H: Central Station Station Sentral (English: Central Station) is the name of Lot H, which is appointed the bus line hub aural its KL Sentral development project, although both the accessible and affiliated alteration curve about accredit to the base itself as "KL Sentral".
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Station Sentral, advised to abode six abuse networks, was completed in December 2000 and the rail, retail and aliment and cooler operations began in April 2001. Standing on 9.3 acreage (38,000 m2), the capital architecture has a gross attic breadth of bisected a actor sq ft and the blueprint were based on commuter projections up to the year 2020, which is if Malaysia aspires to be a absolutely developed nation. In 2008, Base Sentral registered over 100,000 cartage daily, which translates into 36.5 actor humans a year.
Rail services
The afterward casework serve Base Sentral: Express Abuse Link (ERL): accelerated airport train KLIA Express: accelerated absolute alternation to the Kuala Lumpur International Airport (KLIA). KLIA Transit: accelerated driver alternation account to KLIA. KTM Komuter : Klang Valley electric driver alternation service. Sentul-Port Klang Line. Rawang-Seremban Band with the Rawang-Kuala Kubu Bharu Shuttle Route. KTM intercity trains: intercity trains Intercity trains that connects from Kuala Lumpur to Bangkok and Singapore. RapidKL Rail Kelana Jaya Line: Kelana Jaya-Gombak ablaze abuse alteration (LRT) service KL Monorail's KL Sentral base is beyond active Jalan Tun Sambanthan, a 410 m airing abroad by covered walkway. My Rapid Alteration (MRT)'s KL Sentral base will be congenital about beyond Jalan Travers. Stesen Sentral is disconnected into abstracted sections for altered abuse services: Level One of Alteration Concourse for burghal accessible alteration services: KTM Komuter, KLIA Alteration and the Kelana Jaya Band ablaze abuse line. Level Two of Alteration Concourse for KTM intercity trains. KL City Air Terminal (KL CAT) on Level One for the KLIA Express, the committed fast abuse account to Kuala Lumpur International Airport (KLIA).
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Stesen Sentral aswell has retail and aliment outlets and a aliment court. Hidden from accessible appearance is KTM's aliment annex below the complex. There is a ability for purchasing and reloading the Touch 'n Go agenda in this station. Stesen Sentral will be able to board 50 actor cartage a year and up to 100 actor by 2020. Lot G : Nu Sentral It is accepted that Lot G will serve Kota Damansara-Cheras Line and accommodate affiliation with KL Monorail base and added curve in Stesen Sentral. KL City Air Terminal Located aural Stesen Sentral, the KL City-limits Air Terminal (KL CAT) is about an addendum of the Kuala Lumpur All-embracing Airport. It is recognised by the All-embracing Air Carriage Association (IATA) as a city-limits destination, with the cipher XKL. It was clearly opened calm with the KLIA Express abuse band on 14 April 2002. Besides getting the abandonment and accession point for the KLIA Express, KL CAT aswell has baggage check-in services. Cartage aerial Malaysia Airlines, Cathay Pacific, Emirates Airline and Royal Brunei Airlines may analysis in baggage at KL CAT. The minimum checkin time is two hours afore flight abandonment time. On 13 July 2007, Express Abuse Link Sendirian Berhad, the abettor of KLIA Express, appear that from 23 July 2007 onwards, cartage aerial on all 43 airlines confined the Kuala Lumpur All-embracing Airport would be able to analysis in their baggage at KL CAT should the airline action city-limits check-in service. There were affairs to action check-out casework but these accept not materialised.
Lot C: St Regis Hotel
Lot C will abode the St Regis Hotel. The website is currently beneath architecture and it is accepted to complete by 2014. The auberge will affection 200 bedfellow accommodation and 200 accomplished buying St Regis branded Residence. Lot D: 60-storey Residential Tower: Lot D will abide of a individual 60-storey residential belfry overlooking the Lake Gardens and the city. It will be accordingly developed by MRCB, CapitaLand and Quill Group. It is currently awaiting approval from the city-limits hall.
Lot I: Hilton KL & Le Méridien Hotels
Lot I consists of two architecture hotels active by Hilton Kuala Lumpur & Le Méridien, endemic by Daito Asia Development SDN. Bhd. and Daisho Asia Development Sdn. Bhd. respectively. The hotels opened for business in September and October 2004 respectively.
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Lot K and L: Suasana Sentral and Suasana Sentral Loft
Lot K is the area of a serviced apartment, Suasana Sentral. Suasana Sentral consists of two blocks, or 400 units of apartments. It was completed in 2002 and is absolutely awash and occupied, with about 40% of the buyers advancing from the all-embracing community. The additional appearance of condominiums on Lot L, Suasana Sentral Loft was launched in aboriginal 2005 and began control in aboriginal 2008. The 37 and 38-storey accommodation architecture accept a absolute of 600 units. All accept been sold. In December 2006, a collective adventure aggregation acquired Lot D and will advance residential and serviced apartments with acknowledging retail amenities. This affluence development will face the National Museum, Lake Gardens as able-bodied as KL City-limits Centre. Architecture is accepted to arise by aboriginal 2008 and to be completed in 2010. In June 2007, a collective adventure aggregation purchased Lot C for the development of a 6star hotel, 6-star residences and prime offices. Work on the 1,400,000 sq ft (130,000 m2) development is accepted to alpha in 2008.
KL Sentral Monorail station
The Kuala Lumpur Monorail base is not anon affiliated to the Kuala Lumpur Sentral carriage hub. Despite its adjacency to the building, cartage have to airing a 410-metre aisle about a architecture website (Lot G, above). It stands on Jalan Tun Sambanthan in Brickfields. The base is a absolute stop for the KL Monorail line. There are affairs to move the monorail base afterpiece to the capital base by amalgam it into the capital arcade centermost at Lot G. The base uses the Spanish solution, accepting one abuse band with a belvedere on anniversary side, for cartage embarking and disembarking the alternation separately.
KL Sentral as a bus hub
KL Sentral has aswell been fabricated a city-limits bus hub by rapidKL as allotment of its bus arrangement revamp. It is the bus hub for city-limits shuttle (BANDAR) bus routes and block (UTAMA) bus routes. Buses to Singapore and to the Low Cost Carrier Terminal (LCCT) accomplish from KL Sentral, while a lot of added bus operators go abreast KL Sentral forth Jalan Tun Sambanthan. Aswell a hop-on hop-off day-tripper bus stop is amid amid Hilton and the station.
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“CENTRAL” Hot Dog and Wrap Sandwich Central is a fast food restaurant that primarily sells hot dog and wrap sandwiches. It is owned by ourself, 4 young entrepreneurs who likes to eat fast food especially hot dog and wrap sandwiches. Our goal to establish a fast food restaurant business is not just to offer a lifestyle, but also convenience. Our vision is we have a plan to having 30 stores in 10 years. Our visions of running this business are we want to serving a well hand made food, fresh and health food, high quality product, and providing excellent customer service. Nowadays, fast food industry becomes larger and larger, especially people in Malaysia loves to eat. Changes in lifestyle and mindset of the people to fast food contributed to the high demand for food is very practical. Fast food is now experiencing a shift, once a lot of people think that this food is the food for rich people, but now everyone can eat this food. Fast food can be eaten as breakfast, lunch, or dinner. This makes it increasingly popular fast food. Because of that, pursue the fast food business was quickly profitable. We want to sell our product with standard Malaysian fast food, with affordable price. Our kind of promotion is spread brochures, providing interesting promotion in the first opening such as the first 50 buyers will get a free voucher for a year. We will give a discounts to customers who birthday. Market Analysis Actually the market must be passionate, enough large, easy to reach there or even have a nomerous disposable income to spend on our products . actually our survey shows that the market is hungry enough for the products that we are going to sell. The location must be considered as a primary issue. Basically KL Sentral makes it convenienvt for majority of commuters to stop and pick up their foods on the way back to home or even in their lunch time or whenever they are going to be transfered by the KL Sentral terminal. Normally, it has its own daily traffic every day. The significant point that must be highly emphesized is that there isnt any hot dog restaurent in KL Sentral and based on our survey it is indicated that especially from May to September there is an upward trend in respect to eating hot dog. Our targeted are those who can eat and customer service, reasonably priced products would be the key success of our business. Regarding to the
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products we have decided to introduced different types of susages with a special barbique sauce that we are going to offer to the customers. We plan taht initially offer coupon for discount to the customers for future purchase. In terms of the distributors we have decided to partner with those whose reputation is underlying in this industry in order to rapidly grow in the fast food industry and it would be effective to position our brand to the consumer`s mind. Predominantly, providing the uniqueness of value proposition and brand name would help us to effectively and emotionallt connect with the target market and clearly know how the consumption of the brand would be relevant to the consumer`s lives. About KL Sentral KL Sentral is Malaysia 's largest transit centre, which has a strategic location with proposing large-scale connectivity, good investment opportunities, business convenience and an international lifestyle. Its transportation system contains KLIA Express ,and KLIA Transit to Kuala Lumpur international air port, and also LRT to Kelana Jaya line ,and KTM for Bangkok, Thailand and Singapore. Several services and facilities are available in KL sentral ,which we can mention to , banks ,computers and print , photography , food and beverage , books , shopping ,snack and bakery ,souvenirs and handicraft and also facilities such as ATM , left luggage , pharmacies ,travel agency , information counter ,medical clinic and currency exchanges and college are available in KL sentral. With considering these facilities and services it seems that KLSentral is a suitable place for investors and entrepreneurs like us which looking for a more convenient place to do business. Ideally a market should be passionate, large, easy to reach, and have plenty of disposable income to spend on a product like yours. A market should be hungry for the product you‟re selling; The location is primary issue, this will make it convenient for commuters to stop and pick up dinner on their way home from their jobs. The location has a daily traffic. Hot dogs, bratwursts, Italian sausages, kielbasas, and barbecue served on specialty homemade buns. Bob‟s will also offer side dishes and desserts such as coleslaw, French fries, onion rings, potato chips, and cookies. Initially, each customer will receive a coupon for discounts for future purchases. The employees must be mentally and physically focused on producing a quality product and pleasing the customer.
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Situation Analysis
SWOT Analysis
Strengths Good innovation and product development Reasonable value and great service to the customer Loyal staff and strong management team Lack of this kind of restaurant in KL Central Offering various types of hot dogs served with buns that might not be available somewhere else.
Weaknesses Core product line is not considering the trend towards healthier lifestyle. Quality issues across the franchise network Lack of knowledge about the customers Poor delivery service relative to other competitors
Opportunity Joint venture with other retailers Respond to the social changes by innovation within healthier lifestyle foods. Use of CRM, database marketing to more accurately targeting the right people Strengthen its value proposition and offering to encourage people to more visit and get their loyalty Attracting the customers by facilitating or enhancing services like WiFi or other things. Getting more attractiveness by focusing more on corporate social responsibility. International expansion through emerging market.
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Threat Social changes, like more tendency towards eating vegetables. Other major competitors like subway, McDonalds, Burger King. Recession or downturn may affect the retailer sales. Below, a particular table has been provided in order to completely review the situational analysis and make a better understanding about our perception towards our business.
Internal Factors Management
Strengths
Weakness time build a
Experienced work and First knowleged
business
Offerings
High-quality, affordable Many competitors price, hygienic and fresh, clean.
Marketing
Brochures
and No local awareness
interesting promotion Personnel Hard work in a small Still members, teamwork. Finance Have a big amount Compete competitors. with big learn how to
good maintain first employees
deposit. Manufacturing
Trusted supplier which Lack economies of scale provide high quality. from large competitors. is no canning
R&D
Make efforts to ensure There quality products. in delivered food.
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External Factors Consumer/Social
Oppotunities Student/Collegers, Workers, Foreigners/Tourists
Threats Consumers value a
storng brand name.
Competitive
Distinctive
food
and Not
patentable,
new
packaging in its markets.
comer competitors may duplicate product.
Technological
Diversity through enable former
competitors
smaller food producers to have gained economies. achieve many economies available competitors. Legal/Regulatory Well known US Food and Franchising among to large
Halal standard eliminate large competitors. non-halal competitors.
Available to large competitor
Legal / Regulatory
Well known US Food and Franchising among Halal standard eliminate large competitors. non-halal competitors.
Positioning
Positioning is actually about trying to be the first in the consumer`s mind. Positing might firstly start with the uniqueness of value proposition and a brand name. Afterwards, we are supposed to provide a brand name and also tagline for the hot dog restaurant. We must clearly distinguish that what would be the differences between us and other major organizations. An appropriate combination of brand name and marketing tagline must provide a strong promise
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of value in the consumer`s mind. Furthermore, we need to effectively leverage the brand name to emotionally connect with the brand`s target market. The positioning and pricing of a new brand requires knowledge about the relationship of both demand and cost with potential attribute locations and prices. The summer months are the hottest of the year, not just in terms of weather, but also for hot dog sales, with 48 percent of sales occurring from May to September.1 Three distinct consumer segments exist in the hot dog category: value, mainstream and premium. "No ifs, ands, or butts. This could be our marketing tagline to demonstrate that customers have to come and try our meals.
Marketing Mix
Product
Actually the central hot dog and wrap sandwich`s premium product line is a various types of products introduced by our shareholders. It encompasses the hot dog sandwiches, its salad line and our special ice-cream and milk shake product line. The sandwiches are targeted different demographic markets and as we explained earlier meaning all who can eat. Salads are considered for those seeking for more health-conscious and eventually ice-creams and shakes are mostly referred for the teenagers who are interested of eating a delicious desert. We may mainly think that core products are all that we are trying to sell but in fact core product is considered as the expansion of our brand name and predominantly providing an excellent dining experience for our customers. Hardly try to augment the core product by offering unique customer service would extend our dining experience inside the consumer`s mind. Place We offer an option to our customers that they can seat and enjoy their meal or they can take away their food, and for the next year we want to hire delivery employees, and it will provide the opportunity for us to receiving orders from customers from phone, and meet their demands immediately. The maximum capacity for our restaurant will be 25 people , we estimated that 30% of our customers prefer to take out their meals and other prefer to spend their time in our restaurant, We will manage our inventory by computer, And because of the products which we keep in the warehouse we should be aware regarding expiry date of products ,therefore the best method is using FIFO method , which means first –in – first –out , we will use products based on the time of purchase , every day we should be make sure about
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the inventory list, and then input the data regarding products which we have used and those that we have purchased into the computer. Price In Central, our aim is to delivering a message of awareness, understanding, and also friendship through our low prices. Our customers divided in two parts local peoples and tourists. first group, includes local customers such as employees who work in KL Central and college students and others who want to travel by train, which almost all of them have a low budget, and the second group, are tourists which use KL Central as an inter change station for going to different parts of the city or air port, because of two main reasons, the train is faster and also they can save their money instead of paying for taxi . When people believe that we are serving them they will like us and prefer us to our competitors, because they feel that our low prices try to make their difficult life easier for them. For the period of the opening of the first branch which is located in KL Central , we can set our highest price for a good meal at 20 RM. When Mc Donald and Subway and KFC are easy to access in KL Central, we think that most people were willing to pay 5rm- 13rm for a good meal. We think this strategy is appropriate for our target market, which people are looking for cheap, and satisfying food. For determining the prices we compared our prices with the prices of three main competitors Mc Donald and Subway and KFC. It is significant that we keep our prices in the similar pricing range as our competitors, because if offer too high, then we are not able to make sales, on the other hand if we offer too low prices it will not profitable for us and even we will lose money. Promotion In our restaurant “central,” which offers delicious Hot dog and wrap sandwiches with low prices, we have several promotional objectives, one of them for the duration of first three months and with the aim of making our restaurant familiar is, if customers join us in face book and click like button they can receive 15% discount. Even it is very helpful for us for understanding who are our loyal customers and therefore it makes it easy for us to monitoring buying trends and meet the needs of our customers carefully ,and also we can use comments of our customers to improve our business.
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One more promotional strategy purpose that we want to implement is on Saturdays we will give free samples of our food with aim of encouraging our customers to come again to our restaurant and also making them excited about other choices. Another promotion is , we will give one free small sandwich with the price of 5rm to customers ,who buy four sandwich .
Customer Service We believe that for each satisfy customer we can have two new customers and for each unsatisfied customer we will lose 10 new customers, Every customer‟s experience plays a significant role in the prosperity of our restaurant . It is very important for our employees to understand that we have obligation to our customer‟s needs, wants and desires. We should frequently communicate with our employees through, daily communications and staff meetings. We will monitor the interactions of our employees and then we will train them to serve the customers well. With trained employees we can deliver an invitation to our customers to see you soon. We will scrutinize the activity of our competitors regarding how they do their business. Monitoring the activity of our competitors will be useful for better understanding of the market, and also it will convince us that we are running a competitive business. From the customer point of view service is not a different part from the product, so we should create a good feeling in our customers by greeting every customer with smile and eye contact. In our restaurant we have five employees. One staff will be work as cashier and another one receiving orders from customers and three employees preparing the food.
External analysis
Customers Malaysia‟s current population of 28.25 million is growing steadly at an annual rate of about 1.95%. The country has seen a steady increase in the standard of living and with it, its purchasing power (per capita income exceeds RM19,739). Lifestyle changes have led to an increase in the demand for convenience food and health and fresh fast food. Malaysia‟s food industry is rich in terms of tropical and agricultural resources reflecting diverse cultures in Malaysian society – Malay, Chinese and Indian, have resulted in a fascinating range of processed food with an Asian twist. Increasing consumer awareness in nutrition value and
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food fortification for healthcare gas created the demand for functional/healthy minimally processed fresh food, organic food and natural food flavors from plants and seafood. Identifying the characteristics of the consumers playing a vital role in prosperity of our business, these characteristics include age, race, gender, income, and education. We estimate that a few number of our customers be over 50 , because we are selling hot dog and wrap sandwich, and these kind of meals , from the some customers point of view are not healthy we will lose those who are sensitive to healthier products. Therefore for keeping these groups of customers of we should offer products with less fat, less salt and less calorie. Identifying these characteristics is very important because we can easily meet the demands of our customers, because especially in our business people with different ages have different ages and different buying habits. Another important thing which plays a vital role in our business is preparing halal meal, because here the majority of population which is almost 65%, are Muslim, and they have no interest to alcoholic drinks, and meals which are not halal. we believe that in Malaysia Chinese which formed approximately 20% of population of Malaysia have income which is three times more than Malaysian people, so we can draw easily this conclusion that most of our customers don‟t have a high income , and with offering low prices ,we delivering this message to them that , we want to make the difficult life easier for you.
Competition
Actually we have to face with different and powerful competitors in KL Central. There are a remarkable number of competitors just performing their buisinesses there. Each of them has their own competitive advantage in this dynamic and increasing competition environment. Mc`Donalds, Subway, burger King and most importantly a wide range of local foods in which have their own fans and obviously Malaysian people sometimes prefer to dine with their own local food. In this case we must enhance our capabilities in order to better serve the customers and try to promote something new to them so they would not feel regret to come again. Subway. The Subway brand is the world‟s largest submarine sandwich and fresh food and very well-known in Malaysia. The reasons: nutritious meals that the whole family can enjoy, fresh vegetables, leading choice for people seeking quick, have catering menu. Now Subway have around 36,802 stores around the world and still continue to grow. Now, the Subway restaurant chain announced the opening of five new “Green” Subway Eco-Restaurants – with more on the way- each designed environmentally friendly aspects to reduce energy, water, and waste consumption in cost effective ways.
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Political/Legal Segment At the time of beginning our business with signing legal contract and making the government aware about the entity of our business , they will authorized us to do our business , and also if we say that we are selling halal products with the aim absorbing Muslim customers ,we will face to the food handling regulation and also another important thing is related to labor laws ,about the salary , working hours , and employing foreigners who have work permission from the immigration department.
Technological Segment Nowadays due to development of technology ,social habits and life style and attitude of people changes quickly and it has resulted in change in product demand and also the way that product should be sold to the customers .Customers can communicate with us in several ways , through our web page and social networks such as twitter and face book , and also it gives us the opportunity to advertise in social networks which is more profitable than advertising in social media .We should keep our customers for longer time in our restaurant, which it will result in more sales. With the aim of keeping our customers in restaurant we will improve their experience by providing Wi-Fi internet services for business or personal purposes.
Socio-Cultural Segment The importance of this pat is, because this segment focuses on how the consumers apply forces on the industry and how the firms perform business. We should establish quality criteria and same as other competitors we can use certification, such as halal , because we estimated that largest demand is from the Muslims who live in Malaysia ,and another important issue is demographic change ,the rise of population in Malaysia means that we will face to growing number of children , and therefore we should provide packages with attractive design for them and also we should consider promotion for families who buy family packages with the aim of more sales and attracting more customers.
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Economic Segment The economic division in the field that we want to operate described the general economic conditions in the environment that we cannot control. The most prominent factor is the recent global economic recession in the world and especially in Iran , because for running this business we are supposed to exchange Iranian Rial to Malaysian Ringgit and nowadays because of the American sanctions the rate of US dollar in Iran is increasing every day and it will make the situation very difficult for us who want to remain in competition with others, and also global economic recession definitely will affect operational costs and lower profit margins, and in the future may be we increase the prices and it is very dangerous for our business especially when local customers see this rise in prices while their wages remained the same . we are trying to prepare the food in a way that benefit for us and our customers By offering both lower cost meal for people who want to eat fast and cheap ,and spend their time with family and their friends in a lovely place and also we will offer higher cost meal to rich customers.
Mission
„’To inspire and nurture the human spirit— one person, one sandwich, and one
neighborhood at a time.’’ This is actually our main mission statement as we have already
established. We are increasingly passionate about ethically providing delicous hot dog sandwich, roasting them and then make nice moments for the people. We would embrace the diversity to create differences in order to treat others honestly and with highly respect.
Goals
Non-financial goals
In order to create happiness for people that experiencing the Central wrap sandwich, stay to become loyal and come back again for interconnection. Highly attempting to establish a powerful brand that is segregated from non-popular brands. Clearly transfer the promised value and expected commitment of the Central hot dog to the customers.
Financial goals
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Fully concentrate on the activities to reach the remarkable weekly sales revenue for the stores. Try to expand the business and open new stores with lower store-opening and running expenses.
Industry Analysis
PEST Analysis
Political Trends: Regarding to the political influences it would be worthy to say that there is a constant relationship between those nations who are producing the sandwich and the governments are always controlling the situation for preventing any probable corruption or violation that might occure.
Economic Trends: In respect to the economic influence there is always a
kind of constant demand for food and beverages and also it is most likely to enhance the customer`s purchase level if the disposable income changes.
Social Trends: In the case of social influences we can observe that the innovative method from the manager could lead to shift the consumer`s preference from dining in their home to come and joy outside and order their favorite meal. Technological Trends: It is apparent that fully utilizing of the new technologies and even market new trends can force the customers to come up and enjoy their break time along with using new technologies.
Market Needs
Actually we are going to create an innovative method to force our customers to combine their on-the –go schedule as well as recognizing an appropriate place to relax. Regarding to Starbucks there is even one important advice from Senior vice president of administration in North America Christian Day in which clarifies that people would come to our stores for the coffee, but the significant issue is that what would make tjem to stay.
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Product Line
Central Hot Dog & Wrap Sandwich is available in Beef BBQ Hot Dog, Lamb Cheese Hot Dog, Chicken Spicy Hot Dog, and including some flavors which are black pepper, green chili, red hot chili, curry sauce. For Wrap Sandwich, we provide fresh vegetables such as lettuce, tomatoes, cucumbers, peppers, red onion, purple cabbage and carrots. Brand Equity Basically, brand equity refers to a particular outcome or product with a brand name in comparison to those products that dont have any brand name. We must follow the first mover advantage in the consumer`s mind.we are not going to be the first in the marketplace althogh it would be worthy for each buisiness to capture higher market share but ,by simplicity we want to differentiate ourselves because of intensive competition in food industry. It is more likely to pursue a kind of selective target market to highly focuse on those customers seem to be potential and then try to increase brand awareness about a new type of fast food in KL Sentral. We decide to predominantly describe a specific value of having a popular brand name, as a result in this case we would be able to generate more benefit and make loyal customers in which have been fascinated by the value proposition we have tried to offer them.
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Kuala Lumpur Sentral (KL Sentral) or Sentral Kuala Lumpur is a transit-oriented development that houses the basic railway base of Kuala Lumpur, the basic of Malaysia. Opened on 16 April 2001, admitting its name it is in fact even beneath axial than the old Kuala Lumpur Railway Station, a colonial-era battleground that now charcoal accessible for bounded driver trains only. KL Sentral is the better railway base in Southeast Asia. KL Sentral was advised as an intermodal busline hub. Most of Kuala Lumpur's commuter abuse curve serve KL Sentral, while abounding intercity trains confined Peninsular Malaysia and Singapore alpha there. All the railway apparatus of the arrangement accept been completed, but some added locations such as arcade malls, offices and apartments are still beneath architecture and are accepted to be complete by 2015. It was aswell advised to be a new business and banking hub for Kuala Lumpur. KL Sentral refers to the absolute 290,000 aboveboard metres of development congenital on the above Keretapi Tanah Melayumarshalling backyard in Brickfields. The development includes the busline hub, hotels, appointment towers, condominiums and arcade malls and is accepted to be completed in 2015. KL Sentral has been disconnected into 14 acreage parcels, anniversary apery a altered function. Some of these lots accept been absolutely complete and are already in use, while others are either in the action of getting built, or are still apprehension development, according to the phased programme. KL Sentral is getting developed by a bunch fabricated up of Malaysian Resources Corporation Berhad (MRCB), Keretapi Tanah Melayu Berhad (KTMB) and Pembinaan Redzai Sdn Bhd
History
In 1994, with the cold to enhance Kuala Lumpur city‟s accessible transportation, the Government of Malaysia awarded a arrangement to a bunch to transform 72 acreage (290,000 m2) at Kuala Lumpur‟s old railway marshalling backyard into a avant-garde alteration hub aural a independent burghal development. The consortium, led by Malaysian Resources Corp Bhd (MRCB) appointed acclaimed artist Kisho Kurokawaand Associates, who aswell advised the Kuala Lumpur International Airport (KLIA) a part of abounding arresting structures about the world, to architecture the adept plan for the absolute development. To ensure that the apparatus planned are bazaar apprenticed and accommodate to bazaar appeal Jones Lang Wootton was commissioned in 1995 to plan on the adept plan for the absolute development and was able to admonish on bazaar apprenticed apparatus and ensure that anniversary basic complemented anniversary added – co-existing in harmony. KL Sentral‟s contempo accomplishment of getting awarded Malaysia‟s aboriginal Multimedia Super Corridor (MSC) cybercentre launched the development into a new advantaged status, acceptance it to amplify its world-class concrete and advice basement and added accompaniment the MSC hub, Cyberjaya, by accouterment addition advantage for companies that wish to acquire the allowances of MSC cachet and be afterpiece to their customers.
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Development Zones
KL Sentral is a huge abode with alloyed developments. The breadth is disconnected into several plots of land, anniversary with a specific purpose. All development should complete by 2015.
Office zones
Office zones in KL Sentral annual for added than 50% of the absolute acreage area. The developer intends that KL Sentral will ultimately be the business and banking hub of Kuala Lumpur. Lot A: CIMB Headquarters Lot A will be the new address for CIMB Group which is amid adverse the National Museum. As of June 2011, the new headquarters' name which appears on the architecture website is Menara CIMB (CIMB Tower). The aggregation acquired the acreage in July 2008, and architecture is accepted to activate in Q4 2007 and complete in 2011. It is alien how abounding floors there will be but it should accept about 600,000 sq ft (56,000 m2) of appointment amplitude available.
Lot M: Plaza Sentral
Phase I was completed in June 2001, absolute three blocks and absolute gross attic breadth of 785,000 sq ft (72,900 m2). Offering celebrated appointment suites, Plaza Sentral was awash and bound taken up by multinationals and Malaysian companies alike, acquisitive to yield advantage of the all-around connectivity and accessibility of alive in KL Sentral. Its take-up amount is extensive 100%. Phase II was launched in September 2003 due to the ascent appeal for exceptional appointment space. It has back been absolutely taken up. Absolute two architecture - 18storey and 26-storey - fabricated up of four blocks and a absolute gross attic breadth of 879,381 sq ft (81,697.2 m2), the architecture was completed in 2006. Tenants cover British Telecom and Maxis Communications. Sentral Tower, a purpose-built 30-storey appointment tower, was awash to Lembaga Tabung Haji for RM161.46mil in March 2004.
Lot J: Sooka Sentral & 4 Office Towers
Lot J was awash to United Engineers (M) Bhd (UEM) in May 2005 with affairs for four towers. Belfry A was congenital by UEM for its accumulated address alleged Mercu UEMon the prime section of acreage with a gross attic breadth of 1,300,000 sq ft (120,000 m2). Belfry B will be an appointment belfry for the Malaysian Industrial Development Authority. Belfry C was congenital by Quill Realty Sdn Bhd and awash to Suruhanjaya Syarikat Malaysia
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(SSM) for its accumulated headquarters. Belfry D is an appointment architecture congenital by Quill, alleged Quill 7. A development on Lot J is the 180,000 sq ft (17,000 m2) six-storey affairs centre which houses a exercise and spa centre, business centre, aliment court, restaurants and alfresco dining facilities. This development, alleged Sooka Sentral, opened its doors in December 2007.
Lot N: 1 Sentral Tower
1 Sentral Belfry is an appointment tower, alms a gross attic breadth of 453,000 sq ft (42,100 m2). Construction was completed in 2007. It houses companies such as PricewaterhouseCoopers, MRCB and General Electric others. Lot B has been proposed as a banking breadth for KL Sentral. No architecture has taken place. Lot F is planned for a approaching appointment block. Currently, the abject is acclimated for a appliance exhibition capital and Food and Beverage (F&B) centre.
Entertainment zones Lot E will be a hub for ball and assemblage centre in authoritative KL Sentral an ball hub of Kuala Lumpur. The accouter of this development has been completed. Lot G: Nu Sentral Lot G, amid in the south of KL Sentral will abide of 1,200,000 sq ft (110,000 m2) arcade complex, 600,000 sq ft (56,000 m2) appointment block, 500,000 sq ft (46,000 m2) serviced apartments, and a 546,000 sq ft (50,700 m2) three-star hotel. Nu Sentral, as it will be called, will action an chip affiliation with the KL Monorail Sentral base and it will be the base of the new Kota Damansara-Cheras Line. Development works commenced in 2H2008 and is accepted to be completed in 2012. The acreage was ahead acclimated as a parking lot and a short-cut for pedestrians from Brickfields and the KL Sentral Monorail base to KL Sentral proper. For some time there was an amphitheater bazaar on the acreage but it was bankrupt down in alertness for construction. In January 2008 MRCB set up a collective adventure aggregation with Pelaburan Hartanah Bumiputera Bhd (PHBB) called Jewel Surprises Sdn Bhd to advance the area. The new aggregation will authority a charter on the artifice of acreage for 99 years. Transportation zone Lot H: Central Station Station Sentral (English: Central Station) is the name of Lot H, which is appointed the bus line hub aural its KL Sentral development project, although both the accessible and affiliated alteration curve about accredit to the base itself as "KL Sentral".
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Station Sentral, advised to abode six abuse networks, was completed in December 2000 and the rail, retail and aliment and cooler operations began in April 2001. Standing on 9.3 acreage (38,000 m2), the capital architecture has a gross attic breadth of bisected a actor sq ft and the blueprint were based on commuter projections up to the year 2020, which is if Malaysia aspires to be a absolutely developed nation. In 2008, Base Sentral registered over 100,000 cartage daily, which translates into 36.5 actor humans a year.
Rail services
The afterward casework serve Base Sentral: Express Abuse Link (ERL): accelerated airport train KLIA Express: accelerated absolute alternation to the Kuala Lumpur International Airport (KLIA). KLIA Transit: accelerated driver alternation account to KLIA. KTM Komuter : Klang Valley electric driver alternation service. Sentul-Port Klang Line. Rawang-Seremban Band with the Rawang-Kuala Kubu Bharu Shuttle Route. KTM intercity trains: intercity trains Intercity trains that connects from Kuala Lumpur to Bangkok and Singapore. RapidKL Rail Kelana Jaya Line: Kelana Jaya-Gombak ablaze abuse alteration (LRT) service KL Monorail's KL Sentral base is beyond active Jalan Tun Sambanthan, a 410 m airing abroad by covered walkway. My Rapid Alteration (MRT)'s KL Sentral base will be congenital about beyond Jalan Travers. Stesen Sentral is disconnected into abstracted sections for altered abuse services: Level One of Alteration Concourse for burghal accessible alteration services: KTM Komuter, KLIA Alteration and the Kelana Jaya Band ablaze abuse line. Level Two of Alteration Concourse for KTM intercity trains. KL City Air Terminal (KL CAT) on Level One for the KLIA Express, the committed fast abuse account to Kuala Lumpur International Airport (KLIA).
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Stesen Sentral aswell has retail and aliment outlets and a aliment court. Hidden from accessible appearance is KTM's aliment annex below the complex. There is a ability for purchasing and reloading the Touch 'n Go agenda in this station. Stesen Sentral will be able to board 50 actor cartage a year and up to 100 actor by 2020. Lot G : Nu Sentral It is accepted that Lot G will serve Kota Damansara-Cheras Line and accommodate affiliation with KL Monorail base and added curve in Stesen Sentral. KL City Air Terminal Located aural Stesen Sentral, the KL City-limits Air Terminal (KL CAT) is about an addendum of the Kuala Lumpur All-embracing Airport. It is recognised by the All-embracing Air Carriage Association (IATA) as a city-limits destination, with the cipher XKL. It was clearly opened calm with the KLIA Express abuse band on 14 April 2002. Besides getting the abandonment and accession point for the KLIA Express, KL CAT aswell has baggage check-in services. Cartage aerial Malaysia Airlines, Cathay Pacific, Emirates Airline and Royal Brunei Airlines may analysis in baggage at KL CAT. The minimum checkin time is two hours afore flight abandonment time. On 13 July 2007, Express Abuse Link Sendirian Berhad, the abettor of KLIA Express, appear that from 23 July 2007 onwards, cartage aerial on all 43 airlines confined the Kuala Lumpur All-embracing Airport would be able to analysis in their baggage at KL CAT should the airline action city-limits check-in service. There were affairs to action check-out casework but these accept not materialised.
Lot C: St Regis Hotel
Lot C will abode the St Regis Hotel. The website is currently beneath architecture and it is accepted to complete by 2014. The auberge will affection 200 bedfellow accommodation and 200 accomplished buying St Regis branded Residence. Lot D: 60-storey Residential Tower: Lot D will abide of a individual 60-storey residential belfry overlooking the Lake Gardens and the city. It will be accordingly developed by MRCB, CapitaLand and Quill Group. It is currently awaiting approval from the city-limits hall.
Lot I: Hilton KL & Le Méridien Hotels
Lot I consists of two architecture hotels active by Hilton Kuala Lumpur & Le Méridien, endemic by Daito Asia Development SDN. Bhd. and Daisho Asia Development Sdn. Bhd. respectively. The hotels opened for business in September and October 2004 respectively.
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Lot K and L: Suasana Sentral and Suasana Sentral Loft
Lot K is the area of a serviced apartment, Suasana Sentral. Suasana Sentral consists of two blocks, or 400 units of apartments. It was completed in 2002 and is absolutely awash and occupied, with about 40% of the buyers advancing from the all-embracing community. The additional appearance of condominiums on Lot L, Suasana Sentral Loft was launched in aboriginal 2005 and began control in aboriginal 2008. The 37 and 38-storey accommodation architecture accept a absolute of 600 units. All accept been sold. In December 2006, a collective adventure aggregation acquired Lot D and will advance residential and serviced apartments with acknowledging retail amenities. This affluence development will face the National Museum, Lake Gardens as able-bodied as KL City-limits Centre. Architecture is accepted to arise by aboriginal 2008 and to be completed in 2010. In June 2007, a collective adventure aggregation purchased Lot C for the development of a 6star hotel, 6-star residences and prime offices. Work on the 1,400,000 sq ft (130,000 m2) development is accepted to alpha in 2008.
KL Sentral Monorail station
The Kuala Lumpur Monorail base is not anon affiliated to the Kuala Lumpur Sentral carriage hub. Despite its adjacency to the building, cartage have to airing a 410-metre aisle about a architecture website (Lot G, above). It stands on Jalan Tun Sambanthan in Brickfields. The base is a absolute stop for the KL Monorail line. There are affairs to move the monorail base afterpiece to the capital base by amalgam it into the capital arcade centermost at Lot G. The base uses the Spanish solution, accepting one abuse band with a belvedere on anniversary side, for cartage embarking and disembarking the alternation separately.
KL Sentral as a bus hub
KL Sentral has aswell been fabricated a city-limits bus hub by rapidKL as allotment of its bus arrangement revamp. It is the bus hub for city-limits shuttle (BANDAR) bus routes and block (UTAMA) bus routes. Buses to Singapore and to the Low Cost Carrier Terminal (LCCT) accomplish from KL Sentral, while a lot of added bus operators go abreast KL Sentral forth Jalan Tun Sambanthan. Aswell a hop-on hop-off day-tripper bus stop is amid amid Hilton and the station.
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“CENTRAL” Hot Dog and Wrap Sandwich Central is a fast food restaurant that primarily sells hot dog and wrap sandwiches. It is owned by ourself, 4 young entrepreneurs who likes to eat fast food especially hot dog and wrap sandwiches. Our goal to establish a fast food restaurant business is not just to offer a lifestyle, but also convenience. Our vision is we have a plan to having 30 stores in 10 years. Our visions of running this business are we want to serving a well hand made food, fresh and health food, high quality product, and providing excellent customer service. Nowadays, fast food industry becomes larger and larger, especially people in Malaysia loves to eat. Changes in lifestyle and mindset of the people to fast food contributed to the high demand for food is very practical. Fast food is now experiencing a shift, once a lot of people think that this food is the food for rich people, but now everyone can eat this food. Fast food can be eaten as breakfast, lunch, or dinner. This makes it increasingly popular fast food. Because of that, pursue the fast food business was quickly profitable. We want to sell our product with standard Malaysian fast food, with affordable price. Our kind of promotion is spread brochures, providing interesting promotion in the first opening such as the first 50 buyers will get a free voucher for a year. We will give a discounts to customers who birthday. Market Analysis Actually the market must be passionate, enough large, easy to reach there or even have a nomerous disposable income to spend on our products . actually our survey shows that the market is hungry enough for the products that we are going to sell. The location must be considered as a primary issue. Basically KL Sentral makes it convenienvt for majority of commuters to stop and pick up their foods on the way back to home or even in their lunch time or whenever they are going to be transfered by the KL Sentral terminal. Normally, it has its own daily traffic every day. The significant point that must be highly emphesized is that there isnt any hot dog restaurent in KL Sentral and based on our survey it is indicated that especially from May to September there is an upward trend in respect to eating hot dog. Our targeted are those who can eat and customer service, reasonably priced products would be the key success of our business. Regarding to the
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products we have decided to introduced different types of susages with a special barbique sauce that we are going to offer to the customers. We plan taht initially offer coupon for discount to the customers for future purchase. In terms of the distributors we have decided to partner with those whose reputation is underlying in this industry in order to rapidly grow in the fast food industry and it would be effective to position our brand to the consumer`s mind. Predominantly, providing the uniqueness of value proposition and brand name would help us to effectively and emotionallt connect with the target market and clearly know how the consumption of the brand would be relevant to the consumer`s lives. About KL Sentral KL Sentral is Malaysia 's largest transit centre, which has a strategic location with proposing large-scale connectivity, good investment opportunities, business convenience and an international lifestyle. Its transportation system contains KLIA Express ,and KLIA Transit to Kuala Lumpur international air port, and also LRT to Kelana Jaya line ,and KTM for Bangkok, Thailand and Singapore. Several services and facilities are available in KL sentral ,which we can mention to , banks ,computers and print , photography , food and beverage , books , shopping ,snack and bakery ,souvenirs and handicraft and also facilities such as ATM , left luggage , pharmacies ,travel agency , information counter ,medical clinic and currency exchanges and college are available in KL sentral. With considering these facilities and services it seems that KLSentral is a suitable place for investors and entrepreneurs like us which looking for a more convenient place to do business. Ideally a market should be passionate, large, easy to reach, and have plenty of disposable income to spend on a product like yours. A market should be hungry for the product you‟re selling; The location is primary issue, this will make it convenient for commuters to stop and pick up dinner on their way home from their jobs. The location has a daily traffic. Hot dogs, bratwursts, Italian sausages, kielbasas, and barbecue served on specialty homemade buns. Bob‟s will also offer side dishes and desserts such as coleslaw, French fries, onion rings, potato chips, and cookies. Initially, each customer will receive a coupon for discounts for future purchases. The employees must be mentally and physically focused on producing a quality product and pleasing the customer.
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Situation Analysis
SWOT Analysis
Strengths Good innovation and product development Reasonable value and great service to the customer Loyal staff and strong management team Lack of this kind of restaurant in KL Central Offering various types of hot dogs served with buns that might not be available somewhere else.
Weaknesses Core product line is not considering the trend towards healthier lifestyle. Quality issues across the franchise network Lack of knowledge about the customers Poor delivery service relative to other competitors
Opportunity Joint venture with other retailers Respond to the social changes by innovation within healthier lifestyle foods. Use of CRM, database marketing to more accurately targeting the right people Strengthen its value proposition and offering to encourage people to more visit and get their loyalty Attracting the customers by facilitating or enhancing services like WiFi or other things. Getting more attractiveness by focusing more on corporate social responsibility. International expansion through emerging market.
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Threat Social changes, like more tendency towards eating vegetables. Other major competitors like subway, McDonalds, Burger King. Recession or downturn may affect the retailer sales. Below, a particular table has been provided in order to completely review the situational analysis and make a better understanding about our perception towards our business.
Internal Factors Management
Strengths
Weakness time build a
Experienced work and First knowleged
business
Offerings
High-quality, affordable Many competitors price, hygienic and fresh, clean.
Marketing
Brochures
and No local awareness
interesting promotion Personnel Hard work in a small Still members, teamwork. Finance Have a big amount Compete competitors. with big learn how to
good maintain first employees
deposit. Manufacturing
Trusted supplier which Lack economies of scale provide high quality. from large competitors. is no canning
R&D
Make efforts to ensure There quality products. in delivered food.
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External Factors Consumer/Social
Oppotunities Student/Collegers, Workers, Foreigners/Tourists
Threats Consumers value a
storng brand name.
Competitive
Distinctive
food
and Not
patentable,
new
packaging in its markets.
comer competitors may duplicate product.
Technological
Diversity through enable former
competitors
smaller food producers to have gained economies. achieve many economies available competitors. Legal/Regulatory Well known US Food and Franchising among to large
Halal standard eliminate large competitors. non-halal competitors.
Available to large competitor
Legal / Regulatory
Well known US Food and Franchising among Halal standard eliminate large competitors. non-halal competitors.
Positioning
Positioning is actually about trying to be the first in the consumer`s mind. Positing might firstly start with the uniqueness of value proposition and a brand name. Afterwards, we are supposed to provide a brand name and also tagline for the hot dog restaurant. We must clearly distinguish that what would be the differences between us and other major organizations. An appropriate combination of brand name and marketing tagline must provide a strong promise
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of value in the consumer`s mind. Furthermore, we need to effectively leverage the brand name to emotionally connect with the brand`s target market. The positioning and pricing of a new brand requires knowledge about the relationship of both demand and cost with potential attribute locations and prices. The summer months are the hottest of the year, not just in terms of weather, but also for hot dog sales, with 48 percent of sales occurring from May to September.1 Three distinct consumer segments exist in the hot dog category: value, mainstream and premium. "No ifs, ands, or butts. This could be our marketing tagline to demonstrate that customers have to come and try our meals.
Marketing Mix
Product
Actually the central hot dog and wrap sandwich`s premium product line is a various types of products introduced by our shareholders. It encompasses the hot dog sandwiches, its salad line and our special ice-cream and milk shake product line. The sandwiches are targeted different demographic markets and as we explained earlier meaning all who can eat. Salads are considered for those seeking for more health-conscious and eventually ice-creams and shakes are mostly referred for the teenagers who are interested of eating a delicious desert. We may mainly think that core products are all that we are trying to sell but in fact core product is considered as the expansion of our brand name and predominantly providing an excellent dining experience for our customers. Hardly try to augment the core product by offering unique customer service would extend our dining experience inside the consumer`s mind. Place We offer an option to our customers that they can seat and enjoy their meal or they can take away their food, and for the next year we want to hire delivery employees, and it will provide the opportunity for us to receiving orders from customers from phone, and meet their demands immediately. The maximum capacity for our restaurant will be 25 people , we estimated that 30% of our customers prefer to take out their meals and other prefer to spend their time in our restaurant, We will manage our inventory by computer, And because of the products which we keep in the warehouse we should be aware regarding expiry date of products ,therefore the best method is using FIFO method , which means first –in – first –out , we will use products based on the time of purchase , every day we should be make sure about
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the inventory list, and then input the data regarding products which we have used and those that we have purchased into the computer. Price In Central, our aim is to delivering a message of awareness, understanding, and also friendship through our low prices. Our customers divided in two parts local peoples and tourists. first group, includes local customers such as employees who work in KL Central and college students and others who want to travel by train, which almost all of them have a low budget, and the second group, are tourists which use KL Central as an inter change station for going to different parts of the city or air port, because of two main reasons, the train is faster and also they can save their money instead of paying for taxi . When people believe that we are serving them they will like us and prefer us to our competitors, because they feel that our low prices try to make their difficult life easier for them. For the period of the opening of the first branch which is located in KL Central , we can set our highest price for a good meal at 20 RM. When Mc Donald and Subway and KFC are easy to access in KL Central, we think that most people were willing to pay 5rm- 13rm for a good meal. We think this strategy is appropriate for our target market, which people are looking for cheap, and satisfying food. For determining the prices we compared our prices with the prices of three main competitors Mc Donald and Subway and KFC. It is significant that we keep our prices in the similar pricing range as our competitors, because if offer too high, then we are not able to make sales, on the other hand if we offer too low prices it will not profitable for us and even we will lose money. Promotion In our restaurant “central,” which offers delicious Hot dog and wrap sandwiches with low prices, we have several promotional objectives, one of them for the duration of first three months and with the aim of making our restaurant familiar is, if customers join us in face book and click like button they can receive 15% discount. Even it is very helpful for us for understanding who are our loyal customers and therefore it makes it easy for us to monitoring buying trends and meet the needs of our customers carefully ,and also we can use comments of our customers to improve our business.
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One more promotional strategy purpose that we want to implement is on Saturdays we will give free samples of our food with aim of encouraging our customers to come again to our restaurant and also making them excited about other choices. Another promotion is , we will give one free small sandwich with the price of 5rm to customers ,who buy four sandwich .
Customer Service We believe that for each satisfy customer we can have two new customers and for each unsatisfied customer we will lose 10 new customers, Every customer‟s experience plays a significant role in the prosperity of our restaurant . It is very important for our employees to understand that we have obligation to our customer‟s needs, wants and desires. We should frequently communicate with our employees through, daily communications and staff meetings. We will monitor the interactions of our employees and then we will train them to serve the customers well. With trained employees we can deliver an invitation to our customers to see you soon. We will scrutinize the activity of our competitors regarding how they do their business. Monitoring the activity of our competitors will be useful for better understanding of the market, and also it will convince us that we are running a competitive business. From the customer point of view service is not a different part from the product, so we should create a good feeling in our customers by greeting every customer with smile and eye contact. In our restaurant we have five employees. One staff will be work as cashier and another one receiving orders from customers and three employees preparing the food.
External analysis
Customers Malaysia‟s current population of 28.25 million is growing steadly at an annual rate of about 1.95%. The country has seen a steady increase in the standard of living and with it, its purchasing power (per capita income exceeds RM19,739). Lifestyle changes have led to an increase in the demand for convenience food and health and fresh fast food. Malaysia‟s food industry is rich in terms of tropical and agricultural resources reflecting diverse cultures in Malaysian society – Malay, Chinese and Indian, have resulted in a fascinating range of processed food with an Asian twist. Increasing consumer awareness in nutrition value and
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food fortification for healthcare gas created the demand for functional/healthy minimally processed fresh food, organic food and natural food flavors from plants and seafood. Identifying the characteristics of the consumers playing a vital role in prosperity of our business, these characteristics include age, race, gender, income, and education. We estimate that a few number of our customers be over 50 , because we are selling hot dog and wrap sandwich, and these kind of meals , from the some customers point of view are not healthy we will lose those who are sensitive to healthier products. Therefore for keeping these groups of customers of we should offer products with less fat, less salt and less calorie. Identifying these characteristics is very important because we can easily meet the demands of our customers, because especially in our business people with different ages have different ages and different buying habits. Another important thing which plays a vital role in our business is preparing halal meal, because here the majority of population which is almost 65%, are Muslim, and they have no interest to alcoholic drinks, and meals which are not halal. we believe that in Malaysia Chinese which formed approximately 20% of population of Malaysia have income which is three times more than Malaysian people, so we can draw easily this conclusion that most of our customers don‟t have a high income , and with offering low prices ,we delivering this message to them that , we want to make the difficult life easier for you.
Competition
Actually we have to face with different and powerful competitors in KL Central. There are a remarkable number of competitors just performing their buisinesses there. Each of them has their own competitive advantage in this dynamic and increasing competition environment. Mc`Donalds, Subway, burger King and most importantly a wide range of local foods in which have their own fans and obviously Malaysian people sometimes prefer to dine with their own local food. In this case we must enhance our capabilities in order to better serve the customers and try to promote something new to them so they would not feel regret to come again. Subway. The Subway brand is the world‟s largest submarine sandwich and fresh food and very well-known in Malaysia. The reasons: nutritious meals that the whole family can enjoy, fresh vegetables, leading choice for people seeking quick, have catering menu. Now Subway have around 36,802 stores around the world and still continue to grow. Now, the Subway restaurant chain announced the opening of five new “Green” Subway Eco-Restaurants – with more on the way- each designed environmentally friendly aspects to reduce energy, water, and waste consumption in cost effective ways.
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Political/Legal Segment At the time of beginning our business with signing legal contract and making the government aware about the entity of our business , they will authorized us to do our business , and also if we say that we are selling halal products with the aim absorbing Muslim customers ,we will face to the food handling regulation and also another important thing is related to labor laws ,about the salary , working hours , and employing foreigners who have work permission from the immigration department.
Technological Segment Nowadays due to development of technology ,social habits and life style and attitude of people changes quickly and it has resulted in change in product demand and also the way that product should be sold to the customers .Customers can communicate with us in several ways , through our web page and social networks such as twitter and face book , and also it gives us the opportunity to advertise in social networks which is more profitable than advertising in social media .We should keep our customers for longer time in our restaurant, which it will result in more sales. With the aim of keeping our customers in restaurant we will improve their experience by providing Wi-Fi internet services for business or personal purposes.
Socio-Cultural Segment The importance of this pat is, because this segment focuses on how the consumers apply forces on the industry and how the firms perform business. We should establish quality criteria and same as other competitors we can use certification, such as halal , because we estimated that largest demand is from the Muslims who live in Malaysia ,and another important issue is demographic change ,the rise of population in Malaysia means that we will face to growing number of children , and therefore we should provide packages with attractive design for them and also we should consider promotion for families who buy family packages with the aim of more sales and attracting more customers.
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Economic Segment The economic division in the field that we want to operate described the general economic conditions in the environment that we cannot control. The most prominent factor is the recent global economic recession in the world and especially in Iran , because for running this business we are supposed to exchange Iranian Rial to Malaysian Ringgit and nowadays because of the American sanctions the rate of US dollar in Iran is increasing every day and it will make the situation very difficult for us who want to remain in competition with others, and also global economic recession definitely will affect operational costs and lower profit margins, and in the future may be we increase the prices and it is very dangerous for our business especially when local customers see this rise in prices while their wages remained the same . we are trying to prepare the food in a way that benefit for us and our customers By offering both lower cost meal for people who want to eat fast and cheap ,and spend their time with family and their friends in a lovely place and also we will offer higher cost meal to rich customers.
Mission
„’To inspire and nurture the human spirit— one person, one sandwich, and one
neighborhood at a time.’’ This is actually our main mission statement as we have already
established. We are increasingly passionate about ethically providing delicous hot dog sandwich, roasting them and then make nice moments for the people. We would embrace the diversity to create differences in order to treat others honestly and with highly respect.
Goals
Non-financial goals
In order to create happiness for people that experiencing the Central wrap sandwich, stay to become loyal and come back again for interconnection. Highly attempting to establish a powerful brand that is segregated from non-popular brands. Clearly transfer the promised value and expected commitment of the Central hot dog to the customers.
Financial goals
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Fully concentrate on the activities to reach the remarkable weekly sales revenue for the stores. Try to expand the business and open new stores with lower store-opening and running expenses.
Industry Analysis
PEST Analysis
Political Trends: Regarding to the political influences it would be worthy to say that there is a constant relationship between those nations who are producing the sandwich and the governments are always controlling the situation for preventing any probable corruption or violation that might occure.
Economic Trends: In respect to the economic influence there is always a
kind of constant demand for food and beverages and also it is most likely to enhance the customer`s purchase level if the disposable income changes.
Social Trends: In the case of social influences we can observe that the innovative method from the manager could lead to shift the consumer`s preference from dining in their home to come and joy outside and order their favorite meal. Technological Trends: It is apparent that fully utilizing of the new technologies and even market new trends can force the customers to come up and enjoy their break time along with using new technologies.
Market Needs
Actually we are going to create an innovative method to force our customers to combine their on-the –go schedule as well as recognizing an appropriate place to relax. Regarding to Starbucks there is even one important advice from Senior vice president of administration in North America Christian Day in which clarifies that people would come to our stores for the coffee, but the significant issue is that what would make tjem to stay.
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Product Line
Central Hot Dog & Wrap Sandwich is available in Beef BBQ Hot Dog, Lamb Cheese Hot Dog, Chicken Spicy Hot Dog, and including some flavors which are black pepper, green chili, red hot chili, curry sauce. For Wrap Sandwich, we provide fresh vegetables such as lettuce, tomatoes, cucumbers, peppers, red onion, purple cabbage and carrots. Brand Equity Basically, brand equity refers to a particular outcome or product with a brand name in comparison to those products that dont have any brand name. We must follow the first mover advantage in the consumer`s mind.we are not going to be the first in the marketplace althogh it would be worthy for each buisiness to capture higher market share but ,by simplicity we want to differentiate ourselves because of intensive competition in food industry. It is more likely to pursue a kind of selective target market to highly focuse on those customers seem to be potential and then try to increase brand awareness about a new type of fast food in KL Sentral. We decide to predominantly describe a specific value of having a popular brand name, as a result in this case we would be able to generate more benefit and make loyal customers in which have been fascinated by the value proposition we have tried to offer them.
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