Pest Secret Recipe Essay Example

in the Europe and U.

S had brought an impact to Asia country like Malaysia to reach depression which soon leads to recession. On March 25, 2011 Bank Negara of Malaysia says that Malaysia is not heading for recession and there will be positive growth for all major economics. Once again the assistant governor of Bank Negara Malaysia (BNM) Dr. Sukhdave Singh made another statement “Overall the world had a very good bounce back from a difficult year in 2010. You will hear that we are heading for recession, this isn’t true. ”

Due to global economy run down and raising of inflation that can’t cope with income level, Malaysia who is already living on an overstretched budget had to add on more burden to their living expenses. *** Social/ Cultural forces Eating is considered as an obsession for many Malaysian regardless of their races or age. In this multi ethnic country, there a lot traditional food that brought up by different races in Malaysia and the social influence from the global. Malaysian love to eat and they spend a lot in eating, that’s the culture of Malaysia.

The expansion of shopping mall, supermarket and supercenter had brought more opportunities to service industry. Consumer are spending more time in different retail outlets, create opportunities for food service retail industry. Technological forces Consumers especially generation “Y” are more likely to enjoy and expecting good service quality from food service retail industry due to the media and internet that keen promote food through advertisement or TV Show, which brought up the contrast effect to them.

Consumer now able to check out the review

of the food service retail industry easily through internet and the level of influence of internet had raise among the generation “Y”. Another important aspect to be considered for current technological forces is the availability of WIFI in food service retail industry. Everyone want to get connected, even during meal, consumer often looking for free WIFI service from food service retail industry and it is one of the crucial factor beside foods quality, price and services.

Competitive forces The emerging of food service retail industry had increase the competition ntensity. More and more oversea success franchise food service emerging, usually operate under same roof in a supermarket/ shopping mall or supercenter. That gave a lot option to consumer to choose when having meal, retailer have to compete with each other by offering quality yet affordable foods to consumer or even gain attraction from advertisement/ promotion. Secret Recipe is running under monopolistic market structure where they sell products that are differentiated from one another. E. g. Marshmallow Cheesecake - which rarely to be found in others competitors outlet.

Secret Recipe is facing intratype competition (Starbucks, Coffee Bean& Tea Leaf, Gloria Jean’s Coffees) and intertype competition (Tesco, Jusco, 7-Eleven) which is easy found in Klang Valley area thus create a intensive competition environment for Secret Recipe to compete with. Recently, food service retail industry frequent adopts specific time promotion e. g. lunch promotion / breakfast meal to attract crowd and target different segment of people. To maximize their profit, the trend for food service retail industry is to offer kids meal, because kids will bring their parents and it is like a bundle / package

customer.