Mega Bean Case Study

Based on the figure displayed above, the microenvironment in Mr. Mega Bean Sdn. Bhd includes factors such as consumer trends, employees, media, and also competitors. All of these factors are not directly under the control of the company itself, but more directly relevant to strategy as mentioned above.

Overall, the market segment of Mr. Mega Bean Sdn. Bhd is more towards behavioural segmentation since the company knows that behaviour variables are the best starting point for building market segment. Buyers often purchase item that they need occasionally. For example, most customer tend to purchase convenient package drinks, and affordable price especially during the celebration of different festivals such as Hari Raya Aidilfitri, Chinese New

Mega Bean Company in creating value and relationship with customer. In the company, it is an essential for employed staffs to have relevant skills and experiences such as technology-based knowledge in contributing to the company, particularly in the production line which required technology knowledge in operating the Lito Technology machines. The process starts at the recruitment stage and continues throughout an employee’s employment criteria via ongoing training programmes and promotion opportunities. Training programmes and development of a company’s productivity play a critical role in achieving a competitive edge . For example, if skilled shortage happened in manufacturing the beverage products, this may results shortage of supply of the beverage products in customer marketplace. If a business employs staff without motivation, skills or experience, it will affect customer service and ultimately sales. Marketing department exists but did not carry out research to come out with a feasible marketing

A positive media attention can contribute to Mr. Mega Bean Company as well as its products while negative media attention can destroy a company's reputation. Mr. Mega Bean Sdn. Bhd need to manage the media so that the media help promote the positive things about the company and reduce the impact of a negative event on their reputation. As a suggestion, Mr. Mega Bean Sdn. Bhd can employ public relations (PR) officers to help them manage a particular event such as the fresh and healthy beverage products as well as after-sale services. For example, the company can organize a consumer television programmes with a wide and more direct audience. This initiative can have a very powerful impact on the success of a company. Mr. mega Bean Sdn. Bhd should consider this as it will improve and broadcast their reputation when consumers mention that they are going to contact a consumer television programme or the newspaper to enquire about the