Swot Analysis On Desserts

4. Market Analysis Subsequent to the recovery of economy crisis at the year 1997, consumer expenditures on desserts and coffee in Malaysia has increased drastically. The rise in number of new food outlets nationwide such as bakeries, cafés, brasseries and bistros has shown a significant increase in this field. According to the Second Finance Minister Datuk Johari Abdul Ghani, Malaysians spend at least one-third of their income on food. 4.1 Market Segmentation Outside Spoon will target its marketing activities on approaching anyone between the ages of 14 to 80. The existence of this wide range is because both desserts and coffee appeal to people of all ages. We will also target both genders, however with a slight skew towards males

Our customers are knowledgeable and keener on encountering new experiences. Maintaining an appealing menu to attract customers will be a constant challenge for the café. Segments of the core target group have a large tendency to visit coffee shops frequently. They prefer choosing cafés that are affordable with a cozy environment. Being the first café in Saujana Putra, Outside Spoon café will have the pioneer benefits of customer loyalty and name recognition. Originally, Outside Spoon café will hold a 100 percent share of the café market in Saujana Putra. However when competitors enter the market over the next five (5) years, Outside Spoon café has established a goal to retain an equal or greater than 50 percent market

However, Outside Spoon will position itself as an exclusive café by providing air-cond facilities for a comfortable and pleasant environment which most mamak stalls lack.

We estimate that Lakehouse holds approximately 27% market share in that region where as mamak stalls appeal to 41% of customers. To ensure Outside Spoon café holds the higher market share, we will provide to not only the tastebuds, but also the minds and bodies of customers to help boost our growth in this competitive market.

The fundamental reasons for customers to constantly revisit a café is usually because of good services provided, delicious food and beverages that are affordable along with a cozy atmosphere. Hence, Outside Spoon will markdown its price of product offerings competitively to ensure its prices are at a lower rate, assure the services provided is always on par or better when compared to its competitors because we firmly believe that this would help build a strong base of loyal