Market audit and competitive analysis

play a essential role in to any business. When consider about the marketplace in Malaysia; they can be mainly import electronic and electronic products from America, Singapore, Europe, china and Japan as well as import some products as machinery, iron, steel and also chemical. It demonstrates they are well toned country and also very active. Because above countries are well-known for the product quality & brand products.

Since this is a very energetic country, changes in lifestyle may lead to raise the demand for the readymade foods and health foods and always they can be rich with exotic and agricultural possessions. Diverse civilizations in Malaysian society would be another reason. There are 94 different types of cultures. Mainly there is certainly Malay, Chinese language, and Indian has intriguing range of processed food with an Asian bend. Since today people enhance their awareness into the nutrition foods because of the fact that healthcare refined by cereals, fresh foods and other sea foods Malaysian also do the same.

According to the details provided by Ministry of International Trade and Industry Malaysia,

Manufacture of snack foods getting lowered by 7. 5% and rice milling increased by 7. 7% and Production of condensed, powdered, evaporated dairy increased by 11. 9%. that presents that how people linked with easy foods. (Appendix _1)

But based on the sales of determined refined food and drink products table released by Ministry of International Trade and Industry Malaysia, shows purchasing frequent of snacks better by 38. 6% and it demonstrates the way they are prefer fast foods. (Appendix_2)

According to the appendix_1 & appendix_2 furniture show production has truly gone down and purchasing has got increased, there is a gap which includes occurred because of this reason. Accordingly there's a greater chance to set up our product line; Munchees' Nutriplus in Malaysian market. As the demand for goodies in Malaysia has increased as the supply decreasing. So that would be a chance for us. Our product could in a position to fill the difference in the market.

Through this market audit we will demonstrate the meals market of Malaysia. The physical location & the way the free market current economic climate effect to the meals products in Malaysia.

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http://www. muncheelk. com/home. php

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Describe the marketplace (s) where the product is usually to be sold

According to your research we have discovered that Malaysia also employed in international trade. As a result of this free trade principle Malaysia also globalized; there are extensive volume of competitive products which can be come from all over the world. Since our main marketplace is highly busy working audience we better make to export our product to urban areas such as Kuala Lumpur, Putrajaya, and Penang & Selangor. (City society; n. d. )


Geographical characteristics would be another matter by the internet marketer since it helps to judge country's market probable. Malaysia is a one biggest country on earth a location of 329758 sq kilometres. Land size is 328, 558 sq kilometres. and normal water 1200 sq km. malaysia is a country which is located in south eastern asia among 2-7 levels and in the north part of the equator, peninsula is another part and Sabah, Sarawak claims are situated on the Boneo Island. Thailand is north neighbor while southern neighbor is Singapore. Its area geographically 2'30 N and 112'30 E. the capital city of Malaysia is Kuala Lumpur. It is a multi ethnic country and human population has ended 22 million.

http://www. 123independenceday. com/malaysia/geography. html


malaysia is a country which is verymuch near to the equator, because of this all around the year it has Exotic weather with warm weather. Temps of the malaysia is among 21 C - 32C. it is an average temperature of 27 C. Rainfall change from 2000mm to 2500mm in annually with thunder and lightning. all the time there are cloudy climate in the majority of the cities.

http://www. 123independenceday. com/malaysia/geography. html


In malaysia there's a very friendly, warm and hospitable culture of its people. it has a mixed society of over 22 million ;they are simply Malay 59%, other indigenous 32% & china & Indian 9%. as a effect of this ethnical multiplicity many exterior parties interact towards Malaysia. malaysia is situated in between the midsection of the indian sea and southern china. therfore it's been considered as a meeting point for merchants and travellers and at the same time as multicultural and multinational country. that might be the reson for the key development of the socio social activities, traditions, dressings, languages and foods.

Since our product is vege product, we don't much consider about any of it. That might be a greater chance for our product since Muslims favor Halal foods and malaysian like junk food.


When consider about the languages Malay is the official language and even more than 59% used to speak by Malay. Since English is an international words Malaysian people broadly spoken English running a business arena and British subject is compulsory in every classes too. And there are many dialects such as Chinese, Tamil, mandarin, Cantonese, Hakka, and several tribal lingoes.

So in the product packaging we should use both Malay and English languages when we put instructions. Because Malay is the state language and British can be an international and broadly spoken terms in Malaysia.


Once reflect on religion; all main Malays are Muslims. So Islam is recognized as the official religious conviction but anybody can accomplish any religion generously. And in addition there are religions like Buddism, Hindu, Christianity, Confucianism, Taoism and tribal religions. When establish the new product to the marketplace religion affects a lot more, specifically for the Muslims they are employing Halal foods. But since this product contents cereals it will not be an issue.

MAJOR Vacations:

Knowing major holiday seasons is another important subject matter when company goes to launch something to the new country. because those getaways could be effect to the business since if we unable to manage them;according to the market audit followings are the major holiday seasons in malaysia.

New Year's Day - January 1 - National Holiday

Chinese New Season - January 24 & 25 -Country wide Holiday

Federal Place Day - Feb 1 - KL & Labuan only

Labour Day - May 1 - Countrywide holidays

Wesak Day -May - Country wide holidays

King's Birthday - June 2

National Day - August 31 - Country wide holidays

Deepavali - November 14 - Except Sarawak & Labuan

Hari Raya Aidil Fitri - December 16 & 17 - National holidays

Christmas -Dec 25 - National holidays

It is very much vital for all of us to knowing about these getaways;since when we aware of the holiday season we can have power over the issues that could be took place. especially since this is a food product we must much more aware of this since it could be expire. and also another chance that could occur on behalf of is;we can provide special promotions such as budget packets, gifts and so many more for the special occasions such as New year, chinese new year, deepavali and christmas.


regulatory inventory


Malaysian currency is recognized as Ringgit and it suggested as RM


Most claims: Mon-Fri: 9. 30am-4. 00pm Sat: 9. 30am-11. 30am Sunshine: closed down Kedah, Kelantan &Terengganu: Sat-Wed: 9. 30am-4. 00pm Thur: 9. 30am 11. 30am Fri: finished.


Open from 8. 00am to 5. 00pm daily except Sundays and general public vacations. In Kedah, Kelantan and Terengganu post office buildings are shut down on Fridays and public holidays.


Eight hours before GMT and 16 time before U. S. Pacific Standard Time.


Voltage is 220 - 240 volts A C at 50 cycles per second.


Malaysia comes after the metric system in weights and actions.


Local phone calls can be produced from public devices using coins or pre-paid cards. International phone calls can be made from public phones with card cellphone facilities or at any Telekom office buildings.

http://www. 123independenceday. com/malaysia/geography. html


Malaysia is a country of stunning beauty showing off with staggering sights of hillsides, lush greens forests, and rhythmic rivers. The peninsula is split into Eastern and american parts by the Banjaran Titiwangsa or the Main Range goes through Malaysia-Thai border in the north to the southern point out of Negeri Sembilan. Tallest hill in express of Pahang is Gunung Tahan which has a level of 2, 187m. You will discover a great many other mountains in Malaysia, such as Support Gunung Jerai in Kedah, Bukit Larut in Perak and the fabled Gunung Ledang (Mount Ophir) which is positioned in the Melaka-Johor boundary.

Crocker Range is considered as one of main highlands of Sabah that includes a height of 457- 914m and it holds three top highest mountains of Malaysia, namely; Mount Kinabalu (4, 101m), Gunung Trus Madi (2, 597m) and Gunung Tambuyukon (2, 579m). Sarawak's tallest mountains are Gunung Murud (2, 425m) and Gunung Mulu (2, 371m) and it also includes the world's major natural cave system. Furthermore, Sungai Rejang (563km) sees its way through Sarawak which is the longest river. The river can be used to transportation up to Kapit, 100km upstream with small coastal steamers. Malaysia proudly placed as one of the prominent countries to possess forest-covered hillsides in the Asia Pacific region. Malaysian geography reveals a ground which is highly enriched with resources and natural diversity.

http://www. 123independenceday. com/malaysia/geography. html


When we choose Malaysia for our market development program we should scrutinize local traditions and practices. Especially we have to be concerned about the normal courtesies and traditions to be close to them and ensure they feel that this is our product and matching with our cultural tactics. Because culture is helps to peoples' heart coming in contact with. That is the most feasible manner which really helps to lucrative of the business. malaysia has a low-contest culture; so they may be a lot more consider about the non-public associations beyond the business enterprise. malaysians are highly varied from religious beliefs as well as ethnically. malaysians are more trim to wear professionally and yellowish color is considered as a royal color. Bribery is consider as a critical crime by overseas public officials.

http://www. 2malaysia. com/info. htm


The A lot of the times Malaysians are experienced by the countless natural disasters such as floods, landslides, earthquakes, typhoons and forest fires. So since we decided to release our product to Malaysia we should aware about this type of natural calamities which could happen since it results to the business and also for the circulation channels, product packaging, exporting and those kind of steps.

http://www. 123independenceday. com/malaysia/geography. html

2. Forms of travelling and communication available in that region



As a well toned country Malaysia is provided by an excellent transport system. There exists transport accessible even remote areas. Kuala Lumpur, its capital is considered as the main travelling hub. It really is powerfully established for buses, taxis, trains, electronic trains, which served as public transportation. And in addition there are many ferry and boat services all over the country. Our product deliveries to the respected local marketplaces can be transferred through the motorboat services.

Malaysia has its job; Malaysian airlines. Every plane tickets appear and depart at Kuala Lumpur international airport located at Sepang & also there are flights connecting with most major towns and also to Sabah & Sarawak. You can find old international airport in Subang specifically the Sultan Abdul Aziz Shah air-port now it caters simply for the domestic air services. Other major international airports are Penang, Kuching, Kota Kinabalu and Langkawi.

Buses are cost-effective way to visit in Malaysia. You will find air-conditioned buses as well as non air conditioned buses. So whenever we send out our product to the rural areas we can get support from this interstate bus service.

Malaysian railways connect with all main towns in the peninsular

There a wide range of numbers of slots of entry directly into Malaysia. Slots are positioned in Penang, Slot Klang, Kuantan, and Kuching & Koto Kinebalu. Since there are many number of plug-ins available we assume to export our products through transport lines. Because it is the simplest way to

And also there are sea Cruises available from Plug-ins in between Selanger - Kuantan and Sabah - Sarawak.

When delivering our products to Malaysia; there are two possible methods of transportation that can be utilized. Air transport is fast but expensive. Maritime travelling is relatively sluggish however affordable. For normal product deliveries maritime travelling is a good travel solution existing the marketplace. However air travel can be an efficient method of getting product deliveries to control disaster stock-outs and sudden demand teaks.

http://www. 2malaysia. com/transport. htm


Malaysian communication is increased with advanced technology. therefore we can have this chance to make the buyer of your product by using this advantage in malaysian market.

3. Consumer buying habits

http://www. pwc. com/en_GX/gx/retail-consumer/pdf/malaysia. pdf

Product use patterns

In our inspection into the Munchees Nutri-plus products in the Malaysian market; were find some information about that the way the product like Snack utilization in Malaysian market? What exactly are the potential marketplaces for our product? And also what are the merchandise use patterns in this specific country?

As we got to know because of this busy life-style Malaysian people have increased the intake of junk food. Especially they favor nutria-snacks since they are highly worried about their health. It is a golden chance of us to been their because their demand is increasing for this kind of products. According to the surveys it found that Malaysian folks have spent more on fresh foods and fruits. So again it is a greater chance for us since we have many different mementos with our product. Since those people are highly active using their work they can immediately consumed our product as refreshment or as a breakfast and also with milk or without dairy.

The Malaysian consumer eating routine consist more fat and cholesterol given that they prefer to eat rice and meats. Our products are nutritional and healthy with low elements of cholesterol and fatty acids therefore a successful penetration in to the middle class market segmentation will allow us to export our market potential. Further Malaysian consumers are moving to buy organic and healthy product. Therefor e our product which contain the said elements will have a considerable period of product life routine.

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Product feature preferences

Product feature choices can vary greatly from market to advertise. Since this is a tiny packet it would be preferred by everyone; since it will not be a price subject a whole lot. In 2007 onwards it was a significant trend in Malaysia to concentrate on the health mindful products. So when they purchasing a product they mainly matter about the product quality and the more healthy products. So that it is another discovered chance of our product; munchee nutri-plus products. It is manufactured by using cereals such as soya beens, grain and etc which helps to increase the nutritious. And in addition Malaysian folks have a great desire to have new flavours. Again maybe it's an opportunity. Since our munchee nutri-plus have different flavours. Because of this impressive people in Malaysian grocery store; our snack can match with Malaysians products tastes. It has a distinctive milky flavour as well as it appears delitious. because of this taste not only the working masses but also children would like this product.

Not only that Malaysian consumer becoming more knowledgeable. If they are purchasing a product they mainly price conscious and brand and quality delicate. Because of this we would have the ability to market our quality product at a competitive price. They aren't easily affected by the advertisements. As well as consider about the service they get prior to the purchasing as well as after sales.

According to the findings it does not consists any public or investment risk since this is a dietary food. As ACNielsen said, 90% of consumers take purchase decisions by considering strong brands name and also 75% retain with the same brands due to customers devotion.

2005/2006 from Beijing to Budapest - winning brands

Shopping habits

An knowledge of the shopping practices of Malaysians is important to look for the market viability for our products. The economic growth of the united states has greatly increased the purchased vitality of the Malaysian customers. The standard of living and per capita income of Malaysians are high our targeted customer will mainly do their shopping in shops, super market segments and stores though still town side people purchase from traditional groceries and mini-marts. because of the globalization Malaysians are becoming more complicated. This could be occurring as a result of education levels and changing standards of living of the Malaysian consumers. Because of this multi ethnicity Malaysians have demand on the foreign products as well. Though this is an Asian country rather than other Parts of asia Malaysian males as well as females both of them are do the buying.

Since consumers always waiting around at the queue close to the cashier to paying bills it's quite common manner to tackle the clients by keeping those products near the cashier.

4. Syndication of the product

We designed to undertake a syndication in a limited area since our products are in the initial stages of the merchandise life routine. Our market research activities have uncovered that most Malaysians want to buy their requirements in ultra markets. Because they would like to save time that will spend occasionally by having huge selection of goods can be acquired under one rooftop. We made a decision to deliver our product to retail outlets through middlemen in Malaysia. Because they know about country, customs, beliefs, and other regulatory which need when performing a business? And in addition he would be able to make close romantic relationships with the united states people as well.

Typical Retail Outlets

Therefore our main distribution route will be through the major excellent markets, speciality stores and drug stores in the towns of Malaysia; specially in Kuala lumpur, Putrajaya, Penang, Selangor & other main places because Malaysian people used to buy this type of products from these places. Sales of the Munchee Nutri-plus cereal treat bars at super markets will help us to keep competitive position and and yes it can help us to stop share loss as well. In very markets for sales representatives there are sales goal; when they achieve those sales focuses on they will acquire some refrigerator benefits. In order that would be a opportunity for our product when we do our sales through very markets. Because those deal s targets will drives increased our revenue as well. We have chosen drug stores to sell this product is basically because they can recommend our product to the consumers as a wholesome and wellness product and again it will help to raise the sales.

Product sales by other middlemen

We can utilise a syndication route as a middleman before we settle down in the Malaysian grocery store. Middleman is an extremely strongest character as it pertains to here, because they can make very strong relationships with their suppliers as well as they are know everything about the country as well as the business area and also social and business etiquettes as well. And also our company would able to keep knowing everything about the marketplace, rival brands, specialities of them and also such kind of things through the middleman.

5. Advertising & promotion

Our marketplace contains mainly middle class earners, children and parents.

Advertising press usually used to reach your goal markets

we have selected TV's and information paperwork as best form of advertising RIM and Tv set1 which telecast their programs in Malay language and TV2 which telecast in Malay, China, English and Tamil. Television advertising is more convenience since our products can be displayed and the product awareness will be increased and may be reached on large numbers of potential prospects at low cost.

News paper advertisements will also be performed in Malay, English and Tamil languages. Our sales promotion activities will include. exhibitions shopping centre of activities events. We assume to market our product through exact and honest campaigns; as a energy increase snacks for concentrating on sportive kids who would like to grown up fast, and also wish to pressure on the taste appeal which would match with both kids and men and women. And also we wish to motivate the people who are interesting with healthy eating also to the people who are overweight. And in addition we decided to set some costs planks in Kuala Lumpur; capital since their accessibility is high.

Sales special offers customarily used (sampling, coupons etc)

There is extensive competition for our products in malasia. Therefore we have to use both the pull and thrust promotional ways of stabilize the market. Draw strategy is applied to draw in customers towards purchasing our products through advertising companies. Force strategy is completed to encourage the sellers to buy and spread our products to the ultimate customers. This is done through offering trade savings to the retails. Online marketing would be another major opportunity since their technology is high and people are educated.

6. Charges strategy

The prices of your products should be affordable and affordable for the Malaysian consumers to buy. The present individuals are highly price concerned. They expect value from the product for the price they pay. The prime motive of our rates strategies is to attain the following. To draw in the mark market at the right time. This can boost the stock turnover rate and the success inside our Malaysian market enlargement.

To have justifiable come back on capital hired to continue our business activities in Malaysia. Our products are not used to the Malaysian food market. Therefore we will apply a penetrating pricing strategy at the initial stages. Once the market is stabilized we will expose premium pricing. This is important to position our products amongst the Malaysian customers as quality products.

Customary mark-ups

We should consider the transfer control rules in Malaysia before a final "draw up "for our products. The Malaysian international market is liberalized tax system on foods. We will need these into consideration before fixing a final markup for our products in Malaysia.

Types of savings available

Malaysian retails sell food items from many manufacturers. So we will offer you bulk purchasing savings to merchants who buy our products in large quantities to get them. At a rate of 2%. In addition we will offer at 2% cash discount rates for the retailers who settle their dues to us within 14 days. Compare and contrast Nutri snack foods from Ceylon biscuits produces LTD and the rival products.

B. Compare & contrast munchee's nutriplus product with the competitor's products

Competitor's products

A. Brand name - There are several competition for our products in Malaysia but the primary competitor is the nestle PlC. This is a huge multinational plantation which sustain competition in U. S. A and other Western and Asian food Market.

b. features - The nestle nutri product provide nutrition and flavors flavor to the consumers. They have established brand loyalty in Malaysia especially amidst the school going children and the young ones. Therefore we have to do something to penetrate into the competitive Malaysian grocery store. Further the cost of development for Nestle will be low anticipated to economies of size. Therefore we are highly worried and reduce our cost of development in order to have competitive costing for our products in Malaysia.

c. package - We have to clearly distinguish our products from those of the competition in the Malaysian market. It ought to be easy for the customers to recognize our products. We use alternative colors in our packaging, especial Red since most Malaysian consider "red "as a symbol of durability. The brands of Ceylon biscuits produce will be printed out in bold characters in pink and blue. The term "Halal" will be pointed in large daring letters our deals includes the brand on Malay basher, English, China and Tamil.

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