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THREE-YEAR MARKETING PLAN

SWEET n SPICY CATERING SERVICE

BA (HONS) IN BUSINESS ADMINISRATION

UNIVERSITY OF HERTFORDSHIRE

SESSION: January 2005

“GROUP ASSIGNMENT – CATERING SERVICE”

WE DECLARE THAT THIS COURSEWORK IS PRODUCED BY OUR OWN EFFORT.

THERE IS NO PLAGIARISM INVOLVED.

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Members:

Mohamed Arif I03001334

Fayaz Ahmed I03001365

Chan Loy Ruey I01001942

Sharon Liang Sek Nee I03000417

Bishnupriya Mondal I03000965



2.0 EXECUTIVE SUMMARY

“The anticipation, the presentation, and the fulfillment we please you all the way”

Brief Introduction

Think of your dream wedding, birthday party, promotion party, annual dinner or

any other function you wish to host or be part of, just think of it the way you want it, with

all the delicacies you wish your guests to enjoy; dream no more because we are here.

Any person organizing a function wants things to be their way, and do not bother hiring

event planners that charge exorbitantly high prices and do some things that can be done

by the organizers themselves at a lower cost.

The most important part of any function is the food beverages offered and that’s what we

offer we pride ourselves on the quality of products that we serve and entitle you to the

best.

Major Aspects of the marketing plan (market opportunity & key elements in the

marketing plan.

Kuala Lumpur is home to 308,006 households that accommodate a population of

1.8 million of which 47.9% are termed as middle income earners, defined as those who

earn between RM 1200-3499. On average a middle income house hold earns RM 3011.

There are a total of between 250-300 companies offering catering services in

Kuala Lumpur itself and mainly consist of restaurants that have diversified into this

sector and offer the service as a convenience. They advertise their image as low cost

and offer ultimate convenience.

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Securing only 5% of the catering market assuming that out of 143700 middle

income house holds in Kuala Lumpur half of them hold a function in three years will

result in at least 25 caterings per week guaranteeing revenues and a positive cash flow.

The product offering is an augmented product, its service and product elements

are entwined into one. Its product features have the characteristics that instill confidence

and create an impulse to obtain them; freshness, authenticity, an exquisite presentation

and exclusive tantalizing dishes being the main features of the product. The product

offerings come in menu packages and serve 10 people per package; four menus been

introduced to serve the vast culture groups of Malaysia, namely; Malay, Indian, Chinese

and snack. Each menu has a vast array of scrumptious delicacies to choose from.

The price entirely depends on the type of menu and the varieties in the menu are

of the standard price regardless of the choice customers prefer. The Malay menu goes

for RM 250 per 10 people, The Indian menu goes for RM 300 per 10 people, the

Chinese menu goes for RM 300 per 10 people and lastly the Snack menu is for RM 150

per 10 people.

The main promotion media that’s going to be used to attract the target customers

is the newspaper. Mostly because the target customers are the working population, and

tend to read the newspaper more often hence wider coverage leading to lower coverage

costs as compared to other media such as personal selling.

Customers enjoy the facility of the service being brought to their doorstep, or any

place they want it. The business will undertake all transportation setting up and any

aspect of service delivery at no extra cost. The service factory is designed at a

convenient location in the central district of the city and accommodates facilities that

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show the services offered and different settings available. More convenience is offered

to consumers as orders can be placed via telephone calls.

The physical evidence is constructed to fit the occasion, décor, lighting, props,

themes, flowers innovative menus and much more are used to create the right look, feel

and taste, for your event

A team of highly skilled employees are selected and put through extensive tests

before being hired and excel in hospitality management. Their main function is to

pamper guests like they have never been done before and be helpful in any manner

possible. Lend your taste buds to our culinary experts who offer tantalizing tastes,

delicious flavors and will definitely make your day

From the moment an order is placed; a systematic turn of events begins, all

complex, standardized, customized and all aimed at ensuring maximum customer

satisfaction. The process is monitored to ensure there are no misshapes that affect your

function. Our process is bound to stun you and give you the ultimate occurrence.

Budget Statement

The Budget statement is displayed in APPENDIX 3.

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3.0 TABLE OF CONTENTS

1. Introduction

2. Situational Analysis

3. Marketing Planning

i) Marketing objectives

ii) Target Markets

iii) Marketing Planning

4. Implementation and Control of the Marketing Plan

5. Summary

6. Appendix : Financial Analysis

7. References

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4.0 INTRODUCTION

Everyone loves to eat, that's a fact. Think about when you hosted your last dinner

party. You wanted the food and drinks to be mouth watering and plentiful and your

guests to walk away feeling content with satisfaction. When you have got a big event to

plan, whether it's a Wedding, Birthday Party, or Corporate Event, and hundreds of

guests are coming, the food and drinks need to be perfect, but you've got no time to

even think about the preparation. That is when you need to hire a good caterer, who

employs the services of the best chefs and cooks. A caterer is all a person will ask for

when it comes to the issue of food catering for such events, it is essential that the

catering service offers outstanding quality items right at your backyard and fully at the

clients utmost ease .

Malaysian food is not one particular distinction of food but a culinary diversity originating

from its multi ethnic population of mainly Malay, Chinese and Indian hence the menu has

been crafted in such a manner that it gives the consumer a wide array of dishes to

choose from, these dishes are in turn designed and cooked by taking into consideration

the tastes and preferences of each of the culture groups, furthermore what makes the

menu distinct is the amount of effort put into deciding the ingredients to be used for the

each of the dishes. Unlike other food caterers, the diversity in the menu will enable the

firm to meet the demands of the different culture groups, which will in turn enable it to

conquer a favorable market hare.

For the start up of the firm an initial sum of RM 370,000 is required to operate on

a full time basis, although the first period which will be of introduction will not see much

revenue being generated, however when the company steps into the growth and

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succeeding into the maturity stage it will earn a far more favorable income, these

calculations are based on the analysis of our target markets spending capacity and their

behavioral pattern. The investors will therefore see their capital being earned back within

a period of 2 years. For further details on the financial facet, examine the budget

statement in the appendices

This marketing plan has been constructed to display a detailed situation of the

venture of the catering firm into the market, this report will provide the potential investors

with an in depth information of the market situation and also with a forecast of the goals

to be achieved in the designated period of time.This report has been segmented into 10

respective sections. It initiates with the title page, followed by the executive summary

which gives an overview of the entire marketing plan, after which comes the table of

contents. After the introduction the report talks about the situational analysis, this section

focuses on the environmental aspects of the market which influence the marketing plan.

The situational analysis is followed by the marketing planning where the marketing

objectives, target markets and the marketing mix are enlightened in great detail.

After the marketing plan the report talks on the implementation and control of the

marketing plan which justifies on how the plan will be put into action and managed by

the marketing team. After implementation and control section the plan is summarized

under the summary section which is not much different from the executive but is further

more detailed and lengthy, and also converses on the financial aspect of the plan. The

last part of this marketing plan consists of the references and appendices.

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5.0 SITUATIONAL ANALYSIS

The catering industry is very well rooted in some of the environmental aspects of the

market, such as the legal, economical and social, whereas the political and technological

conditions do not hinder the success or promote failure as much as the legal,

economical and social factors. This marketing plan has been designed in a manner to

cater for all the strengths, weaknesses, opportunities and threats that the firm will face in

the market.

To begin with, we shall look at the legal factors that affect the catering firm. Because

the business deals with food the authorities are highly concerned about hygiene

standards and the manner in which the food is cooked, stored and served. This can be a

major fall back for the business if its operations do not meet the required hygiene

standards set by the by the concerned governmental bodies, however the firm will strive

to meet all the hygiene standards by establishing itself as a hygiene catering firm which

makes sure that the food does not cause any health problems to its clients, hence

turning the potential threat into an opportunity.

For the economical factor to be well handled, adequate research is done on the

spending habits of its target customers and the rate of inflation in the country, this

information is thoroughly revised after a certain period. The “sweet n spicy” catering is

targeting the middle income earners who consist of a major part of the society, hence

their spending power and habits are systematically analyzed and used for accomplishing

the firms overall objectives, We have learnt that our target customers prefer using the

services of catering firms for assorted parties which could range from a birthday party to

a wedding reception and are willing to spend only a reasonable amount which is money

for quality, hence they avoid the caterers who serve the high end of the market.

The social factor has been also been taken well into consideration. Due to the ethnic

diversity in the country “sweet n spicy” caterers offer a diverse range of dishes which are

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preferred by the people from different cultural backgrounds. At instances in Malay

weddings and events the catering team may have to split into two, because the Muslim

men are separated from the women and therefore the firm provides a team of women

servers which solely serves the women while the male team serves the men, this social

aspect is very crucial as some clients will not be willing to have the male staff to serve

the women, hence it is very important to take such an issue into consideration and

therefore be able to serve the clients in a well deserved manner.

The catering industry consists of 250-300 caterers who are registered in the

Malaysian yellow pages, this number does not take into account of the several roadside

restaurants which offer catering services but are not specialized in doing so. A

substantial number of these catering firms are targeting high income earners and

business organizations which give out lavish parties at exorbitant rates. Sweet n spicy

on the other hand is targeting the middle income earners who are form a greater share

of the market and there are no adequate caterers to serve this market, hence venturing

into the industry is a great opportunity to gain success. Although the some of the firms

have a higher quality and service standard but they cannot cater for the middle income

earners who cannot afford their prices, while sweet n spicy offers effusively meets the

target markets requirements.

The threat of new competitors of setting into the industry is most definitely there

but the sweet n spicy will be concentrating on enhancing its services as it proves to be a

more effective and long term solution, rather then reducing the prices to keep the

competitors at bay.

The catering firms which are currently operating in the market have an advantage

in the filed of capital turnover, hence they can afford to budget a significant amount on

sunk cots which makes it very difficult and challenging for Sweet , Spicy to penetrate into

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the market. Once the firm has penetrated into the market, the main task which will lie

ahead is to maintain and enhance the market share to the required level.

6.0 MARKETING PLANNING

6.1 MARKETING OBJECTIVES

The marketing objective for our catering services is to achieve customer

satisfaction by providing quality service to our clients. In our plan of percentage

estimated, by the end of year 3 we will have to reach the 5% market share out of 143700

middle income households in Kuala Lumpur for our catering services. To reach this

objective, with the estimation within 1 year of period we will at least have 1300 function

for catering services order from customers. That means in 1 week period of time at least

25 caterings services order from customers in order to guarantee revenues and a

positive cash flow.

By the end of year 5, our catering services will try to expand to the whole of

Kuala Lumpur city and assuming the market share above 5% out of 143700 middle

income households for those who earn between RM 1200-3499 in a month.

If the business is meeting the projections by the year 5, we will start future plans

for the second location and develop plans for the next unit. Probably the second location

we wish to expand is the second largest state in Malaysia i.e. Johor Bahru.

6.2 TARGET MARKET

The primary target market for our catering services is Kuala Lumpur which

serves the home to 308,006 households that accommodates a population of 1.8 million

of which 47.9% are termed as middle income earners, defined as those who earn

between RM 1200-3499. On an average a middle income house hold earns around RM

3011.

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The local middle income households we will target with 4 to 8 members, which is

parent and their two-four children. Middle income households who wish to have the

catering service for special events like Marriage Anniversary, as it is a very special day

for a young or old husband and wife and also for a birthday party for the children to have

good memories of them in future. Mean while, in a special season like Chinese New

Year, Hari Raya, or Christmas.

Beside that, in more specified we would like to target those who enjoy gathering

with friends, meeting new friends and for formal purpose like annual dinner. We will be

targeting those colleges and universities students who are active in school and social.

We will target this segment because students are more willing to spend as in

comparison to working person. Students also have the ability to pay for the price

because students usually share while paying bill. Students usually are big eater so it is

value for them to try our catering services.

Furthermore we will be targeting 3 main different races in Malaysia for our

catering services. That is Chinese, Malay, Indian and other. We have variety food to

meet the needs of these 3 different races.

6.3 MARKETING MIX

1) Product

Malaysia is a multi-national country and the different races (Malays, Chinese,

Indian and others) have their own traditional foods. The menu will be focused on the

different type of foods in the various races, it is including Spice in Malay flavour (Nasi

Perani, Ayam Goreng, Rendang, Ketupat Sotong, Satay, dessert is Akar and others),

Chinese flavour (Fries Noodles and Bee Hoon, Tou Fu, Lemon Chicken, Fishball, Fried

Fish Chips and dessert is Baked Egg Tart), Indian flavour (Tandoori, Rajma, Chapati,

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Briyanis and dessert is pappadams). Another menu will be focused on snack servings

(Black Forest cake, Tiramitsu, Fruits Cake, White Choc Chips Cookies, Hazelnut

cookies, English Morning Tea, Brazil Coffee and others snacks).

Beverages will also be a part of the menu, customer will be provided with choices

on fresh fruit juices or soft drinks. The beverages will be free of charge and will be

treated as an extra service for the customers. In the other way of those alcohol drinks

will be charged in every dozen base. The ingredients will be fresh and will be checked by

the F&B (Food & Beverages) expertise every morning. These nice arrangements of hot

food and even cold beverages would be prepared just prior to the delivery.

2 ) Price

Pricing is another important aspect of marketing services. It is the price which

needs to be specified in proper means which is economical and reasonable, keeping in

view the standard of living of the consumers and their ability to purchase. In catering

business will be dealing with 3 major races the local Malaysians, Indians and the

Chinese. Each of them will be offered with different variety of foods and beverages

which comes in different price ranges. The unique catering service will be perfect for

family gatherings and receptions. Perhaps you would enjoy relaxing dinner with some

close friends or maybe you have an important business client to impress. The prices

may differ on the basis of family feasts, business gatherings, marriages etc.

Company will divide the price per serving according to the number of customers

we get to serve. Like now we have ranged our price in the following basis:-

For Malaysian meals – Rm 25 for whole meal for 10 people

For Chinese meals – Rm 30 for whole meal for 10 people

For Indian meals- Rm 30 for whole meal for 10 people

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This price limit is under the limit for 10 people. If there is an order for 12 or 15

people the price the customer needs to pay would be for 20 people. The service will also

be serving snacks which will include tea, coffee, chips, croissants and other light dishes

which will be provided at nominal prices.

3) Place and time

Place is an important consideration for any marketing plan to be successful. As

for catering service the place that is required is which is easily accessible to the general

consumers. They should be able to locate easily without much difficulty. This is because

if the catering service is not positioned in a proper and convenient place, it would be

quite difficult to market the service to the consumers.

The catering service will be located among the peak areas of ‘Bintang Walk’. It is

very easy to locate this place and we will be able to undertake the orders in a friendly

manner. We will be having just one main branch in Kuala Lumpur city and later have

plans to emerge in more happenings cities of Malaysia. Besides the company will also

have own website which can be viewed at any point of time online in the internet.

Internet being the modern means of communication makes it easier to promote our

catering service to the people.

Time is another factor which needs to be taken care of. In case of the catering

service will not be following any delivery channels. The company will deliver service

directly to the customers. It will emphasize on time- saving aspects as we believe that

the more time- consuming work we handle for our clients, the easier its going to be for

us to close the sale. Speed and convenience of place of time for the customer are

becoming important determinants in service delivery strategy.

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4) Promotion

TV advertisement is suitable to informing those potential customers about this

service firm is launched to market now. The advertisement will set on afternoon (“Relax

Housewife”) to target housewife and night (“drama”) to target family and working adults.

Even using a TV advertisement is expensive, but it is the most effective way to give

information to potential customers. Advertised by household magazine and newspaper

will be easier to target the areas which company is going to emphasis on. In the

household magazine like Klue, “Food Yummy” magazine and others will attract people

who are looking for entertainment or food. For the catering service plan, it is going to

advertise on Kuala Lumpur only. But it should be cover on three main languages

(Mandarin, English and Malay) of newspaper.

The promotion like cash discount, special combo set and vouncher are going to

maintain the relationship with customers. The promotion should emphasis on exist

customers, send new manu and voucher for them, it gain words of mouth by these

customer groups. The company website is going to enlarge the customer group and

mostly focus on young adults or peoples who are middle upper income level. Website

design will reduce the budget of promotion costand provide customer a primary idea

about this service.

Since the catering venues are mostly decorated by flower, brouchers can be

distributed by the florist supplier of company. The florist can make a introduction to their

customer about this catering service. This is not only a benefit for us but also an

advantage for the florist to get more orders from the catering service company.

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5) People

The catering service will try to keep close relations with the customers. The

customers will be greeted in a friendly manner and the orders will be accepted and

completed at the right time. Delivery service will be handled properly in order to avoid

any complaints from customers. The staffs will be well trained and are good with

handling customers. There will have managers, assistant, chefs, helpers and other

workers who will be well trained and will be motivated by experts in order to perform their

tasks in the best way. It will be having a certain procedure to recruit the staff members in

order into our company. Firstly, each and every staff has to go through an aptitude test

which will be conducted by us in order for us to have knowledge about their personal

abilities, skills and interests. This will be quite helpful to select specialized staff. We will

be selecting the employees on the basis of their potential and determination in the work

and interest of the company. The selection procedures will be more on the basis of

qualitative factor rather than quantitative as we believe that as long as the employees

are the best out of the lots… the number does not matter. The company will give higher

preference to those having qualified degree in catering service from well recognized

universities.

After the best employees have been selected, these employees have to undergo

training in order to get them well accustomed with the jobs they are needed to perform.

Usually this training will be for 1month or 2 month depending on their ability to learn. The

staff members will be there to motivate these new employees so that they feel

comfortable with their dealings with our company.

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7.0 IMPLEMENTATION AND CONTROL OF THE MARKETING PLAN

The purpose of devising a plan is for it to be implemented, and to achieve the

desired objectives. Implementation can be defined as the specific steps taken when

attempting to reach a specific goal. For our market plan the implementation starts with

the structure of the organization which defines the command chain which is crucial and

needs to be followed.

It needs to clearly define positions of the staff and their responsibilities and to whom

they should report to. The outline or structure is illustrated in APPENDIX 1. The chain of

command is crucial as it will determine if there are any discrepancies in communication

and determine how decision making is to be handled in the organization. One

department cannot work solely on its own hence termed as interrelated and

interdependent.

The structure starts with the managing director at the top and overlooks the

functioning of the whole business unit. Under the managing director there are four

managers who are solely responsible for one function each; Marketing, Finance, Sales

and Service.

The marketing manager has officers under him/her and is responsible for setting

goals that will be incorporated into the company’s overall objectives. The marketing

manager works with the officers in achieving the day to day marketing objectives such

as creating awareness campaigns, promotions and others. The responsibilities of this

department cover all marketing aspects related to the service.The finance department

houses the chief accountant and clerks who are responsible for recording, forecasting,

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purchasing, bookkeeping and in other words responsible for all financial aspects of the

business.

The Sales department consists of the manager and sales personnel; these groups of

individuals are mainly responsible for achieving the targeted sales forecast and do the

job of creating these sales by delivering the service to the final consumers. Their tasks

entail working with the marketing department and trying to achieve the objectives

through service deliver.

The service department is the core of the whole organization due to the kind of

service the business offers. The manager is responsible for the service crew, the chefs

and cleaners. The service crew refers to the crew that does the deliver of the goods to

the final customers that is waiters, drivers and all other personnel responsible for this

task. Should any mishap occur the managing director and the managers have the sole

powers to deviate from the set direction and try to find a new way to achieve the

objectives. This can only be done if a compromise on a decision is reached as a

decision by one department will affect the functionality of all the other departments.

Control can be defined as actions taken to mitigate risk in the achievement of a

business objective. The view of control includes all actions, including, but not limiting to,

developing policies and procedures, assigning responsibilities, assigning authorizations

and accountabilities, monitoring and reporting activity, and establishing review or audit

points within a process.

Control is necessary in order to evaluate whether the company is heading in the

right direction toward the right goal. Control in this kind of business will include the

following assuming the following activities:

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A customer appraisal analysis; this is done in order to find out whether the

customers expectations were met and if there is any room for improvement that can be

implemented in the future. By doing this the managers will have an idea of whether they

delivered the promised service or what they promised to deliver and hence make

changes in case of ay mishaps and deviations.

Employee appraisal; firms are moving towards a new era of worker empowered

organizations hence appraisal being an important step in achieving that goal. Employees

are known as boundary spanners they interact with the world outside and in any case of

poor service deliverance it would reflect on the business organization rather than the

employee hence making appraisal crucial. Things to appraise include need for training,

motivation, promotion and others. Appraisal will also act as a medium of feedback and

ideas from employees therefore helping the firm in achieving its goals.

Review of financial statements; a yearly review of the financial statement will give

out a clear picture of how the company is performing and whether it is achieving is profit

target as forecasted and whether the company is incurring minimum costs.

Time to time SWOT analysis; the environment for businesses is ever changing

and as always gives rise to strengths, weaknesses, opportunities and threats. It is crucial

to identify the business environment as it might help the company assess any threats

and adopt a protective strategy in avoiding or clashing with it. Like wise strengths and

opportunities need to be identified and seized to achieve competitive advantage.

Implementation and control of the plan is the most crucial point as a plan has no

cause if it can not be implemented and for it to survive its control is essential.

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8.0 CONCLUSION

The marketing plan of “Sweet n Spicy Catering Service” is prepared to the future

three years. It must be concerned on every steps and actions to be taken in the first

year. “A good plan will bring the success nearer.” In the catering service, the company

was did a forcasting plan on a total number of a household area in Kuala Lumpur. It is

going to receive a small sum of profit in the first year, but the improvement that the

company been done will get a fruitful result in the next two years.

Business in the industry of catering services is hard to survive if the company

didn’t match up what the customer wants and needs. That is why the company is

emphasis on delicious food, clean environment, good services and the reasonable

prices. Based on these motives, “Sweet n Spicy Catering Service” will provide the best

offer and services to the customer.

Otherwise the company is concerned on the quality of food, hygiene, service

attitude and the equipment. The material of food is bought from market everyday, it is

100% fresh and home made dishes are going to catch every tongue. There is one

principle of the company to make customer trust the service --- Keep Hygiene. Every of

the employees need to care on the hygiene themselves. For example, the chef must

wear apron and cap.

Futhermore, the other internal department is also playing an important role in the

company. They have responsible to commit and improve their job in different areas. The

sales department achieve sale target, the marketing department achieve objective and

creating events. The control and implement will be leading the company towards the

successful future. In the three years plan, it is a crucial to have an efficient management.

The capital of the company in the first year is limited, it cause the promotion

strategies need to be running in low investment. Most of the capital is mainly used as set

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up cost. The expenses to new decoration, new vehicle, new kitchen equiment and other

are costly in the first year. The company made less profit in the 1st year. The

maintanence will be on 2nd year, it is not going to cost much. That will be only spend on

maintain the performance of vehicle and the kitchen facilities. Continue towards to 3 rd

year, it will be going to reach the break-even point if the businesses go smoothly by

follow the plan.

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9.0 REFERENCES

1. Emirex Catering Services Sdn Bhd. 2004, ‘The Menu’, online, date accessed

1st March 2005. Available from:

http:www.emirexcatering.com

2. JP Web Team, 2004, ‘Population distribution by local authority areas and

mukims population and housing census 2000’ , online, date accessed 7th

March 2005. Available from:

http://www.statistics.gov.my/English/news/laamukim.htm

3. McDonald M and Morris, P,(2000) The Marketing Plan, a pictorial guide for

managers, Butterworth Heinemann.

4. Shefer.D, 2002, ‘Product and pricing strategies’, online, date accessed

14th February 2005. Available from :

http://www.productmarketing.com/productmarketing/topics/02/0208ds.asp

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10.0 APPENDICIES: FINANCIAL ANALYSIS

APPENDIX 1

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APPENDIX 2

ANNUAL SALES FORECAST

Year 1 Year 2 Year 3

Total Number of Households in the target market (A) 143700 143700 143700

Annual Number of purchases per Household (B) X 0.333 X 0.333 X 0.333

Total Potential Market (C) 47853 47853 47853

Total Potential Market (C) 47853 47853 47853

Percentage of total Market Coverage (D) X 50% X80% X100%

Total Available Market (E) 23297 38282 47853

Total Available Market (E) 23297 38282 47853

Expected Market Share (F) X 5% X 5% X 5%

Sales Forecast in Units (G) 1165 1914 2393

Sales Forecast in Units (G) 1165 1914 2393

Price Average per catering RM 250/10 Pax:

Average 500 ppl/catering (H) X 500 X 500 X 500

Sales Forecast in RM (I) 582500 957000 1196500

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APPENDIX 3

BUDGETED PROFIT AND LOSS ACCOUNT

Year 1 Year 2 Year 3

Sales 582500 957000 1196500

Less Cost of Goods Sold

Purchases 120000 158954 200879

Gross Profit 462500 798046 995621

Less Expenses:

Manufacturing Expenses 68732 78900 88004

Advertising and promotion 98000 62000 52300

Distribution 77900 100200 89000

Net Profit 217868 556946 766317

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APPENDIX 4

MALAYSIAN HOUSEHOLD AND INCOME STATISTICS

The report on the Population Distribution By Local Authority Areas and Mukims isthe second report released based on the computer processing of all individual

census forms. This report consists of basic information such as age, sex, ethnicgroup as well as number of households and living quarters at the administrative

district, local authority area and mukim level. The figures given in this reporthave not been adjusted for under enumeration.

Local Authority Area

(i) Number and status

2. In total, there were 148 local authorities at the time of the 2000 Census and

consisted of 3 City Halls, 3 City Councils, 25 Municipal Councils, 112 DistrictCouncils, 2 Town Boards, 1 Rural District Council, 1 Development Board and

1 Local Authority.

(ii) Total Population Distribution

3. Among the City Halls, Dewan Bandaraya Kuala Lumpur had the highest

population with 1,305,792 persons followed by Dewan Bandaraya KotaKinabalu (355,435 persons) and Dewan Bandaraya Kuching Utara (152,475

persons).

4. At City Council level, Majlis Bandaraya Ipoh had the highest population

(529,906 persons) followed by Majlis Bandaraya Johor Bahru (404,780persons) and Majlis Bandaraya Kuching Selatan (163,134 persons).

5. Besides that, the Municipal Councils that had the largest population counts

were Majlis Perbandaran (MP) Seberang Perai (655,711 persons), MP PulauPinang (575,498 persons), MP Klang (562,239 persons), MP Kajang (506,526

persons), MP Ampang Jaya (478,613 persons), MP Subang Jaya (437,121persons) and MP Petaling Jaya (432,619 persons).

(iii) Population distribution by ethnic group

6. Generally, the percentage of bumiputera was higher when compared withother ethnic groups for the majority of local authority areas.

7. However, the percentage of Chinese was higher in MP Sibu (66.9%), MBKuching Selatan (60.1%), Majlis Daerah (MD) Kinta Selatan (57.0%), MD

Kulai (53.9%) and MD Muar Utara (52.3%).

8. Percentage of Indians was high in MD Seremban (23.0%), MD Hilir Perak

(22.7%) and MD Tanjung Malim (21.3%).

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final mkt ass (fayaz)

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