Burger Box Co.

Marketing Plan

Prepared For:

Prof. Dr. Ahsanul Haque

Prepared By:

Hamed Sadegh Pour

28th May 2011

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Table of Content

Statement of Confidentiality and Non-Disclosure 4

Executive Summary 5

1. Situation Analysis 6

1.1. Macro-environmental Analysis 6

1.1.1. Economic Analysis 7

1.1.2. Legal & Government Analysis 8

1.1.3. Socio-Cultural Analysis 9

1.2. Market Analysis 10

1.2.1. Market Definition 10

1.2.2. Market Size 10

1.2.3. Market Segment 11

1.3. Competition Analysis 11

1.3.1. Competition and Market Share 11

1.3.2. Competitor Strength & Weakness 12

1.4. Customer Analysis 13

1.4.1. Nature of Potential Customer

1.4.2. Demographic & Psychographic Factors 13

1.4.3. Motivation & Loyalty Creation 14

1.5. SWOT Analysis 15

1.6. Analysis of Marketing Activities 15

2. Objectives 17

2.1. Company Objectives 17

2.1.1. Mission Statement 17

2.1.2. Vision Statement 17

2.1.3. Company Philosophy 17

2.2. Marketing Objectives 18

2.2.1. Marketing Research 18

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2.2.2. R&D 18

2.3. Financial Objectives 18

3. Marketing Strategy 18

3.1. Product 18

3.1.1. Product Localization 18

3.1.2. Product Bundling 19

3.1.3. Product Line & Family Branding 19

3.2. Market Placing Strategy 19

3.2.1. Market Start-Up Location 19

3.3. Target Market Strategy 19

3.3.1. Pricing Objectives & Methods 20

3.3.1.1. Cost Based Pricing 20

3.3.1.2. Demand Based Pricing

20

3.3.1.3. Competition Based Pricing 20

3.4. Marketing Programs 20

3.4.1. Loyalty Programs 20

3.4.2. Promotional Activities 21

3.4.2.1. Promotion Goal

21

3.4.2.2. Promotion Mix

21

3.4.2.3. Advertising Activities 21

3.4.2.3.1. Media, Internet & Newspaper 21

3.4.2.3.2. Parallel Activities ( Promotion-Advertise) 21

4. Implementation Plan 22

4.1. Distribution 22

4.1.1. Geographic Coverage 22

4.1.2. Distribution Channel 22

4.1.3. Distribution Using IT 22

4.2. Resource Requirement 22

4.2.1. Personnel Requirements 22

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4.2.1.1. Responsibilities

23

4.2.1.2. Training

23

4.2.1.3. Incentives

23

4.2.2. Financial Requirement 23

4.2.2.1. Assumptions 24

4.2.2.2. Budgeting

24

5. Performance Evaluation and Monitoring 24

5.1. Scheduling 24

5.1.1. Meeting Schedule 24

5.1.2. Return On Investment Period 24

5.1.3. Break Even Analysis 24

References 25

Appendices 26

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Statement of Confidentiality and Non-Disclosure

This document contains proprietary and confidential information. All data submitted

to A. Prof. Dr. Ahsanul Haque is provided in reliance upon its consent not to use use

or disclose any information herein except in the context of its business dealing with

Burger Box Co. the recipient of this document agrees to inform its present and future

employees or partners who view or access to the document content of its confidential

nature.

The recipient agrees to instruct each employee that they must not disclose any

information concerning this document to others except to the extent that such matter

are generally known to, and are available for use by the public. The recipient also

agrees not duplicate or distribute or permit others to duplicate or distribute any

material contained herein without Burger Box Co’s Express written consent.

Burger Box Co retains all title, ownership and intellectual property rights to the

material and the trademarks contained herein, including all supporting documentation,

files, marketing material, and multimedia.

BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE

BOUND BY THE AFORMENTIONED STATEMENT.

0.

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Executive Summary

This Marketing Plan was designed to fulfil the requirement of marketing subject’s

assignment.

Malaysia is a beautiful country with many natural interests. Points of interests in

Malaysia are not limited to its natural beauty only. Thus, in terms of economical

situation it has been point of interest to many foreign investors. This is due to several

factors. Economical stability and ease of government regulation has interested many

foreign investors to attempt to invest in this country. On the other hand, friendly

culture of Malaysian people has become a privilege to these people to attract

international investors to invest in Malaysia.

As a foreigner who has spent about 6 years in Malaysia several business opportunities

has been interesting to me where this marketing plan explains one of them in brief.

Despite the growth of food industry particularly fast food chain restaurants, and

operation of several such companies in Malaysia within past 2 decades still existence

of a local company is not sensed. Therefore, with this marketing plan we will attempt

to propose the establishment of such company designed by Malaysian for Malaysian.

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1. Situation Analysis

In this part to assure the righteousness of the proposed marketing plan a brief

situational analysis will be conducted. This analysis will contain macro environmental

analysis, market analysis, competition analysis, customer analysis, SWOT analysis of

the business, and, analysis of the marketing activities. Respectively, each of the

factors will be investigate several elements in sub-factor to eliminate the factors of

uncertainty and minimize the level of risk for the potential investors and future

shareholders.

1.1. Macro-environmental Analysis

Macro-environmental analysis will investigate and survey economical, legal, and,

socio-cultural situations in Malaysian. This particular information helps the company

to build its first steps into the market with eliminating the factors of uncertainty and

minimizes the level of risk to its potential investors.

1.1.1. Economic Analysis

According to Malaysian Institute of Economic Research available at

http://www.mier.org.my/outlook/ and Department of Statistics Malaysia available at

http://www.statistics.gov.my GDP (gross domestic product) and rate of growth in

Malaysia is constantly between averages of 4.5% to 6% between years 2003 to 2011.

This is while the average rate of inflation within the same period of time was recorded

as an average between 2% to 3%.

Despite the fact that, Malaysian has experienced slightly minor economical instability

within the past 10 years, especially within the previous recession, but as an overall

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analysis, economy of this country is considered to be stable. Economical growth and

economical stability are two basic elements which assure investment in Malaysia will

minimize the risk in investment in Malaysia.

Accordingly, a range of 2% to 30% tax is constant based on the income level of the

individual or company. In this case the approximate rate of tax applied on the

Company will be about 28%. On the other hand the chargeable tax upon purchase for

consumer has been stable for the past 5 year until year 2011 in which it has increased

from 5% to 6%.

Generally, evaluation of the economical condition of Malaysia will provide the

required confident to start an investment in this country. Since, international investors

concern about a safe investment will highly involve the economical stability of the

particular country; therefore, it’s appropriated to say that Malaysia is a safe country

for investment in perception of foreign investors.

1.1.2. Legal & Government Analysis

Legal and governmental analysis of any destination country for investment might

involve many factors. In case of Malaysia the most important factors this business

would summarized as follows:

Investment Regulation are key basically all the dos and don’ts regulated by the

government. Every company regardless foreign or local must obey and follow

the given regulations to be given the permission to operate. Guide book for

investing in ASEAN: Malaysia has provided the basic key information about

investment regulations in Malaysia in which a copy of this handout is attached

to this document.

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Taxation; accordingly, it is a necessity to know the regulation on taxation

when penetrating to a new state or country. Therefore, as given earlier, even

though taxation and the percentage of tax payable differs with amount of

annual income, but in case of this company tax rate fall of 28% constant for

the year 2011 and 2012. How ever this percentage is to change from time to

time upon earlier notification by government of Malaysia.

Employment and Incentives, applying employment and incentives regulation

in Malaysia is mandatory to every operating company. Despite these

regulations differ in local and foreign companies; however, they involve

several government organizations such as Ministry of Human Resource

Malaysia (Kementerian Sumber Manusia, Malaysia) in case of salary and

intensives and Department of Immigration Malaysia (Jabatan Imigresen

Malaysia) in matters regarding limitations in employment of foreign work

force and mandatory percentage of local work force.

Business Regulation and HALAL Certification; According to Wikipedia

(http://en.wikipedia.org/wiki/Religion_in_Malaysia) majority of Malaysia

(60.4%) are Muslim. Therefore, to ensure Malaysia market about quality of

the company’s product receiving HALAL logo is a necessity. Jabatan

Kemajuan Islam Malaysia (JAKIM) is the government organization in charge

of HALAL Certificate. To attain HALAL logo this organization will

investigate the location of the business and certain additional rules and

regulation will be applied. (refer to Appendices for further information)

1.1.3. Socio-Cultural Analysis

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As mentioned earlier, majority of Malaysian are Muslim meanwhile second largest

population of Malaysian are Buddhist. A large population of Malaysian Chinese and

Malaysian Indian are Buddhist and Hindu. As an outcome of this diverse distribution

of religion and relatively religious obligations Malaysia has been regarded as a multi-

cultural country.

Consequently, society of Malaysia deals with issues that many other societies will

never face. Such issues might be out of the context of this document but to extend of

this project few important issues related to nature of this business will be discussed.

As mentioned earlier majority of Malaysian are Muslim therefore to ensure that the

company will benefit a grate segment of this market it is a necessity to obtain HALAL

logo. According to Islamic law applied by JAKIM, one of the most important factors

to obtain HALAL logo would be to consume HALAL raw material. This statement

requires further explanation. As an example, pork is a Non-HALAL meat and can not

be consumed by the company in production of any product. On the other hand second

largest population of Malaysia in terms of religion are Buddhist with more that 19%

of the whole population. Here comes the conflict; according to Buddhist regulations

Buddhist are not allowed or discouraged to consume any Beef products.

One another important factor regarding Malaysian society is the proportion of age

among the population. Malaysia is considered as a very young country. About 3% of

the population are below 15 years old. Therefore, food industry should definitely

prepare for these young generations requirements.

1.2. Market Analysis

As mentioned earlier, market of Malaysia has several significant characteristics.

These characteristics might cause interruption and complication of the marketing

process but economical conditions in Malaysia will moderate the possible

complications.

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1.2.1. Market Definition

Basically, in defying the Malaysian market, probably the entire population of

Malaysia could be a potential market to our business. Since, product design has

brought cultural differences therefore the most common form of product may stand

the highest chance of success in the market. Therefore, for most products, cultural,

religious, geographical, and financial difference will not cause any market gap.

Products are mostly consumable by all Malaysian. Therefore, this company defies its

potential market as entire population of Malaysia.

1.2.2. Market Size

As mentioned earlier, all products are consumable by most of the population of the

country. Due to the nature of this business, there will be a greater emphasis on

younger generation of the population. Thus, the market size for every branch differs

based on the location of the branch.

1.2.3. Market Segment

Burger Box Company doesn’t particularly focus on a specific segment of the market.

Since, food product is consumable by all people therefore; the entire population

would be a potential market to the company. Meanwhile, according branch location,

each branch will be emphasising on particular market. For example, since one of the

proposed locations is Mid-Valley Mega mall and this shopping complex is commonly

used by younger generation of 15 to 35 years old, therefore, particular marketing

strategies will be assigned to that particular branch.

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1.3. Competition Analysis

Since this company starts its operation in the entry level, therefore major competitors

for this company are all other older similar businesses, such as McDonald’s, KFC and

Carls Junior . As of this time, still no local company has attempted to enter the similar

business probably due to competitors’ strength.

1.3.1. Competition and Market Share

McDonald’s is one the largest restaurants in the world with about 30000 branches and

47million customers every day (http://www.mcdonalds.com.my/). Therefore in the

context company sales this company will not be a direct competitor but when we talk

about the daily consumer market and particular locations it can be considered as a

business rival to Burger Box. Similar case applies in terms of KFC and Carl’s Junior.

Carl’s Junior is about 70 years old and it has already expanded to more than 1000

branches across different countries. It has entered Malaysia about 3 years ago and it

has been performing very well ever since (http://www.carlsjr.com/company/story).

The first KFC restaurant was opened in 1973 on Jalan Tunku Abdul Rahman and now

there about 500 restaurants all over the country (http://www.kfc.com.my/). All three

companies are foreign companies therefore no local company was counted as

competitor to Burger Box.

1.3.2. Competitor Strength & Weakness

All competitors share almost the same type of strength and weaknesses. Since the

nature of business and the business model employed by all three competitors are

similar, therefore, the identified strength and weaknesses are similar too.

Strengths: All competitors are large MNCs and American companies which have

chosen this country to penetrate the market. Even though one company like KFC had

been operating for few decades while another like Carls Junior only a few years but a

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very similar business model has been applied in each and every one of the respective

companies.

All competitors are backed with unlimited asset and financial resource.

All companies have already built their brand name before entering Malaysia’s

market.

All companies have a very good reputation.

All companies are well none and people are familiar with their products.

All companies benefit a synchronized marketing strategy dictated from

headquarters.

All companies are well experienced in every aspect of their business.

All companies provide very structured training system for their potential

franchisees and employees.

Weaknesses: Despite all above mentioned strengths, all these companies share similar

weaknesses too. These weaknesses are mostly related to culture of Malaysia. Even

though these companies have tried to localize their products but still the product

design follows the original design. Therefore, it will not satisfy local customer. That’s

why majority of Malaysian perceive this type of food as their alternative choice of

food. Therefore, customers purchase these products as an alternative food or as an

occasional choice.

All companies are unable to investigate the market in terms of traditions and

cultures. That’s why some times promotions are not successful or it does not

satisfy the customers.

All companies try to bring their original culture to Malaysia, while this action

will not be as successful as to design the business based on Malaysian culture.

All companies

All companies despite using Top to Bottom management system and fully

automated machinery, customers receive not the same quality in every branch.

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1.4. Customer Analysis

Basically in this part nature the Malaysian market as well as demographic,

psychographic and elements of motivation will be discussed.

1.4.1. Nature of Potential Customer

Generally, customers of Burger Box may be from any portion of Malaysia’s

population but according to the location of each branch there will be slightly different

category of customers attending the store. For example, Mid-Valley branch is

expected to have greater number of younger generation of people that Putrajaya

branch in which mostly government workers will be served.

1.4.2. Demographic & Psychographic Factors

Psychographic segmentation in Burger Box market is consisting of mostly middle

class level of the society where they can accept new ideas. Traditional thinker level of

the society will not be a potential market to Burger Box due to the innovativeness of

the business nature.

Demographically the market was segmented according to religion. Since religion can

play a very important role in the buying behaviour of the customer therefore to get the

best out of every segment the product design has focused on products where

minimum conflict of interest between religions occurred.

1.4.3. Motivation & Loyalty Creation

Loyalty in food business is a key element, a grate number of every restaurant

anywhere is consist the loyal customer who attempt to purchase product frequently.

Therefore, to motivate the customer and to build loyalty relationship between

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customers and Burger Box several strategies such as membership, membership

discounts and purchase promotions will be implemented.

1.5. SWOT Analysis

Even though analysis of the external factors such as macro-environmental factors,

market, competitors and, customers have already been conducted but, process of

analysis can never be completed without analysis of the internal factors. Therefore in

this chapter SWOT analysis of Burger Box is conducted and presented.

Strength:

Lower Cost. Competitive Pricing. Localized Products. Cultural Familiarity. Innovativeness. Better Company Customer

Relationship.

Weaknesses:

Limited Financial Resources. Limited Financial Back-up. Smaller Marketing Group. Poor Brand Awareness.

Opportunities:

Growing Demand. Lack of New & Innovative

Products. Change in Customer Desire. Growing Economy and Market

Activities.

Threats:

Potential Loss of Financial Backing.

Market Recession. Being Wiped By Competitors. Failure in Brand Name Building.

1.6. Analysis of Marketing Activities

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To ensure the success of Burger Box several Marketing Strategies are employed:

Market positioning: to achieve a great market position in while other

companies have already established their position, it is critical to come up with

ideas to help the brand become popular and well known among Malaysian. In

order to do that, company emphasizes on the out standing quality of the

products as well as the new concept of more localized product design. Since,

Burger Box is designed for Malaysian therefore products are localized to their

maximum possible extend. Therefore, it will be more favourable and desired

by Malaysian market. On the other hand, the use of different advertising

activities side by side with lunch of three branches within the same period of

time will help the company to introduce its products rapidly to the market.

Thus, Burger Box will achieve its goal in establishing its position in the

market of Malaysia in a short period on 1 year.

Branding strategy: since brand is a personality to the company which products

are identified with that personality therefore, along the way that Burger Box

tries to establish its market position it will also attempt to create the

personality and well-known brand name which it requires to be identified

with. To do so, advertising activities will also emphasize on key factors like

slogans. Slogans can be employed in both media and newspapers, but media

can deliver sound and video therefore, this company will attempt to make use

of particular videos and music to create brand awareness among Malaysian

market. In other words, this company will take advantage of media

advertisement to distinguish its brand from other similar brands by associating

Malaysian culture, feelings, thoughts, and perceptions.

Advertising Strategy: since Burger Box is a new business rival for the existing

food industry companies, therefore a strong start-up and introduction will be

required to achieve both brand awareness and strong market positioning. Thus,

to achieve these to factors, company will make use of publication, media,

word of moth, and promotional activities. Base line of all the respective

activities will be to employ slogans and saying, images, music, videos and so

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on to associate the image of the company with Malaysian culture and

introduce this company as first this food category designed by Malaysia for

Malaysia. On the other hand, since Burger Box is emphasising on local people

market regardless of their race therefore relatedness to sayings such as One

Malaysia (Satu Malaysia) can be effective to create the targeted perception

among Malaysia’s market.

Promotional Activities: as mentioned earlier, Malaysia is a multicultural

country. Thus, Malaysian people enjoy a wide range of different ceremonies

from time to time. Literally, there is at least one or more ceremony in every

quarter of the year. Therefore, this could be used as an opportunity to this

company to conduct frequent promotional activities related to particular

occasions. These promotional activates differ due to nature of the particular

occasion but in general all such activities will help Burger Box to Achieve its

goals in building brand awareness as well as to establish a good market

position.

2. Objectives

In this chapter we will investigate the company’s objectives in three categories.

Company objectives, marketing objectives, and financial objectives will be discussed

individually and in details

.

2.3. Company Objectives

2.3.1. Mission Statement

To provide Malaysian with the fast food that suits Malaysian culture, taste, and

standard, with reasonable prices, consistent delivery and friendly environment.

2.3.2. Vision Statement

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To be the number one local fast food chain in Malaysia.

2.3.3. Company Philosophy

Value: Malaysian Know Malaysian taste

Strategy: to design our product as local as possible parallel by keeping the concept of

fast food. We believe Malaysian can enjoy fast food more if the food is prepared

particularly for them.

2.4. Marketing Objectives

2.4.1. Marketing Research

Marketing research for this company will consist two categories. Pre-launching

research and post-launching research. Pre-launching marketing research will

investigate food design, potential market, required promotional activities, required

advertising activities, and location assessment.

Post-launching marketing research focuses on market development, required

advertising activities, customer feedback and occasional promotional activities.

2.4.2. R&D

R&D mostly takes place in post-launching activities. It focuses on customer feedback,

market feedback, and business performance. Thus, collected information after

launching of the business will be used to ease and accelerate the process of business

growth.

2.5. Financial Objectives

Basically, the first objective of Burger Box would be to achieve its vision.

Accordingly, a 30% annual business growth and acquiring 20% of the competitors’

customers are desired to achieve.

3. Marketing Strategy

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Within this chapter the marketing strategy employed by this company will be

explained in several categories. Respective categories are such as product, Placing,

Target market strategy and pricing, and marketing programs including promotional

activities.

3.1. Product

3.1.1. Product Localization

The main goal of the product design in Burger Box product strategy is to come up

with the maximum product localization. Therefore, all items in menu of the Burger

Box are designed to suit the taste and desire of Malaysian. Products such as ginger

fish burger are significantly unique. Despite the close competition between all

competitors in this industry product design in Burger Box is significantly different as

any other company.

3.1.2. Product Bundling

Product bundling or bundle packaging is one of the product strategies employed by

Burger Box. Nature of food business emphasizes on sales of a main item with several

other items, such as burger and drinks. Therefore, product design and pricing

strategies focus on best packages suiting Malaysian culture and taste

.

3.1.3. Product Line & Family Branding

All products of Burger Box are under the same production line. Company has decided

to achieve its goal in having the same quality in all branches its necessary to use

centralized kitchen system. All product shares the same standards and they are

considered as family branding.

3.2. Market Placing Strategy

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3.2.1. Market Start-Up Location

As mentioned earlier one important part of market research investigates best strategic

locations. Three locations where decided for the first three branches which are as

follows: Putrajaya, Mid-Valley mega mall, and Curve shopping complex.

3.3. Target Market Strategy

There is more than one pricing strategy influencing the pricing process of this

company’s products.

3.3.1. Pricing Objectives & Methods

3.3.1.1. Cost Based Pricing

In this pricing strategy company applies the following formula to identify the selling

price:

Fixed Cost + Variable Cost = Total Cost

Total Cost * 1.5% = Unit Selling Price

3.3.1.2. Demand Based Pricing

As a matter of fact Burger Box does not employ this methodology in pricing system.

Prices will remain with no changes due to increase or decrease in demand.

3.3.1.3. Competition Based Pricing

Competition based pricing methodology is highly employed by this company. Burger

Box Emphasizes on low prices compare to other business rivals therefore competition

based pricing strategy is a method to make sure all prices remain interesting to

customers. Lower prices increase the chance of successful market penetration to the

company.

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3.4. Marketing Programs

3.4.1. Loyalty Programs

Basically, loyalty is one of the most elements of success in any business, but the

importance of this factor in food business is incredibly high. Therefore, this company

plans to take advantage of the information technology to establish marketing

strategies like membership, membership discounts, membership promotions, and

purchase based discounts and so on to increase customers’ loyalty.

3.4.2. Promotional Activities

3.4.2.1. Promotion Goal

Purpose of any promotional activity in Burger Box is to help the company achieve its

vision goals. In order to do that, company must achieve several other goals. For

example to achieve company vision it is necessary to achieve a good market position.

Therefore, promotion goal setting stage by stage leads to achieving company vision.

3.4.2.2. Promotion Mix

Among all categories of marketing mix this company employs advertising, sales

promotion, public relation, and corporate image as it marketing mix. But the effect of

advertising is more highlighted among other activities.

3.4.2.3. Advertising Activities

With the growing business environment and daily advancement of technology, it is

crucial to us to take advantage of the information technology to penetrate into the

market and ease the process of market positioning. There maybe many ways to use IT

for advertising but we concentrate on two specific categories.

3.4.2.3.1. Media, Internet & Newspaper

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Media will be the target to conduct the advertisement. Television and radio may help

the company to deliver its message through voice and video. It can be easily used to

build a slogan for the company. On the other hand the performance of internet and

newspaper would be very effective too. Therefore, we have allocated pre-launching

budget for advertising activities as well as certain percentage of sales will be assigned

to advertising activities.

3.4.2.3.2 .Parallel Activities (Promotion-Advertise)

To get the best out of every promotion, it's best to conduct parallel advertising

activities according to the objectives of the company.

4. Implementation Plan

4.1. Distribution

4.1.1. Geographic Coverage

Burger Box is planning to conduct it food chain industry within the borders of

Malaysia. Therefore geographically it will implement in Malaysia’s states, in

particular Kuala Lumpur and Selangore area are the target start-up market.

4.1.2. Distribution Channel

This company will start its operation by launching three branches in Kuala Lumpur

area. These branches are including Mid-Valley mega mall, Curve shopping complex

and Putrajaya city. Since business model is based on central kitchen therefore the

distribution will be done in two stages. One is from central kitchen to the company

outlet and the other would be from every branch to consumers. To ease the process of

distribution, logistics are provided and equipped to supply the outlets as fast as

possible. On the other hand delivery system is designed for consumers to prove the

customer with grater convenience.

4.1.3. Distribution Using IT

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IT system is employed in both stages of distribution channel. Between each branch

and the central kitchen there is an inventory control system established where it

automatically communicate the inventory and supply quantity from point-of-sale to

central kitchen supply system. On the other hand, telephone and internet will be

employed for further comfort of the consumer to place their orders easily without

attending the outlet.

4.2. Resource Requirement

4.2.1. Personnel Requirements

Personnel requirement of this company will be categorized in three: administrative

and office personnel, skilled kitchen workers, process and sales process. Thus,

administrative and office personnel will be chosen from graduates of universities in

majors such as business, human resource and management. Skilled kitchen workers

will be chosen from job application and interview to find the most suitable personnel

to create required recipes as well as to consistently control the quality of the product.

Process and sales process will be done by none skilled workers and to ensure the

quality of work they will be provided with several training programs.

4.2.1.1. Responsibilities

Responsibility of the Burger Box toward Malaysian would be to provide Malaysia

with high standard localized fast food with reasonable pricing and friendly

environment. Therefore all responsibilities in the company will follow these head line.

All personnel are responsible to assure the mission of the company is being practiced.

4.2.1.2. Training

Training programs are designed and provided for all personnel of Burger Box to

ensure the quality of work performed ion the context of company mission. Thus,

training programs provide a process of up dating for all level workers. These updates

might consider different criteria, such as new rules or regulation from the government,

or new strategies implemented by the company.

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4.2.1.3. Incentives

Burger Box encourages its employees to perform as their best. To further motivate

employees in every level are eligible for and annual incentives as well as occasional

rewards.

4.2.2. Financial Requirement

4.2.2.1. Assumptions

To start any business there will be a capital needed. This capital is estimated in the

business plan but a forecast of the company performance and its future marketing

expenses will be explained here.

Sales Forecast First Quarter

2012

Second Quarter

2012

Third Quarter

2012

Forth Quarter

2012

Sales in Units

Sales in RM

360000

3900000

480000

5200000

500000

5500000

500000

5500000

4.2.2.2. Budgeting

Advertising Budget will be a total of 20% of the net income for the first and second

quarter and 15% of the net income from third and forth quarter.

5. Performance Evaluation and Monitoring

5.1.1. Meeting Schedule

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To ensure the economic growth of the company deadlines are established and

schedules are set. Whereas, two most important schedules are: the Break Even Period

and the Return on Investment Period.

5.1.2. Return On Investment Period

Return on investment is scheduled from beginning of the second quarter of the

operation. Therefore, stockholders will be eligible for the dividends of the year 2012.

5.1.3. Break Even Analysis

According to sales forecast and analysis of the sales margin and assuming external

factors constant company will be able to break even its investment in a period of

maximum 2 years.

References

Malaysian Institute of Economic Research

(http://www.mier.org.my/outlook/)

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department of statistics Malaysia (http://www.statistics.gov.my)

Department of Immigration Malaysia

(Jabatan Imigresen Malaysia) (http://www.imi.gov.my/)

Ministry of Human Resource Malaysia (Kementerian Sumber Manusia,

Malaysia) (http://www.mohr.gov.my/)

Jabatan Kemajuan Islam Malaysia (JAKIM)( http://www.halal.gov.my/)

Wikipedia (http://en.wikipedia.org/wiki/Religion_in_Malaysia)

McDonald’s (http://www.mcdonalds.com.my/).

Carl’s Junior (http://www.carlsjr.com/company/story).

KFC (http://www.kfc.com.my/).

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