2. Executive Summary
Food, happy, hygiene and partying make Chick
& Co. popular in the marketplace. Chick & Co.
offers the best chicken menus for chicken lovers.
Our secret is either the original recipe or the
sweet & spicy version and the special recipe for
kids. Our secret is either the original recipe or the
sweet & spicy version and the special recipe for
kids. It creates the feeling of wanting to eat again
with the pleasure of a bite. Our motto is "Our
chickens must be the best for consumers".
3. Vission:
To become a top-notch food and service team in Myanmar,
which is consistently providing top-notch quality products and
services to our customers.
Mission:
To study the needs and wants of
customers and to make the most
profitable year after year.
4. Product & Services
Main Foods
• Fried chicken original / spicy
• Chicken popcorn
• Seafood / Chicken Pella Spanish
• Herbs grilled chicken
• Salad
• Fries
• Fish and chips
• Burger
• Lunch box
• Combo sets
• Pizza
• Spaghetti
• Soup
Sweet and Beverages
• Ice cream
• Cola
• Orange
• Cappuccino
• Soda
• Fresh fruit juice
• Milo
• Water
Special addition
• Set menu for kids with toys
5. Market research
• Myanmar people like easy, tasty and fast food.
• The main target market share is a middle to high level business
community. Myanmar has the largest middle class consumer population.
• Fried chicken is becoming a popular food today.
• Consumers love a place where they can easily meet friends and
acquaintances.
• Most consumers are too busy to cook their own meals and need fast and
delicious food.
• Delivery service is also becoming more widely used, so customers want
to order food from their places.
• Always need to learn about competitors.
6. Competitor Analysis
KFC
• Zinger Burger
• Small pieces
• Lunch box
• Spicy
• Egg Tart
• Chicken is eaten by every
community
• Online banking system available
• Delivery Services
LOTTERIA
• Variety of Burgers
• Big pieces
• Chicken rice
• Korea sauce
• Red Bean Ice Flake
• Chicken is not eaten by some
community
• Can not
• Delivery Services
7. SWOT
Strengths
• Clean and fresh
• High quality raw materials
• Low price
• Variety of choice
• There are several branches in
the main areas.
• Loyal customers
• One stop chicken services
• Online delivery
• Can choose payment system
Weakness
• There are many competitors in the
market.
• Importing only the best quality
raw materials increases the cost.
• Not available for some
community
• The cost is also high because the
chickens are bred and maintained
in good quality.
8. Opportunities
• As the popularity and population of the consumer increased, so did the
profits.
• Employment opportunities increase by hiring students and young people
for part-time jobs.
• As the economy improves, foreign investors will come.
• An online service for those who do not want to eat out.
Threats
• Healthy eating habits
• Continuous competitions
• Animal protection policies
• Diseases in chickens
9. Market Segmentation
The four basic types of segmentation are
• Geographic Segmentation
• Demographic Segmentation
• Psychographic Segmentation
• Behavioral Segmentation
Geographic Segmentation
Geographic segmentation can be divided the markets according to
geographic criteria such as country, climate zone, region and city.
• The fried chicken stores can be more available in capital cities of
Myanmar rather than the other cities. It is required to develop a customer
loyalty to maintain regular customers in the capital cities more required
than other cities.
10. Demographic Segmentation
• Gender: (All)
• Age: (All – mainly target to young people)
• Religion: (Mostly - Try to make the product for people of all races
and religions)
• Income: ( Middle and High Business community)
• Family size:
Psychographic Segmentation
• Life Style
• Personality
Behavioral Segmentation
• Loyalty
• Knowledge
• Product Use
• Usage-rate
11. Market Targeting
A target market refers to a group of potential customers to whom a company
wants to sell its products and services.
• Today, young people are enjoying to eat fast food. Therefore, Chick &
Co. will be the main target for young people.
• In addition, middle-income people are more likely to buy in the market
than upper-class people. So, Chick & Co. will also target to middle-
income people.
12. Market Positioning
Market positioning is intended to develop brand name and image of product
or company for certify from the customers.
Most the consumer though the product status relate with the benefits of
product, price, quality, and application. The core value of the market
positioning is the product must be standing itself by own image and brand
in the market.
Chick & Co. will try to standing itself with optimal image comparing with
the famous fried chicken brand in the market.
13. Marketing Mix
The marketing mix refers to the set of actions, or tactics, that a
company uses to promote its brand or product in the market.
Traditionally the marketing mix is set to consist of seven levels of
marketing control.
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical Evidence
14. Product
• Quality products
• Superior
• Clean and fresh
• Unique flavor by using 15 secret herbs
• Unique packaging
• Special menu for kids
Product Offerings
Products are divided into different categories.
• Chicken
• Burger
• Fish
• Noodle
• Disserts and Beverages
• Snacks Set menu for kids
15. Price
• Low price
• Payment system
• Special prize for student
Place
• Branches are located within a strategic location and easily accessible to
potential customers.
• To create a fun and comfortable environment to keep consumers
motivated in their daily life.
• Large car park / A clean room / Innovative design / Easy-to-order theme
16. Promotion
• Put an ad on web, newspaper, billboard, app and game.
• Sales Promotion (New products and unpopular menu)
• Gift giving to taste new menus
• Donate to the charity under the shop name
• Events, party
• Coupons, discount and buy one, get one free promotion
• Lucky draw
• Provide more value for customers who buy Chick & Co. products
• Sponsor
• Public relation
17. People
• Chick & Co. will perform to maintain and more appeal to the customer
by appointing the sales staff who can be clearly explain about the relative
product as well as training to collect the data of customer behavior form
them.
• Chick & Co. will also hire the best chefs and provide training to
improve the taste of the food.
• There will also be a food preservation team to maintain the taste and
quality.
• Chick & Co. will annually give the bonus to the outstanding staffs for
their motivation and job satisfaction.
• Monitor staff performance while serving customers.
18. Process
• Chick & Co. will make the process procedure and guide line for every
step of the production, distribution, marketing and inventory control
from the information of the customer survey.
• Chick & Co. will focus on the availability of the product to flow to the
customer without delay time.
• Chick & Co. will close supervision of the production process to produce
a quality product.
• Chick & Co. will provide online services and home delivery services.
• Chick & Co. will provide online banking system.
• Chick & Co. will provide fast and friendly service.
19. Physical Evidence
• Provide offices, branches and production areas clean and comfortable
• Provide toys and playgrounds for children
• Provide wide parking and innovative shop layout
• Provide large monitor, disposable items, trash can, toilet, tissue,
basin and hand dryer
