Executive Summary

This report is done under the subject of HBM222 Marketing Planning, a report on marketing plan for Secret recipe. Marketing plan included information and background about Secret recipe, the process of strategy marketing, consisted of a target markets and a marketing mix. It’s also included time-related details such as expected costs and revenues for the strategy.
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In this report, there were 6 main sections or parts. The first part was introduction and situation analysis, provided some background about Secret recipe and contained an appropriate analysis of Secret Recipe including the SWOT analysis, macro environment analysis, and industry environment, critical success factors (CSF) and so on.

The second part was …show more content…

Secret recipe is a largest café chain in Malaysia with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM), Secret Recipe is committed to continue to adhere to the standards of preparation of all food in the restaurant in accordance to the regulatory guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavorful range of ice cream and beverages offered in all Secret Recipe outlets. Secret Recipe promises to give the best satisfaction to all its valuable customers.

States No. of outlets
Kuala Lumpur 46
Selangor 48
Perak 5
Penang 9
Johor 11
Melaka 4
Negeri Sembilan 5
Kelantan 2
Kedah 5
Pahang 3
Sabah 2
Sarawak 2
Terengganu 1

Currently, Secret Recipe has 143 outlets and they hope to open more than 160 outlets of Secret Recipe throughout the Asia. In the past 5 years, Secret Recipe has registered an impressive double-digit growth. In a short period of ten years, Secret Recipe has experienced a rapid growth of over 150 cafes throughout the region. Secret Recipe has earned numerous accolades every year for its performance. Secret Recipe continuously strives to surpass its own accomplishments and to be recognized as a leader in the industry.

2.1.2 Nature of