MARKET ANALYSIS

Market Analysis

Malaysian has a very strong food culture. Because of its Mixed heritage society it has learned innovate its food culture to fit its uniquely diverse needs. But one thing that is constant and unchanging about Malaysian is that they love to snack. It also no secret that Malaysian snacks of choice is that usually food that are that are high in calories and sugar. Among our favourite snack foods are local kuih, crackers, cookies, cakes and banana fritters. This has cause Malaysian to develop unhealthy snacking habits which contribute to Malaysian being highest rate of diabetes in Asia and one of the highest in the world, probably next to Saudi Arabia according to the research National Diabetes Institute (NADI).  The Malaysian Government has taken many steps raise awareness to the Malaysian citizen about their growing unhealthiness in their way of life. For example organization such as Malaysian Dietitians’ Association and the Ministry of Health has taken steps to inform the Malaysian people that a healthier option exist by launching its Healthier choice initiative which is to  promote healthy eating and active living for the public.

Demographic Market Segment

As a side effect of the growing awareness of the Malaysian people have taken steps to live more healthily. Such as going to the gym more and also eating more healthily, that is why we see that with the current trend that Malaysian would love our product. In a study done by from the Malaysian Adults Nutrition Survey (MANS) it found that Malaysian between age between 16 to 54 snack often.

 Our wish is to give them the option to snack healthily and also fulfill the needs of the health conscious among them. With an emphasis on health and easy accessibility we predict that our product would sell well with the teens who are age 19 to 22 who goes to gym often.  Not only that but with the snacking habits of adults they too would love to snack on healthy and easily access of our product. This fulfill the demographical and behavioral segmentation

Geographic/ Behavioral Segmentation

The way in which segment our customer base on the location we sell our product for example we mainly distribute and sell at the 3 location. The first location is at IUMW campuses we sell our products mainly to our class mate. Our classmate who are students are mainly early 20 something love our products because it helps them focus on classes. When classes can go up to nine hours straight they need something to help keep them awake during classes, this is where our product can help them stay awake.

Our second location that we sell to is a Pakistani Restaurant Name Kabul. For this location we wholesale our product to them. This is because serve the nuts we made as appetizer. The main type customer for this restaurant would be office workers and also families. This is because the location of this restaurant is at the center of Melawati which very close to multiple business and office lot and also residential area. Finally the last location that we sell our product is at Chow Kit Street.

 We also wholesale our product to a local street vendor there. Chow Kit Street is an iconic locale known for its markets and is also a frequent tourist destination. For this location we predict that mostly our segment customer would be tourist from another states.

 From all this location we know that customer are extremely passive they see our product as mostly as diversion or a treat.  They do not actively look for our products to buy.