KK Super Mart

Executive Summary This assignment is discussion about description on the company. The company in the assignment was chosen KK super mart. The company will refer to company history, industry analysis and marketing mix strategies analysis. For the industry analysis will include competitor’s analysis, anal ysis, consumer analysis and environmental analysis. Marketing mix strategies analysis has four types which are product,  price, promotion and place.

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Table of content  Number

Title

Page

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Introduction

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Industry Analysis (Competitor Analysis)

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Industry Analysis (Consumer analysis)

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Environmental Analysis (Political)

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Environmental Analysis (Economic)

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Environmental Analysis (Social)

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Marketing Mix Analysis (Product)

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Marketing Mix Analysis (Price)

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Marketing Mix Analysis (Promotion)

8-9

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Marketing Mix Analysis (Place)

9-10

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Conclusion

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Reference

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1.0 Introduction KK super mart is the group's flagship enterprise. Since it was founded in 2001 and founded the Dato Dr KK Chai who views retail sales in the daily necessities and necessity, as a kind of evergreen means living then. Mature accelerates the development of our country in our  society, discrimination creates a hectic lifestyle and extension of waking hours in promoting the material interests and emotional happiness so much so only have time for family life is weekend but sorry to say most of them spend in a store or supermarket purchasing department of food rather than to enjoy the family intimac y with Mother Nature (KK Super  Mart, 2013). Visionary Dato’ Dr KK Chai in social responsibility argues that citizens of the time with their  families by creating a form within 24 hours the supermarket s hopping. Even in the morning shop at your leisure don't have to squeeze through traffic jams or trying to waste time in searching the parking lot (KK Super Mart, 2013). The origin of first KK SUPER MART has its humble beginning in June 2001and it occupy only a house on the first floor of a store at Kuchai Entrepreneurs’ Park, Off Jalan Kuchai Lama in Kuala Lumpur. End of the fourth quarter of 2010, super market has established 62 KK outlets and mainly located in the centre of Kuala Lumpur and klang valley, is expanding to other countries like Malacca and is still growing and expanding rapidly (KK Super Mart, 2013). KK super mart provides consumers with convenient open 365 days 24 hours running. Strategic positioning in densely populated residential area and high traffic a rea, always offer  competitive and fair price, and each store with more than 9000 kinds of products, including  proprietary brand products KK. KK super markets provide a variety of goods, from the fresh fruit and vegetables IDD refresh card, enough for any daily needs of the family. KK super  market also provides various services, back to the photo copy from the ATM and counter  remittance. Through a series of the principle of " excellence" contribution to convenient for  the consumers, the efforts to improve the KK super market achievement (KK Super Mart, 2013). Response invocation from KK super mart franchise ownership and eager to take on corporate social responsibility KK super market is packaged into business format franchising. Budding

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entrepreneurs and those who wish to gain economic independence share kindness KK super  mart to take the ownership of the franchise (KK Super Mart, 2013). Critical analysis of the active ingredients to ensure the quality of production line will use in  beautification and healing properties. The company is concern and explore the potential of  the effect of natural ingredients in hair care (KKgroup, 2013). Briefly to say that the company is retail household groceries and food lines. The strength KK  Super Mart is there are many outlets within the area so everyone can go and shop there and the weakness of the company is expensive than the other supermarket such as Econsave, Mydin and 99Speedmart.

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2.0 Industry Analysis 2.1 Competitor’s analysis MYDIN has strategic advantage, retailers to source directly from manufacturers and buy in  bulk, so they can get special discount from the manufacturer, so as to enable it to meet their   business to sell to their customers' philosophy at wholesale prices and its customers including the end users, wholesalers and small businessmen (situation-analysis, 2013). In Selangor, Econsave has the largest and the most extensive branch network in all the major  towns in Selangor unparalleled in any other supermarket/hypermarket operators. Cooperate Econsave of products will probably reach four million consumers in Selangor state, one of  the most affluent section of the population of Malaysia. Moreover, Econsave has a strong  presence, nationwide, constantly looking for new opportunities in Malaysia (situationanalysis, 2013). In 1999, the first Giant hypermarket store opened in Selangor. In 2006, the company has a total of 86 Giant hypermarkets in Malaysia. Chain also includes six in 17 hypermarkets in Singapore and Indonesia. Giant supermarkets offer a wide range of local goods, such as fresh local fruit, vegetables and seafood in the wet market environment (situation-analysis, 2013). 2.2 Consumer analysis The target audience is basically a residential area. KK mart target is in residential areas to make easy to the consumers. To use the technology to do a business, customers get the full  benefits when go to KK mart. Nearly, cheap price product, less crowded and great environment factors why consumers would like to go to KK mart. 2.3 Environmental Analysis 2.3.1 Political Political is the threat for the company because many product price have been control by government especially control item, it will affect the company’s profit. 2.3.2 Economic The reason the economic downturn led to reduced consumer spending, coupled with the recent elections will and Sabah safety index on the low side. The company in recent years and the prospect of future development will have a negative impact. 5

2.3.3 Social  Nowadays, most of the people busy on their life style and prefer the convenience, low cost and the quality of services. It is the benefit of KK super mart because by now it has 62 outlets and most focus in Selangor area. Customer can purchase product by easily.

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3.0 Marketing Mix Analysis 3.1 Product Product marketing in the management to make it such an important topic, in this respect is unlikely to compensate for poor management in good management in other areas. What is a  product that provides a market attention, acquisition use and consumption that can satisfy the consumer’s need and want. Products include physical objects, services, people, places, organizations, ideas, or mix these entities. A product has five levels in the core product which are the actual product, expected product, additional products and potential products. It is at the level of enhance the added value of products, today's competition. Some important  product decisions in any marketing context are products, varieties, product performance,  product features, product design, product demonstration, size and brand name. Consumers are often revealing quality is one of the most important determinants for consumers, if not the most important. The quality of the product represents a product's abilit y to perform its function. Although the term products include service must be defined considering that they are now widely accepted the importance of not only as a s pecial area of marketing in the national economy. Service is any act or performance that one part y to another, is essentially intangible and does not result in ownership of anything. That service is intangible, inseparable, heterogeneous, perishable and lack of ownership. Current characteristics in the marketing challenges services and their actual conditions, simplify does not apply to all services. As much as quality of environment is crucial to the physical products, it is not important of  service marketing. And retailing involves tangible and intangible goods it is belong to service industry. This standard is reliability, credibility, security, knowledge, ability and response capabilities, courtesy, communication, and tangible assets. The qualit y of the first five is especially relevant "achievements", the rest main reference the quality of the "process". KK super mart has provided many product lines which are tissue, sock, floor mop, badminton shuttlecocks and others to improve the target sales. KK super mart is focusing with the low cost and high quality of their product to satisfy the need and request of customer with the best  performance. KK super mart provides the packaging design is simple, nicely and based on the different season will provide more items to sell. The company should launch more since the  products in order to achieve better sales. In the design of packing will be more outstanding

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and colorization. Due to recent theft is more and more serious, the company should strengthen the security measures to reduce the loss of the company. 3.2 Price Price can be defined as in the broadest sense price is either ready to give up in order to get some of the most well-known marketing tend to emphasize the monetary aspects of the price. However price is reflected in other forms. These include opportunity costs, anxiety or fear, suicide, payment in kind. Opportunity cost is a price. Price plays an important role by influencing the profit value marketing mix for the seller and the buyer or the final consumer. Pricing decisions is very important for two main reasons. The price not only affects margin through influencing tax and it also affects the sales through its effect on demand. Company adjust the product prices to reflect the change of the cost and demand, and buyers and conditions change. Business and academic studies have shown the importance of pricing in determining consumer choice of the store. Before the price of the product quality, personal needs and  preferences, the brand and the reputation of the store, display, and family size to determine the quantity of goods to buy. KK super mart products are most sold to customers at low prices, but the company can't to the point to increase the rate of customer reviews because other competitors’ price of the  product is similar. So relatively becomes important after-sales service, the company should improve the quality of after-sales service in order to attract more customers. 3.3 Promotion Define promotion "as the coordinating effort to establish sell er-initiated channels of  information and persuasion to sell goods and services or promote an idea." Therefore  promotion is vital in determining the shopping behaviour. The promotion also can known as the marketing communication. Successful application of portfolio marketing communications is to help understand the consumer behaviour theory. Promotion mix with all sorts of elements of advertising, sales promotion, direct marketing, exhibition, sponsored, marketing, public relations, personal s elling, word-of-mouth, relationship marketing, corporate image and reputation. It is worth remembering that a ll of  the elements of the marketing mix. 8

Price is high, prices send different messages to communicate to the low price, the price is seen by many buyers is a measure of quality. Therefore low price rarely provide the foundation of a sustainable competitive advantage in today's market. To measure the importance of promotion in determining consumer choice in the grocery store existing empirical literature including these items customer loyalty card ", "advertising and  promotion" and "sales personnel". KK super mart provides many promotions such as event, magazine, TV advertisement, website and cash voucher to attract customer. Example KK super mart have promotion in 11 of March until the end of March. In March promotion in a particular product will get RM0.30-RM3.00 discount. The company need to provide more strategies and ideas to attract more customers to patronize. Because by now KK super mart now using sales promotion strategy is too common, competitors will beyond if the company does not make any changes in promotion strategies. 3.4 Place Place is where and how consumers can get products dis tribution channel strategy. There are three basic strategies: the distribution of the quality or intensive, selective, and exclusi ve. Distribution increase cost value chain so the profitability of the manufacturer and middlemen are affected. Retailers of positioning strategy are one of the most important determinants of  consumer behaviour. Some of the key parts of the website evaluation which are web site description, leasing demand/land cost, parking, the pedestrian flow and traffic flow, public transportation access, visibility, identification, atmosphere, affinity, enter the trade. This distribution is an important factor in influencing consumer choice in the shops. "Easy walking distance" is a key factor of the store chooses to use the location of the item "to evaluate the same variable. It also uses "recently home and workplace" to me asure the importance of location and use of location or readily available.

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End of the fourth quarter of 2010, super market has established 62 KK outlets and mainly located in the centre of Kuala Lumpur and Klang Valley is expanding to other countries like Malacca and is still growing and expanding rapidly. The picture shows that KK super mart outlets in Malaysia. The company’s outlets are fo cus in Selangor area therefore KK super  mart should be expanding the number of outlet in other states which ar e Johor, Penang and Perak to improve the area of targeting. 4.0 Conclusion In the conclusion, the company is a medium enterprise that doing the business with low cost and quality product. The company has many competitors to make the company has to improve the sales service and creative strategy. The company's future will lead to good development.

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Bibliography KK Super Mart . (2013). Retrieved March 2, 2013, from KK Super Mart:

http://www.kkgroup.my/About-Us/ KKgroup. (2013). Retrieved March 11, 2013, from KKgroup: http://www.kkgroup.my/HornetMktg/ situation-analysis. (2013). Retrieved March 11, 2013, from situation-analysis:

http://www.docstoc.com/docs/91047296/situation-analysis-99speedmart

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