Topic: dream dinner company entry Malaysia Academic Essay

Order Description
International market plan → Dream dinner entry Malaysia

Information: dream dinner online website: https://dreamdinners.com/

Structuring/preparing a comprehensive international market entry strategy plan (Pls note that this is not a full marketing plan!). It should be short, precise and evidence based.
Must include following 3 elements:

1. Clear identification of the consumer segments to be targeted
middle class or working class (most focus on customer who are Malay and Chinese) in 5 main area(down below list out ) @ Malaysia.
Our strategy is to provide with food catered [halal ie:no pork at all ] to Malay community, and also appeal to Chinese community.

Demographics of Malaysian—Diversity race:
1. Malay(50.1%)—Average number of children 2-5
2. Chinese Malaysian(22.6%)—Average number of children 1-3
3. Indigenous(11.8%)
4. Indian Malaysian(6.7%)
In terms of location, we’ll start with the central city especially CBD areas where there is more busy population compared to the rural areas.
Urban cities town
1. Kuala Lumpur areas
2. Bangsar(cbd outskirt)
3. Damansara Petaling jaya
4. Shah Alam
5. Hartamas (cbd outskirt)
Customer Segmentation
Dream Dinners’ target customers may be categorized as the following, which comprise major 75% business focus:
1. Housewives, occupied with family chores who are desperate to free their hands from time-consuming food preparation and cooking process.
2. Working people, who only have scarce time and budget for normal family meals and enjoy home-cooking.
3. Grandparents in traditional Malay family structure, who take responsibility for cooking for the household and would like to simplify and streamline the process.
4. People who need to cater to special occasions or events e.g. host of friends gathering, big family reunion for easy-to-manage and assemble food delicacies

Average salary per month for working middle class:
https://www.krinstitute.org/February_2015-@-How_much_do_Malaysians_Earn.aspx

https://www.themalaymailonline.com/malaysia/article/what-does-it-mean-to-be-middle-class-in-malaysia

Maximum one meal spending RM15.00/person
Average meal cost for working class RM10.00/person
Family size cost: RM45.00-50.00 MAX

2. Product (HALAL ie: no pork at all!!)/service decision (e.g., BCG matrix!!! augmented product, after sale services, product line, etc.)

middle class or working class (most focus on customer who are Malay and Chinese) in 5 main area(down below list out ) @ Malaysia. Our strategy is to provide with food-catered halal to Malay community, and also appeal to Chinese community.
International Product and Service Management
Essential aspects of the international product offer
• Product benefits
• Product attributes
• The marketing support services.
• For what purpose has the product been developed
• What distinctive properties does it have?
• What benefits is the consumer expected to gain?
• How is it positioned
• Which consumer segments are expected to buy it
• on what occasions and for what purpose?
• How does it fit into the total market?
Service characteristics
• Intangibility
• Perishability
• Heterogeneity (Variability)
• Inseparability
Factors affecting international product and service managements
• Balance between standardization and adapation
– Cultural, usage and legal factors
• Product accessibility and ethical issues
• Green environmental issues
• Shortening product life cycles
• Effect of differing market entry methods
• Changes in marketing management
• Ethical issues
3. Branding decisions