Introduction choice for have meals and desserts especially cakes.


reason that why we choose Secret Recipe this organization as our choice for
this assignment is because all of us like to eat and are interested on whatever
foods and desserts. Secret Recipe had released the menu for lunch or dinner and
desserts. The best sell of the Secret Recipe is the cakes. All levels of people
are like to have desserts after meals especially for Western family. For Asian
family, we prefer to buy Secret Recipe’s cake as our birthday cake because it
is worthy although the price is expensive than other cafés. Some of the white
collars like go to the Secret Recipe for their tea times because Secret Recipe
had released the combo or set while tea time. Therefore, Secret Recipe is a
good choice for have meals and desserts especially cakes.

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market segmentation of the Secret Recipe had separate into 3 main market
segment that is geographic segmentation, demographic segmentation, and
psychographic segmentation. The meaning of market segmentation is to let a
bigger market divide into a distinct group of the customers according to their
needs. By using this way, the organization can comprehend about the needs or
behaviours of the different groups of customers that they are targeting.

Geographic segmentation

market segment of geographic segmentation is based on the countries and the
regions. Secret Recipe had many branches in other countries but not only in
Malaysia. Therefore, Secret Recipe attracted much variety of international
customers. In different countries, there must be many races especially in
Malaysia. Secret Recipe was release the menu of the desserts that have
different type of taste. Therefore, the customers that come from other
countries can tries other taste of the desserts in other countries. Customers
will not be tired and they also will have the interest to go to other countries
to taste Secret Recipe’s desserts or foods, they will not only see and eat the
same desserts or foods when they at the other country. If a café opened in the downtown
densely populated, then it will bring higher profits for that café. Hence
Secret Recipe naturally chosen the densely populated downtown where is Kuala
Lumpur as their geographic segmentation.

Demographic segmentation

the aspect of the demographic segmentation, customers are divided according to
the age and life-cycle segmentation, gender segmentation and the income segmentation
of the customer.  For Secret Recipe, they
set the target of the customers in between age 10 and age 70. This is because
all of this age groups are potentially interested in desserts. Furthermore,
Secret Recipe had released the cakes that suitable for all level of customers. In
the terms of revenue, the revenue of Secret Recipe’s target customer is
middle-high-income or high income workers that who are at RM2000-RM3000 or
above, so even if the customer often spend in Secret Recipe will not cause
too  much financial burden on themselves.
Therefore, the customers will not be pressure to purchase a Secret Recipe’s
cake. For the customer that does not have a higher income that wanted to taste
Secret Recipe’s cake, they can purchase a piece of the cake.


Psychographic segmentation

terms of psychographic segmentation, Secret Recipe is making appropriate
adjustments on the menu of the café according to the modern customers
lifestyles. Modern lifestyle, customers are more accustomed to spending in a
restaurant more than a café. Hence, Secret Recipe was not just introduced the
menu of desserts but also introduced the menu for meals for lunch and dinner.
In this way, customers can enjoy the desserts at the same time can enjoy their
meals. Therefore, the Secret Recipe customers do not need to go for other
places for their meals and then come to the Secret Recipe for having their

Market Targeting

targeting was through a series of group of the customers that have a common
need to develop the characteristics of the company’s services. In a different
assessment of market segments, a company need to take attention on the segment
size and growth of the market, subdivide the attractiveness of the overall
market structure and the ways to meet the company’s goals and resources. Marketing
targeting strategies divide into four stages that are undifferentiated
marketing, differentiated marketing, concentrated marketing and micro
marketing. In these four stages of the process, the target market of the
company will from a wide range of target and then will slowly evolved into a
specific target range. Therefore, the company will just target a group of the
buyers that they wanted to serves.

Undifferentiated Marketing

undifferentiated marketing, Secret Recipe was taking the action to use a popular
flavours dessert to attract most of the buyers indifferently. Secret Recipe was
gets on the undifferentiated marketing according to the whole market needs. By
using this strategy, Secret Recipe will be loveable by most of the customers.

Differentiated Marketing

differentiated marketing, market segmentation and the pricing of the desserts
will become major changes of the Secret Recipe. A company must be design an
independent quote according to the market segment of the company. For example, Secret
Recipe subdivision the most popular desserts that had purchased by different
level of age group and gender of customer and then set a reasonable of the
independent quote for those desserts. Hence, Secret Recipe will kill two birds
with one stone by using this strategy. This is because Secret Recipe will gain
some profits and the customers of the Secret Recipe would not feel the desserts
that they purchased were not worth it.

Concentrated Marketing

marketing will no longer to using the undifferentiated marketing and will
selecting some several market segments that have more effectiveness for
targeted the market positioning of the company. For instance, women are giving
some specific promotion time and can enjoy the discount when they purchase the
product of that company. This is to create more possible market that brings it
up by women.

Micro Marketing

company only will use the micro marketing while the concentrated marketing
specific the target market and according to the local marketing to carry out
their targeted marketing to their customers. Secret Recipe will get on the price
promotion in a densely populated downtown, and then the customer of that area
will have heard the information of the promotion in the social platform nearby.
Lastly, Secret Recipe will promote their company’s website through the social
media platform. Secret Recipe will update the information of the company’s
promotional activities and release the launches of the new product and the
previews of the product in the company’ website. By using this way, the
customer of the Secret Recipe will be easier to get the information and they do
not need to go to the actual café to get the information.


value proposition for Secret Recipe is to provide many variety of cake such as
designs and the flavours of the cake to their customers. They will use the high
quality of the ingredients and use suitable amount of the ingredients to make a
delicious cake. This is to make the customer can enjoy a high-quality cake that
had introduced by Secret Recipe and this will position Secret Recipe as a high
quality for the micro luxury brands. The appetite of cake lovers and consumer
will position Secret Recipe as a high quality and delicious café. Therefore,
strength and the ability of Secret Recipe will be the competitive advantage for
their company. The Secret Recipe’s customers will be enjoying the cake that
they purchased because it is worth it.

have multiple benefits that belong to Secret Recipe. Secret Recipe were selling
a small piece of cake. The Secret Recipe’s customer can just purchase a single
piece of cake. For those customers who have more members can purchase
difference flavours that they like into a complete cake or half of the cake. Thus,
customer no need to buy the whole cake that just have one flavour and they can
enjoy different flavours of cakes when they just purchase once. Secret Recipe
will provide a service that free of charge that is customer can request to
write a message on the cake, such as birthday wishes. Besides that, Secret
Recipe was pre-emptive and bold to design a different flavour of cakes. That
the other café or cake shop can’t easily copy the difference. Although the
competitor can copy the design of the dessert but they can’t create the flavour
that similar to Secret Recipe’s dessert. 

The value proposition of Secret Recipe is more for more in the wining value
position. This is because Secret Recipe had used high-quality of ingredients to
make the cake. So, in terms of pricing, Secret Recipe have sold their cakes at
a reasonable high price. This is to cover the expenses of Secret Recipe.
As summarizes, Secret Recipe is the high-quality café that provide a higher quality
cake to all cake lovers and the wants to purchase a cake.

Marketing Environment

environment refers to all factor that impact the most common marketing
activities of the company. It refers to the main strength and factors that lead
to marketing management’s ability to build and maintain a successful customer
relationship with the company target customers. There is two level of marketing
environment that are Micro environment and Marco environment.


actors of the microenvironment can directly influence the operation of the
company. It also controls the success of a company. Therefore, the actors of
the microenvironment are close to the company its ability to serve to their


Suppliers can control the success of the company
when they hold the power. Suppliers are supplying the ingredients or some
apparatus needed. Besides that, if any part of the supply has problems, it will
lead to the production of the Secret Recipe will not be normal. This will
affect the reputation of Secret Recipe and will lose the honour to their
customers. If this situation happened, the customer will not buy cakes from
Secret Recipe again. For this reason, Secret Recipe must maintain a good
relation with supplier in order to guarantee the availability of goods in time
and continuity.           
            Moreover, the cost of the
cakes will by affected if the cost changes in the supply goods. If the supply
increased the costs of the ingredients, it necessity will bring up the costs of
their products. In this situation, if Secret Recipe increase the price of the
cakes, it will affect the sales of the market because customer won’t purchase
for it; but if Secret Recipe maintain the price of the cakes, it will reduce
the profits that can be gain by company and if this situation continues the
company can’t cover the expenses for buying the ingredients. So that, Secret
Recipe must pay close attention and analysis of the changing trend of the price
of goods.
            Furthermore, the quality of
the ingredients that supply by suppliers was very important to Secret Recipe.
This is because it directly affects the quality of the product that produced by
Secret Recipe. Next, will be affects the sales quantity, profits and the
company reputation. If the ingredient that supply by suppliers has been
affected, then the quality of the cakes will be affected as well. For example, poor
quality of the fruits can’t produce a high quality of fruits cakes. Therefore,
Secret Recipe must understand the supplier’s products and analyse the quality
of the supplier’s product before order. 
This is to ensure the quality of the cakes that produce by Secret Recipe.


Customer is referring to people that the company
serve to and is the one will purchase company’s products. Customer is the final
targeted market of the company’s marketing activities. The influence of
customer on Secret Recipe’s marketing far exceeds the aforementioned
environmental factors. Customer is the main body of a marketing, whatever
corporate’s service or product that gain the customer’s approval, then the
corporate will only can gain the related market. Secret Recipe emphasize to
satisfy customer needs as their core of marketing management.
            There is difference type of customer market. Most of
the Secret Recipe’s customers are playing a role on consumer markets. Customer
was purchasing the Secret Recipe’s cake when someone birthday or they will just
purchase it when tea time that is just for personal consumption. Minority of
the customer of Secret Recipe playing the role on international markets. Some
of the customer that from other country purchased the Secret Recipe cake in our
country or other branches in the other countries.
            Customer in these markets has different needs and
requires Secret Recipe to provide cakes and services in different ways. Their
needs, wants and preference will directly affect on the realization of the
Secret Recipe’s goals. Hence, Secret Recipe must pay more attention on customer
research. Secret Recipe also need to analyse customer demand scale, demand
structure and psychological needs which is the starting of the Secret Recipe’s
marketing activities.


Competitors are referring to the companies that sell
or similar same products or services as your company that lead to a competition.
Competition is an inevitable phenomenon of the commodity economy. In the rule of
the commodity economy, all of the corporate will meet the challenge from their
competitor when they conduct the marketing activities at the targeted market.
Secret Recipe undoubtedly is facing this problem.
            The situation of the competitor will directly
influence the Secret Recipe’s marketing activities. Such as competitors’
marketing strategy and activities will have a direct impact on Secret Recipe’s
marketing, the most obvious is the competitor’s product price, advertising and
promotion trick changed. For instance, competitor has introduced the cakes that
similar with Secret Recipe’s cake and the price of the cake lower than Secret
Recipe, the customer will be going to buy that cake at competitor’s shop.
Additionally, the new product development and the strengthening the marketing
services of the competitor will directly affect the marketing of the Secret
Recipe. For example, if the competitor had introduced a new flavour of the
cakes that never introduce by other shop, then the customer will be going to
the competitor’s shop for taste that cakes. Therefore, Secret Recipe must
understand the competitor operation situation first before develop the
marketing strategy. 


The macro
environment refers to the environmental threats posed by the whole society to
the company and the market opportunities it brings. Company must understand the
social environment in the company, by analysing the macro environment to adapt
to the business environment and change, to complete the company’s business


demographic environment is an important market for a company must pay attention
to analyze, if the company not pays attention in this environment which will
have a direct impact on an enterprise, because demographic environment will
cause a company’s profits. Therefore, Secret Recipe must analyze the population
growth and decline of the states to ensure the market of the states will brings
the profit to company. In recent years, Malaysia has seen an increasing number
of people and Kuala Lumpur in the capital has become a more populated place,
which has greatly increased market Secret Recipe.
Secret Recipe are suitable for consumers of all ages in the region such as
10-70, it was a big area of ages for consumer. So, Secret Recipe must analyse
the region and think about how to introduced products that is will attract the
region to expand the market for the demographic. Secret Recipe introduced
products suitable it will bring a lot of consumers consume in the café because
it was suitable for the consumer of all ages in that regions.


market by the cultural environment is a market that is shaped by the consumer’s
spending habits and the education consumer receives. If the consumer has received
the high education, it will make the consumer demand and required for quality
products and the pursuit of high-quality consumer process and environment. The
high quality goods of Secret Recipe will attract the consumer with high
pursuits, they will feel the products of Secret Recipe is worth for purchase
with them because Secret Recipe will use the high material to complete a
product and the attracted consumer can enhanced the market of Secret Recipe.
            Secret Recipe also considers
the market by analysing consumers’ spending habits. Nowadays, the consumers more
prefer to consume on the diet, so Secret Recipe introduced packages that
consumers can dine in the café and they while they also can enjoying the cake.


the modern society, the environment of technological is the most active market
environment because every modern person nowadays is exposed to various kinds of
technological every day, they will used they computer or hand phone every day.
Secret Recipe expands the market by accessing the Internet, a technology that
modern people will have access to. We have a service that can be booked and
delivered online so customers of Secret Recipe can easily buy the products
without leaving the house.
            In addition, Secret Recipe
also intends to use social media platforms like Facebook for publicity and
promotion. Secret Recipe will utilize the platforms to build advertising about
promo or information about Secret Recipe, so that consumers can get new information
or promotional information of Secret Recipe as soon as possible.


conclusion, this report is concern about the Secret Recipe’s marketing and we
learned the importance of the market at the completion of our report. If the
introduced product is worth buying, but the work on all aspects of the market
and the investigation is not well completed, then the product will lose its
original value, we learned in the report how to make the goods have their
            At the end, we sincerely hope
the Secret Recipe can continue though sales cake to give consumers a happy
consumer mood, so that every consumer spending in the store was feel value for