Vitagen Cereal Bar

2.0 SITUATION ANALYSIS

Our marketing plan begins with two types of analysis carried out based on questionnaires that were given to a total of 50 consumers. First is the analysis of the cereal and the second is the analysis of our new products, namely VITAGEN Cereal Bar. Then, this information that we got is summarized with the S.W.O.T which are the strengths, weaknesses, opportunities, and threats analysis to understanding the market and the product.

2.1 Company Analysis

Malaysia Milk Sendirian Berhad (MMSB) was incorporated in the year of 1969. Malaysia Milk Sdn Bhd has two central. Central 1 was located at three places which are Petaling Jaya, Negeri Sembilan, and Pahang. Central 2 located at two places which are in Ipoh and Sitiawan, Perak. MMSB distributed its products to all part in Malaysia and Singapore. As we can see nowadays, most supermarkets have selling those product under the VITAGEN and MARIGOLD brands.

Malaysia Milk Sdn Bhd has been in operation for 46 years. MMSB main task was to distribute a range of quality products manufactured by their Singaporean counterpart, Malaysia Dairy Industries Pte Ltd. MMSB focused on producing a healthy drink like VITAGEN and MARIGOLD for Malaysian and Singapore people. VITAGEN was the first in MMSB range of innovative products to be manufactured. VITAGEN comes with the varieties of taste (VITAGEN REGULAR, VITAGEN Less Sugar, and VITAGEN Collagen Less Sugar). These products are so familiar to all Malaysian especially among the youth.

Since the MMSB becomes grown and strength, it was adding on a number of successful product brands, namely MARIGOLD. There are many products which are healthy drink under the MARIGOLD brands which are MARIGOLD HL Milk, MARIGOLD Milk, MARIGOLD PEEL FRESH Juice, MARIGOLD Cup Yogurt, MARIGOLD Yogurt Drink, MARIGOLD Jelly, MARIGOLD UHT Asian Drink, MARIGOLD UHT Milk, MARIGOLD UHT Fruit Drink, MARIGOLD 100% Juice, MARIGOLD Sweetened Condensed Filled Milk, MARIGOLD Sweetened Creamer and MARIGOLD...