Secret Recipe

Title: SECRET RECIPE CAKES & CAFE

Module Name: Principle Of Marketing

Module Code: DMK1305

Student Full Name: Olawuyi Joseph Olaosebikan

Student’s ID NO: 7140120

Name Of Lecturer: MR RIYAS

Submission Date: 29 -11- 2014

Module Name: Principle Of Marketing

Module Code: DMK1305

Student Full Name: Olawuyi Joseph Olaosebikan

Student’s ID NO: 7140120

Name Of Lecturer: MR RIYAS

Submission Date: 29 -11- 2014

Content

1. Introduction of Secret Recipe Cakes & Café Shop………………….…………………..1

2. What is Market Segmentation?......................................................................2

3. Segmentation of Consumer Markets of Secret Recipe Cakes & Café….……....3

4. Positioning Strategy of Secret Recipe Cakes & Café……………………….……………4

5. The role of marketing mix of Secret Recipe Cakes & Café to achieve the right competitive advantage…………………………………………………………………………...….5

* Place

* Promotion

* Price

* Product

6. Has the Malaysian Kopitiam restaurants achieved sustainable competitive advantage in the brewing industry?...............................................................6

7. Conclusion……………………………………………….…………………………………………………6

8. References……………………………………………….………………………………………………...7

9. Bibliography………..……………………………….…………………………………………………….8

Introduction of Secret Recipe Cakes & Café Shop

Founded in 1997, Secret Recipe made its mark, renowned for its extensive range of fine quality gourmet cakes. It has since evolved to become one of the fastest growing lifestyle cakes and café chain in the region with over 300 café outlets to date.

Secret Recipe Cakes & Café's concept can be found in prime urban locations and shopping malls in major cities in the region including Singapore, Kuala Lumpur, Jakarta, Bangkok, Manila, Brunei, Shanghai.

Secret Recipe promises a value lifestyle proposition...