Edi Shing

Table of Contents

Introduction to Mang Inasal 3

A. Company Profile 3

B. Market Profile 4

C. Value Chain Analysis 6

Franchising and Store Operations 6

Marketing 7

Logistics 7

Sourcing 8

Franchising and Expansion 8

Profile of Target Country, Malaysia 9

A. STEP Analysis 9

Socio Cultural 9

Socio Cultural 13

Technological 16

Economic 19

Politics 21

B. Analysis of the Consumer Food Service Industry in Malaysia 22

Malaysia’s Food Service Industry 22

Bargaining Power of Buyers 23

Bargaining Power of Suppliers 24

Threat of New Entrants 26

Threat of Substitutes 27

Rivalry among Competitors 27

C. Consumer Preferences, Malaysia 31

Lifestyle/Shopping habits 32

Brand/Price Sensitivity 33

Health food, convenience food and halal food 33

The Halal factor 33

Synthesis, Why Mang Inasal in Malaysia? 35

Strategy Formulation 37

Mang Inasal’s Vision Mission and Objectives and its Congruence to the Market Penetration Strategy 37

Market Entry Strategy 38

Store Operations 38

Sourcing 39

Production 40

Marketing 40

Foreign Exchange 41

Introduction to Mang Inasal

A. Company Profile

Edgar Sia II, then 20 years old, took the entrepreneurial path when he founded Mang Inasal and began its operations in Iloilo City, Philippines on December 12, 2003.  The restaurant initially offered chicken inasal to its clientele which was well-received by the Ilonggo people. As time went on, it offered more Filipino-inspired cuisine to the mass market. As such, the driving force behind Mang Inasal’s exponential growth lies in its uniquely Filipino food offerings, its value for money and its serving of unlimited rice for customers. All these factors add up to create Mang Inasal’s distinct brand identity, which has led to its becoming one of the country’s fastest growing fastfood chains. Fast forward to seven years later, the company currently has 223 branches around the country, with its management aiming to expand to 500 branches by the year 2012, with a hundred new stores opening...