Introduction country. If a café opened in the


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 many varieties 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 customers that do 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 desserts.



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 bring 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, then the customer of that area will
have heard the information of the promotion in the social platform nearby.

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. 

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.

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.


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