SWOT analysis

Chapter 7: SWOT Analysis

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Strengths

·         Variety of choices

·         Colorful

·         Customizing is available for special events.

·         Unique designs on the candies.

·         The first rock candy in Malaysia.

·         The only candies that are made live in front customers.

·         Handmade candies.

Weaknesses

·         Still very new in Malaysia confectionery market.

·         Lack of outlets.

·         Workers are not friendly.

·         Restricted choices on packaging.

·         Lack of promotions and advertising campaign.

Less media coverage

Opportunities

·         Consumers are more likely to discover new stuff.

·         Strategic location in famous shopping mall.

·         Development of different types of packaging for customers.

·         Has been features in many famous blog.

Threats

·         Price of sugar is not stable and sometimes there are rumours that the market is lack of sugar.

·         Heath conscious consumers might find them too sweet.

·         Competition from other more popular confectionery like chocolates.

Chapter 8: Strategic Target Audience

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8.1 – Proposed Primary Target Audience

8.1.1 Demographics

·         Age                                         : 16 to 28 years old                

·         Gender                                                : Male and female

·         Education                                : High school and above

·         Occupation                              :Students to Working adults

·         Income Range                         : RM500 – RM 4500

·         Race & Ethnicity                    : All Races

·         Geographical location             : Urban

8.1.2 Psychographics

·         Perception                               : Customers who love sweets

·         Learning                                  : Friends, Passing by the shops, Get it as presents

·         Motivation & needs                : Can get them as gifts on special occasion.

  Customize according to customers’ needs.

·         Attitude & Personality            : Willing to try new things and have fun.

·         Lifestyle                                  : Modern and fun.

8.2 – Proposed Secondary Target Audience

8.2.1 Demographics

·         Age                                         : 30 to 40 years old                

·         Gender                                                : Male and female

·         Education                                : High school and above

·         Occupation                              :Working adults

·         Income Range                         : RM1000– RM 4500

·         Race & Ethnicity                    : All Races

·         Geographical location             : Urban

8.2.2 Psychographics

·         Perception                               : Gifts and wedding favors

·         Learning                                  : Other country, presents from friends

·         Motivation & needs                : As their wedding favors.

  Something memorable for corporate events.

·         Attitude & Personality            : Willing to try new things and have fun.

·         Lifestyle                                  : Modern and Outgoing.