J.CO DONUT AND COFFEE

SUBJECT

PRINCIPLES OF MARKETING | JMS1263

PREPARED BY

ZULFADLI BIN YUSMAR 4151004191 ZULKARNAEN BIN ZAINAL ABIDIN 4151006631 MUHAMAD SHAFIQ BIN AMSIR 4151002751 NUR LIYANA INSYIRAH BINTI SAAYA 4151006601 AKMAL SYAFIQ BIN MOHARMI 4151003831 NUR ELYANA ZALINI BINTI AHMAD ZULHILMI 4151006131 MUHAMAD AZLIE BIN MOHD AZZHAR 4151003941 NIK MUHD HANIF FATHI 4154009731

LECTURER

MR. ROSLEE BIN ALI

SUBMISSION DATE

3 DECEMBER 2015

CONTENT

1.0 EXECUTIVE SUMMARY 1 - 3

2.0 CURRENT MARKETING SITUATION

2.1 Environment

2.1.1 Market Desciption 4

2.1.2 Product Review 4

Competition 5

Distribution 6

2.2 Market Analysis

2.2.1 Market Segmentation

2.2.1.1 Geography 7

2.2.1.2 Demography 8

2.2.1.3 Psychographic 9

2.2.1.4 Behavioral 10

2.2.2 Target Market 11

2.2.3 Positioning 11

3.0 STRENGTH, WEAKNESS THREAT AND OPPORTUNITY (SWOT) ANALYSIS 12

3.1 Strength 13 – 14

3.2 Weakness 15 - 16

3.3 Oppurtunity 17 – 18

3.4 Threat 19 - 20

4.0 OBJECTIVES AND ISSUES 21

4.1 Vision

4.2 Mission

4.3 Award

4.4 Objective

4.5 Issue

5.0 MARKETING ENTRY STRATEGY 22

5.1 Marketing Mix

5.1.1 Product 23 - 26

5.1.2 Price 27

5.1.3 Promotion 28

5.1.4 Place 28

5.2 Strategy Alternatives

5.2.1 Product Life Cycle (PLC) 29

5.2.2 BCG Growth-share Matrix 30

5.2.3 Five Forces Driving Profitability

5.2.3.1 Supplier Power 31

5.2.3.2 Buyer Power 31

5.2.3.3 Threat of New Entry 32

5.2.3.4 Threat of Substitute 32

5.2.3.5 Competitive Rivalry 32

5.2.4 Product-Market Expansion Grid 33

5.3 Marketing Communication Mix 34

6.0 ACTION PROGRAM

6.1 Gantt Chart 35 - 36

7.0 BUDGET

7.1 Products 37

7.2 Calculations 38

7.3 Profits 39

7.4 Breakdown 39

7.5 Budgeting Method 40

7.6 Promotions and Activities of J.CO Donuts & Coffee Malaysia 41 - 42

8.0 CONTROL

8.1 Annual Plan Control

8.1.1 Sales Analysis

8.1.1.1 Sales Target for a Month 43

8.1.1.2 The Issues Why J.CO Donuts & Coffee Can’t Achieve

Target

44

8.2 Market Share Analysis

8.2.1 Big Apple 45

8.2.2 Krispy Kreme 45

8.2.3 Most profitable product 46

8.2.4 Marketing Expense to Sales Analysis 46

8.2.5 Profitability Control

8.2.5.1 Internal Control 46 - 47

8.2.5.2 External Control 48

9.0 APPENDIX 49

10.0 REFERENCES 50

1  

1.0 EXECUTIVE SUMMARY

J. CO Donuts & Coffee is a franchise of café restaurant chains best known for their tasty donuts,

coffee and frozen yogurt that spans over four Asian countries. The company is owned and

managed by Johnny Andrean Group. Starting their first chain of stores over 8 years ago in

Indonesia, J. CO has grown to have 187 stores in Indonesia, 14 stores in Malaysia, 38 stores in

the Phillippines, and 6 stores in Singapore.

The main focus of the report is the chain of J.CO Donuts & Coffee in Malaysia that started

in 2007. The report will contain the current marketing situation of J.CO, the strength, weakness,

threat and opportunity (SWOT) analysis, the objectives and issues, the marketing entry strategy,

the action program or implementation strategy, the budget for marketing, and the marketing control

for J.CO Donuts.

The marketing process or method is made up of three main elements that will be described

in detail in the following report. The first element is the market analysis. When the target market is

known, it will be easier to design a marketing strategy that would best attract the customers and

thus increase sales. Market analysis aims to find out who will buy a product, and is done through

segmentation, targeting and positioning.

The second element is the marketing-mix planning used to prepare a marketing plan and

program that is thorough and would send the intended value to customers that have been chosen

during the market analysis. This planning includes the marketing tools of market entry, called the

4 Ps in short, which are product, place, promotion and price. In determining the market entry

strategy, the 4 Ps are found by asking the questions of what, where, how much and how. The last

element is the control element in which evaluation of the marketing plan is done. This is to find out

whether or not the plan was a success. The tools of control that are used are annual-plan control,

profitability control, and strategic control.

The report begins with the current marketing situation of J.CO Donuts and Coffee Malaysia.

The environment in which J.CO mainly focuses on is the urban environment and aim towards the

urban community as their target market. Adults and children are targeted with their large variety of

products consisting of donuts, coffee and frozen yoghurt to fulfill the consumer appetite regardless

of age. All of J.CO products in Malaysia are sold at a reasonable price. J.CO mainly focuses on

their soft and premium donuts that have unique names as the main product with about 26 different

flavors. Recently a wide variety of beverages was also introduced into the menu. Quality is

emphasized by the use of high quality raw materials imported from other countries to make their

donuts and beverages.

2  

This brand has successfully penetrated into the local market in Malaysia going against

Dunkin Donuts and Big Apple as their main competition. With each having their own identity and

strategies to attract their customers, J.CO stands out by using the café concept and does not only

focus on donuts like the other competitors. They also have their own trained barista and baker to

serve the foods and drinks.

J.CO Donuts started in Indonesia, and with the positive feedback from customers they

spread their chain to Malaysia in 2007, Philippines in 2013 and Singapore in 2008. The location of

J.CO outlets are also easily reachable with it usually being in major shopping malls in the cities.

J.CO market segmentation focuses on locations with a high population that leads to a variety of

consumers from different backgrounds, buying behavior and needs. Geographically, J.CO targeted

Johor Bahru as the location that is most profitable after they had done their research.They focus

on groups of people that love to eat and have a sweet tooth which is why Asian countries are

chosen as the base of the marketing scope because they believe that most Asians love to eat.

For J.CO, a strategic location is crucial as it can affect the profits of the company causing

them to choose urban shopping malls as their top priorities. They aim people with a medium to

high rate of income as their product may be considered pricey by those with a lower income.

According to their researches, they concluded that people nowadays are attracted to cafes with a

classy theme, great ambience and music causing J.CO to maintain these elements in their café

design. The main selling point of J.CO is their premium quality products that comes with great taste

that is suitable for all types of people. J.CO believes that their brand strength is enough to help

position themselves in the market.

The strength, weakness, threat and opportunity (SWOT) analysis helps J.CO Donuts in

developing a strong business strategy as they have made known all the factors that will help them

stay as the best against their competitors. The strength of J.CO is in their quality products that

taste better than their competitors, high quality raw materials and still being sold at a medium price.

Their product innovation brings fresh air to the market. J.CO Donut also prides itself for creating a

life café concept that is vibrant and energetic, stylish yet interactive, customer friendly, and more

to a family concept.

Their weaknesses are from the lack of promotion and activity to develop more loyal

customers as well as to retain the customers. The external weaknesses that J.CO Donut & Coffee

face is they do not provide any online ordering or deliveries to their customers. For opportunities,

J.CO have planned to further expand their franchise to new locations. For J.CO, they know that

their products are considered pricey to some and this is their opportunity to offer attractive

promotions, offers and discounts to their loyal customers.

3  

As a large company, there are bound to be threats from the competition. As a newcomer

in the food industry, J.CO had to compete with other companies to ensure that they can survive in

the donut industry. Therefore, before the company opened their first store, the founder of J.CO

Donut & Coffee, Johnny Andrean, had done extensive research on the making of donuts and flavor

to generate donuts that are unique to beat the current competitors in the industry. The main vision

of J.CO is to establish itself as a trend-setting lifestyle and the foremost international premium

donuts and coffee brand in the industry. Its missions revolve around putting the customers as the

utmost priority.

In J.CO Donuts marketing entry strategy into the Malaysian market, they have done a

franchising strategy as it is works well for a company that have a strong brand name. The first

element of marketing mix is product. J.CO products include donuts, coffee, chocolate and yoghurt.

Pricing is the second element in the mix and is the most important as this generates a turnover for

the company. J.CO underwent several pricing strategies when it entered the Malaysian market.

The pricing strategy they used was penetration pricing to attract new customers. Currently the

price is set using competition pricing strategy where they set a price in comparison with competitors

such as Big Apple Donut and Dunkin Donut. The third element is promotion which to J.CO is the

business of communicating with customers. J.CO uses the pull strategy to attract customers using

social media. The last element is place. For J.CO Donut & Coffee, they prefer to sell the product

directly to their customer which also known as direct distribution to consumer.

For their strategy alternatives, J.CO uses the Product Life Cycle to ensure that they do not

lose their customer, profit and to delay the decline of a well-established product which has the

potential of generating further revenue. J.CO also uses the BCG Growth-share matrix and the

identification of the five forces driving profitability. For J.CO Donuts & Coffee’s market

communication mix, it is their policy that they rarely advertise on television and radio. They usually

rely on sales promotion during the festive season and public relations to promote their products or

services. They also do a lot of corporate social responsibility (CSR) program.

The action program of J.CO is shown in the form of a Gantt chart in the report. It is shown

that J.CO does promotion during the celebrations of each religion in Malaysia. Besides that, they

have CSR activities three times a year and occasional management meetings. The budget section

of this report aims to analyses the overall budget of J.CO in terms of how they spend their income

on the promotion and activities or the company. The last part of this report is the marketing control

to compare the results to the marketing plan. J.CO uses an annual plan control and profitability

control for their business. It is recommended that J.CO continuously adapts its marketing mix to

keep up with the changing times. In conclusion, this report has shown a clearer picture of how a

business uses marketing mix to identify its target market, attract them and retain their loyalty.

4  

2.0 CURRENT MARKETING SITUATION

2.1 Environment

2.1.1 Market Description

J.CO Donut & Coffee is a café restaurant that is selling donut and beverages thus J.CO Donut &

Coffee is considered to be in food and beverages (F&B) industry. They claimed that since their

opening in Jakarta, their always target a high income customer because their price are quite too

expensive from their competitor as they use price skimming strategy or known as premium pricing

strategy. Other than donut, they also knew for their high quality of the frozen yogurt that they sold.

Jco Donut’s headquarter was located at Jakarta, Indonesia.

Most of the J.CO Donut & Coffee outlet was built in urban environment. By doing this, it

will help and increase the J.CO Donut & Coffee sale and customer rate. For their customer, J.CO

Donut & Coffee aim the children up to adult as their main customer. That is why they have variety

type of food to fulfil their customer appetite regardless of their age and different background. J.CO

Donut & Coffee food is quite pricy hence it makes peoples that have medium to high income

suitable for J.CO Donut & Coffee goods. There are so many company that sell donuts as their

main product. For example of them are Big Apple, Krispy Kreme, and Dunkin’ Donuts. Each of

their product has their own unique ways and strategies that they use to attract consumer. Starbuck

can also become one of the J.CO Donut & Coffee competitors due to the café concept and menu

that they both provide to the public.

2.1.2 Product Review

J.CO Donut & Coffee have several types of product, food and beverage for their customer.

Currently they focused on donut, coffee and frozen yogurt which has become one of Jco Donut’s

main or core product. For their donut, there are about 26 flavors that consist of chocolate flavors,

vanilla, coffee and many more. Besides that, they also provide cool and hot beverage that come

with so many choice. Meanwhile, the price range of J.CO Donut and Coffee set their donut price

at about RM2 to RM4 for ala carte.

They also sell their donut in combo set that comes with affordable price. For their beverage

and coffer, the price range is RM8 to RM17. J.CO Donut & Coffee are emphasizing the importance

of their high quality product and services for their customer. They will make sure that their customer

having a high quality of foods and good time in their café. Hence, Jco Donut are using high quality

raw material to make their foods and drinks. Most of their raw materials are imported from other

country. For example they are using chocolate from Belgium and Coffee from Brazil.

5  

2.1.3 Competition

In Malaysia, there are several companies that produce the same product like J.CO Donut & Coffee.

For example of company that sell donut as their main product in Malaysia is Dunkin Donut and Big

Apple. Even though they all sell the same products which is donut and coffee, each of them have

their own identity and strategies to attract their customer. For J.CO Donut & Coffee, they are

different from their competition in few aspects such as their ingredient, their café concept, their

donut name and many more.

First of all, J.CO Donut & Coffee are using café concept that not only focusing on their

donut just like others competitor. They also emphasize their beverages, coffee and frozen yogurt

to customer. They claimed that their beverages especially their coffee taste better because they

use Brazil coffee bean. Other than that, J.CO Donut & Coffee said that they are different from their

competitors because Jco Donut is using high quality of material and ingredient to make their donut.

Their flour is originally imported from Indonesia and they not only use machine to produce the

donut, they also use baker skill to produce ‘light as an air’ donut. Most of their material was

imported from other country such as their coffee beans are imported from Brazil and some of their

chocolates are from Belgium.

They also only choose the best quality and healthy material to produce their product. Every

three hour, they will replace their unsold donut with the fresh donut in order to maintain a high

quality taste. They said that it’s important for them to give their customer the best, great service

and food because they believed that by provide a great customer service it will help them to ensure

that their customer will come back again. In addition of that, they also have their own well trained

barista and baker to serve the foods and drinks. By hired the high skilled barista and baker, it will

help Jco Donut to ensure that all of their customer satisfy with these foods and drinks. From the

interview, J.CO Donut & Coffee claimed that by using a unique and easily remembered name for

their product, it will attract their customer and create an unique identity which will help the customer

to differentiate J.CO Donut & Coffee from other competitors. Some example of their product that

have unique name is ‘Tira Miss U’ which is a donut with tiramisu toping. Other than donut, they

also have unique flavor of beverages such as Oreo Frappe.

6  

2.1.4 Distribution

J.CO Donut & Coffee is one of the great café that serve fresh and tasty foods and drinks out there.

They all started from Indonesia then growth to other Asia country. Due to positive feedbacks that

J.CO Donut & Coffee received from consumers, they open up their outlet and build a network to

other country such as Malaysia, Singapore, Thailand, Philippines and many more.

By doing this, J.CO Donut & Coffee can distribute their product to other country and ensure

outsider consumer can grab J.CO Donut & Coffee goods. Urban location and mega mall is one of

the places that J.CO Donut & Coffee usually choose to open their new outlet. By choose these

types of location, J.CO Donut & Coffee café can be easily founded by consumer and have a high

rate of visitor or buyer per days. There is about 11 J.CO Donut & Coffee outlet in Malaysia and

260 outlets around Asia. On 2007, J.CO Donut & Coffee launch their first branch in Malaysia. After

that, they expand their business to Singapore on 2008 and Philippine on 2013. Currently J.CO

Donut & Coffee only sold their product through their restaurant and they not did provide any

delivery or online ordering services.

7  

2.2 Market Analysis

2.2.1 Market Segment

2.2.1.1 Geographic

For geographic segment, Jco Donut is usually choosing any location that have high rate of

population of people that come with a good rate of income. In Malaysia, there are about 11 J.CO

Donut & Coffee’s franchise has been opened at different state that have high percentage of

working people. There are 4 franchises at Johor Bahru, 3 at Selangor, and 1 franchise for Kuala

Lumpur, Melaka, Penang and Seremban.

Each of the J.CO Donut & Coffee are specifically located in mega mall that have a good reputation,

high rate of visitor per day and good popularity for each of the state. They believe that by doing

this, they can easily spread and promote their product to the locals. J.CO Donut & Coffee exposed

that they choose to open their store near to the mall entrance so it can be easily spotted by their

target customer. From the chart above, J.CO Donut & Coffee said that they open most of their

store at Johor Bahru than other state because of the geography factor. It’s because majority of

Johor Bahru people have high rate of salary.

This is because Johor Bahru is one of the national trading center. Other than that, Johor

Bahru also known as one of the biggest tourism center in Malaysia because in Johor Bahru they

got attractive places such as Legoland and many more. Hence it may affect the total customer of

J.CO Donut & Coffee, profit and many more. A similar situation also occurred in Selangor which

is one of the advanced states in industrial plants so, it indirectly have a positive effect on the income

of resident of Selangor.

Johor Bahru37%

Kuala Lumpur9%

Melaka9%

Penang9%

Selangor27%

Seremban9%

Geographic segmentation by state

8  

2.2.1.2 Demography

For demographic segment, J.CO Donut & Coffee target customer are those who are come from

medium and high rate income customer. This is because they set any their price a little bit higher

than their competitor as they are using price skimming strategy. Due to the price rate of Jco Donut

product, customers that come with medium to high rate of income are suitable and most likely

would buy Jco Donut product. Regardless of their gender, Jco Donut is emphasizing their customer

who is teenagers, adult and senior citizen. With the variety product that come with different taste

and form which is hot and cold, it cause the Jco Donut customer scope become larger.

Low Income Rate20%

Medium Income Rate

35%

High Income Rate45%

Demography segmentation by cusomer's income status

9  

2.2.1.3 Psychographic

During our interview, J.CO Donut & Coffee claimed that Malaysian are having one common things

that can help their businesses growth up rapidly which is majority of Malaysian are love to eat fast

food. During the first week after the launch of JCO Donut & Coffee at Pavillion, Kuala Lumpur, it

was reported that people were having a long queues just to buy their donut. During our interview,

JCO Donut & Coffee claimed that knowing your customer is one of the important elements that

they must practicing in order to have a good outcome for their business. One of these elements is

by knowing the customer’s personality and life style.

Besides that, J.CO Donut & Coffee stated that Malaysia is one of the great market place

due to their citizen that known for their eating habit. Majority of Malaysian are love to eat fast food

and dessert. This has been proved through research that has been done on 2014 by British medical

journal, The Lancet, showed that 49% of women and 44% of men in this country were found to be

obese. They said that Malaysian’s obesity rate is the highest in Asia. Another element that plays

an important role is the customer life style. As we know there are rural and urban place in Malaysia.

Different environment can lead to different life style of certain population. Since J.CO Donut &

Coffee choose urban place or environment to open their store, let’s take a look with peoples that

live in that area.

Urban Area70%

Rural Area30%

Psycographic segmentation based on J.CO Donut & Coffee Background

10  

From the situation that has been observed, peoples that live at urban and city area are

usually like to eat at the restaurant and café especially for those who are single. Unlike for those

who are live at rural area, they prefer to cook by them self. This situation is occurred because most

of the people that live at urban area are too busy with their daily life and work until some of them

could not cook a meal because of time matter or too tired after through a stressful day at workplace.

Through this problem, they take another alternative way by go to café or restaurant. From this

situation, J.CO Donut & Coffee conclude that they are more profitable and high potential customer

in urban place such as downtown or city area.

2.2.1.4 Behavioral

Besides knowing the customer life style and personality, J.CO Donut & Coffee also said that they

must identify the shortage and needs of the customer. By doing this, J.CO Donut & Coffee can

improve and makes their business suitable with the customer’s needs.

From what has been observed by JCO Donut & Coffee Company, they said Malaysia is

lack of café that sell variety of foods and beverage in the same times in order to fulfill people needs.

Even though they are so many café and food company has doing their business in Malaysia, most

of them especially for company that sell donut or coffee are usually focusing in one type of the food

or drink. Through this situation, consumers are served with limited menu and choose.

Due to this situation, JCO Donut & Coffee come with few solutions by providing much more

option and choice of foods and beverage to the customer that has different needs and want. For

example, J.CO Donut & Coffee is selling donut that has various flavor consist of fruit, creamy,

chocolate and nuts ingredient. For example of people that have an allergic with nuts still can enjoy

and eat the J.CO Donut & Coffee foods cause of the various type of donut’s flavor or ingredient.

A good, healthy and high quality food is one of the common things or needs that people

usually seeking for. With these need, J.CO Donut & Coffee has accomplish them by provide a

foods or beverages that has made from high quality ingredient. By using a great quality of

ingredient that has been imported, it will make the customer feel pleasure to eat J.CO Donut &

Coffee’s foods and beverages. Even though most of the J.CO Donut & Coffee product are pricy,

it’s still worth it for the customer to invest their money for having a great experience with J.CO

Donut & Coffee foods. By this, J.CO Donut & Coffee believe most of the consumer around Malaysia

will be happy with the concept and menu that provided at JCO Donut & Coffee.

11  

2.2.2 Target Market

There is a reason why J.CO Donut & Coffee choose an urban and mega mall as their top priorities.

For them, a strategic place or location is everything because it can affect the result and profits of

a company. By selecting these type of location, they can easily having and attract consumer that

suitable for their product. J.CO Donut & Coffee set an aim for people that come with medium to

high rate of income as their customer because most of their product quite pricy. Even though it’s a

bit pricy, it’s still worth because of the quality that J.CO Donut & Coffee provide for their consumer.

They only use the best quality of raw material that mostly imported from other country. For

example, J.CO Donut & Coffee are using chocolate from Switzerland to make their drinks or

donuts. They also choose Brazil as their supplier of coffee to ensure that their coffee full of aromatic

and delicious. In their research, they conclude that people nowadays are so in love with café that

comes with classy theme, great ambience and music. In order to attract more people, J.CO Donut

& Coffee keep these 3 elements in their café design.

They will make sure that their customer feels relax and safe while enjoying their cup of hot coffee

or chocolate, lovely and fresh yogurt or their signature foods which is donut. Jco Donut’s target

market is not only come from group of adult people. They also aim the child and teenagers as their

customer regardless of their gander.

2.2.3 Positioning

J.CO Donut & Coffee are famous with their premium quality of products. Come with the great taste

that suitable for all type people, its help them to make their customer attracted and will buying J.CO

Donut & Coffee product for the second times. J.CO Donut & Coffee believe that their product

qualities are the best.

Even though, they are not advertising their product through medium such as television, radio or

printed media, people still come to them cause of their great service and goods. J.CO Donut &

Coffee also trust that their brand strength. This is how they ensure that their customer will think

automatically of J.CO Donut & Coffee whenever they talk about donuts, coffee or yogurt.

12  

3.0 STRENGTH, WEAKNESS, OPPORTUNITY AND THREAT (SWOT) ANALYSIS

ANALYSIS

J.CO DONUT &

COFFEE STRATEGY

Strength Quality donut

Innovation with their

product line

More to relax and family

concept

Change new donut

every 2 hours

Lower price than

competitor

Selling fast and

good coffee at good

value

Price: Premium

Pricing Strategy

Product: All

ingredient are

import

Promotion:

Attractive offer

during festive

Place: High

income location

Weaknesses Lack of promotion to

develop more loyal

No online ordering or

delivering

Expensive product

Lack low calories

options

Lack of marketing

effort

Location not suitable

Using social media

for promotion

Strong marketing

strategy

Opportunity Further expansion in

new location

Wide range product

more preferred by

consumer

Offer attractive

promotion and offer

Online sale

Menu diversification

More strategic

place for new

outlet

Changes in social

pattern and

lifestyle

Threat Number of competitor

Changing taste of

consumer

Equipment breakdown

Number of

competitor

Unhealthy lifestyle

Maintain product

quality

Produce new

flavor

13  

3.1 Strengths

J.CO Donut & Coffee and Dunkin’ Donuts are two biggest donut companies in the world. These

two companies provide same product which is donut and beverage to their customers. The

different from quality and facility become the strength for the J.CO Donut & Coffee. J.CO Donut &

Coffee offer a quality donut to their customer meanwhile Dunkin’ Donuts offer a lower price to their

product. Its means that they only uses the best ingredients from all over the world such as Belgian

Chocolates, Californian Almonds, Japanese Matcha Green Tea and Italian Roasted Coffee in their

products. J.CO positions itself to be that “Elegant donut with a medium price.” It serves the market

to be satisfied with a quality donut that tastes even better than its competitor who has been in the

market for a much longer time. Dunkin’ Donuts attract their customer by offer lower price among

donut companies in the world. That a main reason why Dunkin Donut become a first choice to

people. People are preferred a product with more affordable price even they also complaint about

the product quality.

Beside, J.CO Donut & Coffee also become innovation with their product lines and Dunkin’

Donut selling a fast and good coffee at good value. Dunkin donuts as a market leader was already

in their comfort zone make them uncompetitive to the innovation, consumer as the market didn’t

have their ability to choose another product, since Dunkin’ is the only one at that moment. J.CO

Donut & Coffee as the new player bring the fresh air to market, by make donuts as a trend setting

lifestyle. Marketing mix between Sakura strategy and open-kitchen in every outlet seems attract

customer curiosity to tried and tastes the new J.CO Donut & Coffee experience. J.CO Donut &

Coffee comes out with new idea and environment to attract the target people for their products.

They do not only focus on their products but also the environment of their outlet because one of

the ways to attract people is from the decoration of their outlet.

J.CO Donut & Coffee also prides itself for creating a life café concept that is vibrant and

energetic, stylish yet interactive, customer friendly, and more to family concept. This not only

means customers can bring home food to the house, but they can also relax with friends or family.

The modern concept that created by the J.CO Donut & Coffee has made their customers enjoy

when dine in at the café. J.CO. Donuts & Coffee seem to be different from other products in the

country because the product is positioned as a lifestyle and targeted to consumers of the middle

and upper segment with a dynamic lifestyle, young and modern. For the modern technology now,

people looking for the innovative café that can cheer up their day or moments. As well as the basic

materials, more than 50% is imported from abroad. Like the chocolates imported from Belgium and

milk from New Zealand. Also, to drink, the ingredients mostly imported anyway. Most coffee

powder imported from Italy and Costa Rica. All the donuts also changes every two hours to make

sure the quality of the donuts. Because when the donuts left for too long, it will make the donuts

become hard and cold. That why they change to new donut every two hours.

14  

So, to make J.CO Donut & Coffee become well than their competitor, they use 4P as their

strategy to involve in market which is product, price, promotion and place. For the product, J.CO

Donut & Coffee only use a best product to make sure their quality is maintained. All ingredients

are import to make sure that all the donuts that they sell in a great quality. For them, quality is more

important than a quantity of the products. The consumer will judge their products by the quality,

that why J.CO Donut & Coffee take this seriously. People nowadays are looking for foods that are

something new that can satisfy their cravings without being conscious on their health. J.CO Donut

& Coffee is currently serving its customers a less sweet donut with soft, thin and chewy bread. The

size of each doughnut is perfectly enough. It’s worth the pay since it’s delicious, not too oily and

its taste is not as sweet as other donuts.

For the price, J.CO Donut & Coffee use a price skimming strategy which means their price

are expensive due to their product quality. They know that their price are expensive to the market,

but they promised that consumer will get the satisfaction after buy their products. J.CO Donut &

Coffee will not produce a product if their quality is bad. J.CO & Donut also believe that their

customer will always stick with them even their price are expensive because they get a customer

capability from the beginning of their outlet in Malaysia.

For the promotion, they already know that their product is expensive and this is their

opportunity to offer an attractive promotion, offers and discount to their loyal customers. This is

how they manage their marketing strategy. Usually J.CO Donut & Coffee will make offer during the

festival or celebration such as New Year, Independence Day and “Hari Malaysia”. Every festival

they will come out with new donuts that only offer for the limited time. For example, the promotion

is buy 1 dozen will get free 1 drinks of coffee and only offer during the festival celebrated. J.CO

Donut & Coffee will never decrease or reduce their price, but they only make a promotions or offer

for a certain time only.

Last, for the place J.CO Donut & Coffee choose a high class place to open their outlet such

as in a shopping mall. Therefore they are only open outlets in shopping malls that have many

visitors. J.CO Donut & Coffee choose a high class places because from there people will see their

outlet and easy for their customer to get their product after they have spend a long time during

shopping. For example, J.CO Donut & Coffee open their outlet in Pavilion Kuala Lumpur because

the place is famous and most the visitor is come from a high profile background.

15  

3.2 Weaknesses

Every company has their own weaknesses behind of their successful. The weaknesses can be

defined from the internal or external factor. For the J.CO Donut & Coffee, their weaknesses are

from the lack of promotion and activity to develop more loyal customers as well as to retain the

customers and for the Dunkin’ Donuts their weakness is lack low calories options for the consumer.

J.CO Donut are rarely use advertisement in newspaper or television. The reason is because they

believe on their product capability in the market even they do not do a big promotion of their

products. Meanwhile Dunkin’ Donuts do a lot of promotion of their product to make people become

more alert to their product. That why Dunkin’ Donut is more positioning in people mind. Dunkin’

Donut also lack low calories options to their customer which means their customer didn’t have a

choice for the donut if some of them are not eat sweeter donut.

Other than that, the external weaknesses that J.CO Donut & Coffee faced is they do not

provide any online ordering or delivering capability to their customers. To be a good and different

donut company J.CO Donut & Coffee should come out with the new strategy which is makes a

delivery of their products. Not to all outlets make a delivery, but only a few outlets that get a higher

demand. From the interview, they have no plan to make a delivery of their products since they

believe that their customers will stick with them even they do not provide any delivery. This is

because they believe on their product capability. For their competitor, Dunkin’ Donut weakness is

lack of marketing effort to increase their product quality. That the reason why J.CO Donut & Coffee

is more strong than their competitor. Dunkin’ Donut did not do any effort in order to increase their

quality even they receive a lot of complaint from their loyal customer.

From the interview, one of the weaknesses of J.CO Donut & Coffee is their product are

expensive. J.CO Donuts & Coffee is too expensive maybe because the quality and taste made by

J.CO Donuts & Coffee itself is different from other donuts it would cost a fortune. For J.CO Donut

& Coffee, they will not put the price if their quality products are bad. It means that the price is

suitable for the quality of donuts and coffee because all the ingredients are imported. J.CO Donut

& Coffee will never decrease their price even their customer complaint because for them, even

their customer always complaint about their price, but they will buy because they only serving good

food and delicious. J.CO Donut & Coffee know that their weaknesses will make their competitor

take a chance to become more better from them. So J.CO Donut & Coffee using a social media

as their strategy to make their advertisement or promotion become wide. This strategy is realized

in the form of sampling around the store, making a twitter account, webpage and Facebook fan

page in the virtual world. For J.CO Donut & Coffee, endorsement visitor, long queues snaking

through at the outlets and media who write a story about the delights and distinctiveness J.CO

Donut & Coffee more important than advertising. This branding strategy succeeded in creating

word of mouth and reap the publicity.

16  

Beside, J.co has a website www.jcodonuts.com that provides a variety the menus inside

the complete content to answer the curiosity of enthusiasts J.co and web design is very appealing.

J.CO Donut & Coffee will also have a twitter account for the media promotion of highly innovative

in addition to facilitate the costumer to find out the latest products from J.CO Donut & Coffee. They

do not do advertising in newspapers or television, but only using social media and their own

websites. Ineffective advertising would limit the user's knowledge about J.CO Donut & Coffee or

products sold by them. This is because there are certain groups who do not use social space as a

source of reference even those still using print media or on television advertising to influence them.

Without extensive advertising, this certainly would limit the promotion of their products.

Furthermore, J.CO Donut & Coffee also use strong marketing analysis in order to

overcome their weaknesses such as market segment, target market and positioning. For market

segment, J.CO Donut & Coffee are usually choose any location that have high rate of population.

They believe that by doing this, they can easily spread and promote their product to the locals.

Another benefit of choosing this kind of place, they can have variety of consumer that come from

different background, buying behavior and needs. For demographic, most of the J.CO Donut &

Coffee consumer are come from group of people that love to eat, especially for food that have

sweet taste regardless of their genders and ages. This is why J.CO Donut & Coffee choose Asia

country as their base or center of marketing scope because they believe that most of the Asian

love to eat something that not to heavy but tasty.

Beside, for target market J.CO Donut & Coffee choose an urban and mega mall as their

top priorities. For them, a strategic place or location is everything because it can affect the result

and profits of a company. By selecting these type of location, they can easily having and attract

consumer that suitable for their product. J.CO Donut & Coffee set an aim for people that come with

medium to high rate of income as their costumer because most of their product quite pricy. Even

though it’s a bit pricy, it’s still worth because of the quality that J.CO Donut & Coffee provide for

their consumer. Last for the positioning, J.CO Donut & Coffee come with the great taste that

suitable for all type people, its help them to make their costumer attracted and will buying J.CO

Donut & Coffee product for the second times. J.CO Donut & Coffee believe that their product quality

is the best. Even though, they are rarely advertising their product through medium such as

television, radio or printed media, people still come to them cause of their great service and goods.

This is how they ensure that their costumer will think automatically when they talk about donuts,

coffee or yogurt.

17  

3.3 Opportunities

As we all know, Malaysian people love to eat snacks and most of people make a donut as their

side dishes. So, J.CO Donut & Coffee takes this opportunity to further expansion in new location.

Different for Dunkin’ Donut, they take an opportunity due to Malaysian people love a sale by do an

online sale for their loyal customer. In Malaysia, J.CO Donut & Coffee has opened a total of 11

branches throughout the country. In Johor, J.CO Donut & Coffee has opened 4 outlets, followed

by Selangor at 3 outlets. Others such as Kuala Lumpur, Negeri Sembilan, Malacca and Penang is

one outlet only. Since J.CO Donut & Coffee already known by Malaysians, especially, so J.CO

Donut & Coffee has plans to open two new branches in Kedah and the East Coast. This is an

excellent opportunity because this will helps to increase sales and expand J.CO Donut & Coffee

empire and continues to be recognized in the eyes of the world.

Beside, wide range of products is much preferred by consumers. This is good opportunity

for J.CO Donut & Coffee to attract their loyal customer to keep stick with them. Because of J.CO

Donut & Coffee introduce various types of donuts, it became a magnet for strong attraction by the

customer. Buyers have a huge selection of donuts and coffee to choose. Each donut is served with

different flavors that are sure to make their customers really love it, especially young people. Coffee

is also on special import from Costa Rica and it smells delicious. Each donut creatively named

based toppings and flavors. This creates a unique and easy to remember, for example, Cheese

Me Up is the name for a donut with melted cheese on top layer. Tira Miss U is the name for a donut

topped with tiramisu. It’s different with other donut company. While other companies compete to

increase promotion for their products, J.CO Donut & Coffee just to make sure that their products

is always in good quality. For Dunkin’ Donuts, this is time for them to make menu diversification.

The company has more than just entertained the idea of breaking into lunch and dinner day parts

over the past few years. Dunkin has added new sandwiches and drink options to its menu to meet

this growing demand.

Furthermore, for J.CO Donut & Coffee, they already know that their product are expensive

and this is their opportunity to offer an attractive promotions, offers and discount to their loyal

customers. This is how they manage their marketing strategy. Usually J.CO Donut & Coffee will

make offer during the festival or celebration such as New Year, Independence Day and “Hari

Malaysia”. Every festival they will come out with new donuts that only offer for the limited time. For

example, the promotion is buy 1 dozen will get free 1 drinks of coffee and only offer during the

festival celebrated. J.CO Donut & Coffee will never decrease or reduce their price, but they only

make a promotions or offer for a certain time only. The offer also will be in two or three days, not

more than five days so that they do not incur significant losses.

18  

In order to compete with their competitor, J.CO Donut & Coffee make a strategy that their

new outlet will be open in more strategic place. The opening of a new outlet is from the survey that

was conducted among visitors to the mall involved. Based on survey was done, mall visitors in

Kedah and the East Coast are welcomed the opening of their donut empire since J.CO Donut &

Coffee there is no longer any open branches there. Most of them are very interested donut

produced by J.CO Donut & Coffee and can only be bought donuts and coffee if they travel to Kuala

Lumpur or Penang. This has restricted their desire to buy donuts from J.CO Donut & Coffee. So

by opening their branches in two states was selected will make the public more familiar with what

J.CO Donut & Coffee generate for consumer who likes to eat a donut. J.CO Donut & Coffee can

also meet the high demand in the region. By choosing a strategic places, J.CO Donut & Coffee

can expand their business and make all the Malaysian people know about their products.

Everyone knows that Malaysian people love to eat. Even they said the price are expensive,

they will still buy it. From this J.CO Donut & Coffee take this opportunity to change the way people

live by change in social patterns and lifestyle. When J.CO Donut & Coffee managed to persuade

Malaysians to be interested in all the food and drinks they provide, this will change people life style

especially for donut lover. If before this many people prefer to eat Korean food like sushi, they can

try all kinds of donut and no sense of doubt because the company has received approval from

Jakim and has the Halal logo that have been recognized.

With each outlet themed family concept, so this will be of interest primarily with families to

come and relax in their outlets. Without having to queue and café imaginable user-friendly, it will

delight everyone who came. For young teenagers especially, they can having time with their friends

at any J.CO Donut & Coffee outlet and enjoy with some donut and cups of coffee. This is how J.CO

Donut & Coffee attracts young people to become half of their loyal customer and can change a

teenager’s lifestyle from hangout at mall for nothing to have some enjoy at their donut café.

19  

3.4 Threats

As large companies that produce the best donut in the region asia, certainly behind the success

there must be some great competition on a par with them. It cannot be denied since before the

existence J.CO Donut & Coffee, there are other companies that produce similar products such as

Dunkin Donut and they also has a same threat like J.CO Donut & Coffee. As a newcomer in the

food industry, J.CO Donut & Coffee had to compete with other companies to ensure that they can

live a long time in the making donut industry. This is definitely a big challenge for them because

they have to be more innovative in making donuts from being seen together with other donut

company. Therefore, before the company opened a donut their first empire in Indonesia, the

founder of J.CO Donut & Coffee, Johnny Andrean, has done extensive research on the making of

donuts and flavor to suit every donut produced. This study is important because it needs to

generate donut with the uniqueness that beats the existing donut.

Beside, changing taste of the consumer is also one of the challenges or opposition to be

encountered by J.CO Donut & Coffee. What we can seen now, a variety of "hipster" foods which

became popular especially among a young people. Among the latest is the preferred choice of

homemade donuts. Homemade donuts produced similar with the donut that produced by all

companies in the country's. Homemade donuts are produced with some new flavor that will appeal

to donut lover. Prices were much cheaper than J.CO Donut & Coffee or other companies. This

becomes a great challenge for J.CO Donut & Coffee especially because of changing consumer

taste will affect the sales of their donut but J.CO Donut & Coffee will not overreact by this issues.

They take this positively because they strongly believe that their products are the best. Even

everyday their competitors will produce a new donut with new flavor it still can’t be same with their

donut that has been produce by the best ingredients. Same goes to the coffee.

Now, many of homemade coffee people can get with a cheapest price. But J.CO Donut &

Coffee still become the best choice among the coffee lover. For Dunkin’ Donuts, unhealthy lifestyle

become their threat because their customer complaint that their product are too sweeter especially

for old man. Too many people have a problem with a lot of sugar intake. This can lead to many

diseases such as, Diabetes. Dunkin Donuts uses a lot of sugar in their products could be

threatened by this issue.

Based on the interview, equipment breakdown also become one of the threat in their

management. Machinery breakdowns are always costly and it will take a long time before they get

a new machine. This becomes a major problem because they had to borrow a machine in another

outlet nearby. This damage has slowed their service and suffered losses due to a donut that has

been damaged. This needs to be faced by J.CO Donut & Coffee when their machine is damaged.

They had to close the shop for a few hours while waiting for the machine to be borrowed. There

20  

are times when they had to close up shop earlier than usual to avoid any problems arising from an

interrupted process. They also faced a problem that sort of workers in every outlets. When asked

if the salary is making it a shortage of workers. J.CO Donut & Coffee answered salary offered is

among the highest in the food industry in Malaysia. The reasons given by the J.CO Donut & Coffee

is the average Malaysians lazy to work and it become problem when having a full house, due to

sort of workers, their service become slow and make a customer waiting in long queue.

To overcome the threats, J.CO Donut & Coffee need to maintain their product quality to

make sure that their product still in first choice of Malaysian people. J.CO Donuts & Coffee’s donut

are made using machines, both when mixing the ingredients, cooking and making donuts topping.

All machines are used entirely imported from the USA. In order to maintain high quality product for

their customer, J.CO Donut & Coffee imported more than 70% of their ingredients from abroad.

The chocolate used for donut topping are specially imported from Belgium and the milk from New

Zealand. Most of their coffee products are imported from Italy and Costa Rica. Based on all this,

J.CO Donuts & Coffee positioned their self as a premium quality products in the donut market in

Malaysia. Most of the raw material for making donuts J.CO Donuts & Coffee use goods imported

directly from the USA.

J.CO Donut & Coffee also will produce a new flavor for donut that will meet their loyal

customer next year. Their new flavor is fresh and no other competitor has produced the flavor in

the market. They promised that their new flavor will full their customer satisfaction and as a sign of

appreciation for the loyalty of their customers. J.CO Donut & Coffee will keep improve their quality

in the future so that their customer will always remember their products. To overcome the problem

sort of workers, they had to bring in workers from J.CO Donut & Coffee Jakarta to fill a vacancy in

any of their outlets. This is also one of the obstacles for J.CO Donut & Coffee because when they

lack workers, they had to draw workers to a longer time. The strategy that J.CO Donut & Coffee

do to overcome their threats will help them in future and become strong company that produces

good products in the world.

21  

4.0 OBJECTIVES AND ISSUES

4.1 Vision

To establish J.CO Donuts & Coffee as the foremost International Premium Donuts and

Coffee brand

To be the trend-setting lifestyle in the Donuts & Coffee industry

To be the right company for the right people who want to achieve their dream

4.2 Mission

To provide premium quality donuts & coffee

To encourage people to attain their dreams

To put customers as our first priority

To commit ourselves in giving excellent service sincerely

To make a difference in our community

Grow the number of customers by 25% by the end of 2015

Increase revenue from existing customers by 30% in 2 years

To provide perfect locations for hanging out

To treat each other with respect and dignity

4.3 Awards

In its first year of operation, J.CO Donuts & Coffee was awarded "Marketing Award" as the brand

with the best product innovation. Following this award, J.CO won "Best Donut 2006" by FREE

Magazine at the end of 2006. In early 2008, J.CO Donuts & Coffee received the award "The

Integrated Marketing Strategy Champion 2008" by SWA business magazine and MarkPlus Co.

Since its establishment, J.CO has already won many awards.

4.4 Objective

J.CO Donuts & Coffee are international premium Donuts and Coffee brand, and they offer unique

flavours of donuts and beverages to their customer like they've never tasted before. J.CO Donuts

and Coffee only uses the best ingredients from all over the world - such as Belgian Chocolates,

Californian Almonds, Japanese Matcha Green Tea and Italian Roasted Coffee in their products.

The first outlet opened in Indonesia on June 26th, 2005 at Supermall Karawaci. After founded on

June 2005, within less than 6 years of operation, J.CO has succeeded in opening more than 120

outlets throughout Asia with its expansion in Indonesia, Singapore, China and Malaysia.

4.5 Issue

J.CO Donut & Coffee did have an issue about several thing such as shortage of workforce in

Malaysia and the imported ingredient are whether damage during shipping or held by the authority

for a long time until the ingredient is unusable.

22  

5.0 J.CO DONUTS & COFFEE’S MARKETING ENTRY STRATEGY

Market entry strategy can be defined as the planned or method of delivering and distributing

products or services to a target market. As J.CO Donut & Coffee are originated from Indonesia,

they need a strong market entry strategies in order to maintain in their business outside Indonesia.

In marketing, there are many ways on how a company can enter foreign market or international

market. According to J.CO Donut & Coffee Malaysia, they use franchising strategy as it is works

well for a company especially food industry that have a strong brand name.

J.CO Donut & Coffee said that they believe in their brand name and thus it can be utilized

internationally around South East Asia. Other than Malaysian and Indonesia, J.CO Donut & Coffee

are available in Philippine and Singapore. They are planning to expand their business in Brunei

and Korea in the next 5 years.

5.1 Marketing Mix

According to McCarthy’s, there are 4 basic elements that comprise any marketing strategy which

is product, price, promotion and place. As a new player in a food and beverages industry in

Malaysia, J.CO Donut and Coffee have use these four element in order to reach certain target

customer. According to them, their marketing mix is simple to understand and it is important for

them especially their franchisor to identify on what market sector there were in.

In general, the first element of marketing mix is price which refers to how and how much a

client will be charged. The product can be anything from cheap to a luxury item. It can be paid for

all at once or divided into monthly payments. There are also other strategies, such as psychological

price, pay what you’d like, auctions and many more.

Second, place are refers to the setting in which this product will be made available. It could be

online or in physical stores. Delivery and service deadlines are also a concern to be addressed in

this element. In many cases, it’s best to make sure that company’s product and place match as

much as possible. For example, sports products are best sold in gyms or recreation centres.

The next element of marketing mix is product. Product refers to the company’s product or

service’s characteristics and attributes. Company therefore should decide on size, colour, design

and the general functionality of what the company offered to their customer.

Lastly, promotion refers to the marketing strategies used. This involves both digital marketing

such as affiliate links, Fan Page, social media, and offline strategies such as outdoors and

newspaper advertisement.

23  

5.1.1 J.CO Donuts & Coffee’s Product

J.CO Donuts & Coffee is present in the community with several kinds of products on offer. Their

products are donuts, coffee, chocolate, as well as the newest products, yogurt. JCO Donut and

Coffee claimed that their product such as beverages as superior quality beverages and innovative

range of “light-as-air-donuts”. Differ from their competitor, J.CO Donut and Coffee served the same

product with the same name in all their store in South East Asia.

J.CO Donuts & Coffee’s donut are made using machines, both when mixing the

ingredients, cooking and making donuts topping. All machines are used entirely imported from the

USA. In order to maintain high quality product for their customer, J.CO Donut & Coffee imported

more than 70% of their ingredients from abroad. The chocolate used for donut topping are specially

imported from Belgium and the milk from New Zealand. Most of their coffee products are imported

from Italy and Costa Rica. Based on all this, J.CO Donuts & Coffee positioned their self as a

premium-quality products in the donut market in Malaysia. Most of the raw material for making

donuts J.CO Donuts & Coffee use goods imported directly from the USA and several other

countries. Therefore, the procurement of raw materials is a very important part in the production

process of J.CO Donut & Coffee’s products.

J.CO Donuts & Coffee offer unique experience to their customer by offering open kitchen

concept in their store, where their customer can actually see thru the glass panel the making of

J.CO Donut & Coffee’s donuts and product. This uniqueness make their brand different from other

competitors and it make them one step forward over their competitors. Other than that, J.CO Donut

& Coffee have named each of their donut in accordance with creative toppings and flavours to

create a unique and easy to remember names, for example, Cheese Me Up is the name for a

donut with melted cheese on top. Tira Miss U is the name of a donut topped with tiramisu. Currently

JCO Donut & Coffee offered 28 different flavour and topping of donut, 26 various flavour of

beverages and four yogurt based product to their customer.

The J.CO Donut & Coffee offer high quality packaging for their product as they believe that

a quality product starts from how it look on the outside. Currently, J.CO Donut & Coffee will served

their donut on a box of 12 pieces, 6 pieces and 3 pieces. For their beverages, their offer a plastic

cup, glass mug and their customer can buy their own J.CO Donut & Coffee merchandise such as

special printed glass mug and bottle. Below are some of the J.CO Donut & Coffee’s donut that was

currently offered in market:

24  

Berry Spears Al Capone Avocado DiCaprio

Black Jack Blueberry More Candycane

Cheese Cakelicious Choco Caviar Chocolate Choco Caviar Strawberry

Choconutzzy Coco Loco Copa Banana

25  

Crunchy Don Monchino Forestglam

Glazzy Heaven Berry Jacky Chunk

JCoccino Mesisipi MrGreen Tea

Oreologi Snowwhite Strawberry Fondue

26  

Sugarrice TiraMissU White Desert

Why Nut

27  

5.1.2 J.CO Donuts & Coffee Price

J.CO Donuts & Coffee mentioned that pricing is one of the most important elements of the

marketing mix, as it is the only mix, which generates a turnover for the company. The remaining

3p’s are the variable cost for the company. It costs to produce and design a product, it costs to

distribute a product and costs to promote it. Price must support these elements of the mix. Pricing

is difficult and must reflect supply and demand relationship. According to J.CO Donuts & Coffee,

in Malaysia market, pricing a product too high or too low could mean a loss of sales for the

company.

In order to maximize their profit, J.CO Donuts & Coffee have listed some of the factors that

affected their product’s price such as fixed and variable costs. Currently J.CO Donuts & Coffee

fixed cost are rent, insurance, license and loan payments while their variable cost are ingredients,

staff salary, and many more. The next factors are their competitor’s price, their target group salary

and their willingness to pay for the product.

J.CO Donuts & Coffee reveal that they undergo several pricing strategy when it enter

Malaysia market. Some of the pricing strategy that they use is penetration pricing which is the

pricing technique of setting a relatively low initial entry price, usually lower than the intended

established price, to attract new customers. According to J.CO Donut & Coffee, this strategy aims

to encourage customers to switch to the new brand in Malaysia because of the lower price. J.CO

Donut & Coffee said that this strategy have some advantages for their company such as

encouraging word-of-mouth recommendation for the product because of the attractive pricing thus

making promotion more effective. Other than that, it also forces the business to focus on minimising

unit costs right from the start as the productivity and efficiency are important.

Currently J.CO Donut & Coffee price was set using competition pricing strategy where they

set a price in comparison with competitors such as Big Apple Donut, Dunkin Donut and many more.

Among this three major competitor, J.CO Donut & Coffee price are at the highest because they

said that they believed their customer will always come back to their store as they are using high

quality ingredients imported from all around the world to produce high quality product such as

donut and beverages. Setting the price higher also known as price skimming strategy as the price

are set to high to reflect the exclusiveness of the product as J.CO Donut is known for their high

quality of their ingredient and exclusiveness of their café and restaurant. All transaction in all store

in Malaysia with their customer based only on cash only.

28  

5.1.3 J.CO Donuts & Coffee Promotion

When asked about promotion that was being used by J.CO Donuts & Coffee, they said that

promotion is the business of communicating with customers. Referring to the promotion mix

strategy, J.CO Donut & Coffee claimed that they are using pull strategy which mean they usually

use social media network to advertise their product in order to create a stronger consumer demand.

They believe that promotion will provide information that will assist their customer in making a

decision to purchase a product or service.

The cost associated with promotion often represents a sizeable proportion of the overall

cost of producing the product. However, successful promotion increases sales so that promotion

and other costs are spread over a larger output. Though increased promotional activity is often a

sign of a response to a problem such as competitive activity, it enables J.CO Donuts & Coffee to

develop and build up a succession of messages and can be extremely cost-effective.

They also believe that promotion is the method that they should be using to spread the

word about their product to customers, stakeholders and the broader public. According to J.CO

Donuts & Coffee, once they’ve identified their target market, they’ll have a good idea of the best

way to reach them. For J.CO Donut & Coffee, they are choosing sales promotion strategy and

public relations strategy to promote their products.

5.1.4 J.CO Donuts & Coffee Place

In the marketing studies, place is concerned with various methods of transporting and storing

goods, and then making them available for the customer. Getting the right product to the right place

at the right time involves the distribution system. For J.CO Donut & Coffee, they prefer on selling

the product directly to their customer or also known as direct distribution to consumer.

According to J.CO Donut & Coffee, efficient and effective distribution is important if the company

is to meet its overall marketing objectives. If a company underestimate demand and customers

cannot purchase products because of it, profitability will be affected. They choose not to distribute

their product by using wholesaler, retailer or agent because they need to maintain the freshness

of their product in order to maintain the high quality taste of their donut and beverages. Other than

that, they also regularly change their unsold donut each in 3 hours and some of the unsold donut

will be given to orphanage house to prevent any waste of food. As J.CO Donuts & Coffee are one

of the exclusive café, they deliberately chose a place that is frequently visited by public. It became

J.CO Donut & Coffee priority to ensure that their store are located in suitable area such as shopping

mall. In Malaysia, all J.CO Donut & Coffee café are situated inside famous shopping mall such as

Pavillion, Palm Mall Seremban, Queensbay Mall Penang and many more. They said the location

will be the key of the success of their store so they focus on choosing a ground floor location and

near an entrance location in the shopping mall.

29  

5.2 Strategy Alternatives

5.2.1 Product Life Cycle (PLC)

J.CO & Donut said that their customer always expect new product during the festive season and

this is become customer demand are unlimited and it is J.CO Donut & Coffee challenge to

accommodate the needs of their customer. The needs and demand of their customers change

over time and thus the product offering has to be changed accordingly. In order to stay in top of

the business, J.CO Donut & Coffee always assume that what is favourite product today may be

out of market within few month. Thus innovation is required to maintain the customer needs and

the company profit.

To counter these changes J.CO Donut & Coffee have their own research and development

(R&D) located in Jakarta, Indonesia. The J.CO Donut & Coffee R&D are responsible on producing

a new flavour whether it is donut, beverages or yogurt. They claimed that their R&D played an

important role in attracting their customer thus although they experience loss during product

development stage, they always gaining profit when the product reached growth stage. Since its

opening in Indonesia, J.CO Donut & Coffee are continuously introduced a new products during

festive season and has phased out the old ones which were at the decline stage of their product

life cycle. The introduction is timed such that the new product does not cannibalize the product

already in the maturity or growth stage. Thus the secret lies in getting profits with same product

but different topping or flavour in the different stages of the PLC.

J.CO Donut always monitored their annual sales volume based on product to keep their

time on PLC in maturity mode. Whenever J.CO Donut & Coffee product reach the some level of

their maturity, J.CO Donut will either replace it with new product or withdrawn it from the market.

This is to ensure that they didn’t lose their customer, profit and to delay the decline of a well-

established product which has the potential of generating further revenue.

30  

5.2.2 BCG Growth-share Matrix

According to BCG Matrix, J.CO Donut & Coffee can be considered as the question mark

in the Malaysian donut industry. The reason for this is its high market growth and their low market

share in the Malaysia market. These happened due to the several reason such as J.CO Donut &

Coffee are the younger competitor in donut industry. In Indonesia market however, J.CO Donut is

the star because they have high market share and high market growth. J.CO Donut & Coffee are

aiming to become the star in Malaysia donut industry by planning to open several dozen café in

the coming year.

By having a high market share and high market growth, Big Apple Donut & Coffee are the

star because they have 85 outlet and café selling their product and some of the public are already

being customer with Big Apple Donut for a long time as Big Apple is Malaysian company and it’s

the pioneer in Malaysian donut café concept. The cow in Malaysian donut industry is Dunkin Donut

as Dunkin Donut although have high market share, it have a low growth rate. Currently, Dunkin

Donut are having 81 café in Malaysia including Sabah and Serawak. Dunkin Donut have low

growth rate may be due to their same menu with new product being introduced since their opening.

Lastly, Krispy Kreme are considered as the due to its low market share and low market growth.

Krispy Kreme currently have 12 store in Malaysia and it is assume that it the dog because the

brand is from United State of America and it is not widely known by public.

STAR

QUESTION MARK

COW

DOG

High

Low

Gro

wth

Rat

e

High Low Market Share

31  

5.2.3 Five Forces Driving Profitability

5.2.3.1 Supplier Power

J.CO Donut & Coffee’s case have a large population of suppliers for their ingredient however they

claimed that their bargaining power of suppliers is moderate. This is because they have a good

relationship with their suppliers thus making the bargaining power is fairly stable currently. It is also

believed that the reliance that J.CO Donut & Coffee’s has on suppliers is equal to the reliance

suppliers have on J.CO Donut & Coffee’s.

On one hand, J.CO Donut & Coffee’s has a good supply chain of quality ingredients at fair

prices while on the other hand, suppliers are surely content with supplying to a large consuming

company such as J.CO Donut & Coffee’s. However, there are many substitute suppliers out there

that can replace current suppliers such as their supply of coffee bean and chocolate. J.CO Donut

& Coffee are importing their ingredient for their product came from same region for all their store

in South East Asian. Most of the J.CO Donut & Coffee ingredient supplier are kept as company

secret.

5.2.3.2 Buyer Power

The biggest challenge faced by J.CO Donut & Coffee is the buyer power as in Malaysia, there are

many others competitor and it usually have a significant choice in donut and coffee shops. In

addition to that, with the Malaysia law, it was with difficult and involve a lot of money to patent their

coffee, donut or yogurt product. Due to this reason, a lot successful innovations by J.CO Donut &

Coffee such as the Oreo Frappe are subject to copycat products.

In order to serve their customer well, J.CO Donut & Coffee have an official customer

service website in their official website where their customer can shared their idea about J.CO

Donut & Coffee new product or giving suggestion on how the company should improve. Since its

opening in Malaysia, J.CO Donut & Coffee received more than 2, 500 ideas and suggestion from

their customer and Malaysia. From that number, J.CO Donut & Coffee have regularly do a blind

taste for their product to all their loyal customer.

According to the study done by the J.CO Donut & Coffee R&D Department, their decision

which is to allow the customer share their idea is helping them building a stronger relationship with

their customer. Listening to customers will generate loyal customer, which is clearly critical in an

industry with low switching costs. J.CO Donut & Coffee claimed that they need to maintain their

product and customer service at the highest level because there are many competitor in Malaysia

donut and coffee market.

32  

5.2.3.3 Threat of New Entry

J.CO Donut & Coffee brand image is very strong in South East Asia as a high quality donut and

coffee seller. This creates power by reducing customer susceptibility to visiting competitor stores

in proximity to J.CO Donut & Coffee, making it a hard market for new entrants. According to the

J.CO Donut & Coffee and regular visitor of Pavilion, after 3 month of J.CO Donut & Coffee opening

its store in Pavilion, their competitor Dunkin Donut have closed their store in Pavilion.

In Malaysia, there is a relatively low threat of new entrants into the Malaysian coffee and

snack shop industry. Other than that, there is not many competitor in exclusive donut & coffee

café, it is not an easy for a new entry to build a strong brand that could match the J.CO Donut &

Coffee brand. According to J.CO Donut & Coffee, they build a strong brand name for almost 10

years in South East Asia and many of their competitor take almost 15 years.

Although it is still possible for a new entrants to thrive in this market, they may experience

several problem for example, licenses, insurance, or other qualifications that may be required are

not hard to obtain In addition, since customers incur minimal switching costs when switching

suppliers, they are able to buy from multiple stores. This element of the Five Forces analysis shows

that the threat of new entrants is a low threat issue for J.CO Donut & Coffee.

5.2.3.4 Threat of Substitute

In all of the five forces, threat of substitute is the highest threat to the company. The threat of

substitute products and services is high. Coffee and snacks café concept restaurant that are

serving donut is a substitute products for J.CO Donut & Coffee. Café and restaurant that served

similar donut include nationwide chains are Dunkin Donut, Big Apple Donut, Krispy Kreme and

also Mister Donut. Substantial substitute products exist in the Malaysian donut & coffee industry

whether they are similar in nature or completely different, yet still classifiable as fast food.

5.2.3.5 Competitive Rivalry

To conclude, it is clear from the above explanations that the J.CO Donut & Coffee brand does offer

the company significantly enhanced competitive rivalry through its contribution to the reduction of

all four threats.

Therefore, in accordance with Porter’s Five Forces theory, it can be said that J.CO Donut

& Coffee strong brand influences its external environment and the donut and coffee industry as a

whole. J.CO Donut & Coffee’s faces tough competition because the donut and coffee market is

already saturated. J.CO Donut & Coffee also claimed that their brand identity within the industry

is also a huge factor for the rivalry, as three major brands have captured the majority of the market.

It is important to note, however, that the industry does not have over capacity at the moment

33  

5.2.4 Product-Market Expansion Grid

In the Product-Market expansion grid, J.CO Donut & Coffee are located in the product

development strategy. They claimed that this strategy suit the business that they are in. Product

develop can be define as developing new products and offering to the existing current markets.

These strategies often try to sell new products to regular customer. Product development is used

when there is a new product which has to be introduced in an existing market. In J.CO Donut &

Coffee, they regularly introduced new donut topping and beverages flavour. When they introduced

new product, they sometimes removed the less profit product. The department that responsible

for product development in J.CO Donut & Coffee are their Research and Development (R&D)

department.

Existing Product New Product

Existing

Market

Market

Penetration

Product

Development

New

Market

Market

Development

Diversification

34  

5.3 Market Communication Mix

For J.CO Donuts & Coffee, it is their policy that they rarely use advertising on television and radio.

They usually rely on sales promotion and public relations to promote their products or services.

Sales promotion relates to short term incentives or activities that encourage the purchase or sale

of a product or service. Some of the promotion that J.CO Donuts & Coffee do is each festive

season, they will introduce new donut flavour with lowest price in order to increase their chance to

get new customers. Other than that, J.CO Donuts & Coffee also contributed a lot to the society

thru corporate social responsibility (CSR) programme.

Public relation refers to how you handle your relationships and the flow of information with

your various "publics" or the people who have a stake in or are affected by your business. This

includes the general public, consumers, shareholders, employees, partners, competitors and the

government. J.CO Donuts & Coffee’s CSR programme is also known as one of the public relations

(PR) strategy used by J.CO Donuts & Coffee. According to Chartered Institute of Public Relations,

public relation is defined as the deliberate, planned and sustained effort to establish and maintain

mutual understanding between an organisation and their publics. J.CO Donuts & Coffee said that

their public relations is about building good relations with the public of your business by obtaining

favourable publicity, building a good corporate image and handling or heading off unfavourable

rumours, stories and events.

Currently, J.CO Donuts & Coffee CSR programme only involved activity with orphanages

and homeless people around Kuala Lumpur area. J.CO Donuts & Coffee believe that building good

relationships with your stakeholders, particularly customers, you can generate positive word of

mouth and referrals from satisfied customers. Many small businesses do not devote enough

attention to public relations in their promotional mix but done properly, it can be a powerful and

cost effective business development and marketing tool.

35  

6.0 ACTION PROGRAM

6.1 Gantt Chart

Based on the Gantt Chart stated above, JCO Donut and Coffee had a promotion during each

festival that celebrate in every religion. At each year, they will do a promotion include the Chinnesse

New Year, Hari Raya Aidilfitri, Deepavali and Christmas. Besides on the promotion, at every three

times a year, they will do a sponsor towards the orphanage withthin January, May and December.

Meeting with the international JCO meeting had always done total of six months in a year

which is straight from the January untill June. On top of that, on the grey scale above stated that

JCO had their service equipment at every three times a year that is on March, April and May.

Therefore, their equipment is always in a good condition. On the black scale above, the JCO Donut

and Coffee hiring and training the employees at every three months in a year which on January,

February and March. Throughout the training, the company served a good technique and skill for

their work. Most of the time, research and development had the longest period compare to the

other activities. The Gantt chart above shows that, the company done it at every twelve times in a

year that from the January and December which they always making an improvement on the taste

of their drink and food to satistfied their customers. Before the development been made, they

always done a research by having a survey and online survey giving out towards the customers to

know exactly what is less on their foods and drink or even their services.

Activity JAN FEB MAR APR MAY JUN JUL OGO SEP OCT NOV DEC AMOUNT

BUDJET

Promotion

Raya

RM 8000

Orphanage

and Sponsor

RM

12000

International

JCO meeting

RM

18000

Serivce

Equipment

RM

15000

Hiring and

Training

RM 9000

Research

and

Development

RM

12000

JCO

Malaysia

Meeting

RM 4500

36  

Last but not least, At every three times in a year JCO held a meeting between the CEO’s

of the JCO in every state in Malaysia that are on April, May and June. Throughout the meeting,

most of the time, they are disscussed about the finacial problem or to solve the problem that their

company faces. The problem that the company faced in targeting the time that had been set, there

are several problem that they face especially because of the employees itself. Less numbers of

workers caused the company severe a problem. As what that we had earned from the interview

that we had made, Malaysian people are not giving their interested towards the jobs and

demanding for a better job.

Other than that, from what we have known based on the interviewed that we had done, the

problem that cause the problem is the equipment. Less of equipment that are provided for the

company. The JCO Donut and Coffee divided the task towards their employees in order to

achieved their time that have been set, the company find a solution to acheive it by creating a

timetable toward each of the employee. The time working for each of the employee for the JCO

donut and coffee is eight hour a day. The period of time for the work hour is long due to the lack of

worker for the JCO. On the other hand, if the worker didnt perform well for the JCO they will attend

for the couching and counseling and they will have 2 months notice before they been terminated

for the job.

37  

7.0 BUDGET

This section aims to analyse the overall budget of J.CO Donuts & Coffee Malaysia (Pavillion

Branch) in terms of their target sales and the actual generation of income which consists of 3

phases; daily, monthly and yearly projection.

7.1 Products

To understand how J.CO Donuts’ budget works within its business operation, we must first take a

look at the range of product they deliver to understand the dispersal of prices. J.CO Donuts’ offers

5 different varieties of food products, which are:

1) Donuts: The donuts that comes in 24 different flavours are sold in 3 different

quantities which are a dozen per box, half a dozen per box and ala-carte. The

amount of donuts produced in J.CO donuts (Pavillion) is 5000 pieces daily. The

actual projection they managed to sell is at the capacity of 3,500 pieces daily

average, which amounts to 105,000 pieces monthly.

2) J.Coffee: J.Coffee managed to sell at an average of 90 cups per day, which

comprised of 3 different sizes; tall, grande, venti. For an extra RM1.00, you can

upgrade from medium to large. This coffee comes in 26 different varieties.

3) J.Club- J.Club are sold at an average of 30 units per day, they come in 2 different

flavours. They are one of the least within the product to generate sales throughout

their daily operation.

4) J.Pops- J.Pops or Baby Donuts is also popular among its customers, with a box of

24 pieces, they are selling at an estimated 40 boxes per day.

5) J.Cool Yogurt- The J.Cool Yogurt is also apparently selling 40 cups average per

day which comes in 4 different sets.

38  

7.2 Calculations

The breakdowns for the calculation of unit sold are as follows:

1) Donuts- (i) 12pc x 230 boxes (RM 26.00)= 2760 units

(ii) 6pc x 110 boxes (RM13.00) = 660 units

(iii) Ala-carte (RM3.00) = 80 units

2760+660+80 = 3500 units (daily)

3500 x 30 = 105,000 units (monthly)

105,000 x 12 = 1260000 units (annually)

RM26.00 x 230 = RM5980

RM13.00 x 110 = RM1430

RM3.00 x 80 = RM240

RM5980+RM1430+RM240 = RM 7650 (daily)

RM7659 x 30 = RM229500 (monthly)

RM229500 x 12 = RM2754000 (annually)

2) J.Coffee- (i) venti (rm 8.00) = 50 cups

(ii) grande (rm7.00)= 30 cups

(iii) tall (rm 5.00) = 10 cups

50 + 30 + 10 = 80 cups (daily)

80 x 30 = 2400 cups (monthly)

2400 x 12 = 28800 cups (annually)

RM 400+ RM 210+ RM 50 = RM660 (daily)

RM 660 x 30 = RM19800 (monthly)

RM 19800 x 12 = RM237600 (annually)

3) J. Club- (i) Cheezy Rich (RM6)- 15 units

(ii) Red Velvet (RM6)- 15 units

15 + 15 = 30 units (daily)

30 x 30 = 900 units (monthly)

900 x 12 = 10800 units (annually)

RM 90 + RM 90 = RM180 (daily)

RM180 x 30 = RM5440 (monthly)

RM 5400 x 12 = 64800 (annually)

39  

4) J. Pops- 40 boxes daily ( RM18.00)

40 x 30 = 1200 boxes (monthly)

1200 x 12 = 14400 boxes (annually)

RM 18.00 x 40 = RM720 (daily)

RM 720 x 30 = RM21600 (monthly)

RM 21600 x RM259200 (annually)

5) J. Cool Yogurt- (i) J. Cool Single (RM 6.50) = 12cups

(ii) J. Cool Couple (RM 12) = 10 cups

(iii) J. Cool Sharing (RM 13) = 10 cups

(iv) J. Cool To Go (RM 10) = 8 cups

12 + 10 + 10 + 8 = 40 cups (daily)

40 x 30 = 1200 cups ( monthly)

1200 x 12 = 14400 cups (annually)

RM 78+ RM 120 + RM 130 = RM 80 = RM408 (daily)

RM 408 x 30 = RM 12240 (monthly)

RM 12240 x 12 = RM 146880 (annually)

7.3 Profits

1. Gross profits:

(i) Daily = RM 7650 + RM 660 + RM 180 + RM 720 + RM 408 = RM 9618

(ii) Monthly = RM 229500 + RM 19800 + RM 5440 + RM 21600 + RM 12240 = RM 288,580

(iii) Annually = RM 2,754,000 + RM 237,600 + RM 64800 + RM 259,200 + 146880 = RM

3,462,480

7.4 Breakdowns

Monthly gross profit = RM 288,580

1. Cost of raw materials: RM 70,000 (24.25%)

2. Workmanship: 20 employees ( RM 1,800 each) + 2 store manager (RM 2,200) = RM

40,400 (14%)

3. Premis rental: RM 20, 000 (7%)

4. Utility bills: RM 5,000 (1.7%)

5. Franchise monthly fee: RM 10,000 (3,4%)

6. Monthly Profit Margin: RM 143,180 (49.61%)

40  

7.5 Budgeting Method

For this section, we will use Task and Objective approach of budgeting. This method will analyse

and determine how much funds to be spend on sales and promotion, marketing and advertising

which will based on the desired results. It will involve:

1) Setting specific objectives

2) Deciding what tasks need to be completed to achieve those objectives

3) Calculating how much money it will cost to complete the task list

J.CO Donuts and Coffee Malaysia uses the objective and task method of setting up its

advertising budget. The advertising manager feels that this method is the best way for the company

to plan its advertising. The store’s staffs first identify the merchandising events that will be held

during the budget period. Then the manager determines the advertising that will be needed to

promote these events properly, how much advertising will cost, and sets up the budget according

to these figures. If the competition proves particularly active in promoting one category of

merchandise the advertising budget can be adjusted so that additional funds can be spent to

promote this merchandise.

(a) Planning the budget

The following list explains the merchandising events, which are held during this year. For each

event funds have been estimated for advertising expenditures that will be needed to accomplish

the promotion.

7.6 Promotions and Activities of J.CO Donuts & Coffee Malaysia

Raya Promotions include Chinese New Year, Hari Raya Aidilfitri, Deepavali, Christmas

(Digital Advertisement RM2000)

Orphanage and Sponsor (CSR)- January, May and December (RM 4000 each month)

J.CO International Meeting- January until June (RM3000 each month)

Equipment Service- March, April and May (RM5000 each month)

Hiring and Training- January, February and March (RM3000 each month)

Research and Development for 1 year (RM1000 each month)

JCO Malaysia Meeting- April, May and June (RM1500 each month)

41  

MONTH TASK OBJECTIVE CALCULATION AND

COST

JANUARY CSR

J.CO International Meeting

Hiring and Training

Research/Development

Donation for

Orphanage

Discuss marketing

plans

Enhance staffs

performance

Enhance sales and

services

RM 4000

RM 3000

RM 3000

RM 1000

TOTAL: RM 11,000

FEBRUARY J.CO International Meeting

Hiring and Training

Research/Development

Discussing means of

effective promotions

Enhance Staffs

Enhance sales and

services

RM3000

RM3000

RM 1000

TOTAL: RM 7,000

MARCH Raya Promotions (Digital

Advertisement)

J.CO International Meeting

Hiring and Training

Equipment Servicing

Research/Development

Chinese New Year

Promo

Discussing unified

agreements

Enhance Staffs

Maintain and restore

equipment’s

Enhance sales and

services

RM 2000

RM 3000

RM 3000

RM 5000

RM 1000

TOTAL: RM14,000

APRIL J.CO International Meeting

Equipment Servicing

Research/Development

J.CO Malaysia Meeting

Discussing problems

and solutions

Maintain equipment

Enhance sales and

services

Discussing local promo

RM3000

RM5000

RM1000

RM1500

TOTAL: RM 10,500

MAY CSR

J.CO International Meeting

Equipment Servicing

Research/Development

J.CO Malaysia Meeting

Old Folks Home

Discussing expansion

Maintain equipment

Enhance sales and

services

Discussing problems

RM4000

RM3000

RM5000

RM1000

RM1500

TOTAL: RM 12,500

42  

TOTAL:

RM11, 000 + RM7, 000 + RM14, 000 + RM10, 500 + RM12, 500 + RM5, 500 + RM3, 000 +

RM1000 + RM 1000 + RM 1000 + RM 3000 + RM 7,000

= RM76, 500 annually

RM 3,462,480 - RM76, 500 = RM 3,385,980 annual nett profit.

JUNE

J.CO International Meeting

Research/Development

J.CO Malaysia Meeting

Maintaining Efforts

Enhance sales and

services

Discussing Solutions

RM 3000

RM 1000

RM 1500

TOTAL: RM 5,500.

JULY Raya Promo (Digital

Advertisement)

Research/Development

Hari Raya Aidilfitri

Promo

Enhance sales and

services

RM 2000

RM 1000

TOTAL: RM 3,000

AUGUST Research/Development Enhance sales and

services

RM 1000

SEPTEMBER Research/Development Enhance sales and

services

RM 1000

OCTOBER Research/Development Enhance sales and

services

RM 1000

NOVEMBER Raya Promo (Digital

Advertisement)

Research/Development

Deepavali Promo

Enhance sales and

services

RM 2000

RM 1000

TOTAL: RM3,000

DECEMBER Raya Promo (Digital

Advertisement)

CSR

Research/Development

Christmas Promo

Orphanage donation

Enhance sales and

services

RM 2000

RM 4000

RM 1000

TOTAL: RM7,000

43  

8.0 CONTROL

Marketing control is the way to compare your actual results to your marketing plan. To confirms

that your company already in the right track. The control step will help the company to improve the

performance. There is four tools of control in marketing which is Annual-plan control, Profitability

control, Efficiency control, Strategic control. J.CO Donuts & Coffee is using an Annual plan control

and profitability control for their business purposes. Annual plan control is the process to aim and

achieve sales volume and all objectives which already have been set up by the company. After

that, profitability control is how the company controls the sales made, profit earned and

expenditures incurred by them. Usually it relates with profit earning capacity of firm’s product by

the company. J.CO Donuts & Coffee will look back all the process get to know what they achieve.

Even though J.CO Donuts & Coffee already plans their strategy smoothly but there’s no guaranty

profit for it.

8.1 Annual Plan Control J.CO Donuts & Coffee

8.1.1 Sales Analysis

8.1.1.1 Sales Target for a Month

Sales Goals

5000 pieces day X 30 days = 150,000 pieces of (donuts a month)

J.Coffee = 200 cups per day

J.pops = 100 boxes per day

J.cool yogurt = 70 cups per day

J.club = 50 units per day

J.CO Donuts & Coffee target their sales every month depends on quantity of donut that produce.

they target that every outlet will produce around five thousand pieces every day which is can

produce around hundred and five thousand pieces of donuts every month.

MARKETING CONTROL

ANNUAL PLAN

CONTROL PROFITABILITY

CONTROL

44  

Actual sales

3,500 pieces X 30 days =105,000 pieces of (donuts a month)

J.Coffee = 90 cups per day

J.pops = 40 boxes per day

J.cool yogurt = 40 cups per day

J.club = 30 units per day

Eventually, J.CO Donuts & Coffee not achieve their target every month, their just achieve around

3,500 pieces of donut a day. This show has some issue of what they already planned. .

8.1.1.2 The Issues Why J.CO Donuts & Coffee Can’t Achieve Target

Price

The most important part that the company needs to consider is price. Before J.CO Donuts & Coffee

enter Malaysia market their already has their plan for price. For instance, J.CO Donuts & Coffee

used penetration pricing which is the pricing technique of setting a relatively low initial entry price,

usually lower than the intended established price, to attract the customer.

J.CO Donuts & Coffee was not achieve their target sales because of the others competitors has a

cheaper price of donut than them, their gives the best quality of donut to the customer. The price

of J.CO Donuts & Coffee actually the most reasonable, the company can’t low the prices due to

the quality of ingredients that their used. For instance, J.CO Donuts & Coffee used the chocolate

that import from oversea such as from Belgium.

Style

J.CO Donuts & Coffee actually not seem the others ordinary donut company. J.CO Donuts &

Coffee ideas actually selling lifestyle, which is all type of people, can enjoy their donut and coffee

with happiness in the outlet. They most competitors are Big Apple and Crispy Crème because

these company also selling donut, but J.CO Donuts & Coffee also takes the café such as Starbuck

and coffee Bean as their competitors too. That the reason they one of the pricy Donut among the

competitor.

Promotion

Promotion is the one of the strategy to makes the company popular in market. J.CO Donuts &

Coffee is the company just do the promotion in the outlet with give information to the customer

about their new promotion and to increase their sales. Due to this style of promotion J.CO Donuts

& Coffee enables to develop and build up a succession of massages like the others competitors

did.

45  

8.2 Market Share Analysis

Market share based number of outlets that J.CO Donuts & Coffee have in Malaysia.

Market share is the amount of consumer sales dominated that same product in particular industry.

The market share analysis of J.CO Donuts & Coffee, this Cafe has two close competitors which

are Big Apple and Krispy Kreme. These brands were selling the same product with them which is

Donut and coffee. Big Apple leading the market followed by J.CO Donuts & Coffee and next is

Krispy Crème.

8.2.1 Big Apple

This is because Big Apple already has over 80 branches in Malaysia. Big Apple brings the cheaper

price of donut compared to the J.CO Donuts & Coffee. They also creates makes the topping of

donut to the maximum compared to them. The fact is J.CO Donuts & Coffee actually brings the

truly taste of donut not just about the feeling and topping.

8.2.2 Krispy Kreme

Krispy Kreme already has 12 branches around Malaysia. The price of Krispy Crème more pricy

compare to this two brands. Besides doughnuts, Krispy Kreme also offers high-quality brewed

coffee, roasted by Krispy Kreme’s own roast master and a variety of other delicious beverages.

11

80

12

Total of outlets

Jco

Big Apple

Krispy Kreme

46  

8.2.3 Most profitable product

The most profitable is the Donut, majority customer carving for it. J.CO Donuts & Coffee staff said

glaze donut is the best donut that they have. After that is baby donut, the 24 pieces of small donut

with a variety flavors that compile all together. Everyday J.CO Donuts & Coffee donuts will sell

donut around 230 box of dozen.

8.2.4 Marketing Expense to Sales Analysis

Promotion gross profit

8.2.5 Profitability Control

J.CO Donuts & Coffee marketing department said the way they achieve the target sale for every

month depends on expenditures internal and external in their company. The most important. After

that, the external control is based on promotion, customer and place of shop.

8.2.5.1 Internal control

Staffing

Usually internal factors are about the staffing in the company. In J.CO Donuts & Coffee all the staff

will be divided by three departments which is first is store manager and assistant manager, next is

bakers and lastly is the front line. JCO Donut and Coffee hiring and training the employees at

every three months in a year which on January, February and March .Throughout the training, the

company served a good technique and skill for their work

Workmanship: Employees salary (Each Outlet)

20 employees (RM 1,800 each) + 2 store manager (RM 2,200) = RM 40,400 (14%)

Type of product Gross Profit Monthly

105,000 units donuts RM 229500

2400 cups coffee RM 19800

900 units of Jclub RM 5440

1200 boxes of Jpop RM 21600

1200 cups of yogurt cup RM 12240

Total monthly RM 288,580

When it comes to

promotion month the

sales will increase

around 40%

RM404,012

=

RM 115,432

Budget for promotion each

outlet is RM20,000

47  

The manager needs to monitor the bakers to achieve the target amount of donut every day

and the front liner needs to push the sales of donut and coffee. J.CO Donuts & Coffee needs to

produce every day is about 4000-5000 pieces. Every day the manager has to updates the sales

report. After that, they needs to analyze and compares the report. From the amount of donut, the

cup of coffee and yogurt is the way how they control their profitability every day.

Staff Training

J.CO Donuts & Coffee do their ongoing promotion in the outlets, usually the staff needs to know

how communicate and attracts with the customer to increase their sales. For example, when the

customer just want to buy the half dozen of donut the front liner needs to show the customer will

save a lot when they buy for a dozen.

Hiring and Training - January, February and March (RM3000 each month)

J.CO Donuts & Coffee has their own strategy to control their profit. First with Staffing and

push the sales of product by the staff. J.CO Donuts & Coffee also said the most important to fight

with their competitors is trust on the quality of what they using. Even though their donut is one of

the pricy but the most important the quality of ingredient that their using. Quality and price actually

are come together.

48  

8.2.5.2 External Control

Promotion

J.CO Donuts & Coffee said their do the promotion in outlets which is the promotion needs to be

done by the front liner. Other than that, J.CO Donuts & Coffee do their promotions with celebrates

the

Malaysia feast such as Hari Raya Aidilfitri, Deepavali, Chinese New Year and Christmas. Every

feast J.CO Donuts & Coffee will change the theme of their outlets and donut design.

OUTLET RAYA PROMOTION

MARCH

RAYA PROMOTIONS (Digital Advertisement)

Chinese New Year Promo = RM 20,000

JULY

RAYA PROMOTIONS (Digital Advertisement)

Hari Raya Aidilfitri = RM 20,000

NOVEMBER

RAYA PROMOTION (Digital Advertisement)

Deepavali Promo = RM 20,000

DECEMBER

Raya Promo (Digital Advertisement)

Christmas Promo = RM 20,000

Next, J.CO Donuts & Coffee also makes their customer satisfied with their service. They needs to

make sure that the customer will come back to the café to having their donuts and be a loyal

customer. Usually, the loyal customer will select the best of taste and experience that their get.

J.CO Donuts & Coffee improve their relation with stakeholder regularly. Lastly, J.CO Donuts &

Coffee maintain their strategic place and know the profitability place. Usually, they choose the

place that have many crowd such as Pavilion Shopping Centre and IOI Mall Puchong. The placing

of shop also takes the important role, what we can see J.CO Donuts & Coffee chose their shop

that near to the entrance of the mall.

49  

9.0 APPENDIX

CONTACT NUMBER

J.CO Donut & Coffee Malaysia

(Pavillion Kuala Lumpur)

Marketing Department

+60127313391

50  

10.0 REFERENCES

- Armstrong, G., & Kotler, P. (2000). Marketing. Upper Saddle River, NJ: Prentice Hall.

- Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing: Integrating

customer focus across the firm.

- Kotler, P. (1999). Marketing management. Upper Saddle River, N.J.: Prentice Hall.

- Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal

of marketing, 68(1), 1-17.

- Cateora, P. (1983). International marketing. Homewood, Ill.: R.D. Irwin.

- Grönroos, C. (1990). Service management and marketing: managing the moments of truth

in service competition. Jossey-Bass.

- Winter, G. (2011). The Man Who Cured the Performance Review. Somerset: Wiley.

- Lamb, C., Hair, J., & McDaniel, C. (2004). Marketing. Mason, Ohio: Thomson/South-Western.

- Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy

(pp. 122-123). London: McGraw-Hill.

- Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing.

The journal of marketing, 20-38.

- Sandhusen, R. (2000). Marketing. Hauppauge, N.Y.: Barron's.

- Evans, J., & Berman, B. (1982). Marketing. New York: Macmillan.

- Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the

effectiveness of relationship marketing: a meta-analysis. Journal of marketing, 70(4), 136-

153.

- Stough, R. R., Haynes, K. E., & Campbell Jr, H. S. (1998). Small business entrepreneurship

in the high technology services sector: An assessment for the edge cities of the US national

capital region. Small Business Economics, 10(1), 61-74.

- Keegan, W., & Green, M. (2005). Global marketing. Upper Saddle River, N.J.:

Pearson/Prentice Hall.