Beryl\'S CHOCOLATE - Company Background PDF

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For student BA 111 to make a assignment in subject MKT … Reference...

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DBS

MKT 243- FUNDAMENTALS OF MARKETING

2021

A. COMPANY BACKGROUND Beryl’s Chocolate and Confectionery Sdn. Bhd. was created with one single aim – excellence. Since the company was established in 1995, our focus has been to produce the very best chocolates for both the local and global markets. Our first factory, in the small town of Desa Serdang located at the southern zone of Kuala Lumpur, was set up in 1995. Beryl’s started out with manufacturing consumer- packed chocolates that were sold mainly to duty-free shops and supermarkets across the country. We have since established Beryl’s as a major regional chocolatier. In 1998, we relocated to our new factory in the Seri Kembangan Industrial Area where we increased our production lines to provide a diverse range of chocolate products to fulfil our promise to offer high quality chocolates to our customers.

In 2008 and 2013, we opened two more factories to keep up with the growing demands from our customers and to further develop new treats that our customers would love. The new factories helped expand our capabilities to produce more than just consumerpacked chocolates. Beryl’s now also produce chocolate for the food service industries and manufacture cookies and other confectionery products. From our humble beginnings, Beryl’s Chocolate has now become a well-loved consumer brand throughout the country and beyond. Our products have gained the recognition of discerning customers both locally and overseas. Beryl’s Chocolates can now be found in over 15 countries around the world.

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DBS

MKT 243- FUNDAMENTALS OF MARKETING

2021

¾ ORGANIZATION CHART

B. VISION AND MISSION OF THE COMPANY

x

VISION

Our vision for the future is to become a leading international chocolatier that emphasises on excellence and perfection by creating the finest and the most indulgent chocolates with our spirit of innovation. x

MISSION

We are passionate about the art of chocolate-making and we are continuously striving to create perfect premium chocolates that will put a smile on our customers’ face. We will continue to use nothing but the finest quality ingredients and implement strict operational procedures to ensure that the chocolates produced are perfect. x

OBJECTIVE

The short term objective of Beryl’s is to gain more local recognition and supports towards Malaysian made product among the Malaysian people. For the long term objectives is to penetrate overseas markets by exporting Beryl’s Chocolate product.

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DBS

MKT 243- FUNDAMENTALS OF MARKETING

2021

C. WHAT PRODUCT DOES THE COMPANY OFFER? Beryl’s company producing the very best chocolates for both the local and global markets. This company Using only top quality ingredients, you are ensured of chocolates that retain the same great taste every time. These top quality ingredients include beans from West Africa, natural vanilla and pure cocoa butter. All our ingredients receive the same care and attention to detail. To that end, Beryl’s Chocolate today offers more than 80 varieties to suit your every mood and desire.

D. HOW MANY BRANCHES DO THEY HAVE? 

Seri Kembangan, Selangor

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Beryl’s Lot 10 Outlet

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Beryl’s Mid Valley Outlet

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Beryl’s Chocolate Sungei Wang Plaza

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Beryl's Cookies Factory

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Beryl's 1 Utama

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Beryl's Jalan Panggong

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Beryl's Bandar Baru Bangi

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Belice Chocolate Kingdom

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Beryl's Chocolate KLIA2 Outlet

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Harriston Boutique

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Chocolate Paradise

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Harriston Signature

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Bake With Yen Taman Melawati

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NSK Trade City Rawang Jaya

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Beryl's @ Design Village

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NSK Trade City BMC Mall

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MKT 243- FUNDAMENTALS OF MARKETING

2021

SWORT STRENGH

WEAKNESS

x

Various types of chocolate flavours.

x

Lack of Advertising

x

Cheap and affordable price.

x

There

x

Have certificate HALAL from JAKIM

THREAT

are

many

flavours

that

customers do not like OPPORTUNITY

x

Current competitor.

x

Change in market strategies

x

Lack of marketing.

x

Target market

Strength Firstly, the strength of the Beryl’s Chocolate is the company has various types of chocolate flavours such as milk chocolate, dark chocolate, from the fruity till the nuts the nuts one and more. This is so, meet the need of customers with an unusual chocolate taste. With the wide variety of chocolate flavours, they can attract buyer who want to taste unusual flavours and will be one of their reasons to buy the chocolate at the store. Although, Beryl’s companies have offered all their chocolate to a customer at a cheap and affordable price. Some of chocolate companies have offered their chocolate at high price and expensive. Since the Beryl’s company offer their chocolate at a cheap price and the quality of their chocolate is very remarkable. This does not make the company lose but it is profitable for them because their brand is known by many people. Last but not least, another strength from Beryl’s product is their products have received approval from JAKIM Halal, indirectly become the main strength of Beryl's company. when a company has received approval from JAKIM they can sell their products to Muslims, could indirectly give profitable to the company because the majority of people in Malaysia are Malays and Muslim.

Weakness Beryl’s product has been on the market for round 23 years since its establishment. At first, products are cantered closer to duty free stores and supermarkets around the local country. Soon after, they improved their enterprise overseas. However, up until now, Beryl’s sweets are still now not nicely recognized amongst the locals. Besides, the lacking in advertising for the Beryl’s products resulted in less comparable to more popular brand like Cadbury. This product rarely advertises their product on social media to be used for 7

DBS

MKT 243- FUNDAMENTALS OF MARKETING

2021

customers to know the new flavour of this product. as you know Cadbury Chocolates will always advertise their latest flavours on television screens or other social media platforms. Beryl’s company manufactured chocolates with varieties of flavours. But there are some of the flavours which may not be easily accepted by consumer such as the durian and chilly flavours. On the other hand, the product flavours is not that attractive, this is one of the problems that made the customer not interest to buy it.

Threat In addition, Beryl’s company is also threatened by couple of things that could affect the company reputation and can caused a loss. the Beryl’s brand must compete with famous brands such as Kit Kat, Kinder joy, Cadbury, and others. This is because, each chocolate from these brands has a unique and distinctive flavour that can attract customers to buy, and it can disrupt the profits of the Beryl’s company. Then, another threat in Beryl’s company less promotes their brands on social media such as Instagram, YouTube, television and so on. This will make their company less known to many and not profitable for the company.

Opportunities Beryl’s company shows that they can make the most of their profits and add something new to their production. First, Beryl’s could try to advertise their products through social websites like Facebook, Instagram, Twitter, and Telegram. This is because social media is such a good platform for a company to promoting their product and it can be spread to all the country easily. It also helps the market company increase every month and gain more net profit. Beryl’s company should change their marketing using new range of product that can attract public attention also it makes the brand name more alive. To be able to constantly attract potential customer attention, Beryl’s need to launch their product as often as possible. The aim of launching new products is to apply publicity, in addition to this business aims at generating more sale and to give something new to customers.

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