2.

0 SITUATION ANALYSIS

2.1 Company Analysis

a) Company Background & History
1Mamee’s story begin in 1971, when founder, Datuk Pang Chin Hin and his partner
opened a small manufacturing plant in Melaka that manufactured instant noodles.
Production began in 1972 with the release of Mamee’s first ever product which is
Lucky Instant Noodle and vermicelli. When Tan Sri Pang Tee Chew noticed rubber
tappers eating uncooked instant noodles straight from the pack, He solved their
problem by launching the memorable crunchy noodle snack called Mamee Monster.
The name “Mamee” is a derivative of the endearing term for mother that is
“Mummy!” to represent the person with whom a child has the strongest emotional
connection.
2016
1980 Biskidz was 2017
DOUBLE DECKER'S introduced Purple Sweet
CRACKERS came rolling potato crisps
on to deliver 2015
Malaysians After 40 years of
heritage in food,
Mamee opens its
1992 concept store,
Malaysians were Mamee Jonker 2018-2019
introduced to its House,
Mamee has made
favorite potato itself a houselhold
snacks staple in homes all
2012 accross Malaysia

1996 Mamee branches

out with Mamee
Launch of Nutrigen's Chef, Delivering
cultured milk and springy noodles
yogurt that contains and delicious soup
active live culture for in every bowel
the digestive system with Mi Tarik
Technology

1
Home. (n.d.). Retrieved from https://mamee.com/.
 b) I) Vision
2To be a leading regional food company that is loved & trusted by all.
ii) Mission
To spread happiness & excitement through food experiences.
iii) 5 Core Values
Involvement – We have the courage and strive to succeed
Innovation – We embrace change and create possibilities
Collaboration – We do great things together and move forward as one
Integrity – We value trust, openness and take accountable actions
Fun – We work smart and we play hard!

Mamee’s Business Fields

Food Processing

Dairy Products Snacks

2
Home. (n.d.). Retrieved from https://mamee.com/.
Product lines under Mamee

3Mamee have 6 brands in total. Mamee have snacks, beverages, cultured milk, Biscuits, Food
services and noodles. Under Mamee snacks there are Mamee Monster snek mi, Mister
Potato, Corntoz and Double Decker Classic. Next, Mamee provide beverages like Cheers, Sky
Mineral Water, and Yobick Yogurt. Mamee produce their own cultured milk called nutrigen.
Mamee also have their own biscuit brand which is Biskidz. Lastly, Mamee instant noodles
consist of premium, classic, Mie goreng Indonesia, Mamee
SLLRRRP!, Mamee Express cup, Mamee Chef and Mamee
Daebak.

Mamee will be focusing on Mamee Daebak’s brand for

innovation and sustainability. Mamee have launched
product Shinsegae Daebak which have two flavour, spicy
friend chicken (dry noodle) and spicy kimchi (soup noodle)
and will introduce new product under this brand.

NEW PRODUCT INTRODUCTION: MAMEE TTEOKBOKKI

4
Tteokbokki is a Korean famous street food which has sticks of rounded rice cakes as the main
ingredient. ' tteok ' is the Korean word for rice cake and 'bokki' is the Korean word for something fried.
Mamee plan to introduce this product because of the high demand for Korean food in Malaysia.
Tteokbokki is one of Korea's popular snacks that are loved by teenagers as well as adults. Mamee
Tteokbokki is made from garaetteok, a chewy long cylindrical rice pasta (or "rice cake") that is cut into
many pieces and cooked with various ingredients. It is a stir-fry dish which is cooked with gochujang
(red chili pepper paste) along with chewy rice cake, seasoned chicken, fish cakes and assorted
vegetables such as green onions and carrots. Mamee plan to launch one flavour that is Spicy Chicken
Tteokbokki flavour. The product produced are not only of high quality but also emphasised on halal
standards and certification requirements from the globally-recognised Islamic development
department. With the halal food market becoming one of the world’s fastest growing food markets,
it will indirectly increase the demand for South Korean halal food as Malaysia is the pioneer of halal
food in the region.

3
Home. (n.d.). Retrieved from https://mamee.com/.
4
Tteokbokki. (2015, October 2). Retrieved from https://simple.wikipedia.org/wiki/Tteokbokki.
2.3 Customer Survey

To enable us to have a better understanding of what is require by our consumers, we distributed the
survey in google form. We set the limit of the respondents to 40 people. The followings are the
result and analysis from the survey. Form, charts and graphics can be refer at Appendix A.

2.3.1 Demographic

1. Gender

In 40 respondents, there are 30 male respondents and 70 female respondents which is 30% for male
respondents and 70% for female respondents.

2. Age

In 40 respondents, majority of them (55%) are at the age of 16 years old to 20 years old followed by
32.5% of the respondents which is age from 21 years old to 25 years old. There are 10 people (10%)
who are between 26 years old to 30 years old answer the survey. So, our target market will be those
who is primary one (16 years old to 25 years old) and primary two (26 years old to 30 years old)
3. Ethnicity

Out of 40 respondents, most of them are Malay (45%) followed by Malay, Indian and others which
are 37.5%, 17.5 % and 0% respectively. Even though, we don’t use races to set our target market,
but this data will be kept for future used.

4. Income Level

As we can see, most of them are at the range of income which is below RM 1,000 (70%). It is not
shocking since most of the respondents are at the age of 16 years old to 20 years old. At this age,
most of them are still study in degree or master or Doctor of Philosophy, so they don’t have their
own income.
2.3.2 Mamee Brands

Most of the respondents (52.5% people) know and tried Mamee’s Daebak before. There are 37.5%
respondents who know about Mamee’s Daebak but haven’t try before and the remaining 10%
respondents who don’t know about Mamee’s Daebak at all. This result indicates that out of 40
people more than 30 people know about this product and 52.5% of them had try this product
before. It seems like Mamee’s Daebak did a satisfaction job in term of advertising and promoting.

Out of 29 of the respondents, there are 11 of them are very satisfied with the Mameee’s Daebak, 6
of them are satisfied with the Mamee’s Daebak, 11 of them are neutral towards Mamee’s Daebak, 1
of them are not satisfied with the product and none of them are not very satisfied with the products.
There are (3.4%) respondent who dissatisfied with the product. So, in this marketing plan, we try to
come up with new product for this Mamee’s brand line.
There are 89.7% of the respondents who never tried Mamee’s Daebak before are willing to try the
product which 10.3% of the respondents who never tried Brand’s products before are not willing to
try the products. As a result, we can know that most of the respondents who never tried Mamee’s
Daebak product before are willing to try it.

As we can from the pie chart above, most of the respondents get the products from the supermarket
and Hypermarket (35%) followed by Convenient stores (25%), retail store (0%). From this result, we
can determine our marketing strategy which is to promote the Mamee Tteokbokki to the market
especially supermarket and Hypermarket.
There are 70% of the respondents that spent between RM0 to RM 20 for the Mamee’s instant
noodles products, 22.5% of the respondents that spent between RM 20 to RM 40 for the products,
7.5% of the respondents that spent between RM 40 to RM 60 for the product. This show that even
most of our respondents has income less than RM 1,000, they are willing to spend some portion of
their income to the Mamee’s instant noodles.

The respondents main concern when buying Mamee’s instant noodles is the flavour itself (62.5%). A
sum of 25 respondents vote for the flavour. Next, 4 respondents recommend that the product
should be more attractive in term of packaging. 11 respondents vote for the price. It is good to
know that our respondent main concern is on the flavour as our new product is also emphasize on
the flavour. So, through this result, we believe that we can attract more consumers from the target
market.
92.5% of the respondents are looking forward to try our new type of noodles while 7.5% of the
respondents are not interested to try. This show that most of the respondents are very excited with
the new type of noodles that we want to launch.

2.3.3 Mamee Tteokbokki

85% of respondents are willing to try Mamee Tteokbokki (Spicy rice cake) and 15% of respondents
are not willing to try it.
 Which Flavour do you prefer for Mamee Tteobokki?

Spicy Chicken Tteokbokki Spicy Cheese Tteokbokki

Vegan Tteokbokki Spicy seafood Tteokbokki

Spicy chicken tteokbokki has the highest vote compared to other flavours. Thus, we decide to choose
Spicy Chicken Tteokbokki flavour for our new product.

2.2 Customer Analysis

5Customer analytics is a process by which data from customer behaviour is used to help make
key business decisions via market segmentation and predictive analytics. This information is
used by businesses for direct marketing, site selection, and customer relationship
management.

Mamee customer analysis is based on customer needs and wants in current time. The
following analysis are secondary data from online newspaper, websites and observation.

a) Websites

The demand for Korean food has doubled since last year, according to the research.
6Based on study from 11street, Malaysian online website, the sale of Korean food
items on its platform has doubled since its inception in April 2015, with the 26 to 35
age group contributing on average 40% of total Korean food sale in 2016. 11street
affirmed that Malaysians’ love specifically for Korean food. “The insight we obtained
from the market confirmed what we have known for a while now, that Malaysians
love Korean food”. It is revealed that Malaysians often search for Korean food items
such as tteokbokki, ramyun, chigae. We noted that a commonly recurring word among

5
Customer analytics. (2019, October 18). Retrieved from https://en.wikipedia.org/wiki/Customer_analytics.
6
'Malaysians love Korean food and the spicier the better!'. (n.d.). Retrieved from
https://www.thesundaily.my/archive/406265-FTARCH406265.
 these searches on 11street is ‘Spicy’, which goes to exemplify Malaysians’ love for
spicy food, which is why we plan to produce this new product idea Mamee Tteokbokki
(spicy rice cake) to enable Mamee existing and new customer to find what they love.
Malaysians are always on the lookout for good deals and great prices, and Mamee is
more than happy to realise this for our consumers. We aim to bridge the gap between
demand and supply, by bringing in the latest Korean food trends for the enjoyment of
our shoppers.

b) Observation

Korean cuisines and various outlets can be seen developing in the big cities, for
example, KyoChon 1911, Daorae Garden Korean BBQ Restaurant, DubuYo, and many
more Korean restaurants in Malaysia. According to Cho (2010), the drama Dae Jang
Geum that showcase Korean cuisine was adored by Malaysians, causing them
interested to Korean cuisine. So, people could start to taste Kimchi, the famous
fermented vegetables that represented the culture of Korea and Korean Barbeque hit
is getting higher. 7According to the news reporting from Dzul, Z. (2016) in the News
Straits Times, the calculation on the demand for Korean food is twice compared to the
previous year. Among others, Malaysians aged 26 to 35 contributed as an average of
40% from the total sales. This proven that the acceptance of Korean popular culture
among the people in our country is very high.

7
Dzul, Z. (2016, November 28). Korean wave's here to stay. Retrieved from
https://www.nst.com.my/news/2016/11/192393/korean-waves-here-stay.
2.3 Competitor analysis

Mamee’s instant noodles has certainly been the leading brand in the noodle industry
for decades. But there are other brands as well which have given close competition to
Mamee in the past and in the present as well.

Direct competitors

Direct competition is a situation in which two or more businesses offer products or services that are
essentially the same; as such, the businesses are competing for the same potential market.

1. Samyang

2. Young Mi Tapokki

3. Nong Shin Ramyun

INDIRECT COMPETITORS

Indirect competition is the conflict between vendors whose products or services are not the same but
that could satisfy the same consumer need.

1. Maggi Pedas Giler

2. Pasta
3. Prego

Competitor’s matrix

Instant tteokbokki Market

Medium
Mamee price Young Mi
tteokbokki tapokki
Tasty

tasty
Not

Samyang Shin Ramyun

High
High price
Cost

According to the competitor’s matrix, it shows the comparison between three

different products which are Samyang, Young Mi Tapokki and Shin Ramyun. Two
elements were used to compare these products, that is cost and quality.
Mamee tteokbokki has a medium price which is affordable, and it has a tasty spicy
flavour which is favoured by our target market. Next, the competitor, Samyang has a
tasty tteokbokki but sell at a high price. On top of that, although Young Mi tapokki sell
at a medium price, but their tteobokki is not as tasty as other competitors. Lastly, Shin
ramyun is sold at a high price which will lead consumer to buy product at a lower price
but high quality.
2.4 External market environment analysis

This analysis is the forecast for the next two years (September 2020 to August 2022).

 Economic environment
Economic environment of a country influences the business operations. The economy
of a country will leave a long-lasting impact on how the brand will shape up. The
income of the targeted market is a key factor as this is directly related to the buying
power of the customer to purchase a specific product and help the company to set
the specific price of the product, so that the customers can easily buy and consume
the products.
If Malaysia is facing recession during the launch of our new product, then it is a great
time to build brand awareness with a marketing program. Recession are good news
for instant noodles industry. People come to think that it would be cheapest and most
delicious to cook at home. Instant noodles have become part of their diet. Therefore,
our product Mamee tteokbokki will survive during recession.

 Technological environment
Technology plays a very important role these days. The influence of technology is
evident on the food industry as much as it would be on any other industry in the world.
The way company produce it products, deliver to the customers and communicate the
information to the end users, all are worthy. Technology and emerging technological
trends are all major parts of the entire process of manufacture and production of
Mamee products. Technology such as mobile devices contains application like
Facebook, Instagram, Websites which are useful for advertising activities. This
platform can attract the targeted customers effectively. Next, Mamee Double Decker
may also use augmented reality (AR). Information can be easily spread by using
Augmented reality. Mamee can commision graphic artists and editors to make videos
and interactive games for better representation of their products. These advance
technical ways will lead Mamee to have extra profits than the competitors in the food
industry and will help Mamee to market their products in other country.
 Political and legal environment
Mamee needs to focus on legal requirements of food production. The legal Different
countries have different rules and regulations about food production ways,
employment laws, copy rights etc. Therefore, these legal requirements needed to be
fulfilled if the company wishes to precede functionality in the future without any
hurdles. In addition to this, every country formulates legal policies keeping in mind the
current needs of the country and the people residing in the country. Therefore, it
always becomes imperative to ensure that brand abides by all legalities to ensure
effective operation.
 Cultural and social environment
The cultural values, norms and the living trend of customers all influence the decision
of an enterprise. Korean culture has steadily seeped into the hearts of many
Malaysian. Malaysian society knows Korean culture through social media as youtube,
Instagram and facebook. On youtube, influencer or micro-celebrity will eat a massive
plate of foods infront of webcam while chatting with people who is watching. This
influence Malaysians to know more about Korean foods such as kimchi and
tteokbokki. Mamee plan to launch Mamee tteokbokki to fulfil this customer needs.
 2.5 SWOT analysis

Internal Strength Weaknesses

 Recognized in Malaysia and worldwide  Heavily dependent on one
 internationally recognized ISO 9002 and flavour
China Award certificate, Promising Local  Health related issues
Company Award  Lack of brand awareness
 Brand loyalty
 Wide variety
 Strong advertising strategy
 Huge distribution channel network over
thousand distributors, retailer
 New type of instant noodle (spicy rice
cake)
 Prepared quickly and conveniently
 Cheaper than other brand
External Opportunity Threat
 Demand from international market  Strong presence of
 Changing preference of consumer regional competitors
towards fast food  Competitive pricing
 Choose brand ambassador to improve  Limited market shares
brand image  Organic food take place
 Exploit market in rural areas  Perception of public that
 Exploit for unique flavour that another instant noodle is junk food
brand doesn’t have
 Changing of lifestyle to busy lifestyle
Positive Negative
In business, distribution strategy are the process of making acompany’s products or services
available to consumer either directly orthroughout a few channel members such as
wholesaler and retailersfollowed by customer. Mamee-Double Decker (M) Berhad consist of
threedistribution channel (manufacturer, retailer and consumer). Mamee-Double Decker
(M) Berhad which is the producer will sell its products inbulks to retailers such as Tesco and
Giant and eventually retailers will sellthe product to the consumers