FACULTY OF BUSINESS MANAGEMENT
UNIVERSITI TEKNOLOGI MARA
CAWANGAN SELANGOR
KAMPUS PUNCAK ALAM
43200 BANDAR PUNCAK ALAM
BUSINESS ANALYSIS ON 4P’s MINI REPORT
COURSE DETAILS
Course Principle and Practice of Marketing (MKT420)
Tutorial Group BA2361A
Lecturer’s Name Puan Intan Syafinaz
Title Individual Assignment 3 : Business Analysis On 4P’s Mini Report
ASSIGNMENT DETAILS
Due Date 19th JUNE, 2020 – FRIDAY
Important Note Submission of assignment is the responsibility of the students.
STUDENT’S DETAIL
NO. NAME STUDENT ID NO
1. Nurdini Binti Husin 2020960217
Assignment Overall Marks: 15%
Table of Content
No. Content Page
1. Marrybrown’s Marketing Analysis (4P’s) Product
Place 1-2
Price
Promotion
2. Current Issue in Marketing Perspective 2
3. Suggestion 2
4. References 3
Marrybrown’s Marketing Analysis (4P’s)
Marrybrown is Malaysian home-grown halal certified fast food restaurant chain
founded in 1981 by Chinese couple Dato Lawrence Liew and Datin Nancy Liew. It was the
first local fast food chain to franchise its business in Malaysia. Below are the application of
4P’s theory by Marrybrown.
Product
All foods and drinks provided by Marrybrown are halal so there’s no doubt for muslims
in Malaysia or any Asian country to eat at Marrybrown. It is important for them to offer halal
food to convince the customer to enjoy their food because most customers of Marrybrown are
muslims. Other than that, Marrybrown came out with unique product such as Curry Mee and
Nasi Lemak to bring the taste of Malaysian that can attract more customer to tries out their
foods. Marrybrown also has variety of product that suitable for kids to adults like fried chicken,
burgers, kids meals and combos that customers can choose according to their desire.
Place
Marrybrown has over 138 restaurant locally and 350 international outlets. At present,
Marrybrown is available in 20 countries including Asia, middle east countries and Africa.
Marrybrown is using market penetration on decision making by concentrating on rural town
and places near to residential area. Marrybrown usually will pick a location which is very far
from its competitor. Marrybrown open a new outlet to achieve better market share. This can
expand Marrybrown’s franchise network by using strategic goal associated with the strategy
of strengthening growth.
Price
Marrybrown decided to apply discount pricing, skim pricing and market penetrating
pricing systems. Marrybrown use the skim pricing system to find the ideal price point for our
product, which is unique item with unknown consumer demand. The price range set by
Marrybrown are quite affordable for middle to low income customer. They also offer discount
to their customer to increase customers attractions.
1
Promotion
Promotion includes advertising, public relations, sales promotion, and personal selling.
Online promotion are the most effective ways that Marrybrown use to promote any product
nowadays. It is more convenient compare to physical advertising. Online advertisement can
attract more customer because everyone is using social media today like Facebook, YouTube,
Twittter and Instagram. Marrybrown also collaborate with food delivery services company like
Foodpanda and Grabfood to promote and expand their market.
Current Issue in Marketing Perspective
The biggest current issue that are on trending now in 2020 is about Covid -19
outbreak. This pandemic and the implementation of Movement Control Order (MCO) has
affected all businesses sales and industries including airlines, food and beverages, tourism,
entertainments, activities that involve crowds such as festivals and night markets.
Because of the MCO, Marrybrown has decided to waive their franchise royalty fees
for three months from March to May 2020 to reduce the burden of all outlets and in support
of their long-term business sustainability. Marrybrown also took the initiative to also
supporting them by talking to their landlords for rent reductions.
Suggestion
Because of the MCO, I would suggest Marrybrown to expand their food delivery
service to rural areas so that people in that areas can enjoy Marrybrown meal without going
out and risk themselves.
2
References
(2015, January 16). Retrieved from Study Mode: https://www.studymode.com/essays/Marketing-
Plan-For-Marrybrown-66811453.html
Bernama. (2019, October 18). The Edge Communications Sdn Bhd, The Edge Publishing Pte Ltd.
Retrieved from The Edge Markets: https://www.theedgemarkets.com/article/marrybrown-
enter-europe-outlet-sweden
Bernama. (2020, April 03). Malay Mail Sdn. Bhd. Retrieved from Malay Mail:
https://www.malaymail.com/news/money/2020/04/03/marrybrown-waives-franchise-royalty-
fees-for-three-months/1853238
Course Hero. (2016, August 15). Retrieved from Course Hero:
https://www.coursehero.com/file/p4o08cf/Location-Strategy-Marrybrown-is-using-market-
penetration-on-decision-making-by/
Ponnoraliza. (2014, July 24). Retrieved from GraduateWay: https://graduateway.com/marketing-plan-
for-marrybrown-essay-760-essay/
