BPMM2023 MARKETING MANAGEMENT
1.0 EXECUTIVE SUMMARY
The purpose of this business plan is to show the Small and Medium Enterprise (SME)
companies in Malaysia that can survive and compete well in the markets like others
successful company. Sunshine Bakery & Supply is the one of SME’s company that has the
positive growth. They made a research and consider the products that suit consumer needed.
Their products are not only concentrated in a certain area, but it will be marketed to the entire
country and international markets.
Firstly, the foundation of Sunshine was planted in 2004 when Sunshine Bakery & Ingredients
Supply was setup by Ms. Loh and Mr. Wong (Machinery Engineer) at northern of Malaysia,
Kulim Kedah. They sell variety types of cake, bread and the ingredients at the beginning of
their business. Then, they expand their in business to new level by supply food machinery.
Their food machinery are imported from Japan, Taiwan, PRC, Italy, Spain, France, Germany,
Singapore, USA, and some from Malaysia (Local), because they are work for fulfilling their
respected customer’s business need and want with variety of products at different types of
pricing.
In preparing for determining a business plan, there are four main aspects that they consider
which are the situation analysis, marketing strategy, financial projections and implementation
controls that should be noted. The plan is very important to determine whether a situation
analysis and marketing strategy.
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BPMM2023 MARKETING MANAGEMENT
TABLE OF CONTENTS
NO TITLE PAGES
1.0 EXECUTIVE SUMMARY 1
i TABLE OF CONTENTS 2
1.1 INTRODUCTION 3
1.2 LOGO 6
1.3 MISSION 6
1.4 VISSION 6
1.5 CORPORATE MISSION 6
1.6 KEYS OF SUCCESS 6
2.0 STRATEGIC BUSINESS UNIT (SBU) 7
2.1 SITUATION ANALYSIS 7
2.2 MARKET SUMMARY 7
2.3 SWOT ANALYSIS 8
2.4 COMPETITORS 9
2.5 PRODUCT OFFERING 10
2.6 DISTRIBUTION 10
3.0 MARKETING STRATEGY 11
4.0 FINANCIAL PROJECTIONS 13
5.0 IMPLEMENTATION CONTROLS 20
6.0 OPINIONS ON COMPANY EFFICIENCY 23
7.0 IMPROVEMENT SUGGESTIONS 24
8.0 REFERENCE 25
1. INTRODUCTION
Company Name :
SUNSHINE BAKERY & INGREDIENTS SUPPLY
Background / History
At the beginning of this company, they sell variety of cakes, bread and the
ingredients. After a year of operated Sunshine Bakery & Ingredients Supply in selling
bread, cake and all those ingredients, Sunshine directors has made some research and
he identified that there are huge demand for food machinery.
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BPMM2023 MARKETING MANAGEMENT
Thus, after thorough all of the research and the market’s possibilities, they started to
supply food machinery to small/micro business owners and also home user. As the
profit continue growth from selling food machinery enable them to expand to second
shop in 2011 to sell food machinery and provide repairing and machine modification
services.
Furthermore, at the same year, Sunshine was ventured into beverage manufacturing
business and established Gazzo Food Enterprise, it also the inventor of 3 Layer Green
Tea Syrup. In 2012, Sunshine Marketing and W Sunshine Marketing were established
for food machinery sales and services, these two firms also involving in import and
export activities.
Products and Services
Sunshine Bakery & Ingredients Supply is a major provider of food machinery and
F&B ingredients in northern part of Malaysia since 2004. Other than food machinery,
they also supply variety of food and beverage ingredients, such as Bakery ingredients,
Bubble Tea ingredients, Frozen Yogurt ingredients, Waffle ingredients, Western Food
ingredients, Cheese and etc.
Product Description
The major product for Sunshine Bakery & Ingredients Supply at the beginning
was pastry product such as cake, bread and others but then they become the
supplier for food machinery.
Shake n Take Bottle Blender Electric Waffle Machine
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BPMM2023 MARKETING MANAGEMENT
Vibrofood Metal Body Home Mixer Ice Crusher
Figure 1: Some of product in Sunshine Bakery & Ingredients Supply
Location
Sunshine Bakery & Ingredients Supply is located in northern part of Malaysia, Kulim,
Kedah Darul Aman.
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BPMM2023 MARKETING MANAGEMENT
Figure 2: Map of Sunshine Bakery & Ingredients Supply
1.2 LOGO
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BPMM2023 MARKETING MANAGEMENT
1.3 MISSION
The mission that Sunshine Bakery & Ingredients Supply want to achieve are to produce more
products, organizing more event and open new branch at all country in Malaysia with
reasonable price and competitive market.
1.4 VISION
oBeing a developed and competitive company n the production of products in local and
global market of bakery and food machinery.
oWill bring this company to the new level of bakery and supplier of food machinery.
oTo become a successful companies in their market and attract the consumer with the
variety of product from one company
1.5 CORPORATE MISSION
• ‘The Ways To Ease Your Cooking’ have been used by Sunshine Marketing as their
Corporate Mission in order to ease their consumer to bake and make a cake and others food
beverage.
1.6 KEYS OF SUCCESS
oProvide high quality products with the customer service and needs.
oMake a lots of effort and doing research
2.0 STRATEGIC BUSINESS UNIT (SBU)
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BPMM2023 MARKETING MANAGEMENT
For Sunshine Marketing as a Strategic Business Unit (SBU), a few important resources have
been made by the Management Department such as Growth Opportunities From The
Management, Global Expansion, Retargeting, Strategic Outsource and Repositioning. This
will help the company to ensure about how many units of products used to be produced each
month and each year. For example 500 units of product .Besides, SBU can be classifies by
extents of its competitive advantage and the attractiveness of its industry. If Sunshine
Marketing always been aware about their competitors actions, then they can easily target
about how many units of their product to be produced, sold and supplied.
2.1 SITUATION ANALYSIS
Sunshine Bakery & Ingredients Supply, founded 10 years ago by two machinery engineers,
Ms. Loh and Mr. Wong. To gain market share in this dynamic environment, Sunshine must
carefully target specific segments with valued features and plan for a next-generation product
to keep service momentum going.
2.2 Market Summary
