Marketing Plan for MarryBrown - 2415 Words

MARRYBROWN RESTAURANT CHAIN INTRODUCTION Ms Ponnoraliza says that Marrybrown is Malaysian home-grown restaurant chain. Founded in 1981, they have more than 350 outlets serving fried chicken, burgers, finger food, desserts and drinks. Marrybrown has extended the menu that includes seafood, rice based tproducts, noodles and porridge and they also offer a famous local Malaysian dish: Nasi Lemak (offered as â€Å"Nasi Marrybrown†). The restaurant’s one of the biggest advantage is offering halal food, to dominate halal based countries, and preventing weak direct competition with some larger fast food chains. In the 1980s Marrybrown became the first fast food chain to franchise in Malaysia (Marry Brown). Marrybrown is the largest home-grown quick†¦show more content†¦In three years Marrybrown has also targeted to set up 15 outlets in Southern Thailand, while this year from June until December it aims to open 15 new outlets in Malaysia. For now, there are more than 400 Marrybrown outlets in Malaysia, China, Indonesia, India, Sri Lanka, Maldives, Tanzania, the United Arab Emirates, Kuw ABOUT THE COMPANY SWOT Analysis Malaysian based fast food chain started back in 1980s, Marrybrown is the nation’s largest fast food chain with 400 outlets in 11. Half of its outlets are in Malaysia and others in abroad. It is the only fast food chain that satisfies halal food customers (Marrybrown.com.my, 2012). Marrybrown serves the food at affordable price and is the first Malaysian fast food franchise in the country. Marrybrown’s core values are high quality food, fast service, clean environment and great value for money. Marrybrown is expanding internationally to become a global fast food industry. Soon it will open in Syria, Azerbaijan and Iran. Marrybrown has been awarded Malaysia International Home grown Franchise of The Year in the years of 1998, 1999, 2000, 2001 and promising franchiser award in India. Strength a) High quality food b) Halal food c) Unique fast food concept-Marrybrown carries a unique concept which brings about a fun and exciting eat-out experience. d) Adaptability to the market. Weakness a) Niche target market b) Intense competition c) Competitors quality of products and services Opportunities a) Growing