Sugarbun Case

In Sugarbun, they have a lot of choice to choose from in their menu. Although they are considered as a fast food restaurant, but they are also selling Asian cuisine and western food such as Sambal Eco Fish, Assam Fish Head, spaghetti, burgers, deep fried chicken etc. so that they can attract more customers. Besides that, they have a lot of loyal customers in Sarawak despite there are other major fast food chained restaurant such as McDonald's and KFC. The wide variety in the menu provided by Sugarbun also helped to gain profits and revenue for the restaurant. The prices for each of the menu items at Sugarbun are surprisingly cheap, and the qualities for the prices are beyond what customers would expect for such a low price. If Sugarbun were to maintain the prices that they have currently and move into the Penang market they would attract large attention because Penang people are looking for something cheap and good. This comes seldom in Malaysia as a whole. Not to mention the rest of Asia. Sugarbun can use this marketing technique of pricing to their advantage when entering the sensitive market in Penang. This is the strength of Sugarbun, but they must be consistent in their quality if they are to keep the trust and loyalty of their customers. The Sugarbun is focusing more on east Malaysia, although it has other franchise in other state and also countries, there is only 1 brunch in West peninsula which is located in Selangor. However, they are not as popular in West peninsula, because besides the promotion in their website and also Facebook page there are no advertisement and promotion in other medium to promote themselves. In comparison with other fast food such as Macdonald and KFC who have a larger menu to choose from.

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