1.0 Executive Summary

Sweetie’s Cookie is a brand new cookie manufacturer with presence in the Central region of Malaysia. With its first factory in Klang Valley, Sweetie’s Cookie operates via online with a unique selling point of having a central kitchen in in order to control the quality of its cookies. The business concept of Sweetie’s Cookie is to provide healthy cookies with quality ingredients. With the aim to meet the different preferences and taste of its consumers, Sweetie’s Cookie customizes its cookies basing the orders received besides differentiating itself by the mix-and-match concept, attractive packaging and special delivery services.

            According to a report by Euromonitor International on the Biscuit industry in Malaysia, the change in trend and lifestyle among consumers in Malaysia has significant impacts on the biscuit industry. As Malaysians are gradually pursuing hectic lifestyles, often times juggling with time constraints during their daily life, the demand for delicious and healthy biscuits has increased significantly. According to CK Tan, CEO of Munchy’s Group's CEO, the value of the biscuit market in Malaysia worth approximately RM1 billion per annum. It was also reported that the increasing number of individual packed biscuits sold in Malaysia had made consumption to be more convenient as consumers can easily grab a pack and consume anywhere.

            Looking from the prospects of this industry, the bakery market in Malaysia has increased at a compound annual growth rate of 8.3% between 2004 and 2009 (Datamonitor, 2011). Specifically, the biscuits category in Malaysia is expected to record a marginal increase in constant value terms with a CAGR of 1% over the next 5 years (Euromonitor International, 2013).  Premised on the above, the positive outlook of this industry was mainly contributed by the rising concerns on health has also coupled with the higher disposable incomes among Malaysian consumers. This has impacted the willingness of consumers to pay higher cost for healthy biscuits. In fact, the improved literacy rate among Malaysians on balanced diet and health has also boost the demand for healthy biscuits.

Basing on the positive outlook and business opportunities in the industry, Sweetie’s Cookie has projected that the proposed business model would promise high return on investment within the next 3 years of operations. With the projected returns, Sweetie’s Cookie aims to expand the operations throughout West Malaysia and eventually venturing into East Malaysia over the next 5 years. The continuity of the business will be further supported by the franchising strategy as Sweetie’s Cookie would raise the bars by constantly strengthening its product appeal and market network in Malaysia before its goes public and/or increases its market shares over the next 8 to 10 years.

2.0 Mission Statement

Sweetie’s Cookie is committed to deliver tasty and a variety of cookies in accordance to its customer wants and preference. The ultimate goal of the business is to manufacture and customize various cookies to its customers within Malaysia. Such mission is achieved when Sweetie’s Cookie differentiates itself in terms of its mix-and-match concept, attractive packaging and special delivery services. It is undeniable that there are various cookies fan with different preferences and interest to taste a variety of cookies at the same time. Instead of purchasing several packs which comes in certain quantities (in each pack) to taste each and every flavour, Sweetie’s Cookie adopts a pro-active mix-and-match approach to allow customers to savour the different types of cookies in the bakery industry.