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
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.
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.
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