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CBO wants to supply everyone with high-quality goods at reasonable prices.

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What is Mission in business and characteristics of Mission

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CBO develops into a business that become well-known throughout Borneo.

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CBO is a small business that offers variety of drinks and desserts. One of the desserts that is being offered by CBO is POPIS which comes in a wide range of flavours. For example, POPCHA that is a combination of white chocolate and matcha chocolate, POPCHEZ that is a combination of white chocolate and Nutella with peanut/almond, and PISCOFF that is a combination of white chocolate and Biscoff with Biscoff crumbs. These are the examples of the flavours of POPIS that had been released by CBO. By providing variety of flavours, business can reach a wider audience, allow a wider range of tastes, and promote repeat business.

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Group 1: Apex Achiever had chosen CBO COCONUT SHAKE & POPIS for the research. CBO is a business that sells desserts that are trendy among its customers. CBO is located at Lake View UNIMAS where its consider as a strategic location. The strategic location makes its easier for students to access. CBO was founded in 2015, and aims to be the destination for UNIMAS students to buy sweet treats in the university. CBO's mission is to supply everyone with high-quality goods at reasonable prices. CBO's product offering includes a variety flavours of POPIS and coconut shakes. The target market primarily of UNIMAS students aged 18 to 35. CBO differentiates itself from competitors through unique products it offers. CBO has at least RM2K of their profit monthly.

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Coconut Shake & Popis (CBO) is a business that was founded in 2015 by the family of Mr. Hazim bin Muhammad in Sibu, Sarawak. The name "CBO" comes from the Melanau pronunciation of the letters, which is pronounced as "sibo", reflecting the family's heritage. After taking over the business from his family, Mr. Hazim, a Melanau who completed his marketing program at the College of Business and Economics, expanded the business to Kuching. Initially, CBO operated on a flexible schedule due to Mr. Hazim's university commitments, opening during semester breaks and closing when classes resumed. In 2021, the business was formally verified, and Mr. Hazim decided to run it full-time and focusing on the business after completing his studies.

CBO specializes in offering coconut shakes and popia (popis), catering mainly to UNIMAS students, and young adults (Generation Z and Young Millennials) with affordable and refreshing products. Its first location in Kuching, near UNIMAS, was strategically chosen to target the local student population.

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Coconut Shake & Popis (CBO) Lakeview Area, UNIMAS Campus, 94300 Kota Samarahan, Sarawak, Malaysia

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Printable Entrance Sign With Right Arrow – Free Printable Signs

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CBO also offers variety flavours of drinks. Moreover, CBO offers drinks with food that can improve customers' satisfaction who buy their products. It is because they do not have to go to another store to buy drinks and the seller can improve overall sales income. Furthermore, with a lot of options of beverages to choose on the menu, it would entertain the various type of customers. Variety of drinks that are being offered by CBO are such as coconut shake with boba Apong, original, creamy Cheezy and cendol Apong. This could enhance their revenue from time to time.

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(i) Demographic Segmentation

CBO's target group is UNIMAS students (age 18 - 35). Many students at these ages are into sweet desserts and drinks. Besides that, UNIMAS has diverse student population from various ethnic groups which influenced flavours preferences. Furthermore, CBO's affordable prices are really suitable for UNIMAS students with tight budgets.

(ii) Geographic Segmentation

By opening the store at Lake View, UNIMAS, CBO is strategically positioned to attract UNIMAS students who often go to the area. The location is convenience for students and easy for them to visit during breaks or after classes.

(iii) Behavioral Segmentation

CBO segments customers based on their purchase behaviors, such as students who are sweet tooth. Moreover, CBO can identify popular flavours among students or types of desserts that attract more students.

(iv) Psychographic Segmentation

CBO aimed for students who are interested and preferred sweet desserts. Students who prefer sweet desserts often seek emotional satisfaction for their food choices. Besides, students who have busy life that filled with academic pressures always look for sweet desserts and drinks as a reward after went through a hectic day.

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Market Segmentation - Definition, Bases, Types & Examples

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The marketing objectives of CBO are brand awareness, enhance customers engagement, and boost sales growth by utilizing its unique cultural identity, affordable broader marker and customers, particularly among students, young Millennials, young professionals, and families. This can reinforce loyalty through community-driven initiatives and promotions. CBO could achieve increasing in market share and become top choice for snacks and beverages in its region by positioning itself as a culturally rooted yet modern brand.

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The current Ansoff Matrix Strategy for CBO:

1. Market penetration: -CBO is enhancing its marketing efforts by targeting UNIMAS students through promotions, loyalty programs, and social media campaigns.

2. Product Development: -CBO innovates its products by adding new desserts options, such as seasonal flavours, and healthier alternatives.

3. Market Development: - CBO can expand its market by targeting nearby university such as UITM Samarahan. By opening another branch there, CBO can increase its brand awareness.

4. Diversification: -CBO needs to consider diversifying its product by launching a new market. For example, CBO can offer catering services for university events.

Proposal of feasible expansion or growth strategy for the next 5 years for CBO:

1. Market Penetration:

CBO can increase the brand awareness among UNIMAS students through targeted social media campaigns, special promotions, student discounts, and participation in university events.

2. Product Development:

CBO can offer new products options and maintaining the affordable prices for students.

3. Market Development:

CBO can open another store to new market around UNIMAS.

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1. CBO's existing marketing and promotion strategy:

CBO promotes its products on social media platforms such as Instagram, Tiktok, and Facebook. Through the promotions on social media platforms, more people are aware of the existence of CBO. Besides that, CBO participated in any university events, and fairs which expose CBO more to UNIMAS students who are away from Lake View, UNIMAS.

2. Peak demand of the business:

The peak demand of CBO's products will be during weekends and evenings. This is because students tend to take a walk around UNIMAS during the evening to release their tension. They would stop by CBO to buy some sweet treats to treat themselves after a long day. For weekends, students who are staying at the campus will go to CBO to buy sweets to enjoy their weekends with their friends.

3. Strategy considered as the most successful:

The most successful strategy of CBO would be promotions on social media platforms. This is because every student has social media where they will encounter CBO's promotions. They will be tempted of the products offer through the social media.

4. CBO does utilize online platform to market and promote its products. CBO's online platforms can be access through links below:

Facebook: https://www.facebook.com/cbococonutshake?mibextid=ZbWKwL

Instagram: https://www.instagram.com/cbo_coconutshake_popis?igsh=MWZsdzF2ZTdrc3U2eA==

TikTok: https://www.tiktok.com/@cbo_theonyammm?_t=ZS-8swtysKVxfb&_r=1

5. Contemporary promotion strategies for CBO:

a. Online strategies:

Online ordering and delivery service: -CBO needs to use online delivery service to attract more customers.

Online Contest and Giveaways: -CBO can run contests where participants can win free desserts by following CBO's social media platforms, tagging friends, and sharing posts to increase brand awareness.

b. Offline strategies:

In-Store Promotions: -CBO can set up sampling stations where customers can try the new flavours of products before they puchase to introduce customers with the new products.

Events: -CBO can set up pop-up shops during university events, and fairs to interact more with customers .

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CBO sets its prices based on the cost materials, marketing expenses and the specific ;ocation of operations. For example, at UNIMAS, pricing is tailored to suit students' budgets, offering affordability while covering costs. Prices may change if branches are open in other areas due to differences in transportation and operational costs.

Their pricing strategy demonstrates several strengths. Its affordability ensures that products are accessible to te target market that have limited spending power. This alignment with the financial capabilities of students' consistent demand. Additionally, the flexibility to adjust pricing based on location allows the business to adapt effectively to eah are.

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The current distribution strategy of CBO is where they primarily operate from its single location near UNIMAS, relying on directs sale to students and nearby customers (Generation Z and Young Millennials). The strategy took advantage of its proximity to a concentrated students population, ensuring convenience and accessibility.

Currently, CBO does not fully utilize intermediaries but has plans to expand distribution such as opening branches in high-traffic areas around Waterfront, Kuching, and the Sarawak Museum area to attract both locals and tourists. Furthermore, they also plan in exploring opportunities to establish vending machines in strategic locations or collaborate with local vendors to increase sales and brand visibility. Other than that, as being mentioned before, partnering with delivering platform allows customers to ensure greater accessibility and convenience.

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Here is the interview letter that we submitted to our lecturer, Dr Mahani for her approval to interview CBO's owner, Mr. Hazim. We also showed this letter to Mr. Hazim to prove that we got approval to interview him for our group's research.

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Here are the picture with the owner of CBO Coconut Shake and Popis, Mr. Hazim when we interviewed him on 8th November 2024.

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Our first meeting and first discussion for the group project on 30th October 2024 at Escape Room, FEB. We discussed on questions we would ask Mr. Hazim for the interview.

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a. STRENGTHS:

Strategic Location: -CBO situated at Lake View, UNIMAS which make CBO benefits from easy accessibility for UNIMAS students.

Unique Products Offer: -By providing variety range of desserts and drinks that can satisfy the tastes and preferences of young adults.

Affordable pricing: -CBO offer the affordable prices for UNIMAS students which attracts students who are budget-conscious and enhance customers satisfaction as well as promote brand loyalty among students.

Specific Target Market: -CBO specifically targets UNIMAS students, enable CBO to customize its marketing strategies that can meet with the tastes and preferences of the target group.

b. WEAKNESSES:

Limited Brand Recognition: -As CBO located at Lake View, UNIMAS, CBO faces the challenges to build the brand more into the market. This is due to the target market of CBO is only UNIMAS students.

Operational Constraints: -CBO is a small business and it limits CBO's resources for extensive its marketing campaigns or developing the products.

Dependance on Student Demographic: -CBO relying heavily on the student population in UNIMAS. It is risky for the business to run especially during holidays or semester breaks.

c. OPPORTUNITIES:

Online Ordering and Delivery Services: -Despite being located at Lake View, UNIMAS, CBO has the potential to take advantage of online platforms for online ordering and delivery anywhere in Kota Samarahan area. It can grow the convenience for customers outside UNIMAS.

Health Trend Adaptation: -CBO can innovate the products with low-calorie products. By introducing the healthier desserts option to students, it can attract students who are health conscious.

Expansion of Products Lines: -CBO has the potential to introduce new desserts offerings. CBO can start by offering seasonal specialties which can attract wider customers.

d. THREATS:

Changing Customers Preferences: -Trendy desserts and drinks only run for a short time which may influence customers choices in enjoying CBO's sweets products and drinks.

Intense Competition: -CBO is a business that sell desserts and drinks that is highly in competitive. There are numerous cafes and bakeries that may offer almost the same products as CBO offered.

Health and Dietary Trends: -As the awareness of health and dietary concerns is increasing among students, it leads to the changes of preferences among students. Students tend to change form sweet treats to low-carbon, and plant-based desserts.

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1. Strategies to encounter CBO's weaknesses:

Enhance Brand Awareness: -CBO may open another branch at a more strategic location such as Kuching Waterfront. By opening the store at a crowded place, CBO can enhance the brand recognition. CBO also can increase its brand awareness by participating in local events, fairs, and university activities.

Diversify Products Offerings: -CBO can introduce new desserts options for customers that attract more customers. CBO may introduce desserts that are suitable for healthy and dietary preferences students, and offer time-limited or seasonal desserts that can boost customers excitement towards CBO's desserts and drinks.

Develop Strong Loyalty Program: -CBO can implement a loyalty program that offers discounts or free items for customers who purchased a certain nymber of products. It can lead to the repeat visits by customers and build customers loyalty among students.

2. Strategies to take advantage of CBO's opportunities:

E-Commerce Development: -CBO may invest in online ordering systems such as GrabFood which allows students or customers outside UNIMAS to make orders of CBO's products for pickup or delivery. This aligns with the increase of demand for online purchases as well as attracting busy students who cannot purchase the products physically.

3. Strategies to face the threats:

Adaptation to Market Trends: -By monitoring market trends AND CUSTOMERS preferences regularly, CBP can always meet up with customers tastes and preferences in the desserts industry.

Continuous Innovation: -By refreshing the desserts menu with new items based frequently, CBO can maintain the existing customers or even attracting new customers despite the intense ceompetition with other shops that offer desserts.

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The current competitive business of CBO is local competitors. As CBO operates in a competitive market, especially targeting UNIMAS students. Hence, the key competitors of CBO include local cafes, bakeries, other shops that offer almost the same desserts and drinks.

Two biggest competitors of CBO:

1. Puff Lab - As one of a shop that sell desserts at Lake View, UNIMAS, Puff Lab has become the main competitors of CBO. Puff Lab offer cream puff that attract UNIMAS students who are into sweet puffs instead of popis and mini pancakes.

2. Coconut Shake OHHAA - Coconut Shake OHHAAis a shop that offer coconut shake in Kuching. This shop offers various of flavours of coconut shake that can can attract customers. In addition, Coconut Shake OOHHAA is located at the Waterfront Kuching area, where there are many customers can be attracted.

The competitors' weaknesses:

1. Despite offering cream puff at Lake View, UNIMAS, Puff Lab do not offer variety of sweet treats as much as CBO does.

2. Being located at Waterfront Kuching do not determine the competitiveness of Coconut Shake OOHHAA. It is selling its products at the prices that are quite pricey for students to purchase.

How CBO can take advantages of competitors weaknesses:

1. CBO needs to innovate its desserts menu. The more desserts its offer, the more customers will be attracted to try and keep purchasing the products by CBO.

2. CBO needs to start opening a new branch of the store at the strategic location in order to enhance more customers.

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CBO main target market is UNIMAS students, focusing on individuals aged 18 to 35. It includes students who are likely to have tastes and preferences for sweet desserts and drinks. By understanding students' needs, preferences, and behaviors, CBO can meet their demands.

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CBO positioned itself as a desserts shop that offer wide variety of sweet treats and drinks that can meet up with UNIMAS students' preferences. With the affordable, quality, and trendy desserts, CBO aims to be the go-to desserts shop to go often. Unique and variety of desserts that being offered by CBO can provide UNIMAS students the satisfaction towards sweet treats. Besides, the affordable prices, especially for students really put CBO on the top list for students seek for sweet desserts and drinks anytime.

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Jennifer Millea Joins Hobson's  Staffing Services Division

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CBO's menu board at Lake View, UNIMAS.

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1. Budget Limitation:

Operational Expenses: -CBO needs to manage the ongoing costs such as rent, utilities, salaries, and supplies.

Startup Costs: -CBO needs to deal with the initial investments in equipment, ingredients, and marketing which can strain financial resources.

2. The Rough Percentage Spend for Marketing Cost Compared to Overall Cost:

CBO roughly spend around 10% of its sales revenue for the marketing. This percentage is calculated on a monthly basis.

3. Opinion on the Marketing Cost:

In my opinion, the marketing cost CBO spent is not sufficient enough. This is because CBO can spend a little more on marketing to promote their products even more. CBO can spend the cost by promoting the products physically more by joining more events, fairs, and festivals.

4. Recommendation for Adjusting Marketing Costs:

Increase Digital Marketing Budget: -Based on the engagement levels of students on social media platforms, CBO can increase the digital marketing budget to enhance online visibility. It can lead to targeted ads, and interactive campaigns that can attract students.

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In conclusion, CBO is a business that stand out within the competitive dessert market, and particularly in its strategic location at Lake View, UNIMAS. CBO is in well-positioned to attract the targeted market because of its clear focus in offering high-quality, and affordable desserts which suit to the tastes and preferences of UNIMAS students.

CBO can effectively differentiate itself from competitors and has potentials to grow more in the market and compete with its competitors. For the next five years, CBO can drive its growth when it takes the existed opportunities.

Moreover, CBO needs to focus on both digital and physical marketing to maximize the profits monthly. As customers' tastes and preferences change through the time, CBO needs to diverse its menu and sustain its market position.