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Through discussion with group we chose the company Coconut
Shake and Popis (CBO) to be interviewed. The shop we interviewed sells sweets that are popular among many people, especially the youth. Its strategic location at Lake View University Malaysia Sarawak (UNIMAS) makes it frequently visited by UNIMAS students , which helps increase the shop’s profitability for the owner. CBO’s founder was telling about CBO’s background and how they can manage their business in UNIMAS. As CBO’s founder is an alumni in UNIMAS, he can handle his business very well and his business got a lot of attention by the students in UNIMAS. They use various strategies to promote their business , such as utilizing social media platforms like Facebook, Instagram and WhatsApp. In addition, they also promote their business by participating in events at UNIMAS and giving out coupons to lucky students. Through this, many students get to know their business and visit their shop.

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The current owner of CBO is Mr. Hazim Bin Muhammad, just
before him taking over the company, his family ran it in 2015
and launced the first location in Sibu, Sarawak. Mr. Hazim race is
Melanau who has completed the marketing program in the college of business and economics. Regarding how CBO is spoken, it is said as “sibo” because it was formerly located in Sibu. A few years later, Mr Hazim made tthe decision to launch CBO in Kuching and run it entirely on his own, however since he was still in university, the operation’s hours were flexible. So, it will operate during the semester break or on certain holidays. His entire attention will be on CBO after he graduates. Regarding CBO, it was formally have verified in 2021 with SSM rejistered no: 125257.

The food sold at the shop includes mini pancakes with chocolate on top, coconut
shake, banana spring rolls (popis), sticky milk, lemon squeeze and lemon jelly. Their target market is young people who love sweet foods
and dessert lovers and also university students who study in Universiti Malaysia Sarawak (UNIMAS)

CBO’s location near UNIMAS make it a convenient stop for students, and the business
is actively working on expanding its presence both locally and regionally.

Business Address :

Coconut Shake & Popis (CB0) Lakevies Area, Unimas Campus, 943000 Kota Samarahan, Sarawak , Malaysia.

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3.0 Vision and Mission Statement of the Company

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3.0 Vision and Mission Statement of the Company

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Vission :

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

Mission :

CBO developed imto a business that become well-known throughout Borneo.

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CBO is a small business that offers a variety of drinks and

desserts, with one of its standout offerings being POPIS, available in numerous unique flavours. Some of the flavours include POPCHA (a combination of white chocolate and matcha chocolate), POPCHEZ (a mix of white and dark chocolate with cheddar cheese), POTELLA (white chocolate and Nutella paired with peanuts or almonds), and PISCOFF (white chocolate and Biscoff with Biscoff crumbs). By offering such a diverse selection of flavours, CBO can attract a broader customer base, cater to various tastes, and encourage repeat business as customers return to try different options. This strategy helps set the business apart from competitors and fosters greater engagement with customers.

In addition, CBO offer a variety flavour of drinks. Offering drinks with food can improve customer satisfaction who buy because they do not have to go to another store to buy drinks and the seller can improve overall sales income. A variety beverage menu may bring in a more various customers with a wider range of tastes. For example, CBO offers a variety of

drinks, such as coconut shake with boba Apong, original, creamy Cheezy and cendol Apong.

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5.0 Segmentation, Target Market and Positioning

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5.0 Segmentation, Target Market and Positioning

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Segmentation Geographic :

CBO companies have established their companies in the UNIMAS area where the university area has a large number of student such at Student Pavillion UNIMAS cause their also a strategic place.

Segmentation Demohraphic :

CBO companies are focusing on understanding and addressing the diverse needs of their customers by offering their products at affordable prices.

Segmentation Phychographic :

CBO company offers a

many of food and drink menus from variour flavors, especially poppy and coconut compared to other stores that sell foods that are always found.

Segmentation Behavioural :

Customers can choose the

type of dessert they prefer according to their taste because CBO offers a wide range of menu options that cater to customers' preferences.

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(a) Strenghts

CBO's strength is based on their

unique location in Kuching, where

finding coconut for a coconut shake is challenging and time-consuming. Their supply and demand are key advantages, as no one can sell coconut shakes. CBO also offers exclusive products like pancakes and popies, which are chosen due to their strategic location, preventing

competitors from competing on the same product. This makes it difficult for competitors to compete in the market.

(b) Weakness

However, CBO's biggest weakness is the owner's control over staff and marketing strategies, including how to elevate the company's reputation in the eyes of the public. This is because CBO only gets a lot of requests at UNIMAS while outside is still less popular. The proprietor of CBO faces these obstacles in his quest to enhance both his business and his offering.

(c) Opportunity

CBO Company started its business at UNIMAS in Kota Samarahan because of the high demand from students. They also focused on foodand beverages (F&B) as a more practical and profitable choice. Now, CBO plans to grow their business in Kuching and Sibu, aiming to promote their coconut shake and popis products. Theirultimate goal is to become a well-known brand across Borneo.

(d) Threats

The CBO company faces

competition from various

companies, including a well-known coconut shakes company and the famous OH Coconut Shake brand in Kuching. To compete effectively, the company should diversify its menu and be smart in marketing its business. Diversifying its menu will help raise the company's name and attract more customers, ensuring a competitive edge in the market.

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The current competitive enviroment of the business are OH Coconut Shake which is under the coconut shake product in Kuching and have are many follower on social media such as

Facebook which is 1,200 followers. Based on business competitor’s weakness, is it hard to knows the competitor’s weakness as CBO’s only knows their own weakness. As for CBO can take the advantage to increase their market share by

uploads more video at social media like Facebook , Instagram

and Tiktok and use influencer who have many follower to promote their product. By using influencer, the products will be reviewed by influencers and can be known by other people who have never tasted yet. This will attract them to visit CBO’s store. They also encouraged to get involved in any event held in the Kuching area so that they can be recognized by many people.

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CBO’s marketing objective is to build brand recognition, improve customer engagement, and drive sales growth by leveraging its distinctive cultural identity, affordable products, and creative social media campaigns. The business seeks to attract a wider audience, focusing on students, young adults, Gen Z, and families. This goal can be supported by strengthening customer loyalty through community-focused initiatives and special promotions. CBO also wish they can increase a huge sales among their products and CBO would like to be well-known around Borneo.

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CBO plans to expand its market strategy by opening more branches in different districts of Sarawak, rather than focusing solely on one location, and may even consider expanding into other districts.

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CBO can promote their products on social media platforms like Facebook, TikTok, and Instagram, as people worldwide use these platforms for entertainment. This viral promotion can reach a global audience. They also collaborate with influencers who have a large following to promote their store through social media. Additionally, they can distribute business posters in crowded areas to build relationships with customers and encourage them to support their business. This approach helps CBO reach a wider audience and build a strong brand image.

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CBO prices are determined by factors like material costs, marketing expenses, and location. For example, at UNIMAS, the pricing structure caters to students' budgets, making products affordable while covering operational expenses. This approach maintains demand for students with limited disposable income and allows the company to adjust prices based on location, effectively responding to local conditions. However, CBO's current pricing strategy faces challenges, including low profit margins and limited revenue potential due to fluctuating raw material costs. The lack of dynamic pricing prevents CBO from offering premium services like specialized packaging or delivery options. To enhance revenue while maintaining affordability, CBO could adopt a tiered pricing model, offering affordable base prices for students and special discounts during important events. Additionally, CBO could introduce premium options at slightly higher prices to appeal to customers willing to pay for a personalized experience.

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The current distribution strategy of CBO is where they primarily operates from its single locations near UNIMAS, relying on direct sales to students and nearby customers (Generation Z and Young Millennials). The strategy took advantages of its proximity to a concentrated students populations, 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 Meseum area to attract both local and tourist. Futhermore, they also plans in exploring opportunities to establish vending machines in strategies locations or collaborate with local vendors to increase sales and brand visibility. Other than that, as being mentioning before partnering with delivering platform allows customers to ensure greater accessibility and convenience.

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CBO has decided to exceed their budget by participating in events, which can sometimes lead to losses or profits. Currently, they are not experiencing any business losses. Their target is to sell 10% of their products. To improve their business, they need to increase the cost of preparing financial statements and focus on attending big events like Borneo Music Festival and Borneo International Kite Festival. They also need to decrease their participation in small events either inside or outside UNIMAS.

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The CBO company's presence at UNIMAS has significantly impacted the company, as they produce product that not have been marketed or sold yet and receive positive responses from the locals. To compete, the company should be strategic in marketing their products on social media platforms like TikTok, Instagram, and Facebook, as these platforms are highly developed and effective for business. The CBO company's success is commendable, as they have not faced any losses and plan to expand beyond UNIMAS, particularly in the Kuching area. To continue success, the company should continually adapt to the environment and diversify their menus to keep customers engaged. By implementing a comprehensive marketing strategy, including identifying strengths, weaknesses, opportunities, and threats, the CBO company can become a well-known company in Borneo. By focusing on marketing strategies that consider strengths, weaknesses, opportunities, and threats, the company can become a prominent player in the market

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Our meeting minutes for our first meeting on 30th October 2024

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Our first meeting at Escape Room , Faculty Economics and Business

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Our Meeting Minutes for our second meeting with CBO's owner, Encik Hazim bin Muhammad which was on 8th November 2024

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Our second meeting at Lakeview, UNIMAS

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CBO's Menu

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CBO's Menu

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CBO's Marketing Strategies

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CBO's Cuopon