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.

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.

  
  

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.

  
  

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.

  
  

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

  
  

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 .

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.

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.

  
  

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.

  
  

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.

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.

  
  

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.

  
  

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.

  
  

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.