The first five years of operation target marketare people aged between (2- 67) years old.
The demographic age of KualaLumpur population shows that:
0-14years: 29.6%(male4,374,495/female4,132,009)
15-64years: 65.4%(male9,539,972/female9,253,574)
65 years and over: 5% (male 672,581/female 755,976). Anon, (2011).
SWOT Analysis of the company's products.
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Strengths
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Weaknesses
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Natural Flavor: Schovas has a wide range of offering 20 fruits flavors and its particular spicy twist that will drive the ice cream market. It slogan feel winter in summer with Schovas will catch the attention of customers.
Natural milk: Schovas will offer first quality fresh milk, real fruits flavors, low fat, low calories and dietary fiber providing the customers with endless choice from Schovas healthy and affordable ice cream.
Accessibility to the shop: One of the company's major strengths will be, growing branches and network in the city. Schovas provides services for different age group for instance yuppie ice cream for children. The catchy brand name stand for Schovas its availability awareness will be a great strength for the company.
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Lack of fund: Schovas ice cream will start it operation in central market before planning to opening up other branches after 5 years operation. Due to the financial limit the company will not be able to make expensive advertisement such as billboard. And also lack of loan accessibility to the bank as a new company can as well be a weaknesses to the company.
Workers Challenges: employment of workers from different race and background can pose challenges to the company due to ethics and religions.
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Opportunities
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Threats
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Current drive in ice cream industry:the ice cream market might expand in the future which could be a great opportunity for the company. The weather in Malaysia is also favorable and increases the impulse purchase of ice cream.
Source of Material: The proximity of India will be a great advantage because India doesn't consume beef which will reflect to the cost of the milk to be less expensive compare to Brazil.
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Competitors: Due to the increase number of ice cream parlor in the city, customers can shift to other high quality affordable ice cream products from Italy, Greece, etc. many competitors in the ice cream industry poses threat to the company such as magnum brand leading in many countries around the world as well as Haagen-Dazs and other brands. Besides the fact of the strong existence of these ice cream suppliers the local suppliers are also a threat for the company
Mentality towards a new product: people's perception towards a new product is not all the time a good response for the business; some might take time before becoming advocate to the product base on the taste satisfaction and thepopularity of the brand.
Disease: the mad cow disease is a threat for the company because if the disease goes rampant the ice cream market will drop tremendously.
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