Brand Management

After setting up the business Cook2u successfully in the Malaysian market, the plan is to expand its business opportunities by planning and introducing new brand extensions along with some innovative strategies. Cook2u is chosen as the most favoured brand among other competitors since it can provide standard services and product at affordable price.

Running Head: Brand Management
Brand Management
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2Brand Management
Future Plan
1. After setting up the business Cook2u successfully in the Malaysian market, the plan is to
expand its business opportunities by planning and introducing new brand extensions along
with some innovative strategies. While planning for expanding its business opportunities,
Cook2u can plan for brand expansion in the category of Drinks, Frozen meal plans and
Desserts. Among the non-alcoholic drink market, health drink is one of the most promising
factors in Malaysian market (Oh, Leong, Poh, Chong & Von Lau, 2018). The customer's
demand is increasing rapidly for the drinks made from organic and natural ingredients mainly
after the awareness of health benefits associated with. The company should be extending its
brand in this sector to make use of the opportunities and gain brand equity. Further, in the
present market, there is no one delivering frozen meal plans which can be a unique concept to
be introduced by extending their brand. Customers are likely to be attracted from such menu
ingredient. Finally, the desserts brand is also high on demands of many customers. By
collecting enough profit and revenue, the company would be establishing itself in such
different sectors. Such a brand extension into a different kind of product is most likely to give
a popularity boost among the consumers and help in expanding business opportunities.
2. Cook2u is chosen as the most favoured brand among other competitors since it can provide
standard services and product at affordable price. This makes it easy for grabbing the
attention of large number of customers. In the next 12 months, Cook2u is going to introduce
the concept of “cook ingredient yourself” where the customer will only name the meal and
the ingredients will be delivered at the earliest. By 24 months more branches will be opened
in different states and also upgrade their quality of packaging and improve the relationship
with the customer by engaging the CRM department (Balzan, Potschin-Young & Haines-
Young, 2018). In 2021 Cook2u have planned for expanding their markets into other countries
which are Malaysia and Singapore. Further special and unique meals will be introduced
during the festive season at a much lower cost as compared to the competitors. At the end of
3rd year, Cook2u will plan for opening up a workshop by using their ingredients and
leveraging best chefs in Asia.

3Brand Management
References
Balzan, M. V., Potschin-Young, M., & Haines-Young, R. (2018). Island ecosystem services:
insights from a literature review on case-study island ecosystem services and future
prospects. International Journal of Biodiversity Science, Ecosystem Services &
Management, Vol. 14(1), 71-90.
Oh, K. S., Leong, J. Y. C., Poh, P. E., Chong, M. N., & Von Lau, E. (2018). A review of
greywater recycling related issues: Challenges and future prospects in Malaysia. Journal of
cleaner production, Vol. 171, 17-29.