Ayam Brand Marketing: A Comprehensive Management Plan

This report provides a comprehensive marketing management plan for Ayam Brand, an established Asian food producer. It includes a situation analysis covering the company's overview, mission, vision, values, and a PEST analysis. The competitive landscape is examined using Porter's Five Forces, followed by a SWOT analysis identifying the company's strengths, weaknesses, opportunities, and threats. The report also defines the target market based on demographics and buying cycle, incorporating market research insights. Furthermore, it elaborates on Ayam Brand's market positioning, unique selling proposition, brand values, marketing channels, strategies, and tactics aimed at enhancing market presence and achieving sustainable growth. The plan emphasizes quality, sustainability, and adapting to changing consumer preferences and market dynamics.

unning ead a randR H : Ay m B 1
Ayam Brand Marketing Management Plan
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TABLE OF CONTENTS
1.0 T CTABS RA 3
2.0 T TSI UA ION ANALYSIS. 3
2.1 C MO PANY OVERVIEW. 3
2.2 MISSION 3
2.3 VISION 4
2.4 VALUE 4
2.5 TPES ANALYSIS. 4
2.5.1 P T COLI I AL. 4
2.5.2 EC M CONO I AL 4
2.5.3 S CO IAL 5
2.5.4 T C CE HNOLOGI AL. 5
3.0 M C M C M T TAYA O PANY O PE I IVE ANALYSIS. 5
3.1 Co etiti e i alr fro T e isting Co etitorsmp v R v y m h Ex mp 5
3.1.1 u ers argaining o erB y B P w . 6
3.1.2 u liers argaining o erS pp B P w . 6
3.1.3 T reats Fro ubstitutesh m S 6
3.1.4 T reat f e ntrantsh O N w E . 6
3.2 T nal sisSWO A y . 7
3.2.1 trengt sS h 7
3.2.2 ea nessesW k 7
3.2.3 ortunitiesOpp 8
3.2.4 T reatsh . 8
4.0 T T M TARGE ARKE . 8
5.0 M T C C CARKE RESEAR H/ BUYING Y LE 9
6.0 M C MAYA O PANY BRAND. 11
7.0 M C M M T CAYA O PANY ARKE ING HANNELS. 12
8.0 M C M M T T T T CT CAYA O PANY ARKE ING S RA EGIES AND A I S. 13
9.0 F CRE EREN ES 14

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bstra tA c
Ayam company is one of the Asian oldest consumer brands founded in 1982. The
company is specified in food production and is situated in Singapore. Among the food products
that the company produces include; vegetables, canned meat, seafood, and baked beans. The
paper will describe the marketing management plan of Ayam company. These will include the
company's situation analysis, the competitive situation, the company's unique proposition,
company brand, Ayam company marketing strategies, channels and tactics.
1.0 Situation analysis.
2.1 Company Overview.
Ayam company is one of the Asian oldest consumer brands founded in 1982. The
company is specified in food production and is situated in Singapore. Among the food products
that the company produces include; vegetables, canned meat, seafood, and baked beans. Ayam
brand has a total number of up to 1000 employees that work in helping the company achieve its
visions and long-term mission. Ayam brand, which was considered among the luxury brands
when it only produced canned food during the colonial period, has become among the top brands
with superior products (Borzooei, & Asgari, 2015). As it is the brand's mission, it has managed
its zeal to produce quality products and its vision in producing natural, healthy, and high-quality
products.
2.2 Mission
The Ayam company's mission is to offer their consumers a natural and healthy product
with superior quality.

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2.3 Vision
The Ayam company have three main visions, which are;
i. Natural and quality foods
ii. Sustainability
iii. No waste
2.4 Value
Emerge is a household name in the country and Asia, mainly in providing quality and
good food products.
2.5 PEST Analysis.
PEST analysis of the Ayam company will be based on four main aspects, which are
political, economic, social and technological.
2.5.1 Political.
The Ayam brand adheres to halal food processing, handling, preparation and storage
guidelines. These are the standards made by the country and the Asian region in general, which
govern the production, processing, handling and storage of food and related products in the
country. Hence, Ayam company being among the top brands in the region has to adhere to the
regulations and guidance of the commission.
2.5.2 Economical
In its operation, Ayam company must consider its inflation rates because the rising of the
manufacturing cost helps boost the profit margins in the company. However, other economic
regulations are considered in implementing the costs.

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2.5.3 Social
Ayam brand has ensured sustainability in its production process. In this case, the
company ensures the production of sustainable products and increases environmental
sustainability security.
2.5.4 Technological.
The company have adopted the use of vacuum processing procedure and vacuum packing
technology. The processes are economical and save the environment. Additionally, the vacuum
processing and packaging method are advantageous in keeping the products fresh, keeping the
shelf life of the products, maintaining quality and preserving nutrients.
2.0 Ayam Company Competitive Analysis.
Ayam company competitive analysis will be done following the company’s porter’s five
forces. These include;
i. Threats of new entrants
ii. Buyers bargaining power
iii. The threat of substitute services and products
iv. Suppliers bargaining power
v. Rivalry among existing competitors.
3.1 Competitive Rivalry from The Existing Competitors
Ayam company has been facing a lot of competition from other companies that produce
similar or related products. This includes other companies such as adeka and Yi food industries,
both in Singapore. In overcoming the competition from these companies, Ayam has ensured
high-quality products to their customers. Moreover, the company has also implemented suitable
pricing units for their products, achieving a competitive advantage.

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3.1.1 Buyers Bargaining Power.
The consumers of a given product are usually at ease of shifting from one product or
service provider to the other. Hence, companies must ensure that they grow a competitive
advantage to overcome competition (Danley, 2021). Ayam company has implemented the
required improvements that help the company overcome the competition and protect their
customers.
3.1.2 Suppliers Bargaining Power.
The supplier power of the Ayam company is at moderate mode. In this case, the company
has ensured proper control of the production and distribution channels (Evanita & Trinanda,
2019). The presence of government restrictions is also sorted to ensure the company's
competitive advantage.
3.1.3 Threats From Substitutes
The fact that the customers have preference over natural products, the Ayam brand has
ensured that they use less power and energy in coming up with their final product. The fact that
the products are halfway processed makes the company achieve a competitive advantage.
3.1.4 Threat Of New Entrants.
The Ayam company has been in practice for the last 120 years and has grown into a
massive company, and has fewer threats from new entrants. Additionally, to get into the Ayam
company's position, one requires a lot of capital.

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3.2 SWOT Analysis.
3.2.1 Strengths
Ayam company has ensured brand reputation, making it one of its significant strengths.
From the start when ayam company was a luxury company, the aspect has helped the company
in acquiring excellent reputation worldwide. Reputation in Ayam company has made it acquire a
competitive advantage globally. Ayam brand has adapted alternative safety, sanitary, and quality
standard assurance for drinks and food, corresponding to sharia law.
Additionally, Ayam company has prioritized safety factors such as elimination of waste,
environmental care in response to the global zeal to minimize pollution from manufacturers. The
company is also producing top-quality products, especially natural foods and products. Ayam
company has also erected a robust business model and always delivers new products to their
consumers.
3.2.2 Weaknesses
Unlike most of their competitors, Ayam has a small range of products and is most
specific in the fruits department. The fact is a big blow to the company's model and can easily
result in customers shifting to other brands which have ensured diverse production. Among the
worse decisions made by the company is its tendency to ignore recommendations from their
customers, which may result in customer satisfaction.
The Ayam company also operates under a traditional valued environment where they
believe in having their nearby people in positions, hindering cultural diversity. The fact that
Ayam company works in the food and processing sector has recently recorded continuous losses
caused by spoilage of the products.

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3.2.3 Opportunities
The company producing natural products has a significant opportunity to provide
healthier products advocated for in today's life. Additionally, Ayam company upholds
sustainability in their mode of operation has given it an ample opportunity. It is preferred among
the top government by the Singapore government. The company is also privileged that they
produce canned food which currently has increased consumption mainly in the urban population
due to its time-saving nature.
The company also used online sales, and this practice was reinforced by the covid 19
epidemic, which caused lockdown in different regions. Having adopted the mode of delivery
earlier, Ayam company made large sales from online selling during the pandemic, a practice that
is even applicable after the pandemic. Ayam company has also ensured financial solid strategies
that help manage their operations.
3.2.4 Threats.
Ayam company faces significant threats from the markets that supply unprocessed food
products, which many consumers prefer. There is a year-to-year fluctuation in the availability of
raw materials for the company. This depends on the rain seasons and maybe an outbreak of plant
diseases and pests and other sources of raw materials. The environment and taxation cause other
threats. Other threats that Ayam company may face include pandemics like the covid 19 and
economic disruptions.
3.0 Target market.
Ayam brand targets their customers based on income, age, marital status, and other
aspects. Based on the consumers' age, the company has a high percentage target on the youths
who are usually lazy to prepare foods and prefer having sweet meals with ease of preparation.

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Based on the consumers' marital status, the company have their primary target on the
young married people who enjoy sweet and packed meals. The Ayam brand hasinvested many
targets in the medium earning group. in terms of income, the group of people has the largest
population and prefers canned and easily prepared meals. Other factors that Ayam company have
in targeting their consumers include demographic factors, religion, and other factors.
4.0 Market Research/ Buying Cycle
Market research, in this case, was done via three main ways, which included;
i. Quantitative method (through online questionnaire)
ii. Based on the company’s SWOT analysis.
iii. Based on the demographic intention perception.
Based on the demographic intention perception.
This study obtained the response from 20-25 female students who earn less than RM1500
per month. The group of respondents gave different views concerning the company products.
Based on the consumer intentions.
Among the respondents, 98 per cent of them were consumers of the Ayam brand
products. On the other hand, 51 per cent of the respondents purchase the Ayam brand products
less than two times monthly. The most purchased product in the Ayam company was sardines
with a percentage of 43.

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Marketing goals and objectives.
In its goals and objectives, Ayam Brand has set aside strategies that help them improve
the market size. These include;
Increasing market awareness.
The company aim at increasing the visibility and customer awareness of their brand to
generate leads that increase their revenue. Additionally, on creating awareness, Ayam company
tends to increase the profitability of their products line by up to 3.5% at each specific product
line.
Acquiring new dealers.
Ayam brand aims to recruit up to 3 to 5 new dealers in each location by the end of 2022.
By increasing the dealers, the company will strengthen its national and market presence.
Improving the overall climate of an organization.
This strategy aims to improve the communication and goal alignment among the
company's dealers to help develop and strengthen the organization. Additionally, improving the
overall organizational climate will ensure that the company have long-term development of their
product globally.
Ayam Brand Market Positioning, And Unique Proposition.
Market positioning is how a company ensures that the product image is adequate to the
brand's target market. The company, in ensuring this, have established various strategical plans
to protect and maintain their market position (Ho et al., 2021). In attaining a competitive
advantage, Ayam company have ensured the following unique selling proposition;

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i. The company uses only methods in protecting its recipes.
ii. The company provides easy to but products because the products are
present at retail and supermarkets.
iii. The company also has a food firm witha product mix dominated by food.
The act has offered a more comprehensive range of things to pick by the customers.
iv. Ayam brand has established a strong brand in comparison to the other
slogans. The company have a preference for natural and sustainable products.
5.0 Ayam Company Brand.
Ayam brand has a well-equipped value that adds a lot of value to their customers. This
fact has made the company exploit and recognize various market opportunities. The company
has an effective high-tech equipment used to process food products. Additionally, the company
has ensured high professionalism in production and hence provides high-quality products for
their customers.
Rareness shows the resources scarcity and the company's capability, the Ayam company
has ensured sustainability efforts that are not easily matched. The company has high
sustainability in its operations. For instance, the Ayam company has a direct link with the tuna
fish factory, which helps in suiting the recipe specification of the company (Kamarulzaman et
al., 2021). The company also uses the less endangered fish species in their production, giving
them a competitive advantage.
In ensuring their imitability, the Ayam company has implemented various strategies in
ensuring uniqueness in their production structure. Fact Because most companies prefer tapping
top talents in their production structure, the Ayam company has maintained using natural
production strategies that help them achieve a competitive advantage and sustainability. For

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instance, the sardine oil produced by the company has white particles that are dissolvable on
heating, unlike the other companies that produce unfavourable products.
6.0 Ayam Company Marketing Channels.
Ayam brand makes use of three primary forms of promotion channels. These include;
i. Content marketing.
ii. Social media marketing.
iii. Email marketing.
Content marketing.
Ayam company applies content marketing which is the marketing approach that focuses
on the creation and distribution of relevant, vulnerable, and consistent content aimed at retaining
and attracting an audience to the company's products.
Social media marketing.
Ayam company also makes use of social media platforms in advertising their products. In
this case, the company uses various types of platforms such as social news, community blogs,
media sharing, bookmarking sites, microblogging, and social networks (Sapuan et al., 2020). The
company's technology department does the social media advertisement.