Marketing Management Report: Juice Heaven, Kuala Lumpur, Malaysia

This report presents a marketing plan and management strategy for Juice Heaven, a fresh fruit juice business in Kuala Lumpur, Malaysia. It begins with an introduction to marketing and its importance in establishing customer relationships. The report then analyzes the external environment using PESTEL analysis and the internal environment using SWOT analysis. A market positioning analysis is conducted based on market research. The report also evaluates the application of the SPACE matrix to determine future marketing strategies and critically discusses the marketing mix actions of the organization over a three-year period, providing actionable recommendations for Juice Heaven's growth and success. The assignment covers topics such as political, economic, social, technological, legal, and environmental factors influencing the business. The report also details the company's strengths, weaknesses, opportunities, and threats, along with positioning strategies, and future marketing strategies focusing on product innovation, acquisition, advocacy, content, programming, and engagement. The report also provides a critical analysis of the marketing mix and offers an action plan for the next three years, focusing on product, pricing, promotion, and place.

Marketing Management – The
Case of Juice Heaven in Malaysia
Name of the Student
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Author Note

Introduction
Marketing refers to the study as well as management of key transactional relationships. It is a business process
that is responsible for establishing relationships with customers and ensuring their satisfaction (Aghazadeh 2015).
This report prepares a marketing plan and management strategy for Juice Heaven, a small but upcoming fresh
fruit juice business in Kuala Lumpur, Malaysia.
The report analyzes the external and internal environment in which the firm operates, using tools such as Pestel
and SWOT analysis, undertakes a market positioning analysis by conducting proper market research for this
purpose, critically evaluates the potential of applying SPACE matrix for determining the future marketing
strategies of the organization, and critically discusses the marketing mix action of the organization over a period
of three years.

Background to the Business
Juice Heaven is a small business enterprise operating on the
outskirts of Kuala Lumpur in Malaysia.
Juice Heaven provides customers with a wide variety of fresh
creamy fruit juice drinks to choose from, with the business starting
operations at nine in the morning and shutting shop at six in the
evening.
Juice Heaven is much in demand among fresh fruit juice lovers in
Kuala Lumpur because of the pure quality of its drinks.
The banana, strawberry and mango ice cream shakes of the
company are especially popular, as far the citrus fruit juices made
available by Juice Heaven.
The business remains open on all days of the week, even on Sunday
and has managed to acquire the goodwill of its customer base in
Kuala Lumpur because of the affordable price of its juice products
and the pristine and sumptuous quality and taste of the same.

External Environment Analysis – PESTEL
Political Factors –
As argued by Jomo (2019), Malaysia is a prominent destination in Southeast Asia and
is made up of a series of Islands.
The Prime Minister is the head of the state and is the ultimate authority on all
administrative matters.
The country is divided along ethnic lines and the opposition currently has no
strength or zest to protest against the policies or decisions of the center.
Yet Malaysia as stated by Jomo (2019), is a country that is characterized by political
stability and provides a business like Juice Heaven with the secure political
environment that it needs to perform business operations on a small scale.
Economic Factors – In the view of Lee (2016), Malaysia is one of the richest
countries in the Southeast Asian region, and is considered to be second only to China
in Asia.
Labor is quite expensive in Malaysia as is the cost of living.
The high price of labor and cost of living as compelled an otherwise thriving business
like Juice Heaven to keep its operations concentrated on a small scale and in the
outskirts of Kuala Lumpur

External Environment Analysis – PESTEL
Society –
It is argued by Lee (2016), that society in Malaysia is multi-ethnic in character.
People of various ethnicities such as the native Malays, Chinese, Indonesians
and Indian people reside in the Malaysian cities and towns.
The multi-ethnic character of Malaysian society does not interfere with the
business operations of Juice Heaven, which deals in fresh fruit beverages that
are in demand among all segments of society in Kuala Lumpur.
Technology –
As stated by Hampton et al. (2015), Malaysia is quite an advanced nation when
it comes to technology with the internet being used quite heavily for carrying
out business promotion and transactions.
Given that Juice Heaven is a small enterprise and the fact that it does not offer
its products on online platforms, it makes use of the internet only for market
research and cash operations, rather than for promotion and advertising.

External Environment Analysis – PESTEL
Legal –
According to Jomo (2019), Malaysian law contains elements of UK Law,
Indian law as well as Australian law.
British legal elements are quite prominent in the Malaysian constitutional
framework because of the fact that the country gained independence from
the British only in 1957 and was an erstwhile colony of the crown.
Criminal codes and other penal codes govern law and order matters in
Malaysia. The legal framework of the country is stable enough to give a
business like Juice Heaven the protection it needs to do business in a secure
environment.
Environment –
As argued by Lee (2016), Malaysia is a country that is very heavily affected
by pollution.
 Concern for the environment is on the rise in Malaysia. Juice Heaven takes
care to use recycled products as part of its business and packages its juices
in environment friendly containers to show regard for the environment and
assist in its preservation and conservation

Internal Environment Analysis – SWOT
Strengths –
The biggest strength of Juice Heaven as a business is the fresh quality of the fruit juice that
it makes available to its target audience.
This is facilitated by the fact that the business is serviced by skilled and competent juice
chefs and juice makers, who leave no stone unturned to ensure that customers are
provided with delicious, creamy fresh fruit shakes after placing an order for them.
Another key strength of Juice Heaven is its timely rendition of services. Customers are not
kept waiting once they order for fresh fruit shakes, and are provided with their choice of
shaking within ten minutes of having placed the order (Pauziah, P. and Mulyana, M., 2018).
Weaknesses – Juice Heaven is a small business and as such it is not able to cater to the
urban population of Kuala Lumpur.
The business runs on a limited source of funds, is located on the outskirts of Kuala Lumpur
and it depends greatly on the goodwill of its customers to keep functioning well all around
the year.
One vital weakness associated with Juice Heaven as a business is that it does not give its
customers the option of order for fresh fruit juices online and have this delivered to their
homes, something that most other fruit juice businesses in KL are known to do.

Internal Environment Analysis – SWOT
Opportunities –
The love and the demand for fresh fruit juice beverages in Kuala Lumpur and other
parts of Malaysia is indicative of the fact that there is plenty of opportunity for Juice
Heaven to grow and expand as a business.
Fresh fruit juice beverages are widely coveted in Kuala Lumpur and other Malaysian
cities and towns at all times of the year, by young and old alike, and Juice Heaven can
certainly consider expanding its enterprise to more large scale operations, given the
love that persists for fresh fruit juice in Kuala Lumpur and elsewhere (Chernev 2018).
Threats –
The demand and the love for fresh juice does of course imply that a new fruit juice
business can have every reason to emerge and start shop in Kuala Lumpur.
Such a business can also be set up in the outskirts of the city because of the low price
of rent over here and it can offer fresh fruit juice and related products at reduced
prices and in greater quantity thus posing a threat for an enterprise like Juice Heaven.
Juice Heaven as a business needs to take care to keep its juice products as uniquely
positioned in the market as possible in order to overcome such a threat if and when it
does arise (Hunt 2018).

Market Positioning Analysis of Juice Heaven
The ever growing and ever expanding juice market in Malaysia and specifically
in Kuala Lumpur indicates that Juice Heaven should come up with some more
unique positioning strategies that will make its fresh fruit juice products truly
stand out in this market. To begin with, Juice
Heaven will ensure that its fresh fruit products are in demand among health
conscious citizens as well as consumers who are willing to consume unhealthy
food.
 In order to do so, the cream content of some of the fresh fruit juices will be
slightly reduced, thereby lowering the fat content of these products and making
them popular among health conscious members of the population in Kuala
Lumpur.
At the same time, the business will consider adding more fresh fruit flavors to
the juices made, so that the taste of the juice remains as sumptuous as it used
to be before.
The regular creamy shakes will be made available for sale as well, implying that
the business will be catering to the requirements of health conscious
populations as well as people who are not conscious of eating healthy, and of
course will cater to adults and to children alike (Hunt 2018).

Positioning Map

Market Positioning Analysis of Juice Heaven
Qualitative market research, such as the use
of participant observation methods at fresh
fruit juice cafes in Kuala Lumpur and online
survey carried out on social media on the
popularity and demand for fresh fruit juice,
among people in Kuala Lumpur, by the
business owners had to be conducted to
arrive at the above mentioned positioning
strategy (Noci 2019).


Future Marketing Strategies of Juice Heaven
The future marketing strategies of Juice Heaven are determined
using the SPACE Matrix
Support – The business can create a social media page that
prospective and current customers can visit in order to make their
views and experiences of using the present fresh fruit juice
beverages known, and where they can also acquire new and
upcoming information about the fresh fruit juice beverages of Juice
Heaven.
Customer grievances or positive comments can also be registered
well through the use of a social media platform for this purpose,
such as by setting up a page on Facebook or Twitter. Social media
has a wide outreach and by using such a support strategy, Juice
Heaven can reach out to a wide range of customers in a short span
of time (Morgan et al. 2019).