Marrybrown was founded in 1981, as a restaurant company that operates and franchises Marrybrown restaurant, through 15 countries throughout

Asia, Middle East, and Africa. It is among the nations leading fast-food chains, with more than 130 quickserving in Malaysia and more than 280 international restaurant. As the first major fastfood chain develop and expand the concept of Something Different experiences. Marrybrown has always emphasized on Halal products serving millions of guest worldwide. Local fast food restaurant that offers not just food items but also some local delights. A famous local Malay rice dishes that is Nasi Lemak is introduced to the menu as Nasi Marrybrown. Using Marrybrown advantage Halal, to dominate halal based countries and preventing weak direct competition with some large fast food chain. Marrybrown pioneered a number of firsts in the quick-serve industry. It was the first major fast-food chain that introduced menu items that are now staples on most fastfood menu boards, including Rice based products, Chicken Porridge, Sate burger and Curry Kari. Using Marrybrown's advantage Halal , to dominate halal based countries, and preventing weak direct competition with some large fast food chain. In the 1980s Marrybrown became the first local fast food chain to franchise its business system in Malaysia. This was followed by many others who started to making it big in Malaysia franchise business Today, Marrybrown offers a broad selection of distinctive, innovative products targeted at the fast-food consumer. Chicken represents the core of the menu, including the signature Lucky Plate, Chicken Porridge, Nasi Marrybrown the 100% Black Pepper Chicken-A-Licious. And, because value is important to fast-food customers, the

company also offers value-priced products on All-Time snacks, including muffins, burgers. Company vision is To be a national restaurant company of most admired brand through the power of our people and our culture. Core values and mission are simple:

Passion for our brand Food Quality and Safety Continuous Improvement and Innovation Care & Respect and Personal Accountability Excellence in Customer Service High Standards in Personnel Growth and Development through Consistent Training Excellence through High Q.S.C.V

COMPANY HISTORY YEAR 1981 HISTORY First fast-food brand local restaurant opened in Johor Bharu Launch franchise system itself, now Marrybrown restaurant chain 1986 owned local subsidiary in Malaysia Introducing Marrybrown rice and fast food restaurant featuring 1989 1992 local first flavour in Malaysia Marrybrown opens first International in China

1994

Chipmunk mascot introduce

1995

Starting a community service project with Kiwanis Malaysia First in Malaysia with interior design introduced Swing seats

1996

1997

Being the first local franchise was awarded the international franchise in Malaysia followed by others awards in the subsequent year

1998

Recorded in Malaysia book of records as the first local fast food franchise Penetrated Indian market Opening the highest branch in Genting Highlands, located 6000 feet above sea level Introduced spicy crisp chicken Hotouch Penetrated the Middle East market

1999

2000 Introducing satay dish 2001 2002 Opens first Marrybrown in Hospital at Johor Specialist Hospital, Johor Bharu 2003 2006 2008 2009 Introducing the latest local test Chicken Porridge First Marrybrown restaurant at the Senai Airport Penetrating the African continent Introducing the latest local taste Curry Chicken Noodle and Satay Burger 2010 Prime Minister Datuk Seri Najib Tun Razak officiates the 10th Anniversary in UAE Open first Marrybrown at petrol station at ESSO Sendayan, Negeri Sembilan

2011 2012 2013

Celebrating 30 years of full flavors and fun towards excellence Penetrated the Golden Land Myanmar Celebrating 500th restaurant open in Coimbatore, India Marrybrown

BRIEFLY ABOUT FAST-FOOD INDUSTRY According to Kye Sun n Raymond (2000), the quick service category, or sometimes called fast food, is by far the largest in the foodservice industry. The quick service category today categorized characteristics by relatively low prices, limited menu offerings, utilitarian dcor, and modified counter service. Quick service restaurant have increased in popularity because of their location strategies. They are found in very convenient locations in every possible area. Their menu are limited, which makes it easy for customers to make quick decisions on what to eat. Certain fast food restaurant offer delivery fast service and usually include self service facilities too. Such restaurant also use cheaper, processes ingredient, which allow them to have extremely low and competitive prices (John, 2000). LOCATION

I choose Marry Brown branch 1 Borneo as a location for my assignment. It easy to find especially student like me. Of course as a student we want a variety of food and location but to be convenient 1 Borneo is a suitable place to hang out. Marrybrown has finally set-up their second branches in 1Borneo. Located next to Digi Service Centre and near the escalator, it can easily be spotted. The opening hour for Marrybrown is 10 am until 10 pm.

This the branch in 1 Borneo it is located next to Digi Service Centre and near the escalator, and it easily be spotted

Type of cuisine that served is fast food. A lot variety that we can choose such as burger, chicken, fish, kiddy meal, drinks, desserts and snack and slides. It simply fast and affordable. Did you know? Marrybrown did not charge tax for the food. There is no government tax charge. The price that charge is affordable and inexpensive and suitable for me as a student. And its affordable for middle and lower income customer. There is combo that promoted by Marrybrown itself so customer has variety to choose. There is no proper attire to go there what is important is we enjoy our meal.

Based on price-shaped stimulus, Marrybrown put their products under an affordable price and can be shared by all users. Marrybrown has made a thorough study of the pricing process for each new product being produced. Marrybrown been set prices for their products by taking user feedback and customer affordability. By offering cheap against the price of their products indirectly boost against the users to get their products. Like another kind atmosphere of other fast-food restaurant, its a pleasing place, I went there and I enjoyed the food. Its in the open place and you can easily come across people and you can see people surroundings too. Decoration is just nice and not to crowded accessories. Every 3 month there will be hold promotions regarding about their menu, toys to attract customers. The latest promotions is CCB meal. As Im doing my research there, there are several kinds of customer that attract to this restaurant which is student, couples, business people and mall shoppers.

The service is friendly and I enjoy my lunch there. The manager Encik Lucas, is very nice person, he is willing to help me answered all my question. He is not selfish to share information to me. It was very pleasant to me. The staff give good service to customers. MENU There a lot of menu variations in Marrybrown that there offer to customers, its a fast food style that have many variations which will show in the diagram below:

CHICKEN MENU

VARIATION BURGER THAT THERE OFFER

THERE ALSO SNACK AND SIDES DISHES

SOMETHING DIFFERENT AND ITS LOCAL MENU

FOR THOSE WHO LIKE FISH, THERE ARE SELECTION FOR THEM

KIDDY MEAL FOR CHILDREN

SNACK AND SIDES THAT MAKES CUSTOMER MELT

10

BEVERAGE THAT OFFER

PROMOTIONS THAT OFFER IN MARRY BROWN

11

From the menu meals that offers, we can say that there offers breakfast, lunch, dinners set for customers. It depend time for the customer to eat and enjoy the meal. Not only that there offer special events for birthday, anniversary, farewell for customer.

MarryBrown also offer birthday celebration for customer

12

Table comparison between Marrybrown and other fast-food in Kota Kinabalu MARRYBROWN PRICE More cheaper because everything comes within menu price No government tax charge ATMOSPHERE TASTE SERVICE PLACE More 7/10 8/10 Marry brown only have 3 branch in Sabah Always crowded with people 10/10 8/10 There a lot outlet and branch in Sabah Costly and there is tax charge OTHER FAST-FOOD

S.W.O.T. ANALYSIS STRENGTH High-standards food providing that oversteps opponents offerings in superiority, presentation of food, and price. Various food product varieties. High consumer loyalty. The Marry-browns owner manages and running business has a combined 32 years experience working in the restaurant industry. Rapidly expanding globally.

WEAKNESS Administration teams' several years of experience may embrace norms that minimum amount of risk taken, and thus, prospective revenues. Inflexible to variations in market trends
13

Low employees turnover. Marry-brown have yet to capitalize on the developments towards organic foods.

OPPORTUNITY Developing market in Malaysia with an extensive percentage of the target market still not aware that Marry-browns exists. Rapid growth in tourism. It can upgrade some of its restaurant setups at lavishing locations to attract more customers. To the necessities of the community and suffer an original product line.

THREATS The key opponents, like Burger King, Old Town, Wendy's, KFC and any middle-range of sitdown restaurants. Health problems concerning the fast food chain. Additional restaurants that are growing their food offering and decreasing the rate of food offering. A decline in the economy falling customer's disposable their earnings spending on eating out.

From the comparison table and SWOT analysis we can conclude that Marrybrown can standing up with like other fast food restaurant. If there maintain the quality of food, upgrade service and transform into better quality there will be successfully business and last longer.

14

Overall, for me Marrybrown is just like other fast-food in town. The best is there is no extra charge for student like me. Of course as a student we need to savings some money especially student that live near 1 Borneo. In the future, I will come back again to eat meal at there with my friends. The place is suitable for us to do some assignment and hang-out with friends. Although there a lot competitor on that area such as Nandos, Chicken Rice Shop, KFC, McDonalds but customer will attract MarryBrown especially middle and lower income and student. SUGGESTION 1. Focused and aggressive approach towards promotions I think Marrybrown should promote more about their brand especially in Sabah. Most of the customer in Sabah comes from middle income background, so they should attract them with aggressive approach towards them through promotions. 2. Open more outlets in Sabah Other suggestion is, open more outlets in Sabah, especially small city, maybe they can make small kiosk like McDonalds and Uncle Bob 3. Strengthen brand image Through promotions, marketing department should use 4P to promote their product. 4. Open 24-hour restaurant It is a good idea to make high profit 5. Product innovation Every month, make product innovation to attract customer, but make sure it value in times.

15

REFERENCES

1. http://marrybrown.com.my/ Retrieved on 06/11/2013 2. Kye-sung (Keye) Chon, Raymond T. Sparrowe, (2000), Welcome to hospitality 2nd edition, Delmar Thomson Learning 3. John R. Walker, (2008), Exploring the Hospitality Industry, Pearson, Prentice Hall 4. Mr Lucas, Manager MarryBrown 1 Borneo

16