​The situation

​A Malaysian culinary brand, specialised in fusion South East Asian delicacies, intended to introduce an International Chinese cuisine brand to Malaysia. They required an independent market research report prior to making an investment decision to penetrate the high-end Chinese restaurant market in Klang Valley, Malaysia.

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Our role and methodology

Aleevar produced market insight on the macroeconomics of Food and Beverage (F&B) sector for Chinese dim sum market such as the business environment and competitions, investment consideration and included profiling of high-end Dim sum customers of Klang Valley from the customer survey entailing the demographic, sociographic, geographic, usage, behaviour and attitude to a restaurant brand with customer surveys. The models included in the study were PESTLE and implication, Porter 5 Market Forces, top competitors location and value chain, popular menu and pricing, and loyalty programmes.

 

The deliverable

Aleevar provided the client with an independent market intelligence for investment considerations on improvising menu, outlet locations, pricing, delivery partners and marketing mix plan.