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Executive Summary This report is to improve Halo Productions business performance in order to prevent the continuously attack from its competitors Halo Caf is a growing musical caf which takes advantage of the overall development of musical caf industry in Malaysia by owing 45 of market share currently Meanwhile the increasing of the challenges from the competitors has given Halo Caf an intangible stress and an excuse to expand its business around the country More clearly there are a lot of the states with high purchasing power have been neglected by competitors Hence Halo Caf has decided to seize on this chance by setting up as more as its branch as the first step of counter attack to the competitors The external situation of Halo Caf can be divided into two categories Macro environment are indicated economy sociocultural factors political-legal factors natural environment and new song factor And the industry environment are indicated the market overview competitive overview customer overview and supply Critical success factors are separate in 4 categories which are skill-related organizational capability marketing-related and distribution-related Halo Caf internal situation is summarized from management product skill distribution channel environment and background support The strengths should be maintained while the weaknesses improved The total sales growth of Halo Caf is estimated at 15 annually It sounds difficult but Halo Caf has enough confidence by using the product place people promotion physical assets process management and price strategies Furthermore there are four market segments which are including Music Lover Student and Teenager Working People and Festival Celebration will be targeting at In this case Halo Caf has listed out the strategy planning for the achievement of the market segmentation Halo Caf has given out detailed marketing expenditure and procedures that will involve in the improvement of its business The expenses budget is suggested to remain at about 3 of the sale forecast Besides there are some of the actions
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