4.1
Current Consumers’ Characteristic
4.1.1
Demographics
Age
|
·
35 to 45 years old (Midlife adults)
|
Gender
|
·
Male and Female
|
Education
Level
|
·
Secondary School
·
Diploma
·
Degree
·
Master
|
Occupation
|
·
Working adults
·
Unemployed
·
Housewife
|
Income
|
·
RM 1000 to RM 10,000
|
Race
& Ethnicity
|
·
All
|
Geographical
Location
|
·
Urban area
|
4.1.2
Psychographics
Perception
|
·
Consumers who have no time to cook
·
Rushing for time
·
No cooking skill
·
Workaholic
|
Learning
|
·
Newspaper
·
Friends recommendation
·
TVC
·
Promoters
·
Magazine
|
Motivation
and Needs
|
·
Affordable food
·
Simple to prepare a meal
|
Attitude
and Personality
|
·
Intorelant
·
Hardworking
·
Conservative in own views
·
Simple and easy
·
Taste conscious
|
Lifestyle
|
·
Modern
·
Hectic
·
Rushing
|
4.2
Stakeholders Characteristics
4.2.1
Primary
Stakeholder
|
Critically to Success
|
Concerns
|
OCB
Berhad Board of Directors
|
Medium
|
Supporting the company
|
OCB
Berhad of Management
|
High
|
Strong
in seeking of initiative succeed and managing the company
|
Shareholders
|
Medium
|
Concerned
about the market shares
|
Ibufood
Corporation Sdn Bhd
|
High
|
Concern
about food industry
|
Kaiserkorp
Sdn Bhd
|
High
|
Concern
about the industry of bedding products
|
Agrow
Malaysia Sdn Bhd
|
High
|
Concern
about the sales and marketing of building materials
|
Enigma
Sinar Sdn Bhd
|
Medium
|
Concern
about investment holding of the company
|
Employees
|
Medium
|
Help
in manufacturing the company
|
Finance
|
Medium
|
Concern
on everything of financial involvement
|
Marketing
|
High
|
Concern
about the market and benefits to the company
|
Customers
|
High
|
Provides
good quality products to ensure no negative impact from them
|
Distributors
|
High
|
Distributes
the products to the market and reach consumers
|
4.2.2
Secondary
Stakeholder
|
Criticality
to Success
|
Concerns
|
Government
|
Medium
|
Monitoring
the country business and economy
|
Media
|
High
|
Concern
in promoting the brand
|
The
community
|
Medium
|
Contribute
information through the community
|
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