Swot Au Bon Pain in Malaysia

Strengths * Au Bon Pain has the most successful overseas franchisee at Malaysias geographic neighbor Thailand. The similarity between these two countries might smooth the expansion of the business in Malaysia. * Au Bon Pain customized its menu in every operating Asian countries, this can be suitable to Malaysian market as well. (e. g. , poultry-based marrow squash is favored by majorities). Like in Thailand and South Korea, radical Au Bon Pains business plan with cafes in prime office locations (targeting foreign and local anaesthetic businessmen) might work as Kuala Lumpur is one of the economic centers in Asia-Pacific area. * Au Bon Pain has a impost to support charities. Meanwhile, Malaysia has one of the highest Gini coefficients in Asia, poverty rates also vary significantly from state to state. Weaknesses Au Bon Pain is a new brand while Malaysians term to put a Opportunities * Increasing consumer knowingness in comestible value and food fortification for healthcare * M alaysias Economic Transition Plan calls for veritable GDP growth of 5-6% per year over the next ten years. * The service sector makes 44. 9% of GDP, Malaysias education plan has a target of 35 million tourists in 2020 * Malaysia is the third largest producer of poultry meat in the Asia Pacific region.Malaysia is self-sufficient in poultry, pork and eggs * More and more hectic and nerve-racking lifestyle in urbanized Malaysia contributed to the growing demand for convenient fast food * Malaysian consumers affiance to eating out more frequently, which boosts foodservice volume sales in 2011 * Increasing consumer awareness in nutrition value and food fortification for healthcare has created the demand for functional/healthy minimally processed impudent and organic food * Most of the respondents prefer to dine at western fast food restaurants than local fast food Threats * Malaysia has a Muslim population of 60%.Most retailers, foodservice operators and food manufacturers are inclin ed to guide for halal certificates for non-meat based food products and ingredients. * Malaysias rising inflation rate dampened consumer spending inMalaysiaduring 2011. mill Au Bon Pain in Malaysia