Secret Recipe

821 Words Nov 24th, 2011 4 Pages
Introduction a. The business nature of the organization
The Secret recipe’s real corporation name is Secret Recipe Cakes &Café Sdn.Bhd. Dato’ Steven Sim is the founder of Secret Recipe and their first outlet in SS2, Petaling Jaya; in 1997.They are locally registered companies under Companies Commission of Malaysia. Secret Recipe is a lifestyle cafe chain has become a household name following its debut 1997. It is a Malaysia born franchise Business.The Company has registered an impressive double-digit growth for the past 5 years. In a short period of ten years, Secret Recipe has experienced a rapid growth of over 150 cafes throughout the region. Secret Recipe has successfully established its brand name in Malaysia, Singapore,
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Secret Recipe has launched its market to several countries such as Singapore, Indonesia, Thailand, Philippines, and China and all over Malaysia. It expects its market will launched internationally in the future. Secret Recipe has earned numerous accolades every year; some of the more prominent ones are * Best Cheesecake Award 1998 * Most Original Chocolate Award 1999 * Best Cheesecake Award 2000 * Best Lamb Stew Award 2001 * Enterprise 50 Award 2002 b. Vision
To achieve 100 outlets by the year 2006. c. Mission
At Secret Recipe, we continuously strive to surpass our own commitments, and to be recognized as a leader in our country. The philosophy of practicing quality and high standards is the utmost important brand value at Secret Recipe. Our principle remains the same in giving the best satisfaction to our valued customers. d. Objectives e. Competitors Competition is relatively high in the food and beverage industry in Malaysia. Secret Recipe competition is relatively high in the market as the rivalry not only from confectionery cake shop but also come from café such as Starbucks, Coffee Bean, and Dome and so on. Those well-established competitors are providing variety of standard and delicious foods to its customers, and

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