Steven Sim is the founder of the famous dessert in Malaysia, Secret Recipe. He was born in Kota Bharu, Kelantan in 1959, the youngest of eight siblings was from a poor family. Secret Recipe cafes was founded in 1997, become something of a staple mall eatery throughout Malaysia. Over the years, the chain has expanded to Indonesia, Thailand, Pakistan and even Australia . Behind the success of Secret Recipe is Steven Sim who, ever since the early days of his enterprise, focused heavily on brand building whilst creating a menu that covered the best of local and western cuisine (most notably cakes). Steven Sim realized how he could implement innovative brand features that would set Secret Recipe above the competition. Steven Sim managed to transform
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He does survey time to time, to study the cultures, lifestyles and eating habits of consumers in Malaysia as well as other countries before he set his target market. After long observation of the market, he targets all ages of consumers for his products. Furthermore, the franchisee license of the Secret Recipe is only given to he or she who meets the criteria under his observation. These are the reasons why Steven Sim can be a very successful entrepreneur and franchisor today.
Traits
1. Integrity
As a famous brand in various countries, the biggest challenge faced by Steven Sim is to ensure consistent product quality, especially taste in every branch of every menu (except menu which should be modified based on local preferences).
For this purpose, Steven Sim establish a management system such as creating team managers franchise, which is responsible for checking the quality of the product regularly, in every branch and conduct employee training.
The management team is tasked to focus on helping each franchise outlet, to ensure that each level of quality set.
2. …show more content…
Perceptiveness
For beginning, Steven Sim focuses on a brand building strategy to make Secret Recipe different with competitors. This includes creating a logo, corporate colors to choose business, detailing the marketing strategy, producing uniform employees, designing the display menu, set the interior design for cafes, and setting standards for customer service.
According to Steven Sim, build a successful brand needs entrepreneurs identify the strengths of its brands, focusing on strengths, and build it consistently. Steven Sim also offers franchises to entrepreneurs who are interested because he believed it was the best strategy to expanding his business.
Before entering a new market in the country, Steven Sim will do research related to lifestyle, cultural differentiation, the main types of food and food culture community in the country. This is to ensure product Secret Recipe easily accepted by the local community.
For example, products Secret Recipe for Thailand and Indonesia markets more spicy than in Malaysia. While for the Chinese market, Secret Recipe provide a much menu like Char Kuey Teow Mee, Mee Hokkien and Cantonese Mee.(majalahniaga.com).
5.
He does survey time to time, to study the cultures, lifestyles and eating habits of consumers in Malaysia as well as other countries before he set his target market. After long observation of the market, he targets all ages of consumers for his products. Furthermore, the franchisee license of the Secret Recipe is only given to he or she who meets the criteria under his observation. These are the reasons why Steven Sim can be a very successful entrepreneur and franchisor today.
Traits
1. Integrity
As a famous brand in various countries, the biggest challenge faced by Steven Sim is to ensure consistent product quality, especially taste in every branch of every menu (except menu which should be modified based on local preferences).
For this purpose, Steven Sim establish a management system such as creating team managers franchise, which is responsible for checking the quality of the product regularly, in every branch and conduct employee training.
The management team is tasked to focus on helping each franchise outlet, to ensure that each level of quality set.
2. …show more content…
Perceptiveness
For beginning, Steven Sim focuses on a brand building strategy to make Secret Recipe different with competitors. This includes creating a logo, corporate colors to choose business, detailing the marketing strategy, producing uniform employees, designing the display menu, set the interior design for cafes, and setting standards for customer service.
According to Steven Sim, build a successful brand needs entrepreneurs identify the strengths of its brands, focusing on strengths, and build it consistently. Steven Sim also offers franchises to entrepreneurs who are interested because he believed it was the best strategy to expanding his business.
Before entering a new market in the country, Steven Sim will do research related to lifestyle, cultural differentiation, the main types of food and food culture community in the country. This is to ensure product Secret Recipe easily accepted by the local community.
For example, products Secret Recipe for Thailand and Indonesia markets more spicy than in Malaysia. While for the Chinese market, Secret Recipe provide a much menu like Char Kuey Teow Mee, Mee Hokkien and Cantonese Mee.(majalahniaga.com).
5.