Home¶s Cafe¶ Sdn Bhd is a casual dining restaurant group originating

from Penang, Malaysia with a Baba-Nyonya theme.

 Founded in June 1999 by Zackry Bin Zaffry.

 Home¶s Cafe¶ specializes in Nasi Lemak with Chicken Horr Fun and
Hokkien Mee Tofu Special dishes with ether medium, hot or extra hot.

 June 2008 - Made history, company became the first pioneer of local
food by using a microwave vending machine to serve that food

 Today - Home¶s Cafe¶ operates in 16 states on Malaysia country and

every outlet got own vending machine ± 73 workers.
 Home¶s Cafe¶ Sdn Bhd is recognized as a High Quality Malaysian
Product and it bears unique product characteristics.

 Company won the prestigious Golden Bull Award 2007, an award

given to the top 100 SMEs (Small & Medium Enterprises) in
Malaysia. In addition, we also carry the HACCP and HALAL
certification.

M

 

 To let everyone enjoy Malaysian foods, anytime and anywhere!
]  

 To be Asia Pacific¶s Leading Local Foods (Malaysia) Producer

providing high quality products to customers globally.

 To promote our Unique Malaysian Taste ± the Nasi Lemak with

Chicken Horr Fun and Satay Tofu, and also continue Local Foods
Legacy through continuous improvement and innovation that
exceeds customer expectations.

 We strive for continuous improvement, in corporate innovations

and technology in our commitment to create customer value in our
both products and services.

 Aligned with transparent policies and achievable targets, together

with our core values, we are able to move forward as one
responsive team and deliver our best.
6

] 

6riginality & Creativity

 To spearhead breakthroughs and set the precedence in the market by
developing line extensions and create new products to cater to
customers¶ changing needs.

Respect Diversities & Traditions

 Coming from a country and corporate culture with diverse races,
languages and traditions, we respect each others¶ unique differences
and embrace their individual qualities, their rich culture and heritage.

Ethics & Integrity

 We take pride in our work, and conduct our business with integrity. We
embrace good business practices, adopt international standards and
demonstrate professionalism so as to earn respect and trust.
 Germany officially the Federal Republic of Germany is a country
in Western and Central Europe. It is bordered to the north by the North
Sea, Denmark, and the Baltic Sea; to the east by Poland and the Czech
Republic; to the south by Austria and Switzerland; and to the west
by France, Luxembourg, Belgium, and the Netherlands.

 Stuttgart is the capital of the state of Baden-Württemberg in southern

Germany.

 The sixth-largest city in Germany, Stuttgart has a population of 600,038

(December 2008).

 Stuttgart is not only an industrial city with world famous automobile

companies and state-of-the-art science and research facilities.
 Stuttgart - cultural city that has made a name for itself through its
renowned State and ballet programs, and the exceptional art collections
at the State Gallery and the Gallery of Stuttgart.

 Main attractions - clearly the hilly landscape, the numerous vineyards

that stretch all the way to the city centre, the many parks that make
Stuttgart one of the greenest cities in Germany.
    
 Anyone born in Stuttgart is known a Swabian people or Stuttgarters.

 Current population in Stuttgart is 589793 and its estimated to be

600,038 (German citizenship, Turks, Greeks, Italians, Croats, and
Serbs, followed by immigrants from Bosnia-Herzegovina, Slovenia,
Portugal, Poland, Austria and France).

 They speak German well with their local dialect Schwäbisch; and they
love to practice other languages (especially English)
ã 


 The economy based on high-tech industry. It is the top of all European

Union cities in their share of employment in high-tech (and medium
high-tech) manufacturing.

 There is also a large number of scientific research and academic

organizations in Stuttgart and has the second largest stock exchange
(to Frankfurt) in Germany.

 Along with the high-tech and manufacturing base Stuttgart is also one
of the largest wine growing towns in Europe.

 Unemployment in the Stuttgart Region is low compared to other

metropolitan areas in Germany and Stuttgart also one of the safest
cities in Germany.
ã

Stuttgart is a lively city with many restaurants, cafes and bars where
people can try traditional food, and other international specialties. A few
miscellaneous points to consider by eating in Stuttgart, Germany are:

 Smaller restaurants sometimes don't have much for vegetarians.

 Groups of diners will usually receive their orders individually when

the food is ready, rather than all together.

 In a bar, beer will be served at your table and you usually pay the
waiter/waitress when you leave (or when they leave).

 Mineral water is usually carbonated ("mit Kohlensäure") and still

water ("ohne Kohlensäure/stilles Wasser") usually has to be specified.
ãã


 
o The products offered are Malaysian local Food, such as Nasi
Lemak with Chicken Horr Fun, Satay Tofu, Hokkien Mee and
Chicken Curry.

o Food in frozen form will be prepared and put into vending

machine. When customers put the money into that machine, they
are able to choose the food they would like to eat. Then the frozen
food will be dispensed and the customers would have to put
available microwave to heat the food. It take time about 4 to 5
minutes and it done to eat after that.

 

o Price would be set in accordance to the types of food yet the overall
price is in the range from 5 EUR to 8 EUR which is totally affordable
by all range customers.

o The euro is the official currency of Germany, while the Euro spot
exchange rate specifies how much one currency, the EUR, is currently
worth in terms of the other, the USD. The Euro spot exchange rate is
quoted and exchanged in the same day, the Euro forward rate is quoted
today but for delivery and payment on a specific future date.


 
 
 

_
 

 
  

o At first quarter, 10 vending machines will be placed at convenient

and popular place such as @  (nearly Schillerplatz square,
The State 6pera House),  @(Calwer-Eck-Brau, Biddy
Early¶s Iris club and Arigato Music Club), and 

(University of Cooperative Education Baden-Württemberg,
University of Hohenheim, State University of Music and
Performing Arts Stuttgart).

 

o Promotions is represents all of the communications that a marketer

may use in the marketplace. We use advertising and public relations
as a promotion to promote our products.
 M


   
    


Budgeted
amount of 1,010,000 404,000 202,000 404,000 2,020,000
usage (RM)
Percentage (%) 50 20 10 20 100




Î




  
 

 

 ã ããã
Hofstede¶s Cultural Dimension

Country PDI IDV MAS UAI LT6

Germany 35 67 66 65 31



! ã"   

 D6 take plenty of business cards with you and ensure they include full
details of your background, qualifications, and titles.

 D6 maintain direct eye-contact when addressing German colleagues,

especially during initial introductions.

 D6 use the formal version of you (³Sie´), unless someone specifically

invites you to use the informal ³Du´ form. It is usually best to let your
German counterpart take the initiative of proposing the informal form
of address (this implies readiness to develop a personal relationship).
ü D6N¶T attempt to continue negotiations after a contract has been
signed. Your German colleagues may view this with suspicion, which
could lead to an unsuccessful business agreement.

ü D6N¶T use exaggerated or indirect communication styles during

business meetings with you German counterparts. It creates an
impression of insincerity and dishonesty.

! 
  




 First names are generally only used with family and close friends and
colleagues. Therefore, always use last names and appropriate titles.

 Business meetings follow a formal procedure. German managers work

from precise and detailed agendas, which are usually followed
rigorously; moreover, meetings always aim for decisive outcomes and
results, rather than providing a forum for open and general discussion.
 German business protocol requires that colleagues should be greeted
with a firm, but brief, handshake on both arrival and departure.

 In German business dealings, it is important to provide solid facts and

examples to back up proposals, given the German preference for
analytical thinking and rational explanations.
#6 




ë No competitor in the market

- Selling Asia food by using vending machine is a new idea of
business.

ë Degree of ownership and control is high

- Compare with other entry modes for international expansion, such as
franchise, licensing, joint venture and so on; wholly owned
subsidiaries has a greatest degree of control of all
activities, including manufacturing, marketing, distribution, and
technology development.
- Company can decide the way to promote and sell the product and
where the vending machine is located.
ë Provide wide variety of Asian foods.
- Always improve the menu and try to improve the taste too.
- This may attract new customers with new tastes and further
increases the sale.

ë Reasonable and affordable price

- Compare with the Asian restaurant, food solid by vending machine
is cheaper and more affordable.
- The target of consumer is not no the high income people, making it
a common product to everyone.
#

ë The business is expensive and risky

- To develop a totally new operation in foreign country is a big
investment and is very risky.
- The entire risk is assumed by the parent company.

ë A limited marketing budget to develop brand awareness

- The business is new and has not established yet. Most of the fund is
used in the operation activities.
6
 

ë A business opportunity in the vending machine business provides a

unique opportunity and also provides a stable way to earn money
that requires little time investment.

ë Increase the number of vending machine

- Making the vending machine available everywhere to convince the
consumes that it is accepted to increases profit.




ë Competition from local restaurants

- Consumer might prefer the service from an Asian restaurant to the
vending machine.

ë Hard to gather the raw materials in the host country.

- Most Asian foods need a lot of spices. To ensure the originality and
uniqueness of the foods, it may be difficult to gather the ingredients
to prepare the food there.
Stuttgart is indeed a place to expand business. It has the sixth-largest
city in Germany, Gross Domestic Product for Stuttgart Region was
recorded at about ¼35,000 per capita and about ¼64,000 per employed
person. The unemployment rate is only 4.8 per cent; and its one of
Europe's most important and most successful economic centres.
With a detailed proposal of company¶s plan prepared and cultural
analyzation done, its belived that the goal of this company will be
achieved, as the production system will definitely gain the confidence
of customers