Executive Summary

The Chicken Rice Shop" (TCRS) is a chain of HALAL family restaurants operated by TCRS Restaurants Sdn Bhd, a company incorporated in Malaysia.

This report provides an analysis and evaluation of current market and competition, product development, financial perspective and the future prospective of profitability of the company.

The food service industry is experiencing a steady growth in demand amongst the consumers in Singapore. A microenvironment analysis shows that technological advancements have changed the industry in a drastic manner.

Industry analysis using Michael Porter’s five forces shows that the strongest force that affects industry profitability is the threat of substitutes. The food service industry faces threats from a whole range of restaurants, fast food chains and locally owned food businesses.

The market is segmented into the various age groups, each have to be catered for. Different marketing strategies can be implemented to tap into the different segments.

The obstacle facing TRCS is the fast paced changing scene in the industry by consumers and industry players alike. Consumers changes tastes and habits very quickly. Industry players are investing heavily in reinventing themselves to have a bid on the market share.

Competition in the industry are held high as there are many established players which are offering promotions which are competitively priced and strategic locations which are near the consumers. With different promotions already available to the public, we are still able to tap into the market.

We are able to differentiate ourselves through value added activities such as catering and quality services at the restaurants. This allows us to have an edge over the rest of our competitors.

Our company forecast analysis shows using the time series method is the most suitable, given that the