THE BARGAINING POWER OF BUYERS

Buyers consists of housewives, wedding planners, male or female who need chocolate gifts during their wedding anniversary or valentine’s day, corporate society who needs to prepare corporate gifts during meetings. Besides, Am@r Chocolatios organize classes of making handmade chocolates. The level of bargaining power of buyers is strong as there are many choices of chocolate design that customers can choose. A@mar Chocolations uses blog and Facebook as their medium of advertising their products by posting pictures of their products and they will customize chocolate gifts according to customers’ requirements. Price range for chocolate are affordable as A@mar Chocolatios’s mission is to have “HALAL, AFFORDABLE & DELICIOUS”.

Customers of A@mar Chocolatios ordered chocolates from them mostly during festival seasons, birthdays or special day. Every time customers ordered, the A@mar Chocolatios will post up customers’ orders to attract new customers as their marketing strategy and also to give idea what type of chocolate designs can the customers’ order.

THE BARGAINING POWER OF SUPPLIERS

Their main supplier is unknown as in A@mar Chocolatios’s blog just mention they receive guidance from Lembaga Koko Malaysia. Service making homemade chocolate being done by the family members of A@mar Chocolatios as it is a family business. All the raw materials & cooking utensils to make chocolates are Halal. Main focus is take order and make chocolate. They do not have readymade chocolate.

INTENSITY OF RIVALRY

Competitor is Cadbury Chocolate Malaysia. Well established chocolate for many years. Promotion of Cadbury chocolate is very intensive as they have SMS contest, Cadbury nationwide happiness tour, mobile game contest and so on. Cadbury chocolates been sold in every supermarkets, small groceries shop,