Chris's FYP

1. Project Overview

1.1  Introduction


RT Pastry House Sdn Bhd was established on 2003, which is a extraordinary bakery company that provides newly concept of Japanese and Taiwan style of the cake, bread, pastry and desserts, our mission of delivering excellent products and service to Malaysia bakery lovers.

RT Pastry House Sdn Bhd pioneer located its operations in Taman Desa - Kuala Lumpur, where demand of cakes and breads were quickly expanding. In realizing growth in this new market, RT Pastry successful to attract and recognized by local and foreigner customer, e.g. Taiwan, Japan, Korea, European, and etc. Year 2005, the company opened second branch in its strategy location in SS 15 - Subang Jaya.

And Year 2009, the third branch in Puchong IOI Boulevard Business Centre.Due to rapid growth in the business, in order to fulfill the customer demand and cost efficient increase of production capacity, They launched their central cake kitchen in Taman perindustrian Bukit Serdang in year 2010.

1.2 Problem Statement and Issues:


1. RT Pastry House has great competitors with other bakery/pastry house around Selangor, such as Lavender, The Loaf Bakery & Bistro, The Baker's Cottage and so on. They have the better advertising strategies & promotion than RT pastry House.

2. RT Pastry House is lack of advertising through the different media channels. They still need a stronger advertising strategy to reach the strong position in the market amongst the competitors other than just depending on the “word of mouth”.

3. The target audience is too narrow, since there are always more people out there who haven’t heard of RT Pastry House and also consider how to expand the product range to appeal to more potential consumers. Not only target on the female customers between the ages of 25 and 45.

1.3 Objectives & Aims :


1. To create a better advertising strategy that will meet the RT Pastry House vision and aims.
2. To expand the target audience not only on female target.
3. To enhance the RT Pastry House‘s brand image and popularity.
4. To promote the RT Pastry House’s products are made fresh daily and eating healthier.