Application of growth strategies on the performance of Eatalian Express

Abstract

Eatalian Express is a 100% locally owned company based in Setia Alam, Selangor which specialize in making vegetarian pasta. Their product is also suitable for babies transitioning from solid to liquid. By 2020, demand for Eatalian Express’ product had exceed the maximum production capacity of the machineries. This had caused the company’s sales growth to plateau. In order to buy new machineries, the company is in need of proper source of capital. Additionally, the company’s customer perception in terms of brand awareness, brand impression and purchasing are still lacking. New growth strategies need to be formulated to address the issue and its effectiveness shall be evaluated. The research is important as an additional input on the still small amount of literature talking about the application of growth strategies on the sales and growth of a company particularly the SMEs. The study was performed with the help of interviews with the owner, production and sales growth data, as well as a survey on customer’s perception of the brand pre- and post-intervention. Result from the study indicates that the application of growth strategies such as by increasing production capacity, offering discount and bundle promotions, obtaining Halal certification and offering new product had a significant impact on the sales performance of Eatalian Express as well as its growth. The customers perception in term of brand awareness, brand impression as well as purchasing intention also improves as a result. This study had resulted in the improvement of sales performance and growth of Eatalian Express and shall serve as a case study reference for future entrepreneurs on the application of growth strategies particularly in the F&B industries.