Professional Documents
Culture Documents
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The Internet has opened a new dimension and medium business in Malaysia and
around the world. In the past, Air Asia has been monopolizing the sale of airline tickets
through the internet and now, much more companies and other businesses have been using
the internet as a medium of trade, and this phenomenon has been growing very rapidly.
According to statistics from Internet World Stats www.internetworldstats.com, until 31
December 2007 there were 1,319,872,109 Internet users worldwide. In the meantime, Internet
users in Malaysia amounted to 14,904,000. This amount is equivalent to 40.2% of the total
population of Malaysia and the number is increasing since 2000 at a very rapid rate. From
this statistic we know how widely the market is available for business which use internet
medium.
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SWOT ANALYSIS
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3) Lesser start-up cost as opposed to other types of business which is have to rent a space and
buy different equipment and materials before begin selling.
4) Save from having to hire a number of employees since only requires maintenance and
enhancement of the site and the site and the product that being offered.
5) Can increase profit in no time because the advantages of offering products twenty four
hours a day seven days a week.
1) Hard to build a good and trusting relationship when not see the people that we deal with.
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3) To establish a cooperative relationship between local and foreign companies and learned
what is needed in online business.
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We are segmenting our market to 5 countries which are Malaysia, Indonesia, Philippine,
Korea and Japan. We focus to sell our product to these countries because these countries are
aware about accessories and easy for us to deliver our product to them.
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Demographic
We are dividing our market in the basis of demographic variables such as age and sex which
is called demographic segmentation. Passion8 Accessories is currently targeting female
which are divided into 2 group of age; teenagers and women. For teenagers, we are targeting
those female between 16 to 19 years old as our customer. For women, we are targeting those
between 20 to 45 years old.
Psychographic
We are dividing the market in the basis of psychographics variables such as lifestyle, social
class, opinion, activities and interested, and attitudes which are called psychographics
segmentation. For Passion8 Accessories, we focus those that love fashion and like to wear
accessories such as bracelet, ring, necklace and more that Passiona8 Accessories offered. We
also target those who have career and like to do outdoor activities such as shopping, go out
with friends for fun and those who like to buy accessories for their collection. We also target
every women and teenagers even they are rich or low income family to become our customer.
Our pricing strategies for our accessories are suitable for all social class.
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We are differentiating our product by our company name, uniquely design, and pricing. Our
company name is PASSION8 ACCESSORIES which the ³8´ bringing our type of product
where we are produced 8 types of product which are bracelet, necklace, earring, ring,
sunglass, scarf, handbag and watch. ³Passion´ is describing our color of products that are
using passion color such as red and bright color. Meanwhile, our pricing strategy are concern
for all types of social class whether high income or low income level. Our pricing are
compatible and suitable for all.
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We are position our products in our future customer by our !()* )
!+)!that will create a new of themselves.
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The objective for our accessories is to make a women look beautiful, elegant, and stylish.
Women are the most will have a feeling to look beautiful when wearing it. We want to
penetrate satisfy and happy when customer wear our product and we hope other people
around them will attract with our accessories. To achieve this goal we must build a marketing
plan to promote our product for customer and potential customers. Beauty is a combination of
factors, looks, style, attitude and stance, to name a few. Our company will sell a variety of
products accessories women within 6 months of probation and to achieve profit of RM10000.
Other objectives are also worthwhile; especially when each company is using technology
only create internal efficiencies such as target market communication. In fact, most e-
marketing plans aim to accomplish multiple objectives such as the following:
We want to build awareness in market so that our customers will know about our product. It
is important to achieve others goal, we have to achieve this goal. If no one aware about our
product, we cannot sales our product and we cannot gain profit. We want about 75% of our
target market will aware to our products.
To increase our market share will make some of the success of our business strategy for
companies to expand into any country from inside or outside. We will establish several
branches in each state to expand our sales and indirectly our company will have market share
more quickly, especially through our website is Passion8 Accessories. Our businesses can
start to increase their market share by first focusing on the primary city or suburb.
Next objective is to increase sales revenue. We will sell accessories women to attract
customers to purchase any products that we sell. We will sell these products at affordable
prices to suit every accessory. Every product we will sell the prices is less than $20. We are
targeting to gain sales revenue about $700 which is about RM21000.
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Achieve branding goals
We want to build a strong branding name which our customers will aware and loyal to our
brand.
We want to increase the number of website¶s viewers from 200 to 10000 viewers. To achieve
this goal, we will promote our website in Google.com, Yahoo!, and we will collaborate with
others blog that have high numbers of viewers in every country that we targeting.
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E-marketing strategy consists of the steps taken and procedures followed for marketing a
brand through the web. The centre of attraction in any e-marketing strategy is the website of
the company to which internet users are to be attracted for increasing sales. Marketer¶s craft
strategies regarding the 4 Ps and relationship management to achieve plan objectives
regarding the offer (product), value (price), distribution (place), and communication
(promotion). Further, marketers design customer and partner relationship management
strategies (CRM/PRM).
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Our company is Passion8 Accessories Company offers accessories to our customers through
our website which has been established. There are several accessories that we offer to our
clients that is handbag, bracelet, ring, earrings, scarves, watches, and glasses. These items
consist by various shapes, sizes, colors, and a variety of options that enable customers to
make purchasing choices. We design our website with colorful design to makes the internet
buyers interested to visit and then make purchases of products from our company. Our
company's products are also cheap and suitable to the needs of customers today. Through our
company website, we will show pictures along with prices of products that we sell to
customers, and customers only need to click the sample of product to get more information
about quality, price, thereby making purchases or orders.
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Dynamic pricing is a key characteristic of e-marketing pricing, allowing for prices that
change or fluctuate due to different variables, conditions, and situations. In terms of dynamic
pricing, our company will give discounts to buyers who purchase our products for more than
RM200. Our company also will lower prices during low demand periods, so buyers will still
be interested in purchasing our products at the time. Buyers can easily view the product
prices when they log in to our website. Buyers also can book our product through online and
we will send it to our customer via post. Buyer may purchase the product by using banking
transfer, or using the mail order.
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Our company will post a product that has been purchased or ordered by the customer through
online. Besides reducing the cost to our company, our company also guarantees that
customers will received that product just like what they has been ordered or purchased
through online. We expect our products to every customer will be heading up as soon as
possible according to the customer's distance position at the time of ordering the product. If
there is damage or a customer is not satisfied to our products, customers may return the
product and we will promptly replace the new product to the same customer without the
customer should pay more. We also will put our products in places or stores that sell the same
products with the products of our company. This will help our customers that do not like to
wait or makes online order to purchases at the store.
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The marketing communications strategy is geared in one of two directions that are toward
products or toward services. Our target market is for those that always use the internet to find
material that they want, this also related to those that interested in things such our company
sells. We use web pages, blogs, and email to communicate with our target markets and
business partner. We also build brand images, create awareness of new products, and position
products using online content. We also create database marketing so that we can maintain
records about the needs, preferences, and behaviour, of individual customers so company can
send relevant and personalized information and persuasive communication at strategic times.
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The definition of implementation plan is about detailed listing of activities, costs, expected
difficulties, and schedules that are required to achieve the objectives of the strategic plans.
Gather customer
information No Yes Yes Yes Yes
Engage in suggestive
selling Possibly Yes Yes Yes Yes
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Viewers of website
We will measure our number of viewers to see if we achieved our goal or not. We also
measure customers that join our member club in our website.
Comments in website
We are using customer¶s comments in our website trough è site. We can use these
comments to improve our products quality and our services for them.
We use our account statement to measure our income, revenue and sales whether our goal
achieved or not.
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Customer perspective
The customer perspective addresses the question of how the firm is viewed by its customers
and how well the firm is serving its targeted customers in order to meet the financial
objectives. Generally, customers view the firm in terms of time, quality, performance, and
cost. The following table outlines of specific customer objectives and measures:
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Objective Specific measure
Internal perspective
Internal business process objectives address the question of which processes are most critical
for satisfying customers and shareholders. These are the processes in which the firm must
concentrate its efforts to excel. The following table outline of process objectives and
measures:
Optimized number of customer service reps Number of inquiries to customer service rep
responding to online help ratio
Inventory turnover
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Financial perspective
The financial perspective addresses the question of how shareholders view the firm and
which financial goals are desired from the shareholder's perspective. The specific goals
depend on the company's stage in the business life cycle.
Increase market share for online products Market share percentage(firm¶s sales as
percentage of industry sales)
Innovation and learning metrics address the question of how the firm must learn, improve,
and innovate in order to meet its objectives. Much of this perspective is employee-centered.
The following table outline of innovation and learning perspective measures:
High internet lead-to-sales conversion Revenue per sales employee from internet
leads
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Total 15000.00
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