SHAH ALAM CAMPUS

FACULTY OF APPLIED SCIENCES

BACHELOR OF SCIENCE (HONS). APPLIED CHEMISTRY

TECHNOLOGY ENTREPREUNERSHIP (ENT 600)

LOCALIZED APP

PREPARED FOR:

PREPARED BY:

NABILAH BINTI ABD RAHMAN 2015484718

NIK NURFARAHAIN RIFHAN BINTI NIK AZMAN 2015896328
NIK NUR AMIRAH BINTI NIK ROOSDY 2015250084
NURUL SHAZREENA BINTI ZULKAFLY 2015258246
SALMA IZATI BINTI SINAR MASHURI 2015839778
SHARIFAH FATHIN AISHAH BT SYED AHMAD KAMAL 2015269836
 MARKET ANALYSIS AND STRATEGIES

4.0 Market Analysis and Strategies

4.1 Target Market (Customers)

Target marketing involves breaking a market into segments and then

concentrating the marketing efforts on one or a few key segments consisting of

the customers whose needs and desires most closely match the companys

product or service offerings. It can be the key to attracting new business,

increasing sales, and making business a success. A target market consists of a

set of buyers who share the common needs or characteristics that the company

decides to serve. Market targeting can be carried out at several different levels;

undifferentiated marketing, differentiated marketing or concentrated

marketing. An undifferentiated marketing or mass marketing, which a

company targets broadly, is a strategy where a firm decides to ignore market

segment differences and target the whole market with one offer. Differentiated

marketing or segmented marketing, on the other hand, is a strategy where a

firm decides to target several market segments and designs separate offers for

each. Concentrated or niche marketing is a market-coverage strategy in which

a firm goes after a large share of one or a few segments or niches.

Our company focuses on undifferentiated marketing level. We offer a

service by massively marketing the Localized app and targeting the whole
market segments. The whole market segment around Shah Alam can

massively use our service, regardless of gender, age and generation, since our

service has the common use that benefits everyone. Our company chooses to

segment our service geographically and demographically. Geographical

segmentation, which involves segmenting market based on location, is one of

our market segments. We specifically chose to segment and localize our

service around the Shah Alam area, as a start. We chose Shah Alam because of

the local population, the universities located in Shah Alam, the wide range of

businesses in the area and also because of the large business opportunities, that

complements our company and also small and medium business owners.

The local residents of Shah Alam and especially visitors to Shah Alam

can benefit from our Lozalized app, where they can search for places to eat, or

look for a specific piece of clothing which just a simple tap on their phone.

Thousands of university students can also easily look for places to have lunch

or dinner, search for any used textbooks they are looking for, or finding a

transport they can rent for the day. Since Shah Alam is full of businesses, be it

a clothing business or a food business, these local businesses can also take

advantage from the app by advertising their businesses through our app. This

app is made specifically to help small business owners, such as food stall

owners, small clothing business owners, people wanting to sell their used or

new items by advertising their businesses on our app. People can then easily

look or search for anything around the Shah Alam area, of anything they

desired, that we offer and advertise on our app.

 Our service can also be segmented demographically. Regardless of

age, gender, religion, ethnic, occupational or educational background, our

service is marketable to every variable. Teenagers can gain information on

places to eat using our app. University students can benefit from our app,

looking for used items such as textbooks or clothing. Families or group of

people can easily find a specific dish they are craving for with just a simple

tap on the phone. Anyone with a smart phone or tabs can simply install the

application from the app store with ease. Our customers find comfort and

convenience from our app, easily finding a piece of information we offer,

either on food, used items or a specific piece of clothing. Customers will also

find the ease of using the app, since it is on the mobile phone or mobile

gadget, that with a simple few steps and the availability of the internet that

they can find what they are looking for.

4.5 Marketing Strategies

4.5.1 Overall Marketing Strategy

By its definition, marketing strategy is a marketing logic by which the

company hopes to create customer value and achieve profitable customer

relationships. A carefully planned marketing strategy provides continuous

benefits to company. Our company uses a variety of marketing strategy and

promotion tools for our service. Our service specifically targets for the use of

locals, residents and business owners around Shah Alam area.

4.5.2 Product

We created a service, an app that helps people find what they desire,

such as places to eat, a specific food they are craving for, clothing, and

transportation for rent to with just a simple tap on the phone. Our product is

easily installed on the mobile gadgets, and users can easily look for what they

wish, through the use of our service. Our services include promoting

businesses around the Shah Alam area, and users of the app find convenience

when using our service to look for said business. And because our service is

done through our app, users will only need the availability of the Internet, and

with that, they can use our service anytime and anywhere, giving the ease and

convenience to our users.

Through our service, we offer and promote the a wide variety of items

or products, depending on the users needs and wants, such as various ranges of

food, clothing and also transportation for rent by easing the search for our

users. Users will only have to click on the button of the item they want

through our app, and our service will do its work, by showing and advertising

the users to the nearest possible place to get said item. Business owners will

therefore promote their product through our service and the use of our app.

Business owners or people wanting to promote and advertise their product on

our app and using our service, will only have to sign up for a free membership.

Only when they want to advertise and promote their product, will they have to

subscribe to our advertising slots, where they can advertise and publicize their

product, by paying an amount of RM 0.30 per slot per day for each product
they sell. We also offer a monthly premium package for the business owners

to advertise any five their product for one whole month. We offer a diverse

premium packages for business owners to subscribe.

We will keep updating the items on our app everyday, promoting and

advertising the latest items, the availability of the items and the places to get

the items. This is so that when users use our app, they find trust, convenience

and reliability in our service since we always keep our app updated. Business

owners will also have customers relying on our app for the availability of the

product, and therefore use our service to keep their product availability

updated. We offer a package to take photographs of products or items, which

fit the requirements for advertising of products on our app, so that the picture

of the product offered through our app justifies the actual product business

owners are actually selling.

We will also slowly add new features to our app, such as speaking

through the microphone on the mobile gadget to search for items, giving rates

and comments to the product or business and setting up accounts and profiles

for businesses or users so they can communicate with each other about the

products. We will also be promoting and advertising wider range of items in

the near future, and for years to come.

4.5.3 Pricing

In order to set a good customer value price for our products, the

competitors pricing strategies are to be analyzed first. As such, our

competitors, Lazada, Carousell, and Zalora have different pricing strategies for

their website or app. Our pricing strategy is decided to use customer value

based pricing strategy where we understand how clients would want the

service to benefit them and in such a way that the pricing would be affordable

and reasonable as well. Our company decides to come out with service that

gives good value to clients, business owners and users of the app with a

justified price.

Since the app can be installed free from the Google Play Store and

Apple App Store, anyone, from users, to clients, to business owners can install

the app. Business owners or clients that wishes to advertise their product on

our app will have to register their business on our app for free, and will have

to subscribe on the advertising packages, depending on what they want to

advertise and how long they are going to advertise. Our advertising packages

include monthly premium advertising package where with monthly premium

advertising package, clients pay RM 45.00 per month to advertise five of their

product. Clients can also cancel their advertising packages anytime they wish.

These prices are justified and help small business owners without having to

waste thousand of ringgits just on advertising.

4.5.4 Place Strategy

Our service focuses on the advertising businesses around the Shah

Alam area to the users of our app, also in the area. Since our target market

focuses in the Shah Alam area, the use of our service is specifically around the

area. Our service is the installation and use of an app, and we will provide our

app through the Google Play Store and Apple App Store, where customers can

install for free.

4.5.5 Advertising and Promotion Strategy

Advertising of a product or service involves a paid form of non-

personal presentation and promotion of ideas, goods, or services by an

identified sponsor. Magazines, television, and websites are used as mediums

to advertise our product. Most people watches television. People aged above

30 years old watch the news through the television, people also watch the

television for the entertaining movies or TV series. Thus, channeling an

advertisement through the television makes people aware about the existence

of our service, and also makes them attracted and intrigued into installing our

app on their smart phones. When they see the advertisement, they will be

curious on how the service works and are keen to use our service to find

places to eat or looking for secondhand items, for example. On the other hand,

we also pay for advertisement spaces in food, lifestyle, entertainment and

business magazines. Business owners read business magazines and when we

advertise our service through the magazines, they might be attracted to how
our service works, and in turn use our service to advertise their businesses.

Other people who read magazines can therefore use our service, either to look

for something they desire or to sell their product through paid advertisements

in our app. We will also be advertising through websites, paid advertisements

through YouTube, Facebook and other websites about or service.

Our company also uses sales promotion as a promotional strategy.

Sales promotion is a short-term incentive to encourage the purchase or sale of

our service. Working with business owners, we tend to have sales promotion

by offering discounts, price reductions and rebates on various items, such as

food and clothing through the app itself and also through our Instagram,

Facebook and Twitter accounts. Customers that use our service to find any

food, clothing or pre-loved items will have to show the discounts or price

reductions on the items on our app to the businesses to have said discounts or

price reductions. This in turn, will help business owners gain customers, and

thus they will continue subscribing to our service on advertising their

businesses through our app. We also offer a wide variety of sales promotion

every month to keep loyal customers around and for business owners to keep

subscribing to our service, and to attract new customers, from discounts to

price reductions, to ensure customers delight during the use of our app.

Another promotional mix strategy we used is public relations, building

good relations with the companys various publics by obtaining favorable

publicity, building up a good corporate image, and handling or heading off

unfavorable rumors, stories and events. We used this strategy by paying

famous bloggers, celebrities and You-Tubers to promote our service, which

will in turn will promote and popularize our app and service via several

medium, such as Youtube, Facebook, Instagram and Twitter. This in turn will

gain in a customer relationship when customers engage the company via our

social media accounts. This could also lead to a newfound interest of

prospective customers that have seen their favorite celebrity or blogger using

our app and service with ease. Business owners will tend to use our service to

promote their businesses, when they see a lot of people using our app for our

service.