4.

0 MARKET RESEARCH AND ANALYSIS

4.1 CUSTOMERS

Customers are very important for business to grow successfully. They are the
important issue in the marketing world, which more understanding the business has about its
customer behavior patterns, the greater chance that more effective marketing strategies can be
developed. The potential customers are chosen based on their needs and daily lifestyle. In line
with our company product that was meant for outdoors activities, our targeted customers are
basically people that always go into the forests such as hikers, people who go for camping,
jungle trekkers. We also targeted school students (primary and secondary students) and also
universities students which are going for hiking or anything to do with the forests. In Shah Alam,
we target people with different gender which age between 17-35 years old. We target that our
major purchasers for this product are the people from these range of groups in Shah Alam area
only. This is because Shah Alam is such a strategic place to expand our market. To ease the
customers, we also provide wholesale purchases and our manufacturer representatives contact
number so that they can be easily reached.

4.2 MARKET SIZE AND TRENDS

The population in Shah Alam is 490,000 peoples. Our company targets a market
size 10% of population in Shah Alam itself. Marketing size in Ringgit Malaysia (RM) :

Population 491,000
Target population (30%) 147,000
Target customer (5%) 7,350 month
Average sales 7,350x RM60.00
= RM441,000 month
 4.3 COMPETITION AND COMPETITIVE EDGES

Company Before entering market After entering market

50% x 14,700
Panasonic Sdn Bhd (estimate population) = 50% (735,000)
735,500 people
30% x 14,700
Pelican Sdn Bhd (estimate population) = 30% (441,000)
441,000 people
20% x 14,700
Oled Ent (estimate population) = 15% (220,500)
294,000 people

Dual Torchlight ___ 5% (73,500)

Market share before Dual Torchlight enter the market

20.00%

Panasonic Sdn Bhd

50.00% Pelican Sdn Bhd
Oled Ent

30.00%
 Market share before Dual Torchlight enter the market
15.00%
5.00%
Panasonic Sdn Bhd
Pelican Sdn Bhd
50.00%
Oled Ent
Dual Torchlight

30.00%

Our products will meet customers needs because this product are producing dual light
and will light in all directions. Furthermore, these advantages may help our torchlight to compete
with the other torchlight as we also promoting extra safety to our customer. Our torchlight will
not only produce light but will also act like GoPro because this torchlight has camera that can
capture precious moment that we will rarely capture while in the forest or while in the dark.

4.4 ESTIMATED MARKET SHARE AND SALES

Sales Forecast

MONTH SALES
1 RM73,500
2 RM73,500
3 RM73,500
4 RM73,500
5 RM73,500
6 RM73,500
7 RM73,500
8 RM73,500
9 RM73,500
10 RM73,500
11 RM73,500
12 RM73,500
TOTAL RM882,000
 4.5 MARKETING STRATEGY

For overall marketing strategy, our company will use 5 Ps which is product, price,
promotion, place and people. As our company expands its offering, it will constant focus on
finding new ways to become more successful. Firstly, expansion of consulting team. We will add
new consultant who bring various skill sets to the company. We will open up additional offices in
other cities and states to provide more "points of local contact" for our clients. Next is to
introduce the new product of our brands. And finally we plan to make evolution of business
operation. Means, our company will evolve to create alliances with some other companies to
expand our business. In addition, we will promote and put our product on sports shop and also on
the forest center so that before people entering forest, they can buy the torchlight first. Second is
for the pricing. To simplify billing to the client, our company will work on fixed pricing structure
based on economic growth. Our products price is RM 60.00 which is quite affordable and worth
it to buy based on its multi-functions. Compared to the other our competitor such as Panasonic,
Pelican or Oled, which performed only one function and the prices are having not much
different. Therefore, our pricing strategy expecting customers will prefer to choose our product
rather than our major competitor in the future.

Third, for sales tactics, sales or promotional tactics are used to build awareness about
your product in the markets you serve. Our sales are depending on our distributor such as
advertising in newspaper and television. Firstly, creating a brand involves working through the
steps of establishing an organizations identity, including the development of a business name,
signage, logo, and business cards. The second category of promotional tactics is called creating
brand awareness. Brand awareness is how our company educates customer to recognize and
remember our products and above those of their competitors. Next is the maintaining our brand
awareness. This includes networking, monitoring feedback, improving services, and improving
existing relationships. Then, for service and warranty policy, our company warrants this product
and its parts against defects in materials or workmanship for 6 month from the original ship date.
During this period, our company will repair or replace defective parts with new or reconditioned
parts at our companies option, without charge to customer. Besides, our company makes no
warranty or representation, either express or implied, with respect to any other manufacturers
product or documentation, its quality, performance, merchantability, fitness for a particular
purpose, or conformity to any representation or description. No reseller, agent or employee is
authorized to make any modification, extension or addition to this warranty.

Next is advertising and promotion. Advertising is very important aspect in business as it

will acknowledge people about our product as well as raises our sales. Banner and signboard is
one of the best methods to promote our dual torchlight.

The reason that we choose the banner and signboard:

1. Easy to be seen by our customer because of the size and clear.

2. The signboard will include companys logo, name and phone number.
3. Attractive design and colour will attract our customer to buy our product.

Newspaper, magazines and through template are the way we are deliver our message concerning
our product. For newspaper advertising, we have taken some steps in promoting our product in
newspaper, The Star:

1. Rm1, 200 per publish (usually The Star publish once a week).
2. The size is quarter or of page of the newspaper.

We take our own risk in the mission to gain more profit, to be recognized and able to compete
with ours competitors. Other than that, we will also approach buyers by giving discount at year
end sale and giving discount coupon for our chosen customer.

Lastly is distribution. Our initial focus will be in Shah Alam area. Shah Alam is denoted
as one of the metropolitan areas for small business. Once we have achieved our target, we will
expand to other region. Other than that, we will also give service through online shopping for
customer who interest in our product. Lastly, we will also distribute our product through direct
selling to increase the sales.

MARKETING BUDGET
 ITEMS FIXED ASSESTS MONTHLY OTHERS
EXPENSES EXPENSES EXPENSES
(RM) (RM) (RM)
Signboard 1,000

Promotion
Banner 200
Business card 100
Newspaper advertising 1,200

TOTAL 1,000 - 1,500

Customers Customer classification is an important issue in the real world of marketing, that the more
understanding the business has about its customer behaviour patterns, the greater the chance that more
effective marketing strategies can be developed. The potential customers are chosen based on their
needs and daily lifestyle. In line with our company product that was meant for home appliances suitable
for both indoors and outdoors utilization, our targeted customers are basically housewives, college
students and travellers. We target that our major purchasers for this product are the people from these
range of groups in Klang Valley area only. To ease the customers, we also provide wholesale purchases
and our manufacturer representatives contact number so that they can be easily reached.

4.2 Market size Percentage 2016 2017 2018 Marketing size in units 72, 000 units 80, 000 units 100, 000
units Marketing size in Ringgit Malaysia (RM) 14.4 Millions 16 Millions 20 Millions

4.3 Competition and Competitive Edge Market Share (%) Price (RM) Quantity (units) Quality Samsung 44
RM105 per unit x 31 680 = 3 326400 31 689 Excellent Nokia 6 RM180 per unit x 4 320 = 7 77600 4 320
Poor Yoobao 40 RM100 per unit x 28 800 = 28 80000 28 800 Good PieTech 10 RM200 per unit x 7 200 =
1.44 millions 7 200 Excellent

4.4 Estimated Market Share and Sales 2016 2017 2018 Marketing Share 10% 11% 11.1% Marketing
Share in units 7,200 units 8 800 units 111 00 units Marketing Share in Ringgit Malaysia (RM) RM200 per
unit x 7,200 = 1.44 Millions RM200 per unit x 8 800 = 1.76 millions RM200 per unit x 111 00 = 2.22
millions

4.5 Marketing Strategy a. Overall marketing strategy. For overall marketing strategy, our company will
use 5 Ps which is product, price, promotion, place and people. Our company philosophy is, Today is a
new day, tomorrow is the future As our company expands its offering, it will constant focus on finding
new ways to become more successful. Firstly, expansion of consulting team. We will add new consultant
who bring various skill sets to the company. We will open up additional offices in other cities and states
to provide more "points of local contact" for our clients. Next is to introduce the new product of our
brands. And finally we plan to make evolution of business operation. Means, our company will evolve to
create alliances with Venture Capital firms in order to help the companies. b. Pricing To simplify billing to
the client, our company will work on fixed pricing structure based on economic growth. Our products
price is RM 200.00 which is quite affordable and worth it to buy based on its multi functions. Compared
to the other our competitor such as Samsung or Yoobao which performed only one function and the
prices are having not much different. Therefore, our pricing strategy expecting customers will prefer to
choose our product rather than our major competitor in the future. c. Sales tactics. Sales or promotional
tactics are used to build awareness about your product in the markets you serve. Our sales are
depending on our distributor such as advertising in newspaper and television. Firstly, creating a brand
involves working through the steps of establishing an organizations identity, including the development
of a business name, signage, logo, and business cards. The second category of promotional tactics is
called creating brand awareness. Brand awareness is how our company educates customer to recognize
and remember our products and above those of their competitors. Next is the maintaining our brand
awareness. This includes networking, monitoring feedback, improving services, and enhancing existing
relationships. d. Service and warranty policy. Our company warrants this product and its parts against
defects in materials or workmanship for 6 month from the original ship date. During this period, our
company will repair or replace defective parts with new or reconditioned parts at our companys
option, without charge to customer. Besides, Our company makes no warranty or representation, either
express or implied, with respect to any other manufacturers product or documentation, its quality,
performance, merchantability, fitness for a particular purpose, or conformity to any representation or
description. No reseller, agent or employee is authorized to make any modification, extension or addition
to this warranty. e. Advertising and promotion. Advertising is very important aspect in business as it will
acknowledge people about our product as well as rises our sales. Newspaper, magazines and through
template are the way we are deliver our message concerning our product. Besides, Giving promotion in
order to grab buyers attention, our company will advertise sales during festival such as Hari Raya
Aidiladha, Chinese New Year and Christmas. Other than that, we will also approach buyers by giving
discount at year end sale and giving discount coupon for our chosen customer. f. Distribution. Our initial
focus will be in Klang Valley area. Klang Valley is denoted as one of the metropolitan areas for small
business. Once we have achieved our target, we will expand to other region. Other than that, we will
also give service through online shopping for customer who interest in our product. Lastly, we will also
distribute our product through direct selling to increase the sales

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