A.

Cover Page:
Jaya Jusco

An Internet Marketing Plan Proposal for Online Jaya Jusco

In Partial Fulfillment of
Internet Marketing (MKT 544)
Prepared for:

Prepared By:
(Student's name and student's UiTM ID)

(Date Of Submission)

Universiti Teknologi MARA Johor,

1 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

Executive Summary Letter ( one page summary)

Table of Contents ( different page)

1.0 BACKGROUND
1.1 COMPANY HISTORY/BACKGROUND
(concise summary comprising of a minimum of 10 pages)
1.2 VISION/MISSION
(mission should mentioned customer, product/service,
markets, technology, concern for survival, growth and
profitability)
1.3 TARGET MARKET
1.4 MARKET ANALYSIS
1.4.1 OVERALL MARKET
1.4.2 LOCATION
1.4.3 TRENDS
1.4.4 CHARACTERISTICS
1.4.5 BUYING HABITS OF CUSTOMERS
1.4.6 COMPANIES IN SPECIFIC TARGET MARKET
1.5 PRODUCT LINE
1.6 PRODUCT LIFE CYCLE
1.7 POSITIONING AND SEGMENTATION

2.0 SITUATION ANALYSIS

2.1 PORTER 5 FORCES MODEL
2.1.1 BARGAINING POWER OF SUPPLIER
2.1.2 BARGAINING POWER OF CUSTOMER
2.1.3 BARRIERS TO ENTRY
2.1.4 SUBSTITUTE PRODUCTS
2.1.5 RIVALRY AMONG COMPETITORS

2.2 MARKET ANALYSIS

2.2.1 OVERALL MARKET
2.2.2 LOCATION
2.2.3 TRENDS
2.2.4 CHARACTERISTICS
2.2.5 BUYING HABIS OF CUSTOMERS
2.2.6 COMPANIS IN SPECIFIC TARGET MARKET

2.3 COMPANY MATRIXES

2.3.1 COMPANY CAPABILITY PROFILE

2 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

Company Capability Profile - Financial Factors
0% Wea Neutr Stro 100
k al ng %
(50%
)
1 Accessed to Capital When
Required
2 Degree of Capacity Utilization
3 Ease of Exit From the Market
4 Profitability, Return on
Investment
5 Liquidity Available Internal Funds
6 Degree of Leverage, Financial
Stability
7 Ability to Compete on Prices
8 Capital Investment, Capacity to
Meet Demand
9 Stability of Costs
10 Ability to Sustain Effort in Cyclic
Demand
11 Price Elasticity of Demand
12 Others:

2.3.2 COMPETITIVE FACTORS

2.3.2.1 COMPETITIOR’S CURRENT BUSINESS
FOCUS
2.3.2.2 MARKET SHARE
2.3.2.3 PROFITABILITY
2.3.2.4 OTHER FACTORS (SERVICES/PRODUCT ETC.)
2.3.2.5 PERFORMANCE
2.3.2.6 ADVANTAGES OF COMPETITORS OVER US
2.3.2.7 CPM (COMPETITIVE PROFILE MATRIX)

Competitive Profile Matrix

Critical Weig Your Competitor Competitor
Success ht Company 1 2
Factor
1. Ratin Scor Rati Scor Rati Scor
g e ng e ng e
2.
3.

3 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

 2.3.3 ANALYSIS OF SPACE (STRATEGIC POSTISION AND
EVALAUTION POSITION )MATRIX

Strategic Position and Action Evaluation (SPACE) (continued)

Factors Determining Environmental Stability

Technological changes Many 1 2 3 4 5 6 Few
Rate of inflation High 1 2 3 4 5 6 Low
Demand variability Large 1 2 3 4 5 6 Small
Price range of Wide 1 2 3 4 5 6 Narro
competing products w
Barriers into entry to Few 1 2 3 4 5 6 Many
market
Competitive pressure High 1 2 3 4 5 6 Low
Price elasticity of Elastic 1 2 3 4 5 6 Inelas
demand tic
Others: _______________ ______ 1 2 3 4 5 6 ______
_
Average: - -6=

Critical factors:

Strategic Position and Action Evaluation (SPACE) (continued)

Factors Determining Industry Strengths

Growth potential Low 1 2 3 4 5 6 High
Profit potential Low 1 2 3 4 5 6 High
Financial stability Low 1 2 3 4 5 6 High
Technological know-how Simple 1 2 3 4 5 6 Compl
ex
Resource utilization Ineffici 1 2 3 4 5 6 Efficie
ent nt
Capital intensity High 1 2 3 4 5 6 Low
Barriers of entry into Easy 1 2 3 4 5 6 Difficu
market lt
Productivity, capacity Low 1 2 3 4 5 6 High
utilization
Others: _______________ Low 1 2 3 4 5 6 High
Average: =

4 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

Critical factors:

Strategic Position and Action Evaluation (SPACE) (continued)

Factors Determining Competitive Advantage

Market share Small 1 2 3 4 5 6 Large
Product quality Inferior 1 2 3 4 5 6 Superi
or
Product life cycle Late 1 2 3 4 5 6 Early
Product replacement Variabl 1 2 3 4 5 6 Fixed
cycle e
Customer loyalty Low 1 2 3 4 5 6 High
Competitor’s capacity Low 1 2 3 4 5 6 High
utilization
Technological know-how Low 1 2 3 4 5 6 High
Vertical integration Low 1 2 3 4 5 6 High
Others: _______________ Low 1 2 3 4 5 6 High
Average: =

Critical factors:

Strategic Position and Action Evaluation (SPACE) (continued)

Factors Determining Financial Strength

Return on investment Low 1 2 3 4 5 6 High
Leverage Imbalan 1 2 3 4 5 6 Balanc
ced ed
Liquidity Imbalan 1 2 3 4 5 6 Balanc
ced ed
Capital required/capital High 1 2 3 4 5 6 Low
available
Cash flow Low 1 2 3 4 5 6 High
Ease of exit from Difficult 1 2 3 4 5 6 Easy
market
Risk involved in Much 1 2 3 4 5 6 Late
business
Others: _______________ Slow 1 2 3 4 5 6 Fast
Average: =

Critical factors:

5 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

 2.4 SWOT- ENVIROMENTAL SCANNING
2.4.1 INTERNAL ASSESSMENT ( STRENTGHS AND
WEAKNESSES)
2.4.2 EXTERNAL ASSESSMENT (OPPORTUNITIES AND
THREATS)
2.4.3 ETOP

Environmental Threat and Opportunity Profile (ETOP)

Factors Impact of Importance Environment
Factors of Factors al Threat
1 Economic
.
2 Political
.
3 Social
.
4 Technological
.
5 Competitive
.
6 Geographic
.
7 Natural
. Environment

* Impact from 10 (strong positive) to 0 (strong negative)

* Importance of factor ranked from 0 (unimportant) to 10 (very
important)

3.0 PROPOSED OBJECTIVES AND MARKETING STRATEGIES

3.1 KEY RESULTS OBJECTIVES
3.1.1 SALES GOALS
3.1.2 PROFIT GOALS
3.1.3 PRODUCTIVITY GOALS

6 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

 Key Result Objectives
Key Areas Objectives Measure of
Performance
1 Marketing
2 Innovation
3 Human
Organization
4 Financial
Resources
5 Physical
Resources
6 Productivity
7 Social
Responsibility
8 Profit

3.2 MARKETING STRATEGIES

3.2.1 Product
3.2.1.1 Strategy 1
3.2.1.1.1Advantages
3.2.1.1.1.1
3.2.1.1.1.2
3.2.1.1.2Disadvantages:
3.2.1.1.2.1
3.2.1.1.2..2

3.2.2 Price
3.2.2.1 Strategy 1
3.2.2.1.1Advantages
3.2.2.1.1.1

3.2.2.2 Strategy 2

3.2.3 Place
3.2.3.1 Strategy 1
3.2.3.2 Strategy 2

3.2.4 Promotion
3.2.4.1 Strategy1
3.2.4.2 Strategy 2

7 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

 3.3 INTERNET ACTION PLAN
3.3.1 CREATING GOOD 7 STAGES OF CUSTOMER
EXPERIENCE
3.3.1.1 Experiencing Functionality
3.3.1.2 Experiencing Intimacy
3.3.1.3 Evangelism

3.3.2 INTERNET CONSIDERATION – 7C’S

3.3.2.1 Context
3.3.2.1.1Function
3.3.2.1.1.1 Section Breakdown
3.3.2.1.1.2 Linking Structure
3.3.2.1.1.3 Navigation Tools

3.3.2.1.2Aesthetics
3.3.2.1.2.1 Visual Characteristics
3.3.2.1.2.1.1 colors
3.3.2.1.2.1.2 graphics
3.3.2.1.2.1.3 photographs
3.3.2.1.2.1.4 font choices
3.3.2.1.2.1.5 other visual
orientations

3.3.2.1.3Impact on Performance and Usability

3.3.2.2 Content
3.3.2.2.1Offering Mix
3.3.2.2.2Appeal Mix
3.3.2.2.3Multimedia Mix
3.3.2.2.4Content Type

3.3.2.3 Community
3.3.2.3.1Types of Community
3.3.2.3.2Community Stage Developments
3.3.2.3.3Level of Involvement

3.3.2.4 Customization
3.3.2.4.1Login Registration
3.3.2.4.2Cookies
3.3.2.4.3Personalized E-Mail Account
3.3.2.4.4Content and Layout Configuration
3.3.2.4.5Storage
3.3.2.4.6Agents
3.3.2.4.7(Tailoring the site)

8 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010

 3.3.2.5 Communication
3.3.2.5.1Dimension of communication
3.3.2.5.1.1 Broadcast
3.3.2.5.1.1.1 Mass Mailing
3.3.2.5.1.1.2 FAQs
3.3.2.5.1.1.3 E-Mail Newsletter
3.3.2.5.1.1.4 Content Update
Notification
3.3.2.5.1.1.5 Broadcast Events

3.3.2.5.1.2 Interactive
3.3.2.5.1.2.1 E-Commerce
Dialogue
3.3.2.5.1.2.2 Customer Service
3.3.2.5.1.2.3 User Input

3.3.2.5.1.3 Hybrid

3.3.2.6 Connection
3.3.2.6.1Link to site
3.3.2.6.2Homesite background
3.3.2.6.3Outsource content
3.3.2.6.4Percentage of homesite content
3.3.2.6.5Pathway of connection

3.3.2.7 Commerce (Dimensions of Commerce)

3.3.2.7.1Registration
3.3.2.7.2Shopping Cart
3.3.2.7.3Security
3.3.2.7.4Credit Card Approval
3.3.2.7.5One-Click Shopping
3.3.2.7.6Orders Through Affiliates
3.3.2.7.7Configuration Technology
3.3.2.7.8Order Tracking
3.3.2.7.9Delivery Options

4.0 RECOMMENDATION AND CONCLUSIONS

9 PREPARED: PM KAMEL TAUFIQ BIN ABDUL GHANI UiTM JOHOR 2010