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The prior targeted market will be the schools and clubs that will want to incorporate
the organization¶s name and logo on the pens and cases. Most probably these
organizations will order a big bulk and therefore it is essential to make them long term
customers by giving satisfying services.

Besides that Personal Pens will target middle and upper class white collar who will
want a sophisticated pen which is personalized. The age group will be 20 to 45 who
are working and most possibly internet users.

The customers for our business can be classified as the followings:

1. |ustomers are aged between 20 years and above.

2. |ustomers whose monthly income is RM1500 or more
3. |ustomers / households with children.
4. |ustomers with minimum education level above SPM, since they have to be
educated about internet and its usage.
5. |onsumer who are looking for convenience; that means they do not want to
invest time in travelling and shopping.
6. Average commute time to work of customers.
7. |ustomers number of households with internet access and its awareness.
8. |ustomers & adults with credit cards access.
= 
 


ï ceographic Metro and cities

ï ¢emographic Aged 20-45 years; No sex barrier; income above 1500 per
month
ï Behavioural Awareness & access to Internet; power of using payment through
it Occasion Planned for personal as well as public occasions
ï Benefits Ease of purchase; power of freeness; Best quality provided
 
 


Ball pens and roller pens are the two main rangers of pens: ball pens and roller pens.
Normally the prices will be affordable and reasonable and Personal Pens will provide
a wide range of products that can serve different bargain levels that different
customers spend. From a normal ball pen which costs RM15 up to an expensive roller
pen with a chrome trim which costs RM150 can be found in the product categories.

|ustomization through online will be a key to attract more demanding customers. The
customers will have total freedom that they will like in deciding the colour, the pen
design, material of the pen casing and etc.

|ustomers can even have their own handwriting pictures email to the website. The
customer can take a photo with a camera or use the electronic pen, touch screen
device and etc. After that, they can send pictures to the required email address. The
customers will have some sort of freedom to choose where the words or pictures can
be placed on providing there is possibility. ¢efinitely there will be extra charges but
this could be a really attractive service for the customers who really want their pen to
be outrageously unique.

 
 






Internet marketing has been as intensive as ever in this digital world as online
promotion is required to have a more intelligent approach to really reach to the end
users or otherwise all the money spent will be wasted completely (Harden and
Heyman, 2009). Basically, in this report, online activities will divided into search
engine marketing, word of mouth, web video, affiliated marketing and paid media.


=
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Search engine has become a very important tool for marketing. Therefore, it is
essential to marketers to learn the technique of optimizing the search engine and
marketing through it. Researches have shown that most internet users will never make
it past the first page with each search. Therefore, the company can use certain
technique to optimize the webpage by installing more outside links or using other
professional software to help with it. For example, applications such as coogle
Analytics can train executives for campaign automation.

Imagine as when the customer type ³Buy engraved pen´ in the coogle search bar, the
link to the company website will turn out to be at first place (Harden and Heyman,
2009). It is very impressive way of promoting the company as customers can straight
away see the company during the first search.

 


It is essential to create a buzz within the social networks. However it does not mean
by simply creating a Facebook or MySpace account. If a company wants to stand out
from tons of competitors, it needs to really know what its targeted customers really
are interested in. The company needs to be aware that ³A brand is what a friend tells a
friend it is. Not what a company tells them´ ± Scott |ook, Founder of Intuit (Harden
and Heyman, 2009).

At the beginning, it is important to start with the development of the community. First
of all, every customers will be encouraged to sign up as a member whenever they go
into the company website. After that, their Facebook account or other social network
will be asked for permission to link to the company¶s accounts.

For example, Walmart has developed a MySpace account that created a environment
that included design advice, discussions, quirky takes on dorm food and a quiz that
matched the furnishings selected with personality traits. The blog was so successful
that it drew a lot of visitors to participate and leave comments on it. For more intense
customer lock-in, the membership management needs to be taken into account. For
instance, the customers¶ previous customized pen sample will be saved in the server
and they can browse for it whenever they want.

Therefore, the company needs to employ a group of expertise to set up an attracting

space for customers to ³discuss´ on the company but in a more ³indirect´ way. For
example, the company can developed a platform for customers to design their own
desired pen virtually within the Facebook. After that, the company can hold a
competition which will choose the top 3 designs from it and give them big prizes such
as free pens provided for lifetime.

 

Online video is one of the best venues to engage an audience. According to Harden
and Heyman (2009), 74% of internet users watch online videos, 66% of them watch
video ads and 46% take action of what they have seen and 26% of them watch funny
videos. Websites such as Youtube or News websites are phenomenon as people will
prefer animated scenes to those dull texts. The video can be developed by the
organization itself, paying popular video owner. It is important to choose content that
is remarkable and incites an emotional connection with the viewer, recognize the
value of both metadata and thumbnails. For example, funny video or talent shows
such as a performer can ³dance´ the pen beautifully within his hand. This can make a
video funny and at the same time advertise the pen.

!
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In an online affiliate marketing program, a website owner receives a commission for

generating a transaction, such as a lead or sale, or for facilitating a web visitors¶ travel
by linking to the website of a merchant or an advertiser (Harden and Heyman, 2009).

Therefore, Personal Pens¶ website should impose a affiliate program that will allow
other websites to have a link in their banners. For example, the program will offer a
commission of 5% of the profit earned on the product that the customer bought, who
has clicked the link.

 




Advertising¶s public nature helps legitimize the product. It also allows marketers to
repeat the message to a wide audience. Therefore, advertising in newspapers and
some selected magazines are necessary. Leaflets, direct mails and catalogs, big
banners should be well executed in order to arouse the awareness of the company
website (Turban et al, 2008).

Furthermore, point of purchase displays are important to marketers since the best time
to influence customers is when they have the money and are ready to make a purchase.
These displays include signs, displays, cardboard cutouts, and posters which are
mostly used in stores at the checkout counter to influence shoppers.

 
"


For the customers such as organizations (schools and clubs), the company needs to do
particularly well in this section. News stories and press releases are essential to build
up long term business relationship with these organizations. For example, by
sponsoring pens to secondary schools, the organization can go on to build a reputable
image among the other peer groups. This will help on to make the company better
known to all the potential customers.

 

=



This method is not suitable for individuals, but it is workable for those big deals with
schools, clubs or other organizations. Personal selling is the most effective promotion
tool at certain stages in the buying process, especially in building preferences,
convictions, and actions. The company will send out sales persons to these companies
to at least giving out the information of the company.

!#


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=


Personal pens can seek for collaboration with other companies for extra services. For
example, the company can work with companies selling paper, and thus customers
can get free papers with their purchase. After sales services need to be taken care as it
can greatly affect the customer¶s lock-in. For instance, the company can mail a copied
image of a previous pen sample to kindly remind the registered members (Turban et al,
2008).

! #


For existing customers, they will be the customers that previously bought in the
physical store. Therefore, it is essential for the company to inform them for the
company new online service. Offline activities such as point of purchase displays in
front of the physical stores are important to attract them. In order to open up to larger
regions such as the whole of Malaysia, there are a few issues needed to be noticed.
Online activities are the most apparent way of getting their attractions. All the online
activities are made to expand the potential buyers.

In order to evaluate each marketing activities in E-commerce, the company can easily
track the effect by linking them with the website visitor numbers. Online activities can
be easily tracked by the server. On the other hand, offline activities will act as a
supplementary for the E-commerce service.



















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E-commerce was one of the significant end-products of ³Internet´. With E-commerce,

customers have a broader choice of products and pricing; they are not limited to one
region or country. They can order and pay online and track the goods throughout the
delivery process (Smith, 2004). In addition to the ease of eliminating the business
intermediaries and providing 24 hours a day-seven days a week services, E-commerce
has given customer a satisfying alternative to the traditional physical shops (Turban et
al, 2008).

However, immediately after the emergence of internet, the battle between angels and
devils - µInternet Users/Programmers Versus |onmen/Hackers¶ has never been
alleviated, but only to evolve into higher level in every minute. In spite of all the
positives, there are some downsides of E-commerce. Hackers can attack websites at
will from anywhere in the world. They can deface WebPages, knock a site down with
a denial of Service (¢oS) attack, or penetrate the web servers (Smith, 2004). In many
case, they can download credit card and other sensitive information to use in frauds or
simply to embarrass an organization. They can also plant viruses and Trojan programs
on the machines, install back doors, and steal client passwords (Smith, 2004).

 =
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The following elements should be included in E-commerce security model (Qingping

et al, 2009):

1. Authenticity and validity: It means that the transaction identity must be real
and applicable.
2. Integrity: The action to prevent the information from being created, modified
and deleted as well as avoid the loss and repetition of the information during
the
3. |onfidentiality: it is indispensable to take suitable security solutions to prevent
the commercial secret revelation.
4. Reliability and non-repudiation: to guarantee validated users¶ access to the
information and the resources will not be rejected
Before developing a e-commerce platform, Razvan and Eduard (2010) suggested that
the company must take an overview on the service-side problems, transaction
problems, client-side problems and legal and regulatory problems which may appear
in the transactions (Razvan and Eduard, 2010). Transaction issue is essential for
building consumer confidence in an E-commerce site. Transaction issues include the
organization¶s ability to ensure privacy, authenticity, integrity, availability and the
blocking of unwanted intrusions (Marchany and Tront, 2002).

According to Turban et al (2008), the attacks in the E-commerce world can be divided
into two types ± nontechnical and technical. Example of nontechnical attacks is
µSocial engineering¶ is a type of attack that uses some tricks to make users into
disclosing private information or performing an action that compromises a computer
or network. For instance, phishing could rely on social engineering by posting links of
fake websites on the social networks.

Software and systems knowledge are used to impose technical attacks (Turban et al,
2008). These attacks can be classified into several types which are: ¢enial of service,
Zombies, phishing, web server hijacking, virus, worm, spyware and etc. For examples,
a malicious spyware may work behind a user¶s computer for certain purpose.

%
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¢enial of Service (¢oS) attacks consist of overwhelming a server, a network or a

website in order to paralyze its normal activity (Lejeune, 2002) .A major difficulty in
refraining these attacks is to trace the source of the attack, as they often use flexible or
spoofed IP source addresses to mask the origin of the attack (Kim and Kim, 2006).

¢oS can make a particular website running at a very low speed and condemn the
availability. For example of one of the attacking style, I|MP Flood (Smurf Attack) ±
where perpetrators will send large numbers of IP packets with the source address
faked to appear to be the address of the victim. The network's bandwidth is quickly
used up, preventing legitimate packets from getting through to their destination.

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A botnet is a huge number of hijacked Internet computers that have been set up to
forward traffic, including spam and virus as well as ¢OS attacks (Turban et al, 2008).
¢istributed ¢enial of Service (¢¢oS) attacks are the greatest security fear for ±
commerce owners. Within a few minutes, tons of zombie computers can flood the
victim website by choking legitimate traffic (Tariq et al., 2006). A distributed denial
of service attack (¢¢oS) occurs when multiple compromised systems flood the
bandwidth or resources of a targeted system, usually one or more web servers. The

most famous ¢¢oS attacks occurred in February 2000 where websites including

Yahoo, Buy.com, eBay, Amazon and |NN were attacked and left unreachable for

several hours each (Todd, 2000).

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Brute force attack is a method of bypassing a cryptographic scheme by trying a large

number of possibilities; for example, a large number of the possible keys in a key
space in order to decrypt a message. In 2007, the internet infrastructure in Estonia was
run down by substantially persisted brute force attacks against commercial institutions
and government in that country (Sausner, 2008).

! =

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These can be done by using server redirecting technique. The unsuspecting users will
be control and redirected to a scam or phishing site. This exploit allows any Web
master such as the criminal to have his or her ³virtual page¶ rank for pages belonging
to the original ones (Turban et al, 2008).

+
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Unless a sound virus-protection strategy is used by the E-commerce solutions firm,

these malicious agents can compromise the credibility of all E-commerce services
(Razvan and Eduard, 2010). Virus can breed within the systems and multiply at
extreme speed. |onsequently, they can cripple the entire system at worst. A virus is a
piece of software code that enters to a host, including the operating system and waits
for events to trigger it execution (Turban, et al). Unlike viruses, worms can multiply
by themselves and runs independently; whereas, Trojan houses allow a remote user to
control, examine, monitor any information on the target P|. At the beginning, it can
turn out to be an useful progam.
 '
=



The technology that helps securing the E-commerce can be divided into two major
groups which are: those designed to secure the communication across the network and
those to protect the servers and clients on the network (Turban et al, 2008).

Network is the basis for E-commerce systems, so the network service layer is the first
of E-commerce security system. Secondly, encryption and authentication methods are
the essential to ensure the E-commerce security. Thirdly, the security protocol layer is
the comprehensive use and perfect for encryption technology and security control
technology. The various layers are interdependent and interrelated and they achieve
the security of E-commerce systems together (Qingping et al, 2009).

-.
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Those designed to protect the servers and clients on the network are fallen to the
category of Network Service Layer which is the most fundamental for E-commerce
system security; network security involves many aspects, such as Firewall technology,
network monitoring, network vulnerability scans and various anti-hacking
technologies. Among these technologies, Firewall technology is the most essential
technology as it develops a protective barrier between internal network and public
network through the hardware and software combination, it uses the defined strategies
to filtering, analysis and audit the network data to restrict the outside user¶ access of
the internal network data and mange the inside user¶ privilege on external public
network.



/ 

Those designed for those designed to secure the communication across the network
keep the danger of outspreading confidentiality at bay, the most effective technique
for masking a message is encryption. In E-commerce, encryption technology is the
primary means to prevent unauthorized information leakage. Simply speaking, it is the
use of cryptographic algorithms to reorganize data. This makes the other people
outside the legitimate receiver are difficult to understand the real content of the
information. Encryption consists of cipher algorithms and key. A cipher algorithm is
some mathematical formulas and rules or procedures. Examples of Encryption
Technology are Symmetric or Asymmetric encryption (Qingping et al, 2009).
=
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Secure authentication technology is a necessary mean to ensure that the identity of the
two sides in the E-commerce activities and the documents they use are authenticity.
Secure authentication technology include ¢igital digest, digital signature, digital
certificates, digital time-stamping, digital envelopes, and etc. For instance, ¢

¢
The Technology of ¢igital digest is used to address the problem of the
integrity of information. It uses a Hash function to transform long information with
any length into certain length short information.

!=


/ 

In order to guarantee the security of E-commerce, besides all kinds of safety control
technology, it needs to unify the perfect safe transaction protocol; the typical ones are
SSL and SET. SSL, Secure Socket Layer protocol is a kind of network security
protocol developed by Netscape. SSL uses the public key and the private key
technology to guarantee that the Web server can carry on secretly complete
correspondence with the client Whereas, SET, Secure Electronic Transaction Protocol
is a profession standard which used in E-commerce, promoted by American Visa and
the Master|ard two big credit card companies. SET was designed to solve the
transaction agreement, information security, material completion as well as I¢
authentication of credit cards in E-commerce transaction.

! #

To solve the security problem of E-commerce and develop a sound E-commerce
security system, security technology alone is not enough. E-commerce regulation and
law, social credibility as well as the ethics and education standards throughout society
are influential to the business. Therefore, it is essential for the E-commerce owners to
regularly update their system and expertise to ensure that the system is always
keeping up to the opponents ± hackers and scammers.






(



Instant scalability and reduced cost are two of the main reasons e-commerce sites
should consider using an e-commerce fulfillment provider instead of handling their
own order fulfilment (Ayotte, 2009).


 










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Flow chart above illustrates the buying process. 





 

1. |lick on the product picture customers wish to buy

2. Select the desired pen model
3. |omplete the engraftment massage field.
4. Put into cart
5. Select the add on product (not compulsory), µput into cart¶ and µcheck out¶
6. |omplete the delivery date, shipping information, payment method and
µcontinue¶
7. |heck all the information and µcheck out¶
8. Then, customers can finalize their payment on the Paypal or credit card.










=




The company will have different time slots depending upon the demand of the
customers. They are categorized as:
‡ 0% 
This is the best time slot provided by us and it will deliver the products within
minimum 2 day after the order is placed. This service will only probably be provided
for selective products and limited to one piece of product per customer.
‡ !01 
This is for the general individual customers who buy no more than 10 pieces of the
products
‡ .
This will mainly target the business customization which will be a minimum of 30
pens. 

$)
& 
As our stocks are only pens which are considered in small size, we do not need a big
storage. In this we are maintaining our integrated warehouses that are able to handle
shipments to customers, so by keeping the warehouses we are fulfilling the orders.
Through this we have full control over the fulfilment process. As we already have the
experience on manufacturing the products, all we need are the fulfilment methods,
thus we can keep the existing warehouse. We will need to have our own team of
logistics system, vehicles, operators and other necessary workers.


.


In this, the company can use logistics specialists such as Poslaju or Federal Express
which do the work of stockpiling and shipping web orders. So once an order comes
into our site it is automatically transmitted to the warehouse and directly shipped to
the customer. The company can also have fulfilment intermediaries that will take care
of all back office operations such that they process orders, direct orders to suppliers,
keep updating customers on their order progress and handling product returns and
cancellations.


#


It is recommended to use the hybrid model as the company can use its own existing
warehouse and outsource the logistic process. As the company is a beginner in this
field, it will be costly and impractical to develop in-house.
=Ä 
The purpose of site navigation is to help visitors quickly and easily find the
information they need on a website. Therefore the structure of the site should be
planned carefully. It will focus on making it easy for customers to learn what they
need to know, make a purchase decision, and then buy quickly. It is essential to create
a site map that outlines every page on your site starting with the home page and
mapping how customers get from one page to the next.

craphic Navigation Bar (On top):

ï Home
ï Engraving Info
˜ Business Orders
˜ Individual Personalization
ï Shipping
ï My Account
ï Sales!
ï |ontact Us
ï About Us
Navigation |olumn (Left Side):
ï Search this Site
ï Shop By Product
ï Shop By Occasion
ï Shop By Price
ï Shop By Brand
ï Information
˜ Standard Engraving Info
˜ |ustomer Service
˜ Term of Sale/Return Policy
˜ About The Pen
˜ Be an Affiliate
˜ Facebook and Twitter
ï Best Sellers!
# =2
1. µHome¶, as the homepage acts as the portal that directs all the processes.
2. µEngraving Info¶ section will include two subsections which are µBusiness
Order¶ and µIndividual Personalization¶. µBusiness Order¶ is the customized
pens for clubs or school that will incorporate the organization¶s name and logo.
There will be a minimum order of 30 pens of this type of customization.
Whereas, µIndividual Personalization¶ will be gift options for individual
customers, with the name of the individual recipient of the pen and a message
engraved on the presentation box.
3. µShipping¶, it will provide the shipping information and declaration of the
company. Such as the shipping cost and time, insurance standpoint and etc.
4. µMy Account¶, for the customer to log in as a member for long term patronage.
5. µSales!¶ will provide information of the discounted items to attract more
customers.
6. µ|ontact us¶ and µAbout Us¶ will give customer an overview of company and
contact information.
7. µSearch this site¶ let customers easily find whatever they want.
8. µShop By Product¶, µShop By Occasion¶, µShop By Price¶ and µShop By Brand¶
will provide customers convenient ways to find what they need by
categorising the products.
9. µInformation¶ will lead to subsections of contents such as the engraving
information, customer feedbacks, term of sale, return policy, affiliate programs
and addresses of Facebook and Twitter.
10.µBest Sellers¶ provide information of the best selling products to inform the
current trend and top products the company offers.
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