MARKETING

4.0 INTRODUCTION

Marketing can be defined as the activities that are carried out systematically to encourage and
increase sales of products or services as long as the activities are in line with religious and ethical
practices. Marketing is one of important factors that can help the company to increase the sales
of its products. Consequently, this can transformed the company’s profit to increase significantly.
Besides that, the customers need and want also can be fulfilling if the marketing project of a
company works. For example, variation of the company product can make the customer satisfied
and felt that their needs are fulfilled. The variation done by the company is good marketing
strategy because every customer has different taste and by doing this strategy; this can increase
the support from the customers to the company. Thus, the company sales can be improved.
4.1 Target market

Target market was refers to a group of customers or buyers with similar traits that the organization
want to attract through their product’s offering. There are several reasons why a business decides
on a specific target market.

The first reason is that it is impractical and impossible for a business to offer a product that can
satisfy the needs and wants of the entire population.

The second reason is that most businesses community has limited sources in terms of time. This
limitation means that the businesses community must focus its activities on attracting a core group
of customers. So, by producing this product will make the highest potential to purchase the good
or product offered.

The existence of a target market does not mean that the business should ignore the other groups
of customers that exist in the same market. These other groups may be the secondary market
and may bring income to the business. However the main income is derived from the primary
target market. As circumstance, a business may also change its target market.

4.1.1 Geographic

We have chosen Klang for our business location base on a few aspects that has been considers
which are the infrastructure, and also the population of the place. High population in the area
gives us the advantage in term of market share and the potential for growth for our company. Our
premise was easy to find because it’s located near the main road. This gives advantages for our
company to conduct canopy rental services using our own HTJC canopy in Klang.

4.1.2 Demographic

The main target market for our business is the public. The main reason for the selection of public
is because the product can be used to serve a wide variety of customer. The canopy can be used
for a wide variety of occasions such as wedding and also personal use. The usage of HTJC
canopy will ease us, the service provider in order to cater the demand of the customer. HTJC
canopy will reduce the time taken to set up the canopy thus increasing the capability to serve
more customer
4.2 MARKET SIZE AND TRENDS

Market size is the total potential purchase that is expected from the target market. The identified
target market for our business is in Klang.

Estimation for the usage of canopy in Klang for one month:

No of canopy usage: 480 canopy used in Klang for one month

Rent value of one canopy: RM 250
Estimated market size = RM 250 x 480
= RM 120 000

4.3 MARKET SHARE

Market share is the division of market or sales between companies that are running the same
type of business activities. It will be considered number of competitors, experience, strength
and weaknesses. The following table explains about the market share division before and after
our company enters the market.

4.3.1 Market share before entrance of MRF Enterprise

Percentage of Estimated Income Per

Competitors
Market Share (%) Month (RM)

Klang Canopy Sdn Bhd 40 48000

FnZ Canopy Sdn Bhd 30 36000

Izzi Sdn Bhd 17 20400

MSI Canopy Enterprise 13 15600

Total 100 120 000

Table 4.1: Market share before entrance of MRF Enterprise

4.3.2 Market share after entrance of MRF Enterprise

Percentage of Estimated Income Per

Competitors
Market Share (%) Month (RM)

Klang Canopy Sdn Bhd 38 45600

FnZ Canopy Sdn Bhd 25 30000

Izzi Sdn Bhd 15 18000

MSI Canopy Enterprise 12 14400

MRF Enterprise 10 12000
Total 100 120000

Table 4.2: Market share after entrance of MRF Enterprise

Market share before entrance of MRF

Enterprise

13%
Klang Canopy Sdn Bhd
17% 40% FnZ Canopy Sdn Bhd
Izzi Sdn Bhd
MSI Canopy Enterprise
30%
 Market share after entrance of MRF
Enterprise

10%
Klang Canopy Sdn Bhd
12%
38% FnZ Canopy Sdn Bhd
Izzi Sdn Bhd
15% MSI Canopy Enterprise
MRF Enterprise
25%

4.3.3 Sales forecast

Year Percentage of increase Sales forecast (RM)

2017 - 183000
2018 10 210450
2019 10 252540
4.4 Competition and Competetive Edge

Opportunities
Strength
1) Growth in canopy industry
1) Innovative design
2) Cost of hiring permanent worker is
2) Reduce time in assembling a canopy
high

Hydraulic Transmission
Jack Canopy

Threat
1) Conventional canopy design provider
Weakness
1) Unfamiliar design 2) Increasing cost of handling
2) Initial capital is high businesses due to economic situation
in Malaysia

Above is the SWOT analysis done for our product which is Hydraulic Transmission Jack
Canopy. Based on the SWOT analysis done, we believed that we have a little edge in
competing with the others. While accepting the drawback of our design for our canopy,
we believe that this product gives us MRF Enterprise the edge in term of time needed to
assemble the canopy. We believe this is our edge in the business because based on the
market survey done between business owners, time taken for assembling canopy is one
of the problems that they are facing right now. In order to validate this theory, MRF
Enterprise will use the design as our canopy for our business. We will test ourselves with
our very own design in the real business world. By reducing the time taken to assemble,
we can cater more customer compared with others.
4.5 Marketing strategy

Marketing strategy is the strategy or tactics taken by the business owner in order to
promote the product or service that they offered to customer. Besides, the reasons behind
marketing strategy needed to be planned accordingly and wisely is because, wise
planning in marketing strategy will lead to efficient and effective marketing strategy. A
good marketing can lead to a good sales and profit for the business

CUSTOMER EXPERIENCE
WITH MRF ENTERPRISE NEW TECHNOLOGY

PILLARS OF MARKETING FOR Traditional approach

MRF ENTERPRISE

PRICING
4.5.1 Customer experience with MRF Enterprise

In order to make a breakthrough in this business, we need to properly care for our
customer by:
1) Try to reply their text as soon as possible
This is because if we do not reply fast the probability of losing the potential
customer is high as they have many others to choose from.

2) Use appropriate language while dealing with customer

In order to make the customer feel at ease with, we try to appropriate pronouns
such as “Pn” or “Tn” during the whole conversion. The correct usage of language
will make the customer happy as they feel that they are appreciated.

3) Just Say NO policy

At MRF Enterprise, if we think we cannot comply with the need of the customer I
term of their demand or the time slot is fully, we will politely say no to customer.
This is because we want to make sure that every service done fulfilled the
customer requirements.

4.5.2 New media

The meaning behind new media is the usage of social media as our marketing strategy
for MRF Enterprise. We will use Instagram, Facebook and Whatsapp for our marketing
tool. Below are how we want to do it:

1) Always update the social media

Update our very own social media with the job that we get. This steps is needed in
order increase the presence of our business in the digital world, increasing the
chance to be contacted by potential customer.
 2) Content
In order to get more follower or likes at our social media pages, we will try to make
our social media be more informative. We will load our social media page with
informative information with information about the canopy industry.

4.5.3 Traditional approach

1) Business card
Business will be made to all personnel that involved with MRF Enterprise. It is one
of the most versatile tool for marketing. The card can be handed to almost
everyone, anytime and anywhere. It will increase the chance that we will be
contacted from potential customer

2) Bunting
We will print bunting for the usage of promotion of our services. The bunting will
be hanged at every function that we involved. It will make our business more
recognized to the community

4.5.4 Pricing

1) The pricing of rental of our canopy is RM 250. The price is affordable to anyone.