Chapter 1 7

Fazrul Radzi Bin Shaharom
The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang
CHAPTER 1 BACKGROUND OF THE PROJECT 1.1 INTRODUCTION Small Medium Enterprise (SME) is the business that always related business in the village. But who know SME is the back bone to economies. From the SME all the business can produce their product. That is mean SME is important to country, especially Malaysia. When SME is important, we also said entrepreneurs are also important. Thats because entrepreneur is the man who build the SME. Lets know deep inside about the entrepreneur.
Entrepreneur is people that open a business and supply goods and/or service to the consumers. Entrepreneurs can be people that have a small business, large company or partnership. Entrepreneurs contribute to the economy in country. They should think on how to make their business success by increase their profits and how to expand the business. Entrepreneurs always related to the goods and/or service that they want to supply and the strategies that they used to expand their business. In other words, entrepreneur is the master mind in SME.
Many industry of the SME in Malaysia, one of the industries is food industries. Food industries in Malaysia like a mushroom after rain. That is because in Malaysia have a lot of resource to produce foods. Other than that, demand food from other country in Malaysia is high because, Malaysia is the country that gives attention about the HALAL product. Consumer need the Halal product because, Halal as the certificate that give confirmation of the clean product. Buy they way, Malaysia also produce non-Halal food for non-Muslim.
Many kinds of food can see in Malaysia. That is because the mixes of culture in Malaysia. The varieties of the culture influence the types of food. In Malaysia food industries they produce food like traditional food, traditional cake, modern food, and also modern cake. However, many bumiputra entrepreneur in food industries are close their business because cant survive in the long period. How this can happen?
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When I make survey about this problem is because, they didnt have a proper or didnt have any marketing strategy. Marketing strategy is one of the important in certain company. Never mind the company is small, medium or big; they must have a proper and effective marketing strategy. Marketing Strategy is an integrated set of choices about how we will create and capture value, over long periods of time. Marketing strategies make the business have a customer. Marketing strategy also help the business can survive and fight with competitors and penetrate the market. And from the marketing strategy also, customer can know about the certain product. Because of that, every business need have the marketing strategy. Same goes to Perusahaan Bahulu Dledang. These companies also need the proper and effective marketing strategy. Perusahaan Bahulu Dledang actually has their own strategy to market their product, but they didnt have a written proposal and they also didnt know how to expend the market in the big market. Until now they just market their product in the village and the province bus station as the supplier. From that, I will propose an effective marketing strategy to Perusahaan Bahulu Dledang to help this company expand more market. For Perusahaan Bahulu Dledang, marketing mix or also known 4ps will be propose and hope that it will help to promote and advertise companys product and thus it will lead to increase their sells and reputation.
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1.2 BACKGROUND OF THE COMPANY
Company Background Company Name Owner of the Company Established Company Address : : : : Perusahaan Bahulu DLedang Mdm. Jamaliah Binti Hj. Ismail 1997 Retail Store/Factory: No.54, Jalan Keliling FELDA Tenang, 85300 Labis, Johor Darul Takzim. Employee : 5 workers
They just have factory that beside their home. All the process to make the product and until sell the product are doing at their factory. These companies already run their business about 10 years. They starting their business in 1997 and can maintain the business with just one product until now. The product they sell is traditional cake thats name bahulu. Actually they start their business in 1997 just a distributer and seller from their mother. When they think, they can bring this business into commercial market; they register their company to Suruhanjaya Syarikat Malaysia (SSM). From that time they begin to penetrate much more market in province and state.
In the same time, madam Jamaliah also go for seminar and workshop for get education and information about their business and market place. Perusahaan Bahulu DLedang also has support from Federal Land Development Authority (FELDA). Other than that, Jabatan Pertanian Malaysia also give helping to make sure this company can maintain in market for long time. Perusahaan Bahulu DLedang has approved it when they maintain their product in market at the time of economic down in Malaysia.
When I looked this company, actually they have a big potential to expend their business in Malaysia. In guide the company to be more efficient in the future, some strategy will be [391IS Info. Tech. Project 2008] Page 3 of 61
proposed to the company. Now IS/IT strategy and business strategy should in one company. It is because it will be support each other. It also can be the ingredients in most of the company in way to achieve the target market. In the observation to this company, there are problem in term of arrangement of inventory and implement marketing mix in not proper way. This project will help Perusahaan Bahulu DLedang to improve marketing strategy and IT/IS strategy so that it can be success in the future. By implement the marketing strategy, this company can increase their customers base and increase their market share in Labis, and also in Johor. This IT/IS strategy and business strategy can be the main factors for Perusahaan Bahulu DLedang to be more competitive among the competitors.
1.3 PROBLEM STATEMENT
This project is to provide direction to Perusahaan Bahulu DLedang to have a good business strategy and used the current technologies to produce a quality product. Furthermore the purpose of this project is to determine the problems that faced by Perusahaan Bahulu DLedang and give some guide for Perusahaan Bahulu DLedang to increase their profits (which is how much Perusahaan Bahulu DLedang can get by selling one pack of bahulu), to increase the level of the company, increase the customers, to make the arrangement of inventory more efficient and also to help them to expand their business in the future. Perusahaan Bahulu DLedang also not implements the marketing strategy in a proper way in promotes the company. This project will propose the proper marketing strategy to the company. The marketing strategy that will be proposed is marketing mix.
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1.3.1 PROBLEM When we talk about company, Marketing word is usually is the first things to decide. How, where and which strategy they used is not important for them, the important is have a product and market. Actually marketing is the important things when make a business. If choose and used the wrong strategy, that just give a lost to the company without have the profit. David Freys has said in the conclusion of their book; One of the worst you can make as a small business owner is to be fooled into thinking that you are in the business of producing and delivering product and services. Wrong! Youre in the business of *marketing* product and services. The faster you realize this, the faster the cash will flow. (David Freys 2008)
From that, we know how important the marketing in the business. Actually all company have their own strategy, that is related to marketing mix. But they didnt know how to implement it in the proper way. Nowadays there have 7Ps of marketing mix. That is; 1. Product 2. Price 3. Place 4. Promotion 5. People 6. Process 7. Physical evidence. Relate to this marketing mix, I just take the 4Ps for Perusahaan Bahulu DLedang because that is suitable to apply to this company. New 3Ps is a characteristic of a service product
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There are many problems that face by the owner of Perusahaan Bahulu Dledang when record the selling of product and buying the raw materials. They just wrote on the whiteboard and copy to book every month. These styles just give a problem to them when the records on the whiteboard are erasing before copy into the book. This manual system leads to many problems such as face with the lost of profit when the selling record are lost. It happened when there are so many data that are written manually. Business is related to the profits, so to create more profits, there must be sales more than cost.
1. Inefficient data recorded Always have mistake when record data because of just written on whiteboard and book. Write the order of product on whiteboard is not practical in the current situation. When they copy to book as a records, usually have problems because not similar with the using of raw material.
2. Not efficiencies file arrangement Compile all recorded in the same file. Difficult to make differentiate when needed.
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1.4 PROJECT OBJECTIVE
The problem statements that has been stated before is to show the important of marketing strategy and inventory management. The main purpose of these strategies is to help Perusahaan Bahulu Dledang to promote their company by implementing the marketing strategy through promotions, pricing, placing and products, and manage their inventory efficiently, more easily.
Project Objectives
1. Increase the reputation of the company and be competitive towards their competitors by implement the marketing strategy. Marketing strategy will make one company have their competitive advantage. Perusahaan Bahulu DLedang needs the marketing strategy to increase their reputation and to compete with their competitors.
2. Expand market Whit implementing the marketing strategy, Perusahaan Bahulu DLedang can expand market widely and increase their profit.
3. Reduce lost Reduce the lost of data. From that, the error in copying data cans reduce and didnt have mistake when calculating profit and costing.
4. Improve operational effectiveness by using IT and to increase the security on file. The IS/IT strategy that will be proposed can helps in term of security to files, effective and efficient on management part.
5. Better arrangement of inventory Have a better arrangement of inventory for Perusahaan Bahulu DLedang.
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1.5 PROJECT SCOPE
The project scope is just related to the management, staff and customer. That is just internal user for make sure the Perusahaan Bahulu DLedang can survive and expand their market. The list consists: Staff/ Manager Customer Quality product. Nice looking and good taste. Satisfy with the product and their money. They can use the new marketing mix. Make the improvement to their product. They can check the data in the system. They can add and remove the data from database.
1.6
TARGER USERS
1.6.1 Marketing Strategy ( Mix) 1. Customers
1.6.2 Inventory Management System 1. 2. Manager Employees
1.7
CONCLUSION Marketing strategy is the important things to each company, because that makes
differentiate between each company that have same product. With the proper used of marketing mix, that can bring company from the local market to international market. Perusahaan Bahulu DLedang also need technology to survive widely. Technologies can change a company become more effective and efficient and compete with other competitors in the same industry. The operation become faster and helps to increase the reputations. By propose the marketing strategy and inventory system to Perusahaan Bahulu DLedang, it will be a guided for company on how to increase the profits, customers base and reputation without commit big error or fraud.
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CHAPTER 2 LITERATURE REVIEW
2.1
PREVIOUS CASE STUDY
2.1.1 MARKETING STRATEGY(Marketing Mix) Marketing Mix in A-MAIZE-ING FOODS
Marketing strategy is the most important factors that should be in one company. Before the marketing mix is can be implement in Perusahaan Bahulu DLedang, some research on the existing company that had been used the marketing mix should be done. The company that implements this marketing strategy should be succeeding. The company that implement marketing mix is A-maize-ing Foods where this is a small producer of corn and snack chips. They had success with their unique products and packaging. This company wants to implement the marketing mix because some problems had occurred where they have to compete with the large company that have a large budget and the way on how to attract the customers to buy their products again. Their president, Jonathan Gibson had introduced a new marketing strategy and there is marketing mix. Four elements in marketing mix is implementing in this company, products, price, promotion and place. A-maize-ing Foods produce new products in the segment of the healthier products. Another thing about the products is it comes with a unique spicy flavor and with the bright colored bag with a quirky creative image. Besides packaging, they also use a unique name on the products. It is the way on promoting the products. Their new products are calling ABC products. Before they fully implement the marketing strategy, they found the several things that need to be tested and they had stated ten elements and there are:
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Table 2.0 Ten Elements to test
This all elements are simply yes or no changes. They identify in all aspect of marketing mix such as products (packaging), promotion (on self advertisement, cross promote salsa, advertisement on grocery divider), place (ad in store circular, shelf position, rack by beer) and price (discount). For example, display in produce, they make a research on supermarket to know where is the part in supermarket is the first place visits by the customer. They found that groceries are the most popular place for customer. So they make a strategy of catching a customer before they go to the groceries place by display their products on the top of the stand alone refrigerated are where the guacamole is sold.
Other example of their marketing mix strategy is the packaging of the products. The products are come with the brightly colored bag with a sparkled A-maize-ing logos and graphic and a see through window showing the purple chips inside.
They also make a research on the impact if they increase the discount from 10% to 20%. Before this they only place a 10% discount but now they want to know if they increase the discount to 20%, can the discount help them to increase the units sold by the lower level of margin. Besides discount, advertisement also can help them to attract more customers. In the supermarket, they found that supermarket is not charge more on the advertisement so they decide to place an advertisement on the four side of plastic stick so they had produce the custom ABC Chips grocery divides for the store to test.
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In the test towards all the ten elements, they found only effect were strong and there are display in produce, packaging and cross promote salsa. All this effects is helping them in increasing their sales average about 8.3 % while the cost is low. Now, they only want to focus on the marketing dollar on maintaining their unique position and grabbing more customers. (Lucid View 2007: 94)
2.1.2 ( IS/IT STRATEGY) Inventory Management System Inventory in business is more than a substantial investment. It can be a companys largest assets. Smart company will find that the ability to manage their inventory is the key factors to succeed or failure. By having the effective inventory management, it will help company to avoid stocking too much of the wrong products and not enough of what customers want.
Gateway Avenue Sdn. Bhd., Malaysia
Gateway Avenue is a small private located in Subang Jaya Malaysia and it is owned by the company with 30 staff and they have two branches in Penang and Johor. Gateway Avenue turnover is below RM 5 millions per year. Gateway Avenue Sdn. Bhd. has been the provider of HP spare parts with more than 30 dealers in Malaysia since 1996. It also handles about more than 10,000 different HP, Compaq and Epson spare parts. It is include the different spare parts, various categories of spare parts and more than 100 operations every day.
Because of that, it was very difficult to find a suitable standardized software solution at the market to match its requirements. Gateway Avenue had contract with a software vendor to develop a customized software solution for them and invested about RM 28,000 for the development of the software. The system was implemented but it does not meet the requirements and after 6 months was substituted by the solution developed by Next Logic. System developed for Gateway Avenue has some features you can find in any standardized inventory control solution, but the scope of these features and additional features are fully customized for the
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company. It does not have restrictions you often find in standardized solutions (i.e. only 2 levels of categorization of items, 2 levels categorization of locations in the store, etc.).
Solution has all the special features and reflects all special ways of handling the business that company required. Solution is fully implemented and used by the company for almost 3 years without any major problems and turnover of the company has doubled since the time system was put in place. System also serves the purpose of the controlling body in the company.
The inventory system is helping Next Logic Company to control their thousand of spare parts from missing and easy to identify the products based on the supplier. The system is a multi warehouse support system means that it includes the supplier data, customer data and products data. Besides that, the system also include the delivery schedule management to arrange the products delivery to customer, invoice management means print the invoice at one click after all the operation is finished. Each sales commission of the spare parts will be calculate by the system also. The system also can help the staff to directly download the prices from the supplier website and also update the system.
The customer also involved in the system in the inquiries management. New customers can directly inquiries. All the customers inquiries will be saved in the system and the system also will alert the follow up of new customer inquiries. This system shows that it is not only for the internal users but it also for the external users. Promotion also is the most important part and that make the system also become the part of the company promotion management.
This is the inventory system that can be used as references through out of this project. It is because all the features and elements of the system are can be implemented to the client. This company shows that inventory system can be help their company gain competitive advantage. (Next logic 2007: 95)
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2.1.3 THE EXAMPLE OF EXISTING COMPANY
The investigation also include on the existing companies that have an own website. All of them have market their product in Malaysia. Many of the company had shown successful and make gain by selling the product through online. The advantage and the strategy they use will be adapted into Perusahaan Bahulu DLedang webcommerce. Perusahaan Bahulu DLedang had a potential to attract overseas customers because they prefers to buy online compare by going to the shop. The examples of online companies are Nestle Malaysia Berhad (http://www.nestle.com.my/), Aquatics Online Company (http://www.aquatics-online.co.uk/about-us.asp), and Dunkin Donat Restaurant (https://www.dunkindonuts.com/) and others. SWOT ANALYSIS IN PERUSAHAAN BAHULU DLEDANG
2.2
SWOT analysis is the important things when we make research to certain company. From that we can know the strength and weaknesses certain company. Same with Perusahaan Bahulu DLedang, I already make analysis to this company used the SWOT analysis.
Positive Internal Strength Traditional recipe Registration company Loyal customer Weakness
Negative
Lack of food technologies. Not have various product Didnt have good strategies on marketing
External
Opportunities Expend the business outside Labis Develop DLedang brand as quality traditional food
Threat New competitors Price of product Resource
Table 2.1 SWOT Analysis
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CHAPTER 3 METHODOLOGY 3.1 INTRODUCTION The importance of methodology is to help the project to be executed by following the right direction starting from its development until its completion. There are many types of methodologies to be chosen for this project. The most suitable type that I had chosen is prototype model. Prototype is the process to building or develops a model of the Inventory Management System. Walter Maner in his Website says that prototype is an An easily modified and extensible model (representation, simulation or demonstration) of a planned software system, likely including its interface and input/output functionality. It is a method that can get rapid feedback from user and helps to reduce risk by setting early confirmation from user that inventory book system is a system that they want
3.2 RESEARCH METHODOLOGY
3.2.1
Questionnaire
The questionnaires had been distributing to the two groups of respondents and there are staffs (5 employees in factory) and customers (30 samples). The purpose of questionnaires is to get the responds on the problems of that face by the company.
3.2.2
Interview
The interview had been made with the owner of Perusahaan Bahulu DLedang (Mdm. Jamaliah) on: 1. First interview The time of interview is 3.00 pm on Wednesday (12 March 2008) 2. Second Interview Time of interview is 3.00 pm on Tuesday (8 June 2008) [391IS Info. Tech. Project 2008] Page 14 of 61
3.2.3
Observation on the Company Observation in Perusahaan Bahulu DLedang is to identify the problems that occurred in Perusahaan Bahulu DLedang. Observation has been made in the Perusahaan Bahulu DLedang on Monday (5 May 2008) until Tuesday (6 May 2008).
3.2.4
Library Library will be the second place to find the informations about the previous and the latest issues regarding to the strategies. It includes various books on marketing, information system, business and previous thesis.
3.2.5
Internet searching Internet is the most important method in this project because most of the informations will be getting easily in the internet. There are the current issues on the internet and get the issues in a short time. All the information such as the definitions, picture, and investigation on other companies is in the internet.
3.3 PROJECT METHODOLOGY Initial requirement Identify Problem Complete Proposal Implement and use the proposal
Develop proposal
Next Version If Successful If Problem Revise and Enhance proposal
Convert to operational
Figure 3.1: Project Methodology
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3.3.1 Briefly description of the marketing strategy proposal:
1.
Identify Problem This phase involved in collecting secondary and primary data throughout this project.
2.
Develop proposal Show the draft of proposal. The first time proposal has complete.
3.
Implement and used the proposal To implement the proposal, it involves software and hardware that will be used and also the budget that involved.
4.
Revise and enhance the proposal The proposal is sent to the client for review. Get the respond from the client about the proposal.
5.
Convert to operational The proposal that had been sending will be refine based on the impact analysis conducted in the previous step. If didnt have any problem the marketing mix will be fully implemented.
3.3.2 Primary data Interview is the first method that had been used to gain the informations about Perusahaan Bahulu DLedang and what the problems that occur in the company. The interview will be conducted with the manager of Perusahaan Bahulu DLedang. Two interviews had been made with Mdm. Jamaliah, the owner of Perusahaan Bahulu DLedang in order to gain the information regarding to the problem of the company. The interview not only made face to face but also made by telephone. It because the distance from Kuala Lumpur to Labis is taking about three hours so by used telephone; the information also can be delivering. Beside that the questionnaires is will be distribute to [391IS Info. Tech. Project 2008] Page 16 of 61
the staff and customer to get the feedback whether the strategy is success or not. This is one of the criteria that will determined whether the strategy is success or not.
3.3.3 Secondary data
The Secondary of data is essential for researchers. Library will be the second place to find the information about the previous and the latest issues regarding to the strategies. It is include the book about marketing, information system, business and the previous thesis. By doing this project, not all the knowledge have been learn, so to gain the knowledge, library will be the suitable place to learn. Internet is the most important method in this project because most of the information will be getting easily in the internet. There are the latest current issues in the internet and we can get the issues in the short time. All the information such as the meanings, picture, and other company to be as an example is in the internet. Observation in Perusahaan Bahulu DLedang is to identify in how to implement the marketing mix. The observation had been made on Monday and Tuesday where in that time there are more customers doing the transaction. In the observation also, it will help to identify the problems in term of Perusahaan Bahulu DLedang strategy and how the marketing mix can be implements.
3.3.4 Implementation of IS/IT
The new system (key in data in computer) had resolved many problems in manual system. Some of the problem that occurs before is resolved include:
The system is very easy to use especially for the new users such as Perusahaan Bahulu DLedang The arrangement of stock is more efficient rather than before. Save time to record all the data Save cost in term of paper
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Software and hardware is the most important because software will facilitate the development of the system otherwise the hardware will measured the performance of the system. 3.3.4.1 Hardware According to the Webopedia Computer, they find hardware as a Refers to objects that you can actually touch, like disks, disk drives, display screens, keyboards, printers, boards, and chips. In this project, the hardware that will be used is: Monitor Mouse Printers Central Processing Unit Keyboard
1.
Monitor
Monitor is a hardware that will be used to view the system and output of the system. The biggest size of screen is better because it more clear to display the lines of text, graphics and others. This project will used the monitor that 17inch with the GM/GME Graphics with the 1024 x 768 pixel for better display. This monitor will be play on Intel Core Duo.
2.
Central Processing Unit (CPU)
According to Whatis.com, CPU is a is an older term for processor and microprocessor, the central unit in a computer containing the logic circuitry that performs the instructions of a computer's programs. For this project, the CPU requirements are: Hardware Processor RAM Disk storage/ Hard Disk Drive [391IS Info. Tech. Project 2008] Specification Pentium Core 2 Duo 3.4 Ghz 512 MB 40 GB DVD/CD-ROM SD-R2512 Figure 3.2: Hardware Requirement Page 18 of 61
3.
Mouse
According to Whatis.com mouse is a A mouse is a small device that a computer user pushes across a desk surface in order to point to a place on a display screen and to select one or more actions to take from that position. The type of mouse that will be used in this project is Logitech USB Mouse.
4.
Printers
Printers are a hardware that will used to print research report and all the information that will be used. Printers can a color printers or laser printers. For this project, the printer model that will be used is a Canon IP (4800dpi)
5.
Keyboard
According to Whatis.com, keyboard is an a keyboard is the primary text input device. The keyboard also contains certain standard function keys, such as the Escape key, tab and cursor movement keys, shift and control keys, and sometimes other manufacturer-customized keys. The type of keyboard that will be used in this project is Samsung Qsenn PS/2 keyboard.
3.3.4.2 Software
1.
Windows XP Professional
Become part of a Windows Server domain or a group pf computers that are remotely managed by one or more central servers
2.
Microsoft Excess
Provides of a variety options for viewing and manipulating database objects. Relational database management system from Microsoft, packaged with Microsoft Office Professional, and as a standalone products, which combines the relational Microsoft Jet Database Engine with a graphical user interface.
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3.
Microsoft Word 2000
Microsoft Word is used to make documentation for the project.
4.
Microsoft Project
The Microsoft project is used to make a project plan such as Gantt chart. Gantt chart is a tool that has been used to view the schedule that content a few phases of the project.
3.4 CONCLUSION
As the conclusion the using of IS/IT in the new marketing strategy is the best part when I done. Thats because, the Marketing Mix is way to increasing profit in high levels, and IS/IT is the one of the tools to complete this projects.
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CHAPTER 4
IMPLEMENTATION
4.1 INTRODUCTION Perusahaan Bahulu DLedang actually is already achieving their target. That is to maintain their business and survive for long time. Thats mean they have own strategies for their business. But that is just for offline strategies. Nowadays we have look many company used the IT/IS to maximum their profit and penetrate the current market. Thats why Perusahaan Bahulu DLedang needs IT/IS strategies for upgrade their old strategies and competes with others company. The proposed marketing strategies should be implemented by the company to increase their sales. The proposed strategies include online and offline systems.
4.2 MARKETING STRATEGY
There are many strategies in the world to achieve the goals. Same with the business, there need a good strategy to achieve the goals. One of that is marketing strategies. Today, marketing can be identified as a process that providing continual benefits to a customer for make sure customer satisfied with the product. The Cambridge Advanced Learners Dictionary defines marketing as a Job that involves encouraging people to buy a product or service, and strategy has been define as a Detailed plan for achieving success in situations such as war, politics, business, industry or sport, or the skill of planning for such situations. From that, we know that to make the strategy need a professional skill. This definition can be explained as a marketing strategy is a top management responsible and it cannot be done by the staff of the company. Marketing requires coordination, planning, implementation of process and apply by the manager with the appropriate skills to ensure success.
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Other than that, the Chartered Institute of Marketing defines marketing as The management process responsible for identifying, anticipating and satisfying customer requirements profitability. The definition is clearly that is management take full responsibility to create a good strategy. Besides all this definitions, P.Tailor of www.learnmarketing identified marketing as a is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer. As a conclusion of all this definitions, marketing is a tools or strategy to influence the customer to buy the product. Marketing can be meetings need and providing benefits to the customer and people around the business.
4.2.1 MARKETING MIX ( 4 PS) 4.2.1.1 INTRODUCTION As we know, marketing mix is a part of marketing strategies. Marketing mix also known as 4Ps. 4Ps is stand for products, place, price and promotion. Marketing mix is becomes popular after Neil H. Borden published his article, The Concept of Marketing Mix. For the first written, the marketing mix introduce by Borden is include products, planning, pricing, branding, distribution channel, personnel selling, advertising, promotion, packaging, displaying, servicing, physical handling and fact finding and analysis. But after research has done day by day, now all this ingredients in categorized into four categorized, products, pricing, place and advertising or promotion.
Figure 4.0: Marketing Mix (4Ps)
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This is the graft from NetMBA.com show the four categorize of marketing mix. All of the factors are related to each other and one target in to achieve the target market. (Geoff Lancaster, Frank Withey 2006:75) Anyway, today the new marketing mix has been produce. That is 7Ps marketing mix. The new 3Ps have been added. That is people, process and physical evidence. This new 3Ps or extend marketing mix has been produce by Booms and Bitners. There clearly explain that this 3Ps is focus more on services industries and effective for knowledge-intensive environments. Lets we look about the 3 extra Ps.
1. People People that are directly or indirectly involved in the give the services. They are workers, management, and consumer. In the services business, recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage.
2. Process Thats mean the flow of the activities and procedure each services are consumed are an essential element of the marketing strategy. The example like bank; Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company.
3. Physical Evidence The ability an environment in which the service delivered. Physical evidence is an essential ingredient of the service mix; consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service.
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The first two Ps are explicit (People, Process) and the third one (Physical Evidence) is an implicit factor. Booms and Bitner also suggest that Place in a service-oriented company includes the accessibility of the service, and that Promotion in a service-oriented company includes the input of front-line service personnel. Refer to Perusahaan Bahulu DLedang, this company is produce product that is traditional cake. For that, I just want to implement 4Ps marketing mix in this company. That is products, place, price, and promotion strategy.
4.2.1.2 IMPLEMENTATION MARKETING MIX INTO PERUSAHAAN BAHULU DLEDANG 4.2.1.2.1 ANALYSIS Perusahaan Bahulu DLedang is a retail business and the marketing mix is the most appropriate strategy r for the company. It is because, four elements in marketing mix, products, place, advertisement and price is relevant to apply in the company. Perusahaan Bahulu DLedang involved in products where their main products become a various type of bahulu, price and of course it will involved in all kind of business, place whether Perusahaan Bahulu DLedang need distributor to sell their products or sell their products in their own retail with proper placing and the last is advertisement or promotion. Advertisement is the main element because without advertisement, customer did not know the existing of the company. So, some recommendation on advertising will be proposed to this company such as distribute pamphlets to consumer. In the observation to Perusahaan Bahulu DLedang, there did not have proper marketing strategy implement to this company. They just sell their product without any strategy such as promotion to customer, distribute pamphlets and others. In way to increase their customer and to compete with other competitors around them, marketing mix is the best solution for this company. Some strategy will be proposed to Perusahaan Bahulu DLedang in order to make their business more efficient and effectives besides the IS/IT Strategy they also had been proposed (Corporate Web). [391IS Info. Tech. Project 2008] Page 24 of 61
4.2.1.2.2
MARKETING MIX
The four elements of marketing mix will be recommended to Perusahaan Bahulu DLedang. All this elements will be combined together to achieve the Perusahaan Bahulu DLedang target market.
Products
The product is a tangible where is can be touch and sees. Good products make its marketing by itself because it gives benefits to the customer. It means that the company knows the benefits that products will be give to the customer. In Perusahaan Bahulu DLedang, the products that they sell can be categorized as substitute product. Perusahaan Bahulu DLedang is the company that produce and packaging their own product and they supply to distributer and retail shop. Their suppliers the bahulu to their customer by own and sometimes used the FELDA to bring their product in big function like government function and international function. Thats because Perusahaan Bahulu DLedang needs the HALAL logo that FELDA have to market their product. Elements of products and packaging actually the important things to Perusahaan Bahulu DLedang, because they need to present the nice looking product to customer, Perusahaan Bahulu DLedang should know what kind of bahulu that have a high demand from the customer. The target market of Perusahaan Bahulu DLedang is the normal consumer such as family, retail shop at village and school. From that, Perusahaan Bahulu DLedang needs to produce a various type of bahulu to attract more customer and various of age group. The new types bahulu like have a flavor jam in the bahulu, spongy bahulu, cake bahulu and other needs to produce to penetrate more market and high of profit margin. Thats because, if we make a survey, there just the elder groups of age like to eat and buys traditional cake. Because of that Perusahaan Bahulu DLedang need make various type of bahulu.
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If we look in the market many producer of bahulu just produce the traditional and based on their own recipe, but actually for have a good business they need to follow the consumer needs. Thats why, I suggest to Perusahaan Bahulu DLedang to produce the bahulu related to consumer demand. The example like spongy bahulu for youngers and traditional bahulu prepare for elder.
When we said about the food industries, there have a strong related with HALAL. Each of the muslim foods that produces in Malaysia need to have HALAL label or logo that given from government. In Malaysia the HALAL certificate is produce from Jabatan Kemajuan Islam Malaysia (JAKIM) to declare the product that you produce is clean and save for healthy. Perusahaan Bahulu DLedang actually didnt have a formal HALAL certificate, but the FELDA food industries (that government organization), has make survey to their factory and make a decision the product that Perusahaan Bahulu DLedang produce is clean and they market it and used the FELDA certificate of HALAL. To applied HALAL certificate, Perusahaan Bahulu DLedang must follow the terms of qualification. There is the list of HALAL qualification term:-
General Requirements for HALAL Certification Every food manufacturer/food premise/abattoir must only produce/manufacture/ sell HALAL products only. Every applicant must ensure that sources of ingredients are HALAL and deal with suppliers which supply HALAL materials or the suppliers are HALAL certification certificate holders. Every company must abide to the procedures in all aspects as spelt out in the procedures manual. Those companies which are classified under multinational and Small and Medium industry must form an internal HALAL Audit Committee and appoint one Islamic Affairs executive (Islamic studies) to handle and ensure the compliance of HALAL certification procedures. [391IS Info. Tech. Project 2008] Page 26 of 61
At least there must be two full time Muslim workers, Malaysian citizen being employed in kitchen section / handling / processing of food. During the preparation, handling, processing, packaging or transporting of product, the product must be clean and free from any non HALAL ingredient. Apparatus and facilities in the premise must be clean and free from being contaminated by substance considered as filthy or harmful to health. The transportation is only used for HALAL products. The company must stress on the cleanliness of tools, transportation, production area and surrounding area in line with Good Manufacturing Practice. All workers are required to practice code of etiquette and good hygiene practices as follows: a. All workers have to get medical injection from any medical centre recognized by the Government before and after being employed. b. All workers are required to practice good health care and personal hygiene especially those who work as production operators. c. Any worker who is sick or injured and may affect the product quality must not be allowed to work until he/she recovers. d. Workers are not allowed to touch bare - handedly any raw material or semi finished product. e. Activities which may affect the production quality like smoking, eating, drinking, storing food, drink, medicine and others must be done in a special area and away from the production area. All parties who want to enter the production area must wear special attire for factory or decent and clean (if without special attire) which follows healthcare procedures and personal healthcare. This is applicable to permanent workers, temporary workers, management staff, visitors and others. A worker must always take care of health and wear suitable attire, head and mouth cover, suitable gloves and shoes. A worker must always wash hands with cleaning substance; a. Before commencing activity of food handling. b. After using a toilet. [391IS Info. Tech. Project 2008] Page 27 of 61
c. After handling raw material or contaminated substance and so on. Workers are not allowed to wear any jewelry or accessories, watch and others in the food processing area which may cause a contamination to the food handling process. Workers must always be working and functioning at the designated place like " check point " HALAL quality and HALAL raw material procurement; a. Workers must be committed and responsible with the stipulated HALAL policy. b. Religious worshipping items are strictly forbidden in the premise/food processing area. (It is outlined in the booklet by JAKIM on General Guidelines on the Slaughtering of Animals and the Preparation and Handling of HALAL Food (2001))
The HALAL certificate is very important to expand more market. The example like to market in the international market. Perusahaan Bahulu DLedang needs to have HALAL label. If they didnt have it, they cant market and their place for market is limited in the certain place. The HALAL label is also given meaning the quality of the food that produce. For that, many hypermarket or wholesale want to market just for the product those have HALAL label.
Price Prices of items are important to determine the value of sales made. Researching consumers' opinions about pricing is important as it indicates how they value what they are looking for as well as what they want to pay. An organizations pricing policy will vary according to time and circumstances. Perusahaan Bahulu DLedang should identify how much the intended customer is willing to pay. Customer is often sensitive for the price discount and special offer. All this strategy will automatically can attract the customer to come into their retail shop. Currently, Perusahaan Bahulu DLedang did not implement any price strategy but they only focus on fixed price. (Geoff Lancaster, Frank Withey 2006:134)
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One of the recommendations on pricing strategy is by using the Psychological Pricing. Psychological rising is an approach is used when the marketer wants the consumer to respond on an emotional, rather than rational basis. ( Marketing Teacher Ltd 2000 2007). As the example price point perspective 99 cent not one dollar. This strategy is suitable to implement in Perusahaan Bahulu DLedang because:
Can play with a customer emotional like RM 19.90 it is still in range of RM 10. So consumer can says that it is a cheap one rather than put RM 20.00 because RM 20.00 is considered as more than RM 20.00.
Just play with a RM 0.10. Is not loss if the company only miss RM 0.10 because it is can be an investment to attract people to buy the product. With price RM19.90, people still will assume that it cheap rather than RM 20.00.
Like an example, Tesco and Giant use a Psychological strategy in all their products. Like Giant it is known as a Price Buster. They applied this strategy in all their products. Tesco also implement the same pricing strategies.
Perusahaan Bahulu DLedang can implement these pricing strategies because both giant company have shown that this strategy is success in their company. There is some recommendation of a new price on each product in Perusahaan Bahulu DLedang. These new products are not having big gaps with the old price. All this price is a recommended price for Perusahaan Bahulu DLedang after apply the Psychological Pricing to all the products. This new price is still in the current price range and the new price can give Perusahaan Bahulu DLedang more profits rather than before.
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Place. Perusahaan Bahulu DLedang actually just has a factory and makes the seller from their factory. The factory is built beside to their home and didnt have retail shop. Place is one of the most important aspect in business. It is a place where customer comes and buys the products. Currently, Perusahaan Bahulu DLedang had a problem in manage their place. The entire processes to produce bahulu are doing in the same place. If refer to qualification to get HALAL certification, they need to separate between process to producing bahulu and to sells bahulu. The unauthorized is cant entry to factory. Thats because, to make sure the hygiene and quality of the product are in controlled. For that I prepare the new arrangement of factory plan for suggested to the company as below:
Out Register
Final Product Rack Packaging Process Final Product Rack

In Registe r
Final Product Rack
Producing Product Process Place
Raw Material Store
Mixer Place
Key: Process Arrow Figure 4.1: Factory Plan [391IS Info. Tech. Project 2008] Page 30 of 61
Cashier
Product Display Rack
Product Display Rack
Product Display
Product Display
Office
Figure 4.2: Retail Shop Plan
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Promotion
As we know, promotion is the important things when make a business. Promotions have a relation to all aspect about the product. Promotion can become the supporters of others three elements, products, price and place. As with Neil H.Borden's marketing mix, marketing communications has its own 'promotions mix.' The ingredients in marketing mix are same but it depends on how the business wants to use it because each company uses a different ingredients and the final result is not the same.
Promotion is related with the costs because to make a promotion such as buy one get one free and advertising is need costs. In Perusahaan Bahulu DLedang, they did not implement this strategy because it involved some costs and they thinks this is not so important, but all this strategy is important to attract more customers. (Geoff Lancaster, Frank Withey 2006:179)
One of the promotion strategies is about the product packaging. Actually in the current situation Perusahaan Bahulu DLedang just packaging their product with transparent plastic. Thats because they thinks the color of the product is enough to attract customer to buy their product. But the true is that strategies just give a small effect to the number of customer. If we look the other product like junk food, they always used the light color of packaging and several of images for their packaging. But the foods in that pack are just a small piece and quite same to another product. The different is just their packaging. Thats why they use the creativity and innovative to pack their product to attract the customer. The important is to attract consumer to look your product and make decision to buy it or not. And, usually when consumer has taken your product, they buy it. These strategies I want to apply in Perusahaan Bahulu DLedang. I suggest to Perusahaan Bahulu DLedang to make a full changing in their packaging. Thats because they use too simple packaging. They need to spend more money to get high profit. I more prefer use the boxes to Perusahaan Bahulu DLedang product. The example below:
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Perusahaan Bahulu DLedang
For small number of pack and gives
For pack 50 pieces. (pack in plastic and put inside the box)
For one or two pieces or for special party.
For distributor use
Table 4.3: Example for product packaging
Other than that, using flyer to market the product and promote the company is also practical. Perusahaan Bahulu DLedang can distribute the poster or flyer to agent and retail stall to place it at their stall. Give the flyer to customer when they buying also useful to give information about Perusahaan Bahulu DLedang product. Nowadays promotion like discount prices is gives the good impact to the number of selling product. Usually this strategy is increasing the selling. For Perusahaan Bahulu DLedang, maybe they can make Hari Raya promotion or school brake and the good promotion is give the package to wedding ceremony. Normally customer is very interesting to buy certain product when the product in package.
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The business card will be distribute to customer where in the card will be stated the name, address, phone number, office number and the website. The current situation, Perusahaan Bahulu DLedang didnt have any business card. For that, I will propose a business card to them.
The purposed business card (new):
Relate to that, the prototype of corporate website as e-commerce strategies will be proposed to Perusahaan Bahulu DLedang to give more effective in their business. This strategy will help them to promote their business and products and also to increase the number of customer worldwide: On line marketing ( through e-commerce) o Besides distributed pamphlets, Perusahaan Bahulu DLedang also can used technology as their medium to promote their business and one of them is by doing e-commerce. o Make a simple e-commerce to market and display their products as a first steps to use the technology. o The prototype of simple e-commerce for Perusahaan Bahulu DLedang has been done. This prototype is only to show how the e-commerce will be function.
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o It is a simple online marketing that only include this several page: Home Information about the Web Information about Perusahaan Bahulu DLedang
Company
Products Show all the product that available in Perusahaan Bahulu DLedang Contact us Contact Perusahaan Bahulu DLedang if any question for business use email.
In this online marketing, it will help customer to know more detailed about the Perusahaan Bahulu DLedang and hoe to contact with them. This website can be introduce to the customer by distribute pamphlets and business card that state the homepage of Perusahaan Bahulu DLedang.
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THE PROPOSED WEB PAGE CONSISTS: Enter Site Interface In enter site interface it is just suggestion to Perusahaan Bahulu DLedang. There are many ways to make a promotion and one of them is online marketing. Perusahaan Bahulu DLedang can make a web site or online marketing same like what has been suggest. This is just an example of the online marketing that they can do. Home Interface In home interface, it is just explain simple things about Perusahaan Bahulu DLedang. There are history about this company and tell the main business that they produce. The business they produce like produce bahulu, supplyer, and retail sells to customer.
Company Interface This interface is about the company
(Perusahaan Bahulu DLedang). It is a simple interface and only show on how the company can expose their business through internet. If Perusahaan Bahulu DLedang wants to
implement this online marketing, they can make a good web rather than example of this simple interface. This page displays the company name, address and company background. [391IS Info. Tech. Project 2008] Page 36 of 61
Products Interface To market their products easily, Perusahaan Bahulu DLedang can display all their products in this online marketing. It will make customer easy to identify the service that also provide. Customer can order in high volume or small volume of bahulu.
Contact us Interface Perusahaan Bahulu DLedang can make
promotions and advertise in web. The interface above is in one of the example that Perusahaan Bahulu DLedang can do to attract more customers besides face to face with
customers. The order can be update from time to time to make sure the order or question has been fulfilled.
Finally the purpose of online marketing is to recommend some idea to Perusahaan Bahulu DLedang that anything can be happened if they try. Online marketing is one of the medium that can expose us to the customers. Not just for the regular customer, but for worldwide customer.
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CHAPTER 5
FINDINGS
5.1
INTRODUCTION
Gathering the requirement is become the major task in this projects. It is because; the requirements can help to understand the Perusahaan Bahulu DLedang want to see in the marketing strategy. Other than that, a good set of requirements is needed for any project to be successful. The goal of requirements management is to make sure that the project is able to succeed in delivering what the client wants, with the least effort in terms of time and cost (Coley Consulting (2001-2007)). The process of the requirement needed to complete this project successfully has been divided into three which are business requirement, the functional requirement and the non-functional requirement. The business requirements include interview, questionnaire and observation, internet and library.
5.2
TARGET RESPONDENTS The respondent focused on Perusahaan Bahulu DLedang employees. In Perusahaan
Bahulu DLedang, there is having 6 respondents. For the gender category, the company has five male and one female. The companies have more male rather than female. All the respondents in company are Malaysian respondents. For the current position, 2 respondents in top level management are manager and assistant manager. An assistant manager charges the inventory and workers. For a four respondent, they only handle the customers.
All of respondents have more than one year job experience. For the assistant manager, Pn. Hafiza has over 5 years experience in Perusahaan Bahulu DLedang. The three of respondent below 30 is a SPM holders and 1 of respondent below 30 have 3 years working experience. The respondent below 50 is the manager of Perusahaan Bahulu DLedang which had an experience for 10 years in handles the company. For the information technology knowledge, only 2 respondents are familiar with this knowledge which is the manager and the assistant manager. [391IS Info. Tech. Project 2008] Page 38 of 61
5.3
BUSINESS REQUIREMENT
In order to make this project successful, a several technique has been used to gather the data of client need. The techniques include:
5.3.1
INTERVIEW The interview is important to gather some information regarding to the problem
by using the new marketing strategy proposal. It is also important to make some analysis on which strategy that is good to solve the problem of the company. Interview had been made in the three parts where the first part is in the beginning of the project, the middle and the last steps of the project.
In the first part, the interview had been made with the manager of Perusahaan Bahulu DLedang where in this part it is the most important part to get the information and permission to continue the project. In this stage also the problem and the requirements that client want will be voice out. It will help to determine with strategy that suitable to solve the problem that occur in the company. Madam Jamaliah had state some problem that occur by using the new strategy in marketing about the understanding and she want the manual book can be changed to the bahasa malaysia that can help her in manage his business effectively.
She also said that she want his retail store can compete with other competitors that exist in the market such as Giant and other retail store that done the same business with her. She also wants to attract more customers because nowadays his customer is decrease and it automatically drops their sales. With all the information that had been given by the manager, some strategy had been proposed to him in way to solved the problem of his company. (See appendix B First interview Report)
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The last stage of interview is to know whether the proposed strategy is meet the client need and are there some changes on the proposed strategy. All this matter will be identified during the last interview with the client. In the last interview, Mdm. Jamaliah will be interview again. The purposed is to know whether the strategy is appropriate with the company itself. It also to know whether the strategy is can be used easily by the workers and client. The last stage is the most important and critical stage because it will show whether the proposed strategy need some changes or meet the client need or not. The result from the final stage will determine also whether the project is success or not. (See appendix B, Second Interview Report)
5.3.2 OBSERVATION . Observation has been done in each of part of Perusahaan Bahulu DLedang company include the tools that its used, how its contact the supplier, the technology that its used, its employees working style and others. It is because, besides interview, observation help in understood the current situation or problem that occur in the company. Observation has been made in the Perusahaan Bahulu DLedang on Monday (5 May 2008) until Tuesday (6 May 2008).
The purpose of the observation is to identify the real problem in term of their marketing and the customer. In the observation, the marketing problem is become the big problem in Perusahaan Bahulu DLedang because it need time to change and make the management part that is not efficient. Manager of Perusahaan Bahulu DLedang had a problem in calculate the profit and marketing mix is the problem and will be implements into this company in way to make the company more efficient and effective. (See appendix)
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5.3.3
DOING RESEARCH ON EXISTING COMPANIES
Investigate companies that supply similar products using e-commerce, the benefit the companies get through e-commerce, the strength to attract customers to buy the products online and others. E-commerce can be seen from the internet. Therefore, resources and research has been done much through the internet and the rest is from the books in library.
5.3.4
THE ADVANTAGES OF USING E-COMMERCE
This can be as additional resources. The research about the advantage of ecommerce been done to know whether it is suitable to combine with the marketing and suitable for Perusahaan Bahulu DLedang.
5.3.5
QUESTIONAIRE
The questionnaire is providing to the workers of Perusahaan Bahulu DLedang to know whether the proposal is meeting the success requirements. The questionnaire is distributed to workers in Perusahaan Bahulu DLedang. The purpose is to get the feedback on the marketing strategy 4Ps whether it meets the success requirements or not. The result on the questionnaire is as above:
5.3.5.1.1
QUESTIONAIRE ON CUSTOMER
The questionnaire is distributed to the 30 customer where all of them are choose by the random. The purpose is to get a feedback on the marketing strategy that had been proposed to SZ Enterprise. It is also to know whether the strategy is success or not if it implement in SZ Enterprise.
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5.3.5.1.1.1
PART A: RESPONDENT ANALYSIS
1. Gender
43% 57%
Male Female
The target respondent in this questionnaire is 57% (17 male) and 43% (13 female). The entire respondent is picking at random. The entire customer is picking while they are come to the company and at retail distributor shop to buy a bahulu.
2. Age (years)
21-30 31-45 41 and above
20% 53% 27%
The target respondent age for this questionnaire is shows above. Most of the respondent is 41 years old and above (53%)
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3. Race
13% Malay Chinese 64% 23% India
The respondent is more to Malay, 64% (19 customers) and following by Chinese 23% (7 customers) and Indian 13% (4 customers).
5.3.5.1.1.2 PART B: FEEDBACK FROM CUSTOMER
4. Based on your experience, what do you think about the marketing strategy in Perusahaan Bahulu DLedang?
FAIR 4 POOR 17 VERY POOR 9
0% 13% 30%
57%
There are 57% (17 customers) choose poor for Perusahaan Bahulu DLedang marketing strategy. It is shows that Perusahaan Bahulu DLedang did not well in their marketing strategy. From this result, the marketing strategy is suitable to be proposed to this company.
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5.
As a customer, are you satisfied with the new pricing strategy?

0% 10% SATISFIED 18 DISSATISFIED 9 60% VERRY DISSATISFIED 3
30%
The new pricing strategy that had been good proposed and meets the customer needs. 60% (18 customers) choose satisfied with the new pricing strategy. What do you think about the new website of Perusahaan Bahulu DLedang?
EXCELLENT 19 FAIR 11
6.
37% 63%
From the result, 63% (19 customers) choose excellent for the new website and 37% (11 customers) choose fair. The respondent has been show the new website of Perusahaan Bahulu DLedang during their visit and most of them says that the website it good and attracting. The website is suitable for the Perusahaan Bahulu DLedang.
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7. What do you think about the display of the bahulu that Perusahaan Bahulu DLedang produce? 10%
17% 40% 33%
NICE 5 FAIR 10 POOR 12 VERY POOR 3
From the pie chart, 40% customers choose poor where faces of the packaging are too simple. 33% say just fair, and maybe the view of the product is good then others. 17% from them say nice, and 10% choose to say very poor. Thats because, maybe because they the group of businessman and look ahead.
8.
As a customer, do you think that this marketing strategy is applicable and suite to meet the customer need?
AGREE 17
DISAGREE 8
STRONGLY DISAGREE 5
17%
27%
56%
Most of the respondent (56%) 17 customers agree that this new marketing strategy is applicable and suite to meet the customer needs.
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5.4
THE FUNCTIONAL REQUIREMENT
The functional part to implement the web-commerce at Perusahaan Bahulu DLedang is to added new style of business. With e-commerce, customers can pay through credit cards and the installation of the products can been done by themselves. The transaction and the process will be faster and easier. Besides that, Perusahaan Bahulu DLedang market will be worldwide with web-commerce and there is no limit to sell the products to whom because it opens to anyone. Perusahaan Bahulu DLedang customers can search the product using search button, the products specification and also a user manual for the installation.
5.5
THE NON-FUNCTIONAL REQUIREMENT
The non-functional part is additional part to support the web-commerce. The website will be handling by specialist person and there is also security to protect customers data. Another is a person who will become as online consultant for customers who have problems during the transaction or buying the products. The delivery products will be sent by courier service and their products will be protected by the courier service within days.
5.6
RESULT ON FINDINGS
As a conclusion, all the respondent is agree with the marketing strategy in Perusahaan Bahulu DLedang. Thats mean this is the time Perusahaan Bahulu DLedang have to make a change and make improvement in their marketing strategy to expand more market. Below is the list of result that can summarize from the findings about Marketing Mix: Pricing strategy can increase their profit Website can attract more customers and expand more market. Introduce new types of product attract customer in various edge.
Get more customers by have a quality product. [391IS Info. Tech. Project 2008] Page 46 of 61
CHAPTER 6
PROJECT MANAGEMENT 6.1 INTRODUCTION
Project management is a carefully planned and organized effort to accomplish a specific one-time effort. Project management includes developing a project plan for the one year project duration (2007/08), which includes defining project goals and objectives, specifying tasks or how objective will be achieved, what resources is need such as paper, ink printer, client, and associating budgets for the whole project such as transportation cost and timelines for project completion. It also includes implementing the project plan, along with careful controls to stay on the "critical path", that is, to ensure the plan is being managed according to plan. Project management usually follows major phases (with various titles for these phases); including feasibility study, project planning, implementation, evaluation and support/maintenance. (Program planning is usually of a broader scope than project planning, but not always.)
1. Feasibility Study In this phase, the feasibility study will include about making a lot of research, investigation, analysis and findings. The research has been divided into two types which are the internal and external factors. In internal research has been done inside the company only includes doing a questionnaire, observation, interview, study company background and others. The external is about e-commerce, the strategy, and e-commerce companies also a questionnaire to the public. This feasibility study is helping much in term of made a right decision which is the best and which is not as well as helping in generating an idea.
2. Project Planning The plans need to be on the right track and complete within the time given. The time given to complete this project is one year. In this project, the plan will include the task that I will do from the start of the project until the project is [391IS Info. Tech. Project 2008] Page 47 of 61
completed. The task will be list down first on what should be done where the function to make it more easily to follow the thing that had been planned and easily to be on the right track and the right time. The list of the task will be inserted with the time and the date.
3. Implementation The implementation part is about creating the strategies and recommend to the company what they should have to implement the new marketing strategy (Marketing Mix) and web-commerce.
4. Evaluation The prototype website will be evaluated and decided by the company itself whether it is fulfill their needs or not to implement the web-commerce. The Marketing Mix will also evaluated by the company to full use it or just take the certain part in the proposal.
5. Support and Maintenance Referred to hardware and software Perusahaan Bahulu DLedang will use. Maintenance will be the person that has the ability and knowledge to handle the web-commerce once Perusahaan Bahulu DLedang fully implements it in their company.
6.2
PROJECT SCOPE The project scope in this project is prototype website and marketing mix proposal. There
are so many things in marketing strategy but this project more focus on marketing mix 4Ps. This main scope on this project is IS/IT Strategy, Prototype Corporate Website. The website only focuses on management of the Perusahaan Bahulu DLedang.
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6.3
PROJECT SCHEDULE Scheduling project work is an essential element of project management. A project
schedule makes clear to all participants when work is expected to be completed. It also shows the time-related dependencies between different project tasks (University of Washington n d). There are two tools that has been use to show how the flow of the plan will be.
6.3.1
Gant Chart The Gant Chart include the task on what should be done within the specific time on what time the task should start and what date it should be end. Then will proceed to the second task until the finishing of this project. To make it more clearly and easy to follow, the task has been divided into six categories which are background research, requirement gathering and investigation, product design, product development, product evaluation and preparation for final report.
6.3.2
WBS (Work Breakdown Structure) Work breakdown structure known as a powerful tool for expressing the scope or extent of a project in simple graphic terms. It represents the project in terms of the hierarchy of deliverables and services it will produce (Chambers & Associates Pty Ltd n d). In this project, the WBS has been use to show how the project is clearly delivered.
By having own project schedule, it help on how to manage the time very well. Based on my project plan, some of the task is finish before the end date and some of it is finish more than the end date. However, it still helps me to follow on the right track and can end in the right time.
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6.4 RISK MANAGEMENT Risk in project development is needed to be understood because it is become major during the analysis phase and before the design project or start of the project. Risk typically can give the negative impact on this project objectives and specification. There are some of the steps that had been used to overcome the risk in this project and there are:
6.4.1 6.4.2 6.4.3 6.4.4 6.4.5
Identifying Project Risk Responding to the risk Contingency plan and reserved Responsibility for risk Change Management
Some risk had been identified where it can give impact to the Inventory Management System and marketing strategy: 6.4.6 6.4.7 6.4.8 6.4.9 Interface problem Software problem Electrical failure Underestimated project size
6.4.10 Requirements change
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6.4.10.1
Risk Assessment
This assessment is to choose the problem in this project and find the solution the overcome the problem. Risk No Risk identification Probability occurrence H / M L of Magnitude impact H / M L Type of actions Make a backup of current interface constantly 2 Software problem / / Ensure the software that will be used id can be assess everywhere such as can be asses in home and cybercaf 3 Electrical failure / / Backup all the files and store it on CD, or drives 4 Underestimated the project / / Make buffer time in of Risk respond
Interface problem
schedule plan 5 Requirements change / / Constantly requirement review the
documents
and carefully considered during the initial planning working phase 6 Miss understand of the topic / / More read on marketing book and IT book and keep to see the supervisor for some advice Table 6.1: Identified risks
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6.5 QUALITY MANAGEMENT
6.5.1
Introduction
Quality management is a method or techniques use to ensure that all activities of designing, developing, and implementing a product or system are efficient and effective according to the system objectives and requirements. A well-controlled process is important in the delivery of a quality products but it is not guarantee success. The visible effect include the removal hierarchy differentiation, the commitment of all staff to the organization mission and the application of appropriate resource which I need to focus on this three part to make the products success beside good effect to Perusahaan Bahulu DLedang.
6.5.2
Monitoring project progress
Evaluation and control should be done in a way to control the problem in this project but in large project it is difficult to control. The system must measure the project progress and performance against the original project plan schedule, budget and quality requirements. Earned value is made and the steps involved:
STEPS 1. Setting baseline plan
DESCRIPTION It is involved with WBS and it used the time, resources and budget into baseline.
2. Measuring progress and performance
It is due to integrate cost, time and budget that have been stated.
3. Comparing plan against actual
The result between the original plan in term of time, resources and budget.
4. Taking action
Method again original plan is not equal with the actual situation Table 6.2: Earned Value Monitoring and Controlling
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All the steps above will be used to: Developing an integrated cost system Developing a project status report: o Cost variances o Schedule variances o Performance indexes (WBS can be refer from Appendix C)
6.6 THE PROBLEM THAT FACED IN THIS PROJECT
1. Limited Times This project consists one year but there are so many things that need to cover in one year. Beside this project, there are class, assignment and other college activities. This project also needs more times to get the information from the client in Labis.
2. Limited Budget This project need a lot of budget such as transportation cost, paper and ink cost. The bus ticket to Labis to meet the client is about RM 26 for two ways. Besides that, paper and ink cost also cost about RM 300.
3. Save the work. Other than two problems, the main problem that faced is lost the work. During do the documentation, sometimes forgot to save the work and the work is missing. Computer virus is also make me lost of data.
6.7
CONCLUSION
Project management is the most important things that need to do in one project. Whether the project is big or small, project management should have. The project management will help one project to identify the cost, time constraints, resources and the activities itself. [391IS Info. Tech. Project 2008] Page 53 of 61
CHAPTER 7
CONCLUSION
7.1
INTRODUCTION
By doing a lot of research as well as investigation will comprise to the successful of this project. Patient and effort is very much needed to complete this project. This project will be failed without the co-operation from Perusahaan Bahulu DLedang so to make it successful I had give the best for Perusahaan Bahulu DLedang as well as fulfill all their needs. Beside Perusahaan Bahulu DLedang, this project requirement should relate with the course has been taken right now where it must have a business element and information technology element. Propose a Marketing Mix proposal and developing the website for Perusahaan Bahulu DLedang, it has fulfilled the project.
The difficult stages in this project are collecting information and to identify on how the proposal of marketing strategy can be implement and useful in the Perusahaan Bahulu DLedang. Besides that, to understand on the business flow and management in one company, searching on internet and others resources is needed to more understand about the existing problems. Sometimes there only a small percentage of resources are likely to responds. It was to improve to finish up the information.
These projects are complete after the combination all the knowledge that had been learn in three years degree study. All the knowledge that had been learn has been applied in this project such as project management, entrepreneurship, database management system, and others subject. This project can be suitable products that can show on what have learned in these past three years.
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7.2 ACHIEVEMENT After the project is complete, Perusahaan Bahulu DLedang can use the Marketing Mix proposal as the guide line to be a strong company in the market. Now they can penetrate more market and not just in Malaysia. Thats because, this proposal are given with the prototype of website that can be a tools to market their product in the international market.
Based on the result of testing the website or web-commerce, Perusahaan Bahulu DLedang had agreed to implement the system as it gave more benefit and more chances for them in expand their market through worldwide also as additional profit to Perusahaan Bahulu DLedang.
Therefore the achievement has met several objectives but in term of increasing the profit, it has not been test yet because the company needs to implement the web-commerce first. However, by following the marketing strategies that has given, I will guarantee that they can increase the profit as well as overcome the problem that they had faced currently.
7.3 FUTURE WORK 7.3.1 MARKETING STRATEGY (4PS)
1. Expand the international market. When have a sustain business, didnt have a reason to government, for helping this company further more.
2. Web-commerce to display the product and information about the company will be fully implemented with the more attractive image and color. Make a preparation to fully use of website and not just prototype.
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3. Web site also will be updated every week. After all the function is running, the website is needed to be update.
4. Make online transaction and delivery Pay by using bank account number or pay pall.
7.3.2 FOCUS ON PRODUCTION Perusahaan Bahulu DLedang also need to focusing on the production and for future, I will focus on its production department which include about the inaccurate stock because by using online system, Perusahaan Bahulu DLedang now will increase their customers base and the products need to be ready once the customer has made an order.
7.4 CONCLUSION There are a lot of old and new experience, knowledge and skill that I had adapted and used. These projects help me in term of on how to make a decision, how to cooperate with others, always make a research before made any decision. By doing this project, it is not only for Perusahaan Bahulu DLedang success in their business, but any company can be successful if they have a proper marketing strategy. Implement the e-commerce in SME is not just for Perusahaan Bahulu DLedang, but to show to any businesses that they also can implement it where it give much benefit and can increase your profit much higher while the cost is low. What I had got in doing this project is the technology today had conquered the world and we need to be brilliant in taking the advantage from it.
As a conclusion, in order to achieve the satisfactions of the client, some methods should be study continuously and when the project is done it means that the project is success to achieve the client need.
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REFERENCES Erich Stather (2007) 'Federal Ministry for Economic Cooperation and Development G8 Action Plan for Good Financial Governance in Africa.' ACCRA 1, 6-14
Carlos Santiso (200) 'Governance Conditionality And The Reform Of Multilateral Development Finance: The Role Of The Group Of Eight.' Johns Hopkins University 7, 5-10 Gerry Johnson, Kevan Scholes, Richard Whittington (2005) 7th edn. Exploring Corporate Strategy. England: FT Prentice Hall James Cadle, Donald Yeates (2004) 4th edn. Project Management for Information System. England: FT Prentice Hall
John Ward, Joe Peppard (2002) 3rd edn. ed. by Richard Boland, Rudy Hirschheim Strategic Planning for Information Systems . England : John Wiley & Sons
Jason Dedrick, kenneth L. Kraemer (April 2000) Asia E-Commerce Report 2000 [online report] available from <http://www.crito.uci.edu/GIT/PUBLICATIONS/PDF/asia2000.pdf> [1st April 2007]
Joanna L. Krotz (2007) 7 Strategies to Boost Your Online Sales [online] available from <http://www.microsoft.com/smallbusiness/resources/technology/ecommerce/7_strategies_to_boo st_your_online_sales.mspx> [25th August 2007]
Journal A Day (2006) Copyright Journal a day. All rights reserved, The Internet Marketer's Challenge and Solution [online journal] available from <http://www.journal-a-day-
com/Internet/40000-the-internet-marketer's-challenge-and-solution-.htm> [21st March 2007]
Page 57 of 61
Journal a Day (2006) Copyright , All rights reserved, Other Features You Could Pack Into a USA Reseller Web Hosting Account [online journal] available from <http://www.journal-aday.com/Web_Design/39997-other-features-you-could-pack-into-a-usa-reseller-web-hostingaccount.html> [21st March 2007]
Jonathan Knight, Mark Pollard (2003) 2003 E-Commerce Survey of Business: Information Technologies (ICT) Adoption and Usage [online article] available from [17th
<http://www.statistics.gov.uk/downloads/theme_economy/ecommerce_Nov2004.pdf> June 2007]
About
(2007)
Marketing:
Internet
Marketing
Strategy
[online]
available
from >
<http://marketing.about.com/od/internetmarketingstrategy/Internet_Marketing_Strategy.htm [1st June 2007]
Ada Scupola (2003) E-Commerce and The Publishing Industry [online journal] available from <http://www.ejisdc.org/ojs2/index.php/ejisdc/article/ViewFile/66/66> [15th September 2007]
Brian Ma, Research Director Asia/Pacific Personal Systems Research (2004) Analyze the Future [online] available from <http://www.idc.com.my> [15th August 2007]
Escalate Retail (Copyright 2007) Featured Customers
[online] available from [18th July
<http://www.escalateretail.com/company/customers/detail.cmf/client/lampsplus> 2007 ]
Fairy Jadoo (October 2006) E-Commerce Journal: A3 Union Looks Promising [online journal] available from <http://ecommerce-journal.com/?q=node/1291> [18th August 2007]
Fanore
Software
(n.d.)
Selling
Online
[online]
available [27th
from July
<http://www.fanore.com/selling_online-objeectid-1061-recordid-39-z-index.htm> 2007]
Page 58 of 61
Maize-ing
Foods
case
study
(2007)
[online]
available
from
<http:www. [10
http://lucidview.com/publications/Retail_Marketing_Mix_Case_Study(LucidView).pdf> July 2007]
Bruce Wrenn, David L Loudon, Robert E Stevens (2001) Marketing Research: Text and Cases. : Haworth Press
Cornell Project management Methodology (2006) Project Checklist [online] available from <http://www.cit.cornell.edu/computer/robohelp/Phase2_End_of_Phase_Checklist.htm> September 2004] [14
Cornell Project Management Methodology (2006) Project Planning High Level Risks & Ways to avoid Pitfalls [online] available
from<http://www.cit.cornell.edu/computer/robohelp/cpmm/Phase2_Risks_Ways_to_Avoid_Pitfa lls.htm> [14 September 2004]
Cornell Project Management Methodology (2006) Process Descriptions [online] available from<http://www.cit.cornell.edu/computer/robohelp/cpmm/Phase2_Process_Description.htm>[1 4 September 2006]
Marketing mix definition (2006) Marketing mix [online] available from<http://www.marketing.about.com/cs/glossaryofterms/l/bldefmarketmix.htm>[25 August 2007]
Marketing Concepts (2006) The marketing Mix http://www.netmba.com/marketing/mix/>[27 August 2007]
[online]
available
from<
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Project Proposal (2007) [online] available from http://www.courses.washington.edu/tcss545/html/project_proposal.html [14 September 2007] MBP (n. d.) Marketing Best Practices [online] available from <http://www.marketingbestpractices.com/ebook-thankyou.htm> [20 May 2008]
Marketing (n. d.) Marketing About [online] available from <http://marketing.about.com/> [17 June 2008]
Business Link (n. d.) Business Link Resource [online] available from <http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1074301573 &r.s=sl> [10 July 2008]
Business (n. d.) Business Knowledge [online] available from <http://www.businessknowhow.com/marketing/packaging.htm> [11 April 2008]
UN (n. d.) Product Services [online] available from <http://www.un.org.kh/undp/ict4dtoolkit/products%20services.htm> [26 August 2008]
IDPM (n. d.) Manchester Research [online] available from <http://www.sed.manchester.ac.uk/idpm/research/is/ictsme/ictflyer.htm> [16 April 2008]
UNITEN (n. d.) Uniten Education [online] available from <http://www.uniten.edu.my/newhome/content_list.asp?contentid=335> [5 May 2008]
UN (n. d.) Product Service [online] available from <http://www.un.org.kh/undp/ict4dtoolkit/products%20services.htm> [1 July 2008]
Sloan Education (n. d.) Marketing Product [online] available from <http://sloanreview.mit.edu/smr/search/search.php?q=marketing+product&submit.x=0&submit.y =0&submit=Search> [7 June 2008]
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Government (n. d.) SME [online] available from <http://www.smeinfo.com.my/> [10 September 2008]
Sloan Education (n. d.) Product Packaging [online] available from <http://sloanreview.mit.edu/smr/search/search.php?q=product+packaging&submit.x=0&submit. y=0&submit=Search> [7 October 2008]
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Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

1.2 BACKGROUND OF THE COMPANY

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

1.3 PROBLEM STATEMENT

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

1.4 PROJECT OBJECTIVE

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

1.5 PROJECT SCOPE

1.6.1 Marketing Strategy ( Mix) 1. Customers

1.6.2 Inventory Management System 1. 2. Manager Employees

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

CHAPTER 2 LITERATURE REVIEW

PREVIOUS CASE STUDY

2.1.1 MARKETING STRATEGY(Marketing Mix) Marketing Mix in A-MAIZE-ING FOODS

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

Table 2.0 Ten Elements to test

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

Gateway Avenue Sdn. Bhd., Malaysia

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

2.1.3 THE EXAMPLE OF EXISTING COMPANY

Threat New competitors Price of product Resource

Table 2.1 SWOT Analysis

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

3.2 RESEARCH METHODOLOGY

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

Next Version If Successful If Problem Revise and Enhance proposal

Figure 3.1: Project Methodology

[391IS Info. Tech. Project 2008]

Fazrul Radzi Bin Shaharom

The Marketing & IS/IT Strategy at Perusahaan Bahulu DLedang

3.3.1 Briefly description of the marketing strategy proposal: