Liza Report

BPMX 4998: Laporan Praktikum
UNIVERSITI UTARA MALAYSIA
1.0 Introduction
Practicum is one of the important components in the curriculum of Universiti Utara Malaysia. The practicum is designed to help students learn skills and knowledge that will have positive impact on their professional careers. Practical purposes were to expose students to real working environment, enhance student knowledge of the industry or organization that is interested and give them the opportunity to carry out real tasks in a more challenging environment and have work experience in the business environment. This experience is designed to complement the course work taken so that the student business education experince is enhanced. As such, I chose the Wellness Concept (M) Sdn Bhd as a place for my practical training for four months. Over the past four months, I have been undergoing practical training in marketing department in this company. To complement my practicum, I have prepared a practicum report. In this report I discussed some of the scope which are include information of organizations, buyer behavior analysis, SWOT analysis, the problems that occurred in the company, proposed to overcome, a summary of responsibilities during the practicum experience and problems encountered during practical training.
Wellness Concept (M) Sdn Bhd
1.1
Company Profile
Wellness Concept was founded by Vivian Tan in the year 2003. Wellness
Concept creates awareness on green lifestyles and is a pioneer in the market introduces unique products while promoting a healthier nutritional concept that improves the quality of life through the theme of Good Health True Wealth. Today, Wellness Concept has become the market leader in the green organic industry. Wellness Concept has taken a major step by following the Green Revolution aspirations by Dr Yoshide Hagiwara, the creator of Barley Green. By adopting the concept of LOHAS*, which is fundamentally about organic, health, and environmental protection for the business development of the company, Wellness Concept is helping consumers gain healthy and quality lifestyles while helping our business partners achieve optimal wealth sharing. From product sharing to a sustainable business model development, Wellness Concept has created a niche market and a unique business model. Organic, eco-friendly and the development of green industries are Wellness Concepts 3 essential business elements that form an integral part of the company. We are focused on developing green organic products of the highest quality, while leading our consumers and business partners in the protection of the environment and contribution to our planet Earth, the ever critical component in our lives. Towards this end, we are proud to say that Wellness Concept is a pioneer in the promotion of green lifestyles. Under this strong believe and awareness, the green organic lifestyle which is advocated by Wellness Concept has its way of appreciating nature, love our lives, care for others, and share happiness. Wellness Concept proud to state that the products of this company have won numerous authoritative international organization certifications. It has a worldwide certification from USDA (United States), JAS (Japan), OFC (Australia), ACO and etc. All of these international certifications prove the high quality and standards of Wellness Concepts range of products. We hope that Wellness Concepts commitment and mission
Wellness Concept (M) Sdn Bhd 2
to promote Good Health & True Wealth will fulfill the fundamental needs of consumers and business partners alike on matters of beauty, nature, LOHAS*, being eco-friendly and most importantly, achieving quality in health and life. By participating in Wellness Concepts Prosumer Program, one will be able to grasp the win-win philosophy of good health, wealth sharing and eco-balance. Wellness Concept truly believes that promoting a green organic lifestyle will help us reach an ideal eco-balance, build up a sustainable business model and gain wealth sharing. This describes our primary business theme and driver for developing green organic industries. Our founders story, when she was 16th years old, the pain of finding out that her sister was diagnosed with brain cancer left a mark in her life. After 3 long years of fighting it, her sister finally succumbed to the illness. She regretted that due to the financial constraints and limited knowledge on health, she could not provide better health care and love to her sister. This has made her realize how unpredictable and vulnerable life is, and how important health is. Being in a financially stable position to provide the necessary health care is equally important when faced with a dreaded illness. From that moment onwards, she set her objective in life to attain both good healths which in itself is wealth before really attaining material wealth. Today she has successfully achieved her dreams. She is no other than the founder of Wellness Concept, Vivian Tan. With a twist of luck, she came to know Dr Hagiwara, the scientist who discovered Barley Green. He introduced her to his green revolution product which aims to improve the quality of life. The painful memory of losing her sister, made her understand that you must first have health before wealth. From then onwards, her goal was to spread the green revolution through Wellness Concept by cultivating the awareness on the benefits of a greener and healthier lifestyle before achieving the ultimate material wealth.
1.1.1
Mission of Wellness Concept Mission of Wellness Concept (M) Sdn Bhd is to promote the green lifestyle, protect our environment through a stable business model and achieve wealth-sharing. 1.1.2 Vision of Wellness Concept
Wellness Concept (M) Sdn Bhd vision is to embrace globalization, opening new markets, develop the Wellness Concept Hotel and create win-win philosophy of health, wealth sharing and ecological balance. 1.1.3 The Objective of Wellness Concept
The objective of Wellness Concept (M) Sdn Bhd is to provide creative employee, innovative, proactive and productive, and also to improve sales and profits by using information technology and communication technology.
1.2
General Review
It is been 7 years from the year of 2003 since Wellness Concept Sdn Bhd officially start its operation in the MLM marketing. Green Wellness Concept now is to Embrace Global Community.
Figure 1.2.1 Organization Chart
Multi level marketing has already been accepted as a successful business model worldwide. We constantly invite individuals, who are bold, have a vision and who want to share the same passion in wanting to make a difference in improving their lifestyle, to join us and grow together with us. And though living a healthier lifestyle find the financial freedom. Under the trend of globalization in the transformed new century, only the large scale business or a far sighted venture would find its way of long lasting. Similarly, the
attitude of life time learning and eternal growth would enable a person to stay ahead of others in keen competitive era. Wellness Concept is on the right pathway towards everlasting venture. Our Wellness Concept Team and Management is committed to support and serve you with our utmost best, allowing you, your family, friends and relatives to deserve a better life. Our education system is aimed on the total growth of every Wellness Concept member. As we progress towards the 21st century, to stay competitive and relevant in business is to practice continuous learning, innovation and creating new business opportunities. To be successful in attaining both health and wealth we will need to have the initiatives to create our own opportunity. But success is a journey not a destination; therefore it can only begin with you wanting to take the first step. Through hard work and properly execution of your plans, you can achieve your goals in life. The mission behind the founding of Wellness Concept is to let Earth return back to its natural condition, and finding basic elements in human health to create sustainability. We hope with our initiative in Wellness Concept we can encourage everybody to move towards this goal. Wellness Concept is not only a platform for people to succeed. Wellness Concept aims to create a community that brings awareness on living a greener lifestyle. Our main mission is to create wealth by leading everybody to live a better lifestyle. Our definition of success is fulfilling the 4 Mission of the wellness concept. The concept of multi level marketing is the duplication effect, which means your earning will continuously multiply as your network expands thus achieving wealth sharing.
1.3
Summary
In the introduction, it is more over to explain regarding to the background and role
of Wellness Concept Sdn Bhd in Kuala Lumpur. From the date of Wellness Concept was established and the next history of ultimate shareholders structure until now. After that, it explains about management of Wellness Concept Sdn Bhd. Since the first day Wellness Concept Sdn Bhd started its operation, exactly on (2003), Wellness Concept Sdn Bhd devoted most of its resources to strengthening the core foundation of its Multi Level Marketing (MLM) business to support future growth. For more than 7 years, Wellness Concept Sdn Bhd has given service and selling the products to its consumers with many unique promotions that beneficial. Through this product, Wellness Concept Sdn Bhd initiated to fulfill its vision to be the Wellness Family and carry out its slogan Good Health, True Wealth. The vision, mission and objective of Wellness Concept are also explained clearly here. In general overview, it explains regarding to the product and services that is provided by Wellness Concept Sdn Bhd. Then explain the future outlook of Wellness Concept Sdn Bhd and the strategy to gain its objective.
2.0 Practicum Work Responsibilities
My practicum responsibilities at Wellness Concept (M) Sdn Bhd are to help marketing department to compound the data. This data is to help them know the total of their customer that already purchased certain product. After they get this data, they know what the promotion that should offer that can increase the sales of the company. When the company wants to increase the sales, the company already knows what the target to be achieved. Besides that, I also helped marketing department to compound other data. This data is about the name list of the customer that not doing repeat sales after they sign up. With using this data, companys customer service will called to encourage them to purchase the companys product again.
Second, I had to join every event and promotion activities at various places. My task there is to promoted company product to the customer and explained what the product is about and what the benefits of the product to them. There I also helped marketing department in doing the sales with dealing directly with the customer.
Next, I am responsible to make the sales analysis for the company. This sales analysis consist of the total sales of every single day, sales by the customer service in every day, total of product that already sold in certain period, the number of the new sign up members and the promotion tracking.
Lastly, I am responsible for the contest which was held by the company. My task is to update the name list of the customer that joins this contest.
3.0 Marketing Audit

The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit provides the opportunity to review and appraise the whole marketing activity, enabling to assess past and present performance as well as to provide the basis for evaluating possible future courses of action. Because of the business environment is constantly changing, the marketing audit should be used as a reference tool, with constant updates reflecting changes in the external environment and internal business experiences.
3.1 Marketing Environment
The marketing environment is a marketing term and refers to all of the forces outside of marketing that affect marketing managements ability to build and maintain successful relationships with target customers. The marketing environment consists of both the macroenvironment and the microenvironment.
3.1.1 Macro-environmental Influences

Socio-cultural
The macro social-cultural environment analysis will identify trends in societys beliefs, behaviours, values and norms. Wellness Concept (M) Sdn Bhd will analyst such as the number of members, attitudes towards green life-style, and public awareness about helath. Socio-cultural components of the environment influence the ability of the Wellness Concept (M) Sdn Bhd to obtain resources, make its goods and services, and function within the society. Socio-cultural factors include anything within the context of society that has the potential to affect an organization. Population demographics, rising educational levels, norms and values, and attitudes toward social responsibility are examples of sociocultural variables for Wellness Concept (M) Sdn Bhd. Membership by year of Wellness Concept (M) Sdn Bhd: Year 2003 2004 2005 2006 2007 2008 2009 TOTAL Total Members 1,857 1,259 1,111 1,626 2,713 1,540 1,291 10,106 Inactive Members 1,655 1,162 910 1,256 1,744 15 6,742 Table 3.1.1.1 Active Members 202 97 201 370 969 1,525 1,291 3,364 %Active Member 11% 8% 18% 23% 36% 99% 100% 33%
We can see from the table in above, the total membership of Wellness Concept since it was beginning on 2003 until 2009 is 10,106 members. 90% of their members are Chinese, 10% Malay and 10% Indian.
Economic
Malaysia is a growing and relatively open state-oriented market economy. The state plays a significant but declining role in guiding economic activity through
macroeconomic plans. In 2007, the economy of Malaysia was the 3rd largest economy in South East Asia and 29th largest economy in the world. The macro economic environment analysis will identify trends such as changes in personal disposable income, interest rates, unemployment rates and inflation. The growth of the multi-level marketing (MLM) company considerably affects the general growth of a country's economy. HistoricaWlly, increasing or reducing amounts of product sales are accompanied by economic prosperity or recession of an entire country.
Legal/political
The political environment includes all laws, government agencies, and groups that influence or limit other organizations and individuals within a society. It is important for marketers to be aware of these restrictions as they can be complex. Some products are regulated by both state and federal laws. There are even restrictions for some products as to who the target market is. There are also many restrictions on subliminal messages and monopolies. As laws and regulations change often, this is a very important aspect for a marketer to monitor.
Technology
Technology is another aspect of the environment Wellness Concept (M) Sdn Bhd should consider in developing strategic plans. Changing technology may affect the demand for a company's products and services, its production processes, and raw materials. Technological changes may create new opportunities for the Wellness Concept (M) Sdn Bhd or threaten the survival of a product, company, or industry. Technological innovation continues to move at an increasingly rapid rate. The macro technological environment analysis also will identify changes in the application of technology. A current example is Wellness Concept (M) Sdn Bhd now have a new database system which is more sophisticated that can support sales and easier to use.
Competitive
Normally, it would seem a simple task for a company to identify its competitors. Some businesses think it is best to get on with their own plans and ignore the competition. Others become obsessed with tracking the actions of competitors (often using underhand or illegal methods). Many businesses are happy simply to track the competition, copying their moves and reacting to changes. This company also has to face environment competition with other competitor which is produced the same product. This is the the list of Wellness Concept competitor and the comparison:
Company Product
Wellness Concept
Organic Functional Food and skincare World Best Selling Juicing Since 1980 Go Green Go Organic Every can Afford
Usana
Health Product, Skincare and Others The Top 10 Network maketing in US.
UpTrend
Health Product and others Environtment Location Products 50-50
Stevico
Health Product
Unique
One Stop Marketing From Japan New Company
The 3rd fastest
growing company among 100 company
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Establish Since Race Strategy
2003
1992
2003
2008
Chinese 90 % Malay 5% India 5% Product Marketing Plan Training System
Chinese 60 % Malay 30% India 10% Product Marketing Plan Training System Company Background
Chinese 80 % Malay 10% India 10% Marketing Plan
Chinese 10 % Malay 80% India 10% Product Marketing Plan
Table 3.1.1.2
3.1.2 Micro-environmental Influences

The micro-environments are internal factors close to the company that have a direct impact on the organizations strategy. In multi-level marketing company these factors include customers/members, employees, suppliers, leaders, media and competitors. For example, Wellness Concept (M) Sdn Bhd employing the correct staff and keeping these staff motivated is an essential part of the strategic planning process of an organization. Training and development plays an essential role particular in service sector marketing in-order to gain a competitive edge. This is clearly apparent in the multi-level marketing industry. Deducing a strategic plan in Wellness Concept (M) Sdn Bhd to specific marketing plan require coordination of other functions like finance, Human resource, production, customer service and nutritionist. Wellness Concept (M) Sdn Bhd plans to expand its product and service areas to both in domestic and overseas. Wellness Concept (M) Sdn Bhd tries to meet the targets of the marketing plan, other departments and also expanding their horizon. Since Wellness Concept (M) Sdn Bhd is a MLM company, so the leaders play the important roles in the company. They must get a new downline as much as possible to
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achieve the company goals and pfofits. Once the company has a great profit it will give a good affect and the leaders will get the profit too. Beside that, marketing managers must watch product availability and other trends dealing with suppliers to ensure that product will be delivered to customers in the time frame required in order to maintain a strong customer relationship. In order to achive target sales, it also requires a great marketing team. Its very important to think what the promotion that suitable with the current situation, so it can make the customer more interest to purchase the product.
3.2 Marketing Strategy Analysis

Executive Summary
This is some of the marketing strategy that use by Wellness Concept (M) Sdn Bhd in operate their business: 1.Maintain Central Regions contribution at 45% Wellness Concept (M) Sdn Bhd devided their sales in Malaysia in to 3 regions, which are North, Central and South. The tactics that use by this company are: Conduct road show (i.e Fitness First, California Fitness) and also conduct a health talks. Business oppurtunities meetings at corporate companies. Collaborations with other health conscious NGOs (i.e Makna). Increase sales of certain product (ProBio) and autoship program. Identify location for builder group.
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2.Increase the contribution of Malay and Bumi distributors from the current 3% to 6% In the current situation most of the distributor of Wellness Concept (M) Sdn Bhd is Chinese. 90% of the companys member is Chinese. So now, the company will try to increase the number of Malay and Bumi member. The tactics that use by this company are: Conduct a health talk at government offices, because as we know that most of the staff in the government offices are Malay. Training materials and tools in Bahasa Malaysia. Members get members program.
3.Develop more active and effective leaders and builders (training) In multi-level marketing company, the leaders or distributors play an important role in the company, because this leader is responsible to get the new members as much as they can. The tactics that use by the company are: Costumise training program by region. New distributors training program. Enterpreneurial development program. Directors programme. New leaders leadership enhancement program. Cell group meetings.
4.Product focus (Barley Green, Probio and Fibergreen) Recently, Barley Green is the core in the company. More than 50% sales in this company come from Barley Green, so the company will try to focusing their sales not only in Barley Green but also in other products, such as Probio and Fibergreen.
The tactics that use by the company are: Barley Green to increase by 40% (from 3000 to 5000 Units), Probio to increase by 300% (from 360 to 1000 units), and Fibergreen to increase from 100 to 500 units in the next 6 months. Festive Promotion. Education and awareness creation. Product promotion (for Probio and Fibergreen). Price adjustment Testimonies in DVD
5.New Product Launching Recently, Wellness Concept have 7 product (organic food), which are Barley Green which is the core in the company, Beta Beet, Beta Carrot, Fibergreen, Nutrigrain, Probio and Organic Skincare. Last month, Wellness Concept (M) Sdn Bhd just launched new product called Wellness Magic Spa. Wellness Concept will launcing other product soon to increase the number and variety of their product.
6.IT Strategy The tactics that use by the company are: Online sign-up and purchase. Website content in Bahasa Malaysia. E-bulletin (newsletter). Website re-structuring.
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Analysis of Marketing Situation

Wellness Concept (M) Sdn Bhd is to achieve sales RM 800,000 in one month period. This requires system, process and experience. Wellness Concept needs staff that has an experience in working in their field. For example the customer service, in MLM company customer services play the important roles because customer services is the person who dealing directly with the customer. The customer service must know the telephone manner, how to speak with the customer when promoting the product. In order to achive target sales, it also requires a great marketing team. Its very important to think what the promotion that suitable with the current situation, so it can make the customer more interest to purchase the product.
SWOT Analysis
According to Marketing Management, An Asian Perspective, 3rd Edition, the overall evolution of a companys strengths, weaknesses, opportunities, and threats is called SWOT Analysis. SWOT Analysis often referred to as a strategy planning as long range planning is concerned with developing a corporations mission, objectives, strategies, and policies. SWOT Analysis should not only result in the identification of a corporations distinctive competencies, the particular capabilities and resources that a firm processes and the superior way in which they are used but also in the identification of opportunities that the firm is not currently able to take advantage of due to a lack of appropriate resources.
Strengths
Weknesses
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BPMX 4998: Laporan Praktikum 1. Barley Green is the strong brand
1. Weak management team 2. No staff handbook and SOP 3. Lack ownership by staffs 4. Weak sales in central region 5. Weak system 6. Networkers of follow-up calls 7. Barley Green contributing 60% of total turn over 8. Customer care efficiency 9. Non active distributor or leaders 10. More promotion through the other product lack focus onmarketing plan, aggression, reluctance networker duplication
2. The marketing and the company do a lot of outdoor program in term of attracting new incomers for the business 3. Excellent marketing strategies 4. Excellent product analysis 5. Good Leadership 6. Passionate in improving the quality of life 7. High repeat sales and loyal customer 8. Increasing number of distributor 9. Organic product that suitable with current environtment, which is healthy and green lifestyle
Table 3.2.1
Assessment of Opportunity and Threats

Oppurtunities Opportunities are wonderful because can encourage boards to think optimistically about the future and offer areas of growth. But opportunities are also profoundly dangerous especially if boards do not really understand what needs to be done to take advantage of them. This is the the oppurtunity of Wellness Concept: 1. 2.
3.
Create new market in overseas Growth Population Business breakthrough malay market
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4. 5.
6.
Trend that moves towards a greener lifestyle Make a strong sales in southern region (i.e Melaka, Johor, Negeri Sembilan) Trend that moves towards a healthy environtment
Threats Threats are list the external threats that the venture must be aware of problems that it has to solve.
1.
Other multilevel company Threat of substitutes product Unstablility of economic Bergaining power of buyers Bergaining power of suplliers
2.
3.
4. 5.
Specification of Marketing Objective

Wellness Concept (M) Sdn Bhd embarks on innovative marketing techniques, strategic communications skill, and excellent public relation and consistently achieve sales target. It also continuously provides creative advertisement to attract customer attention and conduct a health talk in order to promote the product. Now, Wellness Concept more focuses on Program. Program here means their sale 1 set of product (i.e Barleygreen, Probio and Fibergreen) and make it as Colon Detox Program. This kind of program is more efficient in doing the sales, because some of customer will look for a product that give a truly benefits. Like this colon detox program is use for detoxifying our colon and it will easier to understand by customer. Beside Colon
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Detox Program, Wellness Concept also has other program such as Liver Detox Program, Juicing Program and so on. This is the Marketing Objective of the company: 1. Achieving sales of at least RM 15 million in a year. Month Jan Feb March April May June July August Sep Okt Nov Dec Northern 600,000 600,000 800,000 600,000 700,000 700,000 800,000 800,000 800,000 900,000 900,000 900,000 9,100,000 Central 400,000 500,000 350,000 400,000 500,000 500,000 550,000 650,000 570,000 700,000 700,000 700,000 6,520,000 Table 3.2.2 2. From the total of Membership of 18,000, 60% of them are active members. 3. Build strong and effective leaders 4. Focus on weak markets (Malays and Bumi, Central and Southern region) 5. New product launching 6. Opening new markets (Taiwan, Indonesia and Thailand) Southern 150,000 200,000 200,000 200,000 250,000 250,000 300,000 300,000 300,000 400,000 400,000 400,000 3,350,000 Total 1,150,000 1,300,000 1,350,000 1,200,000 1,450,000 1,450,000 1,650,000 1,750,000 1,670,000 2,000,000 2,000,000 2,000,000 18,970,000
Total
Formulation of Marketing Strategies

The formulation of the marketing strategies of Wellness Concept (M) Sdn Bhd included build product advertisements and information by creating creative banners, streamers and billboard design, brochures, flyers, paper insertion, direct mailing, short message (sms), and website. Beside that, the strategic places for promotion and exhibition such as hypermarkets. This is because Wellness Concept (M) Sdn Bhd tries to promote the organic product that provides quality living with green lifestyle that suits with current lifestyle. Wellness Concept (M) Sdn Bhd also introduces sales promotion like special package and held a contest. Then, Wellness Concept also tries to reduce the number of complaints by providing quick response and best service to the members.
Development of Control Procedures

The results of the marketing plan will be measured on an ongoing basis such as recognize achievements of company in all areas and other categories as determined Wellness Concept (M) Sdn Bhd also can provide leadership development opportunities and educate staff and customer services about issues and challenges facing the problems and can play a part in solving these problems. Beside that, for new and potential buyer that purchased certain product Wellness Concept will give them special gift. The strategies and tactics that Wellness Concept (M) Sdn Bhd intends to use and focusing on those that have been successful in the past. There are build product advertisements and information by creating creative banners, streamers and billboard design, brochures, flyers, paper insertion, direct mailing, short message (sms) and website.
3.3
Organization and Management Structure Analysis

The structure of an organization is a mechanism composed of roles, relationship, and
procedures that exist to enable a group of people to efeectively work together.
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Wellness Concept (M) Sdn Bhd structure analysis on determining is how the structure and strategy can best work together to increase the company's efficiency, effectiveness, and profitability. Wellness Concept (M) Sdn Bhd develops the organizational designs for the future that will: i. ii. iii. iv. v. Focus people on the key aspects of their roles Promote unique way of promoting Decrease the number of inactive members Decrease the number of management levels Increase productivity The structure analysis is a systematic assessment of the way a company is organized, and the extent to which the company's structure meets current and future needs. The output of Management Systems' structure analysis process is typically a written report (or series of written reports) about an evaluation of the strengths and limitation of the company current structure, recommendation for improving the systems needed and the suggested steps in developing a structure management and transition plan.
Wellness Concept (M) Sdn Bhd believes that structure at three levels, there are: i. ii. Macro structure: the roles that appear on an organization chart and how these roles are connected. Micro structure: how the roles, responsibilities and decision-making authority of the units/positions included in the macro structure is defined. iii. Supporting Systems: how the operational and management systems are designed to support the effective implementation of the macro and micro structure.
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The basic steps in the Organization and Management Structural Analysis of Wellness Concept (M) Sdn Bhd are described below: Step 1: Examine the company's strategic objectives, the work being done, and resources allocated. Step 2: Define the structural requirements for achievement of the company's strategic objectives. Step 3: Recommend organizational structure alternatives and evaluate them against structural requirements to determine strengths and limitations, as well as the overall "costs" and "benefits" of each structure. Step 4: Working with company management, select the optimal future structure after analysis of the alternatives, Step 5: Develop a transition plan to help the company move from its current structure to the future structure that will best support the achievement of its strategic objectives.
3.4
Marketing Research System and Information System
Market Research
Market research can give a business a picture of what kinds of new products and services may bring a profit. For products and services already available, marketing research can tell companies whether they are meeting their customers' needs and expectations. By researching the answers to specific questions, small-business owners can learn whether they
need to change their package design or tweak their delivery methods--and even whether they should consider offering additional services. When the company conducts marketing research, the company can use the results either to create a business and marketing plan or to measure the success of companys current plan. That's why it's important to ask the right questions, in the right way, of the right people. Research, done poorly, can steer a business in the wrong direction. Here are some market-research basics that can help get you started and some mistakes to avoid. Wellness Concept (M) Sdn Bhd market research is like doing some interview to the customer when the customer service called them to asking how the product working to them and are they satisfied with the product and services that doing by the company. Beside that, Welness Concept (M) Sdn Bhd will conduct Focus groups gathering a sampling of potential clients or customers and getting their direct feedback about the product and services. A key part to supporting and leveraging off this ability is the strong IT infrastructure that exists. With every office connected, and regional databases, Wellness Concept (M) Sdn Bhd has the advantage to provide relevant information to Wellness Concept members.
Information System
Wellness Concept (M) Sdn Bhd consist management information system (MIS). A management information system (MIS) is a subset of the overall internal controls of a business covering the application of people, documents, technologies, and procedures by management accountants to solve business problems such as costing a product, service or a business-wide strategy. Management information systems in Wellness Concept are distinct
from regular information systems in that they are used to analyze other information systems applied in operational activities in the organization. Academically, the term is commonly used to refer to the group of information management methods tied to the automation or support of human decision making such as Decision Support Systems, Expert Systems, and Executive Information Systems. Critical to most information systems are information technologies, which are typically designed to enable humans to perform tasks for which the human brain is not well suited, such as handling large amounts of information, performing complex calculations, and controlling many simultaneous processes in management.
3.5 Marketing Functional Area 3.5.1 Product
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Picture 3.5.1.1: Barleygreen
BarleyGreen Premium by Dr. Yoshihide Hagiwara, a spray dried powder, juice from organic young barley leaves is processed to make it easier for cutomer to get nutrients in body requires.
BarleyGreen Premium is an all-natural green wholefood offering a broad spectrum of natural nutrients: proteins, fats, carbohydrates, vitamins, minerals, enzymes, amino acids, cholorophyll and phytochemicals. BarleyGreen Premium is the easy way to get your daily greens - like having a "salad in a glass".
5 Main Features of the Worlds Most Popular Barleygreen Organic + High Energy Food 300 types of Live Enzymes High Alkalinity Food Wholesome Food
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20 times Concentrated and Fully Assimilate
Barleygreens 3 Steps to Optimum Health:

1. 2.
DETOXIFYING
: Detoxifies at cellular level and improves body condition : Improves metabolism and revitalizes and balances the
BALANCING acidity of our body.

3.
NOURISHING : Complete nutrients (16 vitamins, 17 minerals, 18 amino acids and 300 types of live enzymes. Slow down aging and gurads against illness. Known health advantages of Dr. Hagiwaras BarleyGreen Premium powdered organic barley grass with kelp include improved mental clarity; digestion and regularity; skin, hair and nails; and healthy cardiovascular support. It is rich in essential nutrients and antioxidants that help delay the effects of aging, prevention of arteriosclerosis and reduce inflammation and muscle soreness. Constituents of Green Barley Leaf Extract
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Table 3.5.1.1
Picture 3.5.1.2: Beta Beet
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BetaBeet is a soluble powder made from the juice of organically-grown beets and contains a variety of vitamins, minerals, and phytonutrients including folic acid, iron, calcium and betaine. Like BarleyGreen, BetaBeet is produced from seed to finished product using organic cultivation, gentle juicing, and our award-winning, lowtemperature spray-drying process. Our special processing stabilizes the nutrients in the beet juice, providing you with live enzymes and whole food nutrition which is certified organic. The result is a delicious and nutrient-dense beet juice powder that provides you with the nutrients and detoxification power of fresh beets.
BetaBeet Benefits: Detoxifies liver & provides important nutrients to the liver Protect Cardiovascular system Promotes fat metabolism & protein deposition Provides nutrients for blood building (Vitamin B12, Magnesium & Calcium) Boosts respiration of struggling cells & has natural chemotherapy attribution Helps anemia, alcohol drinkers, smokers, menstrual & menopause disturbances
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Picture 3.5.1.3: Beta Carrot
CompanyCertified Organic BetaCarrot captures the natural benefits of organic fresh carrots and acerola berries providing your body with two of natures best antioxidants, beta carotene and vitamin C. Our proprietary temperature controlled spray-drying process creates a powder from their juice while retaining their nutritional potency. The result is a flavor packed powder that provides your body with over 520% of the daily requirement of Vitamin A in a single serving. Beta carotene is stored in your liver and converted into vitamin A as your body needs it.
BetaCarrot Benefits: Anti-oxidant Alpha & Beta Carotene & Vitamin C Anti- aging agent: Improves skin & complexion Improves eye-sight Strengthens body bone, teeth & lung function
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Prevents heart failure, stroke & free radical Enhances immune system, 50 times concentrated; 90% of it can be easily absorbed
Picture 3.5.1.4: Fibergreen
FiberGreen Benefits: Helps Prevent Constipation Helps Prevent Gallstones Formation Lowers Cholesterol Level Facilities Weight Loss Colon Cleansing
FiberGreen Features:
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Detoxifies, cleanses colon & reduces transit time Contains: Mixtures of Barley, Fiber, Herbs, Fruits & Vegetables, Probiotic
& Oligo Oligo: Food for friendly bacteria Ideal Probiotic ratio: Friendly bacteria 85% and bad bacteria 15% Balances PH & strengthens immune system Suggested fiber intake 30g a day Lowers cholesterol & helps diabetic patients
Picture 3.5.1.5: NutrigrainPlus
Nutrigrain Plus Benefits:
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Stabilizes Body Imbalance Promotes Sound Sleep Enhances Memory Prevents Rapid Rises in Blood Glucose Level Reduces the Risk of Heart Disease
Nutrigrain Plus Features: Complex carbohydrate: replaces simple carbohydrate Vitamin B complex: B12; helps concentration, memory and anemia Anti-oxidant, Vitamin E , Selenium, Phytochemical Phytochemical: heart disease, cancer & diabetic Plant Protein; prevents hair drop & flabby muscles Ideal for weight management meals replacement
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Picture 3.5.1.6: Probio+Plus
Probio+Plus Benefits: Relieves indigestion Reduces risk of diarrhea and food poisoning Reduces burping and excessive gas Protects against colon cancer Balances vaginal flora that has been disturbed by Candida or other unfriendly flora Detoxifies colon and liver - slows down aging Boosts immune system
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Picture 3.5.1.7: Wellness Organic Skincare
Wellness Concept skincare is consist of Foam Cleanser, Radiant Essence and Rejuvenate Toner.
The path of skin purifying will help achieve healthy and radiant skin. This mild and gentle purifying foam cleanser, enriched with Barley Grass, aids in releasing free
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radicals from the skin to help reduce the signs of aging. With Aloe Vera to help moisturise and calm, WellnessSpa Foam Cleanser is suitable for most skin types.
A blend of light and hydrating organic extracts formulated this silky-soft lotion to help moisturise and protect the skin. Vitamin E enhances skin cell rejuvenation and helps to reduce the visible signs of aging. WellnessSpa Radiant Essence is perfect for normal, sensitive and combination skins.
The organic plant extracts in Rejuvenate Toner help to deeply cleanse the skin pores. The extracts of Witch Hazel and Calendula Flower effectively soften and smoothe the skin. With Rose Flower Water to help balance and firm, WellnessSpa Rejuvenate Toner is the finest organic formulation to hydrate, refresh, tone and revitalise your skin.
3.5.2 Price
Wellness Concept (M) Sdn Bhd try to positioning the right price to the customer, this company try to set the price for their product below RM 200, so the customer afford to purchase the product.
Wellness Concept (M) Sdn Bhd set different price for the different area. Wellness Concept divided the area into West Malaysia, East Malaysia and Overseas. The prices for Wellness Concept products are different between each other and the price for member and non-member also different. In West Malaysia the price for Barleygreen, Beta Beet, Beta Carrot, Probio and Fibergreen is RM 150 for member and RM 170 for non-member, and the price of Nutrigrain is RM140 for Member and RM 160 for nonWellness Concept (M) Sdn Bhd 36
member. For Nutrigrain Wellness Concept sale 1 set of Nutrigrain, so if the customer pay RM 140 will get to bottle of Nutrigrain.
In East Malaysia and Overseas the price for Barleygreen, Beta Beet, Beta Carrot, Probio and Fibergreen is RM 160 for member and RM 180 for non-member, and the price of Nutrigrain is RM150 for Member and RM 170 for non-member. For Nutrigrain Wellness Concept sale 1 set of Nutrigrain, so if the customer pay RM 150 will get to bottle of Nutrigrain.
The list of the product price will be available in appendix.
3.5.3
Advertising and Promotion

Wellness Concept (M) sdn Bhd recognizes the key to success requires extensive
promotion of marketing department. This must be done aggressively and consistently. To accomplish the company sales goals, marketing department will employ an extremely graphic design staffs to create a creative banner, brochures and flyer. Direct advertising will be concentrated on a local and regional basis, with national advertising contracted on a cooperative basis through some of the existing contacts that exist with national magazines.
For Advertising the Important factor is Communication. Because by this only the customer gets aware of the product or service offered from the company. By these only there will be a known response from the target customer that is company can get a feed back from the customer for the current or future response. To make the product are available and close with customer, Wellness Concept (M) Sdn Bhd as a organization that were responsible to distribute the product was using the several medium to create some attention to their customer. Wellness Concept (M) Sdn Bhd advertise their products by creating creative banners, brochures, flyers, direct mailing, short message (sms) and website. These promotions are very important to the product to penetrate the market. To eliminate the biggest obstacle to immediate action, Wellness Concept (M) Sdn Bhd has their own customer service to call the customer. The customer service can directly promote the product and inform the current promotion to the customer and they also can encourage the customer to purchase the product.
3.5.4 Sales
A sale is pinnacle activity involved in the selling products or services in return for money or other compensation. Since it was beginning in 2003, the sales in Wellness Concept are increasing year by year. In table below, we can see the sales of Wellness Concept since 2003 until present.
2003 2004 2005 2006 2007 2008 2009 2010
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(ytd mar)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Increase %
56,360 63,310 130,780 134,820 161,585 160,105 176,885 119,480 99,955 103,555 102,185 1,309,020
95,555 72,680 124,715 104,130 124,850 149,350 131,200 185,385 133,200 99,025 129,810 146,210 1,496,110 187,090 14%
153,127 105,923 183,060 166,018 194,901 182,463 184,213 184,984 234,438 239,933 229,810 245,573 2,304,443 808,333 54%
209,836 218,419 258,813 252,278 282,989 309,837 276,980 377,733 346,717 303,706 339,551 307,070 3,483,929 1,179,486 51%
398,684 285,084 313,695 387,671 445,014 360,870 469,702 510,165 426,364 461,269 421,671 426,234 4,906,423 1,422,494 41%
429,546 500,171 501,089 480,035 485,056 590,145 853,617 363,416 443,420 479,056 459,463 432,473 6,017,487 1,111,064 23%
328,250 452,000 532,000 463,000 552,000 553,000 660,000 556,000 618,000 595,778 583,535 500,140 6,393,703 376,216 6%
713,745 735,000 620,000 561,981 658,991 625,841 703,263 685,688
5,304,509 (1,089,195) -17%
Table 3.5.4.1
Sales techniques that use by Wellness Concept (M) Sdn Bhd: 1. Direct Selling Direct selling is marketing and selling products, direct to consumers away from a fixed retail location. Sales in Wellness Concept are typically made through party plan, one to one demonstrations, and other personal contact arrangements. Consumer benefit from direct selling because of the convenience and service provide by the company, including personal demonstration and explanation of products, home delivery, and generous satisfaction guarantees.
2. Sales Agents
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Sales agents are about individual sales agents reaching and dealing directly with clients. In Wellness Concept, they have the leaders that will deal directly with the customer, because in multi level marketing company the leader will seek a member who can be their downline as much as possible. The leader will deal directly with the customer and explaine about the product to encourage them to become their downline and member of the company.
3. Telemarketing Wellness Concept (M) Sdn Bhd has their customer service. This customer service will do a follow up call to a member, asking them about what they need while inform them about current promotion to persuade them to purchase more product.
4. Retail or consumer Retail consists of the sales of goods in a fixed location. Wellness Concept also put their product in wellness store such as in JUSCO and Carefour. Some of the members in Wellness Concept have its own organic shop, so they buy the product in Wellness Concept for resale in their shop.
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4.0 Assessment of Your Practicum Experience

From this practicum, I learned and understand how influences their development as a successful leader and develop their emotional leadership capabilities and also the rational management skills necessary to progress in their management career. As we know that 4Ps is the important element in marketing. From this practicum I learned how the company implements it in their business. I learned how the company use 4Ps to look at the target Customer. These are the factors which are taken into account by external and Internal Environment of Company. The goal is to make decisions by using the 4P's in the target market in order to create perceived value and generate a great response. Beside that, I also learned discover how to choose the strategy, implement it and what they need to do to generate profits in the future. When I was in practicum, I ever join with some event. There I doing a direct selling. I learned how we deal directly with the customer, explained about the product and encouraged them to purchase the product. I saw and learned how companys leader and the customer service explained attractively to influence the cutomer to purchase the product. Then, I also learned how to lead and develop their employees to achieve maximum productivity and profitability and learn the impact of their decision-making in the companys strategy & bottom line profits. The purpose is to create a decision making tool and framework for staff to use, that combines the concept of the triple-bottom line with the mission and values of the organization. Lastly, I understand how to read and interpret the financial process to improve their involvement and contribution in business planning and learn how to outsmart their competitors in sales and marketing strategies such as improve in communication skill and problem solving.
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I suggest that UIL seeking suitable and relevant organizations for student and organizing career related programmes for student's personal development. Overall, the practicum experience was great and I learned a lot with exceptionalities. I learned great techniques and strategies for when I working in real environment.
Conclusion
Wellness Concept (M) Sdn Bhd is one of the multi-level marketing in Malaysia that creates awareness on green lifestyles and is a pioneer in the market introduces unique products while promoting a healthier nutritional concept that improves the quality of life through the theme of Good Health True Wealth. Wellness Concept has taken a major step by following the Green Revolution aspirations by Dr Yoshide Hagiwara, the creator of Barley Green. By adopting the concept of LOHAS*, which is fundamentally about organic, health, and environmental protection for the business development of the company, Wellness Concept is helping consumers gain healthy and quality lifestyles while helping our business partners achieve optimal wealth sharing. Since it was beginning on 2003, the sales of this company are increased year by year. This company is not focusing their target market for certain peoples, the product of this company can consume by everyone even by kids also, but 90% of the total customers in Wellness Concept are Chinese, while Malay only 10% and Indian are 10%. Besides that, advertising plan were help the company build the good advertising in term of increase their customer profit based on the several objective. To make the product are available and close with customer, Wellness Concept (M) Sdn Bhd as a organization that were responsible to distribute the product was using the several medium to create some attention to their customer. Wellness Concept (M) Sdn bhd advertise their products by creating creative banners, brochures, flyers, direct mailing, short message (sms) and website. These promotions are very important to the product to penetrate the market. In conclusion, I believe that Wellness Concept can expand their business and achieve the vision, mission and objective of the company.
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Reference
Micro Environmental Factor. Retrieved October 3rd, 2010, from http://www.learnmarketing.net/microenvironment.htm 4Ps of Marketing. Marketing Mix. Retrieved 4th, 2010, from http://www.saching.com/Articles/4P-s-of-Marketing-Marketing-Mix-208.html How to Do Market Research. The Basic. Retrieved 4th, 2010, from http://www.entrepreneur.com/article/217345 Wellness Concept. About Us. Retrieved October 5th, 2010, from http://www.wellnessconcept.net/v3/aboutus.html Wellness Concept. Vision Mission. Retrieved October 5th, 2010, from http://www.wellnessconcept.net/v3/aboutus_visionmission.html Wellness Concept. Company Founder. Retrieved October 5th, 2010, from http://www.wellnessconcept.net/v3/aboutus_companyfounder.html Wellness Concept. Product. Retrieved October 5th, 2010, from http://www.wellnessconcept.net/v3/products.html
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Appendix
Company Logo
The products
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List of price
Poduct Barley green Beta Beet Beta Carrot Fibergreen Nutrigrain Member Price (WM) RM 150 RM 150 RM 150 RM 150 RM 140 RM 150 RM 170 Member Price (EM) RM 160 RM 160 RM 160 RM 160 RM 150 RM 160 RM 180 Non-member Price RM 170 RM 170 RM 170 RM 170 RM 160 RM 170 RM 190
Probio Plus Skincare
Membership
C in 90% h ese Malay 10% In ian 10% d
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BPMX 4998: Laporan Praktikum

UNIVERSITI UTARA MALAYSIA

Wellness Concept (M) Sdn Bhd

BPMX 4998: Laporan Praktikum

UNIVERSITI UTARA MALAYSIA

BPMX 4998: Laporan Praktikum

UNIVERSITI UTARA MALAYSIA

BPMX 4998: Laporan Praktikum

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Wellness Concept (M) Sdn Bhd

BPMX 4998: Laporan Praktikum

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Figure 1.2.1 Organization Chart

BPMX 4998: Laporan Praktikum

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Wellness Concept (M) Sdn Bhd

BPMX 4998: Laporan Praktikum

UNIVERSITI UTARA MALAYSIA

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BPMX 4998: Laporan Praktikum

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2.0 Practicum Work Responsibilities

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BPMX 4998: Laporan Praktikum

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3.0 Marketing Audit

3.1 Marketing Environment

3.1.1 Macro-environmental Influences

Wellness Concept (M) Sdn Bhd

BPMX 4998: Laporan Praktikum

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BPMX 4998: Laporan Praktikum

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BPMX 4998: Laporan Praktikum

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One Stop Marketing From Japan New Company

The 3rd fastest

growing company among 100 company

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Establish Since Race Strategy

Chinese 90 % Malay 5% India 5% Product Marketing Plan Training System

Chinese 80 % Malay 10% India 10% Marketing Plan

Chinese 10 % Malay 80% India 10% Product Marketing Plan

3.1.2 Micro-environmental Influences

Wellness Concept (M) Sdn Bhd

BPMX 4998: Laporan Praktikum

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3.2 Marketing Strategy Analysis

Wellness Concept (M) Sdn Bhd

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BPMX 4998: Laporan Praktikum

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Analysis of Marketing Situation

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Assessment of Opportunity and Threats