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Prepared by, Wong Chee Haur, Faculty of Business Management, Cosmopoint International College of Technology, No. 68, Jalan Sultan Idris Shah, 30000 Ipoh Perak.



Hereby, declare that: This work has not previously been accepted in substance for any diploma, locally and is not being concurrently for this diploma or any diploma. This project paper is the result of my independent work and investigation about boutique.




LETTER OF SUBMISSION Wong Chee Hau, Diploma of Business Management Cosmopoint International College of Technology No. 68, Jalan Sultan Idris Shah 30000 Ipoh Perak Darul Ridzuan. Ms. S. Komlavathi, Coordinate of Business Management Cosmopoint International College of Technology No. 68, Jalan Sultan Idris Shah 30000 Ipoh Perak Darul Ridzuan. Dear Ms., HANDLING OUT THE BUSINESS PLAN As the above mention, we Prince Phone Shop Enterprise Company were require to prepare the business plan on the beginning of our semester that is on Jan 2013. We had chosen this industry that will give good quality for our business plan. The choice of the topic is based on the potential current market, which is available widely. We had been asked to hand this business plan May 2013. We hope that this business plan will be acceptable. Thank You. Your Sincerely,

(WONG CHEE HAU) 920423-08-6195 General Manager Link Mobile & Software 3

TABLE OF CONTENT Title Page Declaration of Original Work Letter of Submission Table of Content Chapter 1: Introduction 1.1 Name of Company Name 1.2 Nature of Business 1.3 Industry Profile 1.4 Date of Commerce 1.5 Factors in Selection the Business 1.6 Future Prospect of the Company

Introduction Name of Company Links Mobile and Software Nature of Business Sell Handphone Date of Commerce 1st January 2014 Factors of Selecting the Business Telephone System Business telephones, like any other tool, also need to be upgraded. In case your business telephone does not serve its objective any more, this might be because your telephone is out dated and can no longer cope with your changing needs. For example, you may be getting a higher volume of calls, however you only have two phone lines. In business, you need to make a choice -- will you stay using the old system or replace it with a new one? You might have gotten too comfortable with your old system or you might be worrying regarding the cost with the upgrade. Upgrading and learning to use a new system might not sound like an attractive option. But replacing your business telephone is really a win-win solution for your business and your clients. Listed below are some ideas that you must consider when choosing your business telephone. Think of replacing your Old Telephone with Up to Date Technology The term cloud PBX normally describes the most recent in phone system technology. Cloud PBX harnesses the power of the Internet and integrates and interconnects all your communication devices with one easy-to-manage interface. This type of business telephone system connects your own personal computer, smart phone, voicemail and e-mail, enabling clients to reach you via one business phone number. Not only does the Cloud PBX business telephone system replace classic PBX, it has also added functions that can give your business an instant face lift. A cloud PBX business telephone system can give you access to modern communication services like auto attendant, video conferencing, internet fax, visual voicemail, multiple virtual extensions, low cost long distance telephone calls, and more. Make Great Choices Deciding to replace your old company telephone system may seem like a huge leap for your business, simply because this 5

entails money from your end. It really is essential that you ask for expert advice from people who know best concerning this issue before deciding to buy a telephone system in order for you to minimize your skepticism. It is also sensible to compare each of the business telephone system plans offered by various companies and try to weigh their pros and cons. In the end, choose the one that best fits your requirements. Understand Business Telephone Maintenance. Maintenance will often be a concern for anyone who is going to revamp his phone system. This aspect must always be considered due to the fact this also entails money. Theres also the risk of losing clients if your system fails. In case you are going to select cloud PBX, you need to consider the hardware requirements, software updates, and customer support, to name just a few. On the other hand, in case you are going to choose the standard phone system, its important that your provider offers reliable maintenance service or that you have your own in-house service. These factors can take a toll on your business if fail to consider them. Always remember that the business telephone system that you simply choose depends upon your business needs and objectives.

Purpose Mobile marketing is marketing on or with a mobile device, such as a cell phone. Mobile marketing can also be defined as the use of the mobile medium as a means of marketing communication, the distribution of any kind of promotional or advertising messages to customer through wireless networks. More specific definition is the following: using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders". Mobile marketing is commonly known as wireless marketing, although viewing advertising on a computer connected to a home local area network is not considered to be mobile marketing.

Company Background Name of the Company Business Address Correspondence Address Telephone Number Form of Business Main Activities Date of Commencement Date of Registration Registration Number Name of Bank Bank Account Number : : : : : : : : : : : Links Mobile and Software No. 54, Old Klang Road, 30100 Ipoh Perak. info@linksmobile.com.my 05-2492339 Ownership Selling Handphone 1st January 2014 1st December 2013 758431-T May Bank 1136611959

Location of the Business Links Mobile and Software is located on the Old Klang Road in the surrounding of the Ipoh City. It is a strategic location in the midst of other business such as shopping complex center, restaurant, hotels and cyber cafe also various housing estate. It is close to Laxamana Street.

It is a single store corner lot worth a monthly rental of RM 2,000. The facility will be divided to few section. The section of Links Mobile and Software features a reload department, phone display department, customer service department and counter department.

Others basic amenities available are: Water Electricity Telephone Lines Internet Lines Public Transport Store Room

Introduction to the Organization VISION Our vision is to ensure customer satisfaction and loyalty. It will provide a completely sophisticated, sensual to our customer. We want to make our customer to satisfy with our services. It will be an affordable venture for patrons, one that will encourage them to return on many occasions.

Finally and quite significantly, Links Mobiles and Software will provide a much needed neighborhood based retail handphone and service handphone that is currently unavailable to the Ipoh Society. Not only is it projected that the business will generate new jobs.

MISSION We build technology and content solutions that are simple, easy to use and valued by our customers. We strive to serve and know our customers better than anyone else.

OBJECTIVE Desired sales or profit level. An innovative player in the market. A leading in the quality of customer service. To help to motive individuals and teams to reach a common goal. To provide an agreed, consistent focus for all phone.



General Manager Wong Chee Hau

Sales Supervisor Wong Chee Yew

Promotion Supervisor Wong Mei Ling

Admin & Account Executive Wong Shu Juan

Sales Representative


MANPOWER PLANNING POSITION General Manager Sales Supervisor Promotion Supervisor Admin & Account Executive Sales Representative Designer TOTAL STAFF Table : Position and Number of Staff NUMBER OF STAFF 1 1 1 1 1 1 6


Schedule of Tasks and Responsibilities POSITION General Manager RESPONSIBILITIES A sales manager plays a key role in the success and failure of an organization. He/She is the one who plays a pivotal role in achieving the sales targets and eventually generates revenue for the organization. Sales Supervisor Sales executives are responsible for the maximization of sales for a companys products. Help in the turnover of sales and provide datas regarding changes required in the product to meet customer standards. People who reach towards the customer directly. Promotion Supervisor Plans, coordinates, and directs advertising campaign for clients of advertising agency: Confers with client to determine advertising requirements and budgetary

limitations, utilizing knowledge of product or service to be advertised, media capabilities, and audience

characteristics. Provide efficient day to day administrative support. To support and prepare all sales related documents. To support daily operations. To handle clerical works and Admin & Account Executive basic accounting tasks. To work independently with minimum supervision. To maintain proper filing system to ensure documents are traceable in an efficient manner. Perform other duties as assigned or needed. Promotes/sells orders from existing and prospective customers Sales Representative through a relationship-based approach.

Demonstrates products and services to existing/potential customers and assists them in selecting those best suited to their needs.


Graphic designers/artists design graphics for use in media


and multi-media products such as magazines, labels, CDROMs, advertising and signage.


SCHEDULE OF REMUNERATION Monthly Position No Salary (RM) General Manager Sales Supervisor Promotion Supervisor Admin & Account Executive Sales Representative Designer 1 1 1 5000 3000 3000 EPF Contribution (13%) (RM) 650 390 390

Sosco (2%) (RM) 100 60 60

Amount (RM) 4250 2250 2250





1 1

2000 2000

260 260

40 40

1700 1700

LIST OF OFFICE EQUIPMENT Price Per Unit (RM) 3000 300 1800 2000 TOTAL Total Cost (RM) 3000 600 1800 2000 7200

Item Office Furniture Table & Chair Air Condition Computer

Quantity 1 Set 2 Set 1 Set 1 Set


ADMINISTRATIVE BUDGET Fixed Assets Expenses (RM) Furniture and Fitting Salaries 7,200.00 Monthly Expenses (RM) Other Expenses (RM)




Rental Deposit





SALES FORECAST SALES FORECAST FOR THE LINK MOBILE AND SOFTWARE YEAR 2014 January February March April May June July August September October November December TOTAL 2015 2016 GRAND TOTAL RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 30,000 RM 360, 000 RM 600, 000 RM 800, 000 RM 1, 760, 000


Distribution Strategy Inter-Channel Relationship The operation of handset distribution channel mainly involves flow of capital, logistics, business flow and information. The operation of handset distribution channel is different from that of other IT products mainly in its relationship with operators. Handset retailers not only sell handsets, but also provide network connecting services to customers through selling SIM cards on behalf of mobile phone operators. Specifically, for those services that require less complicated procedures to connect, such as prepaid services), customers mainly choose operators through buying communication cards offered by these operators. SIM cards are classified into pre-paid cards (similar to pay-as-you-go type in the UK) and traditional SIM cards (similar to contracted type). The pre-paid cards are issued by operators to end users directly from operators outlets and also to handset retailers through wholesalers. The traditional SIM cards, known as Go Tone Cards, are only issued by operators directly. For this type of card, the user must be a local resident (with local ID) as the user pays a fixed monthly fee plus calling charges at end of each billing period (a month).


Distribution Modes for GSM Handsets The development of GSM technology is comparatively advanced, and telecommunication operators are experienced with managing GSM services, therefore the corresponding distribution channels are also relatively mature. The common channel mode for GSM handset distribution. Distribution Modes for CDMA/GPRS Handsets While the technology of CDMA & GPRS is relatively immature, the corresponding telecommunication operation business has not fully developed in China. Their distribution channels are still being improved. Operators play an important role in handset distribution of such types of handsets. For example, China Mobile has been dominating the mobile market sales with GSM handsets. As a late comer in this market, China Unicom is seeking an opportunity to catch up and exceed China Mobiles market share by being actively involved in promoting CDMA handsets. However, it is worthwhile to point out that there is a trend to go for a flatter channel mode for all types of handsets, with household appliance chains joining in the distribution market. In particular, CDMA & GPRS handsets distribution channels are comparatively more simplified than GSM handsets, and are mainly controlled by large specialist handset agents or distributors.


Characteristics of Handset Distribution High-end versus Low-end Handsets Generally speaking, high-end handsets and low-end handsets share the same distribution channels. While household appliance chains sell both low-end and high-end mobile handsets, specialist handset retailers sell higher end handsets. Major Cities versus Medium-to-small Cities While branches and agents of handset manufacturers are well presented in central areas of almost all major cities, specialist handset retailers and house appliance chains have expanded to most medium-sized cities and even counties, most of which are associated with operators. Chains of the large specialist distributors are densely deployed in the major cities. Rural Areas Due to the great income gaps between urban and rural areas in China, penetration rate of handsets in rural area is much lower than that in urban areas. Rural market is mainly in the more developed regions including coastal areas and rural areas close to big cities. In rural areas, people generally go to nearby towns and counties to buy handsets. Similar to the distribution channels in cities, distribution channels in rural areas are classified into three types: operators outlets, specialist handsets retailers, and department stores / retail supermarkets. Most people tend to buy handsets through the former two types of channels.


Service Description Links Mobiles & Software offers a wide range of services as outlined in the detailed sections below. It is ultimately the goal of the company to offer a one-stop facility for all auto servicing needs, including brakes, transmission, wheel alignment, etc. In this way the company can offer greater perceived value for the customer than many other shops which specialize in certain areas. The industry is highly competitive with suppliers having a great deal of power in setting and negotiating the prices of their products and services to repair shops. In addition, because the customers see the service as undifferentiated and a "commodity" with little value separation between competitors, buyer power is also very high. Finally, the barriers to entry are moderately low, and the large number of competitors in this field, including substitutes (such as do-it-yourself work) mean that the pricing for such services are very competitive. The only way to have an advantage in this industry is a low cost leadership principal applied aggressively or to create higher switching costs through the building of strong business to customer ties. Links Mobiles & Software will hire trained and certified mechanics who are able to prove they have superior customer awareness and interaction. It is the company's professional people who will fulfill the firm's contracts and goals. The largest part of the company's expenses will be in labor costs.


Service Description Links Mobiles & Software provides a wide range of auto repair services. These include:

Scheduled maintenance. Repaid hand phone software and hardware

Each job or project will be on a reservation basis, although we will accept a small percentage of drive in repair work.


Competitive Comparison The company repair industry is highly competitive. Each company within this field has high capital costs, low margins, and a high intensity of competition.

Suppliers have a great deal of power in setting and negotiating the prices of their products and services to repair shops. This is due to the fact that the suppliers who absorb the greatest amounts of cash from repair shops are large auto part companies. These companies are more consolidated that the repair industry, have deeper pockets, an almost limitless number of substitute customers, and finally they are the single most important supplier to industry. Therefore, these companies can set whatever price they wish to. Furthermore, labor is a supplier in this industry as well, and salaries for such individuals are well known and not very flexible.

In addition, because the customers see the service as undifferentiated and a "commodity" with little value separation between competitors (if they offer a suitable level of quality) buyer power is also very high. Additionally, the costs of our services are not cheap, and buyers are willing to search for the most favorable combination of price and acceptable service.

The barriers to entry and exit are moderately low in this industry. Switching costs are virtually non-existent and the costs to entry and exist the market are low. The large number of competitors in this field including substitutes mean that the pricing for such services are very competitive. The only way to have an advantage in this industry is a low cost leadership principal applied aggressively to all aspects of the business or to build up customer relations to a point where the switching costs are raised.

Technology The technological revolution in computers has enhanced our abilities to diagnose and repair our clients vehicles. Links Mobile & Software will remain on the cutting edge by instituting the use of computer diagnostic equipment in its shop. The company will continue to seek new ways to provide a better service through technology. 22

PROMOTION STARTEGY Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

Advertising A campaign developed by a business to encourage potential customers to purchase a good or service. An advertising strategy is generally tailored to a target audience perceived to be most likely out of the population to purchase the product. Example: Special offers, advertising media, and website.

Sales Promotion Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Example: Buy-One-Get-One-Free, Customer Relationship Management

Personal Selling Face to face communications tool which is used to help inform, demonstrate and develop long term relationships with specific members of a particular target audience. It is an integral part of the marketing communications effort and should be used to reinforce the effects of all of the other tools of the communications mix like promotion, digital, sponsorship, advertising, public relations and direct marketing.


Marketing Plan Product or Services Links Mobile & Software will managing service differentiation. Example is develop offer, delivery and image with competitive advantages. Company will managing service quality also. Example are empower employees, become customer obsessed, develop high service quality standards and watch service performance closely. Managing Service Productivity also available in Links Mobile & Service. Example are train current or new employees, increase quantity by decreasing quality and utilize technology. Product Support Services Companies should design its support services to profitably meet the needs of target customers. Example of Service: Intangibility, Inseparability, Variability, Perishability. Example steps is as following:Step 1. Survey customers to determine satisfaction with current services and any desired new services. Step 2. Assess costs of providing desired services. Step 3. Develop a package of services to delight customers and yield profits.

Marketing Strategic for Service Firms Links Mobile & Service will managing service differentiation. Example is develop offer, delivery and image with competitive advantages. Managing Service Quality also available empower employees, become customer obsessed, develop high service quality standards and watch service performance closely. Another than that, company also managing service productivity based on employees. Example are train current or new employees, increase quantity by decreasing quality and utilize technology.


Target Market To target a particular sector, the entire market has to be first divided based on different criteria. This can be done in the following ways: Demographic Segmentation: This is segment involves category of customers based on factors such as age, income, family size, gender, education, nationality and race.

Geographical Segmentation: As above, segmentation based on the religion is important while dealing with specific products like desert coolers, fur coats, blankets, snow boots and raincoats. The climatic conditions will determine ones target area.

Behavioral Segmentation: This form of segmentation clubs factors like brand loyalty and value of quality. For example, several company market their products specifically to customers loyal to their products. Then again, certain company target their high scale products to people who cherish, value and ready to shell out extra cash for valuable pieces.

Psychographic Segmentation: This type of categorization involves clubbing of people's Interests, lifestyle and personalities.

Technographic Segmentation: This type of segmentation differentiates people based on technology use. With technology becoming such an ingrained part of lives, techno graphic segmentation becomes all the more important.


SWOT Analysis of Mobile Market The latest trends on Mobile Market were discuss. Here is a SWOT analysis for mobile marketing based on the discussion.

Strengths - Adoption of the mobile internet is speeding up and consumption of content is growing. - The experience of using the internet to go online is getting more agreeable all the time due to better technology, including handset improvements. - The 'walled garden' approach adopted by mobile operators is being consigned to the dustbin with the likes of T-Mobile and 3 signing deals with the big search engines. - Fixed price 'all-you-can-eat' deals for mobile content are helping to drive content consumption. - There is more leadership from bodies such as the Mobile Marketing Association. - It is getting easier to pay for things by mobile, especially small-ticket items.

Weaknesses - The mobile internet is not yet mass market which means that brands / advertisers are only dipping their toes into this rather than committing serious budget. It's where 'internet marketing' was several years ago. - In terms of handsets, the market is actually getting more fragmented which means that it is getting harder rather than easier to work towards a user experience which is satisfactory across the board. - The fact that mobile marketing is not a discrete area of marketing means that there is no body with a mandate to oversee the various constituent parts. It can be hard to know where to go for best practice, advice etc.

Opportunities - Mobile Search - there is a great opportunity for advertisers to get traction on mobile search engine listings as many brands haven't jumped on board yet. - Local search / listings ... phones with GPS. Huge potential.


- The mobile phone is a very personal device and a great opportunity to get personalized marketing messages across - if done properly. - Acquisition and Retention. -Branding and direct response. - Flash Lite means that more designers and developers will get on board with mobile with something which is familiar.

Threats - It continues to get more difficult for companies to provide a consistent experience across different browsers and the ever expanding variety of handsets and personal devices on the market. - Abuse of mobile marketing damages the industry (i.e. consumers being ripped off and permission marketing principles being ignored). It could get worse if the offenders are not punished properly. - From the point of view of the mobile operators, there are numerous threats which boil down to any disintermediation from the value chain, whether because of VOIP or the fact that consumers don't want their content.


Sales Promotion The 4 Ps of marketing are product, price, place and promotion. All four of these elements combine to make a successful marketing strategy. Promotion looks to communicate the companys message across to the consumer. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing.

Advertising Advertising is defined as any form of paid communication or promotion for product, service and idea. Advertisement is not only used by companies but in many cases by museum, government and charitable organizations. However, the treatment meted out to advertisement defers from an organization to an organization. Advertising development involves a decision across five Ms Mission, Money, Message, Media and Measurement.

Mission looks at setting objectives for advertising. The objectives could be to inform, persuade, remind or reinforce. Objective has to follow the marketing strategy set by the company.

Money or budget decision for advertising should look at stage of product life cycle, market share and consumer base, competition, advertising frequency and product substitutability. Messages development further is divided into four steps, message generation, message evaluation and selection, message execution, and social responsibility review. Once the message is decided the next step is finalizing the media for delivering the message. The choice of depends on reach of media, frequency of transmission and potential impact on customer. Based on this choice of media types are made from newspaper, television, direct mail, radio, magazine and the internet. After which timing of broadcast of the message is essential as to grab attention of the target audience.


Tools of Sales Promotion Checking on the effectiveness of communication is essential to companys strategy. There are two types of research communication effect research and sales effect research.

Sales Promotion Promotion is an incentive tool used to drive up short term sales. Promotion can be launched directed at consumer or trade. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. Consumer incentives could be samples, coupons, free trial and demonstration. Trade incentive could be price off, free goods and allowances. Sales force incentive could be convention, trade shows, competition among sales people.

Sales promotion activity can have many objectives, for example, to grab attention of new customer, reward the existing customer, increases consumption of occasional users. Sales promotion is usually targeted at the fence sitters and brand switchers.

Sales promotional activity for the product is selected looking at the overall marketing objective of the company. The final selection of the consumer promotional tools needs to consider target audience, budget, competitive response and each tools purpose.

Sales promotion activity should under-go pretest before implementation. Once the activity is launched it should be controlled as to remain within the budget. Evaluation program is a must after implementation of the promotional scheme.

Public Relations Companies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues.


Companies are looking at ways to converge with functions of marketing and public relation in marketing public relation. The direct responsibility of marketing public relation (MPR) is to support corporate and product branding activities.

MPR is an efficient tool in building awareness by generating stories in media. Once the story is in circulation MPR can establish credibility and create a sense of enigma among sales people as well as dealers to boost enthusiasm. MPR is much more cost effective tool than other promotional activities.

Direct Marketing The communication establishes through a direct channel without using any intermediaries is referred to as direct marketing. Direct marketing can be used to deliver message or service. Direct marketing has shown tremendous growth in recent years. The internet has played major part in this growth story. Direct marketing saves time, makes an experience personal and pleasant. Direct marketing reduces cost for companies. Face to face selling, direct mail, catalog marketing, telemarketing, TV and kiosks are media for direct marketing.

Advertisement, Promotional activity, Public relation and direct marketing play an essential role in helping companies reaches their marketing goals.