1.

0 Introduction
1.1 Company Background
An unusual approach to art. Impression makes an entrance as BAD. An attitude of
the alter ego to an odd kind of awkward, genius. Turning his personal impression of
the world he sees, his wicked experiences, alongside with his obvious interest toward
hip hop, into a piece of abstract art with abnormal aestheticism. This assemblage of
confined thoughts of atypical art with the eccentric theory, outlook and vision, is an
impression, this represents BAD. (Facebook, 2015) - This statement or quote above
is taken from BADKLS official Facebook Page.
BADKL is an a local start-up fashion clothing line created by Malaysias finest young
and talented designers looking to create their own mark in the Malaysian Fashion
Landscape. As mentioned above, BADKL is a start-up clothing-line that features
street wear (s) and everyday attire for young urban men and women in Klang Valley
area. Although the organization does not limit themselves for Klang Valley youth (s)
only, however for now their focus are towards youth (s) in the mentioned geographic
setting.

1.2 List of Product (s)

 BADKL features a line of products ranging from shoes, hat (s), sweatshirts,
pants, Casual & Smart Casual Shirts and their famous trademark Bucket Hats
& Leather Backpack.
The pictures below will showcase BADKLs complete list of products and is
taken from their official Facebook Page.

2.0 SWOT Analysis (Strength, Weaknesses, Opportunities, Threats)

Definition of SWOT Analysis
SWOT analysis is an analytical tool used for the identification and categorization of
internal and external factors. Strengths and weaknesses in SWOT analysis are termed
as internal factors while opportunities and threats are termed as external factors.
(PESTLE Analysis, 2014)

Strength
BADKL is a start-up company that is fresh with cutting edge sense of style
and direction that definitely can capture a lot of Youth (s) attention in todays
society. With a range of selection that offers sensational looks for consumers,

BADKL will definitely be a force to be recognized with in the near future.

Moreover, due to good networking from its internal stakeholders, BADKL has
managed to attain a lot of local celebrity endorsements such as Joe Flizzow,
Sonaone, and Altimet which are Malaysias top three rappers in the music
scene right now. Due to the huge amount of publicity these celebrities are able
to generate to the public, a lot more individuals in the society are more prone
to become potential customers of the brand. This is because, each of these
Rappers has huge amount of fan-based; therefore their fans will indirectly
follow their fashion sense. Hence, how BADKL has able to generate that
much impact within a short amount of time being viable in the industry.
Subsequently, BADKL like other start-up companies has utilized the usage of
Social Media to create Marketing Hype to promote their brand. It this no
denial that Social Media has become the most powerful channel in
disseminating informations to the selected target public (s) as it is easily

accessible, cost-effective and most importantly fast.

Weaknesses
In any organization, old or new, there is bound to be flaws that can potentially
become a Crisis if not managed properly by the Organization. BADKLs
brand materials from clothing attires to accessories are produced in Malaysia
itself. Therefore, the production labors to produce each product are relatively
high which will affect the selling prices. This means that BADKLs products
are sold of high market price compared to existing local products available out
there in the market. The market segmentation for BADKL is quite tough, as
not only it has to compete with existing local brands that offers similar
business ventures as them but with a lower price, but BADKL also has to
compete with international brands such as H&M, Topshop, Uniqlo and many
more.

Opportunities
Being a start-up company, the future is limitless for BADKL as if the
marketing approach are done right, BADKL can be a long-lasting brand that
offers even more ranges of products that will satisfy the customers demands
ad in business, where there is demand, there is supply. If the organization is
able to sustain the amount of celebrity endorsements and perhaps even expand
their horizons, BADKL will undeniably gain the publics support as the public
tend to deemed anything that is represented by their favored celebrities more
credible than something that is not endorsed by any.

Threats
Entrepreneurs face many challenges when starting a new business. A
depressed economy, uncertain market conditions and financial struggles all
pose a legitimate threat to the successful launch of a new company.
(Small Business - Chron.com, 2015)
In reference with a quote taken from Small Business - Chron.com (2015), it
clearly states that a startup company will face many challenges that often at
times will determine whether the organization will survive for the first 3-5
years of its existence.
For instance, if BADKL does not solve their high price products situation that
they are facing at the moment, less demand for their products and may lost
brand loyalty as well as gaining potential customers that will not generate
higher Return of Investment (ROI).
Moreover, BADKL needs to spend more money in advertising and not only
rely on network celebrity endorsements that will eventually fade once the

Hype is up or if the celebrity endorsing a product is involved in bad scandal,

this will reflect bad to the companys reputation and will result in loss of
followers as well as public support.

Problem Statement
A problem statement is a clear concise description of the issue(s) that need(s) to be
addressed by a problem solving team. (Ceptara.com, 2015)

Large proportions of young people across racial and ethnic groups have access to the
Internet and use online social media regularly to stay connected to their family and
friends and pursue interests and hobbies. (News.uchicago.edu, 2015)
The statement above supports my argument that Youth (s) are prone to develop
personal sense of style based on personal interest, personalities, behaviors and
influences of social surroundings; Idols, Celebrities, Family Matters or even daily
information consumed based again on their personal interest. The main subject matter
of this Mini Research do a startup company and how to improve it face how to
overcome challenges existing qualities for better transformation in the future.

4.0 References
Ceptara.com,. (2015). How To Write A Problem Statement | Ceptara. Retrieved 16
June 2015, from http://www.ceptara.com/blog/how-to-write-problem-statement

Facebook,. (2015). BAD KL. Retrieved 16 June 2015, from

https://www.facebook.com/BadKl/info?tab=page_info

News.uchicago.edu,. (2015). Survey finds youth use new media for peer-based
participatory politics | UChicago News. Retrieved 16 June 2015, from
http://news.uchicago.edu/article/2012/06/27/survey-finds-youth-use-new-media-peerbased-participatory-politics

PESTLE Analysis,. (2014). The SWOT Analysis Definition your Organization Needs.
Retrieved 16 June 2015, from http://pestleanalysis.com/swot-analysis-definition/

Small Business - Chron.com,. (2015). Risks of Starting a New Business. Retrieved 16

June 2015, from http://smallbusiness.chron.com/risks-starting-new-business4195.html