c. Discuss the major factors affecting the market growth(e.

g
industry trends, socio economic trend and government policy)
Market growths are based on many factors. One of them is the expanding
green industry that has emerged to be the leading trend nowadays. Most of
the products available in the market now are eco-friendly and green based
product and they imposed no harm to consumer and environment. Secondly
is socio-economic trend. The uncertain growth in the economy has affected
the way people run and doing their business. The marketing ways has
changed a lot if compared to the old days where newspaper and television
were the main source. Social media like whatsapp, instagram and facebook
have been the new platforms to introduce and sell their product as they are
cost effective and can be done faster. Another factor is the government
policy at the present. The policy that emphasize on making profit while
having negligible impact on environment has urged manufacturing
companies to adopt sustainable practices throughout their operation.
4.3. Competition and competitive edges Edges
a. Make arealistic assessment of the strength and weakness of
competitors
Competitiors
Federlite Sdn Bhd

Mapo
Bhd

Industries

Strength
Weakness
Available in many
Expensive
Unattractive color
size
Heavy
and
Made from strong
difficult
to
material
manage

Sdn

Bright Pancar Sdn Bhd

Available
with
wheel
Lightweight
Available in many
colour

Limited sizes
Expensive
Cannot withstand
heavy loads

Made from strong

material
Can
withstand
heavy loads

Limited sizes
Limited color
Expensive
Only offer steel
bin or dustbin

b. Compare competing and substitute products or servis on the

basis of market share, quality, price, performance, delivery, timing,
service, warranty and other pertinent features

The characteristic of our

product
Quality

Our product
Comes in various
sizes
Contain
many
compartments
Able to compress
and optimize the
space of the bin
Able to absorb
smell

Stated competitors
The
product
produced does not
offer the same
qualities
and
cover
all
the
aspects like we
did. They mostly
focus
on
the
external features

Delivery and timing

Lightweight
Comes in various
colors
Strong durability
Eco-friendly
Sold at affordable
price

such
as
the
material and the
design of the bin

The date for delivery

will be as specified
in the order made by
customer.
The
minimum
delivery time is 3
days.
We will give notice to
customer
of
any
likely
delay
in
delivery of which it
becomes aware and
shall
provide
customer
with
prompt
and
reasonable notice of
the
re-scheduled
delivery date
If our company is
late
with
any
delivery
of
our
products, customer
will be given the
right to cancel the
order
for
such
products at any time
before delivery of
relevant products is
effected

The
delivery
system are not
that
effective.
Most of them take
too many days
before the product
can be delivered
to customer safely

Service and warranties

Correspond strictly
with any and all
representations,
descriptions,
advertisements,
brochures,
drawings,
specifications and
samples made or
given
by
our
company or our
agent
Replace
the
defective Products
with Products in
accordance with
the warranty set
out
by
our
company as soon
as
possible
without
any
additional cost
Repair
the
defective products
without
any
additional
cost
imposed
on
customer

The product sold is

not the same to
what is featuring
in the brochure
Fail to replace the
defective product
effectively
and
immediately

c. Compare the fundamental value that is added or created by your

product or service in term of economic benefit to the customers and
competitors
Our company will always maintain our production cost. We will get all the
needed material with lower price from our supplier. Thus, our company can
sell this bin with reasonable price to customer. In return, the customer is able
to afford a good dustbin with the price that they can afford. It will also trigger

our competitors to create their dustbin with the same quality and standard
thus it will create a healthy competition between companies.
d. Discuss the current advantages and disadvantages of these
product or servise and say why they are not meeting customers
need
The old dustbin is a large steel waste receptacle. It is difficult to manage all
the rubbish thrown in it. There is not enough space and safety being
provided and it can provoke the risk of injury through lifting or from sharp or
possibly contaminated objects in garbage bags. We redesigned the ordinary
dustbin to odorless and separated trash compartment that users can throw
rubbish either it is wet or dry. This dustbin is a detachable dustbin in which it
can also be separated into compartments that determine what materials can
be inserted into the bin before it is collected by garbage truck. Besides, we
also reduce the risked injury through a dynamic design for maximum
stiffness and mechanical strength.
4.4 Estimated Market Share and Sales
a. Based on your assessment of the advantages of your product or
service, the market size and trends, customer, competitor and their
products, estimate the share of the share of the market and the
sales in units and ringgit that you will acquire in each of the next
three years . Remember to show assumptions used
Product/service Market Share and Sales
Year
2015
2016
Market share(%)
40%
50%
Total sales in
RM500 000
RM1000 000
units
Total sales in RM

2017
60%
RM2000 000

4. 5 Marketing Strategy
a. Overall marketing strategy. Describe the specific marketing
philosophy and strategy of the company, given the value chain and
chanel of distribution in the target market. Include for example, a
discussion of the types of customer groups that your are targeting
for initial intensive selling effort those that you are targeting for
later selling effort

Overall marketing strategy. Describe the specific marketing philosophy and

strategy of the company, given the value chain and chanel of distribution in
the target market. Include for example and discussion of the types of
customer groups that you are targeting for initial intensive selling effort
Among the strategy that we will adopt upon the initial selling of our product,
one of them is differentiation strategy. We will promote the uniqueness of
our product such as our design, color and size and also the special value
added to it if compare to our competitors. We will also adopt the low cost
strategy because we want to maintain our production costs. It can be done
by negotiating with the supplier upon the material they supply to
manufacture the dustbin. Another strategy that we like to include is rapid
response strategy. It is done by always stay up-to-date about the
customer needs and wants. Regarding our target customer upon the initial
intensive selling, we will focus on those at the new housing area considering
the fact that it is important to have a place where they can throw the
rubbish and unnecessary thing . It is also done with the purpose to inculcate
the awareness among people of that particular residential area about the
important of cleanliness. For the latter, we will focus on selling our product to
school, companies or those that still used conventional or ordinary dustbin
b. Pricing. Discuss the pricing strategy, including the prices to be
charged for your product and service and compare your policy with
those of your major competitors
Our pricing strategy will vary with time. In the beginning we will try do
skimming or creaming first. It is done to reimburse the cost of our
investment and target the early adopters of our product. The dustbin is sold
at higher price as the customers at that time have lower price-sensitivity. The
high low pricing then will be adopted where our product will be sold slightly
higher than our competitors but through promotions, advertisement and
coupons, lower prices will be offered to our customers. The starting price for
the dustbin will be RM250 per dustbin. It is reasonably fair considering what
the dustbin can offer. If compare to our major competitor, our strategy
proved to be very different from them. All of the company as stated earlier
happened to offer expensive price if not cheaper but with relatively low
features offered.
c. Sales tactic. Describe the method(e.g own sales force, sales
representatives, direct mail, or distribution) that will be used to
make sales and distribute the product or service

Several tactics will be adopted to introduce our product. First we are going to
do it through own sales force. Additional training or perhaps a revamped
compensation package will be given to staff involved to increase the selling
of the product. Direct mailing or distributing method will also be used where
there will be selected customer or sales prospects of marketing activities and
events such as the launch of a new product or a trade fair.
d. Service and warranty policy. If your company will offer product
that will require service, warranties or training, indicate the
importance of these to customers purchasing decisions and discuss
your method of handling services; also, highlight the kind and term
of any warranties to be offered, whether service will be handled by
company service people, agencies, dealers and distributors or
return i to the factory
For the service and warranty policy of our company, we correspond strictly
with any and all representations, descriptions, advertisements, brochures,
drawings, specifications and samples made or given by our company or our
agent. Our agent or distributor will also be given the training on the matter
handling the service and warranty that was set up by our company. We will
aso replace the defective products with products in accordance with the
warranty set out by our company as soon as possible without any additional
cost. In addition to that, if there is any existence of the defective product, we
will repair that products without any additional cost imposed on customer.
The information on the usage of our product will be given to customer upon
the purchasing of the product itself. If there is any traces of damage or the
product cannot function well, our customers are welcome to return the
product to the agencies or official dealers and distributor before it can be
sent to our company for further action
e. Advertising and promotion. Describe the approaches the company
will use to bring its product or service to the attention of
prospective buyers
For the advertising and promotion, we will promote and advertise our
product through radio, television, newspaper & magazine. All the information
regarding the product will be shown. The product will aso be promoted hometo-home & office-to-office through our agent. We will choose supermarket
that have many customers and try to promote them during weekend
considering there are more customers at that time especially our prospective
buyer such as the housewife, construction companies that devoted on the

development of housing system using green concept of technology and other

environmental agencies. We will approach them and try to convince them on
the specialties of our product like allocating our dustbin to be used by their
company for a certain period and working closely with environmental
agencies like recycling companies by assisting them with their program.