3.1 Introduction
Marketing is one of the most important elements in the business area. A marketing plan is
the strategy that an organization or any companies apply to retail their services or product to
the community. The goals of marketing are to achieve the target market of the organization and
to make the companies to achieve a competitive advantage in the similar industry.
Marketing can be defined as the activities that has been carried out systematically. The
overall marketing activities that need to be planned and implemented in a systematic manner
to avoid any errors and to achieve the organizational goals. If there is zero effort in the business
area, all the main resources will be wasted such as manpower, time, money and energy.
Furthermore, it will also be affecting the performance of our business that will lead to
bankruptcy.
Marketing is also an exchange activity between the business entity and the customers in a
particular place. The customers can include the individual, while the business entities are the
wholesalers and the retailers of some organizations. It encourages the customers to buy the
products or services by attracting the customers with various strategies.
Marketing manager carry the goals of the task to make sure he or she develop a long-term
and also short-term marketing strategy of their top manager. The task of the marketing manager
requires them to have an interaction with other related industry that retail the same product or
deliver a similar service which includes research and development, manufacturing, and sales
of that particular companies.
In order to raise the sales of the product and services of the companies, a marketing effort
are compulsory to carry out in order to attract customer to purchase the products or services of
the companies. It is also important to make sure the companies can satisfy the customers and
to enables the companies gain more revenue and always be the first choice of online shop by
the customers.
As a conclusion, the marketing manager must understand the information of marketing, so
that it could lead to a better performance in the business.
3.2 Objectives
The marketing objectives are important to enable the companies achieve the mission and
the vision of the companies. Every companies should have their marketing objectives, so that
they could use it as a guideline for them to make sure the business is running smoothly and
gain profit.
The objectives of our marketing are;

To increase the profit of our company.

To maintain the sales of our product.

To enhance the attraction of customers to purchase the product from our application.

Able to become a well-known online grocery shopping company that operates in the whole
of Sarawak.
3.3 Product or Service Description
SB Online Grocery Store will provide the customers an application that can be install from
the AppStore or PlayStore, to make the customers easy to purchase their products or the
customers can directly purchase the products through our official website while our operating
office will be located at Metrocity. The application that goes with the same name of our
company, SB Online Grocery Store provide retail products such as;

Groceries

Toiletries
SB Online Grocery Store will also provide the customers delivery service. Once payment
is made by using either online banking, debit card or credit card payment or Cash on Delivery
(COD) method, customers just need to wait for the groceries to be delivered to their address
for 30 minutes or more depending on the traffic of the area.
3.4 Target Market
Target market is the particular group of people whom the business is trying to sell their
product or services. Understanding the market will assist to determine potential customer base.
Our target market for this business is for local residents that hardly make time for grocery
shopping. In the area of Metrocity, our operating office which is located at SB Online Grocery
Store Office, Lot 14212, Plot 79, Section 65, Metrocity New Township, Jalan Matang so it will
be easier for us to deliver the product that been purchased by the customer. Some customer is
unable to make time for grocery shopping due to multiple of works that they have to do.
The residents in Metrocity area are mostly from the average income group and with the
retail product that are affordable, we can attract the residents to purchase groceries from the
application. Furthermore, the grocery shops or any market are far from the area and this enable
them to use our application to purchase online. After the payment is made, we will deliver the
product according to the addresses given by the customers. This shows that this area needs our
services.
3.4.1 Market segmentation
Segmentation
Geographic
Variables/description

Metrocity (Matang Jaya, Kuching)

Age:17 years and above.

Gender: All genders

Family, Young Adult

Income: average income (workers)
Demographic
(RM1,500-RM4,000)

Psycho-graphic
Occupations
Customers that need to buy groceries
without going to the groceries shop
They could purchase the product through
Behavioral
the application and website anytime when
they need it.
3.5 Market Size
Market size is the overall potential purchase that is expected from the target market. The
potential purchase includes purchases of the competitors service within the same market. The
market size is quoted in monetary unit, Ringgit Malaysia (RM) for specific period. For instance,
daily, weekly, monthly, or yearly. Market size are important for every companies to help in
determine the analysis of the sales forecast.
Our company’s main objective is to provide services through an application from the
smart-phones and website to the potential customer. In order to provide our services to the
customers, we must make an assumption of our potential customers and for the sales forecast.
The market size of our business is based on the group of customers that wants to purchase our
product.
Target market: Local Residents of Metrocity
Area: Matang Jaya, Kuching
Housing estate
Estimated resident’s target
Residency PR1MA Matang
30
 4000
100
Taman Matang Jaya
30
 4000
100
Taman Yen Yen
30
 4000
100
Taman Lee Ling
30
 4000
100
Taman Sri Perkasa
30
 4000
100
Taman Sri Matang
30
 4000
100
TOTAL
7,200÷4
= 1,800
Based on Population and Housing Census conducted by Department of Statistics Malaysia
in 2010, it is roughly stated that as much as 87,923 people residents in Metrocity.
1.Population in Metrocity (2019) is

There are residential areas based on the table above, assuming that each residential area
have 4,000 residents;
 4,000 × 20 = 80,000 people
 Assuming that 30% of the each residential areas needs our services
=30% ×4,000
=1,200 people × 20
=24,000 people
 Assume there are 4 members in a family in the 20 residential areas:
=24,000÷ 4
=6,000 people
 Overall potential purchase that is expected from the target market
=

 Assume that one person spent RM40 on our services per month
= RM 40 ×
= RM
 Market size per year:
= RM × 12 months
= RM
3.6 Competitors - Strengths and Weaknesses
According to the research that we have conducted, our main competitors have some field,
which contribute their strength and their weaknesses. These strength and weaknesses are
different from others because of various term of marketing plan.
In our business, there are three main competitors which are Shopee, LAZADA, and
11thStreet. Three of our main competitors have their strength and weaknesses.
1. Shopee online shop
STRENGTH
WEAKNESSES
1.Less Competitors
1. The app is likely to crash.
 Shopee online store have less
 The application often to crash due to
competitors because it is the first
choice of online shop by the
community.
2. Trusted online shop
 Shopee online store are mostly
guaranteed quality products and with
this quality product, it enable this
company gained trust from the
customers.
advertisement that appeared suddenly.
2. LAZADA
STRENGTH
WEAKNESSES
1. Numerous choice of product.
1. Time-consuming in terms of
 LAZADA consist of retail products
delivering.
such as electronic devices, home
 The delivery service are quite slow
appliances, groceries, health and
causing the customer dissatisfied
beauty products and etc.
with the services.
2. Affordable price.
 LAZADA provide a reasonable and
affordable price of their product. It
attract many customers due to the
price of the products.
3. 11th Street
STRENGTH
1. Fast delivery
WEAKNESSES
1.
Less trusted online shop.
 The delivery service are quick and it  Even though it is the fast delivery
increased the satisfaction of the
service, it is one of the less trusted
company.
online shop due to the quality of the
products that are different from the
product description.
2. Expensive delivery charges.
 Instead lacked of quality of the
product, the delivery cost for the
product are expensive as compared to
other online shop.
4. SB Online Grocery Store
STRENGTH
WEAKNESSES
1. One and only company that offer
1. Fresh items delivered might get
grocery delivery service.
spoil.
 Most of other companies unable to
 Fresh items that will be deliver to the
provide delivery service for groceries
customers might be spoil before
product because they would not take
reaching the destinations and this
any responsible with spoil fresh
will cause loss of revenue and
items.
wastage of products.
3.7 Market Share
 This schedule is referred before our company enters the market share in Metrocity.
*Before entering the market share in Metrocity.
No.
Company Name
Market Share
Annual Share
1
Shopee
45%
RM 2,629,152
2
LAZADA
35%
RM 2,044,896
3
11thStreet
20%
RM 1,168,512
TOTAL
100%
RM 5,842,560
 This schedule is referred after our company enters the market share in Metrojaya.
*After entering the market share in Metrojaya.
No.
Company Name
Market Share
Annual Share
1
Shopee
48%
RM 2,804,428.80
2
LAZADA
27%
RM 1,577,491.10
3
11th Street
15%
RM 876,384.00
10%
RM 584,256.00
100%
RM 5,842,560
4
SB Online Grocery
Store
TOTAL
Pie Chart after EZGROCERY enters market
share
3.8 Sales Forecast
Sales Forecast
Year
RM
January
2018
45,000
February
2018
45,000
March
2018
45,000
April
2018
45,000
May
2018
45,000
June
2018
45,000
July
2018
45,000
August
2018
45,000
September
2018
45,000
October
2018
45,000
November
2018
45,000
December
2018
45,000
Total 2018
540,000
Total 2019
+ 10%
594,000
Total 2020
+ 15%
683,100
Sales collection
In the month of sales
10%
One month after sales
90%
3.9 Marketing Strategy
Marketing strategy is a process that can allow an organization to focus its limited resources
on the greatest opportunities to gain the sales and achieve a sustainable competitive advantage.
The marketing strategy is very important, and it is compulsory in the business to ensure
our marketing strategy will bring revenue to our business. Another factor is for the purpose of
avoiding a wastage that may decrease our business revenue. In order to achieve our accepted
sales forecast, we must develop the appropriate marketing strategies generate our sales from
the market.
Elements
1.Product or service strategy

We provide fast delivery service to the customers.

We provide tagging and labelling for the products.

Enable the customer to purchase groceries online

We provide good quality products from good and trustworthy supplier.
2.Pricing Strategy
Price is very important in the business area. As we all know, all the community want the
price of a particular product that is affordable. The manager of the company should make the
price reasonable with the quality of a product and services provided. SB Online Grocery Store
provide an affordable and reasonable price for the services and the product. For instance, online
services that is the customers can purchase the grocery through the application that is free
installation on the smart-phones.
Besides that, our business also provide delivery service with reasonable price and the price
is based on the distance of the customers. The customer can make a payment through online
banking, debit card or cash. We also have vouchers for the customers that giving constant
support to our services.
3.Place and distribution strategy
Place and distribution strategy should be deciding carefully so that the place that the
company decided are strategic and easy to attract the customer. SB Online Grocery Store’s
main office were located at. It is strategic place for us to run our business because it is located
near the residential area enable us to deliver efficiently.
The purpose of distribution strategy is to establish an organized and controllable
distribution system to ensure the product offered reaches the target customer. We use the
delivery service as our distribution strategy to attract more customers.
4.Promotion Strategy
Every companies have different promotion strategy to attract the customers to purchase
their product and using their services. SB Online Grocery Store provide a few promotion
strategies to increase our revenue and enhance the target market.
Promotion strategy is used to spread information about our company’s product and
services to attract the target market and this will enable our company to gain more revenue.
Our method of promoting is advertising our company through social media, and also printed
media. We also have our official website, and this enable us to promote our product through
online advertisement. Furthermore, we also give discount for delivery during festive season
such as, Hari Raya, Chinese New Year, or others festive season.
The table below shows our promotion strategies.
Promotion Tools
Signboard
Description

Located in front of our office.

It is clear and easy for the customer to
identify our main office from far.

It is located near the main roads and
roundabout in Metrocity where the
people often pass by.
Banner

The banner also will hang in front of
the office to attract the customers.

The business cards are to tell the
customers the location of our office,
Business Card
the main application of our company,
fax number and our company’s email.

Online advertisement is the easiest
method of promoting our product and
it can attract more people in a short
time.
Online Advertisement

We promote our product and services
through social media (eg: Facebook,
Instagram, Twitter, YouTube etc)

Brochures distribution is the best
method to advertise our company
Brochures
during the opening ceremony of our
company and during the promotions.
5. Service Strategy
Service strategy is very important to increase the customer satisfaction and to gain trust
from the customer so that it could maintain a good reputation of our business.
We provide online service that is through an application that goes with the same name of
our company, SB Online Grocery Store. It enables the customer to purchase groceries and
toiletries online. The community can install our application that can be found on our official
website for free.
We also provide quick and safe delivery service to the customers. Once the payment has
been made by the customer, we will deliver the products according to the address given by the
customer.
3.10 Marketing Budget
The market budget summarizes all marketing expenses planned and useful for the financial
planning.
ITEMS
Fixed Assets Expenses (RM)
Signboard
1,500
Monthly Expenses
Other Expenses
(RM)
(RM)
Promotion
200
banner
400
Stickers
200
Business card
100
Brochures
200
Online Advertisement
120
Salary
2,000
EPF
260
SOCSO
35.85
Total
2100
2615.85
300