Full Report Internship Aimi Nur'ain 2

A REPORT ON MARKETING ANALYSES OF
BLIESEKL (PRO X NIAGA (M) SDN BHD)
AIMI NUR’AIN BINTI AZRUN
REPORT SUBMITTED PARTIAL FULFILLMENT FOR THE

BACHELOR OF BUSINESS ADMINISTRATION (HONS) IN MARKETING
UNIVERSITI KUALA LUMPUR BUSINESS SCHOOL

2021
2
ABSTRACT
The main aim of this report is wanting to describe the experienced I gained during my 16
weeks’ internship at Pro X Niaga. Being in Marketing & Sales department as an intern here, I
have learned in many things the process and flow of what is internship project person doing in
their job scope. My internship duration lasted for 16 weeks beginning from the 2 ND August
2021 until 15TH November 2021.
The position during the industrial training had been train which is Intern Student under Pro X
Niaga. In the Marketing & Sales department, the training was given task and responsibilities to
handle a database and manage the data correctly and doing analysis. The early exposure of real
work life situation is deemed necessary as this prepares us the essential component in the
development of the professional and practical skills in line with their prospective employment.
Moreover, feedback gathered from organizations on the capability of the students could be used
by Pro X Niaga continuously improve and produce quality and programs.
3
DECLARATION
I declare that overall segment of this report are based on result of my own work except for the
quotations references, and interviews, the sources of which have been acknowledged in the
bibliography.
SIGNATURE PAGE
This report was read and verified by:
19/11/2021
…………….……………………. …………………
(AZIZI BIN ABDUL MAJID) Date
Company Supervisor
……………………………………… …………….
(DR MOHD FAIZUN MOHAMAD YAZID ) Date
University Supervisor
4
ACKNOWLEDGEMENT
Alhamdulillah, first and foremost I would like to express my deepest appreciation to the almighty
Allah S.W.T for giving me chance, strength, and the ability to finish up and submit my industrial
training report within given period based on the format prescribed by the University Kuala
Lumpur. The internship opportunity I had with Pro X Niaga was a great chance for learning and
professional development. Major contribution was received from the workers of Marketing &
Sales Department.
I am using this opportunity to express my deepest gratitude and special thanks to Dr. Mohd
Faizun, my advisor on behalf of University Kuala Lumpur Business School, took time to give
guidance during my internship and giving such a good advice throughout my internship period.
Bearing in mind precious, with this opportunity I would like to say a special thank you to Mr.
Aizzul (CEO of Pro X Niaga) & Mr. Azizi (Head Marketing & Sales Department) who despite
being extraordinarily busy with their duties, took time out to hear, guide and keep me on the
correct path and allowing me to carry my project at their esteemed organization and extending
during training.
Then, I would like to thank to University Kuala Lumpur (UNIKL UBIS) and my university
supervisor for giving me the opportunity to finish my internship. Through this, I had gain a lot
of experience, knowledge and have been exposed to the situation which never and cannot be
learnt in class or also even from book and it will definitely be going to helpful in the future.
Finally, a warm appreciation to my friends and family either directly or indirectly who helped
me for suggestion, assistance and supply any information that related while I am doing this
report.
5
ABSTRACT
The main aim of this report is wanting to describe the experienced I gained during my
internship at Pro X Niaga. Being in Marketing & Sales department as an intern here, I have
learned in many things the process and flow of what is internship project person doing in their
job scope. My internship duration beginning from the 2nd August 2021 until 15th November
2021. The position during the industrial training had been given is Intern Student under
Marketing & Sales department at Pro X Niaga. In the Marketing & Sales department, the
training was given task and responsibilities to handle a database and manage the data correctly
and doing analysis. The early exposure of real work life situation is deemed necessary as this
prepares us the essential component in the development of the professional and practical skills
in line with their prospective employment. Moreover, feedback gathered from organizations on
the capability of the students could be used by Pro X Niaga to improve continuously. This
report details that the work I have performed during the 16 weeks of internship with Pro X
Niaga Marketing. As an internship here, I have learnt in many things the process and flow in
the Sales and Marketing department. In this report, I would also attach some part of the task
that I have been assigned such as creating copywriting and discussion with the clients. At the
same time, student also will be evaluated base on task, log book, and also writing a report
during the internship. In chapter 1 I provide offer letter from company, description about the
task I have been tasked, the location of my internship and position I have been appointed. In
chapter 2 which I provide company background consists of the organization chart, history,
product and businesses. Next is chapter 3 which I provide company internal analysis that
consists SWOT Matrix, BCG Matrix and IEFAS. In chapter 4 I include industry analysis of the
business company. Which I use PESTEL and 5 Forces Porter Theory to analysis insurance
industry. Move to chapter 5 which I provide competitor analysis using COMPA and COMAR.
In chapter 6 is to find the problem of the company and identify the problems. Chapter 7 and
Chapter 8 is about the conclusions and findings of every chapter. The last chapter which chapter
9 is the recommendation to the company to improve better.
6
AIMI NUR’AIN AZRUN SEMESTER JULY 2021
TABLE OF CONTENT
No CONTENT PAGE
CHAPTER 1: INTRODUTION 10-20
1.1 Offer letter
1.2 Objectives of INTRA
1.3 Location of INTRA
1.4 Position Assigned
1.5 Supervisors
1.6 Major Task/Job/ Project assigned/completed
1.7 Your role/responsibility for each task/jon/project
1.8 Gantt Chart of the internship
1.9 Your Photo, evidence related to tasks/job/project
CHAPTER 2: Company Background 21-27

2.1 Company’s name and meaning (description)
2.2 Company’s logo and meaning (description)
2.3 Company’s history, vision, missions, legal status.
2.4 Company’s maps and location.
2.5 Company’s overall Organization Chart and description
2.6 Your department chart and description of department roles
2.7 Human resource strengths of the company (overall)
2.8 Human resource strengths of the department
2.9 Description on Company’s business activities
2.10 Description on Company’s products /services
CHAPTER 3: COMPANY INTERNAL ANALYSIS 28-39
3.1 Value Proposition Analysis (SWOT Matrix Analysis)

3.1.1 Definition of this analysis
3.1.2 Characteristics of this analysis
3.1.3 Rationale of choosing this analysis
3.1.4 List of company/ product strengths
3.1.5 List of company/ product weaknesses
3.1.6 List of company/ product opportunities
3.1.7 List of company/ product threats
3.2 Positioning Analysis (BCG Matrix)
3.2.1 Definition of BCG Matrix analysis
3.2.2 Characteristics of BCG Matrix analysis
3.2.3 Rationale of choosing BCG Matrix analysis
3.2.4 The BCG Matrix analysis processes
3.3 Positioning Analysis (IFAS& EFAS)

3.3.1 Definition of IFAS analysis
3.3.2 Characteristics of IFAS analysis
3.3.3 Rationale of choosing IFAS analysis
3.3.4 The IFAS analysis processes
vii
CHAPTER 4: INDUSTRY ANALYSIS 40-53
4.1 Overview of the market / industry

4.1.1 Malaysian economic status
4.1.2 The industry of your analysis
4.1.3 Critical success factors of the industry
4.2 The Industry Analyses (PESTEL)

4.2.1 Definition of PESTEL analysis
4.2.2 Characteristics of PESTEL analysis
4.2.3 Rationale of choosing PESTEL analysis
4.2.4 The PESTEL analysis processes
4.3 The Industry Analyses (5 Forces Porter Theory)

4.3.1 Definition of 5 Forces Porter Theory analysis
4.3.2 Characteristics of 5 Forces Porter Theory analysis
4.3.3 Rationale of choosing 5 Forces Porter Theory analysis
4.3.4 The 5 Forces Porter Theory analysis processes
CHAPTER 5: COMPETITOR ANALYSIS 54-65
5.1 Overview of the competitors

5.2 List of potential competitors
5.3 Two analyses of competitors:
5.3.1 Competitor Profile Analysis (COMPA)/ Other related Analysis
5.3.1.1 Definition of COMPA analysis/ Other related analysis
5.3.1.2 Characteristics of COMPA analysis/ Other related Analysis
5.3.1.3 Rationale of choosing COMPA analysis/ Other related Analysis
5.3.1.4 The COMPA analysis processes/ Other related Analysis
5.3.2 Competitor Arrays (COMAR) or other related analyses

5.3.2.1 Definition of COMPA analysis/ / Other related Analysis
5.3.2.2 Characteristics of COMPA analysis/ / Other related Analysis
5.3.2.3 Rationale of choosing COMPA analysis/ / Other related Analysis
5.3.2.4 The COMPA analysis processes/ / Other related Analysis
5.3.2.5 The direct and indirect competitors based on COMPA and COMAR/
/ Other two related Analysis
5.4 SWOT analysis of each selected competitors
CHAPTER 6: MARKETING PROBLEM ANALYSIS 66-68

6.1 Define the nature of the problem
6.2 Identify the causes of the problem
6.3 Identify the effects of the selected problem to overall profitability and
customers’ satisfaction
6.4 Analysis techniques (definition of the techniques selected and the
benefits of the techniques)
viii
CHAPTER 7: FINDINGS AND DISCUSSIONS 69-77
7.1 Overall findings (Based on the analysis in Chapter III)

7.2 Overall findings (Based on the analysis in Chapter IV)
7.2.1 Market size (current and future), trends, growth rate
7.2.2 Key industry success factors
7.3 Overall findings (Based on the analysis in Chapter V)
7.3.1 Current competitive advantages
7.3.2 Main competitors (direct competitors)
7.4 Overall findings (Based on the analysis in Chapter VI)
7.4.1 The main marketing problem
7.4.2 Main causes of the marketing problem
CHAPTER 8: CONCLUSIONS 1-4
8.1 Overall conclusions (Based on the analysis in Chapter III and

findings)
8.2 Overall conclusions (Based on the analysis in Chapter IV and
findings)
8.3 Overall conclusions (Based on the analysis in Chapter V and findings)
8.4 Overall conclusions (Based on the analysis in Chapter VI and findings
CHAPTER 9: STRATEGIC RECOMMENDATIONS 5-8
9.1 Recommendations on specific strategies company should apply to sustain

in the current marketplace and industry (Based on the analysis in
Chapter III & IV and findings).
9.2 Recommendations on specific strategies company should apply to gain
competitive advantage (Based on the analysis in Chapter V and
findings).
9.3 Recommendations on specific strategies company should apply to solve
the selected marketing problem (Based on the analysis in Chapter VI
and findings)
References 9-10
Appendices 11-15
ix
CHAPTER 1:
INTRODUCTION
10
CHAPTER 1: INTRODUCTION
Industrial Training or in other words INTRA is one of the important requirements that is done by most
universities. One of the reasons why having and Industrial Training for students is because to provide
them with insights and giving them some perspectives on what working environment looks like. As
for Universiti Kuala Lumpur has added in every student’s degree course, this ensure that the students
would understand and be able to apply every knowledge that they have gained throughout their study
years. The internship is compulsory to be done for sixteen week and at the same time fulfilling their
responsibility by updating their logbook daily.
This chapter will be briefly mention on the company and will be explained more the type of contents
that will be inserted in this report. In additional to that, I will be discussing about my internship
company that I did to complete my degree course. I am doing my internship at BLIESEKL Pro X
Niaga from 2nd of August 2021 until 15th of November 2021. I will be further explaining on the
company’s logo and company headquarters. Furthermore, there will also be a brief description on the
company summary which also includes on the company’s Mission, Vision, Motto and Objective, and
company background.
11
1.1: OFFER LETTER
The image below shows the offer letter that was given to me prior to my internship date.
12
1.2: OBJECTIVES OF INTRA

1.1.1 The purpose of the student doing their INTRA is to take an opportunity to seek, identify and
further develop an appropriate level of professionalism.
1.1.2 As for marketing internship, I need to acquire exposure that will help me with our first job
later.
1.1.3 To help understanding of basic marketing principles to assist the marketing department in
attaining its long-term goals.
1.1.4 It is a chance to implement whatever student have study about marketing in class in real world.
CHAPTER 1.3: LOCATION OF INTRA
1.3.1. Company Name: PRO X NIAGA (M) SDN BHD
1.3.2. Address: No 10 – 1 – 1 Jalan Megan Setapak, Megan Sri Rampai, 53300 Kuala Lumpur.
1.3.3. Location of Company:
Figure 1: Company Location
13
1.4: POSITION ASSIGNED
1.4.1. Internship Trainee

1.4.2 Position assigned is Business Consultant BLIESEKL.
1.5: CEO & PIONEER PRO X NIAGA BLIESEKL
Name: Aizzul Bin Abdul Majid
Position: CEO & Pioneer Pro X Niaga BLIESEKL

Job scope: Monitors all employees and recruit people to join BLIESEKL. Conducts meetings with
clients and closes sale.
Work Experience: 4 years
14
SUPERVISOR & HEAD OF MARKETING PRO X NIAGA BLIESEKL
Name: Azizi Bin Abdul Majid
Position: Supervisor & Head of Marketing Pro X Niaga BLIESEKL
Job scope: Helps to close sales with future clients, assist with all client’s needs
Work Experience: 4 years
1.6 MAJOR TASKS/ PROJECT ASSIGNED

1.6.1 Conduct zoom meeting with new clients
1.6.2 Research on clients’ business and discuss content that is preferred
1.6.3 Do copywriting for clients based on content provided by clients
1.6.4 Seek approval from clients on the write up and run Facebook Ads
1.6.5 Advise clients on the appropriate amount for the budget and duration of Ads
1.6.6 Update clients on their ongoing ads
1.6.7 Managing client’s Facebook Page and analyze the ongoing ads
15
1.7 ROLE/RESPONISBILITY FOR EACH TASKS
As a digital marketer and an account manager, these are the roles and responsibility that I do
while doing my internship at BLIESEKL.
Business Consultant
When becoming a digital marketer in a company, it is crucial to understand what kind of business
industry and background that your current clients are doing. This includes doing research on the
brand, analyze their social media by studying the pattern of their posting and what type of
contents that they usually go for. Besides that, it is also very important to understand the 4 major
rules of any marketing plan which is 4P, Product, Price, Promotion and Place. Going back to the
basic of 4Ps allows me to understand deeply on the brand that will be advertise. The clients that
I work with come from a variety of backgrounds which includes from health industry,
entertainment, automotive, real estate, beauty and healthcare and so much more. Each of these
brands and companies have different preferences on the type of content that they desire. In
conjunction to that, it is my responsibility to ensure that every content writing that is done by me
needs to achieve the maximum satisfaction from the clients. The write ups that I usually do
includes of interesting tagline, bold sentences and emojis with the intention of attracting readers
when they come across the post on Facebook. Besides that, I will suggest on certain marketing
strategies that the company can do such as the algorithm on Facebook which plays a big role
when doing content creating. The appropriate ensures that there will be high engagements and
interaction on the Facebook post. Furthermore, I create proposals and do SWOT analysis for
BLIESEKL Development project.
16
Account Manager
The task and responsibility that is done as an account manager is making sure that the account is
managed properly and well. As mentioned above the time of posting influences the engagement
and interaction of a Facebook post, it is also important that the Facebook post has an eye catching
or interesting poster. Certain clients has their own designated posting days which includes once
every week or every other day After doing posting on client’s Facebook page, I will help them
to run ads as well. I would usually advise clients on what would be the appropriate amount of
money that they should spent and how long the ads should be run. When running Facebook Ads,
I will ensure that their audiences are defined and correct. As much as a broad target audience
would reach out to more people, however the group of people may be irrelevant since they have
different interests and backgrounds. In addition, it is also important to choose the objective of
the ads whether the clients want more messages, video views or higher engagement. I will make
sure that the objective will be chose accurately. Besides choosing the objective of the ads, it is
also major to choose the correct Call to Action button on the ads. This is to decide where the end
user will direct to, it could be either send a message, book an appointment or learn more on the
brand. After running the ads, I will usually wait for a few days depending on the duration of ads
to analyze it. I would observe on where the ad concentrates the most which is by states, group of
gender, age and the engagement. By analyzing the ads, it will help to reach more authentic and
relevant audiences in the upcoming ads. I will make sure that I get full consent from clients
before changing anything.
17
1.8 GANT CHART OF INTERNSHIP

no TASKS W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W11 W12 W13 W14
Meeting with
clients
Do
copywriting
Run ads
Check
Business
Facebook
Update clients
on the ads
Discussion for
content
18
1.9 PHOTO, EVIDENCE RELATED TO TASK JOB AND PROJECT
Figure 1 : shows the example of pictures that has been selected by me based on the content provided by
supervisor.
19
Figure 2: shows the example of copywriting that is done by me based on the content to attract prospect’s
attention.
Figure 3: shows the example of creating ads that is done by me based on the content to attract prospect’s
attention.
20
CHAPTER 2:
COMPANY
BACKGROUND
21
2.1 COMPANY’S NAME AND MEANING
To begin with BLIESEKL Pro X Niaga Marketing is a Digital marketing agency where they
provide with affordable marketing services that includes web designing, app development,
content strategy and web development. The letter ‘X’ is in the name represents any businesses
where they will conduct in future with their best ideas to pitch to their clients’, simple yet brilliant
ideas. Here at BLIESEKL Pro X Niaga Marketing, they encourage all their marketing strategies
to be aligned with the latest technologies. Not only it can help reach a larger audience but also is
because mostly everyone uses technology to promote their brand and company. The technologies
that are used by BLIESEKL Pro X Niaga is websites, Facebook and also Instagram. BLIESEKL
Pro X Niaga Marketing believes that in this fast-moving economy, it is crucial to have an online
platform. It helps to reduce additional costs such as having a physical store; hence the money
can be invested in more important things like marketing and advertising.
2.2 COMPANY’S LOGO AND MEANING
The main colors in the BLIESEKL Pro X Niaga logo are Blue, Gold and Black. These colors are
used to attract more people with the brand and creates a professional look to prospects and
clients. The Blue symbolizes chilling and relaxing in order to imagine the good smells of our
fragrances. The color Black symbolizes as creativity. This can be further explained when every
single aspect of content created can be easily used, in other words it can be flexible. The thing
with creativity that we must understand it is very subjective and the content produced will be
according to the client’s preferences and likings. In conjunction to that, Black color can be seen
as elegance, power, mystery, and sophistication which is very important when it comes to dealing
with clients from various backgrounds of industry. On the other hand, the color Gold symbolizes
as aggressiveness. Though the word aggressiveness may come out as a negative energy, it
actually means that they are hardworking, perseverance and passionate. Here at BLIESEKL Pro
X Niaga Marketing, they always ensure that every content that is done is by maximizing their
effort. Not only will the clients be satisfied but they would also be interested in using their
services in the future. One of the ways that they can reassure clients with the task is by thoroughly
doing research on the clients’ background which is based on their products and services that are
being sold. That justifies passionate and hardworking.
22
2.3 COMPANY’S HISTORY, VISION, MISSION, AND LEGAL STATUS
Pro X Niaga is operated under name of BlieseKL. Pro X Niaga started to operate in end
of 2018. Pro X Niaga major business in supply fragrance scent over Malaysia. Pro X Niaga
also provided few services such as coaching classes, marketing tools and advertisement
tools. Founder and owner of Pro X Niaga, find that scent business is a popular product
because everyone like a nice smell. Pro X Niaga supply the product entire nation include
Sabah and Sarawak. As for now, Pro X Niaga have almost 400 of reseller in Malaysia.
Other than that, Pro X Niaga also supply the product to be used in office for the product
name Bliesematic. Pro X Niaga has a big family across nation, they centralized their
marketing tools by providing all of them. This to ensure that all the information is same,
and the purpose of every promotion is always same. Other services that we served is
coaching classes. Coaching classes as for now is being handle by Mr. Aizzul and the
purpose of the classes is to help other reseller happy to do business with us. The classes
being held online and offline.
The main product of Pro X Niaga is Bliese Wooden Cap (car perfume), Bliesematic (home
perfume) and Bliese Eau De Perfume (body perfume). These three products have their
own strength and have high demand in market. Other than the price is reasonable, the
product itself can stand strongly with other famous product because the product has been
given International Fragrance Association certificate. IFRA certificate one of reason why
our product is famous among our customers.
Pro X Niaga have taught me in various skills either verbal or non-verbal on how to deal
with the client. I can reflect myself to became more patient in assisting customer in various
activities. Other than that, I learn how to deal with others business owner. This way I can
create my business contact that can be useful in future.
23
Mission
To open a platform for anyone who want to start a business.
Vision
To produce high quality entrepreneur to help nation economy.
Legal Status
Company Name : Pro X Niaga (M) Sdn Bhd
Industry : Fragrance Industry
Website : https://m.facebook.com/Bliesekl-113181286922025/
Telephone : 017-3460676
Working Hours : Monday to Saturday

10. 00 A.M – 6.00 P.M
Benefits : Allowance and commission on sale
Spoken Language : English and Malay
24
2.4 COMPANY’S MAP AND LOCATION
The figure below shows the map for C&T Marketing which is located at No 10 – 1 – 1 Jalan Megan
Setapak, Megan Sri Rampai, 53300 Kuala Lumpur. It is a home office but acts as a headquarters for
BLIESEKL Pro X Niaga Marketing. Since it is a small company, they do not require a big space to
operate hence a home office works well enough to operate. However, most employees will be working
from home basis, not only because it reduces direct contact among each other but also most
communication are digitalized. Having a home office reduces so much cost for BLIESEKL Pro X
Niaga Marketing as they do not have to pay rent and also saves on other utilities such as tables, desks
and Wi-Fi.
Figure 1 shows the map of BLIESEKL Pro X Niaga Marketing’s office
25
2.5 COMPANY’S OVERALL ORGANIZATION CHART AND DESCRIPTION
2.6 DESCRIPTION ON COMPANY’S BUSINESS ACTIVITIES

 Providing content strategy for business owners
 Manages client’s Facebook account
 Creating website for new business owners to grow their business
 Application development specifically in mobile application
 Helping business owners to redesign their website including plan, create and code internet sides.
 Providing marketing strategies for business owners
26
2.7 COMPANY’S PRODUCT AND SERVICES

There are two types of services that is provided by BLIESEKL Pro X Niaga Marketing which Agent
Packages and Business Consultant services.
Agent Packages
Under web designing packages there are two options that the clients can choose, it is segregated by
the prices. The first option is Bliese Agent Package at a price of RM300. It is a basic package that
contains free domain, single-landing pages, mobile responsiveness, content form ready with an
attractive design and request for more pages. The first option usually targets to new businesses and
small business owner.
Business Consultant services
Basically for the digital marketing uses the same concept as the website development package but this
is specifically for content creating. There three packages provided by BLIESEKL Pro X Niaga
Marketing which is StartUp package. Compared to the website development, the digital marketing
packages has the same services such as group sharing, creative ads design, copywriting, and monthly
report. What differentiate each of these packages are the amount of content and website management.
For the startup package, the medium used to do advertising is Facebook, however the clients should
take note that for Facebook ads cost are bare by the clients and not by BLIESEKL Pro X Niaga
Marketing.
27
CHAPTER 3:
COMPANY
INTERNAL
ANALYSIS
28
3.1 VALUE PROPOSITION ANALYSIS (SWOT MATRIX ANALYSIS)
3.1.1 DEFINITION OF THE ANALYSIS
SWOT, which stands for strengths, weaknesses, opportunities and threats, is an analytical framework
that can help company face its greatest challenges and find its most promising new
markets. The method was created in the 1960s by business gurus Edmund P. Learned, C. Roland
Christensen, Kenneth Andrews and William D. Book in their book “Business Policy, Text and Cases”
(R.D. Irwin, 1969). Identifying SWOT in a company is major. This allows a company to use their
benefits and maximizing as much as possible and find out what their obstacle and threats are. It helps
a company to prepare early for anything bad that may happen during the present and the future.
Without having a SWOT Analysis the company would either have no progression in their business or
fail terribly.
3.1.2 CHARACTERISTICS OF THE ANALYSIS

The subtopic below will be explaining on the characteristics of the analysis.
Strengths
Every company without a doubt has their own strengths. Be it from their resources such as labour and
assets also internal attributes that contributes to a company’s success.
Weakness
When there is good, there would automatically be bad. These are the things that comes from the
internal that may cause obstacles for a company to reach their goals. For example, lack of teamwork,
decreasing in money and also incompetence of leadership.
29
Opportunity
When talking about opportunity, it is something subjective. It is not necessary for every chances that
are received are considered as opportunities. It of how they turn the ‘how?’ into a window of ideas.
These advantages usually appear from the external environment that can be used in a positive and
good way.
Threats
It is fairly common for every business nature to have threats which is something that is out of control
from the company. Some of the threats that a company faces are from their competitors itself, climate
change and economical factor. These external factors are one of the things that would risk a
company’s goal.
3.1.3 RATIONALE OF CHOOSING THIS ANALYSIS

As mentioned previously, having a SWOT allows a company to identify every aspects in their
company also able to prepare for the worst. In order to understand their company better, a SWOT
analysis helps a company to know their exact clarification on their current status. To further explain
this, a company can list down every elements of SWOT and maximizes them to reach their desired
goal. In addition, one of the ways for a company to penetrate the market better to reach a certain target
audience is by study their strengths. Furthermore, it provides a clearer view at which areas that they
are not doing so well, hence creating more room for them to improve themselves. This information
helps them plan for and mitigate future roadblocks, ensuring long term growth of business. Besides
that, a company can create the appropriate strategic plans to meet their goals and adapt to changing
market conditions when they have a grasps of the SWOT analysis. Not to mention that it lets
businesses understand and better identify internal and external factors and their positive and negative
impacts on the business. These details can help businesses be more proactive by helping them take
suitable actions in a dynamic market to maintain their pace.
30
3.1.4 LIST OF BLIESEKL PRO X NIAGA MARKETING STRENGTHS
i. Supportive and understanding team members
One of the strengths that maintains BLIESEKL Pro X Niaga Marketing as a company is having
supporting and understand team leaders. During these tough times, where clients keep pressuring the
employees to get prompt results, they will always ensure that their employees are doing okay
physically and mentally. Besides that, they would also give motivational advice and teach on how to
handle the fussy type of clients. In additional, some of BLIESEKL Pro X Niaga Marketing’s strategic
to increase morale is by providing extra break time especially when the employees feel extremely
overwhelmed with the workload received. C&T Marketing practices helping each other out even
though the task is different from their department. That eases all the task when it is received
ii. Business activities are digitalised, reduces Covid-19 from spreading
Social distancing is crucial especially right now since Malaysia is going through high daily cases
every day. Most of the communications are done online and BLIESEKL Pro X Niaga Marketing
encourages clients and prospects to communicate through zoom calls to avoid any close contact from
the COVID-19 disease to spread around. In conjunction to that, BLIESEKL Pro X Niaga Marketing
is able to reach clients even outside from its location which is in Cheras. Since we are all adapting
with the new norm, communicating through zoom calls are not as bad as it seems. Plus, it is very
flexible and is available at any time. Not to forget it saves a lot of money and energy comparing to
the traditional meet up.
iii. Affordable packages for small business to start-up.
Almost everyone is doing business to survive during this pandemic. BLIESEKL Pro X Niaga
Marketing offers an affordable marketing packages to give them a start-up that they need to expand
their business. The prices are as low as RM300. Some may think that it is pricey, however, there are
many clients who keep renewing their contract and upgrading their packages which includes website
because they are receiving more sales after using BLIESEKL Pro X Niaga Marketing’s services.
3.1.5 LIST OF BLIESEKL Pro X Niaga MARKETING WEAKNESSES
i. Lack of comprehension when communicating as it is 100% work from home basis
31
Referring to the explanation above on how every communication is digitalized, unfortunately there
are come cons that comes with it. When communicating online, there is a possibility that there is no
100% comprehensive from the employee. For example, during a zoom meeting any both of the parties
may have a bad connection. This leads to a miscommunication between them resulting an unsatisfied
clients. Comparing work from home basis and meeting face to face, the down side of it is sometimes
it requires more time to get approvals and answers from both the team and the clients. Without
realizing it, it has caused wasting of time due to the long waiting period to get answers. This will
effect on the upcoming tasks that the employees will be receiving.
ii. Not enough employees to handle all the clients
One of the major weakness from BLIESEKL Pro X Niaga Marketing is the insufficient number of
employees. There are times where the workload exceeds an employee’s ability to finish all the tasks.
As a small company with only five employees, having more than 20 clients that have the same
deadlines can be very stressing. That does not include the times where certain designs need to be
redone according to the client’s likings and preferences. BLIESEKL Pro X Niaga Marketing should
have at least hire two people to segregate the work fairly among them. This automatically leads to
burnout and stress.
iii. An unorganized system.
Based on my previous point which is less employees with a large number of clients, BLIESEKL Pro
X Niaga Marketing should have an organized system to keep track on every clients. To give further
explanation, certain clients deadlines are not met because no one is keeping track of the time and how
fast a certain task that needs to be done and followed up. Because we do not get to meet face to face,
it requires more time to get approval from the clients and unexpectedly some clients exceed their
contract time. In the end BLIESEKL Pro X Niaga Marketing faces lost because it takes extra time to
finish the task given.
3.1.6 LIST OF C&T MARKETING’S OPPORTUNITIES

32
i. Business can reach in a wide audience since does not require to meet up
Having everything digitalize creates an opportunity for both BLIESEKL Pro X Niaga Marketing and
also the clients. Explaining on BLIESEKL Pro X Niaga Marketing’s side they can connect with clients
from any part of Malaysia. Not only that, but it can also indirectly gain more word-of-mouth feedback
from the clients to their friends and family who has their very own business.
ii. A high demand in business online
Even before the pandemic started, most business operates online especially on social media. With that
being said digital marketing is one of the higher demands in the business industry. Being in a high
demand industry, prospects can decide on which companies that they want to work with. With an
affordable price that is offered by BLIESEKL Pro X Niaga Marketing, it is no surprise that they can
attract more clients to use their services.
iii. Encourages people to use digital marketing as their preferred advertising
There are so many benefits from doing digital marketing, one of it is that it is costs effective and
reduces a lot of time. Every brands desires to have an aesthetically pleasing image when they are
promoting their products BLIESEKL Pro X Niaga Marketing will encourage to use digital marketing
with the type of services that they provide. Once people are educated on digital marketing, this will
create an opportunity for C&T Marketing to stand out and be their top priority digital marketing
agency.
33
iv. Using latest technology to boost company performances
In this modern era, almost 92.6% which is equivalent to 4.32 billion uses and own technology.
With technology that can be accessed easily through the finger tips, anything that you desire is
only one click away. BLIESEKL Pro X Niaga Marketing emphasizes on website and Facebook
since it is easy to use, and most people own a Facebook account. Automatically this makes the
selling process easier to promote BLIESEKL Pro X Niaga Marketing services
3.1.17 LIST OF C&T MARKETING’S THREATS
i. Different agencies that provide similar services with cheaper prices
Digital marketing is one of the most high demand industries in Malaysia. There are possibilities
that other digital marketing agencies may provide the same type of services as BLIESEKL Pro
X Niaga Marketing but with cheaper prices. The other thing that needs to consider is also that
their employees may have more experiences and skills. Besides that, BLIESEKL Pro X Niaga
should have a lookout at companies that have been in this industry for a long time. One thing
that they might from have that BLIESEKL Pro X Niaga Marketing do not have is customer
trustworthy. It may need take some time for BLIESEKL Pro X Niaga Marketing to get customer
trustworthy.
ii. Low rating from clients which will jeopardise further contract with the company
Something that is out of our control in a company is receiving negative feedbacks from the
clients. Especially when it is posted online. Despite that the comments can be deleted, however
it can still affect the employees. Or for websites that our company do not have access, it will be
publicly read by everyone.
34
iii. Covid-19 Pandemic that affects health and the economy
Lastly is, the COVID-19 that has given impact in all industries. This causes a lot of wastages
and losses for certain companies. During this tough time it can be quiet difficult to sustain as
people are more cautious with their spending.
35
3.2 POSITIONING ANALYSIS (BCG MATRIX)
3.2.1 Definition of BCG Matrix Analysis
BCG Matrix is used to provide information and structure to analyse the market share and market
growth rate for one product, according to Martin (2018). Kotler and Armstrong (2014) said by
using BCG matrix (growth-share matrix), a company is able to decide on how much they prefer
to invest in each product or business and decide whether to harvest, build or hold. The matrix is
divided into four quadrants which is based on an analysis of market growth and relative market
share.
3.2.1 CHARACTERISTIC OF BCG MATRIX
i. Question Mark
Products in the question marks quadrant are in a market that is developing rapidly yet where the
product(s) have a low market share. Question marks are the most managerially intensive products
and require large investments and assets to expand market share. Investments in question marks are
typically funded by cash flows from the cash cow quadrant. In the most ideal situation, a company
would need to transform question marks into stars. In the event that question marks don't prevail
36
with regards to turning into a market leader, they end up becoming dogs when market growth
declines.
ii. Dogs
Products in the dogs quadrant are in a market that is developing gradually and where the product(s)
have a low market share. Products in the dogs quadrant are normally ready to support themselves and
provide cash flows, but the products will never reach the stars quadrant. Companies commonly
eliminate items in the dog except if the items are integral to existing items or are utilized for a
competitive purpose.
iii. Stars
Products in the star quadrant are in a market that is developing rapidly and one where the product(s)
have a high market share. Products in the stars quadrant are market-leading products and require
significant investment to retain their market position, boost growth, and maintain a competitive
advantage. Stars requires a lot of money yet additionally produce huge incomes. As the market
develops and the products stay fruitful, stars will migrate to become cash cows. Stars are a company's
valued belonging and are top-of-mind in a company's product portfolio.
iv. Cash Cows
Products in the cash cow quadrant are in a market that is developing gradually and where the
product(s) have a high market share. Products in the cash cow quadrant are considered as items that
are pioneers in the market place. The products as of now have a lot of investments in them and do not
require significant further investments to maintain their position. Cash flows generated by cash cows
are high and are generally used to finance stars and question marks. Products in the cash cow quadrant
are "drained" and firms invest as little cash as possible while reaping the profits generated from the
products.
37
3.2.3 RATIONALE OF CHOOSING BCG MATRIX ANALYSIS
Managers find the BCG matrix to be very useful as it gets easier for the managers for evaluating
the firm’s current portfolio balance based on dogs, stars, question marks, and cash cows. This is
because it is easy and simple to understand this matrix. Besides that, the future actions to manage
a business can be decided with the help of this matrix. Furthermore, it becomes easier to identify
the future opportunities of a firm. Lastly, the business areas which are weak and no more
profitable can be removed with the help of this model.
3.3 POSITIONING ANALYSIS (IFAS&EFAS)
3.3.1 DEFINITION OF IFAS ANALYSIS
Internal Factor Analysis Summary (IFAS) is an analysis of different internal factors that
influence the supportability of a company. IFAS identification is done by taking a look at the
internal condition of the company and into thought when the management plans and carries out
the company's strategy.
3.3.2 CHARACTERISTICS OF IFAS ANALYSIS
i. Outline an analysis strategy for each component
ii. Determine their objective
iii. Conducting researched
iv. Deliberate the company’s strengths
v. Discuss company’s weaknesses
vi. Consider opportunities for growth
vii. Appraise any possible threats
38
3.3.3 RATIONALE OF CHOOSING IFAS ANALYSIS
Internal factor analysis helps to analyse its resources and functional strengths and weaknesses.
Besides that, internal factor analysis helps to understand the factors and work upon those factors
so as to gain competitive advantage, growth, profitability in the firm. In additional, internal factor
analysis assists to internally assess the organization and formulate, implement, and evaluate the
strategic plan and cross-functional decision so as to achieve the company's primary objective of
above-average return and competitive advantage. Last but not least, Internal factor analysis
explains the company's available resources or ease of access to resources and whether those
resources are rare, easily or hardly imitable, and substitute available or not. Resources are defined
by its type, nature, and amount. Internal factors analysis helps to understand the organization
internally and with a clear understanding of its competencies and capabilities that are distinctive
from other competitors.
39
CHAPTER 4:
INDUSTRY
ANALYSIS
40
4.1 OVERVIEW OF THE MARKET

Typically digital marketing is different compared to the traditional advertising such as using
magazines, televisions and radio. Digital marketing is the strategy and processes that connect
advertisers with their audiences across digital channels. An advertisement itself is a piece of
creative shared via digital inventory and the space a publisher makes available for advertisements
on its platform. Throughout the years digital marketing has been starting to grow ever since the
existence of the internet. There are varieties of channels that is used when doing digital marketing
such as display, search, mobile, social, and video. One thing great about digital marketing is it
has. two way communication. By this meaning that a person who comes across the ads can
respond to it and give a reaction.
Since we are living in the modern era where everything is right at our fingertips, digital marketing
is one of the highest demand in the business world as it is one of the best ways to gain new
customers the fast way. Although they must be a consideration that some advertising may vary
on the duration. Every company is going for digital company to make their products and services
stand out.
4.1.1 MALAYSIAN ECONOMIC STATUS

Malaysia has the sixth–largest economy in Southeast Asia and the 39th largest in the world as of
2020. It is a newly industrialised market economy that is relatively open despite being state-
oriented.
The Malaysian economy has been steadily growing over the past years, by 4.3% in 2019 and
4.8% in 2018. However, the effects of the pandemic has dragged the economy into negative
territory, recording -6% growth in 2020.
Despite this, the IMF forecasts a strong comeback for Malaysia this year and expects a 6.5%
growth for the year. It also projects growth to stabilise at 6% in 2022. The Malaysian government
is taking a few measures to help its economy, including justification of appropriations, a
monetary change program, and extra assets for reasonable lodging projects.
41
Malaysia’s populace of more than 32 million is altogether lower than its adjoining ASEAN
nations like Indonesia, the Philippines, Vietnam, and Thailand. Be that as it may, the nation's
work usefulness is higher than these countries because of information based enterprises and its
computerized economy and the utilization of state of the art innovation for assembling.
Malaysian individuals appreciate a princely way of life just equalled by Singapore and Brunei.
The public authority is meaning to raise pay per capita to accomplish a high income salary
country status.
The uptick in the joblessness rate is normal from 3.3% in 2018 and 2019 to 4.5% in 2020, because
of limitations related with the pandemic. In any case, the IMF figures a decay to 3.8% in 2021
and 3.6% by 2022.
4.1.2 THE INDUSTRY OF DIGITAL MARKETING ANALYSIS

In the economy of a digital marketing service, it is not necessarily means that it has to be
complex. As mentioned previously that digital marketing is high in demand, the prices of it can
be set at the appropriate amount. Depending on the location itself, which also plays a huge role,
the prices that are decided has to be most suitable. Some businesses outside of the city are doing
really well because of the usage of digital marketing. With that being said, to be able to reach
out at locations outside of the city, needs to affordable and the packages must be explained and
give clearer information sharing on it. It will be affecting once the business owners start to gain
more engagement and traffic in their businesses. That is one they decided to stay with the contract
and upgrading the digital marketing services.
4.1.3 CRITICAL SUCCESS FACTORS OF DIGITAL MARKETING

i. Choosing the right channels
Not all clients need data or collaboration through similar channels. Various channels additionally
contrastingly affect clients depend upon their stage of the adoption ladder or buying process.
Consequently, enact the channels that best location the two variables. Understanding client
channel preferences and effect won't just assist company with accomplishing their goals, yet in
addition try not to avoid wasting resources on redundant or ineffective channels.
42
ii. Determine the right frequency

In addition to the fact that contacts need to be successful, yet they should be performed at the
right frequency to yield desired results and accomplish them proficiently. Various channels
require a minimum amount contacts to be effective and moreover have maximum frequency
before they contrarily affect clients’ insights or decline Return on Investment. Something that
needs to take to consideration is whether the channel utilizes a "push" or "pull" strategy to engage
customers.
iii. Communicate the right content

This is one of the most crucial part when doing content creating since it plays a big role
displaying a company. With so many channels available and entities fighting for shrinking
attention spans, it’s no surprise that customers are suffering from information overload. Cut
through the “noise” by delivering content that attracts and holds a customer’s attention and
addresses their needs and gets across the right message. Note that not only could the wrong
content fail to make a positive impact; it could also make the customer ignore future contacts
from the same source. At the same time, consider the importance of an easy-to-use and
understand user interface (UI) with tools such as websites and applications.
43
4.2 THE INDUSTRY ANALYSES (PESTEL)
PESTLE analysis consists of four elements which are Political, Economic, Socio-Cultural, and
Technological, Legal and Environment changes as it is a simple and commonly used tool that
helps companies to analyse their business environment. This helps a company to understand the
"bigger picture" of change that company is exposed to, and indirectly takes the opportunities that
they present. According to Abhishek (2013), the PESTLE analysis is the factor that reflects the
idea that strategy requires a fit between capabilities and the external environment and so it is
necessary for an enterprise to react to changes.
44
4.2.1 CHARACTERISTICS OF PESTEL

i. POLITICAL FACTOR
These elements are about how and how much a government intervenes in the economy or a
specific industry. Fundamentally every one of the impacts that a government has on a business
could be grouped. This can incorporate government policy, political stability or instability,
corruption, foreign trade policy, tax policy, labor law, environmental law, and trade restrictions.
Besides that, the public authority may significantly affect a nation’s education system,
infrastructure, and health regulations. These are for the most part factors that should be
considered while surveying the allure of a potential market. A for BLIESEKL Pro X Niaga
Marketing, in order to comply with the governments rules and regulation they are SME and SSM
Certified. This acts a protection towards the company just in case of anything bad that happens
at least they are registered legally, and any further action can be taken into considerations.
ii. ECONOMICAL FACTOR

Economic factors are determinants of a certain economy’s performance. Factors include
economic growth, exchange rates, inflation rates, interest rates, disposable income of consumers
and unemployment rates. These factors may have a direct or indirect long-term impact on a
company since it affects the purchasing power of consumers and could possibly change
demand/supply models in the economy. Consequently, it also affects the way companies price
their products and services. With that being said, it is major to choose the right target audiences
to advertise our products and services. Hence why BLIESEKL Pro X Niaga marketing targets
business owners and companies with a middle range to high range of income.
iii. SOCIAL FACTOR

This component of the general environment represents the demographic characteristics, customs,
and upsides of the populace inside which the association works. This includes population growth
rate, age distribution, income distribution, career attitudes, safety emphasis, health
consciousness, lifestyle attitudes and cultural barriers. These elements are particularly significant
for advertisers while focusing on specific clients. Moreover, it additionally says something
regarding the neighborhood labor force and its eagerness to work under specific conditions.
45
Hence, social campaigns are done to attract companies and business owners that uses social
media.
iv. TECHNOLOGICAL FACTOR
These elements relate to developments in technology that may influence the tasks of the business
and the market likings and disliking’s. This is based on the technology incentives, the level of
innovation, automation, research and development (R&D) activity, technological change and the
amount of technological awareness that a market possesses. These components may impact
choices to enter or not enter certain ventures, to dispatch or not dispatch certain products or o
outsource production activities abroad. By realizing what is happening technology-wise, they
might have the option to keep their organization from spending a lot of money on developing a
technology that would become obsolete very soon due to disruptive technological changes
elsewhere. That is why in BLIESEKL Pro X Niaga Marketing, social media is maximized and
highly utilized for work production. It saves cost and easy to handle.
v. LEGAL FACTOR
Although these factors may have some overlap with the political factors, they include more
specific laws such as discrimination laws, antitrust laws, employment laws, consumer protection
laws, copyright and patent laws, and health and safety laws. It is clear that companies need to
know what is and what is not legal in order to trade successfully and ethically. If an organisation
trades globally this becomes especially tricky since each country has its own set of rules and
regulations. In addition, you want to be aware of any potential changes in legislation and the
impact it may have on your business in the future. Recommended is to have a legal advisor or
attorney to help you with these kind of things. As currently we are undergoing a pandemic,
BLIESEKL Pro X Niaga Marketing follows the SOP by working from home to reduce any
physical contact and check in during work hours and clock out.
46
vi. ENVIRONMENTAL FACTORS

Environmental factors have gone to the front line just relatively recently. They have gotten major
because of the expanding shortage of raw materials, polution targets and carbon footprints targets
set by governments. These elements ecological and environmental aspects such as weather,
climate, environmental offsets and climate change which may especially affect industries such
as tourism, farming, agriculture and insurance. Moreover, developing consciousness of the
possible effects of environmental change is influencing how organizations work and the items
they offer. This has prompted numerous organizations getting an ever-increasing number of
engaged with practices, for example, corporate social obligation (CSR) and maintainability.
Since trees are a huge part of the environmental factors, BLIESEKL Pro X Niaga Marketing
encourages paperless transactions and paperwork are all via PDF, solely online.
4.2.3 RATIONALE OF CHOOSING PESTEL ANYLISIS

The latter is the explanation of each characteristics, hence it can clearly be seen that a PESTEL
analysis is a very useful tool to determine the steps a company has to take to conduct business in
their chosen industry to remain legal and ensure that their company can be sustainable in the
current economic climate, the technology involves for a business sustainability or product
developments, consumers and government influences, plus environmental-climate can make or
break of a business. These are the benefits of using PESTEL analysis
 Cost Effectiveness
 Deeper understanding
 Alertness Development
47
4.2.4 THE PESTEL ANALYSIS PROCESSES

Step 1: Understand PEST Factors Before Asking How to Do a PEST Analysis
PEST analysis is a tool expressing the macro environment of businesses. In particular, it assists
with understanding external variables and their effects on an organization. This analysis stands
for political, economic, social, and technological factors. Every one of these classifications
distinguishes powers that influence each business, however to various degrees. For a business to
realize how to do a PESTLE analysis and perform a proper PESTLE analysis, first it's significant
to see each factor and its degree.
Step 2: Gather Relevant Data

Next, it is needed to gather as much as relevant data about the external environment of the
business. If a company has zero knowledge on how to start, the company can do a competitor
analysis. That is, analysing competitor data and understanding their selling points,
complications, and areas they need to improve.
Step 3: Identify Opportunities

After gathering all the relevant information on how to conduct a PESTLE analysis, next stage is
to assess it and distinguish any opportunities these progressions can bring to a company.
Step 4: Identify Threats

Besides identifying the opportunities these changes can bring, it’s also crucial to determine
whether they are undermining a company’s business. This would allow a company to avoid
obstacles, or at least reduce their intensity.
48
4.3 5 FORCES OF PORTER THEORY

4.3.1 DEFINITION OF 5 FORCES THEORY ANALYSIS
Porters's Five Forces is a model that distinguishes and breaks down five competitive forces that
shape each industry and decides an industry's shortcomings and qualities. Five Forces analysis
is habitually used to distinguish an industry's structure to decide corporate strategy. Porter's
model can be applied to any fragment of the economy to comprehend the degree of rivalry inside
the business and upgrade an organization's long-term profitability. The Five Forces model is
named after Harvard Business School professor, Michael E. Porter.
49
4.3.2 CHARACTERISTICS OF 5 FORCES PORTER THEORY ANALYSIS

i. Threats of new entrants
Digital marketing can be considered as a high demand industry. This is because it is an ongoing
trend where business owners are jumping to the digitalize world and maximizing more on social
medias. Despite any kind of industries there would always be threats to new entrants.
Competitors that have more resources are able to undermine the company which they will be
able to offer with better services and or lower prices. BLIESEKL Pro X Niaga Marketing
frequently come up with better strategies to ensure that their current clients will stick with them
and use their services. One of the strategies that they offer is complementary Facebook content
creating. As a high demand industry, it is important to identify any new competitors and having
a contingency plan to sustain the company.
ii. Bargaining power of buyer

One of the strongest factors that influences the five forces is the bargaining power of buyer. They
determine a company’s sustainability. No buyers equal to no flow of revenue. This is because
buyers would always have a higher expectation towards the company, and they have to meet the
satisfactions of the buyer. However, there would be some buyers who would want to negotiate a
cheaper price for a certain products and services. Depending on the items, from a marketing
perspective it is quite difficult to lower the prices. This is because it involves people’s creativity,
time and effort to complete a single task be it a copywriting or designing a poster. It needs
professional skills to create them.
iii. Bargaining power of supplier

Suppliers can accelerate or slow down the adoption of a digitally based business model based
upon how it impacts their own situation. Those pursuing digital models themselves, such as the
use of APIs to streamline their ability to form new partnerships and manage existing ones, may
help accelerate their own model.
50
iv. Threats of new substitutes

The threat of substitutes has to do with the threats of substitute products or services. As far as
digital marketing business, this can emerge out of a simply computerized substitute or a hybrid
digital/physical substitute. Digital marketing has a high threat of new substitutes. For example,
the clients learn and educate themselves in designing and content creating which they just need
to spend money on going to seminars, classes to be good at it. By that way, clients can save a lot
of money instead of paying someone up to RM1,000 monthly to do the services.
v. Rivalry among existing competitors

As we know that digital marketing is always high in demands, we also need to remember that
there also more professional or more establish companies that we cannot reach their levels. One
of the reason I because established companies has higher revenue and can afford employees that
has a longer working experience which indirectly influences the quality of the artwork. In
conjunction to that, some clients would rather much spent more money and collab with
established because they is trustworthy that more expertise are working with that company.
4.3.3 RATIONALE OF CHOOSING 5 FORCES PORTER
We as a whole know the importance of conducting thorough competitor research. Truth be told,
this is an essential of any successful marketing strategy. Keeping up with the latest update with
what your rivals are doing will help you with figuring out what their qualities and shortcomings
are, giving you a superior thought of what you ought to keep away from, and what you ought to
use as motivation. Knowing precisely what's going on in your industry (like any latest trends)
will likewise permit your business to be more unique by advancing to fit the requests of the
customer. Michael Porter’s Five Forces Analysis goes one step further, requiring a company to
look at specific aspects of the market in great detail, so a company can make more strategic
business decisions. By understanding an industry’s opportunity for profit and any potential
threats to your success, a company can more easily identify their company’s strengths and take
advantage of them, or determine your weaknesses and how they can improve on them.
51
4.3.4 THE 5 FORCES PORTER’S THEORY ANALYSIS PROCESS

In order for a company to be one of the top notch companies in the industry, they need to always
keep track of the 5 Forces Porter’s theory to be one step ahead from any other companies. there
six steps on the analysis processes.
Step 1: Preparation is Key

To begin with, prepare your relevant information before start planning on creating the strategies.
As it is better done in groups, experts from customer service, Product, Sales and Marketing all
work together to get better insight. Here are some relevant information that might make the 5
forces porter’s relevant:
 Sales and performance of competitors
 Any information on reasons behind customer churn
 Intelligence on why you have acquired or won certain clients
 Detail on what suppliers you use to provide the product/service
Step 2: Threat of new entry

During this stage, it is predicted whether the level of easiness or difficultness for a new business
to join the market. There could be possibilities from both successful companies and new start up
companies. Or in other words, how easily the rival can penetrate the company’s current
progression. Some questions that may help getting those answers are:
 Is there regulation in the market?
 How complicated is the product or service?
 Are there legal barriers such as IP?
 What budget would be required?
 What would the existing players response be?
 What are the barriers to entry?
52
Step 3: Threats of Substitution

From a different or outside point of view think about how easily the current product and service
can be easily replaced. However in this context does not necessarily mean a substitute but rather
than something that is replaced with a better version of a brand new service. Questions that can
be pondered on during discussion:
 Are there already substitute products or services?
 Is the cost for a customer to switch low?
 What is the brand loyalty and strength like in the marketplace?
 How does the product or service compete?
Step 4: Supplier power

A business uses suppliers to provide for the company’s products or service. List out all the
suppliers you use that enable you to provide your product or service to your customers. Identify
on how powerful the suppliers are and how much impact can they effect the business or what
kind of negotiation will they be making that would only have a one sided benefit.
Step 5: Buyer Power

At this stage, the customer’s power is analysed. This part is one of the major thing that decides
on how powerful the customer is towards your brand’s price, for your product development or
customer service. Some things that need to be put into consideration is the customers you have
lost, the sales you have won, and your customer survey feedback.
Step 6: Competitive Rivalry

Once everything has been analyse and identified, now would be the perfect time to know which
establishes the competitive rivalry within your marketplace. We need to know how many director
competitors that exist in the market, how big is the marketplace or whether it can it sustain multiple
successful companies and what is the industry growth looking like
53
CHAPTER 5:
COMPETITOR
ANALYSIS
54
5.1 OVERVIEW OF THE COMPETITORS

Competitor’s analysis in strategic management is an assessment of the strengths and weaknesses
of current and potential competitors. This analysis provides both an offensive and defensive
strategic context to identify opportunities and threats. A competitor's analysis is a methodology
where you recognize significant competitors and research their products, sales, and marketing
strategies. other than that, it helps a company to recognize their unique value proposition and
what makes your products stand out from the other competitors, which can inform future
marketing efforts.
5.2 LIST OF POTENTIAL COMPETITORS

- Glade
- Ambi pur
- Dexandra
MAIN COMPETITORS (DIRECT COMPETITORS)

BLIESEKL Pro X Niaga Marketing has a few main competitors which are Ambi pur,
Sugarboom, Glade and Dexandra. All these needs to be considering before making major loss.
For new brands, we need spend as much as we can especially in marketing because to break a
chain of oldest brand only can be done by marketing. Only this way can tell users that they have
substitute product in same line. This study shown that even a new product, can have major share
in market and shake the business of big brands. To differentiate our brand from the others, we
need to start from services. As the product in same line with the others, services can be the only
option to stay relevant in the market. Every big corporation can sustain their business by
providing after sales services.
55
a) De’ Xandra
Illustration 1: De’ Xandra logo.
In 2015, the founder of De’Xandra decided it was high time to create own fragrance line after several
years of doing business. The high demand for high-quality inspired perfumes allowed De’Xandra to
penetrate the Malaysian market successfully and within one year of launching the fragrances, they
achieved RM7 million in sales.
De’Xandra continues to rise as Malaysia’s Top Fragrance by employing intelligent marketing

strategies to gain a widespread audience in Malaysia. One such strategy is making celebrities, Nabil
Raja Lawak and his wife Zira, as their brand ambassadors. They went all out in their branding
campaign in 2016 and closed the year by earning RM50 million in revenue.
The phenomenal success in 2016 made De’ Xandra more established and has allowed them to grow
their company, which is headed by the founder. De’Xandra continues to evolve by focusing on
educating their resellers with intensive product and marketing trainings. Their rapid growth is further
enhanced by the products’ brand-new look and partnership with AirAsia that was launched in October
& November 2017, respectively.
56
b) Ambi Pur
Illustration 2: Ambi Pur logo.
Ambi Pur is a brand under P&G company from United States of America. As the longest brand, it
holds major share in this industry. Ambi Pur making worldwide total sales of 300 milion US dollar
yearly. One of establish brand, it has their loyal customer who in their favor. Ambi Pur Malaysia have
plenty of product such as Ambi Pur Aerosol Spray, Ambi Pur Car Air Freshener, Ambi Pur Bathroom
Freshener etc. Ambi Pur is a brand that been trusted in millions of living rooms, kitchens, laundry
rooms, and bathrooms—and have been passed down from generation to generation. Over the course
of 181 years, P&G challenged convention, led innovation, and helped shape culture.
57
c) Glade
Illustration 3:. Glade logo
Glade is a product under giant company in United States of America, SC Johnson. SC Johnson is well
known company that produced hundreds of products for household. SC Johnson is a leading
manufacturer of household cleaning products and products for home storage, air care, pest control
and shoe care, as well as professional products. SC Johnson brands include Glade, for scents segment.
Few types of product such as Glade car gel, Glade automatic spray, Glade aerosol etc.
58
5.3 TWO ANALYSES OF COMPETITORS:
5.3.1 COMPETITORS PROFILE ANALYSIS
5.3.1.1 Definition of COMPA

The competitive profile analysis (COMPA) is a model that can help the company shape on how to go
about researching the competitors. This model also can reveals their relative strengths and weaknesses
towards its rivals. Its also can help the company manage to identify any possible threats and
opportunities the company might face due to the external factors. It helps the company on specific
information by giving a structure to guide the market analysis. It can be used in any industry with
multiple businesses to give a detailed view of the competitive landscape. It is a critical part of the
company marketing plan. By using this evaluation, the company can establish what makes the product
or service unique and what attributes to play up in order to attract the target market.
5.3.1.2 CHARACTERISTICS OF COMPA ANALYSIS
Marketing:
Marketing tools that competitor used to compete in the market. Many marketing activity can be set
up by the company in order to gain customer and acknowledge new customer about the existing
product as well as increase the profit. It is a set of institution of creating, delivering and exchanging
offerings that have value for the client or to society. This marketing strategy element reflects the
solution to the customer’s needs. BLIESEKL Pro X Niaga Marketing should develop unique
marketing design, name and theme to stand out in the competitive market.
Pricing:
Price is the amount that has been agreed to be put on the product or services as payment that offered
for sale during the businesses. Price is an important characteristic to be focus on because the amount
that will paid by the customer. If the product or services does not have value the customer will not
spend the money. There are many different strategies that a business can use when setting the price.
It requires an evaluation of the value of products for targeted customers. The pricing strategy of the
BLIESEKL Pro X Niaga Marketing is providing a few packages for different price range of income.
The price that need to be set up has to be relevant compare to the competitors. If the price setting is
59
high then BLIESEKL Pro X Niaga Marketing has to come out with something that would provide
value that the customers will earn.
Brand Reputation
Serves as an important aspect in the modern business age which provides a view into the brand to the
customers. it is simply how a brand is viewed by everyone else. A great brand reputation shows
consumers trust in the brand and the consumers are confident to do business with. Since BLIESEKL
Pro X Niaga Marketing is still new in the industry, the do not have a brand reputation and are still
very lowkey for now. BLIESEKL Pro X Niaga Marketing should focus more on brand awareness to
increase their brand reputation.
Product/Service Range
The company that offer product and service range to the customers with variations of purposes and
theme. Providing with better product range than other competitor however other competitors has more
selection of product and service range that are catered by which is better than BLIESEKL Pro X
Niaga Marketing. When businesses develop a strong core product line, the product range allows the
business to focus on those product lines while still offering enough to the wide range of potential
customer.
5.3.1.3 RATIONALE OF CHOOSING COMPA ANALYSIS
Competitor analysis will help the company build better marketing strategies. The company also could
identify opportunities in the market that are currently under-served and can formulate how to run a
business. This can be seen as a reactive approach. The company will know how the competitor run
their company. The same factors are used to compare the companies visually and accurately, the result
of the matrix facilitate decision making. Businesses can easily decide which characteristic should be
focus more on.
5.3.1.4 THE COMPA ANALYSIS PROCESSESS
60
Critical success BLIESEKL Ambi pur Sugarbomb Glade

factor Pro X Niaga
Marketing Social Media Internet Internet Internet
Price Medium High High High
Brand Medium High High High
Reputation
Product Range High High High High
5.3.2 COMPETITOR ARRAYS (COMAR)

COMPA ARRAYS is an another technique to determine the marketing competitor analysis other than
using COMPA. It’s just a simple tool for follow a few steps to determine how the competitors are
doing. This competitor arrays could help the company define the industry, find out the competitors,
key success factors, rank those factors, rate and determine the competitors. This analysis provides
both an offensive and defensive strategic context to identify opportunities and threats. The relevant
source of competitor analysis into one framework is the support of efficient and effective strategy
formulation, implementation, monitoring and adjustment. In this competitive array they have their
own step to identify the competitive. Firstly, by defining the industry. Then, determine who are the
competitors, determine who are the customer and what kind of benefit and lastly by determine the
key success factors in the industry.
61
Ratings:
The rating in internal matrix refers to how strong and weak each of the factor. The range from 4 to 1
means from major strength to major weakness. 3 are minor strength and 2 are minor weakness.
Weight:
Each key factor will be assigned a weight ranging from 0.0 (low importance) to 1.0 (high importance).
The number indicates how important the factor is if a company wants to succeed in the market. The
sum of all the weight must equal 1.0.
Score:
The score result are by weight that are multiplied by rating. Each key factor must consist of score.
Total weighted score are the result of sum by all individual weighted score. In internal evaluation a
low score indicates that the company weak against its competitors.
5.3.2.3 RATIONALE OF CHOOSING COMPA ANALYSIS
Competitive Array give the business to understand and keep them in track of business competition.
It is an essential part of staying relevant in the marketplace. It is important for the entrepreneur to
keep competing in the market. The competitive arrays give the advantage in our own opinions where
the business can analyse the competitors and ranking them to their condition and situation
62
5.3.2.4 THE COMPA ANALYSIS PROCESSES
Ambi pur Sugarbomb Glade

Critical Weight Rating Score Rating Score Rating Score
Success
Factors
Marketing 0.25 3 0.75 4 1.00 4 1.00
Price 0.25 3 0.75 4 1.00 4 1.00
Brand 0.20 3 0.60 4 0.80 4 0.80
Reputation
Product 0.15 3 0.45 4 0.6 4 0.6
range
Total 0.85 - 2.55 - 3.4 - 3.4
63
5.4 SWOT ANALYSIS OF EACH SELECTED COMPETITORS

A value proposition refers to the value a company promises to deliver to customers should they choose
to buy their product or service. A value proposition is also a declaration of intent or a statement that
introduces a company's brand to consumers by telling them what the company stands for, how it
operates, and why it deserves their business.
Strengths Weaknesses
- Already have loyal reseller and
customer that always repeat
- Not enough structure in
order every month.
organization.
- Keep follow up to ensure
customer satisfied with the
product and the service.
- Experienced and motivated
team
Opportunity Threats
- Growing demand. - Economic and health crisis.
- Latest technology and internet (Pandemic Covid-19).
help the company. - Many competitors in market
- Not easily discover in
marketplace
64
5.5 S.W.O.T ANALYSIS ON EACH AND EVERY COMPETITOR
Strength Weaknesses Opportunities Threat

De’  Have a loyal customer  Only sales at  Existing  Competitor
Xandra around nation. certain places customer from old
such as mall. . and new
 Many product that brands.
establishes in market.
Ambi  Establish brand inside  Price to high.  Easily  Competitor

Pur and outside Malaysia. reached from old
at market and new
 Systematic flow of brands.
supply.
Glade  Establish brand inside  Price to high.  Easily  Competitor
and outside Malaysia. reached from old
at market and new
 Systematic flow of brands.
supply.
Table 4: S.W.O.T Analysis for Pro X Niaga competitor in market.
65
CHAPTER 6:
MARKETING
PROBLEM
ANALYSIS
66
6.1 DEFINE THE NATURE OF PROBLEM

Pro X Niaga major problem is it did not have many products to be chosen compared to the other
brands. Pro X Niaga only have 3 types of main product compared to others that at least have 7 to 8
products. As a new player in fragrance industry, Pro X Niaga should pay extra attention to the product
and try to have at least 5 major products in line. This can give bad impact especially to sales because
Pro X Niaga had to fight with big brands.
As a fragrance product, it is vital to ensure that the product is safe to use and must provide a certificate
that been given by authorized organization. Reseller especially need to take serious in health and
safety regulation knowledge. Training and module should be prepared for employee and reseller to
be. Pro X Niaga need to take counter measure if any faulty happen towards product and customers.
The risks of getting sued by the customers is high if any casualties happened which may cause bad
reputation towards company.
Other than space of the office is small, Pro X Niaga has numbers of employee to take care of 400
reseller around Malaysia. This kind of overwork can burn out the employee and might affect the
business especially in production team.
67
6.2 IDENTIFY THE CAUSE OF THE PROBLEM
The causes happen because small number of workers. As for now, the CEO itself handle work of
Human Resource department. It is vital to have specialist in every department to ensure the efficiency
workflow of the company. Rather than that, workspace also need to be change for bigger space. In
production department, they need proper space to store the product because it can lead to accident
because the product is fragile. It can lead a lot of loss if incident happen in workstation.
As for legal action, Pro X Niaga should hired law firm who can take care of business name. This to
ensure no fault action by third party, especially in manufacture. Having legal team mean taking care
everyone business. It can save the business from having problem with law penalty, or defamation
from irresponsible person
68
CHAPTER 7:
FINDINGS
AND
DISCUSSION
69
FINDING AND DISCUSSION
7.1 CURRENT POSITION OF COMPANY
The current position of company is currently stable and still manages to catch sales. If compare Pro
X Niaga to other big brands, we still catch up to be the best and successful fragrance business. From
data of total sales, it shown increment every month and it is a prove that we still stand firmly among
other brands. As our business in stable condition and can be improving, I believe that our business
can achieved more sales and will sustain in this industry.
7.2 MARKET SIZE (CURRENT AND FUTURE), TREND AND GROWTH RATE
The market size for fragrance industry is big. Having a substitute product, not impactful in the market,
but having 4 brands, it can affect too much. As for now, car user only in Malaysia has 31.1 million
registered with Road Transport Department Malaysia. With this kind of market size, it enough to
show that fragrance industry has bigger growth rate. Everyone loves to have their car in good
condition, and nice smell. The growth rate for fragrance industry is high that many new local brands
that has been raised slowly in Malaysia. This kind of trend can be threats to Pro X Niaga, but with
right steps and right decision-making Pro X Niaga can be major competitor in fragrance industry next
5 years.
7.3 KEY INDUSTRY SUCCESS FACTOR
The key success factor for Pro X Niaga is using only quality ingredients in the product. Customers
always look for ingredient to ensure the product is safe or not. Customer not only looking at affordable
price but also can protect and improve their self-esteem. If customer find out that our product is lack
in quality, they may switch to another brand. Other than product, Pro X Niaga services is always top
notch. Service in this term such as communication, entertainment, tools provided always being critical
factor to became successful as now. People love for getting attention, and we are providing with
patient.
70
7.4 CURRENT COMPETITIVE ADVANTAGE
Pro X Niaga current competitive advantage is variety of choices of the product. Since people have
different preference, Pro X Niaga comes out with different flavors. For example, bliese wooden cap
comes with 15 scents. From soft scent to strong scents, sweets scents to fruity all this can be found in
bliese wooden cap. Variety of choice can make customer happy because there is no need to find at
other brands. As we also sold our product in combo package, customer can get at reasonable price
compared to buy from others brand that sold in ala carte. This kind of attractiveness make customer
happily to buy with us.
After sales service always be priority in our business. Usually, our product lasting about 45 days and
around 30 days from purchases we will contact our customer about the feedback. As the feedback
usually positive, they will be repurchased again in bigger amount. This because they already trust our
product and have create a strong bonding. This kind of bonding make the customer became loyal to
our business.
7.5 MAIN COMPETITORS
Main competitor for Pro X Niaga is De’ Xandra, Ambi Pur and Glade. Line up of product is quite
similar because related to air freshener and perfume. End users can make a choice from this variety
of brands. To win in this battle, Pro X Niaga should strong the fundamental of the business, marketing
section. To became relevant with other brands, the marketing should be strong along the product. As
share market in this industry, it can be considered that the competitive is equal. It is depending on
company how to attract their customer and each of them have their own strength and weaknesses.
71
7.6 THE MAIN MARKETING PROBLEM
For now, what can I say is Pro X Niaga did not have major marketing problem. This is because every
month Pro X Niaga total sales is rapidly increasing. This is shown that marketing & sales department
really do an excellent work in order attract more customer. As for improvement, Pro X Niaga can
collaborate with content creator to spread the size of market. This kind of collaboration can be such
product placement in drama or movie. Pro X Niaga can have ambassador that mastered in fragrance
industry. Having ambassador not only to bring sales, but for having brand awareness.
7.7 MAIN CAUSE OF MARKETING PROBLEM
Pro X Niaga did not have main marketing problem and the main cause of marketing problem. As a
room of improvement, Pro X Niaga should give extra attention to marketing & sales department as in
workforce. This department play major roles to bring profit to the company. Pro X Niaga should hired
more specialist into marketing & sales department in orders to bring more brilliant idea
72
OVERALL FINDINGS (BASED ON CHAPTER 3)
Every company has their own analysis tools to compete with their competitor in the market. It depends
on the company to find out their own strength or weaknesses. As a Business Consultant company that
does marketing and advertising to make a living, using a SWOT analysis are help to determine the
strength, weaknesses, opportunities and threats in the market. It is help to sustain the company in the
market as well as sell more policies and build the business. SWOT analysis can be used when the
company don’t have much time to address a complex situation.
Ultimately, the company must be prepared to spend time to review the SWOT and use it to determine
the best way forward in the business. SWOT has save the company time and money without the
expense of an external consultant or business adviser. Strength analysis in BLIESEKL Pro X Niaga
Marketing is have a supportive and understanding between team members which plays a big role in a
company. A happy employee determines a good company as the work quality will maintain to be good
and sincere.
Next is, business is digitalised which can help the COVID-19 viruses spreading. We are still able to
work with the comfort of our home and may take breaks when things starts becoming too much. They
also provide affordable prices for small businesses to start-up. To compare with different agencies
which most probably would cost more, BLIESEKL Pro X Niaga offers some similar services but with
lower prices.
BLIESEKL Pro X Niaga needs to combat their weaknesses in the market so that they can compete
better than competitor. BLIESEKL Pro X Niaga Marketing needs to fix their weaknesses that they have
in order to make the client happy and gain more client in the future. BLIESEKL Pro X Niaga Marketing
has a lot of competitor in Malaysia where they need to compete and fight to become the top in the
market. Shock Media Studio, Adeve Digital and Chronos Agency are very well known in the market.
BLIESEKL Pro X Niaga Marketing must have a diligent system when operating to attract more clients.
As an opportunities BLIESEKL Pro X Niaga Marketing can grab, they can reach a larger audiences to
get more clients since everything digitalised. Not to forget that, this industry is always in high demand
which they can educate more to advertise their brand online.
73
Other than SWOT analysis, the company also could use BCG matrix as their analysis tools in the
market. It attempts to identify in offerings that will keep the company profitable in the future. There
are four quadrants which is Stars, Cash Cows, Dogs and question marks. Which BLIESEKL Pro X
Niaga Marketing product or services that generate most cash or the best in market share are considered
as stars.
74
OVERALL FINDINGS (BASED ON THE ANALYSIS IN CHAPTER 4)
The Malaysian economy has been steadily growing over the past years, by 4.3% in 2019 and 4.8% in
2018. However, the effects of the pandemic has dragged the economy into negative territory, recording
-6% growth in 2020. With the increase of phone usage and internet in Malaysia, it is not a surprise that
Digital Marketing are one of the most popular industries in Malaysia and automatically the increase
number of competitors as well. A study has shown that activities done online by Malaysians, with
Communicate by Text placed the top with 96.5%, Social networks visit for 85.6% and Getting
information online with 85.5%. In the year of 2019, up to 96% of Malaysian users use mobile
messengers and watch videos on mobile every month which are one of the tools that digital marketers
use to advertise their clients product and services.
MARKET SIZE, TRENDS AND GROWTH RATE

Malaysia has one of the most conducive environments for digital marketing. Most areas are urbanized
and the citizens are well-educated, showing a total literacy rate of 94%. The country’s modern attitude
also reflects on its rapidly growing online population. 26 millions of Malaysia’s 32.16 million
population are now online, where 81% are active social media users. The country has an 83% Internet
penetration rate, which is one of the highest in the Southeast Asia region. It is also important to note
that 98% percent of adult Malaysians use mobile phones, followed by 97% usage of smartphones. In
addition, mobile phones are used significantly more to visit social media sites compared to computers.
This has allowed the country to emerge as the fourth with the highest mobile social media penetration
globally, and the first in Southeast Asia. Therefore, marketers must ensure that mobile-friendly
strategies are developed. In conjunction to that, digital marketing will always grow in the industry
because people are always on track with current trends be it with social media, internet trends and also
with their lifestyle. As for 2020, the most popular social media is TikTok, a lot of digital marketers
utilize TikTok to do their advertising and it is one of the easiest way to attract more viewers and brand
awareness towards a company. It is also an easy tool to use to manage on the statistics and analytics.
75
KEY INDUSTRY SUCCESS FACTORS

The company cannot expect to be competitive in its industry without and understanding of the
industry’s key success factors. Key success factors are a function of both customer needs and
competitive pressures. Figure out what customers in the industry wants and how successful firms can
survive with the competitive industry pressure. BLIESEKL Pro X Niaga Marketing needs risk selection
which identifying the risk it is willing to take which means being good at underwriting and pricing.
Setting the price where benefit the customer and the company. If the competitor could set the price low
with good benefit it will be difficult to the company instead setting the price high with premium benefit.
Customer will feel relevant to spend on the price. Good at underwriting are vital in which they are
professional on evaluate and analyse the risks involved in insuring people and assets. In which also
they takes on financial risk for a fee. Next is risk management.
BLIESEKL Pro X Niaga Marketing must manage risk, reinsuring unwanted risk and managing claims
effectively. BLIESEKL Pro X Niaga Marketing has to be professional at managing the risk efficiently
to avoid any difficulties to the clients as well as managing the team members. As a business consultant,
it is important to keep the clients in better and satisfied. Next, risk acquisition which contract
continuation, using sales channels and effective marketing to attract clients and promote the best
packages.
76
7.3 OVERALL FINDINGS (BASED ON CHAPTER 5)
7.3.1 CURRENT COMPETITIVE ADVANTAGES

Some of the competitive advantages that BLIESEKL Pro X Niaga Marketing can use against the
competitors is being one of the agencies that provide advertising and marketing services that are
affordable and the clients are able to choose which of package they prefer. Since we are still
undergoing a pandemic this gives all business owners opportunities to expand their business and
increase their revenues as well.
Next is loss prevention and monitoring. The digital marketing industry is moving from pure risk-
distribution to a combination of risk-distribution and risk-prevention. This is a situation where
both of the client and digital marketers happy because could reduce the costs. Processing data from
connected devices and public sources has its application in risk-prevention as well. This data can
be valuable for early warning, decreasing the total loss and accurate assessments of the damage,
in other words, there will be almost endless opportunities for digital marketers to monitor and
prevent loss.
Lastly is Fraud detection and prevention are one of the competitive advantage. The thing about
marketing is, the results are not that can be received within overnight. Although with a thorough
research on the brand and great strategy, it still requires a lot of time to reach certain type of
audiences that is desired. With that being said, clients that are aware and educated enough with
marketing will be able to eliminate any companies that claims that they can reach let say 10,000
followers overnight. it is merely impossible unless it is endorsed by a famous celebrity.
77
CHAPTER 8:
CONCLUSION
1
8.1 OVERALL CONCLUSION (BASED ON CHAPTER 3)
SWOT Analysis, BCG matrix and IFS and EFS is utilized to recognize the organization inside
and outside favourable circumstances and inconveniences that may influence their strength and
opportunity. Thusly, BLIESEKL Pro X Niaga marketing would be ready to recognize what
their quality and opportunity is. Along these lines, they can plan something together for
reinforce their present quality and seek after the open door accessible to improve their business.
The shortcomings and the dangers recognized through SWOT examination is significant since
they can utilize the data picked up to be arranged and beat the approaching dangers and
decreasing their shortcomings to negligible as could reasonably be expected.
2
By contemplating the outline of the business, the organization will comprehend the condition
of their industry, advertise, contenders, clients and others. This would recognize what
procedure and strategies ought to be utilized so as to work their business appropriately. By
understanding the market, they will have the option to recognize the contenders and where their
clients found and what sorts of clients accessible in the market. PESTEL investigation helps to
recognize the outer components that can influence the organization. All together for any
organization to work their business legitimately and maintaining a strategic distance from any
awful picture to the organization is to do the PESTEL investigation. Thusly, they will pick up
information on the lawful. Furthermore, rules set by the administration for the organization in
the event that they need to do their business in territories took care of by the legislature. Porter
Five Forces help to distinguish dangers and bartering power and the existing competition. The
data picked up is significant for BLIESEKL Pro X Niaga Marketing to work easily.
3
In digital marketing industry, BLIESEKL Pro X Niaga Marketing will face many strong
competitors such as Ambi pur, Glade, Dexandra and many more. BLIESEKL Pro X Niaga
Marketing have to come out with better option on products and services to attract more clients
and in order not to lose their customer to their competitor. Besides that, they must always be
one step ahead than the competitors. Analysing and observing the competitors activities is one
of the best options to keep track on where they are. They can turn that into competitive
advantages.
BLIESEKL Pro X Niaga Marketing is committed to conducting business dealings with

integrity and honesty. Providing clients and customers good services and products. This means
avoiding practices of bad customer services in which will give bad reputation to the company
as well as will affected the profitability. With that being said, a company is only able to be
successful if there a good support system that is given to the company. Eliminating bad habits,
unnecessary excuses, organizing the company well will sure increase the brand image and their
reputation. It is quite the obvious that no clients would want to use our services if the company
is not managed well.
4
CHAPTER 9:
STRATEGIC
RECOMMENDATION
5
9.1 RECOMMENDATIONS ON SPECIFIC STRATEGIES COMPANY

SHOULD APPLY TO SUSTAIN IN THE CURRENT MARKETPLACE
AND INDUSTRY (BASED ON THE ANALYSIS IN CHAPTER III & IV
AND FINDINGS).
BLIESEKL Pro X Niaga Marketing is a new fragrance company, they would require extra
efforts in order to increase their brand reputation and brand recognition. During this stage, it is
very important to maintain the company with positive feedbacks from the clients and making
sure the task is completed perfectly. Since it is a work from home basis company, the
communication level should be upgraded extra. This is to ensure that there are no
communication barrier, misunderstanding and able to follow up with any handovers or issues.
I would recommend having a team meeting at least three times a week. Just to ensure that the
company is on track and any tasks that are almost near the deadline can fasten the process to
maintain customer satisfaction. Although it is a small company, it is very important to ensure
that the workload is bearable and maintainable to avoid over stress and burn by the employees.
With the affordable packages that they offer, BLIESEKL Pro X Niaga Marketing needs to
market their brand even more and it is recommended to use popular platform such as Instagram,
Facebook and TikTok to gain more potential clients. Things that may decrease company
reputation such as bad reviews from clients need to be looked closely and plan strategies to
improve to ensure that in the future the clients will remain with the company and if it is good
enough to be promoted to their friends, families and even acquaintances. Despite that we are
in a pandemic right now, all the team members need to check up on one other and give the
extra helping hand if needed. This is to avoid any miscommunications and mistakes to occur.
6

SHOULD APPLY TO GAIN COMPETITIVE ADVANTAGE (BASED ON
THE ANALYSIS IN CHAPTER V AND FINDINGS).
There are many different ways to get a competitive advantage in the marketplace, and many
businesses will focus on a few tried and true method of gaining a good condition on the
competition. These methods can be classified into four which is different product with different
attributes. To be different in the market are unique and bonus to the company because customer
would want to spend their money into something different from others. Different is a strategy
that businesses often use to make them apart from the competitor. Businesses that differentiate
themselves typically look for one or more marketable attributes that they have that can set the
company apart from the competitor. Being different in the market will set the eyes of the
customer for wanting to learn more about the differentiation. The customer will ask more and
try on it. From the strategy, the company can have a new customer and can set them to retain
in the company.
Other than that, utilize defensive strategy also can be in a competitive advantage. The
advantage gained by this type of strategy is that is allows the business to further distance itself
from the competition. This strategy is a method used by businesses to keep those advantage in
place once they have been attained. Whereas the other two strategies are more offensive in
nature, this strategy becomes an actual advantage as it becomes increasingly difficult for so
calls competitors to offer any real opposition to the business. BLIESEKL Pro X Niaga
Marketing also could attempt this competitive advantage which cost leadership, it occurs when
a business is able to offer the same quality product as its competitors but at a lower price. In
order to use this strategy, company must find ways to produce goods at a lower cost though the
perfection of production methods or by utilization of resources in a more efficient manner than
competitors.
7

SHOULD APPLY TO SOLVE THE SELECTED MARKETING
PROBLEM (BASED ON THE ANALYSIS IN CHAPTER VI AND
FINDINGS)
What I may suggest to BLIESEKL Pro X Niaga Marketing to be better in the future is to have
a better leadership skills. Speaking from personal experience I think Tony does have the
potential to be a great leader, however there are still certain areas that he can improve himself
to make the company better. He should realize that his actions will also affect other employees
in the company. In conjunction to that, it is Tony responsibilities to check up on his employees
by conducting a meeting at least thrice a week to keep track on every clients and the employees.
I am sure BLIESEKL Pro X Niaga Marketing can go far because they are actually an excellent
company but there are so much more room for improvement to make sure that their company
would sustain in this economy. It is a huge opportunity for them to grab since we live in a
digitalized era. Almost everyone is doing digital marketing and they can use that opportunity
to achieve their goals and increase brand awareness.
8
CHAPTER 10:
REFERENCES
9
Facebook. 2021.
BlieseKL. [online] Available at:
<https://www.facebook.com/Bliesekl-113181286922025/> [Accessed 15
May 2021].
Brookins, M., 2021. Toothpaste Marketing Strategies. [online]

Small Business - Chron.com. Available at:
<https://smallbusiness.chron.com/toothpaste-marketing- strategies-
68241.html> [Accessed 16 May 2021].
Morgan, B., 2021. Marketing in the Fragrance Industry. [online]

Ivoryresearch.com. Available at:
<https://www.ivoryresearch.com/samples/marketing-in-the-
fragrance- industry/> [Accessed 16 May 2021].
Pg.co.uk. 2021. P&G History | Procter and Gamble. [online] Available at:
<https://www.pg.co.uk/pg-history/> [Accessed 20 May 2021].
De'Xandra. 2021. Our Story - De'Xandra. [online]

Available at:
<https://dexandra.com/corporate-information/our-story/> [Accessed 20 May
2021].
Scjohnson.com. 2021. [online] Available at:

<https://www.scjohnson.com/en/about- us> [Accessed 20 May
2021].
10
APPENDICES
11
12
13
14
15
16
17

Full Report Internship Aimi Nur'ain 2

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Full Report Internship Aimi Nur'ain 2

Uploaded by

Copyright:

Available Formats

A REPORT ON MARKETING ANALYSES OF

BLIESEKL (PRO X NIAGA (M) SDN BHD)

AIMI NUR’AIN BINTI AZRUN

REPORT SUBMITTED PARTIAL FULFILLMENT FOR THE

UNIVERSITI KUALA LUMPUR BUSINESS SCHOOL

This report was read and verified by:

CHAPTER 2: Company Background 21-27

CHAPTER 3: COMPANY INTERNAL ANALYSIS 28-39

3.1 Value Proposition Analysis (SWOT Matrix Analysis)

3.3 Positioning Analysis (IFAS& EFAS)

CHAPTER 4: INDUSTRY ANALYSIS 40-53

4.1 Overview of the market / industry

4.2 The Industry Analyses (PESTEL)

4.3 The Industry Analyses (5 Forces Porter Theory)

CHAPTER 5: COMPETITOR ANALYSIS 54-65

5.1 Overview of the competitors

5.3.2 Competitor Arrays (COMAR) or other related analyses

CHAPTER 6: MARKETING PROBLEM ANALYSIS 66-68

CHAPTER 7: FINDINGS AND DISCUSSIONS 69-77

7.1 Overall findings (Based on the analysis in Chapter III)

CHAPTER 8: CONCLUSIONS 1-4

8.1 Overall conclusions (Based on the analysis in Chapter III and

CHAPTER 9: STRATEGIC RECOMMENDATIONS 5-8

9.1 Recommendations on specific strategies company should apply to sustain

1.1: OFFER LETTER

1.2: OBJECTIVES OF INTRA

CHAPTER 1.3: LOCATION OF INTRA

1.3.1. Company Name: PRO X NIAGA (M) SDN BHD

1.3.3. Location of Company:

Figure 1: Company Location

1.4: POSITION ASSIGNED

1.4.1. Internship Trainee

1.5: CEO & PIONEER PRO X NIAGA BLIESEKL

Name: Aizzul Bin Abdul Majid

Position: CEO & Pioneer Pro X Niaga BLIESEKL

SUPERVISOR & HEAD OF MARKETING PRO X NIAGA BLIESEKL

Name: Azizi Bin Abdul Majid

Position: Supervisor & Head of Marketing Pro X Niaga BLIESEKL

Work Experience: 4 years

1.6 MAJOR TASKS/ PROJECT ASSIGNED

1.7 ROLE/RESPONISBILITY FOR EACH TASKS

1.8 GANT CHART OF INTERNSHIP

1.9 PHOTO, EVIDENCE RELATED TO TASK JOB AND PROJECT

2.1 COMPANY’S NAME AND MEANING

2.2 COMPANY’S LOGO AND MEANING

2.3 COMPANY’S HISTORY, VISION, MISSION, AND LEGAL STATUS

Company Name : Pro X Niaga (M) Sdn Bhd

Industry : Fragrance Industry

Working Hours : Monday to Saturday

Benefits : Allowance and commission on sale

Spoken Language : English and Malay

2.4 COMPANY’S MAP AND LOCATION

Figure 1 shows the map of BLIESEKL Pro X Niaga Marketing’s office

2.5 COMPANY’S OVERALL ORGANIZATION CHART AND DESCRIPTION

2.6 DESCRIPTION ON COMPANY’S BUSINESS ACTIVITIES

2.7 COMPANY’S PRODUCT AND SERVICES

Business Consultant services

3.1 VALUE PROPOSITION ANALYSIS (SWOT MATRIX ANALYSIS)

3.1.1 DEFINITION OF THE ANALYSIS

3.1.2 CHARACTERISTICS OF THE ANALYSIS

3.1.3 RATIONALE OF CHOOSING THIS ANALYSIS

3.1.4 LIST OF BLIESEKL PRO X NIAGA MARKETING STRENGTHS

i. Supportive and understanding team members