FACULTY OF BUSINESS AND MANAGEMENT

BUSINESS ADMINISTRATION (HONS.) HUMAN RESOURCE MANAGEMENT

DIGITAL MARKETING
MKT558

INDIVIDUAL ASSIGNMENT 1 : BOUGAS BEAUTY ENTERPRISE

PREPARED BY:
NAME STUDENT NO.
AINA SYAZWANI BINTI ANUAR 2021117915

PREPARED FOR:
MADAM FARIHIN MHD NASIR

GROUP:
RBA2404A

DATE:
16 DECEMBER 2022
 TABLE OF CONTENT

Acknowledgement II
1.0 Introduction 1
2.0 Online Consumer Variables 2-3
2.1 Demographic 2
2.2 Psychographic 3
2.3 Geographical 3
2.4 Behavioral 3
3.0 Impact of Macro-Environment 4-5
3.1 Political Forces 4
3.2 Social Forces 4
3.3 Economic Forces 5
3.4 Technological Forces 5
3.5 Legal Forces 5
References
Appendices
 ACKNOWLEDGMENT

First and foremost, I would like to praise and thank Almight Allah as He has easier
my journey in completing this individual assignment. I managed to complete this assignment
successfully despite the entire hard journey I need to go through. Without Him, I might not be
able to complete this assignment.

I am very glad that the accomplishment of this Individual Assignment was successful.
Blessing and the heart pledged support. On completion of this report, it gives me great
pleasure and satisfaction. Hence, I would like to take this opportunity to express our
gratitude towards those who made this possible.

Words cannot express the zeal of ecstasy while depicting our deep sense of
gratitude to my esteemed, knowledge guide, Madam Farihin who inspires me to undertake
this work. Her dynamic guidance and continuous interest kept us inspired by all difficulties.
Her technical guidance, knowledge and dynamic approach is the cornerstone. This
dissertation could not be possible without her most valuable suggestion and guidance.

Furthermore, I would like to thank my parents, who are indirectly involved assisting
me in making my journey easier. They understood that I would require my own space and
time to complete this task assignment. As a result, they have prepared a space for me to
complete the assignment and do not bother me while I was working on the assignment. In
addition, thank you for their endless support and consideration for me. I believed I was able
to complete this assignment because of the prayers they made for me.

Finally, yet importantly, I also thankful to all friends in our group and classmates for
their kind support at various stages of work. Thank you for all the cooperation and support
they gave towards me.

II
1.0 INTRODUCTION

Bougas Beauty Enterprise was established on 23rd July 2017 at Cyberjaya,

Selangor. This business founded by Puan Nur Erni Amanina binti Mohd Amin and
her husband, Encik Muhammad Faisal bin Salehhuddin. Direct sales and internet
commerce are conducted by Bougas Beauty. When the company first started selling,
Bougas Empire Sdn Bhd only had one item in its Bougas Beauty product line: the
Bougas Beauty Serum. Following that, Bougas Beauty Serum is improved and
upgraded to Bougas Beauty Advanced Serum. Bougas Beauty Advanced Serum,
Bougas Beauty Face Scrub, Bougas Beauty Facial Cleanser, Bougas Beauty All-Day
Moisturizer, Bougas Beauty Sunscreen, and Bougas Beauty Rejuvenating Toner are
the six primary types of face care products now offered by Bougas Empire Sdn Bhd.
Additionally, Bougas Empire Sdn Bhd has registered agents and stockists as well.
Beginning in 2017, there are now more than 1,500 authorised Bougas Beauty
distributors in Malaysia. Besides Malaysia, including Sabah and Sarawak.
Additionally, JAKIM recognises Bougas Beauty products as HALAL certified, and
they are registered with the Malaysian Ministry of Health (NOT KKM).

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2.0 ONLINE CONSUMER VARIABLES
2.1 Demographic
The statistical characteristics of human populations such as income or age that are used in
particular to identify markets (Merriam Webster, 2022).

i. Gender
Bougas Beauty produces skincare for unisex, it means can be used either men or women.
Mostly women will buy the skincare because they very concerned about cleanliness and
beauty. Certain men did not buy skincare, they just buy the facial wash. In social media,
Bougas Beauty’s instagram there are also proof that some of men concerned about their face
and using these Bougas skincare products.

ii. Age
Experts in skin care, including physicians and beauticians, concur that the earlier one begins,
the more likely they are to maintain a programme to promote great skin for life. While some
believe girls should begin a basic routine as early as age 12, others believe waiting one or two
years is acceptable (Skin Station, 2022). The skincare products of Bougas Beauty can be used
started from teenagers that age 13 above. The ingredients in the products also not too high in
pH.

iii. Income
Based on the website Bougas Beauty, the range price for all product is a bit pricey. It is
started from RM29 and above. This business target audiences from middle income level to
higher income level. The price of Advanced Serum is RM75, so if the audiences were from
middle and higher income level they can afford to buy it.

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2.2 Psychographic
The qualitative methodology known as psychographics is used to research consumers based
on their psychological qualities and features, such as values, desires, objectives, interests, and
lifestyle preferences. Understanding the consumer's emotions and values will help you
advertise more effectively, according to psychographics in marketing (Adele Revella, 2022).
As such, Bougas Beauty provides complete skincare from cleanser until sunscreen. For
example, the customers can buy full set of skincare Bougas Beauty for their daily life. Also,
the skincare giving alternatives for those who having skin problems.

2.3 Geographical
People around the world exhibit a variety of features. Geographic segmentation is a
marketing approach that divides the target market into groups according to a variety of
characteristics, including economics, dietary preferences, fashion, linguistic, and cultural
norms. Bougas Beauty Enterprise’s products also successfully penetrated Brunei and
Singapore markets and received approval from the Ministry of Health from Brunei and the
Health and Science Authority in Singapore.

2.4 Behavioural
However, behavioural marketing is a powerful technique for obtaining information on
customer behaviour in order to precisely segment and target audiences. In order to match the
precise intentions, interests, and requirements of the ideal market, this style of marketing
focuses on individual patterns of interaction and behaviour (Corinne McGinley, 2019). In
terms of interest, Bougas Beauty produce products that no harms chemical and safe for skin.
Any types of skin can use their products. Moreover, the style of marketing they using famous
people like celebrities to try first the skincare products and if suitable they proceed to be a
model for the products. People easily trusted if any famous people doing review or exactly
using it.

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3.0 IMPACT OF MACRO-ENVIRONMENT
The macro-environment covers a wider range. The environment within the economy is the
issue. It affects how all company groups function, perform, decide, and develop strategies all
at once. It is highly dynamic, therefore a company must constantly monitor its developments.
It consists of outside variables that the business cannot control but that unquestionably have
an impact. There are five elements in macro-environment such as political forces, social
forces, economic forces, technological forces and legal forces.

3.1 Political Forces

Factors affecting the political macro environment include things like tax laws, safety
standards set by the government, the availability of government contracts, and even changes
in the political party in power. International rules, such trade agreements and tariffs, may
have an impact on the supply and demand chains as well as the marketplaces that are open to
a wide range of businesses. Besides, due to Covid-19 mostly businesses using platform social
media to market their product same goes to Bougas Beauty. Bougas Beauty using their
website and Instagram for selling and buying their products. All businesses must follow the
rules.

3.2 Social Forces

People are social elements or consumers. They base their purchases on a variety of criteria.
This covers their geographic area, ethnicity, social standing, urgent requirements, and
tendencies in their way of life. The younger generation wants to purchase online using digital
technologies. Perhaps older folks will continue to use their traditional practises. Mostly
women preferred to buy things about beauty especially makeup and skincare. It is how a
lifestyle nowadays. Producing the skincare like Bougas Beauty to solve the skin problem and
using the skincare as a routine everyday.

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 3.3 Economic Forces
Economic influences include things like monetary and fiscal policies, interest rates,
employment rates, inflation rates, demographic shifts, political shifts, changes in energy and
security, and natural catastrophes. Each of these directly affects how companies manufacture
and deliver their goods and services. In 2020, our country started with pandemic Covid-19
and certain sector were closed. Start from that, most of the businesses using social media to
sell their products including Bougas Beauty. People also having crisis about monetary
because of the closing for certain sectors. If low income people usually buy products Bougas
Beauty, then when pandemic happen, they will start to saving their money for important
needs because Bougas Beauty’s target audiences are middle to higher income level.

3.4 Technological Forces

Production methods, information and communication resources, production, logistics,
marketing, and e-commerce technologies are some examples of technological elements.
These have an impact on an organization's operations, product sales, interactions, and ability
to obtain information about clients, suppliers, and competitors. Day by day, our technology
become more sophisticated. If lazy to go to the physical store, just buy through platform
website or social media. There are too many platform nowdays such as Shopee, Lazada,
Tiktok, and the brand website like Bougas Beauty. From this, customers can get the
information about the products. Other than that, they also can know what ingredients in any
products. For example, on website Bougas Beauty, there are list of product’s skincare, price,
ingredients, and function.

3.5 Legal Forces

Health and safety, equal opportunity, advertising norms, consumer rights and legislation,
product labelling, and product safety are all legal considerations. It is evident that for
businesses to conduct effective business, they must understand what is and is not lawful.
Every product that has been produce by the founder must registred with KKM and using safe
ingredients. For example, Bougas Beauty Empire Sdn Bhd produce skincare with ingredients
that approved by Kementerian Kesihatan Malaysia (KKM). All the product has registered in
Product Registration & Licensing System.

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 REFERENCES

Bougas Beauty’s Official Website. Retrieved from https://www.bougasbeauty.co/

McGinley, C. (2019). The What, Why, and How of Behavioral Marketing. Retrieved from

https://blog.hubspot.com/marketing/what-is-behavioral-marketing

Revella, A. (2022). Psychographics and Personas: How To Get To The Truth About Why

People Buy. Retrieved from https://www.hotjar.com/blog/psychographics-in-

marketing/

Skin Station. (2022). The Best Age To Start A Regular Skincare Routine. Retrieved from

https://www.skinstation.co.uk/post/the-best-age-to-start-a-regular-skincare-routine

Summer. (2021). Understanding of Micro and Macro Factors That Affect Your Business.

Retrieved from https://www.mageplaza.com/blog/micro-and-macro-factors-affect-

your-business.html

Webster, M. (2022). Demographic. Retrieved from

https://www.merriam-webster.com/dictionary/demographic
APPENDICES