Group Assignment Page 1 of 9

Contents
Executive Summary.............................................................................................................2
Company Background.........................................................................................................3
Definition of Vision....................................................................................................................6
Definition Mission......................................................................................................................6
SWOT Analysis...................................................................................................................7
Strengths.....................................................................................................................................7
Weaknesses................................................................................................................................8
Opportunities..............................................................................................................................9
Threats......................................................................................................................................10
Marketing Plan...................................................................................................................12
Market Positioning...................................................................................................................12
Market segmentation:...............................................................................................................13
Marketing strategy....................................................................................................................13
4P Analysis...............................................................................................................................14
Intellectual Property (IP)...................................................................................................20
Growth Strategy.................................................................................................................20
Financial Projection...........................................................................................................21
Funding Plan......................................................................................................................21
Financial Analysis.............................................................................................................21
Summary............................................................................................................................34
Reference...........................................................................................................................36

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Executive Summary

This project was undertaken to look into and evaluate the case of Innoventor &
Co. The aim was to see what, if anything could be done to boost performance and
profitability levels of the company.
Analysis was used to identify the company’s individual strengths, weaknesses,
opportunities and threats. A marketing plan was then devised to remedy the various
weaknesses, mitigate threats and to take advantages of opportunities and strengths. To
finalize things a financial plan was drawn up to assess the viability of the proposed
solution.
The result shows that Innoventor & Co. (explain performance outline key
strengths of the management to be able to implement the strategy., what does the
company need to do like example needs to invest on)

It is highly recommended that Maple:

 Advertize heavily via different promoting brand name and developing brand image
 Use the internet to sell products and provide information to customers
 Utilize multiple distribution channels to sell there products.
 Use uncompromising quality of raw materials

Company Background
Basically the company background which the maple Concept stores are privately
owned by fancy fashions Sdn.Bhd. Their first store at Jalan Sultan in 1996 and they
achieve good customer respond and their started to opening other stores mostly in Kuala
Lumpur and Seremban. FF-Maple concept store offers four main product lines that
include ladies and men’s fashion begs through 13 retail stores. This company main
product lines include fashion clothes and bags through 5 Maple concept shops and
Maple-z.com Online Store.
The services include free repair bags zipper, booking product and free delivery
merchandise to increases the customers’ satisfaction. In Maple’s world, you will find the
concept, design and product range to be unique and different from others in town. It is
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Maple’s aim to continue to provide fresh and exciting new looks for the unique
individual. The uniqueness and the product range different concept. FF-Maple is a more
on the youthfully lifestyle which more on trendy and fashionable products (accessories
and apparels) that bring freshness and vibrancy to life. The founders and the management
team started Maple at very young age and are still young. From the development it proves
that they are innovative, entrepreneurial, passionate and always young at heart of the
company. Through the experiences, the maple continues to enterprising management
team has designed all the maple products and store layouts to create the best shopping
atmosphere to allow the customers to feel the pleasure of indulging in young fashion.
Other than that Maple generation is forever young, fun and passionate to explore the new
and limitless world of fashion. For instance the maple changes its colour in different
season, the maple represents the evolution and dynamism of today’s youth .Everyone has
the maple in the heart, in the mood, in his/her zone and life. Besides that, the company
has their own philosophy whereby

“Green” for freshness and spirit,

“Red” for passion and dynamism, and
“Yellow” for individuality.

And that’s exactly the soul of FF-Maple!

Cited from; http://maple-z.com/store/pages.php?pageid=2
Organization Chart

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Company Structure

This company has 6 main departments: production department, marketing department,

human resource management department, accounting department, IT department and
customer service department. There are 6 managers and 70 staffs in the whole company,
distributed in different department. FF-Maple Founders and management team started
Maple at a very young age and are still young. Obviously, they are innovative,
entrepreneurial, passionate and always young at heart. With many years of experiences,
their enterprising management team has designed all Maple products and store layouts to
create the best shopping atmosphere to allow the customers to feel the pleasure of
indulging in young fashion.

Business Department
There are totally 6 main departments in Innoventir & Co.:

Production department
The Production department generally handles design, product and inspection new
production. This department has 30 staffs.

Marketing department
For the marketing department in FF-Maple, there are 23 staffs among of them there are
20 staffs in Maple Concept store, another 3 staffs in charge trading in Maple-z.com
online store. They cooperate to do the research and observation on the current market. It

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is very important to let the marketer know the trend, when the marketers know the trend
it can help FF-Maple improve the sales of the company.

Customer Service department

The Customer Service department generally handles customer’s feedback, repair bags
zipper, booking product and free delivery merchandise. This department has 6 staffs.

Human Resource Management department

The HR Management department generally handles manger and training staffs.

Accounting department
The accounting department is responsible for keeping tab of dealings regarding the
financial issues.

IT department
The IT department is generally handles the company hardware and software problem, it
mainly perform the hardware maintenance and update software that ensure the daily
operation smoothly.

Definition of Vision
Innoventor & Co. vision “…”

Innoventor & Co. vision above state as …

Definition Mission
Innoventor & Co. mission “…”
Innoventor & Co. mission above …

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SWOT Analysis
Innoventor & Co. is a small company in what is a heavily competitive umbrella industry.
A viable product solution is dependent on accurate analysis amongst other things of
Intellectual Property, Market Needs, Customer Value Proposition (CVP) and
Competitiveness. These and many other factors may be analyzed using the SWOT
analysis.

SWOT is an acronym standing for Strength, Weakness, Opportunities and

Threats. A planning method invented by Albert Humphrey at Stanford Research Institute,
its main purpose is to evaluate the fore-mentioned factors in an organization, i.e., an
organizations strengths, weaknesses, opportunities and threats. According to Dr. Sanjay
S. Mehta of Sam Houston State University, one of the uses of SWOT analysis is
matching and converting. Matching joins strengths to opportunities thereby affording an
organization competitive advantage. Converting is the process of applying change
strategies to convert weaknesses or threats into strengths or opportunities. If conversion is
not possible then the next best level is mitigation to avoid or minimize weakness and
threats. (Mehta, S. (2000) Marketing Strategy). It is envisaged that information garnered
from SWOT analysis would enable Innoventor & Co. to be able to effectively devise
strategies that would permit it to make decisions that would fortify its position in the
industry and ward off its competition.

Strengths

Weaknesses

Opportunities

Threats

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Marketing Plan

We have several suggestions for the Innoventor & Co. Company which we feel would be
greatly conducive to business quality/levels. The current strategies in use by the company
are highly inefficient and leave much to be desired. The company can achieve much
greater heights if it were to implement certain choice strategies.

Market Positioning

Market segmentation:

Marketing strategy

4P Analysis

Product:
 Quality

Price
 Low Price

Place:
 Outlet

 Internet

Promotion:
 Magazine and Radio advertisement.
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 Internet website

 Discounts

Intellectual Property (IP)

Growth Strategy

Financial Projection

Funding Plan

Financial Analysis
Capital Requirement
Structure of Financing
Financial Forecasts

Financial Statement Analysis

The Content of Statements

Reference

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1. AHASUNAL HAQUE et al, 2006 "Identifying Potentiality Online Sales In Malaysia:

A Study On Customer Relationships Online Shopping", Journal of Applied Business
Research, Volume 22, Number 4
2. ANONYMOUS, 2009. Malaysia Internet Usage and Telecommunication Reports. Available
from: http://www.internetworldstats.com/asia/my.htm [Accessed 27th December 2009]
3. CNN Money, 2004 “Sears buys Lands’ End” Available From
http://money.cnn.com/2002/05/13/news/deals/sears/index.htm [Accessed 10 January 2010]
4. ENGARDIO. P and Roberts. D, 2004, “The China Price” Special Report,
BusinessWeek, Available from
http://www.businessweek.com/magazine/content/04_49/b3911401.htm [Accessed 10
January 2010]
5. Euro Monitor International, 2009, “Clothing and Footwear in Malaysia” Available
from http://www.euromonitor.com/Clothing_and_Footwear_in_Malaysia [Accessed
10 January 2010]
6. HAROLD BRUBAKER. (20 December). This Economy: Local firms stand tough
vs. factories in China. McClatchy - Tribune Business News, Retrieved January 3,
2010, from ABI/INFORM Dateline. (Document ID: 1924915531).
7. HISAMUDDIN BIN ISMAIL et al, 2006 “,E-Commerce: A Study on Online
Shopping in Malaysia”
8. John L. Thompson. (1997), Strategic Management, 3rd edition, Thomson Press. UK
9. Melanie Posey, Randy Perry, October 2009, “Measuring the return on investment on Web
Application Acceleration Managed Services” IDC (taken from Akamai website)
10. Pearce, J. and Robinson, R (2005) Strategic Management, 9th Edition, New York:
McGraw-Hill.
11. Kotler, P. (1998) Marketing Management – Analysis, Planning, Implementation, and
Control, 9th Edition, Englewood Cliffs: Prentice-Hall.
12. SANJAY S. Mehta, 2000, “Marketing Stratergy” Sam Houstan University
13. Tsiakkiros A (2002) "Strategic planning and education: The case of Cyprus", The
International Journal of Educational Management Bradford 2002

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