Professional Documents
Culture Documents
Hobby Car Malaysia
Hobby Car Malaysia
Hobby Car Malaysia
MALAYSIA. LLC
2015 NEW BUSINESS VENTURE COMPETITION
PRESENTERS: WILSON GOH, YUFENG ZHUO, WENFEI KOU
PREVIEW
Wilson Goh
Introduction and
Marketing Analysis
Yufeng Zhuo
Management
Analysis
Wenfei Kou
Strategic
Marketing Planning
and Financial
Highlights
WHO WE ARE
Company Name: Hobby Car Malaysia, LLC
Founded: June 15, 2014 in Malaysia
Founder: Wilson Goh
Investor: Yufeng Zhuo, Wenfei Kou, Max Arbury
Location: Malaysia Jalan Tun Razak, Kuala Lumpur.
America Marquette, MI.
WHERE IS MALAYSIA
Source: https://www.maps.com/ref_map.aspx?pid=12155
WHAT WE DO
Mission
Hobby Car Malaysia (HCM) provides an exclusive variety of
vintage American automobiles and classic muscle
automobiles. Dedicated to customer service and membership
exclusivity, HCM provides its patrons respectful and prompt
service with a dedication of the highest quality of customer
satisfaction and excellent driving experience.
Dealership
PROCEDURES
SUMMARY
Identification documents
PUSKAPOM inspection report
Customs Form K1
The Approved Permit for the vehicle
A completed JK69 Customs Clearance form
Tax
WHY DO THIS
Kuala Lumpur
Population: 1.59 million
GDP: Average annual growth rate - 5.9%
Financial gap: Income: $2613/M on average;
$1790/M median
$239/M for poor VS. over $24900/M for rich
WHY DO THIS
90's Malaysian Income distribution
High-income; 10%
High-income; 20%
WHY DO THIS
Makes
AUDI
140%
BMW
87%
CHEVROLET
293%
FORD
1785%
LEXUS
705%
MERCEDES BENZ
MINI
PORSCHE
663%
665%
657%
VOLKSWAGEN
VOLVO
1643%
383%
WHY DO THIS
Social Satisfaction: Vehicle marks class position
even more than home ownership.
Price
Malaysia's Car
Sales by Model
TOYOTA CAMRY
HONDA CIVIC
VOLKSWAGEN
GOLF
MERCEDES-BENZ
C-CLASS
BMW 3-SERIES
Price in Malaysia
Price in USD
$41,308
$22,970
$30,293
$18,490
$44,051
$17,995
$64,990
$38,400
$57,803
$32,950
S-W-O-T
STRENGTH
S-W-O-T
WEAKNESS
Building experience
Capital intensive
Growing marketing presence
Establishing reliable relationship with
American supplier and transportation
firm
S-W-O-T
OPPORTUNITY
New business relationship international
strategy
Create a trend
Sales of luxury cars keep growing
Population in target market keeps growing
Wealthy people need a new toy
S-W-O-T
THREAT
Low
Threat of
new entry
Low
Competitive
rivalry
Medium
Threat of
Substitution
Low
Buyer
power
OUR TEAM
OUR TEAM
-COMPANY STRUCTURE
Malaysia
Division
Hobby Car
Malaysia
America
Division
Club
Division
OUR TEAM
-MANAGEMENT STRUCTURE
CEO
Wilson Goh
American
Division
Inventory
Director-Max
Arbury
Marketing
Director - Yufeng
Zhuo(Tony)
Finance Director
- Wenfei Kou
Malaysian
Division
Club Division
under
construction)
Marketing
Director-Boon
Khim Yap
STRATEGIC
MARKETING PLAN
TARGET MARKET
Who:
Target customers are people with incredibly strong
purchasing power a small portion of the top 20%
income bracket.
Where: Kuala Lumpur
Kuala Lumpur will remain the base location while
future branches will be established in other cities along
the west coast.
TEST DRIVE
1929
MercedesBenz Gazelle
Status: Sold
Bought:
$13,000
Sold:
$50,000
TEST DRIVE
1965 Ford
Mustang
Status:
Pending
Bought:
$18,000
Will be sold
$70,000
TEST DRIVE
1963 Buick
Riviera
Status:
Available
POSITIONING STRATEGY
Goal: create the exclusiveness of our brand
image.
Core competency: customer intimacy.
Products: as middle-to-high end imported
automobiles for high income and high social
status people.
PROMOTION STRATEGY
-MEDIA
Goal: to create a noble image for the company and also for the
vintage and classic muscle car per se.
1. Ratio
2.
3.
4.
5.
6.
7.
Product placement
Signage
Print publication
Mobile application
Website
Social media
PUDU UPTOWN
PROMOTION STRATEGY
-SALES AND PUBLIC RELATION
Sales promotion
Consumer promotion
Business promotion
Sales force promotion
Public relations
Annual yearbook
INTERNATIONAL STRATEGY
HCM and BBM Mining Development Group
A multinational company that has large investment
in other endeavors in China.
BBM recently hosted a few car events and
competitions in Guangzhou, China.
January 2015, had a meeting with the CEO (Mr.
Sony Lam) and discussed possibilities of
partnership in future.
FUTURE
Awareness
Awareness
Marketing
Strategy
Interest
Interest
Marketing
Strategy
Consideration
Consideration
Intent
Intent
Evaluation
Evaluation
Sales
Strategy
Purc
Purc
hase
hase
Sales
Strategy
IMPLEMENTATION TIMELINE
2015
2016
2017
Test drive
market;
Implement more
strategies
More club
events.
Implement
strategy
Expand and
reinforce
connections
International
opportunity.
Expand
connections
Collect and
analyze data
Ship products
First club
activity kickstart
Stabilize
relationship with
supplier and
transportation
firm
Might develop
mobile
application.
FINANCIAL HIGHLIGHTS
Brand COGS
Price
Merce
desBenz
$50,000 285%
$13,000
Tax
155%
Shipping
Insurance
expense
Operat
Sales
ion
Operation
Commission expen Income
ses
$20,150
$2,600
$1,000
$700
$750
$12,312
PROFITABILITY RATIO
Key
Financial
Ratios
Profitabilit
y ratio
EBITA
Margin
27.96%
ROI
7.52%
Dupont Analysis
Profit Margin
Asset turnover
Equity Multiplier
ROE
ROA
19.38%
ROE
23.40%
26%
74%
1.21
23.40%
LIQUIDITY RATIOS
Key Financial
Ratios
Liquidity Ratios
Current ratio
3.85
Quick Ratio
1.45
LEVERAGE RATIOS
Key Financial
Ratios
Leverage Ratios
0.208
Q/A