PRODUCT AND SERVICE DESCRIPTION

Our product created for the ease of gardening activity which increase in efficiency
rate of plowing activities. Our product are economically friendly which has a reasonable price
that seems to be affordable by gardener or company that may interested. Our product sold at
RM 285 which consider at lower price compare to other product. Then, our cordless features
is our strength in promoting this product to our customer to buy at that price.
Our product is saving more on electric consumption because we are using battery
rather than using cords. This also help to explain our product mobility which easy to carry to
everywhere and can be used in any condition. Beside, we are using rechargeable battery to
ensure that we are saving more and cope the pleasure of our customer.
Then, for our blade it has two type which provided to our customer that is soft blade
and hard blade. Soil structure may define by the type of maintenance such as watering,
interval of plowing and the plants itself. For instance, the soil which are no longer being
plowed will experience hard crumb or hard structure due to insufficient water to soften the
soil. This type of soil are difficult to plow so we are providing customer the hard blade to
handle this. For soil type which easy to plow, soft blade are enough to handle. Both our blade
has a size about 5 cm diameter.
Our product light in weight about 3 kg. Mobility of our product related to this and
explain the carriage potential of our product. It is small and light, can be fit on bag, and not
burden to the handler especially gardener or housewife which like to do easy work. Then, we
have the attractive color that is dark blue and do not has a potential to disturb people who has
eye problem especially eye problematic to color changes and color reflection to sunlight. As a
result, our company really optimize to produce this effective and attractive product due to
satisfy the needs and wants of our customer.

3.0

TECHNOLOGY DESCRIPTION

For technology description, our product has gone through proper assessment during
assembly of the component until completion of the prototype. We use rechargeable battery
with voltage about 3.6v/ 1.3 Ah with 250 round per minute (RPM) for motor rotation of the
machine. This battery are small charge and easy to get in any shop or hardware. Due to small
size and the function itself which is not too extreme, the voltage of battery is enough plus
with the ability to recharge.
Blade of our product which is use to plow the soil correctly are made from power
titanium coating. Titanium comes from Titanium nitride (TiN) which specialize and
extremely hard ceramic material to coating steel, alloys and aluminium. This titanium
improve the surface properties of the component. Usually, TiN used to harden and protect
cutting and sliding surfaces. Besides, it is non-toxic exterior which cause no harm to plowed
soil. Another advantage using Titanium it is suit for edge retention and corrosion resistance
for machine tooling. Based on above description, we decide to choose the blade which coated
by Titanium coating for this hand plower machine.
Charging time is crucial for any type of electronic machine. Our battery has an ability
to be recharge for about 60 minutes or one hour. To ensure the effective time and good
desired work output, we use battery type which easy and not require much time to be
recharge. So, this product are reliable enough for our customer and they just wait for one hour
to fully recharge the battery. At the same time, they can take time to cooling the machine
component.
Our product equipped with thermostat system. Thermostat is component of control
system which sense the temperature so that the system temperature maintain at desired
setpoint. It runs by switch heating or cooling devices on or off, regulate flow of heat transfer
and maintain the correct temperature. Later, this thermostat will prevent the equipment
damage from frequent switching. This technology cause us to apply to our product to ensure
safety to our customer in using this machine.
CE certification is a marking to product and designed to be recognizable within
country or worldwide. It is also the declaration of the manufacturing that the product meets
the requirements of the applicable CE directives. In regulation of CE, our product is under
module F that is product verification module. This show that our company especially our
product are reliable enough and has gone through inspection which cause satisfaction among
user.
Our product also has speed control system. This is designed for customer so that they
can setting the desired work output based on their needs. For example, if the soil are soft
enough low and steady speed are recommended and avoid soil comes out from polybag or
vase. This efficiency has been tested in installation of our product during operational process.

4.0

MARKET ANALYSIS AND STRATEGIES

4.1

Introduction of marketing plan

Marketing plan is a comprehensive blueprint which outline an organizations

overall

marketing efforts. A market plans begin with the identification through market
research of specific customer needs and how the firm intend to fulfill them while
generating an acceptable of profits. In business marketing planning is very important,
because it is one of the factors which can lead business toward it goals.

4.2

Objective of Marketing
The objectives of this marketing plan are:

To introduce new gardening product in the industry

- Our product is mobile product which is safe to use and easy to carry

To create wider choices for gardening tools in the market.

- By entering the market with this business, people have wider choice when

they

buy gardening tools. People can expect to buy gardening tools from

different

4.3

sources of place.

Target Market
Our target market is a group of customer at which a product or service is aimed. We
target people that love gardening, people who love gardening and can afford or buy

our

product and also concentrate on customer who like to try out new product. The
characteristic of our target market is:

People who love gardening.

People who can afford to buy our affordable product.

Concentrate on consumer who likes to try out new product.

4.3.1

Market size

Sales
Garden soil; 30%

Plowing; 15%
Manuring; 25%

Pots supply; 30%

Chart 4.3.1: Market size of existing market on area Kota Kinabalu

Sales
Plower machine

Pronged Hand

30%

Hand raking

30%

40%

Chart 4.3.1: Market size of our company enter in market

Plowing machine = 30%

Pronged hand = 40%

Hand raking = 30%

Thus, 30% of our company scope is equal to

= RM 5 001 750

4.4

Market share
Market share before enter the market:

Sales
Peladang Kinabalu
tools and hardware shop

agro sdn.bhd
Kinabalu kimia
20%

28%

30%

22%

Chart 4.4: Market share before enter in market

Market share after enter the market:

Sales

Automate Hand plower; 10%

Kinabalu kimia; 25%

Peladang kinabalu; 17%

Agro sdn.bhd; 28%

Tools and Hardware shop; 20%

Chart 4.4: Market share after enter the market

After enter the market we expected to conquer 10% of the

competitor/market to buy our product.

customer/consumer from other

We expect that we conquer 10%

4.5

= RM 500 175

Market Segmentation
We are using the behavioral segmentation in order to segment the market. The
business targeted customers who love gardening and looking for a product which can
ease their work in terms of gardening. For an example, people who love gardening
will concern about tools that can help them in taking care of their garden. As green
concept product is popular among middle income customer and above, most of them
are able to purchase our product.

4.5.1

Market Trend
Our market trend is green trend where we are supplying safe product to our

customer.

Every year our country developing and land use mostly more to building and

plantation. The sales of automate hand plower are famous because many people who
live in city love to do gardening and also increase in number of nursery in our
country.

4.5.2

Market potential
The potential for automate hand plower is good, because the product we introduce is
differ than other. We provide or supply green product that is easy to carry and mobile.
The ability of our product is it can help in reducing the heaviness of gardening job,
easy to carry and use also light. As we know nowadays, our people getting modern
and the usage of technology is more preferred in doing any job, from there we expect
that our product will be use or buy by a lot of customer that love gardening so do any
estate with nursery. If our business can go further and expand larger our business will
start providing more type of product.

4.5.3

Identifying Competitors

We need to identify our competitors in order to compete with them in the market. As
an automate hand plower supplier, we have competitor around us, for example Agro sdn.bhd,
Kinabalu kimia, peladang kinabalu and tools & hardware shop. They are more experienced in
this business and well known to the customers because they establish earlier than us. In order
to compete with them we need to supply and produce best quality of product for the
customers. We believe our market will attract a lot of customer in the future. For our business
we always need to follow up and
4.5.4

challenge our competitor in other to expand our product

Strength and Weakness Analysis for Our Competitor

Company

Strength

Agro
sdn.bhd
Early exist
in this
business,
well known
to the
public.

Kinabalu
kimia

Peladang
Kinabalu

Early exist
in this
business,
well known
to public.

Products are Have a

branded and loyal
high
customer.
quality.
Weaknesses

Tools &
hardware shop

Automate
hand plower

Early exist
in this
business,
well known
to public.

Well known
and famous
among
customer.

All
partnership is
degree holder
of plantation
and
management
can manage
properly.

Have a
loyal
customer.

Price is low
and easy to
get.

Product
Product
Product
Product quality New in this
price are
qualities are qualities are low.
business.
high
medium.
medium.
suitable for
high income
customer.
Not
affordable
for
customer
with low
income.
Table 4.5.4: The strength and weakness analysis for our competitors

Doesnt have
loyal customer
yet.

4.6

Sales Forecast
The following is our sales forecast monthly for year one in the operation.
Months
January
February
March
April
May
June
July
August
September
October
November
December
TOTAL

Estimates Quantity

Estimates Sales

95
95
110
130
140
145
155
165
175
175
180
190
1755

( RM)
27 075
27 075
31 350
37 050
39 900
41 325
44 175
47 025
49 875
49 875
51 300
54 150
5,001 750

Table 4.6: The sales forecast for Automate Hand Plower

1st Year sales

RM 500 175

For the second year and third year, our sales are expected to be increased by 20%
and 30%.
2nd Year sales

=RM50 0175 x 20%

=RM10 0035 + 500 175
=RM60 0210

3rd Year sales

=RM600210 x 30%
=RM180063 + RM600210
=RM 780 273

Sales prizes
4.7

=RM285/unit

Purchase Forecast
Months

Estimates Purchase

January
February
March

(RM)
10830
10830
12540

April
May
June
July
August
September
October
November
December
TOTAL

14820
15960
16530
17670
18810
19950
19950
20520
21660
200070

Table 4.7: The purchase forecast for Automate Hand Plower

Average purchase per month

= RM200070 12
= RM 16 673

1st Year purchase

2nd Year purchase

= RM200070
= 5%
= (RM200070 x 5%) + RM200070
= RM10003.5 + RM200070
= RM210074

3nd Year purchase

= 10%
= (RM210074 x 10%) + RM210074
= RM21007.4+ RM210074
= RM 231 081

Cost per unit

4.8

= RM114

Marketing strategy
Marketing strategy is one of the most important elements in which been practiced

in

business today and it always influenced by so many factors especially for customers
attitude that now on have a different taste.
In order for us to maximizes nor increase our profit we need to develop a good and
smart marketing strategy as it is an important roles in marketing in order to improve
sale profit, attract more customer, and to widen sale to many place. For our company
strategy, we will use several marketing strategy that is:

4.8.1

Product strategy
It outlining product and strategy, special attention needs to be given to the following

aspects:
i.

Brand

For our business brand, we choose

Automate Hand Plower as a brand for our
product. It can attract a lot of customer
especially sabahan, as our market located
at Kota Kinabalu sabah. It has a powerful
attraction

to

the

sabahan

customer

because, the sabahan love to buy product

that are produce by its own country.
ii.

Quality

In order to make our customer satisfied

with our products and services, we will
make sure to produce a good quality of
electrical product. In term of services we
also make sure our delivery service are
fast and good and better.

iii.

Product Attributes

Product design play important role in

satisfying and delighting the target

markets. Our product is differs than other

because of several reason that is, our
product is simple, light, mobile and easy
to be use.
iv.

Packaging

For our product packaging we will

covered it up with plastic and box it, we
will put our brand name on the box and
keep it on safe place (storage) to maintain
it quality. We put our brand name on the
packaging because it can help to attract
new customer or user to buy our product.

v.

Labelling

We also put the product label so that the

customer can read the usage of our
product and know what benefit they can
get when they buy our product.

vi.

After Sales Service

Our business also provide after sales

service in order to get feedback from our
customer. They can complaint directly to
our company either by phone call or
personal interview so that we can
improve and fix on what our business
weakness and problem.

Table 4.8.1: Some of the product strategies used in our business

4.8.2

Promotions strategy
Advertisement

i.

Signboard

Signboard is important because it provide information to the customer or people

about the existence of our Automate Hand Plower Enterprise.

ii.

Business Card
Our business also provides a business card especially to our vendors who visit

our market. It makes people know on how to contact us to make business or directly
come to our market based on address given.

Publicity
We choose publicity as one of our company promotion strategy because
publicity

in business is a highly cost-effective that can build awareness about our

products/services to our customer and also publicity is free. Nowadays is a

modern

era with many kind of technology, why publicity is cost-effective because it

doesnt

need to be pay or buy to introduce about our product, services and market. With
the help of technology in term of social network, many journalist, blogger, or

writer

can help in write or promote our market to larger customer.

Personal Selling
We also use personal selling as one of our promotion strategy. Personal selling

is

a process by where one party uses skill and technique for building personal
relationship with another party to discuss about thing that involve in a purchase
decision. Personal selling is good because we will know more about our
customer, and get instant feedback from our customer. It also helps in getting our
company a loyal customer.

4.8.3

Pricing strategy
Pricing is the major important strategy in any business because it helps to

ensure

our business run successfully. The determination or set of price can affect the
customer choices. We will set our price by using cost-based pricing method in
which a fixed sum or a percentage of the total cost is added to the cost of the
product to arrive at its selling price.

4.8.4

Place strategy
For our place strategy, we choose Karamunsing as our place located at Kota
Kinabalu Sabah that is a very strategic place because of it is on place with a
shopping complex where many people will come. Place is important because it
helps in ensuring the flow of our company sales run nicely and noticeable.

4.8.5

People
People play an important part in the customer relationship. People are the most
important element of any service or experience. People buy from people that they
like, so the attitude, skills and appearance of all staff need to be first class.

4.8.6

Customer Services
Customer services can add value by offering customers technical support,
expertise and advice. Customer services provide expertise, technical support, and
coordinate the customer so that they can make their choices wisely and it
relationship with our company will be increased. Customer service can be faceto-face, over the telephone or using the Internet. People tend to buy from people
that they like, and so effective customer service is vital.

4.9

Marketing Budget
ITEM

FIXED ASSET
(RM)

Signboard (4feets

600

MONTHLY
EXPENSES
(RM)

OTHER
EXPENSES
(RM)

x 3feets)
2 pieces
Packaging

130

Brand

2500

Labelling

250

Warranty

500

Business card

250

TOTAL

600

380

Table 4.9: Automate hand plower marketing budget

3250