Table of Contents

1.1

Explain the elements of internet marketing.................................................2

1.2

Evaluate the internet marketing mix............................................................9

1.3

Compare internet marketing tools / e-tools................................................17

1.4

Examine interactive order processing........................................................20

Comparison between interactive and non-interactive website............................27

Conclusion........................................................................................................... 28
References........................................................................................................... 29

1.1 Explain the elements of internet marketing

The elements of internet marketing can be divided into 2 categories which is
macro and micro environments. These environments factors are beyond the
control of the marketers but they could influence the company decision
regarding the company marketing strategy. Macro environment involves factors
outside of the direct control of the business such as the legal, economy or
technology while micro involves individuals or organizations that deals with the
company regularly as suppliers, competitors or customers. They all have direct
interest in the activities of the company and their reactions will affect company
direction.

Macro Environments
Legal
The deltacsgear are bind by the law not to have, keep, display or sold any Royal
Malaysian Army, Navy and Air Force uniforms and the accessories. This is
according to Act 574 of the Penal Code, Section 140 (wearing the dress of a
soldier, sailor or airman) Whoever, not being a soldier, sailor or airman in the
military, naval or air service of the Yang di-Pertuan Agong wears any garb, or
carries any token resembling any garb or token used by such a soldier, sailor or
airman with the intention that it may be believed that he is such a soldier, sailor
or airman shall be punished with imprisonment for a term which may extend to
three months , or with fine which may extend to one thousand ringgit or with
both. (Act 574 Penal Code, 2015)
Next the possession of any army uniforms is regulated under Minor Offences Act
1955, Section 16 which said Any person who knowingly detains, buys,
exchanges or receives from any person serving in the armed forces of Malaysia
or in any local force or visiting force or from any member of the police force of
Malaysia or of Singapore any accoutrements, clothing or other military, naval, air
force or police stores or necessaries, or any other property belonging to the
Government of Malaysia or of Singapore or the Government of the country to
which such visiting force belongs, or any medal for good conduct or for
distinguished or other services, or who has in his possession or keeping any such
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accoutrements, clothing or other military, naval, air force or police stores or

necessaries or other property or medal as above and does not give a satisfactory
account how he came by the same shall be liable to a fine not exceeding fifty
ringgit or to imprisonment for a term not exceeding six months or to both (Minor
Offences Act 1955 , 1955)
Next deltacsgear also bind by the law to register the company under
Suruhanjaya Syarikat Malaysia before operating its business in Malaysia. A
person or organization operating a business without a business register is guilty
of an offense under the Business Registration Act 1956 and upon conviction to a
fine not exceeding RM50,000 or imprisonment for a term not exceeding two (2)
years, or both. (Suruhanjaya Syarikat Malaysia, 2016). These law should be
follow by deltacsgear if they want to sell tactical products and want to operate
business in Malaysia.

Economy
While economy could be the factors that may affect the products price and
products accessibility to the Malaysia market. Most of the product were imported
from oversea where US Dollars were used for buying those products which is
included the logistics cost to deliver to Malaysia. As we can see from the
statistics below the currency exchange was around RM 3.6 for 1 US Dollars and it
keep arise until RM 4.04 today. The Ringgit strengthened against the USD from
the last year. It may affect the company to pay more if they are getting the
product now compare to the 1st quarter 2015.

Figure
1
Malaysian
Ringgit
http://www.tradingeconomics.com/malaysia/currency)

USD

(source

from

Other factors in economic is customer buying power, if customer buying power is

more likely to purchase therefore it will benefits the economy. With the global
economic slowdown, the Malaysia government through it Central Bank had t
interest rates' overnight policy rate (OPR) at 0.25 percent, from 3.25 percent to
3.00 percent. (Bank Negara Malaysia, 2016) Among the reasons that allow BNM
to take that step is for worldwide export performance is weak and the risk of
global economic slowdown stemming from Brexit. (Bank Negara Malaysia, 2016).
With this decision then there is potential for a new borrower to apply a loan with
a lower rate. Therefore, the buying power will increase and the money will
circulate in the market and will boost business in Malaysia such as deltacsgear
and more customer will have purchasing power to buy their needs and wants. As
below were shown about consumer spending statistics in Malaysia.

Figure
2
Malaysia
consumer
spending
http://www.tradingeconomics.com/malaysia/consumer-spending)

(source

from;

Technology
Technology nowadays can give more affects towards e-commerce. E-commerce is
depending of the growth of the new and existing technology. One of the most
powerful technology is social media such as Facebook, Instagram, Tweeter,
Whatsapp and Youtube. According to brandwatch.com there 3.17 billion users of
internet and 2.3 billion from them are active social media users. (brandwatch,
2016) From the statistics we can see 72.55% from internet users are active social
media users and this could bring more impact towards the marketing process
and strategy.

Next the growth of the smartphone technology where people can easily shop
using the smartphone without doubt and the transaction can be secured because
the payment gateway is secure by the financial institution like bank and PayPal.
By using the smartphone, the consumer can purchase the product anywhere at
anyplace. Consumer will save time and cost just by using their smartphones for
shopping.
Micro Environments
Customers
Customers is a critical factor towards the marketing environment. Customers will
influence the sales of the company if its fit the customers need and want
strategy. Customer related analysis can be divide into two which are demand
analysis and customer insight.
In demand analysis Malaysia has emerged as among the highest percentage of
Internet users after Singapore and Brunei of the total Internet users in the whole
of Southeast Asia about 252.4 million. (internetworldstats.com, 2016) In fact, the
e-commerce sector registered one of the online transactions per capita the
highest in Southeast Asia and from these records, the Internet penetration shows
that there is great potential for market growth of e-commerce at the local level.
Therefore, customers in Malaysia are likely to surf and shopping through ecommerce website.

Figure
3
Infographic
for
internet
user
(source
http://domba2domba.blogspot.my/2015/04/tahukah-anda-tahap-penggunaan-internet.html)

from:

Consumer Insight is the emotional link between the product to the consumer, it
means to understood consumer emotions. How consumers react and emotion of
a product, service, sales, promotions that company has offer to the consumer.
After the Lahad Datu incident in 2013, suddenly there is an interest towards
military tactical gear and recreational activity products (kosmo, 2016). It also
influences by the trend that most people nowadays like to do outdoor activity
such as hiking and climbing. Therefore, customers are likely to buy the products
from deltacsgear.
Competitors
Competitors are other commercial organizations or company that issue goods or
services same as the deltacsgear, they may determine the durability and
creativity, progress and greatness or failure an organizations or company in the
business world. Competitors will try improvise their products in order to be
competitive with the products of other or even dominate the market. In this
scenario Night Force and Thomas Tools are the competitors for deltacsgear.
These two competitors provide a very close range of products and services
compare to the deltacsgear. These two competitor will affect the marketing
strategy for deltacsgear in term of its price, range of products and payment
method towards the customers.

Figure 4 Competitor 1 (source from:https://thomastools.com.my/)

Figure 5 Competitor 2 (source from : http://kedai.9force.com.my/index.php?route=common/home)

Intermediaries
Marketing intermediaries is a party that can assist organizations to promote, sell
and distribute the company's products to end users. Marketing is an intermediary
between the central marketing organization that helps buyers and sellers find
their

behalf.

This

includes

wholesalers

and

retailers.

Example

of

this

intermediaries is 11street.my and lelong.com.my.

Figure 6 Intermediaries ( source from : http://www.11street.my/store/deltacsgear)

Then the physical distribution firm that helps organizations store and move
products from one place to another to another. These firms need to consider how
best to store and move goods, balancing factors such as cost, delivery, safety
and speed. Goods must arrive on time with good conditions. Examples of firms
involved are firm warehousing and transport firm. Deltacsgear are using Gdex or
Skynet to deliver its products to the customers.

Figure
7
Physical
Distribution
(source
route=product/product&product_id=2735)

from:

http://www.deltacsgear.com/index.php?

Then the financial intermediary where it helps in terms of financial management

of the company. Examples of financial intermediaries are banks, insurance
companies and credit companies. Deltacsgear are using credit or debit card,
internet banking, PayPal and bank transfer as payment option.

Figure
8
Payment
option
(source
route=product/product&product_id=2735)

from:

http://www.deltacsgear.com/index.php?

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1.2 Evaluate the internet marketing mix

Marketing mix is about putting the right product or a combination thereof in the
place, at the right time, and at the right price. (marketingmix.co.uk, 2016)
Marketing mix is the term marketing strategy is implemented in an integrated or
marketing strategy will be undertaken simultaneously in implementing elements
of the strategy in marketing mix itself. There are 7ps in the internet marketing
mix which is Product, Price, Promotion, Place, People, Process and Physical
evidence.
Product
Although their products are similar to their competitors its very important for
deltacsgear to display their products in their website to make it more clearly to
the customers about what kind of the products they selling, what type of the
material that been used for the products. Deltacsgear are using catalogue to
display their products. While displaying products online its have some
disadvantages because the customers cant touch or try the products therefore
deltacsgear come with closer image of the products.
Customer can zoom in to see more clearly about the products. Also the view of
the products can be enlarged and can be view in 360-degree direction. It also
had provided measurement for customer to choose which size is fit for them.
Other than that in their catalogue view was interactive which is the image of
products can be view in other post just by pointing the mouse icon towards the
image.

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Figure 9 Different view of products (source from:

route=product/product&product_id=2738)

http://www.deltacsgear.com/index.php?

Figure 10 Product measurement (source

route=product/product&product_id=2738)

http://www.deltacsgear.com/index.php?

from:

Price
The main objective in the process of pricing is to achieve maximum benefit for
an available product to be marketed. Pricing will usually take a few levels and
production costs to produce a product. Therefore, pricing will affect the demand
for and profitability of firms such as when an item is subject to high price of
course will reduce demand in the market and so would harm the firm.
Deltacsgear had been analyzed the buying patterns and knowing the trends so
they can set competitive price to attract customer to buy their products. Their
price range is suitable for middle income in Malaysia because the price for
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deltacsgear product is from RM 17.91 to RM 899.91 according to the category of

product.

Every

product

that

been

display

either

in

11street.my

or

deltacsgear.com is quite similar only the difference is only 1 or 2 cents between

their original website. For example, price for deltacs 65 litre large camping/hiking
backpack in deltacsgear.com is RM181.15 while in 11street.my is RM 181.17.

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Other than that the price shown in deltacsgear.com looks cheaper in the 1 st place
because in doesnt include the GST while price shown in 11street.my looks more
expensive because it was already include the GST. For first time customer they
will buy from the deltacsgear.com website because it looks cheaper to them
psychologically.

Figure 11 Price at 11street.my

Figure 12 Price at deltacsgear.com

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Promotion
In promotion it involves many mediums that can be used to promote the product
or brand such as blog, social network, e-mail marketing, product review and paid
search marketing. Deltacsgear are using search engine marketing that used to
promote the website by getting on the top list of searching for the products in
the search engine results.
Search engine marketing may incorporate search engine optimization to fully
utilize its capability to achieve higher ranking in search engine results. Other
than that deltacsgear also using social network such as Facebook and Instagram
to promote their company and products. They also using e-mail marketing where
any customers who registered to its website can subscribe the newsletter that
been provided by the deltacsgear.

Figure 13 Using search engine marketing

Figure 14 Using social network like Facebook

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Figure 15 Using Instagram as promotion

People
For people element, it refers to individuals who provide services or employees in
the firm. Each individual who served and involved in the organization of the
deltacsgear, will affect the customer either positive or negative that can affect
user satisfaction. An example is a customer service staff where it requires the
employee to interact with the customers who come to get a piece of information
regarding products offered by the deltacsgear. If the customer is treated badly, it
will adversely affect the reputation of deltacsgear. In deltacsgear the people or
employee is very important for handling request or inquiry through it Facebook
account, whatsapp messenger, e-mail and line phone. Other than that the people
who is handling the order and send the products towards courier services.

Figure 16 deltacsgear employee handling inquiry through Facebook

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Place
In terms of places, it refers to sales activities or placement of products and
services created to be distributed to consumers. For deltacsgear the place was
its website itself where it sells their own product through www.deltacsgear.com.
Other than that their products also can be found at www.lelong.com.my and
www.11street.my.

Figure 17 www.11street.my website

Figure 18 www.deltacsgear.com website

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Deltacsgear website are user friendly where every product can be list into the
categories and easily can be navigate through the list of catalogue. It website
also have search box and add to cart button which help customers to search
about certain products and help customers to shop multiple products without any
problem and just continuously shopping till they decided to make the payment.

Figure 19 Showing search box and add to cart

Process
The element of the process will be discussed on criteria 1.4.

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Physical Evidence
On the internet or web, it is troublesome for the customer to know how the item
is going to profit them. So it will be important to inform in a way that the
customer will have the capacity to feel sure about buying a product or service.
By doing reports and articles that will boost the customers about the product and
the service. Video and pictures likewise help the customer feel comfortable when
they try buying the products. So by feedback or review from the customers this
will help to encourage or influence other potential customer to buy deltacs gear
products.
Deltacsgear.com also using function of tell a friend which help them to get
reference from their existing customers. It also has feedback and reviews from
their Facebook account.

Figure 20 Tell A Friend function in www.deltacsgear.com

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Figure 21 Feedback and review at deltacsgear Facebook

1.3 Compare internet marketing tools / e-tools

Internet marketers in the world usually use several internet marketing tools in an
Internet marketing the most effective in achieving business success. Promotion
of products and services conducted via the Internet are known as Internet
marketing. Lowering the cost of marketing and distribution of information to a
wider audience is some positive changes brought by the Internet marketing.
Website, email, forums, blogs, and articles typically used for Internet advertising
and online marketing. Because the audio-visual aspects of internet media,
marketing through web more effectively. In addition, web marketing targeting
huge audience, so as to achieve rapid advertising of products or services.
Facebook were used by deltacsgear as their marketing tools in order to gain
more customer and to sell more of their products. Facebook were chosen
because the costs are factor that must be considered in business processes
including marketing activities. Facebook gives great possibilities for users to be
able to spread the company name, type of business, product offers, promotions
services at a cost that is relatively inexpensive. This is due, to create a Facebook
account just do not spend at all. And other activities can be done for free only.
Next is how business expansion can be made through status update. Update
usually made by many users are in text form. Text written in Facebook wall can
be used to provide a description of the new product or also more functions of a
product from deltacsgear. Information can easily spread quickly by using

20

Facebook has shared facilities or sharing. Where each user can give information
they find interesting and useful with other users in the network of friends
Facebook. The more your Facebook friends are sharing, where you will get a lot
of spread out. This method is commonly referred to as viral marketing. With
increasing confidence Facebook friends to always read updates and information
from deltacsgear Facebook account, this could be exploited to take them to visit
their business website.

Figure 22 Status update at deltacsgear Facebook account

The disadvantages of using Facebook as internet marketing tools is hard to catch

the attention of the users because they are so busy with their own matters on
Facebook and they often do not pay attention to advertising. They are much
more interested in chatting with their friends, write status, comment on and play
games. Next Facebook are open to easy duplication by competitors or scammers.
Competitors or scammer can easily pose as friends or fans to gain access to
deltacsgear content. Photos, artwork and other images posted to their Facebook
account are easily accessed and reused by unauthorised user to scam customers
or to tarnish the reputation of the deltacsgear company.
In business, e-mail becomes one of the effective tools to market various products
and services. Deltacsgear also using e-mail marketing as their internet marketing
tools. The important difference in the email marketing with other media,
especially social media is when it arranges an update. The information
deltacsgear email it will reach their customer, with notifications and the stored
21

files. In contrast to the social media where usually audience can only see the
latest postings when they're online or purposely look at deltacsgear timeline.
And that's assuming we have not buried posts update other posts.

22

Deltacsgear can create email has become more personal for its customer. The
company can know and address their customers personally. So that they can
design a highly personalized content for the customer and it also can be sent in
one e-mail blasting to thousands of databases that they have.

Figure 23 Email from deltacsgear for newsletter subscription

Figure 24 Deltacsgear newsletter confirmation

One of the disadvantages of using email as internet marketing tools is those

email from the company could easily sent to the spam or junk mail which often
the email will be deleted or not to be read by the customers. Therefore, the
customers will get no information from deltacsgear.

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1.4 Examine interactive order processing

Figure 25 Catalogue

In the figure above customer can choose the product by the category or new
arrival. There range of products from apparel to the accessories. For example, if
customer want to buy Military Commando Airborne Jacket, they will need to click
add to cart button.

Figure 26 Size option

Next in figure 26 the customer will select apparel size then click again add to cart
button.
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Figure 27 Estimate shipping & taxes, enter coupon code and gift voucher

Next in figure above the website will ask customers to enter coupon code or
voucher code if they have one. Then customers can select estimate shipping and
taxes so they know how much they need to pay for that items.

Figure 28 GDex and Skynet

In this figure the estimate shipping price will pop -up to inform the customers
about the shipping rates.
25

Figure 29 Checkout option

Next checkout option will be appeared to the customers and the can select either
to register account for the new customer or login into the account for existing
customer. Both customer also can be login through Facebook account.

Figure 30 Personal details

Next customer must fill in their personal details including the deliver address to
make sure the item will be delivered to the right place.

26

Figure 31 Delivery Method

In figure 31 the website will ask the customer for the delivery method.

Figure 32 Payment method

Next after selecting for delivery method, the instruction for payment method will
be appeared. For example, the customer choosing online banking maybank2u as
the payment method. Customer will click continue button after select the
payment method.
27

28

Figure 33 Confirm Order

Next the website will ask for confirm order by stating the product name, quantity
and total price were displayed. After customers double check their order the can
proceed by clicking confirm order.

Figure 34 Payment gateway

Next in figure above one payment gateway will appear and customer must
choose the selected payment method just like earlier process.

29

Figure 35 Onlina Banking option

Next online banking option will appear to the customers and customers must
choose the payment method by clicking the online banking icon for maybank2u
at the left side of the page.

30

Figure 36 Maybank2u website

Then the website will connect to maybank2u.com website to finish the process
by transferring the money to deltacsgear account. The process the will be
completed and customer will get slip for transfer action that had been done
earlier.

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Comparison between interactive and non-interactive

website
Deltacsgear.com can be categorized as an interactive website, this can be
identified by its order processing which are shown from figure 25 until figure 36.
Their website communicates and interact directly with the customer according to
the step or flow that had been created for deltacsgear.com. it also provides
enough information about the products, delivery method and payment method
without the customers need to call the company and go to the bank to make the
payment. All this process is user friendly and easy for any user to purchase the
items or product within any minutes. All that info can be gather through
deltacsgear website without need to go anywhere at all.
In the other hand non-interactive website is not user friendly at all. It always
involves traditional method on how to buy the product or to get the information
about the products. There is no ordering process that systematic just like
deltacsgear.com. http://www.syahzaishah.com is one of the example of noninteractive website. In order to buy the product, customers must whatsapp the
owner then must wait for the owner to reply whether they have stock or not.
Then the owner will get back to the customer on the paying method which is
deposit cash or transfer cash to owner account. After making the transaction,
customer must send the proof of payment such as bank slip before the item were
delivered.

32

Figure 37 Example of non-interactive website

33

Conclusion
In conclusion based on what had been discuss from the elements of internet
marketing, internet marketing mix, e-tools and interactive order processing the
deltacsgear must fully utilize the advantages of using internet marketing to
achieve more sales and to expand their business. It was being proven that
internet marketing is a power tool for business. There are few reasons for the
importance of internet marketing for business development and expansion. The
growing importance of internet marketing position in supporting business
activities. It can be utilized by various companies to attract customers through
internet marketing.
In future the Internet will become the world leader in information. Prospective
customer is able to access information more quickly via the Internet. They tend
to find it more quickly and easily find a product or service and then buy them
over the internet, compared with having to seek to multiple stores or mall.
Therefore, companies that have a good internet marketing strategy can
potentially lead the market. Next advantage of using the vital internet marketing
is not limited market share. Internet marketing knows no boundaries of place and
time. Through internet marketing, a company can do business expansion widest.
With internet marketing, potential customers anywhere and anytime to receive
information, to understand and buy whatever they need.

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References
(2015). Act 574 Penal Code. Kuala Lumpur: Percetakan Nasional Malaysia Berhad.
Retrieved from http://www.rwi.uzh.ch/dam/jcr:00000000-573e-dcae-ffffffffc39d2a24/Act574.pdf
Bank Negara Malaysia. (13 July, 2016). Retrieved from Bank Negara Malaysia
website: http://www.bnm.gov.my/index.php?
ch=en_press&pg=en_press_all&ac=3435
brandwatch. (2016). Retrieved from brandwatch website:
https://www.brandwatch.com/2016/03/96-amazing-social-media-statisticsand-facts-for-2016/
internetworldstats.com. (2016). Retrieved from internetworldstats.com website:
http://internetworldstats.com/stats3.htm
kosmo. (August, 2016). Retrieved from kosmo website:
http://www.kosmo.com.my/kosmo/content.asp?
y=2014&dt=1206&pub=Kosmo&sec=Rencana_Utama&pg=ru_01.htm
marketingmix.co.uk. (2016). Retrieved from marketingmix.co.uk website:
http://marketingmix.co.uk/
(1955). Minor Offences Act 1955 . Kuala Lumpur: Percetakan Nasional Malaysia
Berhad.
Suruhanjaya Syarikat Malaysia. (2016). Retrieved from Suruhanjaya Syarikat
Malaysia Website: http://www.ssm.com.my

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