STRATEGIC MANAGEMENT (MAF661)

BUSINESS PROPOSAL - SARCINAS BAG

​Name of Company​: EZYLIFE SDN BHD

“We Carry the World”

Prepared by:

NUR FARAH NABILAH BINTI JAMALUDDIN 2016329193

NOORAZURA BINTI RAZALI 2015151993
SITI AMALINA BINTI MOHD ZAHID 2015357699
AIN AMIEZA BINTI ABDUL RAZAK 2014125957

Class:
NACAB11A

Prepared for: MRS. SITI ROHANA BINTI MOHD NOOR

Date of submission: ​21st DECEMBER 2019

TABLE OF CONTENT PAGE

1. Acknowledgement 3

2. Executive Summary 4

2.1 Company Background

2.2 Vision
2.3 Mission

3. Issues, Effects and Solutions 4-5

4. Business Strategy & Product 5-8

5. Market Analysis 9-10

5.1 Target Customers

5.2 Target Customers Demographic
5.3 Market Size

6. Value Chain Analysis 10-12

6.1 Inbound Logistic - STRATEGIC BUSINESS LOCATION

6.2 Operations
6.3 Outbound Logistics
6.4 Marketing & Sales
6.5 Services
6.6 Support Activities

7. Financial 12-14

8. Critical Success Factor 15

9. Conclusion 15-16

10. Appendix 16

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 ACKNOWLEDGEMENT

Firstly, Alhamdulillah, praise be to Allah S.W.T the Almighty for successfully completing the
business proposal in fashion/bag industry within the stipulated time given by our lecturer.

Secondly, we would like to address our special thanks to our lecturer for MAF 661 (Strategic
Management) subject, Madam Rohana Binti Mohd Noor, because of giving us guidance to
complete this assignment successfully. Without her guidance, we cannot do the assignment
as she hopes with successful.

Lastly, we also would like to address our special thanks to our family and our group
members for giving us support to complete this assignment within 2 weeks and face the
challenges together. May Allah S.W.T. reward each and every one of us. Amin.

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2.0 EXECUTIVE SUMMARY
​2.1 COMPANY BACKGROUND
Ezylife Sdn Bhd are owned by bumiputera the first leading manufacturing in this fashion /
bag industry in Malaysia. To meet demand of customers, Ezylife Sdn Bhd designed a smart
luggage, luxury, more elegant and modern to making their travel smoother. By providing the
quality products and promising worthiness of buying this luggage bag. This luggage bag is
suitable whether you travel for work, leisure or both. This premium luggage will make you
going in style at anywhere and anytime. The separate compartments and optional
accessories will keep your items organized, while the upright design ensure they don’t get
jumbled.

​2.2 VISION
To be trendsetter of the industry by manufacturing with range of high quality and exclusive
product, as well as to attract new customers by introducing our product.

2.3 MISSION
Ezylife Sdn Bhd is committed to being recognized as a luxury brand with excellent customer
satisfaction with our product. Our team is committed to being a leader in providing a high
quality of our luggage bag with a good quality of material through innovative design and
customer needs.

3.0 ISSUES, EFFECTS & SUGGESTION

3.1 No specific compartment or layers to store the clothes and belonging.
The luggage bag normally a somewhat flat, rectangular-shaped bag with somewhat rounded
square corners, either metal, hard plastic or made of cloth, vinyl or leather that more or less
retains its shape. The space inside, we need to arrange by self. Usually, when we packed
the clothes and stuff we put them in the same place.

The effect: Everything’s put in one will affect the untidy. For example, if we forget something
and want to take something, we have to open it back and everything is scattered and
cluttered. Sometimes it's difficult to find and take time.

Suggestion: ​By creating a luggage bag with three compartment is more neat, easiest,
fastest and less time to pack. With the specific compartment and layers, the customer can
easily capture back the stuff by compartment that their kept.

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3.2 Low battery and stop connecting
For travellers ,businessman or anybody the battery of handphone is very important. It's not
only for communication but to access the place to go and take a picture as well. Nowadays,
people will 100 percent use the waze or google maps to find the location and destination to
go. The more we use will lower the battery.

The effect: ​Low battery will cause the handphone is about to die and stop connecting to
people. So the journey is limited and not enjoyed.

Suggestion: ​By providing a USB Solar Charger, the traveller can easily charge the
handphone and continuing connecting to the people and the world. The average solar
powered charger takes between 6 and 10 hours to charge an electronic device, such as a
cell phone.

3.3 Wheels is ti​ght corner braking phenomenon

Tight corner braking phenomenon. When the propeller shaft between the front and rear
axles is connected directly, the differences between the rotations of the front and rear axles
cannot be absorbed

The effect​: ​It will affect the crack of wheels and damage. Spinners is weigh more than other
luggage because of wheels.

Suggestion: ​By create 8 wheels with 360 degree spinner , and conduct jerk test to ensure
the carry. Avoid the broke of wheels and easy to conduct with reinforced and resistant
corners stretch.

4.0 BUSINESS STRATEGY AND PRODUCT

4.1 PRODUCT INNOVATION STYLE & DESIGN

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4.1.1 Compartment
01 Upper: Storage space for passport, toiletries or even charger by using accessories
bag given because it can be opened up on wheels while passing security checks.
02 Lower: Fit for laptop bag provided or a pair of slipper or house shoes. It’s easy to
remove if security check required to do so.
03 Rear: Clothing storage or other important item and can be used by packing
cubes gives for easy organize.

4.1.2 Continually Innovation with technology - Solar USB mobile charger

The Solar USM Mobile charger is widely used in charging for all mobile phones. Its
has long lifThe solar USB charger absorb sunlight and transform into DC electricity
and charge for mobile products, so it can charge for mobile product at everywhere
and anytime. Its has long life time for 8years,it suits for all people who have a mobile
products especially travel people. We selected our qualified suppliers that have a
certificate s of CE, RoHDs, SASO,FCC and follow the standards requirement by
Airline.

4.1.3 360 Swivel Luggage Mute Wheel Suitcase

Travelers walking through terminals with their luggage gliding smoothly beside them
instead of trailing behind. Eight-wheeled suitcases, called “spinners” because they
can easily turn 360 degrees, are recently becoming more popular, mainly thanks to
the ease of handling. Each wheel rotates completely so it's super simple to change
direction.

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 Carry-on spinners roll down airplane aisles with little effort, and they can be pushed
sideways to fit through narrow spaces. And unlike two-wheeled suitcases, spinners
won't put weight on your shoulders or wrists as they move along. That feature is
especially attractive for passengers in ever-expanding airline terminals, particularly in
between a tight connecting flight.

4.2 BUSINESS STRATEGY

4.2.1 Create a compelling value proposition for sponsors, advertisers and

consumers​.
We create our website Ezylife.com to provide an unparalleled experience and
services that will make it the primary destination site for traveller enthusiasts. This
includes having the highest quality products available for sale, a personalized
shopping experience, extensive content of interest, and a community for encouraging
the exchange of information and ideas (e.g. chat, message boards), etc.

4.2.2 Build strong brand recognition Ezylife Sdn Bhd will be heavily promoted
throughout the Internet and the world.​
The Ezylife Sbn Bhd strategy is to promote, advertise, and increase our brand
equity/visibility through others service and a variety of marketing techniques
including online advertising and promotions, listings with all key country search
engines, on-going public relations, and developing business alliances and
partnerships that will help drive traffic to the site. Example Lazada, shopee and etc.
Ezylife Sdn Bhd will also benefit from gaining “first/early mover” advantage by
becoming one of the first major companies to establish a dominant position. This will
result in extensive word-of-mouth marketing that will drive traffic.

4.2.3 By using storefronts

As a form of advertising in attracting more customers and expanding the brand
image. Retailers not only provide an opportunity to increase the visibility of the brand
in a way that is unaffected by competition (which would be found next to ​Sarsinas
products in department stores or supermarkets), but Barmes is able to control how
customers view and interact with the product. Its is more important to have control
over the final touchpoint with the customer.

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 4.2.4 By using Digital Outlets
Enabling more people to buy directly through the brand. Online stores can also help
shoppers find it easier to browse and buy when a retailer is not open. Online
shopping saves time for both buyers and retailers, and reduces calls to availability,
specifications, business hours, or other information that can be easily found on the
company's site or product

4.3 SWOT ANALYSIS

4.3.1 SWOT ANALYSIS

S​trength
● Sarcinas is a luggage will bring comfort, elegant, convenience, luxury and high
quality.
● The Sarcinas luggage has follow the sized that restricted by airline company.
● Have a strong security luggage.
● Retractable handle for wheeling and soft handling.
● Easy to put in cabin.

W​eaknesses
● The sarcinas luggage need to avoid from water or liquid that may cause the short
circuit of the electronic instrument such as electronic charger as provided.
● The size of the compartment may be not too large to bring lot of clothing and other
vital items. It’s just up to 4 days travel.
● Have a strong existing competitors such as Stag-Out,Urbanlite, La-liberta and tummi

O​pportunities
● The sarcinas luggage allows customer to get reduce the overweight luggage during
their journey.
● They may recommend Ezylife Sdn Bhd product to their friends for convenience and
comfort product.

T​hreats
● New competitors that enter the market might produce a similar product and might put
more high technology items.
● In the part of the economy, people might reduce the cost of buying expensive items
on the economic downturn.

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5.0 MARKET ANALYSIS
5.1 TARGET CUSTOMERS
The target customers for Ezylife Sdn. Bhd can be identified as follows:
● Person who always travel for work or leisure
● Person who practice perfectionist for his/her travel items
● Person who are important about elegant and modern
● Person who frequently practice for online shopping
● Most likely live or work in Asia, America and Europe

​5.2 TARGET CUSTOMERS DEMOGRAPHIC

Ezylife Sdn Bhd are focusing on demographic market sector which focuses on age, gender
and geographical factor. For age, we are focusing 30 years old and above because this
range usually involve more in business trip for their company. They may need our product to
be used to bring all their needs such as their clothes, laptop and other important documents
need to bring along. Meanwhile, for gender we are looking for more on men rather than
women. This is because men are usually like to bring just one compact bag that will
comprise of all their important things. In addition, for geographical factors, we are focusing
more on main cities such as Kuala Lumpur that will be put under Malaysia region because
in this main city, there will be more demand for this type of product to bring them free stress
experience. For future years, we can widely our business to other countries such as America
and Europe.

​5.3 MARKET SIZE (NUMBER OF POTENTIAL BUYER)

The target market for our business is targeted to businessman and businesswoman who
have higher income and social class. Our business is located at KLCC boutique, Kuala
Lumpur.

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6.0 VALUE CHAIN ANALYSIS
​6.1 INBOUND LOGISTICS
Ezylie are directly involved in producing and selling the product to targeted
customers.Analysis of in bound logistics requires focus on every aspect of transformation
from raw material to finished product.Retrieving raw material,storing the inputs and internally
distributing the raw material to start production.

6.2 OPERATION
Efficient plant operations to minimize the cost, efficient plant layout and workflow
design.Ezylife are ready to process the raw material into the end and launch
products.Activities such machining,packing,assembling and testing. Improve the productivity
and achieve consistent economic growth,increase profitability.

​6.3 OUTBOUND LOGISTICS

Effective shipping process to provide quick delivery and minimize damages.By developing
advanced methods and processes to products quickly and stable for safe,long term use and
the activities that deliver the product to the customer by passing through different
intermediaries.

​6.4 MARKETING & SALES

Ezylife Sdn Bhd Marketing Strategy are:

6.4.1 Be transparent
By showing to customers on where their money is going. Communicate as much as
possible about the reason for providing particular frames and materials, and impress
that we’re listening to and incorporating our customers’ feedback.

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 6.4.2 Define what customer need
Before launching this product, we do research to ensure there is a place for our
product to be in a market. We make sure that we make a product that people want.
Start with a real problem that frustrates people to ensure that the product is
something people will actually purchase and use is to create a feasible solution.

6.4.3 Plan Your Product Launch Promotion Strategy

To raise awareness of the Ezylife Sdn Bhd new products, ​media reporting is the
most important. As thousands of new products are launched every year, we need to
make sure our products stand out. The idea to help plan the strategy by providing
exclusive preview to expertise and social media influencers to get relevant
audience.Give customers a chance to get a discount or coupon of the product to
build excitement. Keep updated on social media to get the attention of followers.

​6.5 SERVICES
Ezylife Sdn Bhd focus on quick response to customer needs and quality of services.

​6.6 HOW COMPANIES ORGANIZE PEOPLE INSIDE BUSINESS ORGANIZATION

Businesses exist for one simple reason that is to solve a big problem. The core of every
good product or service is the unmet need to reach a large market. But having a good idea
to solve a big problem is not enough. Behind every successful company is a flexible team
that can turn a vision into a thriving business. The following are the ways on how Ezylife Sdn
Bhd organize team for success.

6.6.1 Focus on solution

Need to think strategically about the problem want to solve, rather than
forecasts, profits, or other forecasts. If company build a great product that
solves a big problem, the numbers will follow.

6.6.2 Let people make decisions

Have a smart team which the power is given to each person to make
decisions that fit their group and role. In addition to helping fasters decision
making and encourage current team members to be future managers that will
instill a sense of ownership in the whole team.
6.6.3 Brainstorm Prioritization Technique (BPT)
Choose team members that will involved in brainstorming session based on
problem that we need the solution and allow them to shout out possible

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 solutions. List it then vote for the best in three or four solution. Make a
research and test each option to figure out which one has the most feasible
and effective way.
6.6.4 Let customers dictate the problem but not the solution
Customers sometimes will see the problem that we might not see, but then
when it comes to the solution there is no one better then our team to solve
that problem.

7.0 FINANCIAL
7.1 START UP CAPITAL

7.2 COST OF PRODUCT, OPERATING COST & PRODUCT PRICE

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Estimation price
The Estimation price per bag start from RM795.54. The Higher price is because the quality
and guarantee and warranty are provided.

7.3 PARTNERS SHARING PROFIT & LOSS

Profits and losses made by the business are shared among the partners based on our initial
contribution percentage, unless agreed otherwise and set out in the​ ​partnership agreement.

7.4 INVESTMENT THAT COMPANY NEED BEFORE MAKE A PROFIT

​Investment that company need before make a profit

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 7.4.1 Business improvement

Before starting a business must have a setting goals and create the
objectives to ensure that our business continue to move forward and seek out
low budget, high impact marketing strategies to improve our small business.

7.4.2 Marketing

A smart investment to make a profit is through digital marketing because it

has the potential to add up to more sales. Digital marketing can be reached in
a cost effective and measurable ways.

7.4.3 Hire help

Hire professional consultant for guidance on how to manage the business and
finances, creating business strategy, handling and resolved conflicts between
employees, ways to communicate with investors and etc.

7.4.4 Invest in your team

Creating a comfortable workplace and a better workforce is important as it will

increase productivity and create healthy competition between workers and it
makes the work more effective and efficient. Company also must provide
training the employees to upgrade their existing skills for company grow.

7.5 POTENTIAL PROFIT (YEAR I, YEAR II, YEAR III)

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8.0 CRITICAL SUCCESS FACTOR

Firstly, is to look back to our ​business plan and make a backup plan​. We need to look
back on our vision and mission so that we do not miss out on maintaining high quality and
exclusive products. In that way, we can also create a new product or create any innovation
product.We will have a backup plan if our products are not responding to customers or our
products are damaged. For example, if our product are unresponsive, we will stop that
product and produce new and more innovative product to increase Ezylife Sdn Bhd profit or
sell that product with a lower price. In addition, if our products are damaged during delivery
we will replace them with new ones.

Secondly​, establish brand loyalty, patent the product and maintain the quality of
product ​by providing the updated design and customer need and continually be innovation.
Customers will often remain with a brand they have loyalty towards, even though the
company does not offer the cheapest or most effective product. ​Ezylife Sdn Bhd need to
always ask for feedback or get feedback from customers because our customers are more
aware of our product deficiencies. If we do this, we will be able to identify our product
problems and we will be able to create new products at customer's request.

Thirdly, ​Hire skilled Team Members​. The company appoint the experienced and skilled
employed .It will less cost and benefits to Ezylife Sdn Bhd.

Fourthly​, a strategic location of shop and manufacturing. The location is easy

accessibility, more facilities and very attracting.A big manufacturing space enough for all
equipment and staff to do the production.Office operating hours are from 9.00 am to 6.00
while our shop is from 10am to 9.00pm.

And lastly manage to pay the loan and suppliers​. While maintaining to manage the
financial wisely,all the operation will operate smoothly.Manage to pay the loan and suppliers
on time will make them trust on our business transactions and will continue to cooperate with
us.

9.0 CONCLUSION

Ezylife Sdn Bhd have to face all the challenges and critical success factors in this market
industry .Differentiate with others and monitoring the products in the market by using
SWOTanalysis ,value chain, market analysis and advancement of technology can achieve

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the organization goals and customer demand . Ezylife Sdn Bhd must put all strategies
designed together with the objective, mission and vision of the company to remain them
sustainable in future​.

10.0 APPENDIX

https://en.wikipedia.org/wiki/Acrylonitrile_butadiene_styrene

https://www.marvalindustries.com/what-is-plastic-resin.html

https://www.google.com/search?safe=active&client=firefox-b-d&q=broadwoven&spell
=1&sa=X&ved=2ahUKEwjJwomlw8PmAhUFdCsKHeGzBmsQBSgAegQICxAm&biw
=1440&bih=767

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