4.

0 MARKET ANALYSYS SUMMARY

Overview

The success of ‘Well Done Engineering Sdn Bhd.’(WDE Sdn Bhd.) will be achieved by
published a great product, providing friendly service and employing an aggressive marketing plan
to build customer traffic. Today’s market requires more than just a high-technology items and
service to make a company successful. At ‘Well Done Engineering Sdn Bhd.’, we will constantly
strive to enthusiastically win more customers by being proactive rather and reactive in our
marketing efforts.

Management will endeavour to create and maintain positive, appealing image for the
product. This image will be consistently portrayed throughout all marketing channels and sales
promotions.

4.1 MARKET SEGMENTATION

Dream coffee maker customer base is comprised of several target groups.

1. A career people
2. Retired people
3. A companies
4. Hospitals and clinics.

These groups are all potentially strong customer segments. The benefit of this
mix of customers is that it helps maintain consistent business throughout the year. Also,
by appealing to several market segments, Dream coffee maker does not become overly
dependent on any single consumer group.

Customer Database

Our ideal customers were targeted for those who had diabetics and have a
potential to get it too. These customers are usually between 25 years old and above. For
those who are working, they always busy with their works and had no time to be taking
care of their health. They tend to neglect their health. Most of them had a disease even
though they were still young. Customers are typically single and they often have a coffee
maker at home due to their packed schedule.

Other than that, most of the company always has a coffee maker in a pantry.
Furthermore, hospitals and clinics were centre place for our ideal customer to be found.
Therefore, a modified coffee maker was created. The modified coffee makers not only
make drinks but also calculate sugar rate in blood. Thus, this product was suitable for
these targeted customers.
4.2 Market Size and Trend

For three years later, the size of the current total market will increase due to the benefit that this product
have.

2010……………………….................................. 500 units per month were produced

2011…………………………………………………………. 550 units per month were produced

2012…………………………………………………………. 600 units per month were produced

4.3 Competitors

Competition is formidable. Coffee maker machine is already in a market. It already got a good response
from the people. There were a lot of company that create a coffee maker machine and they already had
their loyal customers. Due to the new company, we will need to work hard to gain and keep sales. Most
of our customer had already be a customer to a certain product. Therefore, it is hard to gain their interest
to buy or try a new product.

Our product prices will be competitive and in certain cases, our prices may be lower than the average
prices in market. The fundamental value that is added or created in our product is that the customers can
check their sugar rate in blood from the coffee maker. Other than that, it can also make other types of
drinks besides coffee.

Sales (%)
5

10.8 Competitors

Bialetti
32.5
Bodum
Bonjur
12.3 Bunn
Cuisinart
WDE

16.3

23.1
4.3 Estimated Market Share and Sales

Product/service Market Share and Sales

Year
2010 2011 2012
Market share (%) 5% 8% 15%
Total sales in units per month 500 550 600
Total sales in RM per unit RM 1,200 RM 1,200 RM 1,200

4.4 Market Strategy

1. Overall marketing strategy

We would like to increase our visibility, attract new customers, and display special offers that are
currently available. Our primary focus is to expand our customer base. We will measure this ad
campaign’s success by the number of inquiries received after its launch. We also will be
reviewing the campaign’s effectiveness one month after its launch. We will evaluate its
effectiveness based on the number of inquires we receive and any corresponding increase in
revenue.

2. Warranty policy
Every electrical item has their warranty time limit. For a coffee maker machine, most of the brand
only had a 3 years warranty. But for Drink maker, we provide with 4 years warranty.

3. Advertising and promotion

Advertising and promotion will be done in newspaper, fliers and website or even in TV
commercial. The promotion also will be done at hospitals and clinics. We also will be one of the
sponsors during blood donation day.