GROUP ASSIGNMENT

TECHNOLOGY PARK MALAYSIA

DIGITAL MARKETING

BM012-3-2-DGM

APU2F2008MKT (DM)

MEMBERS TP NUMBER
JALNA EMMANUELLA MARY ISAAC TP057011
KAREN NZIOKI KANINI TP056953
NOWRID KHAN TP054232
MARCELIO CALVIN TP053753

HAND OUT DATE: 25 MARCH 2021

HAND IN DATE: 28 MAY 2021

WEIGHTAGE: 60%
 Table of Contents
GROUP COMPONENT 3
1.0 COMPANY BACKGROUND 3
2.0 DEVELOPMENT AND REASONINGS 3
3.0 MODERN DESIGN 4
4.0 USER ACCESSIBILITY & NAVIGATION 4
5.0 7C’s Framework 5
6.0 CONSTRUCTING A WEBSITE 9
INDIVIDUAL COMPONENT 11
7.0 PEST ANALYSIS 11
7.1 Political Analysis (Nowird Khan, TP054232) 11
7.2 Economic Analysis (Karen Kanini Nzioki, TP056953) 12
7.3 Social analysis (Marcelio Calvin, TP053753) 12
7.4 Technological Analysis (Jalna Emmanuella Mary Isaac, TP057011) 13
8.0 REFERENCES 14
 GROUP COMPONENT

1.0 COMPANY BACKGROUND

The SME enterprise chosen for this report is ‘JCO’. The company was founded by Johnny
Andrean in the year 2006 in Indonesia. The company started growing significantly, and within
the next six years of its opening, it had already expanded all over Asia. JCO began to grow in the
major countries of Asia with over 150 branches all over Singapore, China, Malaysia, Hong
Kong, Saudi Arabia and lastly the Philippines. The company is well known for its quality and
uniqueness when it comes to taste and naming their donuts, for the marketing aspect they named
their donuts with an approach full of humor. Few of the names being, Oreology, Avocado
DiCaprio, Tira Miss U and many more. Soon this approach caught the attention of the consumers
and they gained a name for recognition quickly (Mindy,2018).

2.0 DEVELOPMENT AND REASONINGS

JCO has been in the industry for a while now, and they are loved by their regular customers.
However, one of their main weaknesses is their online appearance, especially when it comes to
their website. In the modern world where most of the people have access to the internet and
mobile devices, having a good modern design website is very crucial as a poorly developed
website may not attract new customers as it does not make the best first impression, and it can
lead to consumers making negative speculations without even trying their product
(Tuffley,2014).

There are several reasons why JCO should consider redesigning their website as it is harmless,
and it is going to be extremely beneficial for the company and its future. The reasons are as
follows.
 3.0 MODERN DESIGN

First thing first, the website needs a complete redesign when it comes to the visual aspects as the
current website can be considered as a very bland and outdated layout. A modern website helps
achieve 3 main goals being, establishing, developing relationships and lastly encouraging
customers to visit. (QuarSoft., 2021). As it is a bakery shop, it should have a theme that is
relevant while portraying its best products with attractive pictures which can trigger a person’s
wants. Currently the website provides only basic pictures with a white background and barely
any information provided for the consumers. Thus, they can invest in higher quality pictures
which can make the donuts and other products look more delicious with a description for every
product that can build an image in the consumer’s head which can potentially make them order.

4.0 USER ACCESSIBILITY & NAVIGATION

This is one of the main aspects when it comes to making a good website that is going to perform
well and generate more customers. Designing and making the website look good is important but
while designing, the designers have to keep the consumer’s ease of use in mind and it should be
a priority and nothing should be overdone, otherwise it may look like a mess.

As JCO welcomes all sorts of customers from all generations they need to develop a website that
is simple yet beautiful, so that it is easy for the consumers to navigate through the website
without having any questions. The current website requires consumers to go through products by
clicking on the next button over and over again, and this is not very user friendly, whereas they
could have more products portrayed in one screen with different headings such as, ‘Featured’,
‘New arrivals’ or even ‘The Best sellers. Research says that 94% of consumers prefer easy
navigation when it comes to websites. (Guta,2019). Secondly, looking for a certain product on
the website can be very hectic and a simple search bar can solve this issue. Overall, the current
interface can be more user friendly and working on it can bring positive outcomes for the
company.

5.0 7C’s Framework

The 7C framework is a framework that is widely used as a guide for designing customer
interfaces in online web marketing (e-marketing). Interface is a virtual representation of the
values chosen by the company. Business success does not just depend on how good the company
is can implement every element of the 7C framework, but also to how well all these elements
work together to support the value of the company's business model and proposition. Two
concepts that can help system developers understand how to synergize all the elements of the 7C
framework are fit and reinforcement. Fit is how well each 7C element individually supports the
business model (Jantia, 2021). Reinforcement refers to the level of consistency between each 7C
element. The following are seven elements in 7C's framework:

 Context

Context, or the look and feel of a user interface display can be categorized into several criteria,
including:

 Aesthetics: Aesthetically oriented sites will combine text, graphics, and photos
with high visuals.
 Functional: A functionally oriented site focuses on main offerings, whether in the
form of products, services, or information. Based on these categories, context
elements can be classified into three groups, including: aesthetically dominant,
functionally dominant, and integrated.

 Content

content emphasizes digital information contained in the site, including audio, video, images, and
text. Four of a kind contents, including:
  Offering mix, refers to the weight given to each content, which can be in the form
of products, services, or information.
 Appeal mix refers to the company's promotional message.
 Multimedia mix refers to the designer's choice of combining text, audio, images,
video, and graphics.
 Timeliness mix is how up to date the information displayed. content can be
classified into three types, namely: Product dominant, information dominant, and
service dominant.
 Community

Community elements shape a sense of membership through mutual involvement or

attractiveness. Community can be understood as the interaction between users, either with one-
to-one or one-to-many interactions. Three classifications in the community element include:

 Nonexistent: The one-to-one classification is a site that has no community so there is

no way for users to communicate with other users, either one-to-one or one-to-many.
 Limited: Limited classification is a site that offers features such as reading and
posting information, stories, or opinions for the limited community of such sites.
Most of the features offered are non-interactive.
 Strong: A site can be classified as strong if it offers interactive community functions,
such as chat rooms and message boards

 Customization

Customization is the ability of a site to display appropriate content for each user. If
customization is done by the user, it is called personalization, whereas if the customization is
done by the site, it is called tailoring. The classification of the customization elements includes:

 Generic, refers to sites that display the same information for all users.
 Moderately customized, refers to the customization of user information by utilizing
information storage for example by using cookies.
 Highly customized, refers to the high customization capabilities that users can do, for
example determining their own appearance and content that each one wants.
  Communication refers to the dialogue between the organization (company) and the user.

 Communication

Communication is a two-way dialogue between a site and its users. Communication can be
divided into three forms: site communication for users (e.g., email notifications), users for the
site (e.g., customer service requests), or two-way communication (e.g., Instant messaging).

 Connection

Connection is the degree to which a site can link to other sites, usually displayed to users in the
form of underlined or highlighted text, images, or graphics. When the user clicks on the link, it
will immediately display a text, graphic, or sound file, or a web page which is a combination of
all these files. Four types of connection include:

 Outside links are links that move users from the original site to another site.
 Framed links are similar to outside links, but framed links will display new web pages
within the frames of the original site.
 Pop-up windows, this link will display the new web page in another windows browser
while the home page remains behind.
 Outsourced content, this type refers to content originating from outside supplier sites. The
content is displayed very clearly and usually with a link to the web where the content
originates, but users do not need to leave the original site to view the supplier's site
content. Connection elements can be divided into three classifications based on the type
of connection displayed and whether the connection takes the user out of the home site or
stays on the home site. The first is the Destination site, Hub site and Portal site.

 Commerce
The commerce feature of a consumer interface supports the site to carry out financial
transactions. This feature is the most important in a product-dominant site, but it is not
uncommon to also find it in an information-dominant or service-dominant site. Functional tools
that support e-commerce include, for example, registration, shopping carts, security with
encryption and authentication technology, credit card approvals, orders through affiliates,
configuration technology, order tracking, shipping options.
6.0 CONSTRUCTING A WEBSITE
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 INDIVIDUAL COMPONENT

7.0 PEST ANALYSIS

7.1 Political Analysis (Nowird Khan, TP054232)

J.CO as an Indonesian based company selling multiple bakery/restaurant type products, with
their specialization being in the donuts segment. Although they are an Indonesia based company
they happen to engage with multiple countries and the expansion has grown out to countries like
Saudi Arabia in the Middle east. The political environment shows the rules, policies, and
regulations of a country. It is very crucial for the company to use a halal logo next to their brand
name as this will differentiate them from the non halal brands, and on the other hand will allow
Muslims to order without thinking twice. Especially in the middle east side where the halal
branding is so important as most of its population belongs in the Muslim group. As according to
the Muslim law, Halal means the permissible, and non halal products are prohibited for Muslims,
thus, a halal logo will bring safety when it comes to consuming food and beverages. (Putri and
Nisa, 2020).

Secondly, the company needs to monitor the political changes of the countries that they are
working in. As of today, the covid 19 has made lives way more different than it used to be in the
past, with government setting restrictions on various things. J.CO needs to work according to the
government orders whilst maintaining taxes and keeping them up to date in order for the
business to survive in the long run.

7.2 Economic Analysis (Karen Kanini Nzioki, TP056953)

When sales from a certain region begin to stagnate then there are alternatives for the company to
either introduce new products or expand into new markets that were not explored earlier. The
economic environment displays the development of the profit and economy of the J.CO
company. Known by many, J.CO expanded to the Middle East countries as well as South East
Asian countries. Within South East Asia, they expanded and opened branches in Malaysia,
Filipina, Singapore, Hong Kong and Indonesia. The advantage J.CO has in the Middle East
countries is that they are able to attract the locals to purchase their products because the taste of
their products is somewhat same to the middle east countries. The product quality of J.CO will
assist in the growth of the company’s profits and economy.

However, the prices of J.CO’s products are quite reasonable, and the consumers can afford to
purchase from the company. However, there are competitors such as Dunkin Donuts and Big
Apple selling the same products as J.CO as they also sell coffee and donuts as their main
products. Furthermore, these competitors bring J.CO threats due to consumers tend to make a
comparison between the companies and therefore this may cause an effect on the sales of the
company because the consumers have a choice to choose which company sells their favorite
coffee and donut. An example is how Dunkin Donuts prices are lower as compared to their
competitor and this means that the J.CO company would need to upgrade their products in the
market (Putri and Nisa,2020).

7.3 Social analysis (Marcelio Calvin, TP053753)

The market in J.CO Donuts is very suitable for the middle to upper segment with a dynamic,
young, plus modern lifestyle. Young people who have just started working have a very high
consumption rate and are looking for a lifestyle and age span for the beverage segmentation and
age years for the food segmentation. In cultural factors such as for example in Indonesia. People
in Indonesia really like chocolate and sugar so J.CO in Indonesia makes more donuts with
chocolate and sugar flavors. J.CO still makes other flavors but makes more of the flavors that are
preferred by customers. In every region and abroad, everyone must have their own taste so that
in all J.CO outlets have enthusiasts who like these flavors. For demographic factors, J.CO is very
popular with parents and young children.
The J.CO outlet likes to be occupied by children hanging out while parents prefer to buy donuts
and then go straight home. In terms of psychological factors, J.CO Donuts targets the middle to
upper middle social class with a modern lifestyle, likes social activities such as hanging out in
cafes, and likes food and drinks with premium brands. In the Behavior factor, J.CO Donuts does
not recognize opportunity use. Meanwhile, in terms of the benefits that are sought, it can become
a symbol of status and an instrument to fulfill the taste of society. In addition, J.CO Donuts
targets potential consumers and regular consumers of competing brands to expand the market
and does not recognize the level of usage (OLIVIA, 2021).

7.4 Technological Analysis (Jalna Emmanuella Mary Isaac, TP057011)

Technology analysis is very important to create a product of the best quality. JCO company
should always improve the quality of donuts and create many new products. This is very
important because JCO company has to be innovative and creative in its activities. Customers
will be attracted by quality of products. Therefore, customers will feel they that they are worth
buying the product for the money, for example, JCO company uses good equipment and
machines to bake donuts and make coffee. This way, donuts and coffee will be prepared on time
and faster.

Customer do not have to wait and queue in long lines. JCO company needs to update and
upgrade by producing better donuts and coffee. This will improve the efficiency and
effectiveness of the product manufacturing process (Putri, 2020). With today’s technology, it is
more convenient for customers if the can just click order and receive their order. It will be quick
and easy. This will therefore make the customer satisfied. At the same time, it will keep loyal
customers satisfied with the product and services.
 8.0 REFERENCES

Aulia Riski Ayu Putir and Indah Khoirun Nisa (2020). J.CO Coffee & Donuts Marketing
Strategy. [online]

Available at:http://ejournal.aibpm.org/index.php/APJME/article/download/745/726

[Accessed on 20th May 2021]

Jantia, R., 2021. Teori 7c. [Online]

Available at: https://www.academia.edu/35843424/Teori_7C

[Accessed 25 May 2021]

OLIVIA, G., 2021. PERSAINGAN BISNIS DUNKIN DONUTS DAN JCO. [Online]

Available at: http://gitaolivia11.blogspot.com/2013/11/tugas-2-pengantar-bisnis.html

[Accessed 27 May 2021]

Putri (2020). J.CO Coffee & Donuts Marketing Strategy. Asia Pacific Journal Of management
and education, pp.74-75. [Online]

Available at: http://ejournal.aibpm.org/index.php/APJME/article/download/745/726

[Accessed: 25th May 2021]