Final Documentation (EIAD+SAM++)

7/30/2019 Final Documentation (EIAD+SAM++)

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Group Assignment

E-Marketing

BM012-3.5-2

MS Farahida Binti Jaafar

UC2F1208IBM

Group Members:

Lee Sim Xie - TP022441

Sheetal Proag - TP0

Eiad Jouha - TP029565

Xue Hue NingTP0

Due Date: 24th of April, 2013

Word estimation - 3450 words (Exclude cited words, tables, references &

Appendixes)


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1.0 Executive Summary

The power of e-marketing using the Internet and other technology enhanced the competitive

advantage of the floral industry not only in Malaysia but also globally. Winnie Floral, a sun-

rise firm located in Seri Kembangan has been enjoying its market positioning on a small scale

basis but it acknowledges the benefits of an e-marketing strategy that will enable it to

experience expansion with soaring profits and higher market-share. This report mainly

concerns a probable strategic marketing plan that Winnie Floral may use. It focuses on the

technological issues regarding the e-marketing strategy and goals after analysing the business

environment including competitive structure.


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Table of Contents1.0 Executive Summary ........................................................................................................................... 2

2.0 Situational Analysis ........................................................................................................................... 5

2.1 Characteristics of the e market ......................................................................................................... 5

2.2 Possible factors of success ................................................................................................................ 6

2.3 Competitors Analysis ........................................................................................................................ 6

2.4 Technology factors ............................................................................................................................ 7

2.5 Legal factors ...................................................................................................................................... 7

2.6 Social factors ..................................................................................................................................... 8

2.7 Possible Problems and Opportunities ............................................................................................... 8

3.0 The e-marketing objectives ............................................................................................................... 9

3.1 Product profile .................................................................................................................................. 93.2 Target Market (Eiad) ......................................................................................................................... 9

3.3 Sales objective................................................................................................................................. 10

4.0 The e-Marketing Strategies ............................................................................................................. 11

4.1 Product strategy .............................................................................................................................. 11

4.2 Price Strategies ............................................................................................................................... 12

4.3 Promotion strategies ...................................................................................................................... 13

4.3.1 Email reminders Publish Email Newsletter and Advertise in an Email Newsletter .................. 13

4.3.2 Daily Deal Promotions.................................................................................................................. 13

4.3.3 Contests ....................................................................................................................................... 14

4.4 Distribution Strategy ....................................................................................................................... 15

5.0 Technical Issues ............................................................................................................................... 16

5.1 Website Content (Eiad) ................................................................................................................... 16

5.2 Website seacheability (Eiad) ........................................................................................................... 17

5.2.1 Searching in Winnie Website ....................................................................................................... 17

5.2.2 Searching for Winnie Website ..................................................................................................... 17

5.3 Logging security .............................................................................................................................. 18

5.4 Customer registration procedure ................................................................................................... 19

5.5 Order forms and feedback forms (Eiad) ......................................................................................... 20

5.6 Technical staff ................................................................................................................................. 21

6.0 Appendices ...................................................................................................................................... 22

6.1 Appendix 1 - Michael Porters 5 forces (Floral, 2013).................................................................... 22

6.2 Appendix 2 TOWS Analysis (Floral, 2013) .................................................................................... 23

6.3 Appendix 3 - Online ordering form layout (Self-made) .................................................................. 24

6.4 Appendix 4 - Elements Winnie Floral's feedback form concentrates on (Self-made) .................... 26


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6.5 Appendix 5 - Webpage(s) and their description (Self-made) ......................................................... 27

7.0 References ...................................................................................................................................... 28

7.1 Online .............................................................................................................................................. 28

7.2 Books ............................................................................................................................................... 30

7.3 Other sources .................................................................................................................................. 30


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2.0 Situational Analysis

A situational analysis may be defined as the foundation of the marketing plan as it gives an

overview of the firm situation and its probable reactions to changes in both internal and

external environment including immediate competitive structure (Lorette, 2013). The

following paragraphs will evaluate possible factors relating to this managerial process.

2.1 Characteristics of the e market

E market consists of the selling and buying products online whilst e marketing consists of

turning potential market into real market by using modern technological methods (Meng,

2009). Currently, Winnie Floral being a brick and mortar firm wants to metamorphose into an

ecommerce business, it needs to practice e marketing. Hence it needs to adhere to some

characteristics. First, it needs to have basic technologies that allow online transactions such as

online transaction processing system, modern communication, a server, a plausible database

and the internet to enable CRM to access a wider market and retain customers (Meng, 2009).

Furthermore, Winnie Floral should have a proper website and regular maintenance with

flexible marketing mix update online because of rapid change of the macroeconomic factors.

All of these are required because e-market is more vast and potentially profitable but Winnie

Florals product cross elasticity may be positive as there is a high availability of competitors

online.


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2.2 Possible factors of success

With internet as the major tool for marketing and e commerce, the factors for success are

unlimited but the main ones follow. By marketing online, Winnie Floral may provide a higher

value proposition with a bigger market. This is because online marketing is more cost-

effective than traditional marketing and thus allows Winnie Floral to use other technologies

to enhance customer value. For Example, Winnie Floral can have a FQA sections and other

tools for customer response to enable kaizen and increasing customer loyalty (Byrne, 2011).

Moreover, by going online, Winnie Floral can increase distribution channels. This may

involve transportation costs but higher sales may cover the costs thus boosting profits.

Winnie Floral may start expanding to other places in Selangor rather than operating solely inSeri Kembangan. Expansion will lead to success in performance levels also (Byrne, 2011).

However, to be successful, Winnie Floral should be smart with their objectives about e

marketing so as to be motivated and grab every opportunities leading to success.

2.3 Competitors Analysis

Identifying and recognising competitors in the floral markets online is crucial as knowing

competitors like Sanyi Enterprise which has chains all over Selangor or Jasmine Florists and

craft which already practices e- marketing may be determining Winnie Florals Future

strategy to increase market share and market loyalty. Michael Porters 5 forces model may

sculpt the competitive structure of Winnie Floral (Management Study Guide, 2013). (Refers

to Appendix 1)

Also, analysis of competitors based on product, performance, profits and market offering may

allow Winnie Floral to compete profitably in the online as well as traditional market.


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2.4 Technology factors

Technology has been the catalyst for almost every business whether offline or online. Winnie

Floral has been using technology for diverse purposes. Technology has not only enhanced

communication within the organisation with workers but also with the consumers with the e-

marketing strategy. Thus, this enables Winnie Floral to practice CRM to satisfy consumers.

Furthermore, the Internet will permit Winnie Floral to access a larger target market with less

advertising costs. New software relating to inventory, supplier, cash and other components in

the supply chain can be controlled more efficiently. Thus, this will leads to higher

profitability and better customer relationship.

However, technology which is ever-changing with its new methodologies and discoveries can

be unfortunately costly for Winnie Floral leading to a loss of competitive edge.

2.5 Legal factors

Legal factors are also crucial for business activities. Malaysia government protects SMEs

Malaysia development through the law they set. This can help to prevent unhealthy

competition between local SMEs and foreign companies. A trademark is a sign which

distinguishes the goods and services of one trader from those of another. A mark includes

words, logos, pictures, names, letters, numbers or a combination of

these(PerbadananHartaIntelek Malaysia, 2013).For Winnie Floral, their trademark needs to

be protected. This will prevent same brand or similar trademark used by other flower shops.

If Winnie Floral apply trademark law successfully, they can put their trademark on their

official website. Their trademark can provide upper hand to Winnie Floralas any of the

rewards for this company will only belongs to them and other company cannot make use ofit

to earn money.


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2.6 Social factors

Social factors include individuals behaviour, experiences and lifestyle.The marketing

department of a business needs to consider various social factors characteristic of the

consumer groups it is targeting to help increase a product's appeal to those potential buyers.

For businesses, they must consider social factors because every customersbehaviour can

influence the sustainability of the business. As for Winnie Floral, they can use online survey

to get customers information from website and it is useful for flower shop to target

customers and produce different products for customer. For example, if customerspurchase

flower for Valentines Day, Winnie Floral could recommend Roses for him/her.

2.7 Possible Problems and Opportunities

TOWS analysis may help the firm to identify its main threats and opportunities (Ian

Marcouse, 2012)(economics, 2012). (Refers to Appendix 2) The threats that may force

Winnie Floral to build on contingencies plan are mainly the current unstable political

situation and cut throat competition prevailing amongst the floral business titans. Moreover,customer expectations in the floral industry is not only ever-changing but also more

demanding in terms of quality and price which may decrease the floral sector profit-margin.

However, with new technology and increasing GDP which increased by 5.6 % in 2012 may

stimulate higher demand in the industry Moreover, E-marketing and E- Commerce is also an

opportunity to exploit by the whole floral industry.

However, these opportunities and threats involving the PEST factors may not prepare Winnie

Floral on blackswans. This is why the firm need to have appropriate marketing strategies with

well devised targets.


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3.0 The e-marketing objectives

3.1 Product profile

Basically, Winnie Floral is a floristry that handles the buying and selling of flower. It offers

varieties of natural flowers and artificial flowers including roses, lavender and so on. Other

than that, it also offers complimentary products such as chocolates, teddy bear that vary in

sizes, small cards for occasions like birthday, Valentines Day and graduation day, ribbon

that comes in different colours and even baskets used for hamper.

Besides that, Winnie Floral also offer service such as delivery. Its delivery coverage coversalmost the whole Peninsular Malaysia area. In other words, it even delivers its flower across

states such as Penang and Johor. However, delivery feeswill be charged based on travel

distance.

3.2 Target Market (Eiad)

The target market of Winnie Floral are mainly youngsters that range from 16 years old to 24

years old and adults that range between 24 years old and 40 years old. Other than that, based

on the product it offers, couples and fiancs, fresh graduates are also its target market too.

This is because Winnie Floral offers flowers for weddings and graduation occasions. Last but

not least, fathers and mothers also part and parcel of their target market as Mother's day and

Father's day are common events that celebrate by families to show their appreciation to their

parents


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3.3 Sales objective

Sales objectives are part of marketing plan. Every shop has their own sales objectives

because they must identify the common goals in order to achieve them. If companies createsales objectives, they also can forecast what kind of flowers and how many of them they

should purchase. Winnie Floral also have their sales objective which depends on occasions,

special events and regular days because if in regular days, they will promote any of their

flowers but if in special events such as Valentines Day, Winnie Floral will prepare roses for

couples before Valentines Day.This will boost their sale rate and profitability.


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4.0 The e-Marketing Strategies

4.1 Product strategy

Winnie Floral should first identify what is its core benefit: its flowers and how to make it into

a potential product to capture maximum market share online and offline. Flowers being a

non-durable shopping good first need to have a product differentiation tactic which Winnie

Floral can practice by making varying features with competitors maybe by adding glitters on

its bouquet or adhering to the increasing famous concept of mass customisation or simply

superior quality at an affordable price.

This all will increase the value of Winnie Florals market offering. However, Winnie Floral

can do much more by devising a product class- grouping products like teddy bears, chocolate

or fruits because; together it has a better functional coherence. Moreover, this act will

enhance the product hierarchy of Winnie Floral as their product line will be also extended

increasing the probability of having higher sales. However, this product mix should be

continuously updated because of rapid changes of both e-market and brick and mortar

environment.

As, Winnie Floral does not yet have high branding power, it could venture with some big

floral firm like Florist Online for a short timeframe to learn the ropes of e-marketing and

enjoying their goodwill. Moreover, as the products will be delivered in the Seremban vicinity

they should emphasize on the packaging as the latter can be a strong marketing tool. Thus,

maybe Winnie Floral should aim to make a standard packing that can make their selling point

famous, attractive, and keep the product undamaged while during the delivery process.

The product strategy will help is one of the major ingredient for a profitable market offering.

However, Winnie Floral should also stress on pricing strategies.


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4.2 Price Strategies

Price is one of the crucial components as it often dictates the final decision of the consumer

whether to buy or not. Winnie floral will implement competitive pricing because of the highnumber of competitors like Angel florist in Selangor but make sure it still covers the cost of

sales and other expenses like distribution costs.

Winnie floral should make sure that it expand its market share as well as increase market

share. So, cost-based competitive prices are unfortunately not enough. Online, Winnie Floral

will implement psychological tactics as well concerning the prices. For example its of price

tagging a bouquet as Rm16; it will be tagged as Rm15.99. This will also spike impulse

buying. Hence, the sales of Winnie Floral will definitely soar compared to competitors.

Winnie floral can also improve the value of their marking offering by providing extra

products like mini teddy bears or chocolate with the flowers. It can also provide cheaper

prices for special occasions deciding after benchmarking their price and costs against

competitors.

However, it should be compulsory for Winnie Floral, being a brick and mortar firm to keep

updating their pricing strategy online because the internet keep changing forcing prices to

change so as to keep marketing competitive advantage.


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4.3 Promotion strategies

By owning an e-commerce website, it is vital for Winnie Floral to plan and implement

effective marketing strategy. However, there are many online marketing strategies. Among

them, several effective strategies has been selected and discussed as below.

4.3.1 Email reminders Publish Email Newsletter and Advertise in an

Email Newsletter

Nowadays, there are more and more frequent users for email newsletter. Email newsletter is a

message deliver to subscribers on a regular time interval that may be daily, weekly, monthly,

or even annually. In order to increase the awareness of internet users towards its newly

opened website, Winnie Floral is encouraged to publish email newsletter and advertise its

website in the email newsletter. Through email newsletter, Winnie Floral can keep its

customers updated regarding upcoming promotions, holiday specials or new arrivals in its

shop. Other than that, Winnie Floral can always keep in touch with its customer and build

brand awareness as well as develop good customer relationship with its customers.

4.3.2 Daily Deal Promotions

In this day and age, daily deal promotions are one of the main weapons used by most

websites in order to boost popularity and profitability for a website. Winnie Floral can apply

the same strategy too. It can capture consumers mentality which is becoming more price -

conscious and offer its customers daily deal promotion to fulfill customers desire to get good

quality products along with cheap price. However, Winnie Floral needs to update its dailydeal promotion day by day and come out with new daily deal promotions to avoid outdated

deals and lack of interest from growing among customers.


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4.3.3 Contests

Besides that, by creating a contest or organizing a draw, Winnie Floral can also promote its

website too. By offering attractive prizes, Winnie Floral can easily find entries. By having a

lot of entries, Winnie Floral not only generate its traffic, but also acquire contact information

from both new customers and frequent buyers that can helps Winnie Floral to build their

customer database.


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4.4 Distribution Strategy

Distribution strategy plays an important role in the business world, particularly businesses

that runs B2C (Business 2 customers) business model. Distribution strategy can affect sales,

profit and also the competitiveness of a particular B2C Business. Thus, it is crucial for

business owner to choose the most appropriate and cost efficient distribution strategy for their

business in order to boost their sales amount, increase their profit and sustain their

competitiveness in the market.

As for the case of Winnie Floral, Winnie Floral can be highly beneficial in terms of achieving

high sales, high profit and high competitive advantage through E-commerce. In other words,

make full use of their website in the digital era. By promoting and selling its flower online,

Winnie Floral can reach bigger and narrower customer and enlarge their customer base. One

thing leads to another, Winnie Floral's fame will also increase in the floristry industry.

Generally, the higher the popularity of the business, the higher the chance that the business

can get more customers and gain more profit.

Other than that, due to its lack of staff and concern towards delivery distance, Winnie Floral

need to outsource their delivery service to professional courier companies. By outsourcing itsdelivery service to professional courier companies, Winnie Floral can reduce possible

variation such as delay in delivery process due to their unfamiliarity about the location of

their destination. The reduction of variation can lead to enhance of company image, boost of

customer confidence and increase of profitability for Winnie Floral.


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5.0 Technical Issues

5.1 Website Content (Eiad)

The content can be described as the soul of the website( Fast PC Networks, 2013). So it will

eventually affect the e-marketing and potential profitability for Winnie Floral. Thus, being a

customer centric website, it will consist of the home, check out, direction, delivery, contact us

and view order pages. (Refers to Appendix 5)( Fast PC Networks, 2013).

Moreover, Winnie Floral website will concentrate on five main contents namely marketing

content like promotional videos to lure potential customers and retain new ones, research

articles like what flowers are suitable for different occasions and to provide informative

information about the market offerings and prices, supportive contents like tutorials or advice

to enhance the customers shopping experience and finally search engine optimisation

facilitating the research post-purchase experience for the consumers( Fast PC Networks,

2013).

Paired with carefully planned designs, the website will enjoy higher stickiness as it is more

attractive to consumers online. However, Winnie Floral have to continuously update theircontent to maintain their online consumers loyalty and provide customer value continuously.


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5.2 Website seacheability (Eiad)

The website of Winnie Floral is designed to attract the customers and make thing easy for

them , one of the most attractive part is the searchability in and out of the web page. All the

information needed for the customers are in the website so the customers will reach all

information that may help and serve them by a click. There is two points to explain about

ease of reaching these information, the first one is searching in Winnie website and the

second point is searching for Winnie website .

5.2.1 Searching in Winnie Website

A search box located at the top of the web page allows customers to search for products and

services or any related issue that Winnie Floral offer .

For example:

e.g.red roses or delivery.

5.2.2 Searching for Winnie Website

The website name and all the related link are named and chosen to keep the customers

remember it even in case of mistyping by the customers we solved this problem by using

wrong words detect and Correction . On the other hand , Winnie Floral bought several

domain names that may used by customers while mistyped the correct shop name , e.g.wenie

or wennei etc. In Google new services like correction also there will not be any problem with

customers to reach the website by typing and word related to the shop , e.g street name

,product name.


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5.3 Logging security

For any website, website security is a major task needed to be taken into consideration. By

securing the website, internet users can use the website without worrying that their

information might be stolen or misuse. Among all the areas in a website,logging security is

considered as the most important area that is extremely crucial to be protected.

The most common issue for logging security is the risk of information theft. Information theft

is a criminal act of stealing information without any authorization. Information theft can be in

forms of database theft, credit card number theft and so on. It can lead to low trustworthiness

and bad reputation for the company and its website.

Nevertheless, there are several solutions to secure the website. One of the most effective

solutions is to apply SSL in the website. In other words, SSL is secure socket layer. SSL can

be defined as a security protocol that is used to secure e-commerce, web transactions, and

more recently, to provide remote access VPN connectivity (Lewis, 2006). However,in order

to apply SSL in a website, the company needs to purchase a SSL certificate. SSL can help to

secure their customer database that consists of customers private and confidential data such

as their name, address and so on.


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5.4 Customer registration procedure

Nowadays, in order to build customer relationship and run online transaction, many websites

requires customers to register themselves before viewing or purchasing the products offered.

The most common flaw regarding registration procedure is the complexity of registration

process. The complexity of registration process can easily confuse others, mislead others or

even caused internet users to be frustrated and fed up while registering. This may leads to

loss of possible customers as their interest towards the website might fade away after facing

difficulties while registering. Thus, in conjunction to the possible mistake stated above, the

registration process should be as user friendly as possible. General information required for

registration is mostly name of the customer, address of the customer and so on.

In general, the registration process starts with internet user filling in personal information that

is required for the registration process. After that, company server will request confirmation

from internet user so that both internet user and company server can ensure that the

information provided is accurate. The registration process ends with company server

providing internet user a username and password. However, the requirement of entry should

be stated clearly in order to avoid confusion.


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5.5 Order forms and feedback forms (Eiad)

Your online order form can make or break you. It's your point of salewhere your

prospects decide if they should buy from youand if they should send you leads!(Huey,

2013)

This is why online order form is crucial. As the order forms deals directly with customers but

without any assistance. This e-marketing tool can be dangerous financially if certain

characteristics are not respected. As Winnie Floral is aiming for a customer-centric website

strategy, the website should be pleasing and easy to understand or use(Huey, 2013). This will

allow both Winnie Floral to incur less cost concerning labour and resources but also the

customers from shoe-leather cost. Moreover, this also promotes convenience for both parties.

The backbone of the order form can be as illustrated as such (Refers to Appendix 3)

The feedback form is as important as the previous one as it will mirror Winnie Floral

performance concerning quality through the potential consumers eyes. This means it will be

easier for Winnie Floral to identify the service quality gaps and improve its quality

performance enhancing customers loyalty (Arash, 2004). Winnie Floral aims at improving

the four main aspects depicted below with its classified form comprising of optional name

and email, rating of each components and suggestions.


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5.6 Technical staff

For any system, it is crucial for experts to take charge. This is because their knowledge and

expertise can help to stabilize and make full use of the system without happening any

variation. By avoiding any variation, this can help to save cost from repairing the system and

compensating to online customers if anything gets wrong.

Anyway, the number of technical staffs needed should be based on the size of the business.

The number of technical staffs hired can affect the operation cost of a business. One thing

lead to another, the operation cost of a business directly affects the profitability of the

business. Other than that, an excess number of staffs can leads to waste of resources and

increase of operation costs. Thus, it is very crucial to look into the requirements of thebusiness before deciding on number of hired technical staffs.

If the size of business is small, a number of one to three technicians should be adequate. Each

of them can be assigned with different task such as administrator, contact staff and so on.

Furthermore, they can also take turns and switch spots to replace others if others are absent.


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6.0 Appendices

6.1 Appendix 1 - Michael Porters 5 forces (Floral, 2013)

WINNIE FLORAL's

COMPETITIVEADVANTAGE INTHE INDUSTRY

RISK OF NEW ENTRANTS

Unfortunately, the industrydoes not have lot of

regulations to deter newentrants from entering the

industry.

Investments costs operatingboth online and traditionally

are low.

Thus, competition may behigher.

BARGAING POWER OFCONSUMER

Floral industry is in theconsumer market where"customer is the king".

Hence, if consumersdemand lower prices

because, this may not bepossible because it is

too small to experienceeconomies of scale

THREATS OFSUBSTITUTES

Flower shops are abooming industry not

only in Malaysia but alsoglobally. Being an e

commerce andmarketing online is not

only compulsory butimportant to survive only

BARGAINING POWER OFSUPPLIERS

In Malaysia, crafts

andother materialsneeded for bouquets and

other materials arecheap due to

competition amongstsuppliers


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6.2 Appendix 2 TOWS Analysis (Floral, 2013)

Threats

-unstable politicalmalaysian business

environment

-high competition

-increasingly highconsumer expectations

Opportunities

-New technology

-Increasing standard ofliving

- E-Marketing

- E-Commerce

Weaknesses

-No experience on goingonline

-just established in themarket

-low manpower-infrastructure can be

improved

Strengths

-dedicated workforce

-Venture capital available

-high customer relationship


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6.3 Appendix 3 - Online ordering form layout (Self-made)

Product Code*

Example: VS01 or FVS01

Preferred Flower Colour / Size

Buyer Name*First Name Last Name

Phone Number*

E-mail* Delivery Details: Delivery Date*

Day/month/year

Receiver Name :*

Receiver Ph. Number -Area CodePhone Number

Delivery street address*

Please put "Own Pick Up" if you would like to pick up from

our store


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Remarks

Message Card (if any) To:

Card Message

From:


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6.4 Appendix 4 - Elements Winnie Floral's feedback form concentrates

on (Self-made)

Winnie Floralfeeback formconcentrate

on

Price

Quality

Customerresponse

Design


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6.5 Appendix 5 - Webpage(s) and their description (Self-made)

Webpage(s) Description

Home page This page show the new occasions offers andsales like Easter or Christmas day discounts

In addition to that it shows the current

products.

Check-out page This page shows the added products in

customers shopping cart and it shows the

total price of added products.

Direction page This menu shows the location of our shop

and the n and the easiest way to reach it

including public transportation lines (LRT _KTM _ BUSES).

Delivery page This page providing information to online

customers about the delivery system of our

shop (e.g. working hours, fees, and covered

areas).

About page It contains Winnie Floral's information like

establishment date and the history and events

that the shop covers.

Contact us page For questions about an order or for

information about our products we provided

many ways (e.g. email, phone, and fax)

View order page This page allow the customers to order and

fill information about the needed product and

then check were is there orders location by

inserting there order number that appear after

finishing the payment step ,the service uses

the GPS tracking system technology in every

delivery car we have.


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7.0 References

7.1 Online

Byrne, F., 2011.Yahoo. [Online]

Available at: http://voices.yahoo.com/5-most-important-internet-marketing-success-factors-

8445363.html?cat=35

[Accessed 9 April 2013].

economics, T., 2012. Trading economics. [Online]

Available at: http://www.tradingeconomics.com/malaysia/gdp

[Accessed April 19 2013].

Fast PC Networks, 2013.Fast PC Networks. [Online]

Available at: http://www.fastpcnet.net/webcontent.html


Huey, C., 2013. Creative Direct Marketing Group. CDMG, Inc. [Online]

Available at: http://www.cdmginc.com/direct-response-articles/article.aspx?cid=100


Lorette, K., 2013. Chron. [Online]Available at: http://smallbusiness.chron.com/situational-analysis-strategic-marketing-plan-

1474.html


Management Study Guide, 2013. Management Study guide. [Online]

Available at: http://www.managementstudyguide.com/competitor-analysis.htm



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PerbadananHartaIntelek Malaysia, 2013, WHAT IS A TRADE MARK? [Online]

Available at:http://www.myipo.gov.my/cap-dagangan

(Accessed27 march 2013)

P.Tailor and P.Kotler, 2013, product strategies [Online]

Available at: http://www.learnmarketing.net/product.htm

[Accessed30 march 2013]

Queensland, 2013, new product development strategy[Online]

Available at:http://www.business.qld.gov.au/business/business-improvement/new-product-

development/new-product-development-strategy


Steven D. Peterson, Peter E. Jaret, and Barbara Findlay Schenck, 2013, Business Marketing

Product Strategy and Value Proposition [Online]

Available at: http://www.dummies.com/how-to/content/business-marketing-product-

strategy-and-value-prop.html

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7.2 Books

Arash, S., 2004. SERVQUAL and Model of Service Quality Gaps: A Framework for

Determining and Prioritizing Critical Factors in Delivering Quality Services, Iran: University

of Isfahan.

Ian Marcouse, M. S. A. G., 2012. Business Studies. 3rd ed. London: Hodder Education.

Lewis, M. (2006) Comparing, Designing, and Deploying VPNs. Indianapolis, USA: Cisco

Press

Meng, X., 2009. Developing Model of E-commerce E-marketing. International Symposium

on Information Processing , 21-23 August, pp. 225-228.

7.3 Other sources

Floral, W., 2013. E Marketing Plan Assignemnt[Interview] (29 March 2013).

Final Documentation (EIAD+SAM++)

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