MASTER OF SCIENCE MANAGEMENT

SEMESTER: SEPTEMBER 2020

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EXECUTIVE SUMMARY
Global Future Sdn. Bhd as a leading supplier of toilet equipment in Malaysia. We have
the skills and expertise in toilets designing to ensure the comfortable of users. There are various
types of toilets have been created and exported to many country in the world. Many
compliments and honors have been given by buyers and consumers throughout the use of our
products.
Our company has won several awards in the domestic and international levels involving
uniqueness and latest technologi in product construction. The latest invention of our company
is a toilet that can operate fully automatic. This toilet will give many advantages to the users.
There are many types of toilets in the market, but our products are the best in the market today.
Basically, the toilet has several devices such as bowls, drainage ducts, washing ducts
and washing tanks. Sometimes it creates an uncomfortable situation for the user especially for
the Orang Kurang Upaya (OKU) and senior citizen group. In addition, it gives problems to the
exclusive and personal cleanliness. Our company does its best to create smart toilets to ensure
the comfort of consumers.

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TABLE OF CONTENT
No. Topic Sheet
EXECUTIVE SUMMARY 2
1 Brief Company / Case Background 4
2 Identification Of Issues / Challenges 4
3 Situational Analysis 5
4 Marketing Objective Formulation 9
5 Marketing Mix Strategy And Tactics Formulation 10
6 Financial Projection 11
7 Implementation Control 12
8 Conclusion 13

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1. Company Background
Global Future Sdn. Bhd. is a company founded by Noor Hairulnizam since 2010 and
based in Sri Gombak Selangor. The company began operations in June 2010 with the first
project is the construction of LED Screen Advertising, Digital LED Billboard in the city
center of Kuala Lumpur. The best achievement is the construction of an Air-conditioned
Bus Station in Kuala Lumpur and is the first in Malaysia. Global Future Sdn Bhd has
received excellence awards from domestic and international level such as Outstanding New
Company Award 2011, 3 star Award at the Innovative And Creative Circle (ICC)
Convention 2015 by Malaysian Productivity Corporation (MPC) on the construction of
Air-conditioned Mini Bus Station.
Global Future Sdn. Bhd. is a experienced company in creating toilet items including
the latest design and technologi. We have 10 factories in 5 countries. During the 30 years
in the creating toilet items sector, we have done various designs and variations on our
products. In the present, the company has completed making 20 designs and types of toilets.

1.1. Case Background

There are various types of toilets created locally and abroad including home,
office and public toilets. For developed countries, the toilet is one of the profitable
businesses. As in China, Smart Toilets have been built to isolate the type of dirt
produced to be handled properly. Smart toilets are part of the effort to expand toilet
management to better service management.
Malaysia is a country that focuses on tourists. Malaysia should have a Smart
Toilet which will provide many facilities to tourists or consumers as well and easting
to management of waste disposal and segregation properly. In moving towards a
developed country in the future, it is the right time to show the ability of Malaysians
in producing one of the best service products in the world. This smart toilet provides
the best toilet service, comfortable, clean, sophisticated, and provides information to
users.

2. Identification Of Challenges
To produce the best product in the market, it does not escape the challenge in
implementing the project. Among the most notable barriers are competitors of smart
toilet manufacturers. Smart Toilets have different featured from other toilets in the

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 market. Smart toilets should have features that provide convenience to users and must
be equipped with the latest technology.
Smart Toilet require high manufacturing costs and thus sold at a higher price. This
situation affects the willingness of buyers to buy this product. Also, are buyers
confident with this latest invention for long term use. Buyers are also worried about the
shelf life of the product.

3. Situational Analysis
Analysis of this smart toilet marketing plan using the SWOT method.
Elemen Description Action
Strength - Facilities for the Orang Kurang - Manufacture of smart toilets
Upaya (OKU) snd senior citizens using high quality materials
- Comfortable and cleanliness - Has automatic and manual
- Easy and fast washing system

- Equipment status displaying - Has a touch button to perform an

- Latest equipment operation

- Exclusive toilet - Have a alarm system

- Adjustable bowl - Adjustable for bowl, height, hand

grip, arm rest.
- Water saving
Weakness - Price - Consumers have to pay at - Live endurance tests
a higher price smart toilet - User testing by regular buyers
- Period of durability (New - Choose a regular buyer to test at
Technology) an appropriate period
Opportunity - New technologies and systems - Pricing based on competitor
- More assistant function prices

- Suitable for high profile premises - Create demonstration product on

(Hotels, Offices, Tourist Centers) public figure to showing the
advantages about our product

Threats - Growth of competitors - Create a promotion

- Clone product - Provide repair services
- Lower price from competitors - Provides long-term warranty

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3.1. Terget Market - Segmentation
The focus of market segmentation is psychological segmentation which refers
to a social class, position in society, lifestyle and personality traits. Some of
communities concerned about value of comfortable, convenience, cleanliness and
technology regardless of the price. Comfort is very important to the exclusive class.
Comfortable such as quality and type of toilet bowl, Automatic Flush, adjustable toilet,
touch button, and others.

3.2. Positioning
Smart toilets have many differences compared to other toilets in public places,
hypermarkets, hotels and other exclusive places. Smart toilets have many benefits for
users such as
i. Good Quality
Smart toilet is an unmatched combination of the best features of a
conventional high quality ceramic toilet with the innovations of a
modern advanced toilet with such decadent features as heated seating,
warm flowing water, air drying, and much more. Also ecologically and
sanitarily advanced, the Smart toilet eliminates almost all need for toilet paper
or wet wipes as the jets included on this model are the most efficient option on
the current market.

Picture 4.0: Smart Toilet

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 ii. Multy Function
Comes with a remote control, Soothing toilet night light, Automatic
flushing, ECO mode to reduce electricity consumption, Soft close seat, Heated
seat with multiple settings, Antimicrobial seat coating, Rear bidet function
(single jet), Lady bidet function (multiple jets), Adjustable nozzle positions,
Back-&-Forth nozzle massage, Adjustable bidet water temperature,
Adjustable bidet water pressure, Bidet pressure booster pump, Bidet self-
cleaning before & after every use, Adjustable drying air temperature,
Automatic deodorizer

Picture 4.1: remote control

iii. Advantages of product

There are other advantages of smart toilets such as:

i. Elongated bowl offers added comfort.

ii. WaterSense certified toilet meets strict EPA flushing guidelines,

including at least 20% less water than 1.6 gallon toilets.
iii. 1.6 GFP (gallons per flush) single flush is efficient and water -
friendly
iv. One-piece toilet offers a sleek look and makes cleaning easier.

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 v. Concealed trapway offers seemless look and make cleaning easier.
vi. 1.69 in. (4.3 cm) large trapway fully glazed provides a nonporous
smooth surface for a strong, complete flush, each time.
vii. Soft close seat prevents slamming.
viii. Sleek left mounted button with Chrome finish included.
ix. Flushing valve reduces the number of problems typically associated
with older ball-chain flapper systems.
x. Ove's flush valve system creates a strong siphon during the flush,
ensuring consistent performance.
xi. 2.75 in. (7 cm) powerfull and efficient flushing valve.
xii. 11.81 in. (30 cm) standard rough-in.
xiii. Bowl, smart seat, wax ring, flange bolts, supply line.
xiv. Requires power outlet: 120 V / 1300 Watts

Picture 4.2: Example of advantages to smart toilets

iv. Installation of product
▪ Installation free for direct buyer
▪ Accepted trade in with older toilet and the price will be reduced
▪ Provide suggestions location to facilitate the installation

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3.3. Brand recognition
This Smart Toilet brand is EVO Toilet. It refering to the evolution of toilets from the past
until now. This branding is to attract the attention of consumers and buyers because it shows
the evolution of the toilet going forward.

3.4. Market share

Estimate 20% of market share in local and international markets

4. Marketing Objective Formulation

SMART objective:

• Specific – Target users and customers from the right segment.

• Measurable – Has regular customers

• Achievable – Has buyer history data

• Realistic – Attractive product sales package

• Time-bound – Attract customers in a short term

4.1. Marketing Objective

The marketing objective is
o To ensure the regular and new customer are given right information about product
and package
o To ensure all customers get good service
o To ensure all of customers ever dealing with the company are informed of the
company's latest products.
o Selling over 2000 unit per year
o Target more than 1000 direct customers and 100 construction consultants
o Advertising on various channels
o Rapid turn over of capital and high profits

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5. Marketing Mix Strategy And Tactics Formulation

Kategori Description
Products - Smart Toilet (EVO Toilet) is equipped with sophisticated and
quality equipment
- Modern technology -Sensor level tank, lake lamp, adjustable
bowl, Adjustable height)
- Electronic assistant (
Price - Reasonable price with comfort, facilities and technology provided
- Flexy payment by credit card for direct buyer
- Bulk price for contractor or consultant
- Competitor price of the smart toilet
Electric Wc Intelligent Bidet Toilet = RM2,925 / 2-19 pcs
Smart mirrors = RM5,370/pcs
Gizo Jj-0804z = RM4,430/ 10 pcs
- The Price of IQ Toilet
RM 3,000 per unit
RM 2,600 > 5 – 10 <
RM 2,300 > 11 – 20 <
RM 2000 > 21
Provide training installation + free shipping in peninsular
- Saving shipping cost for customer
Location - Furniture store
- Construction hardware store
- Hyermarket
- Online Sales (Shopee, Lazada, 11street, Mudah.my etc)
Promotion - Banners, Signboards, Radio, Television Flyers, Social Media
- Discounts for regular customers
- Exhibitions in focus areas such as Hypermarket, Go shop,
technology competitions etc.
- Send product brochures via email, notification, messege and other
- Appoint special models for IQ Toilet ads such as actors, singers
and influential groups

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 5.1. Tactics Formulation
- Sale of the product suitable for a house or building under construction.
- Free installation in Malaysia
- For online purchases, delivery by the company, not currior
- Installation training and equipment description on bulk purchase or contractor
- Installation less than 2 hours

6. Financial Projection
Financial projection of IQ Toilet for 1 year.

Quarter 1 2 3 4
(Jan-Mar) (Apr-Jun) (Jul-Sep) (Okt-Dec)
Sale RM RM RM RM

Revenue 200,000 280,000 350,000 400,000

Total sales
200,000 280,000 350,000 400,000

Material Cost
95,000 133,000 166,250 190,000
Labor Cost
28,000 37,100 50,470 53,360
Cost of Goods sold
123,000 170,100 216,720 243,360

Gross Margin
77,000 109,900 133,280 156,640
Percent 38.50% 39.25% 38.08% 39.16%

Operation Expenses
Adverting and
Promotion 70,000.00 70,000.00 70,000.00 70,000.00

Commission Expenses 20,000.00 28,000.00 35,000.00 40,000.00

Discount 5% 10,000.00 14,000.00 17,500.00 20,000.00

Total
100,000.00 112,000.00 122,500.00 130,000.00

Net Profit
( 23,000.00) (2,100.00) 10,780.00 26,640.00

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 The financial statements above show the income sale of the IQ Toilets through the
proposed marketing plan. The income divided into quarters, every quarter represents 3 months.
Gross income in the first quarter was RM200,000 and after deducting manufacturing costs,
wages, advertising, commissions and discounts, net profit was negative RM23,000. The second
quarter is expected to increase in revenue because of promotional effectiveness. Gross income
is expected to increase to RM280,000. Net income is still negative. Revenue for the next quarter
is expected to increase to RM350,000 and net profit is RM10,780. The 4th quarter is expected
to increase to RM400,000 and for net is RM26.640. The net profit for the first year is around
RM12,230. Profit will be increase from year to year with more effective promotional
techniques.

7. Implementation Control
Implementation Control should be done by evaluating and controlling the marketing
plan

7.1. Evaluation
The elements that need to be focused is consistency, coordination, feasibility,
advantages, level of risk acceptance and time horizon.

7.1.1. Consistency
Ensure that the strategies implemented are always consistent during the
trial period. Make customer satisfaction assessments at all times.

7.1.2. Coordination
Coordination is the level of strategy in line with current environmental
trends. To ensure the discount and commission rate of every customer following
the company's plan.

7.1.3. Feasibility
Implementation refers to the ability and capability of the organization to
maintain the strategy implemented. Assess the organizational capabilities in
implementing this project.

7.1.4. Advantage
Ensuring that packages and services to customers are always a priority.
Ensure customers are well controlled.

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 7.1.5. Level of risk acceptance
The level of risk acceptance of the implementation of the marketing plan
is important. On paper, planning looks good and easily penetrates the market,
but it is different in the real market.

7.1.6. Strategy Evaluation Process

Proses penilaian strategi hendaklah mengikut langkah-langkah yang
sesuai seperti langkah pertama adalah menentukan penilaian terhadap strategi,
mengenal pasti aspek yang perlu dinilai, menetapkan standard, menilai prestasi,
membandingkan prestasi, jurang dalam prestasi dan tindakan pembetulan yang
perlu diambil. Ready to accept the challenge and take action immediate to
address the challenges.

7.2. Control
Control is monitoring the implementation of a plan. Controls to prevent errors
or interruptions during the implementation of the plan. The controls performed are
structural, system and process controls.

7.2.1. Structural control

Structural control is to ensure the structure in the implementation of
marketing planning according to the planning that has been set. Ensure the
implementation of planning according to the prescribed steps. do not miss any
part of step.

7.2.2. System control

The implementation system is to avoid confusion and project
implementation errors. The system involves policies, regulations, guidelines,
project time circles and frameworks.

7.2.3. Process control

The process of implementing the marketing plan should be clearly and

always discuss and update the percentage of implementation of marketing plan.
This is to avoid missing steps or confusion in the implementation of marketing
plans.

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8. Conclusion
IQ toilet is the first smart toilet introduced in the country. There are many
advantages to this IQ toilet. The main focus of IQ toilets is on the high-income group and
the consumer who cares about comfort. Although the price of this toilet is more expensive
than a regular toilet, but the features of the toilet very helpful to the consumers.
Marketing plans made based on the analysis of the current market as well as
customer focus groups. The proposed marketing plan is expected to be able to highlight
products in the local market. The proceeds from this plan are expected to generate a net
profit of RM 12,230 per year. The Profit net will be increased on the next year.
Evaluation and control of the planning made should be well implemented. The
honest of the evaluation can helped in the corrections or improvements of the plans. The
controller of the planning implementation is very important to avoid mistakes in
implementation. The marketing plan is expected to be able to highlight this IQ Toilet in the
local market.

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