Insert Company

Logo or Product Name of Company /

image here.
(NO UniKL Logo Product
Please)

Note – Company MUST

be an SME, startup
capital must be less
For: Madam/Sir/Dr (lecturer’s name)
than RM100k. It can
either be online, retail
Team No:
outlet, reseller,
dropship. No factory
Date: (Presentation Date)
please. Assembly yes!

1
 Agenda

No Agenda Presenter
1.0 Executive Summary (name)

2.0 Situational Analysis

3.0 Market Planning
Financial Modelling For
4.0 Marketing Strategy
5.0 Control

2
1.0 Executive Summary

1.1Company Background
1.2 Company Ownership (who are the owner
of the company)
1.3Area of Operation
1.4Product / Service Offering
1.5Company’s Value Proposition
1.6Mission, Vision and Values

3
1.1 Company Background

Background of the company from beginning

to current (highlight 3 unique historical
background)

4
1.2 Company Owners
Indicate the percentage of ownership in the company

Mirjam Victoria Alexander

Nilsson Lindqvist Martensson
COO COB CFO

Angelica Mira Flora

Astrom Karlsson Berggren
Head of Operations Head of Technical Creative Director

5
1.3 Area of Operation

Which market the company is currently serving or intend to serve

(example Setiawangsa) .

Please put an image using Google Street of your company position.

Use Google Map to show your address.

6
1.4 Product / Service Offering
Describe in detail what is your company product or service
offering. (Please read Chapter 13 if you are not sure)

7
1.5 Company’s Value Proposition
Value is quality, price and service. What Value
proposition (or benefits) you want to offer to your
customer.

8
1.6 Mission, Vision & Values

9
2.0 Situational Analysis
2.1 Macro – Environment Analysis
2.2 Market Analysis
2.3 Consumer Analysis
2.4 Competitor Analysis
2.5 Internal Analysis

10
2.1 MACRO ENVIRONMENT ANALYSIS
2.1.1 Macro-Environment Analysis (PESTEL)
2.2 MARKET ANALYSIS
2.2.1 Market Definition
2.2.2 Five Forces Analysis
2.2.3 Market Structure
2.2.4 Market Segmentation

Demographic (use 2 best) – example Gender,

Age, ethnic, income

Behavioral (use 2 best) – example usage rate or

user status or buyer readiness stage

Geographic (use 2 best) – country, state, city,

kampung

17
2.2.5 Market Trend

Describe what is the current market trend of the

product/Service that you are marketing. ( it is a fad,
style, fashion ect)

18
2.2.6 Market Growth Prospects –
What is the future expectation of the company product in the market within the three growth period?

Short Term (6-12 months) show with graph

Intermediate (1-5 years) show with graph
Long Term (5-10years) show with graph

19
 2.2.6.1 Market Growth
How will we scale in the future

Phase 1 Phase 2 Phase 3

Month, Year Month, Year Month, Year

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20
2.2.7 Market Competition
Competitive Analysis (Spider Web) – please use the excel
file Competitor Analysis SpiderWeb.xlsx

Explain your company position against the competitor

21
2.3 CONSUMER ANALYSIS
2.3.1 Buyer Decision Process
2.3.2 Understanding Customer Needs

24
2.3.3. Target Group

25
2.3.4 Customer Segmentation

26
2.4 COMPETITOR ANALYSIS
2.4.1 Overview of Competitors

28
2.4.2.1 Strengths & Weaknesses

29
2.4.2.2 Strengths & Weaknesses

30
2.5 INTERNAL ANALYSIS
 2.5.1 Corporate Structure

ALEXANDER VICTORIA VICTORIA

MARTENSSON LINDQVIST LINDQVIST
VP Technology VP Finance Dispatch
ALLAN KALLE
MATTSSON PERSSON
VP Operations Production Manager
MIRA NILSSON
Executive Assistant

MIRA
KARLSSON
Project Manager

MIRJAM NILSSON
Head of Section

FLORA IAN
BERGGREN HANSSON
Facilities VP Marketing
AUGUST ANGELICA ALEXANDER
BERGQVIST ASTROM MARTENSSON
Accounting Help Desk VP Technology

FOLLOW THIS OC!

32
2.5.2 Resources Analysis

33
2.5.3 Potential Analysis

34
2.5.9 SWOT Analysis

Strength internal capabilities that may help a company

reach it objectives

Weakness Internal limitations that may interfere with a

company ability it achieve obj

Opportunity external factors that the company may able

to exploit to its advantage

Threat Current and emerging external factors that may

challenge the company performance

35
2.5.9 SWOT Analysis

EXAMPLE

36
3.0 Market Planning
3.1 Goals & Objectives
3.2 Market Research
3.3 Market Strategy

37
3.1 GOALS AND OBJECTIVES
3.1.1 Corporate Goal

39
3.1.2 Objectives

40
3.2 MARKET RESEARCH
3.2.1 Parameters

42
3.2.2 Action Plan

43
3.3 MARKET STRATEGY
3.3.1 Competition Strategy (Porter)

45
3.3.3 Marketing Mix (7P’s)

46
3.4 PRODUCT STRATEGY
3.4 Product / Service Strategy

3.4.1 Pricing Strategy (Chapter 16)

3.4.2 Product Strategy
3.4.3 Lead Generation Plan
3.4.4 Channel Strategy
3.4.5 Market Entry

48
3.4.1.1 Price Policy Objectives

49
3.4.1.2 Pricing Method

Pricing Method (used by your Team – read

chapter on pricing if you are not sure)
o Mark up pricing
o Target return pricing
o Perceived value pricing

50
3.4.2.1 Product Life Cycle
Where is you company product / service at the
PLC stage? – Only ONE position.

51
3.4.2.1.1 Product Life Cycle – Characteristics &
Marketing Objectives (Please use only ONE (SATU),
intro or growth or maturity or decline)

Source: Philip Kotler and Kevin Lane Keller, Marketing Management, 14th ed. (Upper Saddle River, NJ: Prentice Hall, 2012), p. 317. © 2012.
Printed and Electronically reproduced by permission of Pearson Education, Inc., Upper Saddle River, New Jersey.

52
3.4.2.1.2 Product Life Cycle – Strategies (Please
use only ONE (SATU), intro or growth or maturity of decline – same as the previous slide)

Source: Philip Kotler and Kevin Lane Keller, Marketing Management, 14th ed. (Upper Saddle River, NJ: Prentice Hall, 2012), p. 317. © 2012.
Printed and Electronically reproduced by permission of Pearson Education, Inc., Upper Saddle River, New Jersey.

53
3.4.2.2 Differentiation Strategy (Chapter 13)

o Form
o Features
o Performance
o Quality

54
3.4.2.3 Product Innovation Strategy

What unique innovation that come along with your

product / service.

Note – Innovation can happen at (example) packaging, unique

processing, distribution method, inventory systems.

55
3.4.2.4 Packaging Strategy

What unique packaging strategy used to create the

appeal for your product / service

56
3.4.3 Lead Generation Plan
PLEASE SHOW YOUR WEBSITE OR FACEBAOOK ACCOUNT

3.4.3.1 Advertising & Promotion (Show one Advertising

in One of the local Newspaper)
3.4.3.2 Social Media Tools
o Blog
o Social Networking ( Facebook, Twitter, Instagram, WhatsApps)
Show at least ONE social media application of your company &
products)
3.4.3.3 Internet / Website

57
3.4.4 Channel Strategy (Chapter 17)

Which channel use by your Company

58
4.0 Financial Strategy

4.1 Financial Objectives

4.2 Funding Category
4.3 Key Components of Financial Forecast

59
4.1 Financial Objectives

Example – To reduce cost, to increase margins ect ect.

Don’t forget to explain customer payment system, i.e. how

customer make their payment to your company after
purchasing

60
4.2 Funding Category

Fund Category Fund Category

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$32,000 $82,000
Fund Category Fund Category
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61
4.3 Key Components of Financial Forecast

4.3.1 Input Sheet

4.3.2 Revenue & Cost Forecast 12 months and 10 years

4.3.3 Cash Flow Analysis 12 months and 10 years

4.3.4 Profit & Loss 12 months and 10 years

4.3.5 Balance Sheet 10 years

Click link to Financial Forecast Excel File

62
5.0 Control

5.1 Marketing Organization

5.2 Implementation Plan

5.3 Contingency Planning

63
5.1 Marketing Organization

5.1.1 Overall Company (The Company Overall

Organizational Chart) This include not only marketing.
Production & operation, Finance & Acc, Logistics & Supply
chain, Retail, North Division, South Division, East & West
ect, ect.
5.1.2 The Marketing Department or Section or Unit
Organizational Chart (who is the head and people involved)
5.1.3 Marketing Department Human Resource
Deployment (where are the marketing people positioned in
the organization? example sale department, distribution and
others and describe each of the functions they do)

64
5.1.2 Marketing Department OC
Just the Marketing Division, Section or Unit OC

65
5.1.3 Marketing Department Human
Resource Deployment (explain each of their functions)
o (from 5.1.2 OC) example – Promotion & Advertising Section
o Event Management
o Online back room operation
o Call center
o Distribution ect ect

66
5.2.1 Milestone
All these people must
come from your Company
OC

This figure (RM) must appear in your financial modelling 67

5.3 Contingency planning
The contingency plan
5.3.1 Best Case Scenario must relate to the mile
stone (Implementation
5.3.2 Worst Case Scenario Plan (5.2).

Worst case scenario (if the

Please Use “Fishbone” Technique plan did not happen, what
bad things can happens to
to explain both Scenario. the company – minimum
3)

Best case scenario (if

everything go according to
plan or well above
planning – minimum 3)

68
5.3.1 Best Case Senario (From Milestone Task)

Task 1 Task 2 Task 3

Effect 1 Effect 1 Effect 1

Effect 2 Effect 2 Effect 2

Effect 2 Effect 2

Effect 1 Effect 1

Task 4 Task 5

69
5.3.2 Worst Case Senario (From Milestone Task)

Task 1 Task 2 Task 3

Effect 1 Effect 1 Effect 1

Effect 2 Effect 2 Effect 2

Effect 2 Effect 2

Effect 1 Effect 1

Task 4 Task 5

70
Thank You
Q&A

71