# data[].attributes.body
Marketing Magnet has selected Chegu Aiman Gadjet (CAG) as the company to be interviewed. This company specializes in selling gadgets, specifically mobile phones, at affordable prices. Since the establishment, the company has gained recognition for selling branded iPhones, which are typically priced high, but are resold by them at more budget-friendly rates. Located in Kota Samarahan, the company prioritizes students, enabling them to own and experience trendy devices like iPhones at a lower cost.Our task is to investigate their pricing strategies and how these strategies are implemented. Additionally, the assignment focuses on understanding how Chegu Aiman Gadjet plans to ensure their products meet customer satisfaction by maintaining good quality while keeping prices affordable.

# data[].attributes.body
Chegu Aiman Gadjet was named based on the owner, Aiman Abdul Hamid or known as Cikgu Aiman. This business was established on October 2021 in Metrocity, Matang Kuching, Sarawak. The company has expanded their operations with the addition of two branches located in Kota Samarahan, Sarawak and Tuaran, Sabah. This business initially began on a small scale which is operating from home. However, due to consistentcy year by year growth in sales, Cikgu Aiman was able to establish a larger enterprise. As a primary school teacher with a keen interest in entrepreneurship, he successfully ventured into providing gadjet products. Selling new iPhones are not only their services but also offering used original iphone and providing professional phone repair services.

Our group focusing on their branch that located at PHASE 2, Sebelah Warong 2000 Aiman Mall, SUBLOT 17, SURVEY LOT 14152 AIMAN, BLOCK 26, Jalan Datuk Mohammad Musa, 94300 Kota Samarahan, Sarawak.

# data[].attributes.body
Chegu Aiman Gadjet's company created their vision as 'Premium Quality, Affordable Prices' to describe the focused on high-quality product especially iPhone and provide low prices devices. This vision enabling it to cater to a wide range of customers from budget-conscious buyers to those seeking premium devices. By offering both new and pre-owned iPhones, the company ensures accessibillity without compromising on quality.Chegu Aiman Gadjet also emphasizes customer satisfaction through its repair services, which are carried out by skilled technicians. This added service strengthens customer trust and loyalty, distinguishing the company from competitors.

'To Provide Affordable iPhone for Everyone' is the mission of Chegu Aiman Gadjet to state that individuals from various economic backgrounds can experience the quality and innovation of Apple products.This mission is further supported by their commitment to affordability on product authenticity and quality.

# data[].attributes.body
Chegu Aiman Gadget offers a variety of smartphones, including new and original used iPhones as well as Android phones. Some of the specific models available include the iPhone 16, which features a 6.1-inch Super Retina XDR OLED display, a 12MP camera, and an A18 chip, with storage options of 128GB, 256GB, and 512GB. The iPhone 13 Pro Max is equipped with a Lightning-fast A15 Bionic chip, a 6.7-inch Super Retina XDR display with ProMotion, and an advanced Pro camera system. The iPhone 14, on the other hand, comes with a 6.1-inch Super Retina XDR display, an advanced camera system for better photos in any light, and Crash Detection for added safety. During celebrations and special occasions, Chegu Aiman Gadget also offers exclusive promotions and discounts, making it a great time to purchase desired devices at a better price.

# data[].attributes.headline
5.0 Segmentation, Target Market and Position

# data[].attributes.subject
5.0 Segmentation, Target Market and Position

# data[].attributes.body
In terms of segmentation, Chegu Aiman Gadget likely divides its market based on factors such as income, age, and tech-savviness. Their products, especially high-end iPhones, are aimed at individuals with higher disposable incomes, typically in the 18-45 age range. Additionally, the availability of both new and used phones allows them to cater to different budget segments, making their products accessible to a wider range of consumers. The company may also target tech enthusiasts who value the latest innovations in smartphone technology, as well as those seeking affordable options through used devices.

The target market for Chegu Aiman Gadget can be further refined into two primary groups. First, they target young professionals and students who are looking for the latest smartphone models but may have a limited budget. Second, they target tech-savvy individuals who prefer premium devices, such as the newest iPhone models, and are willing to invest in high-end technology. The company also appeals to those who are looking for affordable alternatives, as the availability of used devices provides a cost-effective option for budget-conscious customers.

When it comes to positioning, Chegu Aiman Gadget positions itself as a reliable source for both the latest and most affordable smartphones. The company emphasizes the quality of its products, especially the used phones, which are marketed as being in excellent condition. Their promotions during celebrations and special occasions further enhance their appeal by offering discounts and deals, making them a competitive player in the smartphone retail market.

Another suggestion to expand its market reach is by opening more branches in Sarawak. This would allow Chegu Aiman Gadget to tap into a wider customer base, particularly in areas where there may be less competition or a growing demand for smartphones. For example, opening branches in Bintulu and Miri that rapidly growing city with a significant young population, would help the company increase its visibility and accessibility to more customers. Expanding in these regions would also allow Chegu Aiman Gadget to better serve customers in both urban and semi-urban areas, enhancing its overall market presence.

To improve its segmentation, Chegu Aiman Gadget could consider incorporating behavioral segmentation to better understand customer purchasing patterns. For instance, analyzing whether customers prioritize camera quality, battery life, or brand loyalty could help the company tailor its marketing efforts more effectively. Additionally, expanding into more niche markets, such as gamers or business professionals, by offering specialized smartphones or accessories, could further strengthen their position in the market.

# data[].attributes.body
SWOT ANALYSIS

One of the strengths of Chegu Aiman Gadget is its wide range of products, including both new and original used smartphones, which caters to a broad customer base with varying budgets. The company’s focus on quality, especially for used devices, and its competitive pricing strategy, especially during promotions, further strengthens its market position. Additionally, the company’s ability to offer the latest models of popular brands like iPhone attracts tech-savvy consumers looking for high-end devices.

However, a potential weakness is the reliance on a limited number of locations, which may restrict access to a larger customer base. While the company may be well-established in certain areas, expanding its physical presence could improve visibility and accessibility. Additionally, the heavy competition in the smartphone retail market, with many players offering similar products, could pose a challenge in differentiating itself in a crowded market.

In terms of opportunities, Chegu Aiman Gadget could expand its market by opening more branches in regions like Kuching and Miri in Sarawak, where there is growing demand for smartphones. The company could also explore the potential of offering additional services, such as phone repairs or accessories, to further enhance its value proposition. Moreover, tapping into niche markets, such as gamers or business professionals, by offering specialized devices or bundles could help the company capture a broader audience.

On the other hand, threats include the rapidly changing technology landscape, where new smartphone models are frequently released, creating pressure to stay up-to-date with the latest trends. The economic climate and consumer purchasing power may also impact sales, particularly for higher-end models. Additionally, the presence of larger, well-established competitors, such as global electronics retailers and online marketplaces, poses a constant threat to Chegu Aiman Gadget’s market share.

Competitive Environment Analysis

The competitive environment for Chegu Aiman Gadget is shaped by several local competitors in the Malaysian smartphone retail market, creating a highly competitive landscape. Notable local competitors include Mobile2Go, a well-established retailer offering a wide range of smartphones, including both new and pre-owned devices, with a focus on competitive pricing and promotions. Switch is another local competitor, specializing in Apple products and offering both new and certified pre-owned devices, along with repair services, making it a strong player in the high-end smartphone market. DirectD is also a significant competitor, providing a variety of smartphones, accessories, and electronic devices, with a reputation for offering attractive deals, especially on bulk purchases and promotions.

Additionally, Senheng and Harvey Norman are prominent local electronics retailers in Malaysia, offering smartphones alongside other electronics and home appliances. These companies benefit from strong brand recognition and a broad customer base, posing significant competition to Chegu Aiman Gadget. Real Muaz Gadget and Aez Muaz Gadget are also key competitors in the local market, offering a range of smartphones, both new and used, and attracting customers with competitive pricing and localized services. These companies have a strong presence in their respective regions, making them direct competitors to Chegu Aiman Gadget in areas where they operate.

E-commerce platforms like Lazada and Shopee also represent a growing challenge, as they allow consumers to easily compare prices, access various brands, and receive home delivery, making online shopping increasingly popular among Malaysian consumers.

# data[].attributes.body
Marketing Objectives

Chegu Aiman Gadget aims to become a renowned brand, retain customers and ultimately grow its business. One of the main goals is to increase brand awareness through social media networks such as TikTok and Instagram. It ensures its presence among a wide range of people by posting fun and trendy content, such as viral challenges and product highlights. This approach is supported with influencer partnerships, which help the brand reach niche audiences and gain credibility through reliable endorsements.

This company is dedicate to achieve customer engagement through creating an interplay between them and their audience, particularly students. Chegu Aiman Gadget were targeting students price as they want them to afford it in lower prices as well. These efforts not only gain customers trust but also increasing potential buyers to make informed decisions. The company’s focus on expanding market targeted is evident in physical growth, such as the opening of new branches in strategic locations like Samarahan. This expansion allows the company to make the demographic wider and improve accessibility for their customers.

Another goals is raising sales and revenue through competitive pricing, trade-in offers, and the latest gadgets. The company's focus on customer service and transparent processes builds loyalty and unlocks repeat purchases. In Chegu Aiman Gadget's case, using a Go-To-Market Strategy can mean harnessing the power of social media.

To sum up, Chegu Aiman Gadget’s marketing objectives are designed to make sure the success of company in long-term achieveable especially giving more competitive to follow through the demand in market. By combining innovative digital strategies, customer-centric practices, and strategic expansion, the company positions itself as a reliable supplier in the mobile phone retail industry, driving both customer satisfaction by repetition purchasing and improve business growth.

Ansoff Matrix Analysis ( Product/Market Growth Strategy)

First of all, market penetration, Chegu Aiman Gadget could focus on increasing its market share within the existing smartphone market. This could be achieved by enhancing its marketing efforts, offering attractive promotions, or improving customer loyalty programs. By targeting existing customers with new deals and incentives, the company can increase sales without necessarily introducing new products or entering new markets.

For market development, Chegu Aiman Gadget could expand its physical presence by opening new branches in untapped regions, such as Kuching and Miri in Sarawak, where there is a growing demand for smartphones. Additionally, the company could enhance its online presence and reach a broader audience by offering its products on e-commerce platforms like Lazada and Shopee, which would help attract new customers in different geographical areas.

In the area of product development, Chegu Aiman Gadget could introduce new services or product lines to meet evolving customer needs. For example, the company could offer phone accessories, repair services, or exclusive bundles with smartphones to create more value for customers. By diversifying its product offerings, Chegu Aiman Gadget can strengthen its position in the competitive market and appeal to a broader customer base.

Additionally, diversification could involve venturing into new markets or offering entirely new products unrelated to smartphones. For instance, Chegu Aiman Gadget could explore selling other electronic devices or even home appliances, similar to competitors like Senheng or Harvey Norman, to broaden its product range and reduce dependence on the smartphone.

Marketing and Promotion Strategy

Based on the interview on 9 November 2024, the business existing marketing and current promotion strategy of Chegu Aiman Gadjet is active in social media and they has 3 main platforms which is Instagram,Facebook and TikTok. They are sharing their informations and details through this main account by making and follow the trend on social media to attrack customers.

# data[].attributes.body
Chegu Aiman’s financial overview for the year reveals a total budget allocation of RM 16,700,000. The inventory costs are the largest expense, amounting to RM 8,550,000, followed by RM 1,300,000 allocated for customized packaging. Operational expenses are set at RM 4,345,000, bringing the total to RM 14,195,000 for core operations. Marketing expenses are budgeted at 15% of the total budget, which translates to RM 2,505,000. Within the marketing budget, RM 626,250 is dedicated to social media advertisements, another RM 626,250 for promotions, and RM 1,252,500 for customer engagement activities. This comprehensive breakdown ensures that Chegu Aiman is well-prepared to manage both its operational needs and marketing efforts throughout the year.

# data[].attributes.body
In conclusion, Chegu Aiman Gadgets has a clear vision and mission centered around providing high-quality, innovative gadgets that enhance the lives of its customers. The company is committed to offering a wide range of products, including the latest in technology, personalized gadgets, and accessories that cater to the needs of tech enthusiasts and everyday users alike.

The marketing strategy revolves around a well-balanced approach, with a strong presence in social media advertisements, promotions, and customer engagement initiatives. These efforts aim to increase brand visibility, foster customer loyalty, and drive sales through targeted outreach.

To further improve, Chegu Aiman could consider expanding its product range to include emerging technologies like smart home devices or wearables, tapping into new consumer demands. Additionally, exploring international markets could open up new revenue streams. The company could also invest in data analytics to better understand customer preferences, allowing for more personalized marketing and product offerings. Finally, adopting sustainability practices in packaging and product development would not only reduce costs but also appeal to a growing environmentally conscious consumer base, setting the company apart from competitors.

# data[].attributes.body
10.1 Interview