In 2020, Mr. Aiman bin Abdul Hamid, started his first business selling smartphones at Metrocity, Matang while still teaching. Chegu Aiman Gadget, commonly known as CAG, is a reseller company that specializes in selling used iPhones and Android devices, as well as brand-new gadgets.

In April 2023, after Mr Aiman opened his second branch in Kota Samarahan, he left his career as a teacher to focus more on expanding his business. CAG now has three branches, the first branch is at Metrocity, Matang, followed by CAG Samarahan and CAG Tuaran. The company offers business-to-customer services, including selling gadgets, gold, and repair services.

The two biggest competitors of CAG are the iPhone Store and Samsung. As we know, Apple is a premium company that sells expensive products such as the iPhone, iPad, and more, targeting high-income customers. Similarly, Samsung is a global smartphone company that sells various products such as smartphones and televisions, and is more likely to target medium to high-income customers.

For the Apple company, one of its weaknesses is that it has very expensive product services. The greater financial commitment required to purchase these products and services puts them out of reach for many consumers (Pereira, 2024). Additionally, Apple has lacked new innovative products in recent years. Rather than developing revolutionary pieces of technology like their iconic iPod, iPhone, and iPad, their more recent releases have tended to include features already found on earlier models, making it difficult for them to stand out and attract a new customer base (Pereira, 2024). Meanwhile, Samsung has quality control issues that happened in the infamous Samsung Galaxy Note 7 which caused another major blow to Samsung’s brand image. According to Bhasin (2024), Samsung suffered large financial losses due to having to recall and finally give up the model due to the ongoing battery issue, which caused multiple phones to burst. This incident would reduce Samsung market share as it loses the confidence and loyalty of its customers.

CAG has taken advantage of Apple offering an expensive price for an iPhone; CAG has the opportunity to sell its used iPhones to customers looking for an affordable option . In short, customers who cannot afford an iPhone can buy one from CAG. As we know , Samsung has quality control issues, so CAG has opportunities , knowing that iPhones have good quality , which can attract more customers who love new technology. In this situation, CAG can improve its image by offering affordable prices and high quality. The marketing plan targeting competitors for CAG focuses on social media domination. CAG actively posts content on platforms such as TikTok and Instagram. On social media, CAG consistently updates everything , including promotions and the stock of new or used products. By actively updating, CAG's customers will engage with the brand and purchase their own needs. CAG needs to provide customers with incentives, such as introducing trade-in programs for old smartphones that allow customers to upgrade to a new version at a discounted price. CAG should also offer free gifts, such as smartphone accessories like 

cases, screen protectors, and more , to customers who make purchases. CAG should also form partnerships with other businesses and collaborate with influencers to expand its reach. Collaborating with influencers can increase the number of customers because they can easily attract others. 

In conclusion, CAG will be able to outshine the competitive Malaysian smartphone market by exploiting competitors weaknesses.

Source:

https://www.marketing91.com/swo

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https://businessmodelanalyst.com/ apples Mot-analysis//?

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which is to build customer loyalty by making a loyalty program and reward.

CAG to attract the customers and boost sales, does not mean it is sustainable in the long run and reaches much higher profit than competitors do. To maintain competitive pricing while increasing profitability, CAG should launch a loyalty program which gives rewards to customers who purchase a new product like iPhone and give points for discounts so customers can earn to make another purchase that can encourage repeat purchases and increase customer loyalty. To avoid heavy reliance on discounts, CAG can offer added value such as free accessories for the purchase such as accessories for iPhone or iPad. This also can avoid the profit margins to be thin.

Sources:

https://shop.switch.com.my/produc

ts/iphone-13-mIgibap-a

https://www.cheguaimangadiet.co

m/collections/feature-on-homepage/lapducts /iphone-13

Source: https://shopee.com.my/chegu_aiman_gadget

2) CAG location is very strategic, and this is the reason why it is very easy to attract more customers. CAG branch at Metrocity is near the night market, customers who are spending their night at the night market sometimes see that there is a CAG company that sells iPhones at a cheaper price.

3) CAG also provides gold trade-in services. He will pay the highest price for customers who trade in their gold to exchange it for money. This is an opportunity for CAG to attract more people to trade their gold.

4) In addition, CAG also has a branch in Sabah, this would allow customers there to purchase affordable products. This will keep increasing the customer base of CAG, allowing CAG to continue opening more branches in Sabah to expand the company 's presence in the area.

2)During celebration days such as Hari Raya, Christmas Day, or Deepavali, CAG always seeks opportunities by providing sales and promotions of his products and sometimes doing give aways. This effort will attract more customers to purchase more products offered by CAG, and the customers can also spread the news about the existence of CAG.

3) When the Employees Provident Fund which known as EPF or KWSP is disbursed, people will spend on everything they want and the demand will increase. So, CAG takes the opportunity to encourage their market by raising the price of his products due to the high demand.

2) Economic uncertainty also affected CAG business. Changes in consumer spending habits due to economic downturns may impact sales. CAG needs to maintain product prices but reduce the products to a minimum quantity.

• CAG should focus more on marketing and branding for the next two years. CAG should be known as a global business by improving its marketing strategy, which strengthens social media marketing and offers more seasonal discounts. CAG should also build strong partnerships with schools, universities, other companies, and even local influencers to boost visibility and engagement.

• CAG also needs to expand to new locations in the next three to four years. Opening additional branches in neighbouring towns or cities in high demand areas will increase both the customer base and profit. By expanding the geographic region, CAG can attract more customers to buy its products and expose the brand to new markets.

• During the 5th year, CAG should sell more products like iMac and Google Pixel products at the lowest price. The new or used products should also meet the various individual brand test.

This is the link of the social media platform of Chegu Aiman Gadget

Facebook:

https://m.facebook.com/cheguaim

angadgetofficial /

Instagram:

https://www.instagram.com//chegu

aimangadget/2hl-en

Cost percentage for CAG is about 20% of the total monthly expenses. It is because

CAG has spends RM 10,000 on marketing out of RM 50,000 monthly budget. This marketing marketing expenditure ranges from 10% to 15%.

However, CAG market is a highly competitive market which requires them to spend more to outstand the competitors. CAG can increasing digital marketing budget by offers measurable return on investment and allow CAG to target specific customer demographics. For example, CAG can use Google Ads to target customers who are seeking gadgets. CAG should limit joining campaigns that do not show substantial returns on investment, such as offline promotions. Additionally , people right now mostly use the internet, especially Google. Therefore, most online campaigns easily attract customers to make purchases .

By increasing the digital marketing budget and limiting offline promotional events, we can enhance CAG's ability to stand stronger than its competitors.