E-portfolio Marketing(105600) by NUR FARHANA BINTI HASSAN

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As part of the EBP1013 marketing course project requirements for semester 1, 2024/2025. We were given an assignment which we have to conduct an interview with an existing business and to be specific local business. On 9 November 2024, Our group which is market minds conducted a comprehensive marketing analysis of Syarikat N.K Lee which is famous as an aluminum and glass manufacturing company. Additionally, to get valuable insights, we interviewed the company and asking questions related to the assignment's objectives. Thus, the information that our group collected serves as the foundation of this E-portfolio which includes our findings, analysis, competitors, weaknesses, and recommendations aimed at helping the business to improve and grow.

Brief Summary of the Company

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The company we have chosen is Syarikat N .K Lee. The company was established in 2015, primarily starting from a home-based operation. It began with a focus on welding services and gradually expanded into the aluminum industry. Over time, the business grew and diversified its offerings. Now, encompassing wholesale of construction supplies, machinery, and other related services. Additionally,the business is engaged in the following activities which is manage consulting services, wholesale of building materials, hardware, plumbing and heating supplies , and wholesale of machinery and other equipment. Thus, the contact detail is phone number 016-882 1198. The business hours are daily from 8:00 AM to 5:00 PM. except Sunday.

Full Address/ Map/ and Location of the Business

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Full Address: S/L 23, Lot 532, 9th Mile Industrial Estate, Jalan Kuching-Serian, 93250 Kuching, Sarawak, Malaysia https://maps.app.goo.gl/DvhX93bVkYXWK83Y9

The Vision of Syarikat N.K Lee

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The vision is meant to inspire and guide the organization towards a desired future state. The vision of Syarikat N.K Lee is to focus on providing of high quality, sustainable aluminum and glass solutions by creating reliable and stylish building materials that exceed customer expectations. On top of that, Syarikat N.K Lee is also planning to open a showroom soon and establish another factory to expand their market.

The Mission of the Company

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The mission is more practical and focuses on the current operations and goals. The mission of Syarikat N.K Lee is to deliver innovative since the company provide many design option and better quality of aluminum and glass products that meet the evolving needs of their customers. This show that the company's mission is to put more commitment on quality of the raw material, build good customer relationship, and long- term success while specializing in aluminum and glass solutions for the construction industry.

Figure 1 : Product

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This picture shows metal materials like aluminum used by companies to make things like windows, doors, and other products related to aluminum and glasses

Figure 2 : Product

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This picture shows mini products of the company as an example to attract customers by showing design and quality of their work. This sample of products show how the company do their job to build trust with customers.

Figure 3 : Product of the Company

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This picture shows sheet of glasses likely used as raw materials for products such as windows, doors, and mirrors.

Figure 4 : Service Offered

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This picture shows a delivery service provided by the company using a truck to transport products to their customers. It is considered to ensuring products are delivered efficiently and directly to their customers.

7.1. Marketing Objectives

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The company’s main objective is to achieve sustainable profitability by offering products and services that exceed customer expectations. To achieve this, the company focuses on understanding what customers want and need by creating products or services that customers find valuable. The company specializes in providing high quality aluminum and glass services. They focus on producing strong, lightweight, frames that work well for windows, doors and building facades. By focusing on these quality standards, the company is not only focus to achieve sustainable profit but to gain appraise and build strong relationships with customers who value reliable and stylish building materials.

7.2. Ansoff Matrix Analysis ( Product/Market Growth Strategy)

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To apply the Ansoff Matrix, N.K Lee's company can grow through four strategies

Market Penetration: N.K Lee's company can increase sales and market share within the current market by offering promotions or discounts during peak demand seasons such as construction or renovation periods. The company also can enhance customer service by offering faster delivery compared to competitors.
Market Development: N.K Lee's company can expand their branches and target different customer segments. This includes entering nearby regions with growing demand for aluminum and glass products.

Market Growth Strategy

Over the next five years, N.K Lee's company wish to expand their business and open more branches especially in Sarawak. The company also wish to relocate to a larger factory than the current one. Opening additional branches will help the company reach new customers and increase market share. Thus, moving to a bigger factory will enable higher production capacity and better efficiency.

7.3. Marketing and Promotion Strategy

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N.K Lee's company strategy focuses on attracting local customers by placing large and eye-catching signboards near roadsides. These signboards feature the company's name and contact details which making it easier for customers to recognize and remember the business. Peak demand for the business typically occurs during construction and renovations seasons especially before public holidays and festive periods when there is a surge in home improvement and building activities. The most successful strategy so far has to be promoted on social media. It makes customers easier to contact the company. However, N.K Lee's company did not focus on online platforms to promote its product. The company only focus on offline promotion which makes them disadvantage compared to other competitors. Leveraging social media platforms like Facebook and Instagram for updates could help attract a broader audience. Online advertising through Google Ads and social media ads would increase the audience.

7.4. Pricing Strategy

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Value-Based Pricing
- This approach sets product prices based on perceived value to the customer rather than solely on cost. For example, high-strength aluminum alloys can fetch higher prices and low-strength aluminum alloys can fetch lower prices because they are not as strong and sturdy.
- Suitability: Value-based pricing can be effective for specialty and premium aluminum products especially when product differentiation exists. For example, aluminum products A and B are the same product in terms of model size, but aluminum product A uses high-strength aluminum alloy while product B uses low-strength aluminum alloy. The price of the two products will vary.
- Effectiveness: This strategy can lead to higher profit margins when customers see these aluminum products as important or high value, but it requires robust marketing to deliver value with quality and effective aluminum related products.
Tiered Pricing for Product Segments
- With tiered pricing, aluminum products are divided into different price categories based on specifications such as the grade of aluminum alloy used, purity, alloy composition and dimensions.
- Suitability: Tiered pricing by aluminum alloy grade works well if the Company offers a range of products for different applications and markets each tier effectively.
- Effectiveness: This strategy can increase consumer reach by offering a selection of aluminum products at various attractive price points to budget-conscious and premium-looking customers.

7.5. Distribution Strategy

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The company, Syarikat N.K Lee is using distribution system to send the products to the customers which is by using trucks owned by the company itself, providing door-to-door delivery services to the stores or the clients houses. They do not use any intermediaries to send out the items nor services to the clients as it is cost saving as well as more flexible scheduling which means they can deliver the products when it is ready. To use intermediaries will just increase costs and dependence on other parties, potentially putting the company’s reputation and performance at risks if in case of problems such as poor handling and packaging as well as delayed deliveries.

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Market segmentation refers to the process of dividing a larger market into smaller groups based on specific characteristics and needs. In this way, companies can expand their market to meet the needs of each segment more effectively. For example, in the aluminum and glass industry for industrial construction, Syarikat N.K Lee company focuses on segments that require materials in large quantities as well as services such as installation that emphasize efficiency and cost. In addition, homeowners as a different market segment require more personal and specific services such as special window installation or glass repair with more focus on quality and attention to individual needs. Thus, companies can improve the effectiveness of their operations and marketing as they focus on specific segments and making each interaction with customers more relevant and satisfying.

Syarikat N.K Lee target the aluminum and glass market for people creating and renovating homes. They focus on homeowners who are upgrading or building a new home, and customers' that needs durable and stylish to decorate their home. Syarikat N.K Lee also offers glass repair services for homeowners who have broken glass in their windows, doors, or other parts of their home. Syarikat N.K Lee provide service on high quality solutions to individual needs. In conclusion, Syarikat N.K Lee targets homeowners who require personalized services like glass repair and window installation.

Syarikat N.K Lee use its location near the road to attract customers passing by. The company can position itself as "Easy to Find and Convenient" by making the most of its visible and accessible location. Since they put a larger and clear signboard by the roadside it can catch the attention of people passing by.

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I have outlined a few propose that could help, focusing on market segmentation, targeting, and positioning. For market segmentation, the company can focus on geographically with focusing on target urban and suburban area with growing construction and renovation activities. Besides that, the company target market should also focus on small businesses like cafes, offices, and durable solutions for their spaces. It's open to everyone not only homeowners. Lastly, for positioning show the company is eco-friendly by using sustainable materials and offer high quality service to their customers. By improving these areas, Syarikat N.K Lee possibility can attract more customers and make them stand out the most from competitors.

6.1. Swot Analysis

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Syarikat N.K Lee has several strengths that help it succeed in the market. One of its main strengths is offering affordable prices compared to other companies. The company offered price based on their high quality service which make it more attractive to customers. Besides that, the company also provide its own delivery service for aluminum and glasses without relying on other companies that offered delivery service. This to ensures they can provide better quality control and faster service. Additionally, its strategic location near the roadside allows people from Kuching and Serian to easily spot the company's large signboard which can attract customers passing by.

Despite its strengths, Syarikat N.K Lee also faces several weaknesses that need to be fix. One of the weakness that our group spot is having less staff in the company which can lead to slow operations. We noticed that the company only have 5 employees in the moment to cover all of the job. Besides that, inefficient workflow which lead to slow down processes and reduce productivity since the company have less staff. Employees may struggle to organize and access products efficiently.

Syarikat N.K Lee has several opportunities to grow and expand its business. First and foremost, improve marketing through social media which can help the company reach larger audience and promote its product effectively. Since their advertising only focus on the signboard near roadside. Thus, by improving marketing through social media specifically give them opportunity to increase their customers. Besides that, another opportunity is to open branches in different areas which allowing customer to serve more customers and increase their demand and market presence. Lastly, the company have opportunity to strengthen its online presence by creating a website. This making it easier for customers to find and contact them.

Syarikat N.K Lee faces several threats that could impact its business. One of the threats is the increase in the price of raw materials such as aluminum and glasses which can raise production costs and reduce profit margins. Besides that, the presence of increased competitors making it harder to retain and maintain customers. Lastly, the economic crisis as it may reduce customers' who wants to renovate their home.

One of the strategies for Syarikat N.K Lee to encounter the business's weakness is by hiring more staff in every unit. For example, hire more staff in key areas like production, delivery, and train employees to handle different roles so that the company can give high quality and service to satisfy their customers. Besides that, the company can hire review influencers to increase customers demand and build trust with potential customers. Last but not least, the company can also offer faster service than competitors by giving prioritizing key clients, make the company difference from other competitors.

6.2. Competitive Environment Analysis

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Current Competitive Environment of the Business

The competitive environment for an aluminum and glass company is highly dynamic with several competitors offering similar products. The industry is influenced by factors such as price, product quality, customer service, and delivery service. N.K Lee's company must constantly innovate and ensure their operational efficiency to stay ahead of the competition and make theirs is difference from other competitors.

Two Biggest Competitors

Leong Seng Glass & Aluminum Enterprise: A well-established company in the aluminum and glass industry in Kota Samarahan. The company got 5 stars from customers and got good feedback for their service and how they treat their customers at google.
Modern Glass Sdn.Bhd: This company offers a diverse range of high-quality products to both commercial and residential markets. Their commitments to quality and customer satisfaction have earned them a strong reputation in the industry.

Competitors' Weaknesses

Leong Seng Glass & Aluminum Enterprise
- High product prices due to premium quality materials.
- Longer delivery times compared to smaller competitors.
Modern Glass Sdn.Bhd
- Limited product range.
- Higher operational costs.

How the Business Can Take Advantage and Increase Market Share.

Although competitors might seem like a challenge but Syarikat N.K Lee company has its own specialty that can take advantage and increase market share of the company. N.K Lee's company offered faster delivery times which ensuring quicker delivery than competitors. Besides that, N.K Lee's company also offering high quality and price friendly to customers at more affordable prices can attract customers but still want reliable products and service.

Marketing Strategy Against Competitors

To effectively market against competitors, N.K Lee's company can promote their product whether through online and offline to increase customers. The company can collaborate with industry influencers to showcase customer testimonials. N.K Lee's company can also position the company as a cost-effective choice that doesn't compromise on quality. The company should offer discounts to attract customers.

Interview Request Letter Signed by Lecturer.

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List of Questions Asked During the Interview.

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Two Minutes of Meeting for the Project.

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Photos of Interview Session.

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In conclusion, the interview with Syarikat N.K Lee has provided valuable knowledge about the company's strategies, challenges, and opportunities. Through this process to complete this report, I gained experience and knowledge into existing business and the importance of effective marketing strategies in addressing market demands. This experience has enhanced my understanding of business operations and helping me develop critical thinking to solve problem in future projects.

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Syarikat N.K Lee spends most of its budget on essential needs like buying raw materials and paying employee salaries which takes up about 4% to 6% of the total budget which is around RM2000 to RM3000 in a month. However, the company spends less on marketing with only 2% to 5% of the annual budget going toward basic promotions like roadside posters and distributing company identity cards. This limited marketing budget shows that the company is not focused on online promotion which may affect its ability to attract more customers.

N.K Lee's company should increase it marketing budget around 8% to 10% and use more effective strategies like online marketing through social media and local collaborations. These methods are affordable and can reach larger audience and the company can succeed in future.

Photos of Interview Session

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