COMPETITIVE ANALYSIS

The sellers of hand made products are various in these days almost in every super market you

will find such products from expensive to cheaper ones. Our Competitors are Giants, AEON,

LIVERTEX Industries (M) SDN BHD and so many. Besides these big competitors, we have

some local competitors also who are targeting same market. The Direct Competitors are those

who are targeting the same market size and also share the price level, consumer taste etc.

Indirect Competitors are those who are selling products on small level like shops in a

Kampung, small community based shops which sell locally hand made products like aprons,

cushions.

Our Competitors are using their supermarket chains to sell their products, consumer buy

Aprons, key Chains, Magnetic Clips, Baskets along with their groceries. It is easy for them to

buy all they want from one place rather visiting different shops. There are also some Small

Booth for sale the same products, Parlor Shops, Home decoration shops.

Giants Hyper Markets uses strategies of selling their own produced products along with other

brands with some lower price to attract customers. Like Giants make their own Aprons,

baskets etc at cheap price than other brands and successful to gain market share.

To analyze the market, consumer demand and trend we have conducted a small survey to get

an idea about the target market.

We asked some questions related to our products from a sample of population and got

response that there is a good demand for our products. The responses are as under along with

questions asked:

Out of 100 percent, 45 percentage of people gave response that they prefer to but Kitchen

Aprons from any convenient place, and 21 percentage people said they like to buy from Super

Market/ Hypermarkets. It shows Kitchen Aprons can be sold out at any place but most

preferably places which are convenient to customers.

In Continuation to the previous response, people are asked about their loyalty to particular

brand to see whether they are stick to one brand or not. The response we got is positive,

people like to buy a product which is good and cheap. Fifty eight percentage said they would

like to buy at reasonable price.

In another response, people are being judged on the quality and price basis. People are asked

whether they prefer quality on price or they buy any product which is reasonable and average

in quality and 36 percentage of people said they would like to buy a cheap product and

average quality and 30 percentage said yes they are stick with the quality. So what we need to

do is, to maintain the quality with cheap price to attract more customers and gain large market

share.

Besides Apron, we asked questions regarding buying pattern of customers for Scarf. People

were asked whether they buy scarf clips with every scarf or not. We got positive response out

of hundred percent 42 percentage said yes they buy scarf clips and especially fancy scarf clips.

Furthermore, they are being asked the numbers of clips per scarf, most of them said they buy

one clip per scarf which constitutes 39 percentage and 36 percentage said the buy two clips

per scarf. Only 21 percentage said they rather buy more than two clips for each scarf. It shows

the high demand for fancy clips.

Our next product is fancy cushion for car seat belt and relaxing head in car. In our survey, we

asked question how many percentage of people have car, the response is somehow shocking.

The 61 percentage of people own a car and only three percentage of people who used to travel

with their friends.

The Travelling in car becomes exhaustive sometimes so people feel uncomfortable sitting still

on seat and wearing seat belt. In PDK Samarahan, the normal cushions are prepared and but

we come up with a new idea of fancy Cushion for Car. In the survey, people are asked to give

their views about cushion for car and 64 percentage said they like to have a cushion in car to

relax their head.

The people without car are also surveyed and they said they would like to suggest their friends

to buy Cushion when they were asked. The response positive, 52 percentage of those who

doesn’t own a car said of course they will suggest their friends.

Handicrafts are unique expressions and represent a culture, tradition and heritage of a country.

The Handicraft Industry is one of the important productive sectors. Various attempts have

been made to define this broad and diversified industry. People were asked about their

preference in regards to buying Handicrafts and 85 percentage showed their likeness towards

Handicrafts.

In follow up of previous question, we focused on our other product which is handmade basket.

The Survey shows that a massive percentage of people are interested in buying handmade

baskets. In our Marketing strategies, we are introducing baskets in offering bundle products

strategy which will help us to increase our sale for baskets.

The Busy schedules, so many things to do have caused forgetting things. Our Product

Magnetic clip is solution for that problem. Magnetic clips can be used as reminder, used a

recipe holder in kitchen while cooking and so many other uses. We asked people how often

you use magnetic clips and 48 percentage people answered always they use this tool for

reminder etc. Here we need to target those remaining percentage who said do not use, we

should create a need of magnetic clip like in kitchen women can use it for recipe holding on

stove while preparing food etc.

Key chains have a broad market and highly competitive market. Many people use branded key

chains for their cars but for house keys, office keys, locker keys we can offer fancy key

chains. People are surveyed and 58 percentage said they would like to buy fancy key chains at

cheap rate.

Below given charts shown the demographic details of conducted survey for our products.

SWOT Analysis

Strengths:

Large, diversified and potential market.

There is large product variety and range is available because of diversified culture.

It has strong, diversified and supportive retail infrastructure.

Diversified product range that service different market.

Cheap labour rates that result to competitive price.

Need low capital investment.

There is flexible production flexibility.

Low barriers of new entry.

Easy creation and development of production centres.

There is no need for macro-investment.

Industry provides potential sources of employment.

Products are high value added, and handicrafts have various applications.

Weaknesses:

Lack of infrastructure and communication facilities.

Unawareness about international requirements and market.

Lack of co-ordination between government bodies and private players.

Inadequate information of new technology.

Inadequate information of current market trends.

Less interest of young people in craft industry.

Lack of skilled labour.

Still confined to rural areas and small cities and untapped market.

Lack of promotion of products.

Opportunities:

Developing fashion industry requires handicrafts products.

Development of sectors like Retail, Real Estate that offers great requirements of

handicrafts products.

Development of domestic and international tourism sector.

E-Commerce and Internet are emerged as promissory distribution channels to market

and sell the craft products.

Threats:

Competition in domestic market.

Quality products produced by competing countries like China, South Africa.

Better Trade terms offered by competing countries.

Increased and better technological support and R and D facility in competing

countries.

HUMAN RESOURCES SUB PLAN