Individual Assignment-CASE Study(ENT555) PDF

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CASE STUDY: LIANA BINTI NASIR - FILIAPrepared for:DR KOH SIEW LEN NINTI STEPHENPrepared by:Nurul Aisah binti Abdul Rahman2019702101BACHELOR IN BUSINESS ADMINISTRATION (BUSINESS ECONOMICS)GROUP BA2405AUNIVERSITI TEKNOLOGI MARA (UiTM)FACULTY OF BUSINESS AND MANAGEMENT11 st DECEMBER 2020Table of Conten...

Description

ENT555

CASE STUDY: LIANA BINTI NASIR - FILIA

Prepared for: DR.JACQUELINE KOH SIEW LEN NINTI STEPHEN

Prepared by: Nurul Aisah binti Abdul Rahman 2019702101

BACHELOR IN BUSINESS ADMINISTRATION (BUSINESS ECONOMICS) GROUP BA2405A3

UNIVERSITI TEKNOLOGI MARA (UiTM) FACULTY OF BUSINESS AND MANAGEMENT

11st DECEMBER 2020

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Table of Content

CONTENT

PAGE

1. Background Of The Entrepreneur &

3-6

Business 2. Digital Marketing Strategies

7-13

3. Online Platform Evaluation

14-17

4. Drivers & Barriers Of Digital

18-19

Entrepreneurship 5. Conclusion

20

6. Appendices

21-24

REFERENCES

25

1. BACKGROUND OF THE ENTREPRENEUR & BUSINESS Digital Entrepreneur describes as how the entrepreneurship will change because of business and society continue to be transformed by digital technology such as websites, selling or buying online and smartphones. (Markus and Loebecke,2013) stated that “ Such digital technology poses a new way of collaborating, leveraging resources, product and service design, development and use of open standards and shared technologies. Other author also stated that the technology dominates the digital economy by bringing in new opportunities with potentially substial business values and could dramatically reduce costs for new ventures (Zhao et al., 2015).

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In order to find a company for a case study, which the key element is to know about their online business, I choose FILIA Company as my entrepreneur to fulfill my case study in our course, which is Digital Entrepreneurship (ENT555). The reason why I chose this company is because this company meets the requirements required in this case study. In addition, all aspects in this company relate to Digital Entrepreneurship (ENT555) course that I learned. The purpose of the case study is to fully get access to the details about the company example their employees, assets and branches. In this case, study, I can get information about FILIA online business such as their digital marketing and online advertising strategies in how their attract people aware about their online and offline business and to know the key success factors of FILIA company online business growth. To fulfil the requirement in case study, there are two elements way to me get information about FILIA through conduct an interview with their staff and thru their online platform such as website. I interview one of their staff since I cannot interview the founder but their staff give me a lot of information about FILIA Company. Here I attached basic information of the staff and the founder FILIA.

The Founder

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Name

Liana binti Nasir

Position

Founder of FILIA skincare

Department

Marketing

Job Description

Responsible to handle the business, hiring workers,

reviewing

sales

and

developing marketing strategies Work Experience Business Experience

The staff

Name

Nurul Suhana binti Atoh

Position

Staff and stockiest of FILIA skincare

Department

Marketing

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finance

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Job Description

take, calculate, promote, sell, posting the stock, hiring agent and dropship

Work Experience

Work experience as teacher in Taska

Business Experience

Selling handmade food

FILIA is a company founded by Puan Liana binti Nasir. The business was established in 2015 and headquarters at Jalan Sultan Sulaiman 20000 Kuala Terengganu, Terengganu. FILIA have a lot employee since their have other branches, at Kota Kinabalu, Sabah. The product is a face and body beauty product that can be used by women and for men. The main ingredients in FILIA is strawberries. FILIA have four product includes Magic toner, Magic shower scrub, Magic lotion and Magic feminine wash. While the latest product of FILIA is Secret Formula BABY SKIN FILIA Skincare is a range of skin beauty set products also based from strawberry fruits. Secret Formula BABY SKIN FILIA Skincare was launched by this year and has received many response from customers especially FILIA's loyal customers. This product consists of cleanser, night cream, day cream and moisturizer. Nowadays, many ways for companies to promote their products. Growing technologies provide an advantage for FILIA companies in marketing strategies. FILIA has succeeded in their marketing strategies in promoting their products and services. They have used social media and viral media as a platform to make customers know about their business especially Facebook, Instagram and website. Another way for FILIA to get word on their business is by making a video tutorial. In this way, customers will be easily attracted and make it easier for customers to understand their business. The use of YouTube, tiktok and other video applications is a powerful way in marketing. Furthermore, the operating strategy FILIA has also succeeded by offering different edge from other organizations. The quality of FILIA products and services is the reason for the success of their operating strategy. Quality is very important in FILIA because they produce products that used for 5

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the body and face. Therefore, they use very good quality ingredients and materials that have goodness when used. FILIA also sold at a very affordable price that suits the benefits of the product. Also in terms of packaging, it is easy to carry anywhere and can attract the attention of their customers especially women. In terms of service, FILIA also provides services such as postage in west and east Malaysia through various types of courier services that they use such as Pos Laju and J&T express with postage prices starting from RM5-RM10 to west and east Malaysia according to the distance of the place. Besides that, FILIA also provides Cash On Delivery services or called as COD. COD services are performed from Monday to Sunday and the price depends on the long-distance of the place. In addition, FILIA also have runner to make it easier to deliver and pick up their goods.

2. DIGITAL MARKETING STRATEGIES

2.1 Distribution Channels

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Distribution model

In FILIA's digital marketing strategy, they use distribution channels where their products and services can passed to end buyers or end users. Therefore, FILIA uses distribution models to make it easier for them to ship more products at the same time to their customers. Recruitment dropship and agents are always open to those who want to generate income with FILIA. Me as the one their dropship. I join team FILIA since this year and now I can have my side income. FILIA also has runners for delivery and pick up products immediately. 

Number of stockiest/agent/dealers

Agent of FILIA

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Agent of FILIA

Stockiest of FILIA

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FILIA currently has 2246 agents nationwide. Although they have more than 1000 stockiest. In Sabah, all over the place have FILIA agents such as Tawau, Keningau, Kota Kinabalu, Beaufort, and Kota Belud. The high number of agents and stockiest has a huge impact on the FILIA business, as they will be easily recognizable by many people and easier for FILIA to achieve the target.



Online platforms used

OFFICIAL FACEBOOK OF FILIA

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OFFICIAL FACEBOOK PAGE OF FILIA The online platforms used by FILIA are Facebook, Instagram, and websites. Firstly Facebook. FILIA uses Facebook to promote their products to people. People will easily find FILIA products by typing @FILIA skincare and customers will given the option to choose which one FILIA Facebook they want to see since FILIA has many Facebook such as HQ Facebook and Facebook by FILIA dropship and agent. In Facebook, FILIA also used Facebook page to people easy to get information about their product, location, business hours, the feedback from customer and so on. 9

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Official Instagram of FILIA

In addition, FILIA uses the social media platform, Instagram. FILIA uses various channels to connect with their customers. They believe that using multiple channels can attract more customers and improve the interaction between channels. Customers can browse their Instagram by viewing products, feedback, video tutorials if customers do not follow their Instagram. FILIA also provides highlights on products, prices, postage so that customers can easily click though to see their Instagram account.

OFFICIAL WEBSITES OF FILIA

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As I mentioned above, FILIA uses various channels to connect with their customers. They also use websites to increase the credibility of their business. Through their website where the customers, clients, and other organizations can easily find FILIA on the internet. People will find out about their business, product value and in how to get in touch with them. in terms of FILIA website design, it is very simple and organized. They only use white and pink as the background and black and white as the color for words. Even only using three colors for their website but it is a great combination. The main color of FILIA is pink since the main ingredients in their product is strawberries. The features found on the FILIA website are such as about us, product, testimonials, the value of the product, location, business hours, email and contact number. They also provide cart to make people can buy their product from the website. In terms of the pictures of their product is very clear. They include the logo, picture of the founder, agent and stockiest.

2.2 Online Advertising Budget 

Type of paid online advertising used

The type of paid online advertising used by FILIA is Facebook. FILIA focused on Facebook to increase sales of their products. FILIA use Facebook advertising because it is the cheapest advertising and give more benefits. The staff said, for them to gain a place in the beauty industry around the world, they always find way to make an efficient marketing strategies. 

Allocation for FB Ads advertising

Allocation of FILIA for FB Ads advertising depends on what they want ads to be, how much people they want to achieve, the percentage of sales each month to achieve and so on. The staff said the capital is approximately RM50-rm100 for the allocation per week. The effect of using Fb ads, FILIA slowly success in increase their sales. FILIA also success to attract their audience by to click their Facebook, the audience attracted and buying their product. 

Offline advertising Flyers of FILIA 11

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Besides social media, FILIA also uses offline advertising as their marketing strategy to promote their products. FILIA is aware of the surrounding situation therefore, they make flyers because they 12

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know many customers out there who are still seeing advertisements through flyers. FILIA know it can improve their customer base. In addition, mouth-to-mouth marketing is also one of FILIA's offline advertising. Words-of-mouth where the recommendations from friends and family about products from FILIA can be the most reliable source of information. FILIA believes that using offline advertising can improve their customers. Because nowadays, offline advertising is still efficient to use.

3. Online Platform Evaluation

Websites Themes and designs in THE FILIA website Appearance

have managed to make it easier for their customers to see every information provided. They

only

use

three

suitable

color

combinations. With a white and pink, white and black background for text. Even their website design is very simple but it can impress their customers to access their websites. In terms of the functionality of their website, functionality

FILIA provides products, agents, testimonials, also uniqueness about them. This can make it easier for customers to keep going to what they want to find. The link function is easy to press 13

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and does not have to wait a long time to go to another page. I think the functionality websites that they provided efficiently. As I have seen, FILIA does not provide Advertising

advertising on the website, because they not focus on creating ads on the website. Therefore, there is no frequency of advertising. in terms of copy writing also unavailable. The possibility of FILIA only uses the Website as a platform where customers are easier to know about them. Content management and product arrangement

Content management

is very good. Orderly product arrangement, where they provide pictures and names for each product, it makes easier for customers to know what kind of products they sell. FILIA also provide important content such as phone numbers and social media that they use so customers can know where to find them. In their website,

they do not provide diverse

categories but it is a very good start. In websites, FILIA does not Customer service

personalized customer.

customer However,

service if

provide to

their

customers

have

difficulty accessing their websites or want to know more about FIIA, customers can only contact them via phone, email and social media such as Facebook and Instagram.

Facebook FILIA good in terms of design and theme in Appearance

Facebook since it must follow the originally design by Facebook. 14

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All the functions in FILIA Facebook work Functionality

well, all the links they provided can accessible. FILIA showed good work in posting their products on Facebook. They often promote product ads and provide video ads such as TikTok. For their copywriting, FILIA uses three ways to promote the product through the teaser, soft selling, and hard selling. Success in content management FILIA has a large number of customers on Facebook. To build relationship with their customers, they provide customer service where their customers can DM them on messenger. FILIA is very concerned about their customers because they are the ones who will buy FILIA products.

Instagram

FILIA good in terms of design and theme in Instagram since it must follow the originally design by Instagram. All the functions in FILIA Instagram work well, all the links they provide are accessible. customers can access their Instagram easily FILIA also showed good work in posting their products on Instagram. They often promote product ads and put in the highlights section to make it easier for customers to see their products as well as provide video ads like TikTok. For their copywriting, FILIA uses three ways to promote products through teaser, 15

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soft selling, and hard selling. Also success in manage their content in Instagram. In Instagram, FILIA still hard work to attract more customers. To have a good relationship with customers, they provide customer service where their customers can DM them directly. FILIA is very concerned about their customers because they are the ones who will buy FILIA products.

4. Drivers & barriers of digital entrepreneurship 16

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

Drivers

Entrepreneurs are just like everyone else. In running a business, drivers and barriers are things that exist for an entrepreneur. There are various factors for the founder of FILIA to run his business. First, the internal factors of the drive. Where she says the driver for her to produce this beauty product because she is interested and wants to learn how to earn extra money. She believes in runs a business is a lucrative job. In addition, she also always works hard to increase the brand image .she always plans his marketing and operations strategy so that she can manage the business well. Through hard work, she can influence his employees and others to always passion in doing their work. Finally, passion in doing business. The founder of FILIA said he was always enthusiastic about running a business. She could not give up because she knew someone else was relying on him. She can also influence employees and others to stay motivated in work. Now, external factors. The first is, she wants to influence others to become successful people. Influence others to go in the right direction is a good thing. It became a motivator for her to work hard in his business. She wants FILIA products to be famous all over the country and to be successful entrepreneurs so that people will assume his role. Next, the drivers in terms of 17

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communication. She wants to communicate well with a lot of people, and she knows business is the way for her to learn how to communicate with people in at the same time can influence them. Finally, encouragement from family and friends to continue to support Liana in running her business. The result of encouragement from family and friends can have a huge impact.



Barriers

The barriers faced by the founders of FILIA First, internal factors. Employee problems are a common issue in business. FILIA has many employees since they have other branches. Every person has a different character. FILIA should take care of all the problems that employees do. She knows employees are also the main source where FILIA sales are increasing day by day. However, it can also be a barrier in his business. Ineffective and lazy employees can cause losses to their business. Moreover, time is also an obstacle in his business. She said having problems in time management, she cannot manage time well for personal and business matters. For example like now, many students want to interview about his business but she says she too busy and cannot divide time but she suggested one of his employees to be interviewed. Lastly, afraid to fail. Fear sometimes hinders her from continuing his business. She saw some of the famous young entrepreneurs fail in their business and it give a bad effect on her. In external factors. In general, the environment becomes an obstacle in business. It is something you can predict. In 2020, FILIA has difficulty in selling their products. She states the Covid-19 pandemic is an example of an environmental factor in which it affects all aspects in worldwide. The COVID-19 pandemic has had a huge impact on its business especially in terms of delivery. Due to this issue, his business is unable to deliver their products to customers. Next, barriers from competitors. She knows many beauty businesses out there and it is able to compete with them. She overlooking their competitors and it can make his competitors better than them. Finally, fail in planning. She says not all planning in his business is running smoothly. it becomes an obstacle in improving its business position. FILIA has felt difficulties in its business. However, they still work hard to succeed in their business.

5. Conclusion 18

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The purpose of this case study is to get information about business of successful entrepreneur. All aspects such as (1) The Background Entrepreneurs and Businesses, (2) Digital Marketing Strategies, (3) Online Platforms Assessment, and (4) Digital Entrepreneurship Drivers and Barriers, have discussed. Syukur alhamdulil...