MKT (Marketing Environment) PDF

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FACULTY OF BUSINESS AND MANAGEMENTBA243 - BACHELOR OF BUSINESS ADMINISTRATION (HONS.) HUMANRESOURCE MANAGEMENTMKT420 - PRINCIPLES AND PRACTICE OF MARKETINGASSIGNMENT 1MARKETING ENVIRONMENT ANALYSIS(NAELOFAR HIJAB)PREPARED BY:PREPARED FOR:DR SUHAIDA HERNI SUFFARRUDDINTABLE OF CONTENT1 INTRODUCTION1 B...

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FACULTY OF BUSINESS AND MANAGEMENT

BA243 - BACHELOR OF BUSINESS ADMINISTRATION (HONS.) HUMAN RESOURCE MANAGEMENT

MKT420 - PRINCIPLES AND PRACTICE OF MARKETING

ASSIGNMENT 1 MARKETING ENVIRONMENT ANALYSIS (NAELOFAR HIJAB) PREPARED BY: PREPARED FOR: DR SUHAIDA HERNI SUFFARRUDDIN

TABLE OF CONTENT 1.0 INTRODUCTION 1.1 Background of company 1.2 Background of founder 1.3 Vision and mission 2.1 MICROENVIRONMENT 2.1.1 The company 2.1.2 Marketing intermediaries 2.1.3 Competitors 2.1.4 Public 2.2 MACROENVIRONMENT 2.2.1 Demographic environment 2.2.2 Economic environment 2.2.3 Cultural environment 3.0 ANALYSIS 3.1 Impacts of Marketing Environment 3.2 Company respond to the Marketing Environment 4.0 Recommendations and Conclusion References

1.1 Introduction 1.2 Background of company

Coming from a business oriented family, it was absolutely only matters of time that Neelofa would eventually become an entrepreneur herself. Starting her business with beauty supplements which is Bella Vita, which appoint her sister Nur Ameera to become an ambassador and spokesperson. Then, followed by LofaLens that offered fashionable contact lenses as well her modest fashion line Naelofar Abaya. Venturing into business with a small team of trusted and like-minded individual Neelofa and her team decided to revolutionize a hijab fashion in Malaysia to be more practical and easier to wear. After countless brainstorming and try and error Neelofa continue to expand her brand by launching Naelofar Hijab in December 2014. After the first launching, she never expected her Hijab line can be accepted widely all around the world and becoming and international brand. Customers can now purchase the products in store as Naelofar Hijab opened its first launched flagship store in TTDI in January 2015. Till now there are more than 5 00 licensed stockists or agent that sells Naelofar Hijab. Naelofar Hijab collection is now exported to more than 30 countries including Singapore, Brunei, Australia, United Kingdom, Netherlands, and United States that make it as a global brand. The product aimed for modest fashion, the market aimed to be worth USD 327 million by 2020 and the company planning to market the product in the untapped market.

1.3 Background founder of Naelofar Hijab

Noor Neelofa binti Mohd Noor better known as ‘Neelofa’ or even “Lofa” was born on 10 February 1989 at Pasir Mas, Kelantan. She’s the third child from nine siblings. At 2010 Neelofa entered a beauty pageant competition and was crowned as Goddes of Youth (Dewi Remaja). She’s got all A’s in UPSR, PMR and SPM. She holds a bachelor degree International Trade and Marketing in Sunway College Selangor. Neelofa is Malaysian celebrity, model, actress, personality TV, host and entrepreneur with more than 6 million followers on Instagram and the number steadily increasing day by day. At 2019 Neelofa was chosen to be the face of Swarovski jewellery. Besides that, she’s also the first hijab wearing celebrity to be the ambassador of beauty brand Lancome and shatters all the stereotypes. Neelofa was named the most successful celebrity entrepreneur in Malaysia even though she had many controversies but she managed to overcome it. In 2017, Neelofa made it to the “Forbes 30 Under 30 Asia” list when she became a household name and a global brand.

1.4 Mission and Vision Intend to be the leading and icon hijab brand not only in Asia but also globally with the best online and offline stores. Naelofar Hijab also has a high vision of being a seller and distributor of contemporary and simple Muslim clothing. But it still emphasizes the aesthetic values and cultural needs of Muslims in Malaysia. NH also aspires to become an online business, highlighting true Islamic values and taking into account quality without ignoring the latest trends and also emphasized and practiced a system of sale and investment based on Islamic teachings. Every hijab chosen for display by NH should provide an elegant, comforting and up-todate taste of the contemporary Muslim fashion. Naelofar hijab also desire to preserve, obsession to conserve, dream to make a difference. In addition, wish to create new trend of hijab that are unique and original.

2.1 Microenvironment 2.1.1 The Company

(Neelofa at her Naelofar Boutique HQ) Naelofar is a Malaysia grown modest wear brand founded by infamous Malaysian celebrity and entrepreneur, Neelofa in 2014. Naelofar as a brand always believes in giving premium quality and affordable headscarves. Naelofar has alarg distribution channel through their online channel, naelofar.com, Isetan KLCC, Luxe Boutique TTDI, SOGO KL, and over 500 Authorized Stockists worldwide. Naelofar is a well-know Malaysian grown modest wear brand and is delivering worldwide to Singapore, Indonesia, Dubai, Germany, UK and the US and many more. Naelofar Hijab create beautiful headscarves that you choose and love to wear. Our brand promise is the core of Naelofar. 'Go Far', is the promise we will use to deliver this new communication. It articulates what NH can do for their customers. NH to help women achieve their goals, feel confident in themselves and empowered by their decision to choose modest wear.

2.1.2 Marketing Intermediaries Resellers Since Neelofa launched her products in 2014. Till now, NH has more than 500 agents and stockist to keep up with a demand. There are many boutique and vendors selling Naelofar Hijab to be closer to their customers. Physical distribution firm Naelofar Hijab warehouse located at Ampang, Kuala Lumpur. Most of online orders via website will be post out their products directly from warehouse to the customers. Meanwhile, the flagship store located in Kuala Lumpur, capital of Malaysia. Marketing services agencies Naelofar offer a great variety of hijab styles in order to fulfilled their customer needs. During her acting and hosting job really help Neelofa to promote her new collection to an audience. For example, when she was acting in drama “Suri Hati Mr.Pilot” along with her co star Fattah Amin, she donning her latest collection call “Lady Warda” and “Queen Warda” inspired by her character. She wearing her hijab almost every scenes and episodes. This collection has captured many hearts of her fans and at the same time it has boosted the demand of the collection. This collection also always sold out because of the good impact from the drama. Financial intermediaries Financial intermediaries are important to Naelofar Hijab because it to ensure financial transaction, assistance and insurance coverage for the McDonald’s business to operate normally.

2.1.3 Competitors

Naelofar hijab ready-made design with a new revolution. NH often facing an issue with a market that plagiarized her hijab design and sell a fake hijab at night market or bazar. However, Neelofa and her team always come up with a new design every season. So her brand is not overtaken by them and Naelofar hijab keep faster than plagiaristic. Naelofar Hijab started to sell her instant shawl at their website and booth or bazaar. Since this shawl launched at 2014, it was instantly hit and stockist or agent appointed to handle the increasing demand of their shawl and hijab. Besides online sales, there are many boutiques or vendors in Malaysia that sells Naelofar Hijab in order to stay close to their fans and loyal customers. Currently there are more than 500 stockists. Meanwhile, Naelofar headquarter located in Kuala Lumpur, Malaysia. Neelofa and her team also revolutionize and simplify modest fashion, NH shawls are very easier to wear and practical. Simple but nice is definitely the key of element. In prospect, NH collection suitable with all ages, from teenager to women and mature women. These are many reasons why Naelofar Hijab stand out the most compared to their competitors. Such as, Ariani, Sugar scarf and Duck scarves. For instance, the latest numbers of Naelofar Instagram page is about 724k that spearheading other hijab brands. NH offered a variety design of hijab such as shawl, semi instant shawl and square hijab. The price is very affordable with the best quality use, range between RM50-Rm150 which are very affordable and accessible. All NH products use high quality material (satin silk and premium chiffon) and ensure the satisfaction of customers.

Naelofar Hijab 2020 collection to date. 1) Go Far Collection (February 2020)

2) Moda Collection (March 2020)

3) Denim Collection (March 2020)

4) Floral Lorea Collection (April 2020)

2.1.4 Public Local Public It was reported that the CSR (Corporate Social Responsibility) initiative was jointly lead by Neelofa and the Neelofa Team, a group formed by Neelofa’s fans. The initiative also creates a support from the Department of Social Welfare and other organisations. Neelofa and her team have carried out CSR activities similar to this throughout last year. General public

AirAsia and spearheading hijab brand Naelofar Hijab has revealed a special collaboration with an exclusively designed hijab for the airline’s female pilots, Beginning June 2017, muslim female pilots from AirAsia and AirAsia X will doning the white Naelofar Hijab that is specifically tailored to meet their workday needs. 2.1.5 Customer Naelofar target customer is a women age from 18-60 years old. Its shows Naelofar hijab collection is not only focused on young generation but cater all types of women from Generation Z to Baby Boomer.

2.0 MACROENVIRONMENT 2.2.1 Demographic Environment

Demographic segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately. As mentioned before, Naelofar Hijab targets their customers, lady and woman with ages around the range of 18-60 years. It shows that this brand not only focused on young generation can wear their shawl collection but “Gen X and Baby Boomers” generation also suitable with the product design because they are seeking to look pretty and young at their ages. Besides that, Naelofar Hijab focus more on career women who have their income because the company knows that all the career women are willing to spend their money for great look and appearance. 2.2.2 Economic Environment

The term economic environment relate to all the external economic factors that promote buying habits of consumers and businesses and therefore affect the performance of a company. These factors are often beyond a company's control. Naelofar Hijab have a large followers on social media such as Instagram and facebook. Because of that, everytime NH

realesed a new collection it will take such a short time to sold out. Neelofa and her team keep trying to release hijab collection with different pattern and in term of the quality of the fabric materials (such as wool chiffon and satin silk), the color selection (Naelofar Hijab mostly use pastel colors) and the usage of Crystalline or Swarovski diamond on the fabric that differentiate Naelofar Hijab with other hijab brands. They will ensure that all the design can be used from teenagers till old age group. 2.2.3 Cultural Environment

A cultural environment is a set of beliefs, practices, customs and behaviours that are found to be common to everyone that is living within a certain population. Cultural environments influences the way that every people develops, promote ideologies and personalities. For example, Naelofar Hijab has produced three types of hijab collections such as square, long shawl, and turban because each of customers has different personality and preference where not every women like wearing square but some of them maybe like wearing long shawl or turban. To dominate a large market, Naelofar Hijab has released new hijab collection, Turban because the founder knows that to capture attention and the hearts of international consumers ; she should design an elegant, modern,simple and comfortable hijab concept that can be adapted by their lifestyle.

3.0 Analysis 3.1 Impacts of Marketing Environment •

Explain what are the impacts of marketing environment towards the company

marketing strategy? A marketing environment affects a company marketing strategy because their relationship with customers or consumers means everything to their marketing strategy. .And vice versa, if you're in good standing with your customers, keep up the excellent work, and maintain that relationship. 3.2 Company Respond to the Marketing Environment •

Explain how did the company respond to the marketing environment? Naelofar Hijab respond to the marketing very well. As we can see how Neelofa and

her team keep released a new hijab collection every month in order to fulfilled their customer desires and demand. It is shows how they appreciate their loyal customer. Besides that, Neelofa also make collaboration and designed a hijab exclusively for Air Asia female pilots. Neelofa is the first hijab company in Malaysia to do so which is very impressive.

•

Give your opinion, why the company needs respond to the marketing

environment changes? The company should respond to the marketing changes to keep up with the fast paced technology so that their brand is not left behind. In order to sustain in this industry the company should take notice what is their consumer demand.

4.0 Recommendations and Conclusion •

Give your recommendation to the company based on your analysis. My recommendations for Naelofar Hijab are to keep up with their consumer demand

by producing more stock every time they released a new collection. I found their hijab collection sold out in such a short time and took quite a lot of time to restock it. •

Conclude the task In this task I have tried to understand how marketing environment affect the

marketing company strategy. First of all, marketing environment was divided into two types which is Micro-environment and Macro-environment. Micro-environment influences may demand immediate attention, but Macro-environment influences can have a more keen longterm effect on an organization’s marketing. Marketing environment does give us lot of opportunities as well as we have got lots of problem. It’s true that marketing got both option but I think that every organization has got a lot to do with marketing environment because every big and superior companies knows the vital importance of their marketing research and intelligence to watch and adopt the changing marketing environment. The question is will what happens to the company who don’t realize the importance of marketing environment? It’s so simple you can see IBM and General Motors they ignored the environmental changes and now they are in catastrophe. Actually marketing environment takes place with a board system of economic, social and technology relationships .Marketing environment is acting as a main support for the organization and if somebody abandon the importance of marketing environment it pretty hard for that organization to maintain in market. So in my task I have tried to analyse that on what ground marketing environment is based and what effect it has got on an organization

References Journal 1) Ismail Nur Fatin Afiqah (2018) “An Analysis of Market Segmentation (Naelofar Hijab‟ s Brand)” International Journal of Business and Management Invention (IJBMI), vol. 07, no. 04....