1.

SITUATION ANALYSIS

Bestary Laundry Services (BLS) is entering their first year as a start up business. The idea has been well received and marketing will be critical to the success of the business. This idea pop up when the responsible company for the washing machine token services suspended their business upon vandalism to the washing machines. BLS offers a clean, convenient laundry facility for those that do their own laundry as well as those in need of optional services. BLS will lure customers in with friendly customer service, a study-conducive environment, and wireless internet services for the waiting customer.

2.0

EXECUTIVE SUMMARY

Bestary Laundry Services (BLS) is a sole trader, start-up enterprise The idea has been well received and marketing will be critical to the success of the business. BLS offers a clean, convenient laundry facility for those that do their own laundry as well as those in need of optional services. BLS will lure customers in with string and cheerful customer service, a study-conducive environment, and wireless internet services for the waiting customer. The company will provide dry cleaning, laundry , offered with regular home delivery services. The company will have a production facility, a retail shop in front the Blue Hall where students always passing by and main attraction because of the cafeteria, convenience store , study conducive environment, and wireless internet services for the waiting customer. Customers can choose payment either at the time of each delivery. The business provides a new door-to-door dry cleaning that surely will attract customer attention. Customer may find this service is convenient for them and want to try it. If they are satisfied with the service quality they are likely to become repeat customers. When the patronage happens continuously, they become loyal customers of the service. These customers will recommend Bestary Laundry Service's to their friends acquaintances. . As more and more customers use this service, Bestary Laundry Service's image is enhanced and we will gain more and more market share. 2.1 Mission We will offer dry cleaning, laundry, and clothing alteration services with free home pickup and delivery. Our high quality and convenience will save time for working customers. 2.2 Key to success The business is entering the first year of operation therefore a comprehensive marketing strategy will be the key to success of the business.

It is important to remember that the target customers have money and want to be provided with a high quality service; therefore they will only use this service if they are entirely satisfied. Furthermore, the hours of operation must be convenient and service completion must be timely in order that customers are not harried after a long day working

3.0

COMPANY SUMMARY

The company will have a production facility, a retail shop in front the Blue Hall where students always passing by and main attraction because of the cafeteria, convenience store , study conducive environment, and wireless internet services for the waiting customer. The company will have a production facility, a retail shop in front the Blue Hall where students always passing by and main attraction because of the cafeteria, convenience store , study conducive environment, and wireless internet services for the waiting customer. Initially, the production facility will be rented. Cleaning equipment will be leased with accompanying maintenance contracts. 3.1 Operations plan

The operations facility will require about 200 square metres divided into four main sections as follows: 1. 2. 3. 4. Machine installation and cleaning activities Sorting and storage of dirty garments received Storing cleaned garments after finishing prior to delivery Garment alteration workroom

3.2

Market Summary

Bestary Laundry Services (BLS) has captured good information about the market and knows a fair amount about the target customers. The facility offers self-serve laundry services as well as optional services such as full service washing, drying and folding. BLS's market information will be used to better understand who is served, their specific needs, and how BLS can better communicate with them.

4.0

Strategic Of the Product

4.1 Market segmentation This area of the market is divided into two segments that is student who live in the hostel and outside of hostel. Both of these segments are then been divide into two categories that is male and female student. Total of the students that live in hostel are around 4000 while outside of the hostel are around 500 students.

4.2

Target market

This company is focused to market this service for student who lives in the hostel. From the research that had been done before, 60 percent students that live in hostel keep using this service because they are not going back to their hometown and the service provided make them easy to reach and utilize it. Students also sometimes dont have time to wash their bundle of clothes due to pack schedule and outside activities. As we look into this opportunity, we think this service might be a good attraction and fulfill the needs of those students who seek for this service. It would also help students by providing reasonable price and good quality services. Student also could easily reach these services because Bestari Laundry are located only next to Dewan Biru. Mostly student staying at hostel dont have any transportation for them to carried and send their clothes. 4.3 Market Positioning

In the Unisel only got one laundry services. By doing questionnaire to 50 students that has send their clothes to that laundry, they satisfied with the quality but the price are quite expensive for them to pay if they would like to send in bundle amount. So, this Bestari Laundry would like to penetrate this market by setting reasonable price, good quality and also by providing an extra service during promotion period. This is due to some students send their clothes in large amount. We also would like to penetrate the market by open this services during weekend time because other laundry will close on that day. For students who not going back to their hometown, they will surely get our services because mostly weekend is the best time for them to send their clothes that been using along those weekdays.

5.0

Marketing Mix Strategy

5.1

Product

Bestari Laundry Service is a full service coin-op laundry (washing, drying, and folding) service dedicated to consistently providing high customer satisfaction by rendering reliable machines and furnishing a clean, enjoyable atmosphere at a competitive price. We also provide home/hostel pickup and delivery service, coming to customers' house between 6 - 9 pm twice per week. We will add some extra charges that are reasonable for this service. We also offer one semester contract for students who will need our service regularly. We also provide some special services for the students who sign our one year contract.

5.2

Price

Normally, new businesses set their initial prices lower than their competitors. In our situation however, the business has higher costs for our delivery service and promotions to increase customers' awareness and establish our brand name. We will set our prices to match those of our competitor. The pricing scheme is based on a per-service price. Moreover, the business targets working and professional customers who often pay less attention to price than the quality and convenience of service. For normal wash we set RM2 for per Kilogram.

BESTARI LAUNDRY SERVICE

SERVICE (RM)

Item

Description

Dry cleaning/ Wet cleaning

Normal Wash

Ironing

Leather Care

1. 2.

B. Kurung Pair B. KurungSpecial (Silk/Lace/Wedding) Pair

10.00/pc 30.00/pc

2.00/pair 4.00/pair

3. 4. 5. 6. 7. 8. 9. 10. 11.

Begs small size Begs-medium size Blouse Baju Melayu Pair Bed Sheet Blanket Cheong sam (top) Cap Carpet soft (small & medium size)

12.00/No 15.00/No 4.50/pc 10.00/pc 9.00/Kg 9.00/Kg 12.00/pc 3.00/pc 9.00/kg 2.00/pc 20.00/pc 2.00/pair 5.00/pc 6.00/pc 2.00/pc

16.00/No 20.00/No

3.00/pc

12. 13. 14. 15. 16. 17.

Carpet special Comforter/Bed sheet/ Toto Comforter Set Curtain Cushion Covers Dress

3.00/sqf 9.00/Kg 9.00/Kg 9.00/Kg 9.00/Kg 8.00/pc

2.00/sqf 9.00/pc 13.00/set 4.00/Kg 4.00/pc 6.00/set 1.50/M 1.00/pc 2.00/pc 3.00/pc

18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38.

Dhoti/ Vesti Dry only(wet weight) Fur Coat Gloves- Pair Handkerchief Jacket/Bush Jacket/Coat/Blazzer Jeans Jubah(Robe)/Punjabi-Pair Jubah (Robe/Punjabi - Top Neck Tie Over Coat Slack/Long Pants/Trousers Samping Suit (Coat& Pants)/Tuxedo Skirt (short) Skirt (long) Saree Saree(Blouse) Sarong/Pareo Scaft/Selendang Sejadah

11.00/pc 0.8/Kg 21.00/pc 3.50/pair 2.00/pc 8.50/pc 5.00/pc 11.00/pc 8.00/pc 2.00/pc 15.00/pc 4.50/pc 4.50/pc 12.00/pc 4.00/pc 5.00/pc 13.00/pc 4.50/pc 4.00/pc 3.00/pc 3.00/pc

2.00/pc

2.00/pc 1.00/pair 0.50/pc 1.00/pc 1.00/pc 3.00/pc 2.00/pc 0.50/pc 2.00/pc 1.00/pc 1.00/pc 2.00/pc 1.00/pc 1.00/pc 2.00/pc 1.00/pc 1.00/pc 1.00/pc

25.00/pc 3.50/pc

20.00/pc

25.00/pc 20.00/pc

10.00/pc 12.00/pc

39. 40. 41. 42. 43. 44. 45 46. 47.

Shirt /T-Shirt Shoes Pair Sweater /Cadigan Shorts /Pants Sheep Skin Soft Toys Telekung Towel Table cloth/Skirting/Table or Rugs Met

4.50/pc

1.00/pc

4.50/pc 3.50/pc 20.00/pc 15.00/No 8.00/pc 10.00/No

1.00/pc 1.00/pc 25.00/pc

4.00/pc 9.00/Kg 4.00/Kg

1.00/pc 0.80/msq

48. 50. 51.

Vest Wash & Dry Wash only

4.00/pc 2.00/Kg 1.60/Kg

1.00/pc

5.4

Place

Our laundry shop will be located inside the campus area near the Unisels Dewan Biru. We choose this location because students hostels are located near the Unisels Dewan Biru. Furthermore the Unisels caf also located in the same place with our laundry shop. So we found that this location is strategic for our business.

We are Here

5.4

Promotion

Advertise our new service to students by drop advertising material in every faculty. We also provide one free service by calculating the customers average (kg) washed clothes for six time. For example if a customer send 2kg of clothes for 6 times, so that customer can wash 2kg clothes for 7th time. But if the customer sends 3 kg then he/she should pay for 1 kg which is extra. Offer 10% discount as an incentive for customers who sign one semester contracts. We also provide discounts for the customers who send more kilograms of clothes. Clothes(Kilograms) 1kg-1.9kg 2Kg-3.9Kg 4Kg-5.9Kg 6Kg and above Price RM2.00 RM1.90 RM1.80 RM1.70

6.0 6.1

Marketing Analysis (SWOT) of the product/service Strengths

Our specialized laundry has the following strengths on which to build and on which we can get the maximum number of customers. 1. Modern equipment and technology: Bestari Laundry is fulfilled with modern equipment and technology. All of our machines and equipments are exported from abroad. If any of the equipment is failure or broken down, theres no need to stop services, it can continue its service because of availability. 2. Excellent delivery network: There will be an excellent delivery packages. Many of our customers which is mostly are the students cannot interact with us. So, for that customer we will start hostel delivery services. We will provide motorbikes to our staffs to collect cloths from customers hostel and return after washing. There will be some extra charges for this service. 3. Reasonable Pricing:

We have the same for less strategy. So, reasonable price is a great strength for us.

4. Quick service: We will try to serve customers at a very short time with the purpose of quick delivery service. If any customer has any emergency, we will cater our service to them in a very short time. It will take about one hour to wash the cloths, dry and serve it to customers back.

5. Customer Oriented employee: Bestari Laundry has got high quality Manpower; all employees are well trained, energetic and enthusiastic which is playing a fabulous role in provide best services and ensuring the growth of the business. 6. Superior customer value: Satisfying customer is one of the major goals of us. We will try to serve customers the best services so that they can be satisfied. Our motto is, We are not justified until our customer is. 7. Convenient location: We will select a convenient location for our business. Our main target is at Unisel Dewan Biru which is located near the Unisel Hostel. We have located our specialized laundry in the students residential part of the areas as mentioned above. So the customers will not need to go far which it will be convenient for them. 6.2 Weaknesses

As we have existing competitors in the market, we have learned from the success and mistakes of others. Nonetheless, we have two major weaknesses: 1. Inexperienced management: As we are new in this business, our management is inexperienced. So we are weak in this section compare to our competitors .It is a major weakness for us.

2. Limitation of capacity: Demand for specialized laundry service is increasing in many areas. But now we are not capable enough to open our showrooms in every area.

3. Debt required to start the business: As we are new to this business, we required a lot of money in order to starts our business. We need money to buy all the equipments which is mainly are exported from abroad.

6.3

Opportunity 1. Change in Life style: Now-a-days peoples are becoming modern and changing their life-style. They are wearing fashionable clothes and its not easy to wash these clothes at home. So people are now getting more dependent on specialized laundry. And as we are targeting upper class and upper middle class, so its a great opportunity for us to improve our business.

2. Expansion: There is a growing demand for specialized laundry shop in Bestari Jaya, Malaysia. Future market expansion is possible if we can achieve success in our current market. 6.4 Threats

Clarity may face the following threats in the market 1. Increasing competition: The competition is steadily increasing. Because there is another laundry shops near to our shop. So, in competitive market they could be a threat for us. 2. Washing machine: Washing machine is a great threat for us. Because some people have washing machine in their hostel, so they washing their cloths using washing machine instead of sending it laundry shop.

3. Little brand value:

People did not hear the name of Bestari Laundry ever before. Our laundry does not belong to any famous brand. But customers always go for the famous brand. This can also be a threat for us.

Although we have some weakness and threatening factors, we are confident that we will overcome those through our strengths and opportunity.

i. ii. iii. iv.

Conclusions Recommendations References Appendixes