1. BORDERLESS
MARKETING
Zaini Ithnin Hj. A. Rajak
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 1
& Antarabangsa

2. Marketing concept
Target market
Necessity, Needs & Availability
Offered products
Value & Satisfaction
Exchange (Sale and Purchase)
Communication and Networking
Marketing channel
Supply chain
Competitions
Environments Pasaran Tempatan
Sistem Maklumat
MTIB, KPPK 2
& Antarabangsa

3. Marketing
Clients
Marketing
mix
Place
Product
Comfortability
Needs
Price Promotion
Cost Communication
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 3
& Antarabangsa

4. Products
• Differences in customer needs :-
• Identity and design
• Standards
• Size specification & materials
• Quality standard & finishing
• Packaging & delivery
• Export procedure
• Payment terms
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 4
& Antarabangsa

5. Marketing segment
• European market
• American market
• Japanese market
• Middle East market
• (Non- Traditional Mkt.) India, Africa,
Russia, Latin America
 Difference in size, standards, finishing,
packaging, payment terms, export
procedures etc.
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 5
& Antarabangsa

6. Product positioning
• Low End
• Low-Medium End
• Medium End
• Medium High End
• High End
 Difference in
quality and prices
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 6
& Antarabangsa

7. Price
Factory price Vs Retail price
Material cost + labor cost + overhead cost +
margin (price) + capital imbedded cost +
marketing related cost = PRICE
Pricing approach:
- Target price – target cost
- Value added products - niche market
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 7
& Antarabangsa

8. PROMOTIONS
• Advertisements: Printed
– Magazines, phone directory, newspaper
– Pamphlets, brochure
• Electronic media (tv, radio, e-
mail, websites, CDi)
• Furniture fairs, expo, shows
• Showrooms
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 8
& Antarabangsa

9. International Furniture Fairs
• New market explorations
– Introducing company and products
– Understand the buyer requirements
– Investigate market and competitors
– Keep abreast with current trend
– Taking trial order
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 9
& Antarabangsa

10. International furniture fairs
• Preparation
– Complete products
– Catalog / picture of products
– Price lists - FOB,CIF
– Packing List
– Minimum order quantity
– Delivery lead-time
– Term of payments
> Closed deal during fairs
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 10
& Antarabangsa

11. Marketing segment
• Choices on company preparation
and factory ability
– Component supplier
– Component buyer:
assembly, finishing, packaging
– Export via buyers’ agent
– Appointing agent / distributors
– OEM manufacturing (underlicence)
– Export to retailers
– Own design / brand (ODM/OBM)
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 11
& Antarabangsa

12. Production orientation
• Production concept
– mass production: mass market and aggressive
marketing (Mass Market)
– Batch production
– Special production
• Product concept
– Management pushing to produce high quality,
high performance, innovative concept - Niche
Market.
• Marketing concept
– Management satisfying the needs of certain
market and more competitive then others -
Selective Market Maklumat Pasaran Tempatan
Sistem
MTIB, KPPK 12
& Antarabangsa

13. Following up
• Responsive and committed
– Attending the inquiry within 24 hours -
fax, e-mail, phone call.
– Quotation: 2-3 days
– Sample: 1 week
– Product development: 4 weeks
– Trial order: 6-8 weeks
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 13
& Antarabangsa

14. Marketing plan
1. Mission and Vision
VISION : Long term goal – company
direction & destination.
MISION : Plans / activities of programs
arranged to achieve the vision.
2. Current market environment
Investigate the current domestic and
international markets, either
recommended and project the future
market.
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 14
& Antarabangsa

15. Marketing plan
3. Opportunity and threat analysis
(SWOT ANALYSIS)
• Strengths: Identify company’s
advantages
• Weaknesses: identify organization’s
handicaps
• Opportunities: rooms for development
• Threats: change them into prospects
 Knowledge about the industry status is
needed
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 15
& Antarabangsa

16. Marketing plan
4. Analysis of competitiveness
– To study the company’s
ability, competitiveness and status in
specific market as compared to its’
competitors.
– In international market, manufacturers
from one country will compete
competitors from other countries.
– Search for new approach to be more
competitive
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 16
& Antarabangsa

17. Marketing plan
5. Objectives
• Business objectives must be devised and
SMART
Specific
Measurable
Achievable
Realistic
Timely
• Yearly sales increment: 10%
• Profit increment for 2004: 5%
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 17
& Antarabangsa

18. Marketing plan
6. Strategic planning
• Product positioning
• Promotional approach / methods
• Pricing policy
7. Follow up actions
(Monthly, quarterly, half year)
• Product development
• Human resource development
• Marketing programs
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 18
& Antarabangsa

19. Global market environment
World economic environment
• Capacity and productivity between producing and
buying countries: competitive levels
• Human resource and technology
• Trade agreement; trade barriers
• AFTA, NAFTA, EU, WTO etc.
Financial environments
• Financial crisis, inflation
• Currency exchange
• Financial system, banking & payment methods
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 19
& Antarabangsa

20. GLOBAL market environment
3. Social environment
• Language, social interaction
• Design perception, product quality
• Religion, education level
4. Political & regulation
environment
• Government’s laws and policies
• Differences in ideology and political
system
• International laws and agreements
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 20
& Antarabangsa

21. STEPS
• Understand the export procedures, terms
and methods
• Payment choices: letter of credit, payment
documentation, telegraphic transfer,
acceptance documentation
• Managing bill of lading, insurance,
certificates
• Participating in marketing promotional
activities
• Applying marketing grants, relaxations
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 21
& Antarabangsa

22. Conclusions
• Globalization effects the international and
domestic market
• Success is determine by competitiveness,
resiliency & progressiveness
• Suggested approach:
 Adaptation of new technology, methods
 Improving designs, quality and productivity
 Certification: ISO, CE marking, product standard
 QC qualification, quality assurance
 Latest marketing technique
Sistem Maklumat Pasaran Tempatan
MTIB, KPPK 22
& Antarabangsa