The document provides details about Al Mansouri Collection (AMC), a company established in 2011 that supplies goods from the Middle East like Egypt, Saudi Arabia, and Dubai to provide fashion and clothing options for Malaysians. AMC started online but opened two boutiques in Perlis. It provides wholesale and retail purchases. AMC's vision is to become a major Middle Eastern product importer and manufacturer in Malaysia. Its mission is to provide clothing choices according to Islamic law and help traders and customers. The document describes AMC's business plans, promotions, and expansions over its first few years of operation. It then analyzes AMC's strengths like high product demand, pre-orders, and employees, and weaknesses such as limited stock, small capital

1. 1.0 INTRODUCTION/ NATURE OF THE BUSINESS
Al Mansouri Collection (AMC) is a company that was established in August 2011 and
registered under the Companies Commission of Malaysia (SSM) with registration number
RA0025074-x that supply of the goods from the Middle East, especially from Egypt, Saudi
Arabia and Dubai in providing the options to Malaysians, especially Muslimah to be a
fashionable as well as meet the ideals. At first, AMC only focus more on the online
purchasing through the social media like Facebook but after the 3 years of their business, they
manage to open two of their boutiques that are located in Uniciti Alam and Kangar. AMC
first boutique located at S3-L1-33, First Floor, Uniciti Alam, Jalan Sungai Chuchuh, Mukim
Titi Tinggi, 02100 Padang Besar, Perlis, Malaysia.
Picture 1 – Al Mansouri Collection Premise
In addition, the AMC also provides wholesale purchases services for merchants that
require business cost of goods in a low rate, where AMC provides opportunities for
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2. customers to purchase through wholesale via cargo sea where stocks will be bought directly
from Egypt and takes around 3 months to arrive to the country. AMC also provides retail
purchases for customers who only want to buy in small quantities at a lower price.
For the first year of the business until today, AMC focus a lot on providing customers
with first Muslim necessities, including abaya-abaya, veil, hand socks, stockings, Arab facial
powder and others.
About the future plans, AMC aims to become a company that is able to manufacture
its own products and labels as well as being able to become a company that supplies the
various products, a wholesaler of products from the Middle East and then be a suppliers and
wholesalers who are active to the traders.
The vision of AMC are to become one of the major importers of products from the
Middle East. AMC also wants to be the manufacturer of the products in Malaysia and have
the factories that operate and are able to manufacture its own products. Moreover, AMC
wants to make Malaysia to be between a Muslim nation who advance in manufacturing
products to Muslim peoples.
Furthermore, the mission of AMC are to provide the choices to Malaysians in general
and Muslims in particular Muslimah to find clothes according to Islamic Shari’a. then, AMC
also wants to relieve the burden of traders in particular who want to start a business with a
little capital and helping the customers to buy in small quantities at a low price.
The AMC does carry out the transactions with customers either in bulk, wholesale and
retail. They also taking a reservation for a custom made veil and abaya. Besides that, AMC
open for the dropship business and they also accept of agents who are interested and capable
to broaden the scope of their business. The AMC do some advertising, promotional offers
through the social media like Facebook and they also taking the stock from Egypt, Saudi
Arabia and Dubai by cargo and sometimes by a plane.
About the business plan, in the first year, AMC establish their online marketing in the
social media like Facebook. Other than that, AMC also offer and promote about the
consumption of these products in bulk directly from Egypt that are more cheaper than
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3. expected. Besides, they do make a promotion of weekly and monthly in the social media to
make their customers attached to their products.
During the second year, AMC open the membership for a dropship products from
Egypt. In addition, they also increase all of their stocks, pre-order, and promotional purchases
of the products Muslim from Egypt’s by the sea cargo. Besides, AMC do the promotion of
“Happy Hour” to all users of the social media and also do the flash sales of mid-year. The
AMC also make a pre-order and additional stocks of pre Eid celebrations and promotion
purchase products from Egypt and they also make “Year End Sale” to their customers. Then,
AMC participate as a member of Amanah Ikhtiar Malaysia (AIM) as to gain some of the
business capital and they also participate in application program website and sales “1 Nita”
that were organised by the Ministry of Women and Social Development.
Proceed to the third year, AMC has achieved highly impressive achievement where
they can open their first Al Mansouri Collection boutique at Uniciti Alam. They also do their
promotional products in Perlis especially in Padang Besar Commercial Arcade and in Kedah,
they make promotion at the Expo-expo and Carnival in University College of Humanity
(KUIN). Not only that, AMC make an additional of their abaya stocks that are high quality
and affordability from China and even they also open the membership for the agents in their
Facebook official page and after that, they establish a “biz group” for agents in Facebook. In
addition, AMC make a proposal to expand their branches in Padang Besar in the mid year of
2014. Just like in the second year, AMC make the mid-year sales, pre-order pre Eid for the
Egyptian products via sea cargo. Then, they also make an applications for the financial
assistance from Business Economic Fund (TEKUN) to generate and inject capital
transactions.
During this year 2015, from now on, AMC have been produced their own Al
Mansouri Collection embroidery label. Then, they also issue Al Mansouri Collection (AMC)
membership cards for their regular customers to earn many benefits when they buy their
products. Moreover, AMC make the promotion of pre-order purchase of their Muslim
products to AMC members and also to the non-members. They do the discussion of the “biz
group” for any proposals, comments about the progress of their products and also criticisms
concerning to their business flow. Like every year, AMC make a “Happy Hour” sales of their
products when they open their booth in The Store, Kangar. For the future sake of their
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4. business, they make an investments for their Muslim products. Other than that, AMC make
improvement when they open and accepts custom made ordering for abaya either from Dubai
or local custom because they already hire a few tailors to make their own’s label of abaya and
other products.
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5. 2.0 SWOT ANALYSIS
2.1 STRENGTH
There is strength in Al Mansouri Collection (AMC) business. Some of the
strength is the product that the owner sold is high in demand. Moreover, the high in
demand form their customers basically towards the clothing and scarf from Egypt. It
is because of the material that has been used to produce this product is high in quality
and most important it is washable and easy to wear it. Besides that, the design of these
clothing is different with the other clothing that sold in other stores. We can see the
difference in the material of the clothing and also the design of the clothing especially
abaya. This business used a good material for customer convenience.
Second strength of AMC is many retailers make a pre order to the owner and
want to buy the products in wholesale. In addition, many small retailers especially the
students that wants to make a side income repeat the order to buy a product. In
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6. addition, the students also doing a small business and took the product by a wholesale.
The owner can accommodate all of the existing weaknesses that occur towards their
business and they also can increase their profits.
Indirectly, the newly-established business has been well performed by AMC
and the income that company get is encouraging and this is one of their strength. The
owner can restock more than enough of the goods according on the demand from their
customers especially their regular customers that always buy their products.
Besides that, the owner also has hired a Muslim employee at the Middle-East
to help them in the business and deal with the dealer to buy the products at the most
cheapest price. They also hire the employees for their boutique in Uniciti Alam and
Kangar that can help them run their business smoothly. For the sake of their business,
the employee that they have been employed is able to communicate and promote their
products to the public. Instead of that, the employees also have the courage to
introduce the products and can deal with the people to buy their product. With the
presence of these workers, it slightly can help the owner manage their business and
the employee also can take over the business when the owner faced an emergency
problem. The owner has teaches their employee how to operate their business and
overcome the problems that exist in their business.
Another strength that exist in their business is that since the owner open their
new branch in The Store, Kangar, the owner get the more feedback about the product
that have been sold. The most important things that this feedback more to the positive
side. This good news make the owner feels more excited to continue their business
there. With the guidance that has been given to the employee, their business is
growing more advanced than expected and they also get the attention from many
customers in Perlis and outside of Perlis. The employees also have the skills in
making sales and they are good in promoting their product.
The other strength is that the goods that owner sell is not sold by other peoples
around of their place. These opportunities help the owner to develop their business
because there is no competition with other business that sells products same like their
products. Many of the customers came to buy the abaya and scarf because other
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7. peoples especially in Perlis do not sell the same abaya and scarf. The quality of the
fabric used in their product is silk and all of the abaya that they sold using the fabrics
from the silk. Compare to the other stores, most of the cloths that they sell using the
fabric from the chiffon fabric. This is different because fabric from the silk is more
quality and comfortable to wear instead of the chiffon is hard to handle. The owner
focused more in dealing with their customer satisfaction because it is very important
thing for them to develop their business in the long term effect.
Lastly, the strength that exists in their business is the abaya and scarf that the
owner sold is different with the clothing that available in other stores. This is because
the abaya and scarf that the owner sold is mainly imported and produced directly in
the Middle-East. Customers that are interested to try a new design of clothing will buy
their products because they want something that is different and new from others
especially career women. Instead of that, the clothing is comfortable to wear and meet
the characteristics of Muslims and based on the Islamic Shari’a guidance. All of these
strengths make this business growing more advances than what they expect and they
are highly competitive with other business.
2.2 WEAKNESSES
Every business in this world will absolutely face difficulty during running
their own business and sometimes it leads to weaknesses. This kind of situation is
hard to avoid since it could happen at anytime and anywhere.
There are several weaknesses that the owner faced during the operating of
their business. Firstly, it happen when the owner itself faced difficulty and hard
situation in finding suitable materials in Malaysia. The owner has to standby all of the
stocks earlier in enough quantity before she can sell it to her customers. Normally,
before Eid eve, they need to standby all the materials in enough quantity during the
period of that time. This situation may lead to slow process and consume much more
time. Even though the process might consume much more time, but the demand of the
product is still high.
Second, the weakness that the owner faced is the stock of the goods that she
sells is limited in quantity. She couldn’t get the goods in huge quantity because she
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8. only used sea cargo as a medium to get all the products. The shipping process is only
happen for two times in one year, basically in April and August. Compared using an
aeroplane as a medium to get the raw materials, the cost of using sea cargo is much
cheaper. Therefore, the owner prefers to use this kind of medium since her financial
status is not that strong to afford using the planes.
Third, the next weakness is the owner herself have small modal to start and
runs the business. She needs a large modal and at least RM 70,000 to runs the
business smoothly. In addition, she needs that amount of the money to standby all the
stocks for their customers. The stock is already been packed in Arab before it is send
to Malaysia.
Next, the fourth weakness is the owner itself is facing the difficulty in getting
the stock of raw materials. The problem happen when the duration of getting the
stocks is slow from Arab. But, the owner said that it is okay if she needs to wait
longer to get the stock of the raw materials from there since the quantity that she
ordered before is enough to accommodate the demand of her customers. She needs to
order huge amount of stock that can last at least for two months. So, the quantity of
the stock can survive and enough till the next stock turn. Therefore, the supply of the
stock can be continuously available and didn’t stop at one point.
The fifth weakness is, the small retailer will faced problem and difficulties.
They need to roll the modal for about two and three month’s duration. Some of the
small retailers have been succeed in doing it. Meanwhile, some of them didn’t
manage to success. This is because, they are facing financial problem during the
process of buying the products.
In addition, the sixth problem in this kind of business is the small retailer
didn’t want to buy in a huge amount anymore from the owner. This is because, they
might getting bored with the business or they didn’t have enough modal to continue
doing it for a long time. The old small retailer will order smaller amount of item from
the owner. But, the new small retailer that interested to join the business will order in
much larger quantity for the starting of the business.
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9. Next, the seventh weakness of this business is due to the globalization that
occurs nowadays. Because of it, the competence of business online become more
aggressive. The amount of people that making business online nowadays become
larger from time to time. The competition become more intense. Back then, there are
little student only from Mesir that making this kind of business. Unfortunately,
nowadays there are so many people that making it. They like to play with the price
and sometimes they did give or offer cheaper price to their customer. So, this
condition gives weakness to the owner of this business.
Moreover, the next weakness is the owner herself needs to find more workers
to help her in expanding the business that she owned. This is because, if she only do
the business alone and without help of other workers, it will consume much time in
doing or completing the task. This will make the process become more faster. By
having few more workers, she can manage to further develop the business that she
made.
The ninth weakness that this owner faced is, she didn’t have courage to put
some of her products at her shop. For an example, the Akel scarfs. This is because of
the price of the scarf itself is quite expensive. The modal that she need is high and the
goods that she want to sell also expensive. She didn’t have any other choice except
she only can sell those goods using sales price. She cannot put the price of it too high
because the customer might can’t afford to buy it and tends to change to other seller
instead of her.
Next, the tenth weakness is the owner still depending on the loan that she
made before starting the business. She don’t have huge amount of saving. The savings
that she has is specially for running the business purposes only. She have small modal
and only gain little profit from the business. This is among the reason that lead to the
weakness.
Then, the next weakness is that the owner wants to open another branch or a
shop at Kangar to expand her business but she didn’t have enough money to do so.
This is because, she needs large amount of money since the price of renting the shop
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10. nowadays is quite expensive especially in the town like Kangar. Plus, as be mentioned
before, she only have small modal.
The second last weakness is that, she has to bear the risk while making the
loan. This owner had make a loan from Amanah Ikhtiar Malaysia (AIM). She has to
pay back the loan continuously every weekly without fails. The amount that she have
to pay is about RM330 per month. If anything bad happen to the business or
something comes up suddenly, she might cannot pay the loan because she had to use
the money that she have to pay another expenses.
Lastly, the problem of transportation is the weakness that the owner faced
during making the business. This situation happens when the owner wants to collect
the stock that comes from abroad. The owner didn’t have special transport such as
small lorry or van to carry all those raw materials that arrived. She need to use her
own car to pick up all the raw materials and this had caused trouble to her. Instead of
that, she needs to commute from one place to another place to pick up all the goods
and it is consuming more time and much money for sure.
2.3 OPPORTUNITY
The owner has many opportunities in this business because she is the only one
dealer that stores the original stock that’s come from Eqypt. Even in a big city like
Kuala Lumpur that sells the same products from Eqypt, they do not store the products
from Eqypt. So, this is the big opportunity for her.
Most of the products come from Middle East such as Akel, Rozela and many
more. She claims that only the dealers from abroad like from Indonesian and Eqypt
that sell this type of products and there are no dealers from Malaysian. The owner
realises that there are no dealers will risk their business because they afraid they
cannot constantly get the product from Eqypt. So, it will affect their business when
the customer did not get what they order on the time. It will give the bad perception
towards the business and the boutique.
Most of the owner customers make pre-order from her. They are willing to
wait for the product even it takes a long time to arrive in Malaysia. Normally, the
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11. products take around one to two month to arrive. They also have to pay for the
postage and the rates is quite expensive. Meaning here, even the product quiet
expensive and it also takes long time to arrive, but it will not affect the customer to
use the products from Middle East.
Nowadays, there are higher demand for the products from Middle East like
Turkey and Eqypt. So it is the chances for the owner to market this product in
Malaysia. The owner more prefers to sell the product form Eqypt because it is easy
for her to get the stock. The products from that kind of country have the best quality
because the product produced by the material from Eqypt. The customers said that
they feel less hot and comfortable when they use the abaya from Eqypt rather than
abaya from Malaysia. The prices are expensive compared with the product from
Malaysia because the products are making with the best quality of fabric and it also
includes the cost of shipping itself. The customer did not care about the higher price
of the product but they just only want their order will safely arrive to their hand that
make them satisfy. Even there are many products especially abaya that be sold in
many boutique and online shop, but the abaya and product from Middle East still high
in demand. The products such as scarf, sock and also hand sock have higher demand.
The owner manages to sell 1000 pieces of scarf for only two month.
In addition, the owner need huge modal to expand her business. She has to
make a loan from bank to develop her boutique and gain more products. She has
bigger chance in make loan from SME Bank because she is the dealers under Majlis
Amanah Rakyat (Mara). The owner need around RM 70,000 to expand her business.
This includes the modal to renovate her boutique to be more exclusive and to be well-
known by the customer. She also needs the modal to buy the material for her own
design of abaya and also to get the merchandise from the Middle East. Before this,
she is running her business by her own without being the dealers under Mara. She has
many problems in making loan from any bank and financial institution. The financial
institution do not believe her capability to running the business because they afraid
she will face in failure in the business. After she be one of the dealers under Mara and
have good record in financial history, the financial institution finally realise about her
capabilities in business.
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12. 2.4 THREAT
One of the threats for the owner business is the communication problems with
the student that takes the products from the suppliers which are Malaysian students
who are further study in Eqypt. They are far away from each other, so the owner
difficult to give any instructions and proposal to make them understand about the
technique that she practise in her business. The owner have the trouble to teach the
student the technique in packaging the product before it being post to Malaysian
using sea cargo. Normally, the student especially women do not know how to fit the
product in the box nicely. For example, they keep asking the owner how to fit 400
pieces of hand sock in one big box without the box damaged. She is more able to
cooperate with the male students regarding the packaging technique.
Besides that, the place of the boutique stated is not suitable. This boutique
running in the residence of students, therefore she has less income when the students
are in semester break. She had less income and she cannot roll the modal for the next
month. Many people do not know about her business in Unicity Alam and they keep
saying that it is far and not easy for them to grab it. So, she has to open another
branch of her boutique in Kangar. But, there is another problem because less people
know about the boutique and it stated at the upper floor of The Store building. Locals
people especially in Perlis do not shopping in Perlis because they know the price of
goods is more expensive than another places like Alor Star and Jitra.
Furthermore, most of the dealers like to play with the price of the product.
They sell the product cheaper than the original price. For example, the Eqypt scarf
price fall from RM 30 to RM 20. So, the owner has to follow the market price to
increase her product demand and compete with others seller. If the owner does not
follow the market price, her customer will not buy her product because they able to
buy it at cheaper price at another boutique. The owner then will get into loss because
there are many products cannot be sold. She will fail to have the roll modal if she
cannot catch the targeted products selling.
Finally, another threat of the business is the increases of the number of seller
that sell the products from Middle East. The seller consists of the students who are
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13. studying in Eqypt and sell the product in part time to gain extra income. It will affect
the owner because the Middle East abaya fans prefer to buy with them because the
prices are cheaper than her. She also claims that nowadays, there are increases of the
number of pages in Facebook that sell the same product and also do the same
technique of her business. Some of them are stoles the picture of the product that she
took and the same model that the owner used to introduce the customer about the
product that she sell. It will affect the owner business but the owner believes that that
it is just in the short time. When the students come back to Malaysia, they will quit
this business because they cannot get the products directly from Middle-East like the
owner can get.
3.0 4P’s MARKETING STRATEGIES
3.1 PRODUCT
In marketing, a product is anything that can be offered to a market that might
satisfy a want or need while in retailing, products are called merchandise and lastly, in
manufacturing, products are bought as raw materials and sold as finished goods. AMC
do all of the above except the manufacturing because they took the product directly
from Egypt. The owner sells products originally from Egypt such as Abaya, Egypt’s
scarf, hand socks and stockings. They gets the products from their workers there and
this kind of product has a high demand in Malaysia. The owner hires her own workers
to make sure the stock will long last due to the distance and the owner has to use the
sea cargo. The owner got this idea to sell this kind of product in Malaysia from her
first customer in Egypt that actually came from Malaysia and stay there. The owner
also rebrands the products like Abaya and scarf. She makes her own brand and sells
got a high demand from student and especially career women and the owner also hire
tailors to make her own Abaya and to fulfil customer needs and wants besides making
variety type of Egypt’s scarf. The owner also learn from customers in Egypt to sell
this product here and luckily the product in high demand from people not only in
Perlis but other countries also such as from Singapore and student from United
Kingdom. From this situation, it shows that Egypt’s product have a high demand in
among the people because it has some difficulties to find these kind of product due to
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14. the hardship of seller to get these product. Besides, owner of this business also sell her
product through online such as Facebook and Instagram and still they get high
demand from customers.
3.1.1 ABAYA
Abaya is a name that is known in Arab countries, or by any other
names is known by the name of garment, a garment that was popular
especially in Arab countries. Abaya is wear without taking care of sex, either
men or women, and it applies irrespectives of time limit, whether during the
working hours, at social gatherings, in public places and also at home.
Picture 2 – High Quality Egyptian Abaya
3.1.2 SCARF
Scarf or also known as khimar or hijab in Arabic is an obligation for
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15. every Muslim to wear it. There are various scarves and their advantages and
besides that, there are also some people that wear scarf with their own
creativity as a trend for fashion for Muslim women today.
Picture 3 – Adrima Scarf
3.1.3 HAND SOCKS
For now, hand socks especially from the youths become into a trend.
Hand socks has a variety of colors and is able to help teens chooses the hand
socks that are match with the color of their sleeves. With this, it can provide
adolescents to meet the fashion based on Shari’a despite of covering their
aurah.
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16. Picture 4 – Hand Socks Donna Crystal Mesir
3.1.4 SOCKS
The foot is a place that must be closed by all Muslimah. It is a part of
the aurah. Therefore, in the alternative, socks worn by Muslim women to
cover their aurah. Socks also has a wide selection of colors in addition to its
material of quality, can be brought to prayer, the length up to the knee, not
abrasions when wear it and able to help Muslim women to wear them in style.
Picture 5 – Sandy Socks
3.2 PRICE
Price is the amount of money that will be charged on the products or services.
It also can be explain as the summation values of the products or services that the
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17. customers willing to give in order to consume the goods. There is a few types of
pricing such as value based pricing, competitive pricing, cost based pricing, and target
return pricing.
Value based pricing is where the company charged a price that slightly or
significantly higher than their competitors, this is because they valued the price on
each products that they are going sell based on the customer perceived value of the
products. For instance, mostly the branded or luxury products are actually not cost
much as its offered to the consumers, in short value based pricing is a price that have
been charged based on what consumer are willing to pay due to the appearance and
the quality of the product. Next, is competitive pricing, also known as going-rate
pricing. In this situation, the business is in a competitive market, they might have a
same or similar products or services, thus to attract more customers towards their
product, they intend to put an average price or slightly lesser than their competitors
price. For cost based pricing, the company used their cost of production as a bench
mark to make a decision to put a price or charge on their products, this is to ensure
they are able to cover the cost of production and gain profit from the business. Lastly,
target return pricing, where, the company determine the demand towards their
products then, find out their desired profit that they want to gain in return.
Generally, the shop that we choose for our research, the owner are actually,
used a combination pricing strategy which is competitive pricing and cost based
pricing. As evidence, one of the product that she sell is scarf or hijab, originally the
price of that hijab that she have been put is RM38, but it doesn’t get a good response,
and certain customer comes and said that the price is too high and certain customer
just come and buy. Then, she did an observation to the market about the price of that
hijab. And she found that the average price of the hijab is RM32. Thus, she decided to
cut off the price from RM38 to RM32. This decision has been made after considering
the cost of each hijab that she used and based on her competitors average price. After
doing this change, the result is quite satisfied, and she manages to made good sales.
Most important thing that the owner does not mark up the price easily. AMC
owner’s normally put the price based on the price that they get from the Middle-East
because too much competition from the others make she feels invulnerable and she
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18. needs to attract the customers towards their products. So, they put the average price to
their customers. In addition, their own abaya that they made also were sold at the
cheapest price around RM 150 to RM 200 based on the material that she used to make
the abaya. Their own collections normally also got the attention from the customer so
that they not depending too much from the Middle-East products.
3.3 PLACE
Generally, place is a location where the product is going to be distributed to
the customer properly and the location should be convenient and strategic for the
customers. Convenient and strategic places means, that at the suitable location at the
right time. Besides that the words ‘PLACE’ also playing a role of distribution,
location and method to ensure the product is available to the customers. Distribution
can be divided into two, which is direct distribution and indirect distribution.
Direct distribution is the company dealing or distributing their product directly
to the customer through retail stores, internet, direct mails order direct sales which is
door to door sales or catalogues. While, indirect distribution is, the company
communicate with their customer through middleman who sell the product on behalf
of the company, such as retailers, whole sellers, or agents.
In this case, the shop that we do the research, they are using the direct
distribution. The owner is dealing with the customers directly from their boutique or
booth that they open. For instance, the owner have her own shop lots, one at Sungai
Chuchuh, and second is around The Store, Kangar. At first, people said that they can’t
get the product easily when the boutique is located at Sungai Chuchuh because it is
too far from the town. AMC then decided to open new branch that located in strategic
place at Kangar. So it was easier for peoples around Perlis to buy and get their
products because they have two choices to choose. Peoples around Padang Besar will
be easy to buy at the Sungai Chuchuh branch while peoples around Kuala Perlis and
Kangar can get it directly from The Store, Kangar.
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19. Besides that, she have an account of online shopping which means besides
selling her product directly at the shop, she also expanding her market region through
the Internet, where she do an online shopping through social media which is Facebook
and Instagram. The owner also has their own website to promote their product. As we
mentioned before, at first, AMC promote their product from Facebook and then they
do that in other social media like Instagram before the owner open the website of their
product. The owner said during that time, social media is a better place to promote it
because people nowadays like to do an online shopping because it consumes less time
and effort. After so much time and years the business runs smoothly, AMC decided to
open their own boutique.
Furthermore, she did involve actively in any event by renting a booth to sell
her product. As an example she rent a booth at places that held a carnival in Alor Star
and Jitra. The owner also before this have open their booth in Wang Ulu residence to
sell and promote their products to customers especially the students.
3.4 PROMOTION
Promotion is actually refers to raising customer awareness of a product or
brand, generating sales and creating the brand loyalty. Same goes with AMC, they
also do some promotion to attract people to know about their Egyptian products.
Instead of having a few branches, they also make promotion at the expo held
at UiTM, UniMAP and also UUM besides joining the Carnival in University College
of Humanity (KUIN). So, this is the best way to tell the customers where the boutique
or their nearest branch located.
In addition, they also do make a promotion of weekly and monthly in the
social media such as Facebook to make their customers attached with their products
and get the latest information about sales or new products released by them. The best
technique that they do to promote their products is they do something that known as
“Happy Hour” for their customers that purchase their product through online and also
do the flash sales of mid-year.
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20. Afterward, as an alternative of promoting their products via online, they also
do their promotional products in Perlis especially in Padang Besar Commercial
Arcade and also in Kedah. The owner also rent a site inside The Store which is
located in Kangar to make people realize the presence of their products due to their
shop placed at second floor in The Store. When the people already know where their
shop situated, they will often come and surely the income also arises especially when
they have any events or Eid.
The workers also play an important role for the owner to run her business
because she needs workers that actively promote and explain about their product
instead of being quiet and just wait for the customer because not all people knows
about the product that came from Egypt.
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21. 4.0 CONCLUSION AND RECOMMENDATION
As we can conclude, Al Mansouri Collection can be one of the leading fashion brand
Muslim especially for women. Despite, in this 4 years of their business, we can see that AMC
have been achieved many of their targets eventhough many weaknesses and difficulties that
occur in their business.
Moreover, they managed to employ a few workers to run their business and they also
can gain many profits and sales that their employees done towards their business. The big
achievement that they have been achieved that they already open two of their branches of
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22. boutique that are located in Sungai Chuchuh and Kangar. So it shows that eventhough they
get a little profit and need to use their own savings sometime, they still can bear with the risk
of them and open the boutiques.
As we can see, AMC can go far in this business area because the owner is able and
willing to compete, learn and take all of the opportunities to expand their business. The
owner can managed the time and products well during the period of time before the new
products arrive in Malaysia. It shows that the owner have a courage to be a successful
businesswoman and willing to face all the problems.
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23. APPENDICES
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