4.1 Area
Covered
This is
to identify a point or an area of study. Geographic target is in Putrajaya
primarily located at Presint 17RK1 and Presint 17RK2 as a primary market. This
location is surrounded by government quarters (apartment), near to Primary
Schools SKPP 17(1) and development of Project PPA1M Pudina nearby which is also
apartments to the government staff for sale. Out from these components we will
determine the population of those living in house and apartments where the
target market is situated.
Presint 17
PPA1M
PPA1M Pudina
Putrajaya sits on a magnificent 4,931 hectares of land
strategically located within the Multimedia Super Corridor (MSC), approximately
25km south of Kuala Lumpur and 20km north of the Kuala Lumpur International
Airport (KLIA). Putrajaya is accessible via a network of highways and the
Express Rail Link (ERL Transit) from Kuala Lumpur Sentral to KLIA via Putrajaya
Sentral in Precinct 7.
According to the Property
Management Division (BPH) websites, there are 22,002 units government quarters
as at 01 August 2015 at Presint 5, 8, 9, 10, 11, 14, 15, 16, 17 and 18
Putrajaya while 1,180 units quarters at Presint 17. We can assume that people
living at Presint 17 are double and more from that, living as a family (husband
and wife). There are about 72,000 residents living in Putrajaya according to
Putrajaya Holdings website (http://www.pjh.com.my).
Putrajaya Fact
4.2 Target Market
I have disseminate the SUE's LAUNDRY Concept Statement and
SUE's LAUNDRY Intention Buying Survey among my office mates that lives in
Putrajaya and some of them staying at Presint 17RK2. Almost 12 of them gives
feedback as below :
Few of them decide 'Probably Would Buy' and 'Might or Might
Not Buy' the services provide. They were willing to pay for the services at
range below RM30 and some of them willing up to RM50 per services. Some of them
would expect to find the service within Presint 17 while others expecting at
residential area in Putrajaya.
My target market will determine from those living in apartments within the Presint 17 area such as:
- Young Professionals
- Family
This group of market will be described their need according
to their lifestyle considering a number of potential influences on buying
behaviour including the attitudes, expectations and activities of consumers.
The target market is residents in Presint 17RK2 because the
apartment is provided to all government servants who work in Putrajaya. Usually
people who working do not have enough time to handle all by themselves
especially when involves laundry issue due to limited of time.
Quarters Units In Putrajaya
Quarters Units
4.3 Competitors
There are a few Laundry Service operates in Putrajaya. Below are Laundry Services that can be found through internet as date of 07 September 2015.
There are a few Laundry Service operates in Putrajaya. Below are Laundry Services that can be found through internet as date of 07 September 2015.
Dobi 4u - Wet Wash and Dry Cleaning Specialist Laundromat
Address: Pangsapuri Putra Damai, Presint 11, 62300
Putrajaya, Federal Territory of Putrajaya, Malaysia
Phone:+60 12-395 1220
(1) Dobi4U Laundromat
Address: Pangsapuri Putra Damai, Presint 11, 62300
Putrajaya, Wilayah Persekutuan Putrajaya, Malaysia
Phone:+60 13-333 8753
(2) My Laundry Laundry Service
Address: No. 49, Jalan Diplomatik, Presint 15, 62050
Putrajaya, Malaysia
Phone:+60 16-205 3984
(3) Dandy Laundry
Address: Fasa 11, Jalan P11, Putrajaya, Wilayah Persekutuan
Putrajaya, Malaysia
(4) Coin Laundry
Address: Presint Diplomatik, 62050 Putrajaya, Wilayah
Persekutuan Putrajaya, Malaysia
Phone:+60 12-311 5174
(5) Putra Clean Express
Address: No.3, Jalan P15 H 1, Presint 15, 62050 Putrajaya,
Wilayah Persekutuan Putrajaya, Malaysia
Phone:+60 12-613 2377
(6) Lingkaran Jasa Sdn. Bhd
Address: Laundrette, Fasa 3, Jalan P9G, Pusat Komuniti
Presint 9, 62502, Putrajaya
Phone:+60 3-8888 0607
(7) My Moms Laundry
Address: 62050 No.8,Jalan Diplomatik 3 Presint 15 Putrajaya
W. Persekutuan Putrajaya, 62050, Malaysia
Phone:+60 3-8888 7799
(8) Mr & Mrs Bubbles Laundry
Address: Lot Dobi, Pusat Komuniti, Fasa 17RK1, Presint 17,
62000 Putrajaya
Phone:+6019-2461813
(9) Aquanano
Address: No 10, Jalan Diplomatik 3/1 Presint 15 62050
Putrajaya
Mr & Mrs Bubbles Laundry is the nearest competitors which
is situated at Presint 17RK1 and others 3 Laundry Services in Presint 15 area
also a competitors for SUE's LAUNDRY.
Based on information given, i believe that SUE's LAUNDRY
could be setup as one of new competitors among above listing in Putrajaya.
4.4 Market Need
The needs of the market are of the following factors
enumerated below. Therefore this would be my basis to better achieve customer
satisfaction and they will be able to continue availing the service.
- Quality of Cleanliness
- Price
- Timeliness
- Customer Service
4.5 Laundry Service Offered
The following are the list of the services to be offered
based on the needs of the market :
- Wash-Dry-Press
- Wash-Dry-Fold
- Hand Washing
- Dry Cleaning
- Delivery Upon Request
For
me, the laundry industry is become popular among people who work and students.
These types of business are growing from traditional to modern process. Working
people usually prefer to use (1) Premium Laundry Service especially for Dry
Cleaning or (2) Self Service Laundry (Coins) for Normal Wash especially to use
the Dryer, while students would prefer to use the Self Service Laundry because
it is easy to handle and affordable for them rather than Premium Laundry
Services.
4.6 Price
| Wash Dry Fold / Kg | Wash Dry Press / Kilo | Handwashing / Kg | Special Items / Kg |
|---|---|---|---|
2.50
|
7.00
|
Wash-Dry-Fold 6.00
|
Jeans - 4.00, Bed Sheet / Towel - 5.00, Comforter - 7.00
|
Min 3 Kg
|
W/o hanger
|
Wash-Dry-Press 7.00
|
Dry Cleaning - Price / Piece
| Dry Cleaning, Household Item - Price / Kg |
|---|---|
| Baju Kurung (Top) - RM8.00 | Bed Sheet - RM8.00 |
| Baju Kurung (Set) - RM12.00 | Blanket - RM8.00 |
| Baju Melayu (Top) - RM8.00 | Comforter - RM8.00 |
| Baju Melayu (Set) - RM12.00 | Curtain - RM8.00 |
| Blazer - RM9.00 | Quilt Cover - RM8.00 |
| Blouse - RM6.00 | Sheep Skin - RM12.00 |
| Cap, Hat - RM5.00 | Table Cloth - RM8.00 |
| Evening Dress - RM15.00 | Pillow Case - RM2.50/pc |
| Short Dress - RM10.00 | Towel - RM4.00/pc |
| Long Dress - RM12.00 | Handbag - RM 10.00 |
| Wedding Gown - RM35.00- RM70.00 | |
| Glove (Pair) - RM3.00 | |
| Handkerchief - RM3.00 | |
| Jacket, Coat - RM9.00 | |
| Jubah - RM12.00 | |
| Leather Jacket - RM12.00 | |
| Saree (Set) - RM18.00 | |
| Saree Blouse - RM8.00 | |
| Punjabi - RM12.00–RM16.00 | |
| Sarong / Sampin - RM5.00 | |
| Scarf - RM5.00 | |
| Shirt - RM6.00 | |
| Short - RM6.00 | |
| Skirt - RM7.00 | |
| Slack - RM7.00 | |
| Sweater, Cardigan - RM7.00 | |
| Trousers, Jeans - RM7.00 | |
| Under Garment - RM2.00 | |
| Vest, Waist Coat - RM5.00 | |
| Winter Jacket - RM12.00 | |
| Cheong Sam - RM12.00 | |
| Neck Tie - RM2.50 | |
| Bow Tie - RM3.00 | |
| Songket - RM5.00 | |
| Racing Suit Leather (set) - RM26.00 | |
| Graduation Suit - RM15.00 |
2.7 Income Projection
Service
Revenue Projection For WDF And WDP
| Estimated Kg of Laundry / Week | Rate / Kg (RM) | Total Sales / Week | No. of Weeks in a Year | Total Sales in Year 1 | |
|---|---|---|---|---|---|
Wash-Dry-Fold
|
300
|
2.50
|
750.00
|
52
|
39,000.00
|
Wash-Dry-Press (with hanger)
|
72
|
7.50
|
540.00
|
52
|
28,080.00
|
Wash-Dry-Press (w/o hanger)
|
73
|
7.00
|
511.00
|
52
|
26,572.00
|
Hand Washing (Wash-Dry-Fold)
|
25
|
6.00
|
150.00
|
52
|
7,800.00
|
Hand Washing (Wash-Dry-Press)
|
25
|
7.00
|
175.00
|
52
|
9,100.00
|
Special Item
| |||||
Jeans
|
85
|
4.00
|
340.00
|
52
|
17,680.00
|
Bed Sheet / Towel
|
85
|
5.00
|
425.00
|
52
|
22,100.00
|
Comforter
|
85
|
7.00
|
595.00
|
52
|
30,940.00
|
TOTAL REVENUE
|
750
|
181,272.00
|
For
Dry Cleaning, we are consider an average daily cleaning of 25 pieces over an
average operating period of 6 months per year, which is a conservative figure
due to the high demand and limited competition in Putrajaya.
The
project assumes an average of 25 pieces of clothing per day for a 6 day/week
schedule. The breakdown percentages of the items to be washed are also stated
in the below mentioned table. From the 25 pcs per day we assumed that 20% of
them were Baju Kurung, 20% Baju Melayu, 10% Shirts, etc. The total sales
revenue per week has been calculated to be approximately RM3,090.00 /week and
RM160,680.00 / year.
Service Revenue Projection Dry
Cleaning
| Price / Items (RM) | % of Sales | Units / Day (25) Total Revenue / Week (6 Days) | |
|---|---|---|---|
Baju Kurung
|
12.00
|
20
|
360.00
|
Baju Melayu
|
12.00
|
20
|
360.00
|
Shirts
|
8.00
|
10
|
240.00
|
Pants
|
8.00
|
10
|
240.00
|
Suits
|
12.00
|
10
|
360.00
|
Dress
|
12.00
|
10
|
360.00
|
Jubah
|
12.00
|
10
|
360.00
|
Coats / Blazer
|
9.00
|
5
|
270.00
|
Curtains
|
8.00
|
4
|
240.00
|
Leather Coats / Shirts
|
10.00
|
1
|
300.00
|
TOTAL
|
100
|
3,090.00
| |
TOTAL REVENUE FOR 1 YEAR
|
160,680.00
|
2.8 Advertising and Promotion
This refers to raising customer awareness of the services
and creating services loyalty
(i) Pamphlets
and Flyers
- Will be distributed upon the opening of the shop so that the market will be able to be informed that it is already available
- The pamphlets and flyers (600 pieces) will be personally done by the owner of the shop which has a budgeted amount of RM300.00
- Will include the following information :
(a) Services Offered
(b) Price List
(c) Company Address and Contact Number
(d) Business Hours
(e) Business Slogan
(ii) Signboard
- To be placed in front of the shop. The cost would be RM2,000.00
- Size 4 x 20 sqf
- It will include the following information :
(a) Business Name, Address and Contact Number
(b) Business Logo
(c) Business Hours
(iii) Banners
- Will be place at the shop’s area nearby. The cost would be RM150.00
- Size 24’ x 80’
- It will include the following information :
(a) Business Name, Address and Contact Number
(b) Business Logo
(c) Business Hours
(iv) Membership
Offering That Will Give Customer Discounts
To maintain the loyalty of the customer we will offer
Membership Services whereby the customer need to pay sum money to be one of
member that valid for a year to get the discount (10%) every time they using
the services.
(v) Bring a Friend
A gift item will be given for those who bring a friend as a
new customer
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