Group 12 Sustainable and Renewable Casing Task 2

Legal Requirement
According to Suruhanjaya Syarikat Malaysia, every established company must has at
least one or more secretary and he or she must possess high qualification as under the
Companies Act 1965 (CA 65). For instance, the secretary must be a member of a
professional body that has been prescribed the Hon. Minister of Domestic Trade or
licensed by the Registrar of Companies under 139A(b) CA 65. Any members who obey
this law are liable to a penalty with maximum of RM5, 000.

The company must have two or more directors. The directors must has their principal and
not the one that under bankruptcy. The directors of the company have onerous duties
such as they imposed with statutory duties, fiduciary duties and duty of care. In the
memorandum or article of the company, there must be the name of the first director of the
company.

must not convicted of resident or

must not be an appointment Malaysia/possess
someone under permanent residential
bankruptcy address in Malaysia

Must be age 18 Copy of

and above Qualifications
Identity
as a director
Card/passport

The company should have a registered office in Malaysia where the documents and
statutory books are kept that required under provisions of the Act. The documents stated
above are such as minute book, common seal of the company, register book and share
certificates.

Registration of Business in Malaysia

The Company name that is used to register from Commission of Companies Malaysia
(SSM) is Sustainable and Recyclable Casing Sdn. Bhd. or S & R Casing Sdn. Bhd.

Basically, when a company is desired to be registered in Malaysia, it must have a

secretary that will assist the company to complete the entire registration process. As in
Malaysia, every company (Sdn. Bhd.) must have at least one secretary in the Board. He
or she must be a professional body or has already achieved the license from Commission
of Companies Malaysia (SSM).

P a g e 1 | 13
Group 12 Sustainable and Renewable Casing Task 2

In order to register the company, the company should give some important document to
the secretary to precede the registration process. The documents that are required are as
follow:

i. New companys name

ii. New Companys business activities
iii. Identity card (Malaysian) of two directors and shareholders
iv. As for foreigner, Passport of two directors and shareholders.
v. The residential address of both directors and shareholders.
vi. The structure of shareholding
Once the documents stated are received by the secretary, the company secretary will
submit the Company Name Search Application Form or Form 13A in short, to SSM
Malaysia for the approval of the name of the company. The secretary will get ready with
the registration documents once the approval of the companys name is approved by the
SSM.

The director and the partner will have to sign the registration documents that prepared by
the company secretary. The secretary is then need to be paid to proceed the next step.
After the payment is done, the secretary will prepare the Form 48A to be proved by the
Commissioners for Oaths and stamping on the M&A (Memorandum & Articles of
Association) by the Stamping Office (Inland Revenue Board).

After that, the secretary will submit several documents to SSM for the company
registration purposes. The documents are as below:

Form 48A (declaration by directors & shareholders)

Form 6 (declaration by company secretary)
M&A (Memorandum & Articles of Association)
Identity cards or Passports of all directors and shareholders
Bank draft of RM1,000 payable to SSM (registration of RM400,000 authorized
capital)

Normally the SSM will issue the Certificate of Incorporation which is Form 9 for the
company within one working day. The issuance of this form demonstrates that the
company has been incorporated with the SSM successfully. Now, the company can be
started immediately. (NBC Group, 2015)

P a g e 2 | 13
Group 12 Sustainable and Renewable Casing Task 2

Unique of Products
The product produced by the company is confirmed to be unique to the current market as
there are several special characteristic of the casing. For the obvious difference between
the current casing for devices and the one produced by S & R Casing is that it uses the
latest technology to get the devices charged by using solar energy. The casing will be
installed with the solar panel either at the front part or the back part of the casing; this is
completely depends on the design of each casing produced.

The materials used to manufacture the product will be the recycled contents. Hence, all
the casing produced by the company will be recyclable. This is to reduce the wasted
materials in the world and make use of it. Notwithstanding it is manufactured with
recycled materials, but it will be very durable as compared to existing casing. Since there
is solar panel installed on the casing, it has been designed to be water proof.

The casing produced by the company is unique in term of design as well. The casing
produced is confirmed to be many kinds. This is to increase the preferences to customers
so that they can choose the perfect one that is suit to their style.

Entry Strategy

Start the business Start direct export . Form alliances

.

in local market to to foreign country with other

gain firm company
reputation
Choosing the right strategy is critical to ensure the successfulness of the running business.
The correct and under planed strategy will lead the company to long term success;
however the short view and un-proper planning will make the company facing bankrupt
or merely short-term success. For S & R Casing Sdn. Bhd., we will first plan to start our
business in local market. The reason is that, the product seems to be latest technology and
innovative as compared to the existing product in local market. As from the research to
the current tablet casing or any other type of devices casing in Malaysia, there are all
designed to be one function only which is to protect the devices from being crashed. The
company will start the business in the big city of West Malaysia then extend until East
Malaysia. This is to get the firm reputation in the local land before venture to foreign
country. The target of the company is to extend the market to Asia Pacific and then to
western country after the company has grown larger and reputed.

The company will use the direct export to enter the market other country. Exporting is the
most entry strategy preferred by the company to enter the international market. Basically,
it requires both agent and distributor to sell it product to foreign country. The company
P a g e 3 | 13
Group 12 Sustainable and Renewable Casing Task 2

will use the direct export to increase the profit of the company. In the first stage, the
company will explore the potential of the business in certain country in order to reduce
the risk of investment. After that, the company starts to look for few agents to sell the
product into the foreign market.

Furthermore, the company will form alliances with other company. There are four
advantages to form alliance with other company, such as, organizational advantages,
economic advantages, strategic advantages and political advantages. For the
organizational advantages, the company can learn more necessary skills and receive same
capabilities from strategic partner. Since the company is newly established, it is important
to have strategic partner which is reputed or well-known as they will add creditability and
legitimacy to companys venture. The economic advantages are that the company can
reduce the risks and costs of the business. This is because the costs and risks are
distributed across each member of alliance. Notwithstanding, the strategic advantages of
forming alliance is another important as it will assist the company more in the future. The
H&R Casing Company will not compete with the rivals of the market, corporate with
them instead. This may very useful to create competitive advantages by the resources and
skills. Through strategic alliances, it also helps the company in the future business
opportunities and develops more challenging products and technologies. (StravCORP,
2015)

S&R Casing and Similar Product

S&R Casing is a cover of devices that functions not merely to protect the devices from
being cracked, however it is equipped with latest technology that bring convenient to life.
Unlike other existing devices in the market, the main purpose of people buying the casing
for their device is only to protect the device and nothing
else.
S&R Casing
In present, there are many solar power charging gadgets
Protection of devices
such as solar power bank and solar power bag. Even there
Equipped with Solar Charging
are some product similar to S&R Casing in the current ability
market, but no matter how similar it externally looks like, Recyclable casing
there are some different from the companys product. Multi design and type of
Besides, the company product is manufactured using the devices casing
recycled materials unlike the current existing product, most Reasonable price based on
of them are unrecyclable and their product lifecycle will be different design
ended up with trash which is harmful to the environment. Normal Casing
The company product lifecycle will be keep rotating within
the cycle in which it will be recycled once the user no Protection of devices.
Almost similar design
Not recyclable
P a g e 4 | 13
Group 12 Sustainable and Renewable Casing Task 2

longer uses it. In short, the company will always put the consideration of green product
to the priority.

Moreover, the design of the company product will be a lot so that the customer can find
the suitable one. Unlike the current casing that sold in the market, all the devices casing
are majority similar and just a bit different from design and color.

Even though there are also some similar function casing in the market that also uses solar
power for charging, but they are not recyclable and their charging speed is quite slow.
The company product has make improvement to this aspect to slightly increase the
charging speed. In today technology, there is the limitation to the ability of solar panel to
convert sunlight to electricity, so, the charging speed cant be increase too much. But, the
solar casing may still useful especially during emergency when there is no power supply
for you to charge the device.

Target Market
The size of the target market shall be large in Malaysia, especially in the capital city
which has the high population. The company will look for some agent as well as
distributor to sell the product to other small city but not high quantity. The type of the
target market is not limited to age of people as all people can use it. The design of the
casing will be very simple to operate. The majority target shall be the business man, adult
(students or worker) and people who are interested to buy and use the latest technology.

Market Structure
Nowadays, the technology is developing very rapidly and advancing in many aspects
especially the electronic gadgets. The obvious products which are developing in rapid
pace and mass production over year are smart phones and tablets. The Apple, Samsung
and Xiaomi Company are competing among their product in market. According to the
mobile statistics, the sales of smart phone are increasing from each year due to the
population increase in each country. However, the problem is that all of the devices are
short in battery. Most of the customers are facing the same problem that their fully
charged devices especially smart phone is not adequate for them to use in one day. Some
of them may end up in half day or less than four operating hours. According to
WordPress 2013, the production of power bank is very low between years 2006 to 2009.
In the very first stage the development of market in this aspect is very slow and then
gradually increases through years. Starting from year 2009 onwards, the market has
dramatically changed due to the rise of smart phones. Instead of using power bank, the
company has introduced an innovative product that makes the solar charging casing for

P a g e 5 | 13
Group 12 Sustainable and Renewable Casing Task 2

those devices. In present day, this kind of casing is still low in production, so the newly
invented product will has a potential market.

There are four type of market structure, for example, Perfect Competition, Oligopoly,
Monopoly and Monopsony. For S&R Casing Sdn. Bhd., it is considered to be perfect
competition and Oligopoly. The company has perfect competition because there are many
buyers in the market. The competition occurs when there are other products that more
low in price as compared to the S&R Casing. The buyer may or may not prefer the solar
charging casing, so this will be a big challenge to the company. None of the company can
control over the price of the product, so the price cant be too expensive or too cheap.
Even though the product of the company is very unique to other product, but the
company wont be able to control over the price as desired. This is because there are too
many companies that produced casing for devices such as Xiaomi Inc. The fact is that the
customer will not consider buying the too expensive casing as there are low price casing.
Hence, the company has to put the most affordable price to the customer in order to
compete with other company.

Perfect
Oligopoly
Competition

S&R Casing
Sdn. Bhd.

Market size
S&R Casing will be targeted at anyone that desired to have an eco-friendly product.
However, assuming S&R Casing was overpriced compared to normal casing, students
and working labor are not very affordable to buy our products. This led us to target our
customer mainly at the professional adults. The professional adults will be our main focus
and it will become of our biggest market size because solar casing sound nice and
amazing at an appropriate price for them. With the help of government to promote
renewable energy, more and more people will be considering the use of green energy to
confront the depletion of non-renewable energy resources. Some business man and
women are using mobile phones and tablet every hour, hence S&R Casing is the best
choice to helps them counter the high electricity consumption.

P a g e 6 | 13
Group 12 Sustainable and Renewable Casing Task 2

Customers
H&R Casing is very simple to use and suitable to all people regardless of what age the
person be. The target shall be majority from the University students, secondary students
and interested buyer. Besides that, the customers can also be the distributor of the product.
This is because the distributor is a member that will buy the product from the company
and sell it to other place. So, the company will look for some distributor to buy the
products to extend the market further.

Marketing Channel and Method to Reach Customer

Retail and Direct

Sales Agent Social Network
Selling

Retail and direct selling

Since S&R Casing product will be targets in Malaysia and foreign country, the location
setup in Kuching is highly feasible since Kuching is the capital city of Sarawak State in
Malaysia. There is Boulevard Mall and Wisma Saberkas nearby which are selling hi-tech
based products such as laptop, tablet and smartphones. This helped to build up solar
casing market as the ease of usage of IT products in Kuching is very high. Besides, with
the advantages of both domestic and International connections by Kuching International
Airport to other cities and also the existing Kuching Port Authority, shipping by land, air
and sea to foreign country becomes very convenience.

Sales Agent

Giving high commissions and fees to have sales agent helps to develop S&R Casing
business is a good way since they are professional in handling sales reports such as
working plan and consumer analysis for making recommendations to our company for
further products improvements. Regular meeting with sales agent is crucial to keep them
up to date with our product information. Accordingly, the promotion of S&R Casing
products by sales agent will lead to an introduction of solar casing to the public since they
are able to know what customers needs and monitoring for similar products in the
market.

P a g e 7 | 13
Group 12 Sustainable and Renewable Casing Task 2

Social network

Facebook is ranked top one currently as the most popular social networking site. The
high level of user engage with Facebook act as a good channel to promote S&R Casing
products since there are different range of people vary from teenagers to adult with
disregard of race and religion browsing Facebook every day. Other social media sites
such as Twitter and local forums are also undeniable a very good advertising website to
advertise our business products since it is effective, efficient and reliable social network
for S&R Casing to target all the potential customers. Furthermore, in this era of high
modernization, transactions of money for purchasing merchandise through online were
common nowadays. Social media are becoming the trading platform for customer as all
the contents and condition of merchandise have been well written on the website. The
delivery schedules and after sales service can also be provided by seller through social
network easily. Consequently, social network has proven that it has become popularity,
satisfactory and trustworthy marketing channel.

Develop Promotion Strategies

Advertising Membership

Promotion
Starategies
Merchandise
Warranty Support
Discount

Advertising

S&R Casing will definitely introduce product through social media such as Facebook
page and twitter. As a result, customer service can be contacted by customer through
multiple of channel. Feedback and survey can also be done easily by customers to ensure
maximum satisfactions. Latest promotion of S&R Casing need to be advertise in
newspaper and magazine every month in order to grab the attention of potential customer
as the proverb goes ''where there's a will, there's a way.''

P a g e 8 | 13
Group 12 Sustainable and Renewable Casing Task 2

Memberships

Customer can earn member points if they present physical member card during purchases
in local stores or enter their member card id during purchasing at online store. Every
single amount of money that customer spend will be accumulated and converted into
member points. The collection of points can be used as partial or full cash rebate for
products. Furthermore, gorgeous calendar will be given away every year to all existing
qualified member.

Warranty Support

S&R Casing provides a warranty of 3 years for every products to all customers effective
form their date of purchase. Customers are required to show their receipt to qualify for
one to one exchanges or customer can choose to register through online warranty
registration for future reclamations. The serial number of product must be identical to
what is written on the receipt.

Merchandise Discount

S&R Casing gives a group discount of up to thirty percent for all retail seller. For those
customers who spend above RM800 on a single receipt will get a rebate of ten percent on
cash. Besides, early bird discount will be imposed when customer preorders the casing
and there are additional free gives to all the early birds. Vouchers are also available on
the newspaper from time to time for product discount during purchases.

Price Range of S&R Casing

The price of the H&R Casing will be very reasonable and affordable by most of the living
standard of people. In present day, the big challenge of selling casing of any devices
could be the XiaoMi Inc. There are too many gadgets and casing which is at extremely
low price. So, serious thinking about the price of the product is very critical in order to
ensure the profit gain by the company.

So, the price of our product will be largely depends on the design of the product. We
have separated our product into 3 category, which are cheap, medium price and
expensive. The lowest price of our product shall be around RM50. Normally this is a very
simple design which very suitable to smart phone, especially cell phone with black and
white screen. This is because the consumption of electricity of cell phone is very low, and
if H&R Casing is introduced to it, the cell phone will no longer need to be charged
through power supply. The medium price will be around RM100. This kind of casing will
P a g e 9 | 13
Group 12 Sustainable and Renewable Casing Task 2

be better looking designed and especially for bigger electronic gadgets such as Ipad/ Ipad
Mini, Samsung tablets and other brand tables. The most expensive will be around RM
150-RM200. This kind of casing will be very durable as compared to the other casing and
the design is kind of fantastic!

P a g e 10 | 13
Group 12 Sustainable and Renewable Casing Task 2

MME40001 Engineering Management II

Research Group 12
Title: Sustainable and Renewable Company
Lecturer : Introduction:
Piraiarasi The general meeting was held on 21th of March 2015 by Chan Su
Chelladorai Ming at 9.00a.m. in Block B Open Lab Swinburne Sarawak

Tutor: Piraiarasi Confirmation of Minutes:

Chelladorai Minutes of meeting was proposed by Lim Beng Hooi.

Content of first meeting:

Chairperson:
The first meeting is basically the discussion of the tasks inside
Chan Su Ming
the group task 2. First we separate the tasks among 4 members
of the group. After that we discuss to each other about the
Vice Chairperson:
contents of task and in the same time we do some research to
Lim Beng Hooi
the topic.
Secretary: Felix
The result of task of each member are summarize as below:
Kok
CHAN SU MING 3, 4, 5
Resource Manager: LIM BENG HOOI 6, 7(iv, vi)
Javenson Serit FELIX KOK 7(i, ii, v)
JAVENSON SERIT 7(iii, iv)

First of all, we start with re-briefing of our product in respect to its

unique compared to other existing product. After that we reconstruct
our company again to make it sounds better and feel better; which is
from Solar Tablet Charging Case to Sustainable and Renewable
Casing (S&R Casing).

After that, we discuss about the registration of business in Malaysia

and legal requirement. We all just simply go through these two tasks
just to know and gain some knowledge.

The important point is that how we going to start our business as well
as the entry strategy. Initially, we discuss to directly get involved in
international market since the product is very unique to many places.
The problem is that if we directly involve the business to foreign
country, will it be very success or will the people trust enough about
the product? This is a risk investment to foreign country as it doesnt
guarantee will gain high profit. So, we decide to start the business
from local state in Malaysia, especially in capital such as Kuala
Lumpur, Kuching, and Miri and so on. This is because capital city is
where the population is the highest and will easily do promotion and
spread the news of our good product.

In order to understand further about the unique of our product from

the existing product, we all together search from internet to find more
similar product and do comparison. This especially will found from
P a g e 11 | 13
Group 12 Sustainable and Renewable Casing Task 2

the online shopping website, such as Lelong and Lazada. Besides, we

also refer to the price of that website to decide the price of the
product. The price range is as stated in the task 2 document.

Closing
This meeting is ended at 12.00p.m.

Recorded by: Confirmed by:

FELIX KOK CHAN SU MING

Secretary Chairperson

P a g e 12 | 13
Group 12 Sustainable and Renewable Casing Task 2

MME40001 Engineering Management II

Research Group 12
Title: Sustainable and Renewable Casing Company
Lecturer : Introduction:
Piraiarasi The general meeting was held on 25th of March 2015 by Chan Su Ming
Chelladorai at 8.30a.m. in Library Swinburne Sarawak

Tutor: Piraiarasi Confirmation of Minutes:

Chelladorai Minutes of meeting was proposed by Lim Beng Hooi.

Meeting Content
Chairperson:
The legal requirement and the registration of S&R Casing in Malaysia
Chan Su Ming has been work through well since last meeting. At the moment we have
some idea of entry strategy and this makes us looking at the marketing
Vice Chairperson: section part by part.
Lim Beng Hooi
Since we decided to have a retail shop located at Kuching, we can easily
Secretary: Felix promote and introduce our product into the local as well as the foreign
Kok country market. There are many ways to promote S&R Casing actually,
however our main strategy were scaled down to some of the important
Resource Manager: aspect in term of business view such as advertising, memberships,
warranty support and discount.
Javenson Serit
For the market size, we are looking at the professional adults since they
are more afford to buy and the conscious of sustainable energy were high
in this group of people. The locations of Kuching in Sarawak are pretty
straightforward to serve the whole Sabah and Sarawak, as well as the
Peninsula. We have retail and direct selling; we have sales agent and we
also have the social network to serve as the marketing channel to reach
the customer. The analysis of market structure will be discussed in the
business plan project and the suitable price ranges have to be considered
well in order to earn profit in a long term relationship.

Closing
This meeting is ended at 10:30a.m. as due to the commence of lecture
class for other subject.

Recorded by: Confirmed by:

FELIX KOK CHAN SU MING

Secretary Chairperson
P a g e 13 | 13