Situation Analysis - Big Idea

Key Facts : 

1. F.O.S merchandise are free from pig skin. All merchandise are halal.
2. F.O.S sells women's clothes, men's clothes, kids' clothes, accessories, bags, footwear, eye wear, watches, caps, underwear and inner wear. 
3. F.O.S merchandise are affordable and economic price range from RM 10 - RM200 
4. F.O.S have been around in Malaysia for 14 years.

Objective 

1. Want F.O.S to be the first destination for all Malaysians to go to when they want to shop for clothes.
2. To reinforce F.O.S brand into all Malaysians top of mind.
3.  Hope this message is communicated through our stores as well as out slogan tagline: Find it. Love it. Buy it for Less at F.O.S!

Target Audience

Demographics

·         Age                                        : 25 - 35 years old

·         Gender                                   : Both gender

·         Education                               : Fresh post-graduates and above

·         Occupation                            : Student to Working Adults (blue and white collar)

·         Income Range                        : RM 2000 - RM 4000

·         Race & Ethnicity                    : All races

·         Geographical Location           : Urban and Sub-urban Areas

Psychographics

·         Perception                           : Prefer attractive, simple little designs and comfortable but  yet stylish at economic price for his family and himself

·         Learning                               : Friends, family , internet, newspaper and magazine.

·         Motivation & Needs             : Comfortable and stylish clothes and accessories at low prices in order to be presentable, confident and stylish.

·         Attitude & Personality       : Care taker, mature,smart, wise money spender, like to appear simple and yet stylish to gain confidence and presentable.

·         Lifestyle                                  : middle class family life, stylish, economic, modern lifestyle.

Positioning
Factory shop concept,  good quality, affordable and stylish. "Find it. Love it. But it for Less at F.O.S!"

Primary Message
Find your style in good quality, stylish F.O.S at the affordable low prices. F.O.S merchandise is affordable to parents who has started a new family who seeks for economic products for family but yet remain presentable and suitable to them as middle class.

Copy Platform
F.O.S merchandise are value for money, affordable to the youngsters
F.O.S merchandise have good quality, young & colourful clothes to match the youngsters' style.
F.O.S merchandise is halal
F.O.S have been around in Malaysia for 14 years.

Tone & Manner
Deliver the message in a more wise, mature,economic, a friendly buddy.

Mandatories
F.O.S Logo, F.O.S Facebook page website address, F.O.S Twitter page website address.

a

Basic Situation Analysis Report Chapter 10 &11

9.4 Interview

9.4.1 Person In Touch

An interview was conducted in order to get more information about the company and the brand.

Person                       : Nicholas Lo

Designation             : Branding & Communications Manager

Phone Number

             Mobile          : 6012 721 8857

            Office                        : 603 5569 5088

            Fax                 : 603 5569 4088

Office                        : F.O.S (Factory Outlet Store)

                                      Optimum Global Resources Sdn. Bhd.

                                      No.20, U1/20 Jln Jurunilai,

                                      Hicom Glenmarie Industrial Park,

                                      40000 Shah Alam. Selangor Darul Ehsan.

Face to face meeting at F.O.S (Factory Outlet Store) Headquarters, Optimum Global Resources Sdn. Bhd. in Glenmarie.

Meeting time at 2.00pm

Below are the questions which were asked during the interview and answers.

Questions	Answers
What is the situation of the store's market ?	In general, the outlet stores  are usually quiet  but only strong during festival such as Hari Raya, Chinese New Year, Deepavali, Christmas and etc.
What is the issue or problems the products is  facing other than lack of promotion?	We would like to expand make up products, improve the quality of accessories, give more variety to Men's clothes, kids' clothes and women clothes.
Which is the one among all the categories listed from merchandise or clothing that you think it still have space to improve in relevant to advertising?	New arrivals, our graphic tee, socks and nail polish are pretty good quality too.
Which brand is your competitor? Do you make comparison with any other clothing brands?	Brands Outlet. We are the first one who began the all-in-one fashion brand in Malaysia and few years later only exists BrandS Outlet. We, F.O.S outlets play better music, more colorful and F.O.S is the pioneers who lead the trend for outlet store.
Any achievement of advertisements been done in the past?	We seldom advertise. We are reverse to publicity and we believe our products quality and prices gain customers' trust. But we are slowly changing and starting to do more advertising in future.
Are the clothes sell in F.O.S made by F.O.S in-house design team? or get the products from other places?	50% of the products in the stores are made by our in-house design team and 50% are from stocklots and overruns.
What are the unique selling points of F.O.S brand?	Affordable, stylish and good quality.

Chapter 10: Precedent Studies

10.1 Advertising Strategy

10.1.1 Packaging and Labelling

(1)Baby shoe box.                         (2&3)Accessories without any box or packaging.

Adult and teenagers' footwear products do not have or require any box or packaging but just a simple label tag and hanger.

10.1.2 Advertising

Clearance sale and promotion advertisement on newspaper.

F.O.S sponsored a all men cheer leading team members uniform clothes.

And F.O.S this year came out new graphic tees with Mickey Mouse design and featured the Mickeymitez cheer leading team members for Hari Raya promotion advertisement on newspaper.

Online Facebook page serve as interaction with consumers,

F.O.S Twitter page.

10.2 Precedent Studies

10.2.1 On Sale Displays

10.2.2 Other media advertisements and references

I do not own the images found in the Google search.

Chapter 11: References

F.O.S Facebook page

http://www.facebook.com/factoryoutletstore?sk=info

F.O.S Twitter

http://twitter.com/#!/FOSmalaysia

VOIR

http://www.voir.com.my/V3/

Brands Outlet

http://www.padini.com/brands/bo/intro.aspx

Brand Outlet Facebook Page

http://www.facebook.com/pages/Brands-Outlet/328754009320

Reject Shop

http://www.metrojaya.com.my/brands_reject_shop.html

Reject Shop Facebook Page

http://www.facebook.com/pages/REJECT-SHOP/214233130677

Retail research

Retailing in Malaysia

.(n.d) retrieved 18.11.2011

http://www.euromonitor.com/retailing-in-malaysia/report

.(n.d)retrieved 18.11.2011

http://www.malaysia.gov.my/EN/Relevant%20Topics/IndustryInMalaysia/Pages/IndustryMain.aspx

.(n.d)retrieved 18.11.2011

http://www.tradechakra.com/economy/malaysia/retail-sector-in-malaysia-212.php

Basic Situation Analysis Report Chapter 9

Chapter 9: Research Developments

9.1 Marketplace Research

9.1.1 F.O.S IOI Mall

Two entrances of F.O.S store in IOI Mall, first floor.

Accessories are placed on the wall of the pillar and belts and purses are placed at bottom of the pillar.

9.2 Market Observation

9.2.1 Brands Outlet, IOI Mall

Entrance of Brands Outlet store, located on first floor, IOI Mall

9.2.3 Comparison

The market observation for F.O.S and its direct competitor, Brands Outlet was carried out on the weekday. This was done by observing the customers that came into the store and buy the products. Below is the result of findings.

Brand & Time\ Actions	Walk In & Observe	Bought the Products
F.O.S (11.30 - 12.30)	13	2
Brands Outlet (12.30 - 1.00)	45	15

9.3 Survey

The surveys were carried out online, 95 participants aged from 13 to above 40 years old. This survey was carried out in order to know the current situation of retail market in consumer's perspective.

 Survey Questions

1.    What is your gender?

38 Females and 57Males

2.    Which age group do you belong to?

Pie chart above showing female age groups.

Pie chart above showing male age groups.

3.    What is your nationality?

4.    What is your education level?

Pie chart above showing female education level only.

Pie chart above showing male education level only.

5.    What is your occupation?

Pie chart above is showing the occupation of the female participants

Pie chart above is showing the occupation of the male participants

6.    What is your income range or monthly allowance?

Pie Chart above is showing the income range or monthly allowance of the female participants

Pie Chart above is showing the income range or monthly allowance of the male participants

7.    Please rate your awareness towards fashion trends, 1 is the least, 10 is the most.

8.    How important are appearances to you ? Please rate accordingly, 1 is being the least, 10 is being the most.

21.  Please do give your valuable suggestions regarding to how can F.O.S be further improved as a economic, all-in-one fashion brand, if any.

more attractive female clothes for youngsters.

add more new style and common sizes of clothes

no comment.

More stylish designs.

although is an economic fashion brand, but the quality is really bad, that's why i will never buy from it again after my first purchase. and the designs are not really that nice. hope it could improve.

Do more online promotion when there's any promotion available at the outlet

A better product display, helpful staff, and improved outlet ambience (currently looks like a brightly lit warehouse in red and white) to cater for more fashion forward consumers.

I did visit F.O.S for one time. I found that maybe in term of quality of fabric and design is still need to improve to those strong competitor like Giordano and etc. Anyhow, I quite like the colour of the shirt and pants cause almost all looks vibrant and nice. Not those dull colour.

improve on quality of products.

If F.O.S introduce more fashion.

F.O.S not bad

Need to have more fashionable items

More advertisements through media online.

quality improvement

Provide more clothes/apparels in good condition & quality without tearing up the original brand of the clothes/apparels.

Have more designs

More unique special new trend nice product

Better design, more variety, current stock in store are to safe .

Bring in more nicer cloths.

FOS can improve on the quality and size of the product especially the clothes.

design of the product.

More range of products.

Lighting.Very bright and makes its hard to focus on the clothes.I prefer ambient lighting.

promote more

Stop cutting the brand tags when you resell. And bring in more sizes to accommodate medium-sized consumers such as M and L sizes. Cut down on the XL and XXL.

have more asian sizes instead of international sizes.. provides more variety and not just t shirt ..

Improvement on the quality.

more design variety

Lower its prices as low as possible because the price now is no different than any major brand..it should try being competitive by having cheaper price

Please bring those brands which suitable for Asian male size.

men's clothes size big.. top better start at size xs.. and bottom better start on size 27.. thanks...

Selling clothes at a more competitive price.

should re-organise to display the goods, sometime hard to get the size i want

Cheaper products. After all, it's a factory outlet store.

Keeping up to date with current trend and at the same time making sure F.O.S never lose track of their casual fashion concept experience.