Basic Situation Analysis Report part 1

Chapter 1  Project Overview

1.1 Introduction

Factory Outlet Store

F.O.S is an  established clothing retail chain which specialises in imported stocklots and overruns. The first outlet store opened in Sunway Pyramid in 1997.

F.O.S now has more than 40 outlets throughout Peninsular and East Malaysia

Ordered stock provisions which had cancelled from international renowned brands are made available in F.O.S.  Only a fraction of the original retail price is being sold as the international renowned brands form a significant share of F.O.S' merchandise. F.O.S also has its own in-house development brands which complements  the stocklots and provides a variety to the merchandise available at F.O.S.

Men's, ladies' and kids' clothing sourced from factory overruns and stock lots all over the world. Accessories, innerwear, underwear, sleepwear, footwear, eyewear, bags, caps, watches are also the products of F.O.S

1.2 Problem Statement

Problems & Issues

1. Only have sales, clearance sale and sponsorship press ad, and recently only had one Hari Raya festival press ad.
2. Do not have official website currently, but an active Facebook page
3. Against publicity. They believe more on their quality and affordable price will gain customer trust and loyalty.
4. Saturated, competitive with Brands Outlet. 

1.3 Objective and Aims

1.3.1 Objective

1.      To study the factors that affect apparel consumer behaviour in Malaysia

2.      To get strategic methods of advertising to attract clothing consumers buying the products of my chosen brand.

3.      To study and compare on the clothing retail in Malaysia with other Asia Countries.

1.3.2 Aim

1.      To create a good approach idea in advertising and branding in order to speak the same language with t he target audience.

2.      To analyze the characteristics of the target audience and be more specify on the scope of the target audience.

3.      To understand the current market situation and discover the possibilities

4.      To study the competitors' activities.

5.      To improve the brand identity and awareness on the proposition of my chosen brand.

Chapter 2 Product Profile

2.1 Product Name

F.O.S (Factory Outlet Store)

Optimum Global Resources Sdn. Bhd.

F.O.S is the first local clothing retail chain which specialises in imported stocklots and overruns. F.O.S deliver products with affordable prices and good quality with simple stylish designs which is the F.O.S brand's image.

 2.2 Product Classifications

F.O.S is a clothing brand targeted to all ages people, men and women that are affordable, stylish and good quality.

2.3 Product Characteristics

2.3.1 Characteristic Chart

	Women's Clothing	Men's Clothing	Kids' Clothing
Type	Blouse Basic Tees Dress Polo Tees Graphic Tees Skirts Plaid Shirts Shirts Shorts Long Pants Tunic Tanks Coats Jackets Tights	Polo Tees Basic Tees Plaid Shirts Shirts Graphic Tees Long Pants Short pants Jackets Hoodies	Short Pants Long Pants Dress Skirt Graphic Tees Polo Tees Hoodies
Pricing Range (RM)	17- 199	13 - 69	10 - 50
Unit Per Sale	Single	Single	Single

	Bags	Accessories	Footwear
Type	Eco Bags School Bags Shoulder Bags Hand Bags	Socks Belts Wallets Scarves Hair bands Hair Clips Bracelets, Necklace Nail Polish Bottles	Slippers Flatties Sandal Baby Shoes Baby Sandals
Pricing Range (RM)	20 - 179	10 - 17	20 - 70
Unit Per Sale	Single	Single	Single

	Watches	Underwear & Innerwear	Caps	Eyewear
Type		Boxer Trunks Briefs Singlet	Ascot Caps Baseball Caps Beannie Boater	Sunglasses
Pricing Range (RM)		17 - 29	27 - 29	12 - 15
Unit Per Sale	Single	Single	Single	Single