A business development proposal to set up a customised dresses fashion shop in Malaysia

This business development proposal aims to establish a customised dresses fashion shop in Malaysia. It covers the industry and company background, business opportunities and challenges, and the purpose and rationale behind the proposal. The proposal also includes a research framework, research questions, and research objectives. It provides insights into the market feasibility, marketing feasibility, strategic feasibility, and operational feasibility of the business.

BUSINESS
DEVELOPMENT
PROPOSAL
(Part-1)

Executive Summary
The business development plan is based on developing customised dress fashion shop in
Malaysia. Fashion Revolver is a name of customised dress fashion shop which was developed in
Malaysia. There are different opportunities in Malaysia which helped Fashion Revolver in
successfully development of its business. For completing business development plan number of
feasibilities have been used. It includes market feasibility, marketing feasibility, strategic
feasibility and operational feasibility. These are essential feasibilities that helped Fashion
Revolver in development of its customised dress fashion shop in Malaysia. Under these
feasibilities number of models have been used which are Porter's five force model, PESTLE
analysis etc. These are main models which helped an organisation to identifying market situation
of Malaysia. Along with this, Data analysis have been done with the help of data collection. At
last, different number of functional plan have been used with identifying these importance in
development of customised dress fashion shop in Malaysia.

Table of Contents
Executive Summary.........................................................................................................................3
TITLE..............................................................................................................................................1
1.0 INTRODUCTION.....................................................................................................................1
1.1 Industry and Company background..................................................................................1
1.2 Business Opportunity and issues......................................................................................2
1.3 Purpose and Rationale......................................................................................................3
1.4 Terms of references..........................................................................................................4
Research Questions.......................................................................................................4
Research Objectives......................................................................................................4
Research Framework.....................................................................................................4
2.0 Business Review........................................................................................................................7
2.1 Market feasibility............................................................................................................10
2.2 Marketing feasibility......................................................................................................12
2.3 Strategic feasibility.........................................................................................................15
2.4 Operational feasibility....................................................................................................16
3.0 Research Design.......................................................................................................................18
3.1 Research Methods..........................................................................................................18
3.2 Collection Methods........................................................................................................19
3.3 Ethical Issues..................................................................................................................19
4.0 Data Analysis...........................................................................................................................20
4.1 Case Analysis.................................................................................................................21
4.1.1 Market feasibility...............................................................................................21
4.1.2 Marketing feasibility..........................................................................................21
4.1.3 Strategic feasibility............................................................................................23
4.1.4 Operational feasibility........................................................................................24
4.2 Business Implications.....................................................................................................25
5.0 Conclusion and Recommendation...........................................................................................28
5.1 Vision and Mission.........................................................................................................28
5.2 Objectives.......................................................................................................................29

5.3 Functional Plan 1............................................................................................................29
5.3.1 Action Framework.............................................................................................29
5.3.2 Metrics...............................................................................................................30
5.4 Functional Plan 2............................................................................................................31
5.4.1 Action Framework.............................................................................................31
5.4.2 Metrics...............................................................................................................31
5.5 Functional Plan 3............................................................................................................32
5.5.1 Action Framework.............................................................................................32
5.5.2 Metrics...............................................................................................................32
5.6 Functional Plan 4............................................................................................................33
5.6.1 Action Framework.............................................................................................33
5.6.2 Metrics...............................................................................................................34
5.7 Implementation Schedule-Gantt Chart...........................................................................34
5.8 Critical Success Factors..................................................................................................36
5.9 Risks Mitigation/Contingency Plan................................................................................37
REFERENCES..............................................................................................................................39

TITLE
A business development proposal to set up a customised dresses fashion shop in
Malaysia."A study on Fashion Revolver.
1.0 INTRODUCTION
1.1 Industry and Company background
Fashion is a famous aesthetic in a certain time period and context, especially in lifestyle,
footwear, accessories, hairstyle, makeup, clothing and body proportions. Fashion in Malaysia is
influenced or impacted by the historical fusion of Chinese, Indian, Malay and many other
indigenous cultures. The fashion industry is a internationalised sector that mainly works to meet
the customers demand for dictates and apparel trends. This sector includes separate levels and
five distinct, these are luxury wear, haute couture, mainstream clothing, affordable luxury and
discount clothing (Ahmed, Ahmed and Chowdhury, 2016). In addition to this, fashion industry is
unique from many other fields of manufacturing. This industry is highly based on the individual's
functions who comprise it- stores, designers, seamstresses, factory workers, tailors, press,
technically skilled embroiderers, runway model, fir models, etc. Customised dresses fashion
shop is a new business idea that set up in Malaysia. Customised clothing introduces to clothes
that are specifically made according to the needs and wants of customer, solving the prevailing
issue of ill-fit clothes.
The Malaysian fashion industry has observed itself to be extremely resilient, dynamic and
always applying the latest or current trends as well as developing depend. Fashion involvement
in Malaysia is mainly related to the behaviour of individual customer about their fashion styles
including, reaction, knowledge, interest and awareness in selecting their apparels. Fashion
knowledge is mainly related with the knowledge of customers about the fashion apparel such as
product class, product attributes and experience with fashion clothing. Along with this, there are
mainly two scope for company who are interested to enter into fashion industry. It includes In-
scope and Out-of-scope. Under In-scope, different scope for an organisation will be included
such as Men's, women's and children's clothing from 4 year, leather goods e.g. leather suitcase,
bags, briefcases and purses, shoes and shoe products i.e. cleaning products, and accessories e.g.
gloves, scarves, hates etc. Apart from this, in case of out-of-scope, various scope will be attain
by company such as outdoor and sports shoes, outdoor and sports clothing, baby and children's
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clothes. Along with this, the market demand for clothing within Malaysia was computed to
reach 7 billion U.S dollars in 2018. clothing market demand of Malaysia is fueled by the growth
and development of modest fashion industry.
The scope of customised clothing in Malaysia is broad as this country help a new
business in increasing customer base and also maximising sales ratio. Custom clothing simply
introduces to clothes that are particularly designed as per the customer's choice of colour,
according to their body measurements, fitting, design and so on. In custom clothing everything is
customise by the customers according to their choice or requirements.
1.2 Business Opportunity and issues
The demand of market for clothing within Malaysia was estimated to reach 7 billion U.S.
dollars in year 2018. This is fueled by demand or need from the increasing middle-class with
much more disposable income to invest on consumer products such as clothing. Clothing market
demand in Malaysia is also fueled by the development and success of the modest sector industry.
Opportunities
Fashion never dies. In each season fashion designers coming up in Malaysia with new
trends as well as styles also that quickly catch on, particularly among the youth. Development of
new business idea is fashion industry is one of the best for those business who have a creative
mind, experience in the fashion sector, or just want to establish in a fast-past, rapidly evolving
industry (Kim and Lee, 2015). Along with this, there are different opportunities or chances
available for fashion industry in Malaysia which will be determined as below:
Bottom up as a viable business model: The initial order will be big adequate to capitalize
the prime shipment of goods with decent left over to re-invest back into the brand for future
design and product manufacturing. It was a top-down approach that make the power retailers
hand and left the fashion designers at the mercy of a fistful of large enterprise.
Showcasing as a path to immediate purchase: This is another biggest opportunity for
Customised dresses fashion shop within fashion industry. As it will support business in
increasing customer base and also support the by maximising sales and profitability.
Technology enables personalization and convenience: Technology is another biggest
possibility or change for Customised dresses fashion shop to develop best technology and
produce their product in new marketplace. With the help of technology, business can easily
develop their business and attract maximum number of customers within given time duration.
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Challenge:
There are certain challenges or issues that will be going to faced by customised dresses
fashion shop while developing their business in Malaysia. Cash flow management, responding to
competitions, market change, changes in customers needs and wants and many other. These are
biggest challenges which will be impact on growth and success of new business. In this,
competition is major challenge that will be face by fashion industry while establishing their
business in Malaysia. In this country, there are different fashion designer that provide products to
the customers according to their needs and wants (Phoenix, 2018). Along with this, there are
another issues that will be going to faced by customised dresses fashion shop such as consumer
shifts, sustainability and digitalisation. Fashion needs to be actual and adapt to its trends,
consumers, needs and time. The second and third biggest issues are sustainability and
digitalisation. These challenges or issues have direct impact over performance and growth of
fashion industry. Along with, there are another main issues that will be faced by Customised
dresses fashion shop within fashion industry in Malaysia such as cost of procuring raw materials,
labour, transportation, consumer sentiment and respecting all races and cultures. Increasing cost
of procuring raw material cost in main issues that will be face by fashion industry. Unless
technology will support business to recycles fabrics more efficiently and effectively, the actual
cost of gathering raw material will be a biggest challenge in fashion industry.
1.3 Purpose and Rationale
Main reason behind choosing this business idea of customised dresses fashion shop in
Malaysia as this country provides different opportunities to the business. Malaysia has the actual
to emerge as a fashion superior as the Malaysian designers or embroiderers are exploring their
actual actively. It is not as large as few of someone but the fashion sector is increasing steadily in
this south-east Asian nation (Benjamin, 2016). Along with this, New designers or embroiderers
are entering the fashion industry in continuous basis in each season with latest perspectives and
designs. If any business have a creative and innovative soul and want to try their hand in the
fashion sector then start now. Along with this, there is personal reason reason for doing
researcher over development of new business is it helps researcher by increasing its knowledge
about the fashion industry in Malaysia. With the help of this plan, researcher can easily improve
their data collection, data analysis skills. As these skills will helps them researcher to easily
conduct business development plan.
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1.4 Terms of references
This is an important part of business development proposal which help reader in
identification of research objectives. In order to achieve this objectives, research questions will
be prepared. Therefore terms of references will support in development of new business.
Fashion Revolver is a new business idea and in order to develop this idea different objectives
will be require by company to achieved this.
Research Questions
 What is main idea of business development in Malaysia for developing a customised
fashion market up-to 5%?
 What are the opportunities within 1 year of time period of establishment that present in
Malaysia for customised dresses fashion shop in respect to ascertain the profit up-to the
limit of 5%?
 What are the threats within the 1 year of time period present in Malaysian customised
dresses fashion market to assist in process of attainment of market share and profit up-to
the limit of 5%?
Research Objectives
 To establish business within 1 year of time period in Malaysia to contribute in customised
fashion market up-to 5%.
 To identify the opportunities within 1 year of time period of establishment that present in
Malaysia for customised dresses fashion shop in respect to ascertain the profit up-to the
limit of 5%.
 To identify the threats within the 1 year of time period present in Malaysian customised
dresses fashion market to assist in process of attainment of market share and profit up-to
the limit of 5%.
Research Framework
It is an important and essential part of business development plan which support readers
in identification of each activities that are require to be use for developing new business i.e.
Customised dresses fashion shop in Malaysia (Azzah, 2018). In business development plan,
different activities will be described which are introduction, business review, research design,
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data analysis, conclusion and recommendation. These are consider main and effective activities
as it helps in development of business which name is Fashion Revolver. This business mainly
related with fashion industry which help an organisation in successfully development of its
business in Malaysia. Theses activities will be determined as below:
Introduction:
This is the first activity of business development plan that brief regarding the customised
dresses fashion shop start up idea along with the rationale behind choosing this idea.
Additionally, Industry and Company background, Business Opportunity and issues, Purpose
research objectives, research questions will also explained in this section. Additionally, this
chapter gives an overview of Malaysia's population as well as detailed information of Malaysia's
fashion industry.
Business review:
This is another part of business development that describe regarding the basic idea about
the business plan of Customised dresses fashion shop which is going to establish in Malaysia.
This activity is based on 4 factors which are market feasibility, marketing feasibility, strategic
feasibility and operational feasibility. These are main factors which will be beneficial for
Customised dresses fashion shop in identification of market, competitors etc. As it will helps in
them in accomplishment of better results within given time duration (Arora and Srivastava,
2016).
Research design:
This is most important and essential part of business development which will be
beneficial for new business by providing accurate information about the market. In this section,
research method, primary and secondary method of data collection, and ethical issues will be
going to explained. These methods will be supported reader by providing information about the
useful method which will be used for business development.
Data Analysis:
It is another essential part of developing new business idea. Data analysis will be based
on business review (Kruusmaa and et. al., 2017). Proper analysation of market feasibility,
marketing feasibility, strategic feasibility and operational feasibility will be used to analysis
accurate data about the market.
Conclusion and recommendation:
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It is a last section of business development plan which includes different sub activities
such as action framework, metrics, Gantt chart , Critical Success Factors, Risks Mitigation/
Contingency Plan and so on. These are effective activities which support reader to identify idea
of new business development is successful or not. Additionally, this is a final chapter that
includes an overview of business development. This chapter support a reader by providing
accurate information regarding the business successful.
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2.0 Business Review
Fashion Revolve is a new business idea that will be developed in Malaysia. This idea of
business is mainly related with fashion industry which help customers by providing customised
products according to its choice or requirement. In order to review this business idea, there are
four factors which are highly needed to adopt by company. These factors mainly related with the
market feasibility, marketing feasibility, strategic feasibility and operational feasibility. With the
help of these factors Fashion Revolve can easily identify market situation of Malaysia and
different benefits that provided by this country. Along with this, business review is a main part of
feasibility study which will be performed company when they want to understand whether a
business development is possible given definite circumstances. Therefore feasibility analysis is
an effective process that will be used by new business to confirming what type of strategy,
design or plan are suitable for development of Fashion Revolve (Hidayati and et. al., 2018).
Current business review is based on the customised dresses fashion shop that is known by
“ Fashion Revolver” operates their business in Malaysia. The main purpose of this company is to
sustain in market place for longer period of time. In this they tries to invite more and more
customers towards their products and services. In this regards, Malaysia is a biggest and famous
tourism place wherein larger number of tourist visit every year. This is the reason that it provide
huge benefits and opportunity to grab customers attention by increasing their brand awareness.
This will support in attaining higher profitability level and at the same time also attain
competitive advantage at market place. In addition of this, the main purpose of starting new
business in Malaysia is that the whole market is place of tourism where large number of visitor
come for visiting purpose. By considering the same, company serve their customised fashion
dresses to get their better satisfaction level. Mainly, Malaysia comprises different cultures like
Malay, Chinese and Indian as each and every culture has its own tradition and religious of
clothing. As it is gender specific and also may includes to local condition and influence as well.
For attaining their attention, Fashion Revolver set their new customised dresses fashion shop in
Malaysia because there are huge number of people and tourist who likes the Malaysian culture
and also prefer to use customised dresses (Grine and Saeed, 2017). This is the reason that
Malaysia is one of the top tourism attraction place which directly contributes in inviting number
of people for celebrating their precious moments and also enjoying leisure time. In context of
establishing their new business, it is crucial to includes new and attractive ideas that help them in
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competing and sustaining in market for longer period of time. It provide opportunities to
business organisation in expanding their net set up and at the same time also established its
famous image. Apart from this, Fashion Revolver is also decide to offer attractive fashion
dresses that help them in operating their business in competitive market. For attaining the same
same, company also target tourist who visit Malaysia as it directly contributes in capturing
customers attention towards its offering. By using this type of approach or strategy, fashion shop
can easily develop their competitive image and sustain in market by offering best quality fashion
dresses to customers. This will directly contributes in attaining competitive edge from its
competitors and established its famous brand image.
In addition of this, fashion industry of Malaysia is very popular and also give high
competition of other with the aim of making it more competitive so that they can easily invite
more and more people towards its offerings. As Malaysia fashion industry has shown itself to be
dynamic and always follow latest trends and demand of customers. This provide widespread
growth opportunities to fashion company in improving their competitive image. This is the
reason that Fashion Revolver is planning to set their new set up to provide customised fashion
dresses to make them famous and differentiate as well. This will directly contributes in
increasing its competitive image at market through which customers get easily attracted and
influences towards its products (Wee, 2017). In context of this, before setting a new business it is
important for Fashion Revolver to evaluate the feasibility that help them in positioning their
business at market place in order to attain success. For analysing the same, company is
responsible for performing industry analysis that support them in providing huge opportunities to
easily expand their business and growth at competitive market place. In industrial analysis,
Porter's five force model is used that includes five factors through which firm can easily analysis
opportunities and threats. Thus, it is crucial for firm to managed all this aspects while performing
in market place so that they can easily attain sustainability for longer period of time. The
evaluation of this model is mentioned below: Bargaining power of buyers: Malaysia is consider as a famous and most outstanding
place wherein large number of people are come for visit in every year. This is the reason
that, the bargaining power of buyer's is high. As customers has several number of option
in fashion clothing products in Malaysia market. This, will increase competition level as
it provide huge option in-front of buyers in which they pay for services and satisfied their
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needs. This is the reason that customers bargaining power is high due to large number of
fashion shops are already available in the market and also provide quality products.
Furthermore, buyer wants best quality products at lower price then they find the company
which provide affordable price. By this customers can easily switch the company and buy
from the same (Kharub and Sharma, 2017). Thus, it is important for Fashion Revolver to
provide new and quality products that help in inviting large number of customers over its
unique and different fashion products. With the help of this, firm can improve their
customer base and increase its profitability level as well. Bargaining power of suppliers: Under fashion industry, the bargaining power of
suppliers is low because in market number of suppliers are present and offer raw material
to different fashion store at affordable or cheap cost. In this regards, company has huge
option to buy raw material for making quality products. With the help of this, customised
fashion shop get greater opportunities to switch suppliers to get raw material at lower
cost. This can be effective in improving the profitability level of company at market
place. Threat to substitute: Malaysia includes diverse culture wherein different people are live
and also come for visit. Mainly, population of Malaysia consist Indian, Chinese and
Malay indigenous people. As all these people are lives together and also share their
cultural practices (Stindt and et. al., 2017). This is the reason fashion industry includes
several variations in their products and also offer best quality of fashion dresses as per
their taste and demand. As a result, company face high power of threat to substitute as
companies serve same products at a lower cost. It can be reduce the customers base
within the firm and impact on its productivity level. Threat to new entrant: In Malaysia market, new entry is relatively higher in fashion
industry as number of companies are operate their business in market with the aim of
generating larger profitability. The main reason behind this is that the Malaysia is one of
the most prominent place wherein number of people are visit every day and also get
attracted towards its culture. Thus, it is important for business organisation to make their
competitive position in market by providing unique and quality products to customers as
per their needs and wants. Along with this, company is also responsible for analysing
customers requirement before providing them their services. This will contributes in
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establishing its competitive brand image at market place and at the same time also may
develop their popular brand so that number of customers get easily attracted.
 Rivalry among existing competitors: The competition level in fashion industry is higher
because of there are huge number of customised clothing are give competition. In this,
the main focus of these type of companies is to increase their market share with the aim
of inviting more and more customers towards its services (Santos and et. al., 2017). High
competition in market place is put negative impact on the other companies as it also build
up issues for another to enter into the fashion industry. This is the reason that competition
level in fashion industry of Malaysia is high.
Thus, it is analysed that fashion industry includes high competition in market wherein
large number of competitors play a major role in giving tough competition to others. It is very
difficult for company to enter into new market or industry. In this regards, some positive aspects
are also there that help in inviting more an more customers towards the company and its services
as well. In context of Fashion Revolver, company attain opportunities to improve their image
and at the same time also established its competitive brand image. By this, firm can easily invite
large number of customers and provide them better satisfaction. It may directly contributes in
increase its market share and profitability as well (Satyanarayana, Rao and Naidu, 2017).
2.1 Market feasibility
A market feasibility study determines the condition and depth of a specific marketplace
and its capability to help a particular development. Market feasibility will be essential study for
Fashion Revolver in identification of political, environmental, economical, social, technological
and legal situation of Malaysia. Therefore, this will be beneficial for Fashion Revolver to set up
customised dress shop in Malaysia. Therefore, PESTLE Analysis will determined as below:
PESTLE analysis is the effective tool that help to analyse the external market of nation to
ascertain its impact over the business operations (Fozer and et. al., 2017). It is the duty of each
and every management of an organisation to perform this analysis while expanding their
business operations in new country. Fashion Revolver is the new organisation that have
operations related to customised dresses. Now, the aim of an organisation is to open in new shop
in Malaysia. To effectively operate and setup business functions needed to analyse the external
factors in Malaysia. This will help to grab the opportunities along with formulation of strategies
to mitigate the threats.
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Political: The government in Malaysia is profound in nature and able to adhere federal
representative democratic monarchy. This provides stable nature to the nation where power
exists with 13 other state governments too along with federal government. This creates the
opportunity in front of Fashion Revolver to easily enter in market through fulfilment of rules and
regulations along with requirements imposed by state government. Stability and democracy
depicts presence of easy and reliable process that legalise the entry in minimal period of time and
provides an opportunity to continue operations (Rastogi and Trivedi, 2016).
Economical: Economy of Malaysia is quite good in terms of GDP against to the presence
of population. This has positive impact over the setup of Fashion Revolver as this will assist in
aspect of the easy availability of cash. Also, the economic freedom score to Malaysian economy
is 74. This very high in comparison to others which provides an opportunity to the individuals of
country to secure their assets. This generates opportunity in front of fashion revolver to easily
setup and secure their physical presence in nation without any outer hindrances.
Social: There is trend in Malaysia to wear trendy clothes in between all the category of
individuals weather it would be a men, women and children. This has the positive contribution
towards the new business of Fashion Revolver to attain early growth in their business operations.
This is because their main stream is to provide fashionable, trendy and customised clothes as per
the demand of customers. So, this results into the satisfaction of consumer needs and demand
that turns into creation of unique name in market.
Technological: The Malaysian nation have high presence of technological aspects. This
has the positive contribution for Fashion Revolver in setup of business along with attainment of
sustainability (Zahari and Romli, 2019). Creation of website and accounts over different e-
commerce websites provides an opportunity to digitally spread the reach at overall nation. The
benefits associated with this exercise is about capturing high market share along with huge
customer base that results into success in short period of time.
Legal: The lots of regulations are persist in Malaysia due to having presence of
democratic nature in nation. This has the positive effect that have all regulations related to
employment along with business set up. Adherence of thee by Fashion Revolver provides
multiple benefits like higher involvement of employees and less government intervention in the
business activities in the form of penalties. This help to improve future image along with
creation of unique presence in market.
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Environmental: Lots of rules are framed by the government to support environment of
nation along with its continuous development. This drives the use of proper waste management
system by an organisation. Fashion revolver get the two integrated benefits. First one is above
reduction in cost and creation of more profit margin. Second one is about attainment of
government and society support due to promotion of environment safety aspect. This will
provides an opportunity to this organisation in future about creation of effective presence in
market that is sustainable in nature.
2.2 Marketing feasibility
Marketing is important for the success and growth of new business. This will help an
organisation by increasing awareness about its products and services in marketplace. Sales
become a direct interface among products and customs that will be offered by business. On the
other hand, marketing is an indirect function between company and the customers (Hébert and et.
al., 2017). Marketing feasibility is more essential for Fashion Revolver as it will help them by
introducing its new business idea which are customised dresses fashion shop in Malaysia. In
order to identifying marketing feasibility of development of customised dresses fashion shop in
Malaysia, different aspects will be needed to follow by Fashion Revolver. These features will be
determined as below:
Target Market: This introduces as a group of customers that a new business will be
decide to aim its marketing efforts. The economy of Malaysia is mainly segmented as upper
middle class income. In order to develop a market it is essential for Fashion Revolver to get the
attention of different number of young people. They play incredible and effective role of raising
Brand's style, influencing large number of customers through quality and comfort. Longer are the
days when people within Malaysia wore only their traditional accessories and dress. Now days,
fashion industry in Malaysia has become changing. Malaysia has basically young consumer
marketplace that is why different fashion brands like Burberry, Calvin Klein, Gucci are targeting
the young consumers. Therefore Fashion Revolver must target young people as it will help them
in increment of their sales and profitability (Huda and et. al., 2017).
Market segmentation: This introduces as the process of dividing a market of actual
customers into segments or groups which is basically based on various characteristics. Fashion
Revolver must segment their customers into four categories such as demographic, behavioural,
psychographic and geographic segmentation. Under demographic segmentation, company could
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include various gender, age group etc. customers. Company will be introduces their customised
dress in three types of categories which are men, women and kids. In order to fulfil customer's
needs, Fashion Revolver provide better quality in clothes at reasonable price. For geographic
segmentation, an entrepreneur must segmentation their market on the basis of different cultures
and lifestyle habits. In case of psychographic segmentation, company must provide customised
dress in different variety that suits customers interest and meets their standards. Behavioral is last
segmentation and for this Fashion Revolver must gives advantages to the clients as they will give
an active lifestyle with comfortable dress (Khashman and Sadikoglu, 2018). Therefore, market
segmentation is essential way for new business development as it will help an organisation in
identification of customers needs and wants towards particular product or brand. This will further
assist an organisation by increasing its sales and profitability easily.
Determination of Market share: Fashion Revolver must try to eliminate the demand of
customised dress in Malaysia. The market demand for customised dress in Malaysia was
estimated to reach approximately 7 billion U.S. dollars in 2018. This is in part fueled by demand
of customised dress from the growing middle-class with more available income to spend on
clothing products. Market demand of Clothing in Malaysia’s is also fueled by the growth and
success of the modest fashion industry (Sikkink, 2017).
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Illustration 1: Market demand of clothing in Malaysia from 2011 to 2018 (in billion U.S.
dollars)
(Source: Market demand of clothing in Malaysia from 2011 to 2018 (in billion U.S. dollars))
From the above mentioned graph it has been interpreted as demand of clothing products
is Malaysia is increase day-by-day. As it is beneficial for Fashion Revolver in development of
its growth and success in Malaysia.
 In Malaysia revenue within fashion segments is around US$874m in 2019. The market's biggest segment is apparel or clothing with a market volume of
approximately US$592m in 2019.
Techniques for demand forecasting: There are two techniques of demand forecasting
which are primary data or secondary data. In order to forecast demand of customised dress in
Malaysia, Fashion Revolver must focus on secondary data. Under this technique, Fashion
Revolver will be gather information from other organisation who are already specialise in selling
of customised dress. This will support company by reducing chances of risk and also help them
in achievement of competitive advantages (Seltzer and et. al., 2017).
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2.3 Strategic feasibility
Implementing strategy play a crucial role in business organisation as it is refers to a plan
thorough which company can easily attain long and short term goals in stipulated time frame. It
also provide path that support company in managing entire activities. In this regards, strategic
feasibility is also consider as an important aspect that evaluate by manager of the company in
order to determine that developing a business plan is feasible of not. With the help of this, firm
enhance their profitability level and attain their target as well. In context of Fashion Revolver,
they set up their new business and ideas which required to evaluate and analysis. For this
manager of company use Porter's generic framework that support in analysing feasibility of
company and its new business idea (Teo, Nik and Azman, 2017). As it support in determining
how company attain competitive advantage within the fashion industry. In context of this,
Porter's generic model includes three strategies that help company in attaining competitive
success at market place. This can be understood by following points:
Cost leadership: This type of strategy is consider as an effective in which company is
responsible for providing their products at lower cost with the aim of increasing their sales and
also create strong customers base. In case of Fashion Revolver, if company follow this type of
strategy then they have to serve their clothing products at lower price for gaining customers
attention.
Differentiation: It is one of the effective strategy in which company required to serve
best and higher quality products with the aim of making their brand image unique. This can be
effective in improving competitive image at market place. In context of Fashion Revolver, they
follow tradition culture and serve best and customised fashion clothes to customers at affordable
cost. By this company easily influence or invite large number of customers towards its offerings
that support in gaining competitive advantage in Malaysia market.
Cost focus: This strategy is applied when the firm offer core products to the particular
segment at lower cost for generating larger profitability at market place (Wang, Cho and Liu,
2019). If this strategy follow by Fashion Revolver they offer its traditional products in Malaysia
market to the specified segment. This may be improve the productivity level of company at
competitive market place.
Differentiation focus: In market, this type of strategy define that company needs to
make them differentiate within the competitive market with the aim of establishing its unique
15

and famous brand image. Thus, its is important for Fashion Revolver to focus on differentiating
themselves within the Malaysia market for inviting larger number of customers. With the
assistance of this, company can attain larger market share within the same region and at the same
time also sustain in market that support in generating larger profitability level.
Therefore, as per the above mentioned description of different strategies, it is important
for company to maintain their performance at market place. In this regards, Fashion Revolver
should use differentiation focus strategy as it is effective for company in which they focus on
serving their quality fashion products as per Malaysia tradition. This will help them in making
differentiate in market place (Glitsch, 2017). By this, company can easily improve the brand
image and also attain competitive advantage by in influencing larger customers. This will
directly contributes in establishing their competitive image and attain higher success at market
place.
2.4 Operational feasibility
Operational feasibility is consider as an important aspect that refers to the measurement
of resolving issues with the assistance of new proposed system. It provide assistance in taking
advantage of all the opportunities to effectively fulfils the necessary requirements. Along with
this, information is gathers by evaluation that may contributes in improving the chances if
developing the project activities in most effective manner. Thus, it is crucial for Fashion
Revolver to perform operations feasibility that will support them in determining the operations
which required to attain competitive advantage at market place by establishing its competitive
position (Yang, 2019). Now a days people are more advanced and also use technologies in their
day to day activities. Thus, they needs to operate their activities and transactions in less period of
time and at the same time also use advance technologies that may assist in offering quick
services as per customers demands. It may contributes in improving the possibilities of attaining
success at market place. Apart from this, company also tries to attain competitive success in
which company needs to manage adequate fund and resources to operate their activities with
more efficient manner. For entering into Malaysia market, huge investment is required by the
company because of high competition in market place. With the support of this, fashion shop can
easily improve their performance and also maintain their brand image. By this number of
customers can easily attracted towards its offerings in order to satisfy their needs. Managing
proper fund is important because company required to perform their promotional activities with
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the aim of spreading awareness of products in market so that they can easily attract customers
attention. Thus, it is crucial for Fashion Revolver to arrange proper resources, finance, skilled
manpower in order to effective operational activities in well organised way. It may directly
contributes in increasing its profitability level.
In addition of this, operational feasibility is also analyse the entire process of
manufacturing and production activities. This will implement by the company within their
procedures with the aim of influencing customers towards its services and make them satisfied
by providing the m quality products and services (Chan, Ngai and Moon, 2017). Mainly, offering
and producing process of company is also play a crucial role as it improve the production
activities of company and at the same time also make customers loyal by consuming its services.
With the assistance of this, fashion company can easily develop their customers base more
strong. For attaining the same, company focus on their operational activities to set their
delivering process more effective to enhance their sales and profitability level. It also includes
both online and offline channels to serve their products in market place where in customers
easily buy products as per their requirements. Mainly, Malaysia is a best and most visiting place
wherein huge number of people are visit and also likes its culture as well. This aspect provide
opportunities to company in making their brand more popular because, its shops are offering
traditional fashion dresses that directly influence customers mind set. By this, Fashion Revolver
easily attract larger number of customers and also deliver them best quality clothing products. In
context of online platform, Fashion Revolver also create their own web page wherein customers
easily place their order and get particular products or services. Due to high competition in
Malaysia, mostly companies are available or use online platform this will put negative impact on
the company and its activities. Thus, it is important for company Fashion Revolver to implement
direct channel for delivering their products and services. Through this, business can easily
sustain in market place and also established their competitive image.
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3.0 Research Design
It is important part of investigation which support researcher to collect accurate data
about the new business idea. Entire activity and task of research is mainly depend on research
design as it helps investigator in identification of opportunity or threat in marketplace. There are
basically three types of research design which are descriptive, experimental and exploratory
(Mackey and Gass, 2015). All these types of research design are essential but according to new
business idea of customised dresses fashion shop, exploratory research design will be going to
used by researcher. This design is more supporting and beneficial in collection detailed and in-
depth data in appropriate way. This design will also contribute in exploring entire aspects of
business development plan that is beneficial in gaining valid results.
3.1 Research Methods
Research methods are introduces as an effective techniques, processes or strategies that
will be going to utilised in the data collection or evidence for data analysis in order to uncover
new data or develop better understanding of a new business idea. There are certain kind of
research methods which apply various tools for data collection (McCusker and Gunaydin,
2015). There are basically two types of data collection tools which will be determined as below:
Qualitative techniques or tools: This type of research collects information about lived
behaviour, emotions or experience. It supports in enabling investigator to gain an accurate
understanding of cultural phenomena, social interactions or complex concepts. There are
different techniques or tools of collecting qualitative information such as interviews, focus
group, observation, document analysis, oral history or life stories.
Quantitative techniques or tools: It is another type of research in which researcher
collects numerical information that can be measured, ranked or classified via statistical analysis.
This kind of investigation is more useful for analysing how many, how often, how much or to
what extent. In order to gather quantitative information, observation, document screening,
experiments, survey or questionnaire are consider main sources (Miller and et. al., 2012).
Therefore, both qualitative and quantitative are essential but for collecting information
about new business idea of customised dresses fashion shop, qualitative research is more
suitable. As this research support researcher to analysis market situation where business will be
going to develop.
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3.2 Collection Methods
In order to identify the feasibility of business development plan, it is more important for
customised dresses fashion shop to collect data from different number of sources so that they
will be capable to validate their business idea (Silverman, 2016). This data can be collected via
two main sources of data collection which are primary and secondary. These sources will be
determined as below:
Primary method: It introduces to the data collection method in which data is collected
from new and first-hand sources. There are certain sources of primary data collection which are
focused group, questionnaire, survey, interview, experiments etc. These are effective methods or
sources of primary data collection (Quinlan and et. al., 2019).
Secondary method: It is another type of data collection method in which data is collected
from the past study performed by some other person which is related with the topic. There are
certain sources for collection of secondary information such as articles, internet, books, past
record about industry, magazines etc. These are more useful sources of secondary data collection
which helps an organisation in collection of in-depth and detailed information.
Therefore, both sources of data collection such as primary and secondary are essential but
for performing feasibility research over customised dresses fashion shop, secondary method of
data collection will be going to opt. As this source of data collection help new business by
providing in-depth and detailed data to formulate strategy in effective manner. Main reason
behind selecting secondary method of data collection as it helps in developing the knowledge
about the market situation along with opportunity or threat present at marketplace (Riedl, Davis
and Hevner, 2014). Apart from this, primary method of data collection is not useful for
customised dresses fashion shop because it is completely a new idea and not yet been
established. Thus, it is not possible for researcher to take accurate review regarding this new idea
for customised dresses fashion shop from customers.
3.3 Ethical Issues
Ethical issue introduces as a situation or problem that needs an organisation or person to
select between alternatives that should be evaluated as wrong or right. Along with this, use of
secondary information must meet certain key ethical conditions which are:
 Information must be de-identified before release to the investigator.
 Consent of research subjects can be reasonably presumed.
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 Outcomes of the data analysis should not allow re-identifying participants.
 Use of the data or information must not output in any damage or distress.
Secondary information are usually outlined as those that were gathered as part of a
various investigation, with intent other than those of the existing research. As research involves
secondary data so it most important to ensure that the research findings must be relevant as well
as robust. For qualitative investigation, ethical principles are normally outlined as a moral stance
which consists protection as well as detail of participants which are actively willing to be
investigated. Therefore it is very important for a investigator to use authenticated and useful
sources only in order to display the more accurate as well as reliable data to a reader. This is
because unauthenticated and outdate source may covers false data regarding a specific event as
well as a organisation (Scotland, 2012). As an output of which this false information may miss-
lead the readers or researchers which is an wrong practice as it may effect into publicity of a new
business in negative manner which also impact their performance and growth. Additionally,
researcher must also emphasis toward presenting correct and more accurate data via their
investigation and should not try to influence the data in order to make their research in more
attractive manner as it can miss lead the researchers as well as practitioner also who can apply
the information of research in their future investigation.
4.0 Data Analysis
Data analysis introduces to the effective process which will be used by researcher or an
organisation to analysis data about the current topic. It is an useful method and in which
information is gathered or organised so that an individual or an organisation can drive helpful
data from it. The business development plan for customised dress is completely based on
secondary data because it is a totally new business (Mulyadi, Haueisen and Supriyanto, 2017).
Therefore secondary data analysis is analysis of secondary information that was gathered by an
individual for another primary purpose. This section of the business development plan is based
on business review. In order to gather information about the fashion industry in Malaysia four
feasibility have been used which are market, marketing, operational and strategic. These
feasibility helps Fashion Revolver in identification of customised products demand. Along with
this, data analysis will be done by analysing information presented in business review section.
Therefore, this is completely based on secondary data and help new business in development of
its customised dresses fashion shop in Malaysia.
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4.1 Case Analysis
This case is based on new business development in Malaysia. Customised dresses fashion
shop is a new business idea that help Fashion Revolver in development of its growth and success
(Yang, 2019). In order to analysis this case, company will require to analysis secondary data
which is completely based on four feasibility such as market, strategic, operational and
marketing. These feasibilities helps Fashion Revolver in successfully development of its
customised dress fashion shop in Malaysia.
4.1.1 Market feasibility
From the above mentioned information, it has been determined as PESTLE analysis is
more effective and essential model for Fashion Revolver. It is a part of external environment that
will help an organisation to analysis market situation of Malaysia. By identification of political
situation of Malaysia, company can easily develop their business in successful manner. Political
situation of the Malaysia has been relatively stable which will help Fashion Revolver in
establishment of its customised dress shops. Economy of Malaysia is also better that help an
organisation in terms of collection of accurate amount of cash (Ong and Lee, 2018). In Malaysia,
growth and success of fashion industry is high which will further support new business to
develop their customised dress shop and increase their sales and profitability easily. Technology
is another factor that also support company in Malaysia to introduces their new product or
services and influence more customers easily. As it will support an organisation by saving its
time and providing better opportunity to sustain their business in Malaysia. Along with this, all
these are main factors that support an enterprise in retaining their business long time. This will
further support them in development of its growth and success in Malaysia.
4.1.2 Marketing feasibility
According to the above discussed data or information towards the Malaysia market, it can
be evaluated that digital technologies like social media, advertising tools and many more are play
crucial role in marketing activities because it is consider as a tool that help in connecting with
customers whether they are local or foreign customers. The main reason behind using social
media is to promote company products and services so that customers can easily influenced and
attracted towards its offerings. This will contributes in increasing profitability level of company
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and also established their competitive image. In context of Fashion Revolver, it has been
evaluated that for improving their brand image, company will use social media because it is one
of the effective marketing tool that help in promoting their quality products in market with the
aim of creating customers base in effective manner. In this Fashion Revolver share their products
picture and cost price that make customer aware towards company offerings. This can be
effective in influencing people to buy company products and services. Social media is an
important marketing tool by which Fashion Revolver allow people to gather information towards
its offerings (Ahmed, Ahmed and Chowdhury, 2016). With the help of this, company easily
promote their products and at the same time also take feedback from customers to analyse their
actual reviews about the products. It help in making necessary modification or improvement
within the fashion dresses in order to satisfy their needs and wants. Furthermore, company also
make their account on social media page as it help people in visiting the page and give their
feedback after using company products. By this company may improve their performance by
boosting customers base. This will increase overall profitability level and established its
competitive image.
Apart from this, company also use marketing mix that is consider as a set of actions that
help business organisation to promote their brand and products in market place. This will
contributes in improving performance level of company through which customers get easily
attracted towards its services and make it more popular within the competitive market. In context
of Fashion Revolver, it also use marketing mix as a promotional tool to promote and sell their
products in market with the aim of increasing its overall sales and profitability that support them
in developing a competitive image of company. It consist four broad level of marketing decision
like product, price, place and promotion. All these are assist in making an effective decision to
sell its quality products. This will support in capturing larger market share from its competitors
(Kruusmaa and et. al., 2017).
 Product: It is one of the important aspect that produced by company to satisfy customers
needs and wants. In this, Fashion Revolver offer traditional and fashion dresses to
customers in order to provide them better satisfaction. It may put positive impact on its
profitability level at market place. For attaining the same, company focus on producing
quality products and fashion dresses so that they can easily develop their brand image at
market.
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 Price: This component of marketing mix is consider as an important strategy as it usually
depends on customers willingness to pay but at the same time is also help in operating
profits margin within the company. In context of this, Fashion Revolver set their products
price affordable so that customers an easily buy its products and also increase its
profitability level. Along with this, company also use competitive pricing strategy in
which they offer product price competitive. This will contributes in attaining competitive
advantage from its rivals.
 Place: Fashion Revolver operate their business in Malaysia as it is one of the famous
place wherein huge visitors are visit every year. As it may increase the chances of
developing strong customers base (Li, Zhou, Zhu and Mok, 2017). Along with this,
company also focus on inviting customers by establishing its attractive outlets wherein
customers can easily reach. Furthermore, company also use social media for offering
their customised fashion dresses to huge customers at a time. With the assistance of this,
company easily increase their profitability level at market place and make customers
loyal towards its services.
 Promotion: It is one of the important tool through which company promote their products
in market place. This will increase awareness of customers towards its offerings that
make them satisfied towards its services. In this regards, Fashion Revolver use social
media as a promotional tool through which company advertise their services that support
them in increasing their profitability level.
4.1.3 Strategic feasibility
Strategic feasibility is one of the major element within the company as it help in
evaluating the actual strategy that will implement by the firm to set their new business activities.
With the assistance of this, organisation can easily enhance their brand image and at the same
time also capture larger market share from its competitors. As per above mentioned description,
strategic feasibility define that differentiation focus is one of the best strategy that should be
implement by Fashion Revolver through which company easily operate their business in fashion
industry. Along with this, it can be determined that it also provide advantage to company in
influencing customers towards its customised fashion dresses. In this regards, Fashion Revolver
offer traditional and clothing items as per customers needs and wants (Kim and Lee, 2017). This
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will increase satisfaction level of company that support in making performance of company more
competitive. For attaining the same, business tries to make their image differentiate in market
place by developing staff members and their abilities to handle customers at the time buying
products. Along with this, company needs to set their outlet more attractive to gain customers
attention. This will improve the chances of creating strong customer base. Furthermore, Fashion
Revolver should provide quality customised clothing products at lower cost so that each and
every segment of customers buy its services and satisfied their needs. This is the reason that firm
use this type of strategy as it support them in making their competitive image.
In addition of this, providing clothing items as per Malaysia culture Fashion Revolver
create their competitive presence at market by which visitors are influenced and attracted
towards its services. Therefore, it is also analysed that serving customised fashion dresses is
more effective and demanding in market that help company in increasing their sales and
profitability level as compare to its competitors. For grabbing customers attention, Fashion
Revolver needs to manage their clothing price nominal as compare to its rivals that result in
improving the sales performance because of customers are highly attracted towards the company
and its services. The major reason behind this is its different and unique customised fashion
dresses. This will provide opportunity to business organisation in making customers base strong
through which firm can easily capture larger market share from its competitors. As a result, there
is possibilities that Fashion Revolver will easily attain sustainability and success at market after
establishing their new business in Malaysia (Calefato, 2017). With the help of this, Fashion
Revolver make their brand image more popular and at the same time also increment in its market
share in Fashion industry. This is possible by understanding market trends, customers behaviour,
political environment in new market. As, Fashion Revolver is understand the trends and
customers demand before establishing their new customised fashion shop in market. It may
increase the possibility of generating large profitability and make it more competitive in fashion
industry of Malaysia. This will provide support in developing their growth level and
accomplishing its competitive image as well.
4.1.4 Operational feasibility
According to the above mentioned information it has been evaluated that operational
activities play a signifiant role in business organisation as it help them in making itself unique
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and competitive in market place. In context of Fashion Revolver, they includes advanced
technologies within their operational activities in order to offer best and quality customised
products to its customers with the aim of making them satisfied. If they easily provide positive
experience to its consumers then they develop positive and competitive image at market. This is
the reason that firm can improve the possibilities of attaining competitive advantage at market
place. Furthermore, the main focus of Fashion Revolver is to includes best process to serve their
services to make customers happy and satisfied (Parsons, 2018). For this, company use online
platform by which they deliver their services to its target people. As it take less time in
delivering and customers get quick response from the company as it help in improving the
positive experience of customers. For this, company also create or develop web page in which
Fashion Revolver manage their operational activities and warehouse that contributes in
manufacturing and producing best quality services in market place. By this, Fashion Revolver
provide positive experience to consumers and make them loyal towards its services. Apart from
this, firm should manage financial resources to executing operational activities in systematic
manner. In this, manager of company also prepare an effective planning to invite investors to
invest their money in their plan. With the support of this, Fashion Revolver improve their brand
presence in Malaysia market and also invite customers over there. Thus, to get higher returns,
Fashion Revolver requires digital technologies to promote their products and plans to make
customers aware towards its offerings and plan. This is the reason that Fashion Revolver needs to
manage proper fund while starting their new business in order to effectively implement the
operational activities. In this, Fashion Revolver also include all the necessary aspects like
inventory, marketing activities, raw material, rent of shop and many more (Hollander, 2016). All
these are required proper fund so that firm can established their business and also improve the
possibilities of gabbing customers attention towards its offerings. With the assistance of this,
company increase their sales and profitability level at market place and at the same time also
tries to develop strong customers base. It helps in establishing competitive image in Fashion
industry.
4.2 Business Implications
This is another main part for developing new business successfully in specific country. In
order to set-up customised dress shop in Malaysia appropriate amount of capital will be needed
by Fashion Revolver (Zur and et. al., 2017). This part of the business development mainly
25

related with the amount of capital that will be require to establish customised dress fashion shop
in Malaysia.
ONE TIME START UP EXPENSES AMOUNT
One Time Set-Up Costs:
Rent Deposit 1600
Furniture & Fixtures 3500
Equipment 3750
Build-out/ Renovations 3200
Decorating, Painting and Remodelling 1200
Installation of Fixtures & Equipment 900
Starting Inventory 1750
Deposits with Public Utilities 1150
Legal and Other Professional Fees 750
License and Permits 550
Advertising and Promotion 390
Consulting 410
Software 350
Cash 2600
Total One Time Start-Up Costs: 22100
Monthly Expenses:
Bank Charges 125
Debt Service (Principal & Interest) 1900
Insurance 1300
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Membership & Dues 1100
Maintenance & Repairs 950
Marketing & Promotion: Advertising 850
Marketing & Promotion: Other 650
Miscellaneous 320
Payroll: Wages (Owner/ Manager) 2800
Payroll: Wages (Employees) 2900
Payroll Tax 1300
Professional Fees: Accounting 1500
Professional Fees: Legal 1700
Professional Fees: Other 840
Rent 3500
Subscriptions 980
Supplies: Office 1100
Supplies: Operating 1210
Telephone 1100
Utilities 150
Total Monthly Expenses: 26275
TOTAL START-UP FUNDS REQUIRED: 48375
Interpretation: From the above mentioned table, it has been interpreted set-up cost that
will be require by Fashion Revolver. There are different elements that are require to use by
company to establish their customised dress fashion shop in Malaysia. This includes, rent
deposit, furniture & fixtures, equipment, build-out/ renovations, decorating, painting and
remodelling, installation of fixtures & equipment, starting inventory, deposits with public
utilities, legal and other professional fees, license and permits, advertising and promotion,
27

consulting, software and cash. Therefore, total set-up cost of these elements are 22100. Along
with this, there are different monthly expenses that will be needed to expanse by company. This
expanses includes bank charges, debt service (principal & interest), insurance, membership &
dues, maintenance & repairs, marketing & promotion: advertising, marketing & promotion:
other, miscellaneous payroll: wages (owner/ manager), payroll: wages (employees), payroll tax,
professional fees: accounting, professional fees: legal, professional fees: other, rent,
subscriptions, supplies: office, supplies: operating, telephone and utilities. These expanses will
be require around 26275. Therefore total amount of capital that will be needed by Fashion
Revolver in development of customised dress fashion shop in Malaysia is around 48375. This
will help them in development of business success and growth successfully.
5.0 Conclusion and Recommendation
From the above mentioned data it has been concluded that Malaysia is a best market for
development of new business of customised dress fashion shop. There are different opportunities
that present in Malaysia for fashion industry as it helped an organisation in development of new
business successfully. Malaysia's clothing sector is one of the country's biggest established
manufacturing industry. Overall this sectors employs around 90,000 people in direct way, and its
exports were valued at around US$3.3 bn in year 2017. Government of Malaysia has ambitious
plan for clothing sector, and an export target that has been set for 2020 is around US$6. Along
with this, Malaysia is one of the best nation for clothing industry by giving them various
opportunities such as bottom up as a viable business model, showcasing as a path to immediate
purchase and technology enables personalization and convenience.
5.1 Vision and Mission
Vision: We strive to become a caring and well-manage organisation for our business
partners, employees and customers, and a responsible corporate citizen to our society. Company
will also deicide to increase their market share up-to 80% by 2024.”
Mission:There are certain mission that will be set by Fashion Revolver to develop
customised dresses fashion shop in Malaysia. Mission of fashion Revolver is mentioned as
below that assist in achieving vision of customised fashion shop:
 To innovate, to enhance, to lead, to give best-value clothing products and services to
international client.
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 To improve the quality of life for our employees, customers and business partner.
 To make differences via our branding to stay ahead of market changes, fashion trends and
the latest technology.
5.2 Objectives
 To establish business within 1 year of time period in Malaysia to contribute in customised
fashion market up-to 5%.
 To identify the opportunities within 1 year of time period of establishment that present in
Malaysia for customised dresses fashion shop in respect to ascertain the profit up-to the
limit of 5%.
 To identify the threats within the 1 year of time period present in Malaysian customised
dresses fashion market to assist in process of attainment of market share and profit up-to
the limit of 5%.
5.3 Functional Plan 1
Functional plan introduces as an overall business strategy that help an organisation in
describing how and when the goals and objectives are set in the strategic plan that will be
accomplished. Functional area within an organisation mainly related with human resource,
marketing, production, research and development.
Marketing is one of the main function within an organisation. This function will help
Fashion Revolver by introducing its customised dress fashion shop in Malaysia (Rahman,
Albaity and Maruf, 2017). There are number of significance for marketing that will be get by
Fashion Revolver in Malaysia. It includes, engagement of more customers, building and
maintaining of business reputation, building of long lasting relationship within customers,
increasing of sales etc. These are main advantages of marketing that will be beneficial for the
success and growth of Fashion Revolver in Malaysia.
5.3.1 Action Framework
It is an effective framework which will be beneficial for Fashion Revolver to introduces
their product and services to the customers and in marketplace. In this, company will take an
action and follow different mediums of marketing and promotion to promote their customised
dress. Social media channels, pay per click advertisement, digital bill boards etc. are consider
main medium of marketing. This channels will be determined as below:
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Social media: This is an effective platform for Fashion Revolver to promote their
customised dress on different platform of social media. It includes Facebook, Twitter, Instagram
etc. These mediums helps business to promote their product and attract large number of
customers easily.
Pay per click advertisement: This is another important part of marketing that will also
assist an organisation in promotion and marketing of its product. Fashion Revolver must use this
mode of marketing and market their customised dress in Malaysia. In this, company will pay to
publisher over a click which is performed by target market over the advertisement (Shaari and et.
al., 2016). As it will help an organisation to display information about their product over certain
website in form of banner ads. This will help Fashion Revolver in attracting large number of
Malaysian towards customised dress fashion shop.
5.3.2 Metrics
The metrics introduces to the measurable value that can be followed by marketing
department of company for demonstrating the importance of promotional campaign throughout
various channels of marketing. Social media metric will be used by Fashion Revolver to promote
their products and reach million number of Malaysian. As it will be beneficial for the success
and growth of company in Malaysia (Zur and et. al., 2017).
Social media metric Description
Reach The different number of people who see content of Fashion Revolver.
Engagement The different number of people interacting with content of Fashion
Revolver.
Actions How many number of persons click links and also call-to-action buttons
on page of Fashion Revolver.
Conversion Different number of persons who evolve from being a business user to a
paying customer.
Demographic This will help Fashion Revolver by providing information or data about
the people who are interacting with their brand.
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Page Previews This will help them in identification of number of peoples who are
present in your page before clicking on it.
5.4 Functional Plan 2
Research and development is another main function within an organisation. This function
help an organisation in identification of customers need and wants about the customised dress in
Malaysia. This department will support company by researching market trends of Malaysia and
wants of Malaysian about the customised dress (Shaari and et. al., 2016).
5.4.1 Action Framework
In order to analysis market trends and customer wants within Malaysia, there are
basically two methods that will be follow by company. It includes primary and secondary
research. Under primary research questionnaire, interview will be consider more suitable method
for analysing customer's needs and wants towards customised dress. Secondary is another type of
research which will be more essential and appropriate for organisation. Under this research,
different number of sources will be included which are books, magazines, journals, articles etc.
Therefore, both types of research are essential in collecting of information about the specific area
of study. According to the new business development in Malaysia, secondary research is more
useful and appropriate for Fashion Revolver. In this, research and development department of
Fashion Revolver must use to apply different sources of secondary data which are magazines,
journals, articles, books, publication research and many other sources relevant to the study (Zur
and et. al., 2017).
5.4.2 Metrics
Balance score card introduces as an effective matrix that will be used by research and
development department. It is a performance metric that will be used by Fashion Revolver to
identify, improve and control various fictions of business and get better results easily. There are
different advantages of balance score card matrix that will be get by research and development
department of Fashion Revolver. These advantages are: better strategic planning, improve
strategy communication and execution, better management information, better alignment of
projects and initiatives, improve performance reporting, better organisational alignment, better
31

process alignment etc. these are consider main benefits that will be achieved by R&D
department. It will further support business in attracting of large number of customers.
5.5 Functional Plan 3
After increasing the awareness about the customised dress among Malaysian, it become
essential for Fashion Revolver to attract large number of customers and increase their sales
(Santos, Campilho and Silva, 2018). Along with this, operation is another function that are
important for management of Fashion Revolver as it will help them to keep customers more
happy by providing quality products and services on time. This department plays an important
and significant role in development of business success and growth in Malaysia.
5.5.1 Action Framework
With the help of digital technology Fashion Revolver can easily improve their operations
and also save time and cost. As it will support an enterprises to achieve competitive advantages
and retain their strong position in marketplace. Additionally, operational department will also
support company to maintain quality of their product which turn to assist them in attraction of
larger base of customers. There are some actions that must be played by Fashion Revolver for
improving the operations quality. These will be determined as below:
Regular meeting: This is an important action that will be taken by operation department
of the Fashion Revolver. In this, operations department will arrange meeting on regular basis and
collect information from their employees, sub-ordinates and many other department of company.
These information mainly related with the raw material and requirement of different sources
which will be needed in manufacturing of customised dress in Malaysia (Song and et. al., 2019).
Official Mail: This is an another type of action that will be performed by operational
department within an organisation. For this operational department is responsible to send mail to
their upper level management about the requirement of fund. They also will also informed to
other department about the need of raw material. As official mail is important action that will be
taken by company which will be beneficial for company in its growth and development.
5.5.2 Metrics
In order to measure effectiveness and efficiency of operational function it is important for
Fashion Revolver to evaluate work performed by employees about the operations. Performance
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appraisal of employees introduces as an effective metrics that help an organisation in
improvement of its business operations. Performance appraisal of workers according to its
performance will be beneficial. As such type of employees work with full dedication and give
their full efforts in improvement of operations efficiency within an organisation. This will help
Fashion Revolver to attain long term goals and objectives within given time period (Jia and et.
al., 2016).
5.6 Functional Plan 4
Human resource is another functional unit within an organisation. In development of new
business such as customised dress fashion shop in Malaysia. this type of function plays an
essential role. This functional unit helps an organisation in recruiting and selecting of talented
workforce who work towards achievement of long term goals and objectives. Within an
organisation, human resource functions plays an effective and essential role in developing,
changing and reinforcing the business culture. Performance management, pay, training and
development, and reinforcing the business values are significant for the growth and success of
company. In case of Fashion Revolver, this is a completely new business that decide to develop
customised dress fashion shop in Malaysia. For this, company require number of talented and
experienced person who have knowledge or skills about how to attract large number of
customers and how to increase sales in less time duration (Yuan and Huh, 2018).
5.6.1 Action Framework
In order to hire talented and skilled person for development of customised dress fashion
shop in Malaysia, Fashion Revolver require to recruit number of persons who will help an
organisation in selling and marketing of its product and service to Malaysian. There are some
action that will be taken by Fashion Revolver. These will be determined as below:
Recruitment and selection: Fashion Revolver will be require experienced person from
external sources. There are some external sources of recruitment such as advertisement,
employment agencies, Walk-Ins, E-requiring, etc. These are main types of external sources but
according to the development of customised dress fashion shop in Malaysia, media
advertisement will be suggested to the human resource department of company. Under this
source of external requirement, company will provide information about the job role to the
Malaysian who are interested in such kind of job (ZHOU, HE and LI, 2017).
33

Training and development: This is another action that will be taken by HR department of
Fashion Revolver. In this function, human resource manager of company is responsible to
provide training to those employees who are lack in field of fashion industry within Malaysia.
Proper training about the business process, activity, products and services among employees will
support Fashion Revolver in development of its growth and success at marketplace. Thus, trained
employees will be more beneficial and essential part for the development of company in
Malaysia.
5.6.2 Metrics
There are number of metrics for human resource department such as time to hire, cost per
capital, time since last promotion, revenue per employee, performance and potential, Billable
hours per employees, engagement rating etc. These are main metrics that help an organisation to
retain employees for long time and to accomplish better advantages within given time period.
Along with this, KPI is one of the best metrics to measure effectiveness effectiveness of human
resource functions. Key performance indicators are the vital and essential instruments that
support human resource manager to see how well a business unit, organisation or individual will
be performing in relation to their strategic objectives and goals. KPI is a comprehensible way
that will be used by human resource manager to track pre-defined organisational gaols. Human
resource department of Fashion Revolver will use specific key performance indicators that will
be help them in optimisation of recruitment process, employee programs, workplace
management etc. Therefore, human resource is a main functional unit for Fashion Revolver and
help them in its business growth and success (Kawamura, 2018).
5.7 Implementation Schedule-Gantt Chart
Gantt chart introduces as an useful and valuable graphical presentation tool that will be
used by Fashion Revolver. As it will be beneficial and useful for company to develop their
business which is customised dress fashion shop in Malaysia. There are number of activities that
have been included in Gantt chart. Along with this, this tool will be useful and valuable for
company to identify starting and ending time for development of business in Malaysia.
34

35

5.8 Critical Success Factors
This is an important and significant part of new business development as it will support
an organisation in achievement of competitive advantages. There are different number of critical
success factors such as marketing, finance, strategic focus, people etc. These are main factors
that will be beneficial for growth and success of Fashion Revolver. These factors will be
determined as below:
Strategic focus: This factor is mainly related with management, leadership and planning.
This factor help an organisation to manage all activities or tasks in effective manner. Proper
leadership also beneficial for Fashion Revolver to influence their staff members towards
achievement of long term goals and success easily (Alcoceba, 2018).
36

People: This is an important and main factor for Fashion Revolver. Under this employees
plays an essential role as a people by attracting large number of customers and also increasing
sales of the company. Employees within an organisation is more able for in improving business
growth and development of company. They also play essential role in promoting customised
dress to the customers.
Finance: This is a useful and necessary factor that support Fashion Revolver to establish
their customised dress fashion shop in Malaysia. Finance allows Fashion Revolver to take benefit
of changes to grow, employ local employees and in turn assist other organisation. Therefore,
without finance, Fashion Revolver can not successfully develop their business in Malaysia.
Marketing: This is an useful factor as it will support company in development of its
growth and success in Malaysia. With the use of this factor, Fashion Revolver can easily
promote and market their customised dress to the Malaysian. Therefore, this factor is more
beneficial for company by increasings its sales and also improving its market image in the
market place and in customer's mind. There are number of importance of marketing such as: it
helps in transferring and exchanging of goods, it assist in raising and maintaining standard of
living of Malaysian, creates employment, effective way of engaging more customers, build and
maintain the reputation, build relationship with customers, helps to boosts sales etc. These are
main advantages and benefits of marketing which will be beneficial for Fashion Revolver in
achievement of competitive advantages easily (Bellemare, 2018).
5.9 Risks Mitigation/Contingency Plan
This is an effective strategy that will be used by Fashion Revolver in order to reduce risk
present in development of customised dress fashion shop in Malaysia. It is a plan that includes
risk, impact of risk, likelihood of risk and mitigation strategy. Therefore, this will be more
beneficial for an organisation in reducing of risk and achievement of competitive advantages
easily.
Risk Risk
Impact
(L/M/H)
Likelih
ood of
risk
(L/M/
H)
Mitigation Strategy
37

Lack of
resource
Medium High To mitigate this type of risk while developing customised dress
fashion shop in Malaysia, there are certain function such as
continuous monitoring and controlling over the business activities
by the manager after each stage. This will gives an opportunity to
Fashion Revolver to analyse the deviations as well as take actions
to enhance the same. It not only support in removal of the risk of
optimum utilisation but modify can be seen over careless behaviour
of personnels too.
Lack of
fund
High Mediu
m
To mitigate this kind of risk, business manager of Fashion Revolver
will be required to focus over initial planning regarding external
factors or forces along with the development of contingencies plan.
This will gives an effective chance to business manager to apply the
alternative they decided in contingencies plan for accomplishment
of targeted goals.
38

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