Entrepreneurial and Growth Management PDF

Added on - 22 Nov 2020

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Entrepreneurial and GrowthManagement
EXECUTIVE SUMMARYBusiness starts its operations in order to attain desired objectives in a timely manner. Inpresent report, Exotic Housing Construction Ltd which is new business venture will be engagedin construction sector mainly of housing in Malaysia's city Selangor. Customers would getattracted to it because it will implement market penetration strategy so as to receive moreattention from them in order to build its market share. For accomplishing this, Mission statementof company is as follows- “Exotic Housing Construction Ltd pledge to offer quality constructionto clients in a customised manner so that they could choose upon their best preferable option forgaining satisfaction for their dream houses.” The highest level of services will be imparted toclients by which market share can be accomplished. Moreover, number of employees will bearound 100 and will increase manpower for sustaining in market. Company will have goodprofitability in coming years and will be successful as financial statements clarifies that earningswill be maximised. Moreover, Malaysian construction industry of residential buildings is around27.70 % which can be advantageous to business as it could lure clients for attaining profits. Thisshows that company will effectively establish it’s firm-standing in Malaysia and will maximiseprofits.
TABLE OF CONTENTSMARKET ANALYSIS....................................................................................................................1Industry Description and Outlook..........................................................................................1Target Market.........................................................................................................................3Marketing Mix........................................................................................................................3Competitive analysis..............................................................................................................4Regulatory restrictions............................................................................................................5BUSINESS DESCRIPTION............................................................................................................6ORGANISATION AND MANAGEMENT....................................................................................7MARKETING AND SALES STRATEGIES................................................................................10SERVICES OR PRODUCT LINE................................................................................................12FUNDING REQUEST...................................................................................................................13FINANCIALS................................................................................................................................16CRITICAL RISKS.........................................................................................................................21MILESTONES...............................................................................................................................22REFERENCES..............................................................................................................................23
MARKET ANALYSISIndustry Description and OutlookConstruction industry of Malaysia is considered as one of the fastest growing sectors inthis present scenario of year 2016 – 2020. This specific industry has been expected for theexpansion of 7% close to this year. The main reason for this expected expansion is directlysupported with plan of government for improving transport network of country. Housingshortage in country has led for growth of industry in the coming years. The review period of2011 – 2015, the valuation of industry of construction was major supported with 10th Malaysianplan 2011 – 2015. In this specific scenario, there was huge investment from government incontext of infrastructure, residential buildings and industrial parks. There was presence ofvarious policies through government for public private partnerships with specific objective fordeveloping infrastructure of country. Simultaneously, there was increment from 52% in totalprivate investment in context of projects of infrastructure through spending in year 2010 till 64%in 2014 (Malaysia construction industry, 2017).Residential construction has captured the largest market in construction industry ofMalaysia which had accounted 31% of total value of industry in year 2015. The CAGR of 19.7%had been recorded by market for review period which has been raised from year 2011 to 2015.This particular growth was supported with government plan for building houses which areaffordable. The GDP in Malaysia from construction has been raised to 14093 MYR million in2018's first quarter from 13352 MYR. It had directly averaged to 10269.76 MYR million fromyear 2010 till 2018 as it had reached at peak of 14093 MYR million and had stated low record of6464 MYR million in the 2010's first quarter.1
Illustration1: Malaysia GDP from construction(Source:Malaysia GDP,2018)In each sub sector, it had driven growth in positive aspect which is illustrated as below:Sub sectorShareCivil Engineering38.90%Special Trades4.60%Non-residential buildings28.80%Residential buildings27.70%Total100.00%Its performance has been recorded with the growth of 7.7%. The value of expansion haddriven positive growth in various sub sectors which are stated with its share. With thecontribution, sub sector of Civil Engineering had dominated performance with valuation ofconstruction which is performed with 38.8% and so on. The private sector had also dominated63.3% by comparing it from public sector of 36.7% (Performance of construction sector,2018).2
38.90%4.60%28.80%27.70%Civil EngineeringSpecial TradesNon residential buildingsResidential buildingsTarget MarketMarket segmentation:In this specific scenario, residential buildings have gainedMalaysian market share of 28% which is rising because of shortage which is supported bygovernment. This is considered as the fastest growing segment as compared to special trades,civil engineering and buildings which are non-residential.Target:The average margin had been gained by housing segment as it is an initial start-up so, it would lay special emphasis on marketing and appropriate services to its customers.There is huge requirement of land, cost and scope. So, it tends to be very sensitive in its time ofcompletion. It would be targeting the consumers from area Selangor in Malaysia.Positioning:It would build high end addition and houses on custom basis along withmodest home renovations. It would provide meticulous historic work along with the luxurydesigns.Marketing MixMarket testProduct:Building products such as roofing, cabinets, windows, piping, fixtures/fittings,electrical products, paint, windows and wall board.Place:It would be operating in Selangor in Malaysia.3
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