Structured Business Plan for a Real Estate Agency in Malta (Project)

This project presents a comprehensive business plan for a real estate agency in Malta, focusing on the cosmetic industry. It begins with an introduction justifying the topic selection, outlining the rationale for the business idea, and setting clear aims and objectives. The plan includes a thorough literature review, evaluating industry size, growth rate, and competitor analysis. The business idea is then detailed, incorporating a marketing mix, segmentation, and positioning strategies. The methodology section outlines the strategic analysis models, research methodology, and feasibility analysis. Data analysis presents results based on strategic analysis, interpretation, and application to research objectives, identifying competitive advantages and strategies for success. A business model is developed, followed by a discussion of results, conclusions, and recommendations, providing a roadmap for the agency's success in the Maltese market. The plan also includes a detailed analysis of a cosmetic business and its operations.

A structured Business
Plan for a Real Estate
Agency in Malta

Table of Contents
TITLE:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Justification behind selecting topic........................................................................................1
Rationale for business idea.....................................................................................................1
Scenario of the study..............................................................................................................2
Clear aims and objectives.......................................................................................................3
Background to subject area....................................................................................................3
Structure of the Project...........................................................................................................4
LITERATURE REVIEW................................................................................................................6
Range of Literature on Cosmetic industry .............................................................................6
Evaluation and review of both theoretical and secondary research data about industry size,
growth rate, major players / competitor analysis...................................................................7
Business Idea .........................................................................................................................8
Marketing mix......................................................................................................................10
Segmentation, Targetting and positioning............................................................................12
Understanding of relevant concepts and theories about the business model........................13
Discussion of conceptual and theoretical issues-Business model canvas............................15
Summary and clear understanding of principal issues relevant to topic..............................17
METHODOLOGY........................................................................................................................18
Selection of models for strategic analysis............................................................................18
Selection of clear aims and objectives..................................................................................18
Selection of appropriate research methodology...................................................................19
Feasibility analysis...............................................................................................................20
Research limitation...............................................................................................................22
DATA/ RESULT ANALYSIS......................................................................................................23
Clear presentation of results based on the strategic analysis ...............................................23
Appropriate analytical interpretation of results....................................................................25
Application of result to research objective and literature ....................................................25
Identification of sources of competitive advantage and sustainability.................................28

Selection of strategies for success........................................................................................28
Development of appropriate Business Model for the business............................................29
Appropriate synthesis and evaluation of research results, inferences and implication.......31
DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS...............................................32
Recommendations................................................................................................................35
REFERENCES..............................................................................................................................37

TITLE:
Cosmetics (Make up) company operating in Malta. A study on Ultra Beauty cosmetics.
INTRODUCTION
In this study, there is study about setting by new business enterprise in cosmetic sector.
There will use of complete and specific information about factors which to be considered and its
impact on operational operations (Azzopardi Muscat and et. al., 2017). With change in
commercial activities, there is requirement of alteration in business operations as well, hence it
will be easy for individuals to get positive impact. There is study of models and theories
regarding its feasibility. Ultra Beauty Cosmetics is the organisation which is established in
cosmetic sector. This association will set up in Malta at Victoria, Gozo. This association is
providing cosmetic item for female and children.
Justification behind selecting topic
Cosmetics is the sector which is used by individuals for coming up with products through
which people can improve their appearance. These days, there is much scope of growth and
development for cosmetic industry (Larasati, Yasri and Abror, 2019). There will alteration in
operations because there is fast changes in this sector. It is essential for people to evaluate and
determine which suits best for them. As compared to old years, people want complete and
specific information. There will use of relevant and specific information which makes it clear to
understand policies properly. With change in life style of people, they have to change their
working style also. This study is based on establishing new cosmetic organisation and it is
important to evaluate external market properly. With change in external market, it is not possible
for managers of Ultra Beauty Cosmetics to deal with it until they have measures and proper
planning for it (Theuma, 2016). This sector is selected because there is scope of growth and there
is no organisation providing cosmetics for children. So business idea will feasible in current
market.
Rationale for business idea
This study is important and significant because there is more scope of growth and
development in cosmetic sector,. There will requirement of complete and appropriate
information, so it will be easy for individuals to get best and positive outcome. There will study
of different models and theories through which it is possible to complete the study and make
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information relevant. This study is appropriate and specific for industrialist as well because they
get to know about scope and areas in which they can expand. There will study of proper policies
and strategies through which activities are communicated for getting positive outcome. With
determination about changes in external market, it is easy to deal with it because this is the only
way due to which business activities got changed. In Malta, there is change in demand of
consumers because of change in demand of consumers because this is the way which leads to get
changes in business activities as well. So this study provides specific way to determine
favourable and unfavourable factors which might affect commercial activities.
Scenario of the study
Ultra Beauty Cosmetics is new opening organisation in cosmetic sector providing
cosmetics for females and children of 4-18 years age group. There is no organisation providing
cosmetics for children but in current market, for model or photo shoot purpose, consumer have
demand for cosmetics for children as well because they are appropriate for their skin tone (Javed,
2014). This cosmetic store is dealing in manufacturing as well as retailing sector. Ultra Beauty
Cosmetics will operate at three locations in the name of their outlets. They have knowledge
about demand of consumers and it is easy to communicate with consumers and price of products
will be affordable. This business is opened in partnership by two individuals who are working in
this sector and now wants to operate their own outlet.
In Malta, there are parents who wants their children to be part of fashion industry through
modelling and fashion outlet. So they wants products for their children which are as per their
skin tone. There will change in demand of consumers, so partners are coming with varieties of
products (Jacobs, 2019). As they have manufacturing as well as retailing units, so they will take
care about quality of products available. There is availability of information with individuals so
they are ready to provide information properly. When people are having proper information, then
it is specific for getting specific data for completing the task and operating in industry
successfully. There is no competitor which are working in this sector and coming with cosmetic
products for children, so growth prospects and scope of operating in industry is more for Ultra
Beauty Cosmetics (Attard, 2016). This organisation is mainly focusing on organic products
which includes lipstick, mascara, oil, shampoo, kajal, liner, foundation, etc. for women and
children with their different variances.
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Clear aims and objectives
In order to run in industry, there is requirement of complete and specific information
which assist in getting proper information. It is important and relevant for people to determine
the best ways to deal with it (Sima, Gheorghe and Mitu, 2017). This business plan is used to
communicate to stakeholders and investors about business ideas properly and determine
feasibility of business idea in current market. When individuals are thinking to operate as new
organisation then they face problem, hence aims and objectives are setted by individuals to
operate in industry.
Aim of this study is: To study the business development factors for cosmetics (Make up)
company operating in Malta. A study on Ultra Beauty cosmetics.
Objectives of this study are-
 To study about the business plan of Ultra Beauty cosmetics.
 To evaluate the marketing mix and STP framework for successful establishment of
business.
 To discussion about the Business canvas model for studying role of other parties in order
to operate Ultra Beauty cosmetics in effective manner. To evaluate the strategies that support Ultra Beauty cosmetics in increasing its sales and
revenue in industry.
Research questions
 What is the business plan of Ultra Beauty cosmetics ?
 What are the marketing mix and STP framework for successful establishment of
business?
 How Business canvas model is relevant for studying role of other parties in order to
operate Ultra Beauty cosmetics in effective manner ?
 What are the strategies that support Ultra Beauty cosmetics in increasing its sales and
revenue in industry ?
Background to subject area
There is study of business idea which is operated for operating in order to communicate
and determine what has to be done which is specific in consideration of operations. This study is
related to new business establishment in fashion industry, so it is important to communicate
about changes which are taking place in external market. There will study of overall industry and
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scope of growth. With considering it, there will relevant and specific information through which
changes can be made with understanding and evaluating changes properly. In this study, there
will complete and specific information which assist in maintaining and evaluating activities for
getting complete and appropriate sources of information (Baumann, 2014). There will study of
marketing mix which assist in determining which marketing strategies are best and promotional
techniques which has to be used. Victoria, Gozo is the place, where cosmetic store can enhance
their brand because people wants proper products for heir children as well. This is the study
which makes positive relations with consumers. This is the measurement in which performance
of Ultra Beauty cosmetics company will be positive. If parents wants to make their children
ready for photo shoot, modelling, etc. then they can purchase products of Ultra Beauty
cosmetics.
Structure of the Project
There is a specific format in which study will have to be performed. It is important and
specific for individual to make it clear and specific, so it can be used by reader to understand and
evaluate information properly about conducting the study. The structure of this study as under-
Introduction- This is the initial and important component while conducting the study
because this discloses information properly. There is relevant and appropriate information about
business sector and information which has to be conducted. This is specific and appropriate
because this is the section which provides information about aim and objectives for which study
has to be conducted.
Literature review:- Literature review is the section which is specific and appropriate for
individuals to collect information about how to operate in cosmetic business. This is specific and
appropriate because it is not possible to complete the study if they does not have knowledge
about framework and models. In literature review of this study, there will study of ways to
operate in industry. Literature review is performed with collection of secondary information
through online sources about ways to operate in industry.
Research Methodology:- there are some ways in which individuals have collect and
make appropriate information to conduct study properly. There is requirement of some sources
of information and ways through which study can be completed properly. There will study of
research techniques as well, so it will be easy for people to understand and determine changes
properly.
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Data analysis:- data analysis is the process in which data which is collected from
secondary sources because it can not understandable by individuals because this is the base on
which research outcome and conclusion are presented. This is important and specific for
determining changes properly because this makes operations in lieu of achieving information
properly.
Discussion, Conclusion and Recommendations:- Lastly in this, there is discussion
about information is presented in literature review. This is the gist of above provided
information. Hence it is important and relevant for understanding activities properly. Conclusion
provides overall gist of conducting study and information which is available to them. Lastly,
there is disclosure of recommendations as well because this is the section in which individuals
have to recommend about situation with which people have to deal.
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LITERATURE REVIEW
Range of Literature on Cosmetic industry
Cosmetic industry includes all those organisation and companies that are dealing and
providing products and services related with cleanness of body and make-up purpose that
includes skin care, hair care, make-up, moisturisers, lipsticks, shampoos, deodorants, perfumes,
toiletries and other related cosmetic products (Markowicz and Baran, 2019). As per the view
point of Josette Grench, 2020, cosmetic industry of EU is serving around 500 million consumers
and Malta is emerging as one of the fast growing economy of EU where future of cosmetic
industry is very bright (Wessner and Howell, 2020). A new EU regulation is also set up in the
markets of cosmetic industry that will bring positive changes in the world of cosmetics through
primarily focusing on consumer and health protection thus, build a better trust and confidence in
consumer that will give a boost to cosmetic industry (Arruda and Pastore, 2019). Thus, the newly
emerging company Ultra beauty cosmetic needs to follow and company with all the provisions
set by this new European cosmetic regulation (Rabe and Sherman,2016).
Beside this, according to the opinion of William reed, 2020, the cosmetic industry of
Europe is playing a significant role in economic growth and sustainability of European economy
including the growth of Malta ( Procter and Gamble Co, 2017). As per the cosmetic report, it has
been evaluated that the cosmetic and personal care industry of EU and Malta are making
significant social and economic contribution to both national and regional economies across the
various regions of the EU (Prajapati and Maheriya, 2019). Through the purchase of goods and
services and timely payment of employee wages and taxes, the cosmetic industry of EU are
generating multiple rounds of economic spending and re-spending thus, cresting and leading
benefits for both European economy and its citizen (Eide, 2019). Apart from this, the article from
the William reed also reflects that in 2016, the European cosmetic market was valued around €
77 Billion which us making Europe the largest market of cosmetic product in the world (Ojogbo,
Ogunsona and Mekonnen, 2019). Thus, theses reviews and articles are reflecting the prosperity
and growing market of cosmetic industry in Europe and Malta therefore creating better
opportunity and chances of success for Ultra Beauty cosmetic in the markets of Malta (Rabe and
Sherman and Gamble Co, 2016).
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Evaluation and review of both theoretical and secondary research data about industry size,
growth rate, major players / competitor analysis
The markets or Europe and Malta are showing a rapid growth and many emerging
opportunity for cosmetic industry (Zammit, Spiteri and Grima, 2018). As per the view of Philipp
Huhn, 2019, the statistics shows a growth a in revenue of retail sale of cosmetic, make-up and
toilet articles in the stores of Malta and are amounts for nearly about 110 million US dollars by
2022. this information is reflected by the graph shown below:
Illustration 1: Retail sale of cosmetic and toilet articles revenue in Malta from 2010 to 2022
(Source: Retail sale of cosmetic and toilet articles revenue in Malta from 2010 to 2022, 2019)
Thus, on the basis of above graph it can be analysed that cosmetic market of Malta is of
big size and are showing opportunity for Ultra beauty cosmetic to have better sales of its product
and chances of earning adequate profits are also prevailing in the Cosmetic industry of Malta
(Pace, 2020).
Beside this, as per the view point of Vincent Gallon, 2020, the European cosmetic market
is grew up by 1.3% as compared to the data of 2017 (Jain, 2017). According to the information
provided by cosmetic Europe the, cosmetic industry is supporting around 2 million jobs across
the value chain of Europe and in 2017, the cosmetic market of Europe is valued at 77.6 billion
euros which is making the largest market for cosmetic and personal cares products in the world
thus, provides the most suitable market for the Ultra beauty cosmetic (Borsekova, Vaňová and
Vitálišová, 2017).
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As the the cosmetic industry of Malta is growing with a rapid speed thus, the level of
competition is also increasing in the markets of Malta (Floyd, Procter and Gamble Co, 2018).
This growing competition has bring out out many changes and innovation in cosmetic product
that includes various R&D programmes and study into all aspects of imaginable beauty products
and well-being, from investigating consumer behaviour and beauty aspirations, the biology of
skin, hair, teeth and oral cavity, to new innovative technologies and bettering sustainable
development methods (Jones and Navarro, 2018). The major players and biggest competitors in
cosmetic industry of Malta includes Beauty Room, Beauty World Malta, C+M Marketing , CMS
Bella, Concept enterprises Marvic farms, Four trading, GE brothers, Glam Healthy Beauty,
Impact Ltd, etc. are the most popular cosmetic companies dealing in the markets of Malta (Satta,
Spinelli and Parola, 2019). Thus, Ultra beauty cosmetic is facing a tough competition level in
the markets of Malta but the unique ideas and exclusive products of Ultra beauty cosmetic
making it different from all these competitors thus, chances of success have increased for this
organisation (Speake, and Kennedy, 2019).
Business Idea
The aspect of business idea is regarded as one of the essential component any
form of organisation as it help them to identify the market condition and also lead them to take
corrective course of action in order to accomplish its pre determined goal or objective in an
effective manner. Moreover, a business idea provide proper guidance and direction to firm in
terms of placing the brand in a better position, targeting customer, segmenting the product and
many more for enhancing the market share or size in an prompt manner. Hence, in relation to
Ultra Beauty Cosmetics they are planning to introduce its business service within the
marketplace Malta. Moreover, company is mainly targeting over the females and young children
( age group of between 4 - 18) of UK which help them to improve its productivity ratio in an
improved manner. This is because, as per the UK market analysis, it has been signified that none
of the company is delivering cosmetics products for children which is one of the biggest growth
opportunity for Ultra Beauty Cosmetics to gain competitive advantage (Manhart and Thalmann,
2015). The idea which empower Ultra Beauty Cosmetics to choose young females and children
as a targeted customer is that they skin tone and type is highly sensitive and delicate for which
they require special care or treatment in order to maintain their skin in a better way. Along with
this, another feature that motive Ultra Beauty to produce cosmetics for children and females
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product is that majority of UK parents are highly interested in sending their children towards
fashion industry. In order to attain the same, every parents is in need of hygienic and healthy care
for children skin because their skin is very thin compared to adults that requires effective care.
However, customer demands a product which has the capacity to keep their skin from getting dry
and also aid children to enhance their appearance or odour in an impressive style. However, to
cope with up with such demand and wants of UK population, Ultra Beauty Cosmetics take an
initiative to introduce a product which can easily provide high level of satisfaction to consumers
i.e. organic cosmetic items for young females and children (Landau, 2017). Due to such
initiation, it drive organisation to capture the attention of wide range of customer towards the
brand and it benefits firm by enlarging its market share among rivalries in an amended mode.
Hence, some of the products which Ultra Beauty desire to trade within UK industry are as
follows:
Products delivered by Ultra Beauty Cosmetics
 Lipstick
 Foundation for all skin type
 Mascara
 Oil
 Shampoo
 Kohl
 Liner
Who is involved
The Ultra Beauty Cosmetics will be founded with an aim of offering organic cosmetic
products to young females and children. However, the entire business function and process are
control by two individuals as a partnership who are being employing within the same sector for
long time period. However, now they have decided to establish their own outlet in UK industry
by delivering creative and innovative products. Along with this, Ultra Beauty Cosmetics deals in
manufacturing and retailing sector that enable firm to explore its profit margin ratio in an
improved manner (Mou, Hoque and Rajib, 2018). Additionally, company also contain
stakeholders such as employees, governments, customers who help company to accomplish its
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