Trusted Sharks: Analysis of Marketing Strategies and Challenges

This report provides a comprehensive analysis of Trusted Sharks, a local sportswear brand specializing in Borneo Ethnic designs. It examines the company's background, including its establishment, expansion, and awards received. The report delves into Trusted Sharks' marketing strategies, such as data collection, social media usage, and the shift towards ethnic design clothing. It also identifies the company's target market, which includes middle to high-income consumers aged 20-49, with a focus on Sabah. The report addresses the challenges faced by Trusted Sharks, such as competition from international brands and skepticism towards local product quality. Finally, it offers recommendations for marketing improvements, including advertising, utilizing e-commerce platforms, and implementing reward schemes to enhance brand visibility and customer loyalty. The report concludes that Trusted Sharks has the potential to grow worldwide by focusing on product quality, market research, and adapting to current market trends.

TRUSTED SHARKS
About the company
Trusted sharks is a local brand company located in Sabah that focuses on Borneo Ethnic design
which specializes in customized apparels such as T-shirt, polo tee, corporate uniform and sport
jersey, less, vest, tee-shirt, polo, cotton tee and lifestyle clothing.
This company was established in 2019 and owned by Mohamad Nazri K Hamid. The idea of
setting up this sportswear brand started when he retired from playing rugby under Kota
Kinabalu Sharks Club and gets inspired to produce this sportswear brand.
At first, the business started at home via online services with minimum cost. The first targeted
product for sale was sports footwear. The product received positive feedback and high demand
from customers, which leads to the opening of a small outlet in City Mall, Kota Kinabalu,
Sabah and came up with Trusted Sharks Sportswear Brand. Ever since, Mohamad Nazri has
decided to expand the business by obtaining direct supplies from a China factory that produces
high quality shirts at minimal cost.
The company continues to grow and as of today, they managed to open two new branches in
Kota Kinabalu which located at; i) Trusted Sharks, Karamunsing Shopping Mall and ii) Trusted
Sharks, Suria Sabah Shopping Mall
Achievement
Apart from that, Trusted Sharks Brand has been awarded locally and recognized
internationally, among the awards received were;
i) Malaysia Superbrands Award 2019
Recognition as Malaysia’s strongest brand.
ii) Asia Platinum Award 2019 Jakarta, Indonesia
The Most Creative & Innovative Product 2019
iii) Lang International Corporate Titan Awards 2019
The Best Ethnic Sportsware 2019 (EARL ENTERPRISE)
iv) Top 100 Young CEO 2019- TOP CEO in Malaysia

Marketing Strategy Adopted by Trusted Sharks
1. Collecting data and feedback on consumer perception and expectation
2. Two main platform used:
 Social Media- Facebook and Instagram (contest)
 Agent- WOM , viral method through Whatsapp
3. Business strategy changes from sportswear to more unique ethnic design clothing line.
The purpose of this strategy is to promote Sabah and Sarawak local traditional costume
design into a casual wear.
4. Changes in business strategy, according to customers’ demand and target market.
Consumer Demographic (Target Market)
1. Consumer from middle to high income category
2. Age category of 20-49 years old
3. Higher demand from female aged 23-35
4. For now targeted area is only within Sabah
5. Long term plan is to expand the brand worldwide
Challenges
1. Competition from international brand
2. Scepticism among community on local brand
3. Lack of trust in local product quality from local community
Recommendation for Marketing Improvement
1. Advertising
- Buying airtime from social media platform, broadcaster
- Community influencer- to appoint Artists/Celebrity as Brand Ambassador
- Sponsorship in Local events to ensure the brand is well known in the state
2. Use other alternative platform such as Lazada, Shopee, Alibaba and etc
3. To collaborate with other well-known e-commerce platform such as Zalora, Fashion Valet
in the future for wider market
4. Reward Schemes or membership discount program to loyal customer

Conclusion
As a conclusion, Trusted Sharks is a brand that is potential to grow worldwide if the company
willing to invest on higher quality of products. The company must be willing to do more
research on international apparel design and market demand to compete with international
brands in order to compete worldwide as Borneo Ethnic design is unique on its own and the
industry is highly potential to bloom in the worldwide market. It is important to move along
with the current market trends to meet customers’ expectation and desire.