FACULTY OF BUSINESS MANAGEMENT

DIPLOMA IN SCIENCE (AS120)

AS1205B

FUNDAMENTALS OF ENTREPRENUERSHIP

ENT 300

ASSIGNMENT 1 (CASE STUDY)

PREPARED FOR:

Madam Normilia Abd Wahid

PREPARED BY:

Aimi Fatihah Binti Ahmad Rozelan 2018267986

 TABLE OF CONTENTS

1.0 Executive Summary 1

2.0 Profile : Entrepreneur & Business 2
3.0 Personal Entrepreneurial Competencies 4
3.1 Sees and acts on opportunities 4
3.2 Self-confidence 4
3.3 Persuasion 4
4.0 SWOT Analysis 5
4.1 Strengths 5
4.2 Weaknesses 5
4.3 Opportunities 5
4.4 Threats 5
5.0 Appendices 6
5.1 SSM Fashion Valet 6
5.2 Owner of FashionValet 7
 EXECUTIVE SUMMARY

This project paper is mainly about the research of the factors that influence the clothes
buying decision of Fashion Valet. Fashion Valet is widely known for their variety
choices of clothes, apparels, handbag and other women accessories from different
designers and vendors. With variety of options, customer will experience a decision
making process and considering few factors that influence them in buying decision. In
order to prepare the best marketing strategy to attract more buyers, it is equally
important to know every aspect of the external and internal factors that affect the
Fashion Valet clothing buying decision.

The Fashion Valet target market is predominantly for women who are up-to - date and
live in urban areas that are Kuala Lumpur and also have a different context. In order
to understand your company better, it is necessary to conduct SWOT analysis. Power
and vulnerability are internal to the organization, while potential opportunities and
risks are potential. Fashion Valet has a great deal of power that they can take
advantage of to increase the company's efficiency and some weakness that they
should strive to boost. The opportunities provided by Fashion Valet are important and
they should plan ways to use these possibilities and prepare for any kind of threats.

The external factor being evaluated is the demographic factor and category factor of
reference. Demographic analysis is a very effective tool for a customized marketing
strategy and a trend behaviour is a reference group that is generated by an individual
based on their role in a specific group. The internal factor involved is the factor of
personality, thoughts and learning and conditioning. Customers prefer to choose a
product that suits their personality and their feelings also play important roles in
choosing. Consumers can gain decision-making information from ads, especially
about the goods, in the learning and conditioning factor.

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 PROFILE: ENTREPRENUER AND BUSINESS

Vivy Yusof, or her full name Vivy Sofinas Yusof, is one of the Malaysian
entrepreneurs who, at such a young age, succeeded. At the same time, in the
Malaysian online business community, she is also a model, blogger, fashion icon, a
mother to three and a significant citizen. Born in Kajang, Selangor, Vivy is now 33
years old and is the co-founder of Fashion Valet, one of Asia's most popular
multi-label online sites. She runs Fashion Valet with her husband, Fadzaruddin Anuar,
who is the company's Chief Executive Officer.

Vivy has been writing there for more than seven years , beginning from her college
days in London, as a writer at her own blog, Proudduck.com. She blogs about
everything there particularly about her love live, work , family and now motherhood.

In business and in the world of fashion, Vivy has no history. Instead, although her
husband studied aerospace engineering, she was a law graduate at the London School
of Economics. She became interested in the fashion sector, however, being a lady and
taking her living experience in England where she loves to shop brands like Topshop
and Zara during her stay there. As a result, the desire to start her own fashion-related
company is escalating, so FashionValet was born in 2010. She's the chief creative
officer at Fashion Valet at the moment.

With RM100,000, Fashion Valet was kick-started and launched in November 2010
with only 10 local brands first participating. Vivy and her husband have 30 employees
now and stock more than 400 brands from all over Southeast Asia. Not only in
Malaysia, FashionValet focuses on the market but also in Indonesia, Brunei, Australia
and the UK. FashionValet incorporates the idea of fashion in order to offer clients
something unique and the best service.

Vivy extends her company from only selling clothing, to making her own line of
scarves, the dUCk scarves, not stopping there, becoming a Muslim woman herself.
Other than that, she also ventured into the sale of stationeries, namely dUCk
stationery, which offers planners that are mainly women, with a range of designs

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suitable for her clients. In combination with the sale of apparel, both dUCk scarves
and dUCk stationery have often enjoyed overwhelming customer service and are
always sold out once launched.

There are four significant features, such as price, consistency, quality and track record
of a fashion designer to preserve the quality of the products in Fashion Valet.
However, at the same time emerging fashion designers who wish to create a new
brand in the local fashion industry are often sponsored.

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PERSONAL ENTREPRENEURIAL COMPETENCIES

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 SWOT ANALYSIS

Strengths (S)
Weaknesses (W)
1. The strength of FashionValet is the vendors selected to be part of the store. The
chosen suppliers are both in Malaysia and in ASEAN, the existing brand. Examples
of FashionValet vendors include Rizman Ruzaini, Calacara, and Mimpikita. In 1. Delivery issue of the products has been the weakness of Fashion Valet. Due to
addition, there are a few brands that have celebrity partnerships, such as Fazura and error and problem in number monitoring, the delay delivery occurred. In particular,
Yuna. These would inspire buyers to shop at Fashion Valet as they want to purchase new customers would not trust the product if they receive their order late. These may
the celebrity's endorsed items. Vivy often works with designers and manufacturers to lead customers to go for other items. In addition, there is an error-addressed problem.
preserve the reputation of the product. It occurred because of a user error. This issue would add to the excess cost of
distribution.
2. The second strength of FashionValet is the software and telecommunication
network used by this company. Tools such as Linux and Mac OS X are used by 2. Continuous change in the organization is expected. It works within the fashion
FashionValet. The advantage of using Linux is that malware, spyware and so on do industry, which is known for its constantly evolving behaviors and customer
not really impact this programme. So, the FashionValet website is not going to slow preferences.
down. During the purchase process, FashionValet, Pos Laju and the customers will
have convenient access to the three parties. In terms of the flow of the purchasing
method, ring topology is fine. The system will help to prevent a stalled operation.

Opportunities (O) Threats (T)

1. One of the opportunities for Fashion Valet is to collaborate with fashion designers. 1. The easily available commodity replacements to the goods sold by the company is
The partnership would improve the company 's promotion by hosting events and also a threat for Fashion Valet. These replacements may be cheaper alternatives to the
consumer promotions. The event and campaign is not only for the festive season, but premium quality sold by dUCK or more well-known brands that are also specialized in
it can be done for every occasion, such as campaigning to raise funds for single accessories, such as Guess or Versace. Much like most organizations, a major threat is
mothers in this pandemic season and supporting the front liners. competition.

2. As it targets a subset of a market, the niche target market for dUCK is relevant-it 2. Besides the very established and stable online platform but there still people could
focuses its promotions on targeting those groups, which enhances brand loyalty, hack or sabotage the platform. The example by sabotaging this business of Vivy are
minimizing competition as the market has been reduced. hacking the system itself and this kind of irresponsible person will apply scam to other
people.

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 APPENDICES

Figure 1: SSM FashionValet

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Figure 2: Owner of FashionValet