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TO EMPOWER, INSPIRE, AND NURTURE GOOD SPORTSMANSHIP FOR THE PEOPLE ACROSS THE NATION TO CULTIVATE A HEALTHY LIFESTYLE THROUGH SPORTS. VISION TO ESTABLISH EXCELLA ARCHERY AS A TOP-TIER ARCHERY SPORTS CENTRE IN ASIA. MISSION 3
EXECUTIVE SUMMARY Excella Archery is a company that assist archery enthusiasts whether they come in as a beginner or even as pro-level shooters. As a company whose employees are comprised of professional archers, they believe that they have a better understanding to feed their customers’ needs and it is manageable for them to comprehend what their customers are facing. Since 2014, the company have been focusing on importing and exporting equipment for the archery community. Not only being able to expand throughout Malaysia, but the company have also managed to pave their way internationally by partnering up with trusted archers in neighboring countries such as Thailand and Indonesia. The connections the company made within countries from SEA were enough for the market to trust them, thus allowing the company to supply archery equipment to their respective countries. In conclusion, Excella Archery, is a company that believes that ABOUT THE COMPANY 4
OVERVIEW & OBJECTIVES WELL-EQUIPPED Their top priority when running the company is making sure that the archery community in Malaysia is well-equipped with accurate gears for them to shoot. GUIDE & EDUCATE The company believe that guiding, and educating their customers is the most vital aspect in running the business alongside gaining the customer’s trust. SPECIALIZED The business core principal activity is archery equipment shop specializing in professional equipment and gears. The company also ofiers outdoor equipment at their retail outlets. 5
LOCAL BRANCHES Melaka Kedah Kota Kinabalu Kuala Lumpur EXCELLA ARCHERY PROSHOP KM 10-2 10-3, JALAN PERNIAGAAN JELATANG 1, PUSAT PERNIAGAAN JELATANG, ALOR GAJAH MELAKA, 78000 Malaysia +6011-10894585 EXCELLA ARCHERY PROSHOP (KEDAH) NO.A-153, FIRST FLOOR, JALAN KERABUNG 1, BANDAR BARU MERGONG, ALOR SETAR KEDAH, 05150 Malaysia +6011-10894585 EXCELLA ARCHERY PROSHOP (KK) NO G-2-32A, LOT 137, 2ND FLOOR, BLOCK G, LRG INANAM KAPITAL 5, INANAM KAPITAL, JLN NOUNTUN, INANAM KOTA KINABALU, SABAH, 88450 Malaysia +6011-10894585 EXCELLA ARCHERY PROSHOP (KL NO.7-1, JALAN DATARAN WANGSA, DATARAN WANGSA MELAWATI, WANGSA MELAWATI KUALA LUMPUR, 53300 Malaysia +6011-10894585 [email protected] 6
COMPANY OPERATIONS One team, One vision 1 TEAM Excella Indonesia Excella Thailand 2 INTERNATIONAL PARTNERS Melaka Kuala Lumpur Kedah Kota Kinabalu 4 LOCAL BRANCHES 12 Million projected sales for 2022 with double digit recorded growth over the year. 12 MILLION SALES REVENUE A growing team of 22 that is always ready to assist you wherever you are within South-East Asia region. 22 TEAM MEMBERS Archery Equipment IT Product Home Appliances 3 DIFFERENT INDUSTRIES With a running number of 22 employees and growing, the company provide only the most suitable equipment to their customers. 7
For Excella, marketing and sales is a process that allow the organization to focus resources on the greatest opportunities to increase sales and achieve the company’s target. MARKETING & SALES 8
COMPANY ENVIRONMENT EXCELLA DIRECTOR SHOWROOM WAREHOUSE JUSTRING WORKSHOP MAINTENANCE WORKSHOP WAREHOUSE 9
Other than ofiering products from established archery brands, Excella also produce their own bowstrings for professional archers. Justrings Bowstrings is a premium custom bowstring produced by Malaysian national compound archer, Juwaidi Mazuki, who is one of the pro stafi in the company. The product has been marketed throughout Southeast Asia. Archers can customize not only colors but string speciffcations as in length, strand counts and personal types of serving that can suit archers shooting style. IN-HOUSE PRODUCT 10
SUPPLY & DEMAND. The sales are inffluenced by supply and demand. During archery season, demand for certain products are high, and it depends on the company and supply chain to fulffll the needs. In other situation, certain products are available, but preferences by customer might leads to less demand of the product. MULTIPLE RESOURCES MAINTENANCE FOR SUSTAINABLE GROWTH. Other than archery shops, the company also ventures into others market, e.g.: computer, electronics and electricals. BALANCING BETWEEN PRODUCTION & SALES PERFORMANCE. The biggest challenge are always to maintain sales performance. By having good sales, it helps determine the decisions needed for production BALANCING CONSTRAINTS. Some problems are addressed according to priority and budgets. Sponsorships and promotions budget; Over the years, Excella Archery has participated and sponsored quite a number of tournaments. For example: UNISZA Open, UMP Indoor, and Selangor Open. MANAGEMENT ISSUES 11
SWOT ANALYSIS Able to identify problem & provide professional advice based on individual case basis. Diversiffed business plan for sustainable growth. Agile, dynamic, informative team members A fft growing team members that are competitive and able to growth concurrently with the company. These includes experienced/ ex-pro athletes which enable the company to ofier expert technical knowledge and advices. Balancing between production & sales performance, which sometimes is unpredictable due the market demand. Supply & Demand Issues, which rely on the archery sport developement in the country. Balancing constraints. More diversiffed business require multiple resources maintenance for sustainable growth. Constantly balancing resources required for maintenance is always a challenge Product knowledge & services could always be improved as the company works on diversifying its business. This can lead to better experience and increased expertise in other areas Recent pandemic has lead the company to align with government initiative to stimulate the market and economy, many associated activities & programs have been putting in place that would help the company to sustain and excel in businesses. Infflation & weak currency making products cost increased drastically over time, could result in people choosing necessity over interest and demand less on certain products. Unpredictable way forward due to outbreak disease, businesses may force to ceased operation by the authorities. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS 12
COMPANY ACTION PLAN 1. Conduct market survey for product positioning Since Excella operates on regional scale, difierent area could sometimes have difierent demand and preferences of certain products. A market survey would help determine product placement and improve sales and logistics. Market survey also helps determine other products in demand. 2. Establish sustainable business plan Being able to create a cross-over plan with well known companies, e.g. : cross-over business plan with Nike, Adidas or others, would ensure better sustainable growth of the company. 3. Establish marketing team to promote products. For archery shops, a strong marketing plans usually comprise of athletes as part of the team. Marketing also involves a lot with the activities of the archery community including open and national tournaments. 13
STRATEGIC PLANNING The focus is in developing a novel and high-quality product that have unique qualities to boost athletes' performance. Consequently, they can contribute to and raise the standard of sports. In terms of athlete involvement, it is very important to get accurate data in the process of developing a product. Test through comprehensive trainings need to done rigorously to achieve specific result. Quality products need a lot of R&D, and since they require high costs, collaboration between these companies and universities are very necessary. Therefore, this three-way collaboration can raise the credibility of the company, therefore help in sustaining long term business development. Collaboration between company, athlete and reputed universities and institutes. To increase smart partnership between university. 1. Develop an internship or certification program. 2. Offers high technology equipment and develop products according to market needs. 3. Organizes events and workshops to discuss challenges or opportunities for collaboration between these three parties. Strategic Plan Strategic Objectives Action Plan Athletes (Promotion & Product Information) University (Research & Product Development) Company (Manufacturing & Marketing) Product 14
STRATEGIC PLANNING SCORE CARD Develop an internship or certification program. Offers high technology equipment and develop products according to market needs. Organizes events and workshops to discuss challenges or opportunities for collaboration between these three parties. 1. 2. 3. Budget Duration Physical (RM) Non-Physical (RM) 3,500.00 15,000.00 2022 - 2024 2022 - 2024 2022 - 2024 2 Years General Manager & University R&D Manager / Company General Manager & Athletes . Strategic Plan Collaboration between company, athlete and reputable universities and institutes. Strategic Objectives To increase smart partnership between university. Major Outcome Increasing the number of project collaborations with universities and institutes to create space for a growing business. Owner All 3 Parties (Company, University & Athlete) Frequency Annually No. Activities Timeline Measurement Output Person In charge MoU & MoA Offer Letters Appointment Letters 80% 80% 50% Output Cumulative Weightage 15
THE TEAM Atiq Zulfadhli Syaqira Aiman Fikri Fred Song Juwaidi Johnathan Andi Putra Raymond Amsyar Earfam Yi Xiang Tan Peng Loon Naqibah Dayana Izzuddin Izzat Syahindah Hairulnizam Shahira Naffzudden Ruzimah 16
The company is approachable through website and social media such as Instagram, YouTube, Facebook and TikTok. The company’s branch is expanding well, and the company highly acknowledged their customers in regards to this progress. Customers can now help themselves with walk-in services in any of the company Proshops or partnering stores that is now open in Melaka, Kuala Lumpur, Kedah as well as Kota Kinabalu, Sabah. INSTAGRAM TIKTOK FACEBOOK YOUTUBE WEBSITE COMPANY SOCIAL MEDIA 17