Digital marketing

MKT 558

Environmental Analysis

Prepared by Nor Shahira Binti Mohd Nasir

ID Matric 2018207924
Group AS201 4B2
Lecturer Madam Mumtaz Binti Ahmad
TABLE OF CONTENT

Company Information 3

TudungPeople 3

Online Consumer Behaviour 4

Age 4

Education 5

Impact of macroenvironment towards TudungPeople 7

Conclusion and Recommendation 9

References 10

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COMPANY INFORMATION

TUDUNGPEOPLE

“By the people who wear tudung for the people who wear
tudung” Fazrena Aziz 30, founder. It all started in 2011 where
Fazrina Aziz wished that she could find a headscarf that covers
her comfortably. Her journey as a quest to make her own tudung
for herself and her friends somehow turn into a headscarf empire
known as TudungPeople.

Back in 2011, during Fazrena‟s final year architecture degree at International Islamic
University Malaysia, she operated the stock from keeping to packaging out of her father‟s
storeroom in Penang. She came back from UIA to Penang every week for managing all the
orders.

Once TudungPeople moved into its first physical store in 2012, located on the third level of a
shoplot building on the outskirt of town, which definitely was not an ideal location,
TudungPeople persevered because for Fazrena it is not only about making money but the
passion. Now she can be proud, TudungPeople Signature Boutique located in Bandar Baru
Bangi was a success. The boutique is not an ordinary boutique because there‟s Wander Café,
an in-house café for the men to sit and relax while their partners shop.

TudungPeople makes headscarves for all occasions, including the gym and swimming pool. It
also came in up to 60 colours at time with a new collection released every week. Tudung
People is also one of the first in Malaysia to provide size option for customers

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ONLINE CONSUMER BEHAVIOUR

AGE

Online shopping is not a rare term anymore, almost everybody under the sun has done that. In
fact, global online purchase intention rates are rising and will always do. But not all age
group are shopping online to the same degree. According to Nielsen’s Global Survey of E-
commerce states that the age group that has grown up in the digital era is Millennials with age
range 21-34 years old is leading the way. The survey also added, Millennials comprise more
than half of all respondent who plant to make an online purchase in the next six months. In
addition, a survey also conducted to study the distribution of online shoppers in Malaysia in
2016 by age group recorded, age group of 20-29 with the highest percentage of 44.5% for
share of online shoppers. Follow by age group of 30-39 with 28.2%.

A survey held in Malaysia about online shoppers

TudungPeople definitely used this information to build their website according to this age
group. People within 20-39 age range are obviously young and wanted something simple and
minimalist lifestyle, despite today’s chaotic life events usually related to works or studies.
TudungPeople created their website in a minimalist way. Pastel colour was used for the
website background, added with simple clear navigations to find the products. These assists
online buyers to stay and enjoying eye soothes experience of their online shopping. In

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addition, an article by designshack.net highlight that minimalism in websites and apps help
reduce the website to load the data or picture, which definitely please customers.

Simple website with easy navigation panel

EDUCATIONAL

According to malaymail.com, in 2018, the number of female graduates was marginally higher
than males, recording a percentage share of 50.4% or 2.01 million persons. The article also
states, from the viewpoint of age groups, graduates in younger age cohorts of 34 years and
below, were predominantly female. Logically, the higher an individual level, the wider the
insight. Education is considered as a milestone for women empowerment because it enables
them to respond to the challenges, to confront their traditional role and change their lives
(Shetty, 2015). Educated person definitely has a certain way of thinking, through education
women out there are exposed with trends, news and any ideas and awareness of women
empowerment and rights.

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TudungPeople websites does use educational background as their goal to tackle their
customer. By providing nice photo-shoots, with models with sophisticated looks definitely
attracts any women to discover all of the tudungs patterns and colours. Pictures really deliver
a certain message, all models that TudungPeople choose does bring the women empowerment
vibe. Educated women of course appreciate the simplicity and convincing looks that
TudungPeople bring through their product and also how they create their website.

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IMPACT OF MACROENVIRONMENT TOWARDS TUDUNGPEOPLE

According to zorraquino.com in the field of marketing, the macro environment is the set off
external factors and forces, not controlled by the company, that influence its development. It
mainly includes demographics, economics, and cultural, technological, legal or political
elements.

Covid-19 is not only a global pandemic and public health crisis; it has also severely affected
the global economy and financial markets. Not just that, this pandemic also affect the income,
rise in unemployment and disruption in the transportation service and manufacturing
industries are among the consequences of the disease (Pak, 2020). According to (Leong,
2020) spending habit also changed after MCO was implemented and people began saving
more amid more uncertainty over job security and income leads to purchasing primarily
essential goods behaviour like groceries, household supplies and even health supplement.
Leong also added that, despite this entire condition people spending more time online which
actually gave opportunities to ecommerce

TudungPeople definitely affected with this pandemic, but they definitely tackle this
conditions through their website.to gain trust that their brand actually care about the
pandemic, TudungPeople take action to support organization that initiate fund for people that
affected by the pandemic like PUAK rayong, MedTweetMYHQ and HappyBankCrew with
hashtag like #TengokJiranKita and #rakyattolongrakyat. Through this TudungPeople
definitely gain customer’s trust to buy from them. To make sure people stay longer on their
website TudungPeople brilliantly provide some editorial article on their website because they
know people spending plenty time online and they make sure people that visit their website
will gain knowledge and having a beneficial experience when shopping with them.

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Solidarity of Tudungpeople with Covid-19 pandemic and their initiative on providing beneficial
article

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CONCLUSION AND RECOMMENDATION

As a conclusion an online business is challenging on another level because marketers do not

face to face with their customer and their do not know the customers reaction or body
language if there is unsatisfying issue on their product, thus is not easy to instantly get the
feedback from the customer. Marketers need to be witty on designing the website itself and
alert on trending issue. TudungPeople did a great job on handling their website and providing
quality online shopping experience to their customer but still there must be additional thing to
fix like providing calendar that actually help customers to buy the tudungs and instantly
checking their schedule for any event that matching the product that they want to buy from
TudungPeople website.

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REFERENCES

Ihsan, S. L. (12 may, 2019). New Straits Times. Retrieved 22 may, 2020, from Tudung
People Cater to All Women: http://www.nst.com.my

Palasekaran, V. (9 march, 2018). Uppre . Retrieved 22 march, 2020, from Unveiling

TudungPeople: http://www.uppre.com

Age Matters with digital shoppers. (15 September, 2014). Retrieved 20 November, 2020,
from Nielsen: https://www.nielsen.com/us/en/insight/article/2014/age-matters-with-digital-
shoppers/

Department, S. R. (9 May, 2019). Distribution of Online Shoppers Malaysia 2016 by Age

Group. Retrieved 20 November, 2020, from Statista:
https://www.statista.com/statistics/878419/malaysia-online-shoppers-by-age/

Leong, B. (16 April, 2020). COVID-19'S IMPACT ON MALAYSIA'S ECOMMERCE

MARKET. Retrieved 20 November, 2020, from JANIO:
https://janio.asia/article/ecommerce-online-shopping-malaysia-covid-19/

Pak, A. A. (29 May, 2020). Economic Consequences of the COVID-19 Outbreak: the Need
for Epidemic. Retrieved 20 November, 2020, from Frontiers:
https://doi.org/10.3389/fpubh.2020.00241

Palansamy, Y. (13 December, 2019). Number of Malaysian graduates increased by 350,000

in 2018, more females than males. Retrieved 20 November, 2020, from Malaymail:
https://www.malaymail.com/news/malaysia/2019/12/13/number-of-malaysian-
graduates-increased-by-350000-in2018-more-females-than/1818940

Shetty, S. (2015). Role of Education in Women Empowerment and Development : Issues and
Impact. SSRN, 1-11.

Zorraquino, M. (20 November, 2020). What is Macroenvironment. Spain. Retrieved 20

November, 2020, from Zorraquino: https://www.zorraquino.com/en/
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