Executive summary

The report was carried out to create an international marketing plan for Vincci in Nigeria market. The report draws attention of the humble beginning of Padini in 1971 where it sold Hwayo garments to department stores and driven by its vision its now one of the top fashion company in Malaysia and respected all around the world. The report also draws attention to the reason why Vincci was selected ,some of the reasons include availability of several great designs, success in different market around the world ,product quality and affordability .A Background of Nigeria was also included in the report which draws attention to  Nigeria as the biggest economy in Africa and also the most populous nation with about 174 million people. Nigeria also have sound macro economy with well developed financial ,legal ,transport and natural resources and there is no internationally recognized shoe company in Nigeria. The report include the proper analysis of the Political ,Economic ,social ,technological ,Environment ,cultural and legal analysis of Nigeria and the potential marketing implications for Vincci .The SWOT analysis was included and marketing mix 4ps to further show Vincci possibilities for success in the Nigeria market . It was concluded that Nigeria is a fast developing country which plays a major role in Africa and Vincci has a lot of potential for success in the market which will further help in the company growth and allow for its product to be available across the world.

1.0 Introduction

This report was prepared to develop international marketing plan for Padini (Vincci) for Nigeria Market. The report covers Vincci features and benefits and the reason for choosing Vincci .Since the main purpose of the report is to market Vincci into Nigeria ,some basic background of Nigeria and the reasons why Nigeria was selected was  also included in the report. Some of the project limitation is the project do not include Market entry, Porter Five Forces, implementation ,evaluation and control was not included in the report. The report covers the PESTLE analysis of Nigeria market where Economic ,Financial ,cultural ,political and legal factors were discussed with the outcomes and potential marketing implication for Vincci.

2.0 Back Ground

2.1 Padini Holdings Sdn Bhd

Padini began operation in 1971 as Hwayo garments manufacturer selling the finished product to department stores . Driven by its vision the company entered into retail and distribution by creating own brands and today Padini group is a leader in textile and garment industry.
In 1995 Padini Holdings Sdn Bhd became a public listed company by shares and in 2003  grew  its regional presence by expanding into Saudi Arabia and Philippines.
Padini group was valued at RM 245 million in 2009 and recognized as one of Malaysia Top 30 most valuable brands. The vision of Padini group is to be the best fashion company in the world also aspiring to be a global leader in fashion with high standards in manufacturing, design ,customer service, branding and innovation. The company have ten district brands which represent particular fashion and include ranges of products which fit into consumer needs. The company strive to create fashion consciousness which is stylish but affordable across brand niches.(Padini 2014)

2.2 Organizational Chart

Fig 1.0 Padini Holding Organization Chart

2.3 Company Structure

Fig 2.0 Padini Holding Company Structure

2.4  Vincci -Features and Benefits

In  1981 Vincci was established as one of Padini Holdings label it is among the first Malaysian brands to push the boundaries of footwear by providing quality shoes at affordable  prices .The footwear are desirable ,on trend and distinctive this approach is also used in other Vincci items such as bags and accessories.
 Vincci  started operating foreign store in Brunei in 2000 and  entered into Thailand in 2001 ,the company further grows regionally by entering into Philippines and Saudi Arabia in 2003. In 2005 Vincci entered Indonesia ,UAE and Cambodia  and in 2007 Oman  welcomes its first Vincci store. Vincci ventured into Syria into 2009 (Padini 2014). In  2010 & 2011 Vincci continues its international  expansion  with stores in Qatar ,Pakistan, Bahrain ,Egypt and Morocco. Vincci was awarded  Putra most promising brands of the year by Putra brands award in 2012 and also opened its first store in Myanmar in 2012.

Vincci product  are recognized globally with style ,quality, affordability  and following latest trends , most  Vincci shoes are made from synthetic materials which have great durability and strength.  Vincci products are common among women between the age of 16 to 60 years  and it's the most prominent brand in the Padini family. Vincci also have other products such bags, sunglasses, and bead and other accessories.

2.4.1 Reason for Selecting this product.

Vincci was selected as the product has seen significant success all over the world ,Vincci shoes and bags follows latest trend and offers quality with millions of great design that fits perfectly into women wants ,the product is also successful in many markets and loved  by women of  age ranges , the prices of Vincci shoes and accessories are very affordable compare to competitors.. The product is also selected as many Nigerians already know about the product quality and love the brand as Nigerians studying abroad buy the product and take home with very good and high demands for the product.

2.5  Background- Nigeria

Federal republic of Nigeria is located in West Africa comprising of 36 states and shares borders with Benin, Cameroon and Chad .Nigeria is an emerging market and is considered as regional power in Africa. Nigeria is the 12th largest oil producer  and the 8th largest exporter in the world. Nigeria is referred to as the giant of Africa as it is  the most populous nation in with  population of about 174 million people (Aljazeera 2014). Nigeria economy is currently the largest in Africa which is worth $500 billion ,it overtook South Africa to become e the 26th largest in the world.(Bloomberg 2014)

2.5.1 Why Nigeria

Nigeria is selected as the country to  introduce Vincci  as it is currently the biggest economy in Africa. The country is also the most populous in Africa with about 174 million people. Nigerians are also shoe lovers with a good number of young working class population that follow latest trends in fashion. The country is also considered as an emerging market with natural resources abundance and well developed financial ,legal, transport , and  communication sectors (United Nation ,2014) . The country is also an important trade and business region in Africa as other west Africa countries relies on the advantage of free movement of goods to carry out business activities in the country. The country also have a sound macroeconomic with higher growth and low inflation. There is also no internationally recognized shoe brand in Nigeria and most business men buys branded product in US,UK and Dubai to sell them in Nigeria at higher prices.

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Executive summary

This report was carried out to review journals on cooperate social responsibilities and making a summary of the research methods , aims ,usefulness ,results ,findings ,limitation also the  challenges ,critiques and research reflections.

The report include analysis of Four journal articles which are CSR of listed companies in china, CSR in India financial institution ,CSR matters in Mauritius development and CSR in SMEs in Portugal. The research for CSR of listed companies in china was carried out by collecting data  of listed companies from Shanghai security exchange and Shenzhen security exchange.  The result showed that most listed companies address social issues which include pollution ,energy saving and sustainability development.  CSR in India banking sector  shows what financial institution are doing with regards to CSR ,the report was conducted interviewing top executives of financial institution which shows that they are mostly engaged in philanthropy activities ,social engagement and other CSR initiatives which have positive impact to environment development.

The research paper on CSR matters in Mauritius development showed that companies are required to spend 2% of their profits on CSR ,The research use qualitative approach to gather information from companies and the initiatives used by Mauritian companies to contribute to better society and fighting poverty was discussed .  Finally the report draws attention of CSR in  Portugal SMEs ,it shows the practices at social ,economic ,and environmental levels explaining the factors which places great restriction of SME adoption of CSR practices .Majority of Portugal SMEs are internally focused on CSR adoption and place importance on employee motivation ,cost reduction and improved client relationship.

The Journal Articles help to understand CSR implementation and initiatives with focus on how CSR helps to increase development and change organization response to their  community by contributing to the social ,economic and environmental growth.

1.0  Research Paper I "CSR in emerging country: a content analysis of CSR reports of listed companies"

1.1  Citation

"Yongqiang Gao, (2011),"CSR in an emerging country: a content analysis of CSR reports of listed companies", Baltic Journal of Management, Vol. 6 Iss 2 pp. 263 - 291"

1.2 Introduction

CSR in both cooperate and state level awareness in Asia is low compared to the increased attention to CSR in developed economies. China is a good example as an Asia country with different political and culture economy from the west .

The research paper provides social responsibilities profile of listed companies located in china, discussing how the companies form their reports and the social issues reflected in their report.

1.3 Aims & Research Methodology

The main aim of the study is to evaluate critically the social performance of companies listed in the Chinese Stock Exchange. In order to successfully carry out the research a content analysis was conducted in relation to the CSR reports issued by the companies from the period of  January 1 ,2008 to October 28, 2008. 844 listed companies from Shanghai security exchange  and 761 listed companies from Shenzhen security exchange where collected. Search engine which include  www.cninfo.cn ,www.google.com ,www.baidu.com where used  to ensure retrieval of any CSR reports issued recently by the listed companies including the use of the company official website .  Following this approach  81 CSR reports were finally collected and used as sample in analyzing CSR performance .

1.4 Scope -Analysis ,findings and Results

The scope for this paper include examining the CSR reports of listed companies in china discussing how the listed companies form their social responsibility report including stakeholders reflected in the report, also  the type of  attitude they hold towards assuming social responsibilities. The findings shows that only 5.05 % among the listed companies published their report in China while 4.42 % issued separate report and 79% of the companies have positive attitude to social responsibilities while no company have negative attitude. State owned enterprises addresses most of social issues which show that they are more politically sensitive while non state owned enterprises perform better in addressing stakeholders interest.

1.5 Usefulness
 

The paper  gives a clearer view of social responsibilities of Chinese listed companies it also shows the social issues which are frequently address by Chinese companies. The literature review helps in the understanding of CSR in china where the researcher showed the significant increase from one CSR report openly published in 2003  to 82 in 2007 .

1.6 Limitation

The limitation of the research is the sample size which is only 81 CSR reports used . The results cannot be generalized to all Chinese companies, also listed companies used may overstate their social responsibilities performance due to many companies in china CSR reports are not verified by external party.

1.7 Critiques and challenges

The research provides excellent literature review on CSR and reporting also discussing  indebt on CSR in china showing with tables and fact the trend and growth of CSR  in china ,However the sample size used cannot fully justify if majority of the listed companies in China have good CSR making it difficult to know the stand of Chinese companies with regards to CSR.

1.8 Conclusion

This paper is  useful in understanding Chinese listed companies CSR reporting. it showed that  Chinese companies do not adopt international guidelines in issuing CSR reports and prefers to follow their own guidelines. the most social issues frequently addressed by Chinese companies include energy saving and pollution ,scientific development view ,sustainability development of society and economy .However this paper may not be useful in understanding the CSR reporting for other Asia countries as the author focus on only china for the research work.

1.9  Reflection

The paper helps people especially foreigners to understand  CSR in China which will further help in broadening knowledge about the economic ,social and cultural conditions of CSR reporting in china .

                                                                                      

2.0 Research Paper II "CSR in India : Reflections from the banking sector"

2.1  Citation

" Sophie Hadfield-Hill , (2014),"CSR in India: reflections from the banking sector", Social Responsibility Journal, Vol. 10 Iss 1 pp. 21 - 37"

2.2 Introduction

India financial sector plays important role in driving forward development and growth. The research paper provides contribution to the literature of CSR operation in the banking sector  exploring the CSR within the India context and looking into the trends and emerging practices .The banking sector is of interest because of its role in driving forward the nation economy and growth and due to focus of global interest on financial responsibilities.

2.3 Aims & Research Methods

The main aim of the journal is investigating the modes of CSR engagement amongst financial institutions in India which further help to understand the responsibilities carried out by the sector. The research method include conducting semi-structured interviews with CEO's ,managing directors and senior managers of financial institutions in India. Out of the 52 interviews conducted 60 % were corporate elites .Interviewing the elites helps to provide an insight in the motivations and social strategies ,and future engagement of key players of India financial institution.

2.4 Scope -Analysis ,findings and Results

The scope of this journal include examining the CSR of financial institution in India and the responsibilities carried out by this institutions. 4 categories of responsibilities which was collected from the interviews with top  management are pure philanthropy, profit maximization ,corporate community engagement and corporate social engagement. Financial institutions decisions to fund major development projects have positive impact on the environment and communities. The findings suggest that western CSR initiatives have influence on executives in India allowing them to be proactive in contributing positively to social responsibilities .

2.5 Usefulness

The paper gives a clearer understanding of India financial institution responsibilities. conducting the research using interview helps to explore the cooperate motivation and practices showing that companies making positive impact the most are the once actively engaged with local communities . The research also highlight some commitment and motivation which are overlooked in CSR reporting methods.

2.6 Limitation

The limitation of the research is the focus on only financial institutions in India and this research cannot be used to explain CSR in the entire country ,The interview where also granted to only the executives of the institution which may not give proper result on the actual fact on CSR activities of the institution as most executives tends to overstate their company social responsibilities performance.

2.7 Critiques and challenges

The researcher conduct a good number of interviews with  financial sector executives which is one of the great success of the research work however the research contains little literature review of the context of CSR in India and the sector used which is only the financial sector is a weakness due to the research cannot be generalized or used as a basis of CSR in India.

2.8 Conclusion

This paper helps significantly in understanding the literature of CSR operations across financial institutions in India and the influence on development and emerging market. The paper presents 4 categories of CSR engagement which shows a good commitment of the financial sector in promoting social responsibilities and development .However this paper may not be useful in comprehending CSR in sectors aside financial institutions as the research is focused on India Financial sector.

2.9  Reflection

The research provides valuable information on CSR initiatives and performance in the financial sector and will serves as guide for any financial institution to bench mark and improve their CSR activities ,the paper can also be used by other developing countries to understand financial institutions CSR performance which will assist in planning their own strategies and initiatives on CSR development.

3.0  Research Paper III"CSR matters in the development of Mauritius"

3.1  Citation

"Roshni Deepa Gokulsing, (2011),"CSR matters in the development of Mauritius", Social Responsibility Journal, Vol. 7 Iss 2 pp. 218 - 233"

3.2 Introduction

Mauritius is a developing small island which is exposed to several vulnerabilities ,the government is calling for the private and public sector efforts in addressing social developmental issues and poverty. The budget speech which was enacted in 2009 in parliament states all companies are to spend 2% of their profits on CSR or transfer the fund to be used for the purpose of social and environment development. The paper analyses the way CSR is defining development in Mauritius.

3.3 Aims & Research Methods

The main aim of the paper is to evaluate  the relationship between business and poverty reduction with the successes and failures of CSR initiatives in Mauritius and how the CSR initiatives are helping companies to achieve their business objectives. Qualitative methods was used for data collections and indebt interview where used to capture the views of private sector and NGO's on CSR discussing the concept, activities, policies ,poverty and also future of CSR . The secondary sources used are company publications, annual reports and companies website.9 leading companies were selected in the private sector which form the service and industries since the companies were reported to show high commitment to CSR. Interviews were also carried out with the CSR ,human resource and communication managers. 4 NGO'S participated in the study and the executives where interviewed .

3.4 Scope -Analysis ,findings and Results

The scope for this paper include examining the development of CSR initiatives in Mauritius and the findings shows that Mauritius business sectors plays vital role in creating a better society through their social responsibilities activities. However there is call by some stakeholder in   NGO sector that believes the business enterprises in Mauritian  needs to do more .Results from the research also shows that CSR is increasingly improving and embedded in most corporate culture in the country and for CSR to aid development effectively it has to coordinated at the private ,civil society and government level to attain equitable and sustainable development.

3.5 Usefulness

The  paper gives a clearer view of the role of business sectors in promoting development in Mauritius through social responsibilities activities. Business sector and NGO are redefining the development in Mauritius based on the interview on different stakeholders which shows their contribution in fighting poverty .The literature review also provides very good overview of CSR development in Mauritius.

3.6 Limitation

The limitation of the paper is on the categories of companies interviewed which only have few categories excluding other companies like telecommunication firms .The results cannot fully prove that most companies in Mauritius are doing enough to reduce poverty since there is still increase in poverty in the country.

3.7 Critiques and challenges

 

The literature review provides good information on CSR development in Mauritius ,The number of companies in Private and NGO sector interviewed are little and it cannot be generalized that all companies play vital importance to CSR in Mauritius ,the extent of the company contribution in fighting poverty and creating development was not also fully discussed in the paper.

3.8 Conclusion

This paper is useful in understanding the roles played by Mauritian business sector in promoting development and fighting poverty. sensitizing the right perspectives should be encouraged to promote CSR among the private sector ,civil society and state owned companies. There are also calls for transparency in dealing with CSR and it should be part of all companies cooperate culture this will help effective collaboration between  government ,NGOs and private sector to fully develop and eradicate poverty in Mauritius.

3.9  Reflection

This research work provides relationships on the development of CSR in  Mauritius. This is important to understand the role business sector ,NGo's and government plays in shaping development in the country and the type of activities they engage in ensuring poverty eradication and sustainable environment .

 

4.0 Research Paper IV " CSR in SMEs: strategies, practices, motivations and obstacles? "

4.1  Citation

"Maria Santos, (2011),"CSR in SMEs: strategies, practices, motivations and obstacles", Social Responsibility Journal, Vol. 7 Iss 3 pp. 490 -508"

4.2 Introduction

(SMEs) Small medium enterprises plays significant role in European economy and is one of the key component in Portuguese economy despite this importance ,there are little studies on SME CSR and CSR are more broadly associated with larger companies. The journal includes CSR practices at social ,economic and environmental levels and factors that place great restrictions on SME adoption of CSR practices in Portugal .The paper also present diagnostic results of CSR practices of SMEs in Portugal .

4.3 Aims & Research Methods

The main aim of the journal is to examine SME CSR practices in Portugal  looking effectively into the CSR practices at economic, social and environmental levels and factors which restrict SME from adopting CSR practices. The research method involves using a questionnaire a quantitative approach completed by sample of  2,000 SMEs from 5 regions in Portugal and the companies belong to diverse sectors having from about 10 to 250 employees The data retrieved from the questionnaire was processed using SPSS software package .The questionnaire was used to identify social responsibility activities that companies engage in internally ,externally ,economically and environmentally.

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Assignment Question

The value of the international fish trade increased from USD15.5 billion in 1980 to over USD108 billion in 2010, according to Food and Agriculture Organization (FAO). The European Union (EU) is the biggest single market for fish and fishery products worldwide as a consequence of an increased consumption per capita and its enlargement to 28 member states with over 500 million consumers. Currently, around 77 per cent of fish consumed worldwide as food is supplied by developing countries. Developing countries have particularly benefited from this boom, with their net earnings (exports minus imports) increasing from USD3.4 billion to over USD20 billion over the same period. For example Spain (USD 5.2bn) is the world’s third largest importer, followed by France (USD 4.2bn), Italy (USD 3.9bn), Germany (USD 2.8bn) and the United Kingdom (USD 2.8 bn). Explore into the general requirements of exporting fish and fishery products into European Union and the formal steps to be taken by the exporting firms to ensure that their fish and fishery products meet all the health and safety requirements for consumption in EU.

Executive summary

This report was carried out to explore the requirement  for exporting fishery products and fish into Europe. European union is the world biggest importer of fishery products and importation of fishery product into Europe countries are harmonized by following the same rules and regulations. The report draws attention that 77% of fishery products consumed in the world are supplied from third world countries and developing countries allowing for these countries to benefit from the exportation and improving their economy .
The report include the principle of European food law where effective quality management in the entire food processing chain is required and food veterinary office of European commission undertake missions to the exporting countries to access the situation on ground and ensure the fishery products are well processed and are safe for consumption in Europe countries. The key elements for exporting fish and fishery products to Europe which include  competent Authorities for the exporting countries, effective control plan ,border inspections ,import authorization and training are also discussed. The formal steps for importation approval to EU was discussed in the report including the health certificates ,traceability guidelines for fishery products entering into Europe and Rapid alert system for food and feeds incase some fish might have been contaminated which will be sent to all EU member states to take immediate actions. Ban cases for some countries including Malaysia ,Pakistan,Cambodia,Guinea and Belize were included in the report. It was concluded that the European council have a good and robust legislature for food importation into Europe and the mechanism for tracking illegal fishing and banning is well monitored hence helping to improving the fishing conditions in most countries.
It was also recommended that the European council should do more to check loop holes in their regulations that permits non EU vessels to carry out fishing activities in banned countries water  and still able to sell and export to member states in Europe.
 

1.0 Introduction

European union is the world biggest importer of fishery products ,seafood and aquaculture products. Importation to Europe countries are harmonized allowing for the same rules to be applied across all European Union member states . 77 % of fishery products consumed in the world are supplied by developing countries hence allowing for these countries to benefit from the exportation .
The report section includes information about exporting fish and fishery products into Europe, the principles of European food law,  key elements of exporting fishery products to Europe while including information about the border requirement and inspection carried out by EU border representatives .The formal steps required for approval of importation by European commission is discussed not forgetting the Health certificates and traceability guidelines for fishery products.
According to FAO -Food Agriculture Organization the  value of international fish trading has significantly increased from about $15 billion in 1980's to over 100 billion in 2012  with developing countries having a higher percentage in export .
The report explore in details the guidelines in exporting fishery product to Europe.

2.0 Exporting Fish and Fishery Products into Europe

The biggest importer of fish, sea food and aquaculture products in the world is the European Union. The same rules for importation applies in all Europe countries and the European commission defines the certification requirements and importation conditions for non EU countries.
It is the responsibility of the European commission directorate General for Health to guarantee that all import rules for fishery products fulfils high procedure and standards for all EU members’ states taking into consideration animal health status, proper consumer safety and hygiene .For successful importation of fishery products into Europe the interested countries and business must ensure they understand the philosophy and principles of European Food Law

The Principles of European Food Law

The Food law of Europe implements principles of process oriented control and quality management in the entire food chain process including aqua culture farm ,fishing products ,vessel and also the consumer  table having spot check at the end product will not provide adequate level of safety and transparency to consumer so in order to guarantee safety of fishery products  the food veterinary office of the Europe commission undertake several missions in exporting countries to ensure that all the products are well processed and are in good and safe condition for consumption in Europe. (EUROPA ,2013)

2.1 General Rules for Fishery Products

An Official certification is required for importing fishery products into Europe which is usually based on competency recognition of the Non EU- country or business by the European commission. The official certification is a prerequisite for the country or business to be eligible and able to carry out export activities to Europe.
Credible inspection and controls must be carried out by public authorities throughout the production chain to ensure all aspects of public health, animal health, and hygiene are covered.
All business willing to export fishery products into EU must contact competent authorities in their country and bilateral negotiations and relevant dialogue will be undertaken by the authorities in the country willing to export to EU and also EU authorities this will allow for competent handling of the Export activities and allow for all procedures to be in place for the export activities. Please Refer to Appendix A for key frame work for export.

2.2 Key Elements for Exporting Fishery Products to Europe

Apart from been on the eligibility list for exporting fishery products to EU there are some specific element which have to be ensured, the eligibility criteria for exporting fishery products to EU are discussed below

2.2.1 Competent Authority & National Authorities

The exporting country must ensure they are represented by competent authorities .The authorities will be responsible for control and supervision throughout the production chain. The authorities must have sufficient rights, power, structure and resources to be able to successfully carry out effective inspection of all products and hence able to guarantee public and animal health attestations in the certification which will accompany any fishery products to be exported to Europe.
Another requirement is for Veterinary services which should be ensured to help oversee the health controls of the live fish which are intend for breeding in Europe.
The exporting country National authority must also ensure all hygiene and public health requirements are fulfilled.
Hygiene legislation include all requirement on vessels structure, landing sites freezing and storage and all operational processes. This will help to ensure high standards and prevent contamination of the fishery products during processing.

2.2.2 Live Fishery Product and Aqua Culture Products

For Live fishery products specific conditions applies for example echinoderms which include sea urchins and marine gastropod which include snails e.t.c .Importation for this products are only permitted if they come from approved production areas also the authorities for the exporting country must be able give adequate guarantee on the products classification and monitoring of the products to avoid them from contamination which may cause poisoning.

For aqua culture products a control plan on residues of pesticides and all veterinary drugs ,contaminants and heavy metals must be presented to verify and ensure the comply with European commission requirements. (EUROPA ,2013)

2.2.3 Control Plan

A complete suitable adequate control plan must be developed by eligible authorities which should be submitted to European commission for approval and this control plan must be renewed yearly to ensure all the process are adequate and the plan is effective. 

2.2.4   Import Authorization and Inspections

Importation are only authorized from approved establishments and vessels which must have been inspected by competent authorities  of the exporting country the authorities must provide sufficient guarantees of the products and required to carry out inspection from time to time to ensure corrective actions are in place if necessary  the vessels  must also meet European commission requirements. The EU Commission publish a list of approved establishment which can be located on their website.
The commission Food and Veterinary office also carry out inspections to ensure compliance with EU requirement, the inspection is conducted to establish confidence between the European commission and the authorities of the country or establishment.

2.3 Border Inspection   

For importation of fishery products from all non Europe countries an approved border inspection must be conducted by competent veterinarian officials ,the organization of control at the entry point is to ensure no illegal consignment are coming in and several detection equipment such as scanning devices ,detector dogs and screening of large baggage are always carried out.
Each import vessel will be subjected to systematic documentary check, physical check and also other forms of identity check to ensure all items are what they claim they are.
The physical check is conducted based on the level of the risk profile of the products also using the results of the previously checked similar products.
Any consignment which do not comply with EU legislation may be destroyed or re dispatched within 60 days of arrival and if any illegal consignments are found the owner of the consignment will be liable to pay some fines and penalties.(EUROPA, 2013)

2.4 Training and Assistance

EU Commission provides several technical training assistance and facilities which is aimed at helping developing countries comply with the rules and regulations of importation.
DG SANCO runs food initiative training for official controls on the Europe standards for aquaculture and fishery products in developing countries.
The technical training helps to improve their knowledge on the expected EU standards hence improving the level of compliance to the standard.
The programmed helps developing countries to have access to the EU market for fishery products. (EUROPA ,2013)
 

3.0 Formal Steps for Importation approval by European commission

Exporting fishery products to EU have a lot of requirements these requirement are aimed at ensuring the safety of the citizen consuming the products ,In order to achieve full safety the EU designed a formal procedures used for evaluating eligibility for third world countries in exporting fishery products to Europe
The following are the formal steps to be taken

1. The Authorities of the third country must submit a request to European commission  Directorate-General for Health and Consumer protection to export fishery products to Europe The formal request must include confirmation that the authority can meet all required and relevant provisions to satisfy the requirement of European Commission.

2. Questionnaire will be send out by the Directorate General for Health and consumer protection which will be completed and returned back by relevant authorities and must contain information about hygiene and other information requested.
   
3. A residue plan for monitoring aqua culture products must be submitted by the exporting country and approved at this stage.

4. An inspection by the food and veterinary office will be carried out for accessing the situation this is mandatory for high risk fishery products and this is done after the evaluation of the papers for submission.

5. After the inspection and evaluation is carried out and there are sufficient guarantees by the exporting country then the Directorate General for health will propose the listing of the country, list of approved establishments in the country  and conditions for allowing import from the country .Then the conditions and regulations will now be discussed by  EU member states representatives.

6. After discussion on the proposal and the member states have a favorable opinion the commission will then adopts the specific conditions for importation also allowing for amendment of the eligible establishments at the exporting countries request the list is also made available on the internet for public viewing. (EUROPA ,2013)

3.1 Health Certificates and Official Guarantees

Health certificates can be issued for only products which are processed in listed EU approved establishments. The information about the exporting establishment must match the one published on EU list also including details such as production dates ,batch codes and origin identification.
The Health certificates must include accurate data of approved goods ,quantity and type of fish being shipped . The export Health certificate must not be modified with any alterations deletions or endorsement once signed by the export health officers.
All member states of EU will accept the certificates ,although Switzerland  ,Iceland and Norway are not official EU member states they also adopted all EU requirement for exporting fishery products to their countries.
Fishery products which landed in Norway or Iceland can enter other EU member states without additional controls.

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Assignment Question

As a Consultancy Company you have recently signed a contract with a new client to conduct a market research and provide suitable and feasible consultancy report. The aim of this project is to provide a strategic plan (based on all analyses) in order to make your client’s company as one of the market leader within 5 years. The plan may include product/service development, promotion strategy, pricing strategy, location strategy, market entry branding strategy and other aspects you think necessary.

POSSIBLE SOLUTION

EXECUTIVE SUMMARY

This report was carried out to conduct market research for Ipoh town and recommend strategic plan based on analysis in making Ipoh town a market leader in 5 years .The research report draws attention that Ipoh town is new in the restaurant business and its not yet available in every corner in Malaysia also its presence is not heavily known among most people in Malaysia.

Further investigation shows that Ipoh town competitor are doing well and Ipoh town has potential to excel better in the market following standard procedure in making availability varieties of food and offering better prices than its competitor. The research involves doing a market survey  where  100 respondent answered the questionnaires this further help to show the eating pattern of the respondent and the price they are willing to pay for a quality meal at the restaurant ,It also show the period where most respondent in that area prefer to visit the restaurant and the type of service they will like to be offered in the restaurant.

This will further help Ipoh town decide how to structure its availability of products (food)   ensuring great  prices on quality meal that  meets the budget of the target customer and offering service that  the customer wants in order to retain customer loyalty .Pestel Analysis and Industrial analysis was conducted to ensure that all requirement to make Ipoh town a market leader are in place also looking on the strength weakness opportunity and threat (SWOT Analysis) that may arise in the process. It is recommended that  Ipoh town has a very good opportunity in becoming market leader but firstly  looking into ensuring there is availability of varieties of food in which customer can choose from when they dine at the restaurant ,increase promotion campaign allowing for more people to know the benefits and offering of Ipoh town ,and the  pricing of the meal have to meet the budget of the target customer using the market research analysis we can tell the budget that a customer can afford a quality meal and Ipoh town should integrate  the customer loyalty point service into all their restaurant since majority of the respondent in the research already stated they will want this service to be available in the restaurant .

1.0  INTRODUCTION

Ipoh town restaurant is located in Ipoh Malaysia  and many says no coffee beats that from Ipoh. The restaurant has  3 different concept which include the Ipoh Town Kopitian which is a traditional coffee shop serving toast coffee, eggs and are typical Malaysia style delicacies .The IPO Food room concept gives customer dining experience where locally made cuisines are readily available, while the Ipoh town experience concept draws closer the best local Ipoh's famous food and beverages also showing culture and memories of Ipoh in the style design of the restaurant .

Ipoh town objective include providing unforgettable dining for their customer ,providing services that exceed customer expectation and also expanding throughout  Malaysia and overseas emphasizing on quality of food available in the restaurant.

The research report shows the Industrial analysis ,PESTEL and SWOT analysis of Ipoh town comparing it with the competitor and a Market research is conducted explaining the response from the target customer and respondent .This allow for a proper analysis of the situation and making appropriate conclusion and recommendation for Ipoh town  in allowing it achieve the desired goals in becoming  a market leader in few years.

2.0  PESTEL ANALYSIS

PESTEL analysis is one of the most useful and structured tools to analysis following external factors: Political factors, Economic factors, Social factors, Technological factors, Environmental factors and Legal factors. To set future strategy Ipoh Town coffee shop should consider external factors those always impacting business operation. According to Barry Haynes, Nick Nunnington (2010), it is useful to start by identifying external factors that may have an impact on that future strategy.

2.1 Political factors

Policies and regulations which are set by government authorities are considered Political Factors. Political Government of Malaysia has always support businesses to grow in Malaysia and they have never imposed any political pressure on organizations. The political condition is very stable in Malaysia. This political stability has ensured for many local and multinational corporate to do their investment and running business operation smoothly. It also implies positive factors for Ipoh Town to expand their investment and expansion activities in Malaysian market. Sometimes there are protest happening in Malaysia by opposition parties but it doesn’t impacting to the business continuity. Peaceful protest is also necessary in a politically stable society in order to express public opinion and this is actually a channel for people to send their message to the government.

2.2 Economic factors

Malaysia is a middle-income country and is a developing economy in Asia. Malaysia is attempting to achieve high-income status by 2020 and in order to achieve that Malaysia moving further by attracting investments in Islamic finance, high technology industries, biotechnology, and services.

The Gross Domestic Product (GDP) per capita in Malaysia was 6764.51 USD in 2012. The GDP per Capita in Malaysia is equivalent to 55 percent of the world's average. The Gross Domestic Product (GDP) in Malaysia expanded 4.30 percent in the second quarter of 2013 over the same quarter of the previous year.

Figure 1.0 GDP per capita of Malaysia

GDP Annual Growth Rate in Malaysia is reported by the Department of Statistics Malaysia. From 2000 until 2013, Malaysia GDP Annual Growth Rate averaged 4.6%.

Figure 2.0 Annual growth rate of Malaysia GDP

During the economy downturn and global financial crisis 2008 to 2009, Malaysia managed to make a turnaround. Since the beginning of 2010, the Malaysian economy has enjoyed a robust recovery (Singh 2011). A continuously growing per capita GDP indicating that the economy conditions in Malaysia are healthy and suitable to support an expanding market size in food industry. The government has a long term plan for the economy of the country in 2020 which is known as the Economic Transformation Program (ETP) in order to make Malaysia as a high income economic country. The program will lift Malaysia’s Gross National Income by 2020, and raise per capita income. Based on this government’s target it can be easily concluded that the economy condition in the near future will be good for business expansion for Ipoh Town.

2.3 Social factors

"Social factors include the demographic and cultural aspects of the external environment. Companies need to have a clear understanding of the society and the population to which their products and services are directed" (Hannagan, 2005). In term of social factors, the average salary in Malaysia is low in comparison with neighboring Singapore and Brunei but the living cost in Malaysia is the lowest. Living in Malaysia is relatively comfortable in the region (Richmond 2007). There is an increasing Westernization and the living pace of the modern life is changing the cultures systems among these countries. So business expansion for Ipoh Town in Malaysia should consider social cultures while making strategic decisions to avoid possible conflicts. Malaysian young generations likes to read books and they spend lots of time in book shops and libraries. So Ipoh Town can easily consider opening coffee shop in those places. Malaysian by nature love to drink a lot and they drink mostly local drinks. So a local coffee shop with international standard must be a good choice for Malaysians.

2.4 Technological factors

"Technological changes have a major impact on most company and can have an effect on the competitive edge of a company and make it more or less cost-effective compared to its competitors" (Hannagan, 2005). Technology has created a society which expects instant results. A faster exchange of information and materials can benefit businesses as they are able to respond promptly to changes within their operating environment (learnmarketing.net 2009). Malaysia has advantages in attracting business activities because it has a good transportation network that enable rapid and low cost good transportation. Malaysia also has very good communication technology which is very important for any business. Technologies will allow Ipoh Town to offer the higher standard quality products. Now a day’s coffee shops in Malaysia provide wireless Internet connection to most stores. Customers can enjoy the benefits of broadband connection and they can use their laptop, smart phone and any other WiFi enabled devices very easily.

2.5 Environmental factors

Environmental issues are mainly recycling, waste disposal, energy consumption, water, pollution monitoring, etc. Climate changing is also an environmental factor that companies need to consider. Companies in are aware and they are proactively handling these areas in order to be socially responsible and it is very important for companies to save on energy to save water and proper waste disposal. Malaysia’s economy is natural resource driven, so environmental factors are very important or development. The government and many none governmental organizations have invested great efforts and resources to increase the public environmental awareness to protect the country. Ipoh Town may consider of using energy saving equipments, save water, recycling in stores, cups made with green technology which can dispose easily and also reusable cups.

2.6 Legal factors

Malaysia’s legal system is based on English common law which was former colonies or territories of England. Malaysia also has a secondary legal system concurrently affecting certain sections of the law, such as Islamic Shariah law and customary law. Islamic law is applied to Muslims. Approximately 65% of the populations in this country are Muslims and this Islamic law is applicable for them in terms of family matters and religion issues (Palumbo-Liu, Robbins & Tanoukhi 2011). Malaysia has a very strict law in terms of Halal and Haram foods. Ipoh Town has to be very careful in this regards. Because of this complex legal system, an organization needs to recruit legal service professional to monitor the organization’s business behaviors and operational activities in order to make sure that Ipoh Town business operation and activities are strictly within the constraints of the legal systems.

2.7 PESTEL analysis Conclusion

Even though Malaysia is considered a middle income country and economy is much behind from its neighboring country Singapore but this country has fast growing pace. The government targeted that by 2020 this country will be a developed high income country and for that lot of program initiated such as ETP, TalentCorp etc. After examined above PESTEL analysis, it shows that the legal system and social and system could be complex but the healthy political and technological factors provide great business opportunities. After considering the PESTEL analysis, there is a good market in Malaysia for Ipoh Town coffee for their strategic expansion and business growth.

3.0  INDUSTRY ANALYSIS

Industry analysis is basically done in order to make proper understanding of the business in which the company or certain brand is dealing, the brand or the companies often are dependent even if it is manufacturing sector. The sector here is food and beverages industry which have variety of suppliers for the product which are actually demanded by the customers. So this analysis will help Ipoh Town in understanding the dimension of the business industry. Factors which are been playing a major role to cater the needs Ipoh Town are discussed below.

Rivalry among existing competitor

Any industry which is competing for the same target market and for the sake of better profitability is a rival in the same industry. Starbucks, Old Town Coffee, Coffee Bean these are some existing competitors for Ipoh Town. As there are lot of rival in this industry so research and development with proper understanding of the customer is necessary in order to achieve success. Weakness needs to be eliminated so that the target market share could be achieved. Promotion strategies, marketing plan and strategic location are all been given importance among the competitor. Differentiation in the product or services needs to be done in order to be better than your rival.

Threat of new entrants

Research and development is such a process which needs to be continued in every time period of any brand or company. The threat is always there, the process of eliminating it and reaching to the target is the beauty of the business. Although the threat is been minimized by various aspect consideration, some brand needs market awareness, promotion, differentiation, service quality. Considering all the factors which can make the customer attracted to another brand and eliminating those factors helps in reducing with the perspective of the new business. Every product which is introduced new to the market, takes time to reach its customer. Even the business has growth in many countries but the response might be different in new market platform. New businesses take time to reach to the point of growth in the product life cycle, so other competitor can take advantage by reducing the existing problem and solving them in appropriate manner.

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Assignment Question

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA, 2007).

With reference to the above statement, read Five (5) update (2008-2013) and related journal articles.  Apply findings of articles to evaluate, describe, analyze and illustrate the particular marketing problem in your chosen company and recommend feasible and viable solutions. Indicate the phases that need to be taken to ensure that it is used in realizing the client’s aspirations of your chosen company.

POSSIBLE SOLUTION
EXECUTIVE SUMMARY

This report was carried out to examine the marketing problem with Blackberry and recommend solutions while indicating phases which need to be taken in order to realize client aspirations. The research report draws the attention that Blackberry a Giant and leader in the Smart Phone market suffered a blow from other mobile competitors and experienced a drop in its Global Subscription in recent years also losing its Market Share. Further investigations reveals that this problem is caused because other mobile providers are concentrating more on the user experience and not on the business perspective in which Blackberry concentrate more upon.
Wide range of innovative applications which supports both businesses, multimedia, social and entertainment users are readily available on other mobile device such as the iphone and Android devices while Blackberry users only get access to very limited applications which the customers are not satisfied with. These factors appear to be the main causes of customers avoiding Black Berry product in recent years and cause a decrease in sales. The report also include reviewing articles relating to the problem faced by Blackberry and applying the findings  which include customer satisfaction lack of innovative product and targeting a particular class of people which are the business class in most of their advertisement campaign.
It is recommended that Blackberry take immediate measures to understand their customer wants by involving customer in their product development alongside creating innovative products which meet customer needs. Black berry need to redefine its marketing concept to ensure that the young, old and all classes of people whether Business Class, or heavy entertainment and Multimedia users see the benefits and advantage in buying and using their products.

 

1.0 INTRODUCTION

Blackberry limited which was formerly known as Research in Motion design, service and market a line of wireless hand held devices which is known as the Blackberry (RIM, 2013).
The company is a Canadian company headquartered in waterloo Ontario Canada and was founded by Mike Lazaridis they deal mostly with telecommunication and wireless equipment and are best known for their devices the Blackberry smart phones and tablets. The first Blackberry device is a two way email pager introduced in 1999 (Davis, 1999) at Munich Germany, and the name blackberry was chosen due to the resemblance of the keyboard buttons to that of drupelets which composes of Blackberry fruits (Zachary, 2013). In 2003 the more commonly known Smartphone Blackberry was released, the device supports push email, text messaging, mobile telephone web browsing and lots of other  wireless services.
Blackberry gained and increased its market share in the mobile industry by concentrating on email services, they also offer email service through blackberry connect software to other devices such as the palm Treo which is a non blackberry device. Black berry subscribers increased significantly since the release of the Blackberry smart phone in 2003 with 534,400 globally to 79,000,000 in (2012), (please see appendix A). Blackberry has struggled to compete against the Apple iphone and Android line of devices in recent years this however affected its sales significantly and with the release of iphone 5 in 2012 the global subscribers of Blackberry reduced from 79,000,000 in (December 1, 2012) to 72,000,000 in June 1, 2013 (Blackberry, 2013) The competition is a disaster to the market leaders and this document gives more information about the entire Blackberry marketing problem.
 

2.0 PROBLEM STATEMENT

Blackberry a business leader in smart phone market has recorded tremendous success in its early years of operation most users of Blackberry are very addictive to their mobiles and popular among business class people and at a point it was often called the business mobile.
Blackberry success can be traced back to 1998 where its strong focus was on innovative wireless solutions for the mobile communications market. Blackberry won several industry awards for its innovation and many accolades for its usefulness. 
Blackberry positioned itself as a business oriented mobile and focuses on the business oriented customers neglecting the fact that while the customers know that their mobile was more towards business they also want to have a good feel and use of their mobile. One of blackberry greatest problem understands their customers. Customer value takes into consideration what an organization customer believe they get by buying and using a product (James, 2005). Customers normally go for a product base on the extent it satisfy their need. Blackberry assumes that all customers that purchase their product are business oriented and want to use the mobile for the sake of business only.
This affects the business tremendously because these customers see other products from other mobile companies where they have several functions while they can also still keep in touch with their daily business  this however made most of the customers switch to the mobile devices which provide them with several functionalities and interesting interface because such mobile focus on the users. What the users want on their mobile is very important and Blackberry fails to put this into consideration hence making their marketing bad and also customers feel that there is no value for them using product that do not satisfy their need.
On May 7 2012 RIM released its bold marketing campaign "Wake up be Bold" (Vlad, 2012)
this campaign was attacking iPhone and Android directly claiming Blackberry is the only device for serious business. The truth is most of the Black berry users do believe their blackberry was best for business; they only changed their mind when they saw the capability of other mobile phones such as Apple I-phone and Android Mobiles.
Blackberry keep using the  marketing strategy that their mobile is dedicated for business minded people this allow their product to be admired by a particular class of people mostly among the business Class, young people that use their mobile mostly for social and entertainment do not see any reason to get a blackberry since it's not meant for them.
Even the business class they target with their market strategy want their mobile to serve them as a faster means of communication while enjoying new technology so they rather go for other mobile device that provide them with this features. Blackberry is missing several elements critical to its survival as an independent brand this include exciting new technology which they fail to provide and brilliant marketing strategy.
Blackberry fails to work on innovative technology to keep its customer loyalty with the release of instagram software. Blackberry fails to integrate and allow for this software to be used on a Blackberry phone. The instagram software was loved among people ranging from young to old and for business class and entertainment class users of mobile devices.
This allow many users to change to iPhone and android mobile devices which support the application ,and blackberry fails to see that they losing customers based on the failure to adapt new technology and innovation.
The Marketing strategy adopted by Black berry targeting the business class is a failure Blackberry also fails to understand what their customer wants and will like to see on their mobile phone. Blackberry failed to make   innovative product and integrate latest trends and applications in their mobile devices in order to be keep customer loyalty and avoid dissatisfaction from the devices performance.
 

3.0 ARTICLE REVIEW

In order for marketing strategy to be considered good a lot of requirement ranging from the marketing plan, customer view and several other factors should be considered. Articles reviewed which are related to the problem statement.

3.1 Article 1 : MEASURING CUSTOMER SATISFACTION: MUST OR NOT?

Dr Emrah Cengiz illustrated the importance of customer satisfaction and measurement of customer satisfaction in this Article. Organization must be aware that, measuring customer satisfaction is not one time process. Organizations have to learn that in order to achieve ultimate success, customer expectations are always required to keep long term success (Emrah Cengiz, 2010).
Customer satisfaction is a key factor in formation of customer’s desires for future purchase (Mittal & Kamakura, 2001). Satisfied customers always talk to others about the good experiences they get from the product and on the other hand dissatisfied customers also share their bad experiences with others.
This influences other customers to buy or avoid that product. So customer satisfaction is very essential because a satisfied customer easily bring more customers for an organization.  Customer satisfaction has vital roles for businesses in providing and maintaining a competitive advantage. It is recognized that the businesses forming components of marketing mix by acknowledging the customers’ expectations, receive customer loyalty and profit in return. Every organization should know customers as well as competitor’s information. It is very important to know what competitors are offering to their customers. By measuring customer satisfaction, companies easily get the customer knowledge and also have competitors’ knowledge in the market (Emrah Cengiz, 2010).

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Assignment Question

Protection for intellectual property right in this region has always been a concern. Discuss to what extent intellectual property right is protected in Malaysia. Students are required to do a comparison between Malaysian and a developed country where intellectual property right is well protected.

Possible Solution

Executive summary

Intellectual property right  is very important for innovation. The way people create goods and ideas are reshaping the economy hence making this innovation the center of economic activities . The effort in which countries protect intellectual property will go a long way to determine how they perform in economic environment and countries where intellectual property is not respected and protected creates increased monopoly, poverty and slow innovation .
The report is carried out to examine intellectual property right in Malaysia with relation to a developed country where IPR is well protected which is United States.
The report draws attention of  the history ,types, objective of intellectual property and the common types of intellectual property right were discussed which include copy right, patent and trademarks.
The high rate of intellectual property right infringement in Malaysia and also other developing countries is alarming and critical ,products such as movies, music's, software and video recordings fall under this category as the highly affected items due to the lack of sufficient intellectual property   rights protection which cause increased illegal duplication of the products .
With the increase in technology new tools like CD and pen drive also the internet has made duplication easy and effortless .
The report discusses the scope  ,trade and technical policy measures and works which are eligible for protection in Malaysia including evidence of copyright protection  .
The research report include a comparison between Malaysia and US Intellectual property right  ,it was recommended that copy right protection is not an obstacle  and it's a vital component which  helps motivates innovations and creative activity of  product authors hence providing the public with good ,creative and innovative products .
Intellectual Property right should be encouraged by all countries as this will help in creating innovate products hence removing  fear  of duplication of their innovative works.

1.0 Introduction

Industries deeply concerned about the development of intellectual property which include software, entertainment , pharmaceuticals and multimedia are most affected by lack of insufficient intellectual property protection .
Intellectual property protection remains a challenge  and causes a global issues among developing ,developed  and under developed countries.
International community agreed on common enforcement and rules which governs intellectual property right establishing World Trade Organizations(WTO) ,also establishing new copyright norms in world intellectual property organization internet treaties allowing for copyright in digital age. United states and other developed countries have urged developing countries to live up to their responsibilities and implement the necessary legislation with regards to protecting intellectual rights.
 Malaysia is a member of (WIPO) World Intellectual Property Organization and also a signatory to the agreement on Trade Related Aspects of intellectual property rights(TRIPS)  the most popular  intellectual property protection in Malaysia  includes copyrights, trademarks, industrial designs and patent.
The report includes information about the trademark, patent and copyright law in Malaysia and also comparison of Malaysia Intellectual property right  to United states.
The Malaysia intellectual law has been reviewed by (TRIPS) councils and it conforms with international standards.

2.0 Intellectual Property

Intellectual property is the legal concept which covers all aspect of one's creations where  exclusive rights is recognized.
Intellectual property right is outlined as securing the fields of copyright, patents, industrial design and trademarks (Marett, 1997). copyright relates with many sorts of product, as well as literary works (printed and electronic), creative works (paintings, sculptures), dramatic works, sound recordings, music, television and radio broadcasts.
In several cases the creator of a particular work  depend on revenues from their work. Intellectual property law help guarantee exclusive rights to authors and creators to a variety of assets which include discoveries ,artistic works musical, literary and inventions.
2.1 Brief History of Intellectual Property

Intellectual property dates back to as far as 1867 when North German confederation was founded and which its constitution paves way for legislative power over protection of intellectual property. (Verfassung 1867)
The administrative secretariats established by Paris convention in 1883 merged with Berne convention in 1893 adopting the term intellectual property in their title United International Bureau for protection of intellectual property.
The organization was succeeded in 1967  by treaty with the creation of WIPO( World intellectual property organization) which is an agency of United Nations.
Intellectual property began to be used in the 19th century and many legal principles that governs intellectual property has evolved significantly ,the late 20th century see the term intellectual property common in many countries in the world.
The Statute of Monopolies and  British Statute  of Anne (1710) are seen as origins of patent law and copyright law.
 

2.2 Types  of Intellectual Property Rights

There are four main types of intellectual property rights which can help in protecting a person invention or creation . They include patent, copyright, trademark , and design. Other types of IPR may include trade dress and trade secrets.

2.2.1 Patents

Patent protects the processes and features used to make a product work. it grants a creator rights to refrain others from creating ,using ,offering or selling a particular invention for period in time.
This help make  inventors profit  from their creation .

2.2.2 Copy Right

Copyrights gives inventor originality exclusive rights most commonly for a limited period in time .Copy right does not cover information or ideas but can be used for wide range of  intellectual ,creative and artistic works .

2.2.3 Industrial designs

Industrial design rights protects the design of objects which include the visual such as shape ,logo and other elements which make up the design of the product. It consist of shape creation, composition ,color or combination of patterns and color.

2.2.4 Trademarks

Trademarks can simply be referred to sign ,design , logos ,words ,or expression which assist in distinguishing products or services of a particular person from similar products of the other . It helps significantly in distinguishing goods and services in a market place.
 

2.3 Objective of Intellectual Property

One of the main objective of intellectual property right is in promoting progress by allowing for limited exclusive rights for disclosure of creative works and inventions. Through this process the society and the creators significantly benefits from it and also an incentive is created for inventors to create and disclose their products.
The objective of intellectual right legislators help to support the implementation and support of absolute protection of intellectual properties .This allow for creators to have sufficient incentive to invent since they will be able to successfully capture social value of their inventions.
(Lemley 2005)
Some  objectives of intellectual property are explained below

•    Financial Incentive -The rights of the inventors or owners of intellectual property to benefit from their product financially . In 2013 US trademark and patent office claimed that intellectual property is worth more than US$ 5 trillion and create job for about 18 million Americans.

•    Morality - Article 27 of Universal declaration of human rights states that  Everyone has the right to protection of material and moral interest as a result of  scientific research ,artistic work or literary that he or she authored (UN ,1990).    Intellectual property rights allow for inventors to be recognised and enjoy the benefits of their creation.

•    Economic Growth - WIPO give reasons for intellectual property law which include giving statutory acknowledgement to the economic and moral rights of inventors and rights to public access of their invention and also to promote creativity by application of its result in encouraging fair trading which will in turn contribute positively to economic and social growth. The WIPO treaty is also premised on the notion that protecting intellectual property rights is vital to economic growth. ( Brassell 2013)

3.0 Malaysia Intellectual Property Law

Malaysian Government launched  the National intellectual Property Policy (NIPP), on April 27 2007, by broadcasting its intention to the world in supporting and protecting intellectual property(IP) which will serve as a new direction towards growth also enhancing the country economic development and social stability which is crucial in achieving vision 2020 targeted at nationwide growth. The Policies of NIPP in Malaysia is aimed at protecting the rights of patents, trademarks, industrial design, copyright ,layout design of integrated circuits and geographical indications.
As of 2013, Intellectual property law in Malaysia was amended to 25 years of ownership right from previous 15 years, so that it will create more confidence  among inventors and also  protecting their work from piracy.
Malaysia is currently a member of the World Intellectual Property Organization (WIPO) due to the facts that intellectual property right is recognized by the government and respected among people in the country.
Malaysia is also a signatory to the Agreement on Trade Related Aspect of Intellectual Property Rights (TRIPS)  agreeing  to provide adequate protection to both local and foreign investors.

3.1 Trade Mark  Law Malaysia

In 1976 Malaysia first Trade MARK Act was enacted it was moderated following the United Kingdom Act 1938 which allow the country to protect both local and foreign register trademark companies and industries. Once a trade mark is registered, no enterprise or person or groups will be  allowed to use them other than the authorized or original inventor. The Act is created to prevent or avoid infringement of their end products, goods and services.
Intellectual property law also protect the right of owners to their registered  trademarks unless they allow other to use their trademarks . The protection period of trademarks right is10 (ten) years and it is renewable for another 10 (ten) years. 
Introduction of more security interest created a  proper channel for provision and presenting of creation, recording, also  enforcement of the trade marks by filing a memorandum with MyIPO. The improvement created a well-respected confidence among trademarks owners and intellectual property in general.

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