Fella Design Business Plan

Table of Contents

Abstract                                                                               Page No.

1. Executive Summary                                                                

2.0        The Company Description  

4.0        Industry, Target Customer, and Competitor Analysis

5.0        Marketing Plan

6.0        Operations Plan

7.0        Human Resource Plan

8.0        Financial Plan

9.0        Succession Plan

10.0        Appendix

11.0        References

Executive Summary

This is a business plan of an existing furniture manufacturing and retail store company known as Fella Design. Fella Design is a handmade furniture manufacturing and retail store business that is located all around Malaysia and four showrooms in Klang Valley. One of its first retail store is in Petaling Jaya, Lot PT 13843, Jalan SS21/2 Damansara Utama, 47400 Petaling Jaya, Selangor – Malaysia; in a perfect area profoundly reasonable for the sort of business we want to set up. The company started with leasing all its property and now has been able to buy most of their landed property that is enormous enough to fit into standard concept of furniture manufacturer and retail business. Fella Design is a mother company of these subsidiaries companies such as American Accents, Morph, and Urban Culture, which one of each has its own characteristics and market segmentation. American Accents has a characteristic of classic American concept who only targeting those with high income, and Urban Culture which has a characteristic of simple looking furniture for younger generation and with a much lower price range.

Fella Design will retail an extensive variety of home furniture such as living room furniture, dining room furniture and bedroom furniture, sofas, end tables, couches, chairs, bookshelves, show cupboards, consoles and TV stands. We offer customized sofas to cater an extensive variety of customers with different preferences in Petaling Jaya and Kuala Lumpur area.

We know that there are few existing players in the furniture retail stores industry all around Malaysia and in Klang Valley area which create a reason why we think it will be very important for Fella Design to conduct a feasibility analysis and market analysis in order to be very much situated to positively compete with every one of their rivals. Fella Design unique selling point compare to their competitors is their customizable sofas, their customers can request any design and any color of the sofa and they can manufacture the exact specific sofa that customer requested based on the customer’s preferences. Moreover, since Fella Design is the number one fabric importer in Malaysia, Fella Design has a buying power over its suppliers, which is one of their advantages over their competitors. Fella Design now has fourteen branches which most of it are stand-alone 12.000 square feet buildings which offer furniture from Fella Design subsidiary companies such as Morph, American Accent and Urban Culture with enough parking space. One thing that Fella Design will be very certain about is that customers can just drop by their showrooms and they will be able to find any kind of furniture that they want because Fella Design is able to provide a huge building to accommodate all kind of variety of furniture.

The Company Description

        Fella Design is one of the well-established top furniture manufacturers in Malaysia since 1985. Moreover, Fella design is a market leader that constantly provides maximum range of furniture for both overseas and local markets. Not just that, Fella Design is also well-known as a strong global furniture exporter of tastefully and high quality furniture particularly sofas to other countries like India, Korea, Australia and the Middle East. Fella Design has a trademark of high quality and well-designed sofa sets produced by imported fabrics in elegant and tasteful designs. Shopping for furniture in Fella Design gives customers more than 50 over models of sofa sets and 500- coordinated fabric designs to choose from as they sturdily provide reupholster services to all customers.

The first Fella Design showroom is located in Petaling Jaya, Lot PT 13843, Jalan SS21/2 Damansara Utama, 47400 Petaling Jaya. And by the year of 2017, there are more than 10 showrooms and warehouses all over Malaysia. In addition, Fella Design’s unique selling point has always been its customizable design at affordable prices with handmade material. Customers could easily customize furniture according to their house from its color to its size. Also, Fella Design is dedicated to their vision of becoming the best fabric and furniture brand in Malaysia, recognized by discerning customers for their fineness in style, service, innovation and quality. Ultimately, Fella Design is not just building on their core values defining their people and working towards being the industry and market leader, they also strive to create a household brand name that will meet and exceed consumers’ expectations. For any inquiries, one can contact Mr Manivanan Nair Madhavan Nair, the Chief Operating Officer of Fella Design Sdn. Bhd via phone number 60378465433, fax number 60378469800, website address at http://www.bizearch.com/company/Fella_Design_Sdn_Bhd_280117.htm and company address at Lot. 200, Jalan Tudm Subang, Subang New Village, Shah Alam, Selangor, 40150 Malaysia. By the same token, John Wong, Jason Tan and Andrew Chan are the owners of Fella Design Sdn Bhd and each owns the equal percentage of the company. It all started 30 years ago, when the market was bad at the time and no one was really hiring, therefore they decided to start their own business instead. Fast forward to the updates on awards that Fella Design achieved, Fella Holding Berhad was awarded the Enterprise 50 award for 2 consecutive years from 1997 to 1998 by Deloitte and Small and Medium Industries Development Corporation (SMIDEC) Malaysia as annual awards. It is a significant award which started in 1996 and reinforced by the Minister of International Trade and Industry in acknowledgement of native enterprising businesses' accomplishments and their influential in the future. Next, Fella Holding berhad was chosen and awarded among 50 local companies in 2014 as the National Creativity & Innovation Award by Malaysia Design Innovation Centre intended for its hard work in developing its brands into a sustainable and strong presence. Lastly, Fella Design was awarded again for its excellence and quality in 2009 by the Brand Laureate SMEs Chapter Awards 2009 in the Soft Furnishing category. With the presentation of these significant awards for more than 25 years in the furniture industry, this unquestionably verifies that Fella Design is living up to its name and promise to offer exceptional quality and whole satisfaction to all its customers.

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