BACHELOR OF BUSINESS ADMINISTRATIONS (HONS) TRANSPORT

DIGITAL MARKETING
MKT 558

ASSIGNMENT 1: INTERNET MARKETING ENVIRONMENT

TOMAZ

PREPARED BY:
NAME STUDENT ID GROUP
NURUL HUDA BINTI MOHD FAUZI 2022910079 BA2474A
UMMI UMAIMAH BINTI ABDULLAH 2022946747 BA2474A

PREPARED FOR:
EN. MOHAMAD FARIZ BIN ABDULLAH

SUBMISSION DATE:
12 NOVEMBER 2023
 TABLE OF CONTENT

TABLE OF CONTENT i

ACKNOWLEDGEMENT ii

ABSTRACT iii

INTRODUCTION 1

CUSTOMER PROFILE 2

IMPACT OF ONLINE MACRO ENVIRONMENT 4

CONCLUSION 7

REFERENCES 8

APPENDICES 9

i
 ACKNOWLEDGEMENT

First and foremost, we would like to thank Allah SWT for the blessing of being able to
complete this report within the time frame specified. As a result of the health and fitness advice,
we are eventually able to complete the goals of this report.

Furthermore, we would like to take this opportunity to express our deepest gratitude
and appreciation to En Mohamad Fariz Bin Abdullah, our Digital Marketing (MKT558)
lecturer, for providing us with so much guidance and encouragement throughout the semester.

In addition, we would like to thank our family and friends for their unwavering support
and understanding of our academic journey. Their understanding and constant encouragement
have given us strenghts to overcome every challenges in completing this report.

Last but not least, each and everyone has played a significant role and indirectly support
us. We are sincerely grateful for their involvement. This report would not have been completed
without everyone contribution and support.

ii
 ABSTRACT

Since its establishment in 2009, Tomaz Shoes Sdn Bhd has grown from a modest shoe
kiosk to become a symbol of excellence and dedication in the Malaysian footwear sector, all
thanks to the visionary leadership of Thomas Teoh. Tomaz, which is renowned for its original
business strategy, challenges standard industry pricing practices by placing an emphasis on
cost without neglecting the quality.

In this report, it consists customer profile and impact of online macro environment
towards Tomaz Sdn Bhd. Customer profile will be divide into demographic, psychogrpahic
and behavioral. Meanwhile, impact of online macro environment are political, economic,
social, technological, environmental, and legal factors.

Tomaz has effectively created a position for itself in the industry by maintaining a
nationwide presence through strategically placed stores and a customised approach to local
tastes. The corporation demonstrates its capacity to adjust to digital developments by extending
its distribution strategy to online channels. Tomaz stands out as a competitive and inventive
player in the quick-paced retail business and is well-positioned for continued success by
combining a dedication to quality, affordability, and digital interaction.

iii
 INTRODUCTION

Tomaz Shoes Sdn Bhd has establishing itself from a humble shoe kiosk at Amcorp.
From the small kiosk to store, it has grown into a symbol of excellence and commitment under
the visionary leadership of Thomas Teoh since it was founded in 2009. The brand developed
itself as a leading footwear company in Malaysia by constantly improving production
procedures and sourcing premium materials as it expanded. Tomaz also have aim of providing
high-quality products at affordable prices. Tomaz offers a broad selection of premium shoes,
clothes, and other product that are tailored to meet a wide range of customer preferences.
Tomaz established its products by focusing both accessibility and quality in the highly
competitive realm of fashion retail.

Tomaz stands its products aside from the competition with a unique approach to
business that differs from the industry standard for pricing. Tomaz, a top-tier brand known for
producing high-quality leather shoes, distinguishes its own by eliminating intermediaries. The
business emphasises how it will remain cost-effective while upholding the highest standards
of design and craftsmanship. Through the use of alternative distribution methods, Tomaz gives
consumers access to items that are on level with those that come with much higher price tags.
Hence, this audacious and creative approach changes how the retail industry views fashion
accessibility.

1
 CUSTOMER PROFILE

DEMOGRAPHIC

Tomaz Shoes Sdn Bhd has succeeded in marketing as a dynamic and inclusive footwear
choice in Malaysia, catering to a diverse customer base aged 18 to 45. Considering the unique
design requirements of both genders in urban and metropolitan areas where retail centres and
internet platforms are easily accessible. Thus, the brand caters to a wide range of demographics.
This inclusiveness encompasses those in the middle- to upper-middle-class range, including
professionals, office workers, students, and people in a variety of careers. Tomaz offers high-
quality footwear that finds a balance between design and cost by intentionally matching its
products with the lifestyles and financial capabilities of its customers.

A further factor contributing to the brand's success is it adaptable approach to customer

behaviour, which acknowledges the importance of both in-person and online purchasing
experiences. Tomaz meets the various preferences and lifestyles of the 18 to 45 age group by
being present in conventional retail locations and utilising current internet platforms. This
approach ensures accessibility to its target demographic. Tomaz's ability to recognise all the
requirements of its customers has contributed to the company become a top alternative for
footwear, appealing to those who lead hectic schedules and need solutions that are both stylish
and practical.

PSYCHOGRAPHIC

Tomaz has made a name for its company in the industry by appealing to people who
lead unique lifestyles that value high-quality comfort, style, and craftsmanship. The company
understands that customers want an intuitive combination of elegance and practicality in their
daily routines, and not just shoes. As the preferred choice for people who value both the fine
craftsmanship of shoemaking and the practicality of daily use, Tomaz has developed a
reputation for producing shoes that are exceptionally well-made. Tomaz aims to provide
versatile footwear that perfectly enriches and compliments the wearer's lifestyle to embracing
a more leisurely life routine.

2
 In terms of personality characteristics, Tomaz has created a customer base recognised
for its uniqueness, practicality, and trend perception. The company is aware that many of its
consumers consider shoes to be a necessary component of individuality. As a result, Tomaz
ensures practicality in every pair of shoes while designing with a comprehensive knowledge of
current trends. A group of stylish consumers who value the high standards and dedication to
detail that are put into each pair of Tomaz are encouraged by the brand's emphasis on
individualistic style and commitment to exceptional craftsmanship, that strengthens the
emotional bond between its consumers.

BEHAVIORAL

Tomaz obtains an adequate understanding of its consumer base through behavioural

segmentation, leading the business to customise its strategies according to the different
demands and preferences of its consumers. Recognising their consumer's diverse ways of using
constitutes an important aspect. Acknowledging that people purchase shoes for many different
kinds of events, including formal events, sporting activities, and daily use, allows Tomaz to
carefully arrange its product ranges to meet these particular demands. Consumers are more
satisfied and loyal when they find what they are seeking for within the brand because of this
targeted approach.

Brand loyalty is another significant element of behavioral segmentation for Tomaz .

Identifying loyal consumers who stick with the brand shows how much the company's constant
quality and style are valued. This loyalty may be used to strengthen the relationship between
the company and its consumers by implementing promotions for loyalty, special offers, and
targeted engagement campaigns. Furthermore, Tomaz is able to personalise marketing
campaigns to various client categories and optimise inventory management by having a
thorough awareness of the subtleties around purchase frequency, such as seasonal vs frequent
consumers. Tomaz may improve consumer happiness and brand loyalty by using these insights
into its business plan, which will make the approach more tailored and efficient.

3
 IMPACT OF ONLINE MACRO ENVIRONMENT

Macro environment refers to the external factors that can influence an organizations
and market demand. Macro environment consists political, economic, social, technological,
environmental and legal factors (PESTEL). (byju's, 2023) Online macro environment of Tomaz
spefically involving factors that related to digital and online platforms such as website and
blog.

POLITICAL

Political factors are referring to the influence of the government policies, tax and
regulations and political stability on business environment. Regulations and taxes have a big
effect on Tomaz. Changes in tax rates related to online shopping transactions can disrupt the
cost structure and profitability of online operations. In addition, during Movement Control
Order (MCO), Tomaz have to stop their business through physical store and continue their
business by online platforms. Tomaz able to achieve their goals by promoting their products
through online. Hence, Tomaz able to handle the tax and regulations that have been enforced
by the government.

ECONOMIC

Next, economic factor gives the biggest impact towards online macro environment to
Tomaz. The enforcement of Movement Control Order (MCO) by government to reduce the
impact of Covid-19 in Malaysia have reduce the growth of all businesses including Tomaz
through out that year. Over 37,000 businesses have been shutdown due to Covid-19. (Bernama,
2021) In addition, MCO have forces Tomaz to focus their business and advertising their
products more on online platforms instead of physical shop. During the economic downturns,
Tomaz focusing on cost management which to reduce cost, optimize operational efficiency and
consumer spending. Todays, Tomaz able to promote their products to both online platforms
and physical shop.

4
SOCIAL

Figure 1: Hofstede Index between Australia and Malaysia

According to Hofstede 2009, Power Distance is the main components in Malaysia with
score of index is 100. (Sami Azam) Power Distance can be classified as the extent to which the
less powerful members of institutions and organizations within a country expect and accept
that power is distributed unequally. (Nawal Hanim Abdullaha) High power distance could
influence perceived power of the buyer. All the elements of social such as belief, goals and
desires may influence interest of the customers. The customers may find Tomaz easy to find
and purchase since Tomaz always update their products to online platforms like Website,
Instagram, Facebook and Shopee.

5
TECHNOLOGICAL

Next, technological factors are one of the factors of online macro environment that
effect Tomaz. Tomaz use their competitive advantage to avoid their business to face declining
phase. Tomaz well informed regarding the emerging technology that relevant to their business.
Tomaz considered their customers and adapt new technologies that can enhance more
efficiency and create more opportunities in their business. During MCO, government have
enforce everyone to stay at their home to reduce the infection of Covid-19. During this phase,
everyone have disruptions with their daily life and have been active on social media. Tomaz
take this opportunity to market their products to social media such as Tiktok. Indirectly, the
businesses of Tomaz growth and does not shut down until today.

LEGAL

Last but not least, legal forces. Tomaz was ranked 92 in category fashion and apparel
in Malaysia. (similarweb, 2023) Tomaz belief the framework of rules and regulations will allow
people to be more moral and have manners. The world of digital marketing nowadays involves
a lot of moral issues. Moreover, the consumers of Tomaz well informed the regarding the
production of Tomaz and way of taking care of their products.

6
 CONCLUSION

In summary, Tomaz has effectively established a particular niche for themselves in the
Malaysian footwear industry by adapting its product offers to the refined preferences of its
wide range of consumers. Consumers respond positively to the brand's dedication to offering
high-quality products at affordable prices, making Tomaz a respected and trustworthy solution
in the fashion retail industry.

Tomaz has enhanced its accessibility and reach through digital marketing by using the
potential of internet platforms. The company has been able to engage with more consumers
and adjust to shifting consumer behaviours in an increasingly digital marketplace by utilising
digital platforms for sales and marketing. Tomaz has successfully managed the effects of
macroeconomic issues by utilising flexible marketing tactics and being dedicated to
comprehending and meeting the demands of its consumers.

Tomaz's emphasis on quality, affordability, and internet involvement positions the

brand well for ongoing success as it continues to grow in the fast-paced retail business. The
combination of a wide-ranging consumer base and a skillful reaction to macroeconomic
fluctuations positions Tomaz as a competitive and innovative player in the industry.

7
 REFERENCES

(2023). Retrieved from byju's: https://byjus.com/commerce/macro-environment/

(2023). Retrieved from similarweb:

https://www.similarweb.com/website/tomaz.my/#overview

Bernama. (2021, Oct 12). Retrieved from

https://www.dailyexpress.com.my/news/179564/over-37-000-businesses-shut-down-
due-to-covid-19-says-minister/

Nawal Hanim Abdullaha, *. H. (n.d.). Cultural values (power distance) impact on the
stakeholders’. ScienceDirect. Retrieved from
https://core.ac.uk/download/pdf/82038653.pdf

Sami Azam, S. M. (n.d.). Tomaz : Expansion into Melbourne, Australia . Retrieved from
https://www.coursehero.com/file/23277918/Finished-MKW3444-IM-assignment/

8
 APPENDICES

Official website of Tomaz

Official instagram of Tomaz

9
 Physical store of Tomaz

Products of Tomaz such as clothing, shoes, and watches

One of latest version gaming chair at Tomaz

10
 FACULTY OF BUSINESS MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

PAIR ASSIGNMENT RUBRIC (20%)

Course Name: DIGITAL MARKETING

Student’s Name: NURUL HUDA BINTI MOHD FAUZI Lecturer’s Name: EN MOHAMAD FARIZ BIN
UMMI UMMAIMAH BINTI ABDULLAH
ABDULLAH
Course Code: Student’s ID: 2022910079 Group:
MKT 558 BA2474A
2022946747

Marks (M) Weighted

Marks
Criteria Marks C P A
Allocated 1 2 3 4 5
Obtained

Introduction
Somewhat Interesting and Very interesting
& 15 Not interesting, Interesting
interesting entertaining and entertaining M/5 X 15%= C3
Abstract

Thoroughly and
Moderate in Satisfactory in
Content 1 Poor in analyzing Good in analyzing excellence in
30 analyzing and analyzing and M/5 X30%= C3
Customer Profile and explanation and explanation analyzing and
explanation explanation
explanation

Content 2 Moderate in Satisfactory in Thoroughly and

Poor in analyzing Good in analyzing
Online Macro- analyzing and analyzing and excellence in M/5 X 30%= C3
30 and explanation and explanation
Environment explanation explanation analyzing and
explanation

M/5 X 10%=
Somewhat Interesting and Very interesting
Conclusion 15 Not interesting, Interesting
interesting entertaining and entertaining

Sentences were M/5 X 10%=

Writing style,
The writing lacks somewhat varied, Sentences were
Language, Sentences were
sentence variety and some were Sentences are correctly C3
Grammar and 5 well written and
and few inappropriate, and finely construct constructed and
Spelling expressed
grammatical errors minimal well-articulated
grammatical errors

More than 3001

Number of Words 5 1500 words 1501 – 2000 words 2001 – 2500 words 2001 – 2500 words M/5 X 5%= C3
words
 FACULTY OF BUSINESS MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

** x 0.2
Overall
100
Assessment