Introduction
Bahrain's economy diversity and openness continues to present a number of opportunities for starting a business or expanding a business. The Bahrainis have been systematically building up the sectors of tourism, metals, transport and finance, which, hopefully, will be able to take the economic weight once oil is no longer a viable source of income. With highly developed transport and communications facilities, Bahrain is a fast-growing market at the heart of the Gulf. Bahrain has a stable government with progressive attitudes which has helped to mould the country into a well-developed economy. There are numerous development projects underway around the country which makes the prospect of starting a business in Bahrain very appealing. Bahrain offers a variety of incentives to the prospect of starting a business and investing in Bahrain including its tax free economy and no VAT (Value Added Tax).
The Bahrain lifestyle is cosmopolitan and liberal, and there is a relaxed social environment which makes it a popular area with tourists from the region. It's an essentially Arab culture, adopting many of the traditions and cuisines from across the region. Its central location in the Middle East enables good accessibility to the world's business market. Their trade routes to worldwide markets through fast and efficient access by air, sea and road are a big attraction for businesses. Bahrain is also seen as a gateway to the Gulf which has a market of over 100 million people.
Bahrain has the freest economy in the Middle East with a free trade agreement with the US (the US and Bahrain are close allies and Bahrain is the home to the US Navy's fifth fleet) and bilateral trade and economic agreements with 43 other countries. Trade between the UK and Bahrain has increased in recent years. Bahrain's major trading partners are Saudi Arabia, the US, the UAE, Japan, Germany, UK and France.
Bahrain is home to many multinational firms and the government strongly encourages foreign investment. The emphasis on the development of infrastructure shows the commitment of the government in creating a good base for business. The islands of Bahrain are interconnected by a causeway which makes trade and business very easy and accessible. The highly developed telecommunications also account for Bahrain's success in the business and financial sector. As a tax free economy, net income is generally more than other European countries, an incentive very appealing to start a business in Bahrain.
1.0 Company 1.1 Company background
‘JOVIAN’ is a fashion brand that exclusively from Malaysia that serve a practical quality wear crafted with excellent workmanship, yet readily accessible at a very affordable price. Founder of JOVIAN was a man with a named of Jovian Mandagie, started the business in 2006 base on his interest in fashion, at the age of 23, he has proven his capability for more than some fashion designers could in a lifetime. A JOVIAN creation has becoming the favored couturier amongst Malaysian celebrities from living legend Anita Sarawak to Malaysia favorite singer Siti Nurhaliza. His creation is also being design for a big wedding ceremony in Malaysia. JOVIAN fashion line introduce the design of dress that was to be featured on the cover of ‘The Songket Revolution’ – a book which features modern interpretations of songket by top designers in Malaysia. It was part of a project launched to promote Malaysian songket under previous Queen of Malaysia; Tuanku Nur Zahirah in London after JOVIAN design was chosen as the sole piece to be exhibited at Harrods. Besides that, the fashion lines involved in fashion show in Dubai for International Islamic Fashion Festival Dubai.
Apart from that, JOVIAN creating a history in Malaysia’s fashion by designing a corporate couture for the grid girls of the F1 circuit track in Sepang as commissioned by Petronas Malaysia in 2008. He creates the outfit base on the modesty of Malaysian culture by using batik as the main fabrication while still keeping the attire contemporary and practical. This year of 2013, JOVIAN is going to collaborate with Tesco Malaysia to provide an exclusive collection that is affordable to fashion fans towards Malaysia. More, JOVIAN fashion lines also available in famous online store, ZALORA.com.my. JOVIAN outlet is located at Bangsar, Kuala Lumpur.

1.2 Objectives 1.3.1 Strive to bring the elegance of the fashion industry into the realm of the corporate world. 1.3.2 To bring integration of economies of different countries and there by to facilitate the process of globalization trade. 1.3.3 Facilitates and encourage social and cultural exchange between Malaysia and Bahrain. 1.3.4 Establishing Malaysian brand globally. 1.3.5 To expand fashion line throughout the world. 1.3 Products
JOVIAN collections consist of 30 designs in various colors featuring apparels for the trendy Muslimah inspired by Muslim women who are stylish in spite of being decently clad in their daily garment choice. As our choice of Middle East sub countries is Manama, Bahrain, it is definitely a well marketing investment plan because people in that country practice almost the same religion in Malaysia and slightly different culture. JOVIAN lines focus on ‘simple yet elegant’ and promises to maintain its own uniqueness and intricacy for every design. Most of the designs are reflected in the silhouette, cuttings, materials and design. It comes in all sizes ranging from XS to XL.

1.4 PESTEL Analysis
1.4.1 Home country (Malaysia) Political | * High corruption * Subsidies abolished * High tax imposed | Economic | * Inflation rate increased * Comsumer’s purchasing power reduced | Social | * Living standard increased * Population of Malaysia | Technology | * Internet | Environment | * Green Campaign | Legal | * Strict Muslim Regulation |

Political: Based on Auditor-General’s report 2010, corruption, abuse of power and mismanagement had led to Malaysia losing an estimated RM28 billion over the year. (Free Malaysia Today, 2011) However, the government imposed higher taxes to distract public attention from corruption. For example, the service tax had increased to 6% from 5%. The purchasing power of consumers will be decreased.
Economic: The inflation rate in Malaysia was increased to 3.4% in September of 2011. (Trading Economics, 2011) Moreover, government removed subsidies on some items including petrol and it will lead the inflation rates to be higher than usual. The unhealthy ratio of income and the cost of goods had weakened Malaysian purchasing power. (Free Malaysia Today, 2011)

Social: Living standard of Malaysia population has seen improvement in term of essential services and product. People nowadays prefer to have more choices in selecting their apparels. The acceptance of designation of clothing has becoming wider as the globalization and open-minded of people.

Technology: In the technology revolution era, high technology product will gain preference among the consumers. Internet especially social network websites had become one of the famous media channel to advertise. It leads the company easily to reach the target market effectively.
Environment: According to the star, Consumerism Ministry has launched a simultaneous nationwide green campaign on Jan 2011 which all the main shop in Malaysia no longer giving out free plastic bags on every Saturdays. (DHARMENDER SINGH, 2011) Shoppers will be charged 20 sen for each plastic bag for every Saturday while applied from the shopkeepers.
Legal: Malaysia has some toughest censorship laws in the world. Government of Malaysia is keen to insulate Muslims population from what it considers harmful foreign influences commercial on TV, news, video and music. Kissing and swearing are always routinely removed on it. (BBC News, 2011)

1.4.2 Host-country (Bahrain) Political | * Bahrain's triangle of conflict | Economic | * Decreasing of business freedom * Decreasing of labor freedom | Social | * Living standard increased * Population of Bahrain * Open-minded Middle East Country | Technology | * Internet | Environment | * Climate * Geographical | Legal | * Bahrain Labor Law * Bahrain Free Trade Agreement * Gulf Cooperation Council (GCC) |

Political: there are three main camps in Bahraini politics -- the government, the opposition, and the loyalist opposition. This triangle of conflict grows more entrenched by the day as moderates fall victim to the ever increasing fragmentation and polarization of Bahraini society. Three dynamics have caused the polarization and fragmentation that hinder reconciliation.

Economic: The regulatory framework is relatively streamlined. An updated Corporate Governance Code came into force in 2011. There is no nationally mandated minimum wage, but wage increases have exceeded overall productivity growth. It is unlikely that water and electricity subsidies will be maintained in the long term, but broader reforms and privatizations are likely to be delayed until after investor confidence is restored. Inflation is low.

Social: Living standard of Bahrain population has seen improvement in term of essential services and product. People are now willing to spend more on dressing and apparel stuffs. The women status in most Middle East countries is lower, however, Bahrain is an open-minded country that has a wide acceptance to women in social life.

Technology: Bahrain has been connected internet since 1995, and now the diffusion rate of internet usage in Bahrain is 77.0%. (Internet World Stats, 2013). Most of the people use internet in Bahrain, especially in Manama.
Environment: Bahrain has extremely hot summer, start from April, and end in October. The average temperature during the summer time in Bahrain could reach to 40 °C, while sometimes in August it could raise up to 48°C. The climate on November to March is in between 10°C and 20 °C .Most of the time in Bahrain could be very dry, especially from January to August. (World weather and climate information, 2013)

Bahrain is a country consists of 32 islands in the Persian Gulf, the total area of the islands is about 691 km2, the largest island, accounting for 83% of the area, is Bahrain Island. Manama, the capital city of Bahrain, is located in the north-eastern corner of Bahrain on a small peninsula. It is the main hub of the country’s road network, most of the government and commercial offices and facilities are established, along with the entertainment centers.
Legal: Bahrain Labour Law, in force since 1976, regulates employment contracts, although the majority of international companies operating in Bahrain apply the modern international standards and conditions of employment. As there is no law with regard to the redundancy, the labour law is applicable in all disputes related to the termination of employment. According to the Bahrain Labour Law, an employee may only be legitimately dismissed by giving notice according to the terms specified in the employment contract or in accordance with the provisions of the Labour Law, chapter 14.
On July 26, 2012, the King of Bahrain issued new labour Law No. 36 of 2012 (the New Law). The New Law repeals and replaces the old labour law (No. 23 of 1976). New Law's pro-employee approach will help to increase salaries and improve working conditions, and generally help to create a better investment environment in Bahrain by aligning the practices and benefits for private-sector employment with Bahrain's public sector. Furthermore, Bahrain has now become the first GCC country to scrap the sponsorship system, as under the new Law an expatriate worker can switch jobs without the need for his prior employer's consent. The Labour Law stipulates that every employer is required to offer priority of employment to the citizens of Bahrain and then to Arabs next. It should be noted that employers are not permitted to hire migrant workers or expatriates without valid permits.
Upon entry into force of the United States-Bahrain Free Trade Agreement (FTA) in August 2006, 100 percent of bilateral trade in consumer and industrial products became duty free. Bahrain will phase out tariffs on the remaining handful of agricultural product lines by 2015. Textiles and apparel trade is duty free, promoting new opportunities for U.S. and Bahraini fiber, yarn, fabric and apparel manufacturing.
Bahrain permits 100 percent foreign ownership of new industrial entities and the establishment of representative offices or branches of foreign companies without local sponsors. Wholly foreign owned companies may be established for regional distribution services and may operate within the domestic market as long as they do not exclusively pursue domestic commercial sales.
The Gulf Cooperation Council, or GCC, is a trade agreement between Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE, established in 1981. Yemen is currently negotiating its accession to the agreement, which it hopes to achieve by 2016. The Gulf Cooperation Council Patent Office was formed not long after the agreement, and a Gulf Cooperation Council common market was established. As the name suggests, the common market ensures the removal of market barriers and national treatment between the member states.
Subsequently, all Gulf Cooperation Council members, with the addition of Yemen, have become signatories of the Greater Arab Free Trade Area (GAFTA). The GCC is an area which boasts some of the expediently growing economies in the world. This is a result of an economic boom in sectors such as oil and natural gas, and property.
A framework agreement on economic, commercial, investment and technical cooperation between Malaysia and the Gulf Cooperation Council (GCC) was sealed in Abu Dhabi on 30 January 2011 in the presence of GCC Secretary-General Abdul Rahman bin Hamad Al-Attiyah and Malaysian Prime Minister Najib Tun Razak.

The contract is seen as a precursor to a free trade agreement between Malaysia and the GCC nations of Saudi Arabia, Qatar, Kuwait, Oman, Bahrain and the UAE. Under the agreement, the two trading partners would work together to boost investment and trade through removal or reduction of customs and non-customs barriers, encouragement of contact between business sectors and establishment of economic, trade and investment partnerships, exchange of trade missions and organization of trade and investment fairs. UAE Minister of Economy Sultan Al-Mansouri signed the agreement for the GCC with Malaysian Minister for International Trade and Industry Mustapa Mohammed.

1.5 Competition
There are massive competitors of Jovian in fashionable apparel industry. Most of the brand is concentrated more on ‘fashion’ ladies wear with excellent quality, such as M.R.S. under MUST Organization, Anotah, Basler, BCBGMaxAzria, Bebe, Cache Cache, forever 21, H&M, Karen Millen, Mango, Monsoon and others. These brands have penetrated the market in Bahrain with strong brand recognition and retained loyal customers for its business. These fashionable apparel company mentioned has grab a large portion of market in Bahrain by showing their own type of personal style. Bahrain as an open market, most of the competitors are coming from around the world.

1.6 Customers and market trend
Young generation is fancying fashionable apparel with bright colors and unique design. H&M and Mango are usually the preference brand for them. Besides that, young generation like to get accessories as companion to delight their clothing. Oasis had successfully targeted on young generation by selling along designed accessories along with quality apparel product.

The consumers aged at 25 to 45 years old which grouped as generation X and middle-age are more concerned about the features of the fashionable apparel. Especially, white collar working adults preferred simple yet elegant clothing which looks smart and professional. Some middle-age who succeed in career, they will prefer a more luxury clothing with strong brand recognition to fulfil their symbolic needs such as Hermes, Gucci and Loius Vuitton.

2.0 Marketing Mix
2.1 Place
Fashion can be an expression of individuality or association, and different groups of people respond in different ways to different styles. Defining a narrow target market is the key to success for clothing boutiques, whether they operate locally or online, especially JOVIAN wanted to market their line to Bahrain, internationally. A well-defined target market identifies customers based on demographics like age and income, geographic considerations based on climates and regional styles and psychographic characteristics, such as social affiliations.
As JOVIAN lines will target sectional types of target markets, the most suitable place is at the city of Bahrain called Manama. Manama is the capital and the largest city of Bahrain. It supports a population 155,000 people. Therefore, opportunity of the business to grow is there, because most of other exciting fashion boutique is located in the city (Maps of World, 2013).
JOVIAN chooses to locate their outlet at the largest shopping mall in Bahrain called Al-Seef Mall, located in the middle of city. It is one of the most high-end shopping and centered of Bahraini to shops for clothing, accessories, shoes, electronic and many more under one roof. Since everything is under one roof, it is a good choice of place to attract customer in Bahrain to buy JOVIAN clothing line (Seef Mall, 2011).
2.2 Product
JOVIAN is going to introduce its fashion lines, which are bridal, couture and dress. Along with that, the lines are made to suit the woman dress code in Bahrain. We are aware that nowadays women in Bahrain are into fashion and color, therefore, it is not a problem for JOVIAN to penetrate the market in Bahrain. JOVIAN tailor-made are design in high quality and elegance, and its creation will surely make the women in Bahrain fall in love.
For bridal wear, JOVIAN has designed categories for each bridal design, one of the designs that being highlight is Sahara Breeze. Designs are to be measure as stylish, elegance, modest, covered and splash in breezy color. JOVIAN’s competitor in Bahrain may have a much more colorful design as their culture, but we strongly believe that JOVIAN’s creation has its own uniqueness in terms of color play and flow.
Couture by JOVIAN is the signature of its quality and creations; designs are custom made to perfection to suits in any occasion. Bahraini’s now are very fashionable and love color, elegance is the key, and therefore JOVIAN couture will perfectly sell in Bahrain. JOVIAN’s love to play with a modern and eccentric design such as putting beads on the fabric, and in Bahrain, their fashion is loaded with beads (Jovian, 2012).

2.3 Price
Market penetration and premium pricing strategy is being implement for JOVIAN to enter Bahrain. It is where a new product is priced low to attract a high volume of sales. As for premium pricing is for the uniqueness and exclusivity about the product of JOVIAN is unique in Bahrain market. Price of the dress and apparels relates to its perceived value. Lower priced items will expect a higher volume of sales a luxury fashion may achieve the same or high revenue through higher pricing. Referring to one of the famous clothing brand, Ben Sherman, customers are willing to pay more for attractive and elegance products, such as designer wear, JOVIAN is very well established in Malaysia and well known by the celebrities in Malaysia who always wore JOVIAN collections for big events. To customers, his collections and brands show that those who own or wear them have a degree of success (The Times 100, 2013).
Taking consideration of doing business internationally, the currency exchange would not affect so much in selling JOVIAN collection. First, it is because Bahraini is listed as a high-income country and second; the currency, Bahraini Dinar (BHD) is higher than our Malaysian Ringgit (MYR), where MYR 100 equivalent to BHD 12 (XE, 2013). JOVIAN collection is considered as affordable in Bahrain, to state from its normal collections, bridal to premium couture collections. One of JOVIAN competitor in Bahrain is Anmar, their collections is started from BHD 100 and above, whilst JOVIAN collections in Malaysia price range started from RM 180 and above (Anmar Couture, n.d).
2.4 Promotion
The crucial and important part of marketing where JOVIAN need to create an awareness of their product being introduce by doing promotion. Investing in promotion bring benefits when the right channel being implemented to introduce the product line. In integrated communication is as essential part of the marketing mix. This is even more important for clothing industry as communication is a critical tool in creating an impression in the minds of the consumers. An apparel, to become acceptable by public must first be adopted by a group, which has acknowledged respect in the society. Celebrities are the most influential people who can influence public opinion. CPR (Consumer Personal Reference) marketing refers to the process of marketing where a customer publicizes a brand by accepting the product and spreading the trend by word of mouth. The promotional strategies are: * Celebrities
Celebrities are the public figure that can create an influence to people around them to buy the product and collections, which they are being responsible to promote when chosen to be an ambassador. For example, one of successful brand that collaborate with celebrities were Nike, where they worked with Michael Jordan to promote their sports and clothing line (Branding Strategy, 2006). * Fashion Roadshow
JOVIAN has successfully done its fashion show in Dubai in 2009, it is time to reveals its collections to Bahrainis. Benefits from this strategy are that people will see how the collections are being modeled. By creating a theme such as Sahara Breeze by JOVIAN, it will attract the customers to buy the collections. Advertise the fashion show with fliers slipped into shopping bags, invest in local newspaper ads and posted around the store’s location to create awareness of the event. Offer attendees a list of all the clothes the models are wearing and stock up so supply will be grab after the show. Examples of fashion lines that always doing a fashion show event such as big name like Chanel, Louis Vuitton and many more (Chron, 2013). * Online Advertising and Selling
JOVIAN is going to collaborate with ZALORA.com.my, the famous online store that offer shipping around the world. It is very convenience for women to shop online, since some of people in Bahrain still practice a culture that women are not allow to go out alone, therefore, this is the best solution for them. At the same time, ZALORA will update and advertise the latest collection and promotional best prices. Plus, it is much more cheaper to advertise online (ZALORA, 2013). * Social Networking
Nowadays, everyone is on the go with a smartphone. JOVIAN has created its account associated with Facebook, Twitter and Instagram under Jovian Mandagie. Jovian created an account to updates the news for its collections. Advantages from social networking are because social media can reach millions of people all around the world, plus it is very cheap, it is free to create a Facebook account for example. It is also easy because it does not require a high level skills or computer literate to participate in social media and can quickly distribute information to customer (Queensland, 2013).
2.5 People
JOVIAN must ensure that local people in Bahrain has the job opportunity to get things done. Besides sending some employee in Malaysia, JOVIAN will consider in hiring people in Bahrain. One of the reasons is, they know more about the culture of selling and buying between the Bahraini, and also, language barriers. It is easier for them to communicate in their Arabic language. Some buyers will feel hesitate to buy because they do not understand other language, that is the reason why JOVIAN trying to adapt with situation in Bahrain.
According to the research on Clearlyculture, the power distance index of Malaysia is the highest among all of the countries, which as high as 104. This shows that the organization culture of Malaysia is in a very high tolerance of social inequality. The organizational management style in Malaysia tends to be in hierarchy, which the employees will mostly obey to the instruction and order from the upper management. On the other hand, the Middle East countries’ PDI is 80, which are much lower in comparison to Malaysia culture. The management style of Jovian in Bahrain will be running in the mixture of Malaysia and Bahrain organizational culture which the management team will tend to listen more to the local employees whom with more local experiences than the foreign management staff.
Bahrain, like many other Arab societies, does not see teamwork as the collaborative and cooperative group effort that western-style teamwork generally involves. Sidani and Thornberry (2010) found that “people try to accomplish their individualistic needs and objectives through affiliating themselves with a group bond” and that while “ideally, there should be maximum alignment between the team goals and organizational goals. In the Arab world, the group cuts across the organization and the group’s goals are not necessary in line with organizational goals.” Consequently, in Bahrain work teams are most effective when they are they are simply work groups, where individuals are simply working alongside each other in a group setting while pursuing their individual task goals. Relationships and collaborative efforts between members are low–group members enjoy the social atmosphere of working together but rarely consult and help each other unless necessary. As a result of still having operating under various forms of autocratic and directive leadership, Bahrain does not utilize work teams to their greatest potential, as they are more like groups than teams.
From the staffing perspective of Jovian, anyone with experience and abilities will be chosen as the manager in order to handle kinds of problems that may encounter after. However, the position of assistant manager will be reserved for host-country people in whom having much more realistic local experience that can be share and advising while in the decision making of manager. The staffing process of Jovian will need to goes through few process and requirement. A basic understanding in fashion apparel and English and Bahrain local language are preferred. After the recruitment, trainings will be given to the staff before sending them to service customers of Jovian. A set of designed standard uniform will be required while working as a consistent image of Jovian. Designed standard uniform will be required while working as a consistent image of Jovian.

2.6 Physical Evidence
Jovian will be choosing Manama, the capital city of Bahrain as the location of first physical shop in Middle East countries. Jovian will be using the combination of brown, white, gold and black color as the main colors used in physical shops. A white and orange color of light will be using in the shop as well. The combination of these classic colors helps to build a warm and elegant image of Jovian to the public. The design and arrangement of Jovian shops will be in a unique shape with the element of wooden floor, which helps to differentiate Jovian with other competitor. A small area with sofas and table will be reserved as a place of relax for customers, drinks such as coffee and tea will be served to customers to the shop. These requirements will be applied to every physical shops of Jovian in Bahrain in maintaining the image of Jovian.
2.7 Process
In the time period of June to October, Bahrain is in summer which hot and humid that can goes to estimate 42 Celsius Degree. While from December to April, the temperature is mild which in roughly in between 10 to 20 Celsius degree. December through to March can be quite cool which rainfall is slight and occurs mainly in winter. The material use for the product of Jovian will be different from season to season. Lightweight cottons and linens materials will be chosen from spring to autumn. As customization service will be available in Jovian, silk will be one of the raw materials that the company will handle with. The products of Jovian will be tailored in Malaysia and then export to Bahrain. Employees in tailoring Jovian product will be sending for training to upgrade their skill in tailor.
After a team of trained employees to help in solving any problems will provide that customer sales service of Jovian encountered in the products. A hotline of customer service will be available in 24 hours basic worldwide. GDex and Ta’Q’Bin will carry out the delivery services. The customer service staff will be able to communicate in Bahrain local language, Arabic and also English.
Besides of direct selling, Jovian has co-operated with zalora.com which providing delivering service. The business can be extent to Bahrain, which people can online shopping without having to step outdoors. There will be a 7-days appreciation period, which the customers can choose to return the product of Jovian due to any form of satisfaction problems. The services and quality of products provided by direct selling and online selling would be identical.

3.0 Marketing Plan

3.1 Target market Group | Women and men | Income | Middle and upper income level |

Based on the design of clothes, Jovian targets on the women and men. Besides, people that Jovian target on are the middle and upper income level that they can afford on the price of the clothes compare to others.
Last but not least, the men that in the Bahrain is open-minded. Gender discrimination is not serious over the Bahrain. In the traditional area and restaurants, women can wear skirts and pants but skirts should be below the knee. In this case, women had received equal treatment compared to other middle-east countries. In general, Bahraini frequent go to shopping because they love to dress up. Besides, the GNI per capita in PPP terms of Bahrain is USD 19,154. In this case, the purchasing power of the Bahraini is very high. They have the ability and desire to buy our company clothes. Therefore, our company target in market, women and men.

3.2 Situational analysis
3.2.1 SWOT analysis Strengths * Branches strategically located in well-known shopping mall in Manama * Customization | Weaknesses * Low brand awareness in Bahrain | Opportunities * living standard increasing * Lower pricing | Threats * Strong competitors |

1) Strengths
Despite of providing wide range brand of clothing, Jovian also provides its home collections which are ‘Couture and bridal’ in targeting customers who intends to purchase clothes in affordable price compare to those strong brand in same function. Apart of it, Jovian strategically located in well-known shopping mall, for example Bahrain City Centre and it increases the brand exposure of collection.

2) Weaknesses
Basically, Jovian is mainly converging on Malaysia and Indonesia. It leads Jovian facing low brand recognition in fashion market especially in Middle-East countries. Actually consumers in the Bahrain usually will prefer to purchase strong brand awareness clothes to reduce risks. Therefore, the brand of Jovian has to build up by using different marketing communication tools in order to capture the market. Moreover, Jovian will be providing customization service for customers which every single of customers can choose to customize the product of Jovian in terms of material, accessory and colors according to their personal taste and needs.

3) Opportunities
The living standards of Bahrain are increasing today. Due to the reason they love to dress up, they are desire and willing to buy more clothes. Thereby, it creates an opportunities for Jovian to promote their clothes to enter to market with affordable price. As a new entrant to the apparel market of Bahrain, Jovian chooses to enter by penetration pricing strategy in order to gain awareness of public. Yet, the quality and services provided by Jovian are relatively higher level.

4) Threats
Jovian faced on intense competition between others companies that penetrated the market with well-known brand names internationally. It needs to spend more money to attract consumers among those famous clothes stores by using different promotional tools. For example, Anmar, Bebe and Cache Cache are the strong competitors. These competitors has been entered the market for a period and successful in capturing portion of markets. High awareness of competitors is the greatest threat to Jovian, which acts as new entrant in this market.

3.3 Marketing Plan Objectives and Goals
This is the table of precise goals and objectives for the marketing plan are shown. It is assumed that this marketing planning would be implemented from First of January to end of Dec, 2013 Objectives/Goals | Action | Timeline (2013) | Goal | To increase the total sales of collection by 15% based on first of January sales figures by Dec | 1/1/-31/12 | Goal | To achieve 5% of market share for Jovian Mandagie in fashion industry by end of Dec | 1/1-31/12 | Goal | Expansion to become the major player in the Fashion Industry | 1/1-31/12 | Objective | Persuade medium to high income level class of Bahrain citizen to buy our collection, which are Couture and bridal | First Quarter of 2013 | Objective | Advertising on the magazine, internet, radio, TV and public transportation that in Middle-East countries in order to increase the customer awareness about our products. | Whole year | Objective | Expanding our business to other cities that in the Bahrain. | In the end of the year | Objective | Planned domestication. Training local employees, manager and also fashion designer in order to adapt more to their cultural. | 2013 |

3.4 Strategies

3.4.1 Positioning Strategy
The position of Jovian collection is provides fashion clothing. It is because Bahraini loves to dress up no matter in what places. Therefore, it is a opportunities for Jovian. Moreover, Jovian positions itself as high-class clothing in the market for consumer to buy and it creates worth for them while they wearing it. Other than that, Jovian would like to position as comfortable, the raw materials that we using are lightweight cottons, silk and linens in order to suit the weather.
3.4.2 Creative Strategy
Jovian would use innovative, sincere and personal appeal to advertise on Couture and bridal. The print media advertisement would bring out on using innovative, sincere and personal appeals that match with the image of target market. However, online movie story plot try to be used instead of using TV commercial. It is also playing with personal appeal to touch with family love to gain a social status and rational appeal to express attraction of clothes.

3.5 Tactics

3.5.1 Buses, train and ferry handle advertising
Jovian will advertise on handle (for passenger to hold when standing) in the buses, which mainly located in Manama. The advertisement will put on 10 buses in each of this location. Besides that, the advertisement will put on 5 of each train. There would be 10-handle advertising in each bus and 20-handle advertising in each carriage of train. Jovian advertise on handle of the public transport because it is always monotonous in the area, it creates interesting image for public transportation and catch attention from passengers.
3.5.2 Internet
Advertise on Facebook, Google + and Youtube is one of the most effective and efficient way to reach target customer. Jovian can upload plenty of Couture and bridal video and advertisement in Youtube, which is free of charge. After that, Jovian needs to use set up Couture and bridal Facebook/ Google+ account as a media to share the link of the advertisement for target customer. Jovian will design a side bar advertisement of Facebook. Jovian could promote its fans page to the target market by adjust the Facebook side bar advertisement settings that only showed appear the advertisement to consumers in Bahrain.
3.5.3 Magazine advertising
Jovian will advertise on magazine to target customer. Some target market will rely more on traditional mainstream media rather than online advertisement. Besides, magazine advertisement is designed to three different advertisements that bring out different meaning to our slogan “هبوط الريشة” which means Falling Feather. Advertisements mainly advertise on Grazia Bahrai, Woman this mouth and CO-ED in the fashion section. The size of the advertisement will be A4 size will be color.
3.5.4 Potpourri advertisement
Jovian will advertise inside shopping mall’s toilets such as Bahrain City Centre, Seef Mall, Dana Mall, Country Mall and Lulu mall. The advertisement will advertise on one of the toilets from each level in the mall. The advertisement will be A4 size with frame and there will be five in each toilet. For the male toilet, it will advertise on the eye level side while they stand in front of toilet bowl. For the female toilet, it will advertise on the door of toilet. It will increase their attention towards the advertisement especially while they are queuing.
3.5.5 Database marketing
Jovian will use the customer data collected in the clothing count event to do promotion also. Jovian will send electronic free voucher via email before customer birthday coming to stimulate customer to buy. Besides, Jovian will also use the data to send direct mail to the customer for advertisement purpose. When Jovian has any event or promotion, customer will receive notification via email directly. Jovian will save a lot of cost to do advertisement to inform, persuade customer and enhance Jovian brand equity and also customer’s loyalty.
3.5.6 Fashion Roadshow
Benefits from this strategy are that people will see how the collections are being modeled. By creating a theme such as Sahara Breeze by JOVIAN, it will attract the customers to buy the collections. Jovian will send e-mail through the Facebook or Hotmail in order to inform customers the fashion roadshow. Besides, the first 10 persons attend the event can get 30% discounts when they purchase clothes. Basically, this fashion roadshow is wanted to improve their awareness about Jovian and create loyalty.
3.6 Selecting mode of entry

The entry mode that we chose is Franchising. In Bahrain, government is encouraging foreign company to franchise their business. Besides, firms are also eager to establish new market opportunities and are open to foreign franchise ideas. Therefore, this is a opportunity for Jovian as well. There are some benefits for us. Basically, it is more freedom because the franchisee takes on major responsibilities. Besides, it helps to minimal expense. Therefore, our company costs tend to be low and got a big chance to generate high profit. The franchisee will also help us to build up the brand in Bahrain.
3.7 Budgets Activities | BD | Percentages (%) | Buses, Ferry and Train | 52,000 | 14 | Magazine | 93,500 | 25.95 | Facebook side bar advertisement | 6,300 | 1.75 | Potpourri entry | 5,500 | 1.52 | Database | 15,000 | 4.16 | Fashion roadshow | 75,000 | 20.82 | Decoration fees for participate outlet | 10,000 | 2.78 | Sundry | 103,000 | 28.59 | TOTAL | 360,300=RM3,002,500 | 100 |

The total cost is RM3, 002, 500. Although the cost has exceeded the budget but all the tactics can be used to build up the awareness of Couture and bridal. Jovian can choose some of the most effective tactics to be implemented or divide all the tactics to implement in different time.

3.8 Action Program

Advertisement in magazines and short movies on social networks such as facebook, tweeter and instagram will be used as an aid in delivering products of Jovian to public and promote their desire of purchase in Jovian apparel.
Survey and investigation of sales will be carried out every three-month to detect the market response towards Jovian. The survey will be in the base of closed-ended question which it consumers can answer without wasting much time on it, and therefore a much more accurate respond can be collected.
After the first franchising ship open in Manama to stimulate fashion industry of Bahrain. Further franchise quota will be open for public to set up in other cities of Bahrain.
A series of training will be provided to local employees of Jovian in order to improve the opportunities of them in workplace. The training will discover their talent and interest and divide them into human resource or product designer route afterwards.

4.0 Implementation and control
From the perspective of external affairs, the relationships between staffs of company, supplier and carriers are extremely important. A smooth business is always back up by good relationships. The products of Jovian will be tailored in Malaysia, which will afterwards transport to the shop in Manama, Bahrain. The production manager in Malaysia must maintain the relationship between Jovian and the main suppliers of raw materials. As for internal affairs, Human Resource manager are responsible in creating a balance-working environment for all of the staffs in Jovian. Incentives such as monetary rewards will be given to staffs who performing extraordinary and satisfied the requirements of company. Extra compensation will be given to workers who paying more focus and efforts in work. Communications will be frequent carry out in the company so that managers can understand the problems on work that encountered by workers. Production manager will be required to ensure the working environment of production line worker is in well conditions. Moreover, the quality of raw material must be double check by the production manager to ensure that the materials received by Jovian are always at top of quality.
The main manager assigned in the first Jovian shop in Manama will be responsible ensuring that the company goals can be achieved by time. Jovian is aim to get at least a 5% of market share in apparel market in Manama. The manager to investigate the trend of consumers in choosing apparel brands will conduct a survey and changes should be applied in order to gain more market attention and favor towards Jovian. Besides that, the manager in Bahrain is in charge of getting the sources of training to be provided to staffs of Jovian in Manama. The assistant manager position in Jovian Manama will be reserved for local people in which the training will be focus on to the assistant manager in order to bring up a local manager with strong abilities.
Advertisement will be carried out frequently on the first three months of the Jovian shop opening in Manama. After creating awareness of Jovian to public in Bahrain, an interval of one month of advertisement method will be applied, which the strong advertisement wave of Jovian will be focusing on January, February, March, May, July, September and November. Marketing manager will be responsible to make arrangement on the advertisement and deal with magazine editors, person-in-charge of malls and person to conduct training to employees. Besides that, marketing manager will be required to make changes immediately towards the markets if the advertisement doesn’t meet with the effect that expected.
A team of customer service staff will be trained to cope with the feedback of Jovian’s customers. Feedback is one of the most important resources to improve a company products and service. Therefore, a database of customers’ information and feedback will be set up. Human resources manager will be responsible to handle with these system and information. The useful and constructive feedback will filter and reported to upper level management of Jovian in order to make improvements.

5.0 References * World weather and climate information,2103.Weather and Climate: Bahrain, Manama. [online] Available at: http://www.weather-and-climate.com/average-monthly-Rainfall-Temperature-Sunshine,manama,Bahrain [Accessed 25 June]

* Internet World Stats,2013.Bahrain internet usage and telecommunications report.[online].Available at: http://www.internetworldstats.com/stats5.htm [Accessed 25 June]

* World weather and climate information,2103.Weather and Climate: Bahrain, Manama. [online] Available at: http://www.weather-and-climate.com/average-monthly-Rainfall-Temperature-Sunshine,manama,Bahrain [Accessed 25 June]

* Internet World Stats,2013.Bahrain internet usage and telecommunications report.[online].Available at: http://www.internetworldstats.com/stats5.htm [Accessed 25 June]

* The Heritage Foundation,2013.2013 Index of Economic Freedom.[online]Available at:<http://www.heritage.org/index/country/bahrain#regulatory-efficiency>[Aceessed 26 June]

* IndexMundi,2013.Bahrain Population.[online]Available at: <http://www.indexmundi.com/bahrain/population.html>[Accessed 26 June]

* MediaCreeper,2013.Bahrain Labour Law.[online]Available at:<http://margaretalarssen.blogspot.com/2009/04/bahrain-labour-law.html>[Accessed 26 June]

* Foutoun Hajjar,2013.Bahrain Introduces New Labour Law.[online]Available at:<http://www.mondaq.com/x/196372/employee+rights+labour+relations/Bahrain+Introduces+New+Labour+Law>[Aceessed 26 June]

* Telegraph Media Group Limited,2013. NATIONAL TRADE ESTIMATE REPORT – BAHRAIN.[online]Available at:<http://www.telegraph.co.uk/news/wikileaks-files/bahrain-wikileaks-cables/8334615/2010-NATIONAL-TRADE-ESTIMATE-REPORT-BAHRAIN.html>[Accessed 26 June]

* Startup Overseas,2013.Import/Export In Bahrain.[online]Available at: <http://www.startupoverseas.co.uk/starting-a-business-in-bahrain/import-and-export.html>[Accessed 26 June]

* K. Zughaibi & B. Kabbani General Partnership,2013. Malaysia seeks to boost trade ties with GCC.[online]Available at;
<http://www.gulfbase.com/news/malaysia-seeks-to-boost-trade-ties-with-gcc/165933>[Accessed 26 June] * Bahrain City Center,2013. Ladies’ Fashion.[online]Available at:<http://www.bahraincitycentre.com/en/taxonomy/store-category/ladies-fashion>[Accessed 26 June]

* Times Internet Limited,2013. Top 10 Valuable Luxury Fashion Brands.[online].Available at:
<http://luxpresso.com/photogallery-couture/top-10-valuable-luxury-fashion-brands/10594/2>[Accessed 26 June]

* Maps of World, 2013. Manama the largest city of Bahrain. Available at: http://www.mapsofworld.com/cities/bahrain/ (Accessed date: 14th June 2013)

* Seef Mall, 2011. Jovian outlet at Al Seef Mall. Available at: http://www.seef.net/Seef_Mall_Shops_Directory.html (Accessed date: 14th June 2013)

* Jovian, 2013. Jovian Collections. Available at: http://www.jovian.com.my/ (Accessed date: 15th June 2013)

* The Times 100, 2013. Market penetration and premium pricing strategies. Available at: http://businesscasestudies.co.uk/ben-sherman/using-the-marketing-mix-in-the-fashion-industry/price.html#axzz2XQRxBFp2 (Accessed date: 15th June 2013)

* XE, 2013. Currency exchange. Available at: http://www.xe.com/currencyconverter/convert/?Amount=100&From=MYR&To=BHD (Accessed date: 22nd June 2013)

* Anmar Couture, n.d. Competitor price. Available at: http://www.anmarcouture.com/prod_details.php?cat=122&pid=192 (Accessed date: 17th June 2013)

* Branding Strategies, 2006. Celebrities influence in promotion. Available at: http://www.brandingstrategyinsider.com/endorsements (Accessed date: 20th June 2013)

* Chron, 2013. Fashion Show for Jovian. Available at: http://smallbusiness.chron.com/promotional-strategies-clothing-store-13851.html (Accessed date: 21th June 2013)

* ZALORA, 2013. Online selling portal. Available at: http://www.zalora.com.my/jovian-mandagie-for-zalora/ (Accessed date: 22nd June 2013)

* Queensland, 2013. Social networking marketing strategies. Available at: http://www.business.qld.gov.au/business/running/marketing/online-marketing/social-media-business (Accessed date: 23rd June 2013)

* Bahrain Bloggers. 2012. Bahrain Bloggers. [online] Available at: http://bahrainbloggers.net/ [Accessed: 27 Jun 2013]. * Jovianmandagie.com. n.d.. Jovian Mandagie. [online] Available at: http://www.jovianmandagie.com/jovianmandagie.html [Accessed: 27 Jun 2013]. * Netmba.com. 2002. Situation Analysis - 5C. [online] Available at: http://www.netmba.com/marketing/situation/ [Accessed: 27 Jun 2013]. * Startupoverseas.co.uk. n.d.. Company Formation in Bahrain : Startup Overseas. [online] Available at: http://www.startupoverseas.co.uk/starting-a-business-in-bahrain/company-formation.html [Accessed: 27 Jun 2013]. * Tripadvisor.com. 2013. Bahrain: Culture - TripAdvisor. [online] Available at: http://www.tripadvisor.com/Travel-g293996-s202/Bahrain:Culture.html [Accessed: 27 Jun 2013].

6.0 Appendixes

Jovian’s bridal collections

Jovian’s couture collections

Jovian’s Normal Collections compare with competitors (Anmar)

(Jovian)

(Anmar)