PERSONAL DEVELOPMENT PROGRAMME ( UDE1001 )

BONIA CORPORATION BERHAD

NAME : ID:

1. NUR ADILA ANATI BINTI MD SHAH UDE 170098

2. NUR INTAN FAAIQAH BT MOHD FAIZAL UDE 170110

3. NUR SHARINA BT MUHAMMAD KHAIRUL UDE 170116

4. NURDIYANA BT CHE KAMAL UDE 170124

5. NURUL ANIS YASMIN BINTI HASNIZAL UDE 170127

6. SITI NUR AMINAH BINTI WAN AHMAD DAKNAM UDE 170148

LECTURER’S NAME : MADAM NURUL ASYIKIN BINTI MOHD NORDIN

SUBMISSION DATE : 14th AUGUST 2017

TABLE OF CONTENT
ACKNOWLEDGEMENT
1.0 INTRODUCTION
1.1 Fashion Industries
1.2 Background of Bonia Corporation Berhad
1.3 Vision and Mission
1.4 Organization Chart
1.5 Products
1.5.1 Bags
1.5.2 Watches
1.5.3 Shoes
1.5.4 Eyewear
1.5.5 Wallets
2.0 ORGANIZATIONAL ANALYSYS
2.1 SWOT Analysis for Bonia Corporation Berhad
2.1.1 Strength
2.1.2 Weaknesses
2.1.3 Opportunities
2.1.4 Threats
2.2 Corporate Social Responsibility (CSR) Activities
3.0 CONCLUSION
4.0 RECOMMENDATION
ACKNOWLEGEMENT

In the name of Allah, the most generous and the merciful, on whom we ultimately
depend for all the guidance and blessing upon us in the form of our holly Prophet, Muhammad
S.A.W. Alhamdulillah. Our sincere appreciation goes to our one and only Personal Development
Programme’s lecturer, Madam Nurul Asyikin Binti Mohd Nordin who had given us a lot of
guidance and inspiration to complete this group assignment and report successfully. No doubt
need to be worry since we had received a tons of help from her.

We also contributed this appreciation to our admirable parents who had give us full of
support and had make a lot of sacrifices throughout our journey to accomplish this report and
the group assignment. Not to forget, our special thanks goes to our family that had give a bunch
of encouragement in the moments of crisis. Our family bond had given us full of astonishing
experiences. We express our heartfelt gratefulness for our family’s advices that we believe that
we gain from the best.

Last but not least, we want to leave the remaining spaces in the memory of our
cooperation and unity throughout this assignment. All of the memories of distress, hardship,
pleasure, joy, up and down moments while we were doing this assignment will remain in our
heart, forever and always. We will take lessons and gain our knowledges in the making of this
report for our future. These experiences we faced will definitely make us more ready and
systematic whilst making a report in the future since this is the first report that had been made
by us currently.
1.0 INTRODUCTION
1.1 Fashion Industries
Based on www.quora.com, fashion industry could be defined as a globalized sector that
works to fit the demand for apparel and precepts trends for what should be worn. The
production of fashion industry will make a concept for every piece of apparel that will be sold to
the customers. There are four basic sectors for the production of fashion industry. These
sectors include the producers, the designers, the advertiser, and the salesperson.

Fashion industry had chiefly begun in Paris which is known as Fashion Paradise for the
fashion lover. It had just began with a tailor who made single apparels that had turned to an
establishing boutique that furnished desiring high fashion clothing. The most well-known
designer to be the first person who do this was Charles Frederick Worth. He was the founder of
high fashion. It is a tradition that this level of fashion industry had been continued today.

Luxury wear and economical luxury wear were developed from haute couture. These
precious pieces continue to be considered high fashion dress which is expensive and have a
high-quality material than the common ready-to-wear pieces. Besides, the mainstream clothing
is a mass marketed that is known as off-shelf clothing. The apparels were sold at the lower price
level than the designer clothing. This simply means that the clothing is bought directly from the
rack and is thoroughly a ready-made apparel. These ready-made apparels alter in quality from
one brand to another, but it had a lower quality than the luxury wear.

Last but not least, discount clothing is part of fashion industry and will remains the most
popular choices among the customers because it had the lowest price range in fashion industry.
Undoubtedly, the quality tends toward the lower-end, but the price proves to be affordable for
the customers. Discount clothing include knock-off apparel, which are the pieces copied and
duplicated from the luxury and designer wear designs.
 1.2 Background of Bonia Corporation Berhad
Bonia Corporation Berhad or simply known as Bonia is a well-known high fashion
company that had been established since 1974 by Mr. S.S.Chiang, the Group Executive
Chairman who started the business of designing, manufacturing and wholesaling of leather
goods in Singapore. Retrived from the www.bonia.com, the founder of Bonia Corporation
Berhad, Mr.Chiang had attended a leather trade fair in Bologna , Italy in 1977. He was totally
inspired by the artwork of the 16th century sculptor, Giambologna. Afterwards, Mr.Chiang
registered Bonia as a brand name in the same year of his visit to Europe. Bonia also had
entered Malaysia’s market in 1978 by launching their products under their one and only brand’s
name which is Bonia . Bonia opened its first boutique in Singapore in 1981 and followed by its
first boutique in Malaysia in 1988 after becoming a market leader in Malaysia and Singapore
because of their aggressive advertising and promotion exercises. In 1990, Bonia decided to
take a risk beyond its core market in Malaysia and Singapore by expanding their wings to
Indonesia, Brunei, Hong Kong and Taiwan. In advance, they also had developed their brand to
the market of Vietnam, Japan, Thailand, China and Saudi Arabia in the year 2000, 2003, 2005
and 2007 respectively. ( www.bonia.com)

Next, Bonia Corporation Berhad was listed on the second board of Kuala Lumpur Stock
Exchange (KLSE) on 23rd August 1994 and being so active by having a grand opening of their
first boutique at Kuala Lumpur International Airport (KLIA) in the year of 1998.In 2002, Bonia
make a collaboration with an Italian Designer, Studio Peletteria Alessandra of Italy and open the
first “Bonia Natural” boutique on 8th September 2004. On 23rd April 2007, Bonia transferred to
the main board of Bursa Malaysia after 14 years being on the second board of Bursa Malaysia.
( www.bonia.com)

In addition, Bonia Corporation Berhad had successfully developed the other two brands,
named Sembonia and Carlo Rino and co-owned Braun Büffel; a Germany brand, through its
purchase of 70% equity stake in Jeco since December 2010. Bonia also have the license to
distribute renowned international brands like Santa Barbara Polo & Racquet Club, Valentino
Rudy, The Saville Row Company, Pierre Cardin and Renoma. Today, Bonia owned more than
1,200 sales outlets and 185 boutiques throughout the world, including countries such as
Singapore, Malaysia, China, Taiwan, Japan, Vietnam, Thailand, Cambodia, Myanmar,
Indonesia, Brunei, Philippines, Australia, Hong Kong, Kuwait and Saudi Arabia.
(www.bursamalaysia.com)
 1.3 Vision and Mission

Bonia Corporation Berhad have their owned vision and mission. Same goes to the other
high fashion company. Bonia Corporation Berhad wants to bring their customers the desire to
experience a modern and glamorous lifestyle through contemporary creations. Bonia focus to
their brand value which is modern, elegant and contemporary. They emphasis every single
product that they produce to bring satisfaction and joy for their customers. Modern stands for
young and current in style. Elegant stands for refined and tasteful in appearance. Contemporary
stands for evolving and fluid in style.

1.4 Organization Chart

CHIANG SANG SEM

Executive Chairman and Cheif
Executive Officer

CHIANG FONG YEE

Alternate Director to Chiang Sang Sem

DATUK CHIANG
HENG KIENG DATO' SERI
CHIANG CHIANG FONG
Managing Director SANG BON SENG
Executive Director Executive Director

CHIANG
FONG TAT
CHONG Executive Director
CHIN LOOK
Executive Financial

(Diagram 1.0 Organization Chart in Bonia Corporation Berhad) (www.bursamalaysia.com)

 Bonia Corporation Berhad is a company leads by Mr. Chiang Sang Sem. He is the
founder of Bonia Corporation Berhad and was appointed to the Board of Director on 16 June
1994 as the Executive Chairman of Bonia Corporation Berhad. Now, he is the Executive
Chairman also the Chief Executive Officer of the most popular and well-known company, Bonia.
Mr. Chiang Sang Sem had involved in the fashion leather industry for over 40 years and have a
depth knowledge, skills and experiences in all aspects of the leatherwear trade. He is the one
who is responsible on the business development and he formulates Bonia’s strategic plans and
policies. He took his own initiative and make good strategies to bravely travels to the ‘Fashion
Paradise Country’ such as Italy, France, Germany, Japan, Hong Kong, Taiwan, China,
Bangkok, Vietnam and Indonesia just to ensure that Bonia will stay in line with the trend fashion,
updated in the new technological changes in the making of leatherwear and the fashion
accessories industries too .This strategy could make Bonia take one step forward from the other
fashion leatherwear company around the world.

In addition, Mr. Chiang Fong Yee is the Alternate Director to Mr. Chiang Sang Sem and
being appointed to the Board of Director on 18 February 2004. He is the son of the founder of
Bonia Corporation Berhad which is Mr. Chang Sang Sem. Mr. Chiang entered the company in
February 2000 as the Marketing Executive and had been promoted to the position of Assistant
Business Development Manager of the fashion leatherwear industry in October 2002. He took a
job to make a research and progress a development on Bonia’s product, putting the decision on
the marketing strategy planning the strategies to bring up the brand’s name and distribute the
product functions of the leatherwear industry.

Furthermore, Datuk Chiang Heng Kieng, Bonia’s Managing Director was appointed to
the Board of Director on 16 June 1994. He is directly involved in the management, decision-
making and operations of Bonia Corporation Berhad. He took the responsiblity of his job to the
process of development, marketing strategy and product distribution functions of the company.
He is related to the founder as a brother to Mr. Chiang Sang Sem.

Last but not least, the Financial Director of Bonia Corporation Berhad is Mr. Chong Chin
Look who joined the Group on 20 June 1994. He holds the position of Financial Controller for
Bonia Corporation Berhad since 1992 and is responsible in the financial and corporate
functions. Earlier to his current position, he was devoted to the most professional service firms
called KPMG Peat Marwick, an international firm of Chartered Accountants, where he gained
extensive experiences in auditing, accounting, taxation and management consultancy.
 1.5 Products

1.5.1 Bags
Bonia had come up with a Blossoms Bag Collection that had been launched in 28th May
2016 for the Spring/Summer 2016 collection. Bonia brought us such an elegant flower-based
concept on their masterpiece due to our hot spring and gloomy weather. They had launch this
collection at Bonia Aeon Shah Alam’s boutique.

This Blossoms Bag Collection shows the high taste of the consumers and a strong
sense of their personal style. These signature pieces are elegantly crafted so that their class
beauty can be shared and inspired by all of the consumers.

(Diagram 1.1 Bonia Corporation Berhad’s Blossom Bag Collection)

 1.5.2 Watches

Bonia introduced some concepts of watch that have been produced to attract the
consumers and encouraged them to purchase it. There are two popular concepts that have
been introduced by Bonia Corporation Berhad. The concepts are Ceramica and Tesoro. Firstly,
the Ceramica collection had been designed with full of loving attention to the details, promotes
a great style that combine with the current fashion trends of ceramic materials with glamourous
design. The combination of the quality materials makes every watch have their own style.

Next, Tesoro collection is designed for special events. The Tesoro collection highlights
the charming timepieces that are questionably brilliant in design and precise engineering that
leaves the consumers in awe.

(Diagram 1.2 Ceremica Collection) (Diagram 1.3 Tesoro Collection)

 1.5.3 Shoes

Bonia owned a comfortable and stylish leather with an elegant boot laces on top. The
hole details introduce the Peru beads, providing the best support on top of the 4-inch heels. This
pair of silky boot exclusively for the person who want a chic look, either in maroon or grey
trivena colour. It also brings up a contemporary concept related to the classic design.

The boot was shone as bright as a diamond as it is offers the consumers a very versatile
style and have a special geometric design that could make the consumers can’t take their eyes
off of it. The boot that had been produced by Bonia was very comfortable as the company had
guarantee that their product could help the consumers to maintain balance as they walk
throughout the day.

(Diagram 1.4 Maroon Trivena Boots)

 1.5.4 Eyewear

Innovation and creativity is part of Bonia and it leads Bonia fashion into endless fashion
exploration. Bonia eyewear collections inject matured look with a fabulous touch of Swarovski
crystals, makes the brand in a trendy and elegant way. Swarovski is the superior brand for the
crystal embellishments since 1985. Today, Bonia is introducing its stunning eyewear with the
use of fully original Swarovski crystals. They can be recognized by the ‘Crystals from Swarovski’
Seal, which serves as a certificate of accuracy to identify the products made with pure
Swarovski crystals.

(Diagram 1.5 Bonia’s Eyewear with touch of Swarovski)

 1.5.5 Wallet

Bonia had guaranteed to brighten up their customers day and uplift their style with the
ultra-shiny and elegant wallet in a classic shape design. Those wallets were made in leather
supplemented with a lot of compartments. Furthermore, the wallet is also functional yet stylish to
keep the customers day perfectly organized.

Fashioning in eye-catching Bonia’s Wallet that fully covered with leather and unique
texture could improve the self-esteem of the customers. The clean-cut geometric shapes on
every edge of the wallets make it more adorable and charming. The could give the buyers
safety and could secures their belongings under one zip.

(Diagram 1.6 Bonia’s fully leather wallet)

2.0 ORGANIZATIONAL ANALYSIS

2.1 SWOT ANALYSIS

SWOT Analysis for Bonia Corporation Berhad

STRENGTH WEAKNESSES

 High quality products  Products are too expensive for the

 Well-known brand among the Asians
 A proud brand to the local
 Skilled workforce
consumers
 Old school design which is not suitable
for younger generation
 Limited spaces and less compartment in
the products design especially for bags

OPPORTUNITIES THREATS

 Advanced in technology by introducing  Competitive rivalry

online services for the costumers  Duplicated products
 The one and only brand that using  Consumers had change in their taste
genuine leather  The power of buyers
 Providing worldwide shipping services
 6 months warranty given for the
customers
 2.1.1 STRENGTH

1. HIGH QUALITY PRODUCTS

Bonia is a popular and well-known brand that use the best material in every single
product that they produce and insert the Italian inspired tradition on their product’s design.
Most of Bonia’s main products such as bags and shoes are made using Genuine Leather,
Patent Leather, Nubuck Leather and Suede. These types of materials are durable, sturdy,
and flexible that could make the products last long and elegant. The consumers nowadays
are more prefer to buy something that is useful in a long run plus it also could show their
high-tasted fashion and ability to buy an expensive product.

In addition, the Bonia eyewear also have a luxury touch that bring in the combination of
the design of the eyewear with the Swarovski crystal. The Swarovski crystal touched in
Bonia design can help the consumers in maintaining the products well as the
Swarovski crystal itself can be easily maintain at home and no need to be send it off
to the professionals to be cleaned.

(Diagram 2.1.1 Genuine Leather) (Diagram 2.1.2 Patent Leather)

(Diagram 2.1.3 Leather Nubuck and Suede)

2. WELL-KNOWN BRAND AMONG THE ASIANS

Bonia have made and bring their name through Asia successfully. They have 70 stores
around the world including Brunei, Cambodia, Indonesia, Japan, Kuwait, Malaysia,
Myanmar, Saudi Arabia, Singapore, Taiwan, and Vietnam. Wonderfully, they are
progressing to making their way to more country in the globe. Bonia had ranked in 987th
place in Asia’s Top Brand and it tell us that Bonia is a well-known among the Asians and it
could make Bonia stands out from the other fashion brands. This aspect also helps Bonia to
be more successful and to be noticeable as a great brand among the other fashion brand.

Furthermore, noticeable among the consumers are the most wanted things among the
producers. The reason is the company like Bonia need to be known to gain more profit and
generate more income. The more known the brand, the more demand will be for the
products of the brand .Bonia also will having a blessing as their products are known-well
and it could bring up their special characteristics to be acknowledged by the consumers .

(Diagram 2.1.4 Bonia Store in Indonesia) (Diagram 2.1.5 Bonia Store in Malaysia)

(Diagram 2.1.6 Bonia Store in Japan) (Diagram 2.1.7 Bonia Store in Singapore)
 3. A PROUD BRAND TO THE LOCAL

Bonia was launched under Malaysia’s market in 1981 and opened their first boutique in
Malaysia in 1988. Since then, they had become larger and eminent to the fashion industry in
Malaysia and the other country. Thus, the support from local was always there to give them a
leg up to the next step of triumph. This could make Bonia even stronger and could stand as high
and sit as low as the other fantastic brand. The local keep on supporting Bonia by buying the
product that produce by Bonia rather than the brand that came from the other country.This
method could boost up the sales of the company and could gain the faith and trust from the
other costumer around the world as the sales Bonia are good and consistent .

(Diagram 2.1.8 The chronology of Bonia that had established their first boutique in Malaysia in
year 1988)

4. SKILLED WORKFORCE

The person who worked in Bonia Corporation Berhad had been trained well before they
joined the group. These methods are very efficient as Bonia need to make sure that their
employees are ready to facing a million of customer’s characters. They are capable to help
the customers in fulfilling their unlimited wants towards fashion. The employees had
acknowledged to every single product and solutions in order to help the costumers in their
problems on the fashion line. Next, the employees also give a hundred percent commitment
in entertain their customers to make them satisfied with the services. The customer services
were not only in the Bonia Store but they also give a high commitment in the online services
too. They do not want the customers waiting for so long to get the informations and helps,
hence they are assured to reply all of the messages given by the customers through the
online services within 24 hours.
 2.1.2 WEAKNESSES

1. PRODUCTS ARE TOO EXPENSIVE FOR THE CUSTOMERS

Since Bonia is one of the well-known brand, their products are quite expensive as they are
using a very high quality of materials. The higher the quality , the higher the cost of production
means that the price also will increase .Only consumer that are highly paid could afford to buy
Bonia’s products .It stated as only a high standard people will buy the products . This matter will
affect the sales of the company itself as not all consumers could buy the items. Even if they
make a sale, it would still be considered as expensive because of the range price is still in
between hundreds, for just one product. Therefore, not all people can afford to buy it, especially
to the people with low income earns.

2. OLD SCHOOL DESIGN WHICH ARE NOT SUITABLE FOR YOUNGER GENERATIONS

Bonia are usually preferred by the middle age and upwards because they are too
focusing on the the old categories in the community, owing to the fact that their designs are
more to classic and elegant. It is likely not suitable for younger age since younger generation
choose and favors a cool and trendy look in their fashion. Mostly, the buyers and users of Bonia
products are the one who had an antique and unique characteristic as they preferred to look
matured and elegant. The styles of younger generations are totally the opposite from the design
that had been centered by Bonia Corporation Berhad.

(Diagram 2.1.9 Bonia’s fashion) (Diagram 2.1.10 Teenager’s fashion)

 3. LIMITED SPACES AND LESS COMPARTMENT IN THE BAGS DESIGN

Bonia’s main product is handbag. For their elegant and unique design, the consumers
love and have a great temptation to buy the latest design of handbag but due to limited spaces
and less compartment in the bags had led to the will breaking of the consumer. They would give
up for the design and tend to buy brand’s product. Bigger space gives more advantage to the
consumers to put things inside it, especially for the women. Women needs a bigger spaces and
compartment to put their tons of makeup, purse, handphone and other possible things for
women. When there are less spaces, the consumers tend to think twice whether want to buy
the bags or not. Possibly when it comes to choices, the consumers will always think about the
items or product that could give them benefits in a long term and not just to give a short
satisfaction in the short period of time.

(Diagram 2.1.11 Bonia’s bag design) (Diagram 2.1.12 Bonia’s compartment)

 2.1.3 OPPORTUNITIES

1. ADVANCED IN TECHNOLOGY BY INTRODUCING ONLINE SERVICES FOR THE

COSTUMERS

Bonia is advanced in technology as to be compared with other brands. This is how Bonia
do their marketing in making their brand to be known worldwide. For an instance, shopping
online. As for busy people who have no leisure to be spending shopping except than resting,
they would definitely prefer buying online. Online makes things easy for people to buy because
no matter how, the bags or other stuff can be buy in just a click, and then it’s at your front in just
a couple of days. In addition, buying online at Bonia’s assured people that what they spent
definitely be worth it and not at waste with its quality, fresh goods, not to forget the smell of
genuine leather and when it’s so much easier because buying online saves more time. The
online services that had been provided by Bonia was such a blessing for the busy people
nowadays.

2. THE ONE AND ONLY BRAND THAT USING GENUINE LEATHER

With genuine leather as an attraction, the consumer will have more faith in Bonia
because of the material used will last long and cannot be damaged easily. Leather, unlike
others material, is also resistant to dust mites and fungal attacks. In addition, leather will never
go out of style. This will attract consumers to buy Bonia’s product despites the expensive price
because it’s worth it. The genuine leather is a protective material as it could protect the
consumers feet from hot liquids because it is water resistance and could protect feet from small
falling objects. It also could prevent from injuries and accidents.

(Diagram 2.1.13 Genuine leather for men) (Diagram 2.1.14 Genuine leather for women)
 3. PROVIDING WORLDWIDE SHIPPING SERVICES

In order to increase Bonia’s popularity, the company had expanded their business
worldwide. This matters come in handy because Bonia’s products can be owned by the
consumers worldwide and not just to the local consumers. When it involved outsiders, of course
there will be services of worldwide shipping services. Bonia’s products are mainly delivered to
Malaysia, Singapore and most international countries but no to Japan, Brunei, Cambodia,
Myanmar, Taiwan, Kuwait, Saudi and Indonesia. However, there are Bonia’s boutiques and
store in these eight countries that could give opportunities for the consumers to purchase
Bonia’s product easily. By this shipping services to the outsiders , Bonia could expand their
stores and could built a legacy of Bonia Corporation Berhad as the services could make the
consumers worldwide acknowledge and know the existence of Bonia products .

4. SIX MONTHS WARRANTY GIVEN FOR THE CUSTOMERS

Bonia offers 6 months of warranty for all types of products that they sell as long as the
products are at the normal price or is at 20% discount off. This will encourage the consumer to
buy a lot of Bonia’s products at the normal price or on 20% discount in order to guarantee their
possession is always in a good condition. The company also will gain a lot of profit as the
customers buy the items at a high price. The customers also will have a full of trust and
confident on Bonia when they hear that there is a long period of warranty. They also could play
safe as the purchased that they had made are not a small value.
 2.1.4 THREATS
1. COMPETITIVE RIVALRY
Despite from Bonia, there are more fashion company in the fashion line. This matter
could threaten Bonia because the other company could sell the closely same as Bonia. The
company that had need to compete with Bonia in order to win the consumers heart in fashion
industry are are Padini, Esprit and Giordano. Those company are selling the same product as
Bonia but their style, design and service provided are highly differentiated from Bonia. As every
company have their own aesthetic values. Nowadays, Bonia is very aggressive on advertising
their products compared to other competitors. Bonia make some promotions as a way to build
the brand image. Bonia always be the one top brand in the customer’s list when they want to
buy their handbag, shoes and other fashion necessities because the Bonia’s product have a
high quality, comfortable and bring joy to the customers.

(Diagram 2.1.15 Bonia’s bag) (Diagram 2.1.16 Padini’s bag) (Diagram 2.1.17 Esprit’s bag)
 2. DUPLICATE PRODUCTS

As one of the threats seen here is duplicate products. This is generally means that there
are irresponsible companies which had copied the original products that had been produced by
Bonia to gain profits. The main purpose of the duplication activity was to let the consumers with
low income be able to have and wear Bonia’s product. The duplicated products have a low
quality and and the price are much cheaper compared to the original one. Nowadays, there are
millions of people that have low income and they are not capable to buy Bonia’s original
products. Thus, they take other alternatives to keep being fashionable by buying the duplicate
products. This major problem could be the strongest threat to Bonia Corporation Berhad as the
consumers are prefer to buy the duplicated item rather than the original products. The
consumers can’t feel and enjoy the high quality of Bonia product because they think that it is
more profitable to buy the duplicated as the duplicated products are 99.9% the same from the
original.

3. CONSUMERS HAD CHANGE IN THEIR TASTE

Bonia’s product are too focus for the middle age consumers. They don’t even care about
the teenagers and youth fashion. The consumers fashion, taste and preferences may alter from
time to time. When the product that had been produces by Bonia are more fashionable, the
demand of those products will increase drastically. The old product that had been produce by
Bonia nowadays are not been used by the consumers anymore because it has become
outdated. Unless, if the fashion of the products is still available and suits the taste of the
consumers. Bonia need to brought new goods production with latest style.
Bonia’s company need to produce goods like handbag, shoes and other products with
various style and high fashion quality to fulfilling consumers taste available for everyone from
different ages .

4. THE POWER OF BUYERS

Bonia shares the same customers as in Giordano, Padini, Esprit and others fashion
company. If the consumers are not satisfied with the quality and services offered by Bonia, they
can go to the other Bonia‘s competitors and purchase items from them . Fashion is the main
issues of the power of buyers. They can choose the brand that bring them satisfied and joy. This
could be the most threat to Bonia Corporation Berhad as the customers are always right. Bonia
can’t force the consumers to buy their products because the different consumers have a
different style and taste in fashion.
2.2 CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES
As an established company, Bonia also build a great reputation for social responsibility to
support the community, workplace, environment and marketplace by sponsoring and conducting
activities and help those in need.

1. Lovely day in the orphanage on 7 May 2016 in Malaysia.

The program was conducted by Ikon Club and 14 staffs of Bonia initiated on a visit to
Rumah Charis; an orphanage home located in Puchong, Selangor. Bonia Group donated
electrical appliances to the orphanage home. Besides that, the memorable day filled with fun
games, and of course, their favourite meal; McDonald’s Happy Meal for breakfast and the
children were satisfied and truly happy. Like what Bonia tend to do such as visiting orphans, the
activities could motivates them to be happy, to keep on going with their lives independently and
always have a strong heart despite their losts. Making the orphans feel lively and comfortable
means a lot to our citizens in Malaysia especially from the most well-known fashion company,
Bonia Corporation Berhad. Bonia definitely have made the right choice to do such significant
project as it could give a lot of benefits and hope to the others.

(Diagram 2.2.1 Bonia Corporation’s Employees spent their time with the orphans at

Rumah Charis, Puchong, Selangor)

 2. A lifesaving activity on 6 June 2016 in Malaysia.

A blood donation activity was held at Ikon Connaught. It was held to offer a great opportunity
for the employees to help individuals in need. Besides that, donating blood for others also
benefits individuals as it maintains our good health. The meaningful campaign was organized by
Ikon Club and Bonia and was attended by 41 registered donors. In addition, Bonia Corporation
did the blood donating activities in order to save people’s lives no matter in instant or in future
and they believe that the activities could changes a person’s live truthfully in just a bag of
blood.

(Diagram 2.2.2One of the donors who involves in blood donation at Ikon Connaught)
 3. Chinese New Year Charity Cookies Sale on February 2015 in Malaysia.

In conjuction with Chinese New Year 2015, Bonia club organized Charity Cookies Sale
to support Rumah Charis which is a home housing underprivileged orphans, abused, and single
parent children in acquiring more funds to sustain their charity home. Furthermore, Bonia’s staff
supported the event by purchasing an array of delicious cookies offered by the home. This also
helped Rumah Charis collecting funds to support the orphans and such. The undertakings by
Bonia really touched the orphans that they were so grateful for the great honor in having an
organization helping and comfort them.

(Diagram 2.2.3 The cookies that sold on the charity cookies sale during Chinese New Year)

4. Recycling Campaign, May-June 2015, Malaysia.

Besides activities and sponsorships, Bonia also collaborated with Taiwan Buddhist Tzu-Chi
Foundation on collection of recyclable paper and plastic materials to do their responsibility as
humans in saving the Mother Earth. Recycling absolutely saves the nature as it recycles and
decompose the material used like papers to make new material for examples, paper bags.
Which means, Bonia helped in conserving the nature by not just keep and extracting raw
materials and cut down trees. Instead, Reduce, Reduce and especially Recycle.

(Diagram 2.2.4 The recycling symbol that symbolize the campaign)

3.0 CONCLUSION

Bonia Corporation Berhad is one of Malaysia’s best fashion company that produce a
luxury goods. The company are using a very high quality in their product includes bags, wallet,
shoes and eyewear. The details make Bonia Corporation Berhad shine as bright as diamond
and well known in the international scope. Bonia need to continue their operation widely and
take some actions in order to improve their performance by heal up the weaknesses and
implementing our recommendations into the company strategy. The product that had been
produce by Bonia Corporation Berhad are bags, watches, shoes, eyewear and wallets. Bonia be
more open- minded and being competitive when it comes to their competitors. More strategies
and ideas need to be polish to form a stronger and firm company by referring to the SWOT
analysis. Bonia Corporation Berhad is also a caring and responsible company because they that
had making Corporate Social Responsibility (CSR) activities. The examples of their Corporate
Social Responsibilities Activities are visiting the orphanage, donating blood, charity sales on
Chinese New Year and organize a recycling campaign. Bonia in progress to expenses their
wings and plan their strategies in order to conquer the world fashion industry.

4.0 RECOMMENDATION

4.1 INTRODUCE BONIA FOR KIDS

Bonia Corporation Berhad should introduce Bonia for kids and give a little bit attention to
the kids’ fashion. Nowadays, based on http://www.worldometers.info/world-population/ the
world population in year 2017 is 7,515,284,153 and the total of kids below 15 years old based
on http://www.gapminder.org/news/world-peak-number-of-children-is-now/ are about 19 billion
children which are about 27% of the total world population. This statistic shows that Bonia
Corporation Berhad should focus on the making of kids’ products such as clothes, purse or
wallet, shoes and bags to catch the eyes of the consumers. I strongly believe, when the Bonia
Corporation Berhad have developed Bonia for kids, the products will be popular and will be the
most wanted products for the parents because they can easily buy their kids items in the same
shop their products are in.
 4.2 ENSURE THAT THE FASHION IS UP- TO- DATE

When the fashion is up-to-date, the demand of the products will increase as it fulfils the
taste and consumers want. All generations from the teenagers till the old ones will be interested
to buy and purchase the products that had been produced by Bonia Corporation Berhad
because they are fall in love with the modern fashion and have a special feature of the privilege.
The product need to catch the consumers eyes and be unique in order to gain love from the
consumers.

4.3 AIM FOR BOTH HIGH AND LOW INCOME CONSUMERS

Not everybody has a high salary and high monthly payment in a certain country. This
opportunity should being grab by Bonia to produce a product that have two different
qualifications. One for the consumers and one for the consumers with high income. By that
method, all of the people could have the opportunities to wear and use Bonia’s product. The
company also will gain a lot of profits from that particular transactions because the sales will be
increasing drastically. In fact, Bonia also will always be the king of fashion industry in every
consumers heart as they are concern about the people capability to buy high quality products.

4.4 MAKE A COLLABORATIONS WITH OTHER WELL- KNOWN COMPANY

As two popular company make a collaboration, the consumers will make the assumption
that the product produced will have a lot of special characteristic and thus, will gain the
consumers trust on top of it. The collaborations also will give benefits to the two different parties.
It is like a win-win situation for Bonia and the partners. Bonia could make collaborations with the
shopping mall company in purpose to display Bonia’s product in the company’s market. It will
make Bonia more famous and well-recognized among the consumers. This is part of advertised
and marketing Bonia’s product itself.
5.0 REFERENCES
5.1 INTERNET

Advantages of Leather retrieved from

http://attireclub.org/2014/04/05/10-advantages-leather/ (As at 5th August 2017)

Bonia history retrieved from

http://www.bursamalaysia.com/market/listed-companies/company-
announcements/5244521 (As at 6th August 2017)
Bonia Corporation Berhad background retrieved from
http://www.bonia.com/our-history (As at 6th August 2017)
Bonia Corporation Berhad background retrieved from
http://www.bonia.com/company-profile (As at 6th August 2017)
Bonia Vision and Mision retrieved from
http://www.bonia.com/company-profile (As at 6th August 2017)
Bonia Board of Director Information retrieved from
http://bonia.listedcompany.com/directors.html (As at 6th August 2017)
Bonia stores retrieved from
http://www.bonia.com/storelocator (As at 6th August 2017)
Bonia ranked in Asia retrieved from
http://www.campaignasia.com/Top1000Brands/BrandAnalytics/bonia
(As at 6th August 2017)
Bonia’s material retrieved from

http://www.bonia.com/ (As at 5th August 2017)

Bonia’s material retrieved from

http://www.bonia.com/leather-care (As at 5th August 2017)

Corporate Social Responsibility (CSR) retrieved from

http://www.bursamalaysia.com/market/listed-companies/company-
announcements/5244521 (As at 6th August 2017)
Corporate Social Responsibility (CSR) retrieved from

http://www.bursamalaysia.com/market/listed-companies/company-
announcements/4905361 (as at 26th July 2017)

How many employees do Bonia have? retrieved from

https://www.linkedin.com/company/bonia-corporation-berhad (As at 6th August 2017)
Threat of company retrieved from
http://www.studymode.com/subjects/swot-analysis-of-bonia-corporation-bhd-page1.html
(as at 29th July 2017)
Threat of company retrieved from
http://bonia.listedcompany.com/misc/FlippingBook_PDF_Publisher/Publications/HTML/a
r2016/files/assets/basic-html/page44.html (as at 29th July 2017)

The benefits of Swarovski crystal retrieved from

http://www.selfgrowth.com/articles/advantage-to-buying-swarovski-crystal-jewellery
(As at 6th August 2017)
What is fashion industry? retrieved from
https://www.quora.com/What-is-the-fashion-industry (As at 6th August 2017)

World populations? retrived from

http://www.worldometers.info/world-population/ ( As at 6th August 2017)

6.0 APPENDIXES