Swot Analysis Of Al Ikhsan

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2. The Marketing Mix Strategies
2.1 Product Strategy
(1) Product and Service of Al Ikhsan
Al-Ikhsan is the largest sports retailer with over a hundred outlets across Peninsular Malaysia. Al Ikhsan carries a large variety of branded sporting goods, such as Nike, Adidas, Lotto, Puma, Umbro, Diadora, Asics, New Balance, Teva, AL, Reebok, Kronos and Canterbury. Al Ikhsan provides a lot of categories of sports attire that include casual lifestyle, basketball, football, children, men, women, motor sports, rugby, running, shoe bags, swimming and training wear. Besides, Al Ikhsan’s staff will be trained to provide good service to customers.

(2) Product Branding
Al Ikhsan Sports Sdn Bhd was founded in 1993 by Mohammad Hassan Ali Hassan. Today, the name Al Ikhsan is identical with football. Among the younger generation, they will think that “Play Football.
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Advertising
The advertising model is often used by Al Ikhsan which use their platforms where content is provided to the customers as an advertising spaces.
In advertising, Al Ikhsan’s goal is to reach large populations of target customers with the biggest possible impact. Successful advertisements promote the brand to customers and improve their perception of the company. Advertising is typically costly. Still, when successfully implemented, Al Ikhsan can reap the rewards of a stronger brand image and higher demand for its products.
Al Ikhsan uses celebrities to represent the ideal customer or user of the firm’s products. The company’s advertisements present highly popular personalities, such as professional athletes. The target customers see that their favorite celebrities use the company’s products. As a result, the customers are motivated to mimic the behavior of these celebrities. Through the use of celebrity figures in advertising, Al Ikhsan’s marketing communications mix promotes the firm’s products to customers by motivating them to mimic how these celebrities prefer Al Ikhsan.
2. Direct

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