EE Toys & Kids / Muhammad Norazly Marzuki ... [et al.]

EE Toys & Kids is a toy selling company with two branches in Kuala Lumpur. EE Toys & Kids is owned by Mrs Margaret Wong and Mr Edward Looi who are a married couple. EE Toys & Kids is located in a strategic area, which is Aeon AU2 Setiawangsa and AeonBig Wangsa Maju Kuala Lumpur, respectively. Based on studies and interviews that have been conducted to meet the requirements of the case study, we managed to identify and collect SWOT analysis of EE Toys and Kids. In terms of strength, EE Toys & Kids sells toys at a lower price while maintaining high quality when compared to its competitors. EE Toys & Kids also provides a wide range of options for various types of toys and always keeps up with the current situation based on children's interests. Furthermore, EE Toys & Kids has a friendly and welcoming staff that can assist customers and make recommendations on appropriate toys for children based on their age.
The weakness of EE Toys & Kids' SWOT analysis is a long working time without a shift that is for 12 hours. It has an impact on employees, causing them to become less efficient and effective. Furthermore, EE Toys & Kids lacks manpower, with only two female employees working in each store. In terms of store management, this has drawbacks. In terms of opportunities, the SWOT analysis of EE Toys & Kids is in terms of government assistance provided during the Movement Control Order (MCO), which to some extent can help reduce the company's financial problems. Furthermore, good relationships with suppliers aid in the growth of the company.
Subsequently, EE Toys & Kids' SWOT analysis in terms of threat is a competitor. EE Toys & Kids, a competitor, recently opened a new branch in the same mall and close to EE Toys & Kids. If nothing is done, this will have an impact on EE Toys & Kids' profits. Furthermore, the current trend of children preferring to play with gadgets is influencing market demand for toys. Apart from the SWOT analysis, several major issues confronting EE Toys & Kids have been identified, including Pandemic Covid-19, which affects the economic sector, including EE Toys & Kids. Following that are intense competition, a lack of employees, and trends in children's gadget use. Based on the major problems that have been identified, it is important for EE Toys & Kids to find efficient and effective solutions to ensure that the problems do not negatively impact the business in the future. To assist EE Toys & Kids in dealing with a major problem. We have made some suggestions, including improving branding strategies by identifying their own target market, because when this company focuses on having a clearly defined target market, the company's growth will be faster.
Furthermore, digital marketing by using social media platform to improve their marketing strategies, encourage your customers to leave reviews about your product and service, training program such as technical skill development and quality training, make company more enticing and turn digitalization on advance.
In conclusion, in addition to the Covid-19 Pandemic, it is important to conduct a SWOT analysis to understand a business's position, as each component in the economic sector plays an important role in ensuring a business's viability. Despite the fact that the Covid-19 Pandemic has had a significant impact on the economy of not only Malaysia, but the entire world. However, as entrepreneurs, we must view this challenge as an opportunity to ensure that our company thrives in the future