Abstract:
This business plan outlines the market entry strategy of Simona Kebaya into Malaysia.
The expansion aims to leverage the kebaya’s cultural significance while offering a modernized
version that aligns with contemporary preferences for comfort and practicality. UNESCO’s
2024 recognition of the kebaya as shared cultural heritage across Indonesia, Malaysia, Brunei,
Thailand, and Singapore reinforces its relevance. However, Malaysian consumers often
perceive the kebaya as outdated, uncomfortable, and complex. Simona Kebaya seeks to address
these barriers through innovative fabrics, simplified design, and cultural authenticity to appeal
to modern lifestyles.
The strategy applies design thinking and the 4Ps marketing framework. Product
development focuses on comfort without compromising tradition. Pricing is value-based to
ensure accessibility, while distribution emphasizes e-commerce platforms to capture digital-
first consumers. Promotion combines cultural storytelling, influencer partnerships, and digital
campaigns to build brand recognition.
Although challenges such as export management and currency fluctuations may arise,
projections remain strong. Based on Kalodata Malaysia sales data (August 2025), kebaya sales
average 1,000–4,800 units per month. Simona Kebaya’s forecast ranges from 800 to 4,000
units monthly, depending on brand awareness and seasonal peaks. Financial analysis shows
promising results: IDR 11.4 million in projected sales, 50% net profit margin, an 11-month
payback period, and ROI of 111.48%.
In conclusion, with innovation, cultural relevance, and strategic marketing, Simona
Kebaya is well-positioned to establish a sustainable and profitable presence in Malaysia’s
fashion market.
