JRN601 - ECONOMIC AND
BUSINESS REPORTING
BRILLARE AUTO SPA TURN THE MASSIVE CHALLENGES INTO MEANINGFUL CHANGE
Logo of Brillare Auto Spa designed by Amirol Isa.
The owner of Brillare Auto Spa, Amirol Izani managed his company very well because his company survive and even manage to generate more profit in 2020 compared to 2019.
March 2020 marked the beginning of the Covid-19 pandemic and caused the country to be under the Movement Control Order, affecting almost all types of businesses.
Still, Brillare was able to save itself and continue to grow its business throughout this pandemic because of effective planning by its owners.
Amirol Izani, owner of Brillare AutoSpa
"I have combined medium-term and short-term planning, namely tactics and operations to survive and sustain throughout the implementation period of this Movement Control Order (MCO)," said the owner and manager, Amirol Izani.
Besides, the clear direction and benchmarks of business performance need to be re-examined when the pandemic hits due to changes in work styles and standard operating procedures that have changed since the government announced it.
Furthermore, relevant and clear objectives also play an important role in determining the direction of a company.
“For Brillare, our vision is to ensure customer satisfaction and maintain the quality of work with the slogan ‘Your car is not perfect until you send it to us’ being the direction for our business,” he added.
Apart from owning an exclusive car wash center, Amirol has also developed a smart application named HIVE, which is the first car wash booking in Malaysia that benefits not only his company but also all car wash operators nationwide.
The HIVE application was launched in March 2021.
Source: https://www.facebook.com/HIVEApp
"The development of this application costs a lot of money, but it is one of my strategies to ensure the car wash industry can survive this pandemic," he said.
Hive is the first car wash ecosystem application in Malaysia that connects vehicle owners, Car Wash Centres, Car Wash Products, insurance, and advertising in one digital platform.
The platform will benefit 5.8 million active vehicle owners in Malaysia.
This application helps users make reservations online to save time, without worrying about the quality of washing and enjoying the rewards as application users throughout Malaysia.
HIVE is the first car wash ecosystem application in Malaysia.
The introduction of the HIVE smart application in March 2021 is a steppingstone for car wash owner and detailing entrepreneur, Amirol Isa to expand his business and boost the country's car wash industry sector.
HIVE is the first car detailing system application in Malaysia that has been developed by Mohd Amirol and his friends.
Amirol having a meeting to launch HIVE.
"I spent my savings to develop this application by paying the developer who has developed the Setel application from Petronas.
"Apart from helping local car wash operators, it is also one of the marketing ways for my business for the community out there to know more about the best services we offer," said Amirol.
For Amirol, the selection of a strategic business location is the key to the effective marketing of a business.
"Various factors must be considered before choosing the location of the business to be carried out to ensure that our business can survive.
"I chose Glenmarie as my business location because it is the largest automotive centre in Selangor that will bring many benefits to me here and there is also very minimal competition in this sector" he added.
Addedly, this big-hearted owner is also wise to organize his marketing strategy by entering into contract agreements with several car brands that are in his business area.
“I have entered into contract agreements with car manufacturers that are close to my enterprise, including Porsche, Proton, Perodua, Audi, and several other car brands," said Amirol.
Next, social media is the most important thing to marketing in today's digital era.
Brillare successfully uses social media platforms such as Instagram and Facebook to reach customers and followers to keep up with the latest developments and updates on their services.
“Brillare has almost 5,000 followers on Instagram and Facebook and the majority of this number are our loyal customers as well as contacts from customers and former customers who have used our services,” said the young entrepreneur.
Although customers are consisting of dignitaries as well as public figures, Brillare will also collaborate with public figures in the future as one of the steps to advance its business.
Risking It All: The start of Brillare Auto Spa
When Amirol took over the old company, he immediately reconstructs everything.
He knew that to succeed in taking over a business, he must recognise list out his competitors for future needs. By profiling his competitors Amirol pint-point out with various competitors from each type.
Competitors are the businesses that sell a similar product or service in the same category as you. In this case, we know that Amirol is in the car wash business.
There is a lot of car wash businesses in Glenmarie alone but only a few areas are exclusive as Amirol’s car wash such as Fulmine Fraternity and GTechniq Glenmarie who is a competitor for Brillare Auto Spa.
TABLE 1: Competitors’ strengths and weaknesses
As he not only provides car wash service, but he also provides car coating, 5-layer polishing and waxing, engine bay detailing, headlight restoration, exhaust tip cleaning and Nano mist car fumigation.
Amirol knows that when you have a competitor around you, you must compare yourself with them. By asking for feedback from the customers really helps Amirul in terms of what does his customer want or need.
Customers will be invaluable in providing their insight. This feedbacks are answered to the best of Brillare ability, by this Amirul can begin to anticipate his competitors’ new moves and plan ways to counteract and prevail.
Brillare Auto Spa sees steady growth in its profits from 2018 to 2019. The company has also received quite an overwhelming response and has many regular customers.
Legendary singer, Dato Hattan is also a regular customer of Brillare Auto Spa
Such feedback that Amirol often gets is his reasonable price of a normal car wash, coating services, the quality of his equipment used in his shop, customer services provide by Brillare and many more.
“As a businessman, you have to be knowledgeable.
“When you have a good insight into what you are doing, you will definitely have a smooth and steady flow in your business,” said Amirol.
For example, Amirul knows that his competitors have the same kind of service that he provides in Brillare, so he expanded his services besides just washing or car coating.
Getting back to those feedbacks, Amirul is likely to receive customer’s negative or positive feedback regarding his services. By this Amirul is confident that his company may or may not provide a better service than his competitor.
The feedbacks can reflect a lot about the objectives of a company and where they may be heading.
The Covid-19 pandemic affected Brillare Auto Spa's finances
In terms of finances, Brillare Auto Spa sales in the last 3 years show a promising number where they have accumulated about RM 50.3 thousand. The 3 years sales trackback from 2018 to 2020.
In 2018 alone Brillare Auto Spa gained RM 16.5 thousand where the highest number of monthly sales was in April which is about RM 15.6 thousand.
Whereas in 2019 Brillare Auto Spa recorded the highest number of sales as much as RM 19.4 thousand. This is since Amirol Isa had secured various contracts agreements with car manufacturers.
Unfortunately, in 2020 Brillare Auto Spa’s sales drop 34.5% from RM 19.4 thousand to RM 14.4 thousand. Their sales went pluming down due to the result of the Covid-19 contagion that impacts traders and entrepreneurs.
In 2021, Brillare Auto Spa has made a comeback by launching the HIVE app and has had a positive impact on the company.
Every year in March, Brillare will suffer losses on and Amirol has tried to overcome the problem but there is still no way out.
“The loss in March is something we have always faced in 2018 to 2020 and are still looking for a solution.
"Among the loss factors on the talk included weather factors and in March was a school holiday and I hope HIVE can be one of the mediums that can overcome this problem," he added.
In May 2018, Brillare also suffered losses because the company has had problems with suppliers raising the price of each item include detergent since April.
As a result, Amirol had to limit the use of detergents and at times Brillare had to not be opened.
“To me, it was a very valuable experience because 2018 was Brillare’s first year in operation.
“The experience has made me aware and is prepared when facing company problems and at that time, I was still a salesman at Volkswagen do not manage time wisely,” Amirol said.
Brillare also has chosen the EPF scheme to be given to all employees.
EPF is saving for employees so that they will have money to support themselves once they retire.
As a general guideline, employers are required to contribute at least 13% of an employee’s basic salary.
Brillare Auto Spa also provides Social Security Organization (SOCSO) contributions to ensure that employees receive compensation in situations of work-related accidents or illnesses.
The profits earned by Brillare Auto Spa from 2018 to 2019 were relatively stable, however in 2020 after the world was hit by the Covid-19 pandemic it has dealt a huge blow to Brillare.
Brillare sales statistics for 2018-2020
Brillare sales statistics in 2018-2020 by month