Business Development

1.0 Executive Summary

Company Introduction

JL marine is an established equipment manufacturer and supplier. Our company is engaged in the production of HVAC equipment’s with the own designs and the concepts of our customer. Our company is dedicated to providing the highest quality workmanship, meeting the agreed delivery dates, and executing the custom work exactly in accordance with the customer’s concept and requirement. The focus of this business plan is to identify its future target clients, explain is marketing strategy and to expand company operation and marketing so it can substantially increase profitability.


JL Group’s head quarter is in Singapore and the branches are in Shanghai China, YanTai China, Tian Jing China and Batam Indonesia with own offices, and factories on in Singapore and Shanghai China.

The Company

JL Group was established in Year 2003 as Privated Limited company and the owner has over 30 years of experience in the HVAC equipment manufacturing, supply and installation industry and during this times has developed a reputation of excellence and quality works.

Our Service

JL Group providing Engineering Design, Manufacturing of Heating Ventilation Air Conditioning System equipment, supply and installation, especially providing the best solutions to a wide range of offshore and marine industries with worldwide after sales service and the fast response in south east Asia.


JL Group’s key marine and offshore are mainly in Singapore, China, Indonesia , Malaysia and India. Currently JL Group are seeking to gain more its market share in in the world , eg. Korea, Middle East and others countries.

1.1   Objective

a. Advertising – Increase the advertising campaign to expose the Company to new clients and gain more projects

b. Enhance our website – the updated website will provide the company introduction, product data, especially the company the internet presence needed to make new / existing customer aware of our existence and gain any necessary information.

c. Customer service – provide our customer the highest quality service at cost effective pricing

1.2   Mission

a. It is the mission of JL Group to build the best quality product, supply over the top service at installation, and provide exceptional customer service after the sales of the product.

1.3   Key to success

a. Company key person over 30 years of experience in the HVAC system

b. Maintaining a reputable and untarnished reputation in the maket

c. Competitive price with quality products and service

d. Quality care to the company’s customers

2.0 Company Capability

2.1   Our Engineering Department has many years of relevant engineering and design experience in the Marine & Offshore industries. On their engineering strength and weaknesses and is capable of designing system that caters specifically to the needs and requirement of Shipyards. Technical Discussion With Shipyard, Technical Proposal & Agreement Preparation. The strength as following :

  • Heat Load Calculation.
  • Air Flow Balancing Design.
  • Equipment Specification To Meet Owner’s & Shipyard requirement.
  • Product & Equipment Design To Cater To Space requirement.
  • Machinery Room Layout.
  • Electrical & Control Design (PLC Or Electro-mechanical).
  • Duct Layout & Routing etc.
  • Test Protocol & Commissioning Report.

2.2   Our team of experience technicians, fabricators, welders and fitters currently build standard and tailored made products/ to meet Marine & Offshore standards and customers requirement and the main products as following:

  • Marine Water-Cooled & Air-Cooled Chill Water Units.
  • Marine Water-Cooled & Air Cooled Deck Units
  • Marine Water-Cooled & Air-Cooled Condensing Units.
  • Air Handling Units.
  • Self Contained Packaged Air-Conditioners.
  • Provision Plant Condensing Units.
  • Electrical Control Panels (PLC Or Electro-mechanical)
  • Ex-Proof Equipment's.

3.0 Product and Service

1.   Product

  • Chill water unit
  • Water cool / air cool condensing unit
  • Air handling unit
  • Package unit
  • Ventilation Fan
  • Ventilator (Mushroom , Goose Neck, Louver )
  • Fire damper (Class Approved)
  • Spiro Duct / Fittings / Rectangular Duct
  • Cabin Unit / Diffuser

2.   Service

JL Group develop and built a comprehensive range of standard or special product like Chiller Plant, Condensing Units, Air Handling Units, Package Unit, Deck Unit, Electrical Control Panels With PLC or Electro-Mechanical, Ventilator, Fire Damper and accessories to meet the marine and offshore industries requirement.

With our professional knowledge, experienced engineering team, skilled operational staff and a very experienced project team to provide you the best solution of HVAC system and installation, we are confident that our products and services are the best quality with providing the best solution to meet the budget constraints and tight deadlines.

Especially our oversea branches and strategic partner network, we ensure that our after-sales service is worldwide and our response is fast in South East Asia, China and India with maintain an ample supply of spare parts.

4.0 Market Analysis

The HVAC system manufacturing industry includes about 150 companies worldwide. The largest 30 companies account for about 40 percent of revenue in the world and JL are one of them. Most of the company make a standard range of products, but JL Group is one of the few HVAC company that has proven track records delivering HVAC System that conforms to ‘Norsok’ requirement for Jack Up Rigs and Semi-Submersible Unit.

Demand is driven largely by the needs of marine, offshore companies and is therefore linked to the economic growth. The profitability of individual companies depends on technical expertise and efficient manufacturing.

4.1   Target Market Segment Strategy

JL Group choice of target market is based on I-depth understanding of the customer’s needs. Our company’s experience, skill and capabilities allow us to effectively compete and build on to our reputation within our market region. Therefore, developing a marketing strategy will improve company’s profitability level and aid them in building a strong customer base.

JL Group will utilize the following sales literature to reach our target market

a. Global Network
b. Trade Directory
c. Exhibition
d. Magazine
e. Yellow page / Green Book

4.2   Service Market Analysis

JL Group exists in a competitive market that face virtually unlimited completion. The ability of the company to differentiate our service or enter into a niche market is limited, so we will engage in low-cost leadership strategy while maintaining a suitable level of quality.

4.3   Competition

As mentioned before, JL Group exists in a competitive market, but it is the opinion of the company other competitors cannot match the company’s work ethics and impeccable customer service skills. JL group will compete directly with these other companies by effectively meeting’s customer’s needs and fulfilling the clients’ demands because we will aid the company in generating future business. If clients are happy, they will recommend the company to others who need the service.

5.0 Strategy and Implementation

JL Group plans to use a direct sales force and relationship selling to reach our target markets. These channels are most appropriate because of time to market, reduced capital requirements, and fast access to established distribution channels.

JL Group plans to advertise in world trade newspaper, and created a website top 10 searching engine with all our necessary information.

And the strength of JL Group :

  • Outstanding reputation
  • Quality – the company guarantees all of our works, using the highest quality material available and the most experienced fabricator available
  • Customer care – the company takes extra time to make sure the customer is satisfied with the service provided.
  • Experience – Over 30 years in the construction business, JL is a talented, experienced fabricator with a strong work ethic.

Sales Strategy - Excellent customer relation skill and work ethic a primary focus for JL Group, these skills will be useful in marking customers comfortable in trusting the company to provide their construction services. Maintaining their customer’s satisfaction , the company feels, is an implicit part of building a relationship that will encourage repeat business.