Marketing Strategy For SME Competitiveness: The Case Of Husmat Utara Enterprise, Malaysia
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Date
2015
Authors
Abu Bakar, Zety Shereen
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Abstract
This case study aims to identify symptoms of reduction in the percentage of growth sales of Husmat Utara. Sales growth is the suitable indicator in determining the competitiveness of the company. It is believed without continuous growth in sales performance, competitiveness of a company is not guaranteed. Symptoms Versus Problem Root Caused Analysis Tool (SVP) was used as an instrument to identifying the major signals of weaknesses which are identified as symptoms of the problem in SVP Framework. Identification of symptoms leads to the major problem of Husmat Utara Enterprise. SWOT Analysis identifies the strength, opportunity and threat in order to justify the core problem. The signal of weaknesses is discovered through a semi-structured interview and referencing on the unpublished data. From the analysis done, it was justified that the major symptoms were discrimination in price and product by the supplier which were the silent killer of the sales growth. Other non-significant symptoms such as lack of employee resource management, marketing knowledge, promotion and no built relationship with supplier and competitor were also discovered. Thus with these findings, for competitiveness in the industry, Husmat Utara must establish a substantial foundation that comprises of employee management, marketing, operations and financial. Improvisation of these critical areas complimented with another marketing strategies such as co-opetition and strategic alliance is reckoned to improvise and transform the company. It is hoped that this case study is feasible for other SMEs in the same industry.
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Keywords
Symptoms of reduction , Percentage of growth sales