Marketing Strategies for Fabrication Operational Processes: The Case of Press Shop Sdn Bhd
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Date
2014
Authors
Ho, Chee Poh
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Press Shop Sdn. Bhd. was established in 1995 in order to fulfill their contract obligation to their major customer, Rhombus Caster Sdn. Bhd. Throughout the year until now, their market dominated by fulfilling their contract job to Rhombus Caster with about 80% from total revenue. From literature we found that too much depending on major customer might jeopardized business sustainability as it could vanishing company revenue if something happen to major customer or major customer has change their business direction. From perspective of SMEs’ overview, local SMEs’ not really bother about business and marketing strategy. To go deeper on the company issues, we had doing interview and site visit to the company. All the info then analyzed by using methodology such as Symptoms vs. Problem (SVP), SWOT analysis and Lean strategy in order to get into real problem and recommend the best solution. From our study we found that the company are lacking of marketing strategy. Apart from that, we also found the company had some issue with their business operating in order to support marketing strategy. In this approach three key point for the business success are marketing strategy issues, business operating issues and operation planning utilization. At the end of the thesis, we recommended company to have proper marketing department and strategy. To support the marketing strategy, we also recommended company to improve their business operating such R&D, quality control, training and operation planning by incorporating few methods such as ASPROVA that could help increase their performance and also could give some value added to the company.
Keyword: Business Sustainability, SMEs’, Major customer, Marketing Strategy, Business operating, Operation planning.
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Keywords
Marketing Strategies for Fabrication Operational Processes , The Case of Press Shop Sdn Bhd