Improving Sales Performance Of A Penang Based Car Coating Company
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Date
2014
Authors
Lim, Shing Yeu
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Sierra Glow Penang, newly established Penang based car coating company is facing the challenge of low number of customers that has led to low sales performance of business. The co-founder, Mr Woo worry that if this trend persists, he would not be able to sustain his business. This case explore the reasons for why this happened and what can be done to improve the situation. An analysis of industry background and company background was carried out to identify the internal and external environment and issues facing the company. Case analysis was done through Porter’s Five Forces, Fishbone analysis, SWOT and TOWS matrix analysis. In order to gain insights on the issue, interviews were conducted with co-founders, competitors and customers. In addition, a public survey was conducted with 37 car owners responding to the survey, to gain more understanding on car coating perceptions by the public. Documents such as company profile, sales report and product brochure were utilized to gain necessary data and information. From the findings, Sierra Glow Penang’s main issue is the lack of marketing strategy. It mainly depends on word of mouth marketing and network marketing (Facebook group and Sierra Glow Official Website) only. Recommendations such as formalise vision and mission, target the right customers, promote the uniqueness of products and service, launch marketing campaign and form marketing team are discussed based on the findings from study and case analysis.
Description
Keywords
Penang based car coating company is facing , challenge of low number of customers