The analysis on the strategic management executed in Mahkota Songket will be followed through with analysis on creative innovation on its overall business management, marketing and operation to be proposed to Mahkota Songket for its expansion and globalization.

1. NORHASIMAH HAMIM
NURAIN MOHD JAIS
NORFADILA HAMIM
NURUL FARAH IZZAH ZAILANI
ALFIAN THOMAS
Mahkota Songket

2. MAHKOTA SONGKET
Overview
 Mahkota Songket is a company that is registered as part of Latur
Sdn. Bhd in 1997 with focus in Songket trading.
 Family owned business with the daughter, Puan Leena Hassan act
as the Managing Director of Mahkota Songket.
 The company produce both hand- and machine-woven Songket,
and known as the pioneer of Songket in Klang Valley area.
 The company main business is aim at B2B sector, with B2C as
support business.
 Since the company opens its door, the business has grown
gradually, in parallel with the products and services
offered with the assistance of technology employed.

3. MAHKOTA SONGKET
What is Mahkota Songket
present situation?
Where do Mahkota Songket want
to go from here?
How Mahkota Songket going to
get there?

4. What is Mahkota Songket present situation?
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis

5. What is Mahkota Songket present situation?
 Individual - middle to high income consumers
 Commercial business - boutiques, and Songket producers
 Corporate and government contract
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis

6. Products: Outsource productions/ Services:
 Hand- and machine-woven Songket
(in bale and by length)
 Raw materials for Songket
production
 Other products made from Songket
- gift boxes, pillow cases, coins
purses, and table runner, etc.
 Customize products by
consignments
 Joint-venture products with other
craft businesses
What is Mahkota Songket present situation?
Target
Market
Products
/Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis

7. Location: Distribution Channel:
 Gallery - Alam Avenue, Section 16,
Shah Alam
 Factory - Glenmarie, Shah Alam
 All purchases is done on-site
whether for individuals or trade
 Exhibition Booth
What is Mahkota Songket present situation?
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis

8. What is Mahkota Songket present situation?
Hand-woven Songket: Machine-woven Songket:
 Began from RM200 per piece for
polyester thread Songket
(depending on size and design)
 Began from RM2000 per piece for
silk thread Songket (depending on
size and design)
 Ranging from RM75 up to RM1000
per piece (depending on size and
design)
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis

9. What is Mahkota Songket present situation?
Promotion (Communication Mix)
Advertising:
 Through social media; Facebook
 Signboard in Shah Alam area (under Latur Sdn. Bhd.)
Public Relation:
 Exhibition under Kraftangan Negara (join oversea exhibition once -
Germany)
 Newspaper articles such as Kosmo and BH
Personal Selling:
 Simple presentation in exhibition booth
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis

10. What is Mahkota Songket present situation?
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-
Cycle
SWOT
Analysis
0 Product
Dev.
Intro. Growth Maturity Decline.
Mahkota
Songket

11.  INTRODUCTION
 Began in 1997 with focus on songket trading and began with hand-woven
Songket a few months later
 The gallery located in Section 13, Shah Alam
 Outsource production of machine-woven songket from Pakistan
 GROWTH
 Brought in the songket-woven machine from Pakistan
 The gallery still located in Section 13, Shah Alam with new factory located
in Glenmarie, Shah Alam
 Register under Industry Kreatif Negara in 2012
 Began the contract with Ministry of Defence in supplying their Sampin for
formal attire
 New gallery location; located at the Alam Avenue, Section 16, Shah Alam
in 2013
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-
Cycle
SWOT
Analysis
What is Mahkota Songket present situation?

12. STRENGTHS
 Staff - skilled and well-trained from IKN
 Strong capital - the building as owned
asset with other supporting businesses
 Product - both hand- and machine-
woven songket, as well as
personalization songket products
through consignments
 Pioneer - songket weaver in Klang
Valley area, as well as in machine-
woven songket in Malaysia
 Joint-venture - work together in
creating products with other businesses
within the same industrial link (craft
products)
WEAKNESSES
 Staff - small number of staff with high
turnover rate
 Marketing program - lack of
marketing program as the business is
more or less a one man show
 Accessibility - lack of signage
 Joint venture - limit to the same
industrial link
 Technology - maintenance of the
machine outsourced from Pakistan
 Unclear mission and vision statement
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis
What is Mahkota Songket present situation?

13. OPPORTUNITIES
 New market segments - venture other
commercial market place and targeting
new market such as tourism and
wedding
 New geographical segment - venture
wider geographical market outside of
Klang Valley (or Shah Alam) area
 Alliance or joint venture with other
businesses such as travel agency, DMC,
national car (limited edition - car lining),
furniture or other relevant products
 Increasing public awareness on Songket
info and usage
THREATS
 Competitors - a gallery in Section 18,
Shah Alam
 Consumer demand - slow market
growth and seasonal demand
(obvious increase during Eid Fitr
period)
 Substitute products - the influx of
Songket Pakistan entrant with
cheaper price and slightly similar
design
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis
What is Mahkota Songket present situation?

14. Mahkota Songket Competitors Analysis:
What is Mahkota Songket present situation?
Target
Market
Products/
Services
Place/
Channel
Price
Range
Promotion
Mix
Product
Life-Cycle
SWOT
Analysis
Direct Competitor Indirect Competitor
Bibah Songket (Seksyen 16) Badrul Songket Batik (SACC Mall)
 B2B and B2C
 Main product are traditional wear,
exclusive artwork, interior decoration and
gifts accessories made with Songket
 Price starts from RM3000 (depending on
size and design)
 Interesting websites
(www.bibahsongket.com)
 Target market – high level of income.
 B2C only
 Main product is ready made Songket and
Batik (Hand-woven and Batik Chanting)
 Price starts from RM70 (depending on size
and design)
 Limited commercialization – no websites.
 Target market – middle income

15. Where do Mahkota Songket want to go?
Mission &
Vision
Products/
Services
Place/
Location
Price
Range
Comm.
Mix

16. Present Situation Propose
Objective/s:
 To increase traffic flow in the
gallery during weekday
 To offer variety of Songket
products
Mission:
Be a leader in offering an excellent
quality of Songket through
innovation and enhancement of
design, productivity and services.
Vision:
Create an outstanding brand that
provide growth opportunities for the
company and its employee whilst
achieving its goal of becoming the
pioneer of Songket wholesaler
across the globe.
Mission and Vision Statement:
Where do Mahkota Songket want to go?
Mission
& Vision
Products/
Services
Place/
Location
Price
Range
Comm.
Mix

17. Present Situation Propose
Core Values:
 Personalize consultation services;
 Focus on clientele requirements
and JIT (Just-in-time) delivery;
 Enhance productivity whilst
preserving the company's
integrity and values.
Mission and Vision Statement:
Where do Mahkota Songket want to go?
Mission
& Vision
Products/
Services
Place/
Location
Price
Range
Comm.
Mix

18. Products/ Services
Present Situation
Propose (Additional Products/
Services)
Products:
 Hand- and machine-woven
Songket (in bundle and by length)
 Raw materials for Songket
production
 Other products made from Songket
- gift boxes, pillow cases, coins
purses, and table runner
Products :
 Collaboration with local designer in
supplying Songket i.e. Salikin Sidek,
Bernard Chandran or Melinda Looi.
 Collaboration with Home Deco
industry in producing products with
Songket lining/panelling i.e. Empire
Classic Furniture.
 Collaboration with high-end
apparel and accessories producers
for LE items i.e. Bonia
 Collaboration with corporate firms
i.e. Hotels
 Collaboration with PROTON
Mission &
Vision
Products
/Services
Place/
Location
Price
Range
Comm.
Mix
Where do Mahkota Songket want to go?

19. Products/ Services
Present Situation
Propose (Additional Products/
Services)
Outsource productions/ Services:
 Customize products by
consignments
 Joint-venture products with other
craft businesses
Services:
 Checklist/tips on Songket
maintenance
 Consultation on Songket
information and awareness with
portfolio on different types,
designs, and materials of Songket
 Demonstration and DIY classes to
be collaborated with DMC; as well
as a must visit destination in
Selangor
Mission &
Vision
Products
/Services
Place/
Location
Price
Range
Comm.
Mix
Where do Mahkota Songket want to go?

20. Place (Location/ Distribution Channel)
Present Situation
Propose (Additional location/
distribution channel)
Location:
 Gallery - Alam Avenue, Section 16,
Shah Alam
 Factory - Glenmarie, Shah Alam
Distribution Channel:
 All purchases is done on-site
whether for individuals or trade
 Resellers (intermediaries)
 Exhibition Booth
Location:
 Upgrade the gallery's layout and
flow
Distribution Channel:
 Point of sales in high-end
department store such as Parkson,
or duty-free shop
Mission &
Vision
Products/
Services
Place/
Location
Price
Range
Comm.
Mix
Where do Mahkota Songket want to go?

21. Price
Present Situation
Propose (Differentiation of brand
position in the market)
Hand-woven Songket:
 Began from RM200 per piece for
polyester thread Songket
(depending on size and design)
 Began from RM2000 per piece for
silk thread Songket (depending on
size and design)
Machine-woven Songket:
 Ranging from RM75 up to RM1000
per piece (depending on size and
design)
Hand-woven Songket:
 High-end market as "Royale
Mahkota Songket“
 Middle market as "Executive
Mahkota Songket"
Machine-woven Songket:
 Individual and Commercial market
as "Mahkota Songket"
Mission &
Vision
Products/
Services
Place/
Location
Price
Range
Comm.
Mix
Where do Mahkota Songket want to go?

22. Promotion (Communication Mix)
Present Situation
Propose (Additional communication
mix)
Advertising:
 Through social media; Facebook
 Signboard in Shah Alam area (Latur
Sdn. Bhd.)
Public Relation:
 Exhibition under Kraftangan Negara
(join oversea exhibition once)
 Newspaper articles such as Kosmo
and BH
Personal Selling:
 Simple presentation in exhibition
booth
 Website
 Advertising through SEO
 Add more advertising board that
focus solely on Mahkota Songket
Mission &
Vision
Products/
Services
Place/
Location
Price
Range
Comm.
Mix
Where do Mahkota Songket want to go?

23. How Mahkota Songket going to get there?
Proposed Management Tools to be included in the business;
Organizational Chart Personnel as Assets Intellectual Property

24. How Mahkota Songket going to get there?
Managing
Director
Sales/
Marketing
Operation
Dept.
Machine
Woven
Hand Woven
Admin./
Account
Creative/
Design*
(optional)
Proposed Management Tools to be included in the business;
Organizational Chart Personnel as Assets Intellectual Property

25. How Mahkota Songket going to get there?
Personnel as an asset to company
Internship
Program
Market
Value Vs.
Skills
Cross-
Department
Proposed Management Tools to be included in the business;
Organizational Chart Personnel as Assets Intellectual Property

26. How Mahkota Songket going to get there?
Intellectual Property
Proposed Management Tools to be included in the business;
Organizational Chart Personnel as Assets Intellectual Property