The document discusses the marketing management strategies of Mydin, a retail business established in 1957 that has grown significantly to become a billion-ringgit empire. It analyzes external environmental factors impacting Mydin's marketing activities, identifying opportunities such as online shopping growth and the need for improved technology, while also highlighting threats from increased competition and pricing wars. The conclusion emphasizes the importance of enhanced marketing, e-commerce, and broader customer base targeting to help Mydin sustain and grow its market share.

1. BMPJ6103
MARKETING MANAGEMENT
INDIVIDUAL ASSIGNMENT 1
STUDENT NAME :
MATRIX NO. :
DATE OF SUBMISSION : 03/01/2024

2. TABLE OF CONTENT
CHAPTER PARTICULAR PAGE
1
Background
of activities
MYDIN and its marketing
1 - 2
Potential impact of factors in the external
environment on the marketing activities of
2 MYDIN. 3 - 5
2.1 Opprtunities
2.2 Threat
3 Conclusion 6
4 Reference 7

3. 1
1.0 BACKGROUND OF MYDIN
Starting from a board-walled retail store, now MYDIN has grown into
a retail business empire worth billion ringgit, with annual profits
reaching RM3 billion.
Officially established in 1957, MYDIN's development chronology
started from a small family business.
● 1928: Syarikat Mydin Mohamed Holdings Bhd. is the result of the
sweat of its founder, the late Mydin Mohamed who was born in
1928 in Penang.
● 1940: The Mydin family's retail business started in the night
market. However, their shop was burned down during the 2nd
world war and the family lost a lot.
● 1957: Not giving up on business, Mydin continued his father
Ghulam Hussein bin Jamal's business when he was 29 years old
with the available capital. He opened his first retail store in
Kelantan named Syarikat Mydin Mohamed, selling children's toys
and other items.
● 1979: Mydin then expanded his business to Terengganu.
● 1987: Mydin's second son, Datuk Wira (Dr.) Haji Ameer Ali who
now holds the position of Managing Director of Mydin Mohamed
Holdings Bhd, joined the Mydin family business.
● 1989: Mydin brought its retail business to the Klang Valley when
the Mydin supermarket branch was opened on Jalan Masjid India.
The opening of the supermarket was not only the trigger for the

4. 2
great success of Mydin's business empire but also brought about
changes to the Malaysian retail industry.
● 2016: The good reception from the public gave confidence to
Datuk Ameer Ali to open a supermarket branch in Subang Jaya
as well.
● 2022: Mydin's largest branch opens in Kelantan, and is expected
to have a sales value of RM20 million per month.
Now, Mydin Mohamed Holdings has more than 66 branches with
different types of business formats. Mydin runs his business empire
without personal savings, shortcuts, or financial assistance from the
government, and relies solely on family, a strong business culture
and high discipline.

5. 3
2.0 POTENTIAL IMPACT OF FACTORS IN THE EXTERNAL
ENVIRONMENT ON THE MARKETING ACTIVITIES OF MYDIN.
In SWOT Analysis, the external environment including opportunity
and threat. A business unit must monitor key macro-environment
forces and significant micro-environment factors that affect its
ability to earn profits.It must set up a marketing intelligence system
to track trends and important developments and any associated
opportunities and threats.
A marketing opportunity is an area of buyer need and interest
that a company has a high probability of being profitably satisfying.
There are three primary sources of market opportunities.
The first one is to offer something that is in short supply. This
requires a little marketing talent, as the need is quite obvious.
The second is to provide an existing product or service in a
new or superior way. The problem detection method asks
consumers for their suggestions, the ideal method has them
imagine an ideal version of the product or service, and the
consumption chain method asks them to chart their steps in
acquiring, using, and disposing of a product. This last method often
leads to a completely new product or service.
Keller. K (2012) “An environmental threat is a challenge posed
by an unfavorable trend or development that, in the absence of
defensive marketing action, would lead to lower sales or profit.”

6. 4
2.1 Opportunities
I. Online Shopping Growth (Online Marketing Strategy “e-
commerce”)
MYDIN has less publicity among the potential customers because it
only allocates a small portion of cost for advertisement which
advertisement in the media is only available during certain months
of the year.
In the Malaysian market, not only Malaysian companies but
foreign companies also compete to grab customers. Less advertising
will affect MYDIN consumers to move to other competitors who also
provide the same or similar products. As a customer, they need
more consent from the supplier just like sending those flyers or
pamphlets. This will make them remember the company and attract
them to come for MYDIN.
A more aggressive marketing strategy will allowed them to
overcome the issue of less publicity and market recognition among
their consumers, which is crucial to compete with foreign
competitors in Malaysia such as Carrefour and Tesco.
II. Global/Market Expension
MYDIN might focus more on the expansion of Mydin in the
international arena and followed by creating good corporate
social responsibilities strategies before investing in technological
advancement of business processes. For example, investing in
an e-commerce platform will be a good strategy to compete
globally. Like Amazon in the US and Alibaba in China, e-trading
or e-commerce has proven its worth in delivering the

7. 5
opportunity of earning profits.
III. Technology improvement
firstly on the improvement of technology in the business
processes of Mydin Mohamed Holdings. Investment in
information technology (IT) and management information
system (MIS) solutions will assist management in making
decisions based on reliable and important information.
Information such as inventory level, inventory turnover,
customer complaints, inventory management, customers' needs
and customer feedbacks will be readily available through these
solutions. This will be very useful especially if the decisions are
centralized in the Head Quarters.
IV. Leading Halal Segment.
MYDIN may improve on their Halal Segment to attract new
potential muslim customer.
2.2 Threat
I. Competition from other Wholesalling Player.
A company's power is also affected by the force of new entrants
into its market. The less money and time it costs for a competitor
to enter a company's market and be an effective competitor, the
more a company's position may be significantly weakened. The
arrival of competitors such as Tesco, Carrefour, Giant and many
more to dominate the west coast where the lifestyle competency
is higher was a big threat. Although the east coast market favors
MYDIN, the other end was against it and MYDIN had to plan out
new methods to stand alongside the big guns of the wholesale
industry.
II. Competetion on Pricing

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As we know, the entry of new competitors started attracting
customers by offering cheap and reasonable prices. here, MYDIN
must also take strategic steps to retain its customers and attract
new customers.
III. Others
Increasing competition from brick and mortar and online
competitors, increasing from local communities, rising local and
global prices.
3.0 CONCLUSION
In conclusion, we can conclude that MYDIN has implemented huge
expansion and organic growth of its company. MYDIN try to gain
their market share by becoming more competitive towards its rival.
In becoming so, a transformation throughout the organization has
been done. Based on the marketing plan carried out, MYDIN is
currently on the right direction towards its corporate objectives.
MYDIN develops a strategic marketing mix to successfully market
their product.
However, there are some areas which should be improved and
focus on. In terms of product, MYDIN can try to attract non-Muslim
customers by having a promotion or creating an image of MYDIN as
a place for anyone. Besides that, MYDIN has wide channel of
distribution. However, MYDIN should also consider dealing with
diseconomies of scales. One of the choices is by introducing
measures to remove productive inefficiencies. MYDIN might count
the effectiveness of each of the business formats.
The marketing strategies indicate that MYDIN can gain a
higher market share from its competitive advantage in promotion
and price. In positioning their product, MYDIN had done it well

9. 7
through their USP, slogan and CSR played. MYDIN manages to give a
clear perception of the business to the public.
Therefore, MYDIN can gain more customers in the future. In
operations management and human resources, MYDIN tries to
centralize their management to hinder business runs at a loss and
to generate efficiencies. MYDIN decision is to cooperate with
Microsoft Corp. that is a right choice to place MYDIN at the top
among other key players.
Recommendations
1. Enhanced Marketing and Publicity: MYDIN should invest more in advertising
and promotional activities to enhance brand visibility and awareness. Utilizing
digital platforms and social media to target younger and tech-savvy consumers will
help expand its reach.
2. E-Commerce and Technology Adoption: MYDIN should further develop its
online presence by improving its e-commerce platforms, enabling more convenient
online shopping for customers. Investment in IT and MIS solutions will streamline
business operations and decision-making processes.
3. Targeting a Broader Customer Base: MYDIN can diversify its product offerings
and promotional strategies to attract non-Muslim customers by promoting itself as
an inclusive shopping destination.
4. Addressing Competition: MYDIN should adopt competitive pricing strategies and
improve customer service to retain its market share in the face of competition from
both local and international retailers.
5. Sustainability and CSR Initiatives: MYDIN should continue to focus on
corporate social responsibility (CSR) initiatives and sustainable business practices
to build stronger relationships with the community and attract socially-conscious
consumers.

10. 8
4.0 REFERENCE
Kotler, Philip.(2012) Marketing management — 14th ed. p. cm
M. A., Varghese, S., & Sinha, T. (2020). Customer Satisfaction with
the Goods And Services Offered By MYDIN.
International Journal of Tourism and Hospitality in Asia Pasific,
3(1), 31–45.
Peter Drucker, Management: Tasks, Responsibilities, Practices (New
York: Harper and Row, 1973), pp. 64–65.
Siti Norezam othman (2011). Mydin transformation focus: leadership
and organizational change . Emerald Emerging Markets Case
Studies
Wang, J., & Wang, Z. (2020). Strengths, weaknesses, opportunities
and threats (Swot) analysis of china’s prevention and control

11. 9
strategy for the covid-19 epidemic. International Journal of
Environmental Research and Public Health, 17(7).