This research paper aims to discuss the brand strategy in small and medium size enterprises (SMEs) in the context of
the Malaysian furniture industry. In addition, it also discusses their approach for improvement and their strengths to
navigate their competitiveness in the furniture market. This paper explores the Malaysian furniture companies in
their market competitiveness. There is a manufacturing competitiveness among the Malaysian furniture companies
in their OEM (Original Equipment Manufacturing) approach with a slow development to ODM (Original Design
Manufacturing) and OBM (Original Brand Manufacturing) approach. The paper outlines views of the Malaysian
furniture companies which differ in areas of marketing, product characteristics and management strategies. Drawing
upon these open-ended questions, this paper will examine from a corporate perspective the scope of their brand
strategy, their strength as exporting companies and their improvement in being furniture giants. In conclusion, it will
be argued that in spite of their approaches in their brand strategy, companies should really examine the real
definition of design and the best proactive approach that can be taken in the future. The major limitation of this
research is that it is based on open-ended questions. It is suggested that a quantitative survey be carried out to
enhance the generalisability of the model in the future. This paper makes original contributions in that it uses openended
questions to establish their relationships between themes and discusses way to strengthen their business
strategies in the coming future.
The purpose of this paper is assess the level of brand performance among the furniture manufacturing firms in Malaysia where the background of firms were examined in determining the influence of demographics on their brand performance. The brand performance framework by Wong and Merrilees (2008) was adapted to measure the brand performance of the furniture manufacturing firms in Malaysia. 550 questionnaires were sent out to CEOs or the marketing team of the furniture firms. This study found that there is a high level of functional innovation, followed by meaning and aesthetic innovation. However, typological innovation mean score is slightly below the theoretical average. Ultimately, furniture manufacturing firms have fairly high brand performance, brand distinctiveness and brand barriers, but fairly low brand orientation, which can be considered positive results. Large furniture firms are reported to have better brand performance than small and medium furniture firms. The findings discussed are parallel to the emerging importance of increasing brand performance among furniture manufacturing firms in Malaysia.
The globalization of the economy has created great competitiveness in the furniture market. This industry
gives out an impressive growth for the past nine years as it contributes from 2.6 billion in 1997 to 6.3
billion in 2009 (MIFF, 2010). However in 2012, Malaysia still has to endure the fierce competition with
low cost producers of China and Vietnam. The decline of raw materials and the rise of costs have forced
companies to venture into branding and design. Not to be left behind, more companies have transformed
from OEM (Original Equipment Manufacturing) to ODM (Original Design Manufacturing). Malaysia is
in fact between China and the Italian in terms of quality of products. Such a phenomenon has created a
concern of whether the current manufacturers have been equipped with the right innovation and
originality to reach world-class producers. Little attention has been given to examine their readiness of
design innovation in the context of the furniture industry besides looking at the effectiveness of brand
strategy and positioning. This study attempts to address this gap in the literature. There have been a few
academic literatures on design innovation in the context of brand strategy and positioning and therefore
this study aims to provide ample perspectives on both variables of brand strategy and positioning which
considered being jointly in contrast to in isolation in the recent studies. Thus, this study will investigate
whether the relationships between those variables are correlated and whether they contribute to adverse
effects in aspects of brand performance. Micro-sized companies are not included in this survey but rather
on small, medium and large-sized companies. Thus, it would benefit the government by really allocating
the proper fund to the right channels where needs arise and to keep track other issues to prevent derailing.
In reality, design innovation and branding need to be concentrated as competency towards achieving
Original Brand Manufacturing (OBM) or Original Design Manufacturing (ODM).
Effect of market penetration management strategies on performance of Small En...AkashSharma618775
Small businesses in Kenya face a myriad of challenges. Most of the establishments have gone under the
waters due to various reasons including market turbulences. The businesses leave the market as soon as they make
entry. If they stay, they stagnate at the same level they started. The objective of the study was to find out the effect
of market penetration strategies on the performance of small enterprises in Kenya. The study used descriptive
survey design. The study was conducted in Migori County, Kenya. The target population was 4997 which were
businesses registered by the department of Trade of Migori County in 2019. A sample of 481 individuals were
interviewed. This number was derived using Yamane sampling model. Data was collected from business owners
with the help of a structured questionnaire. The researcher used Cronbach’s alpha coeffect to test the reliability of
the study instrument. Data was sorted, sorted and entered using a statistical software program for social sciences
(SPSS). A simple linear regression was used to test the relationship between market penetration management
strategies and performance of small enterprises in Kenya. Pearson Product Moment correlation was employed in
testing the strength of the relationship between market penetration management strategies and growth of small
enterprises in Kenya.
Exploring the Marketing Competencies of Women Entrepreneurs in Micro-Small En...AkashSharma618775
This study deals with the marketing competencies and capabilities of women entrepreneurs who own and
manage micro-small- and medium (MSMEs)ventures in traditional and non-traditional lines of activities within
the urban settings in Khartoum State, Sudan. Entrepreneurial and marketing competencies are part of the
dynamic components that contribute to venture survival and success especially for women-owned/ managed MSEs.
This study addresses the perceived knowledge gap in the literature regarding the marketing competencies of
women entrepreneurs, using the marketing mix approach and the resource-based theory. It is a qualitative study
which follows an interpretive approach and applies grounded theory techniques. The study is framed within the
Marketing Mix approach and the resource-based theory highlighted within a gendered perspective. It examines
how women entrepreneurs perceive and apply the marketing function within their MSEs to maintain success
within highly competitive, turbulent and unpredictable markets. In such conditions it is essential to understand
what marketing competencies do these women entrepreneurs are endowed with and utilize while practicing the
marketing function in their entrepreneurial ventures and thrive for high performance and success.
How employee brand relationships and employee relationship co-existCBR Conference
Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Birgit Loehndorf
Adamantios Diamantopoulos
An Exploratory Study of Factors Influencing Corporate Sustainability on busin...AkashSharma618775
This study evaluates the effect of corporate sustainability on business performance of manufacturing
industries in USA, from 2012 to 2015. These Manufacturing industries are listed in Corporate Social
Responsibility Hub (CSRHub), Morning Star and Global Reporting Initiative (GRI). All data used in this report
were extracted from 37 manufacturing companies’ Sustainability, corporate social responsibility (CSR) and
annual reports. These companies are of diverse sectors such as Automobile, Health care, consumer goods, food,
beverages and technology. Quantitative method of research is used in this study; this also includes the use of
explanatory and descriptive research design. The main issues to be discussed in this study are Donation, Incident
rate reduction and Water Recycled as the independent variables, while Revenue is the dependent variable. Data
analysis was carried out using the regression analysis, descriptive statistics and correlation. E-views software
generated the data for further analysis. The findings imply that donation has a positive insignificance effect on
revenue, reduced incident rate reduction had positive significance effect on revenue and water recycling has
negative insignificant effect on revenue. In the future researches, larger samples of companies form diverse sectors
and subsectors should be studied to broaden the research on company performance especially the non-financial
aspect.
The purpose of this paper is assess the level of brand performance among the furniture manufacturing firms in Malaysia where the background of firms were examined in determining the influence of demographics on their brand performance. The brand performance framework by Wong and Merrilees (2008) was adapted to measure the brand performance of the furniture manufacturing firms in Malaysia. 550 questionnaires were sent out to CEOs or the marketing team of the furniture firms. This study found that there is a high level of functional innovation, followed by meaning and aesthetic innovation. However, typological innovation mean score is slightly below the theoretical average. Ultimately, furniture manufacturing firms have fairly high brand performance, brand distinctiveness and brand barriers, but fairly low brand orientation, which can be considered positive results. Large furniture firms are reported to have better brand performance than small and medium furniture firms. The findings discussed are parallel to the emerging importance of increasing brand performance among furniture manufacturing firms in Malaysia.
The globalization of the economy has created great competitiveness in the furniture market. This industry
gives out an impressive growth for the past nine years as it contributes from 2.6 billion in 1997 to 6.3
billion in 2009 (MIFF, 2010). However in 2012, Malaysia still has to endure the fierce competition with
low cost producers of China and Vietnam. The decline of raw materials and the rise of costs have forced
companies to venture into branding and design. Not to be left behind, more companies have transformed
from OEM (Original Equipment Manufacturing) to ODM (Original Design Manufacturing). Malaysia is
in fact between China and the Italian in terms of quality of products. Such a phenomenon has created a
concern of whether the current manufacturers have been equipped with the right innovation and
originality to reach world-class producers. Little attention has been given to examine their readiness of
design innovation in the context of the furniture industry besides looking at the effectiveness of brand
strategy and positioning. This study attempts to address this gap in the literature. There have been a few
academic literatures on design innovation in the context of brand strategy and positioning and therefore
this study aims to provide ample perspectives on both variables of brand strategy and positioning which
considered being jointly in contrast to in isolation in the recent studies. Thus, this study will investigate
whether the relationships between those variables are correlated and whether they contribute to adverse
effects in aspects of brand performance. Micro-sized companies are not included in this survey but rather
on small, medium and large-sized companies. Thus, it would benefit the government by really allocating
the proper fund to the right channels where needs arise and to keep track other issues to prevent derailing.
In reality, design innovation and branding need to be concentrated as competency towards achieving
Original Brand Manufacturing (OBM) or Original Design Manufacturing (ODM).
Effect of market penetration management strategies on performance of Small En...AkashSharma618775
Small businesses in Kenya face a myriad of challenges. Most of the establishments have gone under the
waters due to various reasons including market turbulences. The businesses leave the market as soon as they make
entry. If they stay, they stagnate at the same level they started. The objective of the study was to find out the effect
of market penetration strategies on the performance of small enterprises in Kenya. The study used descriptive
survey design. The study was conducted in Migori County, Kenya. The target population was 4997 which were
businesses registered by the department of Trade of Migori County in 2019. A sample of 481 individuals were
interviewed. This number was derived using Yamane sampling model. Data was collected from business owners
with the help of a structured questionnaire. The researcher used Cronbach’s alpha coeffect to test the reliability of
the study instrument. Data was sorted, sorted and entered using a statistical software program for social sciences
(SPSS). A simple linear regression was used to test the relationship between market penetration management
strategies and performance of small enterprises in Kenya. Pearson Product Moment correlation was employed in
testing the strength of the relationship between market penetration management strategies and growth of small
enterprises in Kenya.
Exploring the Marketing Competencies of Women Entrepreneurs in Micro-Small En...AkashSharma618775
This study deals with the marketing competencies and capabilities of women entrepreneurs who own and
manage micro-small- and medium (MSMEs)ventures in traditional and non-traditional lines of activities within
the urban settings in Khartoum State, Sudan. Entrepreneurial and marketing competencies are part of the
dynamic components that contribute to venture survival and success especially for women-owned/ managed MSEs.
This study addresses the perceived knowledge gap in the literature regarding the marketing competencies of
women entrepreneurs, using the marketing mix approach and the resource-based theory. It is a qualitative study
which follows an interpretive approach and applies grounded theory techniques. The study is framed within the
Marketing Mix approach and the resource-based theory highlighted within a gendered perspective. It examines
how women entrepreneurs perceive and apply the marketing function within their MSEs to maintain success
within highly competitive, turbulent and unpredictable markets. In such conditions it is essential to understand
what marketing competencies do these women entrepreneurs are endowed with and utilize while practicing the
marketing function in their entrepreneurial ventures and thrive for high performance and success.
How employee brand relationships and employee relationship co-existCBR Conference
Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Birgit Loehndorf
Adamantios Diamantopoulos
An Exploratory Study of Factors Influencing Corporate Sustainability on busin...AkashSharma618775
This study evaluates the effect of corporate sustainability on business performance of manufacturing
industries in USA, from 2012 to 2015. These Manufacturing industries are listed in Corporate Social
Responsibility Hub (CSRHub), Morning Star and Global Reporting Initiative (GRI). All data used in this report
were extracted from 37 manufacturing companies’ Sustainability, corporate social responsibility (CSR) and
annual reports. These companies are of diverse sectors such as Automobile, Health care, consumer goods, food,
beverages and technology. Quantitative method of research is used in this study; this also includes the use of
explanatory and descriptive research design. The main issues to be discussed in this study are Donation, Incident
rate reduction and Water Recycled as the independent variables, while Revenue is the dependent variable. Data
analysis was carried out using the regression analysis, descriptive statistics and correlation. E-views software
generated the data for further analysis. The findings imply that donation has a positive insignificance effect on
revenue, reduced incident rate reduction had positive significance effect on revenue and water recycling has
negative insignificant effect on revenue. In the future researches, larger samples of companies form diverse sectors
and subsectors should be studied to broaden the research on company performance especially the non-financial
aspect.
This document is a cover sheet for a student assignment submission in a Human Resource Management module. It includes the student's matriculation number, module details, date of submission, and a declaration that the work is their own. The student is providing their matriculation number instead of a signature to comply with the university's assessment procedures.
Leverage of Entrepreneurship Orientation and Market Orientation to Entreprene...inventionjournals
The research objective has to determine the leverage of entrepreneurship orientation and market orientation to entrepreneurship marketing in clothing industry. Hopefully will be able to the AEC Indonesia's economy is expected to be better. One of them is the marketing of goods and services from Indonesia can expand its reach to other ASEAN countries. In this case because the main characteristic features of the AEC 2015 is economic regions with competitiveness; a single market and production; and region with equitable economic development. The population used all of companies of the clothing industry and a sample of 51 units. Processing of the data was analyzed with multiple linier regressions aided by using SPSS. Results of studied were found that the partial and simultaneously variables X1 and X2 have a significant effect to the variable Y.
This document discusses talent management practices in Russian and foreign companies operating in Russia. It investigates how talent management influences organizational performance. There is no clear definition of talent that links it to performance. Talent management in Russia is influenced by cultural and institutional factors that present barriers to its implementation, such as traditional leadership styles that do not prioritize developing talent pools. The document aims to discover differences in talent management practices between Russian and foreign companies and identify factors that influence successful talent management implementation with regards to the Russian context.
This document summarizes an article from the International Journal of Management about internationalization strategies for small and medium enterprises (SMEs). It discusses how globalization has increased competition and SMEs now need internationalization strategies for sustainable competitive development. The article reviews literature on internationalization models and challenges SMEs face in internationalizing like inadequate resources and lack of experience with foreign markets. It analyzes data collected through a survey of 50 SMEs in India on their internationalization processes and challenges using a chi-square test. The document aims to emphasize how internationalization strategies can help SMEs tackle impediments in the global business environment.
This study aims to examine the influences of brand orientation and brand distinctiveness on brand
performance. Proportionate stratified random sampling was used to collect data of 550 furniture
manufacturing firms. It was found that brand orientation of the furniture manufacturing firms have
positive and significant relationships with brand distinctiveness and brand performance. This indicates
the more oriented their brand are, the more distinctive and better performance are their brands. Brand
distinctiveness was revealed as a mediator between brand orientation and brand performance. Hence,
this study provides important findings through the integration of these variables towards brand
performance within the furniture firms in Malaysia.
This document discusses sales and marketing strategies for small and medium enterprises (SMEs). It covers key topics such as defining marketing strategy using the 4Ps framework (product, price, place, promotion). The relationship between sales and marketing is explored, noting they are complementary functions. An effective marketing strategy is needed to generate prospects and leads for salespeople to follow up on. The document also discusses developing a marketing plan, targeting specific customer segments, and using various promotional methods appropriate for SMEs. Overall it provides an overview of essential sales and marketing concepts and considerations for SMEs.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...journal ijrtem
Recent era, the world have been witnessed the Information Technology development in various industrial sectors. This has led to change in organization performance, where many researchers are motivated to investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company. Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved result signify a significant influence of Marketing mix strategies on organization performance in Safeway Company. In the light of the before mentioned findings, the study recommend to such glossary industry some supportive operations to encourage creativity in various functional departments.
This document contains a practice exam for BUSN 115 with 17 multiple choice questions covering the major topics of the course, including the six functional areas of business, stakeholder responsibilities, incentives for entrepreneurship, consumer purchase decision stages, management theories, business systems, and accounting principles like double-entry bookkeeping and the matching principle. It provides the questions, points possible for each question, and lists the multiple choice answers for students to select. It also includes links to purchase the exam and for more class materials.
This document is a marketing plan cover sheet and assignment for a course on the global economic environment and marketing. It includes the student's matriculation number, module details, and a declaration that the work is original. The assignment itself appears to be a marketing strategy report for a Chinese smartphone company called EXIA Pte Ltd that wants to expand into the Singapore market. The report includes an analysis of EXIA's external environment using models like Porter's Five Forces and PESTEL. It also examines EXIA's internal strengths and performs a SWOT analysis. Marketing objectives are defined and a strategy is proposed using frameworks like the Ansoff Matrix to guide EXIA's market entry and growth in Singapore.
Open Innovation practices and challenges among Indian SMEs- full papersumukh Hungund
This document summarizes a research paper on open innovation practices and challenges among small and medium enterprises (SMEs) in India. It begins with an introduction on the importance of innovation for business growth and competitive advantage. It then discusses open innovation and its benefits and challenges. The document reviews previous literature that has studied open innovation practices in SMEs in various countries and industries. It focuses on the lack of studies on open innovation among SMEs in India. The paper aims to address this gap by studying open innovation awareness, practices and challenges among SMEs in the Indian software product industry. It will use a mixed-method approach including interviews and secondary data collection. The results could help guide policymaking to support innovation among Indian
Importance of practicing lean management concepts in multinational companies Charm Rammandala
The purpose of this article is to investigate through a literature review, to determine the importance of implementing and practicing lean management in multi-national companies. It is well understood that the market conditions highly volatile due to the increased competition from the traditional brick and mortar retailers as well as on-line retailers. In order to retain the current market segment and to possibly increase it, it is vital to maintain the competitive pricing strategy and high quality standards. During the essay it will be discussed how introducing lean principles and concepts, multi-national companies could achieve this objective
Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms by
Babu John Mariadoss a,1, Patriya Silpakit Tansuhaj a,1, Nacef Mouri
This document summarizes a study on factors that influence decisions about customizing industrial products for specific countries. The study outlines a conceptual model with 7 factors to consider: 1) market positioning; 2) customers' strategic importance; 3) product life-cycle development; 4) legal requirements; 5) physical environment; 6) infrastructure and compatibility; and 7) suppliers' strategic importance. The model was tested on a German automotive company that produces thermostatic valves. The case study found the factors are interrelated and the first two factors are most important for product customization success. However, further studies are needed to validate the generalizability of the model.
Entrepreneurship Orientation, Market Orientation, Business Strategy, Managem...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The document discusses Herman Miller's case study analysis assignment. Students must analyze the "Engstrom Auto Mirror Plant" case study to identify and analyze the root causes of organizational issues from a human behavior perspective. They must address the root causes, analyze them using research evidence, and explain the impact of misaligned human behavior theories. The submission should be a 3-4 page paper following APA format.
AN IMPACT OF LEARNING, ENTREPRENEURIAL AND MARKET ORIENTATION ON INNOVATION C...IAEME Publication
Innovation capabilities are very important for current business because it relates to the ability of an organization that lead to new process, new product or new idea of an organization. Furthermore, it has an important role to influence the creation of a competitive advantage. The aim of this paper is to assess an influence of learning orientation, entrepreneurial orientation and market orientation on innovation capabilities. Samples used in this study were the Entrepreneurial/ manager of car garages in Thailand. Samples were recruited with various sampling methods and we had got 387 samples. Questionnaire was applied to collect data. Statistics used in data analysis were percentage, mean score and standard deviation. Regression analysis was used to test the hypothesis with statistical significance level of 0.05. The results showed an influence of learning orientation, entrepreneurial orientation and market orientation on innovation capabilities.
The purpose of this paper is assess the level of brand performance among the furniture manufacturing firms in
Malaysia where the background of firms were examined in determining the influence of demographics on their
brand performance. The brand performance framework by Wong and Merrilees (2008) was adapted to measure the
brand performance of the furniture manufacturing firms in Malaysia. 550 questionnaires were sent out to CEOs or
the marketing team of the furniture firms. This study found that there is a high level of functional innovation,
followed by meaning and aesthetic innovation. However, typological innovation mean score is slightly below the
theoretical average. Ultimately, furniture manufacturing firms have fairly high brand performance, brand
distinctiveness and brand barriers, but fairly low brand orientation, which can be considered positive results. Large
furniture firms are reported to have better brand performance than small and medium furniture firms. The findings
discussed are parallel to the emerging importance of increasing brand performance among furniture manufacturing
firms in Malaysia.
This document analyzes IKEA's marketing strategy in China compared to its global corporate strategy. It uses the four Ps framework to examine how IKEA has standardized or adapted its product, price, place, and promotion strategies in China. The document finds that IKEA's marketing strategies in China differ from its standardized global approach. Interviews with IKEA managers and studies on business/retailing in China were used. China represents challenges for IKEA due to cultural differences and low price competition. While IKEA aims to standardize globally, the document argues adaptation may be necessary, especially in Asian markets like China, for retail success.
This paper demonstrates how a content analysis method may be used to help understand the requirements and needs in a designer. This is an attempt to explore and rationalizes the methodological concerns regarding content analysis. The findings are highlighted in a thematic way to convey how designers can face the escalating challenges to develop the proper skills, awareness and confidence. These are requirements of being a true designer with the influence of a firm‟s vision and mission. This study is relevant to design practice in terms of its potentials of assisting designers in balancing their design and management skills in the market turbulence of today.
Linking Design, Marketing, and Innovation: Managing the Connection for Compet...Waqas Tariq
Marketing should closely coordinate with product innovation. Not only will an effective connection of the marketing activity and design trigger product innovation in enterprises, it is a key factor to the product success in the market place. In practice, how to process product design so as to reach the goal of marketing during the innovation procedure? In the past, enterprises did have some concrete actions but empirical studies regarding the correlation model between marketing strategy and design strategy or even between marketing strategy and innovation are rarely seen. In the study, the author first synthesized viewpoints from literature on marketing strategy, product innovation strategy, and design strategy. Then managers at marketing divisions and R&D departments of the Taiwanese consumer electronic industry were interviewed. The fitness of theoretical models and the observed data was then verified by Structural Equation Modeling (SEM). From the 265 effective questionnaires, a proper fitness was found for the correlation theoretical model of marketing strategy, product innovation strategy, and design strategy, and the observed data. In enterprises, marketing strategy will influence design strategy, and at the same time, the marketing strategy will also influence design strategy through innovation strategy. Among these three variables, innovation strategy serves as an independent variable and intervene variable to design strategy.
This document is a cover sheet for a student assignment submission in a Human Resource Management module. It includes the student's matriculation number, module details, date of submission, and a declaration that the work is their own. The student is providing their matriculation number instead of a signature to comply with the university's assessment procedures.
Leverage of Entrepreneurship Orientation and Market Orientation to Entreprene...inventionjournals
The research objective has to determine the leverage of entrepreneurship orientation and market orientation to entrepreneurship marketing in clothing industry. Hopefully will be able to the AEC Indonesia's economy is expected to be better. One of them is the marketing of goods and services from Indonesia can expand its reach to other ASEAN countries. In this case because the main characteristic features of the AEC 2015 is economic regions with competitiveness; a single market and production; and region with equitable economic development. The population used all of companies of the clothing industry and a sample of 51 units. Processing of the data was analyzed with multiple linier regressions aided by using SPSS. Results of studied were found that the partial and simultaneously variables X1 and X2 have a significant effect to the variable Y.
This document discusses talent management practices in Russian and foreign companies operating in Russia. It investigates how talent management influences organizational performance. There is no clear definition of talent that links it to performance. Talent management in Russia is influenced by cultural and institutional factors that present barriers to its implementation, such as traditional leadership styles that do not prioritize developing talent pools. The document aims to discover differences in talent management practices between Russian and foreign companies and identify factors that influence successful talent management implementation with regards to the Russian context.
This document summarizes an article from the International Journal of Management about internationalization strategies for small and medium enterprises (SMEs). It discusses how globalization has increased competition and SMEs now need internationalization strategies for sustainable competitive development. The article reviews literature on internationalization models and challenges SMEs face in internationalizing like inadequate resources and lack of experience with foreign markets. It analyzes data collected through a survey of 50 SMEs in India on their internationalization processes and challenges using a chi-square test. The document aims to emphasize how internationalization strategies can help SMEs tackle impediments in the global business environment.
This study aims to examine the influences of brand orientation and brand distinctiveness on brand
performance. Proportionate stratified random sampling was used to collect data of 550 furniture
manufacturing firms. It was found that brand orientation of the furniture manufacturing firms have
positive and significant relationships with brand distinctiveness and brand performance. This indicates
the more oriented their brand are, the more distinctive and better performance are their brands. Brand
distinctiveness was revealed as a mediator between brand orientation and brand performance. Hence,
this study provides important findings through the integration of these variables towards brand
performance within the furniture firms in Malaysia.
This document discusses sales and marketing strategies for small and medium enterprises (SMEs). It covers key topics such as defining marketing strategy using the 4Ps framework (product, price, place, promotion). The relationship between sales and marketing is explored, noting they are complementary functions. An effective marketing strategy is needed to generate prospects and leads for salespeople to follow up on. The document also discusses developing a marketing plan, targeting specific customer segments, and using various promotional methods appropriate for SMEs. Overall it provides an overview of essential sales and marketing concepts and considerations for SMEs.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...journal ijrtem
Recent era, the world have been witnessed the Information Technology development in various industrial sectors. This has led to change in organization performance, where many researchers are motivated to investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company. Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved result signify a significant influence of Marketing mix strategies on organization performance in Safeway Company. In the light of the before mentioned findings, the study recommend to such glossary industry some supportive operations to encourage creativity in various functional departments.
This document contains a practice exam for BUSN 115 with 17 multiple choice questions covering the major topics of the course, including the six functional areas of business, stakeholder responsibilities, incentives for entrepreneurship, consumer purchase decision stages, management theories, business systems, and accounting principles like double-entry bookkeeping and the matching principle. It provides the questions, points possible for each question, and lists the multiple choice answers for students to select. It also includes links to purchase the exam and for more class materials.
This document is a marketing plan cover sheet and assignment for a course on the global economic environment and marketing. It includes the student's matriculation number, module details, and a declaration that the work is original. The assignment itself appears to be a marketing strategy report for a Chinese smartphone company called EXIA Pte Ltd that wants to expand into the Singapore market. The report includes an analysis of EXIA's external environment using models like Porter's Five Forces and PESTEL. It also examines EXIA's internal strengths and performs a SWOT analysis. Marketing objectives are defined and a strategy is proposed using frameworks like the Ansoff Matrix to guide EXIA's market entry and growth in Singapore.
Open Innovation practices and challenges among Indian SMEs- full papersumukh Hungund
This document summarizes a research paper on open innovation practices and challenges among small and medium enterprises (SMEs) in India. It begins with an introduction on the importance of innovation for business growth and competitive advantage. It then discusses open innovation and its benefits and challenges. The document reviews previous literature that has studied open innovation practices in SMEs in various countries and industries. It focuses on the lack of studies on open innovation among SMEs in India. The paper aims to address this gap by studying open innovation awareness, practices and challenges among SMEs in the Indian software product industry. It will use a mixed-method approach including interviews and secondary data collection. The results could help guide policymaking to support innovation among Indian
Importance of practicing lean management concepts in multinational companies Charm Rammandala
The purpose of this article is to investigate through a literature review, to determine the importance of implementing and practicing lean management in multi-national companies. It is well understood that the market conditions highly volatile due to the increased competition from the traditional brick and mortar retailers as well as on-line retailers. In order to retain the current market segment and to possibly increase it, it is vital to maintain the competitive pricing strategy and high quality standards. During the essay it will be discussed how introducing lean principles and concepts, multi-national companies could achieve this objective
Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms by
Babu John Mariadoss a,1, Patriya Silpakit Tansuhaj a,1, Nacef Mouri
This document summarizes a study on factors that influence decisions about customizing industrial products for specific countries. The study outlines a conceptual model with 7 factors to consider: 1) market positioning; 2) customers' strategic importance; 3) product life-cycle development; 4) legal requirements; 5) physical environment; 6) infrastructure and compatibility; and 7) suppliers' strategic importance. The model was tested on a German automotive company that produces thermostatic valves. The case study found the factors are interrelated and the first two factors are most important for product customization success. However, further studies are needed to validate the generalizability of the model.
Entrepreneurship Orientation, Market Orientation, Business Strategy, Managem...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The document discusses Herman Miller's case study analysis assignment. Students must analyze the "Engstrom Auto Mirror Plant" case study to identify and analyze the root causes of organizational issues from a human behavior perspective. They must address the root causes, analyze them using research evidence, and explain the impact of misaligned human behavior theories. The submission should be a 3-4 page paper following APA format.
AN IMPACT OF LEARNING, ENTREPRENEURIAL AND MARKET ORIENTATION ON INNOVATION C...IAEME Publication
Innovation capabilities are very important for current business because it relates to the ability of an organization that lead to new process, new product or new idea of an organization. Furthermore, it has an important role to influence the creation of a competitive advantage. The aim of this paper is to assess an influence of learning orientation, entrepreneurial orientation and market orientation on innovation capabilities. Samples used in this study were the Entrepreneurial/ manager of car garages in Thailand. Samples were recruited with various sampling methods and we had got 387 samples. Questionnaire was applied to collect data. Statistics used in data analysis were percentage, mean score and standard deviation. Regression analysis was used to test the hypothesis with statistical significance level of 0.05. The results showed an influence of learning orientation, entrepreneurial orientation and market orientation on innovation capabilities.
The purpose of this paper is assess the level of brand performance among the furniture manufacturing firms in
Malaysia where the background of firms were examined in determining the influence of demographics on their
brand performance. The brand performance framework by Wong and Merrilees (2008) was adapted to measure the
brand performance of the furniture manufacturing firms in Malaysia. 550 questionnaires were sent out to CEOs or
the marketing team of the furniture firms. This study found that there is a high level of functional innovation,
followed by meaning and aesthetic innovation. However, typological innovation mean score is slightly below the
theoretical average. Ultimately, furniture manufacturing firms have fairly high brand performance, brand
distinctiveness and brand barriers, but fairly low brand orientation, which can be considered positive results. Large
furniture firms are reported to have better brand performance than small and medium furniture firms. The findings
discussed are parallel to the emerging importance of increasing brand performance among furniture manufacturing
firms in Malaysia.
This document analyzes IKEA's marketing strategy in China compared to its global corporate strategy. It uses the four Ps framework to examine how IKEA has standardized or adapted its product, price, place, and promotion strategies in China. The document finds that IKEA's marketing strategies in China differ from its standardized global approach. Interviews with IKEA managers and studies on business/retailing in China were used. China represents challenges for IKEA due to cultural differences and low price competition. While IKEA aims to standardize globally, the document argues adaptation may be necessary, especially in Asian markets like China, for retail success.
This paper demonstrates how a content analysis method may be used to help understand the requirements and needs in a designer. This is an attempt to explore and rationalizes the methodological concerns regarding content analysis. The findings are highlighted in a thematic way to convey how designers can face the escalating challenges to develop the proper skills, awareness and confidence. These are requirements of being a true designer with the influence of a firm‟s vision and mission. This study is relevant to design practice in terms of its potentials of assisting designers in balancing their design and management skills in the market turbulence of today.
Linking Design, Marketing, and Innovation: Managing the Connection for Compet...Waqas Tariq
Marketing should closely coordinate with product innovation. Not only will an effective connection of the marketing activity and design trigger product innovation in enterprises, it is a key factor to the product success in the market place. In practice, how to process product design so as to reach the goal of marketing during the innovation procedure? In the past, enterprises did have some concrete actions but empirical studies regarding the correlation model between marketing strategy and design strategy or even between marketing strategy and innovation are rarely seen. In the study, the author first synthesized viewpoints from literature on marketing strategy, product innovation strategy, and design strategy. Then managers at marketing divisions and R&D departments of the Taiwanese consumer electronic industry were interviewed. The fitness of theoretical models and the observed data was then verified by Structural Equation Modeling (SEM). From the 265 effective questionnaires, a proper fitness was found for the correlation theoretical model of marketing strategy, product innovation strategy, and design strategy, and the observed data. In enterprises, marketing strategy will influence design strategy, and at the same time, the marketing strategy will also influence design strategy through innovation strategy. Among these three variables, innovation strategy serves as an independent variable and intervene variable to design strategy.
Know how Sony Ericsson perform their Business Strategy for their organization growth. This is sample ppt for Business strategy for university students to learn basic of business and its strategy. For more PPT kindly contact us at given email:help@instantassignmenthelp.com.au or toll free number:+61 879 057 034
This document provides an overview of the St. Gallen Business Model Navigator methodology for innovating business models. It discusses how most new business models are recombinations of existing ideas and components, and that innovating a business model is challenging due to mental barriers around existing industry logic.
The methodology is a 3-step process: 1) Initiate by analyzing the current business model and opportunities/threats, 2) Ideate using "pattern cards" representing 55 existing successful business model patterns to spur new ideas, 3) Implement the most promising ideas. The methodology was developed based on research of 250 business models and applied successfully in workshops with various companies.
Pandza On Knowlege & Innovation - January 2008InterlubGroup
The group of 16 students have visited the Tecnológico de Monterrey Campus Guadalajara in the early January in order to learn about Mexican history, culture and businesses. This is the last session. The topic of this course is Knowledge and Innovation in Mexico. After a brief introduction to the current changes that are occuring and discussion of the key abilities that future leaders need to develop (i.e. learning, analysis, search, flexibility, couriosity, foreign language skills, etc.) the instructor discusses innovation from different perspectives. He takes a look at innovation from the categorization of innovations, over to the different types of innovation. The session closes with an analysis of the case study about Cemex (Patrimonio Hoy) that highlights how Cemex has strengthened it´s competitive positon by integrating it´s expertise in the industry, as well as the mexican culture. This thorough analysis at the intersection of ideas lead to the successful development of a community house building program that revolutionsizes the industry.
If you want a copy of my presentation, please send me an e-mail to pandza@itesm.mx.
This document provides a business plan for Tejani, a small jewelry company based in the US, to enter the German market. It includes an executive summary describing Tejani's goal of providing affordable yet stylish bridal jewelry. It then covers a company description, strategic marketing analysis including segmentation, targeting and positioning. It performs external analyses including PESTEL, Porter's 5 Forces and a SWOT. It proposes a business model and marketing mix for Tejani in Germany. The overall aim is to develop a strategy for Tejani to successfully compete in the German bridal jewelry market.
In this article, we examined strategic issues in technology and innovation as they impact environmental scanning, strategy formulation, and strategy implementation. It also examines issues in creating new businesses by properly managing new technology and innovative concepts. It hopes to illuminate issues for Nigerian businesses as to be competitive in today‘s modern world.
This document introduces the St. Gallen Business Model Navigator methodology for innovating business models. It discusses how most companies fail to adapt their business models to changing environments, using examples like Kodak. The methodology is based on the idea that most new business models recombinate existing ideas and concepts.
It describes a 4-dimensional framework for analyzing business models involving the customer, value proposition, activities/resources, and financial model. The methodology involves 3 steps: 1) Analyzing the current business model 2) Generating new ideas by recombining 55 identified business model patterns 3) Evaluating and selecting new business model concepts. The methodology was tested successfully with several large companies and aims to help firms innovate their business models
This document discusses a case study of Overstappen, a men's fashion brand in Indonesia. It analyzes Overstappen's internal and external environment to understand the root causes of its low sales. Internally, it examines the company's segmentation, marketing mix, resources, and weaknesses. Externally, it analyzes the industry forces, competitors, and market trends. A SWOT analysis and fishbone diagram identify that Overstappen lacks an effective digital marketing strategy. The document proposes developing content marketing, optimizing social media and e-commerce, and improving customer engagement to address this root issue and increase Overstappen's sales.
Application of voc translationtools a case studyiaemedu
The document discusses tools for translating the voice of the customer (VOC) into product design. It provides context on high new product failure rates and the importance of understanding customer needs early in the development process. The document then summarizes several VOC translation tools, including Quality Function Deployment (QFD) for translating customer wants into technical specifications, Pugh Matrix for comparing design concepts, Kano analysis for understanding customer preferences, and conjoint analysis for determining ideal product attributes based on customer tradeoffs.
Application of voc translationtools a case studyiaemedu
This document provides an overview of tools that can be used to translate customer needs and preferences into product design. It discusses conjoint analysis, which measures customer preferences to help simulate customer reactions to new products. The document also mentions other voice of the customer tools like Kano analysis, Pugh matrix, quality function deployment that can be used in the new product development process to help bridge the gap between marketing and design. It emphasizes the importance of understanding customer desires early in development through market research to improve the success rate of new products.
1 Outline for Completing the Marketing Plan Assignment .docxfelicidaddinwoodie
1
Outline for Completing the Marketing Plan Assignment
MKT501– Strategic Marketing
Use this format to plan your research and complete the SLP assignments. Your final paper in
module 4 SLP should follow this outline. Note that the letters “a, b, c…” and the numbers “i, ii,
iii, iv…” in the outline below are used to show the major issues you need to include in your
paper and you should not use these letters and numbers to organize your paper.
Cover Page (1 page)
a. Marketing plan title
b. Course title and number
c. Your name and date
d. Name of Instructor
e. Executive Summary (2 pages maximum)
f. Summary of what plan is designed to achieve
g. Summary of key elements of internal environment and external environment
analysis (only points that are relevant to understanding the action plan, only the
point, not the analysis)
h. Summary of prescribed goals and strategic approach to achieving them.
i. Summary of key actions that are outlined.
Table of Contents (as many pages as needed)
I. Product Statement (2 pages maximum)
j. Describe the company/organization
k. Provide brief background of the organization
l. Describe charge you have for this marketing plan
m. Provide a brief overview of what issue you are studying, and how a marketing
perspective can help address the issue.
II. Situation Analysis (3‐6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of
each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
Industry forces that might impact success of any actions taken
ii. Competitor Analysis
Any organization or message which may prevent any actions
taken from being successful
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
2
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
III. SWOT Analysis (3‐6 pages)
a. Strengths and Weaknesses(Internal)
i. Strengths
ii. Weaknesses
b. Opportunities and Threats (External)
i. Opportunities
ii. Threats
c. SWOT Table
IV. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the
company/organization must understand in order to address the charge that is
being considered?
i. NOTE: This section concisely identifies the most important issues and
decisions that the organization is likely to face when trying to promote
the product in your charge
Bullet points (or numbered statements) are acceptable.
V. Goals and Objectives (2 pages maximum)
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not “Discuss” the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your ...
Firm Strategy for Global or Multi-domestic OrganizationsAssignment Studio
Firms are utilizing and adopting several strategies as per nature of their business to accomplish mission and vision. In this report, several global strategies have been explored and the applications and practical implications have also been compared with a global firm. The operations of IKEA have been studied to see the outcomes of global strategy in its operations.
Page 1 of 2 MARK901 Digital Marketing AUTUMN 2022 .docxLacieKlineeb
Page 1 of 2
MARK901
Digital Marketing
AUTUMN 2022
MIDTERM EXAMINATION
Time Allowed: 48 hours.
Total Number of Questions: 3
DIRECTIONS TO CANDIDATES
1. Answer ALL questions. The marks for each question are shown next to each question.
2. Total marks: 100. This Exam is worth 30% of your final marks for MARK901.
INSTRUCTIONS TO STUDENTS (FURTHER TO INSTRUCTIONS POSTED ON MOODLE SITE)
• Download the provided Answer Booklet and start typing your answers in the Answer Booklet (word
document). Keep saving your work on your desktop regularly.
• If your answer requires a diagram or calculation that cannot be created in the word document, use A4
size paper(s) to capture the diagram or calculation. Take a photo or scan of the paper (s), upload to
your computer and attach with the Answer Booklet word document in order to form one single file that
has to be uploaded.
• Upload the answer booklet as one file in Turnitin through the subject Moodle site. You have only one
attempt to upload the document - no changes can be made.
• If you are unable to upload the answer booklet in Turnitin before the due time, DO NOT PANIC. Email
it to the lecturer at [email protected] immediately within time limit as specified for
the Turnitin upload. Resubmit via Turnitin later.
• The Lecturer will have the discretion to conduct viva on the submission made, if needed.
Student Number………………………….
…………………………. First Name
Family Name ………………................
1
mailto:[email protected]
Page 2 of 2
Based on the given study, answer all of the following questions [Max 900 words each]:
Q1.
The study discusses the use of a number of different channels in Digital Marketing
a) List and explain the usage of each of these channels as mentioned in the study
b) Categorize these channels into the 3 types of digital marketing media or trifecta (as
discussed in class).
[30 Marks]
Q2.
a) Discuss the enablers of and the barriers to digital marketing usage in the SMEs of Finland,
as discussed in the study.
b) Speculate the applicabilty of each of the above in the case of SMEs in the UAE,
particularly Dubai. [30 Marks]
Q3.
Imagine you are the marketing manager of a mid-scale global fast food chain, and going to
open a flagship outlet in Dubai, UAE:
a) Perform the Segmentation,Targeting and Positioning process for your organization.
b) Determine and describe how you will implement the 7Ps (Product, Price, Place,
Promotion, People, Process, Physical Evidence) of the Digital Marketing Mix for your
chosen target market. [40 Marks]
Notes:
• Answers must be clearly organized into headings and sub-headings.
• Use bullet lists where suitable.
• Use diagrams where suitable.
• This exam will assess your synthesis,analysis and critical thinking skills among others.
This is an electronic reprint of the original article.
This reprint may differ from the original in pagination and typographic detail.
Author(s):
Title:
Year:
Version:
Please cite the.
This document summarizes Innovaro's analysis of innovation leaders for 2007/8. It identifies several companies that excel at innovation, including Adidas, Apple, BMW, Nokia, Google, H&M, Infosys, LEGO, Reckitt Benckiser, Samsung, UPS, and Virgin Atlantic. These leaders share traits like strategic focus on innovation, customer insights, collaboration, simple innovation processes, and organizational support for innovation. The analysis also notes that top innovators are gaining impact through multi-layered innovation across products, services, and business models, as well as open innovation and mapping future growth opportunities.
Nystrom (1990) described high tech markets as marketing dependent and technologically driven. Unfortunately, there is evidence that this linkage is not often recognized by organizations (Gupta, Ray and Wilemon 1985). High tech markets are characterized as complex. In addition, they exist under rapidly changing technological conditions which lead to shorter life cycles (Davidow 1986) and the need for rapid decisions (Bridges, Coughlan, and Kalish 1991). The importance of speed in high tech markets is driven by increasing competition and the continually evolving expectations of customers (Doyle and Saunders 1985). All of this is compounded by higher levels of risk for both the customer and the producer.
Similar to Brand strategy in small and medium size (20)
This paper reveals the result of 322 distance learners’ perception towards e-learning program
conducted by UiTM. Generally the respondents rated above average for all aspects of distance
learning program irrespective of gender, program of studies, income and occupation. Students’
gender also did not show any difference in their perception. Similarly, semester of studies too, did
not indicate any significant difference except their perception towards lecturer. However
students’ semester of studies showed significant difference towards lecturer, module and
physical. Gender, income and semester of studies did not show any relationship to students’
perception towards all aspects of distance learning program. However students’ program of
studies showed significant relationship towards their perceptions of the program. Students’ CGPA
showed negative relationship with all aspects of distance learning program.
The purpose of this study is to report the results of a research designed to identify issues that confront firms in
adopting green manufacturing practices. The study is quantitative in nature, using a survey with open-ended
questions and subjected to content analysis to categorize the status of firms adopting green manufacturing practices
in the Malaysian furniture industry. Responses to an open-ended question concerning steps towards green products
indicate that a small percentage of firms embark in pursuing towards creating green products. However,
generalisability needs to be indicated through replication of findings. This study provides an original insight into the
status of firms adopting green manufacturing practices as well as offering guidance for managers in pursuing green
manufacturing practices
Globally, logistics is an important economic activity valued at about USD 320 billion a year and growing at an annual rate
of 3 to 10 percent. Malaysia has recognized the industry as the main key towards enhancing Malaysia’s progress on
becoming a globally competitive fully developed nation (IMP3 2006‐2020, 2006). It was predicted that the logistics industry
would grow at 8.6% during the plan period (2006 – 2020) and contribute 12.1% to GDP by 2020. Therefore, the
development of the human capital or human resource for the logistics industry in Malaysia becomes important in confirming
the nation’s competitiveness. Accordingly, the aim of this study is to produce a feasible framework of human resource
development for the logistics industry in Malaysia.
Globally, the halal products market has a huge potential for expansion. There are currently
about 2 billion Muslim consumers and the estimated that total expenditure by this group on
logistics operations is between five to ten percent of the total income. Therefore, logistics
companies all over the world are keen to exploit opportunities which arise from the massive
potential of halal industries. As a fast expanding business, the halal industry is now
estimated at about USD 2.1 trillion. The attention and demand for halal certified services and
products continues to rise throughout the world because halal is not only for religious
obligations but there is also a rising demand from non-Muslims. Halal is not only concerned
about religious requirements such as the right way to slaughter animals and prepare food.
Halal products also attract non-Muslim consumers as it also focuses on where the resources
and materials of the product come from. Hence, traceability and integrity of the product are
part and parcel of a product being labeled halal.
Globally, logistics is an important economic
activity valued at about USD 320 billion a year and growing at
an annual rate of 3 to 10 percent. Malaysia has recognized the
industry as the main key towards enhancing Malaysia’s progress
on becoming a globally competitive fully developed nation. It
was predicted that the logistics industry would grow at 8.6%
during the year 2006 – 2020 plan period and contribute 12.1% to
Growth Domestic Product (GDP) by 2020. Therefore, the
development of the human capital or human resource for the
logistics industry in Malaysia becomes important in confirming
the nation’s competitiveness. Accordingly, the aim of this study
is to produce a feasible framework of human-resource
development for the logistics industry in Malaysia.
This paper articulates the function of Malaysia Healthcare Travel Council (MHTC) in developing the Health
Tourism Industry. Focus was given in identifying the challenges faced by MHTC, understanding the
competitiveness of the industry and proposing a suitable value chain framework for the industry. Total of 12
organizations have been identified, which were including private and public organizations. Conclusions of
findings have been derived and few recommendations made at the end of this article.
Keywords: Health tourism, medical tourism, competitive, leisure services and value chain
This study qualitatively examines managing talent in two leading companies in Malaysia.
The objectives of the study are to understand the practice of talent management , to examine the
definition of talent management, to identify the approaches of talent management applied by the
companies, to determine the differences of talent management approaches, to identify the problems
in managing talent in the companies and lastly to identify the effectiveness of the talent
management practiced by these companies. In depth interview with the relevant personnels were
being conducted and transcribed verbatim.Constant comparative analysis technique of data analysis
was employed in analysing the data. The study found that all the companies have started embarking
on talent management programs due to the internal and external business pressure. However, each
company was discovered to have different philosophy and approach in managing, developing and
retaining their talent. This paper also discusses the challenges faced by companies in managing their
talent and also some suggestions for improvement.
As a fast expanding business, the Halal industry is
now estimated at USD 2.1 trillion. The attention and demand
for Halal certified services and products continues to rise
throughout the world because Halal is not only for religious
obligations, but there is also a rising demand from nonMuslims.
Halal is not only concerned about religious
requirements such as the right way to slaughter animals and
prepare food. Halal products also attract non-Muslim
consumers as it also focuses on where the resources and
materials of the product come from. Hence, traceability and
integrity of the product are part and parcel of a product
being labelled Halal. Halal practices do not come to an end
when the product has been manufactured as a product could
easily lose its Halalness if it gets contaminated during the
transportation and storage prior to retailing. Hence, training
industry professional is crucial as the lack of professionalism
in the transport and logistics process in the supply chain may
cast doubts on the Halal status of a product. This study
focuses on the level of training that professionals in the third
party logistics industry have on Halal standards and what
must be done to bridge the gap in training. The current
research relies heavily on disclosed and published materials
such as logistics firms annual reports, journals, newspapers
and business magazines articles, published reports produced
by consultants, special studies and reports commissioned by
the Malaysian Government for an analysis of the current
state of industry.
This paper reports about an instrument which has been developed by the Commonwealth of Learning Media Centre
for Asia (CEMCA) and the Ministry of Higher Education, Malaysia (MOHE). This instrument aims to be a standard
quality framework which can be used by multimedia users in evaluating the quality of the e-learning materials.
Basically, the instrument is constructed to evaluate two sections, which are the learning material development process
and the finished learning material product. However, this paper merely discusses the second section.
This study aims to examine the influences of brand orientation and brand distinctiveness on brand
performance. Proportionate stratified random sampling was used to collect data of 550 furniture
manufacturing firms. It was found that brand orientation of the furniture manufacturing firms have
positive and significant relationships with brand distinctiveness and brand performance. This indicates
the more oriented their brand are, the more distinctive and better performance are their brands. Brand
distinctiveness was revealed as a mediator between brand orientation and brand performance. Hence,
this study provides important findings through the integration of these variables towards brand
performance within the furniture firms in Malaysia
The paper examines the relationships among brand distinctiveness, design innovation and brand performance of furniture
manufacturers and the mediating effect of design innovation between brand distinctiveness and brand performance.
Questionnaires were distributed to more than 500 manufacturers and 204 questionnaires were analyzed. A 49-item questionnaire
which consists of brand distinctiveness, design innovation and brand performance were carried out to investigate the relations
among these variables. Statistical evidence was found to confirm only functional innovation as one of the dimensions of design
innovation that fully mediates the relationship between brand distinctiveness and brand performance. The paper researches the
role of innovation-in a twofold perspective: innovation in product design innovation on brand performance, and as a mediator
between brand distinctiveness and brand performance.
The study develops and empirically tests a model of the
effects of brand strategy and design innovation on brand performance
in furniture manufacturing firms. Questionnaires were sent to 500
furniture SMEs operating in Malaysia and 204 effective responses
were returned. Confirmatory factor analysis is used to validate the
constructs. Research hypotheses are tested using structural equation
modeling. The proposed model fits the data well. The results show
brand orientation, brand distinctiveness and functional innovation
have direct effects on brand performance. Finally, implication and
recommendations of these findings are discussed. The paper
encapsulates the role of each dimensions of brand strategy and
product design innovation to determine a stronger brand performance
in the furniture manufacturing firms.
Presently, no information could be obtained on the learning styles of distance learners as it has not
been studied before. A study was carried out to identify the learning styles of distance learners at the
Institute of Education Development, Universiti Teknologi MARA, Malaysia. Felder’s Learning Styles
Index (LSI) was used in the study. Results of the study were used to make comparison and correlation
analyses between learning styles and academic achievement, programme of studies, gender and
income. One hundred and sixty two students responded to the online questionnaire. The study showed
that 35.5% students preferred visual learning style followed by 29.6% sensory, 14.2% active, 0%
verbal and 2.5% intuitive. The male students were found dominant in visual learning style as
compared to the females who were sensory dominant. The students who were majors in banking
tended towards sensory style as compared to finance and business studies students who were inclined
towards visual style. While the mass communication and public administration students dominated in
visual and sensory styles. The higher income students preferred more visual style as compared to the
middle income who were dominant in both visual and sensory. The higher achievers were found to be
better disposed towards visual as compared to low achievers who were sensory dominant in style. The
learning styles were not significantly different between genders, programme of studies and semesters.
It was also found that there was no significant relationship between learning styles and academic
achievement. This paper discusses in detail the implications of the various learning styles on students
of distance mode of education.
A country with many successful entrepreneurs is
considered as most successful country in terms
of economy.
Because the entrepreneurs play a vital role in the
economic development of a country such as
generate employment, increase production,
increase innovation, and so on.
But do we understand the meaning of
entrepreneurship. In this session we will learn
about the theory and concepts of
entrepreneurship
Islam in the Netherlands had created condemnation by the international community. Several muslim organizaation and political parties including Malaysia, have organized boycotts against Dutch products. This paper analyses the Fitna Movie controversy and the boycott of Dutch products in Malaysia
The objective of this theoretical paper is to look at the insight of Malaysia
Contact Centre Industry and to highlight Malaysia’s competitive edge from the
perspective of Porter’s Diamond Competitive Model. The Porter’s Diamond Model
will attempt to investigate how Malaysia can be sustainable and competitive in sharing the
global contact centre as well as the BPO market.
This study examined the learning styles of multi-ethnic students’ in four
selected universities in Klang Valley in terms of gender, program of studies and
iv
academic achievement levels. Using a modified Honey and Mumford learning
Style Questionnaire, 291 valid responses from two public and private
universities were subjected to further quantitative analyses of the study.
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Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
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How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
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popular canines. The French Bulldog is the new top dog in the
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
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https://www.oeconsulting.com.sg/training-presentations
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
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1. Proceedings for the First International Qualitative Research Conference, Kuala Lumpur, 6-7 November,
2012
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BRAND STRATEGY IN SMALL AND MEDIUM SIZE
ENTERPRISES (SMEs) IN THE CONTEXT OF THE
MALAYSIAN FURNITURE INDUSTRY: OPEN-ENDED
FINDINGS
Prof.Madya Dr. Norzanah Mat Nor1
, Prof Madya Dr.Syed Jamal2
and Puteri Fadzline bt
Muhamad Tamyez3
1
Faculty of Business Administration, Universiti Teknologi MARA
norzanah@salam.uitm.edu.my
2
Faculty of Business Administration, Universiti Teknologi MARA
syedjamal145@salam.uitm.edu.my
3
Faculty of Business Administration, Universiti Teknologi MARA
oroaline@yahoo.com
ABSTRACT
This research paper aims to discuss the brand strategy in small and medium size enterprises (SMEs) in the context of
the Malaysian furniture industry. In addition, it also discusses their approach for improvement and their strengths to
navigate their competitiveness in the furniture market. This paper explores the Malaysian furniture companies in
their market competitiveness. There is a manufacturing competitiveness among the Malaysian furniture companies
in their OEM (Original Equipment Manufacturing) approach with a slow development to ODM (Original Design
Manufacturing) and OBM (Original Brand Manufacturing) approach. The paper outlines views of the Malaysian
furniture companies which differ in areas of marketing, product characteristics and management strategies. Drawing
upon these open-ended questions, this paper will examine from a corporate perspective the scope of their brand
strategy, their strength as exporting companies and their improvement in being furniture giants. In conclusion, it will
be argued that in spite of their approaches in their brand strategy, companies should really examine the real
definition of design and the best proactive approach that can be taken in the future. The major limitation of this
research is that it is based on open-ended questions. It is suggested that a quantitative survey be carried out to
enhance the generalisability of the model in the future. This paper makes original contributions in that it uses open-
ended questions to establish their relationships between themes and discusses way to strengthen their business
strategies in the coming future.
Keywords: Malaysian furniture companies, market, brand strategy, design, services, brand,
Europe market, quality, price, innovation
2. Proceedings for the First International Qualitative Research Conference, Kuala Lumpur, 6-7 November,
2012
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1 INTRODUCTION
The Malaysian furniture industry comprises of 85% of SMEs although contribute to as low as
35% of the total industrial output. In comparison 65% of the total output sales are derived from
the large furniture companies. This clearly shows low performance among the SMEs and their
lack of market competitiveness(Ng and Thr 2010). The main issues raised included the inability
to increase competitiveness and the lack of brand strategies on furniture businesses. Wide
extensive information was provided from open-ended questions with a systematic approach on
the furniture companies. It gives the advantage for the respondents to fully express themselves
on their brand strategy, their strengths and how do they think they can improve in their
competitiveness. In comparison to close-ended approach, respondents are unable to give an
improper answer and this will enhance a better resulting data in regards to applying an open-
ended approach (Goodrich 2008).
This dataset is comprised of 48 responses out of 116 companies. These open-ended responses are
very valuable as it describes the additional information on their opinion on status of the furniture
industry..
The following questions are: “What is your firm‟s brand strategy?”, “How can your firm
improve to be furniture giants?” and “What are your strengths as a furniture exporting
company?” The following categories were constructed from the answers to the main question:
“What is your firm‟s brand strategy to increase competitiveness?”
1. Design
2. Price
3. Europe Market
4. Quality
5. Services
Although the themes were grounded in open-ended questions, such a classification is also
supported in the literature. Figure 1.0 describes criteria to navigate the furniture market(Lavelli
2008).
3. Proceedings for the First International Qualitative Research Conference, Kuala Lumpur, 6-7 November,
2012
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Figure 1.0: Ways to navigate the market(Lavelli 2008)
In providing feedback on Malaysian furniture industry, Figure 1.2 displays the main themes that
assist their firm brand strategy.
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2012
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Figure 1.2: Brand strategy among the Malaysian furniture companies
Some half of the respondents spoke about design. To a lesser extent, the high quality of the
product and lower price as their strength by the management team were mentioned. The
following comment from the Managing Director of Kin Heng illustrates these points:
“In furniture market, brand is important. The most important thing is pricing”.
“Doing that we are strong in and not going over the border of what our own brand are strong
in.”
Services
Quality
European Market
Price
Design
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2012
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The marketing executive of SYJ mentioned:
“Brand strategy represent our company and give the confidence to the customer and potential
customer usually research on brand before they approach the manufacturer”
1.1 Design
According to Ratnasingam (2003), elements of innovation and original furniture design are
considered weak and immature in the South East Asia context. However, 37.5% of the
respondents argued that design has become their main brand strategy their furniture business.
This clearly shows an increase of awareness on the importance of design in their brand strategy.
For example, the marketing manager or Tonics said:
“ Our strategy is to make a better attraction and something different than others”.
The marketing executive of Titov also mentioned:
“ Design is strong is our company, with new motive and profile”
This describes technological innovation is given a high importance among these companies and
thus relates it much with design. According to (Ng and Thr 2010), it is considered a passion for
them to explore technological innovation in their companies.
Nonetheless, 22.9% of the 48 respondents also agreed that staying close to the European market
are their upmost importance in their brand strategy. This indicates that their designs are based on
OEM approach that must be based on the European market. In other words, there is a higher
importance of design among furniture manufacturers but lack of originality. Copying is accepted
and considered conventional among Asian countries(Unit 2010). Moreover, companies that
apply OEM (Original Equipment Manufacturing) are in better prospects of doing business with
Germany(Max Merkel 2009). Moreover, most furniture companies in Malaysia similar to other
manufacturing sectors apply subcontracting which contributes to higher exports. Most SMEs are
specialized in making certain components or process and lesser in manufacturing complete
products such as knock down or ready-to-assemble (RTA)(Ng and Thr 2010). This has been
supported by (Ziaeie, Mohamed et al. 2011) that stated that the emerging issue among the
furniture manufacturers are relying on the OEM approach as a limitation of a firm‟s
competitiveness.
“Today the designer in Hong Kong or Taipei opens the magazine and looks at the best seller
and copies that. But to be successful you have to find your own designs and energy.” Phillip
Starck (Roll 2008)
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2012
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According to Roll (2008), design in fact determine a wide differentiation for products and
changes a new outlook among customers. Copying other designs for the European market is not
sufficient to define „design‟ in the context of the Malaysian furniture industry. Conversely, the
Italians maintain their main assets through technical know-how and ambitions. They copy not
from the same industry but from others, such as the automotive industry by making one
integrated business communication to all levels (Lavelli 2008). However CEO of MFPC
(Malaysian Furniture Promotion Council) Encik Au Leck Chai was optimistic that through
design development and innovative products there is a high possibility for Malaysia to move
forward in enhancing the quality and minimizing the waste. In order to accomplish this furniture
entrepreneur must always be self-educated in the latest market trends and further advance to gain
market share(Board 2010). The furniture industry will gain better economy by having a
consultant with price that comes later. The Italian design companies have never look to the
market in the conservative way as they always find new ideas and talented designers from all
over the world. Young and unknown foreigners come to Italy introducing their dreams to the
Italian manufacturers without fear.
1.2 Price
Malaysia is known by having low production costs than the big competitors such as Italy,
Germany and the UK. However, they still generate higher export sales(Fair 2008). 25% of the
respondents claimed that competing in price is another important element in their brand strategy.
For example the Managing Director of Anteak stressed that:
“ Competing through price is very important to survive.”
The marketing manager of Ekai also mentioned:
“ Price need to be competitive”.
Price is almost as important as focusing on the European market which constitutes to 23% of the
total brand strategy. Most forest products companies focuses on cost reduction in operation
processes primarily in marketing. However, the current changes in the industry has changed the
market philosophy and believe that branding their name could insulate them from aggressive
competitors as well as the power to demand a higher price(Sinclair 1992). Most customers
nowadays do not see cost or price differences anymore but value and branding(Lavelli 2008).
Hence, it is important for Malaysian companies to review their branding and marketing
strategies. This is to ensure that competitive advantage is reflected in even higher sales in
overseas markets. There is high need of creativity and innovation among the furniture
entrepreneurs for the next 12 years. By being ahead in attractive designs costs need to be re-
examined with a brand on its own(Fair 2009).
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2012
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Entrepreneurs need to be in radar in perceiving the signal what‟s coming and new in the market.
Not only the culture and lifestyle of the consumers must be recognized, but also the consumer‟s
satisfaction and what motivates them. Entrepreneurs must create something new, emerging and
worth exploiting to the consumers. Niche products and good marketing strategy that satisfies the
consumers enable entrepreneurs to be distinctive than others. Radar identifies several lifestyles
of consumers which are simplicity, ethnic pride, safety and awareness, care and midi, playlife,
ethnochic, luxury, and technohuman. Simplicity is more toward „lightness and reduction‟, where
it is quite strong in the European culture(Lavelli 2008).
“ Everything is already too much. When it’s simple, it’s the hardest.” Korb(Fair 2012)
1.3 The Europe Market
25% of the respondents had agreed that the marketing team must acquire a wide knowledge in
the European Market.
A marketing manager of Artmatrix said:
“We must be customer-oriented and must focus on the European market”.
The world‟s main importer of furniture is the EU where most of the furniture imported are dining
and living room furniture, upholstered seats, occasional furniture and furniture
components(Board 2010). They are still holding the market leaderships in terms of shares but
limited to the capacity to drive the market trends and development (Riva, 2008). According to
Dominicis (2008), appreciating and recognizing the current status of the furniture market is
imperative by having a thorough analysis on the current macro economical scenario. The focus
of the analysis is the European and Italian furniture market, as well as data from Asia to EU or
Italy and vice versa. Digesting the European furniture market will enable to understand where
the Malaysian furniture industry stand and where will be headed (Dominicis 2008).
The biggest furniture market in Europe is Germany and it is also known as the most difficult
furniture markets in the world amidst the global crisis. Hence, it is closely linked to the global
economy. In Germany it is well known to be the largest sub-market for furnishing in terms of
market value. With a population of 82 million percapita GNP of USD 38, 860, imported furniture
constitutes to about 40% of the German furniture consumption. Germany is one of the biggest
buying groups in Malaysia. Buying groups plays a powerful role in providing products and
services and is a dominant trade channel in the furniture distribution(Board 2010).
On the other hand, France is known as the biggest export market for the furniture industry,
followed by the Netherlands, Austria, Switzerland and UK. There are around 500 furniture
manufacturers in Germany. Germany has the highest per capita consumption for furniture which
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2012
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makes the most attractive target for international suppliers. It is known that German buyers are
hard to pleased and it is very hard to get these customers in the first year of the furniture fair.
Asian manufacturers has good prospect in being successful in Germany. However, buyers from
Central Europe and Germany are keen in the quality of the product and especially in the
reliability and design of furniture. This is crucial for them in times of economy crisis. Colour
white still remained popular for sofas in living rooms or as bedroom furniture. Wooden surfaces
are still as popular as lacquered versions and they are often combined. Walnut and Oak are still
favourite concerning dark wooden surfaces whereas beach, maple, ash and birch in bright
versions.
Factors that must be considered to venture into the European furniture industry are climate
conditions, income of European countries per capita, tastes of customers, and the government
influence. Products made for the European countries have to be modified and adapted to the right
climate. For instance, cold and long winter in the northern part of Europe will probably need
comfortable and cosy furniture, as compared to sub-tropical climate in the Southern Europe that
are more indoor-type. It is also important to acknowledge the average annual spending in the
following countries. Entrepreneurs must be attentive in consumer tastes which differ through
Europe
Table 1.0: Consumer tastes in Europe
Country Taste
Germany Big and high bedroom
Dark colours
Strong polyaether
Kitchen corner sets (square tables)
France and British Style furniture
Light colours
Soft polyaether
Dining room furniture
Dutch More modern furniture
Light colours
Strong sits
Dining in the living room
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2012
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From the China market view, there is a decreasing trust in Chinese suppliers from the German
buyers. This is because of the bad experiences in delivered low quality, not timely and was not
corresponding well with the orders. This results to better opportunities for other Asian countries
in this industry(MFPC, 2008). On the other hand, Malaysian furniture manufacturers are known
to give the best delivery and services to the European furniture market. Malaysia ranked the 10th
largest furniture exporter in the world, third in Asia and second in the ASEAN region. United
States of America, United Kingdom and Australia are among the top destinations for Malaysia
furniture(Council 2008).
However, China is currently known as the world market which makes a higher need of shift for
the Malaysian manufacturers to venture to the Chinese market as most American and European
brands do who are very observant in the global market trend. Both India and China has gained
momentum and growing impressively as emerging countries by investing almost US$35bn
overseas and US$48bn which is both twice the level in 2006 (Unit 2010). China is expected to be
the biggest economic power by 2014 and overtake US economy by large. By 2032, Japan will be
overtaken by Indian economy and this signifies two largest countries in the world will the
leading economies in the coming years.
Factors that influence the transformation of competitiveness in Asian business are the rapid
development of China and India; increasing deregulation and trade liberalization; and the
implications of new demographic and social trends throughout the region. This revolution has
enveloped the entire organization which traditionally in broad diversification. They are still a
major supplier of commodity products which most of them are non-branded(Roll 2008). China is
well-known to have 200 million customers who are in the middle class level. This society has the
willingness and open for branded goods even it is pricey. Not only that, OEM companies from
China has become aware of the small amount of value from the products or service provided,
compared to a branded good that could gain more profits from a similar quality of the product.
There are different scenarios for value creation (Unit 2010).They labeled their brands as “Make
for China” than “Made in China”(Chin Soon 2011). Branding is already is prerequisite and a
great boost in every company (Unit 2010). Not only Malaysian companies need to topple over
the American and European brand companies in a more acute observation, but also challenge
themselves in investing in China. Asian countries like India, Indonesia and Vietnam has already
built a strong foundation of economic force and Malaysia has to have canniness to outsmart
them. He is very certain that local entrepreneurs are able to build a brand as competent as
IKEA(Chin Soon 2011).
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1.4 Quality
In the late 1980s, quality are considered top priority among firms with the adoption of TQM
principles, six sigma or control charts(Verganti 2009).
Quality has been given a lesser importance in the brand strategy as compared to design, price and
the European market, which is 15% from the total brand strategy.
For example, a marketing executive of Furnicrest mentioned:
“To produce high end quality product with low end price in a large selling quantity”.
Another marketing manager of AX Furniture said:
“Keep the best quality to our customers and always ship on time”.
Despite the lower percentage, more countries are importing Malaysian furniture for their quality
and durability of its tropical hardwoods such as Meranti, Nyatoh and Ramin that gives an added
plus to high fashion design furniture. 82% of furniture exports constitutes to wooden furniture,
followed by metal, seats and its parts at 7.2% and 7% respectively. Russia, South Africa,
Indonesia, China and Kuwait are the markets penetrated by Malaysia which has exceptionally
grown in Russia and Chile by 70% and 57% respectively (Council 2011). Besides that, the
government had also contributed to a strong and solid support in sustaining the growth of the
industry through the Ministry of Plantation Industries and Commodities and other related
Ministries(Council 2012).
However, two decades later after the 80‟s, quality is no longer a priority among top corporate
and not considered a strategic differentiator(Verganti 2009). Japan and Korea has advanced in
branding by putting a paramount importance in quality and reliability. „Made in Japan‟ was a 50
years slogan from Japan and strengthened by Sony which its mission is to “become the company
most known for changing the worldwide poor-quality image of Japanese products”. They
continue to strive in the 60‟s, 70‟s and 80‟s in Japanese cars and electronic industry. In the
1990‟s and 2000s Koreans were aggressively industrious. They began with low quality at first
throughout the period of brand building but became successful after constant striving.
Nevertheless, at times quality of a product could not be differentiated among all brands.
Therefore emotional connection has to be created to stay ahead that gives a sense of perceived
value from customers. Not only that, an excellent brand will not constantly shift its appearance,
look, service which will jeopardize the loyalty of its customers. A consistent brand is key but
30% of it must be in a local flavor to manifest different tastes in different markets(Unit 2010).
(Ratnasingam 2004) also agreed that in order to create higher value added furniture is largely
dependent on creativity and innovation rather than high quality materials or state of the art
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technologies. Unlike technological innovation that assists the consistent production of the
product, furniture that is expressive in a semantic and aesthetic manner truly drives the actual
value of a furniture product.
The hierarchy also shows that services play the least importance among other elements in their
brand strategy, which constitutes to 2% of the total strategy. According to (Ziaeie, Mohamed et
al. 2011), there are four groups of strategic orientation among the Malaysian furniture industry in
the export context, which are; Cost leadership orientation, mix strategy with focus strategy
orientation (biased mixed strategy), absolute mixed strategy orientation (unbiased mix strategy)
and differentiation strategy orientation. The findings of this study fits the four strategic
orientation according to (Ziaeie, Mohamed et al. 2011).
Table 1.1: Four strategic orientation in the Malaysian furniture industry
Strategic Group Strategic Dimension
Cost Leadership Orientation Offering lower price than competitors for similar quality products (Price)
Mixed Strategy Focus Orientation Concentrating marketing on certain geographic areas (European Market)
Mixed Strategy Unbiased Orientation Having a reputation for quality (Quality)
Developing/maintaining customer loyalty (Services)
Differentiation Orientation Research for new product design and development (Design)
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Figure 1.2: Ways to improve in being furniture giants
Figure 1.2 shows their views and opinions on ways to improve in order to be furniture giants.
The fraction of each theme by percentage is shown in the pie above. It can be clearly seen that
design received a much higher level of importance in order to succeed in the competitive market.
According to (Ziaeie, Mohamed et al. 2011), companies that perceives design as their strategy is
that under the Differentiation group which will show a higher performance average compared to
Mixed-strategy unbiased group that has the lowest performance average. A low percentage of
services describe the least important element in the strategy of the Malaysian furniture
companies which clarifies that they have the appropriate strategic activities to yield strong
competitiveness.
As a result, there has been a huge positive development of design to the manufacturers although
in stark contrast with branding which only comprises 10%r strategy. Such huge contradiction is
found compared to the first question in regards to their brand strategy. This shows their low
understanding on the real definition of brand strategy and how they carry their brand strategies in
their businesses. Most SMEs initiate their brand from a strong domestic platform which is
preferable before elevating to the global market. It is more advantageously to venture into
emerging markets that offers rapid growth and less traffic (Unit 2010). However, low percentage
of brand among the companies is not surprising (Wong and Merrilees 2005) where most cases
signifies a narrow definition of brand strategy which are limited to advertising, brand name or
logo. Having these elements as a major requisite for a firm‟s strategy is inadequate without any
brand implementation. They suggested that brand strategy and business strategy must be carried
out concurrently (Wong and Merrilees 2005).
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As referred to the first hierarchy, their interpretation on brand strategy is purely based on design,
European market, price, quality and services. They believe that their major success comprises to
leveraging technological innovation by creating new features but based on the European market
and lower cost which brings the largest value to their product.
Figure 1.4: Their strengths as furniture exporting companies
According to the Figure 1.4, price is not given a high priority to their firm. They also do not
include branding as their strength. This clearly signifies that their brand strategy are not fully
utilized by not playing a critical role towards brand orientation to pursue a competitive edge in
the marketing planning stage (Wong and Merrilees 2005). However, Asian businesses are
progressing faster than ever. They began to realized the power and effects of branding on their
businesses and appealing to customers (Roll 2008). Competitions has been more fierce and
decimating than before especially in terms of costs(Unit 2010). There are a total of 98 brands
from Asia which includes 26 emerging countries, 54 companies from Japan, and 9 companies
from South Korea. It is recorded that there is only one valuable brand from Malaysia from the
total 500 most valuable brand in the world.
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2012
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Table 1.2: World‟s 500 most valuable brand 2010
Country Brands Share of Global 500 (%)
Japan 54 10.8
China 18 3.6
South Korea 9 1.8
India 8 1.6
Hong Kong 4 0.8
Taiwan 2 0.4
Singapore 2 0.4
Malaysia 1 0.2
Total 98 19.6
This shows there is only 19.6% of the most valuable brand in Asia from the list of the world‟s
500 most valuable brand 2010. The main reason is the existence of poor markets for the
companies to build and develop their brand. Most companies has also do not feel the importance
of brand as their market had expand very quickly in their business by being in the right place and
the right time. Another reason is because they are already plentiful in their own comfort zone in
their short term profit mentality. They feel competent and bountiful in outsourcing for other
global branded companies and thus remained as an OEMs (Original Equipment
Manufacturers)(Gad 2001; Unit 2010).
Therefore, technical elements of a product are more focused and brand awareness is less
highlighted. They are oblivious to the fact that branding could create growth and business
expansion. This shows a typical traditional family business where they are much dependable on
low resources and short term perspectives. Therefore, finance, accounting, or any production
backgrounds are being put the highest organization hierarchy compared to marketing that is
regarded as stepchildren and being suppliers of commodity products to global branded firms. A
company‟s mission are revealed from its branding, therefore it is not relevant to entrust brand
management to a junior team(Unit 2010).
Asian companies still consider branding as merely a logo design or as advertising(Roll 2008;
Unit 2010).They need to progress further and to build strong brands and eventually will intensify
the Asian business landscape(Unit 2010). As stated by Ho Kwon Ping(Roll 2008);
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“I felt that Asian business would never get anywhere if it didn’t own brands. Partly this
reflected the earlier experience in our family business of putting in the energy to build a brand
as agent for an overseas principal, only to lose it when they eventually took the brand in-house. I
also knew the problems of competing in commodity markets where the business disappear as
soon as a cheaper supplier comes into the scene.” Ho Kwon Ping (Roll 2008)
Acquiring brand recognition is considered a huge venture to Malaysia. (Lavelli 2008). The
implementation and the importance of branding and design must be carried out concurrently to
enhance value-added products as the main targets in the National Timber Policy 2020. A
fundamental guide of branding vision and strategy could differentiate the Malaysian identity than
others. A Malaysian identity that preserves the key values and qualities of the Malaysian
tradition is the key to a successful Product Branding Strategy(Council 2008). On the other hand,
Singapore has gained momentum by pushing their products to a greater brand based on design
and not on low cost. They are determined to double their share of the world export market by
2015(Evans 2008). They had formed a B2B brand called „Mosaic‟ lead by Singapore Furniture
Industry Council (SFIC). This brand is a synergy between already established furniture
companies that are able to compete aggressively in the global market. They feel building a brand
is crucial to be able to respond fast to the changes of the furniture market(Morrison 2001)
Not only that, one must not compromise the quality of products when deciding to venture into
the export market. If one wants to make their products a premium, it is encouraged to have
brandings. The most criteria are the design, quality, moving out from the value chain and must
achieve high-end market from the middle-class. Now furniture is seen as a fashion and lifestyle
(MATRADE 2008).
CONCLUSION
A dramatic change as a whole is crucial as Asian companies need not only have to be fierce in
being trendsetters by being closely linked to society, and the people and the culture. This
includes the Malaysian furniture companies. Trendsetting must be carried out globally through
branding. Asian companies that own businesses globally would not succeed without branding.
This is because margins are squeezed; high volume and cost are rising by the day.
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Although China, Malaysia, Thailand and India are countries are in rapid transitions, other
developed countries like Japan, South Korea, Singapore, Taiwan and Hong Kong are highly
sophisticated businesses. Branding remains a contradiction in their business view. However,
brands like Sony, Apple and Samsung has managed to break the barrier and given the upmost
importance to constant innovation and creativity. Overall, Malaysian companies need to not only
enhance the firm survival but also to generate growth by making the right attitude towards brand
orientation and making brand based strategy in their daily businesses.
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Council, M. F. P. (2008). Furniture Exports, Malaysian Furniture Promotion Council.
Council, M. F. P. (2011). Malaysia Furniture Trade Performance 2011.
Council, M. F. P. (2012). MPFC & You.
Dominicis, E. D. (2008). History and Evolution of Italian Style Good Design is Always a Good
Business. The Right Approaches for European Market: Design, Market and Trade. Seri Pacific
Hotel, Kuala Lumpur.
Evans, G. (2008). "Singapore sources aim to boost U.S. exports." Proquest 32(37): 1.
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