STRATEGIC MARKETING MANAGEMENT

PRESENTED BY:

NOOR ASIKIN AB RAHMANNORLINZAH TOLIM

SHERILL AIDA MD SIRINNORAZLINA YACOB

BACKGROUND OF THE COMPANY

• NOOR ARFA BATEK SDN BHD has initiated itself as internationally established batik producer

• Beginning in 1980 in a small atelier in Kuala Terengganu when the husband and wife team of Wan Mohd. Ariffin and Noor Hijerah started started designing and hand-drawing their own batik cloth.

• Noor Arfa effort today has paid off to become successful Malaysian batik houte couture.

• The factory itself occupies a sprawling 2.5 acres site in the Cendering Industrial Area of Kuala Terengganu

• It houses not only the manufacturing facility but also one of Malaysia's largest batik showroom

• VisionNoor Arfa seeks to be the leading pioneer in the production and distribution of batik products in Malaysia and to be the world known designer label of batik.

• MissionIt is our mission to produce the highest quality batik product by producing superior and unique designs with the support of a systematic production house and strategic management. We seek to open a chain of Noor Arfa Batik retail throughout the world through franchising.

PRODUCTS OFFERING

• Noor Arfa produced Hand Drawn Batik

• Products that produced by Noor Arfa are sarong, songket, man shirt, caftan dress, children, unisex shirt, scarves batik, batik tie, Malay dress.

EXTERNAL ANALYSIS (EFE) MATRIX

OPPORTUNITIES WEIGHT RATING WEIGHTEDSCORE

1. Government policy 0.14 2 0.28

2. Technology in Batik industry 0.18 3 0.54

3. Trend of Batik 0.12 2 0.24

4. Increase demand for international market

0.20 3 0.60

THREATS

1. Competitors 0.15 1 0.15

2. Shortage of raw materials 0.08 2 0.16

3. Weather 0.06 1 0.06

4. Suppliers 0.07 2 0.14

TOTAL 1.00 2.17

COMPETITIVE PROFILE MATRIX (CPM)

Critical SuccessFactors

Noor Arfa Batek Nordin Batik Sutera Semai

Product Quality Weight Rating

Score Rating Score Rating Score

0.26 3 0.78 3 0.78 2 0.52

PriceCompetitiveness

0.10 3 0.30 2 0.20 3 0.30

FinancialPosition

0.15 3 0.45 2 0.30 2 0.30

Management 0.30 4 1.20 3 0.90 2 0.60

Market Share 0.19 2 0.38 1 0.19 1 0.19

Total 1.00 3.11 2.37 1.91

INTERNAL FACTOR EVALUTION (IFE) MATRIX

STRENGHTS WEIGHT RATING WEIGHTEDSCORE

1. Monopoly 0.25 4 1.0

2. Opportunity of potential market

0.14 3 0.42

3. Government support 0.11 3 0.33

4. Aggressive promotion 0.10 3 0.30

5. Quality standards 0.12 4 0.48

WEAKNESSES

1. Design factor 0.08 2 0.16

2. Expertise 0.09 1 0.09

3. Investment 0.11 2 0.22

TOTAL 1.00 3.00

STRENGHTS1. Monopoly2. Potential market3. Government support4. Promotion5. Quality standards

WEAKNESSES1. Design factor2. Expertise3. Investment

OPPORTUNITIES1. Government policy2. Technology3. Trend4. Demand for

international market

S5O4 – Expand market internationally (4)

S2O4 – Innovation and adding new product extension (2)

W3O2 – Investment on technology (3)

W2O3- Highly skilled worker to predict trend in the future (6)

THREATS1. Competitor2. Shortage of raw

materials3. Weather4. Suppliers

S1T1- Defence strategies (1)

S5T3 – Develop new technology (5)

W1T1- Provide training centre (8)

W3T2- Own raw materials (7)

SWOT ANALYSIS

POTENTIAL STRATEGIES• Defence strategies

- Look for alternatives to expand market demand or market size

- Increase their market share through defensive action. (Position defence, mobile defence and preemptive defence)

• Innovation and adding new product

- Make an innovation and adding new product in order to attract customers and to increase competitive advantage of their company.

- New potential market in offering their product to the trendy and fashionable young market which is looking for cool and “in” fashion wear.

• Investment on technology

- A visible shift from traditional batik method toward hand-screen printing.

- Limited skills and little investment on screen-printing equipment

- Ability to print in large quantity makes the cost of production per printed batik sarong much lower than the traditional batik cap for sarong.

• Expand market internationally

- Expand their market internationally in order to increase their profit.

- Demand for Batik increase from time to time in fashion arena.

- Expand to the other country such as China, Hawaii and western country.

• Develop new technology

- Develop a new technology for make Batik processes more efficient.

- Develop a solar house

• Highly skilled worker to predict trend in the future

- Always keep track on the trend of the Batik since trend becoming obsolete in a coming years.

• Own raw materials

- Build their own manufacturing firm of raw materials in order to reduce their cost.

- Example: fabric

• Provide training centre

- Provide training centre in order to train their new employee to be more well train and providing the hands-on skills and knowledge base especially in production process.

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