Marketing Capabilities for Songkok industry PDF

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Marketing Capabilities for Songkok industry in Malaysia...

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MGT 790 STRATEGIC MANAGEMENT

INDIVIDUAL CASE ANALYSIS

NAME: ZULFADLIHUSNI BIN MOHAMAD (2020917643) LECTURE: PM DR. NOORZIAH MOHD SALLEH

INTRODUCTION

Economic development depends heavily on the expansion of small and medium-sized businesses (SMEs). One of these is the songkok brand "Masood Hussin boutique" which is well-known in the Royal City of Muar. However, few people are aware that the heritage art of songkok, which was founded by the late Masood Hussin more than 75 years ago, is now inherited by his granddaughter, Nur Dalila Abd Ghani. The 41-year-old woman was initially introduced to the skill of songkok manufacturing when she was seven years old by her grandfather, and she began making songkok while still in high school.The purpose of this study is to describe the objective conditions and analyse the position of competitive advantage using the SWOT analysis

MISSION STATEMENT The Sports and Recreation Science graduate of University Technology MARA decided to open his own shop at Jalan Majidi Jalan Meriam in Muar in 2002 to sell commercially the songkok brand of his late grandfather, which was once popular in Muar around the 1960s, due to a deep interest in the art of making Malay shirt accessories.

VISION STATEMENT Masood Hussin Boutique goal is to keep the heritage art alive. The owner and her husband also passed on their knowledge to her 14-year-old son, Itfan Raziq Zahedy, to ensure that the heritage art will be conserved for future generations.

CORE VALUES Masood Hussin boutique is unique in that it is handcrafted, the materials used are imported, and the size is significantly larger than the standard songkok.

PERFORMANCE Each songkok sold by Masood Hussin boutique costs between RM15 and RM400, and can cost up to RM3,000 depending on the type of material used and custom orders. The material used to make this songkok is velvet fabric in black and navy blue, but clients in Johor like the hue royal blue and the high songkok style (Songkok Mahkota). According to client input, other songkok, such as flat songkok, round songkok (Daeng songkok), folding songkok, and ceremonial songkok, always welcome customer requests. Masood Hussein's songkok company was not spared by the COVID-19 outbreak, with sales reaching 30,000 songkok in 2019, but just 10,000 songkok in 2020.

PROBLEM STATEMENT The art of producing songkok is less popular among today's youth. In this case, we're talking about the elements that influence the current generation's willingness to try their hand at songkok creating.

SWOT ANALYSIS

STRENGTHS More proudly, the Muar songkok manufactured by his hands is a favourite of Malaysia's former Prime Minister Muhyiddin Yassin, who is also a Member of Parliament for Pagoh and one of the Masood Hussin boutique brands songkok's regular customers. Sultan Ibrahim Almarhum Sultan Iskandar, Sultan of Johor, also had a unique songkok order for His Majesty's Coronation Ceremony in 2015.Customers and Muar songkok lovers from Singapore, Brunei, and Indonesia also placed orders with Masood Hussin boutique. According to research, Masood Hussein's songkok is unique in that it is handcrafted, the materials used are imported, and the size is slightly larger than standard songkok. Each songkok is precisely crafted to ensure long-term durability, with expert attention paid to the stitching and cuts that distinguish it from those made in factories.

WEAKNESSES The method of manufacturing songkok at Masood Hussin Boutique is highly intricate, beginning with the creation of a cardboard frame or the folding of newspaper. The internal pattern of the songkok, as well as its sewing splint stitching, necessitates a great deal of skill and care.

OPPORTUNITY Songkok is still being sold online through Masood Hussin Boutique. Last year, half of the 10,000 orders received were sold online (5,000), and social media and orders often increase during Hari Raya celebrations.

THREATS The majority of songkok now on the market was imported from Indonesia. It has the potential to be a competitor to the local Songkok firm. Masood Hussin Boutique should continue to actively make songkok so that the art of songkok making, particularly in Muar, does not become extinct. Many people do not believe Masood Hussin Boutique is a local company that operates in Songkok.

STRATEGIES OF MASOOD HUSSEIN SONGKOK. The position of competitive advantage of Masood Hussein firm, as determined by SWOT analysis (Strengths, Opportunities, Weaknesses, Threats), is that the company's strengths outnumber its weaknesses, and the current environment outnumbers the threat. Masood Hussin Boutique can implement growth strategies gradually in accordance with its priorities, and these strategies are backed up by different options to draw more consumer sympathy by ensuring product quality to better satisfy its clients.

Suggestion The objective condition of Masood Hussin Boutique, starting with production, product evaluation quality, and marketing of the applicable product, is good enough to compete with other competitors, according to the findings of this study. To outperform competition, Masood Hussein's company must utilize unique and creative new techniques to adapt to market conditions.

REFERENCES Dalila’s exquisite songkok Muar sought by many including Sultan. (2021). Retrieved 15 November 2021, from https://www.thesundaily.my/home/dalila-s-exquisite-songkok-muar-sought-by-manyincluding-sultan-pm-GJ7847899...