Introduction

Leadership and management efforts are crucial to the development of business

strategies of companies. Basically, a lot of companies turned to bankruptcy not only
because of the environmental factors but because they neglected leadership and
management efforts (Hormozi, Hostetler, & Middleton, 2003). With this, OSIM was
chosen due to the steady growth of the company from humble beginnings as a kitchen
appliance trading company to its global footprint-having a wide point of sales network
(OSIM Ltd., 2011). This made the company an exciting and interesting case study.
Furthermore, in view of the current economic climate where businesses are
failing and where competitors are aggressive, it is important to understand from the
business trend whether OSIM is capable to meet to the future challenges. As the
industry expects more competition and the entry of more players, it would be interesting
to see how well prepared the company is both financially and strategically to reinforce
its global presence and continue to be the market leader in this industry.
Found and CEO Ron Sim leads example, defining and executing key business
strategies that keep OSIM steady, year after year. Personally, Sim has won numerous
awards, including Ernst & Youngs Entrepreneur of the year, as well as the Business
Times Businessman Of The Year. Prestigious educational institutions in Singapore
have also given him various honors in recognition of his business.
Sim recognizes that as a leader, he has an inherit responsibility to his team. A
major part of this responsibility is to lead staff through his own actions, with employees
looking to him for guidance and strength. As CEO, Sim spends most of his time doing
what he preaches to others. His goal is to promote a positive attitude towards healthy
living and to convince OSIMs employees and customers that OSIM and its products are
synonymous with a healthy lifestyle. His vision has always been for OSIM to be a
company that people can trust to help them achieve a healthier lifestyle.

As CEO, Sim has been able to outline his vision for how the company can
navigate its way through tough times. Apart from leadership, OSIM can attribute its longterm success to its consistent performance in key markets, its effective and direct
control over its expanding global retail network and the introduction of new products.
These indicators are some of the strengths of OSIM. Coupled with timely and wellexecuted plans, they remain the platform for OSIMs continued success .

LEADERSHIP AT OSIM
Established in 1980 in Singapore, OSIM International Limited (OSIM) is now
global leader in branded healthy lifestyle product .Its four focus areas are
health, hygiene, nutrition and fitness.

The company
product, from
purifiers to
treadmills.

offers a wide variety of

massage chairs and air
health supplement and

The company has grown significantly, with more than 1100 outlets now
spread across 28 countries in Asia, Australia, Africa, the Middle East, the
United Kingdom and the United States.

OSIM is innovation-driven and is an intellectual property developer. As such,

OSIM control its brands, design, technology and concepts. It has developed
more than 100 innovative products. OSIM strives hard to promote total
wellness-physically, mentally and emotionally. For each products or service it
develops, it promises uncompromising quality and reliability. Based on the
consistent quality of its product over many years, it has gained a reputation
as a leader in development of healthy lifestyle products. The company has
also won numerous awards.
The success of the company lies heavily with its innovation-driven culture,
and leadership at all levels of the organisation has crucial to fostering this
culture.