<FACULTY >

BARCHELOR OF MANAGEMENT WITH HONOURS

<SEMESTER / YEAR >

MAY 2019

<COURSE CODE>

BBPM2203

<COURSE TITLE>

MARKETING MANAGEMENT II

NO. MATRIKULASI : 930413135175001

NO. KAD PENGNEALAN : 930413135175

NO. TELEFON : 0143910137

E-MEL : Leeyongdae@oum.edu.my

PUSAT PEMBELAJARAN : KUCHING SARAWAK

Introduction

Mydin is a Malaysian chain of hypermarket, supermarket and emporiums. Mydin is the

largest hypermarket chain in Malaysia. MYDIN was established in 1918 by Gulam Husen
Jamal a foreigner from India, and father to Mydin Mohamed in Penang. Their first vendor
business was begun on 1940. Be that as it may, the shop was torched because of World War
II and the family lost everything. In any case, with solid assurance, tirelessness and
confidence has made his kids, Mydin Mohamed, to proceed with the exchanges of
wholesaling. In 1957, he opened his first shop which was a little wooden shop named
Syarikat Mydin Mohamed in Jalan Tok Hakim, Kota Bharu, Kelantan by selling toys and
general merchandise.With the assistance of his quick children, the business spreads its
activities to Kuala Terengganu in 1979 and later made their existences in Klang Valley at
Jalan Masjid India in 1989. It is currently known as MYDIN Mohamed Holdings Berhad. In
2011, MYDIN, alongside other significant hypermarkets, for example, Tesco and Carrefour
took an interest in the TUKAR program under the Economic Transformation Program. The
program is meant to change 100 chose sundry shops into present day small stores. The
organization is in charge of preparing the shops and giving help in the wake of changing as
small scale bazaars alongside Tesco. In July 2013, MYDIN's at that point wandered into the
top of the line retailing with the opening of the primary SAM's Groceria outlet at the Gurney
Paragon in Penang in July 2013. SAM warmly represents Saya Anak Malaysia (I am
Malaysian). As of January 2015, there are 267 outlets across the country which incorporate
18 hypermarkets, 16 emporiums, 3 bazaars, 47 small scale shops that work as MyMydin, 8
accommodation stores that work as MyMart and 6 establishment outlets working as Mydin
Mart, 7 premium supermarket known as SAM's Groceria, 2 premium F&B store known as
SAM's Deli and 162 Kedai Rakyat 1Malaysia (KR1M).

1. MARKETING STRATEGY

As a retail organization in Malaysia, Mydin had actualize a few promoting intending to

support their deals and acquiring greater piece of the overall industry. Along these lines, this
critique will look at the advertising blend drawn nearer by Mydin to effectively showcase
their item and figure their promoting system. Thusly, Mydin can moves towards turning into
a market head.
1.1 Product

Mydin has a wide scope of product offering, for example, sustenance line, delicate line, firm
stance and family things. Because of the wide scope of item, Mydin will profits by bigger
client base. This will give positive preferred position to Mydin as its client can acquire all
items required here at lower and less expensive cost. As a neighborhood player, Mydin
furnish things that are supplement with its clients need. Larger part of Malaysian are
Muslims. Hence, Mydin give nearby petition mats, supplication piece of clothing for ladies
and conventional item which are once in a while found somewhere else. In any case, Mydin
ought to consider its non-Muslim clients because of the picture of where just Muslim shops.

1.2 Place

Moreover, Mydin is right now using their business into various configuration to be specific
hypermarkets, emporium, and My Mart (24 hour accommodation stores). As alluded to
development of Mydin's chain constantly 2009 to 2020, the business determined to have 26
Hypermarket, 60 Convenience Store, 20 Emporium and 5 My Mart. This venture cost the
business a lot of money which is RM 200million for grocery store and 60 million for the
structure of hypermarket. The overseeing chief attempts to copy the development
methodologies of Kmart by having My Mart in spite of the fact that Kmart experience
insolvency. This development can help Mydin, reachable for its clients with different channel
of circulation. For instance, the decision to construct the greatest hypermarket in Malaysia at
Kota Baharu is because of extreme interest and bigger land accessible. Be that as it may,
Mydin ought to consider their huge extension as they might be influenced by diseconomies of
scale.

1.3 Promotion

As far as advancement Mydin apply 'me-to-advancement' where Mydin pursue and react to
their opponents promoting systems, for example, obtaining comparable ad board and article
from paper. One of its outlets in Subang Jaya has a computerized announcement, controlled
carefully from its office. This gives quick reaction toward its adversary's promotion. In
addition, Mydin ought to consider having other promoting systems, for example, notice
through site or radio to give nitty gritty data and familiarity with their reality.
1.4 Price

Mydin is outstanding for selling its item at discount value (40% of its business is discount).
When contrasted with its adversary, (Giant, Tesco and Carrefour) Mydin is a most loved spot
for shopping particularly in time of monetary down turn. They gain RM 1.3 billion out of
2009 from RM 1.1.in 2008 [5] . This demonstrates as Mydin develop naturally, they gain
quality in volume, in this way can offer less expensive when contrasted with its adversaries.
Subsequently, the circumstance is impelling its promoting objective.

2. MARKET POSITIONING

Market situating is essential to depict a decent corporate picture and separate Mydin's item
over adversaries. The one of a kind selling point (USP) of Mydin that makes the business
stand out from others is the grasping the idea of Halal (after the dietary law in Islam). As
most Malaysian are Muslim and specific in Halal item, the USP is an additional preferred
position. Mydin well known mottos: "Where everyone can purchase" additionally give an
observation towards the clients that in retail industry, you can purchase item less expensive at
Mydin. Be that as it may, Mydin need to continue the picture by giving things modest and not
furnishing shoddy things with low characteristics. Mydin can see its image to be a deal
brands (at high caliber yet with low cost) despite the fact that it's difficult to continue.
Consequently, with the development and extension procedures, Mydin is moving from
Economy brands towards Bargain brands.

The slogan is in accordance with government's crusade, 'Purchase Malaysian" which teaches
Malaysian to purchase nearby item (Mydin give neighborhood item on its racks). Mydin's
outlet at Subang Jaya has been picked as the spot for display goes to by Prime Minister to
dispatch the crusade. Moreover, Mydin together with Halal Development Council (HDC)
sorted out Halal preparing system course for little and medium-sized business visionaries
(SMEs). The corporate social obligations (CSR) done by Mydin upgrade its picture and will
pull in clients to pick Mydin rather than others.

2.1 Human Resources

2.1.1 Organizational Structure.

Furthermore, Mydin meddle coordination issue of its administrators as the business become
hierarchal taller and more extensive range of control. Correspondence over the authoritative
structure will progress toward becoming tedious and for certain situation might be twisted. To
defeat this, Mydin settle on Microsoft Office Share Point Server 2007 [16] that enables huge
data to be given to all layer of the association and its providers.

2.1.2 Inspiration.

In turning into a market chief, Mydin must have a beneficial representatives to produce
bigger working capital.16.2% of its laborers are outsiders and the remaining are local people.
To make feeling of having a place with work and create teambuilding between laborers, the
organization gives money related and enthusiastic help. As indicated by Maslow's
progression of necessities, individuals are propelled something beyond cash [19] . Mydin
meets the social needs of its laborer by directing birthday parties, social move and between
branch sports.

2.2 Operation Management

2.2.1 Product planning

As Mydin develop, the business may influenced by overtrading because of amassing. This
circumstance can expand cost and later assimilate on the cost of item. Subsequently, Mydin
choose Microsoft Dynamics AX for Retail to connected Just-In-Time stock administration.
The product gives data to its providers and leaders with the goal that the circulation of stocks
runs easily from stores to inventory network. By this, Mydin can be increasingly receptive to
its clients, decrease their earn back the original investment point, and improve income and the
working capital cycle. Subsequently, give upper hand towards its adversary.

3. IMPORTANT FACTOR

3.1 Competition

The primary thing to remember is the challenge. Visit their sites, perceive how they have
improved. You can beat your opposition in the event that you bring a superior item and
utilize better internet advertising procedures. It's about how you present your item. Various
organizations have various methodologies and compelling strategies to pick up a group of
people's consideration. Considering the moves your opposition makes, gaining from their
preliminaries and blunders and finding a procedure that is exceeds theirs is a central factor in
beating the challenge.
3.2 Customer preferences

Know who your clients are. It's about what your clients like. Give them an item that they
would truly focus on and acknowledge and all the more significantly sell it or dispatch it in a
way that will catch the group of spectators' consideration. On the off chance that your clients
see what they like they will wind up purchasing the item or administration. Whenever asked,
about client inclinations, from Jose Carlos Gonzalez Hurtado, one of the universal
representatives; he stated: "I have a mantra I learned in my initial days: "The buyer is the
supervisor". Basic! Also, presently the buyer is increasing on the web, a huge piece of his/her
insight about Brands, about what or where to purchase and so on. Presently numerous
customers shop on the web (and they will accomplish increasingly more frequently)… So
you must be in the net to pick up learning about your purchaser, to impact him/her, to sell… "

3.3 Precise information

Try not to compose a book when clarifying the item or administration. Individuals like exact,
to the point, depictions and basic simple key expressions that catch the client's consideration.
Give them a layman's portrayal and keep it basic and simple. This will upgrade your deals
unmistakably more. Having a site that is anything but difficult to fathom and simple to get all
data and additionally purchase on the web, connect with client administration with no
troubles, is fundamental to making a good impact on potential clients and customers. On the
off chance that your site is anything but difficult to utilize and the items are essentially
clarified with no pointless elaboration of the item or administration then that will hold the
consideration of your client.

3.4 Social media

Social media is one of the most wide spread modes of commercial and what more is a
dispatch than the greatest ad of all. Spread the news in advance on Facebook, twitter and so
on and make a buzz inside the group of spectators. In the event that conceivable let your
clients pre-request the item/administration. Internet based life is one of the least demanding
and best stages for commercial and getting the word around for your huge uncover. Make a
page or record on facebook, twitter, Instagram and so on explicitly for your organization or
your item and get the buzz around. At the point when individuals like what they see, they will
pass on the data which is a viable verbal notice and is very successful too.
3.5 Marketing continuation

Try not to quit getting the message out and advertising once the dispatch is finished.
Consistently is another dispatch day for your item, along these lines, keep at it and transform
your item into a brand with new and overhauled techniques for advertising. Your promoting
is a large portion of the fight so ensure that you make the correct strides while doing that. An
item is on a par with its showcasing and the continuation of that promoting will guarantee
that the purchasers stay inspired by the item or administration you bring to the table. New
administrations, limits and other advancing administrations will truly catch the costumers''
intrigue. When wandering into the business world with another item or administration, you
will consistently be anxious of whether it will go well with the group or on the off chance that
it will be censured by the majority. Be that as it may, the best approach to be less anxious is
by ensuring that you have taken all the vital activities to guarantee that it will be generally
welcomed. All things considered, preparing to dispatch this item or administration has taken
a great deal of diligent work, time and vitality, also a ton of cash. So following a couple of
key principles before you dispatch will guarantee that it is a triumph.

4. STRATEGIC MARKETING PLAN

4.1 Goal and strategies

The vital showcasing plan is never finished without posting the hierarchical objectives and
procedures to be actualized. The objectives illuminate the defense regarding assets underway,
dissemination, and advertising while the methodologies examine the transformation of
focuses into substances. For example, an objective may express the goal to improve brand
acknowledgment and picture while the relating plan characterizes the most proper media or
advancement technique to accomplish wanted outcomes.

4.2 Market opportunities

The arrangement consistently ought to evaluate rising or existing business sector openings
that might be outfit in the short and long haul. By so doing, the organizers effectively can
devote assets to the most encouraging chance.

4.3 Target market defined

It is imperative to characterize the objective gatherings for every one of your items and
administrations. This progression enables you to lead more research on their needs, requests,
and even inclinations to benefit from deals. Additionally, characterize the statistic and
geographic stratification of these gatherings.

4.4 Marketing budget

Last and in particular, a key advertising plan is viewed as complete because of the
incorporation of a reasonable promoting spending plan and the commitment of an execution
period. Extreme choices must be made now. These incorporate the division of obligations and
duties.

CONCLUSION

Mydin has executed colossal development and natural development of its organization. They
attempt to pick up their piece of the pie by ending up increasingly aggressive toward its
adversary. In ending up along these lines, a change all through the association is finished. In
light of the showcasing arranging completed, Mydin is at present on the correct bearing
towards its corporate goals. We can see how Mydin create key promoting blend to effectively
advertise their item. In any case, there is a few territories that ought to be improved and
center around. As far as item, Mydin can attempt to pull in non-Muslim clients by having an
advancement or making a picture of Mydin as a spot for anybody.

Other than that Mydin has wide channel of dissemination. Notwithstanding, Mydin ought to
likewise consider managing diseconomies of scales. One of the decisions is by acquainting
measures with evacuate beneficial wasteful aspects. Mydin may tally the viability of every
one of the business group. The advertising procedures demonstrate that Mydin can increase
higher piece of the pie from its upper hand in advancement and cost.

In situating their item, Mydin had done it well through their USP, trademark and CSR played.
They figure out how to give clear impression of the business to open. Subsequently, they can
acquire clients later on. In activity the board and HR, Mydin attempt to bring together their
administration to frustrate business keeps running at misfortune and to create efficiencies.
Their choice to coordinate with Microsoft Corp. is a correct decision to put Mydin at top
among other key players. Likewise, without ignoring its representatives needs and requests.

Generally, in light of the examination of advertising arranging, activity the executives and
human asset Mydin extension and development techniques is reasonable for the business to
be a market chief in retail industry.
REFERENCE

1. https://en.wikipedia.org/wiki/Mydin

2. https://corporatefinanceinstitute.com/resources/knowledge/strategy/market-positioning/

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