NAME : DEVAN A/L MOROGAN

IC NUMBER : 021230-10-1003

MATRICS NUMBER : BB22110638

COURSE : INTERNATIONAL BUSINESS (UH6345002)

SUBJECT : MANAGEMENT SECTION 3 (BT12303)

FACULTY OF BUSINESS, ECONOMICS AND ACCOUNTING

"Management is about persuading people to do things they do not want to do, while
leadership is about inspiring people to do things they never thought they could." — Steve
Jobs
1.0 INTRODUCTION

Management course is about management and managers in an organization. It ultimately

comes down to managing people toward shared needs and organisational objectives. Additionally,
managers must grasp the proper management process and strategic management to guarantee that
organisational goals are successfully attained in the context of globalisation and the constantly
changing world they must navigate. Planning, organising, leading, and controlling are the four
fundamental management tasks of an organisation that are covered in this course. This course requires
students to choose any company (MNC or SME) from any country and write a case analysis report.

This project aims to make students learn on doing a case study about a company. The writing
is about the implementation of this case study. This information includes about SWOT analysis of the
organization, ethical issues in business and stakeholder’s needs and recommendations to solve the
ethical issues.

The company that I selected for my case study is MR.DIY, legally MR D.I.Y. Group Berhad,
is a Malaysia-based home improvement retailer. It is a part of MR D.I.Y. Group Berhad, and provides
home improvement products for do-it-yourself projects through online and offline stores. MR.DIY
first store was opened on Jalan Tuanku Abdul Rahman inn July 2005 and has established itself as the
leading regional reseller of home improvement products, with locations all around Malaysia.

MR DIY has 800 stores throughout Malaysia till date. The majority of MR.DIY stores have
an average of 10,000 square feet each, making for a relaxing and enjoyable family shopping
experience. MR DIY serves more than 80 million customers yearly at all their stores in Malaysia and
Brunei as well as their online store. At order to operate as a minor anchor tenant in Lotus's, Giant,
AEON, and AEON BIG, all MR.DIY stores are managed directly and in conjunction with major
merchants and mall owners. MR DIY offers a wide selection of average 18,000 variety of products.

MR DIY vision is “To be the largest home improvement retailer in Malaysia and Brunei”.
Their mission is “To create a globally recognized retail brand. To offer diverse retail experience
catering for different customer segments. To maintain wide variety, good quality and value for money
; holding through of our Company’s motto “ALWAYS LOW PRICES”. MR DIY has been showing
their development year by year. For example, at this last five years, MR DIY’s 250 th store opened at
Palm Square Commercial Centre in Papar, Sabah, Malaysia in 2017. In Kuala Lumpur, Malaysia's
Mid Valley Megamall, MR.DIY opened its first flagship store in 2018. They also launched their own
dedicated e-commerce website, www.mrdiy.com.my.

A new company called MR.TOY was established by MR.DIY, MR.TOY offers a wide range
of toys that are always fun at affordable prices and the 500th location of MR.DIY opened in Petaling
Jaya in 2019. On 2020, at Jalan Niaga Bestari, Bandar Puncak Alam, Selangor, Malaysia, MR.DIY
opened its 600th store and they launched a new business venture MR.DOLLAR, MR.DOLLAR offers
a wide range of products at always RM2 or RM5.

MR.DIY has also received many awards every year. Recently, MR.DIY has received four
awards in year 2022, which is The Edge ESG Award-Equity Category (Newcomer) ; World Branding
Awards-Retailer-Home Improvement Category (Regional Tier) : Winner ; Deloitte Malaysia Best
Managed Companies Awards 2022 and Frost & Sullivan Best Practices Award 2022 – Malaysia
Home Improvement Retail Company of the Year Award.
2.0 SWOT ANALYSIS

The SWOT analysis can be used by managers at MR DIY as a strategic planning tool to perform a
situational analysis of their business. A wise course of action is to identify the existing Strengths (S),
Weaknesses (W), Opportunities (O), and Threats (T) that MR DIY is experiencing in its present
business environment. By thoroughly analysing and refining the SWOT analysis, MR DIY maintains
its market-leading position. SWOT analysis requires effective communication between many business
divisions, including marketing, finance, operations, management information systems, and strategic
planning. It is a highly participatory process.

Firstly, Strengths are the areas in which the company excels and which support the
organization's ongoing success. These provide the foundation of the organization's future success and
will help achieve its objective. According to the survey that gone through by students from Business
Administration (Hons.) International Business (BA246 5E) course in University Teknologi Mara, the
strengths of MR DIY is they provide ‘bulk order’ section for businesses. They also have easy and
strong site navigation, MR DIY can be found easily anywhere in Malaysia. For example, there are
nearly 10 MR DIY outlets in Kota Kinabalu. Moreover, customers will face a quick checkout process,
this thing makes shopping easier for customers. MR DIY also have multiple payment methods, it
makes the customers feel convenient to shop here. Customers also can purchase using credit card.

Secondly, Weakness is something which stops an organization from performing at its

optimum level and negative factors that detract from your strengths. According to the survey that
gone through by students from Business Administration (Hons.) International Business (BA246 5E)
course in University Teknologi Mara, the weakness of MR DIY is poor advertising. They don’t
concentrate on advertising their product or their outlet to the public because it costs time and money.
Next, MR DIY is less attractive and unappealing. Moreover, MR DIY is lack of website optimization
and lack of mobile support. They are not focusing on getting updated at time because they are getting
high gross margin without doing any of this promotional activity.

Thirdly, Opportunities is favourable external factors that could give an organization a

competitive advantage and openings or chances for something positive to happen. According to the
survey that gone through by students from Business Administration (Hons.) International Business
(BA246 5E) course in University Teknologi Mara, the opportunity for MR DIY is massive
improvement on marketing and advertising. MR DIY is already doing good without having a proper
marketing strategy, so if they take initiative on having a proper marketing strategy, MR DIY will face
a massive growth on their sales. Next, MR DIY can provide a better landing page by having their best
interests in mind. Moreover, MR DIY can improve their website layout. They should create a good
first impression by arranging all the visual elements attractively
 Lastly, Threats is external factors that may produce a negative impact on an organization,
areas with the potential to cause problems different from weaknesses, threats are external and ‌out of
your control. According to the survey that gone through by students from Business Administration
(Hons.) International Business (BA246 5E) course in University Teknologi Mara, the threats could
face by MR DIY is rise of e-commerce business. E-commerce business is a business model where
buyers and sellers exchange goods and services with consumers over the internet. People nowadays
are more interested in handling sales via online because it is more convenient for them. Next,
competitors with attractive website. Customers can get attracted with creative websites. For example,
Shoppee has known as a attractive website and has been receiving good reviews for their perfect
service. Finally, cyber security, threat of a malicious attack by an individual or organization
attempting to gain access to a network, corrupt data, or steal confidential information. It is obvious
that MR DIY does not have a very strong database, so it will be a piece of cake for hackers.
3.0 ETHICAL ISSUE

Ethics are the standards of right and wrong that influence behaviour. These standards may vary
among countries and among cultures. Ethical behaviour is behaviour that is accepted as “right” as
opposed to “wrong” according to those standards. Ethical dilemmas often take place because of an
organization’s value system, the pattern of values within an organization. Values are the relatively
permanent and deeply held underlying beliefs and attitudes that help determine a person’s
behaviour, such as the belief that “Fairness means hiring according to ability, not family
background.” Values and value systems are the underpinnings for ethics and ethical behaviour.
Organizations may have two important value systems that can conflict the value system stressing
financial performance versus the value system stressing cohesion and solidarity in employee
relationships.

Most moral firms seek to foster the moral bravery, beliefs, and effectiveness of their
workforce. To achieve maximum productivity, a variety of workplace components must be present.
Unfortunately, ethical issues still exist in the workplace. If a business disregards these threats, it could
also suffer legal ramifications. It is crucial that a business recognises and properly handles these
problems.

MR DIY also faced an ethical issue in their workplace. According to Free Malaysia Today
reporters April 7, 2022 7:38 PM, a racial discrimination issue happened, An employee encounters
racial discrimination when they believe they are treated unfairly because of their race, colour, or
ethnic background. Racial discrimination is defined as the practise of treating one person less
favourably than another in a similar circumstance on the basis of race or descent. The issue was
“Action taken against employee over racial discrimination, says Mr DIY”. This issue also was
published on focusmalaysia.my website by Cheah Chor Sooi on 8 th April 2022. The home
improvement company Mr DIY Malaysia has condemned the actions of a worker who rejected a lady
applying for a job on the basis of her race. This follows allegations of discrimination against Indians
by a Mr DIY employee in Bangi, Selangor, made by a TikTok user, @itsbrownbarbie.

“If the Malay manager or supervisor are not keen to employ Indians, just be upfront about it that ‘we
don’t hire Indians to work here’ … Don’t hurt the person because he/she is born dark-skinned,” she
said in her posting.

“Earlier this afternoon (April 7), my sister went to the MR DIY Bandar Seri Putra outlet to look for a
job and were told by the supervisor that he/she has received a text from the outlet manager not to hire
Indians.
“So obviously as a sister, I feel irritated as I’ve encountered similar situation before in Mid-Valley
whereby the Chinese manager told me that “I don’t want an Indian, I want a Malay” … hello, hello
then what should we Indians do? We also have the same stomach as you guys … we eat the same rice.

“I’m stressed that racism still exist in Malaysia … I’ve many Malay friends who don’t behave like
that … If you want to work in MR DIY, you only need a pair of eyes and two hands and two legs.
Arrange things using hands and use legs to walk and use eyes to scan and put things into the plastic
bag.”

Free Malaysia Today who broke the story mentioned in a statement that MR DIY said the
company conducted an immediate and thorough internal investigation about this matter. MR DIY
released a letter regarding this issue on 7th April 2022.

In that letter, they have mentioned that

“We confirmed the behaviour of the specific employee. It was found to be unacceptable and in
violation of our policy on diversity and inclusion. Appropriate action is being taken to resolve the
matter

Additionally, MR DIY has reached out to the affected individual to express our regret over the
incident, and to offer our sincere apologies

MR DIY would like to reiterate that we do not accept any behavior in violation of our policy on
diversity and inclusion and will make every effort to prevent such occurrences in the future

We are an equal opportunity employer and a proudly Malaysian company.”

4.0 RECOMMENDATION IN SOLVING ETHICAL ISSUE

Racial discrimination is a global issue and being a very serious problem in Malaysia, it also being
commonly ignored. This problem has to be taken care and there are some ways to overcome.

Firstly, Implement anti-racism into your training, practice, and ethical principles.. Anti-racism
training should never be conducted merely to check a box; rather, it should inform and inspire change.
It takes more than training to change people's perceptions. Due to implicit prejudice, racism is present
in attitudes, cultural messages, stereotypes, and beliefs. Companies can actively minimise bias by
implementing procedures, rules, and expectations that support the development of a diverse and
inclusive culture. Racism, in any form, should never be overlooked, excused or tolerated, regardless
of someone’s rank or title.

Secondly, Spreading Knowledge. Employers can help raise awareness by offering tools that
teach people about racism's history and culture. Unfortunately, victims of racism frequently keep
quiet out of concern for revenge or harsh judgement. Racial discrimination needs to be made more
widely known. Justifying or tolerating one racist remark sends the message that racism is okay. This
is how harmful cultures proliferate. 

Finally, Identify the necessary skill sets for the application. Employers should be clear about
the qualifications needed for the position so that any possible candidates may quickly comprehend the
skills and responsibilities involved. When choosing talents, you should be objective and make sure
that they are simple for people from all backgrounds to master.
Sources

 https://www.freemalaysiatoday.com/category/nation/2022/04/07/action-taken-against-
employee-over-racial-discrimination-says-mr-diy/
 https://mrdiy.zendesk.com/hc/en-us/articles/4402752562457--General-MR-DIY-Background
 https://www.studocu.com/my/document/universiti-teknologi-mara/business-administration-
hons-international-business/website-swot-analysis/15245255
 https://www.mrdiy.com/page/corporate-governance/
 https://focusmalaysia.my/mr-diy-we-dont-condone-racism-we-are-an-equal-opportunity-
employer1/
 Page 331, Seventh Edition, Management, A Practical Introduction
 Page 124-125, Seventh Edition, Management, A Practical Introduction