noor arfa batik
TRANSCRIPT
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STRATEGIC MARKETING MANAGEMENT
PRESENTED BY:
NOOR ASIKIN AB RAHMANNORLINZAH TOLIM
SHERILL AIDA MD SIRINNORAZLINA YACOB
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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
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• 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.
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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.
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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
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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
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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
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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
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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.
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• 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.
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• 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
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• 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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