STRATEGIC MARKETING MANAGEMENT

PRESENTED BY: NOOR ASIKIN AB RAHMAN NORLINZAH TOLIM SHERILL AIDA MD SIRIN NORAZLINA YACOB

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

 Vision
Noor 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.

Mission
It 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.

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.

EXTERNAL ANALYSIS (EFE) MATRIX

OPPORTUNITIES 1. Government policy 2. Technology in Batik industry 3. Trend of Batik 4. Increase demand for international market THREATS 1. Competitors 0.15 1 0.15 WEIGHT 0.14 0.18 0.12 0.20 RATING 2 3 2 3 WEIGHTED SCORE 0.28 0.54 0.24 0.60

2. Shortage of raw materials

3. Weather 4. Suppliers TOTAL

0.08
0.06 0.07 1.00

2
1 2

0.16
0.06 0.14 2.17

COMPETITIVE PROFILE MATRIX (CPM)

Critical Success Factors Product Quality Noor Arfa Batek Nordin Batik Sutera Semai

Weight 0.26

Ratin g 3 3 3 4 2

Score 0.78 0.30 0.45 1.20 0.38

Rating 3 2 2 3 1

Score 0.78 0.20 0.30 0.90 0.19

Rating 2 3 2 2 1

Score 0.52 0.30 0.30 0.60 0.19

Price Competitiveness Financial Position Management Market Share Total

0.10 0.15 0.30 0.19

1.00

3.11

2.37

1.91

INTERNAL FACTOR EVALUTION (IFE) MATRIX

STRENGHTS 1. Monopoly 2. Opportunity of potential market 3. Government support WEIGHT 0.25 0.14 0.11 RATING 4 3 3 WEIGHTED SCORE 1.0 0.42 0.33

4. Aggressive promotion
5. Quality standards WEAKNESSES 1. Design factor 2. Expertise 3. Investment

0.10
0.12

3
4

0.30
0.48

0.08 0.09 0.11

2 1 2

0.16 0.09 0.22

TOTAL

1.00

3.00

SWOT ANALYSIS
STRENGHTS 1. Monopoly 2. Potential market 3. Government support 4. Promotion 5. Quality standards OPPORTUNITIES 1. Government policy 2. Technology 3. Trend 4. Demand for international market THREATS 1. Competitor 2. Shortage of raw materials 3. Weather 4. Suppliers S5O4 Expand market internationally (4) S2O4 Innovation and adding new product extension (2) S1T1- Defence strategies (1) S5T3 Develop new technology (5) WEAKNESSES 1. Design factor 2. Expertise 3. Investment

W3O2 Investment on technology (3) W2O3- Highly skilled worker to predict trend in the future (6) W1T1- Provide training centre (8) W3T2- Own raw materials (7)

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.

 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.

 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

 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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