Escolar Documentos
Profissional Documentos
Cultura Documentos
GSM 1997 25
By
Also, special thanks to my wife, Lee Siah, and all those who have supported
me when I needed encouragement and help.
Table of Contents
....
...
2. COMPANY BACKGROUND
3. PRODUCTS
....................
4. SALES PERFORMANCE
5. BRAND AWARENESS
.......
. ....................... ..............................................
20
27
29
. ........... ..
30
.................. . ..........................
33
34
36
39
40
41
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.. ........................ ...
43
.............................. . ............ .. .
47
50
. .... . .................. ... .......... ........... ......... ...... . .... . ....... .... ..............
52
Strengths
SWOT Matrix
55
56
57
61
........
....
C.
D.
RECOMMENDED STRATEGy
E.
CONCLUSION
..
54
SPACE ANALYSIS
SPACE Chart
..................
.........
Weaknesses .
B.
14
11. CONCLUSiON
..............
6. AVAILABILITY OF RESOURCES
A.
........................................ . ........
..
62
71
.. ............. ......... ....... ..... ............. ..... ... .... ........ . ..............
79
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...
Part 1:
CASE WRITING
-2 -
1.
CRITICAL INCIDENT
of
10.4%
13.7%
how tough the situation we are facing in the next few years!"
said Mr .
Leong, "A management meeting will be held on 1st December 1997, that is
about one month from now. We are asked to present a marketing plan on
that day!"
-3-
2.
COMPANY BACKGROUND
in
10
countries,
including:
Japan,
Singapore,
Malaysia,
Each
-4-
. Sales Admin.
Dept
- 5 -
ENTREPRENEURSHIp
PARTNERSHIP
FAIRNESS
CUSTOMER
SATISFACTION
GROWTH
PEOPLE
CITIZENSHIP
PROFIT
- 6-
Automotive refinish;
Marine paints.
-7-
10%
Marine Paint
5%
5%
Industrial-use
20%
-8 -
3.
PRODUCTS
corrosive
and
destructive
environments),
Cationic
Electro
in fluid form, which when dried will leave a continuous hard firm. There are
two majo r usage of paint:
1. to protect the substrates from chemical attack, abrasion, corrosion, etc.
2. to decorate the substrates through its gloss; hue , and textures.
-9-
Table 1:
PIGMENTS
BINDERS
ADDITIVES
SOLVENT
PR IMER or SEALER
U NDERCOAT
TOP FI N IS H I N G COAT
- 10-
final coat of paint applied to give the decorative and protective properties
as a full paint system.
Table 2:
UNDERCOAT
Nippon Weatherbond
Super Matex Emulsion Paint
Super Watex Emulsion Paint
Super Vinilex 5000 Emulsion Paiht
Nippon 9000 Gloss Finish
Nippon 9000 Aluminium Paint
Nippon Satin Glo
Nippon 3-in-1 Elastomeric Paint
Nippon Q-Lite Emulsion Paint
Nippon Q-Lac Gloss Finish
Nippon Polyurethane Finish
Nippon PU Recoatable Finish
Nippon Floor Dressing
Nippon Timber Finish
Nippon Tilelac Texture Finish
Nippon Roof Coating
- 1'j -
Besides, NPM was also the market leader in supplying paint to the
local motorcycle industry. It gained about 80% market share in this area .
- 12 -
substrate corrosion and weather elements and thus enhanced their life
span .
- 13 -
4.
SALES PERFORMAN CE
40,000,000
:i!
::
..J
30,000,000
25,000,000
20,000,000
p<"""
35,000,000
f}j
roo
200,000,000
180,000,000
160,000,000
140,000,000
120,000,000
,,
rx
15,000,000
80,000,000
..J
40,000,000
II
5,000,000
-
0
0)
0)
......
a;
0)
......
N
0)
0)
......
C")
0)
0)
......
20,000,000
I
..,.
0)
0)
......
10
0)
0)
......
U)
0)
0)
......
YEAR
- 14 -
100,000,000
60,000,000
10,000,000
c:::JSALES
VOLUME
(lit.)
-SALES VALUE
(RM)
In term of sales value, NPM recorded more than 11% growth annually
throughout the years, except for 1995, which achieved only 5.4% growth
rate . I n that particular year, a major price increase of NPM's products due
to increase of raw material prices had affected the company turnover. I n
1996 , N P M had earned RM197 .2 million, i.e., an increase of 122%
co'fn pared to 1990. I n term of volume, it registered
1990 to 1996 .
- 15-
The number of vehicles on the road was growing for the past few
years. This had resulted in an increase in demand for 'touch-up' and 'total
re-spray' automotive refinish paints. Sales of Nippon Automotive Refinish
recorded moderate increases throughout the years.
Table 3:
SALES (RM'OOO,OOO)
29.78
33.26
36.49
37.86
42.01
39.97
41.31
GROWTH RATE
12%
10%
4%
11%
-5%
3%
SALES (RM1000,000)
GROWTH RATE
3.23
4.78
6.96
9.39
13.23
14.38
17.39
48%
45%
35%
41%
9%
21%
- 1 6-
YEAR
1990
1991
1992
1993
1994
1995
1996
SALES (RM'OOO,OOO)
GROWTH RATE
0.20
0.28
40%
0.76
173%
0.88
16%
0.68
-23%
0.53
-22%
0.96
8 1%
SALES (RM'OOO,OOO)
GROWTH RATE
0.90
1.63
8 1%
1.75
8%
1.82
4%
2.61
43%
2.18
- 16%
2.46
13%
SALES (RM'OOO,OOO)
GROWTH RATE
0.24
0.51
1 18%
0.9 1
76%
1.56
72%
2.45
58%
2.73
1 1%
3.5 1
29
SALES (RM'OOO,OOO)
GROWTH RATE
0.0 1
1.90
20,285%
3.32
75%
SALES (RM'OOO,OOO)
GROWTH RATE
1.07
1.23
- 17 -
15%
SALESJRM'OOO,OOOl
GROWTH RATE
12.54
14.47
15%
15.77
9%
16.24
4%
2 1.52
32%
2 1.9 1
2%
2 1.46
-2%
SALES (RM'OOO,OOO)
GROWTH RATE
0.89
1.53
72%
0.31
-80%
SALES (RM'OOO,OOO)
GROWTH RATE
0.55
0.72
3 1%
0.98
37%
1.40
45%
1.47
5%
SALES (RM'OOO,OOO)
GROWTH RATE
0.26
0.5 1
97%
0.76
49%
0.73
-4%
0.9 1
25%
SALES (RM'OOO,OOO)
GROWTH RATE
4.36
4.06
-7%
4.25
5%
4.47
5%
5.02
12%
5.64
12%
6.44
14%
- 18 -
SALES (RM'OOOLOOO)
OROWTHRATE
0.72
2 12%
0.98
37%
0.23
1990
1991
1992
1993
1994
1995
1996
1.04
6%
1.37
32%
1.57
14%
1.54
-2%
SALES (RM'OOO,OOO)
GROWTH RATE
( N) PYLOX
YEAR
1990
1991
1992
1993
1994
1995
1996
0.52
..
0.78
50%
0.93
19%
1.06
14%
1.4 1
33%
2.07
47%
3.16
52%
- 19-
5.
BRAND AWARENESS
NPM had been in Malaysia for 30 years. It was presently the largest paint
producer in this country , enjoying about 27 % market share . Its products
were particularly well received as high quality products in construction and
industrial sectors . NPM had appointed more than 2,500 dealers in all
strategic locations and upcoming towns in order to bring its product nearer
to its customer so as to widen its customer base. To further shorten the
delivery time to the customers, 1 5 sales cepots were set up throughout the
country, i .e . at least one in every state, to stock up the paints. More than
RM3 million was spent each year to advertise its products in all type of
media , including television, magazines , newspapers , etc. Despite all this , it
was found that the brand awareness on Nippon Paint's products was still
behind its closest competitor , lei Paint. "Every time people mentioned
about paint, they automatically relate it to IC/. I think this is. mainly because
they had been here for more than
afford to spend a
RM3.3
45
following
are
some
of
- 20-
the
statistics
obtained.
92(1)
92(2)
-!
I
92(3) 11
92(4) -u-
f!.
m
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......
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\
,
93(1) -I-t,
93(2)
93(3)
93(4)
H'
i
"T1
cQ'
e
94(1)
94(2)
::a
94(3)
94(4)
'-
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D'J
95(1) -1-:1<
i
95(2) Ii
"
:x
m
Z
"'C
C
95(3)
95(4) -(I(
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96(1)
96(2)
96(3)
96(4)
97(1)
97(2)
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