Mba Abstarct
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Summary of Dissertation submitted for MBA (General Management) degree by Philip Derek Stone on CSR Building Materials (M) Sdn Bhd - Pioneering Home Insulation in Malaysia
CSR Building Materials (M) Sdn Bhd “CSRM” has manufactured rockwool insulation in Malaysia for seventeen years. The business operated at full capacity holding significant market share in Malaysia and Singapore until mid 1997. The Asian melt-down resulted in a dramatic decline in sales and supply presently exceeds demand by almost 100%. While the market has stabilised, recovery is likely to be gradual and returns less than satisfactory.
A detailed strategic review identified the development of the Malaysian Domestic Home Insulation market as a strategy that has an acceptable probability of success.
A Test Marketing exercise targeting the Klang Valley began in July 1998 based on a value proposition of Improved Comfort. Early results were more than encouraging but declined as ambient temperatures began to fall.
A detailed review undertaken in January 1999 exposed several flaws in the strategy and identified the need for a survey to gain a better understanding of the customers perceived benefits.
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A media message of reduced energy consumption for air-conditioning and the resulting benefits to the environment failed to have the desired impact. This value proposition would be greatly enhanced if it was supported by the major air-conditioner manufacturers.
The researcher believes that for the strategy to succeed, CSRM needs to focus on customer awareness and this can be achieved through government legislation supporting the product on environmental and economic grounds. Capabilities Based Marketing is used to support this aim and integrate potential networking opportunities with the more traditional marketing concepts.
As at the end of June 1999, the product remains in the market with sales at a level that will result in a close to break-even performance. The results so far are more than encouraging and support the prognosis that the successful launch of a domestic Home Insulation product has the potential to transform the business.
________________________________________________________________________________________ 2
CSR Building Materials (M) Sdn Bhd “CSRM” has manufactured rockwool insulation in Malaysia for seventeen years. The business operated at full capacity holding significant market share in Malaysia and Singapore until mid 1997. The Asian melt-down resulted in a dramatic decline in sales and supply presently exceeds demand by almost 100%. While the market has stabilised, recovery is likely to be gradual and returns less than satisfactory.
A detailed strategic review identified the development of the Malaysian Domestic Home Insulation market as a strategy that has an acceptable probability of success.
A Test Marketing exercise targeting the Klang Valley began in July 1998 based on a value proposition of Improved Comfort. Early results were more than encouraging but declined as ambient temperatures began to fall.
A detailed review undertaken in January 1999 exposed several flaws in the strategy and identified the need for a survey to gain a better understanding of the customers perceived benefits.
________________________________________________________________________________________ 1
A media message of reduced energy consumption for air-conditioning and the resulting benefits to the environment failed to have the desired impact. This value proposition would be greatly enhanced if it was supported by the major air-conditioner manufacturers.
The researcher believes that for the strategy to succeed, CSRM needs to focus on customer awareness and this can be achieved through government legislation supporting the product on environmental and economic grounds. Capabilities Based Marketing is used to support this aim and integrate potential networking opportunities with the more traditional marketing concepts.
As at the end of June 1999, the product remains in the market with sales at a level that will result in a close to break-even performance. The results so far are more than encouraging and support the prognosis that the successful launch of a domestic Home Insulation product has the potential to transform the business.
________________________________________________________________________________________ 2
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