INDIVIDUAL ASSIGNMENT

INTRODUCTION TO MARKETING

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MKT410

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CASE STUDY ON THE MARKETING
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ENVIRONMENT
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NORAFIFA MOHD ARIFFIN

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NAME: NUR ATHIRAH IZLEEN BT MOHD IZHAB

STUDENT ID: 2020988021
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GROUP: HM245/B2

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 TABLE OF CONTENT

NO TITLE PAGE NUMBERS

1. Introduction 1

2. Micro environment forces that are faced by the company 2-3

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3. The impact of those forces towards the company 4

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4. Recommend the best solution for the company on how to 5
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deal with the impact

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5. Conclusion 6
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6. References 7
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 A) Kamdar Group (M) BHD is an investment holding company involved in
clothing and textile business. It operates through textiles and segment investment
Management. Textile Segment retail products based on textiles and textiles in the
retailing industry. The segment of investment Management provides management
services and investment holding.

Kamdar is famous for its various fabrics and quality of clothing and textile
products. There are many varieties offered by Kamdar company like clothing for
women, men, children's clothes, Indian clothing and school uniforms etc. Kamdar
becomes the largest clothing store in Malaysia, has many products offered. They
provide clothing for women among decorative fabrics, traditional clothing and
modern fabrics. Although many economic downturn occurs but Kamdar remains a

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competitive local supermarket. It also offers a wide range of textiles and fabrics at an

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affordable price.

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 B) The aims of marketing management are attract and build the customer
relationship by create value and satisfaction of customers. However, just only
marketers cannot do it, their success also base on many actors in the company’s micro
environment include company, suppliers, marketing intermediaries, customers,
competitors and public.

The company

This combines all the company internally groups like financial, research, management,
development and etc. Kamdar as company has a very highly talented and energetic
employees to achieve their goals such as to have variety of design and collection of
muslimah fashion.

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Suppliers

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A company is a good as its supplier. Kamdar has a good relationship with its suppliers.
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This gives Kamdar an advantage on its components in getting good quality and
reliable material where the products are made from cotton and to get it must processed
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from the tree. Otherwise, shortage of material or increase in price can effect Kamdar’s
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sales volume.
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Marketing Intermediaries
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These are the firms that help an organization to sell their products to consumers.
Kamdar has many retailers, distribution centers and marketing agencies to help them
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reach to the masses. This is a common form of distribution in products and brands that
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seek high-quality images.

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 Customers

The main purpose for the existence of most organizations is to satisfy the needs and
wants of the customers. The enterprise aims to please the customer and earn a profit in
return.

Competition

In order to be successful a company must provide its customers with high customer
satisfaction and in order to do that it must stand out from the rest. Kamdar's company
has created and designed attractive products to encourage customers to come and buy.
Therefore, Kamdar himself devised a strategy to transform and innovate in terms of

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packaging, design and diversity of patterns and colors of marketed fabrics compared

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to other brands.

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The public
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Public are the especial groups because they have ability of causing negative or
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positive effects on firms not by purchasing products, but by potential impacts on

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organization. Most of firms which apply societal marketing strategy have public as
the efficient tool for their business for instance, Kamdar itself identify and
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effectively communicate varying points of view and needs to well-defined targets.

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 C) Throughout its 33 year history, Kamdar has grown steadily in terms of both the
number of outlets and market share across peninsular Malaysia, well respected for the
quality and affordability of its products. In addiction, the impact that Kamdar have to
face is when they got other competitor in the field of textile such as Jakel Trading Sdn
Bhd and Gulatis Exclusive Sdn Bhd. They are in the same field of textile and compete
together.

Besides, the challenges facing with big companies. For example, Nagoya Textile and
Textile Jackets and supermarkets in Malaysia. So Kamdar's company has created and
designed attractive products to encourage customers to come and buy. Therefore,
Kamdar himself devised a strategy to transform and innovate in terms of packaging,
design and diversity of patterns and colors of marketed fabrics compared to other

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brands.

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Next, they do not have a regular customer. Customer demand for the products and
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services offered will affect the company's ability to operate. In short, it is not
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uncommon for a business start up to realize that the customer is still unaware of the
benefits of the product being offered.
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 D) One of the recommendations to the problem of shortage of workers in this
company is to expose employees to entrepreneurship training programs openly and
freely offered by entrepreneurs. Through this program, work knowledge and skills can
be enhanced with the demands of change within their scope of work.

Therefore, researchers say entrepreneurship is important for a country as it is the

catalyst for change and economic growth. The production of different types of
products and services can increase revenue and create more job opportunities.
Innovation is a key component to economic growth in building new products or
services in the market and is also aimed at reducing losses.

In terms of technology, online business development. A growing online business is an

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opportunity for businesses to grow. Customers can visit the website

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www.kamdar.com.my to make a quick reservation or to see the latest fashion.

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In summary, there are some recommendations that the Kamdar Group (M) Berhad
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should make. Among these are the researchers suggesting that the owners of the
company and their employees should work harder to get regular customers to the
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business.
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 Conclusion

The accomplishment of Kamdar shows how far the branding and valuable service
deliver be able to come in affecting further than splashing one’s logo on a billboard. It
had fostered influential identities by building their retailing thought into a bug and
spending it out the society via a diversity of channels, culture funding, political
argument, consumer knowledge and brand expansion.

In a large group like Kamdar strategy must be analysed and implemented at different
levels within the hierarchy. These deserve levels of approach should be interrelated
and equally supporting. Kamdar’s strategy at a business level defines the businesses
in which Kamdar will struggle, in a way than focuses property to exchange

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characteristic capability into competitive advantage.

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 REFERENCES

Martin Luenendonk. 2014. Understanding the Marketing Mix Concept. Helsinki,

Finland. https://www.cleverism.com/understanding-marketing-mix-concept-4ps/

Hanim Adnan. 2005. Kamdar Fasions New Image. Petaling Jaya, Kuala Lumpur.
https://www.thestar.com.my/business/business-news/2005/03/21/kamdar-fashions-ne
w-image

Kamdar Group. 2004. Annual Report. Kuala Lumpur, Malaysia.

http://disclosure.bursamalaysia.com/FileAccess/apbursaweb/download/?name=EA_D
S_ATTACHMENTS&id=139703

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Heidi Coihen. 2019. 4Ps Of The Marketing Mix. Texas, USA

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https://heidicohen.com/four-ps-of-marketing-mix/
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Kamdar Sdn Bhd. 2015. Welcome to Kamdar. Kuala Lumpur, Malaysia.
https://kamdar.com.my/corporate/about-us/
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