Research on Poh Kong Jewellers Sdn Bhd

INTRODUCTION

In Business Economics ( MEA2013 ) we must do the report of company analysis. Each group have to choose a company to analyse and our group choose Poh Kong Holdings Berhad. The objective of the company analysis assignment is to analyse the market of company through the examination of the perfect competition, monopoly, monopolistic competition and the oligopoly market structures, to evaluate the company pricing strategies based on the market structure, to interpret the Islamic perspective in the company management and to analyse the uses of Blue Ocean Strategy in the company.

COMPANY ANALYSIS

1) Backgrounds

On 26 March 1976, one of founder Dato’ Eddie Choon established Poh Kong Jewellers, a partnership at Jalan 52/4, Petaling Jaya. In 1982, the first branch with 1500 square feet area and 20 employees was opened in SS 2 Petaling Jaya to expanded its operation. Since then, Poh Kong expanded gradually and now the company got around 100 outlets across the country. In March 2004, Poh Kong was listed on the Main Board of Bursa Malaysia and acknowledged by the Malaysia Book of Record as the ‘ Largest Jewellery Chain Store ‘ in Malaysia. Poh kong well known as the sector leader in terms of both sales revenue and the number of retail outlets in the company. The core business philosophy of Poh Kong is Quality, Value, Trust, and Choice.

2) Core Business, Product Line and Services

Poh Kong core business is the manufacturing of jewellery and gold ornaments. Its products are divided into international, Diamond and Gem, Jade, Wedding, Gold and Festive Collection and they provide services like buy check, corporate sales and easy payment check.

3) Marketing

The company is focusing more to expand their market locally and internationally. Promotional activities include event highlight like competition of Make Love Memoirs, discounts for Leap Month and Parents, Day Campaign, sponsored for Miss Tourism International 2011 and 2010 and Road Shows. Besides, Poh Kong also participated in the Shanghai World Expo 2010 to promote their product internationally.

4) Swot analysis

Strength

The strength that Poh Kong Have is the large distribution network. Now, Poh Kong have around 55 retail outlets across eight states. The number of retail outlets Poh Kong have many then other competitor like Habib Jewel(10 fine boutiques) and Degem (17 showrooms nationwide).

In addition, Poh Kong also provide variety of unique and interested design customer than Habib Jewel. Habib Jewel only provide a few of unique and interested products. Look at the appendix. Poh Kong provide more choices