Al-Hikmah Company

Abstract

This case study was about printing industry in Malaysia. The researchers are interested in printing industry because printing industry in Malaysia grew rapidly in last decade. When the computer software and hardware technology go through a big revolution and big improvement, the printing sector is growing as the same path. The objective of the case study are Identify strategic management activities of the company, perform internal and external environment assessment and generate strategic alternatives for short term and long term plan for company. In this case included Background and history of the company, Internal and External issues, Financial and Marketing, Products, Supplier, Industry and competitors. Moreover,our group come out with the Situation Analysis in order to make the profit and sustain competitive advantages for the company. The case conducts preliminary research on the issue/company by asking contact for information and visit the company to conduct interviews with company’s key decision makers.

            Al-Hikmah is a company that is in the field of printing and long experience in the printing industry in Malaysia. The company has a wide variety of printing services with offset printing process. The company use offset printing to produce large volumes of high-quality documents. Al-Hikmah is a small printing company and it is the family business. Rusni @ Nural Aini Abdul Rashid and Zaidi Abdul Jalil are established and driven the company since 1991. They both work at a head of any position and assign the job to their workers directly.

Al-Hikmah has variety products which are Cards, Posters, Brochures, Catalogues, Books, Calendars, Name cards, Letter Heads and Paper Bags. The best sellers are Books and wedding cards. Al-Hikmah’s marketing strategy was to target both organizations and individuals. It sold directly to organizations by making the proposal to them about its products and services. For the individuals, Al-Hikmah was using the word of mouth through its regular customers. Al-Hikmah’s marketing campaigns were based on seasonal, special occasion and event. Major competitors in this company included Chinese company printing and Malay company printing.