Mahe International Sdn Bhd

Applying Data Analytics to Improve Business Strategy and Market Reach

Abstract

This teaching case explores the strategic challenges faced by Mahe International Sdn. Bhd., a Malaysian apparel company seeking to expand into the outside Klang Valley market. The case focuses on how small- and medium-sized enterprises (SMEs) leverage data analytics to support expansion strategies in highly competitive environments. Akash, the Managing Director, is confronted with critical decisions regarding market entry, product positioning, pricing, and supply chain arrangements. The urgency of these decisions is heightened by an upcoming Board meeting, where he must present a comprehensive and evidence-based plan for the company’s expansion. The case illustrates key theories of business strategy, data-driven decision-making, and SME competitiveness in the markets. It demonstrates how data analytics can improve market insights, identify consumer trends, and support operational efficiency. Designed primarily for undergraduate and postgraduate courses in management, international business, and accounting, the case also incorporates analytical elements suitable for courses in business analytics. This case belongs to the category of decision-oriented teaching cases, where students are placed in the role of decision makers. By engaging with the case, learners will enhance their understanding of market entry strategies, the role of analytics in SME growth, and the challenges of operating in dynamic market.