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Isetan Malaysia Localization Strategy

Good Essays

RETAIL BUSINESS

Since 1985, Malaysia has seen unprecedented growth in retail business. International names like Tesco, Jusco, Carrefour, Isetan, Cold Storage to name a few have made their presents felt among the consumers in the country, influencing the consumers buying behaviour, and affected by these very same consumers in their business strategies and policies (Elle Morena, 2014)

Their business models have led to low prices and good quality products. This is also the outcome of supply strategy of high volume purchases, and in the process developing strong supply community.

Local mom and pop retailers, though are making a hue and cry about the almost monopolistic business practices by these big retailers, have found new means of …show more content…

Clothing in terms of fashion and design need to be accepted by the local buyers. Electrical appliances on the other hands require local standard specification before it can be accepted by SIRIM to be sold in the country.

As a multinational, the local managers need to have a good insight with the competition around their business physical environment. A department store needs to be clear on who are having similar business concept around the area especially if it depends on the buyers within the area. Within the golden triangle of Kuala Lumpur alone there are a few shipping complexes and department stores. Buyers will ultimately buy from the stores that give them the maximum benefit and utility.

Many organizational structures become obsolete in dealing with the localization needs. How to deal with the function of merchandizing and the needs for a merchandizing manager? A de centralized merchandizing manager may be best to facilitate localization, it however increases the overhead cost of the group. On the other hand, a centralized manager may not be effective to support localization.

Scale still matters to achieve the cost effectiveness of purchases. However, scale at localization may not be fully maximized. This requires the managers to work together and be coordinated at international level without neglecting information and the needs of the local customers. Localization can actually improve and minimize the complexity in aggregate. Questions like "should

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