Bonia's Company

Topics: Marketing, Financial ratio, Retailing Pages: 22 (6130 words) Published: December 17, 2012
1.0 Bonia’s Company Profile
1.1 Establishment of Company
Bonia Corporation Berhad was founded in 1974 by Mr. Chiang Sang Sem, Group Executive Chairman, who started the business in designing, manufacturing and wholesaling of leather goods in Singapore. His inspiration behind the name “BONIA” came from the artwork by Giambologna, a 16th century sculptor when he visited the Leather Trade Fair in Bologna (Italy). He then registered Bonia as a brand name in 1977. 1978 was the year that Bonia entered into the Malaysian market and by 1980, Bonia became a market leader in Singapore and Malaysia due to their aggressive advertising and promotion exercises. The first boutique was opened in Singapore in 1981 and subsequently in Malaysia in 1988. By 1990, Bonia managed to penetrate the market in Indonesia, Hong Kong, Brunei and Taiwan and actively participated in International Leather Trade Fair in Germany, Italy, Middle East, Hong Kong and Singapore. A monumental feat, Bonia was listed on the Second Board of Kuala Lumpur Stock Exchange (KLSE), Malaysia on 23rd August 1994. However on 23rd April 2007, Bonia was transferred to the Main Board of Bursa Malaysia. Currently Bonia Corporation has a network of over 700 sales outlets and 70 boutiques throughout the world including countries like Singapore, Malaysia, Japan, Taiwan, Hong Kong, China, Thailand, Vietnam, Indonesia, Brunei, Kingdom of Saudi Arabia, Oman and Syria. Fundamentally the organization is involved in manufacturing, marketing, retailing and distribution of high-fashion branded leatherwear, footwear, men's apparel, accessories and most recently perfumes. Their flagship label would be the high end Bonia, the moderate class brand, Sembonia and the affordable range Carlo Rino. In addition to that, they hold the license for international labels, distributorship and dealership of leading brands such as Santa Barbara Polo & Racquet Club, Austin Reed, Valentino Rudy, Carven, Savile Row and Jeep. 1.2 Vision, Mission and Goals of Bonia

Vision : To be a trend setter of the industry by manufacturing and retailing a fashionable range of high quality exclusive leather products under the prominent name of Bonia, as well as to attract new customers by introducing a wider range of quality products under the names Bonia, Sembonia and Carlo Rino. Mission Statements:

* Bonia Group is committed to be a leader in the Asian fashion industry by providing a wide variety of high quality leather and retail products through innovative design and customer-focused merchandising. * Continuous enhancement of Bonia’s corporate image and brand awareness to gain international recognition. * Recognize that our people, who are dedicated, creative, proactive and responsive to changes, as the most valuable assets in our organization. * Strive to achieve total customer satisfaction through our quality and excellent customer service. * Conduct business in a responsible manner by providing sound returns to our stakeholders and fulfilling our social obligations to the community. Goals:

* To achieve high consumer demand as leather products in general have established a big presence in the domestic market and are increasingly gaining a stronger foothold in the local fashion and accessories market. * Achieve competitive advantage by competitive pricing, high quality workmanship, fashionable designs and an image that is acceptable and known to the general public. * Responds rapidly to fashion trends with its team making regular visits to Paris, Milan, New York and Tokyo. It recognizes the need to constantly meet the changing demands of its customers and the importance of keeping ahead of its competitors.

1.3 Products and Services
Bonia is well known for its quality but the Group’s heart and soul is leather. They know best how to handle and work with it to create timeless pieces. The group’s stable of brands comprises of:

Bonia is targeted at the affordable luxury segment with...
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