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1.0 Introduction
This coursework ABDT 4054 Marketing required us to do research about a business organization in Malaysia and the organization name is Padini Holdings Bhd (Padini) and write a report on the following topics which includes background, analysis of the marketing environment, SWOT analysis, segmentation, targeting and positioning, marketing mix and recommendations of Padini. The reason we choose Padini is because the organization is a well known and it was listed in most valuable brand in Malaysia. This can help us know more detail about how Padini success on the garment industry. 2.0 BACKGROUND OF PADINI HOLDINGS BHD (PADINI)

On 1971, Padini start operations as Hwayo Garments Manufacturers Company in apparel industry; it was related in manufacturing and wholesaling of garment. It entered the retail industry in 1975 with flagship brand Padini. It was consequently renamed to the present Padini Holdings a year later. VINCCI was introduced to market with ladies shoes, bags, belts and other accessories in 1986. Many brands including Padini, Padini Authentics, PDI, P & Co, Seed, Miki, Vincci, Vincci+ and Vincci Accessories labels were launched in the following year. Padini not only engaged in textile and garment industry and also in footwear industry for men, ladies and kids. In 1995, Padini was converted to a public company limited by shares and adopted the name, Padini Holdings Berhad. Soon, it listed on the Second Board of the Kuala Lumpur Stock Exchange. The year 2000 witnessed the establishment of Padini Dot Com Sdn Bhd to provide electronic business services and solutions for the group. Padini Holdings was transferred to the Main Board of the KLSE Bursa Malaysia in 2005. The company is headquartered at 19 Jalan Jurunilai U1/20, HICOM-Glenmarie Industrial Park, 40150 Shah Alam, Selangor Darul Ehsan. Padini Holdings has 190 stores and channels for its markets in Thailand, Singapore, Brunei, Saudi Arabia, Philipines, Cambodia, India, Egypt, Oman, Vietnam, Indonesia and Syria. The revenue for 2010 is RM520.880.000. The Chairman of Padini is Datuk Dr. Abdullah bin Abdul Rahman and Mr. Yong Pang Chaun whom appointed as Director. The share price for Padini Holdings Bhd(7052) on 22 November 2011 is RM1.040. Padini vision is “To Be The Best Fashion Company Ever”, and mission which is “To Exceed Customer’s Expectations And Our Brand’s Promise”. Yet, Padini also introduced the “Caring from the heart” as their core value. Recently, Padini has been awarded with a “Gold Award” in the Putra Brands Awards Year 2010 according consumer preferences, while for 3 following years in year 2007, 2008 and 2009; Padini also been listed in Malaysia’s 30 Most Valuable Brands by The Association of Accredited Advertising Agents Malaysia (4As). These awards indicate that Padini is one of the best and most preferred brands among the consumers. Padini has also carries out corporate social responsibility. E.g. provide insurance for their full-time employees at the Group’s costs, with Personal Accidents, Hospitalization, Surgery, and Term Life insurance cover. Meanwhile, Padini had collected and sold for recycling a total of 3.67 tones of used paper and paper products during their 2010 financial year, the proceeds while minor, were used in part to finance some of the Group’s philanthropic activities.

3.0 Analysis of Marketing Environment
The marketing environment analysis was likely to figure out those influences in order to recognize the market thoroughly. It was learning to provide a better knowledge as to how the external macro environment affects the company. There are a lot of risks involved in market especially when foreign competitor enters the Malaysia market. The government rule and regulatory factor have affected how Padini can trade and so on.

3.1 Social Forces
In the social forces of the environment involve the 2 social forces which is demographic and culture. Demographic was telling a...
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