Strategy Marketing

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INDIVIDUAL ASSIGNMENT

Course
ADVANCED RELATIONSHIP MARKETING
TOPIC
MONITORING & CONTROLLING RELATIONSHIP
Code
BDMM 8013
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Program
Doctor of Business Administration

Lecturer’s Name

ASSOC. PROF.DR NOR AZILA MOHD NOOR

AHMAD FAIZAL ISMAIL
MATRIC NO :- 93891

Submission date: 10th August 2012

Interlude

Government transformation program introduced by Prime Minister ; Dato’ Seri Mohd Najib bin Tun Abdul Razak has caused a paradigm shift to all walks of life to all Malaysian regardless of race, gender, big or small and medium companies are feeling the heat, pressure and expectation from the government transformation program. It took me 6 months to start absorbing and apply the whole concept into my working experience and environment. In the early 1990’s, our former prime minister; Tun Mahathir Mohammad has created the path for ‘Privatization”. Emerging, 2012, the government transformation program which is masterminded by our Prime Minister YAB. Dato’ Seri Mohd Najib bin Tun Abdul Razak has created a new wave for a government agency especially SIRIM to wave the storm and hurdles in meeting the government expectation. It is rather difficult for an agency well – known for its’ research, standard and compliance to transform from its’ current role as a government advisory for Industrial and National standards with major focus on standards and quality into a dynamic business and commercial entity. In the early establishment, SIRIM was in the monopolistic situation and transforming into business entity will be a big task to embrace. Pursuant from this new era, I have to stormed the weather and strategizing the move and action to ensure the organization that I am driving will be able to survive, sustain and relevant under the new government transformation program. It is rather a huge task to shoulder as SIRIM is still under the shadow of government entity, thus the element of “Relationship Marketing Management” element and perspective is a new field and need further exposure in SIRIM. At present, most of the activities and project perform in SIRIM is based on a piece – meal basis and being performed in accordance with a traditional marketing concept which relates to 4p’s – Product, Place, Price and packaging. It is an opportunity for me to start executing this new concept and appreciate the changes as part of the transformation process for SIRIM. It will be more significant impact for me to appreciate the transformation as the aspects of monitoring and controlling and how does it applies to SIRIM business process and working environment in regards with relationship marketing will be the major focus under this topic review. It is crucial to note that in order for SIRIM to transform into business into a dynamic entity while increasing its business performance and financial results a, major emphasize and strategic tasks that focuses on keeping customers and improving customer relationships especially for domestic market is the key success factor.

Introduction

SIRIM is a wholly owned by the Malaysian Government under the Minister of Finance Incorporated. With over forty years of experience and expertise as the governments mandated machinery for research and technology development, SIRIM is also the national champion of quality. SIRIM focus on discovering and developing new technologies to help businesses compete better through quality and innovation.

SIRIM is recognized the world over as a global research and standards development organization. One of the nine founding members of the Global Research Alliance (GRA), a cooperation of leading knowledge-intensive technology organization from nine countries in four continents, committed to developing global knowledge networks for industry and industrial sectors to enhance their competitiveness. SIRIM is also the secretariat of the World Association of Industrial and Technological Organisations (WAITRO), an independent association of...
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