1) WHAT ROLE DOES PLANNING PLAY IN DETERMINING MS READ’S SUCCESS?
Passion for the Business
Product/ Customer Focus
Tenacity despite failure
Ms Helen Elizabeth Read is the founder and managing director MS READ. Has a network of stores offering trendy clothes for large women, the size from12 and above. Currently there are 11 retail outlet MS.READ in the Klang Valley, Penang and Johor. Several shops also has its own café.She ia also one of the candidates Inaugural Malaysian Ernst & Young Woman Entrepreneur of the Year (2002) Category
a) Passion for the Business
Her passion for business made her determined to succeed as an entrepreneur. Helen was determined to make her retail business a success not only for personal reasons but because she employed 50 to 60 workers. The workers depended on her for their livelihood.
b) Product/ Customer Focus
The product/ customer focus of her business is to design and manufacture clothes which caters to plus sizes of 12 and above. Since department stores usually cater for sizes 8 to 12, there is a need of clothing for woman who are in the plus sizes. Helen has managed successfully to reach this target group of woman. The tagline of Helen’s retail business is “Comfort is the lifeline of every luxury”
c) Tenacity despite failure
In the July 1997 recession, she had her orders cancelled by the department stores. However, most of her staff did not leave. They stayed with her through the difficult times. Helen managed to turn around her business and maintain a lucratic profit. This is tenacity despite earlier failure.
d) Execution Intelligence
Where formerly Helen had to approach the department stores for business, because of her proven track record of quality clothing and profitable sales, department stores, for example Jaya Jusco, approached her. In conclusion, Helen holds on to her core beliefs and values which are integrity and honesty. She has not compromised on her...
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