Royal Selangor

Powerful Essays
Content: Page
1.0 Introduction 3 1.1 Background 3 1.2 Problem Statement 4 1.3 Research Question 6 1.4 Research Objective 6 1.5 Justification 7
2.0 Literature Review 7
3.0 Research Methodology 11 3.1 Sampling Method 11 3.2 Exploratory Research and Qualitative Analysis 12 3.3 Secondary Data 13 3.4 Observation Method 14 3.5 Survey Research 15
4.0 Data Analysis 16
5.0 Conclusion 18
6.0 Appendix 19
7.0 References 20

1.0 Introduction
1.1 Background Royal Selangor was founded in Malaysia in 1885 by Yong Koon; the Royal Selangor pewter factory is based in Setapak, Kuala Lumpur with a workforce of more than 300 skilled craftspeople.

During Yong Koon’s time, items made were mainly for ceremonial used“such as joss sticks holders, incense burners and candle stands for the altars of Chinese homes and temples. With the British colonials in Malaya, the offering expanded to tankards, ashtrays and tea services. The brand was then known as Selangor Pewter.

In the 1970s, the company was starting to export; firstly to Singapore, Hong Kong and then Australia. Towards the 1980s, the market expanded into Europe and later to Japan. In the late 70s, the company diversified - extending its business to the design, manufacture and marketing of precious jewellery and also hallmarked sterling silver.

Under the names of Selberan Jewellery and Comyns, each individual company strives to create things of beauty, maintaining the tradition of excellence and innovation synonymous with the company.

Selangor Pewter then changed its name to Royal Selangor in 1992 to reflect the royal endorsement from HRH The Sultan of Selangor Darul Ehsan and its diverse product offerings which had extended beyond pewter.

A reputation for uncompromising quality, Selberan Jewellery has a team of qualified gemmologists, designers



References: "Marketing research is about researching the whole of a company 's marketing process." Palmer (2000).

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