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Increasing market share at Genelan Sdn. Bhd.


Wong, Foong Yee and Mohamed, Zainal Abidin and Chee, Suan Kim (2009) Increasing market share at Genelan Sdn. Bhd. Asian Journal of Case Research, 2 (2). ISSN 1985-4579


Established in 1993, Geneland Sdn. Bhd. is a distributor of European life science products in Malaysia. Although the company’s total sales and profitability have been increasingly yearly, sales of company’s four main product types however still lag behind its two main competitors; Vision Sdn. Bhd. and Bio Science Sdn. Bhd. In order to enhance the competitiveness of the company, the CEO of the company instructed its General Manager to formulate a marketing plan to evaluate the company’s current products, the needs of its customers as well as to do a sales analysis in the context of a competitive industry in life sciences products.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
Publisher: Universiti Putra Malaysia Press
Keywords: Marketing plan; Competitiveness; Market share; Sales analysis
Depositing User: Emelda Mohd Hamid
Date Deposited: 25 Jul 2013 00:38
Last Modified: 30 Mar 2016 05:02
URI: http://psasir.upm.edu.my/id/eprint/17716
Statistic Details: View Download Statistic

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