King's Biscuits Berhad: crafting the next move?

Abstract

Subject area

Management, marketing and branding and strategy.

Study level/applicability

Undergraduate and postgraduate management courses.

Case overview

This is a real-life case involving a confectionery manufacturer in Malaysia where it has grown over the years. As the market becomes more competitive, more challenges are confronting the company. Although there is still profit to be made, the margin is declining. Hence, the management of King's Biscuits Berhad must embark on the marketing environment scanning to prepare the company for future challenges and to ensure continued existence. As in the case of most strategy cases, little guidance was available for the students to reflect upon.

Expected learning outcomes

With the completion of this case study; student will be able to familiarize with the exercise of marketing environment scanning, determine the branding, product lines and positioning issues, adopt the marketing mix concept into real practice, and have the opportunity to visualize a true business scenario and simulate their minds and thinking towards managing a business.

Supplementary materials

Teaching note.

Citation

Tan, B.-I., Tan, G.W.-H. and Ooi, K.-B. (2011), "King's Biscuits Berhad: crafting the next move?", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111126864