Case-Study Digitalised Repository (CDR)
Real world business scenarios for the classroom
Teaching cases offer students the opportunity to explore real world challenges in the classroom environment, allowing them to test their assumptions and decision-making skills before taking their knowledge into the workplace. Management and Leadership Case Study Centre, Universiti Utara Malaysia specialises in case content from, and about, emerging markets – regions which are traditionally underrepresented in teaching case collections, but which offer unique and important insights. Through digitalisation, we intend to ease and increase accesses for, and usages of, our teaching cases as well as to widen our user-base to not only for local academics/trainers, but also for our international counterparts.
http://cdr.uum.edu.my/jspui/handle/123456789/108| Title: | The Changing of Mutaiyas Cash & Carry Sdn. Bhd. |
| Authors: | Perumal, Selvan Sulaiman, Yaty Mohammed Yusr Othman, Maha Jaganathan, Mathivannan |
| Keywords: | Mutaiyas, market; sustainability, retail mix; retailing |
| Issue Date: | 2020 |
| Abstract: | Mutaiya cash and carry is a local retail company in Malaysia. It was established in 1945 by its founder the late R.M. Mutaiya as a small stall Indian grocery items in Sungai Petani, Kedah. From its humble beginning, it was in the 1990s it transforms into Mutaiya Trading and then now, emerge significantly as Mutaiyas - Cash and Carry Mall business. It started the operation from a smallscale enterprise and became one the first departmental store headquartered in Sungai Petani. Mutaiyas started as a traditional grocery shop in the early 1980s and now operating one the first departmental store for household products in Sungai Petani. Earlier, the company was only selling a few Indian grocery items related to food and sundry goods. The company heavily relied on the demand of local customers and their recommendation of word-of-mouth. Now, they have wellstocked household products to cater to the daily need of their target customers. The segment of products can be categorized into general household grocery items (canned food, detergent, dish wash, powder milk, body hair care, curry powder and seasoning), cosmetics (various types of brands includes Avon, Dove, Nivea etc.) and jewellery products (semi-precious stones, crystals, silver, individual rings, bracelets, earring, bridal etc.), indian festive and daily items (products related to Deepavali, Thaipusam, etc), also have their own brands for selected items (cereal, candy, jelly, canned food and chocolate). This teaching case will show a clear picture of how Mutaiyas expand their outlets rapidly from traditional formats such as provision and sundry local shops to more modern type convenience and cash carry outlets. Also, major retailers are expected to expand their outlets' network with online business due to the higher demand for convenience and change in the buying behaviour of customers in Malaysia. This teaching case covers three important phases in Mutaiyas retail operation (1) change of the retail structure, (2) retail mix strategy and (3) social media elements in the retail operation. This teaching case will highlight the growth strategies on retailing, store image and format, retail mix strategies and social media marketing elements. It is very important for marketing, retailing and entrepreneurial students to learn about the retail operation and mix strategies. In addition, students will learn how social media marketing has become one of the keys and most required technologically advanced in any retail operation in facing smart retailing in Malaysia. |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/108 |
| Appears in Collections: | Cases in CDR |
| File | Description | Size | Format | |
|---|---|---|---|---|
| (TC175-1) THE CHANGING FACE OF MUTAIYAS.pdf | 714.95 kB | Adobe PDF | View/Open |
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