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/123456789/144| Title: | Trulooks’s Dilemma: To Change or Not to Change Its Distribution Channel? |
| Authors: | Mohd Fauzi, Waida Irani Ahmad Arshad, Darwina Khamaruddin, Munirah |
| Keywords: | Marketing Management;Retailing;Strategic Management;Entrepreneurship Development |
| Issue Date: | 2021 |
| Abstract: | Trulooks beauty and cosmetics was a local brand company in Malaysia. It started the operation since 2015 with small-scale enterprise and headquartered in Kangar, Perlis. It is a new grow local brand which produced beauty cosmetic for both gender with a reasonable price. Trulooks beauty and cosmetics was developed by two ladies name Miss Adibah binti Abdul Bari and Miss Julia Suhaila binti Lah. Adibah, the founder of Trulooks faced a dilemma after meeting one of her loyal customer. The customer suggested that Trulooks should consider opening its own beauty outlet. The customer felt that she needs to have a personalized experience before purchasing a cosmetic. Currently, Trulooks cosmetic solely is being distributed through online marketing. In order to fulfil the customer demand, she has to scan the environment whether it is feasible to open a beauty outlet or maintain with online business. While online shopping continues to grow and evolve, there will be an important place for bricks and mortar stores in consumers buying experience. Consumers need to interact with the product in real life and value personalized experience. The ability to see, touch and feel products is one of the many reasons consumers choose to shop in stores versus online. Consumer like to interact and need advice from the sales associates in their purchase journey. Thus, as this need persist, Trulooks need to think in adding more channel in their business to compete and increase their sales in future. |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/144 |
| Appears in Collections: | Cases in CDR |
| File | Description | Size | Format | |
|---|---|---|---|---|
| TC179_1_TRULOOKS_DILEMMA_TO_CHANGE_OR_NOT_TO_CHANGE_ITS_DISTRIBUTION.pdf | 549.67 kB | Adobe PDF | View/Open |
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