Case-Study Digitalised Repository (CDR)
Real world business scenarios for the classroom
Teaching cases at the Management and Leadership Case Study Centre, Universiti Utara Malaysia, allow students to tackle real-world challenges, honing their skills for the workplace. Specializing in emerging markets, the center aims to increase digital access and usage of its case studies globally, benefiting both local and international educators.
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http://cdr.uum.edu.my/jspui/handle/123456789/221| Title: | Charting the Solo Journey to Triumph: The Inspiring RNK Jaya Success Story |
| Authors: | Jaganathan, Mathivannan Perumal, Selvan Abdul Murad, Safwan Marwin Uthama Puthran, Logeswari |
| Keywords: | Digital Transformation;Price War;Diversification;Customer Loyalty;Omnichannel Strategy |
| Issue Date: | 2025 |
| Abstract: | This case study explores the story of the success and strategic dilemma of Mr. Phi Rat Eman, the founder of RNK Jaya Sdn. Bhd., a computer retail business in Jitra, Kedah that lasted almost 20 years. Starting with the sale of second-hand computers, RNK Jaya built a strong reputation through superior customer service, close community relationships, and a value-added, not price-war-based competitive strategy. The company excels at adapting to digitalisation through an omnichannel strategy — combining physical stores, social media, e-commerce, and WhatsApp marketing — while managing the low-margin challenges in the online market. Diversification into the agriculture (corn, cereals) and hospitality (budget hotels & laundry) sectors is a testament to the courage and wisdom in managing risks. However, the founders are now faced with an important decision: should RNK Jaya develop a franchise model or launch its own brand (OEM) products as the next growth strategy? The purpose of this case is to analyse the best practices that have led to RNK Jaya's success, as well as to help students make strategic recommendations based on entrepreneurial theory, growth strategy, franchising, and brand management. The case combines best practice cases with unfinished ones, focusing on SME transformation strategies for expanding brands through franchises and product innovation in the digital age. |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/221 |
| Payment Link: | http://epay.uum.edu.my/go.php?billcode=CDRCASE&productid=TC261-1 |
| Appears in Collections: | Cases in CDR |
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