Strategic business development A case study On EGM Development SDN BHD / Emmy Marina Marzuki... [et al.]

This applied business research was EGM Development SDN BHD (EGM), a property development company. EGM is a real company with name being changed to protect the secrecy and sensitivity of information. Currently, EGM is developing 1,167 units of residential buildings on 2 plots of land. The objective of this study is to propose strategic business development plan for EGM. This was done by conducting strategic analysis on the company itself, which covered the internal and external factors that affecting the company’s business and operations. For this purpose, various well known management tools, which are widely used in practice, were employed. The results generated from the application of the management tools were generic and specific strategies. These strategies were then used to formulate short term and long term plans for the company. The outcomes from this study can be used by EGM management to develop more details action plans. It is also can be used as a basis for their growth strategy.