To sustain the sales performance of Southern Premix Sdn. Bhd

Southern Premix Sdn Bhd (SPSB), formerly known as BumiHiway Oil & Gas Sdn. Bhd is one of the Group of Companies under SELIA GROUP. SPSB is a company under the manufacturing division of SELIA GROUP. The core business of Southern Premix Sdn Bhd (SPSB) is to produce and supply quarry products for Southern Region Infra & Buildings Construction Industries. This study is focused on the inability of SPSB to sustain the sales performance in the market as a premix supplier due to the material price fluctuation and sales decreasing trend. The objectives of this study are to analyze the competitive forces that coordinates and controls the market of premix segment in southern region, determine competitiveness of SPSB with others player in southern region, identify the strength, weakness, opportunity, and threat of SPSB and developing a strategy for SPSB to be the market leader in premix segment in southern region. In this study, the result and findings shows that, Swee Premix, SPSB’s nearest and biggest competitor has got the highest total score at 3.28, This makes them the market leader in terms of Market Share followed by strong Financial Position and also in Sales distribution. In conclusion, the inability of SPSB to sustain the sales performance in premix segment is mainly due to due to SPSB is not capitalizing the INTERNAL REVENUE and EXTERNAL REVENUE extensively. This has derive to their sales decreasing factor which later being proposed and recommended through 3 major strategic goals which are: To increase in revenue for the growth of SPSB, To increase in Capital Expenditure (CAPEX) in order to support the SPSB business expansion and lastly to increase in Human Capital Development, in order to fulfil the competency gap.