Competitive Positioning of Pensonic: Analysis and Recommendations

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Competitive positioning of Pensonic...........................................................................................3
Recommendations........................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
RUBRIC MARKING....................................................................................................................10

INTRODUCTION
Pensonic was started in 1956 and it was the first local brand of Malaysia that marketed home
appliances and electronics (Annual Report, 2020). In the present essay, the competitive
positioning of the Pensonic company will be identified and the appropriate recommendations
will be presented in accordance with the operations of the company.
MAIN BODY
Competitive positioning of Pensonic
The Pensonic has been growing very quickly in the global market and its operations are no
longer just limited to Asia and the company is further venturing into the newer market segments
by utilising latest technological developments thus attracting majority of the customers and
retaining as many of them as possible (Gürel and Tat, 2017). The competitive position of the
company, as the annual report of Pensonic for year 2019 shows has improve drastically where
the revenue of the company have also increased by approximately 2.35% in this financial year
(Annual Report, 2020). Further analysis of the company can be done using Swot analysis tool
which will help in identifying the strengths, weaknesses, opportunities and threats of the
company:
Strengths
The major strengths of the Pensonic company
can be ascertained as follows:
 There is a lot of talented and skilled
workforce available in this Malaysian
brand of kitchen appliances who are
extremely talented in their duties.
 The revenue of the company is
regularly increasing due to the correct
expansion decisions of the company by
venturing in international markets
(Phadermrod, Crowder and Wills,
2019).
 The local sales and support from such
local customers is also extensive where
Weaknesses
The major weaknesses of the company can be
categorised as follows:
 Due to the extensive advertising and
marketing campaigns that are carried
out by the company, the cost of selling
has increased apart form the general
rise in the administrative and other
costs.
 The official website of the company is
not updated regularly and the products
are still redundant where they are not
regularly matched with the trends in the
online market.
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