Royal Selangor Pewter: Export Proposal with SWOT and PEST Analysis

This report presents an export proposal for Royal Selangor (RS), a Malaysian manufacturer and retailer of pewter products. The introduction provides background information on RS, its global presence, and the scope of the report, which focuses on RS's potential in the Indian market. The report includes a SWOT analysis, evaluating RS's strengths (strong brand image, affordable products, skilled workers), weaknesses (poor digital presence, lack of customer loyalty, international pricing), opportunities (market expansion, local events), and threats (changing technologies, local retail competition, product substitution). The PEST analysis examines the political (government regulations, FDI), economic (economic stability, recession), social (changing demographics, customer preferences), and technological (digital technologies, export promotion) factors influencing RS's business in India. The report concludes with a list of relevant references.

EXPORT PROPOSAL OF
ROYAL PEWTER

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1. SWOT analysis for RS.......................................................................................................3
2. PEST analysis for RS.........................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
The Royal Selangor Pewter was first started in 1885 by Yoon Koon. The company is in
Malaysia manufacturer and retailer as well as home decor and luxury giftware brand. The
company operates its branches in 20 countries such as Malaysia, Hong Kong and Japan. The
company also attract ore than 200000 visitors in each year. The report is based on Royal
Selangor that is the oldest golf club in Asia. Report describes SWOT analysis of the chosen
company and PEST analysis of the RS in India.
1. SWOT analysis for RS
Macro as well as micro factors directly affect company's internal and external environment
(Cohen, 2017). The chosen company for this report is Royal Selangor (RS) as per provided in
brief which is one of the leading manufacturing and retail companies across world. Company
offers different variety of table ware and gift items, tea sets and desk accessories to their
customers at cheap rates.
Strengths:
The Company has a strong brand image in the market. It offers products and services
with low and affordable rates that aids in attracting more of customers again and again. Further,
it has Unique selling proposition which make them popular as compared to it competition within
marketplace (Ahmad, Ibrahim and Bakar, 2018). Due to seasonal pricing strategy, the company
enjoys highly competitive advantage. Moreover, cited company has highly skilled workers which
perform the specific task of company and it helps in meeting the needs of customers in
appropriate manner. Occupy Having high good market share in Malaysia.
Weaknesses:
Company did not suddenly accept the changes of digital techniques and is poor in context
of digital technologies. Also, it has not adopted the latest trend as per the requirements of people
which can affect the company in long run in terms of poor sale and low customers' satisfaction
level. The sales of RS are based on convenience so this leads in lack of customer loyalty towards
the brand (Büyüközkan and Ilıcak, 2018). Furthermore, there are many substitutes and
competitors of RS so it becomes easy for customers to select the products they require easily by
comparing them with their substitutes. The newsagent supplies small areas that basically leads in

small impact. The international pricing is the biggest weakness for RS and though it influence
the pricing for international marketing such as cost and manufacturing and distribution channel.
Opportunities:
Due to sudden changes in social patterns as well as lifestyle of people, it can be an
opportunity for RS to capture new market (Roslan, Ramli and Choy, 2018). With having a strong
brand image in market, firm can expand its business into many countries for boosting its market
share further. Moreover, Local events is the big opportunity for RS because it helps to maximize
their current profitability.
Threats:
It has threat from changing technologies which can hamper the overall market of the
company. There are also large number of local retail newsagents that are opening up which acts
as a major threat in business for the stated company (Ahmad, Ibrahim and Bakar, 2018).
Furthermore, supermarkets are offering low price for the same product offered by them. RS also
have threats related to substitution of products such that in this emerging era, there are lot of
company who produces same products that is why RS faces threats related to substitution of
products. Another is competition such that it faces tough competition with Penang Pewter and
Oriental Pewter (Salvage and et.al., 2018).
2. PEST analysis for RS
Political: Government policy and regulations of India affect the revenue system of a
company (Bull and et.al., 2016). These political issues of India also become the hindrance for
smooth function of operation of RS. However, the economy is growing faster in India. Therefore,
the government and red tape can become a big problem for RS. India still has complex laws and
restrictions in FDI that create hurdles for RS to expand its business in India. Government of
India also introduces reforms to attract foreign direct Investment in retail industry and also
India's government approved 51 percent FDI that helps to enhances the economy system of a
company. if the political stability remains stable in India then it will directly enhances the
profitability of the companies (Desore and Narula, 2018).
Economic: The economic condition of India is stable and therefore, there are chances for
RS to expand its business in India (Hans, 2018). Recession or inflation of the India may decline
the profitability of a company and it has been analysed that it helps to better for shape up an
industry, as a result higher will be its revenue and profit for all sectors. As India also faces

recession period from 2006 to 2013 in which the entire economic system of the country got
disturbed and as that time prices of the company also becomes high and as a result the economy
got decline.
Social: Demographic change and changing customer preferences in India create huge
impact upon company's productivity as well as profitability (Peters, 2015). The company also
displays the product in an open rack and if the customer decides to buy but found differences
between product displaying and purchased which is another problem. Healthy economic growth
in India, changing demographic profile in India, increasing disposable incomes as well as
customer taste of people live in India will also changes and preferences are the other factors that
driving growth in India.
Technological: The growth of digital technologies will directly affect company's
performance in India. Therefore, it is quite necessary to adopt new changes related to techniques
that will help to draw attention of many customers and company expand their business in India
(Greer, 2018). India has make heavy investment in export promotion such as it has to adopt new
techniques which help to do the work in fast and effective way. As India expected to become the
third largest consumer economy and it can be possible only by adopting all new techniques into
the work area that is why many big firms adopted new techniques in their work place ( Jagiripu
and Sharma, 2018).

REFERENCES
Books and Journal
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police personnel: An empirical study in Selangor. Management Science Letters. 8(9).
pp.939-950.
2. Bull, J.W. and et.al., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT
analysis of the ecosystem services framework. Ecosystem Services. 17. pp.99-111.
3. Büyüközkan, G. and Ilıcak, Ö., 2018. Integrated SWOT analysis with multiple preference
relations: Selection of strategic factors for social media. Kybernetes.
4. Cohen, C.M., 2017. Raising Port Royal: A Geospatial Reconstruction of the 1692 City
Through Integrated GIS and 3D Modeling (Doctoral dissertation).
5. Desore, A. and Narula, S. A., 2018. An overview on corporate response towards
sustainability issues in India. Environment, Development And Sustainability, pp.1-21.
6. Greer, G., 2018. Win in India: An Analysis of Market Entry Strategy Into India’s retail
sector.
7. Hans, D.V.B., 2018. Business Environment–Conceptual Framework And Policies.
8. Jagiripu, I. P. and Sharma, P., 2018. Harnessing Power of Digital and Analytics for Retail
Sector in Indian Markets.
9. Peters, R.S., 2015. Ethics and Education (Routledge Revivals). Routledge.
10. Roslan, Z., Ramli, Z. and Choy, E. A., 2018. The Potential of Heritage Tourism
Development in Jugra, Selangor, Malaysia, Using SWOT Analysis. In Selected Topics on
Archaeology, History and Culture in the Malay World (pp. 159-170). Springer,
Singapore.
11. Salvage, S. C. and et.al., 2018. Multiple targets for flecainide action: implications for
cardiac arrhythmogenesis. British journal of pharmacology. 175(8). pp.1260-1278.