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Senheng

In: Business and Management

Submitted By chewyi1234
Words 3023
Pages 13
1.0 Executive Summary
Senheng was founded in 1989, one of the largest consumer electronic retail store in Malaysia. Senheng provides both walk in and online store services which give another alternative for customers to do their shopping. Senheng carrying the tagline ‘Different... Truly Different™’, wishes to be differentiated from other electrical store by providing convenient and unique shopping experience as well as quality services and products to all customers. Senheng provide wide range of electronic product includes oven, fan, plasma tv, laptop and more. The top brand in its outlet is Asus, Bosch, Kenwood, Pioneer, Sony and others.
Senheng’s have more than 100 retailer shop and 10 logistic centers throughout the whole Malaysia include Sarawak, Sabah. Besides, Customer may log in to Senheng Online Store at any time of the day. Customers can easily access to quality and value-for-money home appliances offered by the company, as well as the professional service technicians. Furthermore, Senheng encourages customer using their online store because it give benefits time and lower the cost.
Senheng giving the free e-PlusOne membership when customer did their first purchase at Senheng, which enable customer to enjoy free delivery for purchases worth RM500 and above within 50km radius from any of Senheng outlets and it will be deliver to the doorstep within 7 working days. In addition, customer can enjoy special member’s price and get extra 1 year warranty on most products.
This assignment will discuss on the logistic process, market characteristic and supply chain strategy used by Senheng. Senheng have the capabilities of well information flow, a strategic location that logistic center supporting all the retailer shop, saving cost of transportation such as a group customer delivery in one time at the same day and managing inventory well in logistic inventory.

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