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1.0 Introduction

Excellent Sdn Bhd (ESB) is Malaysia’s leading medical furniture manufacturer. ESB has a target to be a successful recognized manufacturer in providing specialised equipment for today healthcare sector. The company was started on a partnership basis in 1978 by the managing director and his partner. After the partner left ten years later, the managing director started his own business on small scale on Seri Kembangan. He focuses more on the business in private hospital, medical, and clinic.

During the early 1990, the managing director changed his company name and registers it as Excellent Sdn Bhd. Three years later the company started to increase the human resources to fifty employees and increase their ability to design and develop new product because they had more machinery. ESB Company keeps on improving their product from very manual basic medical furniture then slowly to the hydraulic to the electrical hydraulic system and electrical motorized medical furniture. Currently ESB now has one hundred employees including those at the warehouse.

2.0 Internal analysis issue

3.1 Marketing issues

Marketing issues that found inside the EBS Company are in the beginning, company managed to successfully manufacture their first hydraulic furniture in late 1990s and then supply the first batch to a local private hospital. Two years later the company successfully manufactured their first electric furniture and supplied the first batch to Columbia Pacific Healthcare Hospital. A company actively participated in international and local trade fairs. This is a attract a acquiring new customer from Switzerland, Iraq, Kuwait, Saudi Arabia, and Bangladesh as well. ESB has signed the contract with a Switzerland based company.

Company ESB had actually slowly started their product abroad to countries like Singapore and Brunei much earlier from

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