Strategic marketing for Hytex Malaysia

1.0         Introduction

In this fast accelerate business world, every firm should be pro-active in order to compete with their competitors. Thus, dodging marketing is the important process to assist the firm to fortify their position in this competitive environment.

The objective of this assignment is to develop and elaborate the strategy of the leading garment manufacturer company- HYTEX Incorporated Sdn. Bhd. Therefore in this assignment the first segment is introducing the history of Hytex. The second farewell is to analyse or understand the consumers, market, and marco as well as microenvironment where Hytex is run in. The third part is planning and implementation. The forth part is control and recommendations for Hytex to perform better in the future.

1.1         Background of Hytex

        

In 1973, Hytex started operating as a small firm that did signal serigraph printing in a rented shop-house. However through a deliberate plan of expansion and modernization, Hytex managed to move into its own manufactory premises.

        Today Hytex is the largest automated T-shirt screen printer in Asia, which able to produce high quality plastisol prints. Hytex is a in full integrated garment manufacturer with in-house facilities and services such as designing, knitting, bleaching, dyeing, finishing, pigment dye, garment wash, cutting, screen printing, embroidery, sewing, pressing and packing service.

Besides doing contract manufacturing for both local and export market, Hytex also diversify into sell business under the name of American Athletics, Tenderly and population of Cartoons.



Currently, Hytex owns 27 stores in three countries, namely Malaysia, Singapore and Brunei.

1.1.1          interact Companies of Hytex

The following companies are the subsidiaries companies of Hytex.

·         Hytex Incorporated Sdn.Bhd.

·         Hytex Apparels Sdn.Bhd.

·         Hytex Garments (M) Sdn.Bhd.

·         Hytex Products (M) Sdn.Bhd.

·         Hytex Holdings Sdn.Bhd.

·         Hytex International Pte.Ltd.

·         Hytex Garments (Cambodia) Pte.Ltd.

·         W.O.C. Boutique Sdn. Bhd.

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