MANAGING ENDGAME: A Case Study of a Matured Malaysian Manufacturing Company

A substantial majority of the manufacturing businesses in Malaysia are maturing or in the second half of their life cycle. The concrete poles industry is a case in point. Matured businesses are typically characterized by a saturated market, over-capacity production, stiff competition and uncertainty about future demands. These negative nuances have led to various misconceptions about the operation and management of matured business. Strategic options are available to a company to survive in this endgame business. This paper highlights the various survival strategies available to a matured Malaysian concrete poles manufacturer. Analysis on the case study was carried through the application of the Porter’s Model of Generic Strategies and Porter’s Model of Forces Driving Industry Competition. The challenges faced by the company and the key factors for the successful implementation of strategies are discussed