DIY

Leong Company

Risk-Mitigating Strategies

Private

Residential

Estates

Branding

Thank You!

Methodology

Stress

Sacrificing

Family Time

Lack of Sleep

Primary Research

Interest in Expansion

Positive Sales

Secondary

Research

Economies of Scale

Mr Barry Chua

Why local expansion?

Growing DIY market

Rationale

Brand Presence

Risk Diversification

Mr. Leong Kwok Tho

Home-Fix

Successful Expansion Experience

22 stores in Singapore

12 stores in Regional Countries

Clear Market Leader

Multiple Award-Winner

Ms Sarah Lim

Aims & Objectives

Choice of topic

Provide

risk-mitigation

strategies

Guide small

hardware retail

businesses

Risk of business expansion

for small hardware

retail businesses

Home-Fix is a home-grown company,

having a successful expansion experience

Case Study: Home-Fix

Years of Experience

Tight Budget

Rationale

Limitations

minimise costs - lower rentals location

aware of the type of product demand in private residential areas

Location

The Rail Mall

Private Residential Estate

Absence of Competition

Affordable Rental Price

Complementary Stores

Supermarket

Tuition centres

Dining Options

Family-friendly

Duplication of Services

Mitigating the Risk of

Business Expansion

Proposed Strategies

Choosing the

Right location

Why?

Train new staff

Offer effective personalised

service

Mr Leong's assistant as

training & development head

Risk-Diversification

Database of Customer

Details

Economies of Scale

Increased Brand Presence

Quality Service,

Quality Products

Expanding in Places with

Potentially High Demand

Expanding to Places where

Complementary Businesses

are Located

Profitable

Attracted many foreigners

Collaboration with Alexandra Ikea

Complementary products and services

Lessons Learnt

Store in Tanglin Mall

Increased business sales

Store design

Increase Product Range

Ability to obtain high-quality goods

Rely on Supplier Relationships

Securing Customer Support

Lack of Customer Support

Staff uniforms

Implemented strategies to

reinforce the promise

Increase in Customer Visitations

Promise - "meeting the customer's home improvement needs"

Unpredictability of Demand

Wrong

Location

Offers for shop

leases from malls

People associated Home-Fix with

High-quality products and services

Manpower Issues

Creating a clear & strong

brand identity

Establishing a strong

brand identity

Target Group:

Leong Company Pte Ltd

Need for Expansion

(cc) image by anemoneprojectors on Flickr

Similarities

Differences

Economies of Scale

Higher Revenue

Hire and Train more Staff

Services and Products

Restricted

Operations

Strategies are

easily adaptable

Capital

Core Strengths

Similarities and Differences

Superior Product Knowledge

Affects the

Choice of

Location

Target Customers

Environment

Similar

Expansion

Process

Strong relationships

Personalized Services

Affordable rental

(cc) image by anemoneprojectors on Flickr