Malaysia-made home appliances manufacturer, Pensonic Holdings Bhd. is in an expansion mode this year. The company...

Transcribed Image Text:

Malaysia-made home appliances manufacturer, Pensonic Holdings Bhd. is in an expansion mode this year. The company produces and distributes an array of electrical home products, from kitchen appliances, washing machines, air conditioners, audio visual, refrigerators to lighting, and its products are shipped out to some 30 countries across the globe. Pensonic targets to expand to at least five provinces in Cambodia after observing a strong demand is emerging for small domestic electrical appliances in Cambodian homes. After launching its business in Phnom Penh more than a year ago, Pensonic is now eyeing Battambang, Kampung Speu, Kampung Cham and Siem Reap to push its products. "There is a big population in these provinces, and they have the buying power. In other provinces we will either set up our own operations or team up with local wholesalers," Lim Eu Jin, Sales Manager of Pensonic (Cambodia) Co. Ltd told The Post. There is a rising demand for home appliances mainly due to rising per capita income as a result of growing GDP (gross domestic product) and rapid urbanisation. In Cambodia, the fast-selling items are rice cookers, electric blenders, microwave ovens, gas cookers, kettle jugs and ovens. Internal factors such as a rise in domestic consumption, urban lifestyle, availability of micro financing schemes and low household penetration of appliances would push the demand for small home appliances. The entry of international shopping retailers such as Aeon Mall and Makro, is a clear indication that the demand for consumer products in the country will continue to grow significantly. will need to provide their answers in relation to the given scenario and context) Question 3 (a) Based on the case study, discuss the FOUR (4) steps that Pensonic should follow when designing its marketing channel. Provide relevant example to support your answer. (16 marks) Malaysia-made home appliances manufacturer, Pensonic Holdings Bhd. is in an expansion mode this year. The company produces and distributes an array of electrical home products, from kitchen appliances, washing machines, air conditioners, audio visual, refrigerators to lighting, and its products are shipped out to some 30 countries across the globe. Pensonic targets to expand to at least five provinces in Cambodia after observing a strong demand is emerging for small domestic electrical appliances in Cambodian homes. After launching its business in Phnom Penh more than a year ago, Pensonic is now eyeing Battambang, Kampung Speu, Kampung Cham and Siem Reap to push its products. "There is a big population in these provinces, and they have the buying power. In other provinces we will either set up our own operations or team up with local wholesalers," Lim Eu Jin, Sales Manager of Pensonic (Cambodia) Co. Ltd told The Post. There is a rising demand for home appliances mainly due to rising per capita income as a result of growing GDP (gross domestic product) and rapid urbanisation. In Cambodia, the fast-selling items are rice cookers, electric blenders, microwave ovens, gas cookers, kettle jugs and ovens. Internal factors such as a rise in domestic consumption, urban lifestyle, availability of micro financing schemes and low household penetration of appliances would push the demand for small home appliances. The entry of international shopping retailers such as Aeon Mall and Makro, is a clear indication that the demand for consumer products in the country will continue to grow significantly. will need to provide their answers in relation to the given scenario and context) Question 3 (a) Based on the case study, discuss the FOUR (4) steps that Pensonic should follow when designing its marketing channel. Provide relevant example to support your answer. (16 marks)