Sabah Case Study

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Sabah is the poorest state in Malaysia, and a large percentage of the local population do not earn much. Sabah has a minimum wage of RM800 which may leave the individual with any disposable income as they would have to use the income for necessities. For example, in Kota Kinabalu, an individual would need to earn a minimum of RM2500 a month to survive. However, over half the town’s population earn less that that with the people living in the surrounding rural area earning only a third of the town’s average income. As such, the population is very price sensitive as they do not have much disposable income. This gives the customers high bargaining power as they may not buy from Home-Fix if they do not have the spare income. While the government …show more content…

With expatriate professionals earning at minimum RM5000 with most expat professionals usually earning far more than that. This makes the expatriates a good segment to target as they would be less price sensitive compared to the local population. Overall the Bargaining Power of Buyers is high as a large percentage of the population fall outside the middle income range and above. Reducing the potential market in Sabah. Threat of Substitutes Home-Fix prides itself on its wide variety of home improvement products, this allows customers to hopefully settle their home improvement needs within one trip. However stores like 1-stop Superstore sell an incredibly large variety of goods, including home improvement products.This makes supermarkets such as 1-stop Superstore and Giant a substitute for Home-Fix as customers are able to purchase whatever they need from the superstore as well as do their regular grocery shopping at the same time as well. Giant has over 16 hypermarkets, superstores and supermarkets in Sabah while 1-Stop Superstore has 58 outlets. These businesses have many retail outlets and sell a variety of products at low

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