Exploring the Impact of Marketing Mix Products Transformation Strategies in Glove Manufacturing Industries: A Case Study

Abstract

The research study seeks to design a range of gloves that conform to the strict WHO guidelines required to challenge other local and international glove manufacturers. In this respect, by detailing strategic initiatives that are essential and are used successfully by leading Malaysian glove manufacturers, this research aims to establish the critical reference frame for managing these challenges and leveraging strategies in global healthcare markets. With the drastic increase in the usage of examination gloves during the COVID 19 threat caused by latex and nitrile powder-free gloves new manufacturers enhanced production capacities proposed crucial impacts on price dumping in the global healthcare sector. Under these competitive dynamics and to continue to operate profitably with high ASPs, the realignment of product portfolios within the glove industry will have to consider alternative strategies to ensure business sustainability in the long term. This research work is aimed at examining the effects of these factors on Kossan Rubber Industries Berhad, which is one of the most popular Malaysian companies producing gloves and belonging to the 4 major companies in this industry. In this paper, engaging in this SWOT analysis through papers and dailies and reviewing the annual reports of Kossan, the paper looks to evaluate its position and prospects within the industry for a successful strategic forecast in the international context.