ID :
211466
Thu, 10/06/2011 - 07:47
Auther :
Shortlink :
https://www.oananews.org//node/211466
The shortlink copeid
BLUE OCEAN STRATEGY DRIVES LOCAL ENGINEER TO SUCCESS
An exclusive report by Nor Baizura Basri
KUALA LUMPUR, Oct 6 (Bernama) -- The Blue Ocean Strategy has proven
successful for a Malaysian engineer who has steered his company to become one of the most prominent mechanical seal manufacturer in the Asian region.
ProEight Offshore Engineering Sdn Bhd Managing Director Azhar Zainal Abidin said adopting the strategy has paid off in penetrating the market which is dominated by big companies which control the pie.
"If you are small and you want to fight giants, you don't go and enter the red ocean. What we did is adopt the blue ocean strategy that says look at different angles, uncontested markets to venture into," he told Bernama in an interview on Thursday.
Azhar said the big companies, which had already cornered the market, have become complacent while competing with each other on pricing and continued to mint money without much improvement to their product.
One strategy ProEight adopted was technology application, where the company created a research and development division equipped with latest technology and supported by the capabilities of local graduates.
"Normally, mechanical seals supply (by big companies) took about four to 10 weeks to be delivered. So the challenge was to supply within 24 hours.
"After doing some research, we found out that generally, it takes two days and 30 minutes. What we did was to reduce the delivery time to 24 hours," he said.
Azhar said through technology, speed and pricing, the company finally made a breakthrough and cornered the oil and gas market, not by virtue of Petronas, but through their capability in doing it differently.
"Failure is an option for us, meaning that failure is an opportunity for us to learn something new. We believe for every misfortune, there lies an opportunity within," said Azhar, who was elated his company emerged winner of the Most Innovative Award at the inaugural SME Innovation Award ceremony in June.
Apart from mechanical seals, the company, which started 13 years ago as a consulting engineering company, also manufactures journal bearings and pumps mainly for the oil and gas sector.
Its products are also 30 per cent cheaper than its competitors.
He accepted the award for the company's work in manufacturing and trading of mechanical seals, journal bearings, pumps and parts for offshore engineering.
Currently, ProEight garners about 95 per cent of the domestic market in the mechanical seals segment and was setting an ambitious target of capturing 30 per cent of the global market in the next 10 years.
The SME Innovation Award recognises the success of local companies in six categories namely manufacturing, services and construction, information and communication technology, electric and electronics, engineering and industrial design and, bio-tech, agro-tech and green technology.
-- BERNAMA
KUALA LUMPUR, Oct 6 (Bernama) -- The Blue Ocean Strategy has proven
successful for a Malaysian engineer who has steered his company to become one of the most prominent mechanical seal manufacturer in the Asian region.
ProEight Offshore Engineering Sdn Bhd Managing Director Azhar Zainal Abidin said adopting the strategy has paid off in penetrating the market which is dominated by big companies which control the pie.
"If you are small and you want to fight giants, you don't go and enter the red ocean. What we did is adopt the blue ocean strategy that says look at different angles, uncontested markets to venture into," he told Bernama in an interview on Thursday.
Azhar said the big companies, which had already cornered the market, have become complacent while competing with each other on pricing and continued to mint money without much improvement to their product.
One strategy ProEight adopted was technology application, where the company created a research and development division equipped with latest technology and supported by the capabilities of local graduates.
"Normally, mechanical seals supply (by big companies) took about four to 10 weeks to be delivered. So the challenge was to supply within 24 hours.
"After doing some research, we found out that generally, it takes two days and 30 minutes. What we did was to reduce the delivery time to 24 hours," he said.
Azhar said through technology, speed and pricing, the company finally made a breakthrough and cornered the oil and gas market, not by virtue of Petronas, but through their capability in doing it differently.
"Failure is an option for us, meaning that failure is an opportunity for us to learn something new. We believe for every misfortune, there lies an opportunity within," said Azhar, who was elated his company emerged winner of the Most Innovative Award at the inaugural SME Innovation Award ceremony in June.
Apart from mechanical seals, the company, which started 13 years ago as a consulting engineering company, also manufactures journal bearings and pumps mainly for the oil and gas sector.
Its products are also 30 per cent cheaper than its competitors.
He accepted the award for the company's work in manufacturing and trading of mechanical seals, journal bearings, pumps and parts for offshore engineering.
Currently, ProEight garners about 95 per cent of the domestic market in the mechanical seals segment and was setting an ambitious target of capturing 30 per cent of the global market in the next 10 years.
The SME Innovation Award recognises the success of local companies in six categories namely manufacturing, services and construction, information and communication technology, electric and electronics, engineering and industrial design and, bio-tech, agro-tech and green technology.
-- BERNAMA
