INTRODUCTION Padini Concepts Stores is a Strategic Business Unit under the corporate ownership of Padini Holding Sdn. Bhd. Padini Concept store was segmented based on products with the same prices, products with the same competitors, products with the same customer group as well as products with the same shared experience. Padini Holdings have over the years created an edge over competitors with its differentiation strategies in all ramifications. So breaking Padini Concept Stores into SBU makes it easy to focus, manage as well as monitor competitors. This report will cover the different strategies that Padini Concept Stores uses as well as the strategic marketing principles and tools that will make it continue to have a competitive advantage over competitors especially as there are numerous competitors in the market at present. STRATEGIC ANALYSIS Corporate Appraisal Background Padini started business in 1971 with the name Hwayo Garments Manufacturers Company and mainly deals in manufacturing and wholesale of ladies wears. Due to the thrust of the organisation’s vision, it established its own brands to satisfy the customers. The foundation and experiences in the garment industry has made PADINI the leader in the fashion industry. Padini has its brands products exported to various countries such as Cambodia, Egypt, Thailand and Syria. Currently, Padini has 10 different brands to cater for its different customers which are: TIZIO, Brands Outlet, MIKI kids, P&Co;, Padini Authentics, PDI, Padini, Seed, Vincci and Vincci accessories. Vision Global leader in the fashion and retail industry with the highest standards in design, manufacturing, quality, customer service, branding and innovation. Role Senior Management According to The Denver Foundation, 2014, the senior management plays an important role in the company by being actively involved with the development, design, and implementation of the inclusiveness initiative of the organization. The senior manager implements succession planning where sequence of plans for PADINI’s future are discussed (Padini Holdings Berhad 2014). The senior management has full responsibility of leading, guiding and setting a strategic direction for the company and put the stakeholder’s interest as priority. (McMahon 2013). They identify principal risks of PADINI’s business and ensuring that their systems are all in place to monitor and manage the risks preventing the company from facing a crisis. They will oversee the progress and performance of the management and evaluate if the business are being properly managed. Corporate Culture Core value Caring from the heart (Padini Holdings Berhad 2014) Caring from the heart means every staff of the company must treat customers well by providing the best services. The staff must be able to present the organisation in a positive limelight through the services they render to the customers. Culture 1. Speed: Padini ensures that it provides optimum resources to enable efficiency and effectiveness in its dealings. 2. Aggressive: Padini uses aggressiveness in its marketing strategies; this is done in order to capture a larger percentage of the customers. 3. Simplicity: Logo is typeface-focused. The logo is designed in a simple way to make it easier for customers to connect to the name and it is also service-oriented. 4. Staff empowerment Padini involves itself in training of the staff so that they would have a good understanding about the organizations’ values and culture and also train them on how to run the organisation’s services. It spends nearly RM345,000 in education and training employees. Stakeholders Shareholders Customers Media Employee Government Corporate Resources Human resources Financial resources Intangible resources Tangible/physical resources COMPETITIVE ANALYSIS The competitive analysis is required to determine the strengths and weaknesses of Padini Concept Stores’ competitors within the market, strategies that will provide Padini Concept Store with a distinct advantage, the barriers that can be developed in order to prevent competition from entering the market, and any weaknesses that can be exploited within the product development cycle. The competitive analysis of Padini Concept Store will be done with reference to its strongest competitor in the Malaysian market which is Voir Gallery. VOIR Holding Berhad - Strengths Vior has a strong niche in the ladies apparel and according to a research report prepared by Protégé Associates; VHB is the largest player in this RM1.1bn market segment, commanding 6.5% to 8% market share. This percentage is commendable given the fragmented nature of the industry. Among the top 10 players, VHB commands 25% to 30% of the market size, reflecting the company's strength in the same market segment. Vior also has a strong brand name and diverse product ranges. VHB took a different path by introducing various Voir sub-brands that caters for a full range of female clothing pro