UNIVERSITY UTARA MALAYSIA
OYA GRADUATE SCHOOL OF BUSINESS
MASTER IN BUSINESS ADMINISTRATION (MBA)
PROJECT TOPIC: A STUDY SUPPLY & DEMAND IN BROMMA (MALAYSIA)
TABLE OF CONTENT
I. EXECUTIVE SUMMARY 3
II. BACKGROUND STUDY OF BROMMA (MALAYSIA) 4
III. HISTORY OF BROMMA MALAYSIA SDN. BHD 7
IV. CURRENT TREND OF DEMAND & SUPPLY, FACTOR, ELASTRICITY 9
V. LONG TERM TRENDS IN DEMAND& SUPPLY, SHORT TERM & LONG TERM CHALLENGES IN DEMAND & SUPPLY 11
VI. POSITIONING BROMMA AS RELATIONSHIP MARKETING LEADER 14
A. SWOT ANALYSIS OF BROMMA (MALAYSIA)’S SUPPLY & DEMAND 16
VII. ANALYSIS OF BROMMA ...view middle of the document...
More than 9000 of these are in operation today around the globe. BROMMA has delivered spreaders to more than 500 terminals in over 90 countries in 6 continents. Today, BROMMA manufactures close to 2000 spreaders per year of all types. BROMMAs spreaders are in use in 97 out of the top 100 ports worldwide. It is easy to spot BROMMA spreader in action in any ports in any parts of the world.
BROMMA headquarter is located in Sweden and several branches in Europe, North America and Asia. There 2 manufacturing factories which is located in Poland and Malaysia. More than 30 years, BROMMA has been moving the containers that move the world. Today 97 out of the top 100 container terminals in the world use BROMMA spreaders; in fact, BROMMA is the market leader in every segment of crane spreaders and each day their spreaders handle more containers than all our spreader competitors combined.
Picture: BROMMA Global Market leader in Spreader
BROMMA is a manufacturing giant which produces container spreaders such as Single Lift Spreaders, Twin Lift Spreaders, Tandem Spreaders, Yard Gantry Spreaders, Mobile Harbour Spreaders, Reach Stacker Spreaders and many others. It is the world leader in ship-to-shore crane spreaders with more than 54% of the global market share. BROMMA Competitors are ZPMC, RAM and Stinis. Their market shares are ZPMC (26%), RAM (10%) and Stinis (10%). While being the market leader for spreader, BROMMA also diversify their business into port solution concept.
In year 2010, BROMMA started to build Terminal Tractors for special domestic sales. New product such as Automatic Lashing Product is introduced. BROMMA offer the first fully automated twist lock handling system worldwide. This system fully automates the manual coning and deconing of twist locks on the quay (ALP) or directly on STS cranes (ALS) during the load and discharge process. Mainly, it serves safety for port handlers which reduce manpower and fully automated.
Picture: BROMMA Product range
Picture: Automatic Lashing Project & Terminal tractors
III. HISTORY OF BROMMA MALAYSIA SDN. BHD
The BROMMA Malaysia is located in Kelebang Industrial Park, Ipoh, which is about 2 hours’ drive by car from Kuala Lumpur. Total numbers of workers has reached to 600 people including contractors. In addition, BROMMA have developed an in-house process known as plasma cutting, flame cutting, welding, bending and laser cutting.
BROMMA has a significant importance to BROMMA Group. Since 1995; when the factory was set up, it has experienced dynamic growth due to the explosive growth of container handling in the Asian region. Today the BROMMA Ipoh factory is the largest production centre in the BROMMA network. Since 1995 more than 3,500 crane spreaders have been manufactured in Ipoh, and the plant has undergone two major expansions.
The full spectrum of the BROMMA product portfolio is manufactured in Ipoh, including most of BROMMA's most...