NORAINI?S COOKIES: STRATEGIZING FOR GROWTH AND SUSTAINABILITY
The case starts with the immediate pressure made by the founder, Puan Noraini on the management team, leads by her son Dr. Helmi, the CEO as they need to decide the appropriate strategic choices in achieving the revenue growth strategy. Given strong competition in the food industry which is conquered by large companies, such as Hwa Thong, Julie?s, Danone, Noraini?s had been struggling in maintaining their profitability. To boost their local sales and to penetrate the international market, Noraini?s had invested nearly RM1 million to buy an automatic machine and also had move in into a new building in 2008. Noraini?s Cookies has only managed to grow between 20-30% annually and is determined to grow their revenue by 50% before the end of 2011.