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Amir Mokhtar Amir Hussain

ASM Development Corporate Rebranding

Major: Environmental Design - ASMD Exhibition Design
Minors: ASMD Corporate Website & ASMD Corporate Video

FYP Proposal - ASM Development Corporate Re-branding

ASM DEVELOPMENT SDN BHD (ASMD) is the flagship of Maju's Property Group of Companies. ASMD started with 187 acres of land for integrated development in Kuala Lumpur 1991. Today, this project has flourished into the thriving integrated township known as Bandar Tasik Selatan. Throughout this decade, the Maju property group will have development projects estimated at over RM 1.0 billion (USD 0.26 billion). The existing land bank located in Kuala Lumpur, Selangor, Terengganu and Johor totals about 1,761 acres of land.

With its vast experience in developing quality integrated townships, couple with strong support from the holding company, Maju Holdings Sdn. Bhd., the Maju Property Group is set to become a significant player in the Malaysia’s property market.

Maju Holdings was incorporated in 1977 and to date it has diversified into synergistic areas of business activities participating in the growth of the nation through several key sectors. Today the group’s business revolves around five main business sectors – Manufacturing, Engineering, Property Development, Infrastructure and Services. It has proven credibility locally with reference of its portfolio and has established a vast partnership with Government agencies and private sectors which contributed to consistent revenue growth, as well as income growth of the corporation. But lacking of global presence and effective marketing strategies might as well stall the growth of this organization.

Prior to business opportunities available overseas, equipped with its expertise and capabilities, Maju Holdings might as well expand its business overseas. This is where branding can help to enhance its global presence. This might involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. Initial ideas will include rebranding of the company corporate identity, enhancing its global and online presence through digital media (website revamp) and to come out with impressive branding, advertising and marketing strategies for the company (exhibition profile). With its strong global presence and proven credibility it might as well be essential to attract more investors hence generating more revenue and profit margin.

The preliminary strategies mentioned are done with thorough research of multinational brands namely Shell, Ranhill Berhad, Sime Darby and Petronas (GLCs companies which have expanded worldwide). In keeping pace of this highly competitive world these brands are constantly evolving through times by practicing good branding, marketing and advertising strategies.

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