GranuLab

Strategies for growth

Khairul Akmaliah Adham, Mohd Fuaad Said, Saida Farhanah Sarkam, Nur Sa'Adah Muhamad

Research output: Contribution to journalArticle

Abstract

GranuLab SDN. Bhd. (GranuLab) was in the business of manufacturing patented synthetic bone graft substitute made from limestones and pure chemicals called GranuMaS. The bone graft substitute industry in Malaysia was a growing market with many large multinational players. In December 2010, the company began selling GranuMaS to several Malaysian hospitals. It had also completed the construction of its new production facility in Shah Alam, about 30 km from Malaysia's capital city of Kuala Lumpur. With the facility's pending operation in January 2011, the company had to find ways to leverage its high-volume production capacity. GranuLab's approval for the CE Mark certification for GranuMaS' exporting as well as the ISO certification to operate as an OEM contract manufacturing provider were still pending. Therefore, it was unable to export GranuMaS to Europe and other international markets, forcing the company to restrict its sales within Malaysia. Each day, the need to bring in revenue from sales of GranuMaS was mounting for Mr. Romli Ishak, the Managing Director of GranuLab particularly with the manufacturing facility due to begin its operation soon. Mr. Romli and his management team began to ponder on the appropriate strategies to adopt in order to achieve the company's objective of high profitability. This teaching case is designed to stimulate discussion regarding strategic posturing of a young medical device company with aspirations for high growth.

Original languageEnglish
Pages (from-to)443-471
Number of pages29
JournalAsian Case Research Journal
Volume19
Issue number2
DOIs
Publication statusPublished - 1 Dec 2015
Externally publishedYes

Fingerprint

Malaysia
Substitute
Manufacturing
Exporting
Production capacity
Team management
Aspiration
ISO certification
Medical devices
Certification
Multinationals
Revenue
Leverage
International markets
Profitability
Contract manufacturing
Industry

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

Cite this

Adham, K. A., Said, M. F., Sarkam, S. F., & Sa'Adah Muhamad, N. (2015). GranuLab: Strategies for growth. Asian Case Research Journal, 19(2), 443-471. https://doi.org/10.1142/S0218927515500169

GranuLab : Strategies for growth. / Adham, Khairul Akmaliah; Said, Mohd Fuaad; Sarkam, Saida Farhanah; Sa'Adah Muhamad, Nur.

In: Asian Case Research Journal, Vol. 19, No. 2, 01.12.2015, p. 443-471.

Research output: Contribution to journalArticle

Adham, KA, Said, MF, Sarkam, SF & Sa'Adah Muhamad, N 2015, 'GranuLab: Strategies for growth', Asian Case Research Journal, vol. 19, no. 2, pp. 443-471. https://doi.org/10.1142/S0218927515500169
Adham KA, Said MF, Sarkam SF, Sa'Adah Muhamad N. GranuLab: Strategies for growth. Asian Case Research Journal. 2015 Dec 1;19(2):443-471. https://doi.org/10.1142/S0218927515500169
Adham, Khairul Akmaliah ; Said, Mohd Fuaad ; Sarkam, Saida Farhanah ; Sa'Adah Muhamad, Nur. / GranuLab : Strategies for growth. In: Asian Case Research Journal. 2015 ; Vol. 19, No. 2. pp. 443-471.
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