: Bachelor of International Business (BIN)
: T5
: Dr. Law Kian Aun/ Dr. Komathi a/p Munusamy
: LEADING EDGE CONSULTANCY SDN. BHD.
: Chock Yee Fai 2003947
Table of Contents
Content
Page
Brief Background of the Company
1
Main Services and Competitors
2
Poster’s Five Forces Competitive Model
Threat of New Entrants
Bargaining Power of Buyers
Bargaining Power of Suppliers
3-4
4
4-5
Threat of Substitutes
5
Competitive Rivalry
6
SWOT Analysis
Strength
7-8
Weakness
8-9
Opportunity
Threats
9
9-10
Porter’s Generic Strategies
11
Recommendations
12
Brief Background of the Company
Established in 2017 by Mr. Mark Leong Yeen Keoon, LEADING EDGE CONSULTANCY
SDN. BHD. operates as a corporate secretarial firm offering a range of services encompassing
company secretarial support, consultancy, accounting, bookkeeping, financial advisory, and audit
assistance. The company is situated at 25-1B, Jalan Semenyih Sentral 2, Semenyih Sentral, 43500
Semenyih, Selangor. Despite its modest staff size of fewer than five employees, the firm extends
its expert secretarial services to a diverse clientele, serving hundreds of companies.
LEADING EDGE CONSULTANCY SDN. BHD. focuses in providing services to small
and medium-sized businesses in a range of sectors. Their customized approach to secretarial
services is made to fit each client's particular requirements, helping them succeed in a cutthroat
marketplace. At Leading Edge Consultancy, we adhere to a number of principles, including
honesty, to guarantee moral and open business dealings. Proficiency in comprehensive
understanding and ongoing education on corporate secretarial affairs.
1
Main Services and Competitors
As previously noted, LEADING EDGE CONSULTANCY SDN. BHD. is a SMEs that
offers consultancy, bookkeeping, accounting, financial advice, and help for audits in addition to
company secretarial services. To ensure compliance with the Malaysian Companies Act (2016),
LEADING EDGE CONSULTANCY SDN. BHD. will provide customers with detailed guidance
during the business registration procedure. In addition, the business prioritizes making sure that
legal and regulatory standards are followed. This include keeping statutory records up to date,
conducting regular compliance audits, and submitting the necessary paperwork to regulatory
bodies.
Transparency and accountability require streamlined record-keeping and document
creation. The document management services provided by LEADING EDGE CONSULTANCY
SDN. BHD. guarantee accurate documentation and safekeeping of important company records.
These services include helping clients create legal entities, which is an essential first step for
companies. They hired a third company to handle the accounting portion of them. LEADING
EDGE CONSULTANCY SDN. BHD. focuses in providing services to small and medium-sized
businesses in a range of sectors. In order to help each customer succeed in a cutthroat business
climate, their customized approach to secretarial services is made to specifically address their
demands.
LEADING EDGE CONSULTANCY SDN. BHD.'s rival is a secretarial firm that serves the
similar target market sector. For instance, a lot of the competitors are technology-driven service
providers; they excel at using cutting-edge technology to deliver services quickly, efficiently, and
with a contemporary approach to corporate secretarial solutions. They might not, however, have
the breadth of knowledge or individualized attention that LEADING EDGE CONSULTANCY
SDN. BHD. provides. In addition, there are well-known corporate service providers with a strong
staff of corporate secretarial specialists, a sizable clientele, and a wealth of business knowledge.
They might not, however, have the same individualized approach or bureaucratic procedure
possibilities as a smaller business.
2
Porter’s Five Forces Competitive Model
Threat of New Entrants: Low
There are a number of reasons why the threat of new competitors is low. A network of
contacts in the business world, a solid reputation for dependability, and specialist understanding
of regulatory standards are necessary for starting a successful corporate secretarial services
company. The reputation, experience, and clientele of LEADING EDGE CONSULTANCY SDN.
BHD. serve as obstacles for potential competitors. New participants are further discouraged by the
Malaysian Companies Act (2016), which demonstrates conformity with regulatory norms.
As per Section 235 of the Companies Act 2016, an individual must meet certain criteria in
order to be eligible to become a Company Secretary in Malaysia. These include being a natural
person, being at least 18 years old, being a Malaysian citizen or a permanent resident (i.e., residing
in Malaysia through a principal place of residence), being a member of any professional body
nominated by the Ministry of Domestic Trade, Cooperative and Consumerism, and not having
been convicted of any crime or declared bankrupt. Besides, there are a requirement of must be
registered with the the professional body nominated by the Ministry of Domestic Trade,
Cooperative and Consumerism includes those who have license from The Malaysian Association
of Company Secretaries (MACS), The Malaysian Institute of Chartered Secretaries and
Administrators (MAICSA), The Malaysian Institute of Certified Public Accountants (MICPA),
The Malaysian Bar, The Malaysian Institute of Accountants (MIA), The Advocates’ Association
of Sarawak, and The Sabah Law Association.
In addition, this sector of the economy necessitates a high degree of specialist
understanding in legal frameworks, corporate governance, and regulatory compliance. This is the
corporate secretarial services industry. For instance, they have to draft resolutions in accordance
with the Companies Act (2016) as specified in the company's Constitution (Memorandum &
Article). If you make mistakes when assisting clients with document preparation, your service will
come out as unprofessional. Customers may become distrustful of them as a result, leaving their
services to use rivals. Hoopes (n.d.) asserts that when it comes to customer service, clients desire
3
prompt, courteous, and supportive assistance. They also want prompt and efficient answers to their
inquiries. Consequently, it is vital for a firm to consistently fulfill the demands of its clientele and
uphold elevated benchmarks for customer support. It will make a negative impression on guests,
particularly in the service business, if you are unable to assist clients because you lack the
necessary professional skills.
Bargaining Power of Buyers: Moderate
Buyers, consisting of businesses seeking secretarial services, have moderate bargaining
power. While clients have the option to choose from various service providers, LEADING EDGE
CONSULTANCY SDN. BHD.'s client-centric approach, positive testimonials, and awards
enhance its value proposition. However, clients may have some power if they can easily switch to
other providers or negotiate prices based on market competition.
LEADING EDGE CONSULTANCY SDN. BHD. had proceeded on transparent
communication and proactive education about the value of the company's services can reduce
uncertainty for clients. Clearly articulating the expertise, unique features, and benefits of
LEADING EDGE CONSULTANCY SDN. BHD.'s services helps clients understand the added
value they receive. Educating clients on industry intricacies, regulatory changes, and the
complexity of corporate governance fosters a trusting relationship. When clients recognize the
depth of the company's knowledge and support, they are less likely to exert strong pressure on
pricing or terms.
Bargaining Power of Suppliers: Low to Moderate
Suppliers in this context may include technology providers, legal consultants, or other
service providers that complement corporate secretarial services. The bargaining power of these
suppliers is generally low to moderate. While there may be multiple options available, the industry
doesn't heavily rely on specific suppliers, giving companies like LEADING EDGE
CONSULTANCY SDN. BHD. some negotiation power.
4
The business might look into supplier diversification to increase its bargaining power. A
varied supplier base offers bargaining flexibility and lessens reliance on a single source. This
strategy guarantees that the business can take advantage of favorable terms and competitive pricing
from a variety of suppliers, putting it in a more advantageous position. For instance, LEADING
EDGE CONSULTANCY SDN. BHD. uses different accounting firms to handle its clients'
accounting.
Threat of Substitutes: Low
There's not much of a risk that corporate secretarial services will be replaced. Businesses
need these services in order to maintain governance and compliance. Lim (2023) asserts that even
though it is a statutory requirement as stated in the Companies Act 2016 for all companies to
appoint a company secretary, the company secretary does not seem to do much in contributing to
the operation of the company. However, the company secretary is an officer of the company which
is not merely administrative but also advisory in nature, especially in corporate governance matters
and boardroom procedures. Although many tasks could be completed internally, the intricacy of
regulatory obligations frequently calls for the knowledge of specialized companies like LEADING
EDGE CONSULTANCY SDN. BHD. The company's standing and performance history further
reduce the possibility that customers would look for other alternatives.
The company is proactively including technological platforms and digital solutions into its
service offerings. The organization may improve the efficiency of its services by utilizing state-ofthe-art technology, including secure document management systems, automated compliance tools,
and artificial intelligence for data analysis. This distinguishes the business from conventional
replacements and presents it as a progressive, cutting-edge service supplier. Roebuck (2023)
asserts that the benefits of digitalization for small enterprises include uniformity across all jobs
and channels. You can be sure that the quality and support will always be the same once you
digitally automate jobs like follow-up emails or calls for customer care or sales. You can also create
better sales and customer service with digital technologies.
5
Competitive Rivalry: Moderate to High
In the corporate secretarial services sector, there is moderate to intense competition.
Although LEADING EDGE CONSULTANCY SDN. BHD. has made a name for itself in the
business with its client-centric approach and skills, there can be other well-known competitors. To
keep a competitive edge, effective marketing, service differentiation, and constant innovation will
be necessary. Frequent competitor analysis will assist the business in staying current with market
developments and customer demands.
Similar fundamental services, like document management, board meeting administration,
and regulatory compliance, are provided by numerous businesses in the corporate secretarial
services sector. While client-centric strategies and skills might help differentiate a business,
competitors may offer similar core services. Because of the competition, businesses need to
effectively differentiate themselves in an environment where service offerings are identical.
6
SWOT Analysis
Strength
Although LEADING EDGE CONSULTANCY SDN. BHD. is a small business with no
more than five employee, it has distinct advantages as well as particular obstacles. First and
foremost, small teams frequently exhibit more agility and efficiency. Decisions may be made more
quickly, and the business can react quickly to changes in the market or in the needs of the customers
when there are fewer levels of bureaucracy. A small team can also foster strong relationships and
a close-knit workplace. This can lead to improved teamwork, communication, and sense of purpose.
Less staff also makes it easier to manage human resources, which reduces administrative burdens.
Smaller teams typically have cheaper operating costs than larger ones. This could lead to increased
profitability and financial stability, especially in the early phases of a firm's development.
In addition, the business gains from Mr. Mark Leong's vision and capable leadership. The
stability and direction of the organization are facilitated by Mr. Mark Leong's strategic vision,
industry experience, and leadership abilities. A leader with a clear vision improves the
cohesiveness of the group and their capacity to overcome obstacles. The Indeed Editorial Team
(2023) claims that by gaining the trust of employees, leadership raises morale. It gives workers
reassurance that the organization's CEO believes they can fulfill the organization's vision and
mission. Employees that are highly motivated to focus their efforts on achieving corporate goals
are less likely to be distracted.
Owing to its modest size, the business has been able to streamline its operations and
produce cost-effective outcomes. It's likely that a cost-effective SME has spent time and money
optimizing its internal procedures. This could entail cutting waste, increasing overall operating
efficiency, and putting lean management ideas into practice. The business can create goods or
services faster and with fewer resources by improving workflows. Outsourcing the non-essential
work is one approach to cut operating costs. Employing a third party to handle tasks for business
could seem like an extra expense. However, hiring professionals to handle particular chores will
ultimately save money and produce better results. As a result, LEADING EDGE CONSULTANCY
7
assigns a third party to handle their clients' accounting needs. The AVD Consultancy (2023) claims
that outsourcing can assist companies cut expenses on overhead including workspace, supplies,
and hiring. Businesses might avoid having to buy or rent a physical space for certain processes by
outsourcing them to outside sources. Furthermore, LEADING EDGE CONSULTANCY places a
high premium on assisting clients with a variety of paperwork, so there won't be much risk
involved in contracting out accounting work to a third party.
Weakness
Small companies may experience a number of difficulties and vulnerabilities as a result of
their limited staff and resources. First off, with just three workers, each team member could have
to take on a variety of roles and hats. Burnout, a decline in productivity, and trouble maintaining a
work-life balance might result from this. With less than five workers, the business might find it
difficult to manage an expanding clientele. This restriction might make it more difficult to scale
operations effectively. Furthermore, a single employee quitting or failing to show up can have a
significant impact on how a business operates. Redundancies in skills and knowledge are often
lacking in small teams. Small teams may not have as much funding available for research and
development, which restricts their ability to innovate and stay ahead of the competition.
The most importantly, the brand recognition of the company is relatively low compared to
larger competitors. The weakness in brand recognition suggests that the target audience may have
limited awareness of the company and its services. This lack of awareness can lead to lower
consideration among potential customers when making decisions. Besides, it will lead to difficulty
in building trust as trust is a crucial factor in consumer behavior. A lesser-known brand may face
challenges in building trust with potential customers. Consumers tend to gravitate towards brands
they perceive as reliable and reputable.
Furthermore, there is no promotion for LEADING EDGE CONSULTANCY SDN. BHD.,
and the company does not even have a website. Without sufficient advertising, the business might
find it difficult to reach its target market with its goods and services. Being invisible can lead to a
small market presence, which makes it difficult to compete with companies who actively advertise
8
their products. Customers are inundated with options in a competitive market. Ineffective selfpromotion puts a business at danger of being eclipsed by rivals that spend money on marketing
and advertising initiatives to draw in new clients. The more you market your brand, the more
people will learn about you and your business and the more interested they will be in your items,
claims Mishra (2015).
Opportunity
Smaller teams can offer flexible work arrangements that appeal to both employees and
clients, such as remote work options or customized service hours. Small businesses can provide
highly personalized and attentive service to their customers, fostering strong relationships and
customer loyalty. LEADING EDGE CONSULTANCY SDN. BHD. frequently take great
satisfaction in offering their customers incredibly attentive and individualized service. There's
usually more direct communication between team members and clients when there's a smaller team.
A deeper comprehension of the client's wants and preferences is made possible by this intimacy.
The individualized care builds strong bonds between the company and its clients by giving them a
more private and customized experience.
Besides, LEADING EDGE CONSULTANCY SDN. BHD. has an opportunity to expand
its market share by targeting new clients and industries. Market research and targeted marketing
efforts can help identify untapped segments and establish the company's presence. The company
is also exploring opportunities to diversify services beyond traditional corporate secretarial
offerings could open new revenue streams. This might include expanding into related areas such
as legal consulting, compliance advisory, or digital governance solutions.
Threats
The corporate secretarial services sector is very competitive, which makes it imperative for
LEADING EDGE CONSULTANCY SDN. BHD. to maintain a competitive edge. To keep a
competitive edge, ongoing innovation and regular competition analysis will be essential. The
9
possibility of new rivals entering the corporate secretarial services sector never goes away,
notwithstanding the high entry barrier. For Leading Edge Consultancy to survive the difficulties
presented by new competitors, it must constantly innovate and set itself apart. This is so that those
who are successful in entering can benefit from larger profit margins because markets with high
entry barriers frequently have fewer competitors. A business may be able to command higher prices
and see improved financial performance if it can carve out a solid place for itself in this kind of
market.
Additionally, when the organization digitizes, cybersecurity threats and data privacy
problems may arise. The business is more vulnerable to cybersecurity threats and data privacy
issues as a result of its growing reliance on technology. Strong cybersecurity protocols must be in
place in order to safeguard customer information and uphold confidence. Since the business
handles sensitive corporate data, sustaining client trust and protecting the company's reputation
depend heavily on guaranteeing the confidentiality, integrity, and availability of data.
10
Porter’s Generic Strategies
Cost Leadership
LEADING EDGE CONSULTANCY SDN. BHD. does not necessarily compete based on
cost leadership, as the nature of corporate secretarial services often involves a focus on expertise,
compliance, and personalized service. Cost leadership strategies are more applicable to industries
where price is a critical factor. However, the company may still seek cost efficiencies through the
use of technology to enhance operational efficiency. The nature of secretarial services may
prioritize quality and expertise over cost, making a strict cost leadership approach less applicable.
Differentiation
The company appears to follow a differentiation strategy. LEADING EDGE
CONSULTANCY SDN. BHD. sets itself apart through its expert team, client-centric approach,
and recognition for excellence. Mr. Mark Leong's expertise, positive client testimonials are
indicative of the company's commitment to differentiation. This strategy aligns well with the
unique and specialized nature of corporate secretarial services. Hence, differentiation could be a
viable strategy for Leading Edge Consultancy, given the importance of industry recognition,
personalized services, and expertise in corporate governance. Balancing differentiation with cost
considerations is essential to avoid pricing beyond the market's willingness to pay.
Focus
A focus strategy involves concentrating on a specific market segment. While the
information provided doesn't explicitly state a focus on a narrow market segment, LEADING
EDGE CONSULTANCY SDN. BHD. may adopt a focus strategy by tailoring its services to the
unique needs of small and medium-sized enterprises (SMEs). Serving over 100 companies in
various sectors suggests a specialized focus on a specific clientele rather than a broad market. For
example, they could consider focusing on specific geographic markets where there is a high
demand for secretarial services. Build local partnerships and a strong reputation within the
community.
11
Recommendations
The main approach of LEADING EDGE CONSULTANCY SDN. BHD. is differentiation.
The business highlights its distinct value proposition with knowledge, a customer-focused strategy,
and recognition in the sector. This tactic works effectively in the corporate secretarial services
sector, where customers are looking for individualized attention and in-depth knowledge. Even
though it isn't its main goal, the corporation might nevertheless look into cost leadership to
strengthen its position against competitors. A focus on SMEs also demonstrates a targeted strategy
that is consistent with a focus strategy. Overall, the company's dedication to quality and distinct
positioning within the competitive corporate secretarial services market demonstrate the
differentiation approach.
According to Gebauer et al. (2011), Service differentiation, therefore, not only strengthens
the positive relationships between complexity of customer needs and customer centricity and those
between customer centricity and business performance. Service differentiation is actually a
prerequisite for these two relationships. Therefore, the company can serve particular industries or
niche markets where there is a need for knowledge by providing specialized secretarial services.
This might distinguish the company from rivals that offer broader services. A compelling value
proposition can also be developed by differentiating on the basis of service quality and
customisation. Customized solutions that address each client's specific demands are frequently
appreciated by them, and providing individualized customer care can foster client loyalty and
goodwill. In particular, word-of-mouth marketing is used by LEADING EDGE CONSULTANCY
SDN. BHD. to advertise its services.
In order to maximize profit, LEADING EDGE CONSULTANCY SDN. BHD. must
constantly check its adaptability because the business climate is dynamic and plans must change
as circumstances do. Being flexible and keeping an eye on things are essential. They should
routinely evaluate industry trends, competitor actions, and market dynamics. They should also ask
clients and stakeholders for input to pinpoint areas that need improvement and be ready to modify
their plans in response to new opportunities or difficulties.
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Reference
AVD Consultancy. (2023, October 27). Cost saving effects of outsourcing.
https://www.linkedin.com/pulse/cost-saving-effects-outsourcing-avdconsultancy-udfyf
Gebauer, H., Gustafsson, A., & Witell, L. (2011). Competitive advantage through service
differentiation by manufacturing companies. Journal of Business Research, 64(12),
1270–1280. https://doi.org/10.1016/j.jbusres.2011.01.015
Hoopes, S. (n.d.). Professionalism in customer service. Silver Star Properties. https://www.hireit.com/professionalism-in-customer-service/
Indeed Editorial Team. (2023, September 28). What Is the Importance of Leadership? Indeed.
https://www.indeed.com/career-advice/career-development/importance-of-leadership
ILBS. (2017). Companies Act 2016 (Act 777) & Regulations (As At 1 February 2017):
/International Law Book Services. ILBS.
Lim, J. (2023, March 20). 8 main roles of a company secretary in Malaysia - Foundingbird.
Foundingbird. https://foundingbird.com/my/blog/main-responsibilities-of-a-companysecretary-sdn-bhd
Mishra, A. (2015, July 23). Why is promotion important for a business. Resellerclub.
https://blog.resellerclub.com/why-is-promotion-important-for-a-business/
Roebuck, S. (2023, January 9). 5 Ways Digitalization can Benefit your Business. Employsure
AU. https://employsure.com.au/blog/5-ways-digitalization-can-benefit-your-business/
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