Simplysiti

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Fighting the Giants: The Case of a

New Player

Article · December 2014

DOI: 10.1177/2277977914548344

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2 authors:

Herwina Rosnan

Universiti Teknologi MARA

17 PUBLICATIONS 9 CITATIONS

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Rosmimah Mohd Roslin

Universiti Teknologi MARA

25 PUBLICATIONS 64 CITATIONS

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Available from: Herwina Rosnan

Retrieved on: 10 October 2016

Case

Fighting the Giants: The Case

of a New Player1

Herwina Rosnan

Rosmimah Mohd Roslin

South Asian Journal of

Business and Management Cases

3(2) 129–138

© 2014 Birla Institute of Management Technology

SAGE Publications

Los Angeles, London,

New Delhi, Singapore,

Washington DC

DOI: 10.1177/2277977914548344

http://bmc.sagepub.com

Abstract

Today’s business environment is dynamic and current business competition is characterized by some

authors as hyper-competition. For a new player, sustainable competitive advantage is a crucial indicator of success. SimplySiti is a new brand in the beauty industry in Malaysia having being established in

2008 and launched in 2010. Amidst the presence of more established global competitors like L’Oreal,

Avon and Estee Lauder in the Malaysian market, SimplySiti has done fairly well. Much of its success

is attributed to fast acceptance by the market as the main target market for this brand are fans of

Dato’ Siti Nurhaliza, the most popular Malaysian singer with vast following not only in Malaysia but

across countries such as Indonesia, Singapore, Brunei and the Middle East. The brand itself is associated with Dato’ Siti Nurhaliza as she is the founder and the driver of this brand and she is involved in

marketing and promoting this brand directly. This case study highlights how a newly established local

business competes with the more established global players. Specifically, the article...