The International Journal of Professional Management - ISSN 20422341
Designing an Expansion Plan from Out-of-Home Media Owner to an Advertising Agency for Business Growth
Volume 15, Issue 6, December 2020
Zafira Ismail
DBA candidate (IPE Management School, Pole Paris Alternance),
MBA (Cardiff Metropolitan University), BSc (Mktg/Comm) (Upper Iowa University).
zafira.it@gmail.com
Dr. Selvamalar Ayadurai
Ph.D (Political Science) National University of Malaysia (UKM), MBA (Management),
University of Bath U.K., DBA Dissertation Supervisor, Examiner, Lecturer.
Tel: +6012 2396 547, drmalar@cbct.my
1.0 Introduction
1.1 Background Study
AHT Mega, was originally under the banner of a public listed company, Ayer Itam Tin Dredging Berhad. In 1989 it pulled out and changed its name to Tom Manas Outdoor (TMO) under the banner of Tom Mans Group. TMO is a pioneer in the out of home advertising industry in Malaysia when there were fewer than five competitors.. TMO started out with pillar posters all over the country, which in that era was one of a kind. The company then came to be the first mover by introducing the first ever three-sided monopole in the country, followed by the first ever LED signboard that displayed wishes and brand awareness during the late 80’s early 90’s.
TMO has always been the first mover in the out-of-home industry and steadily made history since its inception. These days, the competition is hard-hitting especially with the rise of digital marketing, to the point that it is threatening the company. Digital marketing has made its stand in the world and is more fancied by the advertisers due to the features such as affordability, instant postings, targeted audience, measurable scale and results-oriented. Digital marketing is proven to be a cheaper alternative of advertising compared to all of the other media channels.
The advertising industry in Malaysia as a whole is continuously dipping down in comparison with previous years. TMO had to face its share of loss in the percentage of the advertising expense of Malaysia in the last three years (shown in later part of this study), making its way under the RM5 billion mark. Out of that, 8% is the market share for the out-of-home industry, which makes it less than RM400 million. As a small media owner with only a small number of advertising sites at hand, even 0.5% taken out of the cake makes it tough.
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