A proposed corporate strategy for Dana International Trading Corporation

• Main Author: Naser, Allan
• Format: text
• Language: English
• Published: Animo Repository 1999
• Subjects: Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/2207
• Institution: De La Salle University

Dana International Corporation is a family-owned business established by Mr. Hasan in 1992. Its main office is in Manila but its market is primarily in the Middle East. The corporation acquires ready-made garments manufactured in the Philippines and sells the same to various buyers in Jordan. In 1994, Dana opened Ammans office to strengthen its business in the Middle East. In the same year, it opened an office to Bangkok to search for alternative sources of goods as prices in the Philippines have started going up. The company also deals with intermediaries in Hong Kong for goods sourced from China and Hongkong. As manufacturing costs in China are lower than the rest of the Asian countries, Mr. Hasan is contemplating on opening an office there to build supplier relationships. With this present scenario, this paper was made to assess Danas potential in the Middle East market and how it will be able to sustain its operations by improving its profitability. A thorough analysis of its processes and documentation were made and the findings are presented in the paper. Considering the findings derived and after conducting a SWOT analysis the generic strategy was formulated. The proposed generic strategy is overall cost leadership which is also the current strategy in place. Specific strategies were laid focusing on operations and marketing. An implementation plan was designed with the aim of maintaining profitability despite adoption of new initiatives. Hopefully, with the strategies formulated and the implementation of suggested changes, Dana will be able to improve its operations, increase supplier base, widen its market scope to continuously reap abundant profit.