INTRODUCTION
Padini Concepts Stores is a Strategic Business Unit under the corporate ownership of Padini Holding Sdn. Bhd. Padini Concept store was segmented based on products with the same prices, products with the same competitors, products with the same customer group as well as products with the same shared experience. Padini Holdings have over the years created an edge over competitors with its differentiation strategies in all ramifications. So breaking Padini Concept Stores into SBU makes it easy to focus, manage as well as monitor competitors. This report will cover the different strategies that Padini Concept Stores uses as well as the strategic marketing principles and tools that will make it continue to have a competitive advantage over competitors especially as there are numerous competitors in the market at present.

STRATEGIC ANALYSIS
Corporate Appraisal
Background
Padini started business in 1971 with the name Hwayo Garments Manufacturers Company and mainly deals in manufacturing and wholesale of ladies wears. Due to the thrust of the organisation’s vision, it established its own brands to satisfy the customers. The foundation and experiences in the garment industry has made PADINI the leader in the fashion industry. Padini has its brands products exported to various countries such as Cambodia, Egypt, Thailand and Syria. Currently, Padini has 10 different brands to cater for its different customers which are: TIZIO, Brands Outlet, MIKI kids, P&Co;, Padini Authentics, PDI, Padini, Seed, Vincci and Vincci accessories.
Vision
Global leader in the fashion and retail industry with the highest standards in design, manufacturing, quality, customer service, branding and innovation.
Role Senior Management
According to The Denver Foundation, 2014, the senior management plays an important role in the company by being actively involved with the development, design, and implementation of the inclusiveness initiative of the organi...