Executive Summary

The following assessment provides details about the company Padini Holdings Berhad, a

Malaysian fashion company that has various strategic business units working under it. While

Padini is a well known name in the south-east market, it has been facing a few difficulties in

keeping its footing in the international market of Middle-East. This has probably been due to the

fact that while Padini works in the fashion industry which consists mostly of brands that offer

overpriced products to demonstrate quality, Padini is offering its high quality products at lowered

prices. The assessment looks at the current situation of Padini and aims to develop and

implement strategies that can be used in order to properly function in the market on the long term

basis.