Despite being the only local fabricator of membrane structures in Singapore, Advance Membrane System did not have a competitive advantage that allowed them to compete effectively within the marketplace. They did not have much market reach or a marketing plan. Besides that, the workplace management at the production shop-floor had plenty of room for improvement.

Customer Strategy

To achieve greater market reach, a customer segmentation exercise was conducted based on the STP (Segmenting, Targeting, Positioning) model to help Advance Membrane System identify their most valuable types of customers and subsequently develop product & marketing messages that suit the target segment. This allowed Advance Membrane System to engage with each target customer group better, personalise their messaging and increase sales of products.
 
On top of that, to kick-start their marketing journey, a Marketing Plan was developed to help Advanced Membrane System build and nurture brand awareness. The plan also serves as a guideline for marketing efforts.

Process Management

In order to institute a culture of orderliness for better workplace management at the shopfloor, we introduced a change management programme – 5S Housekeeping. To facilitate understanding of the 5S principles (Seiri, Seiton, Seitso, Seiketsu, Shitsuke), training for this programme was conducted for the key management members of Advance Membrane System. In addition, a 5S Diagnostic checklist was developed to assess how well the current shopfloor was organised according to the 5S principles.

• Quality marketing leads are estimated to increase 10 – 20%.

• Storage space requirements are projected to reduce by 20%, which boosts costs savings as well.