ERC603: YO YO Private Limited is a Malaysian Based Family run Business that Conducts Consultancy Services in a Range of Marketing-Related Activities Across Malaysia: Strategic Human Resource Management Assignment, ERC Institute, Singapore

YO YO Private Limited is a Malaysian based family run business that conducts consultancy services in a range of marketing-related activities across Malaysia. They have been in business for over 15 years and had established loyal yet local clientele.

Their focus has always been to target local leads and have very rarely ventured into tapping the multi-national and regional businesses and possible customers. Their workforce predominantly consists of local Malaysians and the management had over the years made n attempt to diversify their workforce nor their customer base.

Additionally, their long-standing marketing manager who almost on his own managed all client accounts assisted by a team of ten (10) staff who would have access to client account details which were maintained on an excel spreadsheet. In addition, they had two (2) other support staff who were part qualified in accountancy to carry out the accounts and the payroll of the company.

The ten (10) staff mentioned above were mostly school leavers and there was a tendency to have a high turnover amongst these staff. The staff were paid a salary that was below the market rate and no fixed bonus or incentive scheme was in operation.

The only decision-maker of the company when it comes to promotions job allocations and even day to day operations has been the aforesaid manager who has been with the company longer than anyone else.

The company relied on repeat customers, word of mouth and a basic website that was maintained detailing out all of the services on offer. Ironically, despite being a Marketing Consultancy Company, YO YO did not have a marketing department as such. Instead, they relied on aforesaid methods to communicate their market offering.

Whilst the business was sustainable due to the very nature of business activities within Malaysia and the volume of business they carried out, the family-run business was beginning to feel the effects of losing business even prior to the Covid 19 pandemic started.

This was predominantly due to most companies seeking marketing related services that suit a growing online business and such platforms. The Covid 19 pandemic escalated the situation which prompted the business owners to bring in a few young graduates to lead the organization’s recovery strategy.

The following areas were identified to be in need of changing:

1. Changes to the organizational structure and job roles

2. Where possible invest in technology