Challenge

Incumbent players in the global lighting industry are facing huge strategic challenges in terms of pace of technology change and the profitability of their business models. LED Lighting is a huge growth technology in the segment, and the market is segmented into high quality European manufacturers and low cost Chinese manufacturers.

Approach

In a two-year project for the Malaysian government, Oxentia worked in close collaboration with its partner BDEC Resources Malaysia to fast-track selected Malaysian producers of light-emitting diode (LED) lighting towards worldclass competitiveness. Tackling vital challenges such as company profile and branding, product certification, and marketing, we engaged carefully selected companies to create tailor-made internationalisation strategies.

Impact

The project met its two key metrics: there were total sales of RM 88m (against a target of RM 80m); and 26 LED products were certified for sale overseas (against a target of 20) with over 100 more due to be certified. The companies’ connections with the global marketplace have also flourished, and discussions are underway with potential partners and clients overseas. iIn the 3 years following the project, Oxentia has provided similar assistance to Malaysian companies from the biotech, aerospace and medical devices sectors.