Bonia
1.0 Introduction
Bonia Corporation Berhad was established by Mr. Chiang Sang Sem in 1974 and it was listed on the Second Board of Kuala Lumpur Stock Exchange (KLSE) in 1994 and listed on the main market of Bursa Malaysia in 2007. He set up the business that mainly focused on designing, manufacturing and wholesaling of leather merchandise. Nowadays, Bonia has a set of connections over 1000 outlets and 130 standalone boutiques all over the world such as Singapore, Malaysia, Japan, Taiwan, China, Vietnam, Indonesia, Brunei, Kingdom of Saudi Arabia, Oman and Myanmar.
Mr. Chiang Sang Sem registered the brand name in 1977. Brand name itself came from the sculpture work by Giambologna when he visited the Leather Trade Fair in Bologna that located in Italy. Bonia had entered into Malaysian market in 1978 and then became market leader in Singapore and Malaysia in 1980 by using aggressive advertising and promotion strategy. In 1990, Bonia managed to enter the market into Indonesia, Hong Kong, Brunei and Taiwan and keenly contributed in International Leather Trade Fair that located in Germany, Italy, Middle East, Hong Kong and Singapore.
The brand concept of Bonia is being a leader in Asian leather fashion industry by provides broad range of high quality leather and fashion products right through innovative ideas and artistic marketing strategies. Apart from that, the brand itself give people image in providing classy, glamorous, contemporary, elegant and sophisticated leather goods. In addition, the brand had more than a few labels in the business which included Bonia, Sembonia, Carlo Rino, CR2, Jeep, Santa Barbara Polo and Racquet Club, Savile Row, Valentino Rudy, Enrico Coveri, Austin Reed and Renoma.
1.1 Reason for Internationalizing
The reason for Bonia to internationalize is because business environment nowadays has become more volatile and complex, even the competition in the market had grew tougher. Therefore, internationalize allow Bonia having the first
Bonia Corporation Berhad was established by Mr. Chiang Sang Sem in 1974 and it was listed on the Second Board of Kuala Lumpur Stock Exchange (KLSE) in 1994 and listed on the main market of Bursa Malaysia in 2007. He set up the business that mainly focused on designing, manufacturing and wholesaling of leather merchandise. Nowadays, Bonia has a set of connections over 1000 outlets and 130 standalone boutiques all over the world such as Singapore, Malaysia, Japan, Taiwan, China, Vietnam, Indonesia, Brunei, Kingdom of Saudi Arabia, Oman and Myanmar.
Mr. Chiang Sang Sem registered the brand name in 1977. Brand name itself came from the sculpture work by Giambologna when he visited the Leather Trade Fair in Bologna that located in Italy. Bonia had entered into Malaysian market in 1978 and then became market leader in Singapore and Malaysia in 1980 by using aggressive advertising and promotion strategy. In 1990, Bonia managed to enter the market into Indonesia, Hong Kong, Brunei and Taiwan and keenly contributed in International Leather Trade Fair that located in Germany, Italy, Middle East, Hong Kong and Singapore.
The brand concept of Bonia is being a leader in Asian leather fashion industry by provides broad range of high quality leather and fashion products right through innovative ideas and artistic marketing strategies. Apart from that, the brand itself give people image in providing classy, glamorous, contemporary, elegant and sophisticated leather goods. In addition, the brand had more than a few labels in the business which included Bonia, Sembonia, Carlo Rino, CR2, Jeep, Santa Barbara Polo and Racquet Club, Savile Row, Valentino Rudy, Enrico Coveri, Austin Reed and Renoma.
1.1 Reason for Internationalizing
The reason for Bonia to internationalize is because business environment nowadays has become more volatile and complex, even the competition in the market had grew tougher. Therefore, internationalize allow Bonia having the first
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