Strategi pengembangan peruncit asing di Malaysia: Kes Pasar Raya Besar (Foreign retailers’ expansion strategy to Malaysia: The case of the hypermarket)

Abstract

Pengantarabangsaan perniagaan runcit telah berkembang pesat sejak akhir tahun 1980-an apabila peruncit utama
dunia melebarkan pengaruhnya ke pasaran baru. Malaysia juga tidak ketinggalan menerima kemasukan peruncit dari
luar negara. Beberapa strategi telah digunakan oleh peruncit untuk mengembangkan operasi ke pasaran baru
terutama di negara sedang membangun seperti pengembangan secara dalaman/organik, penggabungan dan
pengambilalihan, usaha sama, sistem francais dan pelaburan tanpa kawalan. Melihat pasar raya besar sebagai kes
kajian, pengkaji mendapati peruncit asing menggunakan strategi pengembangan secara organik serta proses
penggabungan dan pengambilalihan selain syarat wajib menjalinkan usaha sama dengan syarikat bumiputera
tempatan. Kesan pengembangan boleh dilihat apabila bilangan pasar raya besar di Malaysia telah bertambah dari 58
buah cawangan pada 2007 kepada 124 buah sehingga akhir 2014. Wilayah Lembah Klang kekal sebagai kawasan
tumpuan utama pengembangan selain bandar-bandar utama lain.

Katakunci: pasar raya besar, percantuman dan pengambilalihan, perniagaan runcit, peruncit antarabangsa, sistem
francais, usahasama

Internationalisation of retailing has been increasing rapidly since late 1980s when international major retailers
spread their wings to new territorial markets. Malaysia is not exempted from this trend and has been a pivotal
investment destination of several international retailers. The country has witnessed various expansion strategies of
these retailers such as internal/organic expansion, merger and acquisition, joint venture, franchise system and noncontrol
investments. This study took a closer look at the case of the foreign-based hypermarkets in Malaysia and
found that such hypermarkets expanded their presence through organic expansion as well as merger and
acquisition. In these strategies retailers provided at least 30% of local equity through joint venture with other
Bumiputera (indigenous) firms. The expansionary impact was evidenced by the marked increase in the number of
foreign hypermarkets across the nation: from 58 in 2007 to 124 in late 2014. The highly urbanised Klang Valley
region remained the expansionary hub of the foreign-based hypermarkets.

Keywords: franchise system, hypermarkets, international retailers, joint venture, merger and acquisition, retailing