RELEVANCE OF HILL’S STRATEGY DEVELOPMENT FRAMEWORK FOR RENTAL AND LEASING COMPANY IN BRUNEI DARUSSALAM
The purpose of this paper is to understand the Hill’s Strategy Development Framework and application of the framework to local rental and lease company’s in Brunei Darussalam. The framework discussion in this article concentrates on corporate objectives, marketing strategy, order qualifiers, order winners, and the operations strategy within the company. Also, this paper based on observation as a customer, and experienced worker in a local rental and leasing company in Brunei Darussalam. Consequently, the primary objective of this paper is to present an overview of the application of The Hill’s Strategy Development Framework in rental and leasing company in Brunei Darussalam. A review of the local leasing and rental company’s corporate objectives, competitive priorities, Order Qualifier and Order Winner. Hence, this study provides a review of the technical application of the strategic framework to expose on the potential customer benefits package of the strategy. Therefore the local rental and leasing company business in Brunei Darussalam should focus on foreigners who are not planning to stay in Brunei for an extended period. Also to graduates that are newly hired to work as the majority would need a car to go to work, so it would be good for them to lease cars to pay the fixed price over a period.
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