What can I do in the off-work Saturday morning? It’s none other than joining the factory visit organized by JCI Malacca City Entrepreneur.
This week factory visit host – Fetta Auto Parts Industries (M) Sdn. Bhd.
Fetta Auto Parts was started by Mr. Tan Poh Seng in year 1987. Main business – OEM manufacturer of exhaust systems for automotive manufacturers like (Ford, Mitshubishi etc). Core competencies are their capabilities in design and their manufacturing know-how in producing automotive parts using materials like stainless-steels and aluminum.
The morning started with networking session where Mr.Tan (the founder) introduced us to their Managing Director (Mr.Gan), HR Directors and his co-workers.
- Consolidate company main pillars into 4M (Man, Manufacturing, Material & Machine).
- Main challenges – Man / Talents.
- The founder, Mr. Tan shared his entrepreneurship journey and highlighted positive character & inner discipline are the main contributors to his early success.
- HR director shared that they found that hiring staffs passing the age of 30s will remain at the company longer as compare to fresh graduates.
- Q: How Fetta Autoparts survived the financial crisis given they have started their business in 1987?
- A: Mr.Tan said the ability to have good market sense is important to grow a company. E.g. The company identified the potential market of custom made Kangaroo Bar for 4-wheel drive vehicle in the 1990s. They were able to identified the market by noticing the growth of the plantation sector and also the growth of the 4-wheel drive purchases in the market. They were so convinced that they purchase the Malaysia first laser cutting machine during the economic downturn (when he lamented that some of his peers labeled him as crazy-man for buying the expensive machine during the financial downturn).
- Q: How Fetta Autoparts build their Brand?
- A: Mr.Tan shrug off the need to pay a expensive price in Advertisement, Design and Marketing to build one company brand. He highlighted that a brand is build by genuine value a company create in the market, not the image that a company try to portray. Mr.Tan said that he priced his product slightly more expensive from day one. Highlighted that his company is smaller when he first enter the market and he can’t compete with the existing players in terms of price. Instead, Mr. Tan strategy in fixing the price works as compare to other manufacturers where the price of product fluctuate according to the raw material. On top of that, Mr. Tan choose his distributor / resellers; in the early days, he won’t sell his products in more that one shop at the same location/street.
We were lucky to be able to have a 2 hours guided tour into the factory production floor and even have access to their secret R&D department (where we saw a new car model that has yet to be launched in the market!) 😀 Unfortunately, no photos are allowed during the tour. So don’t missed the next JCI MCE factory visit, won’t know what you will learn when you hit the floor with these successful entrepreneur!