Mydin

INTERNATIONAL CENTRE OF LEADERSHIP (ICLIF) - 2009
Case 1: Mydin Mohamed Holding Bhd
“MYDIN TRANSFORMATION FOCUS:

LEADERSHIP AND ORGANIZATIONAL CHANGE”
You won’t go wrong shopping at Mydin Wholesale store,

Where you can spend much less and take home much more,
Whether rich or poor, we have merchandise just for you,
We have the off brands and the name brand too
Poem dedicated to Mydin,
From a small family business to emporium, it is now going into the hypermarket chain
system. MYDIN is not just an ordinary competitor to all local retailing companies. Other
big players in the local retail industry are owned by foreign entities such as Carrefour,
Jusco, Tesco and Giant. These foreign-owned megastores cannot treat the existence of
MYDIN lightly, and has to accept that MYDIN is an aggressive and progressive local
retailer that is slowly eroding their market share in the retail industry. Today, MYDIN is
known to Malaysians not only for its value for money merchandise, but has a premium
brand amongst customers as well as local manufacturers. The local manufacturers have
found a conducive and appropriate avenue to channel their products. What or who have
made MYDIN into what it is today? What are the factors that over the years have
transformed this hawker business into a retail chain that is to be reckoned with by the big
boys? Who drives this transformation process?
COMPANY HISTORY
The company started with a humble beginning. Well before the independence of
Malaya in 1940, a hawker by the name of Mydin Mohamed started a small
business in Penang selling merchandise and toys to customers in the nearby
neighbourhood of Georgetown. Sensing an opportunity in the east coast resulting
from inflow of goods from the neighboring country Thailand, Mydin moved to
Kelantan to set up his very first shop in the year the country achieved its
independence, 1957. While the business was steadily growing, there was little to
be proud of as Mydin was only able to operate and maintain one outlet.
THE ERA OF PRE-MYDIN MOHAMED HOLDINGS: A PRELUDE TO A LONG

TRAIL OF MIGRATION TO SUCCESS
The first migration
It was not all rosy for this family operated business in its early years. Since
setting up the first hawker business in Penang in 1940 to the decision to forge
Nik Maheran, Filzah, Siti Norezan 1

ahead in a foreign land in Kelantan, it has become the focal point upon which
important decisions were made by Mr Mydin and his sons later on. Being the
eldest child in the family, the visions that Mr Mydin’s late father had shared with
him and his younger siblings had also encouraged him to be a visionary
entrepreneur, taking challenges upon his stride in order to improve his family’s
finances. Thus, the stage was set for the migration to a new land – Kelantan. He
left behind the hawker business to his younger brothers to takeover, sacrificing
everything he has worked hard for to start all over again together with his family
in Kota Bharu.
In the early years, life as a general retailer in Kota Bharu, life was tough as Mr
Mydin had only a bicycle for transportation of his goods. He had to cycle all over
town in the scorching heat and heavy rain to order goods and make deliveries to
his many customers. During the times that he had to make out of town deliveries,
he had to travelled by bus. Business slowly prospered and he was able to
purchase a van for deliveries. Ten long years in the small retail business did not
deter him from becoming a successful wholesaler. So it was, in the year 1957,
that Syarikat Mydin Mohamed, a sole proprietorship company was formed in
Kota Bharu, Kelantan. Close proximity to Thailand means that Kota Bharu is the
best transit for business transactions between the two countries. The heavy
traffic of goods to and from Thailand has facilitated Mr Mydin’s business to
expand and achieve popularity among the local residents.
The second migration
History seems to repeat itself.
The year 1979, 20 years after Syarikat Mydin Mohamed was formed in Kota
Bharu, Kelantan by Mr Mydin Mohamed, his eldest son, Tuan Murad Ali went on
to start up a branch of Syarikat Mydin Mohamed in a neighboring state of Kuala
Terengganu, marking another milestone in the family business’ expansion plan.
For the community of Kelantan and Terengganu, MYDIN has established itself to
be a reliable and trustworthy brand which is close to their heart, offering a variety
of merchandise at affordable prices. Despite having two branches in two different
east coast states, MYDIN remained widely popular only in the east coast. It took
another 10 years before they decided to venture to a more crowded metropolis in
the west coast state.
Third migration: The critical move of a leader’s heart and soul into the
entrepreneurial world
In 1989, MYDIN opened its third branch in Jalan Masjid India, Kuala Lumpur. It
was a momentous departure in terms of a shift in location competitive dynamics
as Mydin venture beyond its familiar background of the east coast to prove its
mettle against larger retailers in the growing metropolis. Beyond this, it also
marked another crucial milestone, an emotional return of Mr Mydin’s prodigal

son, Dato’ Ameer Ali who had never shown any interest in the family business
back into the family fold but had carved a niche for himself in the banking
industry all these while.
Dato’ Ameer Ali Mydin
“We will grow. Now our sales are over one billion and in three
years, we will gain five billion. We got eight hypermarkets which
will be opened in the coming years, two in Kota Bharu, Port
Dickson, Kucing and several other places……”.
Dato’ Ameer, Sept 2008
Visionary statements of Dato’ Ameer towards expansion of MYDIN to transform

Itself, from just an emporium to a gigantic hypermarket…
Under the reins of Dato’ Ameer Ali, MYDIN expanded from being a retail
merchant to a hypermarket in addition to its mini-marts and convenient stores at
that time. Apart from being a risk taker, he is also known as someone who is very
determined and a motivator to his staffs in the working environment. He likes to
attribute MYDIN’s success to his two brothers – whom he fondly refers to as
‘chefs’ – Tuan Murad and Sallem. Long time MYDIN suppliers in Bangkok agreed
that both brothers are important figureheads in the company. The combination of
experience and knowledge possessed by these three brothers brought Mydin to
the forefront of the local retail industry.
As a young man, fresh graduate from University, and eager to carve his own
niche in the big world, Dato’ Ameer refused to be directly involved in the family
business. He felt that it was demeaning to work in the small family-run business.
He took a different path and worked in the banking sector instead. Within ten
years of working in the banking sector in one of the merchant banks, he rose the
ranks to become a manager. Working in the banking industry had gained him
access to innumerable business acumen and thus, laying the foundation for his
success as a corporate individual in that sector. In spite of not being directly
involved in the family business, he still kept a watchful eye on the growth of his
family business in the retail industry.
On occasions, his father, Mr Mydin, never fails to impart the wisdom of working
for the family business instead of working for others. It finally dawned on him one
day that the knowledge and experience gleaned from the banking industry would
help him in the expansion of his family business. In 1989, he quit his job as a
manager. In trying to be a good son to his father whom he regards as a great
entrepreneur as well as mentor, he finally relented and got himself into the thick
of the family business.

In 1989, after quitting his job in the banking industry, he spearheaded the project
of opening the third branch of MYDIN at Jalan Masjid India, Kuala Lumpur. It was
a move that deeply rooted MYDIN’s presence amongst its customer base in the
Klang Valley. Dato’ Ameer Ali never regretted the decision which he took. This
brave move also marked a turning point for the expansion of the family business.
The journey to the top had made him more determined than ever and that there
is no turning back.
Dato’Ameer Ali has come a long way to achieve this extraordinary

accomplishment. His unconventional path to success was inculcated since the
early years when the family business was first set up in Kota Bharu. Being the
second son in the family, Dato’ Ameer Ali often tagged along on the many
occasions that his father – Mr Mydin – had to deliver goods by bus to his many
customers from Kota Bharu to Kuala Krai, Rantau Panjang and Tumpat. Waiting
in the sweltering heat, most times he had to guard the merchandise which his
father had instructed him to, until his father returned from taking orders or making
his deliveries to one of the many customers in that particular area.
It was on those occasions that he unwittingly picked up the interest as well as the
talent to be an entrepreneur – by observing his father manage his business –
accumulating values, business principles as well as philosophies that has been in
the family for generations, by observation, direct and indirect learning. His father
had inculcated values, entrepreneurial skills and knowledge as well as shaping
his experience as an entrepreneur since childhood, by involving him in the family
business. From time to time, his father entrusted him with the responsibility of
serving the customers and undertaking other regular jobs in the store. From there
he learnt to develop networking through close interactions with customers and
suppliers.
The journey through his adolescent years was filled with much curiosity, creativity
and hard work, which fueled his ambitions. All these experiences have made him
stronger and more determined to be different from his siblings. In comparison to
his brothers, he felt that he was more driven towards furthering his studies
overseas because of the difficulties that his father faced along his business route
to success, since the family business was the only lifeline for the family. He felt
that his decision to quit was the turning point of the family business as they were
stepping into a new era of business management skills unlike the pre Mydin
Mohamed early business years.
For Dato’ Ameer Ali, it has never been an easy route to success, as there were
many painful challenges and pitfalls along the way, attitudes and qualities that
needed molding over time. Developing leadership qualities by example or role
modeling, and following his father’s visions and determination to succeed had led
him to be where he is today. According to Dato’ Ameer Ali,” This is my dream :
that, coupled with effective management, this family business can be expanded.”
Now, what he had dreamt of has become a reality.

CURRENT OPERATION
Coming on board the family business in 1989, Dato’ Ameer Ali started the third
branch of MYDIN in a rented 600 square feet shop lot in Jalan Masjid India.
Armed with a loan of RM200,000 and merchandise worth RM100,000, he
focused his attention to the purchasing power of the mostly Moslem community
in that area. He sold mostly leather and decorative goods as well as products
that catered to the daily needs of the Moslem community. His ideas and decision
making ability reflects his managerial skills in the retail business. However, his
decision to expand the business to a bigger facility did not get his father’s
blessings initially. Mr Mydin cautioned him to be financially prudent, and would
not want to see money flushed down the drain from expanding the shop quickly.
Fortunately, he was a very persuasive man, and was able to convince his father
and siblings to embark on an innovative change for the family business. In 1991,
due to the escalating business turnovers and rapid expansion in size, the family
run business was converted from a sole proprietorship to a private limited
company. In February 2000, the company officially registered its name as MYDIN
Mohamed Holdings Bhd, with Mr Mydin Mohamed as its Chairman and all his
four sons as the board of directors.
Mr Mydin had an inspiration, that is, to do business the wholesome way by

embracing the concept of Halal (permissible) products. According to the
teachings of Islam, nothing is Haram (forbidden) unless it is explicitly declared as
such by the Qur’an or Prohetic Sunnah. Visiting any one of the MYDIN
emporiums, consumers will find themselves walking single file along jam-packed
shelves and shelves of merchandise, with so much variety and brands that one
can easily get lost in.
MYDIN’s major obstacle is the often-narrow definition and labeling of ‘Muslim

Goods’. It needs to break away from the stereotype and encourage non-Muslim
consumers to purchase goods in a ‘Muslim’ store. The name MYDIN, itself,
denotes a Muslim outlet. Rarely does one see a non-Muslim consumers shop in
MYDIN. This perception alone hinders MYDIN the opportunity to broaden their
target market. With purchasing power resting mostly on non-Muslims (mostly
Chinese minorities), MYDIN had to break ranks with religious and racial barriers
inherent in Malaysia’s culture. Today, MYDIN Holdings is the proud owner of
several buildings in Jalan Masjid India that houses the store. Anybody shopping
there will include MYDIN as their favorite shopping destination.
Over the years, the small family trading company has evolved into a giant retailer
with revenues reaching RM1 billion in 2007. They have a loyal customer base
consisting of the various races that exist harmoniously in this country and who
see MYDIN as their alternative-shopping destination for their daily necessities.
This remarkable result will not have materialized without the aptitude,
management and the proficiency of Dato’ Ameer Ali from his years of working in

the banking sector, thus paving the way for him to be a leader in the retailing
industry.
At the start of 1983, Mydin had 200 employees, annual sales of MYR 40 million
and profit of less than MYR 1 million. The business has been growing
tremendously as now the employees are more than 6,000 and it’s profit
increased to over MYR 50 millions in 2007 (see exhibit 1 for a 10-year summary
of financial operations of the company and exhibit 2 for the chain growth).
Exhibit 1:
Ten-Year Financial Information, 1998 –2007 (Ringgit Malaysia in millions)
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Net sales………… 334 404 402 432 448 670 574 625 843 1063
Net Income………. 7 14 15 18 21 36 34 50 43 61
Inventory…………… 63 66 60 55 51 66 68 109 234 259
Current asset……… 82 103 88 89 129 135 162 212 510 663
Fixed Asset……….. 71 61 59 60 67 94 94 139 181 307
Total Asset………… 153 164 147 149 196 229 256 351 691 970
Total Equity………... 7 30 30 45 45 45 45 60 60 60
Long Term 10 16 12 8 9 18 14 58 78 66
Obligation………….
Company Owned 7 7 7 8 9 18 14 58 78 66
stores………………
Franchise stores… 1 1 1 2 2 2 4 7 8 6
ROA……………….. 0.05 0.09 0.10 0.12 0.11 0.16 0.13 0.14 0.06 0.06
ROE………………… 1.00 0.47 0.50 0.40 0.47 0.80 0.76 0.83 0.72 1.02
Inventory Turnover.. 5.30 6.12 6.70 7.85 8.78 10.15 8.44 5.73 3.60 4.10
The company’s stated mission was “to serve, better than anyone else does,
our customer need for quality, basic merchandise at the lowest everyday
price.” In Dato’ Ameer Ali’s confident words,
“Being a wholesaler, our stores were competitive and offer product

that has value for money. People realized that they could buy a lot
of things for very little money”.
Ever since Dato’ Ameer Ali held reigns, MYDIN has expanded into three different
categories of retail: hypermarkets, emporium, and 24 hour-convenience stores,
called MyMart. The fourth category is a mini market, which is called MYDIN-E.
The decision to embark on the different categories is no accident, as he said,
“The idea of this hypermarket does not come by accident. I was on

the flight to China and I happened to read a book about Kmart. It
triggers me that Mydin need to change. I called my brothers and
told them, if we continue doing what we are doing now, we will be

like Kmart. For Kmart, their stores were urban stores and located in
big town. In that sense, how can you be wrong, as you are located
in town? So, we have to change, and we decided to change and we
have to go out. I am sure we can manage change successfully. If
you may see, our marts exist in almost all towns”.
His knowledge in expanding MYDIN business into different formats was due to
his love of reading and his inclination to developing good attitude. As he noted, “if
you don’t read, five years from now, you will be the same person except for two
things; what you read and those people that you met. Otherwise nothing could
happen. So, reading is very important”.
Exhibit 2:
The growth of Mydin’s chain by years
Years Emporium MyMart Convenience Hypermarket

Store
1983 - 1993 2 0 0 0
1994 -2004 7 0 0 0
2005 - 2008 20 5 9 2
2009 – 2020 20 5 60 26
(forcasted)
Dato’ Ameer Ali understands that MYDIN is able to sufficiently meet the needs of
the Malaysian consumers, and that is what makes him believe that serving the
local market is more important than expanding into the international market.
Another interesting fact about MYDIN is that, its shops have become major
shopping destinations for different customers from different nationalities. For
example, the shop located in Sinar Kota is mainly visited by Nepalese, the
majority of shoppers in Klang are Indonesian, and the outlet in Jalan Masjid has
become the center for casual meeting and get together among Bangladeshi
origins.
Like other retailers who have achieved economies-of-scale, MYDIN purchases in

bulk (a strategic advantage) to enjoy lower prices. Its business philosophy of
wholesale pricing is thus fulfilled through the reduction of cost. MYDIN sources
merchandise both locally and abroad, from countries such as Bangladesh, China,
France, Hong Kong, India, Indonesia, Korea, Pakistan, Singapore, Taiwan,
Thailand, Turkey, United Arab Emirates and United Kingdom Promotional
Strategies.
MYDIN's emergence as a retail hypermarket has posed stiff competition to local

major players such as Carrefour, Giant, Tesco (and soon, Wal-Mart). Offering a
variety of similar range of products as the international hypermart, MYDIN is still
able to undercut prices by a reasonable percentage. Their loyal customers,
En.Hassan and his wife Pn. Sharifah, were bought over by the hypermarket's

aggressive low-price promotion when they first moved into the outlet's
neighbourhood. The exuberant couple stated,
"They seem to undercut prices of other hypermarkets by an

average of 10%, which really is cost-saving for a family."
But how aggressive is MYDIN in promoting their store as compared to their

competitors? So far, MYDIN is seen only to respond to promotional materials of
their rivals, by setting up corresponding billboards and by purchasing similar
advertisement placements in the newspapers as and when the need arises. Their
confidence in maintaining their market share probably stems from their shelves of
Islamic products - inclusive of Islamic artifacts, prayer rugs, ihram attire (for
prospective pilgrims) and other "Islamic" props, tools and accessories. MYDIN's
competitors have yet to add this range of Islamic items to their shelves.
Additionally, Mydin's emphasis on bulk-buying and bulk-selling also have a

positive impact in their favor. Hypermarkets have a notorious reputation of
displacing small-time businesses from all international markets. In Malaysia,
small grocers, hardware stores, stationery shops, clothes boutiques and other
medium scale enterprises play an important role in spurring entrepreneurship
activity. MYDIN's philosophy in supporting these local businesses, through their
pricing schemes, adds promotional value to MYDIN's social responsibility in
solidifying the spirit of entrepreneurship.
THE DRIVING FORCE OF MYDIN MOHAMED HOLDINGS SUCCESS
Compared to his father’s era, Dato’ Ameer Ali audaciously opened the third
branch which did not focus on the Malay community only, unlike what his father
early businesses in Kota Bharu and Kuala Terengganu. In this different market
environment, MYDIN has become the supermarket of choice deeply embedded
in the customer’s heart, largely due to the value-for-money products.
He started his business in a rented 600 square feet building in Jalan Masjid India,
and later buying the building. The decision to buy the building was bitterly
opposed by his father. Being an extremely frugal man by nature, Mr. Mydin
Mohamed did not want his son to make a financially unsound decision, as the
building that his son wanted to purchase would fail to attract customers due to its
non-strategic location. However, Dato’ Ameer Ali was adamant and very
determined to swim against the tide, and he told his father, “I will make them walk
to this site so that they will come and shop in my store”. And that he did indeed;
customers walked quite a distance merely to shop in his store.
In 1998, as Malaysia was caught up in the turmoil of financial crisis, MYDIN

benefited tremendously and became the choice of many customers as they
became more price conscious due to the inflated prices of consumer products at

that time. With the business tagline “why pay more”, MYDIN successfully
positioned itself in the market place.
Reminiscing upon the challenges and hurdles that he had gone through while
managing MYDIN, he humbly admitted that it was not easy to get financing for
the hypermarket since the bankers were reluctant to finance MYDIN Mohamed
Holding hypermarket. They doubted as to whether MYDIN would be able to
compete directly with the big, more competitive international hypermarts such as
Giant, and with that remark, Dato’ Ameer had posed them this question:
“Why do you think people in the upper market will not come to
MYDIN? People will actually do that for at least one good
reason…better price. So, if you want to open a business, where is
the better place to open besides opening it near your competitor?
By doing that, there are plenty of free advertisements that MYDIN is
able to get. Most importantly, you must have confidence to compete
in the market.”
With great confidence, he opened MYDIN wholesale hypermarket in USJ 1,

Subang Jaya on 19 August 2006, next to its closest business rival, Giant. To the
surprise of many people including the bankers, this hypermarket was making RM
20 million for two years whilst its close competitor only managed to rake in
around MYR 8 million. The outcome of his bold decision to diversify really paid
off, and that is what earned him the respect of employees, friends and foes alike.
With the development of its first hypermarket, the bankers saw the success and
gained more confidence on Dato’ Ameer Ali’s leadership style. In this way,
MYDIN’s search for financers were over, as there are many investors who are
ever willing to buy a share of MYDIN, since many of them have the confidence to
invest in the company.
Acknowledging the good response that his family business had received earlier
from the citizens of Terengganu in the 1980s, Dato’ Ameer again made another
significant decision to open the second MYDIN hypermarket in Kuala
Terengganu on January 2007, less than a year after the opening of its first
hypermart in Subang Jaya. As what he had forecasted before making the smart
move, the hypermarket received an overwhelming response from the local
customers ever since.
Referring to MYDIN’s hypermarket’s success, Dato’ Ameer Ali attributes the

overall success to the uniqueness of its business format; a format that is primarily
(if not entirely) focused on the price structure. Consumers today are very
sensitive to price fluctuations and they want products that have value for money.
This effective marketing strategy reflects his competence in being a market-
driven leader who understands consumers’ needs and wants, and obliges to
satisfy them using MYDIN’s strategic marketing approach.

According to Dato’ Ameer, today’s leader must be willing to change and adapt to
the current needs and requirements. In this sense, Dato’ Ameer strongly
believes in making change as effective as possible. For him, business must
change with time. He said,
“You cannot live in a cocoon nest and people who have not
change, they failed. Now, it is different. People will not come to
MYDIN because there are other stores nearby, for example in Kota
Bharu. Therefore, I have to change my business strategy. Meaning
that, I have to go there to cater for their needs, as they will not
come to KL just to buy MYDIN’s goods. Furthermore, in Masjid
India, there is always traffic jam and people find it difficult to go. As
a result, we will lose our customers”.
In order to change, he takes time to listen to the views of his staffs. In relation to
the pricing of goods, they know better about which items are not making any
profits. Knowing the customer is the key to MYDIN’s success, as the business
offers an arraying assortment of products to cater to the differing needs. As a
market-driven leader, he actively applies marketing philosophy in his daily
business activities. His marketing charisma can be clearly observed from his
excellent communication and public relation (PR) skills while entertaining visitors,
suppliers, and customers from a multitude of backgrounds. In addition, one can
notice the strong cooperation and collaboration among the departments and this
is a manifestation of MYDIN’s effective internal marketing strategy among the
employees from different units. Hence, with the support of his employees, this
philosophy is successfully transformed and embedded in the organizational daily
working culture.
Dato’ Ameer is very adept at deploying his competency and capability in

marketing, which is demonstrated through his managing experiences. To Dato’
Ameer, MYDIN knows its customers very well and focus on the lower and middle
income groups. Customization and flexibility in offering merchandise exists in
MYDIN. For him, his motto is everybody can buy at MYDIN, and his business
tagline called “why pay more” effectively positioned and anchored MYDIN’s
business strategies. With reference to MYDIN’s consumer, Dato’ Ameer did
stress on the importance of selecting the right target market. In order to cater to
different market segments i.e. lower to upper class consumer, different customer
groups, different ethnic and nationalities, he had come up with a portfolio of
different business formats such as the hypermarkets, emporiums, convenience
stores and mini-markets, that proved to be extremely successful. Each business

format is customized and focuses on satisfying a distinctive segment of

customers throughout Malaysia.
Dato’ Ameer exhibits the good qualities of a leader such as honesty, humility and
integrity; which he claims he had inherited from his father. In one instance, he
talked about his father’s reaction when a supplier mistakenly sent extra goods to
their store. His father immediately asked them to send the goods back to the
supplier, as this is not Halal (not allowed or permissible in Islam). These Islamic
qualities of honesty cannot be ingrained in his children unless these values are
shown in practice through leadership-by-example. In this case, his father had
proven to be a very effective mentor and supervisor to him and his brothers.
In MYDIN, Dato’ Ameer emphasizes greatly on accountability. He has instructed

all of his employees bring a 2” by 4” small notebook whenever and wherever they
go. The purpose of the notebook was for them to jot down anything and
everything related to the operational issues of the company. Though old-
fashioned, the use of this notebook is more practical especially when things need
to be done or fixed immediately because every single detail has to be manually
recorded as a reminder for further course of action. By practicing this, the top-
level management will be able to obtain fast and accurate information regarding
any pertinent issues relating to MYDIN’s operation.
Apart from honesty, humility and integrity, another secret recipe for his success is
his attitude towards self-discipline, responsibility and punctuality. All these
qualities formed important individual characteristics that shaped him as a
business leader. For years, he has been developing and polishing these values
in himself and inculcating these values to his staff. He often observed his staff
when it came to prayer time. To his astonishment, the employees often came for
the Zohor prayers irrespective of when the prayers are due. To him, this is a
poor reflection of discipline and there can be no compromise. Disciplinary action
needs to be taken against such negative attitude. Another example of a lack of
discipline that he quoted is arriving late for meeting. As illustrated by Dato’
Ameer in relation to this issue,
“If we say the meeting starts at 9.00 am, you must be here 10
minutes before 9.00 am and if you come exactly at 9.00 am, you
are considered late”.
As Dato’ Ameer reiterated, a good leader does not take credit for him/herself; but
instead, he or she will take the blame upon themselves. Needless to say, his
leadership qualities are largely shaped by his distinguished family values. This
combination of skills that his father and brothers possesses, coupled with his
management and financial competency, the business has flourished
tremendously. As a result, MYDIN stands successfully as a local giant retailer
today.

As he mused, Dato’ Ameer attributes the success of today’s generation of

MYDIN, to his father’s perseverance and determination to achieve the ladder of
success in his time. As an entrepreneur, his father clearly portrays his role as a
religious figure that lives by his faith and beliefs through his daily practices. For
example, he strongly complies with what the prophet Muhammad had iterated in
one of the hadiths where Muslims are encouraged to migrate (hijrah) for the
betterment of their lives, as migration to a new place will open up more routes to
success to the believers. Mr. Mydin’s good values, behaviours and attitudes have
very much influenced his sons and these significant qualities have gradually
transformed the organizational culture of MYDIN today.
In sum, under Dato’ Ameer’s towering leadership, MYDIN has continuously

experienced impressive growth. Agreeably, through his close encounter and
personal experiences which he had undergone, direct and indirectly during his
childhood years, as well as his father’s strong willed determination and
interminable hardships, had created a great impact on his life and molded him to
become what he is today.
HUMAN RESOURCE AS AN ASSET
The success of a company, besides its leadership is also influenced by the

workforce it is comprised of. Dato’ Ameer affirmed that,
“The employees are important as they are the eyes and ears for the
company. They will tell you what the customers’ complaints are”.
Having brilliant financial planning and business ideas have helped the company
to be firmly established in the business arena, and this has been attributed to the
strong support of its human resource strength. The values that he has
accumulated for decades has been well blended with clear vision, proper
execution of plan, and efficient management of employees who agreed to comply
with the business culture that he has ingrained in himself, and later gradually
transformed into daily business operations. Indeed, the key to an organizational
success does not rely on the leader alone but the people surrounding him. They
also play significant complementing roles in shaping the success of MYDIN’s
business expansion.
Discipline
As a disciplined leader, Dato’ Ameer imposed rules and regulations to every

individual who works in the organization, irregardless of his/her position. It
applies to his family members as well. He quoted an example of how his nephew
and his brother had to comply with the company rules like any other employee in

the organization on issues such as of business travels without bringing along

their spouses and the abuse of paid/unpaid leaves. To the human resource staff,
Dato’ Ameer reminded,
“All regulations must be followed by everybody…. regardless

of who they are, even my own brother, cut his pay…..”
The underlying reason for this decision is to ensure the organizational business
culture and values will be carried out by every individual in the organization for
generations to come, upholding MYDIN’s effective human resource management
strategy. According to him any single flaw in action will have a great impact on
future generations’ leadership success.
Personal Relationship
Apparently, as a humble and caring leader, Dato’ Ameer tries his best to have
close and personal relationships with all his subordinates in order to develop
good rapport, which will subsequently lead to higher personal and organizational
performances.
Apparently, as a humble and caring leader, Dato’ Ameer tries his best to have
close and personal relationships with all his subordinates in order to develop
good rapport which will lead to higher personal and organizational performances.
One of the scenarios that reflected his caring attitude is quoted below,
“If somebody passes away, for example of what had

happened to one of my managers when his son passed away
due to cancer, or a husband to one of our staff passes away
due to accident, we will pay a visit to that family. If any of our
staff is admitted to the hospital, my wife or I will go and visit
them. But we did not go to every wedding…”
Relationships between employer and employees can be well developed through

close interaction via communication. Communication is very crucial in any
organization and according to Dato’ Ameer, “Jack Welch, the GM CEO spends
time talking to his employees and he managed to solve 20% of the company’s
problem.” He has also taken that into practice, by taking the opportunity to attend
department meetings as well as other informal occasions with his employees
such as during the breaking of fast events in the Ramadan month. Even though
he encourages the open door policy, he will not overrule his management
decision and policy especially when the managers are asking all sorts of
nonsensical requests. With the open door policy practices by MYDIN, Dato’
Ameer makes himself accessible to his employees or any interested party. He
added,

“I’m open to everyone; you can come and see me any time I am in
the office”… only that the secretary, who act as gatekeepers
make things difficult…but it is part of their jobs”
Apart from that, in order to maintain good relationships with his staff, Dato Ameer
tries his utmost best to be a good listener to them. He allows them to present
their ideas and to avoid criticizing their ideas without trying to understand the
whole story first. In many cases he listens attentively to his staffs’ suggestions
and even follows up on some of their suggestions. He recognizes the
contributions and scarification of his staffs to the organization,
“I think I have a lot of loyal staffs and I also think we have a lot of
staffs who are willing to die for us.”
Rewards
“ Congratulation to Rawang Branch for their good job….I love

the way they display the products and the pricing is being listed
very well…I consider this is the best branch at this moment…
they have achieve my standards…”
In terms of rewarding the employees, Dato’ Ameer does not agree with monetary
rewards. He believes and practices non-monetary rewards like recognition and
compliments for a job well done. This way, according to him, will boost their
morale. The above statement is Dato’ Ameer’s speech to all the MYDIN’s staff
during one breakfast occasion.
Despite not practicing monetary rewards system in managing human resource,

Dato’ Ameer still allocates a certain sum of monetary incentives to any employee,
who may experience fatal injuries or hospitalization, the least is RM 500.00 per
person. However, joyous events such birthday parties, are celebrated on a group
basis and Dato’ Ameer and his wife will make it compulsory to attend such
events.
Employees are encouraged to get themselves involved in recreational clubs,

which is internalized in the company. They can have karaoke activities, family
day etc. During the month of Ramadan, every staff who works during the night
shift will be provided with free meals paid by MYDIN, and the hypermarkets
would be closed earlier than usual, which is at 6.00 pm only to re-open at 8.30
pm until 10.00 pm. This practice is carried out as a manifestation to the good
Muslim way of life in MYDIN.

Training
“….Discipline is important, punctuality also is important, but how

you lead your employees is more important. We have to be stern in
managing our staff. What we usually do with the staff is that we
train them, about 20-30 people in one training session. The training
is more on coaching. It is about the corporate culture, especially on
what are the do’s and don’ts in the company.”
Dato’ Ameer
Effective management of human resource is very crucial in MYDIN. Employees

need to be fully equipped with substantial knowledge and skill. Upon having
sufficient exposures to the company’s working culture and procedures, they may
be able to perform better.
Like other prominent leaders around the globe, Dato’ Ameer also believes that
adequate training, employee’s participation in decision making, proper mentoring,
and good compensation schemes as well as sufficient fringe benefits are among
the most important human resource management strategies that are required to
enhance job commitment among employees and improve work relationships
between employer and employees.
Training programs takes place continuously in the organization as he advocates

motivating his staff to teach other staffs about the business practices. According
to Dato’ Ameer, by doing good deeds, employees will not lose anything and
instead they would be able to improve their interpersonal skills and individual
performance.
A SWIFT DECISION MAKER
“I don’t have problem in making fast decision. And I told my staff

not to be scared to make a decision. You just hope 9 out of 10
decisions are right. I also made decisions which I consider….not a
good one but I never regretted it. For example, purchasing a
building in Chow Kit for RM 4 million and did not get any income out
of that”.
The success of MYDIN as seen through its business expansion and different
business formats, would not be a reality if top level management is hesitant in
making decisions. One remarkable thing about Dato’ Ameer is the way he makes
the decisions concerning MYDIN Mohamed Holdings Bhd. He is a man of
confidence and determination. He has no fear of making unsuccessful decisions,

conferring on the same point, he admits that a few of his decisions do not
contribute to making any profit at times. Taking calculated risk in decision making
is something that an entrepreneur requires to do.
One example of him failing in making the right decision is when his brother, Tuan
Murad, suggested that they should sell dangling brooches but instead he
declined. His decision of not taking his brother’s suggestion to sell the product at
that point in time, was for him, a mistake as those items turned out to be in high
demand by consumers. Upon realizing the mistake of not selling the item early
enough as compared to other competitors, he then ordered the accessories to be
added into the current list of product assortments. However it was already too
late. They had missed the boat in reaping the profits early on.
In making important decisions, Dato Ameer depends greatly on his intuition and
to his diverse experience in life. In one instance, he said, “You can actually smell
the success. It is ingrained and developed over the time. You must trust your
instincts. If your instinct feels wrong, then you should trust them”.
According to Dato’ Ameer, he categorizes his decision into two conditions. One is
the decision which involves routine work, and the other decision involving critical
matters. For routine decision such as buying merchandise, he will do it quickly
and most of the time, he will rely on his intuition; and he is always right in most
cases. On the other hand, for critical matters, Dato’ Ameer practices the
concept of musyawarah, whereby opinions from more knowledgeable people or
experts will be consulted before any decision is taken. Apparently, for critical
matters, no ad hoc or quick decision can and will be made.
“When we have to make any major decision, we have an ‘Exco’ and

counselors meeting before any action are undertaken. These
people are the key persons who will give input to you. As your
company is growing, you need people for advice and at the same
time you must also believe in your guts”.
For any decision undertaken, he is always ready to bear the consequences. To

him, making a good decision is a product from the knowledge of the subject
matter related to what we have to decide on. According to Dato’ Ameer, making
decision on expanding MYDIN into different business formats such as
hypermarket is not merely by chance. He had the knowledge and had anticipated
the outcome of his decision to open hypermarkets in Subang Jaya and Kuala
Terengganu. This, according to Dato’ Ameer, is due to the strong marketing base
that MYDIN has built throughout the country. The best example is Kuala
Terengganu. The success of the Kuala Terengganu hypermarket is due to the
special bond and fondness towards the brand, as MYDIN had been operating
and serving the local residents for many years. As a result of many years of
passionate dedication in selling their products in Kuala Terengganu, the locals
supported MYDIN’s business greatly. To that, Dato’ Ameer described the

opening of hypermarket in Kuala Terenganu as an excellent decision and it

meant a lot to the local customers who were already familiar with the brand. For
the Subang Jaya branch, he felt that he has invited a multitude of people from as
far as Shah Alam, to shop at MYDIN. When he had made the decision to pit the
two MYDIN hypermarts next to Giant, he had great confidence that MYDIN could
stand up to the challenge of competing for the sales. Sounds very adept and
smart at analyzing the opportunity, Dato’ Ameer has his own reasons for that.
“MYDIN will get plenty of advertising as customers who went to

Giant would also like to see what MYDIN is offering. Other than
that, our digital billboard in which we have invested RM 100,000,
can counter Giant’s advertisement quickly as it is done digitally
from our office”.
The selection of location for business operations is another critical strategic

decision that he needs to make to remain competitive in the business market.
From the perspective of marketing strategy, the right location has been regarded
as the most crucial distribution strategy for a business organization. Based on
MYDIN’s current performance, Dato’ Ameer has successfully chosen the location
for its business operations by locating its business premise in every town, and
established its hypermarket in Kuala Terengganu and Subang Jaya. This
demonstrates his capability in selecting strategic business location that is
capable of attracting different types of consumers.
In addition to location, Dato’ Ameer’s decision to focus on several different target

markets simultaneously such on the middle-income market segment, mini
market, market vendors and wholesale retailing to other mini markets, was
another brilliant decision that can adds on to the current strength of MYDIN. On
top of that, demographics shows that Moslem consumers accounts for almost
95% of MYDIN’s total customers and the 100% Halal products sold in the store
has made this segment of consumer more confident in MYDIN’s quality.
Great leader of the retailing industry
Dato’ Haji Ameer, a name that truly reflects a great persona of a Muslim business
entrepreneur, has indeed gained nationwide popularity among Malaysian retail
consumers today, particularly among the Malays. This fascinating success story
of this legendary Muslim business tycoon in Malaysia can be traced back to
several decades of his life.
Dato' Ameer was recognized as “Malaysia's Master Entrepreneur of the Year”.

He was the driving force of the enterprise’s heads-on competition with large
foreign players. MYDIN has emerged as one of the largest in terms of retail trade
among hypermarkets in Malaysia because of all the hard work he has put in. In
retrospect, the early years of his life have been an uphill struggle, full of sacrifice,
perseverance, tolerance, love, faith and trust in one another in the family of Mr.

Mydin Mohamed. MYDIN had become an exceptional name. It has turned out to
be a popular household brand that became the envy of the of the larger foreign
competitors.
Mr Mydin Mohamed is hailed as one of Malaysia’s outstanding fathers, who had

been a great mentor and business role model to his four sons. They are now his
business successors that he has proudly claimed as the “glittering diamonds” of
the MYDIN dynasty.
In tracing back through the family history of success, one may realize how
grateful Dato’ Ameer and his three brothers are for being blessed with a
disciplined and determined father who is ever ready to share his passion for
business and guide them in charting their career paths and experiencing life’s
ups and downs.
The history of MYDIN Mohamed Holdings can be best illuminated by dividing it

into two distinctive eras namely the pre- and post- Mydin Mohamed Holdings
eras; eras that have been filled with heartwarming stories and experiences that
binds the family members closely to one another. The strong bond with his family
in fact has both directly and indirectly molded Dato’ Ameer to become a
renowned business entrepreneur in Malaysia today.
Great leaders possess in-born traits, which requires years of honing, peppered
with cultural sense and good values. Values normally passed on from one
generation to the next via the process of socialization that takes place within a
family. Having said that, Dato’ Ameer had been raised in a loving family who
upholds good values such as discipline, hardwork, determination, honesty,
generosity and humility. These values are derived from Islam and are religiously
taught, trained and nurtured to him from the day he was born. The values that he
carried for years have been transformed into real practice and inculcated in
MYDIN’s organizational culture. As recalled by one of his employees, Jasveen
, “From day one, I always have been reporting to Dato’. If you

asked me about Dato’, I would say that he is a very disciplined
person, hardworking, and generous. I am happy staying here”.
Values alone are not enough without the combination of certain individual
characteristics that had transformed him into a successful entrepreneur. It is
definitely not easy to manage 6,000 employees throughout Malaysia under one
single brand name, MYDIN. Whether it is accidental or destined, the name of
MYDIN itself reflects the Arabic meaning “the way of life”, and MYDIN has its
own formula in expanding the business – the MYDIN way. The name Ameer, in
Arabic is known as the leader or Caliph who has vast and challenging
responsibilities to lead all mankind. Had his father dreamt of him becoming a
leader by giving him that special name?

Dato’ Ameer indeed is a leader, who powered the impressive growth of MYDIN.
The good values that have been nurtured in him and his siblings clearly
transformed them to be responsible, humble and determined leaders, and this is
already fated as such. The high hopes that his parents have pinned on him can
be observed when they made the critical decision to move to Kota Bharu after he
was born, to start afresh. The move from Penang to Kota Bharu was a big
decision and a huge sacrifice on the part of his father; and this had became the
turning point for MYDIN to expand its wholesales business nationwide.
As a leader who foresees the importance of human love and caring society, Dato’
Ameer is also actively involved in social works. Corporate social responsibility
has been practiced by MYDIN Mohamed Holdings Bhd in order to enhance its
image to public, including to those less fortunate people such as the single
mothers and orphans. Many events have been conducted by the organization
such as free meals and free gifts for orphans such as clothes (bajuraya) during
Ramadhan.
As a responsible Malaysian entrepreneur, he occasionally gives motivational

talks to students and young entrepreneurs in order to guide them with knowledge
on how to be successful in business arena. In doing so, Dato’ Ameer presents
himself as a humble leader, one who cares about others and this is also reflected
in its organization’s caring philosophy to the public. As a result to this kind of
activities, he defines himself as a successful leader who is sincere in trying to
make others feel good about themselves and ever willing to spare some of his
invaluable time to share secrets of his success to those who are interested. His
good attitude reflects his corporate social responsibility to the public. By involving
himself in the local community activities, MYDIN Mohamed Holdings Bhd. can
strengthen its corporate branding. With that, gets even closer to winning the
battle of outperforming its business rivals.
In addition to the aforementioned activities, MYDIN Mohamed Holdings Bhd. is

aggressively helping the government to educate the Malaysian consumers on
how to become smart consumers. The company has distributed 50,000 booklets
that listed 200-300 everyday items with their retail selling price. In this way, the
consumers would be able to bring the booklet whenever they go shopping and is
able to compare prices before buying. By taking part in this kind of activity,
MYDIN has further portrayed the image of a company that emphasizes on
corporate social responsibility to retail consumers.
It is the role of the leader to be charismatic, having the ability to get people to buy
his or her ideas or thinking. For him, the ability to persuade others and to gain
their respect is important and he also believes that he has obtained the respect
of his employees. The following is one of his experiences:
“Last Thursday…due to festive session, we have inadequate staff

especially the cashiers. I pity them for being blamed, because

customers will not understand our problem. I told myself that I have
600 staffs working on Sunday and Saturday, but what about
others? Especially, managers and head of department. So I call for
a meeting. I asked them one question; ‘Can we sacrifice our
weekend this time to work extra hours to help our cashiers? The
money that you earn comes from the cashiers’ hard work as well’. It
turned out that most staffs were willing to help out, and only a
number of them had several acceptable excuses… I said…it’s ok..
but I will remember you……
Future direction of MYDIN Holding under Dato’ Ameer Ali
MYDIN Mohamed Holdings Bhd, under the management of Dato’ Ameer Ali, has
many expansion plans to execute. Amongst them is a plan is to build eight more
hypermarkets, which will be spread all over the country. This is one of his
corporate visions. Even in the state of remarkable expansion, he has not given
thought of listing MYDIN in the stock market at the moment as he wants to keep
on enlarging the business to enable it to command a bigger premium once it is
listed. Under Dato’ Ameer’s administration, MYDIN Mohamed Holdings Bhd is a
family business, however none of the outlets are run by any family members and
many of the key positions are held by employees. He strongly believes that
having the company run professionally and with his family members at the helm
in the HQ, centralized decision making powers is the only way to ensure
MYDIN’s growth and thus enabling higher performance. As the key man behind
MYDIN Holding’s success, he believes that this will be the main practice for
many years to come.
QUESTIONS:
1. Do you think that a budding entrepreneur needs to have a mentor or
business coacher in order to be more successful?
2. What are the kinds of hurdles that a budding entrepreneur will face during
the initial stage of the business?
3. Identify problems that could have negative impact on a leader who does
not have business mentor or coacher.
4. What courses of actions that the leader takes as he progresses from the
initial phase to maturity?
5. Based on the financial information, what can you derive from the
information given in terms of the organizational performance?
6. From your point of view, do you think that the leader has made the right
decision of not joining his family business but instead he was pursuing his
own career in the banking sector?
7. Did joining the banking sector help him to transform into a successful
entrepreneur? Why or Why not? (this would be embedded in question 6)
8. What are the leadership styles adopted by the leader in transforming the
business?

9. Do you think that leader’s decision-making styles were truly developed

while he was in the banking sector? Justify.
10. Do you think that the values and skills of leaderships and decision-making
have been ingrained since his childhood? Justify
11. What are the best qualities or characteristics of a good leader?
12. How do the decision-making styles of the leader contributed to his good
leadership practice?
13. Does a good leader require certain key values to be successful?
14. What are other actions undertaken by the leader in order to acquire good
leadership skill?
15. Determine the knowledge, experiences, and competencies, which are
required for a good leader who has a transformational program at his
company.
16. What do a leader needs to have and gain before transforming his
business organization successfully? Would that be possible for the leader
to only depend on his knowledge or experiences or competencies before
transforming his business?
17. In transforming the business, his marketing competency or marketing
strategy has been aggressively applied by the leader. How does he
implement the strategy in the company?
18. How does a good leader influence others to accept his idea on the
business transformation?
19. What are the key functional competencies demonstrated by the leader in
the case study?
20. How effective is the leader’s human resource strategy?
21. Which is more significant in a leader – the soft skills or the technical skills
of running a business? Discuss

APPENDICES:
MYDIN’S FINANCIAL PERFORMANCE (IN 10 YEARS)
SALES GROWTH
1200
1000
RM (Million)
800
600 Net sales…………
400
200
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Year
REVENUE GROWTH
70
60
50
RM (Million)
40
Net Income……….
30
20
10
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Year

ASSET GROWTH
1200
1000
RM (million)
800
600 Total Asset…………
400
200
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Year
CAPITAL STRUCTURE
90
80
70
RM (Million)
60
50 Total Equity………...
40 Long Term Obligation………….
30
20
10
0
98
99
00
01
02
03
04
05
06
07
19
19
20
20
20
20
20
20
20
20
Year

COMPANY PROFITABILITY RELATIVE TO TOTAL ASSETS AND

OWNERS EQUITY
120%
100%
PERCENTAGE
80%
ROA………………..
60%
ROE…………………
40%
20%
0%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
YEAR
NUMBER OF TIMES INVENTORY IS SOLD AND REPLACE

OVER A PERIOD
12
10
6 Inventory Turnover..
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

NUMBER OF MYDIN OUTLET
90
80
70
60
Company Owned
50 stores………………
40 Franchise stores…
30
20
10
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

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What is the history and background of Mydin?

What is the history and background of Mydin?

How did Mydin transform and expand its business over the years?

How did Mydin transform and expand its business over the years?

INTERNATIONAL CENTRE OF LEADERSHIP (ICLIF) - 2009

Case 1: Mydin Mohamed Holding Bhd

“MYDIN TRANSFORMATION FOCUS:

You won’t go wrong shopping at Mydin Wholesale store,

Poem dedicated to Mydin,

THE ERA OF PRE-MYDIN MOHAMED HOLDINGS: A PRELUDE TO A LONG

The first migration

Nik Maheran, Filzah, Siti Norezan 1

The second migration

History seems to repeat itself.

Nik Maheran, Filzah, Siti Norezan 2

Dato’ Ameer Ali Mydin

Dato’ Ameer, Sept 2008

Visionary statements of Dato’ Ameer towards expansion of MYDIN to transform

Nik Maheran, Filzah, Siti Norezan 3

Dato’Ameer Ali has come a long way to achieve this extraordinary

Nik Maheran, Filzah, Siti Norezan 4

Mr Mydin had an inspiration, that is, to do business the wholesome way by

MYDIN’s major obstacle is the often-narrow definition and labeling of ‘Muslim

Nik Maheran, Filzah, Siti Norezan 5

“Being a wholesaler, our stores were competitive and offer product

“The idea of this hypermarket does not come by accident. I was on

Nik Maheran, Filzah, Siti Norezan 6

Years Emporium MyMart Convenience Hypermarket

Like other retailers who have achieved economies-of-scale, MYDIN purchases in

MYDIN's emergence as a retail hypermarket has posed stiff competition to local

Nik Maheran, Filzah, Siti Norezan 7

"They seem to undercut prices of other hypermarkets by an

But how aggressive is MYDIN in promoting their store as compared to their

Additionally, Mydin's emphasis on bulk-buying and bulk-selling also have a

THE DRIVING FORCE OF MYDIN MOHAMED HOLDINGS SUCCESS

In 1998, as Malaysia was caught up in the turmoil of financial crisis, MYDIN

Nik Maheran, Filzah, Siti Norezan 8

With great confidence, he opened MYDIN wholesale hypermarket in USJ 1,

Referring to MYDIN’s hypermarket’s success, Dato’ Ameer Ali attributes the

Nik Maheran, Filzah, Siti Norezan 9

Dato’ Ameer is very adept at deploying his competency and capability in

Nik Maheran, Filzah, Siti Norezan 10

format is customized and focuses on satisfying a distinctive segment of

In MYDIN, Dato’ Ameer emphasizes greatly on accountability. He has instructed

Nik Maheran, Filzah, Siti Norezan 11

As he mused, Dato’ Ameer attributes the success of today’s generation of

In sum, under Dato’ Ameer’s towering leadership, MYDIN has continuously

HUMAN RESOURCE AS AN ASSET

The success of a company, besides its leadership is also influenced by the

As a disciplined leader, Dato’ Ameer imposed rules and regulations to every

Nik Maheran, Filzah, Siti Norezan 12

the organization on issues such as of business travels without bringing along

“All regulations must be followed by everybody…. regardless

“If somebody passes away, for example of what had

Relationships between employer and employees can be well developed through

Nik Maheran, Filzah, Siti Norezan 13

“ Congratulation to Rawang Branch for their good job….I love

Despite not practicing monetary rewards system in managing human resource,

Employees are encouraged to get themselves involved in recreational clubs,