Masin Marketing began operation as a small company with limited resources aiming to become one of the largest suppliers of furniture parts in Singapore. These furnitures parts include wooden sofa legs, stainless steel sofa legs, plastic gliders and customised bentwood or plywood. The founder of the company recognized the need to constantly innovate and keep up to date with the latest trends so as to remain relevant in the market. Holding fast to this value, the inventory of the company expanded exponentially to finally become a one stop station for all furniture manufacturers.

Having cornered the market in less than a decade, the profitability of the company was constrained by the limited domestic market. That was when the founder of the company decided that going international was the only way to build up the company. That was when the expansion of the company involved starting an intensive marketing campaign to build an online presence to reach out to the international market.

Having limited opportunities in such a niche and low value market as furniture parts, he also quickly acknowledged the need to diversify into new markets that hold more promise. Having haphazardly explored many diverse markets to ascertain the feasibility of diversifying, it was time that a structure and central image of the company was imposed.

Taking into account the need to remain nimble, the structure also has to be both flexible and systematic. With that Masin will operate as an umbrella of companies with different businesses specializing in different fields. In this way, each business can develop its own specialty and knowledge base while sharing and pooling common resources.

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- To expand into an International business dealing with a variety of products and services.

- To constantly search for new opportunities to expand into.

- Committed to innovation and keeping up to date with the latest trends

A conglomerate group of companies, providing different products and services, but holding true to the same set of core values . Marketed under the same brand and name, the image of Masin as a conglomerate is mutually reinforced and enhanced. Vision of Masin has to be translated internally and externally through all branding and publicity material. Every employee should become a brand ambassador for Masin and embrace the vision of the company.