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The origins of OSIM International Ltd business began in November 1980 when Dr Ron Sim Chye Hock commenced his sole proprietor business of retailing an array of household goods such as knives, knife-sharpeners and mobile drying rods under R. Sim Trading Co and it was originally established in Singapore. OSIM were subsequently incorporated in 1983 under the name ‘‘R.Sim Trading Co. Pte Ltd'' to take over the sole proprietorship. Operating from OSIM International Ltd company first premises is at a shop Peoples' Park, OSIM were only selling 2 health-care related products, namely, hand-held massagers and foot reflexology rollers. By 1987, OSIM had created a distribution network of 10 outlets in Singapore, Hong Kong and Taiwan marketing household goods and health-care related products.

Dr Ron Sim Chye Hock is a founder of OSIM then felt that there was market potential for specialty home health care products in an increasingly affluent Asia. Early 1987, OSIM saw that the home health care products sector was dominated by a disparate group of equipment manufacturers with little or no emphasis on marketing and as a result there was a lack of brand consciousness among consumers. Hence, in 1989 their decided to bring together different home health-care products from different equipment manufacturers and market their product using specialty branding. For this purpose, OSIM created the brand ‘‘Health Check & Care'' to build and exploit a niche market in home health-care products. OSIM business start grew rapidly and by 1994 we had approximately 60 point-of-sales outlets in Asia.

In business strategy, they believe that marketing and strengthening of their brand equity is of vital importance. As ‘‘Health Check & Care'' was a generic name and was difficult to be registered as a trademark in many countries, in 1996 the company officially launched ‘‘OSIM'' brand name which had been using since the early 1990s. ‘‘OSIM'' is a combination of the founder's surname and the letter ‘‘O'' which symbolizes for vision to become a globally recognized brand. As at 31 May 2000, the company have registered the name ‘‘OSIM'' as a trademark in 26 countries spanning Asia (including Australia), Europe, North and South America, South Africa and Israel. There are also made trademark applications for ‘‘OSIM'' in 10 other countries.

A major tenet of OSIM marketing strategy is to have an extensive point-of-sales network and geographical coverage in their markets. Presently, they have point-of-sales outlets in Singapore located in all major departmental stores and suburban shopping malls. The company began developing their overseas distribution network in 1986 when they ventured into Hong Kong and in the following year, into Taiwan. To ride on the rapid development of the Asian economies in the early 1990s, OSIM expanded their operations to Thailand in 1990, Malaysia in 1992, Indonesia and Beijing in 1993, and Shanghai in 1994 by opening point-of-sales outlets in these countries either directly or through their franchisees and distributors. Furthermore, OSIM expanded their markets to the United States in 1997 and Dubai in 1999 through the appointment of franchisees/licensees to market and sell their p本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。