Brandname: Macostar
Company Name: Macostar International Co. Ltd.
 
Management Function Analysis
The case of "Macostar" sheds light on how to develop professional services to the level of expert service. Expert service represents not only the top-level professional skills but also top-standard professionalism. Through continuous improvement on equipment and the introduction of state-of-the-art technology, "Macostar" has successfully maintained cutting-edge in the field of stage lighting and video broadcasting. Also, by virtue of unswerving meticulous attitude, the pursuit for zero failure, and the provision of consultancy and one-stop services, "Macrostar" has been able to imprint a quality professional image in the mind of customers.

In a sense, professional service is a kind of customerization service that should be personalized to serve different needs of customer under different circumstances. Replication is not a common language in providing professional service, and the past success would not guarantee success in the future. Having long recognized these, "Macrostar" has stuck to the customer-centered strategy, taking clients as close "comrades-in-arm" to work should-to-shoulder in shooting problems.
 
Implications for SMEs

A lot of Hong Kong SMEs are service providers who can be inspired one way or the other by Macostar's case. Service SMEs should frequently think over the following questions:

  1. Is our service designed to meet the customers needs or just to entertain our own preference;
  2. Are there any personalized elements in the services that we provide?
  3. Are the equipment we are now using is most appropriate for the customer?
  4. In the future, how can we provide the customers with more information about our services?