Deloitte's Murali Samy highlights principles for thriving in Malaysia’s competitive market

He delved into key strategies, emphasising financial accuracy, leadership, and technology in driving business growth.

With Malaysia's business environment evolving, companies across various industries face competition and the need to innovate, increasing the need to focus on strategic growth, financial accuracy, and adaptability to stay ahead.

To navigate this context, Murali Samy, Audit Partner at Deloitte, offered valuable insights. With over 25 years of experience in public accounting, he has gained expertise in a broad range of audit services, working with clients that span from small limited companies to large multinational corporations.

Notably, Murali has also provided audits in compliance with Generally Accepted Accounting Principles in the United States (US GAAP) and supported companies with Sarbanes-Oxley (SOX) compliance.

In a recent interview, Murali, as a judge at the Malaysia International Business Awards 2025 and the Malaysia National Business Awards 2025, shared his insights on essential principles for success, the importance of financial performance metrics, the role of cultural awareness, and how emerging technologies are reshaping the business environment.

Thriving in Malaysia’s competitive market

Murali noted key principles businesses need to thrive in Malaysia’s competitive landscape. “With a constantly evolving business landscape, you need to be adaptable, adjusting and switching when the situation calls for it, and stay on top of competition and industry trends,” Murali said.

He emphasised the need to have a clear purpose and vision to remain customer-centric and make strategic decisions that align with their needs. He also highlighted that staying ahead requires business owners to know their products, understand customer preferences, and keep a close eye on competitors, including their pricing, quality, and after-sales service.

Building a capable and motivated team is another critical factor for success. Murali noted that people are the most valuable asset of a business, and so their teams must be well-trained, coachable, and motivated to drive innovation.

Furthermore, Murali stressed that investing in technology like cloud computing, data analytics, and generative AI helps businesses optimise operations and stay competitive. He also underscored the importance of tracking cash flow, revenue, and expenses.

Murali highlighted key financial statements for assessing a company’s financial performance metrics. The Statement of Financial Position tracks ratios like the current ratio, debt to equity, and return on equity to manage assets and liabilities. “By looking at certain financial metrics like Current Ratio, Debt to Equity Ratio, Inventory Turnover, Quick Ratio, Return on Equity ratios companies can monitor how well they are managing their assets and liabilities,” he added.

The Statement of Profit and Loss (SOPL) monitors operations performance through metrics such as gross and net profit margins and earnings per share, helping to assess pricing and profitability. Lastly, the Statement of Cash Flows, combining data from both previous statements, is crucial for understanding the flow of funds in operations, investing, and financing activities.

In Malaysia's diverse culture, businesses must be aware of cultural sensitivities to gain acceptance and build strong relationships across communities. Businesses must foster an inclusive work environment where all backgrounds are respected.

“A proper understanding and cultural awareness can help break down cultural barriers,” Murali said.

Additionally, AI and machine learning(‘ML”) are reshaping business operations in Malaysia, improving operational efficiency and decision-making, and enabling innovative solutions. Murali encouraged businesses to adopt these technologies to remain competitive and future-proof.

“Companies need to embrace these developments and ensure they are equipped and competent in using AI and ML to remain competitive in their industry,” he added.

Key attributes of effective leaders

Murali identified three key attributes that future business leaders must possess.

First, self-awareness is crucial to understand one’s strengths and weaknesses. “The better you understand yourself and recognise your own strengths and weaknesses, the more effective you are as a leader,” he said.

Second, leaders must have a clear vision for themselves and their organisation to ensure they understand objectives and help foster trust and engagement within the workforce. Lastly, Murali emphasised integrity, which is being honest, moral, and trustworthy, is essential for top-level executives responsible for making critical business decisions.

As a judge for the Malaysia International Business Awards 2025 and the Malaysia National Business Awards 2025, Murali outlined the key criteria he will use to assess nominees. He emphasised visionary leadership, innovation, technology, ESG, and corporate social responsibility (CSR). By considering these criteria, Murali aims to recognise businesses that excel in financial performance and contribute positively to the communities and industries they serve.