SWOT ANALYSIS ON REBRANDING 3D SECTORS IN MALAYSIA WITH THE INTEREST TO ATTRACT LOCAL WORKFORCE

Malaysians perceived 3D (dirty, dangerous, and difficult) work sectors less appealing due to numerous hazards involved and characterised as low-paying job. Low participation of Malaysian in these sectors such as manufacturing, construction, services, agriculture, mining and quarrying have created scarcity or labour shortages. Therefore, to ease the pain of the main driver of Malaysia economic growth, Malaysia employs foreign workforce to fill in the gaps left by Malaysian itself. The objective of this study is to find strength, weakness, opportunity and threat of rebranding 3D sectors in Malaysia. This study employs qualitative systematic review, content analysis and secondary data to draw out the strength, weakness, opportunity and threat from previous work by scholars, statistics reports and news reports. The findings can assist analyst, researchers, policymakers and other respective bodies in these industries strengthening the weaknesses, grab the opportunity, mitigate the risk and explore on new fresh ideas that could help in rebranding 3D sector by increasing local participation and reduce overreliance of foreign workers.