1.1 Organization description
The origin country of Bee Cheng Hiang is from Singapore. An enterprising Singaporean had come up with the idea to sell bakkwa (barbecued meat) from his mobile stall by peddling on the streets of Chinatown in 1993. The business of bakkwa was particularly good during the festive seasons. From the early days, our company started to take part in events like the Singaporean Food Carnival that is organized by the Tourist Promotion Board of Singapore. Besides that, our company is also one of the first to make use of mobile advertisement by putting advertisement on lorries and trucks. Bee Cheng Hiang has become the market leader in the barbecued meat industry with more than 40 retail stores in Singapore and more than 170 stores located across 7 countries which include Malaysia, China, Hong Kong, Taiwan, Indonesia, Philippines and South Korea. As a forward looking company, Bee Cheng Hiang has the vision to be Asia’s leading Food Company by providing quality products and services to the global markets and mission to be the leader in the retailing, franchising and distribution of barbecued meat. In order to become a leading company in the Asia’s highly competitive food industry, Bee Cheng Hiang has diligently kept abreast on its know-how and skills. To strengthen this leadership, Bee Cheng Hiang is fully committed to its value proposition of providing quality at its best. Besides that, the core values of Bee Cheng Hiang are hardworking and honesty. Being hardworking is Bee Cheng Hiang’s way of striving towards excellence and upholds the highest standard of honesty in the entire business endeavor. Moreover, the logo of Bee Cheng Hiang is actually combination of three Chinese characters which are ‘美珍香’. Each Chinese character has its own meaning, 美stands for Appearance where barbecued to perfection, our tantalizing barbecued meat will be a feast to both the eyes and stomach, 珍 stands for Flavour where the barbecued meat simply leaves the customer yearning for more with its authentic taste and 香stands for Aroma as the distinctive aroma of our barbecued meat compliments and accentuates its great taste. These three Chinese characters have been carefully selected, each consisting of nine calligraphic strokes, signifies brand longevity. It also expresses Bee Cheng Hiang commitment to consistently deliver premium products and a service quality that will leave the customer with everlasting impressions. 1.2 Description of product/service
Bakkwa is a Chinese salty-sweet dried meat product similar to jerky, made in the form of flat thin sheets. The barbecued meat is made with a meat preservation and preparation technique from China. It is often made with pork, mutton or beef. Under the name of Bee Cheng Hiang, we have an extensive range of quality barbecued meat and floss products which are our core brand. We have three types of barbecued meat products which are pork, chicken and pork while under each type of the products we have different flavor of it such as sliced pork, minced pork, sliced chicken, sliced beef and so on. The floss products are almost the same as barbecued meat products which also have three types of it with different flavours but it contains fish instead of beef. Besides that, we also produce sausage products and some other products such as golden floss roll, prawn roll and puff rice seaweed roll to increase the variety of our products. Furthermore, we also have store brands named Hosay and Chiziban. Hosay is a range of tidbits and crackers that will satisfy the customers’ craving for a quick munch. The customer can choose from our famous range of crispy cuttlefish and crispy fish cracker. Chiziban is another award winning innovation by our company. The traditional barbecued meat is given a modern twist and now the customer can enjoy barbecued meat the way they enjoy eating crackers or chips. The products that we plan to launch in Australia’s market are some of the...
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