Environmental Analysis

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INTRODUCTION AND BACKGROUND OF COMPANY
Hup Seng Industries Berhad was founded in 1958 and the head office is located in Batu Pahat, Johor. Six strategy branches were set in Kelantan, Kuala Lumpur, Ipoh, Butterworth, Kedah and Kuantan. It is a subsidiary of HSB Group Sdn Bhd. The main customers of the company are from the various categories of hypermarkets, supermarkets, wholesalers, mini markets, medical halls, sundry shops and others. Hup Seng is an investment holding company engages in the manufacture and sale of biscuits and coffee mix. Its products include cream crackers, crackers, marie biscuits, sandwiches, cookies, and assorted biscuits as well as in-comix. Other than that, the company also involves in the sales and distribution of biscuits, confectionery and other foodstuff. Besides the domestic market, Hup Seng also exports their products to over 40 countries in Asia, Europe, America, Africa, and Mid-Asia. Being one of the Malaysia’s leading biscuit manufacturers, Hup Seng has been honoured with many awards such as MS ISO 9002 Quality System Certification from SIRIM in 1995 and upgraded to MS ISO 9001:2000 Quality System Certification in 2003. Hup Seng also been awarded with the Industry Product Excellence Award (Eminent Product Performance Award) by our Prime Minister in the year 2005. “Being responsible to consumers and upholding Malaysian food prestige internationally, rigorous food safety and hygienic control strategies are employed to ensure safety and hygiene of products. In mid-2007, Hup Seng was accorded with the HACCP (Hazard Analysis Critical Control Points) and BRC (British Retail Consortium) Certification. This has educated consumers on food safety and hygiene and at the same time fostered their confidence in Hup Seng's products”. (Hup Seng, 2008)

Under the leadership of capable and strong team of Board of Director, Hup Seng had achieved excellent performance over the past 5 years and recorded an average sale of 21% annual growth. The company was concentrated on fast moving consumer products and with the slogan “Quality is Our Promise”, Hup Seng only deal with famous brands which is also market leaders, especially “Kerk” & “Ping Pong” brands variety biscuits, “In-Comix” 3 in 1 Instant Beverage Drink and also “Wang Wang” series products.

REMOTE ENVIRONMENTAL ANALYSIS
Strength
Brand Name
Hup Seng Industries Berhad, established in 1958, has been a household name synonymous with quality biscuit manufacturing. Today, it is one of Malaysia's leading biscuit manufacturers with many accumulated outstanding achievements. With an international market coverage that spans Asia, Africa, Oceania, Europe and North America, Hup Seng's products have captured the hearts of consumers, young and old in many corners of the world. Strong SBU

Under Hup Seng, Hup Seng Hoon Yong Brothers Sdn Bhd is a large scale marketing trading company in Malaysia which was established in 1977. It managed by a workforce of qualified, competent and experienced staff. Besides, it had achieved an average of 21% annual growth over the past 5 years. The outstanding performance reflects its strong market share and effective marketing strategy. The current sales network represented by ten sales divisions to service over 10,000 customers. In conjunction with the slogan "Quality is Our Promise", Hup Seng only deal with famous brands which is also market leaders, especially: "Kerk" & "Ping Pong"; "In-Comix" branch 3 in 1 Instant Beverage Drink ; "Ong San Yong" chinese tea as well as "Wang wang" series products. Reputation/ Accreditation

Through continuous upgrading, Hup Seng’s products have been honored with numerous awards worldwide, marking important milestones for the company's history. In recognition of Hup Seng's stringent quality management system, the company was awarded the prestigious MS ISO 9002 Quality System Certification from SIRIM in 1995 and upgraded to MS ISO 9001:2000 Quality System Certification in 2003. In 2005, the...
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