Jati Rice

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  • Topic: Rice, Marketing, Varieties of rice
  • Pages : 8 (1649 words )
  • Download(s) : 150
  • Published : December 6, 2012
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Table of Contents
History & Background2

Value & Objectives2

Excellence in Product Quality2

Popular Products with Variety of Choices3

Mission and Vision4

Balance Scorecard5

Strategy Map6

History & Background

JATI rice is so much synonymous with its producer Serba Wangi Sdn Bhd. Our Company started its operation in 1993, and has become one of the nation's leading rice millers and wholesalers focusing on rice business. The business covers an extensive scale of activities ranging from processing, packaging to producing more than 20 different varieties of rice product under the flagship brand JATI.

Compelling products that have been associated with the JATI brand come in the form of various renowned household names like Kapal Layar, Carnation, Songhe Noble Pine Crane, S. Wangi and Fres-Harves. ecoBrown's is the Company's latest series of health rice and has earned a place among health conscious consumers.

Realizing the need to strengthen its marketing strategies, our Company has realigned its position through joint venture undertakings with Padiberas National Berhad to consolidate its market share and secure consumers’ loyalty. Located at Bukit Raya, Pendang, right in the heart of the “Rice Bowl” of Malaysia wherein lie the fertile regions of the State of Kedah Darul Aman, our Company’s headquarter operates its business entity.

Value & Objectives

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Excellence in Product Quality

There is no secret in attributing the success of Serba Wangi to other than quality products. Quality products can only be derived from quality paddy grown in the fertile regions of Kedah Darul Aman and also in the states of Perlis, Perak and Selangor, (collectively known as “The Granary”). We have set up rice mills to receive freshly harvested paddy at first hand from farmers. This enables us to implement quality control on the spot based on our quality standards of the rice being milled there before being sent to our branches for repacking. Complementing this natural factor, the other attributes include a good marketing strategy, good grading process and a stable market.

Amongst the group of rice mills, Ban Heng Bee Rice Mill (1952) Sdn. Bhd., the single largest rice mill in the country located in Kedah Darul Aman, won the prestigious Best Rice Mill Award in 1988. It utilises the multi-million cutting-edge European technology Rice Husk Fired Co-generation Steam Boiler (COGEN), operating an environmental and eco-friendly drying system through generating hot air from water. All our plants consistently churn rice with the highest standards of hygiene, quality and purity. It seeks to maintain the natural goodness and taste in every grain produced. In our endeavour to cater for consumers’ never-ending quest for the best, it would invariably reinforce our determination to ensure the stability of quality in the short-term and enhancing it in the longer term.

Our Company maintains a healthy composition of trained, qualified and experienced personnel to run the show, in pursuit of our dream to achieve a paradigm shift in processing, packaging and distribution par excellence to secure top rankings among our peers and competitors; and ultimately be rated as “The Best Amongst the Best” or “Crème de la Crème”. For it has been, and will always be, our Company’s philosophy to lead by example.

Popular Products with Variety of Choices

Today Serba Wangi Sdn Bhd markets a wide variety of rice just to cater to the ever-increasing diverse consumers' taste. Consumers are assured of the availability of Organic Rice, Fragrant Rice, Brown Rice, Glutinous Rice, Basmati Rice, and Parboiled Rice from their nearby retail outlets. Our Company offers packaging of various sizes ranging from 1kg, 2kg, 5kg and up to 50kg.

More importantly, all the products produced under our Company holds the HALAL certification approved by Jabatan Kemajuan Islam Malaysia or JAKIM, signifying that the all manufacturing...
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