PLANNING AND STRATEGIC MANAGEMENT
Basic strategies used to respond to uncertainty
Hup Seng is a defender in responding to uncertainty. Hup Seng can be described as a market-leader in crackers as they are experts at producing and selling biscuit Hup Seng is quite active to produce new product for market. Other than crackers, Hup Seng also sells sweetened and unsweetened biscuits, other assorted biscuits and coffee products through its subsidiary, In-Comix. They also sell “Ong San Yong” Chinese tea and “Wang Wang” series products. Hup Seng has started introduce a better sales monitoring system to their salesperson. In 2008, the company introduced the mobile sales system (MSS), a software programme that is preloaded into a PDA phone. This software enables its salesperson to view the sales history of its clients and also send order to its branches. Hup Seng’s Head Office is located in Batu Pahat, Johor, Malaysia. At the same time, they set up many branches at six strategy places at Kelantan, Kuala Lumpur, Ipoh, Butterworth, Kedah and Kuantan. Current sales network of this company represented by ten sales divisions to service over 10,000 customers. Most of our customers are from the various categories of Hypermarkets, Supermarkets, Wholesalers, Minimarkets, Medical Halls, Sundry Shops, etc.To provide prompt delivery and efficient services, Hup Seng also develop their own sales network which includes 51 units of delivery trucks and 130 personals. Hup Seng exports products to overseas such as Australia and USA. They are aggressively marketing their products in several other countries including Middle Asia. Hup Seng also exports their products to Brunei Darussalam, Indonesia, Nepal, Bangladesh, Cyprus, and Mauritius. Hup Seng also plans to set up a manufacturing plant in Indonesia within the next two to three years as part of its expansion plan. Based on the above achievements, Hup Seng shows that they are using defender strategy. Establish mission and vision...
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