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First of all we would like to say thanks and Alhamdulillah, for giving our the strength and health to finished and successfully complete the assignment of subject Principles of Marketing. Special thanks to our lecturer, Miss Mardhati Yunos for teaching, helping us, gives the opinion and suggestion also always giving us a support to finish up this assignment.
We also would like to thank all of our friends for giving we the help and support. Their opinion provides we a lot of ideas and guided to finishing this assignment, without them this project may not be completed successfully.
Not forgetting to family who never fail to give advice and help we in terms of moral support and even their love, without the involvement of we parents, certainly our effort will not be blessed. Finally, we would like to thank to all that have helped we in doing this assignment.
In this research work the company chosen by our group is Gardenia Bakeries (KL) Sdn Bhd. we have tried to cover the brief history of the company, nature of business, organization chart, mission and vision of the company. The brief history and other sub heading under company background is compulsory to be understood and researched well as they form the basis for marketing plan of the company. We have also tried to cover about the product, price and promotion.
1.1 Company’s Profile
1.1.1 Description of company
Gardenia Bakeries (KL) Sdn Bhd (GBKL) is a subsidiary of a food listed company, QAF Ltd, who also operates Gardenia Singapore, Gardenia Philippines and will soon be opening Gardenia bakery in Fujian, china. GBKL is an associate company of Padi Beras National Berhad.
In1969, an American named Horatio Sye Slocumm was sent by International Executive Services Corporation (IESC) to East Malaysia to start a bakery. Mr. Slocum brought with him 35 years of baking experience with one of America leading chain of bakeries, Gardenia was born.
Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of bread off its line in 1986. Within four short years, it became the bread market leader with an astounding 99 percent brand recall rate and 80 percent top-of-mind recall.
Gardenia’s range of products grew and evolved through the years, becoming better and better with each step. Leveraging on oats brand strength, Gardenia now produces a variety of baked products to satisfy consumers’ demands.
Gardenia Food Industries is a group of franchise related companies incorporated in East Malaysia (Sabah & Sarawak), Brunei-Darussalam and the Republic of Indonesia established for the manufacturing, packaging, and trade-distribution of Gardenia Brand bakery ices and creamery products.
“S. E. Asia’s Gardenia breads and Creameries”
In 1969, Gardenia food industries production of gardenia bakery ices and creameries foods was first established in Kota Kinabalu, Sabah Malaysia by its founder (Datuk) Wong Tze Fatt, with North American Bakery technical knowhow provided by Mr Scy Slocum of Atlanta USA and creamery technical knowhow provided by Mr Jim Humphires of California USA. Gardenia International pvt ltd (Singapore) was subsequently set up in the Republic of Singapore as (Datuk) Wong Tze Fatt’s franchise development arm to promote his Gardenia Brand throughout the Far East and South East Asia.
Since its early beginnings the Gardenia Food Industries (GFI) group of franchise related companies incorporated in East Malaysia, Brunei Darussalam and Indonesia were acquired in 2004 by JWPK Holdings and managed as subsidiaries. GFI remains a group of franchise related companies committed to its founding principles, with a...
(2011,03). Analysis on the Price of Gardenia Breads. StudyMode.com. Retrieved 03, 2011, from http://www.studymode.com/essays/Analysis-On-The-Price-Of-Gardenia-621374.html
(2013, 03). Gardenia. StudyMode.com. Retrieved 03, 2013, from http://www.studymode.com/essays/Gardenia-1488384.html
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