CHAPTER 6
COMPETITIVE SITUATION
6.1 Direct Competitors
GARDENIA In 1969, an American named Horatio Sye Slocumm was sent by International Executive Service Corporation (IESC) to East Malaysia to start a bakery. Mr. Slocumm brought with him 35 years of baking experience with one of America's 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 becomes 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 its brand strength, Gardenia now produces a variety of baked products to satisfy consumers’ demands.
Strengths : - Produce a variety of baked products to satisfy consumers’ demands.
- Wide coverage and distribution, and top the line production (extensive territorial distributors;
6,000 loaves per day)
- Ability to make rapid expansion
-Supported by a conglomerate with proven market success
- Growing flank product lines
- Multi-awarded company
- Perceived superior quality products (freshness and taste, awards)
Weaknesses : - Limited availability/penetration to lower-end market
- No Stand-alone stores
Product Range: - Toast’ems (sliced bread filled with fibrous fruit and grains) and Gardenia Twiggies,
Gardenia Muffins, Squiggles, Fun-in-a-Bun and Fluffy Bun, sandwich loaves.
A familiar Italian affair with life, romance and baking finesse, at Massimo everyone believes that not all breads are created equal. Honouring the true passion of traditional Italian baking, bread will once again become essential in every household...like love.
The Italian Baker Sdn Bhd understands the importance of such experience, a wholly owned subsidiary of FFM Berhad, the company’s passion in producing good tasting bread is measure from its RM120 million investment of state-of- the-art machinery in one single factory.
With an aspiration to deliver a new cultural experience to Malaysians, you can be assured that Massimo is not just another bread.
Strengths : - Produce superior quality bread filled with wholesome goodness
-Produce luxury and prestige, synergizing traditional style with modern design.
Weaknesses : - New launch brand, Lack of brand awareness
-Hard to find
-Limited Availability
-No stand alone store
Product Range: -Breads and Buns
TODAY BAKERIES PRODUCTS (KLANG) SDN BHD (‘TBPSB’) started in Klang in 1982 as a small bakery store. Since then it has grown into a major bread manufacturer with RM28.00 million ringgit in revenue per year and employing up to 300 staff.
The current product range consists of buns, bread, biscuits, pau and frozen dough . The majority of these products are sold through retail shops (‘outlets’). These outlets range from stalls, provision shops up to big hypermarkets like Jaya Jusco, Giant and others.
TBPSB has a large customer base of 2,352 outlets throughout the central region of Peninsular Malaysia. These outlets are serviced, daily, by our team of salesman in 48 vans.
TBPSB has a large customer base of 2,352 outlets throughout the central region of Peninsular Malaysia. These outlets are serviced, daily, by our team of salesman in 48 vans.
Strengths : -Provide the highest quality product to consume of the most
competitive price.
-Products are prepared under hygienic conditions to ensure our
products are safe for consumption.
Weaknesses : - Lack of brand awareness (Promotional and Advertising)
- Lack of consumers confidence
Product Range: Bread, Bun, Biscuit, pau and frozen dough.
6.2 Indirect Competitors
Hup Seng Perusahaan Makanan (M) Sdn. Bhd., 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. Through continuous upgrading, our 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 Prime Minister Dato' Seri Abdullah Badawi awarded Hup Seng with the Industry Product Excellence Award (Eminent Product Performance Award). 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.
Strengths : - More Variety of choice.
- Fully-automated production technology and strong product distribution network
Weaknesses : - Low penetration in sub urban area.
Product Range: - Cream cracker, crackers, ,marie biscuits, sandwich/cookie, assorted
biscuit, instant coffee.
Apollo Food Industries Sdn Bhd, The Company which is manufacturing compound chocolate confectionery products and layer cakes based in Malaysia. Apollo's product mainly divided into two main categories which are:
· Chocolate Wafer products
· Layer cake, Chocolate Layer Cake and Swiss roll products
As a leading manufacturer of the Chocolate Confectionery Products and Layer Cake industry in Malaysia, the Apollo products are distributed in Malaysia and other overseas market which are Singapore, Indonesia, Thailand, Philippines, Vietnam, China, Hong Kong, Taiwan, Japan, India, Middle East, Mauritius, and Maldives.
Strength : - Quality and innovation are one of the Apollo’s strengths.
- Implement and maintain the quality management system and continually improve its effectiveness.
- Produce the products with top quality of raw & packaging materials
- Using world class wafer and layer cake manufacturing machinery from Europe and constantly upgrade and improve to remain competitively.
Weaknesses : - Lack of brand loyalty
- Penetration to lower-end market.
Product Range: Wafer. Layer Cake, Swiss Roll
KART FOOD has been established in Malaysia since 1988, specializes in manufacturing and distribution of a variety of traditional Asian Ethnic Frozen Food as well as Western Food that are convenient and modern enough to take only minutes to serve.Today, our brand name “Kart’s” has gained household popularity in Malaysia and Singapore markets and we are proud to continue to be a market leader in Roti Canai, Pau and Pizza segment, in particular. KART FOOD’S stringent quality control standard is the key ingredients of our products. Our quality control starts from the selection of raw materials from certified panels of suppliers to manufacturing of the finished products; only the finest quality of ingredients is used. Apart from supplying to our home base – Malaysia, KART FOOD also export to the nations of Asia, Australia, Canada, European Union, Middle East and USA.
Strengths : - Stringent quality control standard is the key ingredients of our
products
Weaknesses : - Lack of brand promotional and advertising activities
-Lack of brand loyalty
-Lack of Consumers’ awareness
Product Range: - Pau, Roti Canai, Murtabak, Pizza, Donut, Samosa, Spring Roll & Curry Puff
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