Marketing Essay on Company Analysis of Old Chang Kee (OCK) 

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Analysis of Old Chang Kee Marketing strategy 

The company, involved in Nutrient Merchandise, fabrication and distribution in Malaya, Republic of China is based on Singapore. It has a web of mercantile establishments in above these countries.

History of the Company 

The company started from a small stall of the pastry sold on Mckinzie Road. This little store with the vision turned into the bigger Chang Kee. The endeavor had many strong points with the vision and commitment to the quality products. Here are the few strength which was fully utilized by Chang Kee to reach where it is now

Strategic location 

The establishments of the company spread around Malaysia, China, and Singapore which are approx. 70 in numbers. It has the chain in all supermarkets and shopping malls therefore a customer is in easy reach.

Monetary value and Variety of Food merchandises 

It has kept its product at lower prices as $1 or 2 so anyone can afford the nutrient product. It also had maintained the quality of the product while giving discounts on the group purchases.

Quality Control 

As it was one of the big commitments of the company to provide quality product it kept the quality high throughout which made it distinguished in the competitive market. It concentrated on keeping the nutrient level sufficient. It also maintained the standard in the fabrication area. Every product is processed with a quality control test. With the hygiene maintenance in food handling and cookery, it also made it service unique.

Management of Retail 

Management is the key to any company’s success. Here the General manager is assisted by 10 men squad and each squad consists of a director. an executive director and supervisor. The mercantile is classified as a country basis. A squad is appointed for all. Each store has employees according to the size of the store. The feedback by the management and each employee is used for the continuous improvement in the management.

Fiscal Performance 

The equity of the entire company consists of $ 18.199 million. With assets of $ 24 million and with liabilities consisting of only 6 Million around, overall the balance sheet of Chang Kee seems to be sound and outstanding.

Accreditations and Achievement 

The company had achieved a lot of awards and accreditations such as Halal enfranchisement by Majlis Ugama Islam Singapura “ Singapore Promising Awards ”, “ SPBA- Heritage Brand Award “ and the “ SPBA- Distinctive Brand Award “ by the Association of Small and Medium Enterprises Singapore and LianheZaobao, “ Lifelong Learner Award Corporate Category ” by MediaCorp, Singapore Workforce Development Agency, National Trade and Unions Congress and Spring Singapore. Etc.

Peoples and Service 

The people working in this old company also belong to the middle age group which gives the feeling of veterans. The attitude of the service providers is as such of the old times.

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More Opportunities for old Chang Kee

There are lots of unetched opportunities left for Chang kee and those are listed as below.

• Changing Lifestyle of Consumers
• Business development
• Regional Expansion

It is obvious for any company for its growth to take account f the changing patterns of demands by the consumers so accordingly the strategy of the business development can be made. With the foreign expansion, Chang Kee should focus on the regional expansion also to cut the competition arising from the foreign companies in the region

Problems and Menaces with Old Chang Kee 

The company has to take care of the many factors in growth and that are minimizing the hazard or environmental harm and welfare of the labor forces. It should be in competition but with maintain, the price and quality are supreme for its growth. For more growth foreign tie-ups for the expansion are needed. It should always observe and inspect the process carefully. In sum-up, these are the problems to be taken care of.

• Hazard Factor
• Labour forces and salary
• Competition
• Future of the Company
• Expansion of bing abroad operation
• Increase and Refurnish Singapore retail mercantile establishment
• Contemplation

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