Academic Year 2021/2022 Abdt2043 Fundamentals of Marketing Individual Written Assignment
Academic Year 2021/2022 Abdt2043 Fundamentals of Marketing Individual Written Assignment
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Appendices and 5.0 4.0 3.0 2.0 1.0
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TOTAL /50
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COURSE CODE/ COURSE TITLE: ABDT2043 Fundamentals of Marketing
NAME OF STUDENT: ID No:
1)ONG YEE LING 21PBD10012
Overall feedback:
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Ong Yee Ling
Note: This form must be submitted together with the assessment grid/grading criteria and
Turnitin report for the coursework.
Plagiarism Statement
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Read, complete and sign this statement to be submitted with your written work.
We confirm that the submitted work is all our own work and is in our own words.
Date: 21/7/2021
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CONTENTS PAGE
Plagiarism statement 5
Turnitin result 6
1.2 History 8
1.3 Mission 9
References 13-14
Appendices 14
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1.0 INTRODUCTION AND COMPANY OVERVIEW
1.1 Background
Gardenia Bakeries (KL) Sdn. Bhd. is an organization that makes and manufactures a variety
of breads and is also a major source of food in Malaysia. Gardenia Bakeries (KL) Sdn Bhd
(GBKL) is also a joint venture organization with QAF Ltd, a Singapore Listed Food Group
that also owns Gardenia Singapore as well as the Philippines, and Padiberas Nasional Berhad,
a Malaysian corporation (Gardenia).
1.2 History
Gardenia Bakeries was founded by an American named Horatio Sye Slocumm in 1969.
International Executive Service Corporation (IESC) sent Mr. Slocumm to East Malaysia to
start a bakery. Mr. Soclumm carried with him 35 years of baking experience from one of
America's largest bakery chains. In the same year, the brand name of Gardenia was
conceived. 'Uncle Slocumm's original recipe' is still written on the labels of Gardenia bread
today (Appendix 1), in honour of Mr. Slocumm's contribution (Superbrands Brandsearch).
In 1978, Gardenia had humble beginnings as a small in-store bakery at Bukit Timah Plaza,
Singapore starting to make a variety of bread. In March 1983, a commercial bakery opened in
Pandan Loop, Singapore capable of producing 2000 loaves per hour. In 1986, Gardenia
Bakeries rolled off its line the first loaf of bread known as the "Original Classic." Within four
years, it had become the synonymous bread market. In 1991, the first Gardenia bakery was
opened in Kuala Lumpur, Malaysia (Axel Lee).
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1.3 Mission
Gardenia's mission will provide consumers with the best choice of wonderful bakery and
related food products, as well as a fair return on shareholder investment, through global
manufacturing plants and an efficient nationwide distribution system. (Ms Leaca, 2014).
2.0 MACROENVIRONMENT
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Most of the Malaysian customers have shifted their eating habits toward much healthier diet
plans, which often include daily breakfasts of bread instead of traditional delicacies, for
example laksa, curry noodles, fried rice and so on. Bakery business is popular in Malaysia
because Malaysia's three main races, Malay, Chinese, and Indians, prefer bakery items not
only for breakfast but also for their meals throughout the day. With a 21% share value,
Gardenia Bakery KL Sdn. Bhd. is the top-ranked branded industry in Malaysia, followed by
Stanson Bakeries Sdn. Bhd. with an 11% share value.
Gardenia has effectively identified the market and built the knowledge necessary to establish
itself as a market leader and become the country's most well-known bread brand. Gardenia
has grown towards becoming Malaysia's favoured brand, with a wide assortment of speciality
breads, buns, and rolls that suit every taste bud, and already has acquired a 70% market share.
Gardenia's customers come from all walks of life, and market statistics show that Malaysians
prefer the soft, American-style bread produced by Gardenia to the drier European types
(Hasri and Azmi).
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2.3 Political Factor
Laws, government agencies, and political groups all affect and limit numerous individuals
and companies in a society's political environment. Political and legal developments will
certainly have an impact on marketing decisions. In Gardenia, a dedicated Halal Committee
was established to oversee all aspects of Halal Regulations and guarantee all standards were
strictly followed. JAKIM has approved all Gardenia products as Halal. Officers from JAKIM
perform regular factory inspections to monitor and guarantee the overall operations are going
according to plan. Gardenia had also recruited an Independent Syariah Advisor to protect
their Halal status and refer to in “syariah” related issues (Gardenia).
Reference
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2. Superbrands Brandsearch, Superbrands Worldwide | The World’s Independent Arbiter of
Branding, Viewed on 8 July 2021
<https://www.brandsearch.superbrands.com/?page_id=33861&q=gardenia>
10. Hasri, M and Azmi, A Marketing Environment, Segmentation and Targets in Peninsular
Malaysia: The Case of Gardenia Bakeries SDN. Bhd. Viewed on 15 July 2021
<https://www.ijhssi.org/papers/v5(12)/version-2/D5120202430.pdf >
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Appendices
Appendix 1
Appendix 2
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