F&n Strategic Management

Introduction

Strategic management can be used to determine mission, vision, values, goals and objectives of a company. Historically, the view of strategy falls into two parts. There are those equate with planning where all information is gathered, sifted, analyzed and forecast are made and decide what is the best decision for the company.

On the other hand, other has a less structured view of strategy as being more about the process rather than the planning. To understand the strategy of a particular firm, we need to analyze the internal and external environment of the industry.

A well-defined strategy integrates an organization's major plans, policies, programmes and commitment to achieve goals. It allocates limited resources in the best way, which is defined by an analysis of a firm unique strengths and weaknesses and of opportunities and threats in the environment. It considers how to deal with potential actions of intelligent opponents.

In this project, we go deep into food and beverage industry that have a consistent and attractive background that can foresee the future in the industry which is Fraser and Nevae (F&N) Holdings Bhd.

1.1 Research Background

Factor that trigged us to make this research to know how the performance of the company in order to provide:

I. To give a good and clear understanding on how the company analysis the industry.

II. To introduce the students the concept about strategic management.

III. To describe the relationship that occurs between the company and the analysis based on the result.

IV. To understands the methodology, data information and interpret the analysis that involved.

V. To give exposure on the various alternatives that involves in the market segmentation.

VI. To make sure the students gain profound knowledge of the company strength, weaknesses, opportunities and threats.

1.2 Research Problem

The problem may occur in various areas such as management, accounting finance and marketing of the organization of the company. Some of these problems might be considered as the integration problem, which related to two or more areas. Sometimes, a problem is to investigate the context the external facing business could be stress upon while investigating a particular problem in the business. Not much information that we can get through our reading but it is still useful for this project.

1.3 Research Purpose

The purpose of this research is to study the performance, strength and potential in food and beverage industry. This research also meant to make comparison study based on their company strength and services of which is better for the beneficial of its users.

Based on the research we are providing the data information to the company's management user group in order to carter their different needs in order for them to do internal decision-making. Research use to determine the effectiveness of Fraser and Nevae (F&N) Holdings Bhd based on the information generated and data information that we have collected to make the company strength, weaknesses, opportunities and threats (SWOT).

Company Profile

F&N is amongst the regions and Malaysia's oldest companies and its brand enjoys the rare distinction of being a market leader and household name in many categories and the F&N Group is one of Malaysia's diversified blue chip companies with leadership of the nation's beverages and dairy products. With a unique blend of quality and innovative products that have stood the test of time, the F&N brand has resonated with Malaysians for over 128 years.

The company has come a long way since 1883 when John Fraser and David Chalmers Neave formed The Singapore Straits Aerated Water Company. Years later, F&N was consolidated and the company's love affair with the food and beverage industry began. Furthermore, F&N continues to soar to greater heights and remains committed to upholding the highest standards of corporate governance through integrity, transparency and accountability. F&N also remains responsible to their employees, business partners, stakeholders and the community.

In Malaysia, F&N operates under the banner of Fraser & Neave Holdings Bhd (F&NHB), which is the Malaysian arm of Fraser And Neave, Limited. The company is listed on Bursa Malaysia and employs over 3,000 employees in operations across Malaysia, Brunei and Thailand.

2.1 Business and Brands

 Food and Beverages

The F&N food & beverage (F&B) division caters to consumers from all walks of life with products such as soft drinks, milk, isotonic sports drinks, juices, water, Asian-inspired beverages and ice cream. These innovative products have been thoughtfully developed to offer wholesome goodness and enjoyment to everyone, anytime, anywhere.

 Market Position

The Group has strong market positions in all of its Malaysian core businesses. Its soft drinks division commands a market share of more than 60 per cent whilst the dairies division enjoys a leading 60 per cent share of its core condensed milk segment.

 Strong Brands

The Group enjoys numerous, award-winning brands. Among the leaders are 100PLUS, F&N (soft drinks and condensed milk), Magnolia, Sunkist, Fruit Tree and Seasons. F&N soft drinks and dairies divisions' brands have enjoyed a long history of customer and consumer confidence built on unwavering commitment to quality and F&N's undisputed distribution capability and strong sales infrastructure.