Professional Documents
Culture Documents
activities of the subsidiaries are manufacture and sales of biscuits and coffee mix, and
dealers in biscuits, confectionery and other foodstuff.
1.2 Board of Directors
Chairman
Dato Keh (Kerk) Chu Koh
Managing Director
Vice Chairman
Kerk Chiew Siong
Executive Director
Managing Director
Kuo Choo Song
Executive Chairman
Director
Kerk Chian Tung
Executive Director
Director
Teo Lee Teck
Non-Executive Director
Director
Kerk Kar Han
Non-Executive Director
Director
Woon Chin Chan
Independent Non-Executive Director
Director
Norita Binti Jaafar
Independent Non-Executive Director
Director
Mazrina Binti Arifin
Independent Non-Executive Director
Director
Raja Khairul Anuar Bin Raja Mokhtar
Independent Non-Executive Director
30
a. Pioneer Status
A company with Pioneer Status is partial exempted for 5-year from the
contribution of income tax. 30% of its statutory income* is paid as tax with the
exemption period beginning from its Production Day (determined by the day its
production level obtains 30% of its capacity).
During pioneer period, the accumulated losses and unabsorbed capital allowances
acquired by companies whose pioneer status will expire on and after 1st October 2005 are
able to take forward and deducted against post pioneer income of a business with the
same promoted activity and promoted goods.
Applications from companies located in the promoted areas include Perlis, Sabah
and the structured Eastern Corridor of Peninsular Malaysia will get a 100% tax
exemption on their statutory income in the duration of 5-year exemption to enhance
investment. This great incentive is given to all project applications sent by 31st December
2010.
Since 2nd September 2006, Perlis is proclaimed as one of the promoted areas and
companies involving in promoted activities will be qualified for incentives currently
given to these area. The Pioneer Status is applicable in the Malaysian Industrial
Development Authority. (MIDA).
b. Investment Tax Allowance
A company may apply for Investment Tax Allowance (ITA) as a second option to
Pioneer Status. With ITA, company obtains incentive of 60% on its authorized capital
expense (such as factory, plant, machinery or other equipment used for the verified
project.) acquired in 5 years from the date of the first authorized capital expense is
acquired.
This incentive can balance against 70% of its statutory income for each examined
year. Any unutilized incentive can be pushed to subsequent years until fully utilized. The
extra 30% of its statutory profit will be taxed at the conventional company tax rate.
Since 13th September 2003, the applications from companies situated in promoted
areas such as Perlis, Sabah and Sawarak and the structured Eastern Corridor of
Peninsular Malaysia can get an incentive of 100% on the authorized capital expense
32
acquired in the duration of five years to enhance investment. Applications should be sent
to MIDA.
Note: *Statutory income is obtained after deducting revenue expense and capital
incentives from the gross income.
*The Eastern Corridor of Peninsular Malaysia includes Kelantan, Terengganu
and Pahang and the district of Mersing in Johor.
2.2 Economy
a. Inflation
Inflation indicates the economic fluctuations in Malaysia according to the changes
in the Consumer Price Index (CPI) of a country. CPI shows the divergence in prices of
consumer goods in the countrys shopping basket over a duration.
Figure 1: Malaysian CPI and Inflation Rate : January 2011- January 2012
Based on Figure 1, the Malaysian inflation rate was recorded between 2.2 percent
and 3.5 percent for year 2011. This shows healthy level of inflation in Malaysia as most
economists believe that healthy inflation rate is between 1.0 percent and 3.0 percent. The
risk of financial markets is reduced with low inflation rates and this ensures flavourable
business environment.
b. Gross Domestic Product
The prime indicator of the wealth of Malaysian economy is measured using
Gross Domestic Product (GDP). A precise GDP figure is calculated by considering and
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adjusting the Private and Public sector spending, the production of goods and services
and exports in the country for imports and inflation.
Figure 4 shows the major movements in Malaysian economy are Industry and
Service sectors. In service sector, critical forces were finance, real estate and information
35
and telecommunications services. Besides that, rapid growth in wholesale and retail
service sector is seen in recent years.
a. Unemployment Rate
The unemployment rate represents the percentage of active job seekers that is
jobless, out of the total number of labour force. Roughly 4% -6% in the unemployment
rate is considered healthy. Lower rates are caused by inflation and upward pressure on
wages while higher rates reduce the consumer spending.
From October 2010 until September 2012, the unemployment rate in Malaysia is
too low around 2.8% to 3.4%. Hence, this inflationary situation has forced employers to
continually increase wages on retaining and attracting valuable employees. Since firms
have to widen resources on retaining and attracting employees, they would put less effort
in performing their duties. As a result, the unutilized of resources would result in less
innovation and slower productivity growth.
2.3 Socio- cultural
a. Demographic Elements
36
Population
Ethnic groups
Languages
Malay 50.4%
Chinese 23.7%
Indigenous 11%
Indian 7.1%
Religions
Muslim 60.4%
Buddhist 19.2%
Christian 9.1%
Hindu 6.3%
Others 1.5%
37
2009
2000-09
2.2
2.3
2.1
3.5
2.4
2.7
21.7
16.7
18.9
5.9
5.2
5.4
Health
2.1
2.1
2.0
Transport
12.6
13.1
13.4
Communication
4.9
7.4
6.3
4.3
4.9
4.5
Education
1.5
1.6
1.5
5.8
9.7
7.5
11.6
12.7
12.8
fuels
Furnishings, household equipment and
maintenance
of the ministry is to induce competitiveness in science and technology using the creation
of knowledge and sustainable development.
Table 2: MOSTIs agencies
Agencies
Malaysian Centre
For Remote
Sensing (MACRES).
National Science
Centre.
National
Oceanography
Directorate.
National Space
Agency.
Department of
Chemistry Malaysia
Malaysian Nuclear
Agency.
Malaysian
Meteorological
Services.
Department of
Standards Malaysia
Atomic Energy
Licencing Board.
Role
Remote sensing, telemetry, geographic information
system (GIS) and research.
Promoting awareness, appreciation, interest
understanding of science and technology.
Marine science and oceanography development.
and
and
MOSTI also gives research grants. Through specialized schemes, the funds are available
such as ScienceFund, Techno Fund (Pre- commercialization and IP acquisition fund), InnoFund
(Enterprise innovation and community innovation fund), eHCD (Human capital development
fund), eIRPA and the Brain Gain fund.
40
High
Medium
Competitive Rivalry
Supplier Power
Buyer Power
Low
The graph above shows the gross profit margin between Hup Seng and Hwa Tai and
clearly we can see, Hup Seng consistently performed better than Hwa Tai which signifies Hup
Seng competitive advantage over its competitor. On liquidity wise, Hup Seng has seen to be
much prudent versus its counterpart who stays below 1 over the past 5 years. And as of today,
Hup Seng has no long term debt and has a cash of more than RM47million which translate to
41
nearly RM0.39 per share. That is almost 22% yield if they were to give all of them back as
dividend.
Hup Sheng believed that they can keep maintain in a strong position even grow market
share via it growth strategies.
42
43
4.0 SWOT
Strength(S)
1. Currently in a good financial
position.
2. Skilled workforce.
3. Company name recognized on a
National/ Regional/ Local level.
4. Own premises.
5. Wide range of products flavour.
Opportunities(O)
1. Skilled workforce means that they
can be moved and trained into other
areas of the business.
2. Competitor going bankrupt.
3. Moving a product into a new
market sector.
4. Increasing number of shopping
outlet in whole Malaysia.
5. Could expand to overseas.
Weaknesses(W)
1.
2.
3.
4.
Fewer customers.
Too much waste.
Low customer retention.
Low production quality compared
to other brands.
5. Low integrity of annual report.
Threats (S)
1.
2.
3.
4.
1) Strengths
Hup Seng maintains a good financial position in food and beverages industry because the
company is using equity rather than using debt to generate their company. Hup Seng also has
skilled workforce hence little training is required for the employee. Their brand is well-know
within food and beverages industry market. By the way, Hup Seng has their own premises to
run their business so there is no additional cost for renting. Hup Seng has a wide range of
products flavor of the biscuit for customer to choose in market. For example, marie biscuit,
coconut cookies, butter cookies, cream cracker and so on.
2) Weaknesses
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Hup Seng faced the problem of fewer customers and low customer retention because
there is high competition in this industry. Hence, the customer is production quality of
Hup Seng is low compared to other competitive such as Kraft and Nestle. By the way,
Hup Seng has the problem of too much waste in production. While for the annual report,
there is low integrity since that there is incomplete information for outsider.
3) Opportunities
Skilled workforce in Hup Seng means that their employee can be moved and trained into
other areas business. Besides that, if competitor in the market going bankrupt, they have
the opportunity to gain more customer support. The company can distribute their product
easily since there are increasing shopping outlets in whole Malaysia such as Tesco, Jucso,
Giant and so on. Besides the domestic market, Hup Seng also can export their product to
overseas.
4) Threats
Nowadays, there is large and increasing competition in food and beverages industry. For
example, Hwa Tai, Cocoaland, Julies, and so on. Other than that, minimum wages for the
employee have set by the government so the wages has increases in today operation cost.
Due to unstable weather, unstable economic, the cost of raw materials such as flour,
sugar, and egg will be fluctuated. There also have to prepare cost for possible relocation
due to poor location currently held that cause by lack of transportation and utilities. In
addition, new distribution channel has cause Hup Seng to redesign their channel so they
able to compete in the market.
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5.0 TOWS
Strengths (S)
INTERNAL
FACTORS (IFAS)
EXTERNAL
FACTORS (EFAS)
1. Currently in a good
financial position.
2. Skilled workforce.
3. Company name
recognized on a National/
Regional/ Local level.
4. Own premises.
5. Wide range of products.
Weaknesses (W)
1. Fewer customers.
2. Too much waste.
3. Low customer retention.
4. Low production quality
compared to other brands.
5. Low integrity of annual
report.
Opportunities (O)
1. Skilled workforce means
2.
3.
4.
5.
Threats (T)
1. Large and increasing
2.
3.
4.
5.
competition.
Increase in price of raw
materials.
Rising cost of wages.
Possible relocation costs
due to poor location
currently held.
New distribution channel.
SO Strategies
WO Strategies
1. Launching products of
Hup Seng through
overseas. (W1O5)
2. Create brochure for the
customer. (W3O4)
3. Skill and knowledge
training. (W2O1)
ST Strategies
WT Strategies
1.
1.
Developed R&D
department. (S5T1)
2. Recruit most suitable
worker for particular
department. (S2T3)
3. Develop e-commerce.
(S3T5)
Developed effective
advertisement. (W3T1).
2. Technology development.
(W2T2).
3. Product research about
Hup Seng products.
(W4T1).
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overseas. Effective promotional plan is to gain the interest of overseas market and develop a
good impression of their products and brand. Besides that, job rotation can provide their
employees a skilled workforce. Through job rotation, employees can be moved and trained into
areas of businesses. Hup Seng also can take over the opportunity from the competitor who faced
bankruptcy. For instances, the skilled workers, potential resources, distribution channel and so on.
5.2 Weaknesses and Opportunities
Hup Seng can expand their market through overseas to gain more customers attraction. Doing a
launching of the store would be far more effective in promoting the store if compared to other
methods. This is because launching is a centralized event which can save costs and increase in
public awareness. However there are many shopping outlet in whole Malaysia, Hup Seng still
cannot get the retention from the customers. Hence, Hup Seng can create brochure and distribute
to the customers. Hup Seng can implemented a skill and knowledge program that can up-grade
labor standards so that can use high technology in production method.
5.3 Strengths and Threats
Hup Seng faces high competition in food and beverage industries. Hup Seng needs to develop
and improve the Research and Development Department so that they can produce more and
unique products that are differed with competitors products by using high technology. Next, the
human resources department needs to recruit the most suitable worker for particular areas. This
can reduce the number of unskilled workers and can minimize the cost of wages. Nowadays, a
new distribution channel can make the shipping works become complex. Hup Seng can choose
E-commerce as the way to distribute the products along the supply chain.
5.4 Weaknesses and Threats
In a high competition industries, Hup Seng should implemented aggressive advertising to inform
the consumers that its products is exists. Advertising is the key activity to drive up sales and
customer awareness. In order to improve the productivity and efficiency of Hup Seng, the
industry should modem their technologies. By this way, Hup Seng can eliminate the waste and
can utilize the local resources well. Besides that, Hup Seng needs improve their products quality
against competitors. If not, the consumers will shift their preference to other brands with same
prices. Hup Seng should develop a product research within the markets. Marketing department
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should modify and improve their quality of the products as well as change their production
methods based on the research.
2011
FY 31 Dec
2010 Variances
7.75
32.54
9.14
31.05
0.16
10.65
34.61
12.02
38.90
0.19
Decrease
Decrease
Decrease
Decrease
Decrease
2.78
2.32
0.26
2.93
2.28
0.34
Decrease
Increase
Decrease
6.78 5.87
26.77 32.89
1.18 1.13
3.48 2.76
54.97 55.59
Increase
Decrease
Increase
Increase
Decrease
0.95
0.14
Increase
Unchange
0.79
0.14
The table above is the ratio analysis of Dutch Lady Milk IndustriesBerhad in two years
performance from year 2010 to 2011.
6.1 PROFITABILITY RATIO
It relates the profit to sales and investments. Profitability ratio is to indicate the firms overall
effectiveness of operations and give us an idea on how well the firm utilized its resources in
order to generate profit and increase the shareholder value.
a. Net Profit Margin
This ratio is to indicate how much of revenues a company can generate for every RM 1 in
sales. In HupSeng, the net profit margin has significant decrease from 10.65% in year 2010 to
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7.75% in year 2011. The decreasing percentage of 2.90% shows that HupSeng has not well
performed in year 2011 compare with the performance in year 2010 where the Padini has less
generates RM 0.0290 of every RM 1 in sales.
b. Gross Profit Margin
Gross profit margin is to show how much the gross profitof every RM 1 in cost of goods
sold. In HupSeng, the gross profit margin has decrease from 34.61% in year 2010 to 32.54% in
year 2011. The decreasing percentage of 2.07% shows that the management of Dutch Lady has
not well control system in its expenses in order to generate more profit to its company.
c. Return on Investments (ROI)
This ratio shows how well the firm management puts the company assets to work in order
to generate income. Lower ratio shows lower company performance. ROI ratio in HupSeng
shows decline of 2.88% which decrease from 12.02% to 9.14% in this two years. It shows that
the HupSeng has not improves in using assets to generate the firm sales.
d. Return on Equity (ROE)
This ratio is to measure how the stockholders fared during the year. It is a true bottomline measure of performance. ROE ratio has decrease 7.85%, from 38.9% in 2010 to 31.05% in
2011. That is HupSengs superior return on equity maybe due to its inefficient use of asset to
generate sales and the fact that HupSengunbenefitted from its use of more debt financing or
financial leverage.
e. Earnings per Share (EPS)
Earnings per share represent the portion of a company's earnings, net of taxes and
preferred stock dividends, which are allocated to each share of common stock. EPS ratio has
slightly decrease RM0.03, from RM0.19 in 2010 to RM0.16 in 2011. This means that it is not a
good signal for the company financial position because the lower the earnings per share, the
lower each share worth.
6.2 LIQUIDITY
a. Current Ratio
It is a measure of general liquidity and is most widely used to make the analysis for short
term financial position or liquidity of a firm. This ratio decrease 0.15 times, from 2.93 times in
49
2010 to 2.78 times in 201. It shows that the company is not generally considered to have good
short term financial strength.
b. Quick Ratio
Quick ratio is a measure of how well a company can meet its short term financial
liabilities. The ratio increase 0.04 times, from 2.93 times in 2010 to 2.78 times in 2011. The
higher the ratio the more financially secure a company is in the short term. The company with a
quick ratio of greater than 1.0 is sufficiently able to meet their short term liabilities.
6.3 ACTIVITY RATIO
a. Inventory Turnover
Inventory turnover ratio indicates the number of time the stock has been turned over
during the period and evaluates the efficiency with which a firm is able to manage its
inventory.The ration increase 0.91 times, from 5.87 times in 2010 to 6.78 times in 2011. This
shows that the demand of the HupSengs product is increase. It is also mean thats the products
are in the warehouse sold very fast.
b. Total Assets Turnover
The total asset turnover ratio measures the ability of a company to use its assets to
efficiently generate sales. The ratio increase 0.05 times, from 1.13 times in 2010 to 1.18 times in
year 2011. The ratio is merely increased shows that there are huge sluggish in the firms sales.
c. Fixed Assets Turnover
The fixed asset turnover ratio measures the company's effectiveness in generating sales
from its investments in plant, property, and equipment. The ratio has been increase 0.72 times,
from 2.76 times in 2010 to 3.48 times in 2011. An increasing fixed assets turnover means that the
company has been more effective using companys investments in net property, plant, and
equipment.
d. Average Collection Period
The average collection period is the number of days, on average, that it takes a company
to collect its credit accounts or its accounts receivables. The ratios significantly decrease 0.62
days, from 55.59 days in 2010 to 54.97 days in 2011. By comparing with last year, a decreasing
of average collection period means Dutch Ladys customers are not only paying their credit
accounts on time but faster than they have in the past.
6.4 LEVERAGE RATIOS
50
51
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