Case Study - Beras Faiza 2021

UNIVERSITI TEKNOLOGI MARA
CASE STUDY/2021
COURSE : STRATEGIC MANAGEMENT

COURSE CODE : MGT657
CASE STUDY : 2021
NAME: ______________________________________________________
METRIC CARD NO.: __________________________________________
LECTURER’S NAME: _________________________________________
PROGRAMME: _______________________________________________
INSTRUCTIONS: PLEASE ANSWER ALL QUESTIONS AND USE YOUR OWN

PAPERS (10 MARKS EACH).
Syarikat Faiza Sdn Bhd (SFSB) which owned by Puan Hajah Faiza Bawumi offers various
types of rice (P1S1). Puan Faiza becomes the sole bumiputra rice distributor in Malaysia and
SFSB acts as the sole distributor of the herbal Ponni in Malaysia (P1S2). SFSB has many
competitors that involve in the rice business (P1S3). Puan Faiza uses various greater
marketing efforts in seeking increase market share for present products in present market
(P1S4). The information obtained from research conducted was used by SFSB to creatively
plan its promotional activities geared towards creating awareness among consumers and
strengthening its brand name by using several promotional activities such as campaigns,
advertisements, and road shows (P1S5).
On the aspect of networking, SFSB also works closely with non-governmental organizations
involved in health issues (P2S1). Many road shows had been organized to enhance products
awareness among consumers (P2S2). For example, SFSB works closely with TV3 crew and
traveled to India to document the Ponni rice production and the publicity had resulted in sell-
out of its first shipment (P2S3). Besides that, Puan Faiza also involved in social community
activities (P2S4). She had made SFSB, a strongly committed responsible corporate citizen by
involving in community work and providing better lifestyles and improving the quality of life
of the unfortunate (P2S5). She has been involved in sponsoring the TV3 program
“Bersamamu”, a reality program which highlighted the life of unfortunate people that needed
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CASE STUDY/2021
support from the public (P2S6). The company uses seven of its most popular rice brands to
raise fund for this program (P2S7). As such, for every purchase of those products, part of the
profit will be contributed to the “Tabung Bersamamu” fund (P2S8). SFSB felt that this was
the effective mechanism to involve the whole Malaysian public to participate in the program
and at the same time increasing the sale of the SFSB (P2S9).
SFSB also participates in health programs such as the campaign against diabetes (P3S1). A
memorandum of understanding was signed between SFSB and NADI, where SFSB would
co-sponsor the campaign (P3S2). The company’s involvement in the campaign was
transpired to help the government in promoting a healthier society through healthy dietary
practices (P3S3). In fact, this collaboration provides an opportunity for SFSB to specially
promote Taj Mahal rice as healthy rice, thus attract more consumers to buy SFSB products
(P3S4). In the early involvement of the business, Puan Puan Faiza only promoted and
marketed the product of rice and spices around Batu Pahat Johor (P3S5). She also did not
have a factory to produce the products (P3S6). She made the spices or curry powder her own
and opened a small grocery shop at home to market the spices and rice (P3S7). Today, her
company is fully equipped with best facility and the latest technology in rice production and
distribution (P3S8) . She has factories and warehouses in Kuala Lumpur, Kedah, Penang,
Selangor, and Terengganu (P3S9). Her company also expanded the business widely in local
and abroad market (P3S10).
Besides that, SFSB can deliver and servicing the costumers all over Malaysia. The company
has a policy that all deliveries must reach the customers within three days from the order date
within Johor and not later than five days for other states. Under the management of Puan
Faiza, in 1998, SFSB was introduced high quality rice from Kartanaka, India, to be spreaded
to all over Malaysia. The rice is called Herbal Ponni rice. The rice became the most popular
rice produced by SFSB. It’s 100% organic because the paddy is grown without using any
chemical fertilizer. The rice is claimed to have unique health-oriented characteristics and
herbal qualities. It’s distributed throughout Malaysia under the brand name of “Taj Mahal”.
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CASE STUDY/2021
The demand for the herbal Ponni rice is enormous as it has been scientifically proven good
for health. Puan Faiza collaborated with Universiti Putra Malaysia to do research regarding
the rice and the result was positive. Compared to other grade of rice, it contains less
carbohydrate and starch but more calcium (about 70 milligram in 100g uncooked rice) and
30% more protein. As such, it is suitable to those who suffering from diabetes or high blood
pressure. The rice is produced using highly sophisticated machinery in addition to a stringent
quality control by specialized Taj Mahal’s “Rice for Life team in SFSB. Moreover, Puan
Faiza had invested millions of ringgit for the Taj Mahal product and received exclusive right
from BERNAS. In positioning the rice product in the market, SFSB had patented it under
Clause 30 of the Malaysian Trademark Act. As such, it gives SFSB the right as the sole
distributor of the product in Malaysia.
(Source: Adopted from SFSB homepage)
Questions:
1. Discuss integration strategies used by Syarikat Faiza Sdn Bhd (SFSB).

2. Discuss intensive strategies used by SFSB.
3. What are the promotional efforts done by SFSB to be well accepted by its customers?
4. What could be the vision and mission of SFSB? Discuss.

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UNIVERSITI TEKNOLOGI MARA

COURSE : STRATEGIC MANAGEMENT

METRIC CARD NO.: __________________________________________

LECTURER’S NAME: _________________________________________

INSTRUCTIONS: PLEASE ANSWER ALL QUESTIONS AND USE YOUR OWN

1. Discuss integration strategies used by Syarikat Faiza Sdn Bhd (SFSB).

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