Applying strategic management to a family-based small medium enterprice : a case study on Hong Lian Gim Kee (HLGK)

Abstract

The rice wholesaling industry in Singapore is a rather saturated one, with a strong competitive landscape consisting of many dominant players that engage in extensive marketing to promote the brands they carry. Most distributors have been around for a long time and, hence, have a strong retailer network. Other than having strong networks, rice distributors need to provide convenience and accessibility to their products, have a strong brand following, and also have the right mix of pricing and promotional strategies to be successful in the industry.

Hong Lian Gim Kee (HLGK), a local family-owned rice importer, needs to develop a strategic business plan to compete effectively in the industry and ensure the sustainability of its business in the long run. Like many Small-Medium Enterprises (SMEs), it does not have concrete strategic business knowledge, expertise and have weak marketing efforts. Hence, in this study, through a combination of in-depth secondary data analysis of the company, industry, competitors and customers as well as careful primary data collection via different channels, we aim to devise appropriate strategies for and come up with viable marketing plans for HLGK so as to solve the fundamental problems and issues it is facing which have inhibited its business profitability significantly.

Our three deliverables are: 1. A marketing plan for HLGK’s trade partners 2. A marketing plan for HLGK’s PaddyKing brand 3. A marketing plan for HLGK’s Golden Pineapple brand