BAC COMPANY PROFILE

Name of the Company: Berjaya Auto Company (BAC)

Vision: BAC aims to achieve long-term, stable growth in harmony with the environment, the
environment, the global economy, the local economy, and the local communities it
and stake holder.

Mission: BAC seeks to more prosperous society through automotive manufacturing.

BAC is committed to be the best Automotive Parts Distributions Providing the
highest quality service available while creating value for our customer.

Strategy: Together we innovate:

BAC for strategic principle describe the fundamental priorities requires to reach
its long term business objectives to become one of the top car companies
distributers in the world.
• Follow innovation where its leads:
-pursue top quality, internally and externally balanced with service need and
commercial potential.
• Retain the value innovation
-develop projects ourselves and seeks partners when necessary to maximized
value. Control destiny and retain independence.
• Excel is sales and marketing
- BAC is expanding innovate commercial capabilities to new customers and regions.
Manage alliances, putting the product first.
• Drive core values together.
- BAC is focusing culture of innovation, trust and teamwork, open communication,
and result driven.
• BAC has set is to supplier vehicles and mobility society in which people can live with a
sense of safety, peace of mind and comfort”. For the community age of IT‟s and ubiquitous
network society.

Objectives: The objectives of BAC Company is to attain holistic perfection and to absorb all
evolutionary innovations and technological up- gradations in the services industry keep a leading place
and winning laurels has become a healthy habit BAC. Distribution of world class brand by a young
company is accreditations. We are legitimately proud as these accreditations. We are not more were
symbolic tokens buts a seal of confidence reposed on BAC professionalism and we will live up to their
expectations.

Goals: BAC goals are high- level statements that provide the overall context for what the projects
accomplish. Let‟s look one of the BAC goals of a project is trying to accomplish. Let‟s look at an
example and some of the characteristics of a goal statement. One of a goal of BAC project might to be
increase the overall satisfaction levels of levels of for clients calling to the company helpdesk with
support needs. BAC goals are in high level, it may take more than needs.
Industry Profile:
Automotive Industry
a) i) BAC Group of companies, Malaysia largest to prestigious importer of luxury automobile was
originally founded in 1979. As the main importer and distributor of automotives brands such as
Ferrari, Mercedes Benz but to name a few. BAC has all grown into one of today‟s‟ leading
conglomerates in Malaysia. In future the success of it automotive business it has since diversities into
a variety of prominent industries which includes property development, hospitality, food beverages,
service centre, insurance, and so on.
ii) BAC ambitions are still high as we are ready to set our sights on building a global presence.
Leveraging and diversity, we continue to push the boundaries of our success up upping the ante and
mastering the standards of excellence in each of our businesses in the respective industries. We
believe that building a global brand presence does not happen overnight, but through small
successive achievements aimed at creating recognition and respect. With respect we can foster
international relationship that can transcend national borders and become an example of Malaysian
branding business excellence.
b) Our heritage
 From our humble beginnings as a used and reconditioned can trader, the BAC brand has just begun
to grow and asserts its business, expanding within the Malaysian automotive market as the
opportunity for trade in particular niche was booming. This market the foundation of BAC group as
they then moved on to acquiring import any distribution rights to some of the best brands in the
automobiles industry. The key of their successful trade lies in their ability to meet the high standard
of showcasing each individual automobile brand and creating the experience necessary to entice and
deliver the brand experience to experience to their customer in essence that reflects the quality of
service or product through perseverance, professionalism and dedication, transforming this principal
into total customer satisfaction.
c) Our Legacy
 Today, the BAC group Companies is conglomerate with various investment in several industries.
With more than 30 companies under its umbrella, the BAC company its synonymous with luxury
cars and its maintenance and accessories but also a prestigious of achievement in food industries
such as Café‟s De Dolce.
 The legacy that is BAC will continue to meet international and customer standard, creating a
cornerstone of branding excellence in products and service as one of Malaysia is leading
conglomerate.
Contact Details:

Name Position Contact No. E-Mail State

- Selangor
Ang Wei Jian CEO 012-6601111 raymond@berjayauto.com - Kelantan
- Pahang
- Wilayah
Subhashini Persekutuan
Marketing Manager 012-6600975 hashini@berjayauto.com
Ranjanthran - Pulau Pinang
- Johor Bahru
Norman Ong - Melaka
Chairman 016-6767880 norman@berjayauto.com
Kian Hin - Perak
- Perlis
Wong Kit Mai Finance Manager 016-9954409 kit@berjayauto.com
-Negeri Sembilan
Hamizah Binti Customer Service -Terengganu
012-6010301 hamizah@berjayauto.com
Othman Manager - Kedah

Location Details:
Berjaya Auto Company Sdn Bhd
Bangunan Metropolitan,
No.11, Jalan Ampang, Off Jalan
55100 Kuala Lumpur.
Telephone: (603) - 23822828
Fax: (603) - 23822838
Website: www.berjayauto.com
E-Mail: admin@berjayauto.com
Customer Service Hotline: (603) - 23822900
(603) - 23822901
(603) - 23822902
(603) - 23822903
(603) - 23822904

Location Map:
Branches:

State Address Office Number Fax Number

Perlis G-F88, Ground Floor, Tel: (604) – 977 3188 Fax: (604) – 977 3189
Perlis Shopping
Centre,
Jalan Sultan Ismail,
01007 Kangar.

Kedah G-23, Ground Floor, Tel: (604) – 734 8267 Fax: (604) – 734 8269
City Plaza,
Jalan Tengku Ibrahim,
05000 Alor Setar.

Penang Lot F-40, Ground Tel: (604) – 398 1013 Fax: (604) – 398 1024
Floor, Sunway / 15
Carnival Mall,
Jalan Todak Pusat
Bandar Jelutong,
11700 Penang.

Perak Lot F57, Ground Tel: (605) – 548 1381 Fax: (605) – 548 2737
Floor, Kinta Shopping / 1517
Centre,
2, Jalan Teh Lean
Swee Off,
Jalan Sultan Azlan
Shah Utara,
31400 Ipoh.

Selangor Lot LG1.123 Lower Tel: (603) – 8945 Fax: (603) – 8945 0519
Ground One, Sunway 0513
Pyramid,
3, Jalan PJS 11/15
Bandar Sunway,
46150 Petaling Jaya
Selangor.
LG26, Lower Ground,
AEON Taman
Equine,
No.2, Jalan Equine,
Taman Equine Bandar
Putra Permai,
43300 Seri
Kembangan,
Selangor.
Kuala Lumpur L1-27, Cheras Leisure Tel: (603) – 9132 Fax: (603) – 9132 2443
Mall, 2435 / 37
Taman Segar 6-1/2
Miles, Jalan Cheras,
56100 Kuala Lumpur.

Seremban Lot 01, Ground Floor, Tel: (606) – 761 4823 Fax: (606) – 761 4831
Terminal One
Shoping Plaza,
20B, Jalan Lintang,
70200 Seremban.

Melaka Lot F65, Ground Tel: (606) – 286 7272 Fax: (606) – 286 7258
Floor, AEON / 81
Bandaraya Melaka
Shopping Centre,
No.2, Jalan Lagenda,
Taman I-Lagenda,
75400 Melaka.

Johor JLot G01, Jusco Tel: (607) – 354 2868 Fax: (607) – 354 1943 / 0428
Tebrau City Shopping / 1868 / 4868
Centre,
Taman Desa Tebrau,
81100 Johor Bahru.

Kelantan Lot 1.22 Ground Tel: (609) – 747 6744 Fax: (609) – 747 6639
Floor KB Mall PT, / 46
101 & 102 Jalan
Hamzah,
Section 16,
15050 Kota Bahru.

Terengganu Lot 6490, Jalan Tel: (609) 864 2212 / Fax: (609) 864 2212 / 2234
Kemaman-Dungun, 2232
24200 Kemasik
Kmaman,
Terengganu.

Pahang G.01, Parkson Grand Tel: (609) – 508 2068 Fax: (609) – 508 2078
Berjaya Mega Mall,
Jalan Tun Ismail Sri
Dagangan
25000 Kuantan.
Introduction to Management

Management Function:
Planning
-BAC is ongoing process of developing the business mission, objectives and determining
how they will be accomplished planning includes both the broadest view of the
organizing.
-Example:
a) Defining goals, establishing strategy, and developing plans to coordinate
activities.
b) BAC tactic for accomplishing a specific goal.

Organizing
-The managers is responsible for arranging and structuring work to be accomplish the
organization‟s goal.
-BAC establishing the internal organization structure.
-BAC focus is on division coordination and control of tasks and the flow of information
within in the organization.
-The function that BAC managers distribute authority to job holders.

Leading
-Motivating, leading BAC workers or any other actions involves in dealing with people.
-Example: BAC managers motivate subordinates, help resolve work group conflicts,
Influences individuals or teams as they work, select the most effective communication
channel, or deal in any way with the employee behavior issue, they are leading.

Controlling
-BAC fourth steps process of establishing performance standards based on the BAC
Company objectives measuring and reporting actual performance comparing it and
taking corrective or preventive action as necessary.
Managerial Roles:

Role Description Examples of identifiable Activities

Interpersonal
Figurehead Symbolic head; BAC obliged to Greeting visitor; signing legal
perform a number of routine duties documents.
of a legal or social nature.

Leader Responsible for the motivation of Performing virtually all activities

subordinates; responsible for that involve subordinates.
staffing, training, and associated
duties.

Liaison Maintains self-develop network of Acknowledging mail: doing

outside contacts and informers external board work; performing
who provide favors and other activities that involve outsider.
information.

Informational
Monitor Seeks and receives wide variety of Reading periodicals and reports;
internal and external information maintaining personal contacts.
to develop through understanding
of organization and environment.

Disseminator Transmit information received Holding informational meetings;

from outsider of from subordinates making phone calls to relay
to members of the organization. information.

Spokesperson Transmit information to outsider Holding board meetings; giving

on organization‟s plans, policies, information to the media
actions results, etc.
Decisional
Entrepreneur Search organization and its BAC organizing strategy and
environment for opportunities and review session to develop new
initiates “improvement projects” to programs.
bring about changes

Disturbance handler Responsible for corrective action Organizing strategy and review
when organization faces important, session that involve disturbance and
unexpected disturbance. crises.

Resource allocator Responsible for the allocation of Scheduling; requesting

organization resources of all kinds- authorization; performing any
making of approving all significant activity that involves budgeting and
organizational decisions. the programming of subordinates‟
work.

Negotiator Responsible for representing the Participating in union contract

organization at major negotiations. negotiations.
External environment of BAC:

Global geographical:
 Structure with subsidiaries
 Influence significantly
 Product and services
 Four dimensions - political /legal; economic; social; and technology component.

Economic component
 Profitable automotive company
 In market price - BAC Company are selling the cheaper rather than other companies such as
Honda and Toyota.

Social component
 Threw out the late 90‟s to the present BAC‟s sales have steadily increase in HONDA and
TOYOTA. The reason for this increase in sales was the negative reputation of the high prices of
the others branded company. Thus, the belief value from the customer to our company is
increases and the population increases too.

Political component
 Financial burdens and retirement and pension plan.
 Progress toward the passage laws, platforms of political parties.
 (Sometimes) predisposition of candidates running for office.
 Beside, BAC changes in employments laws on working hours.

Technology component
 changing technological trends.
 “BAC Distributing System”.
 The motto of “THE TRUTH MEAN OF LUXURIES”.
 Keep costs low and use technology to stay ahead of our competition.

The changing external environment

 Costumers develop new needs and wants.
 New competitor enters a market.
 A world or country event happen
 Government introduces new legislation
 Example - increase minima wage.
Internal Environment

• BAC company have cooperation with of communication network with maxis and taking contract
above 3 years
• Have relation connection with Telecom Malaysia (TM)
• BAC will choose one of the staff that perform well, have good presentation to send them for
training and practices about communication and profession.
• Will ascend the salary of the half year and end of the year to the staff and given discount for
buying company product.
• The lack of labors are no entertainment with family; and work six days per week
• The products of BAC sell with the slogan „Safety No. 1‟. Thus, the productivity BAC‟s product is
high.
• BAC‟s market segmentation
- Ground floor (showroom)
- 1ST floor (showroom)
- 2nd floor (café‟s)
- 3rd floor (accessories)
- 4th floor (workshop)
- 5th floor (management)

Social responsibility:

Consumer
• Provide the safety product.
• Provide good services.
• Respect their opinion.

Firms
• Actively involve yourself in all staff meeting and BAC‟s product program.
• Maintain a healthy relation with all the staff members and customers
• Carry and administrative duties relevant to your position in the company

Government
• Maintain the security and public order.
• Play a vital role in developing an economic security in the society.
• Preventing the undermining of the nation‟s currency of the country.
• Establishment of social security that related to economic.

Investor
• Treated in a fair, ethical, and respectful manner.
• Receive accurate and clear statement of account (detailed, transactional information.)
• Provide clear descriptions of policies and practices for protecting the privacy of non-public,
personal information.

Employees
• To acquire relevant professional education and training to get right concept of serving.
• Pay the salary at the right time.
• Giving them the over-time salary.
Organization Structure:

Complexity
 BAC Company activities within the organization are differentiated
- Horizontal differentiation
- Differentiation between units based on the orientation of members
the nature of tasks they perform and their education and training.
- Vertical differentiation
- Number of hierarchical level in BAC
- Spatial differentiation
- Location of BAC office (ex: facilities and personnel are geographically distributed)

Formalization
 BAC Company extent to which jobs within the organization are specialized.
 BAC is the extent to which rules and procedures are written out and enforced. Those
organizations with high formalization, bureaucracies, have strict enforcement of many set written
rules and regulations. Organizations with low formalization, like organized anarchies, have very
few, if any, written rules, and have a looser organization that is less stable.

Centralization
 Finally centralization is defined by how power is distributed throughout the BAC organization.
This is based on several issues: size, technology, and environments. The relationship between size
and centralization is complex. Some research suggests that the larger the organization the more
stress is put upon upper management and thus leads to the delegation of power to subordinates.
However this delegation is based on rules and structured procedures, so in general larger size is
linked to high levels of centralization of power. Centralization of power in an organization that
uses specialized technologies delegates power to experts, but still maintain the bulk of authority
for high level management. The environment BAC organization functions in is very important in
the structure. Issues like competition, physical environment, distribution of services or products,
staff availability, and material acquisition all impact the functioning and structure in BAC
organization.

Type of Organization Structure:

 BAC Company is using Bureaucracy structure is the combined organizational structure,

procedures, protocols, and set of regulations in place to manage activity, usually in large
organizations. As opposed to adhocracy, it is often represented by standardized procedure
(rule-following) that guides the execution of most or all processes within the body;
formal division of powers; hierarchy; and relationships, intended to anticipate needs and
improve efficiency.
 A bureaucracy traditionally does not create policy but, rather, enacts it. Law, policy, and
regulation normally originates from a leadership, which creates the bureaucracy to
implement them. In practice, the interpretation and execution of policy, etc. can lead to
informal influence - but not necessarily. A bureaucracy is directly responsible to the
leadership that creates it, such as a government executive or board of directors.
Conversely, the leadership is usually responsible to an electorate, shareholders,
membership or whoever is intended to benefit.
BAC Organization Structure Chart
 Company Management Responsibility

Executive Leadership Team & Duty

ANG WEI JIAN: Chief Executive Officer

• Ensure that operations are consistent with the policies developed by the Board of Directors and
are carried out in such a way that meets the requirements of the Capital Commission Act.
• The CEO is responsible to the Board. The Board and the CEO work together to develop policies
and plans consistent with the mandate as expressed by the Shareholder. The Board is responsible
to ensure the CEO is not subjected to political interference.

SUBHASHINI D/O RANJANTHRAN: General Manager

• Reports to the board of directors

• To direct, promote, and coordinate the operations of the cooperative in a manner that will
optimize the cooperative‟s market share and savings, improve the cooperative‟s efficiency, help
achieve the cooperative‟s mission and goals, and result in outstanding customer service.

WONG KIT MAI: Business Development Manager

• To expand their business by reaching out to new customers and developing new plans and
strategies to help each department run more effectively.
• Responsible for conducting research on the specific roles of each department, product
development, and product distribution.

NURUL HAMIZAH: Customer Service Manager

• May lead and train a team of representatives or deal with customers face-to-face.
• Determine service policies and analyzing reports to determine customer satisfaction.

NORMAN ONG KIAN HIAN: Finance Manager

• Controller, treasurer or finance officer, credit manager, cash manager, and risk and insurance
manager.
• Controllers direct the preparation of financial reports that summarize and forecast the
organization's financial position, such as income statements, balance sheets, and analyses of
future earnings or expenses.
Global Management:

 The BAC Company is to attain holistic perfection and to absorb all evolutionary innovations and
technological up-gradations in the distributions industries. Regarding to the, BAC has made an
international collaboration with Toyota, Hyundai and Honda companies from overseas.
  BAC Company having relationship or cooperative contract with foreign business owner: (Toyota,
Ferrari, Porsche, Audi, Maserati, Hummer).

 Licensing -Toyota company is the licensor that receive royalty payments for allowing BAC
Company the license to distribute the product.
-Sell the product by its brand name in particular market.

Advantages:

- Its allow BAC Company to earn additional profits without investing more money.
- This licensing also help BAC avoid tariff and non-tariff barriers.

Disadvantages:

- Licensor gives up control over the quality of the product or service sold by the foreign
licensee.
- Licensees can eventually become competitors.

Business Operations and Process:

• Operation Management
- BAC is directing and controlling of the processes that transform inputs into product and
services.
- The distribution are managers the processes that product for the external customer but it
is closely involved with the other areas of a firm.
 DECISION
-Choosing best
alternative
-maximizing
satisfacting
-satisficing
-implementing DESICION
-Evaluating MAKING
APPROACH
DECISION-
Making errors and -Rationally
Blases -Bounded
rationally
-Intution

TYPES OF DESICION
PROBLEMS AND MAKER'S STYLE
DECISONS
-Directive
-Well structured-
-Analytic
programmed
-Behaviour
-Unstructured-
programmed -Conceptual
DESICION-
MAKING
CONDITION
-Certainly
-Risk
-Uncertainly
Total Quality Management:

At its core, Total Quality Management (TQM) is a management approach to long-term success through
customer satisfaction.

In a TQM effort, all members of BAC organization participate in improving processes, products, services
and the culture in which they work. .

A core concept in implementing TQM is Deming‟s 14 points, a set of management practices to help
companies increase BAC Company quality and productivity:

• Create constancy of purpose for improving products and services.

• Adopt the new philosophy.
• Cease dependence on inspection to achieve quality.
• End the practice of awarding business on price alone; instead, minimize total cost by working
with a single supplier.
• Improve constantly and forever every process for planning, production and service.
• Institute training on the job.
• Adopt and institute leadership.
• Drive out fear.
• Break down barriers between staff areas.
• Eliminate slogans, exhortations and targets for the workforce.
• Eliminate numerical quotas for the workforce and numerical goals for management.
• Remove barriers that rob people of pride of workmanship, and eliminate the annual rating or
merit system.
• Institute a vigorous program of education and self-improvement for everyone.
• Put everybody in the company to work accomplishing the transformation.
Organizational Behavior:

• Planning
Planning is the function of BAC Company management that involves setting objectives and
determining a course of action for achieving those objectives. Planning requires that managers be
aware of environmental conditions facing their organization and forecast future conditions. It also
requires that managers be good decision makers.

• Leading
Leading involves the social and informal sources of influence that you use to inspire action taken
by others. If BAC managers are effective leaders, their subordinates will be enthusiastic about
exerting effort to attain organizational objectives.

• Organizing
Organizing is the function of BAC Company management that involves developing an
organizational structure and allocating human resources to ensure the accomplishment of
objectives. The structure of the organization is the framework within which effort is coordinated.
The structure is usually represented by an organization chart, which provides a graphic
representation of the chain of command within an organization. Decisions made about the
structure of an organization are generally referred to as organizational design decisions.

• Controlling
Controlling involves ensuring that performance does not deviate from standards. Controlling
consists of three steps, which include (1) establishing performance standards, (2) comparing
actual performance against standards, and (3) taking corrective action when necessary.
Performance standards are often stated in monetary terms such as revenue, costs, or profits but
may also be stated in other terms, such as units produced, number of defective products, or levels
of quality or customer service.
Marketing:

• Needs:
Human needs are states of felt deprivation. Needs are the basic requirements of human being,
without these basic requirements like food, cloths and shelter no one can live life in this world.
The extended form of needs are health and education which for sure every on basic need in
today‟s world but they come after food,cloths and shelter. Marketers play no role in creating
needs, they are natural default requirements of every human being. BAC Organization already
know the needs there is no requirement for any research work to develop product which covers
the needs of human beings.

• Wants:
Wants are the form human needs take as they are shaped by culture and individual personality.
Wants are marketed by marketers in such a way that everyone feel these wants should be
mandatory part of life. We can take the examples of telephone, Internet, different variety of
foods and clothing these all come under umbrella of human wants.
Example: Any person can use any normal car for their usage but why they want very luxuries cars
such as Mercedes Benz, Porsche, and so on. Car it‟s just a need 2 fulfill the person usage for daily
life, just for a luxuries life the person we can see that the person is using very high quality cars.

• Demand
Is want backed by buying power, human being have unlimited wants but resource are
limited in the world. It‟s not possible that each human being get the desire things in the
world. Wants are wishes of human, buying power will convert these wants to demand.
Example: Willingness to buy BMW is want but if you have the buying power then it becomes
demand .Manager and marketers always focus on people wants and demands to do that they
conduct in depth research using number of different tools such as surveys, interviews, observation
and others. That‟s the reason CEO of huge company like Wal-Mart visit store to have a check on
customer, talk to them, and observes them to understand their needs and Wants.

Product and Services:

• Product (or service) management in BAC Company includes a wide range of management
activities, ranging from the time that there's a new idea for a product to eventually providing
ongoing support to customers who have purchased the new product. Every organization conducts
product management, whether it's done intentionally or unintentionally. This module provides a
wide overview of considerations in developing and managing a product. How a product is
developed or managed is depends very much on the nature of the BAC Company organization
and its products, for example is new technology had apply to the products.
• Idea for New Product or Service
At this stage, BAC Company has an idea for a new product or service. Ideas can come from many
sources, for example:
1. Complaints from current customers (see Customer Service and Customer Satisfaction)
2. Requests for Proposals from large businesses, government agencies.
3. Modifications to current products (see Innovation)
4. Suggestions from employees, customers, suppliers, etc. (see Creative Thinking)
Satisfaction, Value and Quality:
• Customer Satisfaction
BAC Company build strong and innovative organizations that can survive and prosper during
times of great change? In recent years, BAC have learned much about successful organizations.
The success of such organizations can be understood by how well the organization handles three
key ingredients.
• Key Ingredients
A convenient way to think of the strategy for success is to picture a three-leg stool. The stool
represents the organization supported by three legs, which symbolize these key ingredients. Each
leg has very separate and distinct attributes and each is critical to the survival of the organization.
The legs of the stool are visionary leadership, internal data from employees and external data
from the customers of the organization. The first leg or element is visionary leadership. Any
organization comes into existence because of a vision. Sometimes the vision lasts, remaining
clear and compelling. Other times the original vision fades, as does the relevance of the
organization. The next element, the second leg of the stool, is data from the BAC employee‟s
organization that provide the employees‟ visions of their work and the organization. These are the
internal data. This is information gathered from the people that make up the organization. The
third element for continued organizational success is regular collection of data from the
environment of the organization: customers, suppliers, regulators, and competitors. These are the
external data. Such data provide comparisons between in the organization sees as its
accomplishments and the perceptions of others that have an interest or "stake" in the organization.

Marketing- Product, Price, Place, and Promotion:

• The Product:
BAC Company products have the right features - for example, it look good and work
very well.
- The price is reasonable. Consumers buy in large numbers to produce a healthy profit
and environment friendly product.
- The goods must be in the right place at the right time.BAC Company making sure that
the goods arrive when and where they are wanted is an important operation.
- The target group needs is made aware of the existence and availability of the product
through promotion.
• The price
Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all the
others are costs. The price of an item is clearly an important determinant of the value of sales
made. In theory, price is really determined by the discovery of what customers perceive is the
value of car is sale. Researching consumers' opinions about pricing is important as it indicates
how they value what they are looking for as well as what they want to pay. BAC Company
pricing policy will vary according to time and circumstances. Crudely speaking, the value of
water in the Lake District will be considerably different from the value of water in the desert.
• The place
Although figures vary widely from product to product, roughly of the cost of a product goes on
getting it to the customer. 'Place' is concerned with various methods of transporting and storing
goods, and then making them available for the customer. Getting the right product to the right
place at the right time involves the distribution system. The choice of distribution method will
depend on a variety of circumstances. It will be more convenient for some manufacturers to sell
to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or
customers.
 • The promotion
Promotion is the business of communicating with BAC customers. It will provide information
that will assist them in making a decision to purchase a product or service the razzmatazz, pace
and creativity of some promotional activities are almost alien to normal business activities. The
cost associated with promotion or advertising goods and services often represents a sizeable
proportion of the overall cost of distributing an item. However, successful promotion increases
sales so that advertising and other costs are spread over a larger output. Though increased
promotional activity is often a sign of a response to a problem such as competitive activity, it
enables an organization to develop and build up a succession of messages and can be extremely
cost-effective.

SWOT Analysis:
Strengths:
• New investment by BAC Company in Malaysia saw 2005 profits rise, against the worldwide
automotive industry trend. Net profits rose 0.8% to 1.17 trillion ringgit ($ 11; RM 5.85bn) this is
the example of much focused segmentation, targeting and positioning in number of countries.
• BAC Company uses marketing techniques to identify and satisfy customer need. BAC Company
also maximized profit through efficient manufacturing approaches example is (Total Quality
Management)
Weakness:
• The World market for cars is in condition of oversupply and so car distribution need to make sure
that the models that consumer wants. Movements in exchange rates could see the already narrow
margin in the car market being reduced.
• BAC Company needs to keep distributing cars in order to retain its operational efficiency. In
other hand car market experiences an upturn, and then the company may miss out on potential
sales due to under capacity i.e. it takes time to accommodate. This is a typical problem with high
volume car distribution.
Opportunities:
• Lexus and Toyota now have a reputation for distribution environmentally friendly vehicles.
• advance technologies develop by the organization
• The vehicles itself it a unique convertible, with models extending at their rear! The narrow
segment is notorious for it narrow margins and difficulties for branding.
Threats:
• Products recalls are always a problem for vehicles that imported. In 2005 the company had to
recall 88000 sports utility vehicles and pickup trucks due to faulty front suspension system.
• As with any car distributer, BAC faces tremendous competitive rivalry in the car market.
Competition is increasing almost daily, with new entrants coming into the market from China,
South Korea and new plants in Eastern Europe. The company is also exposed to any movement in
the price and steel. The key economies in the, the US and Europe also experience slowdowns.
These economic factors are potential threats for BAC Company.
Company Name
Berjaya Auto Company

Date founded August 28, 1985

Capital 397.05 billion ringgit(as of March 31, 2010)
Shareholders Company BOD
Fiscal Year From April 1 to March 31 of the following year
Main Business Activities Automotive Industries and Sales
Number of employees (Total in affiliated
320,590
companies)

Note: The number of employees includes those dispatched from other companies as of
March 31, 2010

Business result & production & sales results

Business results (unit = 1 billion Ringgit or 1 company)

FY 2008 FY2009 FY2010

(April 2007 to (April 2008 to (April 2009 to
March 2008) March 2009) March 2010)
Sales *1 26,289.2 20,529.5 18,950.9
Operating income *1 2,270.3 -461 147.5
Net income *1 1,717.8 -436.9 209.4
Capital Expenditures *3 1,480.2 1302.5 579.0
R&D *1 958.8 904.0 725.3
Number of consolidated
530 529 522
subsidiaries
No. of Affi. Accounted for
55 56 56
Under the Equity Method

*1 Monetary figures rounded down to the nearest 100 million ringgit

*2 Not including assets for lease
*3 Figures for depreciation expenses and capital expenditures do not include vehicles in
  Production results (unit = 1)

FY 2008 FY2009 FY2010

(April 2007 to March (April 2008 to March (April 2009 to March
2008) 2009) 2010)
Malaysia5,160,000 4,255,000 3,956,000
Vehicles Overseas3,387,000 2,796,000 2,853,000
Total 8,547,000 7,051,000 6,809,000

Sales results (unit = 1)

FY 2008 FY2009 FY2010

(April 2007 to March (April 2008 to March (April 2009 to March
2008) 2009) 2010)
Malaysia2,188,000 1,945,000 2,163,000
VehiclesOverseas6,725,000 5,622,000 5,074,000
Total 8,913,000 7,567,000 7,237,000
Homes 5,431 5,442 5,281
Vision
• Produce good service and product for our customer.
Mission
• Must achieve target sales per year for BAC Company
Slogan
• “A drink from Paradise. . . .
Available on Earth. ”
The tag line “Coffee . . . A drink paradise . . . available on Earth”
The best coffee is as black as the devil, hot as hell, pure as an
Angel and sweet as love! ”
Objective:
• To fulfill customer utility.
• Produce best service and product for the customer.
• To invest more for BAC company.
• To gain profit in our sales per year.
• Achieve target sales per year
• Provide training to staffs for
Advantages:
• Discount 10% for member card customer.
• WIFI Café‟e De Dolce.
• Discount 20% in festival day.
Plan Cafe‟s
• 4082 X 5031
Staffs
• Kitchen – total 500staffs
• Service – total 400 staffs
Branches

States/Country Location
1)Selangor Paragon Height
2)Kelantan Gurney Mall
3)Pahang Mist Mall, Karak
4)Thailand Bangkok Height
5)Wilayah Persekutuan Pavilion, Bukit Bintang
6)Pulau Pinang Times Square, Penang
7)Johor Bharu Mines Complex
8)Canada Square Land
9)Melaka Bukit Jambul
10)Perak Tower Hill
11)London Times City Mall
12)Perlis Boulevard
13)Negeri Sembilan Jusco
14)Terengganu Queensbury Mall
15)Kedah B-Suite Mall

Products those Sales in Café‟s De Dolce:

Food Drinks
Appetizer Ice Coffee
Salads Blended Ice Coffee
Fusion foods Honey Coffee
Cakes Specialty Coffee
Sandwiches Hot Coffee
Individuals Favorites Hot Espresso Coffee
Soups Fresh Milk
Steaks Soft Milk
Spaghetti Smoothies
Burgers Fruit juice & Frost
Vegetarian Foods Ice Cream

Location of Café‟e De Dolce:

HEADQUARTER
CAFÉ‟E DE DOLCE SDN BHD
Bangunan Metropolitan, No,11, Jalan Ampang
Off Jalan Kuala Lumpur 55100, Kuala Lumpur,
Wilayah Persekutuan.
• Website: www.dedolce.com.my
• Email: café’ededolce@live.com
• Office Number: 03-11131108
• Fax Number: 03-11131105
• Opening hours:
Weekdays: 10.30am to 10.30pm
Weekends: 10.30am to 11.30pm