Hup Seng Perusahaan Makanan (M) Sdn. Bhd.

, established in 1958, has been a household name synonymous

with quality biscuit manufacturing. Today, it is one of Malaysia's leading biscuit manufacturers with many
accumulated outstanding achievements. Through continuous upgrading, our products have been honoured with
numerous awards worldwide, marking important milestones for the company's history. In recognition of Hup Seng's
stringent quality management system, the company was awarded the prestigious MS ISO 9002 Quality System
Certification from SIRIM in 1995 and upgraded to MS ISO 9001:2000 Quality System Certification in 2003.

In 2005, the Prime Minister Dato' Seri Abdullah Badawi awarded Hup Seng with the Industry Product Excellence
Award (Eminent Product Performance Award). Being responsible to consumers and upholding Malaysian food
prestige internationally, rigorous food safety and hygienic control strategies are employed to ensure safety and
hygiene of products. In mid-2007, Hup Seng was accorded with the HACCP (Hazard Analysis Critical Control
Points) and BRC (British Retail Consortium) Certification. This has educated consumers on food safety and hygiene
and at the same time fostered their confidence in Hup Seng's products.

With an international market coverage that spans Asia, Africa, Oceania, Europe and North America, Hup Seng's
products have captured the hearts of consumers, young and old in many corners of the world. Henceforth, Hup
Seng shall continue to upgrade, improve and reach new peaks of excellence.
2.0 A Company Profile

I. Listing Market: Bursa Malaysia

II. Stock Name: HUPSENG
III. Sector: Consumer
IV. Market Capitalization (RM Million) : 816.80
V. Number/Volume of Shares (million): 800.00
VI. Chairman/Managing Director (MD): Choo Song Kuo, 84
VII. Major Shareholders : HSB Group Sdn. Bhd. 51.0%
Norges Bank Investment Management 2.84%
Cekap Kapital Sdn. Bhd 2.50%

VIII. Corporate Structure

Subsidiaries/Associates Activities % Held
Mal Sugar Mfg Sugar refining & 100.0
investment holding
Kilang Gula Felda Cane milling & sugar 50.0
refining
FFM & subsidiaries Flour milling; animal feed 53.8
manufacturing;
distribution of edible oils
and consumer products;
livestock breeding &
commodity trading
PGEO Group Processing & marketing of 100.0
soya bean oils, soya bean
meal & palm oil products
PPB Oil Palms Oil palm cultivation 58.7
Chemquest Manufacturing & trading of 55.0
chemical products;
provision of waste
management
Kuok Oils & Grains Commodity trading 28.0
(Singapore)
Kuok Oils & Grains Commodity trading 40.0
(Hong Kong)
X. History and background of the company: PPB is the crown jewel of the Kuok Group
in Malaysia. Within it, one can find several of the largest and most profitable units of
the Kuok empire including Malaysia Sugar, Manufacturing, FFM, PGEO, and PPB Oil.
PPB supplies 60.0%, 50.0%, and 20.0% of the domestic sugar, flour, and feed
requirements respectively.
3.0 Vision

In examining a corporate communication key concept, students must construct four

paragraphs. The detail content for each paragraph are as follow:
Paragraph I: Describe
●What is/are the element(s)/component(s)/feature(s) of this key concept?
Paragraph II: Analyze
●What grabs your attention in this key concept?
●Do you see any relationship between the elements/components/features that you
listed during description stage?
Paragraph III: Interpret
●What is the key concept about; what do you think it means?
●Do you see any relationship between this key concept with the other key
concept(s)?
Paragraph IV: Evaluate?
●What is/are the plus point(s) of this key concept?
●What is/are the minus point(s) of this key concept?
●What have you learnt from this key concept? e.g. Do you think it is an important
key concept? Do you think it is a great key concept?
4.0 Mission

In examining a corporate communication key concept, students must construct four

paragraphs. The detail content for each paragraph are as follow:

Paragraph I: Describe
●What is/are the element(s)/component(s)/feature(s) of this key concept?
Paragraph II: Analyze
●What grabs your attention in this key concept?
●Do you see any relationship between the elements/components/features that you
listed during description stage?
Paragraph III: Interpret
●What is the key concept about; what do you think it means?
●Do you see any relationship between this key concept with the other key
concept(s)?
Paragraph IV: Evaluate
●What is/are the plus point(s) of this key concept?
●What is/are the minus point(s) of this key concept?
●What have you learnt from this key concept? e.g. Do you think it is an important
key concept? Do you think it is a great key concept?