In: Business and Management

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International Journal of Business and Social Science

Vol. 5, No. 6(1); May 2014

Business Endeavours in Savoury Snack Industry: Old Chang Kee
Kumaran Rajaram, PhD
Division of Strategy, Management & Organization
Nanyang Business School
Nanyang Technological University
50 Nanyang Avenue
Singapore 639798

This Case Depicts How The Macro And Competitive Environmental Elements In An Evolving Snack Market
Shape The Strategies And Performance Of A Growth Savoury Snack Business To (A) Maintain Loyal Clientele
And Attract New Customers; (B) Addressing The Rapid And Continuous Environmental Issues; (C) Intense
Competition From Rivals; And (D) Rising Expectations From Customers. Old Chang Kee (Ock) Has Rose From
Its Humble Beginning From A Small Stall In A Coffee Shop In 1956 And Established Itself Prominently In 1986,
When The Control Of Business Was Taken Over By Han Kee Juan (Executive Chairman Of Ock). In 2013, After
About 27 Years, Ock Has Well-Established Its Brand Name And Reputation, Where It Markets Its Range Of Snack
Products Through Retail Outlets At Petrol Kiosks And Shopping Malls. Over The Years, Ock’s Efforts In
Modernizing And Re-Enginnering The Business Have Assisted In Accomplishing The Business Goals In
Upgrading Of The Production Facility, Increasing The Number Of Business Outlets And Specializing In The
Manufacture Sales Of A Wide Range Of Very Affordable High Quality Food Products. Ock Experienced Soaring
Business Operation Volumes As A Result. However, There Are Possible Upcoming Challenges Such As
Competitive Demands From Rivals, Continuing Changing Customer Tastes And Lifestyle Changes Along With
Other Issues That Ock Has To Contemplate In Order To Respond To Them To Sustain Its Market Share, Respond
To Competitive Threats And Cope With The Growth Demand Progressing Ahead In The Near Future.

Keywords: Macro…...

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