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60 MSM MALAYSIA HOLDINGS BERHAD WHO WE ARE STATEMENT & DISCUSSION BY OUR LEADERS HOW WE OPERATE
ANNUAL INTEGRATED REPORT 2021

IN CONVERSATION WITH OUR

GROUP CHIEF EXECUTIVE OFFICER

TOWARDS FUTURE GROWTH,
WE INTEND TO EXPAND OUR

EXPORT BUSINESS BEYOND
THE ASIA PACIFIC REGION, AND

EXPLORE NEW OPPORTUNITIES
IN FOOD BUSINESS BY

THINKING BEYOND SUGAR IN
LINE WITH THE MSM VISION.

How do you intend to maintain market leadership in an era of
Q
A
greater competition?
With the right attitude ingrained within the leadership team, We also addressed price matrix issues and built on consistent
there is a solution for every problem. What is required is practices with wholesalers. For industries, we now provide
the determination to weed out gaps in our service delivery, greater flexibility and reliability in taking on more volume.
ensure we have the best talent in place and taking action For exports, we are going the extra mile to ensure quality and
swiftly. a better value proposition. Thanks to these efforts, we have
reinforced our market share in FY2021.
Towards sustaining and growing MSM’s market share,
we are widening our outreach through greater product choice Branding too is vital to withstand growing competition.
and customer touchpoints. This requires us to build stronger We have launched brand reinforcement campaigns on
relationships with all our customers and understand their conventional, digital and social media fronts with various
needs better. During the year, we made it a point to engage consumer rewards to garner greater engagement. Our latest
and meet decision makers face to face. From personal “Janji...Gula Peket Hijau” campaign recognises consumer
meetings at the top-level with leaders of multinational loyalty and celebrates our customer diversity and unity during
corporations to on-the-ground visits to hypermarkets, special occasions such as Malaysia’s Independence Day and
these engagements allow us to better understand pinch Malaysia Day.
points, so we can proactively mitigate problems and
improve our value propositions to different customer
segments - wholesalers, industry, export and retailers.