A Q How do you intend to maintain market leadership in an era of greater competition? With the right attitude ingrained within the leadership team, there is a solution for every problem. What is required is the determination to weed out gaps in our service delivery, ensure we have the best talent in place and taking action swiftly. Towards sustaining and growing MSM’s market share, we are widening our outreach through greater product choice and customer touchpoints. This requires us to build stronger relationships with all our customers and understand their needs better. During the year, we made it a point to engage and meet decision makers face to face. From personal meetings at the top-level with leaders of multinational corporations to on-the-ground visits to hypermarkets, these engagements allow us to better understand pinch points, so we can proactively mitigate problems and improve our value propositions to different customer segments - wholesalers, industry, export and retailers. Towards future growth, we intendto expand our export business beyond the Asia Pacific region, and explore new opportunities in food business by thinking beyond sugar in linewiththe MSMVision. We also addressed price matrix issues and built on consistent practices with wholesalers. For industries, we now provide greater flexibility and reliability in taking on more volume. For exports, we are going the extra mile to ensure quality and a better value proposition. Thanks to these efforts, we have reinforced our market share in FY2021. Branding too is vital to withstand growing competition. We have launched brand reinforcement campaigns on conventional, digital and social media fronts with various consumer rewards to garner greater engagement. Our latest “Janji...Gula Peket Hijau” campaign recognises consumer loyalty and celebrates our customer diversity and unity during special occasions such as Malaysia’s Independence Day and Malaysia Day. In Conversation WITH OUR Group CHIEF EXECUTIVE OFFICER WHO WE ARE STATEMENT & DISCUSSION BY OUR LEADERS HOWWE OPERATE MSM Malaysia Holdings Berhad ANNUAL INTEGRATED REPORT 2021 60
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