Analyzing Yeo's Business Strategy and Performance Project

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Added on 2021/02/22

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This project proposal provides a comprehensive overview of Yeo's as a business entity, focusing on its business strategy and the factors contributing to its performance. The project explores the company's history, from its establishment in 1901 as Hiap Seng to its current status as a global food and beverage manufacturer, known as Yeo's. The analysis covers Yeo's product and service factors, market dynamics including rivalry and environmental considerations, such as a SWOT analysis highlighting the company's strengths, weaknesses, opportunities, and threats. The project also examines Yeo's business strategies, including objectives related to product identification, sales, distribution, and exporting. The study considers the changing landscape of the soft drinks industry and the increasing demand for healthier beverages, referencing various sources to support the findings. This project aims to provide a clearer understanding of Yeo's development and operations, especially in its joint projects across multiple regions, including Malaysia, Hong Kong, and Australia.

Project Brief
In this project proposal, we should have a greater understanding of Yeo’s as a business entity
through its direction to their business strategy. We might also explore on the factors that
contributed on its performance and achievement as a business enterprise. Through this, we
should have a clearer picture on the development and operation of the company in its first joint
project including Malaysia, Hong Kong and Australia.
Company Description
Yeo Keng Lian, the original founder who set up a shop in 1901 and named Hiap Seng which
was later changed to Yeo Hiap Seng it is also known as Yeo’s, a recognized food and
beverage supplier and manufacturer in Singapore, with the products that were sold across
more than 55 countries worldwide. The company has also diversified its goals and objectives
in the development of property as well as in the building of condominiums and landed
properties. In the 1990s, the ownership of Yeo’s was transferred to the Far East Organization
(Ng Teng Fong). The company also has a global network that includes the Asia-Pacific,
Europe, North America as well as Oceanic regions.
Product / Service Factors
With its increasing popularity, Yeo’s has begun to expand to include more diversified food and
beverage products under the Yeo’s brand. Starting with the traditional soybean milk, a
preferred choice among the locals, has been very well received and has since expanded its
catalogues to produces many other Asian beverages. In the later years, the company also
chose to expand its food choices, which includes chili sauce, culinary sauce, and sesame oil
to instant noodles.
Market rivalry is not only solid, it is also growing more intense from year to year. These
advancements explain the recent talk of ‘marketing battle’ and ‘competitive intelligence
system’. That is because the market has become so competitive that customer awareness is
no longer sufficient. Companies should start to pay close attention to their adversaries. It would
seem like a straightforward job for a company to identify its rivals. However, the scope of the
company’s existing and potential competitors is much wider. A company is more likely to be
‘buried’ by its latent competitors than by its existing competitors.
Environmental Factors
The SWOT analysis
Strength - For decade, Yeo’s has become a well-known and trusted brand in the food and
beverage industry. They have a large team of employees working on their service and
products for consumers, transforming customers demands by providing more distinct flavours
and variations of their production lines. Efforts have been made to promote and advertise their
products and services in both international and regional, such as advertisements and events.

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Weakness – Food sections have yet to prove the existence in developing countries such as
India and China. The competition to home-grown products from other products that the
company distributes mean small market size.
Opportunities – Develop recognition for products in countries other than locally in Singapore.
Expansion towards infant foods or similar industries, or even expansion to popular flavors to
caters to the potential non-Asian customers.
Threat – Several other successful rival businesses, such as F&N or Pokka are also doing
quite well in the same service industry. There’s also an increase in unpopularity of canned
food products due to health guideline.
Business Strategies
The main objectives of the company are identification, sales, distribution and exporting of
products, such as canned food, instant noodles, condensed milk, and also non-alcoholic
beverages. Assonant drinks assiduity has started changing locally in Singapore as in other
countries and industries over the last few years.
Increasing public health awareness among public health facilities was one of the major
challenges impacting the soft drinks industry in Singapore and developing a much higher
demand for healthier drinks. As a result, the development of the soft drinks industry continued
as a result of the fact that these drinks were found to be healthier than other sugary drinks.

References
1. UKEssays. (November 2018). Factors Contributing The Success Of Yeos Industry
Marketing Essay. Retrieved from
https://www.ukessays.com/essays/marketing/factors-contributing-the-success-of-
yeos-industry-marketing-essay.php?vref=1
2. History & Heritage - Yeo's. (2020). Retrieved 25 September 2020, from
https://www.yeos.com.sg/about-us/history-heritage/
3. Lee, T., & Liu, F. (2010). The soy sauce towkay (pp. 43, 52). Singapore: Campus Crusade Asia
Limited.
4. Overview - Yeo's. (2020). Retrieved 25 September 2020, from https://www.yeos.com.sg/about-
us/overview/
5. Susanto, A., & Susanto, P. (2013). The dragon network. New York: Wiley/Bloomberg Press.
6. Team, M. (2020). Yeo Hiap Seng Limited SWOT Analysis | Top Yeo Hiap Seng Limited
Competitors, STP & USP | Detailed SWOT Analysis of Brands | MBA Skool-Study.Learn.Share.
Retrieved 25 September 2020, from https://www.mbaskool.com/brandguide/food-and-
beverages/9062-yeo-hiap-seng-limited.html
7. Strategic Marketing Plan for Yeo Hiap Seng Ltd Case Study. (2020). Retrieved 25 September
2020, from https://perfectessay1.blogspot.com/2019/04/strategic-marketing-plan-for-yeo-
hiap.html