Chapter 3 : Company
0Tuesday, May 15, 2012 by Lim Oon Hon
1. The Company
3.1 Company Overview
RT Pastry House Sdn Bhd was established on 2003, which is an extraordinary bakery company that provides newly concept of Japanese and Taiwan style of the cake, bread, pastry and desserts, our mission of delivering excellent products and service to Malaysia bakery lovers.
RT Pastry House Sdn Bhd pioneer located its operations in Taman Desa - Kuala Lumpur, where demand of cakes and breads were quickly expanding. In year 2005, the company opened second branch in its strategy location in SS 15 - Subang Jaya.
And Year 2009, the third branch in Puchong IOI Boulevard Business Centre.Due to rapid growth in the business, in order to fulfill the customer demand and cost efficient increase of production capacity, They launched their central cake kitchen in Taman perindustrian Bukit Serdang in year 2010 and they manage to opened one more branch at Klang in year 2011.
3.2 Business Description
RT Pastry House is a bakery shop that offers fresh daily breads and a wide variety of baked goods that consist of many authentic, ethnic recipes. RT Pastry House is an extraordinary bakery company that provides newly concept of Japanese and Taiwan style of the cake, bread, pastry and desserts.
RT Pastry’s product (Cakes, Pastry, Breads and others) are made fresh daily and the ultimate test is in the taste. There is definitely a difference between fresh bread and bread that is not. Besides that, the ingredients that they use are the finest and freshest because only from that can make the quality products and they insists on using natural material / ingredient, with less sugar and using natural ingredients as opposed to preservatives and coloring
3.3 Company History
RT Pastry House Sdn Bhd was established on 2003 and it is owned by Lu Chun Neng. RT Pastry House is the brainchild of Lu Chun Neng (the founder), who received the bulk of his training in Taiwan; he has also travelled to Japan to continue his training in the art of pastry and baking from the masters there. Acknowledging his skills and efforts in this particular line of work Lu Chun Neng was eventually hired to work in Singapore at an established bakery in the year 2000. After three years, he decided to venture out on his own and establish a bakery in Malaysia. Eventually he settled here at Taman Danau Desa upon a recommendation from his friend.
Wang Cheow Wey is the general manager of RT Pastry House where his duty leans towards the business aspects of the operation, while Lu Chun Neng provides his expertise in baking. Together they are spearheading the business towards greater heights. Since then, the bakery has expanded its business to other areas in the Klang Valley, namely, Subang Jaya, Bandar Puchong Jaya and Bandar Baru Klang while their central kitchen is located at Serdang. As to why these specific locations were chosen, Wang Cheow Wey says that they are strategic as they are along major roads and highways, making their outlets accessible to their prospective patrons.
1.3.4 Key People
Name | Job Title |
Mr.Lu Chun Neng | Managing Director |
Mr.Wang Cheow Wey | General Manager |
3.5 Location & Subsidiaries
Location | Address | Contact |
Taman Desa | 7-0-7, Jalan 3/109F Danau Business Centre, Taman Danau Desa, 58100 KL | Tel : +603 7981 9106 |
Subang Jaya | B6-G, Jalan SS 15/4D Subang Jaya, 47500 Selangor. | Tel +603 5621 6758 |
Puchong | B-G-9, 101 Boulevard, Bandar Puchong Jaya, Selangor. | Tel +603 8076 4597 |
Klang | No.3, Jalan Tiara 2b/ku1 Bandar Baru Klang, 41150 Klang | Tel : +603 33449137 Fax : +603 3342 2548 |
Serdang Factory | 36, Jalan PBS 14/3 , Taman Perindustrian Bukit Serdang 43300, Seri Kembangan, Selangor. | Tel : +603 8938 2541 Fax : +603 8938 2542 |
Customer Careline : +603 8938 2540
3.6 Brands, Major Products & Service
Classification | Type |
Products | Wide range of Pastry, Cakes, Breads and others |
Services | Can pre- order Cakes in 1kg or below through the phone called. |
Brands | RT Pastry House |
3.7 Corporate Vision
To build franchise sales in Malaysia for RT Pastry House
3.8 Corporate Mission
- To popularize RT Pastry House
- Strengthen the current advertisement, and promotion
3.9 Company’s Current Promotional Strategy
- RT Pastry Klang Opening
- Poster Promotion
- Hokaido Cake Promotion
3.10 Product Sales History
3.11 Current Marketing Objective
Short Term:
- Meet Consumer’s need
- Improve advertising strategies by hiring new marketing or management team.
- Create marketing and advertising materials. Materials include business cards, letterhead, brochures, coupons and ads.
Long Term:
- Open more branches around Malaysia
- Gain a competitive advantage through the different variety of pastry, cakes and breads.
- Strengthen the brand image for RT Pastry that exemplifies how your bakery different from the competition and creates loyalty in your customers.
3.12 Media Expenditure
- Un-obtained
