Julie’s Manufacturing Sdn. Bhd., a Malaysian-based biscuit manufacturing company, has grown from a humble domestic operation into a well-known brand globally. Established in 1981, Julie’s is renowned for its high-quality biscuits, strict adherence to food safety, and emphasis on maintaining traditional values while adapting to modern industry standards. Over the years, the company has faced numerous challenges, including stiff competition, maintaining product quality at scale, and adopting sustainable practices. However, through innovation, international expansion, and a focus on quality control, Julie’s has continued to thrive in the competitive FMCG (Fast Moving Consumer Goods) sector. This case study examines the company’s growth strategies, the challenges it has faced, and the solutions implemented to remain a leading player in the biscuits industry. Background Julie’s Manufacturing Sdn. Bhd. was founded in 1981 in Alor Gajah, Melaka, Malaysia. From its early days, the company’s mi...
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