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GARDENIA DISTRIBUTION STRATEGY

      In Malaysia, Gardenia have the capability of producing of 700 million loaves, cakes, buns, hence makes them as the largest wholesale bakery in South East Asia. The demand for the Gardenia have been increased abruptly and the results for this, they have open small warehouse across the country. Day by day basis fresh loaves are being made and stored in the main warehouse in Shah Alam. Then, early in the morning, the breads will be sent to shops at afternoon or evening. From the small stores, all the bread will be sent to the shops by trucks. This is indirect selling to the customers where the breads goes to small warehouse before they goes to customers. However, there are direct truck deliveries where the breads will straight send to shops from Gardenia to the nearby outlets and shops. Gardenia delivers fresh daily baked breads straight to shops or outlet to more 23,000 shops. 
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GARDENIA CURRENT BUSINESS PLAN

  LOCATION     Gardenia Malaysia head office are located at Jalan Pelabur, Shah Alam, Selangor and the company can be seen along Federal Highway. The company's warehouse located at Kota Kemuning Shah Alam. As Gardenia businesses are on daily basis, their warehouse is nearby to the baking company. In the other hand, Gardenia have small warehouse across Malaysia. It is easier for the truck  drivers to sent the breads to nearby places or shops by having small warehouses.  SOURCING     Gardenia uses the traditional American Sponge and Dough bread-making method to bake you that soft-texture loaf with a tender crust and distinct taste. Gardena uses exact amount of ingredients to ensure the softness and goodness in their breads. They use flour which they bought from Malayan Flour Mills. To ensure quality to its finest, Gardenia Company buys milks related products from Australia and New Zealand rather than China. A lot of other raw materials being used such as...
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GARDENIA BACKGROUND

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  Company Background     Horatio Sye Slocumm who is an American was sent to East Malaysia to start a bakery in 1969. Mr Slocumm was an expert in baking experience and he have 35 years of baking experience. In the same year, the brand name, Gardenia was introduced.      Gardenia Bakeries rolled their brand of bread in the year 1986 for the first time. They become extremely famous by the time with their extravaganza opening. Just in 4 years, they become the top bread supplier in Malaysia and their demands are increasing time by time. The increasing demand for Gardenia bread makes the company to invest in fully automated factory in 1991. The fully automated company could produced 6000 loaves of bread in an hour. Years passed and bigger capacity of machine producing loafs invested as the demand is increasing as well. Currently, 5 Gardenia factories with 6 fully automated bread lines which can produce more than 900,000 freash loaves per day. 💚
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