• Functional: The company is operated mainly by the Chief Executive Officer coordinating the different departments, namely marketing, human resources, operation and finance. All these departments have their respective general manager to facilitate the daily operation and for communication with the top management team, directors and other shareholders in a bilateral manner.

• Resources: The main resources of our financial support and operational advice are from Dato’ Bruice Lee, which is a multi-billionaire and well-known philanthroper.

• Culture:  

1. Care free environment where everyone can contribute their own ideas.

2. Open office concept, which encourages more communication among peers and remove the existence of company hierarchy. 

3. Everyone is a part of a company, we offer small portion of shares to each of our employees which show commitment and outstood others. Similarly, when she or he leaves, the part would be taken by the ones that overtake the job.

4. Attire code free, the staffs are free to wear anything they love to and pets are allowed in the working environment as we do believe in affections boosting up performance.

• Values:

1. Direct and open communication with honesty.

2. Equality, any kind of discriminations such as racism and sexism are strictly prohibited.

3. Fairness and justice, everybody is evenly treated under this system.

4. Teamwork is our trust.

5. Multiskill flexibility, we provide consistent training course for our employees to encourage life-long learning and exploring cultures, rotate them with different roles to make sure they are always learning new things and will not be robotic workers.

• Beliefs: 

1. Clean recipes, quality ingredients from guaranteed suppliers and services provided with loves and passions.

2. Every animal should have the right to access to healthy, fresh and safe food.

 

B) Task environment

• Suppliers: Cameron highland organic crops farmers, Mae Mae Meat & Milk Sdn.Bhd, Organic Fresh Producers.

• Competitors: Royal canine, Hills

• Employees: Veterinarians, Animal Nutritional Specilists, Pet lovers

• Customers: High-end consumers, top 1% of national financial status.

• Government: Animal Welfare Act 2015, Feed and Health Inspector, Guidelines of Professional Conduct of National Veterinary Council

• Shareholders: 50% salary 50% shares income working basis.

 

 

C) Societal environment

 

i) Political factors

      Tax policy as our company is registered under CIT (Corporate Income Tax).

• Intellectual property law to protect our company logo, recipe, tagline and motto.

• Import restriction on quantity and quality of product as importation is one of our major service.

• Data protection law to prevent cybercrime beside to protect the data of the customers and company strategy.

 

ii) Social factor

• Distribution of wealth

• The social lifestyle at which people are now shifting their diet towards gluten free and lactose free, 

• Cultural implications, as due to improvement in human-animal bond, animals are now treated more than just a normal household pet.

• Educational level of customers who are well equipped with the knowledge of good feed for their pets

 

 

iii) Benefit factors

• New discoveries in better raw materials to increase the nutritional values of the feed.

• Rate of technological advances are fully utilized to increase the quality and productivity of the product.

 

iiii) Economic factors

• Demand/ Supply

• Recession/inflation

• Taxes

• Interest and exchange rate plays vital role in our venture as import and export is one of our core activity