Lay Hong Berhad is a Malaysian company listed on Bursa Malaysia that produces and sells eggs, chicken, and chicken products under the Nutriplus and Wise Choice brands. It has integrated operations including poultry feed production, breeding, egg tray manufacturing, and organic fertilizer production. The company has established itself as the leading egg producer in Malaysia and ventured into broiler farming, downstream chicken processing, and retail supermarket operations. The specific product chosen for analysis is Nutriplus Omega-3 egg.

1. COMPANY & PRODUCT
The company that we choose is Lay Hong Berhad. This company listed on the Main Market of
Bursa Malaysia on 20 October 1994. Its core business activities are in the mass production of
basic daily necessities fresh table and specialty chicken eggs, liquid egg, chilled and frozen
dressed chicken, chicken parts and processed related chicken products for example
frankfurters, nuggets and fried chicken. The company's products are marketed under two
registered brands namely Nutriplus and Wise Choice. Besides, Lay Hong has also ventured into
community type retail supermarket business in the sub urban town of Sabah, East Malaysia and
currently operates 10 stores under the trade name of G MART.
The Lay Hong Berhad Group has achieved commendable growth and takes pride in the fact that
over the years, it has established itself firmly as the leading producer of fresh farm eggs in
Malaysia. In year 2000, the Group ventured into broiler farming and to-date has fully integrated
its layer and broiler farming operations from the production of poultry feed, breeding and
hatching of day old chicks, production of egg trays and the processing of chicken manure into
organic fertilizer. In 2004 the Group achieved the Superbrand status awarded by the
Superbrand Council of Malaysia. Continuous efforts are ongoing through aggressive marketing
campaigns to maintain dominance and achieve an even greater market acceptance. With its
primary activities strongly in place, in 2005 the Group progressed into downstream activities that
include processing of chicken using the air-chilled technology, manufacturing of chicken
frankfurters, nuggets and other chicken related products and pasteurized liquid egg. With the
set-up of the state of art manufacturing plant, the Group is armed to achieve its vision to
become a renowned Integrated Livestock Farmer and quality food manufacturer.
The product that we choose from this company is Nutriplus Omega-3 egg. NutriPlus with
Omega-3...