Brandname: Hoe Hin Pak Fah Yeow
Company Name: Hoe Hin Pak Fah Yeow Manufactory Ltd
Management Function Analysis
Capitalizing on the credibility of a well-established brand, the company has been able to catch up with changing consumer culture through renewed corporate image and product image.

Corporate image can be implicated by the corporate culture. In this case, professionalism, care and social responsibility are being upheld as corporate value and this has positive impact on consumers.

Product image is reflected in the extent and effectiveness of quality control, product quality, product packaging and product variety. The reference to the long history of the key product help towards the product lining in developing the product portfolio management of the company.

The company recognizes that there is a continuous needs updating and adjustment of corporate and product image, in keeping with the changing social and consumer culture. In fact, this mindset should be shared by all successful companies with a wish for continuous success.
Implications for SMEs
The lesion that can be learnt by SMEs is that continuous success or viability depends on continuous renewal of company and product image and present day success does not guarantee future success unless you can keep pace with the changing consumer culture and expectations.