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Monday, November 26, 2007

Competing in the international arena

Benchmarking against the world's best and striving for excellence in all the company's core businesses will steer Brunsfield into the league of blue ocean companies.

Group managing director Gan Thian Leong is confident Brunsfield can compete in the international arena by setting itself apart from the competition and being the best in what it does.

“At Brunsfield, we are already adopting strategies to explore untapped markets and achieve higher margins. We believe our customer-driven and market-savvy attributes will keep the company on the leading edge,” he said.

To carve a niche in the vast global market, Brunsfield is also collaborating with other strategic business partners to leverage on each other’s strengths such as their market network and technical know-how.

“Brunsfield's vision is to become a world-class organisation with a strong sustainable competitive edge and corporate creativity in all its business operations. We distinguish ourselves by building Brunsfield as an organisation that believes in value creation, delivering world-class quality services and solutions. We are an organisation that aims high, where top performance is expected and richly rewarded,” Gan said.

The challenge for the company's senior management is to strengthen the culture of excellence - through setting high work standards and benchmarking themselves against the best in the world.

“We believe this philosophy has inspired our people to outperform themselves in their commitment to bring top quality performance into every aspect of their work.

“The way we run the company is very efficient as it is supported by the best people, system and processes within a truly multiracial working environment.”

Since its establishment in 1990, the hallmark of integrity, transparency and good corporate governance has propelled Brunsfield into the league of one of the most well managed and efficient companies in the country.

Brunsfield's core business activities are property development and construction, information and communications technology, trading and manufacturing industries, and international strategic business.

Gan believes that with the company's strong corporate values and high performance culture, it would be able to take full advantage of many global market opportunities.

Brunsfield has clinched many of the industry’s accolades both locally and internationally, including been judged as one of the five best employers in the country in 2005.

Under the leadership of Gan and executive director Zulkifli Hamzah, Brunsfield ranked among the top employers, ahead of international and multinational companies, in the Best Employer in Asia 2005 study conducted by Hewitt Associates, the Asian Strategy and Leadership Institute (ASLI), the Malaysian Employers Federation and The Edge.

The study, which covered 36 public-listed and private businesses from various industries, examined the links between business performance and people practices, providing insights on how companies inspire commitment and loyalty in their people, and better position themselves to manage change.

Gan said the company's capability to work effectively with key partners within the entire value chain has been instrumental to the company's growth over the years.

With 18 years of track record in property development and construction, Brunsfield has built up a strong resource base in the whole spectrum of property development - land acquisition, feasibility studies and design planning, project implementation, engineering and construction, marketing, credit control functions, and project and property management services.

Meanwhile, the company's intelligent system, developed in-house by Brunsfield Computer System since 1993, has resulted in a 55% savings in administrative and management costs.

By The Star

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