FACULTY OF ADMINISTRATIVE SCIENCE AND POLICY STUDIES

BACHELOR OF ADMINISTRATIVE SCIENCE (AM228)

ADS503 KNOWLEDGE MANAGEMENT

CASE STUDY REPORT (30%)

COMPANY NAME: MUNCHY’S

PREPARED BY:

NO. NAME STUDENT ID

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PREPARED FOR:
 TABLE OF CONTENT

1.0 INTRODUCTION..................................................................................................................... 2

2.0 DISCUSSION.......................................................................................................................... 4
2.1 DESCRIPTION OF MUNCHY’S KNOWLEDGE MANAGEMENT PRACTICE.................4
2.2 EVALUATION OF MUNCHY'S KNOWLEDGE MANAGEMENT PRACTICE...................6

3.0 EVALUATION OF THE IMPLEMENTATION...........................................................................8

3.1 STRENGTHS.....................................................................................................................8
3.2 WEAKNESS.................................................................................................................... 10

4.0 SUGGESTIONS.................................................................................................................... 12

5.0 CONCLUSION.......................................................................................................................14

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1.0 INTRODUCTION
Munchy's is a well-known brand in the food industry, particularly in the snacks and confectionery
sector. Munchy's is a Malaysian-based company that was founded in 1991 by Tan Sri Dato' Seri
Dr. Vincent Tan (Munchy’s Group, 2023). Munchy’s is very famous among all ages as it is
convenient and easy-to-go.There are over 60 countries around the world. The group
headquarters is in Batu Pahat and its corporate headquarters is in Klang. The Munchy’s logo is
as below.

Figure 1: Munchy’s Logo (Munchy’s Group, 2023)

It started as a small biscuit manufacturer and has since grown into a prominent player in
the global snacks market. The company's primary focus is on producing a wide range of
biscuits, cookies, wafers, and other snack products. Munchy's is known for its innovative and
high-quality offerings, appealing to consumers of all ages. The company has a diverse product
portfolio that caters to various tastes and preferences. Over the years, Munchy's has expanded
its operations beyond Malaysia and established a significant presence in international markets.
Its products are now distributed and enjoyed in numerous countries worldwide, including
Southeast Asia, the Middle East, Africa, and Europe.

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 The story started in 1991 where a bunch of biscuit aficionados formulated their first
successful crunch with a second-hand wafer stick machine in a small peaceful town of southern
Malaysia. In 1993, they finally shared their wonderful creations to the world with the birth of
Munchy’s. 3 years later, a new wave of fun was unleashed with the launch of new products
which are Muzic Wafers, Munchini Wafer Rolls and Lexus Biscuits (Munchy’s Group, 2023). In
no time at all, Malaysia was not the only country to hear about Munchy's delectable concoctions.
Munchworld Marketing was founded in 1997 as the subsidiary of Munchy and the sole
distributor globally to meet the demand for our distinctive crunch on a global scale. Today, there
are more than 50 countries making Munchy’s as their go-to snack.
Moreover, Munchy’s won “Biscuit Brand of the Year” award in 2019. Rodney Wong, Chief
Executive Officer of Munchy’s, credited the win to the 28 years of hard work and product
innovation of the company. This is an acknowledgement to the tireless effort of the Munchy’s
teams that build and maintain the brand presence in an ever changing market. A good brand
needs to offer a meaningful experience to their customers, while remaining relevant and
distinctive. “To be a winner at the Awards, the brand has shown that they have built themselves
up to such a degree that they are placed amongst the best brands in the world.” (Anderson,
2019) It shows that Munchy’s has the strong brand until it gets to win the award.
Munchy's has built a strong reputation for its commitment to food safety, product
excellence, and customer satisfaction. The company consistently invests in research and
development to introduce new flavors and product variations to meet evolving consumer
demands. With its emphasis on quality, innovation, and global expansion, Munchy's has
positioned itself as a trusted and recognizable brand in the snacks industry, delighting
consumers with its delicious and convenient snack offerings.

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2.0 DISCUSSION

2.1 DESCRIPTION OF MUNCHY’S KNOWLEDGE MANAGEMENT PRACTICE

Munchy’s is an international food production firm that manufactures a variety of snacks and
confectionary items. The organization understands the value of knowledge management in
achieving a competitive advantage and promoting innovation. Several knowledge management
projects have been undertaken to gather, store, share, and exploit knowledge across the
organization. Munchy’s implements various other knowledge management systems, including a
knowledge repository and a performance management system. The knowledge repository
houses data on a wide range of issues, including product development, marketing, and sales.
The performance management system assists in tracking employee knowledge and abilities
while also providing feedback on how to improve.
By using these knowledge management approaches, Munchy's has improved its ability
to innovate and compete. The business has been able to enhance the way new items are
developed, release them more swiftly, and comprehend its clients better. Firstly, Munchy’s has
put in place systems to collect knowledge from a range of sources, including its staff, clients,
suppliers, and R&D teams. They encourage staff members to use internal knowledge-sharing
platforms, communities of practice, and collaborative technologies to record their knowledge,
experiences, and lessons gained. For instance, companies might send out online surveys to get
input on product satisfaction, packaging preferences, and flavor preferences. In order to
improve user experience and guide product development decisions, this information is then
gathered and analyzed.
Furthermore, Munchy’s keeps a centralized knowledge repository where it holds explicit
knowledge such as best practices, SOPs, research findings, and market intelligence. The group
knowledge into categories for simple retrieval using a combination of databases, intranets, and
document management systems. For instance, they keep standard operating procedures
(SOPs) for numerous activities, such as food safety standards, quality control measures, and
packaging rules, in a document management system. These materials are arranged and
classified for quick retrieval by staff members who require them.

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 Moreover, Munchy’s encourages a culture of cooperation and knowledge exchange. To
encourage information sharing among staff, they have built a number of tools and platforms.
These comprise message boards, wikis, social networking sites, and online workspaces.
Additionally, they promote the collaboration of cross-functional teams and communities of
practice in problem-solving. For example, a member of the research and development team
might create a thread asking for feedback on an ingredient they've come across. Then, other
workers from various departments, such as the marketing or operations teams, can add their
ideas, comments, or prospective uses for the ingredient, encouraging cooperation and
cross-functional knowledge sharing.
Finally, when employees leave the company or switch responsibilities, Munchy’s
understands how crucial information transfer is. They have procedures in place for gathering
knowledge from departing workers, conducting departure interviews, and imparting important
knowledge to successors. To help new and experienced employees transmit information, they
may also use mentoring or coaching programs. For instance, Munchy’s assures knowledge
transfer when a key employee from the operations department is getting ready to leave by
conducting an exit interview and recording their experience. They can designate a less
experienced worker as the retiree's replacement and set up a mentoring program for them. The
retiree shares their insights, lessons gained, and best practices throughout the program,
facilitating a seamless transfer and retaining vital operational information within the company.

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 2.2 EVALUATION OF MUNCHY'S KNOWLEDGE MANAGEMENT PRACTICE

The knowledge management strategy at Munchy’s shows a strong dedication to the gathering,
conserving, sharing, and distributing knowledge within the company. It is consistent with many
important theories and concepts discussed in knowledge management courses. Firstly, the
knowledge that each person possesses must be recorded and made plain in order to be
properly shared and utilized, according to Munchy’s. Munchy’s makes sure that important
knowledge is kept and made available to others by giving employees platforms and tools to
record their knowledge and experiences. For example, their employee who is well-versed in
food safety procedures draws a thorough paper explaining the best methods for handling raw
materials and avoiding cross-contamination. They make sure that their knowledge is available to
all staff members by recording and disseminating it in a systematic way, fostering a climate of
ongoing learning and development.
In addition, Munchy’s promotes professional communities where staff members with
similar interests or areas of expertise can work together and exchange knowledge. This strategy
facilitates the sharing of tacit information, fosters learning, and aids in the development of an
organizational knowledge base. People from marketing, quality assurance, and research and
development, for instance, are part of the community. They get together frequently to exchange
knowledge, talk about new trends, and work on creative product concepts. Through these
contacts, people can access the group's collective knowledge, which fosters creativity and
improves the results of product development.
Furthermore, Munchy’s makes use of a variety of technologies to promote collaboration
and knowledge sharing. Employees may communicate, share ideas, and add to the
organization's knowledge base no matter where they are by using discussion forums, and social
networking sites such as group Whatsapp. For instance, they offer a special discussion area
where staff members can post inquiries, ask for counsel, or share business-related news. A post
is started by Munchy's marketing employee asking for opinions on the success of a recent ad
campaign. Other staff members from various departments participate in conversations,
contributing their viewpoints and insightful information that helps to improve the campaign plan.

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 Last but not least, Munchy’s also understands the value of knowledge transfer in
maintaining organizational knowledge. Their procedures for gathering the knowledge of
departing employees and passing it on to replacements reduce knowledge loss and promote
continuity throughout the organization. Munchy’s organization fosters knowledge transfer
through a mentorship program for senior engineers moving from one role to another. A senior
engineer mentors a junior engineer by imparting technical know-how, methods for resolving
issues, and insights gained from earlier projects. They collaborate on a particular project,
creating a seamless knowledge transfer and allowing the junior engineer to pick up vital abilities
and expertise required for their new position.
Overall, Munchy’s approach to knowledge management shows that they have a clear
awareness of the value of cooperation and knowledge sharing. Munchy’s increases its capacity
for innovation, makes better decisions, and promotes overall organizational performance by
putting into place effective knowledge management strategies.

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3.0 EVALUATION OF THE IMPLEMENTATION

3.1 STRENGTHS
3.1.1 Actively captures knowledge from multiple sources

Munchy's is a company that understands the importance of staying up-to-date on market

trends, customer preferences, and best practices in order to thrive in a competitive industry. To
accomplish this, they actively capture knowledge from multiple sources and employ various
strategies. One of Munchy's key methods is conducting online surveys. These surveys are
designed to gather valuable feedback from their customers regarding their satisfaction with the
products, their preferences for packaging, and their flavor choices. By directly engaging with
their customers, Munchy's obtains direct insights into their experiences and opinions. This
information is extremely valuable as it provides a direct line of communication between the
company and its consumers. Once the surveys are completed, Munchy's collects and carefully
analyzes the data. They may utilize data analysis tools and software to identify patterns, trends,
and correlations within the responses. This analysis helps Munchy's gain a deeper
understanding of their customers' preferences and needs. For instance, they may discover that
a specific flavor receives consistently positive feedback or that certain packaging features are
more appealing to their target audience.

3.1.2 Maintains a centralized knowledge repository.

Next, Munchy's recognises the importance of maintaining a centralized knowledge

repository to facilitate easy access to information for all employees, regardless of their location
or role within the organization. To achieve this, they utilize a document management system that
serves as a hub for storing essential documents, including standard operating procedures
(SOPs) for various processes. Within the document management system, Munchy’s organizes
and categorizes SOPs related to critical areas such as food safety protocols, quality control
measures, and packaging guidelines. This organization ensures that employees can quickly
retrieve the specific information they need without wasting time searching through scattered files
or relying on individual knowledge providers. By having a centralized knowledge repository,
Munchy's promotes efficiency, consistency, and accuracy in their operations. Employees can
access the most up-to-date procedures and guidelines, ensuring adherence to established
standards. It also fosters collaboration and knowledge sharing among team members, as they
can easily refer to and learn from the documented expertise of others.

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 3.1.3 Promotes a culture of knowledge sharing and collaboration.

Thirdly, for the last strengths Munchy’s fosters a culture of knowledge sharing and
collaboration, recognising the value of a knowledgeable and engaged workforce. To achieve
this, they encourage cross-functional teams and communities of practice where employees from
different departments can come together to share expertise and collectively solve problems. For
instance, if an employee from the research and development team discovers a new ingredient,
they can initiate a thread or discussion seeking input from other employees. This open invitation
allows colleagues from various teams, such as marketing or operations, to contribute their
thoughts, suggestions, or potential applications of the ingredient. By promoting this kind of
collaboration and cross-functional knowledge sharing, Munchy’s benefits from the diverse
perspectives and experiences of its workforce. Employees can tap into the expertise of others
and leverage collective intelligence to explore innovative solutions and make informed
decisions. This culture of knowledge sharing and collaboration enhances employee
engagement and satisfaction. It fosters a sense of belonging and empowers individuals to
contribute their unique insights, thereby creating a dynamic and stimulating work environment. It
also facilitates professional development and learning opportunities, as employees can expand
their knowledge beyond their specific roles and gain a broader understanding of the business.

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3.2 WEAKNESS

3.2.1 Potential Knowledge Silos

One of the weaknesses of Munchy's current knowledge management practices is

the potential for knowledge silos to develop within the organization. Silos occur when
teams do not share information, goals, tools, priorities, or processes, hindering
collaboration and indicating a lack of inclusivity. Despite the use of numerous channels
for knowledge sharing and cooperation, there is a chance that information will stay
private to particular teams or departments. This could result in missed opportunities and
decreased efficiency as key insights and expertise may not reach employees who could
benefit from them. Knowledge silos can happen for a number of reasons. Lack of a
thorough knowledge management strategy that prioritizes cross-functional cooperation
and information sharing is one prevalent culprit. Employees may be less likely to actively
share information with others when they are primarily focused on their own teams or
departments. Duplication of effort, re-inventing the wheel, and lost chances for
innovation and development can all be effects of this. For example, suppose the
marketing team at Munchy's develops a successful campaign targeting a specific
customer segment. These teams may continue to work with obsolete or insufficient
information if this knowledge stays inside the marketing team and is not successfully
shared with other departments like product development or sales. As a result, they can
pass up chances to coordinate their efforts with the marketing strategy or take
advantage of insightful data to enhance their internal procedures.

3.2.2 Reliance on Explicit Knowledge

One of the key weaknesses in Munchy's current knowledge management

practices is its heavy reliance on explicit knowledge, which refers to documented
information such as best practices, standard operating procedures (SOPs), and
formalized knowledge. While tacit information is just as vital as explicit knowledge for
consistency and standardization, it is frequently ignored. Contrarily, tacit knowledge is
the unsaid, experiential knowledge that people hold in their thoughts as a result of their
own experiences, insights, and skills. It comprises the subtleties, judgment, instinct, and
practical expertise that are challenging to express and explicitly record. An organization's
ability to solve problems, make decisions, and innovate depends on this kind of
knowledge. Munchy's risked missing out on significant tacit knowledge held by its staff

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by concentrating exclusively on controlling explicit information. Inefficiencies, missed
opportunities, and a lack of organizational learning may result from this. An example
related to knowledge management in Munchy's could be the introduction of a storytelling
session during team meetings or company-wide events. It is possible to invite staff
members from various levels or departments to discuss their professional experiences,
difficulties, and solutions. The sharing of tacit information through these narratives
enables others to gain knowledge from real-world examples and insights that may not
have been explicitly recorded in formal knowledge repositories. As a result, opportunities
are created for the organization to gain from the combined knowledge and experiences
of its people, encouraging a culture of knowledge sharing.

3.2.3 Limited Knowledge Capture from External Sources

A notable weakness in Munchy's current knowledge management practices is its

limited focus on knowledge capture from external sources. While Munchy's places a
strong emphasis on acquiring information from internal stakeholders like employees,
clients, and suppliers, failing to take advantage of the wealth of information accessible
from outside sources like industry experts, research institutions, and market trends could
be a problem. External sources of knowledge can offer insightful information, novel
viewpoints, and cutting-edge trends that may not be easily accessible within the
organization. Munchy's can encourage creativity, improve decision-making techniques,
and keep up with industry advances by incorporating outside expertise. Munchy's may
miss out on potential for growth, improvement, and competitive advantage if it only relies
on internal information. Alternative strategies, best practices, and industry benchmarks
can be provided by external knowledge, which can inspire creativity and produce fresh
concepts. An example related to knowledge management in Munchy's could be the
establishment of a formal knowledge partnership with a research institution specializing
in food technology. Munchy's may find it difficult to foresee market trends, comprehend
changing client expectations, or be aware of cutting-edge strategies utilized by rivals if it
just relies on internal expertise. However, Munchy's can get important insights that guide
the product development process by actively seeking external expertise, such as by
doing market research, conversing with industry experts, or working with research
organizations. External knowledge may identify unique production processes, upcoming
ingredients, or consumer behavior trends that might direct the development of a
profitable and innovative product.

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4.0 SUGGESTIONS

4.1 Implement a Comprehensive Cross-functional Knowledge Sharing Initiative

Munchy's should launch a thorough, cross-functional information sharing initiative

to address knowledge silos. This can include encouraging a collaborative culture through
frequent forums and knowledge-sharing sessions where staff members from all
departments can gather to share ideas and best practices. The development of
user-friendly technological platforms, such as a central intranet or collaborative
workspace, can make it simple for teams to access shared documents and information.
Cross-functional cooperation is made possible through supporting interdepartmental
projects and task groups, which encourages the sharing of knowledge and skills.
Ensuring that knowledge flows throughout the organization can be done by designating
knowledge champions in each department to collect and distribute insightful information.
Employees are better able to learn from one another's experiences and work together on
problems when interactive knowledge sharing sessions and seminars are conducted.
Creating a formal knowledge management strategy that is in line with organizational
objectives can provide guidance and initiatives that break down silos, including
knowledge sharing goals, funding for technology platforms, and knowledge management
training programmes for staff members. By taking these steps, Munchy's may encourage
collaboration, break down knowledge silos, and create an environment where significant
expertise is shared, ultimately enhancing productivity, innovation, and decision-making
throughout the company.

4.2 Introduce Storytelling Sessions During Team Meetings or Company-wide

Events

Introduce storytelling sessions during team meetings or company-wide events to

reduce Munchy's dependency on explicit knowledge and increase access to valuable
tacit knowledge. Employees from all levels and departments may be able to discuss their
professional experiences, challenges, and solutions during these meetings. Munchy's
may unlock valuable insights and useful expertise that might not be clearly documented
by encouraging employees to share their tacit knowledge through narratives. These
examples and ideas from real-world situations can be very helpful for problem-solving,
judgment, and innovation inside the organization. For instance, a member of the product

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development team could talk about how they overcame a particular challenge when
creating a new snack flavor during a storytelling session. Their perceptions, intuitions,
and hands-on expertise can encourage and guide others who may deal with the same
difficulties in the future. Munchy's may actively promote organizational learning
opportunities and a culture of knowledge sharing by conducting storytelling sessions to
share tacit knowledge. With this strategy, valuable expertise is not overlooked and can
be used for decision-making, innovation, and continuous improvement across the entire
organization.

4.3 Establish a Formal Knowledge Partnership with a Food Technology Research

Institution

Munchy's should create a formal knowledge partnership with a food technology

research institution in order to assist it overcome the issue of limited knowledge capture
from external sources. Munchy's would be able to collaborate with the organization to
exchange expertise and insights on cutting-edge ingredients, new food trends, and
sustainable practices. Munchy's can participate in collaborative research projects where
both parties work to explore new ideas, create cutting-edge products, and address
industry difficulties according to this knowledge collaboration. Through this partnership,
Munchy's is able to access the research institution's expertise and cutting-edge research
findings. The partnership also provides an opportunity for researchers and Munchy's
staff to engage, share ideas, and learn from one another's experiences by conducting
knowledge-sharing workshops. Through these workshops, external expertise and
insights that might not be easily accessible within the organization can be shared.
Munchy's can take advantage of the expertise of the research institution to stay up to
date on market trends, comprehend shifting client expectations, while gaining access to
cutting-edge techniques employed by competitors by actively seeking external
knowledge through a formal relationship. This outside knowledge can stimulate
innovation, inspire new ideas, and guide the product development process, offering
Munchy's a competitive edge in the food industry.

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5.0 CONCLUSION

Lastly, we can conclude that Munchy’s have implemented knowledge management

practice in the company. Munchy's has demonstrated a strong commitment to knowledge
management through its implementation of various strategies and systems. The organization
recognizes the value of knowledge in achieving a competitive advantage and promoting
innovation. By actively capturing knowledge from multiple sources, maintaining a centralized
knowledge repository, and promoting a culture of knowledge sharing and collaboration.
Munchy's has improved its ability to innovate, make informed decisions, and enhance overall
organizational performance.
While there are areas for improvement, such as addressing siloed knowledge and
increasing knowledge sharing across the organization, Munchy's has the opportunity to
strengthen its knowledge management practices by integrating knowledge sharing into the
company culture, providing training on knowledge sharing, and strengthening knowledge
transfer processes. By implementing these suggestions, Munchy’s could spread the company
worldwide and have a strong knowledge management system. Munchy's can establish a robust
knowledge management system that supports its expansion into global markets and sustains its
competitive advantage in the industry. Munchy's has thrived in the industry due to its
commitment to product quality, innovation, effective marketing, adaptability, and a
well-established supply chain. By leveraging these strengths and continually enhancing its
knowledge management practices, Munchy's can continue to grow and expand its presence in
the global market.

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 REFERENCE

Admin. (2019). Munchy’s bags “Biscuit Brand of the Year” at World Branding Awards.

MARKETING Magazine Asia.

https://marketingmagazine.com.my/munchys-bags-biscuit-brand-of-the-year-at-w

orld-branding-awards/

Munchy's. (2023). About us - Our History. http://www.munchys.com/about-us/our-history/

SIDIN, J. P., BELKHAMZA, Z., & WAFA, S. A. (2013). KNOWLEDGE MANAGEMENT AND

QUALITY OF PRODUCTION IN MANUFACTURING COMPANIES IN MALAYSIA.

https://www.ums.edu.my/fpep/files/MGMT10_2013.pdf

UKESSAYS.COM. (2021, August 5). Strategy used by Munchy's - a Malaysian Biscuit Brand.

https://www.ukessays.com/essays/marketing/the-strategy-used-by-munchys-make-the-c

ompany-marketing-essay.php

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