4 Key Insights to Learn from the Management Team of Super Group Ltd

Super Group Ltd (SGX: S10) is a leading instant food and beverage (F&B) brand owner with operations primarily in Asia. Perhaps best known in Singapore for its namesake Super-branded instant coffee products, Super Group has two main business segments: Branded Consumer (BC) sales and Food Ingredient (FI) sales.

A few years back, the father and son duo of David Teo and Darren Teo, Super Group’s chairman and assistant general manager, respectively, were featured in an interview series by International Enterprise Singapore.

The interview might not be the most recent, but I thought it contained good insights about Super Group which may help investors better understand the company. Here are four:

1. Perseverance for growth

2. The importance of reputation

(For the first two insights, please click here)

3. The first mover’s advantage

“Being able to be a step ahead of the competition by identifying the long-term potential of relatively untapped markets like Thailand and Myanmar has allowed Super to expand rapidly across the region.

“This is mainly due to the first-mover advantage we have in places like Thailand and Myanmar, where we introduced the three-in-one coffee mix concept and brand very early on. We also constantly advertise and build the brand in consumers’ minds,” said Mr Darren Teo”

The two paragraphs above highlighted Super Group’s first mover advantage in Thailand and Myanmar. In 2014, Thailand and Myanmar were Super Group’s two biggest markets. Operating in the two countries can present its challenges, though. The instant coffee purveyor has had to deal with currency fluctuations and lower sales from the political unrest in Thailand in 2014.

4. Ambition for India and beyond

“Super aims to forge ahead with its regional expansion – it is setting its sights on new markets such as India and Mongolia, where it is setting up a plant. Mr David Teo said: “We are preparing to go into India. It’s still early as we have not found the right partner but I seriously want to invest in India.””

As seen from above, David Teo had expressed his interest in expanding Super Group’s business beyond its current markets. Super Group mainly operates in South East Asia and China, but has its sights set on countries like India. In a prior conference call, Darren Teo also mused about the possibilities of moving beyond Asia and beyond just coffee products.

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The information provided is for general information purposes only and is not intended to be personalised investment or financial advice. Motley Fool Singapore contributor Chin Hui Leong owns shares in Super Group.