Salma Serunding: A Multi-Generation Family Business Legacy

Abstract

This case describes a family business producing meat floss – known as ‘serunding’ in Malay – that has been operating since the 1960s in Kampung Langgar, Kota Bharu, Kelantan. In 2000, Suzieyana Mat (henceforth, she shall be known as Suzie), a fourth-generation family member, was entrusted with the legacy of this meat floss business that her great-grandmother started. In 2019, the business had about 10 permanent employees and is estimated to have a sales turnover of RM500,000 to RM1 million per year. In line with the development of the local food industry and business management transition, Suzie set up the Salma Serunding Company in 2013. The company is able to maintain the success of this meat floss business by continuing the family’s secret recipe for generations. Most of the traditional methods for food manufacturing and business management are still practised in Salma Serunding. As the company manager, Suzie feels there is a need to update the company’s management, expand the market and make research on the products. But, a closed approach in doing business at Salma Serunding makes Suzie contemplate on various aspects of business, family and legacy before making strategic decisions for the company.