104 105 Annual Report 2021 TROPICANA CORPORATION BERHAD SUSTAINABILITY AT TROPICANA Art of Engagement Tropicana is governed by sound policies that promote standardised compliance across our business operations while also ensuring fair and transparent practices to support decision-making processes and operational efficiency. While we continue to control our cash flow and strengthen our value engineering measures, we will also increase our pool of contractors as well as prioritise the local suppliers, now more so, given the disruptions and delays to global supply chains. When it came to understanding evolving consumer trends, we strive to meet market demands by launching campaigns that are cognisant of homeowners’ needs and facilitate affordable homeownership avenues without compromising on the quality and value of our products. Collectively, our Tropicana 100 Campaign, Tropicana FreeDOM Campaign, Tropicana 100 Xtended Campaign, Art of Sustainability These ESG commitments are engrained in our priorities and business principles. It starts with cohesive teams that are collaborative, inclusive, and diverse, and that are aligned around our Tropicana vision, mission, and strategy. We deliver on our values and strategic objectives through a set of tools and processes for continuous improvement. We adopt these methods to produce a resilient brand and quality products that will sustain our businesses and drive continuous growth. Centred around our Tropicana DNA, we will continue unlocking our landbank across Malaysia. We have successfully completed more than 60 developments, crafted more than 8 townships, and will continue with our mission to expand our Tropicana footprint to create sustainable townships and deliver more value for our stakeholders and our nation. While we encountered new challenges brought on by the COVID-19 pandemic back in FY2020, the recent financial period allowed us to showcase our ability to remain agile and resilient to mid- to long-term impacts on theproperty industry.Wehave tomanoeuvre throughvolatile market changes, shifting consumers’ appetite, digital advancement, job insecurities, and economic uncertainties. Through strategic marketing and branding campaigns, strong governance, adaptations of digital solutions, and considerations applicable to our material economic, environment, and social (“EES”) risks and opportunities, we remain steadfast in our brand promise and our journey to Redefining the Art of Living. and T.Living home personalisation series performed strongly and recorded an impressive RM1.3 billion sales. We surpassed our RM1.1 billion sales target, hitting a notable jump of 62.4% for the financial year ended 31 December 2021 (31 December 2020: RM802.4 million). Bolstered by this achievement, we will continue the good momentum, accelerate our launches, expand our presence to the foreign market, and roll out more innovative and customer-centric campaigns to drive more sales. Digitalisation and online engagement became a big part of our marketing strategies, as these efforts have borne fruit.
RkJQdWJsaXNoZXIy NDgzMzc=