YSL Fresh Market Sdn Bhd

YSL Fresh Market Sdn Bhd is the family business based in Benut, Pontian. This company started their business from selling vegetables at wet market (Pasar Awam) Benut in1960. On the years of 1980, they slowly transformed from vegetables seller to wholesaler, which export vegetables to Singapore, and local vegetables sellers. In 1998, they do business with retail concept, which called Pasar Mini YSL with the traditional way of business.

Throughout the years, the Pasar Mini YSL business becomes more popular and bigger. Finally, on the years of 2008, they transformed to Pasar Segar YSL Sdn Bhd which selling more complete products such as vegetables, meats, chicken, fish, groceries and dry foods to suit the customers daily needs. During this year, they transformed business with barcode scanning system to expend the business to be more controllable from the top management.

In 2015, there are four outlets at pontian and three outlets at gelang patah, Johor area. The Pasar Segar YSL has their own small land to planet the vegetables for own selling and export to Singapore. Therefore, the vegetable that they sell is reputable for high quality, freshness and at affordable price.

For the groceries, the price is also affordable for the customers to buy. Due to intensive competition from others supermarket and hypermarket, the price to sell the groceries is still maintain competitive in order to survive in this retail market. Overall, the Pasar Segar YSL is the combination of traditional wet market ( Pasar Awam) and the old style way of groceries shop (Kedai Runcit).

Nowadays, there are changing customers buying behavior from traditional ways. Younger customers tends to buy some groceries and foods in convenient way, instead of looking a car park and queuing to pay for the products. Due to the busy lifestyles, people hope to buy things in the fastest and convenient ways. Therefore, YSL Fresh Market was introducing to fulfill changing customers buying behavior.