BACKGROUND OF
INDUSTRY
Malaysia’s food
industry is as diverse as the multi-cultures of Malaysia, with a wide range of
processed food with Asian tastes. The food processing industry is predominantly
Malaysian-owned. It is estimated that the present global retail sales in food
products are worth around US$3.5 trillion, and are expected to grow at an
annual rate of 4.8 per cent to US$6.4 trillion by 2020.
Malaysia remains a net
importer of food in 2011 (RM34.5 billion). Major food imports were cereals and
cereal preparations (RM7.2 billion), vegetables and fruits (RM4.2 billion),
cocoa (RM3.6 billion), sugar and sugar confectionery (RM3.4 billion) and animal
feed (RM2.8 billion). Raw materials such as cereals and dairy products continue
to be imported for further processing. In 2011, Malaysia exported food products
worth RM20.6 billion to more than 200 countries, of which, processed food
contributed about RM13.5 billion. The main exports were cocoa and cocoa
preparations (RM3.8 billion), prepared cereals and flour preparations (RM1.6
billion) and margarine and shortening (RM1.3 billion). Major export
destinations were Singapore, the USA, Indonesia and Republic of China.
The Malaysian food
industry is dominated by small and medium scale companies. The major
sub-sectors are the fish and fish products, livestock and livestock products,
fruits, vegetables and cocoa.
The fisheries product’s
sub-sector includes processed seafood products such as frozen and canned fish,
crustaceans and molluscs, surimi and surimi products. This sub-sector is export
oriented and remains the main contributor to the exports of processed food.
PIE CHART OF INDUSTRY
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HAFI moved to Kuala
Lumpur in 2008 to prioritize and focus on meat-based food processing. The
company was set up as central kitchen production to optimize on the niche
markets where products are fully cooked and are ready to eat. Currently,
production premises located at 81A-81B, Jalan Haruan 5/4, Oakland Commerce
Square, 70300 Seremban, Negeri Sembilan. HAFI moved to Seremban in 2008 to
focus more on the production of value added meat based and related products for
the airline industry
Objectives HAFI in business are as follows:
i.
Provide Halal food and
service, safety and quality.
ii.
To satisfied customer with
the tagline “Voice of the Customer.
iii.
To ensure process control
and delivery timely.
iv.
To build up a good
relationship between customer-supplier.
v.
To practices fully HAFI
system.
vi.
To ensure continuous
modification of food safety system.
Business
History Structure
|
Ausmal Meat
Pty Ltd (Australia)
1994
|
|
Ausmal Meat
Sdn Bhd
1996
|
|
Oz-Asian
International Pty Ltd (Melbourne, Australia)
2000
|
|
Joint Venture
Kris Food and
Beverage Sdn Bhd
2004
|
|
Oz-Asian’s name changed to Hajjah Aminah Food
Industries Sdn Bhd
2008
|
|
Oz-Asian Food
Services Sdn Bhd
2000
|
|
Product
|
Function
|
i.
Potess
pi\
|
-Potess was sold as frozen food, ready to eat after
3 minutes heated in microwave.
-Potess was made of mashed potatoes with different
type of fillings.
- Potess was made without using any preservatives.
-The packaging for Potess was designed by using
microwavable materials.
-Potess range of products includes “Black Pepper
Beef Potess”, “Black Pepper Chicken Potess”, “Chicken Bolognese Potess” and
“Chicken Mushroom Potess”.
-For the time being, Potess was available at Cold
Storage in Klang Valley. Potess will be selling at Mydin and Marrybrown soon.
|
|
ii.
Moroccan food
|
- Moroccan food is a frozen dish which made based on
Moroccan recipe. Moroccan food can be lamb, beef and chicken where is the
meat used is a fresh meat imported from Australia.
 -Moroccan food hasn’t yet entering any market as
this frozen food is the new product from company.
For the time being, Moroccan food only sold at booth
for promotion.
-These products were packed in rectangular
Tupperware and packet in a paper packaging at the outside of the box.
|
|
iii.
Gnocchi
|
-The Italian pasta products consisting of Tortellini,
Gnocchi, Ravioli and Cannelloni.
-Market for Italian pasta products are for the
airlines.
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- The products are sold frozen and fully cooked,
requiring only re-heating via microwave.
- However, this product also can directly serving
without being heated.
|
iv.
Satay
|
-Kuala Lumpur Airlines System (KLAS) was one of the
customers that received supplied frozen foods from HAFI which is “Curry
puff”, “Satay”, “Roti jala” and recently “Meatball”.
|
SWOT ANALYSIS
FISH BONE
CURRENT STRATEGY
HAFI company to introduce more
locally specific steps can be done. Among them are to do advertising for their
products. two methods of advertising can be done through the mass media and
electronic media. to the media, they can do advertising company in local
newspapers such as the daily news, the messenger of Malaysia, Kosmo and metro
daily. for electronic media, the use of such advertising funnels radio,
television and the like can be done to introduce their products in the local
market.
other than that, the company can
also use promotional methods to promote their products. between promotion
method that can be done is to join each specific events such as halal
festivals, carnivals ordinary entrepreneurs organized by FAMA, MARDI, SMEs and
others. in addition, the use of social networking sites also can help these
companies to promote their products. example through social sites such as
blogs, twitter, facebook and website. This method can introduce more of their
products in the local market.
in addition, these companies can
play a role to introduce market prices of their products in the local market.
price plays an important role which the price can help introduce a new product
in the market. such a cheap price. associated with this company, even though
most of the raw materials used are expensive but if the price offered is
significantly lower than the prices of other products, of course people will be
attracted to the offer price. besides, the price is reasonable. reasonable
price is to say, the public, especially the lower income group was able to
purchase the products they offer in the market. This causes their products easy
to known and liked by many.
the last is about the products
they offer in the local market. as we know, the people of Malaysia are
synonymous to Malay food and more to the Orientals. acceptance of western-based
food products difficult to accept. therefore, the company can diversify the
types of their products in the market such as introducing more products and
eastern Malay food based.
ANALYZE AND EVALUATE THE SUITABLE STRATEGY
·
Promotion
Marketing strategies
used by the company now is to market their products to customers such as
through the provision of their products to Malaysia Airlines, Qatar Airways,
Firefly, and schemes. This way, they can promote introduce and promote their
products mainly to passengers flying within and outside the country. Other than
that, they also use social sites such as websites for introduce their products
http://www.hafi.com.my/ community that allows people easily to find information
about the company and the products offered.
Join
the event
Adopted another strategy
is to participate in carnivals organized entrepreneurs either in or outside the
country. Such as halal Fest, FAMA, SMEs and others. This way, they can
introduce their products to the community closer. through carnivals which they
belong, this can help them to known products in the local market through word
of mouth which people who attend and try their products can deliver the product
to others such as relatives, friends, neighbours and so on.
THE MOST APPLICABLE STRATEGIES
From my opinion, the
most applicable strategies that company should use are by promotion. The
possible promotion of products can introduce them to the community. As we know,
through the promotion of their products, such as advertising in mass media and
electronic media facilitate the public to know the products they offer.
Besides,
the company now is to market their products to customers such as through the
provision of their products to Malaysia Airlines, Qatar Airways, Firefly, and
schemes. This way, they can promote introduce and promote their products mainly
to passengers flying within and outside the country. Other than that, they also
use social sites such as websites for introduce their products
http://www.hafi.com.my/ community that allows people easily to find information
about the company and the products offered.
An action taken
by a company's marketing staff with
the intention of
encouraging the sale of
a good or service to
their target market.
For example, product promotion
performed by a typical business might
take the form of advertising the
product in question via print
or Internet ads, direct mail or
e-mail letters, trade shows, telephone and
personal sales calls,
television and radio ads, billboards, posters and flyers.
THE COMPANY’S RECOMMENDATION
The Strategies being Implemented
Get Staff and Management
Involved
A business idea can start with any member of the staff, but getting the
company to accept the implementation of a new idea requires the entire staff to
be involved in some way with the planning. It is not necessary to take input
from every individual, but you can get departmental managers involved in the
process from the beginning, especially concerning how any major changes will
affect their departments. These managers can then reach out to their staff and
get the company involved in the implementation strategy, widening your scope
and perspective in the process.
Invest in Training
To implement any new business idea effectively, invest in training at every
phase of the process. For instance, at least 60 days prior to implementing a
new business idea, training should focus on alerting your staff to the pending
change then introduce how such changes will benefit the company. Continue
training throughout the implementation period, and be prepared to take input
from your employees as to how you can make the process smoother.
Consider Outside Factors
Implementing a new idea for your business could affect your vendors or
customers. As you plan your implementation strategy, consider how any change,
big or small, will affect the entities you do business with. Targeted market
research of your clients and vendors can give you an indication of how your
changes will affect business before you even implement them. Discuss your ideas
with your largest vendors or clients to determine if you need to make any
alterations to your plans.
Open Communication
Implementing change is easier if you allow free and open communication
within your organization. Encourage employees to give their input about your
proposed changes, and maintain an open communication policy throughout the implementation
process.
THE
RATIONAL AND THE IMPROVEMENT THAT LIKELY TO ACHIEVE AFTER IMPLEMENTATION
·
Join
the event
Adopted another strategy
is to participate in carnivals organized entrepreneurs either in or outside the
country. Such as halal Fest, FAMA, SMEs and others. This way, they can
introduce their products to the community closer. through carnivals which they
belong, this can help them to known products in the local market through word
of mouth which people who attend and try their products can deliver the product
to others such as relatives, friends, neighbours and so on. Through this event
HAFI SDN BHD will be more famous and known for all community.
