Professional Documents
Culture Documents
BM7703F
PREPARED BY:
SHAFIKAH BINTI TAJUDDIN (2012266186)
NOR AIN BINTI ROSLEE (2012454892)
PREPARED FOR:
DR MD NASARUDIN BIN HUSSIN
FAMA food processing centers or (PMMF) is a producer for the products under the
Agromas brand. One of the potential PMMF in Malaysia is PMMF Rengit, Batu Pahat. PMMF
Rengit which is currently focused in producing various fruit based cordial such as Mango, Lime
and Roselle.
Each product is labeled under the Agromas brand and distributed by the distributors who
are registered under the FAMA. In PMMF, the Marketing units department will receive an orders
from customers, handle the procurement, select and monitor suppliers, stores the information of
suppliers, supervising and controlling the delivery of products.
The processing unit plays an important role as PMMF currently used about 80 percent of
the labor force as compared to the used of machines including labeling activities and the raw
materials processing. The skills and competence labors are need as each product produced
must meet the ISO 9001:2008 standard.
Most of the transactions take place starting with the manufacturers to wholesalers,
wholesalers to retailers and retailers to consumers. This process may cause many transactions
and the markup charged also occurred for each transfer. Manufacturer might get fewer earnings
as compared to wholesalers, but the advantage is the products are always available in the
market.
Next, from manufacturers to retailers and directly to consumers, this process provides
many benefits to producers and consumers enjoy the lower prices. But today, many
transactions did not occur directly through the consumers because it is more compatible for
them by directly get the product at the retail stores.
About Roselle
Processing Method
SWOT Analysis
Distribution Problems
o
Only registered dealers under FAMA agency are eligible to get the stock. As a
result, most of retailers faced difficulty to get the stock from distributors and the
stocks often takes a long time to enter the retail stores. Due to the over depend
on human capital, the process of ordering new stock takes too long to reach the
distributors. Customers who are difficult to get the stocks tend to switch to other
similar products but different brand.
PMMF and other SMEs in Malaysia generally have less ability to gather
information and must rely on specific traders to obtain market information. As a
result, even though SMEs may have a comparative advantage in terms of raw
materials or labor force, they are unable to exploit these advantages by
proposing products that meet market needs. In many cases, SMEs may not be
able to secure new distribution channels to expand their businesses. Especially
for agro based products.
Lack of Funds
Lack of Promotional
o
The promotion activities are too slow and make consumers not aware with the
Agromas brand whereas the quality of the product is quite good. It can be seen
that most of the SMEs brand often take a lower place in the shelf at the most of
retails store. It wouldnt help to create the brand awareness among the
customers toward the SMEs brands.
There are a limited number of machines and tools used for producing and
processing activities instead of too much depend on human capital. It will
interrupt the ordering process and difficult to meet the demand from customers.
Since the numbers of Roselle farm in Malaysia, it makes impossible for PMMF to
switch to another supplier. Sometimes, the cordial process has to be stopped
while waiting for the new fresh Roselle arrive to the warehouse.
The federal Government through the Ministry of Agriculture should allocated the
provision to upgrade the machines and tools for PMMF it help SME increasing
the Agromas product market as well as to meet international standards for food
production. This is a constant effort by the government to help SME to go global.
Thus the monitoring of the quality has to be upgraded and later improve the
operating costs.
Promotion
Strategies and promotional programs within and outside the country are very
important for an agriculture product to go into the market. Malaysia especially just