MGT 657: STRATEGIC MANAGEMENT

IDEAL CHILL FRESH MANUFACTURER SDN BHD

COMPANY REVIEW AND STRATEGY PLAN

Name Metric No.

MUHAMMAD FARID BIN MISNAN 2018812338

KHUZAIMAH BT ABDULLAH 2018603004

MUHAMAD NUR SHAFIQ BIN ROSLAN 2018475034

INTAN NORIEZATUL SHARINA BINTI ABDUL AZIZ 2018216486

AZA AZMIMA BINTI ANUAR 2019545913

CLASS : NBI8A

LECTURER : MURNI ZARINA BT MOHAMED RAZALI

DATE OF SUBMISSION : 17 JULY 2022

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EXECUTIVE SUMMARY

This report is to examine and do a strategic analysis for Ideal Chill Fresh Manufacturer Sdn Bhd. This

report to analyse all the factors for their industry based on SWOT analysis, IFE matrix, EFE matrix and

CPM matrix and Porter's forces framework. Beside that, this reports also help this organisation to

analyse the competitors and improve their products. By using all the methods, we can conclude how

macro environment has effected the decision of Ideal Chill Fresh Manufacturer Sdn Bhd on

deploying which business strategy.

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ACKNOWLEDGEMENTS

Firstly, we want to give thanks and gratitude to the Almighty God for His blessings, which

made it possible for us to complete the report through our research. We would really like to

express our sincere gratitude to Puan Murni Zarina, our lecturer subject MGT 657 for giving

us the opportunity to carry out this research and for her crucial guidance throughout this

report. She has really impressed us with her passion, vision, sincerity, and resolve. She has

shown us the best strategy for approaching the report. We had the honour and opportunity of

working and learning for her. Our confidence in her guidance is great. We really appreciate

her friendliness, kindness, and wonderful sense of humor.

We would especially want to thank Ideal Chill Fresh Manufacturer Sdn Bhd, the company we

selected, for being so helpful and easy to work with in order to completely finish our report.

Moreover, we would like to express our gratitude to everyone who helped us, wholly or

partly, to finish the study project.

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 TABLE OF CONTENTS
EXECUTIVE SUMMARY...………..………………………………….…………...................i
ACKNOWLEDGEMENTS…………………………………………………….……………..ii
TABLE OF CONTENTS…………………………….……………….………………………iii
LIST OF FIGURES…………………………………………………………………………...iv
LIST OF TABLES……………………………………………………………….……………v

CHAPTER 1: BACKGROUND OF THE COMPANY Page

1.1 History of the Company……………………………………………………………1
1.2 Vision………………………………………………………………………………1
1.3 Mission……………………………………………………………………………..1
1.4 Organisational Culture/ Values……………………………………………………..1
1.5 Goals & Objectives…………………………………………………………………2
1.6 Logo………………………………………………………………………………...3
1.7 Board of Directors………………………………………………………………….3

CHAPTER 2: COMPANY REVIEW

2.1 SWOT ANALYSIS
2.1.1 Strengths
2.1.2 Weaknesses
2.1.3 Opportunities
2.1.4 Threats
2.2 Strategy Formulation Framework (Stage 1)
2.2.1 IFE
2.2.2 EFE
2.2.3 CPM
2.3 Achievements
2.4 Problems
2.5 Conclusions

CHAPTER 3: COMPANY’S STRATEGIC PLAN

3.1 Strategy Formulation (Stage 2)
3.1.1 Space Matrix
3.1.2 BCG Matrix

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3.2 Strategy Formulation (Stage 3) – QSPM
3.3 Conclusion
CHAPTER 4: STRATEGIC IMPLEMENTATION
4.1 Strategy 1
4.2 Strategy 2
4.3 Strategy 3
4.4 Conclusion

CHAPTER 5: CONCLUSION AND RECOMMENDATION

5.1 Expectation of The New Strategies
5.1.1
5.1.2
REFERENCES
APPENDICES

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CHAPTER 1: BACKGROUND OF THE COMPANY

1.1 History of the Company

Ideal Chill Fresh Manufacturer Sdn. Bhd. was established in the year 2016 in Semenyih,

Selangor. The company specializes in manufacturing of fruit juice concentrate, cane syrup

and frozen puree. In order to provide SAFE Product to consumers, Ideal Chill Fresh

Manufacturer Sdn. Bhd. has embarked on the implementation of ISO 22000, Food Safety

Management System (FSMS). The factory is located in an industrial hub of Kawasan

Perindustrian Hi-Tech 3, Semenyih, Selangor, Malaysia.

1.2 Vision

The company’s vision is “Always committed to provide and supply high quality of sugar to

customers. Each of their thoughts, needs and values are always becoming our priority”.

1.3 Mission

Their mission is to improve the quality, taste, and appearance of the food presentation and

their products.

1.4 Organizational Culture/ Values

As a definition, company core values are the clearly stated principles about the organization’s

vision, mission, and principles.

-Integrity. Every employee who works for Ideal Chill Fresh Manufacturer Sdn. Bhd. is

dedicated to behaving in accordance with the company's core principles.

-Honesty. Being trustworthy and honest with customers, clients, and the general public in

business.

-Fairness. Expressing the basic civility that people expect and demand from one another.

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-Accountability. Each employee does their duties with great effectiveness and efficiency and

is aware of the task and duty assigned to them.

-Customer Commitment. Being genuine in their communication with customers and the

relationships they establish is the first step in offering first-rate customer service.

-Inclusion and diversity. Organizations succeed by integrating a variety of backgrounds and

perspectives into a setting where everyone has an equal chance.

-Learning. The senior and younger employees' shared commitment to tolerance and lifelong

learning. The more experienced workers show the new hires how to do tasks, and most of

them really enjoy picking up new skills.

-Teamwork. When people work together, they may create something greater than

themselves. If there aren't enough individuals to finish the job, all of the company's

employees get together and assist one another.

-Passion. Each employee's love for their profession inspires others to be bold, adventurous,

and creative.

- Quality. Before they sell to the consumer, the product will be examined to ensure that it is

of the highest quality. Since a company's success depends on how effectively its products and

services are made, the highest standards must be followed.

1.5 Goals & Objectives

We have grown and are processing our own sugar cane in a facility. We must make sure that

both the manufacturers and the production process are closely monitored. We wish to

guarantee the cleanliness and safety of our products.

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1.6 Logo

1.7 Board of Directors

The management team is based in the Headquarter office, the same location as the first stores.

So far, as we know is Syamrul Ridhwan Musa, he is the Executive Director of Ideal Chill

Fresh Manufacturer Sdn Bhd.

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CHAPTER 2: COMPANY REVIEW

2.1 Swot Analysis

For each organization it is relevant to use SWOT analysis. It is because SWOT analysis is a

strategic planning and strategic management technique used to help the organizations identify

their Strengths, Weaknesses, Opportunities and Threats. Sometimes it is called situational

assessment or situational analysis.

SWOT analysis also is a framework used to evaluate the competitive position and to develop

strategic planning. It assesses internal and external factors, as well as current and future

potential. It is also designed to facilitate a realistic, fact-based, data-driven look at the

strength and weaknesses of an organization, initiatives or within its industry. The

organization needs to keep the analysis accurate by avoiding preconceived belief or gray

areas and instead focusing on real-life contexts. Companies should use it as a guide and not

necessarily as a prescription.

2.1.1 Strength

For strength, we identified that the products are easy, light and the sweetness of sugar

level is sufficient to make the foods and beverages taste the best. There is no more sugar

added in any drinks and foods. Not only that, we also have a strategic location which is in the

middle of the city where our premise is very near to the factory, business area and easy access

to our place.

2.1.2 Weakness

This product is still new in market and not many customers and client know about the

existence of this product. We may need more promotion and advertisement to promote our

products especially to the business owner, retail and shopping mall. We may need more

budget for the promotion and marketing strategy to be recognized in the market.

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 2.1.3 Opportunity

We are using all kinds of electronic platforms to promote these products. Since not

many people know about this product, we are taking this opportunity to convince and

persuade our business partner, retailer and customer to try our product and taste the

difference between sugar cane syrup and dissolved sugar. Not only that, we also have

different types of packaging as an option to our customer according to the amount of usage.

We also have a trial pack as a starter package.

2.1.4 Threat

The trial in the business may have failed in the promotion and marketing is not right

and this can be an opportunity for other businesses to create the same types of businesses.

Not only they can be a competitor to the business and will have different kinds of marketing

since we are still new and can make us the company as their research subject.

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2.2 Strategy Formulation Framework (Stage 1)

2.2.1 IFE

IFE MATRIX

Key Internal Factors Weights Rating Weighted

Score

Internal Strengths

1. Strong Brand Name 0.15 4 0.6

2. Corporate Culture 0.1 4 0.4

3. High quality management team 0.07 3 0.21

4. Customer Support Service 0.1 4 0.4

5. Effective post sales services 0.1 4 0.4

6. Developed and upgraded technology. Software and 0.05 3 0.15

Hardware

7, High shipping Quality 0.08 4 0.32

Internal Weaknesses

8. Gradual Decrease in Profit from 2021 - 2022 0.1 1 0.1

9. Risk associated with unrelated diversification 0.1 2 0.2

10. Certain products that are offered have high shipping 0.05 1 0.05
costs

11. Company offering free shipping might affect future 0.05 2 0.1
financial outcome

12. Lack of website with Custom languages 0.05 2 0.1

1 3.03
.

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2.2.2 EFE

EFE MATRIX

External Weight Rating Score

(a) (b) c=axb

Opportunity

1. There is an increase in consumer interest in 0.1607 3.5 0.5652

environmentally friendly products

2. Local government policy on environmental 0.1786 3.5 0.6250

conservation

3. The store locations are strategic and accessible 0.1429 3 0.4286

4. Easy access to solid waste disposal 0.1190 2 0.2381

Threat

1. The product prices are more expensive than similar 0.1548 1 0.1548
competitors

2. The competitor of similar product also uses the 0.1012 1.5 0.1518
dominance of green color that is identical to the
packaging design and store decoration

3. The consumers lack understanding of 0.1429 2 0.2857

environmentally friendly products

Total 1.0000 2.4464

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2.2.3 CPM

Competitive Profile Matrix (CPM)

Ideal Chill CSR

Critical Success Factor Weight Score Weighte Score Weighted

d Score Score

Marketing 0.25 4 1.00 4 1.00

Brand Reputation 0.25 3 0.75 4 1.00

Location 0.05 2 0.10 1 0.05

Product Quality 0.1 1 0.10 3 0.40

Customer Service 0.2 1 0.20 1 0.80

Customer Loyalty 0.05 1 0.05 1 0.15

Product Range 0.1 3 0.30 3 0.10

Total Score 1 2.50 3.50

2.3 Achievement

Ideal Chill Fresh Manufacturer Sdn. Bhd. a subsidiary company of Ideal R Holding, was

established in 2016. After being established, Ideal Chill Fresh Manufacturer Sdn. Bhd. have

launched new products which are OTTIMO FLAVOURED SYRUP SERIES and OTTIMO

SACHET SERIES.

For OTTIMO FLAVOURED SYRUP SERIES, there are 17 flavours that can be tasted.

There are apple, butterscotch, caramel, lemon tea, lemonade, lemongrass, lychee, mango,

mixberry, orange, pandan, peach, pineapple, roasted hazelnut, rose, strawberry and wild mint.

All these syrup is 90% pure syrup.

For OTTIMO SACHET SERIES, it is a white coffee 3 in 1 with so many flavours. There are

coconut, roasted, chocolate, matcha latte, sugar melaka, malt chocolate, durian, original,

vanilla chocolate, hainan tea, teh tarik and hazelnut.

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2.4 Problem

From the table, we can see the problem facing Ideal Chill Fresh Manufacturer Sdn. Bhd. For

IFE Matrix, they need to focus and improve their weaknesses. From IFE Matrix, we can see

the lowest score is in internal weaknesses which Ideal Chill Fresh Manufacturer Sdn. Bhd.

did not provide for shipping since their product is mostly fragile. In this case, Ideal Chill

Fresh Manufacturer Sdn. Bhd. will improve their packaging so that it is easy to expand their

business and ship their products.

For EFE Matrix, of course they have their own competitors. The competitors had been more

than 6 years in this industry. To compete with their competitors, Ideal Chill Fresh

Manufacturer Sdn. Bhd. need to improve their products and make a lot of marketing so that

the consumers will notify their product.

CPM Matrix, we can see the scoring between Ideal Chill Fresh Manufacturer Sdn. Bhd.

versus CSR. As we know, CSR is already more than 20 years old in this industry. As we can

see the total score from CPM Matrix is more than Ideal Chill Fresh Manufacturer Sdn. Bhd.

This is the biggest competitor for this organization.

2.5 Conclusion

For the conclusion, we can see from the SWOT Analysis, there are many strategies that Ideal

Chill Fresh can do to improve their business. It also helps them to know their competitors'

strategy. They can make improvement from the internal weaknesses to external weaknesses.

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CHAPTER 3: COMPANY’S STRATEGIC PLAN

3.1 Strategy Formulation (Stage 2)

3.1.1. Space Matrix

Four Postures of Space Matrix Analysis

Aggressive – In general, businesses in this quadrant operate in a stable industry with a

competitive edge that can be protected. Newcomers, on the other hand, are always a threat.

Mergers, acquisitions, and product diversification should all be used to increase market share.

Competitive – This quadrant represents businesses that are in lucrative areas but lack the

financial resources to capitalize on them. As a result, the short-term strategy should

concentrate on generating money, increasing profitability, or pursuing a merger with a cash-

rich company.

Conservative – Businesses with a moderate to good financial position that operate in stable

areas with limited room for expansion. A focus should be the creation of new products and/or

the identification of more profitable markets.

Defensive – The least desirable situation for a firm to be in. In a highly competitive industry,

many firms fundamentally lack a solid competitive edge. Selling non-competitive assets is

favored in order to focus available resources on possibly more profitable prospects.

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Space Matrix Analysis for Ideal Chill Fresh Manufacturer Sdn. Bhd.
Space Matrix for the Year 2021
Company Name:
IDEAL CHILL FRESH MANUFACTURER SDN BHD
Rating
Financial Position (FP)
Current Ratio 3
Debt to Equity 5
Net Income 4
Revenue 4
Inventory Turnover 3

Industry Position (IP)

Growth Potential 5
Financial Stability 5
Base on entry in to market 6
Resource Utilization 6
Profit Potential 6

Rating
Competitive Position (CP)
Market Share -1
Product Quality -1
Customer Loyalty -2
Variety of Product Offered -2
Control over Suppliers and Distributors -3

Stability Position (SP)

Rate of Inflation -2
Technologies Changes -2
Price Elasticity ofDemand -2
Competitive Pressure -4
Barriers to Entry in to Market -4

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Firm's x-axis 3.8

Firm's y-axis 1.0

Estimated FP 4
Estimated IP 3
Estimated CP -5
Estimated SP -5

Competitors 1's x-axis -2

Competitors 1's y-axis -1

Estimated FP 5
Estimated IP 5
Estimated CP -4
Estimated SP -6

Competitors 2's x-axis -2

Competitors 2's y-axis -1

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Financial Position (FP)       Stability Position (SP)    
Current Ratio   3   Rate of Inflation   -2
Debt to Equity   5   Technologies Changes   -2
Net Income   4   Price Elasticity of Demand   -2
Revenue   4   Competitive Pressure   -4
Inventory Turnover   3   Barriers to Entry in to Market   -4
-
2.
FP Average   3.0   SP Average   8

Competitive Position (CP)       Industry Position (IP)    

Market Share   -1   Growth Potential   5
Product Quality   -1   Financial Stability   5
Customer Loyalty   -2   Base on entry in to market   6
Variety of Product Offered   -2   Resource Utilization   6
Control over Suppliers and Distributors   -3   Profit Potential   6
5.
CP Average   -2.0   IP Average   6

Table 3.1.1 Space matrix

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3.1.2 BCG Matrix

A BCG matrix is a model used to analyze a business's products to aid with long-term

strategic planning. The matrix helps companies identify new growth opportunities and decide

how they should invest for the future. Most companies offer a wide variety of products, but

some deliver greater returns than others.

3.1.2 BCG Matrix

3.1. Dogs

A company's products with low growth and market share and no promising growth

chances are called dogs. Management usually does not show any interest in these products

and doesn't invest here because of low chances of profit or benefits. In the BCG matrix of

Ideal Chill Fresh Manufacturer Sdn. Bhd., we can see that Sugar is a potential dog product

because of the declining demand for sugar drinks in favor of increasing demand for healthier

options or low-calorie drinks. If these factors keep increasing, Ideal Chill Fresh Manufacturer

Sdn. Bhd., a cash cow, can become a low market share product.

3.2. Stars

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 The products or business units with a high market share in a high-growth industry are

the stars of the business. In the BCG matrix of Ideal Chill Fresh Manufacturer Sdn. Bhd., the

bottled sugar segment is categorized as star products. Ideal Chill Fresh Manufacturer Sdn.

Bhd. offers two bottled sugar brands, namely Glass Bottle and HDPE Bottle, operating in

separate geographical locations. Glass bottles are offered in Asian markets, while HDPE

Bottle is popular in the US. As the market for healthy sugar drinks supplies and bottled sugar

is expanding, this segment of Ideal Chill Fresh Manufacturer Sdn. Bhd. is expected to gain a

bigger market share and a better opportunity for further investment. This is why Ideal Chill

Fresh Manufacturer Sdn. Bhd. is investing in more brands like sparkling sugar cane and

flavored sugar drinks.

3.3. Cash Cows

Cash cows are products that have low growth markets but high market share. They

have a high market share in the industry, and the forecasts suggest low chances of significant

growth in the future. However, these products bring maximum revenue with very low

investment to sustain profitability. In the BCG matrix of Ideal Chill Fresh Manufacturer Sdn.

Bhd., we can see that sugar cane has been the market leader in the sugar industry and a

significant revenue generator for the company. It has a global presence and has been an

established brand for years, making Ideal Chill Fresh Manufacturer Sdn. Bhd. a cash cow for

the sugar company.

3.4. Question Marks

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 Question marks are the products that are still in the development stage, and the

market's response to these products is still not very well established. These products initially

achieved a small market share, but the investment decision is still risky. So, these products

can either turn into stars or cash cows. In the BCG matrix of Ideal Chill Fresh Manufacturer

Sdn. Bhd., we can see that they are launching many new brands and lines of products,

including Diet sugar. Smart sugar, Honest sugar, Sparkling sugar, Minute sugar. These

products are geared towards growing healthy sugar drinks and healthy lifestyles. Ideal Chill

Fresh Manufacturer Sdn. Bhd. is also investing in new products and raising awareness about

these products. These products are question marks for the company.

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3.2 Strategy Formulation (Stage 3) – QSPM

Quantitative Strategic Planning Matrix (QSPM) is a high-level strategic management

approach for evaluating possible strategies. Quantitative Strategic Planning Matrix or a

QSPM provides an analytical method for comparing feasible alternative actions. The QSPM

method falls within so-called stage 3 of the strategy formulation analytical framework.

Table 3.2 QSPM for Ideal Chill Fresh Manufacturer Sdn Bhd

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3.3 Conclusion

Following the identification of an organization's proper posture, this aids in the

identification of the organization's generic competitive strategy. As a result, the business's

strategic focus is defined. Following that, the organization's managers and top management

can determine the right strategy on which their organization should focus in order to attain

the strategic target and goal.

As a result, we can conclude that the Strategic Position and Action Evaluation Matrix

will assist the organization in formulating its strategic goals and determining its competitive

position in the market.

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CHAPTER 4: STRATEGIC IMPLEMENTATION

4.1 Product, Service and Market Development are two elements in business strategy.

Business Strategy recommendations – both long term objectives and specific

strategies for the company, the development of the food industry especially sugar cane syrup

has gone with the speed faster than anyone can imagine they could and the rise and fall of

each sugar industry also being shortened significantly. There are two main strategies that

Ideal Chill Fresh Manufacturer Sdn. Bhd. need to concentrate to overcome their weaknesses:

Market Development and Products & Service Development. The goals of Market

Development are to seek and expand sugar cane syrup by Ideal Chill Fresh Manufacturer

Sdn. Bhd. business over new markets and regions such as the Asia market, South America

market and European market. These regions are content with many new potential customer

groups and may support and increase the sales of the existing products line of sugar cane

syrup. These regions also don't ave strong influence from sugar competitors. The strategies

to expand the business over new markets will provide sugar cane syrup as many

opportunities as they need to build and develop their business in those markets before their

competitors can achieve those goals and are very important and powerful Competitive

Advantages that can support and maintain the Competitive Position of sugar cane syrup.

These organizations can have the foundation or finished new sugar product that sugar cane

syrup can acquire and apply to their new or existing product lines as the support for sugar

cane syrup by Ideal Chill Fresh Manufacturer Sdn. Bhd. to achieve the strategies of Products

& Service Development.

The strategies that concentrate on Products & Service Development will create the

foundation for the sugar cane syrup Research & Development department to have proper

research and experience to have their own processing and technology that is unique and can

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be applied on their product lines. This will immediately create a very strong Competitive

Advantages for sugar cane syrup by Ideal Chill Fresh Manufacturer Sdn. Bhd. to compete

with their competitors and minimize the influence of the dependence with the processing and

technology of any organizations that are doing business in this industry. However, to

completely have the most effective result from these strategies, Ideal Chill Fresh

Manufacturer Sdn. Bhd. needs to wisely use all the potential resources and protect their

processing and technology at all costs. However, the strategies only work if they have proper

and detailed plans to support and process to implement those plans accurately to have the best

possible result.

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 4.2 Proposed Methods and Timetable for The Implementation of The Long-Term

Objectives and Specific Strategies.

The result of a strategy is based on the preparation and set up of the plans as well as

resources to be able to implement the plan to achieve desired result in the end. In this study,

we must focus on a few strategies such as product, service and market development. Each of

these tactics requires a distinct strategy and preparation. For the Market Development

strategies, Ideal Chill Fresh Manufacturer Sdn. Bhd. needs to sort out their priorities in

regions they want to expand their business over, and the best method is using geographic

factors. With most of the manufacturing facilities located in Malaysia, it will be easier for

Ideal Chill Fresh Manufacturer Sdn. Bhd. to step-by step expand their business from near too

far away.

The Asia markets have the best environment for Ideal Chill Fresh Manufacturer Sdn.

Bhd. to expand their business. They will have the advantages of cultural and geographic as

well as the resources and strategic partner they need to help Ideal Chill Fresh Manufacturer

Sdn. Bhd. set up the foundation for the expansion. These regions also have many countries

that have the best food processing advantages and development. Therefore, Ideal Chill Fresh

Manufacturer Sdn. Bhd. will have strong Competitive Advantages over those competitors

and allow them to have the easiest path to acquire any firms or industry they need.

However, to implement the Products & Services Development strategies, Ideal Chill

Fresh Manufacturer Sdn. Bhd. will need more time and resources than expanding their

market. The resource in this case is not just financial resources but also the processing and

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sciences that are required to do research and experience new processing. This will allow Ideal

Chill Fresh Manufacturer Sdn. Bhd. to have install access with new processing that can help

them to maintain the market share or even have more advantages over their competitors.

These two strategies may have different goals but in general, they are supporting

each other to achieve the final goals that is to increase the revenue and profit of Ideal Chill

Fresh Manufacturer Sdn. Bhd. in sugar industries and not to mention the time and the cost

these strategies need to implement.

4.3 Recommendations for The Company's Annual Objectives and Policies

With the strategies and plans that focus and concentrate in developing the market and

products, Ideal Chill Fresh Manufacturer Sdn. Bhd. also need to have some modification

about their objectives as well as policies of the company to suit and adapt the new strategies

that have been planned. However, if the key to success in implementing the plan and

strategies is to complete step-by-step expansion in both market and products, Ideal Chill

Fresh Manufacturer Sdn. Bhd. need to choose what strategies need to be implemented first to

have the best outcome they desire. The recommendation from this research and analysis

suggests that with the current situations and combined all the external environment factors, it

would be best if Ideal Chill Fresh Manufacturer Sdn. Bhd. choose to implement the Market

Development strategies first.

The expansion of the market will also create opportunities for Ideal Chill Fresh

Manufacturer Sdn. Bhd. to seek and acquire more resources in both financial and

technologies that will support the requirement to develop the products line of Ideal Chill

27
Fresh Manufacturer Sdn. Bhd. In summary, there will be three main annual objectives that

Ideal Chill Fresh Manufacturer Sdn. Bhd.need to complete include:

● Enter and penetrate new market

● Building brand images and reputation in new market

● Seek and cooperate with potential organization

Despite being the easier strategies to implement, Ideal Chill Fresh Manufacturer Sdn.

Bhd. also needs more appropriate policies to support and guide all the strategic actions and

tactical actions to achieve the goals of the selected strategies, especially for the management

of Ideal Chill Fresh Manufacturer Sdn. Bhd. These policies may be summarised into two

basic goals:

● Identified and oriented tasks, missions, strategies, and goals of all departments

to support and contribute to the expansion of Ideal Chill Fresh Manufacturer

Sdn. Bhd. markets.

● Responsibilities, missions, strategies, and goals of all departments identified

and directed to support and contribute to research, development, and

experience of newer technologies for the creation of new market segments.

It is very important that both the recommended objectives and policies of Ideal Chill

Fresh Manufacturer Sdn. Bhd. need to involve supporting each other to achieve the final

goals without conflicting each other's interests and benefits.

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29
4.4 Conclusion

The main reason for Ideal Chill Fresh Manufacturer Sdn. Bhd. loss is its inappropriate

strategy in the mid-end segment. Compared to the other international sugar cane syrup

products, Ideal Chill Fresh Manufacturer Sdn. Bhd. provided less variety. Ideal Chill Fresh

Manufacturer Sdn. Bhd. is trying to recover its market share by launching mid-priced cane

syrup products such as the nylon pack cane syrup. However, these products are still

positioned in a higher price range than normal and local products.

The fierce competition in the mid and low-end sugar segment would be expected to

lead Ideal Chill Fresh Manufacturer Sdn. Bhd. to a chicken game of losing its own profit, like

in the semiconductor industry. Therefore, the success of lower price range cane syrup

depends on creating other added values besides prices. In addition, the increase in other

companies in the market have intensified the price war in the market for entry-level devices.

Ideal Chill Fresh Manufacturer Sdn. Bhd. has been struggling to maintain its market share in

the market, faced with the challenge of other competition. The recent crisis in the business of

cane industry that has been the core business units are profitable for Ideal Chill Fresh

Manufacturer Sdn. Bhd. indicates that it is time for Ideal Chill Fresh Manufacturer Sdn. Bhd.

to find new strategies for sustainability.

Other companies have been successfully targeting the domestic market based on their

competitive advantage as local companies. The other companies could take advantage of

good relationships with carriers, offering well-customized products with low cost of material

and labour based on domestic production. They have a relatively high brand awareness and

better distribution channels than multinational competitors in Malaysia. The Malaysia

government has expanded its supporting policies and investment for the cane syrup business.

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CHAPTER 5: CONCLUSION AND RECOMMENDATION

5.1 Expectation of the new strategies.

Ideal Chill Fresh Manufacturer Sdn. Bhd. has a significant potential in the sugar cane
syrup industry. The company's brand identification, goodwill, and performance are all solid.
To get a competitive advantage, the company can pursue a cost leadership strategy. Ideal
Chill Fresh Manufacturer Sdn. Bhd. also has a strong R&D department with inventive
talented people. Not all competitors can produce liquid sugar without causing it to crystallise
within a particular time range, but Ideal Chill Fresh Manufacturer Sdn. Bhd. does. As a result,
the best strategy approach for Ideal Chill Fresh Manufacturer Sdn. Bhd. is Hybrid, as the
company may develop new goods and innovate to meet the needs of its clients. This strategy
will assist the company in achieving its vision because Ideal Chill Fresh Manufacturer Sdn.
Bhd. is very effective in terms of product development. Ideal Chill Fresh Manufacturer Sdn.
Bhd. likewise has a larger market presence than its competitors.

Ideal Chill Fresh Manufacturer Sdn. Bhd. should pursue a hybrid approach since the
firm is capable of both cost reduction and product differentiation. The organization's people
and culture help the organisation stand out in terms of product quality. Furthermore, Ideal
Chill Fresh Manufacturer Sdn. Bhd. is strategically aligned with the external environment
since the firm can respond swiftly to macro and microenvironments by leveraging core skills
or internal capabilities. The company's brand identity and innovation elevated it to new
heights throughout the world.

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5.2 Conclusion

Finally, the suggested strategies for Ideal Chill Fresh Manufacturer Sdn. Bhd. are based on

the present external and internal aspects of Ideal Chill Fresh Manufacturer Sdn. Bhd. and the

industries. If all of the variables remain constant, Ideal Chill Fresh Manufacturer Sdn. Bhd.

may be certain of a favourable outcome. The first result will be Ideal Chill Fresh

Manufacturer Sdn. Bhd significant's market expansion in three key regions: Asia, South

America, and Europe.

These regions will not only provide new markets and customers for all existing Ideal Chill

Fresh Manufacturer Sdn. Bhd. products, but will also assist and support in rebuilding the

Ideal Chill Fresh Manufacturer Sdn. Bhd. brand and images, which have already been harmed

due to competition from other competitors. These regions are also a "gold mine" of the F&B

industry for Ideal Chill Fresh Manufacturer Sdn. Bhd. to exploit and utilise in order to

produce new and enhance existing product lines of Ideal Chill Fresh Manufacturer Sdn. Bhd.

in order to provide more value and generate more Competitive Advantages.

These new developments also assist Ideal Chill Fresh Manufacturer Sdn. Bhd. in developing

and creating competitive advantages over which they will have complete control and

monitoring. The creation of product differentiation is the second possible result for Ideal

Chill Fresh Manufacturer Sdn. Bhd. With all of the technologies they gain during market

expansion, they will have access to and the basis to produce new technologies to make their

goods more advanced and distinctive, increasing their market advantages over competitors.

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REFERENCES

1) http://www.idealrholding.com/index.php/companies/chill-fresh
2) https://www.facebook.com/Ideal-R-Holding-Sdn-Bhd-340172342828544
3)

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APPENDICES

Image 01 - Logo

Image 02 - Products Display

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Image 03 - Halal Certificate

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Image 04 - GMP Certificate

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