FACULTY OF PLANTATION & AGROTECHNOLOGY

BACHELOR OF SCIENCE (HONORS) IN AGRIBUSINESS

AGRICULTURAL STRATEGIC MANAGEMENT (AGR623)

INDIVIDUAL ASSIGNMENT COMPANY

(DE MUARA ENTERPRISE)

PREPARED BY:

NAME : AINI ATIQA MOKTAR BINTI ABULLAH

MATRIC NUMBER : 2018402922

GROUP : M3AT2235A

PREPARED FOR : MADAM NUR AZIERA BT RUSLAN

DATE OF SUBMISSION : 22th JANUARY 2021

Table of content

NO. TOPIC PAGES

1. INTRODUCTION 3-6

2. EXTERNAL OPPORTUNITIES AND THREATS 7-9

3. APPLICATION OF PORTER’S FIVE FORCES 10-12

4. COMPETITIVE PROFILE MATRIX (CPM) 13

5. EXTERNAL FACTOR EVALUATION (EFE) MATRIX 14

6. INTERNAL FACTOR EVALUATION (IFE) MATRIX 15

7. SWOT MATRIX, , BCG MATRIX, , GRAND STRATEGY MATRIX 16-19

8. RECOMMENDATIONS ON SPECIFIC STRATEGIES AND LONG- 20

TERM OBJECTIVES

9 COMPARISON ON THE RECOMMENDATIONS TO ACTUAL 21

STRATEGIES PLANNED BY THE COMPANY.

10. CONCLUSION 22

2
1) INTRODUCTION

Figure 1 : Demuara Enterprise

De Muara Enterprise is a Bumiputra-based food industry corporation. They have halal, safe
and original goods and are ideal for different walks of life. On the basis of inherited recipes,
they preserve the consistency and add to the aroma and authenticity of our products.
Currently they main focus to produce Bandung noodle, boiled noodles and soto seasoning
products. In reality, their products are popular in the Muar and Ledang regions. And also
often used as a gift to mountaineers and nomads returning to the village. Since 2004, De
Muara Enterprise has started small-scale production activities on a small scale and, finally,
on 1 January 2008, this seasoning production operation has evolved and officially launched
as a bumiputera corporation. De Muara Enterprise is a Bumiputra-based food industry
corporation. De Muara supplies halal, safe and original goods and is ideal for the benefit of
different parts of society. On the basis of inherited recipes, they preserve the consistency
and add to the aroma and uniqueness of their products. Provided with three main products
launched, namely Bandung noodle seasoning, boiled noodles and Soto, De Muara will
always expand in the development of a variety of other food seasoning products that are
suitable for all walks of life and suitable for all ages. Look forward to the arrival of other De
Muara products.

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BIODATA DEMUARA ENTERPRISE

Owner’s name : Mohamad Zain Solihin

Location :

T/L PJTD A20/A7, Jalan Raja, 84800 Bukit Gambir, Muar, Johor

Contact number : 012-2724447, 017-5555433

Email : demuara@gmail.com

Facebook : http://www.facebook.com/pages/demuara

MISSION

Compete and outperform competitors with readily available resources and established best
production systems.

VISION

Add new items in the future and extend the business to every supermarket , store nationwide
and agents in every state.

OBJECTIVES

• Meet the larger market of every state

•. Building differentiated and diversification of product to achieve their sustainable
growth
• Meet customer needs , taste and preferences in high-quality, tasty and nutritious
products

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THE MAIN PRODUCT OF DE MUARA ENTERPRISE

1) Bandong Noodle Seasoning

Bandong noodle seasoning can be said to be their 'killer product', the demand is
increasing day by day, especially during Hari Raya Aidil Fitri. The same is true during
the school and public holidays. The recipe is create from natural ingredients to
maintain the taste, Muar bandong noodle recipe. Although there are many Muar
Bandung noodle seasoning manufacturers here, but with the presence of Demuara
noodle seasoning seasoning, there will be more lively demand from customers. They
provide 2 types of packages, which is in 200gram and 400gram with a price of
rm6.00 and rm10.00.

Figure 2 : Bandong noodles seasoning

2) Boiled Noodle Seasoning

Muar is also famous for boiled noodles, to be a breakfast dish around the Muar
district. Demuara Boiled Noodle Seasoning also has a high demand among
customers. The recipe is create from good ingredients to maintain the taste. It was
currently always to be a gift to visitors who stop in the Muar district. We also provide
2 types of packing, namely 200gram and 400gram for RM6.00 and RM10.00.

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 Figure 3 : Boiled noodles seasoning

3) Soto Seasoning

Muar is also famous with its own Soto seasoning. So it is like not legal to stop in
Muar without enjoying the delicious soto Muar recipe. Demuara will also not left
behind in presente Muar soto seasoning recipe. Demuara soto seasoning is
blended from natural and quality ingredients to maintain the delicacy of this
hereditary soto seasoning recipe . They provide only in 200gram packaging and cost
RM6.00.

Figure 4 : Soto seasoning

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2) EXTERNAL OPPORTUNITIES AND THREATS

i) OPPORTUNITIES

1.Local food market growing

Demuara is a local food company that increases its market opportunities over Malaysia.
They have used efficient methods of selling their goods that help to raise their sales every
year. Most countries have unique laws, rules, and guidelines that are consider importantly
for the food industry to comply with and implement as they process their products. Every
countries will use different acts, legislation or guidelines. There is also a need to obey and
be compliant with international practice, with the possibility of making any changes that are
better suited to local conditions, or else their food products would not meet and meet the
requirements of the market, which will then make it difficulties to reach the world market. In
this decade, Malaysia is recognised by other countries as a modern Islamic country.

2. Consumer demand for local instant seasoning

Demuara company is a famous company producing different types of instant seasoning food
such as bandung noodles seasoning, boiled noodles seasoning soto seasoning and more.
Many customers very much recognize their product and become loyal consumers. As a
result, demand for demuara's product is growing every year. They must meet all the criteria
to take care of their customer loyalty.

3. Brings the Community Together

The distribution to market the Demuara’s product are used in various ways. For example
such as distribution from supermarket , agents and online platform. Due to this situation, it
actually will brings the community together by using the selling activities. However,the
community will help to increase the brands name of Demuara’s company and increase the
sales of Demuara’s product .

4. Encourages Cultural Diversity

Demuara's companies are selling to an increasingly diverse consumer base in a multicultural

society. Employees coming from various demographics and business segments will only
further a company's perception of its consumer base. This can help customize distribution,
operation and even product creation approaches. In order for a company to succeed, it must
understand its customers and know how to present the goods and services it wants. Valuing
diversity while building a team will help an organization achieve this aim.

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5. Changing tastes and produce new products

Market taste, which refers to the goods and services that consumers actively prefer over
others.. Every year , Demuara’s company are follow their consumer taste and produce a
new product which is help to increase their sales. Because of that, they now have many type
of good product that will attract more consumer.

7. Demand to product growing 10% annually

By diversification of various type of product , it adversely are increase the demand of

Demuara enterprise 10% every year. The demand are mostly come from malay people who
have a restaurant. Most of consumer started believe to the Demuara’s product taste and
quality.

ii) THREATS

1. Price of raw material rising

The rising of raw material price is having a negative effect on overall organizations results
.The effect of increased costs has led to increases consumer own prices. Demuara
enterprise had to increase their product price due to increasing price of raw material to
avoid from loses.

2. Easily substitutable products

The threat of substitutes consider as the availability of other products that a customer could
purchase or buy from others of the demuara’s company such as maharani enterprise and
adami. The competitive structure of sectors could be threatened when there are substitute
products or goods which is available to offer a reasonably price close benefits match at a
competitive price.

3. Health conscious consumers/obesity epidemic

Some of consumer started to concern about the obesity epidemic and make Demuara’s
product as one of cause that they had face the problem. Demuara’s product is category as
instant food that not good to people health if taking over the limit. However, people who are
very concern about obesity problem will not buying the product.

4. Health concerns (seafood allergies)

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Some of the ingredients of Demuara product are adding shrimps , and fish as seasoning
which is will give impact to people who allergies to seafood. When people keep eating
without know the ingredients, it will causeof their health This is one of the threats that will
effect the Demuara brands.

6. Natural disasters affecting growth of products

Natural disaster are the thing that we cannot avoid it. For example such as flooding. When
the flooding happen, the growth of distribution product cannot be proceed.

7. Demand for other brands products growing 10% annually

Demuara’s product are not popular as well as Adami brands. This will cause Adami product
increase year by year. Demuara’s need to compete with Adami brands to attract more of
customer.Demuara enterprise need to find much of strategies to increase their selling.
Smaller countries such as Malaysia are bound to face hardness of competing in a
international trade economy that is largely dominated by larger economies, as is the
complicated process of developing sufficient capital for their food production sector and
trading.

8..Product expired durability

The product durability are the important threats that should be concerns. It is because
Demuara’s are produce a food category. The expired date is normally not more than one
month and need to keep in refrigerator. This is the heavy threat Demuara had to face. They
cannot extend the expired durability to maintain their product quality

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3) APPLICATION OF PORTER’S FIVE FORCES

Possible future
Market bargaining
production of
power
substitute products

Competition
between rival
companies

Possible entrance of
Suppliers' bargaining new competitors
power

1) Competition between rival companies

The competition between rivals company is usually the strongest of the five competitive
powers. The strategy that pursued by one company will only be successful to the extent that
they have a competitive advantage over the strategies pursued by competing firms.
Changes to the strategy of Demuara Enterprise can be met with retaliatory adjustments,
such as lowering rates, improving efficiency, adding features, offering facilities, expanding
services, and dvertisement. New entrants will introduce creativity, new step of doing things
and put pressured on Demuara, including through a reduced price policy, price control and
the delivery of new value proposals to customers. In order to safeguard its competitive
advantage, Demuara Enterprise must overcome all of these challenges and make a
successful barriers. Demuara Enterprise will counter the risks of new entrants by innovating
new products and services. Not only do new products add new customers, they also offer
old customers a reason to purchase products from Demuara Enterprise. Next, Demuara
must create economies of scale in such a way that fixed costs per unit can be reduced. They
have used capacity building and investment in R&D. New entrants are less likely to enter a
competitive sector in which organizations such as Demuara Enterprise are founded.

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Continue to define the criteria on a regular basis. This drastically reduces the window of
exceptional profits for new companies, thereby preventing new entrants in the sector.

2) Possible entrance of new competitors

When a new business easily enter a particular market, the level of rivalry between the
organization will increase. However, barriers entry can including the need to rapidly achieve
economies of scale, the need to acquire technology and advanced know-how, lack of
expertise, strong customer loyalty, strong brand preferences, high capital requirements, lack
of sufficient distribution networks, government regulatory policies, tariffs, lack of access to
raw materials, patent ownership, undesirable locations. Despite various barriers to entry,
new companies often join higher-quality goods, lower costs and considerable marketing
resources. The strategist's job, therefore, is to recognize potential new firms entering the
market, to track the strategies of new rival firms, to counterattack as required, and to
capitalize on existing strengths and opportunities. When the threat of new firms entering the
market is high, established firms typically reinforce their positions and take steps to
discourage new entrants, such as reducing rates, extending services, adding features, or
providing special financing.

3) Possible future production of substitute products

In several sectors, Demuara Enterprise is in direct compete with suppliers of substitute

goods in other industry. The presence of substitute products sets a limit on the price that can
be paid until customers turn to the substitute product. Price ceilings are similar to profit
ceilings and more severe rivalry between competitors. The sustainability of business suffers
when a new product or service approaches existing consumer expectations in a variety of
ways. If it provides a value proposition that is uniquely different from the existing offerings of
the industry, the likelihood of a substitute product or service is strong. By being service-
oriented rather than just product-oriented, Demuara Enterprise can address the issue of
product substitution. Next, consider the basic desires of the purchaser rather than what the
buyer is purchasing. Finally, the consumers' purchase costs are rising.

4) Suppliers' bargaining power

Suppliers' bargaining power effects the strength of competitor in the industry, especially
when there are a large number of suppliers, when there are only a few good alternatives for
raw materials, or when the cost of swapping raw materials is extremely expensive. Most of
all, many manufacturers buy their raw materials from all companies in the confectionery
industry. The margins that Demuara Enterprise can achieve on the market can be

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diminished by the dominant position of the suppliers. Powerful producers use their
bargaining power on the consumer goods market to secure higher prices from companies in
the confectionery industry. The net result of increased bargaining power for suppliers is that
the overall profitability of the Confectioners is reduced. By building a stable supply chain with
a wide variety of suppliers, Demuara Enterprise can resolve the bargaining power of its
suppliers. Next, by experimenting with product designs using different materials, the
business will move to another if the cost of one raw material rises. Finally, the production of
dedicated suppliers whose businesses rely on the group. One of the lessons to be learned
by Demuara Enterprise from the Maharani and Adami brands is how these companies have
formed third-party suppliers whose business depends solely on them.

5) Market bargaining power

When consumers are concentrated large or purchase in large quantities, their bargaining
power is a major factor affecting the level of competition in the industry. Buyers are also a
competitive community of citizens. They want to buy the best available offerings by paying
the lowest possible amount. This has placed pressure on the long-term sustainability of
Demuara Enterprise. The smaller and stronger Demuara's market share, the greater the
negotiating power of the consumers and the greater their ability to demand increased
discounts and promotions.. By building a broad client base, Demuara can solve the
bargaining power of the buyers. This is going to be beneficial in two respects. It will reduce
the negotiating power of the consumers and allow the company to streamline the sales and
production process. Next, new products are increasingly creative. Customers are also
searching for discounts and offers on current goods, so if Demuara Enterprise is trying to
come up with new products, customers will be limited to their bargaining power. New
products would also limit the defection of current Demuara Enterprise customers to
competitors. Competitors may provide service plans or special programs to gain customer
loyalty if there is a significant increase in consumer power. Consumers' bargaining power is
often higher when the goods being bought are regular or undifferentiated.

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4) COMPETITIVE PROFILE MATRIX (CPM)

DEMUARA MAHARANI ADAMI FOOD

ENTERPRISE BEST AND SPICE SDN
ENTERPRISE BHD
Critical Success Factors Weight Rating Score Rating Score Rating Score

Advertising 0.14 4 0.56 2 0.28 3 0.42

Product Quality 0.10 4 0.40 3 0.30 3 0.30

Price Competitiveness 0.05 2 0.10 4 0.20 2 0.10

Management 0.08 3 0.24 2 0.16 3 0.24

Financial Position 0.15 2 0.30 3 0.45 3 0.45

Customer Loyalty 0.15 4 0.60 2 0.30 3 0.45

Sales distribution 0.10 2 0.30 4 0.40 3 0.30

E-commerce 0.15 4 0.60 2 0.30 4 0.60

Organization structure 0.06 4 0.24 2 0.12 3 0.18

1 3.34 2.51 3.04

The Competitive Profile Matrix (CPM) describes Demuara's rivals and its specific
strengthess and weaknesses which is relate to the strategic role of the sample company.
The main competitors of Demuara are Maharani Best and Adami Food and Spices. The
main success elements that make up the CPM are advertisement, product quality, market
competitiveness, management, financial position, consumer loyalty, E-commerce and
corporate structure. All of this factors are weighted by importance and must total 1, and each
company is classified whether the factor is strength or weakness (1=major
weakness...4=major strength). The weight is multiplied by the ranking in order to determine
the score, and the scores for each company are totalled. Demuara has slightly higher
advertisement, customer loyalty and e-commerce ratings. However, Maharani Best is
dominant in the areas of market competition, revenue distribution and organizational
structure. Adami Food and Spices is equally similar to Demuara in scores and has an edge
in the field of e-commerce. The Demuara weighted score is 3.34, Maharani Best 2.51, and
Adami Food and Spices 3.04.

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5) EXTERNAL FACTOR EVALUATION (EFE) MATRIX

Key external factors Weight Rating Weight

score
Opportunities

1.Local food market growing 0.05 3 0.15

2. Consumer demand for local instant pes 0.10 4 0.40
3. Brings the Community Together 0.09 3 0.27
4. Encourages Cultural Diversity 0.05 2 0.10
5. Changing tastes and produce new products 0.07 3 0.21
6. Technological advancements help the lower 0.06 2 0.12
manufacturing costs
7. Demand to product growing 10% annually 0.05 2 0.10
Threats
8. Price of raw material increased 0.07 2 0.14
9. Easily substitutable product 0.07 2 0.14
10. Health conscious consumers/obesity problem 0.09 3 0.27
11. Health concerns (seafood allergies) 0.05 2 0.10
12. Unfavourable currency exchange rate 0.06 1 0.06
13. Natural disasters affecting growth of products 0.08 2 0.16
14. Demand for other brands products growing 10% 0.05 3 0.5
annually
15.Product expired durability 0.06 4 0.24
Total 1 2.96

The Demuara Enterprise External Factor Evaluation (EFE) translate the opportunities and
threats within in the sector. They help to determine the economic, social, cultural,
demographic, environmental, governmental, legal, technical and competitive factors that
may affect them. After recognizing opportunities and risks within the confectionery industry,
Demuara’s may determine how well they respond to key factors. The weight is allocated to
each element by value, and the total weight is 1. Each factor is then classified according to
how well Demuara responds to that factor (1=poor response...4=superior response). The
weight is multiply by the rating to give the weight score, and the scores are totalled. The
opportunities and strengths foundo give Demuara a weighted EFE score of 2.96. Demuara is
only below, but similar to, the average weighted score of 2.96, which indicates that they
should focus more to opportunities and do more to prevent external threats.

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6) INTERNAL FACTOR EVALUATION (IFE) MATRIX

Key Internal factors Weight Rating Weight

score
Strenghts

1. Strong brand name 0.11 4 0.44

2. Diversification of product offerings 0.08 3 0.24
3. High market development 0.06 3 0.18
4. Largest pes product in Johor 0.10 4 0.40
5.Have own R&D as good as external 0.09 3 0.27
6.High social responsibility 0.06 3 0.18
7. Have good taste 0.09 4 0.36
Weakness
1. Downsizing 0.08 1 0.08
2. High dependence market in Johor 0.06 2 0.12
3. outsourcing to reduce cost 0.10 1 0.10
4. High reliance on brand loyalty 0.07 2 0.14
5. Commercial product every state 0.10 2 0.20
Total 1 2.71

The Internal Factor Evaluation of Demuara, IFE, provides of many strengths and
weaknesses In the functional areas of the organization. By identify the strengthens and
weaknesses unique to the company of Demuara, each element is weighted by importance.
Every power has to be classified as 3 (minor strength) or 4 (major strength) and rated as 1
for each weakness. (Major weakness) or two (minor weakness). The weight is multiplied by
the rating to be counted. The weighted score, which is then added up to obtain the overall
weighted score. The Combination weighted score of Demuara's IFE is 2.71. This puts
Demuara's slightly are above the average place out of 2.7.

7) SWOT MATRIX, , BCG MATRIX, , GRAND STRATEGY MATRIX

Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix

15

Opportunities
1.Local food market growing
2. Consumer demand for local
instant pes
3. Brings the Community
Together
4. Encourages Cultural
Diversity
5. Changing tastes and
produce new products
Strenghts Weakness
1. Strong brand name 1. Downsizing
2. Diversification of product 2. High dependence market in
sold Johor
3. Strong market development 3. outsourcing to reduce cost
4. Largest pes product in Johor 4. Heavy reliance on brand
loyalty
5.Have own R&D as good as 5. Commercial product every
external state
6.High social responsibility
7. Have good taste
SO Strategies WO Strategies
1. Join advertising in 1. Increase market share
commercials
2. Product development in 2.Reduce cost due technology
various taste advancement
3. Market delicious taste of pes

6. Technological advancements
(lower manufacturing costs)

7. Demand to product growing

10% annually
Threats ST Strategies WT Strategies
1. Price of raw material rising 1. Offer in small packaging 1. Increase advertising in online
platfrom
2. Easily substitutable products 2. Develop on seafood free
processing
3. Health conscious 3. make own land to grow
consumers/obesity problems resources
4. Health concerns (seafood
allergies)
5. Unfavorable currency
exchange rate
6. Natural disasters affect the
market of products
7. Demand for import products
growing 10% annually
15.Product expired durability

Bonston Consulting Group (BCG) Matrix

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 High 1.0 Medium 5.0 Low 0.0

High +20
- Backward, Forward, or Horizontal
Integration
-Market Penetration
-Market Development
-Product Development

Stars Question marks

II I

Medium
0

Dogs
Cash Cows
IV
III

Low -20

The BCG Matrix is structured to demonstrate how good the various divisions of an
organization are performing t he relationship with each other. However, Demuara's did not
have the divisional details available, so the BCG Matrix was designed to look at Demuara as
a whole. The x-axis looks like a relative market share while the y-axis looks at the growth of
revenue in the industry. Demuara is the leaders in the confectionery industry, such that their
market share is 1. The new revenue growth rate for the industry available took the industry
up to 3.6 percent. With a (1, 3.6) coordinate, this puts Demuara's in the quadrant of Star II.
Demuara's market share is strong and the industry's growth rate is kind of high. Integrative
and intensive methods should be followed to preserve or improve their position

GRAND STRATEGY MATRIX

Rapid Market

Growth
onsumers/obesity 17
 Quadrant II Quadrant II

Weak Strong
competitive competitive
position position

Quadrant III Quadrant IV

1. Related diversification
2. Unrelated diversification
3. Joint ventures

Slow market
Growth

The Grand Strategy Matrix (GSM) became a common method for formulated alternative
strategies. With this matrix, company will fall into one of the four strategic quadrants. The
GSM is focused on both the competitive position and the growth of the market (industry).
With relation to our Competitive Profile Matrix (CPM), Demuara's overall competitiveness
score was 3.34 compared to our competitors Maharani (2.51) and Adami (3.04). With these
ratings, we can conclude that Demuara's is in a reasonably good position compared to their
rivals. Demuara's business (industry) growth rating is currently about at 3.6%. We are also
known to have a slow rate of growth in the market. The competitive position in the GSM is on
the x-axis, while business development is on the y-axis. As mentioned above, our
competitive position is 3.34 and the growth rate of the industry is 3.6 per cent. However,
since the growth rate of the confectioner's industry is below 5%, it is considered to have a
slow market growth rate that would be 3.6 negative. Plot of a point (3.34,-3.6) will fall into
Quadrant IV. This means that Demuara has a reasonably good competitive position, but they
are in a weak growth industry. Company that fall into Quadrant IV usually have high levels of

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cash flow and minimal internal growth needs. Demuara may also try to seek similar or
unrelated diversification and joint ventures.

8) RECOMMENDATIONS ON SPECIFIC STRATEGIES AND LONG-TERM OBJECTIVES.

In order to sustain and even improve Demuara's position in the confectionery industry,
we make a range of recommendations. First of all, raise mutual ads for the promotion of their

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main goods. Demuara's can use joint advertisements to add profit. This will also allow
Demuara to immediately acquire more customers on the basis of the confidence that
consumers may have in their business partner. Getting a joint venture is also advantageous
when it comes to media capital when it comes to supporting Demuara's. Demuara is tapping
into this valuable investment. Extra revenue sources would also not need a significant
amount of additional effort.

Next is to maintain a good brand image in order to attract customers. Branding is a

very powerful business factor. Brands should have a logo that can be easily identified by
consumers. Consumers decide whether to purchase a product or use a service based on
how they view the brand. The brand itself tells us or lets us imagine how good or bad the
product is, even though we've never tasted it before! Hershey has built a very good brand
image and has maintained much of its customers over the years as well as acquired new
ones. Demuara's must continue to maintain their reputation and preserve it to the highest
integrity, because if you lose it, it's hard to get it back.

Finally, Demuara needs to expand its product offerings to fulfill the needs or needs of
healthier customers. Some customers have started to worry about the obesity crisis, making
Demuara's product one of the causes of the issue. Demuara's commodity is known as
instant food that is not good for people's health if the cap is exceeded. People who are really
worried about the issue of obesity are not purchasing the commodity. Demuara's must,
however, change the product offering that does not contain any ingredients that may cause
health problems to be troubled.

9) COMPARISON ON THE RECOMMENDATIONS TO ACTUAL STRATEGIES PLANNED

BY THE COMPANY.

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 We have the following recommendations for the actual strategies planned by
Demuara's Enterprise. First, increase the marketing of cooperatives to sell their key goods.
Demuara Enterprise can use joint advertising to raise revenue. This will also allow Demuara
Enterprise to attract more customers quickly on the basis of the confidence that customers
would have in their business partners. It is also beneficial to have joint ventures while
advertising capital, as they also take advantage of this important investment to promote the
product of Demuara. The additional revenue source also doesn't need much extra work.

Next recommendation is to maintain a good brand image in order to keep customers.

Branding is a very successful factor in the market place. Brands should have a logo or
trademark so people can easily recognize the product. Customers determine which is to buy
a product or use a service, based on the way they view the brand. Demuara's has developed
a very strong brand image and, over the years, has retained a large number of its customers
and attracted new ones. Demuara's must continue to uphold its image and maintain its
success and brand name, as it's hard to get it back when they lose it.

In addition, Demuara's needs to meet the needs of health-conscious consumers and

expand its product offerings. Demuara must expand their commercial location, such as aeon
and tesco, to reach a greater quantity for the customer. Demuara also needs to concentrate
on consumer health, which is not subject to much additional seasoning that would have an
effect on consumer health. If they can confirm their customer needs and wants, demuara's
can increase their production.

Finally, Demuara's enterprise should ask the research and development department to
look at advertisement and increase market share outside Malaysia. Demuara will benefit
from the global market and all future income outside Malaysia. Although it's already famous
for the most part in Johor, Demuara's should still have a name in every state. Advertisers,
along with a new line of research and development, must make use of their quality
ingredients. They need to advertising, including: commercialization, online advertisement,
billboards, and print ads, in order to make Demuara's new products profitable and popular
outside Malaysia

10) CONCLUSION

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 In general, with the strategy implemented to become a successful company in
Malaysia, the strategy developed by Demuara is entirely based on a key success factor.
Advertisement, product quality, market stability, management, financial position, customers,
loyalty, global development, e-commerce and product variety are strategic factors that will
appeal to all stakeholders in the business, such as shareholders, staff and tourism agents.
Strategies that concentrate on a specific market are very good, because it is definitely easy
to handle and function to focus on a particular sector. Company strengths such as good
reputation or image recognition, diverse product ranges, strong partnerships of Bumiputera
seasoning producers in Malaysia Markets was make a research and development itself, as
well as external, strong social responsibility or environmental sustainability and excellent
one-of-a-kind entertainment are available. The scope of the business is limited and
determines profit prospects in other markets. In the ongoing expansion of the local market,
Demuara will broaden the reach of its business in order to increase customer awareness of
its brand and influence sales.

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