Business Strategy

Tisha’s Food
 OUR GROUP MEMBER
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MOHAMMAD
NORHAYATI BINTI ABU
SHAHRUL BIN MOHD
NASIR
IDRIS

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MUHAMAD
EZUDDIN MOHD FAIRUZ BIN MAT
BIN JAMIL

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MAHESHWARA
NORAINI N A/L
BT CHE SUBRAMANIA
ABDULLAH M
 Tisha’s Food Company Background
Tisha’s Company Tisha’s Company
Profile History

Tisha’s Food is a business of Process,

Produce, Mix, Pack, Preserve, Freeze,
Manufacture, Import, Export in
Processed Food, Health Foods, Food
Products, Agro Foods, Fast Foods,
Packed Foods, Frozen Foods,
Precooked Foods, Nutrient, Health &
Diet Foods.
Tisha’s Company
Location
Bandar Sri Damansara,
Selangor
Tisha’s Food with the goal of
becoming the ASEAN’s leading Halal
food and beverage player, Tisha’s
armed with an extensive years of
experience in process management,
manufacturing and implementation,
the brand was founded by the
dynamic duo of Shamsul Shah
Sulaiman and Atika Mohd Ramli,
who have a combined experience of
more than 30 years.
Tisha’s Company Issues

S M C M

SPACE & FACILITY MARKET CAPITAL MANPOWER

Less facility and low space Limitation and restrictions
Market penetration and shares
for operations to expand the business due
to they’re using own fund
without any investor or
grant
Limited funding cause they
unable to hire quality
manpower and marketing
tools for their business
 Tisha’s Internal Environment & Firm Influence HR
activities

STRATEGY TOP
MANAGEMEN
T

BUSINESS STRUCTURE & BUSINESS

INTERNAL FIRM
CULTURE PRODUCT SIZE STRATEGY
ENVIRONME INFLUENCE
NT DEVELOPME HR AND
NT ACTIVITIES CULTURE

TECHNOLOGY
MISSION
 External Environment Affecting the Tisha’s Company

POLITICAL TECHNOLOGY
Policies & Law Technologies incentives
Corruption Innovation

ECONOMIC PESTE ENVIRONMENT

Inflation Ethical
Interest rates L Recycling & Disposal

SOCIAL LEGAL
Ageing Antitrust
Lifestyle Copyright
 Tisha’s SWOT Analysis

OPPORTUNITY
STRENGTHS
● Many people want easy
● Halal certification
cook food
● Varieties types of frozen food
● Fast growth of instant
● Easy to cook frozen food
food industry
● Long expired date frozen
● Save time for people cook
food
THREAT
WEAKNESS

● Non-strategic location ● Number of competitors

● Lack of number employee increase
● Lack raw materials some for frozen ● Rotten frozen food because
food expired
● No brand recognition ● Fast food industry growth
● Lack of marketing strategies
 TISHA’S FOOD & COMPETITOR STRENGTH
NO TISHA’S FOOD KAWAN FOOD KART’S FOOD

1st company
Halal Certification for all
1 Shariah compliant food manufacturing Halal
products
Frozen Food

Becoming Asian leading Halal The wide range of Frozen Local

2 Imported material
Food Food Products

The market (Wide distribution

coverage) 38.9% sales from
3 Longer expiry date Quality food packaging
domestic customer & 61.1% from
export customer

Variety of Frozen Ready to Achieved steady growth in revenue

4 Safe & healthy Food
eat Food and earnings

New factory for the future global Bumiputera controlled

5 Quality food packaging
prospect company
 TISHA’S FOOD & COMPETITOR WEAKNESSES
NO TISHA’S FOOD KAWAN FOOD KART’S FOOD

1 Located in rural location High bargaining power High cost

Employee’s not familiar with Lack of product

2 Lack of Marketing strategy
company strategy development

Ability to response to the Unclear menu and difficult

3 Lack of Employee
competition to understand

Some of the food only during Slow exploring to the

4 High turnover staff
season E-commerce market

Repeatedly change of
5 Product’s brand awareness
Management
 Tisha’s Company Competitiveness using Porter’s Five Forces

COMPETITION IN THE INDUSTRY 1

4 POWER OF CUSTOMERS

POTENTIAL OF NEW ENTRANTS 2

INTO AN INDUSTRY
5 THREAT OF SUBSTITUTES

POWER OF SUPPLIERS 33
 Tisha’s Business Level Strategies
1. COST LEADERSHIP 2. DIFFERENTIATION 3.HEALTH AND WELLNESS
STRATEGY STRATEGY STRATEGY
● Companies can focus ● Companies can offering
● Offered healthier food
on becoming low -cost unique features, flavors
producer. or packaging. choices.
● Displaying nutritional
● Offered competitively
priced frozen food ● Companies also can information on the
items. offering differentiated
packaging also is one of
frozen food options.
the strategy company
may apply.

4. CONVENIENCE STRATEGY
Tisha’s Business Level
Strategies
6. ONLINE AND DIRECT-TO-CONSUMER
5. SUSTAINABILITY STRATEGY
STRATEGY

● Convenient packaging, ● Using eco-friendly user ● Leverage online platforms

easy to prepare meals, or packaging materials, to sell frozen food
ready to eat frozen food sourcing ingredients from products directly to
options. sustainable and ethical consumers.
● Single-serve portions, suppliers. ● Online ordering and home
microwaveable packaging ● Implementing energy delivery also one of the
or pre-seasoned meals efficient production strategy company may use
that require minimal processes. to attract and give more
preparation time. convenience to customers
experience.
 Tisha’s Strategy In Ansoff Grid
Market Penetration Product Development

1. Increase production capacity 1. Modifications to existing products

2. Increased marketing investment 2. Launch new products

3. Competitive pricing 3. Research and development

4. Acquiring competitors 4. Strategic partnerships

Market Development Diversification

1. Research and development

1. Vertical diversification
2. International expansion
2. Horizontal diversification
3. New customer segments
3. Diversification towards a new business
4. Brand awareness
 PRODUCT OR SERVICES THAT SHOULD TISHA’S FOOD FOCUS OR
DROP BASED ON BCG AND GE
FOCUS DROP
TISHA’S
TISHA’S In Malaysia, fried bananas (pisang goreng) are
The top-selling products in the frozen readily available everywhere, and they are often PISANG
PARATHA more crispy and fresh compared to the frozen
food market GORENG KRUP
CHEESE variety.
KRAP

TISHA’S Considering the current popularity of Sambal The Mantao market primarily caters to TISHA’S
paste in the market, there is an opportunity for Chinese consumers and is considered an
GARLIC Chili Oil to expand further with an effective unpopular product among Malaysian MANTAO
CHILI OIL marketing strategy. customers. PANDAN

Given the current situation, frozen Roti Similar to fried bananas, donuts are TISHA’S
TISHA’S ROTI
Canai has become the most popular also widely available everywhere in DONUT
CANAI product among consumers. Malaysia and can be easily obtained. ORIGINAL

TISHA’S POPIA In the market, this product is still Frozen banana pancakes (lempeng pisang) TISHA’S
CHEESE relatively new and has the potential for often have an unfavorable taste, making it LEMPENG
further growth. challenging to capture consumer attention.
CARBONARA PISANG
 CONCLUSION

In conclusion, Tisha's Food Manufacturing faces both internal and external challenges that
require strategic actions to ensure sustained growth and competitiveness in the frozen food
market. The company's commitment to providing Halalan and Toyyiban frozen food aligns
with market demands, but certain issues like limited facilities, market penetration, and capital
constraints need attention. In summary, Tisha's Food must leverage its strengths, address
operational challenges, and adapt to the dynamic market landscape to achieve its vision of
being a leading player in the ASEAN F&B industry. Strategic product focus, efficient
operations, and agility in responding to market dynamics will be key to the company's success
in the competitive frozen food market.