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MAHA 2008

MAHA 2008. Opportunities in Increasing the Export of Food Products Based on the Consumer Preferences in Middle East 15 August 2008 Pr Dr Mad Nasir Shamsuddin Prof Dr Jinap Selamat Dr Roselina Karim Prof Madya Dr Jamil Bojei Dr Rosli Saleh Dr Tan Chin Ping. Business Environment.

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MAHA 2008

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  1. MAHA 2008 Opportunities in Increasing the Export of Food Products Based on the Consumer Preferences in Middle East 15 August 2008 Pr Dr Mad Nasir Shamsuddin Prof Dr Jinap Selamat Dr Roselina Karim Prof Madya Dr Jamil Bojei Dr Rosli Saleh Dr Tan Chin Ping

  2. Business Environment

  3. Market Size and Growth of The Malaysian Processed Food Exports to Middle East, 2002 – 2006

  4. Strength Malaysia has a good image as a modern Islamic country. Malaysian Halal Certification is perceived as more valid compared to non-Muslim countries. Malaysian products are perceived as safe and better quality vis-à-vis other ASEAN countries. Labour productivity is relatively high compared to other ASEAN countries. SWOT Analysis

  5. Weakness Problems faced dealing with Malaysian exporters – lack of professionalism, such as lack of follow-up, seriousness, lack of correspondence, and very slow in response. Very short-term perspective. SMI entrepreneurs lack legal/social/cultural environment in the importing countries. No consistent supply. Malaysia is weak in understanding and adapting local flavor. Sea transportation is not efficient Branding is not well established. Too many brands. Each entrepreneur markets its own brand. Do not have branding which is unique for the country. Although packaging is good, some products have the choices of color which are not attractive. Packaging does not guarantee long shelf-life. SWOT Analysis

  6. Weakness (cont..) Cost of production is high. Analysis from the survey indicates that the prices of products from Thailand are below the Malaysian cost of production. In general, the Malaysian products are about 20% more expensive. Malaysian food products. No strategic alliances like importers or distributors. No private agents to market the products due to the lack of entrepreneurial skills. Entrepreneurs do not have enough capital to effectively export their products. Not able to identify consumer needs in terms of taste and preferences. Almost all the local processed product type and categories do not follow market labeling requirements. Some of the ingredient list do not specify the percentage the ingredients, nutritional facts, serving size, customer service information. SWOT Analysis

  7. SWOT Analysis Opportunities • 60% of the Saudi’s consumers are youth (< 35 years) and thus indicating a growing consumer markets and willing to try new products. • Saudis’ consumers have purchasing power. • GCC is a growing region. Average GCC (8%); Saudi Arabia (10%). • Rising costs of production in EU & USA. • Tourism industry in Malaysia contributes to developing awareness among Arab consumers who have been to Malaysia. • Strong government supports for SME development in food processing • Strong government support in halal products and halal-hub centre FAMA-UPM Program 4: Project 2

  8. SWOT Analysis Threats • Stiff Competition of the Malaysian food products from Thailand, Indonesia and the Philippines. The prices of the Malaysian products are generally higher due to the higher production costs. • Subsidized tariffs for air transportation by Thailand. • Chinese products invading the markets, translated into cheaper prices. • With declining USD, the products from Malaysia are more expensive. • Weak R&D that match SME requirements FAMA-UPM Program 4: Project 2

  9. General Electric Model Product Attractiveness 9

  10. Ranking Based on Overall Acceptability of Products by Respondents in the ME

  11. Ranking Based on Overall Acceptability of Products by Respondents in The ME

  12. Analysis of Acceptance FAMA-UPM Program 4: Project 2

  13. Middle East Snacks Beverages

  14. Middle East Cookies DMG Butter Cookies Noraini’s Ginger and Almond Chocolates Dazzle Filled Benns Almond Tiramisu FAMA-UPM Program 4: Project 2

  15. Middle East Jam & Spreads FAMA Chilli sauce Sauces FAMA Serikaya FAMA Jam FAMA-UPM Program 4: Project 2

  16. Demographic – Consumer’s Gender FAMA-UPM Program 4: Project 2 16

  17. Demographic – Age of Consumers FAMA-UPM Program 4: Project 2 17

  18. Demographic – Country of Origin FAMA-UPM Program 4: Project 2 18

  19. Demographic – Occupation FAMA-UPM Program 4: Project 2 19

  20. Consumer Acceptance - Snacks *Overall Acceptability denoted by appearance, aroma – Smell,flavor – Sweetness, texture – Body or viscosity and aftertaste. (5= Like Extremely and 1 = Dislike Extremely) ** Overall Packaging denoted by packaging design, color, size of Pack and Overall (5=acceptable and 1=not acceptable)

  21. Consumer Acceptance - Snacks

  22. Consumer Acceptance - Beverages *Overall Acceptability denoted by appearance, aroma – Smell,flavor – Sweetness, texture – Body or viscosity and aftertaste. (5= Like Extremely and 1 = Dislike Extremely) ** Overall Packaging denoted by packaging design, color, size of Pack and Overall (5=acceptable and 1=not acceptable)

  23. Consumer Acceptance - Beverages

  24. Consumer Acceptance - Beverages

  25. Consumer Acceptance - Cookies *Overall Acceptability denoted by appearance, aroma – Smell,flavor – Sweetness, texture – Body or viscosity and aftertaste. (5= Like Extremely and 1 = Dislike Extremely) ** Overall Packaging denoted by packaging design, color, size of Pack and Overall (5=acceptable and 1=not acceptable)

  26. Consumer Acceptance - Cookies

  27. Consumer Acceptance - Chocolate *Overall Acceptability denoted by appearance, aroma – Smell,flavor – Sweetness, texture – Body or viscosity and aftertaste. (5= Like Extremely and 1 = Dislike Extremely) ** Overall Packaging denoted by packaging design, color, size of Pack and Overall (5=acceptable and 1=not acceptable)

  28. Consumer Acceptance - Chocolate

  29. Consumer Acceptance – Jam / Spread *Overall Acceptability denoted by appearance, aroma – Smell,flavor – Sweetness, texture – Body or viscosity and aftertaste. (5= Like Extremely and 1 = Dislike Extremely) ** Overall Packaging denoted by packaging design, color, size of Pack and Overall (5=acceptable and 1=not acceptable)

  30. Consumer Acceptance –Jam/Spread

  31. Consumer Acceptance – Jam / Spread

  32. Consumer Acceptance – Sauce *Overall Acceptability denoted by appearance, aroma – Smell,flavor – Sweetness, texture – Body or viscosity and aftertaste. (5= Like Extremely and 1 = Dislike Extremely) ** Overall Packaging denoted by packaging design, color, size of Pack and Overall (5=acceptable and 1=not acceptable)

  33. Consumer Acceptance – Sauce

  34. Preference Test in Jeddah FAMA-UPM Program 4: Project 2

  35. Preference Test in Jeddah (cont..) Almond Cookies Vs Coffee 3 in 1 Vs

  36. Preference Test in Jeddah (cont..) Agromas VS Halwani Bros Pineapple Jam DMG Royale Danish VS Americana Butter Cookies FAMA-UPM Program 4: Project 2

  37. Paired Comparison Test for Preference of Malaysian Products Versus Competitors

  38. Techno-Quality-Economic Matrix for Export Ready and Product Potential by Product Category FAMA-UPM Program 4: Project 2

  39. Techno-Quality-Economic Matrix for Export Ready and Product Potential by Product FAMA-UPM Program 4: Project 2

  40. ME – Ready Bumi Hijau Black Pepper Jalen Chilli Nani Fried Sesame Kart Food Steamed Bun Muslim Best Salsa Sauce ME - Potential Black Pepper & Spicy Flavoured FAMA 40

  41. Way Forward

  42. Way Forward

  43. Way Forward

  44. Way Forward

  45. Way Forward

  46. Way Forward

  47. Way Forward

  48. Techno-Quality-Economic Matrix for Export Ready and Product Potential by Product

  49. Situational Analysis - Coffee FAMA-UPM Program 4: Project 2

  50. Action Plan - Coffee Strategy Product Improvement (flavor, aroma, viscosity) Improve product image to be at par with the established brand. (Incorporate health element ingredient such as Tongkat Ali and Conduct in-house promotion in foreign countries) Execute aggressive advertising and promotion (Participate in trade exhibition and Assign foreign agent for promotion) FAMA-UPM Program 4: Project 2

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