INTRODUCTION Fish is a perishable commodity and cannot be stored for long periods if not treated. Various methods have been adopted to maintain the preservation of the quality and preservation of fish quality as the traditional processing of preserved fish. Processing preserved fish very easy and does not need a big capital. Juicy bits available through the fermentation process of fish mixed with salt, tamarind, sugar and fried rice. Freshwater fish to be preferred to be preserved fish consisting of various types of fish like ikanterubul, lampanjawa, merahmata, temperas, mengkawan, ketutu, kepar, kalui, loma, toman, sepatpadi,
sepatsiam,
tilapia
danbelida.ikanterubul,
lampanjawa,
merahmata,
temperas,
mengkawan, ketutu, kepar, kalui, loma, toman, sepatpadi, sepatsiam, tilapia danbelida. Preserved fish is very popular in the northern states of Peninsular Malaysia, the East Coast and a few other states. Silver State is famous for its freshwater fish preserved fish industry since the establishment of the Dam Lake Chenderoh to expand the industry. The main reason of this report is to investigate the key of successful entrepreneur successed in their business and how the entrepreneur operates their business. We had conducted an
interview
with
the
entrepreneur
that
involved
in
making
Pekasam
at
KampungDeralikSitiawan. We had inteviewed the entrepreneur at 28 November 2012 which is on Wednesday. The entrepreneur was Mr. Hamzah bin Azizs, 62 years old and the owner of Aroma Deralik Enterprise. He operates his business at No 28 Kg Deralik 32000 Kg Sitiawan Perak DarulRidzuan. He operates a business of producing and selling “perkasam” around the Perak area. Types of his business were Sole Proprietorship because he producing and selling the perkasam by his own.
BACKGROUND The nature of business by Mr. Hamzah is food industrial due to his producing perkasam and distributed the perkasam to small grocery and dealer. He start the business in March 2000 with starting capital only RM150. The academic qualification he has is SPM. His business was listed in the LKIM and IKS. He had involved lots of seminar and course to improve his business. For example, KEMAS, UniKL, Lkim,MARA and others.He attended health courses in that supported by MARA After year later, he got the capital instrument by the others institution. For example, Peladang by RM 60,000 ,Perikanan by RM 20,000 and lastly LKIM by RM20,000. He started to set up new place to produce his perkasam. The main purpose of the Mr. Hamzah is to commercialize the “pekasam” in the market.
STRATEGIES
FOR
GROWTH
AND
MANAGING
THE
IMPLICATIONS OF GROWTH
Growth strategies
Among the Aroma DeralikEntreprise strategies are Penetration Strategies, Market Development Strategies and Product Development Strategies. By using all these strategies it is hoped that this product will be able to attract more customers not only in Malaysia but all over the world.
Penetration Strategies
A penetration strategy focuses on the firm’s existing product in its existing market. The owner and producer of Aroma DeralikEntreprise products is En.Hamzah bin Aziz’s who is attempting to penetrate his product or market further by encouraging his existing customers to buy their fermented fish products. According to EncikHamzah, for the short term, marketing can be very effective idea to penetrate the market. The best way to market his product is through the use of web sites. He market their product under LembagaKemajuanIkan Malaysia (LKIM) web site. The web site is fishtrader.lkim.gov.my. Much information about the products the customers can get from this website. This web site is way easier and faster to find information about the products of the company offers over the Internet. However, according to EncikHamzah, before this their product have enter in newspaper as a success entrepreneur product. This also can promote their product but is not enough. Besides, he also has advertised its products with enter in one program One district One industry under Perak government. From there it is way faster to promote this product because not all consumers know how to use the IT to reach this product.
Market Development Strategies
It is a strategy to grow by selling the firm’s existing products to new groups of customers. New groups of customers can be categorized in terms of geographic or demographic and/ or on the basis of new product use. Among the existing product of fermented fish such as salty sea fish and freshwater fish. For these products, as EncikHamzah said, he wants to sell these products through the new geographical market such as all states in Malaysia, Sabah and Sarawak. Then, for the future he want to export his products to international market such as China, Indonesia, Brunei and Singapura. The main reason why these countries are interested in this product is because these countries many Muslim people. Usually, Muslim people like to eat fermented fish especially at rural communities. Moreover, there is no new demographic market for this product because the target market for this product is for all since he started to produce this product. There are no different buyers for this product. Everyone can buy this from younger to adult because the taste is very delicious.
TYPES OF FISH USED: SALTY SEA FISH
Gelama Fish
Plotan Fish
Puput Fish
Selangat Fish
Talang Fish
Tamban Fish
FRESHWATER FISH
Lampam Fish
Puyu Fish
Talapia Fish
Sepat Fish
