Post on 26-Mar-2015
UNIVERSITI TEKNOLOGI MARA PERLIS
SEMINAR ON PROCESSING AND MARKETING OF
MARINE PRODUCT
Titled:
SMOKED AQUA ENTERPRISE
PROPOSED BY : R B Kennedy Enis Amin Hairy Mohd. Hassan
EVALUATOR : Miss Rosnani Nazri
DATE : 9 October 2010
CHAPTER 1
INTRODUCTION
1.1 Name of company
The name of our company is Smoked Aqua Enterprise.
1.2 Form of company
Smoked Aqua Enterprise is form of partnership and it is a private limited company.
1.3 Location of company
The location of the business is at Kuala Perlis Industrial Estate. The selection of our business
location is based on several factors:
a. High raw material supply.
b. Industrial area for fish food product.
c. Excellent distribution chain.
1.4 Market outlook
Our business is focus on the in-the-style of traditional food industry called smoked fish. The
smoked fish industry has been commercialized in the Malaysian market such as smoked
catfish and smoked tilapia. However, the numbers of entrepreneurs was low and this industry
was not performing well as expected because there was insufficient strategy in their
marketing. Overall, there are not so many competitors in this industry, most of the smoked
fish’s entrepreneurs selling their product through stalls at the market or sell it at their house.
The methodology is not effective as not many people will realize their existence, only those
who knew the makers will know about the smoked fish. In short, the smoked fish industry is
just a small industry that needs more exposure so that the smoked fish lovers can easily get
the product.
1.5 Our product
Smoked Aqua Enterprise only product is smoked seabass where it is a great meal or appetizer
in Malaysia. Our smoked seabass is added with special ingredients such as brown sugar,
lemon juice, garlic powder, onion powder, allspice and white pepper for better taste and
smell.
CHAPTER 2
BUSINESS PLAN
2.1 Introduction
Our business is focus on the in-the-style of traditional food industry called smoked fish. The
smoked fish industry has been commercialized in the Malaysian market such as smoked
catfish and smoked tilapia. However, the numbers of entrepreneurs was low and this industry
was not performing well as expected because there was an insufficient strategy in marketing.
Overall, there are not so many competitors in this industry, most of the smoked fish’s
entrepreneurs selling their product through stalls at the market or sell it at their house. The
methodology is not effective as not many people will realize their existence, only those who
knew the makers will know about the smoked fish. In short, the smoked fish industry is just a
small industry that needs more exposure so that the smoked fish lovers can easily get the
product.
2.2 Main business
Our main business activity is producing smoked seabass.
2.3 Factors influencing choice of business
i. To promote the smoked seabass on a large scale
ii. To attract the youth generations customers by adding many interesting
flavours.
iii. To obtain incredible profit through a very reasonable cost of production
iv. Low level of competition
v. Easy to penetrate the food industry market
vi. To change people’s perception on what smoked fish is.
2.4 Business potential
Our business has a lot of potential where it is a new product. The products are not fully
available in the market and competitions are low. Therefore, we will out-stand others easily
in this industry. Customers will know our existence and come to get the smoked seabass from
us as we commercialized the products. We need to invest heavily on our marketing plan to
create brand awareness.
2.5 Company structure
General Manager
Marketing Production Administration
Advisor & Financing
2.6 Operation management
Operating is the most important element whenever one wants to start up business. It is one of
the most important parts in business plan. Without a good operation plan, Smoked Aqua
Enterprise will encounter problems such as inequality production, inconsistent production,
failure in delivering our product, and so on. To avoid this situation, management of the
Smoked Aqua Enterprise should be done perfectly. Management plays a key role in
successfully smoked seabass’s process and the most crucial part of the whole production
process.
Smoked Aqua Enterprise is producing smoked seabass to the whole consumer in Malaysia
and perhaps to neighbouring country such as Indonesia, Thailand and Singapore. As an
industry, it will be essential through experience, research and knowledge, we learn how to
produce smoked seabass in commercial way instead of the traditional ones. Commercial way
here means we produce smoked seabass massively and using modern technology.
CHAPTER 3
OPERATIONAL PLAN
3.1 Operation goals
The operation goals of Smoked Aqua Enterprise are as follow:
a. Produce high product’s quality.
b. Produce sufficient production.
c. Comply with HACCP and GMP standards.
d. Minimize use of resources.
e. Provide the highest level of safety, health, security and environment.
3.2 Factory layout
Figure 3.1 Factory layout
3.3 Processing flow
Figure 3.2 Processing flow
Brining at 800: 1 litre of water, 120 g of salt, 60 g of brown sugar, 20 g of lemon juice, 4 g of garlic powder, 4 g of onion powder, 4 g of allspice and 2 g of white paper. Time of brining is approximately 3 hours.
Use only fresh fish or fish that frozen immediately after catching and thawed. Average weight of fish is range 0.8to 1.0 kg.
Seabass will be lightly rinsed in fresh water after removed it from the brine for drying. Then, the seabass will be hanged in smoke oven prior to smoking.
Source of smoke is by using hard wood and ensure smoke and heat are consistent at 980C.
3.4 Packaging
Our packaging is design to attract the customer’s attention and encouraging sales by using
thermoset plastic. The packaging are semi-transparent, chemically stable (proven to be safe),
good gas barrier and have a high tensile strength. The packaging also will be labelled that
provides information about the manufacture, the contents of the products, the nutritional facts
and halal logo (will be applied before operation).
3.5 Finish product
3.6 Pricing
Smoke Aqua Enterprise aims to create a new product that is not only affordable but also
marketable. We use cost based pricing because it is the simplest and most commonly used
pricing strategy. Cost based pricing is used on the total cast of the product plus a standard
mark- up.
Table 3.1 Estimated total cost per unit (kg)
Material Price (RM/kg)Fresh seabass 11.00 + operation cost (30%) 3.30 + additional cost (5%) 0.55Total 14.85
Proposed price = Total cost per unit • Mark-up (50%)= RM 14.85 • RM 7.43= RM 22.28≈ RM 22.50 / kg
CHAPTER 4
MARKETING PLAN
4.1 Description of product
The success of a business venture depends very much on the ability of that business to offer
the product that is demanded by the target customer group. In order to meet customer
demand, our product-smoked seabass, will fulfil the needs and wants of our customer group.
In brining ingredients, there are special ingredients such as brown sugar, garlic powder,
onion, lemon juice, allspice and white pepper for better taste and smell. Moreover, only
selected types of wood will be used in the smoking process which to ensure the product’s
quality. The product’s packaging is attractive and simple.
4.2 Marketing environment
There were two type of marketing environment that has been identified. They are:
Table 4.1 Microenvironment
Microenvironment DescriptionCompany Improve relationship between top and middle management.
Providing motivation such as monetary reward. Fulfilling workers basic needs and wants.
Supplier Build effective relationship between supplier and company. Monitoring the price and availability of raw materials.
Marketing Intermediaries
Select only trusted reseller. Improve marketing channel.
Customers Fulfilling the needs and wants of customer.Competitors We will conduct a SWOT analysis and build strategic marketing
mix.Public We will consider several group of public that could give impact or
interest to our company.Table 4.2 Macroenvironment
Macroenvironment DescriptionNatural Sea pollution will effects the marine organisms and could cause
shortage in raw materials.Cultural Lifestyle of healthy and sustainability (LOHAS).Technological Technology has contributes less contamination toward raw
material, processed product and finish product.
4.3 Marketing orientation
Table 4.3 Marketing environment
Marketing concept DescriptionProduction concept Improve production and distribution efficiency.
Considering demand versus supply. Maximize profit with minimize production cost.
Product concept Halal product. In-the-style traditional food. Continuous product improvement.
Selling Avoid overcapacity. Evaluate size of selling and promotion effort.
Marketing concept Maximize influence towards customers with minimize marketing cost.
Fulfilment the needs and wants of customers.Societal marketing concept
Change the mind-set of public that smoked fish could be turn to health foods.
Consumers want a food that save time, energy and give health foods.
4.4 Marketing strategy and marketing mix
4.4.1 Product
a. Brand
We use Smoked Seabass as our brand name which reflects the tasty, benefits and
qualities of our smoked seabass. It is also easy to pronounce, recognize and remember.
b. Quality
Our smoked seabass is freshly made and inspected to maintain its quality. It could last
for more than a month if store in cool place. We also use a quality flavours to give the
real-taste of each flavours.
c. Design
We design our smoked seabass in simple way which is in attractive packaging to fulfil
the needs and wants of the customers.
4.4.2 Price
The price that we have decided is considered reasonable after evaluation of all the factors
involved which is RM 22.50/kg.
4.4.3 Promotion
Smoked Aqua Enterprise will ensure that its product is well received and promoted in the
best ways possible under the range of the budget. Besides that, the employee must be
mentally and physically focused on producing a quality product and pleasing the customer.
Among the steps that we are going to undertake are:
i. The product will be advertised through the medium of radio broadcasting which is
played daily for a period of times, in newspaper (once a week every on Sunday). It is
important to grab the audience attention during their leisure time. Research proves
that auditory memory is more retainable than visual memory.
ii. We will advertise our product using hanging bunting which to let the customers aware
of the existence of our product.
iii. Smoked Aqua Enterprise will be engaging an agreement with Malaysia tops
supermarket such as Giant and Tesco to market our product. This agreement will be a
mutualistic benefit based.
iv. Internet is the most effective marketing medium where it is easily access. So, to take
advantage of the effectiveness of the internet, we have created our own website to
promote our company to the customers. In here, the customers can get a lot of
information about our company and our product.
4.4.4 Place
Smoked Aqua Enterprise will manufacture its products itself and distribute in many channel.
The forms of the distribution channel that we use are manufacturer to intermediary and
manufacturer to consumer where all of these channels will giving us advantages to promote
and sells our product quickly.
4.6 Market in Malaysia (SWOT analysis)
Strength Weakness Using a modern technology in
production. High demand in marine food. Government support. Using additional ingredients for better
taste and smell. Using attractive packaging. Reasonable price.
Inconsistent production cost. Inconsistent raw material supply. Fresh company meaning there is no
market yet.
Opportunity Treat Export to neighbouring country. Competition.
Figure 4.1 SWOT analysis
CHAPTER 5
CONCLUSION
Smoked Aqua Enterprise product is highly profitable and marketable. There are many
reasons to support this statement. Firstly, the product has a better taste and smells that
unforgettable because of the ingredients used to produce this product. Smoked Aqua
Enterprise aims to be the pioneer to the business of smoked seabass production on a large
scale. The goal is possible because there are not many competitors to compete with us. In the
future, we hope the product will reach into further destination outside Malaysia.