LIST OF TABLES5
LIST OF FIGURES6
1.0 CHAPTER ONE: INTRODUCTION7
1.1BACKGROUND OF MALAYSIA7
1.2BACKGROUND OF THE COMPANY9
1.5 SIGNIFICANCE OF THE STUDY11
2.1DATA COLLECTION METHOD12
3.0CHAPTER THREE: LITERATURE REVIEW13
4.0CHAPTER FOUR: FINDINGS15
4.1 INTERNAL ANALYSIS15
4.2 HOST COUNTRY BACKGROUND / MACRO ENVIRONMENT ANALYSIS16
4.3MODE OF ENTRY23
4.4 EXTERNAL ANALYSIS23
4.4.1 RIVALRY AMONG EXISTING FIRMS23
4.4.2 THREATS OF NEW ENTRANTS24
4.4.3 THREATS OF SUBSTITUTE PRODUCT/SERVICE24
4.4.4 BARGAINING POWER OF SUPPLIER25
4.4.5 BARGAINING POWER OF BUYER25
4.5 MARKET PENETRATION STRATEGIES25
4.5.2 PLACE (DISTRIBUTION)27
5.0 CHAPTER FIVE: CONCLUSION30
5.2 LIMITATION OF STUDY32
Assalamualaikum and a very great thankful dedicated to almighty Allah S.W.T for giving us this wonderful opportunity where we are able to portray our capability in completing this international business report.
Special thanks is also dedicated to our beloved lecturer, Sir Zaid Mat Yusop for giving us this great task and helping us in developing our skill in various angel such as communication skill, team work, general knowledge about agriculture so on and so forth. We would also send our appreciation to our family for their moral support and non-stop encouraging us to do the best in this MGT361 assignment. Without their support and advice, we would not be able to successfully complete this report.
Nevertheless, not to forget to our class BM1116H members for their support, help information and collaboration as all of us are determine in completing this business analysis. We believe that with the implementation of the business analysis, it will give imaginative and innovative ideas to the entrepreneurs and encouragement to the local community to compel into this challenging business.
FRESHBERRY ENTERPRISE is an indigenous company carrying on business related to agriculture. Our company chose to carry out strawberry plants as a main production. This selection is based on the current situation and also to meet the local and foreign market.
In addition of producing fresh strawberry, FRESHBERRY also provide products such as jams, cordials and dried strawberry. This product is developed to provide diversity in the production of our products. This would help meet the needs of buyers who seek for varieties of our product.
Although Malaysia is not a suitable place for the strawberry crop due to the weather factors, FRESHBERRY sees this as an opportunity to penetrate the local and domestic market and respond to the government to strengthen the agricultural sector. For that reason, FRESHBERRY believe that will be accepted and become one of the contributors to the improvement of the Malaysian economy.
The selection of strawberry as the main product is based on current condition that fails to meet customer demand. For that reason, FRESHBERRY see this as an opportunity to help in reducing the dependence and reliance on foreign products.
As we know, fresh strawberry also contains nutrients that can help increase healthy lifestyle among Malaysians. For example, a fresh strawberry contains antioxidants which arise from the red pigment found in skin of the strawberry. In addition, the strawberry also contains various vitamins such as Vitamin C which is scientifically proven great for health.
Finally, FRESHBERRY want to be one of the leading indigenous companies in the strawberry field internationally and also hope to produce...