IDEAS home Printed from https://ideas.repec.org/a/wsi/acrjxx/v17y2013i01ns021892751350003x.html
   My bibliography  Save this article

Musalmah Sauce: Opt for the Best

Author

Listed:
  • Rozhan Abu Dardak

    (MARDI, Selangor, Malaysia)

  • Farzana Quoquab

    (Universiti Technologie Malaysia, 54100 Kuala Lumpur, Malaysia)

Abstract

This case illustrates how a processed food firm can strategize its business to increase its product sales in a competitive domestic market. Musalmah Food Industries Sdn Bhd (MFI), the manufacturer of Musalmah, a premium quality ready-to-eat sauce, had been facing fierce competition from other manufacturers of domestic and imported products in Malaysia. The intense competition led to a lower domestic sales growth. Musalmah had been retailed mostly at the supermarkets, hypermarkets and big grocery shops with the target to serve mainly the ethnic Malay consumers who traveled overseas and the outdoor types for camping or fishing activities. The sales performance for the past five years (2003 to 2008) showed a continuous increase but on a diminishing growth. Datuk Ibrahim Mohammad, the company's CEO directed his management team to prepare a business proposal to understand how they could increase their domestic sales based on the year 2008 performance. He wanted the business proposal to be ready by 30 April as he had to present it to the company's shareholders during the Musalmah Holding Berhad annual general meeting which had been scheduled for 25 May 2009.

Suggested Citation

  • Rozhan Abu Dardak & Farzana Quoquab, 2013. "Musalmah Sauce: Opt for the Best," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 73-96.
    • Handle: RePEc:wsi:acrjxx:v:17:y:2013:i:01:n:s021892751350003x
    DOI: 10.1142/S021892751350003X
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S021892751350003X
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S021892751350003X?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:acrjxx:v:17:y:2013:i:01:n:s021892751350003x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/acrj/acrj.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.