Azuan Afizam Bin Azman - Indass

HFT10303
MARKETING IN HOSPITALITY AND TOURISM

SEMESTER FEBRUARY
(SESSION 2019/2020)
INDIVIDUAL ASSIGNMENT
MUDIM ZAKARIA FOOD INDUSTRIES SDN. BHD.
NAME OF STUDENT: AZUAN AFIZAM BIN AZMAN

MATRIC NO: H19A0073
NAME OF THE PRODUCT: MUDIM ZAKARIA FOOD INDUSTRIES SDN.BHD.
COURSE CODE: HFT 10303
LECTURE’S NAME: DR. VELAN A/L KUNJURAMAN
SUBMISSION DATE: 14 APRIL 2020
1
1.0 Introduction
Mudim Zakaria Food Industries SDN. BHD. (MUDIM) is one of the SMEs in
Malaysia producing food product since 1987. Mudim Zakaria Food Industries
SDN. BHD. starting with a capital of only RM 10,000 and was managed
efficiently and efficiently until MUDIM's business achieved an increase in
assets to RM 300 000. After 20 years, MUDIM continue to produce
innovative product to meet the demands from consumer at this country or
outside countrys.
MUDIM main activities are as manufactures / producers of soy sauce, chili

sauce, and vinegar. In early 2005, MUDIM has started its product to
countries all over Malaysia, where before 2005 only covers the northern
states such as Kedah, Perlis, and Penang. With an enchanced marketing
strategy through past experience, technological advances and expertise,
quality control of products and efficient product distribution management,
MUDIM now more confident to penetrate the food industry, not just the local
market bus was also will promote to overseas markets.
MUDIM will continue to strengthen and move forward with opportunities

emerging that will benefit the company and country with the support from
Manistry of Domestic Trade and Consumer Affairs (MDTCA), Majlis Amanah
Rakyat (MARA), Federal Agricultural Marketing Aunthority (FAMA), Muda
Agricultural Development Authority (MADA) and Malaysian Agricultural
Research and Development Institute (MARDI).
2
2.0 Analysis on Marketing Mix (4P’s)
1) Product strategy
The first of the 4P’s of marketing is product. A product can be either a

tangible good or an intangible service that fulfilling a need or want of
consumers. Whether you sell custom pallets and wood products or provide
luxury accommodations, it’s imperative that you have a clear grasp of exactly
what your product is and what makes it unique before you can successfully
market it.
Mudim Zakaria Food Industries SDN. BHD. are offers variety of products and
high quality products at affordable prices in various sizes according to the
needs of users. Mudim Zakaria Food Industries SDN.BHD. making four
product base on sauce product. The product is soy sauce, sweet soy souce,
vinegar and chilli sauce. This product comes in a lightweight, easy to carry
and non-fragile plastic bottle. This product also come in many sizes ranging
from small, medium and large. So, this product has its own uniqueness and
customer satisfaction.
Soy sauce
415gram,800gram,2.5kilogram
3
Sweet soy sauce
4
Vinegar
360ml,680ml
Chilli sauce
5
2) Price
Once a concrete understanding of the product offering is establised we can

start making some pricing decisions. Price determinations will impact profit
margins, supply, demand and marketing strategy. Similar (in concept)
products and brands may need to be positioned differently based on varying
price points, while price elasticity considerations may influence our next two
Ps.
Mudim Zakaria Food Industries SDN.BHD. product with cheap and affordable
price. The price of sauce product here make customer always fill the mudim
sauce. The cheap price make customer feel worth to buy a quality of sauce
product from Mudim Zakaria Industries SDN.BHD. they put the price base on
ingredients to make the product.
Product price :
415gra 800gra 2.5kilogra 360ml 680ml

m m m
Soy Sauce RM2.90 RM4.50 RM10.50 - -
6
Sweet Soy Souce RM2.90 RM4.50 RM10.50 - -
Vinegar - - - RM1.2 RM1.9

0 0
Chilli Sauce RM2.00 RM3.50 RM9.00 - -
7
3) Promotion
We’ve got a product and a price now it’s time to promote it. Promotion looks at
the many ways marketing agencies disseminate relevant product information
to consumers and differentiate a particular product or service. Promotion
includes elements like: advertising, public relations, social media marketing,
email marketing, search engine marketing, video marketing and more. Each
touch point must be supported by a wells positioned brand to truly maximize
return on investment.
Mudim Zakaria Food Industries SDN.BHD. had a website homepage for their
sauce for customers of investor visit checking what going on and new in this
product. The facebook is https://www.mymudim.com/ in this website is the
main of sauce promotion to promote the product that serve in mudim food
industries.
Mudim Zakaria Food Industries SDN.BHD. also used a tradisional marketing

to market their product and services. Mudim Zakaria Food Industries used a
banners and posters to promote their product. They will attach the banners or
posters around the hometown and the way to promote their product to make
customer know their product is the best sauce product. The technique is very
effective at the hometown because many customer came because of the
posters and banners.
Mudim Zakaria Food Industries SDN.BHD. also had their social media
account to promote their product at this place. Mudim Zakaria Food
Industries had two social media account that active to promote the product at
Facebook and Instagram account. The facebook account
https://www.facebook.com/mudim/ and the Instagram account is
https://www.instagram.com/mymudim/?hl=en . in their social media
homepage, we can see they posting every information and promotion of their
product. They post a photo of promotion product at the social media to make
customer want to get and buy their product.
Mudim industries also hold a variety of great promotions for the special day or
conjunction with the festivities involved. The example of special day like
mudim industries also give a free ketchup for the people around Pendang,
8
Kedah for the opening market sales and so on. The most popular festivals are
New Year’s, independent day and Hari Raya. Mudim industries will full of
customer for every promotion.
Photo of facebook account :
Photo of Instagram account :
9
Example of promotion product :
4) Place
10
Mudim Zakaria Food Industries SDN.BHD. address at Kampung Jelutong,
Mukim Tobiar, 09700 Pendang, Kedah Darul Aman, Malaysia. Mudim’s
distribute their product in rural area mostly at grocery market proximity to
customer and also at supermarket like Cmart and so on.
3.0 ANALYSIS ON CUSTOMER AND COMPETITIVE ADVANTAGE
11
The customer analysis is the proses of analysing customer and their habits.
Customer analysis is one of the most important areas of study in a business.
Other than that, consumer analysis is the proses where information about the
consumer is found out from market research like the needs of the relevant
demographic so that this information can be used in market segmentation for
further steps of market research. It is very useful in predicting consumer
behaviour.
4.0 UNIQUENESS OF THE PRODUCT
Mudim Zakaria Industries had a unique manufacturing process and traditional

secret recipe for their sauce product. Mudim Zakaria industries mission is
mudim want to be creative, innovative, competitive and viable. Mudim
company already approaching this mission. This is because of the way
packaging and different material of mudim product compare with other
companies.
The uniqueness of this product is that it provides a doorgift set at the wedding
or at any event who wants a souvenir from this company. The doorgift set is
shaped like a small bottle of soy sauce filled in an attractive and beautiful box.
This is a great marketing attraction to get customers to choose this product.
Photo of doorgift set :
12
5.0 CONCLUSION
In conclusion, according to what I have studied about Mudim Zakaria Food

Industries SDN.BHD, this industries provides the best hospitality services for
their customers and also provide a high quality of sauce food. The high
quality sauce with medium price are also make mudim product very
speciality. Mudim strategies mix shows the strongest and weakness of
mudim product and it can help the company to make a new plan for the future
of mudim product. Mudim Zakaria Food Industries SDN.BHD. has a big
potential to expand their business to aboard and became a famous brand
over the world.
13
6.0 APPENDIX
Mudim product sales center :
Example of mudim product at supermarket :
14
Example of mudim product :
15

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HFT10303

MARKETING IN HOSPITALITY AND TOURISM

MUDIM ZAKARIA FOOD INDUSTRIES SDN. BHD.

NAME OF STUDENT: AZUAN AFIZAM BIN AZMAN

MUDIM main activities are as manufactures / producers of soy sauce, chili

MUDIM will continue to strengthen and move forward with opportunities

The first of the 4P’s of marketing is product. A product can be either a

Once a concrete understanding of the product offering is establised we can

415gra 800gra 2.5kilogra 360ml 680ml

Vinegar - - - RM1.2 RM1.9

Chilli Sauce RM2.00 RM3.50 RM9.00 - -

Mudim Zakaria Food Industries SDN.BHD. also used a tradisional marketing

Photo of facebook account :

Photo of Instagram account :

3.0 ANALYSIS ON CUSTOMER AND COMPETITIVE ADVANTAGE

4.0 UNIQUENESS OF THE PRODUCT

Mudim Zakaria Industries had a unique manufacturing process and traditional

Photo of doorgift set :

In conclusion, according to what I have studied about Mudim Zakaria Food

Mudim product sales center :

Example of mudim product at supermarket :

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