MKT 410

DGanu Enterprise
LEKO-MEKO

GROUP MEMBERS
FARID BIN ABDUL AZIZ (2014808094)
NUR LIYANA BINTI SAZALI (2014855426)
NURUL WAHIDAH BT ABD KADIR(2014433434)
NUR ATIKAH BINTI SALLEH(2014658816)
SITI HAJAR BINTI YAACOB(2014638466)

COMPANYS
PROFILE AND
BACKGROUND

ORGANIZATION CHART

OBJECTIVES:

To make Leko Meko the number one snacks in

Malaysia.
To provide nutritious food among variety level
of ages.
To open at least 1 branch in every states in
Malaysia in 10 years.
To obtain RM2,000000 in 1 years.

VISION :
To become innovative leader in the food industry for the global
market.

MISSION :
To promote high quality of leko-meko.
Give commercial value to our product.
To guarantee better life to consumers.

COMPANYS LOGO :
Major
company
based
product

Environment
friendly

Sustainable
throughout
Peninsular
Malaysia and
Sabah and
Sarawak

Ocean
where
fresh fish
collected

Origin or place
companys
manufacturing

Company Background

DGanu Enterprise is the company related to food base

product. Our main product is keropok ikan segera or instant
fish cracker. This company is fully own by bumiputra and our
aim is to provide good food throughout peninsular Malaysia.
This enterprise were handle by professional and experience
staff who were expert on their field. The enterprise combines
good work record system and well experience in the market
which always understand the customer needs. It was
established to gives good food and effective.
This enterprise have high commitment to give excellent
service. We have high commitment towards the quality of our
service. Our product are made from fresh fish and there were
no added additive to the fish crackers. This product were
famous among youngster due to the unique taste. Our mission
is to provide good food through out and to provide course
related on how to prepare this fish crackers.

INTRODUCTION
(PRODUCT)

Leko Meko are deep fried fish crackers made from fish and
spices that serve as flavouring. The quality of crackers produced is
excellent because we use a fresh fish before processing the fish
crackers and it has a good expansion from puffing, crispness as
well as low moisture content and low boil absorbtion.
The shape of the fish cracker is a small circular shape. The
shape make it easier to eat and customers can enjoys eating it at
the same time. DGanu Enterprise provides a small cup of chili
sauce in every pack of Leko Meko. Thus, it can be use as a dipping
sauce for the fish cracker. We use a kraft paper pouch as our
packaging for Leko Meko as it is an eco-friendly.
Our Leko Meko is steamed during the process of making
the fish crackers. The crackers from the dough which is steamed
have better quality compared to those from the dough which is
boiled. In nutritious aspects, Leko Meko could be a particularly
nutritious snack. It is not only providing carbohydrate and protein
but also some micronutrients.

SWOT ANALYSIS

STRENGTHS

Affordable

Our product will be affordable to the type of food we are

selling. By keeping our prices at affordable costs it allows
opportunity for everyone to try our product no matter what
age or income.

High Quality

Our brand will be represented in many ways to make sure our

products are the highest of quality and to obtain repeat
customers to our business. All of our products will be health
way safe product and we will use the good quality of
ingredient and tasty.

Halal product food

Our company, Dganu Enterprise is dedicated exclusively to

the production of halal keropok ikan product under the brand
leko meko keropok ikan. Our product strictly meet health
standards and have the halal certificate in all ingredients and
manufacturing steps for a halal product quality.

WEAKNESS

Will take time to start business up

It will take a long time to start a business from scratch

with new ideas and plans. A team of well-trained people
that know how to set businesses up will need to be
employed to make sure everything it correct and to
decrease issues of the business. This will take up time and
money.

Going into an already existing market.

There are already numbers of keropok ikan products in the

market which is similar to our products. We just have to
hope that by serving healthy products with healthy
ingredients our business will stand out to people rather
than other alternatives.

OPPORTUNITIES

Expansion to global mrket world wide

After the global economic downturn several years, many business

owners might assume the timing couldnt be worse to expand
globally. As for our company, there are good opportunities for
business model in foreign market. Furthermore, the current
growth of halal product food in foreign market is ascending by
the years. Consumers nowadays are very particular and specified
to what they consume especially as for Muslim believers.

Generate an innovative product (verity of product)

Our company is aims into improving previous goods of keropok

ikan. Different flavor may be introduced to the existing market to
increase the market share. This may gaining competitive
advantage to better differentiate the product from others and to
reap vast amount of profits.

THREATS

High barriers of entry

At the beginning of a business there is always really hard.

Cause people dont know our leko meko keropok ikan
name. They still prefer to go to the regular keropok ikan
in the market and shopping mall.

Face many competitors

All businesses face competition. Even though the only

restaurant in town must also compete with cinemas, bars
and other businesses where the customers will spend their
money instead of with the restaurant. With increased use
of the Internet to buy goods and services and to find
places to go, there are no longer just competing with the
other neighbors in the market. The competitors could be a
new business offering a substitute or similar to our leko
meko keropok ikan.

PACKAGING

Packaging type : Stand up pouch + zip lock

Sealed with 2 sides left-side, right side, bottom side, and zip
lock. The top-side opened is where the product goes in. The
product will be seal after product insertion.

Size of packaging : 5 inch x 8 inch x 2 inch

width = 5 inch , height = 8 inch , Bottom gusset = 2 inch

Packaging speciality :

Zip lock Allow customer to keep their fish cracker inside as

airtight as possible.

Resealable can be reseal perfectly using the zip lock.

Stand on their own.

Made of recycled materials and post-industrial kraft paper so

the pouch are an easy way to support environment
( Environment friendly)

Rectangle window give customers a sneak peek of whats

inside can show the actual size of fish crackers, shape and
colour of the fish crackers

FRONT

BACK

ACTION
PROGRAM AND
CONTROL

Our company will be start on June . Below are the summaries

of the action program we will apply during the first of year
2015 to achieved our started objectives

First week

Second
Week

We will initiate a RM2500 sales promotion campaign to

introduce our product to our target market. It is to
introduce our product as a penetrator to the market and
generate excitement among them.
We will provide smaple or tester to thee target market in
supermarket, hypermarket, gas station and grocery store
as our public relation strategy. We will then explain our
product and the difference of our product to other
people.
Next, our company will initiated an integrated print banner and
poster targeting allthe resident of the city. This will ensures a
good spec for our product to be inform and to be penetrated to
the target market.

Third
Week

As the product are continuously sold, we will add more supply

and will set a few promotion

Fourth
Week

Finally, we will analyses all the production ,profits ,marketing

program, sales and other to be concluded. Last our company will
then fin a solution to increase production, expended market
place or reduce it for base analysis.

Control
We have plan to control to clearly measures the quality and control
and the customer service to satisfy the customer. This will ensures us to
react quickly in making correction to any problem that we encounter.
Other early warning signals that we will monitored for any sign of
deviation from the plan include monthly sales and monthly expenses. By
knowing the market sensitivity, we are developing safety plan to
address fast moving environment changes such as new technology and
new changes towards the market environment