FACULTY OF PLANTATION AND AGROTECHNOLOGY (FPA)

UITM MELAKA JASIN CAMPUS

BACHELOR OF SCIENCE AGROTECHNOLOGY (Hons.) AGRONOMY

AGR453 (AGRIBUSINESS MARKETING)

Final Assessment

INDIVIDUAL PROJECT

TOPIC: JALEN SDN BHD

NAME : NOOR SYAZWAN BIN NASIR

MATRIC NO : 2019508029

CLASS : M3AT222 2A

LECTURER NAME : DR. NUR BADRIYAH KAMARUL ZAMAN

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TABLE OF CONTENT

NO TOPICS PAGES
Market Overview
 History of Jalen Sdn Bhd
1
 Current products 3-8
 Competitors
Introduction
2  General overview about new products 9
 Reason creating the products
Product Description
 Features
3  Benefits 10-11
 Packaging
 Price structure
Target Market
4 12
 Objective of company
5 Marketing Risk 14
6 SWOT Analysis 15
7 Recommendations and Conclusion 16
8 References 17

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MARKET OVERVIEW

HISTORY OF JALEN SDN. BHD.

1981 (INITIALLY STARTED)

Jalen Sdn. Bhd. started to join the soy sauce industry in 1981 and signified known as Jalil
Enterprise. It operates at the rented building (shophouse) in 8 & 8A, Lorong Pemuda, Kampung
Melayu Majidee, Johor Bahru, Johor, Malaysia with only a total of 40 workers.Jalen Sdn. Bhd.
started to join the soy sauce industry in 1981 and signified known as Jalil Enterprise. It operates
at the rented building (shophouse) in 8 & 8A, Lorong Pemuda, Kampung Melayu Majidee, Johor
Bahru, Johor, Malaysia with only a total of 40 workers.

During the year, Jalil Enterprise has produced only a few products, such as sweet soy sauce,
salty soy sauce, chilli sauce A, chilli sauce B, and tomato ketchup. The price for chilli sauce A is
Rm1.40 and the chilli sauce B is RM1.20 per bottle. The process of packing and refilling soy
sauce and sauces is manually processing without the help of any other machine.

At that time, Jalil Enterprise was distributing its products in retail stores only with the existence
of three lorries. Nine years later, Jalil Enterprise company is ascending. In 1990, the business
name was changed from Jalil Enterprise into Jalen Sdn. Bhd. to cater to business entities that
are larger and more advanced. Jalen’s name is derived from the initials of Jalil Enterprise.

1990 (NEW FACTORY, KEMPAS LAMA)

In 1990, the factory premise has relocated to the wider, The 3-acre site and achieved industrial
status in 1990. Located at Lot 3688, Kempas Lama Road, Kampung Sinaran Baru, Skudai
Johor Bahru, Johor, Malaysia, and the company has grown since then. Jalen Sdn. Bhd. had a
machine producing soy sauce only while the other products are still using manual methods.

In 1998, Jalen Sdn. Bhd. has introduced a few several new products, which are vinegar, taucho,
and oyster sauce. The soy products release and increase to 5 types of soy sauce in 1998,
which are sweet soy sauce, savoury soy sauce, soy sauce, dark soy sauce, and premium soy
sauce. Jalen Sdn. Bhd. has produced 21 products as yet consistently being favorable and high
demand in the market.

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2000 (DISTRIBUTE TO BIGGER MARKET)

In 2000, Jalen Sdn. Bhd. has distributed its products such as sweet soy sauce, savoury soy
sauce, soy sauce, dark soy sauce, premium soy sauce, vinegar, cordial flavoured, chilli sauce,
and ketchup sauce majorly to Giant and Maslee Supermarkets and also the most supermarkets
entirely in Johor Bahru area.

A few years later, In 2003, Jalen Sdn. Bhd. has marketed its products to overseas. Jalen Sdn.
Bhd. prefers Singapore as their first destination as an existence of demand to export premium
quality soy sauce and chilli sauce are high. In the same year, Jalen Sdn. Bhd. exported its chilli
sauce and tomato ketchup products to Brunei.

2005 (STARTING TO ADVERTISE WIDELY)

In 2005, Jalen Sdn. Bhd. Company was expanding its business empire. Ultimately, the very first
advertising of Jalen Sdn. Bhd.’s products throughout a radio broadcasting are in Radio ERA.
Jalen Sdn. Bhd. was able to create a slogan “Kalau takde kicap Jalen kita terpaksa batalkan
ekspedisi kita ini”. The lines keep on repeating mouth over mouth by most of the Malaysians to
this day. In 2006, the products were promoted throughout the marketing on billboards.

In 2009, Jalen Sdn. Bhd. began to market its products to the Maldives and exported its garlic
chilli sauce. The product is one of the first products that are made specifically for the market in
the Maldives. In 2017, Jalen Sdn. Bhd. recorded its annual sales of RM100 Million whilst
increasing the number of company handles, and spanning 300 employees nationwide. Jalen
Sdn. Bhd. has 19 branches throughout Malaysia and its services supported by 5-trailers and 46
trucks.

2018 (EXTENDING OUR MARKET REACH)

The product has also dynamically developed by 20 types of products. The soy sauce product
consists of sweet soy sauce, soy sauce, premium quality soy sauce, savoury soy sauce and
salty soy sauce. The sauce product consists of chilli sauce, tomato ketchup, oyster sauce, black
pepper sauce, thai chilli sauce, and garlic chilli sauce. Whereas cordial obtain 7 flavors of
cordial: Sarsi, Mango, Orange, Barley, Lychee, Rose, and Grape. In 2019, Jalen Sdn. Bhd.
expanded business significance in Mauritius (East Africa) and specifically exported its Oyster
Sauce product.

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CURRENT PRODUCTS

SOY SAUCE

SWEET SOY SAUCE

Jalen’s sweet soy sauce is undoubtedly

incomparable. Each dish served is testier and
delicious because of its distinctive flavor. High in
quality and enriched in natural flavor.

PREMIUM QUALITY SOY SAUCE

The distinctive combination of salty and sweet. The

rich and sweet flavors of this sauce make cooking
became interesting when each dish is tastier.

SALTY SOY SAUCE

Carefully selected beans are chosen to prepare

Jalen’s Salty Soy Sauce. The wholesome of this
traditional recipe can be added into the cooking
simply to make food tastier.

SAVOURY SOY SAUCE

The traditional recipe ensure that the selected

beans are blended nicely to produce this high in
quality and flavor sauce.

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 DARK SOY SAUCE

Jalen’s dark soy sauce is made from finest soy

beans together with the blend of caramel that brings
out the taste of food prepared. It makes fried noodle
become palatable.

FOOD ENHANCEMENT

BARLEY CORDIAL CHILLI SAUCE

The foundation of Jalen’s Barley Jalen’s chilli sauce is the end product of a

cordial is the carefully selected grains carefully selected ingredients prepared on a

which perfect the blend of sweetness traditional recipe. Suitable for a wide range of

that balance the taste of juice. cooking purposes, also for pasting and
dipping for those who enjoy hot and spicy
flavor.

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 ARTIFICIAL VINEGAR
TAUCHO
Jalen’s artificial vinegar is an economical solution
for any culinary dish. The product is clear, Jalen’s Salted soy bean is end product
colourless liquid with clean acetic taste and free from preserved soy beans and each dish
of any off-odours or flavors and the product does served is tastier and delicious because of
not contain any extraneous matter. Suitable for a its distinctive flavor. High in natural flavor.
wide range of cooking purposes.

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 COMPETITORS

Brands Strength Weakness

Mudim
 They have been in  Products are not
business in long time. attractive.
 Already have permanent  Low of quality
customer. products.
 Good relationship with  Charge SST.
customer and distributors.

Tamin
 The design product is  The price are very
beautiful, nice and expensive.
interesting.  The soy sauce are too
 Already have permanent salty.
customer.  It is not high in quality.
 The business have long
exist.

ABC
 It is a famous company  Have a lot of
among customers. preservative.
 Good relationship with  Charge SST.
customers.  The soy sauce are too
 The packaging are vicious.
beautiful and attractive.

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INTRODUCTION OF PRODUCTS

Basically, soy sauce is an old version of sauce that use the same ingredients such as soybean
to produce soy sauce products. From there, many types of soy sauce that have the same
variety can be found in others company. As our version is to customize the old soy sauce to the
new soy sauce, we innovate the original recipe of soy sauce to better suit the taste of Malaysian
version. This new products name White Soy Sauce. This product was modify to use for chef or
housewives that do not want to add too much colour to something while cooking. This sauce is
known for its mellow, sweet aroma and can be used in any recipe. This white soy sauce have
lighter in both appearance and flavour than its more common darker counterpart. Its golden pale
colour and delicate taste are the result of a higher wheat to soy ratio and we are surely that this
white soy sauce will be popular among celebrity chefs because of its ability to add flavour to a
dish without overpowering.

The white soy sauce is made with a higher percentage of wheat than traditional soy sauce. It have 90%
of wheat and only 10% of soybeans. The main ingredients that we used in making the white soy sauce
are water, steamed wheat, salt, wheat protein and roasted soybeans.

The reason that we create this products is because it have lighter flavour and does not dominate the
dish. As we know the common soy sauce which is dark soy sauce will change the colour of the dish into
darker and make the dish become salty but white soy sauce will remain the same and it also increase
the sweet aroma in cooking. The next reason is nowadays Malaysians loves to eat sushi so with this
opportunity to gain more profits to the company, we decided to create white soy sauce that can mix
with wasabi to create a dip for sushi and sashimi and it will make the taste become extremely delicious.
Lastly, many chefs have been seeking lighter colour and more refined flavors in their cooking and it
resulted in creating white soy sauce to fulfill customers demand.

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PRODUCT DESCRIPTION

FEATURES

The regular soy sauce is widely use in Korea and Japan and very similar to the soy sauce in
Malaysia. This white soy sauce however have a unique taste of cooking. The golden pale colour
in this white soy sauce is results from higher use in wheat than the soybeans. The uses of this
white soy sauce are same as common soy sauce but this sauce is known for its sweet aroma
and can be used in any recipe. White soy sauce also have lighter in flavor and do not over
dominate the dish and can be used as a dip for sushi and sashimi.

BENEFITS OF PRODUCT

Promote digestion

White soy sauce helps to increase gastric acid secretion, but prevents inflammatory changes
and thus promotes digestion. It also helps to minimize numbers of bacterial species, including
pathogenic and non-pathogenic Escherichia coli, vibrio cholerae and salmonella, in stomach
and intestine.

Antiplatelet activity

White soy sauce contains several components, namely, several beta-carbols, which inhibit
platelet aggregation. Thus, it can avoid clot formation by using white soy sauce.

Increase gut health

Some isolated sugars in white soy sauce have a positive prebiotic effect on some groups of
bacteria present in the intestines. This could be good for gut health.

Reduced allergies

The patients with seasonal allergies took half spoon of white sauce per day showed the
symptoms have been improved. Several studies have shown that with white soy sauce, the
symptoms of allergic rhinitis, atopic dermatitis are reduced, and this is especially useful because
it can be added into daily food.

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PACKAGING

Packaging plays an important factors and can be used to deliver information to the customer.
The packaging of white soy sauce is same as the common soy sauce which is we put it into the
glass bottles and we sealed the bottle cap. We use glass bottle as a packaging because it will
last longer and retain the quality of white soy sauce. Furthermore, it also to make it easier for
customers to see the colour of a new products of the company. At the middle of the glass bottle,
we put a sticker of the whole information of white soy sauce such as the ingredients, logo of
JAKIM and the manufacturers. The size of glass bottle that we used for packaging this white soy
sauce is same as other soy sauce which is 325ml. We put about 24 glass bottles of white soy
sauce in one box and at the top of glass bottles, we sealed it with a strong plastics to avoid it
from broke.

PRICE STRUCTURE

SALES OF WHITE SOY SAUCE

7%

15%

55%
23%

Ingredients Machines Packaging Others

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TARGET MARKET

OBJECTIVE COMPANY

 To be able to meet market demand and to supply customers local and global quality
products.
 To introduce the new products, a processing of innovative common boring looking soy
sauce into an attractive yet healthy soy sauce.
 To compete with our competitors healthily and at the same time improving our business
to be better than them.
 To maintain a leading of the soy sauce sector in Malaysia and the overseas in the major
geographic markets.

RESTAURANT

 Restaurant uses many variety of soy sauce to make food. This product can attract the
owner because this soy sauce can use as a stock for their menu.

MINI MARKET AND SUPERMARKET

 Mini market and supermarket are the place where customers will go for buying their
stuff. In mini market and supermarket also have many products of soy sauce that are

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need for the customer. So, with this product it also can attracted buyers to buy the
products.

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MARKETING RISK

The important risk for food industry because demand of the product depend to consumer taste
and choice. If they taste that other brand are better than the product, consumer will changes to
buy the product.

The quality of the foods must be higher things we should care. If the quality is bad the reputation
of the company will down and it can effect the sales of the company. This is the most harder
problems for the industry to solve.

Food safety should be a concern for every food industries, whether they deliver or not. But it
becomes especially important for delivery because of the additional risks. The company must
make sure buyers will get the quality of the products and the industry should be concerned
about maintaining the correct hot and cold holding temperature of the food they are delivering.

sk

A broad variety of risks including everything that could go wrong in the core processes of the
company. For example, a production difficulty leading to a delayed launch of the product or to a
problem in the supply chain resulting in poor stock levels.

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SWOT ANALYSIS

STRENGHT

 The company of Jalen earn relatively high profits and a relatively strong market in the
industry of producing the soy sauce.
 The variety of soy sauce gives a strong ability to weather economics because it serves
many different segments of the market.
 In order to develop a company within management and skills to achieve GMP (good
production practices) through the company SIRIM, Jalen has sent some workers to
pursue courses organized through SIRIM.
 Jalen company are able to give really good customer care, as the current small amount
of work means we have plenty of times to devote to customers.

WEAKNESS

 The price for the hand made natural soy sauce is higher.
 The company has little market presence or reputation.
 It takes long time to brew the natural soy sauce and mass production cannot be realized.

OPPORTUNITIES

 Our business sector is expanding with many future opportunities for success.
 Participating in food exhibition and increasing popularity.
 We are able to faster adopt to the new technologies.
 We can make personalized recommendations to long-term customers.

THREATS

 Consumer may choose the soy sauce brand with lower price.
 A small change in focus of a larger competitor might wipe out any market position we
 achieved.
 The competition from local and global brands as they always introduced new products to
expand their market industry.

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 RECOMMENDATIONS

The recommendation is to improve the product increases to attract the customers to buy our
white soy sauce. Keep the service in good quality and offer its quickly to the customers who
want the products. To maintain the stability of products both in preserve consistency in food
services and quality and we also must provide the customer with a comfortable atmosphere.
To avoid the glass bottle from broken, use the best transportation to deliver the products to
the customers and retailers. The foods must be examined by the Ministry of Health and JAKIM
to get the halal certificate. This is to ensures the product's quality and health. Finally, the
company should increases its marketing and discount because customers choose the
cheaper commodity rather than prices.

CONCLUSION

In conclusion, using the white soy sauce as the new product of company will not harm the
body because it have many benefits such as treatment for allergic diseases as its have
hypoallergenicity and antiallergic activity. We use the best quality of steamed wheat and
roasted soybeans to increase the sweet aroma in cooking. This white soy sauce also content
some trace antioxidants and a good supply of typtophan. These work to promote health,
facilitate sleep, and even improve the mood. Lastly, Jalen’s company will continuously make
concentrate in produce new products to ensure that the company is well known to the
customers. All members in Jalen company also hope that we will be able to build a strong
relationship loyal customer base in every year.

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 REFERENCES

1. Jalen Sdn Bhd Website Company.

2. 9 Types of Marketing Risk. Simplicable. John Spacey. 11 July 2017.

3. How Is Soy Sauce Is Made and Is It Bad For You? Heathline. Elise Mandl, BSc, APD. 7
December 2017.

4. What is white soy sauce? Gourmet Traveller. 26 January 2015.

5. Assessment of Ketchup Companies Performance in Malaysia. Afagh Malek. 15 January

2012.

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