COMPETITOR ANALYSIS

In this section we will discuss on the analysis of the competitor who done the same
business. This section is very crucial as we want to ensure that our product will be
competitive and in a row with market demands. Also, we can study the competitive strategy
and innovating their ideas develop our business and also overcome the strategy they used.

In this business, there is a lot of competitor who also compete to develop their
company and serve in this business. First company that would be analysed is “Keropok
House Dungun Gallery” company which based in Dungun, Terengganu as an enterprise
company. Their product have variety choice which is traditional, frozen, and cheese keropok
lekor. There are also keropok which made from prawn and squid.

Keropok House Dungun Gallery receive a lot of achievement along their business
activity where they got recognition from various organizations. This company was the first
keropok lekor company that recognized by JAKIM at Terengganu. Then, they got first place
as a cleanest keropok lekor premist in Terengganu at 2013. Other than that, they also
recognized by UMT’s publisher for Terengganu’s keropok lekor book which is officiate by
DYMM Sultanah Permaisuri Terengganu.

This company used varies marketing strategy but they mainly using involvement with
society as a medium how to make their product known by public. They had involved with
Koperasi Warisan Munsyi Selangor Berhad in Stevia-SARDCom project. They also make
exchange of knowledge with UniSZA in Knowledge Exchange Programme by ministry of
education Malaysia, involved with Groom Big Nasional entrepreneur in MIHAS 2014
program in KLCC, and also World Halal Fair Singapore 2014. They also use internet to
provide information of their company and advertising it.

They have targeted in the future that they will build sustainable business chain
through keropok lekor technical academy in Terengganu that offer educational method, skills
training and good working practices to target groups. They concern with conducive
environment, product and services quality, professional ethics, and customer satisfaction in
their business.

Their product price is in range of RM32 – RM34 per kg for every product. Publics
can get their product by going to their premise at Dungun, Terengganu, ordering it online by
going to their facebook page and call them directly and they will deliver it by postage. Figure
below shows their company logo and products.
 Company Logo

Frozen Stevia keropok

lekor

Ikan Tamban keropok

ikan
 Second company that will be analysed is Bukit Tok Beng Lekor which start operating
start from 2004 that was founded by Mohd Nazri bin DAgang with his sibling Mohd Nazir
bin Dagang in Terengganu. They have a lot product based on keropok lekor which are kropok
jejari cheese, keropok cheesy lava, keropok rebus vacuum and many more. This variation of
products may help them how to keep sustained and competitive with other company that
selling keropok lekor.

Along the journey of their business, they already got a lot of achievement such as
cleanest food premise 2013 under Terengganu health department. Other than that, they also
got acknowledgement from MeSTI that is Ministry of Health, Food Safety and Quality
Division. Then, at 2011 they got acknowledgement from Yayasan Pembangunan Usahawan
Terengganu for Terengganu Entrepreneur Award for Industry Food and Asas Tani category.
They also have a HALAL certificate from Jabatan Agama Islam Terengganu.

They market their product using a very attractive website with mostly help by social
media. They advertise their product in other popular website for marketing such as
MYNEWSHUB.CC and MySelera so that their product can be known to the public faster.
They also advertise their product in newspaper (Berita Harian) and facebook. Also, they
exclude GST in their product that can be a factor that customer attracted to their products.

Their products can be order from their premise at Terengganu and contact their agents
that distribute their product to Kuala Lumpur, Selangor, and Johor. Peoples also can order it
by online at their website and products will be post to their customer. Their product is stored
in a vacuum plastic which can make their product expired date longer and can be export to
the long distance places. The price is ranging from RM13 to RM25 per kg. Their company
logo and product can be seen on figure below.

Company Logo
Keropok Cheesy Popper

Keropok Rebus Vaccum

Keropok Cheesy Lava