INTRODUCTION

Fish is a perishable commodity and cannot be stored for long periods if not treated.

Various methods have been adopted to maintain the preservation of the quality and preservation

of fish quality as the traditional processing of preserved fish.

Processing preserved fish very easy and does not need a big capital. Juicy bits available

through the fermentation process of fish mixed with salt, tamarind, sugar and fried rice.

Freshwater fish to be preferred to be preserved fish consisting of various types of fish like

ikanterubul, lampanjawa, merahmata, temperas, mengkawan, ketutu, kepar, kalui, loma, toman,

sepatpadi, sepatsiam, tilapia danbelida.ikanterubul, lampanjawa, merahmata, temperas,

mengkawan, ketutu, kepar, kalui, loma, toman, sepatpadi, sepatsiam, tilapia danbelida.

Preserved fish is very popular in the northern states of Peninsular Malaysia, the East

Coast and a few other states. Silver State is famous for its freshwater fish preserved fish industry

since the establishment of the Dam Lake Chenderoh to expand the industry.

The main reason of this report is to investigate the key of successful entrepreneur

successed in their business and how the entrepreneur operates their business. We had conducted

an interview with the entrepreneur that involved in making Pekasam at

KampungDeralikSitiawan. We had inteviewed the entrepreneur at 28 November 2012 which is

on Wednesday.

The entrepreneur was Mr. Hamzah bin Azizs, 62 years old and the owner of Aroma

Deralik Enterprise. He operates his business at No 28 Kg Deralik 32000 Kg Sitiawan Perak

DarulRidzuan. He operates a business of producing and selling “perkasam” around the Perak

area. Types of his business were Sole Proprietorship because he producing and selling the

perkasam by his own.

BACKGROUND

The nature of business by Mr. Hamzah is food industrial due to his producing perkasam

and distributed the perkasam to small grocery and dealer. He start the business in March 2000

with starting capital only RM150. The academic qualification he has is SPM. His business was

listed in the LKIM and IKS. He had involved lots of seminar and course to improve his business.

For example, KEMAS, UniKL, Lkim,MARA and others.He attended health courses in that

supported by MARA

After year later, he got the capital instrument by the others institution. For example,

Peladang by RM 60,000 ,Perikanan by RM 20,000 and lastly LKIM by RM20,000. He started to

set up new place to produce his perkasam. The main purpose of the Mr. Hamzah is to

commercialize the “pekasam” in the market.

STRATEGIES FOR GROWTH AND MANAGING THE

IMPLICATIONS OF GROWTH

Growth strategies

Among the Aroma DeralikEntreprise strategies are Penetration Strategies, Market Development

Strategies and Product Development Strategies. By using all these strategies it is hoped that this

product will be able to attract more customers not only in Malaysia but all over the world.

Penetration Strategies

A penetration strategy focuses on the firm’s existing product in its existing market. The owner

and producer of Aroma DeralikEntreprise products is En.Hamzah bin Aziz’s who is attempting

to penetrate his product or market further by encouraging his existing customers to buy their

fermented fish products. According to EncikHamzah, for the short term, marketing can be very

effective idea to penetrate the market. The best way to market his product is through the use of

web sites. He market their product under LembagaKemajuanIkan Malaysia (LKIM) web site.

The web site is fishtrader.lkim.gov.my. Much information about the products the customers can

get from this website. This web site is way easier and faster to find information about the

products of the company offers over the Internet. However, according to EncikHamzah, before

this their product have enter in newspaper as a success entrepreneur product. This also can

promote their product but is not enough. Besides, he also has advertised its products with enter in

one program One district One industry under Perak government. From there it is way faster to

promote this product because not all consumers know how to use the IT to reach this product.

Market Development Strategies

It is a strategy to grow by selling the firm’s existing products to new groups of customers. New

groups of customers can be categorized in terms of geographic or demographic and/ or on the

basis of new product use. Among the existing product of fermented fish such as salty sea fish and

freshwater fish. For these products, as EncikHamzah said, he wants to sell these products

through the new geographical market such as all states in Malaysia, Sabah and Sarawak. Then,

for the future he want to export his products to international market such as China, Indonesia,

Brunei and Singapura. The main reason why these countries are interested in this product is

because these countries many Muslim people. Usually, Muslim people like to eat fermented fish

especially at rural communities. Moreover, there is no new demographic market for this product

because the target market for this product is for all since he started to produce this product. There

are no different buyers for this product. Everyone can buy this from younger to adult because the

taste is very delicious.

TYPES OF FISH USED:

SALTY SEA FISH

Gelama Fish

Plotan Fish

Puput Fish

Selangat Fish

Talang Fish

Tamban Fish

FRESHWATER FISH

Lampam Fish

Puyu Fish

Talapia Fish

Sepat Fish