Manoeuvering through the Dilemma of Marketing Positioning In the Frozen Food Business

Authors

  • Hazriah Hasan Universiti Malaysia Kelantan
  • Farah Hanan Muhamad Universiti Malaysia Kelantan
  • Mohd Zulkifli Muhammad Universiti Malaysia Kelantan

DOI:

https://doi.org/10.51471/ijecs.v1i1.841

Keywords:

Family business, Entrepreneurship, Frozen food, Food industry

Abstract

The thrust of her family is well protected. To secure frozen food production is not a playful business. She gambled on her well-being and left her wealth to start a new small business without her knowing how to execute the food processors and machinery. She baked dough and cooked the fillings with her full-hearted energy. She successfully produced her first ever bake after a year of trial. No shortcut towards success in life, she believed. She needs a living, therefore she oughta challenge. The challenge that she encountered will make her stronger surely and eventually.Many entrepreneurs start their businesses in ‘rough situations. Some have abandoned families who don’t fit with any part of their business. In contrast, Mrs. Ruzi was practically smothered by parental involvement, support, and caring. She has lost her husband to illness, live in poverty, and was exposed to hunger and destitution. Her children live in all kinds of conditions and are sometimes ‘set up for failure’ from the very start. But her children also are able, despite their initial circumstances, to achieve great things in life. Her dream comes true when on 1st January 2009, she formed a company of her own and named it after her own name, RUZI'S FOOD. Despite her composed face, it is clearly engraved with the indescribable feeling of owning a business. On that significant date, she found a real workplace at 1893 Panchor, Pengkalan Chepa, 16100 Kota Bharu, Kelantan. By looking at the structure of her company, Mrs. Ruzi is a very strong and visionary person. With her own capacity, the company has been able to survive till today even continuously facing several sets of hurdles in the business.

 

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Case Teaching Strategy

This case is rated medium to difficult; depending on how deep the analysis one wants to undertake. The case should be distributed to participants or students a few days before the discussion session takes place, and at least THREE HOURS should be allocated for the discussion and class activity. If desired, the initial discussion can be conducted in groups of THREE or FOUR participants/students and followed by a general class discussion. For students, the case study can be used for a long report in lieu of the traditional final exam.

 

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Teaching note

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Published

2022-04-20

How to Cite

Hasan, H., Muhammad, F. H., & Muhammad, M. Z. (2022). Manoeuvering through the Dilemma of Marketing Positioning In the Frozen Food Business. International Journal of Entrepreneurship Case Study (IJECS), 1(1). https://doi.org/10.51471/ijecs.v1i1.841