UNIVERSITI TUNKU ABDUL RAHMAN

FACULTY OF ACCOUNTANCY AND MANAGEMENT (FAM)

FACULTY OF BUSINESS AND FINANCE (FBF)

ACADEMIC YEAR: 2024/2025

JANUARY 2024 TRIMESTER
UBTM1013/UKTM1013 - PRINCIPLES OF MARKETING

GROUP ASSIGNMENT
Company’s Name: Xing Ji Food Trading Sdn Bhd

Students’ Details

No. Students’ Name Student ID Programme Year/Sem Tutorial/Group

1. Chan Keen Yew 2301257 IN Y1S3 T4G1
2. Gan Jia Hong 2203249 IN Y1S3 T4G1
3. Lam Munn Hong 2106165 IN Y1S3 T4G1
4. Ng Zhen Yang 2201706 IN Y1S3 T4G1
5. Tan Yue Wey 2203250 IN Y1S3 T4G1
6. Tong Kin Fung 2202615 IN Y1S3 T4G1

Marks Marks
No. Assessment Criteria
Allocation Given

1 Description of selected enterprise in Malaysia. 10

2 FOUR Marketing Mix strategies of the chosen

10
enterprise.

3 SWOT Analysis 10

4 Recommendations 20

5 Conclusion 10

Total Marks 60

Name of Marker: Dr Malathi Nair a/p Narayana Nair

Date:
 Contents
Cover Page .................................................................................................................

1. Introduction .......................................................................................................... 1

2. Marketing Mix Strategies ..................................................................................... 3

2.1. Product............................................................................................................. 3

2.2. Pricing .............................................................................................................. 3

2.3. Place ................................................................................................................ 4

2.4. Promotion ......................................................................................................... 4

3. SWOT Analysis ..................................................................................................... 5

3.1. Opportunity – The Growing Meat Industry ....................................................... 5

3.2. Threat – Government Regulations ................................................................... 6

4. Recommendations ............................................................................................... 8

4.1. Opportunity Harnessing.................................................................................... 8

4.1.1. Artificial Meat ............................................................................................. 8

4.1.2. Ready-to-cook Meals ............................................................................... 10

4.2. Threat Minimisation ........................................................................................ 11

4.2.1. Staff Education ........................................................................................ 11

4.2.2. Manure and Feed Management .............................................................. 11

5. Conclusion .......................................................................................................... 12

References .............................................................................................................. 13

Appendices ............................................................................................................. 17

Presentation Slides ................................................................................................ 18

Turnitin Report ............................................................................................................

 1. Introduction

Xing Ji Food Trading Sendirian Berhad,

doing business as Xing Ji Fresh Mart, and will be
referred to as ‘Xing Ji’ in this paper, was founded
in 2012 by husband and wife Tan Sou Sing and
Eunice Wong. Throughout its history, the business
has been based in the tranquil residential area of
Taman Puncak Jalil, which nestles in the fringes
of the bustling Greater Klang Valley conurbation.

It began when the co-founders left Sepang, Selangor, in search of better

opportunities in the country's capital city. Since high school, the two had known each
other. They settled the company’s current location, which was still in its middle stages
of development and had few to no businesses. Thus, Xing Ji was built with the
community's well-being in mind. The company's name, taken from Tan's initial name,
was chosen to represent its dedication to providing honest and dependable customer
service. It expanded from a little storefront selling only processed meat to a thriving
business that is the preferable choice for residents looking for groceries.

The business itself is a grocery shop that distinguishes itself from others in the
area by focusing completely on the sale of pork, establishing itself as a niche provider
in the local market. However, its products go beyond pork to include a wide range of
everyday necessities consisting of poultry, vegetables, and different staples. It is worth
mentioning that it also maintains its pig ranch in Port Dickson, Negeri Sembilan, from
which it sources its pork; hence, integrating pork production as a vital component of
its business, see 2.1 - Product. This vertical integration offers the company control
over its pork supply, from farm to shelf, assuring quality and traceability for customers
(Yuan et al., 2022, p. 241).

Small and medium enterprises, abbreviated as SMEs, in Malaysia are defined

by the number of employees and the sales they can garner in a year (Khalique et al.,
2011, p. 398). They are the backbone of our country’s economy (Paul et al., 2020, p.
18). Xing Ji is classified as an SME by the Malaysian Commission of Companies (SSM)
for it employs merely 36 people, no more than the criterion set of 75. The people that
work there now have all contributed to making the business what it is today.

1
Figure 1
Management Structure of Xing Ji Food Trading Sdn Bhd

Owner
Tan Sou Sing

Secretary
Chia Hsiao
Qing

Operations Finance Sales

Manager Manager Manager
Tan Kah Teow Ching Cecelia
Leong Yong Voon

Note. This figure demonstrates the organisational structure of Xing Ji Food Trading
Sdn Bhd, according to the information provided by the business’s owner, Tan Sou Sing.

Organisational structures are crucial because they enable companies, including

the business concerned in this paper, to adopt effective procedures for making
decisions (Cooks-Campbell, 2022, para. 15). Xing Ji adopted the vertical functional
method in managing the hierarchy of its human resources, dividing its workforce into
three departments according to skill sets that were similar to each other (Daft, 2014,
p. 333). The sales department generates revenue through customer acquisition and
retention techniques. The operations department is in charge of managing logistics,
ensuring that supplies are purchased and delivered on time. To ensure the company's
financial stability, the finance department oversees budgeting, financial analysis, and
financial transactions.

As businesses in the country undergo digital transformations in preparation for

the Fourth Industrial Revolution, Xing Ji has made efforts to embrace the change in
the larger business environment by leveraging readily available digital infrastructure.
It has moved beyond the physical storefront and into the digital realm through its
website and e-commerce platforms, see 2.3 - Place.

2
 2. Marketing Mix Strategies

2.1. Product
Xing Ji has many varieties of meat as well as retail food products on its roster.
Their products fall under the categories of pork, chicken, and frozen foods. Customers
can choose from a range of animal parts, such as soup bones, ribs, organs, hands,
and pork legs. Its meats are known for being free of beta agonists and medication
residues. Furthermore, no chemicals are introduced to the pigs’ diet in any way. This
gives customers peace of mind when they make purchases and ensures that their
product has nutrients such as calcium, protein, iron, phosphorus, carbohydrates, and
other vital ingredients. Xing Ji operates its own pig ranch using a closed-house
approach to efficiently control multiple stages of its pork supply chain and, most
importantly, to ensure and maintain the exceptional quality of its pork. Most pig farmers
in Malaysia are still employing the open-house system to raise pigs, making it a
forerunner in ensuring biosecurity and quality pork. This approach can be used to
avoid infectious diseases in pigs, such as African swine fever (Yong et al., 2021).
Furthermore, a closed-house system reduces the danger of porcine stress syndrome,
lowering pig mortality and injury. To ensure the nutritious content of the meat, they
place a high priority on clean packing and sterile slaughter. Xing Ji also provides
delivery services to its customers in Peninsular Malaysia. Those who place orders
through its website and its e-commerce platforms like Shopee and Lazada can expect
to receive their products within two days. Deliveries are arranged by the business itself
through a third-party delivery platform like Lalamove so that it retains flexibility in terms
of product deliveries.

2.2. Pricing
Prices for products sold at Xing Ji's stores, both online and offline, are based
on the balance of profitability and competitiveness. To retain customers, the company
periodically adjusts its prices to match those of its competitors. It is committed to
keeping its prices affordable to all its customers in order to sustain relationships based
on trust, as seen in its business ethics. When it comes to delivery fees, consumers
who spend more than a certain amount get it for free. This is to encourage purchasing
in bulk. Xing Ji's pricing strategy has gained it the success that it enjoys today, as it
has earned the respects it deserves from the numerous returning customers it has.

3
2.3. Place
Between the Kuala Lumpur and Putrajaya, is Taman Puncak Jalil, where Xing
Ji has its physical shop. The residential area may be quiet, it is conveniently accessible
to public transportation to many parts of the city. Customers may easily access the
shop thanks to this. Additionally, a lot of complementary businesses like bakeries and
kopitiams are located nearby. Because of this, Xing Ji has consistently been able to
draw foot traffic in addition to preserving a long-lasting business connection with those
businesses. Due to its excellent choice of location for customer service, the company
has been able to achieve exceptional sales. Recognising the growing demand for
online shopping, it also operates an online store through its own website and e-
commerce platforms such as Shopee and Lazada. There, Xing Ji shows all its meat
offerings, prices, and the option to order online for delivery. In addition to the terms
and conditions governing the delivery procedures, it displays the available delivery
locations. To serve as many consumers as possible, it provides delivery services from
Johor in the south to Perlis in the north. They also promise two-day delivery for online
orders, giving buyers ample notification of when their orders will arrive.

2.4. Promotion
Promotion is an important aspect of Xing Ji's marketing strategy. Xing Ji has
done a fair amount of marketing to attract and incentivise repeat purchases. It offers
a loyalty programme in the form of membership points to reward customers for their
purchases. This project is intended to motivate customers to make more purchases,
help the company retain existing customers, and, most importantly, establish long-
term relations with the community that routinely supports it. Furthermore, it maintains
an active social media presence to promote its goods as well as ideas on how to
prepare delicious pork dishes through interesting content and interactive promotions.
This helped Xing Ji reach more people because it has customers from all around West
Malaysia. Through their personal mobile number registered with the company’s
membership programme, customers constantly receive updates on Xing Ji’s product
discounts and new product additions. Not only that, but it also exclusively sells fresh
produce every day and has a zero overnight produce policy that lowers the price of all
meats and vegetables by 50% after 4 p.m. to clear their shelves in order to prevent
food waste. This forms part of Xing Ji’s corporate social responsibility initiative. Though
it is small, it has been embedded in its customers’ hearts.
4
 3. SWOT Analysis

3.1. Opportunity – The Growing Meat Industry

Malaysians and people all around the world have a growing need for meat
products these days since meat can supply individuals the energy they need for daily
tasks like working and studying. This indicates that the meat sector has a large market
and excellent earning potential for meat products. The consumption of meat has been
rising rapidly over the past few decades worldwide (Khan, 2023, para. 4). As per
Figure 2, the size of the global market for meat products was shown to be USD
1,660.64 billion in 2023 and is expected to expand at a compound annual growth rate
(CAGR) of 4.6% from 2024 to 2033, reaching approximately USD 2,596.16 billion by
then. This presents profitable potential for meat producing businesses such as Xing Ji.

The cultural aspects are for one, a contributor to the meat industry's sustained
growth. Throughout the world, there are numerous festivities and events that have
their own unique feasts and recipes that contain meat products. Certain dishes,
including chicken rendang and satay, are regarded as traditional or essential
components of festival cuisine in Malaysia. For example, Muslims purchase big
amounts of poultry, mutton, and beef to celebrate Hari Raya Aidilfitri. Also, to reduce
the costs for associated businesses, the government subsidises animal husbandry
throughout the celebration. The Minister of Agriculture and Food Industries at the time
Dr Ronald Kiandee claimed that the government was implementing short-term
intervention measures during the celebrations by offering subsidies to breeders of
broiler and egg-producing hens in an attempt to boost chicken and egg output
(Malaysian National News Agency [BERNAMA], 2022, para. 5). Government
subsidies drive down the cost of raising chickens, which in turn drives down the price
of meat sold by companies like Xing Ji. The rise in demand for meat products during
festivals can be linked to cultural influences as well as the desire for extraordinary and
delectable foods during celebrations.

Secondly, meat products generate a huge market since they cater to a diverse
spectrum of palates and offer countless culinary options. Because meat is so
adaptable, it can be prepared in a wide variety of ways, including frying, stewing, and
grilling, just to name a few. This indicates that there is a high demand because most
individuals pick meat products for their regular meals. Demand, as a basic economics

5
principle, creates markets and profits. Additionally, meat is a great source of nutrients
that are necessary for human growth and well-being. Terrestrial animal source foods
offer energy and a range of essential nutrients, such as protein, fatty acids, and various
vitamins and minerals, which are less common in other food kinds (Payton, 2023, para.
3). Eating meat has several health benefits, including boosting muscle mass, reducing
anaemia, and reducing inflammation. Figure 3 shows that people prioritise their health
over riches when making purchases, as seen from the increase in the changes of
spending for the health and fitness category (Vujanic & Burns, 2022, para. 3). For this,
meat is both flavourful and nutritious, making them popular to the average consumers.

The growth of the fast-food sector may also aid in the expansion of the meat
market. Since 1982, consumers' spending at fast food restaurants has increased at a
6.8% yearly rate (Jekanowski, 1999, p. 11). This is because the features of fast food
align with the current trend of working efficiency. The fast-food sector excellently
satisfies consumer needs by emphasising quick customer turnover, quick service, and
take-out sales. Individuals are choosing fast-food over table service restaurants due
to factors like rising incomes, longer workdays, and the growing trend of both couples
working full-time jobs (Jekanowski, 1999, p. 12). The meat market can benefit from
the expansion of the fast-food industry through the increasing demand of raw
ingredients, which meat is one of them. Businesses in the meat industry often find
themselves cooperating with fast-food restaurants and supplying raw ingredients at a
lower price. Fast-food restaurants can get the ingredients they need at a lower cost
and the meat market can achieve higher sale and drive continuous growth.

3.2. Threat – Government Regulations

Businesses of all shapes and sizes suffer threats from the external environment,
which cannot be completely avoided. Threats normally result in losses for businesses
and, in the worst-case scenario, even bankruptcy if not dealt with properly. The
government poses one of the ongoing threats that meat companies face in the
business landscape. Government regulations have a substantial impact on practically
all sectors of the business world, as well as the meat industry. Every measure taken
by the government, irrespective of its intentions, has the potential to significantly
disrupt the operations of meat producers. Xing Ji, as both a meat production and retail
company, cannot escape the looming threat unscathed.

6
 Xing Ji’s operating costs may rise due to certain regulations. Malaysia has
stringent laws governing the handling, processing, and storage of meat to ensure food
safety and hygiene. Safeguarding Malaysian citizens' safety requires the
implementation of food safety and hygiene rules. In 2008, sixteen infants in Gansu,
China, were diagnosed with kidney stones (Huang, 2014, para. 1). They had all been
given milk powder, which it was subsequently found had been tampered with using
melamine, a poison. All of this is a result of the Chinese government's inadequate
enforcement of food safety laws. Meat companies are paying more for facilities,
equipment, hygienic practices, and staff training because of these rules, as they have
an obligation to safeguard consumers' health.

There could be an unanticipated animal flu outbreak at any time; hence, the
government has strictly limited the number of meat products that are available. It has
currently been discovered that the creatures that could be impacted are dogs, cats,
horses, pigs, bats, birds, and pigs, with the most common being birds and pigs.
Unfortunately, the primary commodities in the meat industry are pork and poultry.
Symptoms may be non-existent or minor, but they may go as far as to manifest as a
high fever and pneumonia (Jones, 2023, para. 33). The meat production and retail
sectors bear the losses incurred from the restrictions imposed by the government.

The absence or inadequacy of regulations may not be something pleasant

either, as it also has negative consequences for companies such as Xing Ji. The
demand for meat and protein may be increasing at an accelerated rate, which has
unforeseen effects on odour management and pollution at the company’s pig ranch.
Identifying the smells of livestock is a challenging and complex process. Many
developed countries have established their own standards for measuring them.
Nonetheless, research on smell management and control in Malaysia is still in its early
stages (Sakawi & Ismail, 2015, p. 98). Prolonged exposures to odour pollution have a
detrimental effect on the ecosystem and consumers’ health. The absence of specific
laws and an inefficient enforcement system cause the meat industry in Malaysia to
face various issues related to livestock odours. These issues can create negative
perceptions among consumers and can lead to decreased consumer confidence in
the quality of meat products. As a result, the meat industry may see a decline in
production and sales performance, resulting in a loss for businesses in the meat
production and retail sectors.

7
 4. Recommendations

4.1. Opportunity Harnessing

4.1.1. Artificial Meat
The introduction of artificial meat should be considered. The artificial meat
technology is a new technique that utilises tissue engineering to produce muscle
through animal cells for human consumption (Stephens et al., 2018, p. 155). It is
estimated that in 2050, the meat industry will have to at least increase 50% of
production to meet the demand of the whole population (Bonny et al., 2015, p. 256).
With the growing demand from consumers, Xing Ji should consider introducing
artificial meat as one of their products to complement its sale of conventional meat. By
doing this, not only can the company attract more customers and increase sales, but
customers also have more choices in purchasing meat products. Although it seemed
as though artificial meat would be a technology used in the distant future, through a
survey conducted by Hocquette et al. (2015), a huge majority of international
respondents surprisingly answered that artificial meat technology is workable and can
be utilised for consumption alongside conventional meat (p. 277).

Table 1
Responses to Question Related to the Viability of Artificial Meat Technology
Yes No Unsure
(%) (%) (%)
Do you think this in vitro meat technology is
53.6 28.7 17.7
feasible and realistic?

Note. Adapted from “Educated Consumers Don’t Believe Artificial Meat is the Solution
to the Problems with the Meat Industry”, by A. Hocquette, C. Lambert, C. Sinquin, L.
Peterolff, Z. Wagner, S. P. F. Bonny, A. Lambert, and J. -F. Hocquette, 2015, Journal
of Integrative Agriculture, 14(2), 273-284 (https://doi.org/10.1016/S2095-
3119(14)60886-8). CC-BY-NC-ND.

Xing Ji does not have to produce artificial meat independently, but the
opportunity to source them from potential suppliers holds immense promise. In 2024,
Malaysia’s first manufacturing plant dedicated to artificial meat is scheduled to open
for business. (Malaysian Investment Development Authority [MIDA], 2023, para. 1).

8
 It is highly likely that the artificial meat sales in the early stages will be relatively
low, if not non-existent. On the other hand, Xing Ji may test the market with a tiny,
progressive introduction of artificial meat each replenishment. Consequently, decide
regarding the quantity of artificial meat that can be further procured by looking at its
sales. Even if the first benefits might not be great, investing in artificial meat and
keeping a positive working relationship with its supplier are worthwhile. Not to mention
that consumers may sample the artificial meat while searching the store and looking
for new products; this is referred to as the variety-seeking purchasing behaviour
(Ratner et al., 1999, p. 2). Additionally, the development of artificial meat may help
protect the environment and improve the wellbeing of animals. Samples surveyed by
Hocquette et al. (2015) think that the manufacturing and consumption of artificial meat
can help solve the longstanding issue of animal wellbeing (p. 277).

Table 2
Responses to Question Related to Animal Welfare
Yes No Unsure
(%) (%) (%)
Do you think that in vitro meat will significantly
45.0 37.8 17.2
contribute to reduce the animal welfare problem?

Note. Adapted from “Educated Consumers Don’t Believe Artificial Meat is the Solution
to the Problems with the Meat Industry”, by A. Hocquette, C. Lambert, C. Sinquin, L.
Peterolff, Z. Wagner, S. P. F. Bonny, A. Lambert, and J. -F. Hocquette, 2015, Journal
of Integrative Agriculture, 14(2), 273-284 (https://doi.org/10.1016/S2095-
3119(14)60886-8). CC-BY-NC-ND.

On top of that, artificial meat can present benefits to the environment. In

comparison to conventional meat production, in vitro meat production may reduce
energy consumption and land usage by 99%, water usage by 90%, and energy
consumption by 40% under certain production conditions (Tuomisto et al., 2011, as
cited in Bonny et al., 2015, p. 257). This is because the production artificial meat
requires only a factory, while conventional meat farming requires big plots of land.
Despite being merely an analysis and computation, these figures can demonstrate the
potential of artificial meat to boost the earnings of Xing Ji.

9
4.1.2. Ready-to-cook Meals
Xing Ji can provide ready-to-cook (RTC) products. These are made to be
convenient without sacrificing the taste and texture of home-cooked meals. Products
like this can help customers prepare meals much faster and with less effort. Individuals
nowadays prefer easy-to-cook items with simple, quick preparation methods due to
the pressures of their hectic lives (Temgire et al., 2021, p. 211). The features of RTC
products are what customers need in this situation. Xing Ji's is currently targeting its
products at individuals, such as housewives and retired women, who typically tend to
prepare meals for their families at home using raw ingredients. Xing Ji could reach a
new group of consumers by marketing RTC products to full-time workers who are
willing to cook but do not have a lot of free time. These people prefer to cook their
meals rather than buy cooked ones from restaurants or fast-food establishments, citing
reasons about cost. This consumer group has a high desire to save time while being
able to enjoy quality food. To get the raw ingredients from markets and stores and then
prepare a meal at home would be too much for these people. Thus, the availability of
food that can be quickly prepared can satisfy their needs.

There is a growing demand for RTC food products (Eltaroberts, 2023, para. 2).
In India, the rising demand for them is caused by the urbanisation of its labour force,
easier access to food, and the need for culturally appropriate food (Temgire et al.,
2015, p. 213). The same can be said here in Malaysia, as we share the same
characteristics as developing countries like India. Ready-to-cook meals can be
considered the best alternative to home-cooked meals, especially for people who live
alone, despite some health concerns being brought up surrounding them. A significant
number of today’s consumers belong to this category because of the fast-paced and
demanding work environment. All that consumers need to do with these food items is
take them out of the packaging and place them into relevant cooking utensils
according to the directions provided. Besides, ready-to-cook products can increase
the diversity of products available in Xing Ji and provide more choices for consumers
to choose from. Not to mention that these items can also meet the needs of university
students who are living on their own. With a low-time-consuming cooking method, it is
easy for students to prepare a meal in their dormitory with RTC products. There is no
reason to worry about a possible failure in sales. Thus, it can be concluded that there
is a market for ready-to-cook products, bringing benefits to Xing Ji.

10
4.2. Threat Minimisation
4.2.1. Staff Education
With government regulations meddling left and right in Xing Ji’s operations, the
company should better educate its human resources to tackle the issue. This is the
first step to having its business fit perfectly with legislation implemented by relevant
authorities. Yet we cannot ignore the fact that food safety laws bind the food industry
together and stresses the importance of consumer health (Hanson, 2022, para. 1).
Standard operating procedures (SOPs) are a useful tool for businesses to promote
food product safety and assure adherence to best practices for food safety (Khan,
2023, para. 26). They are vital resources for training staff members, particularly those
who are new to the company, about safe food handling procedures. They also give
staff the information and abilities they need to regularly apply food safety procedures
by providing clear instructions on a variety of jobs and procedures.

4.2.2. Manure and Feed Management

The management of manure in buildings at Xing Ji's ranch is one of the
methods the company can use to address livestock odour issues. There are two
approaches that may be taken to stop bacteria from producing odours: stopping the
production of odours and bringing down the intensity of odours that are already present.
Manure can be altered to lessen odours produced by bacteria and moved to an area
where aromas created by bacteria cause fewer problems by stopping the growth of
bacteria in the manure (Hamilton & Ogejo, 2017, para. 1). For instance, the business
can use chemicals to alter the acidity levels, periodically pasteurise and chill manure,
and employ disinfectants and biocides to eliminate microorganisms. Additionally,
removing manure from troublesome places before germs have a chance to grow is
another preventive measure. When manure is routinely drained from buildings, fewer
odours from rotting manure are released into the structure. On the other hand, the
issue can be reduced by altering the food that the pigs eat. The amount of crude
protein in the feed can be decreased to cut nitrogen and sulphur levels, as they emit
a strong odour (Janni, 2020, p. 8). Therefore, lower levels of nitrogen and sulphur in
feed would aid in the avoidance of these unpleasant odours. By doing so, the business
will be able to reduce the threat to the greatest extent possible by applying these
methods, which will be able to partially address the obstacles, should other players
participate, that Xing Ji and the meat industry are currently facing.
11
 5. Conclusion

Xing Ji's continuous success is mainly attributed to its effective integration and
implementation of the 4Ps—product, pricing, place, and promotion—and its marketing
mix strategies. The company has carefully marketed and positioned its products by
selling a wide range of everyday necessities to all segments of its customers on top of
its specialisation in high-quality pork. By running its own farm, it maintains control over
its pork supply, ensuring quality and traceability—two critical components in gaining
customers’ trust and loyalty.

With the growing demand for food items, particularly meat products, in the many
years ahead as the global population continues to grow, Xing Ji has the potential to
reap the benefits that are present in the opportunities that the ever-evolving world
presents. However, the world is not a sugar-coated ball of utopia, as all business
opportunities come with threats that hinder businesses’ pursuit of growth. Considering
the health and safety of consumers, government regulations that control the
production and sale of meat items could plunge Xing Ji into losses. This is part of the
social and political factors in the marketing macroenvironment that protect consumers
from unfair business practices and societal interest against unrestrained business
behaviour (Kotler et al., 2023, p. 107).

The process of writing this paper has taught us the importance of customer
value-driven marketing tactics in establishing a company's marketing effectiveness.
Throughout our investigation on Xing Ji, we discovered how the company applied
these tactics in its business operations. A company founded on trust and dependability
is destined to succeed. The same may be said about applying these ideas into our
daily lives. By taking the effort to understand the wants, desires, and perspectives of
those around us, we can improve our personal connections in the same way that
marketers strive to understand their target audience. Empathy enhances our
interactions and fosters deeper bonds. We earn people' respect by always
empathising with them and putting ourselves in their position when dealing with
various issues and negotiations. This is a means for us to market ourselves, look at
things from other viewpoints, and broaden our understanding. We may prioritise our
personal development, as marketers do, as we are constantly learning and adjusting.
Marketing is not merely about doing business; it is also about the way we treat people.

12
 References

Bonny, S. P. F., Gardner, G. E., Pethick, D. W., & Hocquette, J. -F. (2015). What is

artificial meat and what does it mean for the future of the meat industry? Journal

of Integrative Agriculture, 14(2), 255-263. https://doi.org/10.1016/s2095-

3119(14)60888-1

Cooks-Campbell, A. (2022). Why is an organisational structure and why is it important?

Better Up. https://www.betterup.com/blog/organizational-structure

Daft, R. L. (2014). Management (12th ed.). Cengage Learning.

Eltaroberts. (2023). Ready-to-cook food market size, growth, forecast 2023-2030.

Medium. https://medium.com/@eltaroberts2662/ready-to-cook-food-market-

size-growth-forecast-2023-2030-deb640e51a46

Hamilton, D. W., & Ogejo, J. A. (2017). Strategies to control farmstead odours.

Oklahoma Cooperative Extension Service. https://extension.okstate.edu/fact-

sheets/print-publications/bae/strategies-to-control-farmstead-odors-bae-

2905.pdf

Hanson, E. M. (2022). Why are food regulations important? Food Docs.

https://www.fooddocs.com/post/why-are-food-regulations-important

Hocquette, A., Lambert, C., Sinquin, C., Peterolff, L., Wagner, Z., Bonny, S. P. F.,

Lebert, A., & Hocquette, J. -F. (2015). Educated consumers don’t believe

artificial meat is the solution to the problems with the meat industry. Journal of

Integrative Agriculture, 14(2), 273–284. https://doi.org/10.1016/s2095-

3119(14)60886-8

Huang, Y. (2014, July 16). The 2008 milk scandal revisited. Forbes.

https://www.forbes.com/sites/yanzhonghuang/2014/07/16/the-2008-milk-

scandal-revisited/?sh=4ad28f434105

13
Jekanowski, M. D. (1999). Causes and consequences of fast-food sales growth.

Research in Agriculture and Applied Economics, 22(1), 11-16.

https://doi.org/10.22004/ag.econ.266201

Janni, K. (2020). Reflections on odour management for animal feeding operations.

Atmosphere 2020, 11(5), 1-15. https://doi.org/10.3390/atmos11050453

Jones, B. (2023, July 17). Yes, bird flu is a threat. It’s time to take it seriously. Vox.

https://www.vox.com/science/23793697/bird-flu-avian-influenza-explained-

pandemic-potential-wildlife

Khalique, M., Isa, A. H. M., Nassir Shaari, J. A., Ageel, A. (2011). Challenges faced by

small and medium enterprises in Malaysia: An intellectual capital perspective.

International Journal of Current Research, 3(6), 398-401.

https://ssrn.com/abstract=1891867

Khan, H. A. (2023). Essential food safety practices for meat processing plants:

Ensuring compliance and efficiency. Folio3 AgTech.

https://agtech.folio3.com/blogs/essential-food-safety-practices-for-meat-

processing-plants/

Khan, K. S. (2023, August 4). 15 most consumed meats in the world. Yahoo Finance.

https://finance.yahoo.com/news/15-most-consumed-meats-world-

160853277.html

Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of Marketing (19th

ed.). Pearson.

Malaysian Investment Development Authority. (2023). Lab-grown meat to make a

debut in Malaysia. https://www.mida.gov.my/mida-news/lab-grown-meat-to-

make-debut-in-malaysia/

14
Malaysian National News Agency. (2022, March 30). Adequate meat supply for

Ramadan, Aidilfitri – MAFI. Astro Awani. https://www.astroawani.com/berita-

malaysia/adequate-meat-supply-ramadan-aidilfitri-mafi-354382

Paul, B., Sana, A., & Poddar, S. (2020). Contribution of small and medium enterprises

(SMEs) towards Malaysian economic growth: An empirical study. International

Journal on Recent Trends in Business and Tourism, 4(2), 18-27.

https://www.researchgate.net/publication/350236644_CONTRIBUTION_OF_S

MALL_AND_MEDIUM_ENTERPRISES_SMES_TOWARDS_MALAYSIAN_E

CONOMIC_GROWTH_AN_EMPIRICAL_STUDY

Payton, L. T. (2023). A major health organisation says meat, eggs and milk are vital

sources of ‘much-needed nutrients.’ Here’s why. Fortune Well.

https://fortune.com/well/2023/05/08/meat-eggs-and-milk-nutrients/

Precedence Research. (2024). Meat products market.

https://www.precedenceresearch.com/meat-products-market

Ratner, R. K., Kahn, B. E., & Kahneman, D. (1999). Choosing less-preferred

experiences for the sake of variety. Journal of Consumer Research, 26(1), 1-

15. https://doi.org/10.1086/209547

Sakawi, Z., & Ismail, L. (2015). Managing odour pollution from livestock sources in

Malaysia: Issues and challenges. Malaysian Journal of Society and Space,

11(13), 96-103. https://journalarticle.ukm.my/9776/1/10x.geografia-dec15-

Zaini%26lukman-bi-edam.pdf

Stephens, N., Di Silvio, L., Dunsford, I., Ellis, M., Glencross, A., & Sexton, A. (2018).

Bringing cultured meat to market: Technical, socio-political, and regulatory

challenges in cellular agriculture. Trends in Food Science & Technology, 78,

155-166. https://doi.org/10.1016/j.tifs.2018.04.010

15
Temgire, S., Borah, A., Kumthekar, S., & Idate, A. (2021). Recent trends in ready to

eat/cook food products: A review. The Pharma Innovation, 10(5), 211–217.

https://doi.org/10.22271/tpi.2021.v10.i5c.6207

Vujanic, A., & Burns, T. (2022, September 7). Consumers see health and well-being

as “essential” spend category. Accenture.

https://newsroom.accenture.com/news/2022/consumers-see-health-and-well-

being-as-essential-spend-category-accenture-survey-finds

Yong, S. -B., Hassan, L., Krauss, S. E., Ooi, P. T., Ramanoon, S. Z., Yasmin, A. R., &

Epstein, J. H. (2021). Mental model of Malaysian pig farmers in implementing

disease prevention and control practices. Frontiers in Veterinary Science, 8,

695702. https://doi.org/10.3389/fvets.2021.695702

Yuan, C., Geng, C., Sun, J., & Cui, H. (2022). Vertical integration and corporate value

under uncertainty shock: Evidence from the COVID-19 pandemic. China

Economic Quarterly International, 2(4), 239-251.

https://doi.org/10.1016/j.ceqi.2022.11.002

16
 Appendices

Figure 2

Global Meat Products Market Size 2023 to 2033 in Billion US Dollars

3,000.00
Market Size (Billion

2,500.00
2,000.00
USD)

1,500.00
1,000.00
500.00
0.00
2023 2024 2025 2026 2027 2028 2029 2030 2031 2032 2033
Year

Note. From Meat products market, by Precedence Research, 2024

(https://www.precedenceresearch.com/meat-products-market). Copyright 2024 by

Precedence Research Pvt. Ltd.

Figure 3

Consumer Category Spend Changes Between September 2022 and September 2023

90.00 87.00 87.00

85.00
Percentage (%)

85.00
80.00
80.00
75.00
75.00
70.00
65.00
Food and Household Homecare Health and Savings &
Grocery Bills Items Fitness Investments
Categories

Note. From Consumers see health and well-being as “essential” spend category, by

A. Vujanic and T. Burns, 2022

(https://newsroom.accenture.com/news/2022/consumers-see-health-and-well-being-

as-essential-spend-category-accenture-survey-finds). Copyright 2024 by Accenture.

17
Presentation Slides

18
19
20
21
22
23
24
25
26
27
28
29
30