SECTION 1

Introduction
"Keropok Lekor" is a traditional fish sausage normally consumed as a morning and
evening snack. Made from a mixture of minced fish meat and tapioca flour to form a dough, it is
processed into a cylindrical shape and boiled before it is fried. Its texture is fine with a crispy and
soft bite into delicious Chile sauce. Nutritionally, keropok lekor are rich in protein, calcium
and potassium. This traditional method of preparation usually means that the keropok lekor
can only have a shelf-life of 1-2 days. Reformulation of keropok lekor by adding modified waxy
corn starches; the keropok lekor can be kept in frozen up to six months with acceptable in taste
and appearance. Also, oil absorption into keropok lekor after frying can be reduced.
Here the ideas comes from Mr Hasanudin Bin Yakob to involve in food industry and the
main ideas that he had in his mind was keropok lekor. The demand of Keropok Lekor in his
location is high because for that time the food was imported from Terengganu as the biggest
supplier in Malaysia. He was born and raised in Johor. One factories has been establish in Muar
because of the high demand from the local consumer for Keropok Lekor. An idea was realized
by attempting to build own recipe to make this product which finally has successful to cater the
market in Johor. Starting with only 4 workers, Mr Hasanudin has increase his worker to meet the
requirement of the market and now the company has 30 workers from the local people. In line
with the call from government for economic development of the people, job opportunities for
local are highly preferred. In the early establishment of the company at the year 2011, this
company has taking steps to expanding the market for the product in the states of Malacca.
Research has been done to study the market in the states and it is confirm that this states has a
potential to expanding the product.
Companys Objective
Producing nutritious food products
Promoting Halal food
To compete with other well-known companies in the global market
Get maximum profits
Controlling the distribution and marketing of products

Companys Vision
Successful entrepreneur and listed as one of the Malaysian millionare.
Companys Mission
Become a leading manufacturer of Keropok Lekor in Malaysia.
Providing high quality product.
Expanding throughout the Malaysia market.


SECTION 2
Background/description of the entrepreneur



Name : Muhd Fikri Bin Hasanudin

IC Number : 871220-01-5065

Address : No.10, Jalan Ria 1/1,
Taman Ria Jalan Salleh,
84000 Muar, Johor Darul Takzim

Date of Birth : 20 December 1987

Age : 27

Sex : Male

Maritial Status : Single

Race : Malay

Religion : Islam

Highest Education : Diploma in Automotive

Work Experience : 4 Years

Phone Number : +6013-9621004


Muhd Fikri Bin Hasanudin is the second son from three siblings. Born in the year 1987,
he is now 27 years old. As this was family business, his father has given him the chance to
manage business at Melaka 2 years ago which at that time he only 25 years old. Even at the
young age, he was given trust by his father to manage business for Melaka branch.
After he finish his high school, he went to further his study in Politeknik Ungku Omar
located in Perak. So he started his study and travel from his hometown Muar to Ipoh. For three
years study to finish his diploma in Automotive Engineering he gain many knowledge to help
him to become better person. After finishing his diploma, her father did not straight away give
him a chance to manage their family business instead he was told by his father to gain more
experience by working in company which suitable with his diploma in automotive field.
His first work experience is working with Malaysias vehicle inspection specialist
Puspakom as technician. He work for two years before leaving that company to join other
company. He then continue his career with Toyota Malaysia as sales consultant. In this company
he was working at Kuala Lumpur. He worked with Toyota Malaysia for two year before leaving
that company.
After all of his working experience, he started to manage business in Melaka factory with
the main product is Keropok Lekor. Despite his young age, he thinks he was ready to continue
their family legacy in producing Keropok Lekor. Under his father surveillance and guidance, he
can handle all the challenges in the early years he involved.

Company Organization Chart






Hasanudin Yaakob
(Excutive Director)
Rubiha Hassan
(Administration and account)
Hasanudin Yaakob
(General Manager)
Khairulihsan Hasanudin
(Manager Muar)
Muhd Fikri Hasanudin
(Manager Melaka)
Fitri Johari
(Sales Exec)
Md Ayub B. Ali
(Supervisor)
Azrin B. Satuan
(Supervisor)
Zubaidah
Aishah
Linda
Mahathir
Arif
Yazid
Sulaiman
Azim
Wafie
Akbar
Amirul
Sarah
Azizah
Rosnani
Hidayah
Azmin
Rafiee
Hafiz
SECTION 3
Company Background

Company Name : Tradisi Food Industri

Address : No 9, Jalan IKS 8,

Batu Berendam, 75350,

Melaka.


Company Registration Number : MA0112242-K


Office Number : 09-6816516

Phone Number : 017 - 2688 996

Email : tradysifood@yahoo.com

Year of Incorporation : 2009

Account Number : 563037013949

Bank Account : MAYBANK

Type of Business : Sole Proprietary







Company History
In the year 2009, when Hasanudin Hj. Yaakob try kneading the mixture of flour and fish
meat recipes authentic tradition keropok lekor, he did not expect to go this far in the process
industries keropok lekor in particular and massive. At first, he only intends to make keropok
lekor as one product only, in addition to processing keropok kering is in full swing. Several years
of experience in the industry this fishery products, made him so confident that the processing
industry keropok lekor will give good returns if developed specifically and intensively.
This is evidenced by the tremendous market demand. Starting with the mix of 5kg, now
Production Company has already increased to over 40 tons per month. Along with the increasing
demand, the company has undergone a process of transformation from a small factory, now the
company has moved to a larger factory in order to accommodate the machines and processing
equipment in order to accommodate the increasing amount of production time. The main office
of Tradisi Food Industries at Muar, Johor with address No.10, Jalan Ria 1/1, Taman Ria, Jalan
Salleh, 84000 Muar, Johor.
At present, our company is working on a marketing strategy extensively to appoint agents
in every major area and surrounding states. The preliminary step so that more people can receive
as well as on our products is the branding of the product itself. If the first move products through
agents without any introduction, now it appears majestic with its own brand of "Q'FIS", which is
expected to be able to capture the market in the south of the country this year. This is further
heightened by ownership HALAL status in 2011.
In early 2011, the company has started to expand the marketing of products in Malacca.
Marketing research are made and proven Malacca enough potential to expand marketing keropok
lekor. Plans and organizational structure are discussed in detail for the opening of a branch.
Views and opinions of the public and colleagues adds further strength to create branch.
Once agreed, location search strategy was conducted. This is because the location of the
branch is very important to meet the diverse aspects. Among them is the area around the plant
should be clean and uncontaminated. This is because the process of making food should be clean
and managed to ensure the quality of food produced at a maximum level of cleanliness.
In September 2011, the search location has been determined and finally decided to rent a
factory building at No. 9, Jalan IKS Merdeka, Malacca Berendam 75 350 Miles. This location is
very strategic as it is located around the middle of Malacca and not far from the city of Melaka.
Once there is a branch in Melaka, marketing activities underway to expand the product to
the rest of Malacca. Until now the market for branches around the city of Malacca is Malacca,
Jasin, Bemban, Alor Gajah, Masjid Tanah, Port Dickson, Nilai and Sepang.



Challenges during the early years

The demand for fish-based food product is very high, especially crackers. The first few
years of small business ownership is undoubtedly the most difficult, as a test of the nature of
entrepreneurship. Many of the problems encountered during the first year of incorporation Q'fis.
According Mr Fikri bin Hasanudin Q'fis branch manager of the problems faced is the problem of
getting loans from banks and financial. In Malaysia, there are a variety of credit and loan
facilities provided by various banks and other financial agencies. But many small firms factor to
obtain loans. Among them is the absence of complete financial records and systematic and no
suitable collateral and guarantors. Thus, financial institutions offering loans to firms feel small is
a higher risk than lending to larger firms.
The second factor is the return of profits in the early years. Production of fish products is
less satisfactory than operators of large firms. This is due to the lack of capital to finance the
machine tools are expensive in which it can improve earnings. As a result, the poor production
would affect the company's return. Low returns will cause small firms face difficulties in adding
machine tools that improve productivity or expanding firms. In addition, the firm's management
of low and unsatisfactory. Low returns caused the Q'fis weaker and less attractive for the banks
and lending institutions.
The third problem is the labor force. Ability, success and the establishment of small and
medium-sized firms are not only determined by a steady source of funding but also require
skilled labor and knowledge more talented. Shortage of skilled labor in the field of technology is
one of the most common problems faced by most of the small firms. The main cause of this
problem is due to lack of training schemes offered by the government or private parties for teens.
Educated labor force using computers and machine tools, the power output cannot be increased.
In addition, the technology also frequently change and every change involving complex
technology. As a result, the labor force should be constantly trained and channeled knowledge
modern technology that the productivity can be enhanced.
Many small firms entrepreneurs recognize that their employees are poorly trained
compared to large firms. One of the main reasons is that they are not able to provide training
courses to employees. In addition, experienced trainers to train harder employed workers. If there
is such a coach, the FKS not able to hire the trainee. In the meantime, most of the labor force in
small firms have a low degree of formal education. There are also a handful of labor in small
firms have no formal education.
Low level of education among the labor force is also inhibit the absorption of them in
training is low due to the inability of language proficiency and general knowledge. Lack of
skilled labor is greater among FKS, small firms and medium-skilled labor loss due to join a firm
or a large company that offers salary and benefits far higher and more comfortable working
environment and good. This is not only common among small firms, but this is also true of large
firms where they compete for talent. This would of course, the government and the private sector
should provide plenty of appropriate technical training center or offer technical training to each
labor force, rather than competing to get labor from among the same or take foreign labor to
meet their needs. So, the ability to provide and the skills and training is an important thing in
Malaysia.

The next challenge is a marketing problem. Marketing research is crucial before starting a
business. Problems arise in the market and marketing due to several key factors. The main causes
of this is the quality of the product; price of the product; the absence of perfect marketing
strategy and others. Wage labor in Malaysia have risen high, the cost of transportation and
delivery is high, the firm is also a consequence of high production costs. This situation leads to
higher product prices. For example, wage labor in China is cheap unknown, transportation costs
are also low. The absence of a perfect marketing strategy to affect the sales of local products.
Commonly used strategy may include the provision of good service before and after sell products
to customers, with an attractive packaging, and corporate marketing systems that caliber. The
absence of appropriate packaging system is also a factor. In fact, the packaging is pretty sure to
attract customers to buy goods. Customers are now more concerned with the packaging,
sometimes they are attracted by the beautiful packaging, and then they will buy the product
because it is packaged beautifully. The other thing is the lack of systems and marketing
corporation that caliber.

Other challenges are technological problems. Technology in general can be defined as a
collection of network manufacturing or manufacturing techniques that can be associated with any
one industry sector or industrial products. In general, the technology can be considered as a
system of rational knowledge based on science, engineering and electronics knowledge. Many
problems were faced by FKS when determining the appropriate technology. These include lack
of expertise, skilled engineers and information about new technologies and changes in the supply
of corporate information rapidly changing technology. This problem is mostly the result of a lack
of resources as well as research and development corporation incomplete.
Challenge a host of others is the problem of building and site that suits. Lack of buildings
and sites suitable for FKS has become a fact. This deficiency has avoided FKS had to
manufacture them in residential areas and in the back yard operators. Thus it affects the quality
of production. Entrepreneurs who have factories and firms located less suitable intend to transfer
to a more appropriate industrial zones. But they worry about the cost as well. This is due to move
into industrial zones will take high cost of high rent.

The next challenge is the problem of raw material shortage of raw materials is one of the
tricky problems to overcome. The effect of this problem is that the raw materials that will lead to
high production costs. Sometimes this causes a lack of raw material products cannot be delivered
on time. FKS had to pay damages which must meet the requirements of the signed agreement.
The main phenomena causing these increases are not enough raw materials, raw materials market
speculation and natural disasters.

Challenge competition is a problem in the early days of the company Q'fis. This is
because companies are forced to compete with the large companies that are well established in
the industry. The next challenge is to get a business license. Industrialized Act launched in the
1970s, the complexity of small firms and medium-sized manufacturing license. FKS is not only
required to obtain a business license but still need to obtain manufacturing licenses.

Company activities
In order to start the Small and Medium Enterprises (SME) business activity, Mr. Fikri bin
Hasanudin obtain a business license and a premises license from the local authority. Next step is
about to get the funding and grants for the SME business. He said that the government offers
various forms of financial assistance to SMEs. This assistance is channeled through agencies
responsible and also through financial institutions. He mention that many loan facilities available
to who wants to involve in SME business for example Government financial institutions,
commercial bank and also financial companies.
Advisory and Consultancy
Here, Mr. Fikri bin Hasanudin said to us entrepreneurs and investors who want more exposure of
SMEs can obtain advisory services provided by government agencies and some other body
which are:
Advisory services and technical support
Expert advisory panel of SMEs (SEAP)
Infrastructure
MARA consultant conscription
The development of business infrastructure (BPI)
Sections development of small and medium
SME Consultancy Sdn Bhd
SMI Association of Malaysia
For the training and development, he stated government provides a range of training and
development programs for entrepreneurs and investors who are interested in working on SME
activities. The government agencies including:
Corporation for Small and Medium Industry Development (SMIDEC)
Majlis Amanah Rakyat (MARA)
Ministry of Entrepreneur and Cooperative Development (MeCD)
Development Corporation for Small & Medium Enterprises (SMIDEC)
Corporation for Small and Medium Industry Development (SMIDEC) is the main government
agency responsible for coordinating the development of the sector. In addition to offering advice
on the development of the industry, the agency provides training and development programs for
the public and SMEs which are:
Industrial linkage program
Global supplier program
Skilling

Majlis Amanah Rakyat (MARA)
Majlis Amanah Rakyat (MARA) is a government agency established to encourage, guide and
train indigenous peoples, particularly in rural areas, to participate in the activities of trade and
industry. Here is a training and development programs provided by MARA entrepreneurs:
Entrepreneurship Training
Apprenticeship training scheme
Marketing promotion programs
Ministry of Entrepreneur and Cooperative Development (MeCD)

Ministry of Entrepreneur and Cooperative Development (MeCD) is the primary agency
responsible for coordinating the development. Here is a training and development programs
provided by MeCD entrepreneurs:
Basic business training (LAP)
Basic Training for Graduate Entrepreneurship
Integrated marketing programs furniture
Courses / Workshops Organized Entrepreneurship Entrepreneurship Training
Entrepreneurship Courses National Institute of Entrepreneurship system (GIS)
Organized Training Franchise Division and Vendors












List of activities of Tradisi Food Industries from year 2006 until 2011

No Agencies Date Courses program
1 Department of Fisheries 11-15 July 2006 Fish product processing base course
(Otoshimi and Surimi)
2 Department of Agriculture 3-5 December
2006
Entrepreneurial development workshops
and guidance counselors
3 Department of Agriculture 11 July 2007 IMO technology for agriculture and
environmental conservation
4 Department of Agriculture 23-25 July 2007 GMP courses and food regulation act
5 Department of Fisheries 27-30 August
2007
Entrepreneur coaching workshop program
project processing
6 Department of Fisheries 27 August 2
September 2007
Competition for agricultural produce
7 Department of Fisheries 9-11 September
2007
SME processing industry consultation
meetings and workshops towards GMP
certification
8 Department of Fisheries 28-30 April
2009
Development workshops cracker operators
9 Department of Fisheries 3-6 June 2009 Fisheries consultative council
10 Department of Fisheries 23-25 June
2009
GMP briefing
11 Department of Fisheries 5-6 October
2009
Presentation coaching entrepreneur
fisheries department (processing)
12 Department of Fisheries 4-6 November
2009
Entrepreneur workshop and China business
culture
13 Department of Veterinary 21 April 2010 Agro-based project manager
14 Department of Fisheries 23-25 May
2010
Agro-industry entrepreneurs workshop and
mentors Department of Fisheries
15 Paisley Consultant 5-6 April 2011 Certification and food safety briefing

Business development activity
Business development unit was formed in line with the needs and development that has been
moving towards a larger market and widespread. The first move is branding of the product and
thus the company officially introduced the brand Q'FIS as a trademark of keropok lekor
product.






This logo officially has been registered as a Trade Mark (TM) through MyIPPO on middle of
year 2010.
List of achievement of Tradisi Food Industries

Year Achievement / Awards Place
2006 Pertandingan Produk Pemprosesan Makanan Sempena
HPPNK 2006 Serdang, Selangor
Second
2011 Pertandingan Hasil-Hasil Pertanian Pemprosesan
Keropok Lekor Peringkat Negeri Johor Ayer Hitam
Kluang

Second

2011 Pertandingan Hasil-Hasil Pertanian Kategori Keropok
Lekor Peringkat Hari Peladang Kebangsaan
Second





SECTION 5 : APPENDICES


Company Registration Certificate

Business License

QMS Internal Auditors Certificate
Trademark Certificate

Halal Certificate
Souvenir from our group

Worker processing Keropok Lekor

Group Member with Mr Fikri

Group Member with Mr Fikri