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In the Nutshell of Malaysias Retail Market

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ELABORATIVE STUDY ON MALAYSIAS MINI MARKET SECTOR AND RELIANCE FRESHS EFFECTIVE ENTRY AS A SUCCESSFUL CHAIN OF RETAIL MINI MARKETS IN MALAYSIA

MADHURIMA DUTTA TP023855

A project submitted in partial fulfillment of the requirements of University College of Technology and Innovation For the Degree of BA (Hons.) in International Business Management June 29 2011 Supervisors Name: Mr. Suresh Naidu Sadasivan

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ACKNOWLEDGEMENT
The researcher would like to thank her family, friends, and especially her supervisor Mr. Suresh Naidu Sadasivan and her advisor Ms. Riaz Fathima for being so supportive and helpful throughout. Regards to Mr. Kantharow, to help the researcher regarding the diagrammatic information provided. Reliance Fresh throughout has been a great base support to support the researchers idea and to bring in easy life agenda to the people they serve. The researcher very graciously appreciates UCTI and Staffordshire University to be able to help this make possible and for their every contribution towards the researchers career and this project.

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EXECUTIVE SUMMARY
Reliance Fresh is a subsidiary of Reliance Retail Ltd which in turn is a subsidiary of Reliance Industries Limited originated from India. Reliance Fresh is the pioneer for the multi-format retail initiative of Reliance and involves huge Investment. These stores are to follow the farm-to-fork philosophy which is explained in the following report, which means direct inventories of farm fresh produce to convenient stores in cities without any middlemen. This research is an in-depth review and anticipation for the future growth of Reliance Fresh in emerging markets of developing countries and trying to eradicate all major health a problem the Malaysian Government is trying to fight for. Here we are to look for the opportunities and loopholes in the Malaysian retail market which we can suggest to Reliance Freshs strategy making team to enhance their market research partially based on the following project. This project intends to rise up the standards of shopping experience for the people of Malaysia, in order to give them farm fresh produces every day. It is to suggest a shortcut into the Malaysian market for Reliance Fresh, to have a successful entry into the market without a lot of difficulties through the medium of Joint Venture. This project aims to look into the level of expectation, the Malaysian consumers have regarding their daily shopping spree of household goods, so that Reliance Fresh can proposes to make it more customers friendly and value proposed could be equally appropriate. It briefs us about the Primary and Secondary research done by the researcher on the retail industry of this country and also its analysis. The research concises more profoundly into the concept which will take us more in-depth of the research regarding the contents of this project.

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1.0 INTRODUCTION TO THE STUDY


1.1 BACKGROUND
OF THE

RESEARCH
IN

1.1.1 MALAYSIA S GROWTH

RETAIL SECTOR

The Malaysian economy has demonstrated strong resilience in the face of external uncertainties. It is expected to remain strong despite the slowing of global economy says Henry Tyler (2009, p.115). Economic growth continues to be broad based with all sectors registering higher output. Growth will continue to be driven by the services and manufacturing sectors by the global economic growth prospects. According to the Retail Group Malaysia, retail sales growth was expected to be slower at a rate of 7% only in 2005 after staging a strong 8% growth in 2004. As the other emerging markets were growing at a very high rate, Malaysia could not keep itself behind. Hence, there came the concept of FDI in the books of the Retail Market of Malaysia. Ibrahim. R states that the first company to invest FDI in Malaysia was Giant retail, followed by Jaya Jusco, The Store Corporation, Carrefour, Marko Cash and Carry Distribution, Courts Mammoth, Tesco, Parkson retail, Suiwah Corporation, Metrojaya, Jerasia Capital, Padini and Ngiu Kee Corporation.

1.2 REVIEW

OF

PAST RESEARCH ON RETAIL SECTOR

OF

MALAYSIA

Analyzing the past figures of Malaysias retail industry, before FDI investments shows depressing results. Hence the researchers study analyses (on the report of Retail Industry by the Government of Malaysia) that after FDI investment in Malaysia it has brought in great changes. Retail Group Malaysia was maintaining its earlier forecast of 7% growth for the retail industry despite the surging costs of living. Malaysia, it said, was facing a new crisis a food crisis. Nevertheless, this was not a Malaysian problem, it is a worldwide problem, it said in its latest note to Malaysian Retailers Association (MRA) members and the retail industry. Retail Group, which tabulates quarterly retail data for the MRA, had expected the retail industry to be affected. towards the second half of the year.

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One of the important factors in consumer spending is the feel good factor. Malaysian consumers in general do not have a high consumer confidence level this has been affecting retail sales, the report said. It said retailers, who had better control of their overall costs, would ride through this latest crisis. More importantly, retailers must understand shoppers current consumption patterns as these had changed over the last 10 years, it added. For the whole of 2007, the Malaysian retail industry recorded surpassingly strong growth rate of 12.8% in sales compared with 2006 the highest growth rate in the local retail industry since 1992. This was mainly attributed to Visit Malaysia Year 2007 and salary increments of civil servants. This, however, was not an indication of recovery in the retail industry, Retail Group said, noting that although prices of food and groceries increased last year due to higher raw material prices, Malaysian consumers did not cut back their spending significantly. Retailers in all retail sub-sectors reported encouraging results last year, it said, adding that sales growth was stronger for national chain retailers than small-scale retailers.- By MRA (2008)

1.3 BACKGROUND

OF THE

COMPANY

Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Therefore Reliance Group being such a great success in the Indian market could be anticipated to progress in the same manner as there is not much a cultural difference between the two countries India and Malaysia. Reliance Retail, the 100% subsidiary of Reliance Industries, on October 28 unveiled Reliance Fresh, the first of its multi-format retail foray involving an investment of Rs 25,000 Crore i.e.

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about $5.67 billion. Reliance Fresh is the companys brand for neighborhood fresh-food outlets. Besides, it has well planned hypermarkets, supermarkets, discount stores, department stores, convenience stores and specialty stores. These stores, ranging from 2,000 to 5,000 sq. feet, will provide customers with a variety of fresh fruits, vegetables, staple foods and other products in a world-class ambience. These types of stores use a farm-to-form theory to bring in fresh goods into the store. The following diagram shows how a farm-to-fork model works:

F IGURE 1: F ARM - TO F ORK M ODEL

SOURCE: RELIANCE RETAIL

INDIA, (2006)

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The Reliance Group was founded by Dhirubhai Ambani, one of Indias largest private sector companies and a much respected man. With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers. The Reliance business is divided into various types, such as Petroleum Refining & Marketing, Petrochemicals, Textiles and Retail. One of the sub divisions of Reliance Retail the Reliance Fresh which is the soul unit concentration of this project, which is owned by Mukesh Ambani, one of the top richest men in the world and the eldest son of Dhirubhai Ambani. Reliance Fresh is a convenient store format which can cater about 1000-2000 on an average spread about of 3-5Kms. The store will sell farm fresh products (fruits & vegetables), poultry products (chicken, beef, eggs, turkey, fish, bacon, pork, red meat) and dairy products such as (milk, butter, yogurt, cheese, tofu fa). The upcoming project is majorly focused on the note to understand the value of business of retail mini markets of perishable goods in Malaysia. The challenge is to anticipate Reliance Freshs entry and existence in the Malaysian market. Reliance fresh being the sub-division of the enormous Reliance Industries holds a great share to the countrys economy. It is headed by Mukesh Ambani, one of the top richest men in the world.

1.3.1 SWOT
STRENGTHS

ANALYSIS OF

RELIANCE FRESH

Reliance Ltd. was the first to enter into this type of an unorganized sector of vegetables and fruits. According to them the intention of this type of a retail business to have100% farm fresh foods delivered to the people of India and also on the other hand to deliver an act towards their CSR.

Reliance Fresh has played so smart in the Indian market and has decided not to add any bar soap or toothpaste and detergent in its shelves, so by using this strategy they have positioned themselves different from other players of the industries like Food world, Big Bazaar and Nilgiris in India which are the major brands for food retail in the Indian Business.

Most of the staples are under its own private label brand- Reliance Select, excepting a few packets of Nestls Maggi, or Pepsis Lays chips, there is very little shelf space

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given to the big brand owners in the country. Reason being, private labels offer far better profit margin to the retailer rather than branded products of FMCG companies. WEAKNESS

Reliance Fresh is definitely an interesting business venture but it may miss out on the opportunity to capture a greater share of the customers wallet. For customers too, this could be tedious, as they would have to visit another store to pick up essentials. Reliance could easily fix this problem by adding a few small counters for some basic non-food products.

According to their official this format is not final one they are accepting the new changes which are required to attract the large number of customers in the future coming.

OPPORTUNITIES Reliance wants to build a high-profitability business and food is, perhaps, the best venture to start. That is because the Indian food supply chain is grossly inefficient. There are several intermediaries, each of whom adds his own profit margin to the cost. Besides, there is huge wastage in transit. This offers potential for savings and profits. To reduce the cost and increase the profit it has been sourcing out its requirements from the farmers. The supply chain already has been backed by few hundred farmers the number is estimated to touch million in next five years. The main aim of the reliance is to eliminate the intermediaries in the sector and reduce the cost.

Smaller stores have two advantages. They bring down the cost of real estate and increase profits.

It is easier to find space for small convenience stores in a quite neighborhood rather than for supermarkets in high traffic areas.

THREATS

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This model is engineered to clock a faster turnover of inventory, even if Reliance Fresh expects consumers to visit their stores at least twice a week for topping-up groceries, they wont be able to reach their breakeven point soon enough to start making profits. Roughly each store will have an investment of RM 30,000 to RM 35,000, hence to reach a breakeven point by selling perishable goods is very unlikely in a short period of time, as told by N. Gogate (2007)

1.4 IDENTIFICATION

OF

GAPS

Gap Analysis on Malaysian mini markets of perishable goods. Gap analysis is the process of comparing two criterias in order to determine the difference or gap that exists between them. Most often gap analysis is used to compare two different states of something, the current state and the future state. Government Regulatory bodies, in order to allow free entry of a foreign countrys industry into the local market of Malaysia needs to provide a true definition of a convenience store for perishable goods.

1.5 THE RESEARCH PROBLEM


An elaborative study on Malaysias mini market sector and Reliance Freshs effectiveness, in entry as a successful chain of retail mini market.

1.6 AIMS

AND

OBJECTIVES

The researcher has setup her eyes on this topic is because of the small observatory research done on Malaysia. The researcher is very new to this country and feels that there are only huge hyper retail markets for people to shop in and very less amount to small vendors to sell perishable goods at nearby households. The distances between each of the hyper markets are also very vast. So just at a click of thought, it got to the researchers notice that if a chain of mini retail markets would be a great option to grow on. Hence, Reliance Fresh a concept developed from India would have a very good platform. The aim of Reliance Fresh is to spread wide around the country and have accessibility for locals in the country to be able to have farm fresh goods at even the remote places of the country and subsidized or lower rates. This type a situation is only possible when vegetables, fruits, dairy and poultry are directly transported from farms to the stores and have zero intermediaries. This is called a farm-to-fork theory of application in the real time business.

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Reliance can create virtuous circle of prosperity by bringing farmers, small shopkeepers and consumers in a win- win partnership. A new company, Reliance Retail Ltd. (RRL) will spearhead this revolution. The Concept of Reliance Retail is an idea which has the potential to revolutionize Malaysias socio-economic framework. It also aims in building a strong value chain, starting from the farmers to the end customers. It believes in enriching Malaysian consumers shopping experience and providing best quality products at an attractive value proposition. It focuses to have a wide spread of stores and outlets in Malaysia so that it can serve the locals in a better manner with greater accessibility. It intends in keeping up to their fresh standards regarding their farm fresh products. Gain a strong competitive edge over the existing hyper markets by being in a wide spread and easily available to the needy at walking distances. They aspire to become an end-to-end food retailer. As we recall back from the introduction of this chapter, it shows that Reliance has disposition of a growth strategy of backward integration, reviewing a mini research done on Carrefour, Jusco & Giant by the researcher, none of the hyper markets possess such kind of a characteristic strategy in Malaysia. Reliance Retail Ltd. (RRL) operates several value and specialty formats. Reliance Fresh falls under the category of value format is because it offers a wide range and assortment of products required for daily household needs.

1.7 JUSTIFICATION

FOR THE

RESEARCH

RRL has a tendency to expand their stores network through strategic partnerships with only world-class such as Marks & Spencer and Pearl Group of Europe says Kodi (2009). When Reliance Fresh lays its grounds on Malaysia, it can be very positively anticipated that it would tie up with the existing hyper markets like Carrefour, Giant, Tesco, and Jusco, who are their potential competitors. This would give them an upper hand to settle up their business in a neat manner. From the mini research done it shows that all of the big players in the Malaysian retail markets of perishable goods have a tactic to tie up with various brands and outsource their activities, in the same manner Reliance Fresh could take over the outsourcing part in the hyper retail marts since they are best trained in the particular field.

1.8 METHODOLOGY

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The research methodology used in this project will be a mixture of both quantitative and a qualitative approach, as it involves usage of both primary data and secondary data. In the primary data, the methods of information gathering are as follows:

Questionnaire Personal Interviews Observation by the researcher

In the context of secondary data, the modes of information gathering are as follows:

Books Online resources Journals Magazines related to Retail

1.9 CONCLUSION
This concludes that there is a necessity for growth in the Malaysian Retail Market, and Reliance Fresh if decides to be a part of this goal, the country can rely on safe and reliable hands in terms of the agricultural products as it has its base in India, and India being a dominant agrarian economy, has already given them enough of experiences of the best of the situations to the worst of it in their journey from past 5 years, and definitely it proves that Reliance Fresh if can tackle the worst situations of India, it has definitely learnt and known how to overcome or even prevent worst situations before it happens and can save on a lot of cost and loss.

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2.0 LITERATURE REVIEW


2.1 IN-DEPTH RESEARCH
From the context of Literature Review we analyze various factors, for example: past research analysis, findings by others, limitations and weaknesses in the process, gap analysis, contribution to the field of knowledge, comparison and contrast with the position developed by other researchers and of there any similar systems to it or not. The researcher has chosen this particular topic, is because it clearly reflects the major contents of the course the researcher has studied earlier. This paper precisely talks about Strategic Management & Formulation, marketing, Retail Management, Change Management, Operations Management, Just-In-Time [JIT], Supply Chain Management, FDI Investments, Macro Economics, Positioning Techniques and this paper also has the ability to anticipate the future for Reliance Group if it ever decides to diversify into the Malaysian markets.

The year of the study could be mentioned as on a period of 2010-2011.

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The industry this particular topic could best relate to is the Retail Industry of two countries, India and Malaysia.

2.2 DOMAIN RESEARCH


The Malaysian food and beverage retail market is valued at $US10 billion. Annual growth over the last 5 years at 6% is forecast to continue for the next 3-5 years. Malays are generally brand conscious, though relatively price sensitive says Stinson (2009, p.12). The average Malaysian consumer spends 24% of their household income on retail sales. An increasing amount of food retail expenditure (>40%) is being spent in modern retail outlets such as the Dairy Farm Group (Giant and Cold Storage), Tesco, Carrefour, and Jusco. This sector represents real opportunities for Victorian agro-food companies but is very competitive and disjointed with the top 5 grocery retailers possessing less than 20% of the market share. Retail ready dairy, meat (beef, sheep), horticulture in season (grapes, citrus) and dry-grocery products are well suited to this segment. Organic/wellness products and ready to eat convenience style products are slowly increasing their presence and are medium-long term opportunities. Access is either via import/distribution companies or direct to retail chains, Ashton .J (2010) tells in one of his articles. The administration of the wholesale and retail sector falls under the supervision of the Ministry of Domestic Trade and Consumer Affairs (MDTCA) through the Committee on Wholesale and Retail Trade. If Reliance Fresh could capture the perishable segment in each of the above retail outlets, if could gain a very strong base, as the customers would look at it as a part of the huge hyper markets, or a separate brand adapted by the Malaysian Government. This brings us to a very risky question of the governmental regulatory standards every producer and seller must follow in Malaysia are the bodies which provide certification and standardization such as:

2.2.1 HALAL CERTIFICATION


Malaysia is the only country in the world whereby the government provides full support in promoting the Halal Certification process on products and services. Halal Certification provides assurance to all Muslim consumers because it fulfills the Syria law, which is a must for Muslims. To the non-Muslims, Halal products are quality products, simply due to the concept of Halalan Thoyyiban (Halal and wholesome) as HDC strongly advises all Halal

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certification applicants to comply with GMP and HACCP requirements. Thus, products certified Halal by JAKIM are Halal products which are safe to consume or use, nutritious and with quality.(Halal Industry Development Corporation, 2008).As per BURSA Malaysia Listing, about 80% of the listed companies in BURSA are Halal Certified companies.

2.2.2 MARDITECH
Agriculture has been identified as one of Malaysia's important engine of growth. The agriculture sector is targeted to become a major stimulant for the economy, creating employment, bringing in more foreign revenue and enhance the nation's food security. Greater thrusts will be given on that commercialization of agro-food related activities by encouraging greater use of modern technologies and techniques to transform traditional farming into commercially viable business. With its strong value proposition, MARDITECH looks set to capitalize on this emphasis and assist in the trend to revolutionize of the local agro-industry.(Marditech, 2011) The other institutes which provide certification and related credentials are:
-

FAMA [The Federal Agriculture Marketing Authority] ISO 9000 Series SIRIM QAS GAP [Good Agricultural Practices Information] SALM [Skim Akreditasi Ladang Malaysia, can also be called as Farm Accreditation Scheme]

The Director General of Department of Environment Malaysia, Y.Ibrahim (2009) says, Malaysia has a significant amount of arable land and water availability for agricultural production, particularly in Sarawak and Sabah. Aside from some major corporate operations in palm oil (the major competing industry), tea, cocoa and to a lesser extent horticulture and seafood, the vast majority of agricultural production is undertaken by small land holders. Increasing food self-sufficiency is a high priority for the Malaysian government due to high commodity prices and an increasing appetite for non-traditional foods. There is a lack of agricultural production expertise, farming systems and technology to substantially increase food output. This provides serious commercial opportunities for agricultural service providers to develop the Malaysian agricultural industry, particularly dairy, horticulture, goats and

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aquaculture. This would enhance trade and potentially enable 2-way FDI into the IndianMalaysian agricultural sectors Financial Express (2006). Reliance Fresh can make use of this situation as their opportunity to enhance their backward integration strategy to build strong relationship with the farmers, to directly sell their products to the company, and gain profitable revenue with zero degree of the hard work taken to go and sell through middlemen and get a compromised pay. Reliance Fresh can make use of this very advantage to make their supply chain more efficient. One more major addition to this concept will be the exotic fresh fruits and vegetables which will be brought in from India and other nearby countries through the mode of air transportation. These vegetables and fruits will be stored in one warehouse in Malaysia and will be distributed to various stores around.

F IGURE 2: I NITIATIVE

OF

F ARM -

TO

FORK MODEL

The agricultural waste every year rounds up to about 1.2 million tones, which a very significant figure for a small country like Malaysia. This is the cause of lack of insights and importance not

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given by the farmers, middlemen and the retailers to every small amount which is wasted every time the produces are transferring the goods from one middle-man to another. To reduce this type of small wastages and provide the possibly fresh farm produces, Reliance Fresh has come up with the theory of Farm-to-Fork Model of Supply Chain in India when compared against the United States. The inspiration of this model was the theory mentioned below. The researcher believes that, almost a very similar case is what is happening in Malaysia. The concept of Producer to Consumer is just the basic name given to the Farm to Fork model. This concept when applied to Malaysia will be more efficient as the transportation and logistics of this country is a very well built area in the books of Malaysias Infrastructure. This led Reliance Fresh to come up with a structure of Farm-to-Form Model, mentioned in paragraph 1.2.

F IGURE 3: A GRO W ASTE

GENERATION IN

M ALAYSIA

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2.3 LIMITATION

TO THE

STUDY

As we all know everything good in any form comes with a little bad to it. Therefore we cannot only look at the positive aspects of the topic but also must scrutinize well into when situations go wrong, which mode it can turn to. The first limitation which comes to the researchers mind at the moment is the most risky challenge, i.e. the Malaysian Government Intervention. From the past research done it shows that the Malaysian Government has a lot of rules and regulations regarding franchising or licensing to other foreign companies coming into the country as they do not want the country to be over taken by the foreigners, but Reliance Fresh might very well tackle it since it is such a huge company and has its humungous turnovers every year. The second limitation which ranks up as another threat regarding this research, is also the most important factor in the process of setting up Reliance Fresh in Malaysia are the local farmers. They might take as a treat as Reliance Fresh is intending to take away their livelihood by not allowing them to do their own traditional way of business as told in an article by Richard (2007). The researcher brings up this issue in the limelight since the very similar situation has already happened back in India and as a form of anticipation, this point has been included. (RICHARD L, 2007) Choosing the right people for the interviews might not be possible because of 2 factors: firstly, language barriers and secondly not being able to have a high level reach until the top level management of the companies to have qualitative information. Even if the right people are chosen for the interview, it might trigger a treat in their minds as of something like a similar system could arise and they will be prepared with their own strategies to tackle a new competition into the retail market. For the Questionnaire survey which will be done on a general basis with random citizens, there may be limitations such as: Lack of time of the respondents as they will be filling up their forms in the middle of their shopping period.

Lack of patience of the respondents as they might be in a rush and all the more they might not be prepared to fill questionnaires at that point of time.

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Lack of interest of the respondents as their mindsets tend to be focused on something more relaxing and would not like any one invading their family time privacy.

May not understand the language as the researcher is not a local and as the target market for questionnaire supply shows a significant population of housewives, they might not be very well versed in English and this becomes a major limitation if they misunderstand the whole concept of this research.

May not have the sufficient knowledge about the concept being discussed and in such shortage fo time, the researcher may not be able to give a complete guide as to what the idea of the research is all about.

This research is based on an imaginative analytical thinking capability of the researcher to give a new form to the backbone of the research problem. The researcher has used all her learning ability grasps from her past lessons as the research graduated from one level to another and the next. There is a mixture of a lot of theories and concepts which were reviewed and analyzed to relate it to the practical and the imaginative world for this particular research. Therefore the researcher personally feels that the information which is provided in this report is solely her own sincere contributions and it definitely contributes at least a small percentage to the ocean of knowledge as she believes that quality knowledge is always appreciated. As per this particular research is concerned, there is not such kind of a similar system like a convenience store retail chain outlet which promises to sell fresh products throughout the day. This information is based on a mini research done by the researcher on the nearby markets areas.

2.4 CONCLUSION
From the Literature Review we can comment that the Retail Market of Malaysia pertaining to the agricultural sector is still growing. The government wants to improve on these factors, but with the restricting interest of Foreign Franchising and Licensing. Here the researcher would like to suggest an improvement that the Malaysian Government can look into for future decisions is that, if more and more of foreign companies come into Malaysia, the rate of employment will also grow, as the foreign companies cannot get all of their employees from

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the parent company, may be a few, but not many. Hence the economy and country will become richer and fruitful with many perks and benefits.

3.0 RESEARCH METHODOLOGY


Research is a diligent and systematic inquiry or investigation into a subject in order to discover or revise facts, theories, applications etc. methodology is the system of methods followed by particular discipline. In the third section of this report we will briefly mention about, what is called as a research methodology, which basically means the way how we conducts research. In this project the researcher will be using Questionnaires, Personal Interview, reviewing past research information feeds by other researchers and Observational approach to collect data. The process of a research approach is as follows:

3.1 QUESTIONNAIRES:
List of a research questions asked to respondents, and designed to extract specific information which in this case is to extract information about Reliance Fresh and how the local citizens of Malaysia accept it. The best part about gathering information through questionnaires are that it serves four basic purposes for the research which is to collect the appropriate data, make data comparable to analysis, minimize bias in formulating and asking question and to make questions engaging and varied.

3.2. INTERVIEWS

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An interview briefly could be called as a formal discussion between two parties where the information collected can be termed as qualitative information, as the interview pertaining to this particular research would be done only with top managers or executives of hypermarkets like Jusco, Tesco, Carrefour, Giant etc.

3.3. OBSERVATIONAL STUDY


The researcher has chosen this particular mode of information gathering is because, there are some type of information related to this research which can be gained only through observation n can be analyzed and compared since, the researcher is originally from India and knows how the situation of Reliance Fresh is back in the country it is originated. As this is the researcher personal research work, the information provided can be mostly categorized as genuine since it is all on an observatory study, and as the human mind is, it might even make mistakes unknowingly; hence the study can be termed as 90% reliable. The response format of gathering information for questionnaires would be in written format and for interviews it will be a verbal conversation between two parties.

3.4. CONCLUSION
This concludes that research which is under progress is going to give out fruitful results depending upon the number and type of respondents. The study of reliability, pilot testing and response format may not be applicable at this stage of the research as researcher needs some more time to develop on the instruments to gather quality information in a very tactical way.

4.0 ANALYSIS

OF

PRIMARY DATA

This section analyzes the data collected through primary research methods as mentioned earlier, questionnaires and interviews; it can also be classified as quantitative and qualitative data. Questionnaires being quantitative data and the information gathered through interviewing personnel of the large mega marts of Malaysia can be categorized as qualitative data. The researcher has chosen a very large group (consumers of perishable and dairy products) to focus on for this research but has collected the primary research details from a very small sample size, the reason being the behavior analysis of this population size will very closely reflect on the rest of the population as well since they all belong to one culture, one nation.

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The aim of the questionnaires spotlight remains on the following objectives mentioned below:
-

Characteristics of the respondents.[Q1, Q2, Q3 ] Respondents shopping behavior. [Q4, Q5, Q6, Q8] Respondents response to convenience factor. [Q11, Q12] Respondents reaction to having a new chain of convenient store. [Q7, Q9] Recommendations of the respondents aligning the needs and demands which have not been fulfilled by any other mini markets. [Q13, Q14, Q15, Q16]

The aim of the Interviews were to get an insight about the industry through their potential competitors and what the y think would be a very possible outcome into this given Market situation as they have survived and know the local market for many years now. To get an understanding on the challenges each one of the existing companies had faced when they had entered the Malaysian market at first, how they had tackled the issues and how they were successful to overcome the barriers and hurdles on their way till now. Requesting on a lost list of answers, the researcher had managed to get about a 65 percent justification for the queries made to the respective position holders from each of the companies (competitors of Reliance Fresh mentioned in the Introduction to the study in 1.1)

4.1 SURVEY FINDINGS 4.1.1 CHARACTERISTICS


OF THE RESPONDENTS

The respondents chosen by the researcher were more tilted towards the ones who have a very detailed knowledge about this type of a mini market or are the ones who shop on a regular basis for their families. The focus lies on this group of public is because they are the ultimate goal, who are to be satisfied at the end of the setup of this Joint Venture business of Reliance Fresh. The occupation categorized into 4 has a major focus on the students from abroad, as

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Malaysia holds a very strong position in diversity and is also very famous for tourism. It very much depends on what the foreign students perceive about the quality and price variability of goods, in the case where they can compare to the standards of their home country and recommend more what the companies can locally apply to succeed. The percentage of the housewives population from the collected data is the highest as we are catering to their level the most as preferably they are the ones who shop for their daily groceries. The researcher has asked most people who are 45 and above is because, in this scenario it best suits the profile that, the more experienced people get, they more they can contribute to this type of a research and give a very genuine insight regarding the issues of this generation. Hence focusing more on these types of respondents has given us very close to satisfactory research. The main motto of the researcher to focus more on female population just interprets the general understanding that the ladies of the families are the ones who are the most educated about how to run a family in everyday situations, hence comforting them and knowing their needs and demands are the best way to succeed a business like Reliance Fresh. Following are the results for Q1, Q2 and Q3 of the Questionnaire. Occupation Age

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Gender

4.2 QUESTIONNAIRE FINDINGS 4.2.1 RESPONDENTS


SHOPPING BEHAVIOR

The behavior analysis in this case refers to shoppers habits like; how many times does the shopper visit a store to buy daily groceries, giving them a list of stores in Malaysia as options and why do they chose the particular one etc. This helps us to understand that buying groceries in the 21st century is not just fulfilling the requirements of the to buy list but also of the other factors related to it like travelling cost and time, convenience, availability of all goods required under one roof, etc. Most of the respondents have very much stood by voting to a specific type of outlet which will be more shopping friendly for them to easily go about and buy their daily groceries, fruits, vegetables and other dairy products in a very easier and faster way which consumes only very less time in the process and after understanding the concept of this research, they feel that having a store like Reliance Fresh just around the corner of every street would be like a blessing to the complete neighborhood. Following are the results for Q4, Q5, Q6 and Q8 of the Questionnaire.

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Intervals of their shopping period

Retail Outlets in Malaysia

4.2.2 RESPONDENTS

RESPONSE TO CONVENIENCE FACTOR

Convenience factor on a shopping spree is a very important characteristic which most of the retail stores fail to understand, it is also a very vibrant factor for the lowered sales results in a retail market. When a store manager fails to understand the importance of a detailed market research on the factors, that are most important for their customers, it turns out to be a major failure. From the aspect of distance to parking lot, price flexibility to comfort of the store, store layout to product arrangement, customer friendly to user adaptability, it all becomes a very vital issue to look into, which Reliance Fresh are mastered for. Following are the results for Q11 and Q12 of the Questionnaire.

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4.2.3 RESPONDENTS

REACTION TO HAVING A NEW CHAIN OF CONVENIENT STORE

Most of the respondents reaction on this component was very vigilant. In this world of new innovation and up comings, people always ask for more. The behavior of the customers in the 21st century is not much similar to what it was in the olden days. With the forthcoming challenges may be in technology, human nature or for the matter of fact any innovation attracts a customer these days. Like the olden times, customers are not afraid of adapting to the new changes in the dynamic environment. Nowadays the customers are well educated and have the power to dominate on the market and its ups and downs. According to the questionnaire survey Q7 and Q9, the researcher tries to analyze the acceptance factor of a new foreign retail market concept by the local Malaysians and understands that majority of the respondents are in favor of it and only a very few are not. There is no particular reason as such but just portrays individual interest.

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4.2.4 Recommendations of the respondents aligning the needs and demands which have not been fulfilled by any other mini markets According to the researcher, a lot of Retail companies in Malaysia may have discovered a fact about the population in the country, but have failed to analyze its importance when applied to their business model or the selection of goods and services. As by now we know that Malaysia has a very vast population of diverse cultures and people from all over the world come and stay in the country, the retail markets must scrutinize the fact that, any person who had left their country, the only way to reconnect is food, hence Reliance Fresh must focus on inculcating variety in their product range as this is what their potential customers also prefer for. The locals also feel that, when the housewives go shopping every morning or at their regular intervals, a cafeteria serving good breakfast at the stores makes it simpler for them to have a very nice experience and makes a very good start of their day ahead. They also prefer that the meals must not be over priced and have various cuisines and not only Malaysian as they can get to try different foods every time they go shopping.

4.3 INTERVIEW ANALYSIS

AND

FINDINGS

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4.3.1 PAST

AND

PRESENT

OF

MALAYSIAS

RETAIL

INDUSTRY

The past scenario of the retail market in Malaysia was very conservative, which means there doors to international companies were closed, which heightened the realization of the fact that they were not able to specialize in all kinds of products as Malaysias major resources are palm oil, rubber, rice etc. Thus to attain other resources and products they had to depend on opening their windows to International Companies to make use of their resources they are specialized in. That is why we see multinational companies such as Carrefour, Jusco, Giant well established in Malaysia and that is why the researcher feels that they is a greater chance being a great option for the consumers of Malaysia.

4.3.2 RATE

OF GROWTH IN THE

MALAYSIAN RETAIL MARKET

The rate of growth in the retail market of Malaysia has shown a very enormous growth rate after the year 1991 when the concept of Globalization struck the world. Malaysia opened up their boundaries to FDI and other foreign institutions to come and invest into the market in many areas to develop and grow the local market. Hence the retail market has seen very significant changes in their style, production system, distribution and logistics etc. the perception and buying behavior of the consumers have become very dominant on their choices, tastes and preferences.

4.3.3 INDIAN RETAIL MARKET


The Indian retail market is the fifth largest retail destination all across the globe. It has been ranked as the most attractive emerging market for investment in the retail sector in 2009. In the entire Gross Domestic Product of India, the share of retail trade was between 8-10% in 2007, where presently it has touched around 12%, and in all probability it touched 22% by the end of 2010. The Indian Retail Market over the years has been very well known because of the following reasons: It is an agrarian country. The major GDP (51%) contribution provider is the agricultural sector. The population of vegetarian food consuming is very high in number.

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Indians are very fond of shopping for groceries everyday as they are habituated to eat fresh food produces, as this has been the scenario from many long years from the past.

The managers of the top retail heads in Malaysia seem to have a very good knowledge in depth about the Indias Retail market. They list out the various success stories about the super market and hyper markets retails with the introduction of many big companies like the Tatas, Dabur, Himalaya, Hindustan Lever etc.

4.3.4 FAMOUS HYPER MARKETS



IN

INDIA

Reliance Fresh Fresh @ Food Bazaar Tata Group AV Birla Group RPG Group Mahindra Retail Marks & Spencer Pantaloon Retail India (PRIL) Subhikshaa Starbazaar Sabkabazaar Big Bazaar

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Nilgiri
AWARENESS AMONG THE RETAIL INDUSTRIES IN

4.3.5 RELIANCE FRESH

MALAYSIA

The main reason for the initiative of the Reliance stores are, the well built in supply chain which makes it possible to maintain and grow. In India, the farms of these produces of fruits and vegetables are located very nearby making it possible for the company to provide perishable goods at such cheap rates and maintain such efficient customer satisfaction level. If a similar concept can be applied to the Malaysian market it would take a tremendous initial capital to built in this type of system and at first will be very difficult to live up to the brand name. If a company is planning to replicate a similar supply chain model, it will be a must to have a helping hand of a company who already has an experience, which in turn will give them a firm base to start up their business in Malaysia.

4.3.6 LOCAL CUSTOMERS

RESPONSE TO THIS CONCEPT

From their experience of being in the business of Malaysias Retail market, one of the Interviewee comments that, Malaysians are very open hearted people. They understand the fact that if there are new developments being made in the society, it is based on a very good market research of the area. It has undergone the fact to understand that there is a problem in the market and the private companies and the government is trying to help the citizens of this country.

4.3.7 ENTRY STRATEGY

FOR

RELIANCE FRESH

For any foreign company to enter into Malaysia, it is essential that they are tied up with a local company, the fact being the Government of Malaysia. The Malaysian government is very concerned for the welfare of their citizens; hence, it does not want to be dominated by foreign markets and wants to save their economy from being exploited. For Reliance Fresh it would be appropriate to come into a partnership agreement with any of the local companies already existing in the market, the reason being to gain a very in depth experienced advantage to enter and survive in such a huge market. Reliance Fresh can make use of the help provided by the local companies which will in turn save on their setting up costs in return to some fees and payments as compensation.

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5.0 SUPPLY CHAIN MODEL

OF

RELIANCE FRESH

Reliance Fresh stores are intended to bring high quality fresh food to the customers at an affordable price. This could only be achieved through an integrated supply chain process and with efficient delivery of value to the consumers. Mr. Ambani, who visited all 11 shops on the eve of opening in India, said his firm offered "unmatched affordability, quality and choice of products and services to the customers" says Debasis. P et.al. (2008). When this type of a system will be introduced in Malaysia, it will positive speculatively bring in a very smooth functioning of the business model of this perishable goods Retail Business.

FARMER S CATEGO

FARMER S CATEGO
COLLECTIO N POINT

FARMER S CATEGO

PROCESSI NG

RELIANCE FRESH STORES

RELIANCE FRESH STORES


M ALAYSIA .

RELIANCE FRESH STORES

F IGURE 4: L OCAL

SUPPLY CHAIN MODEL WITHIN

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International Flights by AirAsia (Weekly basis)

Warehouse

Production and packaging

Reliance distribution centre

Reliance stores

Customers

Supplier transport

Primary distribution

Home Delivery

Waste recycle and disposal

F IGURE 5: O VERALL

SUPPLY CHAIN OF

R ELIANCE F RESH

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5.1. BUSINESS MODEL

OF

RELIANCE FRESH

The Business Model of Reliance Fresh are known to adopt a model of operating through small and medium size stores as compared to a supermarket which are usually in the range of 8,000-10,000 sq ft. Reliance Fresh aims to be the number one option in the neighborhood for retail markets providing food, vegetables, groceries, dairy and anything similar to a convenience store. It aims to be a channel not only for consumer sales and satisfaction but also to position itself as a distribution channel for other small outlets in various parts of the city by building an integrated supply chain to deliver and operate its Farm to Fork model as referred to in paragraph 1.2 and 5.0 of this report. The Reliance Fresh stores also introduce a concept of labeling the cereals and pulses as a separate brand of Reliance Select to spread a message of care and concern for their customers signifying that the produces are specially selected for their dear customers. The traditional model of vegetable retailing in India involved vegetables being sold in small stores on the roadside, and there were no formal rules regarding weighing, bargaining and quality issues, no cold storage and sophisticated supply chains. Produce travelled slowly and inefficiently through a series of intermediaries before reaching the hands of customers, suffering mark-ups, wastages and quality losses along the way. Reliance Fresh marketing model operates on affordability and a hygienic ambience along with a good shopping experience, said Mukesh Ambani, the Chairman of RIL. Reliance Fresh intended to bring high quality fresh food to the customers at an affordable price. Reliance Fresh also wanted to establish a benchmark of hygiene and quality in their sales. It thus sought to provide the consumer affordable and quality produce in a congenial and pleasing environment and enforced stringent quality and hygiene guidelines which would help it bring high value to the consumer.

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5.1.1. STRATEGY IMPLEMENTATION


The strategy to be applied to this type of a business is external diversification. External diversification occurs when a firm looks outside of its current operations and buys access to new products or markets. Joint Ventures are one common form of external diversification. Joint Ventures occur when two or more firms combine operations to form one corporation, perhaps with a new name, which can be an open option in the case of Reliance Fresh. There is no necessity that these firms have to be of the similar size and nature, but yes they have to be related of adjacently supportive. One goal of the companies Joint Venture is to achieve management synergy by creating a stronger management team, which in this project scenario has to be a strong synergy with the suppliers and . This can be achieved in a Joint Venture by combining the management teams and a very good understanding between them. Reliance Fresh when suggested to be Joint Ventured with a local Malaysian company or a company who has a Malaysian partner must seek out for a Forward Integration Strategy as well as Backward Integration Strategy which will allow the firm to diversify and exercise more control over the quality of the supplies being purchased. Backward integration also may be undertaken to provide a more dependable source of fresh and dependable produces (healthy and pure in nature rather than being hybrid or drugged to make them look like healthy fruits and vegetables). Forward integration allows a manufacturing company to assure itself of an outlet for its products. Forward integration also allows a firm more control over how its products are sold and serviced. Furthermore, a company may be better able to differentiate its products from those of its competitors by forward integration. By opening its own retail outlets under the outlet space of larger hyper market such as Carrefour or Tesco, it can be anticipated that Reliance Fresh would be able to better control and train their selling and service staff. Service is an important part of Reliance Fresh as it directly connects with customer satisfaction. Having an excellent service department may provide the integrated firm a competitive advantage over other firms whose core strategy is profit and not 100% assurance of customer satisfaction and convenience.

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*Add value through market intelligence

*Add value through relationships and channel expertise

Goal: Customer convenience shopping and provide everyday farm fresh produces at walking distance

*Add value through performance evaluation confidence and trust

*Provide value for money

F IGURE 6: B USINESS

MODEL OF RELIANCE FRESH

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5.2 CORPORATE SOCIAL RESPONSIBILITY


Today when most of the companies are busy in making profits by any means, there are few who are focused to return to the society, a part of what they have earned through the society. Reliance retail is one of them. Following efforts of reliance retail are aimed at benefiting the society making Reliance socially responsible even in the Malaysian market.

Reliance Retail aims at society. Hence, Reliance Ltd. train students from corporation schools and schools run by NGOs. And, they consider this as a part of their corporate social responsibility. The method of doing this is to charge a "small fee" from those who want to join the course, as they want to bring in some discipline and regularity among the students and will refund that once they are introduced into the service. Farming in India is highly fragmented and subject to harsh climatic conditions once harvested which is also a similar case in Malaysia as it is a tropical country, it is very difficult to keep fruits and vegetables fresh. To secure high quality, Reliance Retail must directly have sourcing of fresh agricultural produce from thousands of farmers from villages through Collection Centres. With this concept, Reliance can built a business model generating shared value that links the company supply chain more closely to poor farmers in the Malaysian villages. One of the goals of Reliance is, providing a guaranteed market for the farmers produce, reducing transaction costs and training the farmers in better and sustainable farming practices. This initiative results in higher income and upgrading of skills for the farmers, and reduced spoilage of produce (up to 35 percent as per previous study) and better quality products for Reliance retail stores. Reliance retail has adopted farm to fork theory which means it is procuring directly from the farmers thus offering them quite reasonable prices for their produce as now non intermediaries are involved. In return Reliance gives the farmers detailed information about how can the farmers improve their productivity. They can have centres in villages who apart from providing information make farmers aware of market rates of different crops so that farmers can choose crops they want to sow to become profitable. Farmers are provided technical help as well as information about quality seeds and fertilizers.

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5.3 PORTERS 5 FORCES ANALYSIS

The very well known Michael Porter, (1980) developed the 5 Five Forces Analysis model to better identify factors that shape the character of competition, to assess the structural attractiveness and business value of any industry and to pinpoint strengths and weaknesses in a company.

Potential Entrants refers to companies who are willing to enter into the Malaysian market coming from India and other countries may face restrictions from the government, absolute cost advantages in the market, restrains from having access to raw materials and inputs since the first preference will always be toward the local companies. Limitations of access to distribution, marketability, government policies and legislations etc, as in this project of entrance all these factors are extremely necessary to break through.

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Bargaining power of Buyers refers to the buyers concentration, customer preferences and volume, price sensitivity and offering full value for money. The bargaining power of buyers also relies on the fact to backward integrate with the suppliers, manufacturers and distributors.

Bargaining power of suppliers refers to the control driven by the backward integrated partners in the business. If at any particular given point of time, if the suppliers and farmers feel the power of control over Reliance Fresh, it may lead to many consequent factors such as selling raw materials or produces at higher rates which will in turn increase the MRP of their products and will also slowly kill it market potential and value created earlier giving an upper hand to their competitors. Suppliers are usually known to be powerful in the following cases where there is credible forward integration by the suppliers, when the area is supplier concentrated, companies incur significant cost to switch suppliers and in a market where the customers are very powerful. But, Reliance Fresh can tackle these issues by attracting a large number of suppliers to bid and quote their prices for Reliance Fresh to make a decision, have a credible backward integration which is explained in much more detail in the recommendations.

Threat of Substitutes refers to the similar products which are produced and sold in the same industry but, by different producers. Reliance Fresh can offer the same vegetables as their competitors but, what matters more is it value addition provided by the two. To the economist, a threat of substitute only occurs when a products demand is affected by substitute products. As more substitutes become available, the demand becomes more elastic since customers have more alternatives. The competition endangered by a threat of substitute comes from products outside the industry. While the threat of substitutes typically impacts an industry through price competition, there can be other concerns assessing the threat of substitutes.

Industry Competitors refers to very well projection of industry growth, fighting over brand identity, projection of forecasts. Numerous competitors with equal power and resources are often termed to be known as rivalry among existing competitors. In the traditional economic model explained by Rostow (1988) said that, competition among rival firms drives profit to zero. But, competition is not perfect and firms are

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not unsophisticated passive price takers. Rather, firms must strive for a competitive advantage over their rivals.

6.0 CONCLUSIONS
This tale about Reliance Fresh has a very bright focus as it is to bring a basic awareness among the people of Malaysia about the major health problem the population is facing. As the researcher had aimed for earlier that there is not required a compulsory presence of a hyper retail market to carry out perishable product activities as it becomes a hassle for the customers to roam around such a large area to just top up their daily groceries. After the period of globalization a lot of things had changed about in many countries, Malaysia being one among them. As we started off by looking at the retail sector of Malaysia, we proceeded towards providing a solution to one of the problems the Malaysians are facing, which is the lack of a true definition of convenience stores. The only types of stores that we get to see around here are the big hyper retails marts which follow a concept of A to Z under one roof so that it becomes easier for people to shop at once, whatever they need. But, the researcher analyzed a found a gap in this system where it talks for the people who prefer to eat daily fresh vegetables but unable to make it possible, the reason being the drawbacks of these hyper retail markets. Hence, the researcher country of origin being India, she has planned to introduce a new concept into the Malaysian market of mini market retailing focusing the concentration to only perishable goods, which are inclusive of vegetable, fruits, dairy related products, meat etc. May be this type of a retailing already exists in the country but, with the introduction of Reliance Fresh, an Indian company who has penetrated a country whose core base is agriculture and has made a very good effort to woo the country with its business intelligence. The introduction of Reliance Fresh would enhance any countrys perishable retail industry but in this case its Malaysia which is the first target. This project wraps up the whole countrys retail sector into the shield of Reliance Fresh as it also integrates the logistics and infrastructure of this country with a strong re-built of supply chain to follow even for the future generation companies to follow and prosper.

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The researcher to demonstrate this concepts popularity has made efforts to review the Literature behind the scenes. She has made tremendous attempts by carrying our primary research then analyzing the information to understand the local possibility of acceptance of Reliance Fresh into the Malaysian market. The researcher has also provided an anticipated insight to how the supply chain, corporate social responsibility and the business model of this concept will summarize to.

6.1 RECOMMENDATIONS
Reliance Fresh has to Joint Venture with either Carrefour or Jusco but, first only for fresh vegetables and fruits which is their core business so that it will be easier for them to penetrate thorough the Malaysian market. In this case the researcher suggests the company to have a tie up with Carrefour of Jusco in particular as their market spread in and out of this complete focused area is large in size. Reliance Fresh cannot start up as completely new business, the reason being the government intervention for the welfare of Malaysian Private Sector organizations and provide a boost for them to prosper in their own motherland and not being dominated by foreign companies; any other country would also take up similar measures to protect their economy, motherland and heighten the chances of success for their local business corporations. Reliance Fresh should analyze the possibilities of a profitable supplier list to maintain its standards of providing fresh products on a daily basis to live up to their brand reputation. This will increase the chances to reduce their threat of bargaining power of suppliers as mentioned earlier in paragraph 5.3. The researcher identified in the previous chapters that the resources such as special fruits and vegetables which are not possible to be grown in the tropical land of Malaysia and have to be transferred from India to Malaysia, so therefore Reliance Fresh should take an account the best methods of importing Indian goods with proper trade agreements as the Malaysian Government imposes a lot of restriction on foreign goods and subsidies for local goods. The Government is concerned about the popular health problems with the population of Malaysia is one of the major concerns, hence there are many advertisements regarding the ways of maintaining good health. Therefore Reliance Fresh being a well known standard in

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India for providing healthy products can resolve health problems in Malaysia. Therefore RF has a great scope in advertisement, which is a supportive hand to the Government of Malaysia in bringing awareness of good health by eating fresh food.

APPENDIX:
TYPE OF DOCUMENT Log Sheets Gantt Chart Project Specification Form Learning Contract Ethics Form Survey Questionnaire In Depth Interview Questions Application for Halal Certification ATTACHMENT NUMBER Attachment 1 Attachment 2 Attachment 3 Attachment 4 Attachment 5 Attachment 6 Attachment 7 Attachment 8

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