HALAL HUB COMPETITIVENESS

By :
Helmy
Zainul
Samsiah
Zul
 Lack of association of Malaysia with halal
products and services

Competitive advantage from brand association,

creating the image which will link ‘halal’ with
Malaysia through:

• Developing ‘country of origin’ labelling/branding campaign

• Positioning Malaysia as reference centre for trade and investment
promotion of halal products and services
• Developing Malaysia as centre for discourse and
deliberations on issues related to halal products and services
• Supporting development of halal-related content for the print
and electronic media
 Lack of raw halal materials and non-compliance
to Malaysian Halal Standard by overseas suppliers
• Encouraging strategic joint ventures between
Malaysian and overseas companies
• Assisting in the identification of areas for
collaborative ventures and synergistic ties for
Malaysian manufacturers of halal products
venturing overseas
• Encouraging more financial institutions to
support Malaysian owned companies, especially
SMEs, which undertake investments overseas
 Increasing Regional Competition
Measures to enhance Malaysia’s comparative advantages:

• Facilitating greater collaboration among countries in the region

• Building comprehensive database on halal industry
• Developing programmes to promote Malaysian halal food
products overseas
• Encouraging Malaysian companies to establish strategic partnerships with
companies overseas
• Encouraging Malaysian companies to acquire brands in markets
overseas
• Enhancing MATRADE’s capabilities in gathering market
intelligence on new and emerging markets
• Encouraging Malaysian halal food and non-food companies to
expand operations in markets overseas
 Low level of technology and R&D
applications among Malaysian companies
• Undertake research in product development to
keep pace with changing consumer tastes and
preferences
• Work with public research institutes to
commercialise findings in R&D
• Leverage upon emerging technologies and
enhance local capabilities to develop new
products and improve technology in food and
non-food processing
 Lack of systemic development of halal-
compliant services
• Greater collaboration with relevant service providers to facilitate
development and promotion of halal-compliant services
• Provide support to ports and companies which develop halal
compliant logistics
• Travel and tourism to leverage upon halal market:
- using events to promote and brand Malaysia as tourist
destination which appeals to Muslim travelers
(examples: food festivals, cultural shows and Islamic fashion
and music events)
- reinforcing halal image by increasing number of halal
certified restaurants, kitchens and food outlets
 Differentiate Malaysia’s products and
services from competitors
• Continuous involvement of industry leaders to
assist in development and promotion of standard
• Leveraging upon Malaysia’s role in OIC to promote
acceptance of standard among member countries
• Enhancing institutional capacity to gain greater
international recognition and acceptance of halal
standard
• Seeking acceptance of standard by international
accreditation bodies
 Malaysian food manufacturers to ensure
compliance with standards
• Expanding outreach programmes
• Providing institutional support to facilitate compliance
• Assistance to 116 SMEs in meeting halal requirements in ‘Groom
Big’ Programme
• Approval of Matching Grant for Certification and Quality
Management Systems (RM6.28 million to 73 SMEs)
• Approval of Standards on Cosmetics (MS2200:2008) and revision
of MS1500:2004
• Providing of expertise and sharing the Malaysia experience in the
development of OIC draft standards for halal food
 Effective coordination and collaboration
among Agencies in promoting
development of halal industry
• Establishment of Halal Industry Development
Corporation (HDC) in September 2006
• Formulation of Halal Industry Development Master
Plan by HDC, with objectives of positioning Malaysia
as:
- global reference centre for halal integrity know-
how
- global leader in innovation, production and trade of
selected halal related sectors
 Collaborate and adopt comprehensive
approach towards enhancement of
institutional and human resource capacity
• Certification and inspection agencies, namely
the Federal and State Islamic Development
Departments
• Organizations involved in providing testing
facilities for halal products
• Logistics and other related services providers
• Other relevant agencies
 Halal industry in Malaysia is fragmented
• Establishing halal parks for downstream production of halal
products
• Encouraging university–research institute–company linkages to
facilitate collaboration in R&D and commercialization of
research findings
• Creating disease-free agricultural zones, in collaboration with
halal parks, to facilitate access to quality raw materials
• Promoting halal parks as free zones to make Malaysia
preferred
transshipment location for halal goods
Thank You