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INTRODUCTION

EXTERNAL ENVIRONMENT
All outside factors that may affect an organization make up the external environment. The
external environment is divided into two parts . First is Directly interactive. This environment
has an immediate and firsthand impact upon the organization. A new competitor entering the
market is an example. Second is Indirectly interactive . This environment has a secondary and
more distant effect upon the organization. New legislation taking effect may have a great impact.
For example, complying with the Americans with Disabilities Act requires employers to update
their facilities to accommodate those with disabilities.
Directly interactive forces include owners, customers, suppliers, competitors, employees,
and employee unions. Management has a responsibility to each of these groups. Here are some
examples . Owners expect managers to watch over their interests and provide a return on
investments. Customers demand satisfaction with the products and services they purchase and
use. Suppliers require attentive communication, payment, and a strong working relationship to
provide needed resources. Competitors present challenges as they vie for customers in a
marketplace with similar products or services. Employees and employee unions provide both the
people to do the jobs and the representation of work force concerns to management.
The second type of external environment is the indirectly interactive forces. These forces
include sociocultural, political and legal, technological, economic, and global influences.
Indirectly interactive forces may impact one organization more than another simply because of
the nature of a particular business. For example, a company that relies heavily on technology will
be more affected by software updates than a company that uses just one computer. Although
somewhat removed, indirect forces are still important to the interactive nature of an organization.

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COMPANY BACKGROUND
In 1984, the first batch of ADABI products rolled off from a small factory in Batu Caves
Light Industrial Area in Kuala Lumpur. Soon after, its market growth began to rise steadily and
this prompted a further expansion. From Batu Caves, ADABI shifted to bigger factory premises
in Taman Kepong Light Industrial Area in 1986 and had two additional plants at Taman Ehsan
Light Industrial Area in 1990 and 1992 respectively.
In November 1996, with an ever escalating consumer demand, Adabi shifted to its
present factory and office premises located in Rawang Integrated Industrial Park. Situated on the
4 acres of land, the site presently houses the production, warehouses, office building and other
administrative facilities of Adabi.
Adabi is a household name in every home in Malaysia. For almost two decades, the
Malaysian public has heard, seen and fallen in love with the Adabi brand, whose logo is
represented by the traditional Royal Malay Palace of Malacca in the sixteenth century. The
Malay palace denotes the fact that Adabi products have a very strong heritage, similar with the
quality food that was served to the royalties in the past.
True to its image, the Adabi brand has consistently delivered to Malaysian consumer food
products that are 100% Halal, and of the highest quality. It is because of this that Adabi was
recently voted a Superbrand for the year 2002 by the Malaysian Superbrands Council. Adabi can
proudly lay claim to the fact it is one of only a select few Superbrands that is purely homegrow,
through and through.
The Adabi brand has also managed to penetrate the minds of consumers outside of
Malaysia, especially those in the Indonesian cosmopolitan areas of Medan and Jakarta. Some of
Adabi’s well-known products have been marketed and sold in Indonesia since 1993, and the
Adabi brand has also been promoted consistently in the mass media over there.

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1.0 CUSTOMER
DEFINITION
An individual or business that purchases the goods or services produced by a business. The
customer is the end goal of businesses, since it is the customer who pays for supply and creates
demand. Businesses will often compete through advertisements or sales in order to attract a
larger customer base.
1.1

CHEF

Adabi products is quality, clean besides facilitating the process of cooking. Food was
cooked and it seems there is a "natural" preservatives tasteless. no preservatives are used in all
products Adabi. Of soy sauce production Adabi are using RO water is water treated well fortified
with vitamins A & C. Products Adabi very fine and clean. Process R & D activities have resulted
in product quality can meet the tastes of other people. Selection of the right products would
benefit themselves as well get the desired result.

1.2

PEOPLE

People choose products because Adabi shairy producing a favorite food of Malaysians
including soup bunjut Adabi receiving sales of over 1.75 million units a month. Other products
sold in the market is Turmeric Powder, Powder Cucur, Chinese Fried Rice & Sweet Ketchup
village apart. Adabi also manufactures and markets over 86 products of the highest quality
ingredients based soup, curry sauce, and Java-based products tepung.Asam Xtra without seeds
will be the preferred community in this country.
1.3 STUDENT
Customs is

an authority or agency in

a

country

responsible

for

collecting

andsafeguarding customs duties and for controlling the flow of goods including animals,
transports, personal effects and hazardous items in and out of a country.[1] Depending on local
legislation and regulations, the import or export of some goods may be restricted or forbidden,
and the customs agency enforces these rules.[2] The customs authority may be different from the
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immigration authority, which monitors persons who leave or enter the country, checking for
appropriate documentation, apprehending people wanted by international arrest warrants, and
impeding the entry of others deemed dangerous to the country. In most countries customs are
attained through government agreements

and international laws. A customs duty is

a tariff or tax on the importation (usually) or exportation (unusually) of goods. In the Kingdom
of England, customs duties were typically part of the customary revenue of the king, and
therefore did not need parliamentary consent to be levied, unlike excise duty, land tax, or other
forms of taxes.Commercial goods not yet cleared through customs are held in a customs area,
often called a bonded store, until processed. All authorised ports are recognised customs area.
The role of the Customer Category Manager - C-Store is to deliver sales, marketing, operations
and administrative initiatives related to servicing the day to day needs of regional or national
retail chains and distributors within the C-Store Class of Trade. The CCM is responsible to
maintain account coverage and sales planning with assigned customer base, provide support to
CBM and team members in the areas of sales planning, analysis of trade budgets, administration
of customer contracts and agreements, and merchandising strategies. This position will assist
customer service with order management and customer logistics and is accountable for budgetary
and financial management of trade promotions involving promotional funds, forecasting,
customer payments, deduction resolution and reconciliation of trade budgets quarterly. Primary
driver at distribution and retailer level of implementing short and long term business plans by
division and category designed to achieve sales volume and profit goals within spending
parameters.

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2.0

SUPPLIER

DEFINITION
A vendor, or a supplier, is a supply chain management term that means anyone who
provides goods or services to a company or individuals. A vendor often manufactures
inventoriable items, and sells those items to a customer. Typically vendors are tracked in either a
finance system or a warehouse management system.Vendors are often managed with a vendor
compliance checklist or vendor quality audits. Purchase orders are usually used as a contractual
agreement with vendors to buy goods or services. Vendors may or may not function as
distributors of goods. They may or may not function as manufacturers of goods. If vendors are
also manufacturers, they may either build to stock or build to order. 'Vendor' is often a generic
term, used for suppliers of industries from retail sales to manufacturers to city organizations.
'Vendor' generally applies only to the immediate vendor, or the organization that is paid for the
goods, rather than to the original manufacturer or the organization performing the service if it is
different from the immediate supplier.
2.1 Resources Machinery Sdn Bhd
Our company, Resources Machinery Sdn Bhd, was founded in 1988. We are specializing
in supplying food processing, bakery, confectionary, hotel and restaurant, supermarket and
packaging equipments. We also provide consultation planning, supply, and installation and aftersales services. Our clientele ranges from restaurant to fast food outlets, snack bar, butchers,
delicatessens, supermarkets or the food-processing industry, the drinks bar or the catering
service, the canteen or the domestic users. We are committed to deliver quality products and
after-sales services to our customers. With 20 years of experience in the food and beverage
industry, we pride ourselves as a reputable, reliable and responsible enterprise and will persist to
ensure our customers are satisfied with the products, services and knowledge we bring to them.
To us customers’ satisfaction matters most.

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2.2 Malaysian Institute of Food Technology (MIFT)
The Malaysian Institute of Food Technology (MIFT) is a non-profit professional body of
food technologists and educators in the field of food science and technology, and other
individuals involved in areas of work closely related to food technology.
MIFT is the only non-governmental organization in Malaysia that brings together food
scientist and technologists. The Malaysian Government has recognized MIFT as a professional
body.
Founded in 1974, the MIFT has grown to over 400 members. The majority are
Professional members who are managers, food scientist and technologists in the food industry,
researchers in government and private institutions, educators in universities and colleges. Many
of them are trained in food science and technology or related discipline such as chemistry,
biochemistry and have relevant experiences in their application to food.
For individuals who do not have relevant training and experience but are involved in the
food industry, we offer them participation in the activities of MIFT as ASSOCIATE MEMBERS.
Corporate bodies associated with food science and technology or the food industry, are
also provided the opportunity to associate with MIFT to further the objectives of MIFT as
CORPORATE MEMBERS.

3.0

PUBLIC PRESSURE
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DEFINITION
Public Pressure is the act of attempting to influence decisions made by officials in the
government, most often legislators or members of regulatory agencies. Lobbying is done by
many different types of people, associations and organized groups, including individuals in the
private sector, corporations, fellow legislators or government officials, or advocacy groups
(interest groups). May be among a legislator's constituencies, meaning a voter or block of voters
within his or her electoral district, or not; they may engage in lobbying as a business, or not.
Professional lobbyists are people whose business is trying to influence legislation on behalf of a
group or individual who hires them. Individuals and nonprofit organizations can also lobby as an
act of volunteering or as a small part of their normal job (for instance, a CEO meeting with a
representative about a project important to his/her company, or an activist meeting with his/her
legislator in an unpaid capacity). Governments often define and regulate organized group
lobbying that has become influential.
The ethics and morality of lobbying are dual-edged. Lobbying is often spoken of with
contempt, when the implication is that people with inordinate socioeconomic power are
corrupting the law (twisting it away from fairness) in order to serve their own conflict of interest.
But another side of lobbying is making sure that others' interests are duly defended against
others' corruption, or even simply making sure that minority interests are fairly defended against
mere tyranny of the majority. For example, a medical association may lobby a legislature about
increasing the restrictions in smoking prevention laws, and tobacco companies lobby to reduce
them: the first regarding smoking as injurious to health and the second arguing it is part of the
freedom of choice.
3.1

JAKIM

In 1968, the Malaysian Council of Rulers decided that there was a need for a body that
could mobilise the development and progress of Muslims in Malaysia, in line with the country’s
status as an Islamic country which was growing in strength as well as fast gaining worldwide
recognition. In realising the fact, a secretariat for the National Council of Islamic Affairs of
Malaysia was formed to protect the purity of faith and the teachings of Islam. This secretariat
was later expanded to become the Religious Division, Prime Minister’s Department which was
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later upgraded to become the Islamic Affairs Division (BAHEIS). On 1st January 1997, in line
with the country’s steadfast Islamic development and progress, the Department of Islamic
Development Malaysia (JAKIM) was established by the Government of Malaysia to take over
the role of BAHEIS.
As a leading agency in the management of Islamic affairs at the federal level as well as
the Secretariat of the National Council for Islamic Affairs, Malaysia (MKI), JAKIM therefore
implements the following three main functions . First function is a Formulation and
standardization of Islamic Law. Second function is a Islamic Coordination and Administration.
Third function is a Coordination and Development of Islamic Education .
3.2
SIRIM
SIRIM Berhad is a wholly-owned company of the Malaysian Government under the
Ministry of Finance Incorporated. With over forty years of experience and expertise, SIRIM has
been the government's mandated machinery for research and technology development, and the
national champion of quality.
SIRIM has always played a major role in the development of the country's private sector.
We focus on discovering and developing new technologies to help businesses compete better
through quality and innovation. By tapping into our expertise and knowledge base, small and
medium businesses collaborate with our scientists everyday in their quest for improvement in the
manufacturing, technology and services sectors.
Together with our industry partners, SIRIM Berhad has enabled Malaysian products and
services to receive due recognition in quality and innovativeness worldwide. By continuously
reinventing the way we do things, we ensure that we remain market-driven, flexible, costeffective, and responsive to our clients.

3.3 HAZARD ANALYSIS AND CRITICAL CONTROL POINT (HACCP)
As an official recognition of industries who achieve and implement good practices of
HACCP ultimately comply to all requirements of Food safety and meet consumers need. Hazard
Analysis Critical Control Points (HACCP) is the main platform for international legislation and
good manufacturing practices for all sectors of the food industry. HACCP is recognized as a
main element of international trade in food products. HACCP is a risk management tool
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recognized internationally for use in the proactive management of food safety issues. A HACCP
system helps you to focus on the hazards that affect food safety through hazard identification and
to establish critical control limits at critical points during the production process.

4.0

COMPETITOR

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DEFINITION
Competition in biology, ecology, and sociology, is a contest between organisms, animals,
individuals, groups, etc., for territory, a niche, or a location of resources, for resources and goods,
mates, for prestige, recognition, awards, or group or social status, for leadership. Competition is
the opposite of cooperation.[1][2] It arises whenever at least two parties strive for a goal which
cannot be shared or which is desired individually but not in sharing and cooperation.
Competition occurs naturally between living organisms which co-exist in the same environment.
[3] For example, animals compete over water supplies, food, mates, and other biological
resources. Humans compete usually for food and mates, though when these needs are met deep
rivalries often arise over the pursuit of wealth, prestige, and fame. Competition is also a major
tenet of market economies and business is often associated with competition as most companies
are in competition with at least one other firm over the same group of customers, and also
competition inside a company is usually stimulated for meeting and reaching higher quality of
services or products that the company produce or develop.
4.1 BABA’S
When Baba Products ventured into the industry, ready-made spices and mixes had
already been around for quite a while. It was the general belief however that authentic taste was a
necessary sacrifice of convenience, and the reason why the traditional "home-made blends"
remained the preferred choice in most kitchens. There was doubt too of the suitability of these
products for vegetarian consumption.
As consumers ourselves, fussy ones at that - we believed that while convenience was a
necessity, aroma and flavor is of highest importance. This is what drove us to capture the very
essence of those traditional family recipes, using the finest ingredients from around the world.
State-of-the-art production and hygienic packaging techniques ensure that our range of products
adhere to the strictest international standards. A commitment to ensure that non-vegetarian
ingredients or flavor enhancers are not used in our products, leaves us relying instead only on the
finest quality ingredients from around the world.
Today, BABA'S has become a trusted household name synonymous with mouth-watering
aromas, exquisite taste, international quality and simplified convenience. Our range can now be
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found in North America, Canada, Europe, South Africa, Australia and most of Southeast Asia. In
Malaysia, Baba's is the preferred choice of every Malaysian, no matter their race or tastes.

4.2 MAK SITI
It's plantation is located at the 12th Mile of Jalan Muar - Pagoh in the State of Johore,
Malaysia. The plantation land covers an area of over 1500 hectares, known to be the largest
herbs and spices plantation in Asia, producing 6 to 10 metric of raw herbs and spices each day.
The plantation is planted with 135 type of herbs collected from all over the world. It uses purely
organic system of cultivation, without chemical fertilizers and herbicides, producing herbs free
from chemical contamination. The herbs are harvested and dry-processed using latest technology
to prevent the loss of natural nutrients, thus maintaining high nutritional quality of its product.
Blending and packaging are done immediately after drying to reduce any contamination and to
maintain freshness of the product.
Under the guidance of its founder, plantation owner Tuan Haji Nasuha Kasian, the
company's continuous efforts to maintain the highest quality of its products, fresh and free from
any preservatives and colouring agents has achieved a remarkable success. Its workforce of
dedicated employees, most whom have been with the company since formation are themself a
specialist in the domain of spices and herbs and a contributory factor to the success of the
company today.
Over the years, the company have invested a significant amount of capital in terms of
research and development. Its continuing investment in producing better and new herbal
products shows its commitment to better health for you and your family.
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4.3 FAIZA
The spices business of Faiza started on the 1968, when founder of Faiza Marketing
(formerly known as Syarikat Faiza), Mrs Hajjah Faiza Bawumi Sayed Ahmad, formulated its
own traditional heritage “home-made blends” recipes. During that time it was more than try and
error recipes, whereas it was produced for limited quantity and only sold to relatives and
neighbors, in order to gain a feedback to the taste of the spice recipes.
Learned from experienced, Faiza had improvised the recipes to suit the taste of Malaysian. Since
then, the journey through the open door has begun as the market demand shows positive growth
for the following years. That was at this time when Faiza was divined to formed independent
business unit to spearhead the spice business strategically.
This, in 1998 Faiza Marketing Sdn. Bhd. (FMSB) was incorporated and Mrs. Najwa Abu
Bakar (Daughter of Mrs Hajjah Faiza) was the person who works tirelessly to spread the wing in
marketing and manufacturing a wide range of spices product, to where it is now. Nowadays,
with more than 20 types of products and proper promotion channel, FAIZA spices has become
one of the most trusted household brand name throughout the region, under the tagline Hygiene
& Quality. The most popular brand is Faiza Raja Curry, Faiza Curry, Faiza Beriani and Faiza
Bukhari.
At FMSB, customer’s satisfaction is always our utmost priority. To that extend our
products definitely employed the best quality of selected ingredients in order to preserve the
traditional recipes and taste of our legacy. As a result, we firmly concerned in producing
HYGIENE & QUALITY products, which are free from preservatives, additional colors and
artificial flavors. Besides that, lie within our production plant are the state of the art machinery
and well trained employee to do the processing and packaging of the spices. What is more
important is all the products were certified HALAL by Islamic Development Department of

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Malaysia.

CONCLUSION
Adabi is a household name in every home in Malaysia. For almost two decades, the
Malaysian public has heard, seen and fallen in love with the Adabi brand, whose logo is
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represented by the traditional Royal Malay Palace of Malacca in the sixteenth century. The
Malay palace denotes the fact that Adabi products have a very strong heritage, similar with the
quality food that was served to the royalties in the past.
True to its image, the Adabi brand has consistently delivered to Malaysian consumer food
products that are 100% Halal, and of the highest quality. It is because of this that Adabi was
recently voted a Superbrand for the year 2002 by the Malaysian Superbrands Council. Adabi can
proudly lay claim to the fact it is one of only a select few Superbrands that is purely homegrow,
through and through.
The Adabi brand has also managed to penetrate the minds of consumers outside of
Malaysia, especially those in the Indonesian cosmopolitan areas of Medan and Jakarta. Some of
Adabi's well-known products have been marketed and sold in Indonesia since 1993, and the
Adabi brand has also been promoted consistently in the mass media over there.

REFERENCES
http://www.halalmalaysia.com.my/coca-cola/
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http://www.aryanjaya.com.my/#!about/c20r9
http://www.cfl.com.my/profile.html
http://www.cliffsnotes.com/more-subjects/principles-of-management/managerialenvironments/the-external-environment
http://www.adabi.com.my/about-history.html
http://resourcesmachinery.com/about.php
http://www.islam.gov.my/
http://www.mift.org.my/about-us.html
http://www.sirim.my/index.php/about
http://www.babas.com.my/BABAS&Business/about-us/index.html
http://maksiti.asiaep.com/pg_profile.htm
http://en.wikipedia.org/wiki/Vendor

ATTACHMENT

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