1. Comment on ABL Enterprise’s overall marketing strategies.

Are the strategies

fulfilling the objectives of marketing? Discuss.
Marketing strategy is the fundamental goal of increasing sales and achieving a
sustainable competitive advantage. In this case, at first the company was fulfil the
market demand by using the halal ingredients and the company vision is to be leader
in the production halal food. But then, the company consider their profit and does not
sensitive about their Muslim’s consumer by included the non-halal ingredients in the
production process to reduce the cost. By this action, they will lose their Muslim
consumer to buy their product and even in the future, the Muslim’s consumer won’t
trust them and won’t buy their product again. This is not fulfilling the objectives of
marketing.

2. What is your view on the company’s decision to include non-halal ingredients

in the production process to reduce costs? Justify your reasoning.
The decision to include the non-halal ingredients is not worth because majority of
their consumer is Muslim .They should alert about their consumer sensitivity by not
include the non-halal ingredients in the production process to reduce cost. Even the
halal food is at high price, they should think wisely by adjust their food price that they
produce comparable their cost price of their halal production.

3. If you were Mr. Abu, what will your next step after meeting Mr.Ari be? Discuss.
If I were Abu, I will take legal action by tell to the authority such as KPDNKK,
KPDNKK is Ministry of Domestic Trade, Co-operatives and Consumerism (MDTCC).
This is because, the consumer feel misguided because their product have Halal logo.
Mr. Abu should report this to JAKIM to monitoring to ABL’S Enterprise company.