INTRODUCTION

Bestari Food Malaysia was

founded in 2004 as a sister
company to the Synerchem
Group after spending several
years in the functional food
ingredients industry. Initially, the
sole
purpose of their product was to
make it easier for customers to
cook. They started by making a
Crispy Fried Chicken Coating
Mix and then noticed the impact
of the product on their customers'
kitchens. This product has
succeeded in simplifying roast
chicken at home and reducing the
time it takes to prepare traditional
time-consuming dishes. Next, the
motto of the Bestari Food
Malaysia is "simple and
delicious" translated from the
Malay "Mudah dan Sedap" and
prove that
it is correct. Since then, they have
been on a mission to expand the
variety of simple, high-
quality, ready-to-cook foods that
are easy for anyone to use.
Bestari Food Malaysia's products
are very popular with home
cooks, hotels, restaurants,
and the catering industry.
Bestari Food Malaysia's
manufacturing facilities follow
strict food
safety procedures. These are ISO
22000 certified, and Halal
certified by JAKIM. In 2019,
Bestari
Food Malaysia will have more
than 40 storage units. Among the
product that Bestari have which
are Fried Chicken Powder,
Tempura, Chicken Stock,
Banana Fritter Batter, Ready
Mixed
Seasoning, Instant Mashed
Potatoes, Cucur, Custard,
Starches, Spices and Himalayan
Rock
Salt. Their famous products
are Fried Chicken Coating
Powder, Tempura Powder,
Spices,
Seasoning Powder, and Instant
Mashed Potatoes. They also
launched new products which are
Salted Egg Seasoning Powder,
and Instant Curry Powder Premix
(Chicken, Meat and Seafood)
Bestari Food Malaysia was
founded in 2004 as a sister
company to the Synerchem
Group after spending several
years in the functional food
ingredients industry. Initially, the
sole
purpose of their product was to
make it easier for customers to
cook. They started by making a
Crispy Fried Chicken Coating
Mix and then noticed the impact
of the product on their customers'
kitchens. This product has
succeeded in simplifying roast
chicken at home and reducing the
time it takes to prepare traditional
time-consuming dishes. Next, the
motto of the Bestari Food
Malaysia is "simple and
delicious" translated from the
Malay "Mudah dan Sedap" and
prove that
it is correct. Since then, they have
been on a mission to expand the
variety of simple, high-
quality, ready-to-cook foods that
are easy for anyone to use.
Bestari Food Malaysia's products
are very popular with home
cooks, hotels, restaurants,
and the catering industry.
Bestari Food Malaysia's
manufacturing facilities follow
strict food
safety procedures. These are ISO
22000 certified, and Halal
certified by JAKIM. In 2019,
Bestari
Food Malaysia will have more
than 40 storage units. Among the
product that Bestari have which
are Fried Chicken Powder,
Tempura, Chicken Stock,
Banana Fritter Batter, Ready
Mixed
Seasoning, Instant Mashed
Potatoes, Cucur, Custard,
Starches, Spices and Himalayan
Rock
Salt. Their famous products
are Fried Chicken Coating
Powder, Tempura Powder,
Spices,
Seasoning Powder, and Instant
Mashed Potatoes. They also
launched new products which are
Salted Egg Seasoning Powder,
and Instant Curry Powder Premix
(Chicken, Meat and Seafood)
Bestari Food Malaysia was
founded in 2004 as a sister
company to the Synerchem
Group after spending several
years in the functional food
ingredients industry. Initially, the
sole
purpose of their product was to
make it easier for customers to
cook. They started by making a
Crispy Fried Chicken Coating
Mix and then noticed the impact
of the product on their customers'
kitchens. This product has
succeeded in simplifying roast
chicken at home and reducing the
time it takes to prepare traditional
time-consuming dishes. Next, the
motto of the Bestari Food
Malaysia is "simple and
delicious" translated from the
Malay "Mudah dan Sedap" and
prove that
it is correct. Since then, they have
been on a mission to expand the
variety of simple, high-
quality, ready-to-cook foods that
are easy for anyone to use.
Bestari Food Malaysia's products
are very popular with home
cooks, hotels, restaurants,
and the catering industry.
Bestari Food Malaysia's
manufacturing facilities follow
strict food
safety procedures. These are ISO
22000 certified, and Halal
certified by JAKIM. In 2019,
Bestari
Food Malaysia will have more
than 40 storage units. Among the
product that Bestari have which
are Fried Chicken Powder,
Tempura, Chicken Stock,
Banana Fritter Batter, Ready
Mixed
Seasoning, Instant Mashed
Potatoes, Cucur, Custard,
Starches, Spices and Himalayan
Rock
Salt. Their famous products
are Fried Chicken Coating
Powder, Tempura Powder,
Spices,
Seasoning Powder, and Instant
Mashed Potatoes. They also
launched new products which are
Salted Egg Seasoning Powder,
and Instant Curry Powder Premix
(Chicken, Meat and Seafood)
According to Philip Kotler “A company’s marketing environment consists of the actors and
forces outside of marketing that affect marketing management ability to build and maintain
successful relationships with target customers”. Marketing environment is term to refers to
factors and forces effect a firms ability to build and maintain successful relationships with
customers. Marketing environment consists all the internal and external forces related with
marketing strategies.

Successful companies know the vital importance of constantly watching and adapting to
changing environment. For this report on marketing environment, we required to make some
research to analyze my chosen company which is Bestari. Bestari unlocking the power of flour
to enhance quality of life for everyone, today and for generations to come. To complete this
assignment, the criteria that we need to know is about marketing environment factor that
related with Bestari.

Moreover, we need to know about information of microenvironment and macroenvironment

that influence this company become the one of the famous flour that can make all people from
many generation easy in life. Microenvironment forces that are close to the company and affect
its ability to serve its customers. As for macroenvironment is the broader context within which
a company conducts its commercial operations.

MICROENVIRONMENT

Microenvironment is defined as the collection of factors that are in direct contact with the
business organization which affects the routine activities and practices of the business. These
forces have a major impact on the performance of the company and are associated with the
company functions and day to day operations but for the short period of time.

Its elements include suppliers, competitors, marketing intermediaries, customers and the firm
itself. Thus, the company’s ability to provide services to its customers is managed by
controlling or regulating micro environmental factors to some extent.

Porter’s five forces is the tool that can help to analyse the external micro environment. Now,
let’s discuss briefly about the micro environmental factors in Bestari.
Suppliers

Suppliers provide the raw material resources, unfinished goods and labours to the company in
order to produce goods and services. The effectiveness of suppliers determines the efficiency
of the company in terms of producing the goods. In addition to that the quality of the finished
product has a strong with the suppliers of the firm especially in case of food products. As the
presence of the company is in more than hundred companies, it is a challenge for the
company to maintain its standard all over the world and provide the consistency to its
customers in the taste and quality of the product. Further we can divide the supplier of Bestari
into two parts: Labour suppliers and Material suppliers. Labour suppliers deal with the
quantity of labour is required at the optimum level in order to prevent the loss of labour force
and prevent the company from the shortage of labour which again can lead building of
inventory as a cost for the company. The skills of labour is again maintained by the labour
suppliers, wherein the labours of different skills are managed in such a way that the operation
of the firm can run smoothly. Labour strikes and labour relations are other factors which we
cannot ignore in the current scenario as the efficiency of the business depends largely on the
factors like attrition and employee satisfaction. Material supplies handle all the material
required by the firm in order to manufacture the finished product for sale. Bestari is in the
food and quality markets and the quality of such item plays a major role in its success in the
market. Bestari has maintained a high quality efficiency in handling the quality and quantity
of the two different supplies i.e. labour supplies and material supplies and hence the company
has been able to run its business smoothly for more than 100 years in spite of the different
business trends in the world market.

Marketing Intermediaries

The market intermediaries of the company help to advertize, sell and distribute its product to
the end customers. The physical distribution network of the company decides the medium by
which the finished product is delivered to the end customer on time and with safety. This
department also ensures the proper storage of the firm that prevents the product from getting
any king of damage. The marketing service department of the firm helps in the promotion of
the product and acts as a communication channel between the company and customers. It not
only communicates the features of the product to its customers but also get the feedback with
the help of survey, which helps the research and development department to develop a
product according to the need of the customers. The other intermediaries of the company like
banks help to provide the funds to the companies and play an important role in the continuity
of the business. Insurance companies insure the property and the goods of the company
against the risk involved in various operations, buying and selling of the product. Bestari has
the differential advantage of working in a smooth coordination with all its marketing
intermediaries which helps in providing the best and pure food products to its valuable
customers in the different parts of the world.

Customers

The immediate customers of Bestari are retail and grocery stores which provide the products
of the company to the end customers at a reasonable price and a reasonable profit. The end
customers of Bestari are the consumers who consume its wide range of product. The
company has a bright brand image in its big pool of end customers.