1.

0 INTRODUCTION AND COMPANY OVERVIEW

Datuk Pang Chin Hin,the founder of the MAMEE,with his partner started a small factory
located in the Malaysian city of Malacca in 1971(as shown in Figure 1). MAMEE is an
investment holding company.The company was operated into two businesses segments.The food
and beverage segment is engaged in the manufacture and marketing of a range of food,dairy
products and soft drinks.The company was incorporated in 1991 and is based in Ayer Keroh,
Malacca.MAMEE has also achieved breaching worldwide consumer markets,exporting products
to a staggering number of over hundreds countries and growing. Mamee Instant Noodles has the
ultimate springy noodles with rich authentic taste. Mamee-Instant noodle is a Malaysian -owned
brand which was first launched in 1975 in the noodle snacks category and extended to the instant
noodle category.It is currently the leading Malaysian brand for instant noodles and noodle snacks
in Malaysia.Mamee-Instant noodles can arrange in a few group such as Mamee Premium and
Mamee Chef.Both of them have a lot of flavor to choose such as original and spicy and also both
are soup based noodle.Different type of packaging in Mamee-Instant noodle such as five pack in
one bundle or cup.

2.0 MACROENVIRONMENT
2.1 DEMOGRAPHIC

As we know Malaysia is a country that with a diverse population such as Malay,Chinese and
Indian.These are the main race group in Malaysia.Malaysia’s population is expected to reach
34.3 million in 2023,a 1.09% increase from 2022,that included 70.1% of Bumiputera,22.6% of
Chinese ,6.6% of Indian and 0.7% of other race(Department of statistics Malaysia official
portal,2023a).Mamee-Instant noodle is friendly to Malaysian especially to low-income people.It
prices only around 7-10 ringgit for two bundles(Shopee 2023).While in the past ,MAMEE was a
brand focused on children under the age of 12,today its target audience is largely 18 to 29 years
old.This required Mamee-Instant noodle to overhaul and transform its marketing and
communication strategy to engage with a younger audience.

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2.2 ECONOMIC

Instant noodle is a daily need product for most of the people in Malaysia.According to a new
report,it shows Malaysians consume 3.7million packets of instant noodles per day and
1.55billion packets of instant noodles will be consumed per year(Statista,2023).The companies
who are selling the daily need product and also including instant noodle will practice the lowest
price to increase the sales of their products and get an attention from customer.Instant noodle is a
popular snack in Malaysia and brands cater to a wide variety of flavors to suit local tastes.As
instant noodles is a daily need product,the price won’t very high because it sales come from the
quantity.Due to this kind of situation,Mamee-Instant noodle set the price as low as possible than
their competitors with the same flavor and quality.For an example,the price of Mamee-instant
noodle is RM0.98 per piece while the price of Mi sedap is RM1.79 per piece(as shown in Figure
3 & 4).

2.3 NATURAL

As we know, pollution is getting worse in Malaysia such as air pollution and water pollution.
Some companies want to save money and they straight away throw the factory waste to the river
or do not install water filtration before releasing the factory waste.So that causes the pollution.
Malaysian lack awareness about environmental issues cause pollution process.Malaysia
government and some organization started to focus on environmental issue by preparing project
or organize some campaign to enhance Malaysia's awareness such as 3R campaign.MAMEE
works together with government,local communities and non-governmental organization to
safeguard the environment via a variety of projects.The company commitment towards
environmental is by investing in solar panels at their mega factories in Malacca which helps to
harness renewable energy to manage the energy and electricity costs better.Through rainwater
harvesting system in place,they are also able to have a more sustainable water management
system for industrial usage(as shown in Figure 5 & 6).As for products,they are always in
discussions with suppliers on packaging and raw material in term of sustainability,certifications
and direct social impact on communities.
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2.4 TECHNOLOGICAL

Due to the improvement of technology,Malaysia has been getting more and more companies to
focus on e-commerce to grow their product.In 2023,Malaysia’s e-commerce revenue grew by
5.4% year-on-year in the third quarter of 2023 to RM289.5 billion from RM 274.6 million in the
same quarter last year(Department of Statistics Malaysia 2023).There were 33.03 million internet
users in Malaysia at the start of 2023,was home to 26.80 million social media users and a total of
44.05 million cellular mobile connections were active in Malaysia in early 2023(Digital 2023:
Malaysia).At the same time,the number of online shoppers in Malaysia grew by 8.3%
year-on-year,with 15.63 million buying consumer goods online at the start of 2023.Due to the
price and free shipping of the product,online shoppers will be attracted.As report shows,online
shopping more convenience compare to physical shopping. Therefore,Mamee-Instant noodle
also started to involve in e-commerce to growth.Some online platform such as Shopee and
Lazada,Mamee-Instant noodle can be bought through this platform.Mamee-Instant noodle was
cooperated with Shopee supermarket up to 3 years and it can being sold 1.4k per month in one
flavor(Shopee supermarket 2023).

2.5 POLITICAL

Due to the pandemic,COVID-19 Malaysia practiced many types of Movement Control Order
such as MCO,FMCO and others.In this situation,Malaysians cannot simply go out from home to
work or go school to study.So that Malaysians will buy a lot of instant noodle as their meal while
staying at home until the situation is looking up.During MCO,Malaysians only can work from
home and someone will face the financial problem.The demand of instant noodle increase
rapidly whereas it become daily meal for most of the Malaysians.A lot of company started to do
promotion to attract customer to buy the product.Mamee-Instant noodle have do the promotion to
sold their product in any physical and online shop such as discount with Aeon Big shopping
mall(as shown in Figure 6).Mamee-Instant noodle also present the lowest price as possible for
customer and free one goody bag with every purchase of RM10 & above on any Mamee-Instant
noodle products(as shown in Figure 7 ). Page 3
2.6 CULTURAL

In Malaysia,there were a lot of Malaysians practicing Islam and it was a Islamic country.The
person who practices Islam cannot eat any food that is made of pork and only can eat the food
that has halal certification.Halal certification can register in Halal Malaysia Official Portal for
any company that who want to provide the halal food.The company will be reported and fined if
they sale a non-halal food to who practices Islam.Mamee Food Service products are halal and
made with fine natural ingredients.Mamee-Instant noodle has register in Halal Malaysia Official
Portal and get the halal certification for their product(as shown in Figure 7).Mamee-Instant
noodle has become a famous instant noodle in Malaysia because it can eat in restaurants in any
part of Malaysia.

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