UNIVERSITI TEKNOLOGI MARA PERLIS
SEMINAR ON PROCESSING AND MARKETING OF
MARINE PRODUCT
Titled:
SMOKED AQUA ENTERPRISE
PROPOSED BY : R B Kennedy Enis Amin Hairy Mohd. Hassan
EVALUATOR : Miss Rosnani Nazri
DATE : 9 October 2010
CHAPTER 1
INTRODUCTION
1.1 Name of company
The name of our company is Smoked Aqua Enterprise.
1.2 Form of company
Smoked Aqua Enterprise is form of partnership and it is a private limited company.
1.3 Location of company
The location of the business is at Kuala Perlis Industrial Estate. The selection of our business
location is based on several factors:
a. High raw material supply.
b. Industrial area for fish food product.
c. Excellent distribution chain.
1.1 Market outlook
Our business is focus on the in-the-style of traditional food industry called smoked fish. The
smoked fish industry has been commercialized in the Malaysian market such as smoked
catfish and smoked tilapia. However, the numbers of entrepreneurs was low and this industry
was not performing well as expected because there was insufficient strategy in their
marketing. Overall, there are not so many competitors in this industry, most of the smoked
fish’s entrepreneurs selling their product through stalls at the market or sell it at their house.
The methodology is not effective as not many people will realize their existence, only those
who knew the makers will know about the smoked fish. In short, the smoked fish industry is
just a small industry that needs more exposure so that the smoked fish lovers can easily get
the product.
1.2 Our product
Smoked Aqua Enterprise only product is smoked seabass where it is a great meal or appetizer
in Malaysia. Our smoked seabass is added with special ingredients such as brown sugar,
lemon juice, garlic powder, onion powder, allspice and white pepper for better taste and
smell.
CHAPTER 2
BUSINESS PLAN
2.1 Introduction
Our business is focus on the in-the-style of traditional food industry called smoked fish. The
smoked fish industry has been commercialized in the Malaysian market such as smoked
catfish and smoked tilapia. However, the numbers of entrepreneurs was low and this industry
was not performing well as expected because there was an insufficient strategy in marketing.
Overall, there are not so many competitors in this industry, most of the smoked fish’s
entrepreneurs selling their product through stalls at the market or sell it at their house. The
methodology is not effective as not many people will realize their existence, only those who
knew the makers will know about the smoked fish. In short, the smoked fish industry is just a
small industry that needs more exposure so that the smoked fish lovers can easily get the
product.
2.2 Main business
Our main business activity is producing smoked seabass.
2.3 Factors influencing choice of business
i. To promote the smoked seabass on a large scale
ii. To attract the youth generations customers by adding many interesting
flavours.
iii. To obtain incredible profit through a very reasonable cost of production
iv. Low level of competition
v. Easy to penetrate the food industry market
vi. To change people’s perception on what smoked fish is.
2.4 Business potential
Our business has a lot of potential where it is a new product. The products are not fully
available in the market and competitions are low. Therefore, we will out-stand others easily
in this industry. Customers will know our existence and come to get the smoked seabass from
us as we commercialized the products. We need to invest heavily on our marketing plan to
create brand awareness.
2.5 Company structure
2.6 Operation management
Operating is the most important element whenever one wants to start up business. It is one of
the most important parts in business plan. Without a good operation plan, Smoked Aqua
Enterprise will encounter problems such as inequality production, inconsistent production,
failure in delivering our product, and so on. To avoid this situation, management of the
Smoked Aqua Enterprise should be done perfectly. Management plays a key role in
successfully smoked seabass’s process and the most crucial part of the whole production
process.
Smoked Aqua Enterprise is producing smoked seabass to the whole consumer in Malaysia
and perhaps to neighbouring country such as Indonesia, Thailand and Singapore. As an
industry, it will be essential through experience, research and knowledge, we learn how to
produce smoked seabass in commercial way instead of the traditional ones. Commercial way
here means we produce smoked seabass massively and using modern technology.
CHAPTER 3
OPERATIONAL PLAN
3.1 Operation goals
The operation goals of Smoked Aqua Enterprise are as follow:
a. Produce high product’s quality.
b. Produce sufficient production.
c. Comply with HACCP and GMP standards.
d. Minimize use of resources.
e. Provide the highest level of safety, health, security and environment.
3.2 Factory layout
W O R K I N G
T A B L E
W O R K I N G
T A B L E
R A W M A T E R I A L P R E P A R A T I O N R O O M
F R E E Z E R R O O
S M O K E O VS M O K E O V E N
O F F I C E
P R O C E S S I N G R O O M
P O R T A B L E
W O R K I N G T A B L E
Figure 3.1 Factory layout
3.3 Processing flow
Use only fresh fish or fish that frozen
immediately after catching and thawed.
Average weight of fish is range 0.8to
1.0 kg.
F R E S H S E A B A S S
G U T T E D , C L
A N D B E H E A
C L E A N I N G
D R Y I N G S M O K I N G
F R E E Z I N G
B R I N I N G
P A C K A G I N
Figure 3.2 Processing flow
3.4 Packaging
Our packaging is design to attract the customer’s attention and encouraging sales by using
thermoset plastic. The packaging are semi-transparent, chemically stable (proven to be safe),
Brining at 800: 1 litre of water, 120 g of salt, 60 g of brown
sugar, 20 g of lemon juice, 4 g of garlic powder, 4 g of onion
powder, 4 g of allspice and 2 g of white paper. Time of
brining is approximately 3 hours.
Seabass will be lightly rinsed in fresh water after removed
it from the brine for drying. Then, the seabass will be
hanged in smoke oven prior to smoking.
Source of smoke is by using hard wood and
ensure smoke and heat are consistent at
980C.
good gas barrier and have a high tensile strength. The packaging also will be labelled that
provides information about the manufacture, the contents of the products, the nutritional facts
and halal logo (will be applied before operation).
3.5 Finish product
3.6 Pricing
Smoke Aqua Enterprise aims to create a new product that is not only affordable but also
marketable. We use cost based pricing because it is the simplest and most commonly used
pricing strategy. Cost based pricing is used on the total cast of the product plus a standard
mark- up.
Table 3.1 Estimated total cost per unit (kg)
Material Price (RM/kg)
Fresh seabass 11.00
+ operation cost (30%) 3.30