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MARKET ENTRY OF “MILKFISH” IN

THE MALAYSIAN CONSUMER MARKET

(SARANGANI BAY)

An International Marketing Paper 

Submitted to:

Professor Stephen C. Fajardo

Submitted by:

Albao, Sherinne Christie Ann .!ernadas, Irene ".

!i#o, $iana %uth &.Separa, Farrah Marie P.

$'C'M!'% ()*+

TABLE OF CONTENTS

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"he Milk Fish Industry (

Produ#ts to be sed:

Company !a#kground -

Produ#ts ffered +

Foreign Market Analysis

!a#kground of the Country /

Malaysian Consumer Fish Market *)

&o#al Competitors **

A##eptability of 0Milkfish1 **

Market 'ntry

2o3erning '4port and Import &a5s of Malaysia **

Produ#t Strategy *6

Pri#ing Strategy *6

$istribution Strategy *6

Promotional Strategy *+

%eferen#es *7

The Milkfish In!s"#$ in "he %hili&&ines

Milkfish or lo#ally kno5n as 0!angus1 in the Philippines is a 3ery popular fish found in Indianand the Pa#ifi# #eans. "he Philippines, is one of the three #ountries in South 'ast Asia that #ulturesthis fish, though Malaysia and "ai5an are e4pressing their interest. A##ording to the !ureau of Fisheries and A8uati# %esour#es 9!FA% and the Food ; Agri#ulture rgani<ation 9FA, thePhilippines e4ports milkfish and milkfish produ#ts to .S.A., Canada, =ong >ong, nited >ingdom,Australia, ?apan and >orea 9Manila !ulletin and S'AF$'C, ()*)

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Milkfish produ#tion #omes mainly from bra#kish 5ater ponds and from the fish pens in &agunade !ay, the biggest lake in the Philippines. Sin#e *@+), produ#tion of milkfish steadily in#reased from-7,-6 mt to its peak of (+-,@7( mt in *@/( 5ith an estimated #ontribution from the fresh5ater areas,mainly &aguna lake, of o3er @),))) mt 9"able *). Produ#tion, ho5e3er, de#lined after *@/(. Milkfish profitability had de#reased o3er the past de#ade, 9Smith and Chong, *@/6, prompting +)B7) of penoperators to shift to the penD#age #ulture of Eile tilapia 9lo#ally #alled 0plapla1 be#ause of its lo5

input, high output, and gro5th performan#e. "he produ#tion dropped to *@6,*( mt in *@/7. From*@/) to *@/7, milkfish produ#tion #ontributed *(.( 9ranging from *).* to *6.( of the total nominalfish produ#tion. In *@/*, total milkfish produ#tion 5as 3alued at *.@ billion pesos 9Samson, *@/6 or about SG@+ to *-+ million.

The Milkfish In!s"#$ in M'l'$si'

Malaysia is 5orldHs biggest #onsumer of fish, eating at least +7.+ kilograms of fish per person per year. "he major fishes they #onsume are: ma#kerel, shrimp, s8uid, tilapia and #atfish. Infofishyesterday released MalaysiaHs first #omprehensi3e Fish Supply$emand Study, 5hi#h also found thatMalaysians 5ere in#reasingly buying imported and more e4pensi3e high3alue fishery produ#ts su#has #od, salmon, mussels, oysters and abalone, pushing up the pri#e of MalaysiaHs fish imports. n

a3erage, Malaysian households spend about *)) ringgit 9about !t*,))) a month to buy a 3ariety of fish for home preparation, 5ith ma#kerel, s8uid and shrimp the most popular 3arieties.

Malaysians also #onsumed more fish than any other meat su#h as beef or #hi#ken, it said. Ahigh per#entage, - per #ent of #onsumers in Malaysia also eat fish and seafood on a daily basis and themajority, +6 per #ent eat fish on#e to three times a 5eek, it said. A##ording to the sur3ey, +7 per #entof #onsumers prefer to buy fish from traditional 5et markets, #iting higher 8uality and lo5er pri#e asthe top t5o reasons. Almost half the respondents said they spent an a3erage of () to +) ringgit on fishduring e3ery shopping trip, 5hile (- per #ent said they spent less than (+ ringgit. For Chinese#onsumers, salmon is the most preferred spe#ies, follo5ed by grouper.

=o5e3er, the demand for fish in Malaysia, a##ording to the sur3ey, is e4pe#ted to be almost stagnant or gro5 at a slo5er pa#e in the future, in line 5ith population gro5th. A##ording to the statisti#sdepartment, the pri#e of fish has risen by an a3erage of 7.( per #ent ea#h year sin#e ())+. Infofish"rade Promotion nit #hief Fatima Ferdouse said in#reasing #osts related to fishing operations 5ereamong the major fa#tors behind the in#reasing pri#e of fish.

In *@/+, in 5as featured that Malaysia 5as one of the #ountries along 5ith Philippines andIndonesia in farming Milkfish. !ut Indonesia, Philippines and "ai5an dominated the market be#ausethese #ountries ha3e been farming Milkfish for )) years. Malaysia tried to farm Milkfish but only inthe the state of Sabah but it 5as e4perimental 9ChengSeng ; !anno, *@/7. "here is no #urrentfindings and e3iden#e that Malaysia has #ontinued or 5as su##essful in the #ulture and the produ#tion

of Milkfish.

A##ording to t5o Malaysia bloggers, they ha3e only en#ountered Milkfish outside of their #ountry. "heir #omments 5here the #hallenge 5as to keep an eye on the tiny bones and find out too latethat there 5as a debone 3ersion. "he blogger has a negati3e #omment due to the fa#t that he s5allo5edone of the bones. "he other bloggersJ #omment is that he 5as disappointed be#ause the Milkfish he bought at Mos#o5 5as e4pensi3e, fro<en and imported from "ai5an.

"he Malaysian 2o3ernment has e4pressed interest about #ulturing Milkfish be#ause their lo#al

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fish produ#ts are mostly, "ilapia, yster, Shrimps and Crabs. "ilapia is one of their most popular  produ#e due to the strong demand, lo#ally and internationally, espe#ially in the nited States andMiddle 'ast. 9=ashim, ()*+.

CONCLUSION

!ased on the resear#h Malaysia has interest 5ith Milkfish and e3en attempted to #ulture the fish intheir area, but findings #ould not find any sour#es that they 5ere su##essful. Comments from theMalaysian bloggers sho5s that they ha3e en#ountered the fish outside of their #ountry. !ut Malaysiahas a high demand in the #onsumption of fish and the team 5ould like to pioneer in the produ#tion,deli3ering and promotion of Milkfish in Malaysia.

EISTING %ROUCT TO BE USE* SARANGANI BAY “BANGUS”

BACKGROUN OF THE COM%ANY

Founded in the mid +)s, the Al#antara 2roup 9A2 5as borne out of the 3ision of the late pioneering entrepreneur Conrado C. Al#antara to tap MindanaoJs 3ast and unde3elopedresour#es. Sin#e then, A2 has be#ome has be#ome one of the greatest and most di3ersifiedFilipinoo5ned #onglomerates in the #ountry.

A2Js prin#ipal manufa#turing base is in Mindanao 5hile its head8uarters is lo#ated in the#ountryJs premier business distri#t, Makati. A2Js interests span a 5ide range of industries,in#luding po5er generation, agribusiness, forestry, transportation, real estates de3elopment and#onstru#tionrelated industries.

"he Agribusiness nit or A! of the Al#antara 2roup #onsists of four #ompaniesK SACI, AAC,

F=I and A%C.

 Sarangani Agriculture Company, Inc. (SACI) - 1962

SACI tapped the ri#h resour#es of South Cotabato to be#ome a leading name in #attlebreeding,high3alue fruit #rop produ#tion and #ommer#ial fish farming. SACI pioneered the larges#ale propagation in the #ountry of Ameri#a Purebred !rahmans, a superior breed of #attlea##limati<ed to e4treme tropi#al #onditions and highly resistant to disease. Combined 5ithse3eral affiliates, SACI manages appro4imately *),))) he#tares de3oted to #attle ran#hing.SACI de3otes o3er -)) he#tares to the raising of s5eet pomelos for the lo#al market andCa3endish bananas for e4portLthus helping reinfor#e MindanaoJs 5ellearned reputation asone of the 0fruit baskets1 of Asia. SACI also has the uni8ue distin#tion of produ#ing the highest8uality bangus 9milkfish and tilapia in the #ountry. &ooking for5ard, SACI aims to e4pand itsagribusiness 3entures into other areas in &u<on.

Finfis !aceries Inc. - 1996 

"he agribusiness di3ision of the Al#antara 2roup of Companies started its a8ua#ulture business5ith a #ontra#t gro5ing operation of shrimps for a multinational partner. hen this #ontra#t didnot meet e4pe#tations, t5entyeight he#tares of land pre3iously dedi#ated to shrimp gro5ing

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5ere then transformed into bangus ponds. Fish #ages soon follo5ed. "o effi#iently sustain thisgro5ing operation, a large and steady supply of bangus fry and fingerlings 5as needed. "hus,Finfish =at#heries In#. 5as born in *@@7 as part of the Al#antara 2roupJs agribusiness unit. "he #ompany immediately #ommitted itself to addressing an industry5ide problem theAl#antara 2roup no5 fa#ed: "he need for a steady supply of high8uality fry and fingerlings."he a3ailability of 5ild fry 5as both seasonal and errati#. Imported fingerlings from "ai5an5ere both e4pensi3e and impra#ti#al. 2ro5ers needed to keep their ponds and #ages produ#ti3eall year round, but nobody #ould pro3ide a #ontinuous supply of large 3olumes of fry andfingerlings. $espite this #hallenge, F=I #ommitted itself to sol3ing the #ountryJs supply problem. 'arly attempts using lo#al te#hnology on the best 7) bangus breeders a3ailable failed. "hirty per#ent of the fingerlings produ#ed 5ere defe#ti3e, 5ith many blind. nfa<ed, F=I turned to"ai5an a8ua#ulture e4perts for alternati3e te#hnology, 5hi#h e3entually resulted in thesu##essful laun#h of premium 8uality Sarangani Fry. In just si4 months of operation, F=Isu##essfully produ#ed *() million bangus fry. 2reatly en#ouraged, the #ompany 8ui#klye4panded its hat#hery farms to meet the #ountryJs huge unfilled demand. F=I su##essfully

 produ#ed *() million bangus fry after si4 months of operation. F=I is engaged in the produ#tion of milkfish fry and fingerlings of other high3alue fish spe#ies su#h as pomfret,seabass, and grouper.

 Alsons A"uaculture Corporation - 199# 

Alsons A8ua#ulture Corporation 9AAC is the main a8ua#ulture #ompany of the Al#antara2roup. It 5as established in *@@ and began #ommer#ial operations in *@@/. Its main produ#tsare milkfish, tilapia, pra5ns, seabass, pomfret and pro#essed milkfish produ#ts.

Alsons A8ua#ulture Corporation is the largest breeder, pro#essor and e4porter of premium

 branded bangus 9milkfish produ#ts under the Sarangani !ay trademark. Eearly ,))) metri#tons of fish are farmed in the pristine 5aters of Southern Mindanao B a#ross +),))) #ubi#meters of sea #ages and -+) he#tares of bra#kish 5ater ponds. !eginning 5ith its entry into theS market in *@@, Sarangani !ay no5 e4ports more than half of its pro#essed har3est toFilipino #ommunities in the S, S Armed For#es Commissaries 9orld5ide, Canada,Middle 'ast, 'urope, Australia, 2uam, Malaysia and ?apan. "oday these same high 8uality produ#ts ha3e gained strong and loyal patronage in major retail and food ser3i#e a##ounts inkey #ities of the Philippines.

 A"uasur $esources Corporation

A8uasur %esour#es Corp. 9A%C is in#harge of marketing AAC and F=I a8ua#ulture produ#tsin Manila and Iloilo. It is engaged in resear#h 5ork for the Al#antaraJs interests in a8ua#ulture.A8ua Sur is @+ o5ned by Alde3in#o and + by the Al#antara family.

%ROUCTS OFFERE

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Sarangani !ay: Prime !angusWhole Milkfish, Smoked and Deboned (boneless)

Weight: 3.10 lbs

Sarangani !ay: Prime !angus Boneless Milkfish Belly, Marinated 

Weight: 3.10 lbs

Sarangani !ayMilkfish in Corn il %egular ll meat, no head, simmered in the old S!anish

"ay, ready to eat or sa#e.

Weight: $.% o&' 1.30 lbs

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Sarangani !ay: Prime !angus Boneless Milkfish illet

Weight: 3.0 lbs

Sarangani !ay: Prime !angus Boneless Milkfish illet, Marinated 

Weight: 3.0 lbs

Sarangani !ay: Prime !angus Baby Milkfish, non*marinated Weight: 3.0 lbs

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Sarangani !ayMilkfish in Corn il SPICN ll meat, no head, simmered in the old S!anish

"ay, ready to eat or sa#e.

Weight: $.% o&' 1.30 lbs

Sarangani !ay: Prime !angus Baby Milkfish, marinated, s!i+y

Weight: 3.0 lbs

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Sarangani !ay: Prime !angus Baby Milkfish, marinated, deboned (boneless)

Weight: 3.0 lbs

Sarangani !ay: Prime !angus Milkfish, marinated and boneless

Weight: 3.0 lbs

Sarangani !ay: Prime !angus Baby Milfish, "hole

Weight: 3.30 lbs

FOREIGN MARKET ANALYSIS

BACKGROUN OF THE COUNTRY

Malaysia 5as formed in *@7- through a federation of the former !ritish #olonies of Malaya and

Singapore, in#luding the 'ast Malaysian states of Sabah and Sara5ak on the northern #oast of !orneo."he first se3eral years of the #ountryHs history 5ere marred by Indonesian efforts to #ontrol Malaysia,Philippine #laims to Sabah, and SingaporeHs se#ession from the federation in *@7+.

"oday, Malaysia, a tropi#al paradise endo5ed 5ith breathtaking natural beauty, e4oti# #ultures andfriendly people. Made up of Peninsular Malaysia and the t5o states of Sabah and Sara5ak on the islandof !orneo, itHs a destination that offers so mu#h to see, do and e4perien#e. Malaysia is easily a##essiblefrom the major #ities in the region and the rest of the 5orld. "he ne5 stateoftheart >& InternationalAirport 9>&IA at Sepang ser3es o3er 6) international airlines and se3eral domesti# airlines, 5hile Port

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>lang, situated about 6* km from >uala &umpur, the #ountryHs #apital, is the main port of #all for #ruise liners. Malaysia is also a##essible by road and rail from "hailand in the north and Singapore inthe south.

&o#ated bet5een ( and degrees north of the '8uator, Peninsula Malaysia is separated from the statesof Sabah and Sara5ak by the South China Sea. "o the north of Peninsula Malaysia is "hailand 5hile itssouthern neighbour is Singapore. Sabah and Sara5ak are bounded by Indonesia 5hile Sara5ak alsoshares a border 5ith !runei.

Malaysia has a #ombined population of o3er */ million people. !e#ause of its #entral lo#ation, bet5eenthe Indian #ean and the South China Sea, Malaysia has traditionally been a meeting point for tradersand tra3elers from both the 'ast and est. As a result, Malaysia has a multi#ultural and multira#ial population #onsisting of Malays, Chinese, Indians and numerous indigenous peoples. Although Malayis the offi#ial language, 'nglish is 5idely spoken, espe#ially in business, and the 'nglish language is a#ompulsory subje#t in all s#hools. ith su#h a 3arying ethni# #omposition, it is no surprise that a greatdi3ersity of religions is pre3alent throughout Malaysia. Although the offi#ial religion is Islam, freedomof 5orship is pra#ti#ed. As a result, it is a #ommon to see temples, mos8ues and #hur#hes 5ithin thesame area.

Malay is its offi#ial language. 'nglish, Chinese diale#ts, Mandarin, =akka diale#ts, Cantonese, "amiland numerous other tribal languages is spoken throughout the #ountry.Su#h a di3ersity of ethni# groupsine3itably features a large number of spoken languages. "he offi#ial lo#al language is !ahasa Melayu, but then 'nglish is 5idely spoken as are a number of Chinese diale#ts. Oarious other languages arespoken and 'ast Malaysia features se3eral other indigenous languages.ith su#h ob3ious di3ersity it is remarkable that ra#ial tension is not a #onstant problem but #learly thegentleness and toleran#e of the lo#al population #ontributes to a real spirit of pea#e and harmony.

Islam is the offi#ial religion but all other religions are pra#tised freely.Muslim 9primarily Malays,!uddhism 9Chinese, =indu 9Indian, Christianity, Confu#ianism, "aoism and tribal religions.

"he go3ernment is Parliamentary demo#ra#y 5ith a bi#ameral legislati3e system. "he =ead of State isthe Nang $iPertuan Agong and the =ead of 2o3ernment is the Prime Minister.

Manufa#turing #onstitutes the largest single #omponent of MalaysiaHs e#onomy. "ourism and primary#ommodities su#h as petroleum, palm oil, natural rubber and timber are major #ontributors to itse#onomy.

Its natural resour#es are tin, petroleum, timber, #opper, iron ore, natural gas, bau4ite. hile itsagri#ultual produ#ts #oming from Peninsular Malaysia rubber, palm oil, #o#oa, ri#eK Sabah subsisten#e #rops, rubber, timber, #o#onuts, ri#eK Sara5ak rubber, pepperK timber. "he industries in

Malaysia are situated in these - major #ities. Peninsular Malaysia rubber and oil palm pro#essing andmanufa#turing, light manufa#turing industry, ele#troni#s, tin mining and smelting, logging and pro#essing timber.Sabah logging, petroleum produ#tion. Sara5ak agri#ulture pro#essing, petroleum produ#tion and refining, logging.

Malaysia e4port the follo5ing #ommodities su#h as semi#ondu#tors and ele#troni# e8uipment, palmoil, petroleum and li8uefied natural gas, 5ood and 5ood produ#ts, palm oil, rubber, te4tiles, #hemi#als,solar panels to its e4port partners namely: Singapore  *-.7,China  *(.7, ?apan  **./, SA/.,"hailand +.6, =ong >ong 6.-, India6.(, Australia 6.* 9()*(. hile their import partnes

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are China *+.*, Singapore *-.-, ?apan *).-, SA /.*, "hailand 7, Indonesia  +.*,South>orea 6.* 9()*(.

Malaysia, a middlein#ome #ountry, has transformed itself sin#e the *@)s from a produ#er of ra5materials into an emerging multise#tor e#onomy. Malaysia is attempting to a#hie3e highin#ome status by ()() and to mo3e farther up the 3alueadded produ#tion #hain by attra#ting in3estments in Islami#finan#e, high te#hnology industries, biote#hnology, and ser3i#es. '4ports parti#ularly of ele#troni#s,oil and gas, palm oil and rubber remain a signifi#ant dri3er of the e#onomy.

CULTURE OF MALAYSIAN MARKET

The M'l'$si'n L'n+!'+e

"he Malay language is an Austronesian language spoken not only by Malaysians but all Malay people5ho reside in the Malay Peninsula, southern "hailand, the Philippines, Singapore, #entral easternSumatra, the %iau islands, parts of the #oast of !orneo, Co#os and Christmas Islands in Australia. It isalso 3ery similar to Indonesian, kno5n lo#ally as !ahasa Indonesia. In Malaysia, the language isoffi#ially kno5n as !ahasa Malaysia, 5hi#h translates as the Malaysian language5hi#h is used in the

Malay 3ersion of the Federal Constitution.

A M!l"i,C!l"!#'l S-.ie"$

Malaysia is a multi#ultural so#iety. "he main ethni# groups are the nati3e Malays as 5ell as large populations of Chinese, and Indians. hen 3isiting the #ountry it is #lear that the ethni#ities retain their religions, #ustoms and 5ay of life. "he most important festi3als of ea#h group are publi# holidays.

Although gro5ing up, #hildren are edu#ated in the same s#hools and 5ill e3entually 5ork in the sameoffi#es, fe5 marry outside their o5n ethni#ity. Families tend to so#ialise 5ithin their o5n ethni# group B all part of retaining their indi3idual traditions and lifestyles. $espite the ethni# differen#es there is

#ooperation bet5een ethni# groups.

G#-!& O#ien"'"i-n

"he family is #onsidered the #entre of the Malaysian so#iety. As a result there is a great emphasis onunity, loyalty and respe#t for the elderly. "he family is the pla#e 5here the indi3idual #an be guaranteed both emotional and finan#ial support. hen one member of the family suffers a finan#ial setba#k, therest of the family 5ill #ontribute 5hat they #an to help out. Families tend to be e4tended, although inthe larger #ities this 5ill naturally differ.

The C-n.e&" -f F'.e

Malays, Chinese and Indians all stri3e to maintain fa#e and a3oid shame both in publi# and pri3ate.Fa#e is a personal #on#ept that embra#es 8ualities su#h as a good name, good #hara#ter, and being heldin esteem by oneHs peers. Fa#e is #onsidered a #ommodity that #an be gi3en, lost, taken a5ay, or earned.n top of this fa#e also e4tends to the family, s#hool, #ompany, and e3en the nation itself. "he desire tomaintain fa#e makes Malaysians stri3e for harmonious relationships.

Fa#e #an be lost by openly #riti#i<ing, insulting, or putting someone on the spotK doing something that brings shame to the groupK #hallenging someone in authority, espe#ially if this is done in publi#Ksho5ing anger at another personK refusing a re8uestK not keeping a promiseK or disagreeing 5ith

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someone publi#ly. Con3ersely, fa#e #an be sa3ed by remaining #alm and #ourteousK dis#ussing errors or transgressions in pri3ateK speaking about problems 5ithout blaming anyoneK using non3erbal#ommuni#ation to say noK and allo5ing the other person to get out of the situation 5ith their prideinta#t.

F-- C!s"-/s '" Ce#e/-ni'l O..'si-ns0

hen Malaysians ha3e guests they tend to be 3ery meti#ulous about hospitality, and an offer of food isa #riti#al eti8uette re8uirement. "ea or #offee is usually prepared along 5ith small sna#ks for 3isitors."hese refreshments sit in front of the guest until the host signals for them to be eaten. As a sign of a##epting the hostHs hospitality the guest must at least sip the be3erage and taste the food offered. "hesedynami#s o##ur on a grander s#ale during a holiday open house. At #elebrations marking importantethni# and religious holidays, many Malaysian families host friends and neighbors to 3isit and eatholiday deli#a#ies. "he 3isits of people from other ethni# groups and religions on these o##asions aretaken as e3iden#e of Malaysian national amity.

C-//e#.i'l A."i1i"ies0 

!asi# ne#essities in Malaysia ha3e fi4ed pri#es and banking, retail, and other ser3i#es are tightlyregulated. "he #ountryHs #ommer#e #orrelates 5ith ethni#ity, and go3ernment in3ol3ement has helpedMalays to #ompete in #ommer#ial a#ti3ities long dominated by ethni# Chinese. &iberali<ation of  business and finan#e pro#eeds 5ith these ethni# dynami#s in mind.

i1isi-n -f L'2-# .

"he old ethni# di3ision of labor 9Malays in agri#ulture, Indians in the professions and plantations, andChinese in mining and #ommer#e has steadily eroded. In its pla#e, the Malaysian 5orkfor#e isin#reasingly di3ided by #lass and #iti<enship. 'du#ated urban professionals fill the offi#es of large#ompanies in a multiethni# blend. "hose 5ithout edu#ational 8ualifi#ations 5ork in fa#tories, petty

trade, and agri#ultural small holdings. As mu#h as () per#ent of the 5orkfor#e is foreign, many fromIndonesia and the Philippines, and dominate se#tors su#h as #onstru#tion 5ork and domesti# ser3i#e.

T#'e0 

MalaysiaHs prominent pla#e in the global e#onomy as one of the 5orldHs t5enty largest trading nationsis an important part of its identity as a so#iety. Primary trading partners in#lude ?apan, Singapore, andthe nited States, 5ith Malaysia importing industrial #omponents and e4porting finished produ#ts.Palm oil, rubber, tropi#al hard5oods, and petroleum produ#ts are important #ommodities.

i1isi-n -f L'2-# 2$ Gene#0 

MalaysiaHs affluen#e has #hanged the gender di3ide in the publi# sphere of 5ork 5hile maintaining thegendered di3ision of labor in the household. Most #onspi#uous among the ne5 de3elopments are the burgeoning fa#tories that employ legions of 5omen 5orkers on the assembly lines. $omesti# labor is adifferent matter, 5ith #ooking and #leaning still deemed to be female responsibilities. In 5ealthier families 5here both men and 5omen 5ork outside the home there has been an in#rease in hiringdomesti# ser3ants. Sin#e Malaysian 5omen ha3e other opportunities, nearly all of this domesti# 5ork goes to female foreign maids.

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The Rel'"i1e S"'"!s -f 3-/en 'n Men .

2enerally men ha3e more po5er than 5omen in Malaysian so#iety. Male dominan#e is #odified in la5so3er su#h things as the guardianship of #hildren. "he top politi#ians, business leaders, and religious pra#titioners are predominately male. Net Malaysian so#iety sho5s #onsiderable suppleness in itsgender di3isions 5ith prominent 5omen emerging in many different fields. Most of the major politi#al parties ha3e an a#ti3e 5omenHs 5ing 5hi#h pro3ides a##ess to politi#al po5er. "hough opportunitiesfor men and 5omen differ by ethni# group and so#ial #lass, stri#t gender segregation has not been a partof modern Malaysian life.

E"i4!e""e 'n C!s"-/s in M'l'$si'*

Mee"in+ 'n G#ee"in+

2reetings Malaysia 5ill depent on the ethni#ity of the person you are meeting. In general, most Malaysare a5are of estern 5ays so the handshake is normal. "here may be slight differen#es though and a

fe5 things to bear in mind in#lude:

Malay 5omen may not shake hands 5ith men. omen #an of #ourse shake hands 5ith5omen.

Men may also not shake hands 5ith 5omen and may bo5 instead 5hile pla#ing theirhand on their heart.

"he Chinese handshake is light and may be rather prolonged. Men and 5omen mayshake hands, although the 5oman must e4tend her hand first. Many older Chinese lo5er theireyes during the greeting as a sign of respe#t.

Indians shake hands 5ith members of the same se4. hen being introdu#ed to someoneof the opposite se4, nodding the head and smiling is usually suffi#ient.

Among all #ultures, there is a general tenden#y to introdu#e:*. the most important person to the lo5er ranking person.(. the older person to the younger person.-. 5omen to men.

Gif" Gi1in+ E"i4!e""e

=ere are some general gift gi3ing eti8uette guidelines in Malaysia:

-ift gi#ing to Malays:

*. If in3ited to someoneHs home for dinner, bring the hostess pastries or good 8uality

#ho#olates.(. Ee3er gi3e al#ohol.-. $o not gi3e toy dogs or pigs or anything related to it to #hildren.6. A3oid 5hite 5rapping paper as it symboli<es death and mourning.+. A3oid yello5 5rapping paper, as it is the #olor of royalty.7. If you gi3e food, it must be 0halal1 9meaning permissible for Muslims.. ffer gifts 5ith the right hand only or both hands if the item is large./. 2ifts are generally not opened 5hen re#ei3ed.

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-ift gi#ing to hinese:

*. If in3ited to someoneHs home, bring a small gift of fruit, s5eets, or #akes, saying that it isfor the #hildren.

(. A gift is traditionally refused before it is a##epted to demonstrate that the re#ipient is notgreedy.

-. $o not gi3e s#issors, kni3es or other #utting utensils as they indi#ate a desire to se3er the relationship.

6. Flo5ers do not make good gifts as they are gi3en to the si#k and are used at funerals.+. $o not 5rap gifts in mourning #olours 5hite, blue, or bla#k.7. rap the gifts in happy #olours red, pink, or yello5.. 'laborate gift 5rapping is imperati3e./. Ee3er 5rap a gift for a baby or de#orate the gift in any 5ay 5ith a stork, as birds are the

harbinger of death.@. It is best to gi3e gifts in e3en numbers sin#e odd numbers are unlu#ky.*). 2ifts are generally not opened 5hen re#ei3ed.

 -ift gi#ing to /ndians:

*. If you gi3e flo5ers, a3oid frangipani as they are used in funeral 5reaths.(. Money should be gi3en in odd numbers.-. ffer gifts 5ith the right hand only or both hands if the item is large.6. $o not 5rap gifts in 5hite or bla#k.+. rap gifts in red, yello5 or green paper or other bright #olors as these bring good

fortune.7. $o not gi3e leather produ#ts to a =indu.. $o not gi3e al#ohol unless you are #ertain the re#ipient drinks./. 2ifts are generally not opened 5hen re#ei3ed.

!usiness 'ti8uette and Proto#ol in Malaysia

Mee"in+ 'n G#ee"in+

ithin the business #onte4t most Malaysian businesspeople are #ulturallysa33y and internationallye4poses. '4perien#e may 3ery 5ell depend upon the ethni#ity, age, se4 and status of the person. "he best approa#h is al5ays friendly yet formal.

*. Initial greetings should be formal and denote proper respe#t.(. If in a team, introdu#e the most important person first.-. Many Malays and Indians are un#omfortable shaking hands 5ith a member of the

opposite se4.6. Foreign men should al5ays 5ait for a Malaysian 5oman to e4tend her hand. Foreign

5omen should also 5ait for a Malaysian man to e4tend his hand.+. "o demonstrate respe#t Chinese may look do5n5ards rather than at the person they are

meeting.7. It is important that professional titles 9professor, do#tor, engineer and honorifi# titles

are used in business. Malays and Indians use titles 5ith their first name 5hile Chinese use titles5ith their surname.

C-//!ni.'"i-n

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As an e4tension to the need to maintain harmonious relations, Malaysians rely on non3erbal#ommuni#ation 9i.e. fa#ial e4pressions, tone of 3oi#e, body language, et#. Su#h a #ommuni#ation styletends to be subtle, indire#t and. Malays may hint at a point rather than making a dire#t statement, sin#ethat might #ause the other person to lose fa#e. %ather than say no, they might say, I 5ill try, or IJllsee 5hat I #an do. "his allo5s the person making the re8uest and the person turning it do5n to sa3efa#e and maintain harmony in their relationship.

Silen#e is an important element of Malaysian #ommuni#ation. Pausing before responding to a 8uestionindi#ates that they ha3e gi3en the 8uestion appropriate thought and #onsidered their response #arefully.Many Malaysians do not understand the estern propensity to respond to a 8uestion hastily and #an#onsider su#h beha3iour thoughtless and rude. Malaysians may laugh at 5hat may appear to outsidersas inappropriate moments it usually means uneasiness.

$o not sho5 anger in publi# as it makes Malaysians un#omfortable and #reates a feeling of  po5erlessness. "here is a greater #han#e of a#hie3ing a good out#ome id you are #alm, 5hereas little isresol3ed by shouting.

B!siness Mee"in+s

*. It is a good idea for the most senior person on your team to enter first so that he or she isthe first to greet the most senior Malaysian. "his gi3es fa#e to both parties as it demonstratesrespe#t to5ards the Malaysian and sho5s that you respe#t hierar#hy 5ithin your #ompany.

(. It is #ustomary for leaders to sit opposite ea#h other around the table. Many #ompanies5ill ha3e their team seated in des#ending rank, although this is not al5ays the #ase.Q '4pe#t themost senior Malaysian to gi3e a brief 5el#oming spee#h.

-. "here 5ill be a period of small talk, 5hi#h 5ill end 5hen the most senior Malaysian is#omfortable mo3ing to the business dis#ussion.

6. Meetings may be #ondu#ted or #ontinue o3er lun#h and dinner.+. Meetings, espe#ially initial ones, are generally some5hat formal.

7. At the first meeting bet5een t5o #ompanies, Malaysians 5ill generally not get into indepth dis#ussions. "hey prefer to use the first meeting as an opportunity to get to kno5 theother side and build a rapport, 5hi#h is essential in this #onsensusdri3en #ulture.

MALAYSIAN CONSUMER MARKET

Malaysians lo3ed seafood. '3en 5hen they go abroad, they still prefer seafood o3er other meats like beef and #hi#ken. "his is true to the Chinese, Muslim and Indian Malaysians. "hey are the largest fish#onsumers in the Asia. "hey prefer fresh seafood bought from the market and are 5illing to paye4pensi3e and high#lass imported fish like salmon. "he most popular sea food they like to buy is their 

lo#al ila!ia, 5hi#h they like to smoke. It is #ultured, produ#ed and distributed lo#ally 9andinternationally. "hey also liked #atfish, #rab, mussels and shrimps. Figure *, illustrates the fish andseafood imports 5hile Figure (, illustrates from 5hi#h #ountries do they import seafood 9Stanton,()*)

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  Fi+!#e 5 Fi+!#e 6

=o5e3er, be#ause of Malaysian insatiable fish #onsumption, the fisheries resour#es of Malaysia areo3ere4ploited due to unsustainable, en3ironmentally harmful and bottomd5elling fishing pra#ti#esand has de#reased the lo#al supply of the #ountry. 9Sa3e ur Seafood, ()*). "his has result to highdemand of importing seafood and the market 5as 5illing to pay e4tra for e4ported seafood. !ased on pre3ious blog #omments from Malaysia bloggers, they like milkfish but find the bones a #hallenge toeat and may be #onsidered ha<ardous.

Malaysians like to eat fish as a part of their daily meals, espe#ially lun#h and dinner along 5ith3egetable and ri#e. "he Malays and the Indians also like spi#es in their food. Muslims do not eat pork and the =indus do not eat beef. !e#ause of the Muslims in the #ountry, they prefer that anything thatgoes through the food industry is =alal. =alal produ#ts ha3e added 3alue 5ith the food.

LOCAL COM%ETITORS IN MALAYSIA

"he biggest #ompetitor in Malaysia 5ould be the ila!ia produ#ers in the lo#al market. "his is be#ause"ilapia is #heap, sold fresh and e3en they like to smoke 9or 0sugba1 the fishes, e3en in the streets. It isthe most popular fish MalaysiansJ like to eat and ila!ia fillets  are the most popular pro#essed or gro#ery food Malaysian household pur#hase in the market.

ila!ia ba#k in the )s are #onsidered a poor manJs food in Malaysia but it gre5 popular in the /)s,espe#ially the red ila!ia be#ause of its #olor that symboli<ed prosperity. It is also the most popular fish

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offered in Malaysian restaurants 9Ping, ()*-.

"he se#ond biggest #ompetitor is Salmon. Salmon is the most preferred fish imported produ#ts 9fresh or  pro#essed in Malaysia and is 8uite e4pensi3e. ItJs #onsidered high#lass and preferred by manyChinese Malaysians.

ACCE%TABILITY OF “MILKFISH” IN MALAYSIA

!ased in pre3ious resear#h, the Malaysian go3ernment has tried to #ulture milkfish in their #ountry ba#k in *@/+. =o5e3er, it 5as still in an e4perimental stage and started in Sabah. =o5e3er, on #urrentresear#h, milkfish 5as no longer on the list they are #ulturing reasons are unkno5n sin#e there are no#urrent studies. =o5e3er, milkfish is not imported by Malaysia sin#e the bloggerJs ne3er see one unlessthey lea3e the #ountry. "heir #omments are the bones and ho5 one in Mos#o5, didnJt like ho5 stiff andfro<en it is due to the distan#e of imports from "ai5an to %ussia.

In ()*+, Malaysia is sho5ing interest in farming milkfish but has not yet implemented it. "heMalaysians la#k a5areness of the milkfish but the team 5ould like to take ad3antage of the high fish#onsumption of the #iti<ens.

MARKET ENTRY

GO7ERNING IM%ORT LA3S AN %OLICIES

"he $epartment of Malaysian Ruarantine and Inspe#tion Ser3i#es 9MARIS is the CompetentAuthority for the issuan#e of the import permit for fish and fish produ#ts into Peninsular Malaysia andFederal "erritory of &abuan. "he import permit #o3ers all fish as defined in the Fisheries A#t *@/+.Fish refers any a8uati# animal or plant life, sedentary or not, and in#ludes all spe#ies of finfish,#rusta#ean, mollus#a, a8uati# mammals, or their eggs or spa5n, fry, fingerling, spat or young, but does

not in#lude any spe#ies of otters, turtles or their eggs. "here are no restri#tions in relation to the8uantity or 3alue of imports and #urrently there is no other alternati3e methods ha3e been #onsideredyet. It is be#ause the #urrent li#ensing is found to be effe#ti3e in #ontrolling the import a#ti3ities.

"he import permit is a statutory re8uirement under the se#tion 6), Fisheries 9Amendment A#t ()*(,se#tion 69( &embaga >emajuan Ikan Malaysia 9Amendment A#t ()*( and subse#tions 9* and 9(under the Malaysian Ruarantine and Inspe#tion Ser3i#es A#t ()** A#t (/T. "he e4e#uti3e bran#h#annot abolish the system 5ithout legislati3e appro3al. "he appli#ation for import permit should bemade in ad3an#e before the importation for do#ument 3erifi#ation. All persons, firms or institutions areeligible to apply import permit. "he appli#ation for import permit into Malaysia must be made throughepermit system and the type of do#uments depends on the imported #ommodities. pon a#tualimportation the follo5ing do#uments are re8uired:

9a Import permitK9b Pa#king list of imported spe#iesK9# Fish =ealth Certifi#ate from the e4porting #ountryK9d CI"'S import D e4port permit if appli#ableK9e ritten permission by the $ire#tor 2eneral of Fisheries Malaysia for prohibited spe#ies.

"he user registration in the epermit system 5ill be #harged %M()).)) for small #ompany and%M+)).)) for big #ompany. !esides that, an annual fee for epermit amount %M ()).)) 5ill be

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imposed to the registered user. "he appli#ant 5ill be #harged %M ().)) per appro3ed permit."here isno any deposit or ad3an#e payment re8uired for the issuan#e of import permit.

Prior to initiating any e4port sales to Malaysia, it 5ould be ad3antageous to #ondu#t a market sur3ey5ith parti#ular referen#e to the #ompetiti3e en3ironment. It is #ommon for foreign e4porters to appointa lo#al sales agentDimporter to distribute their goods, e4pedite #learan#e of goods from ports and dra5on e4isting net5orks of 5holesalers and retailers. %egular 3isits by the e4porters to the market are also#riti#al to enhan#e business relationships.

Imported goods may enter into Malaysia legally 5hen shipment has arri3ed 5ithin the legal landing pla#e and at #ustoms airport. All goods to be imported 5hether or not subje#t to import Food SafetyStandards In Major '4port Markets. All de#larations should indi#ate a full and true a##ount of thenumber and des#ription of goods and pa#kages, 3alue, 5eight, measurement or 8uantity, and the#ountry of origin or the final destination as the #ase may be. $e#larations must be submitted to theCustoms station at the pla#e 5here the goods are to be imported. here duties su#h as import duty andsales ta4 are appli#able on imported goods all rele3ant duties must be paid before su#h goods #an bereleased.

Malaysia has one of the most liberalised fish and seafood markets in Southeast Asia.Most fish andseafood produ#ts are <ero rated at the le3el of import duty. A small number of e4#eptions e4ist in thefollo5ing #ategories:

● smoked, dried and salted fish:○ all smoked fish, in#luding salmon, herring, #od U or / MFE tariff 

appliedK and,○ dried fish and salted fish U MFE tariff applied.

● #rusta#eans:○ all types of #rusta#eans in airtight #ontainers U / MFE tariff appliedK

and,

● mollus#s:○ #topus U () MFE tariff applied on all produ#ts, e4#ept fro<en

 produ#ts 5hi#h are ).

"hese tariffs are in pla#e as part of efforts to prote#t some lo#al industries. Malaysia has a fairlystraightfor5ard regulatory system for imported fish and seafood."he key features of the system are asfollo5s:

● #omplian#e 5ith the Malaysian food la5s and regulations, 5hi#h are amongst the mostsophisti#ated in Southeast Asia.

● an import li#en#e is re8uired for all fish and seafood. Su#h li#en#es are issued by theFisheries $e3elopment Authority of Malaysia. "hese li#en#es are an administrati3e #ontrol

 pro#edure and not a trade barrierK● the Ministry of =ealth, Malaysia, re8uires that a health #ertifi#ate a##ompany all imports

of fish and seafood.

"his #ertifi#ate #omprises an international re#ognised de#laration or statement by the offi#ial foodhealth agen#y of the e4porting #ountry #onfirming that the #onsignment of fish or seafood is safe for human #onsumption.

In addition to this, for shrimps and pra5nsK #rab and #rab produ#tsK 5hether in shellor not, li3e, fresh,#hilled, fro<en, dried salted or in brine, #ooked by steaming or by boiling in 5ater, there is also a

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re8uirement for an additional de#laration or statement that the #onsignment is free fromChlorampheni#olK

● all imported foodstuffs are subje#t to random #he#king, testing and sampling at the portof entry. Eo delays in Customs 5ill normally o##ur, if all do#umentation is present and in order,at the time of #ustoms #learan#eK

● Malaysia has many spe#ifi# pa#kaging and labelling re8uirements for retail pa#ked

 produ#ts. &abelling of imported food must be labelled in either 'nglish or !ahasa Malaysia 9thelo#al national languageK and,

● nutritional labelling may also ha3e to be #onsidered by the e4porter be#ause it ismandatory for a number of imported retailpa#ked foods, in#luding #anned fish and seafood.

Sin#e more than half of the Malaysian population is Muslim, labeling re8uirements for produ#ts#ontaining pork and al#ohol are 3ery stri#t. "he labeling re8uirements spe#ify that imported anddomesti#ally produ#ed pro#essed food items must be labeled in 'nglish or !ahasa Malaysia. &abelsmust #ontain the follo5ing information:

9a An appropriate des#ription of the produ#tK9b A list of ingredients in des#ending order of proportion by 5eightK if the item #ontains anyanimal produ#t, a statement as to the presen#e of su#h animal produ#ts 9beef, pork, lard,gelatins, et#.,9# if the item #ontains any al#ohol, a statement as to the presen#e of al#oholK9d the minimum net 5eight of the produ#tK in the #ase of a produ#t pa#ked in li8uid, theminimum drained 5eight of the foodK9e the name and address of the manufa#turerK

  9f the name and address of the importer 9this #an be affi4ed at the time of importK9g a statement of shelf life or e4piry dates.

Certain food additi3es, preser3ati3es, and artifi#ial #olorings appro3ed for use in the nited States maynot be permitted in Malaysia. Code4 appro3ed items are generally allo5ed if there are no pro3isions or regulations pertaining to the additi3es and preser3ati3es in the Malaysian Food %egulation. In addition, produ#ts 5ith labels that in#lude phrases su#h as 0Contains Eo Palm il1 or 0Contains Eo "ropi#alils1 5ill not be allo5ed for import. 9Malaysia is a palm oil produ#ing #ountry and is a strong ad3o#ate

'4porters should also be a5are that importers might re8uest for additional #ertifi#ates, 5hi#h are notre8uired by the authority, either to meet the demand of their o5n #ustomers or for marketing purposes.For further pro#essed food 95hi#h #ontains no meat, there is no kno5n re8uirements for any#ertifi#ate, but e4porters are en#ouraged to a#8uire halal #ertifi#ation from appro3ed Islami# Centers to#ater to the Muslim #onsumer market as Muslims a##ount for more than half of MalaysiaJs populationand Muslims #onsume foods that are halal. "he =alal Certifi#ate should a##ompany the shipment andthe produ#ts should ha3e the appro3ed Islami# CenterJs halal logo on their pa#kaging for informationand marketing purposes.

HO3 TO ENTER THE SARANGANI BAY MILKFISH %ROUCTS TO MALAYSIA.

Sarangani !ay Milkfish 5ill do joint 3enture 5ith Malaysian partner 5ith a minimum of +)#ontrol o3er the business in order to easily penerate the Malaysian market.

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A0 Re+is"#'"i-n %#-.e!#es

50 A&&li.'"i-n -f N'/e Se'#.h

A name sear#h must be #ondu#ted to determine 5hether the proposed name of the #ompany isa3ailable for registration.

9i Completion and submission of Form *-A of the CA 9%e8uest for A3ailability of Eame to

SSM.

9ii Payment of an %M-).)) fee for ea#h name applied.

"he name to be used to register the foreign #ompany should be the same as registered in its#ountry of origin. here the proposed #ompanyJs name is appro3ed by SSM, it shall be reser3ed for three months from the date of appro3al.

60 L-+e/en" -f Re+is"#'"i-n -.!/en"s

%egistration do#uments must be submitted to SSM 5ithin - months from the data of appro3alof the #ompanyJs name by SSM, failing 5hi#h a fresh appli#ation for a name sear#h must be done

B0 Re+is"#'"i-n -.!/en"s

"he follo5ing do#uments shall be submitted to SSM for registration:

9i A #ertified #opy of the #ertifi#ate of in#orporation or registration of the foreign #ompany.

9ii A #ertified #opy of the foreign #ompanyJs #harter, statute or Memorandum and Arti#les of Asso#iation or other instrument defining its #onstitution.

9iii Form @ 9%eturn by Foreign Company 2i3ing Parti#ulars of $ire#tors and Changes of Parti#ulars.

VE"': If the list in#ludes dire#tors residing in Malaysia 5ho are members of the lo#al board of dire#tors of the foreign #ompany, a memorandum stating their po5ers must bee4e#uted by or on behalf on the foreign #ompany and submitted to SSM.

9i3 A memorandum of appointment or po5er of attorney authorising the person 9s residingin Malaysia, to a##ept on behalf of the foreign #ompany any noti#es re8uired to be ser3ed onsu#h foreign #ompany.

9i3 Form /) 9Statutory $e#laration by Agent of Foreign Company.

93 Additional do#uments #onsisting of:

● "he original #opy of %e8uest for A3ailability of EameK and● A #opy of the letter from SSM appro3ing the name of the foreign #ompany.

%ROUCT STRATEGY

"he #ompany 5ill #hange the name of Sarangani !ay to make a different identity inMalaysia.

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%ed pa#kaging 5ill be used 9due to the positi3e impa#t of the #olor than blue =ighly promote the 0fillet1 and 0boneless1 produ#ts of Sarangani. Must apply for =alal #ertifi#ation and pro#esses. &abelling 5ill follo5 on the labeling pro#edures and regulations of Malaysian

authorities. Aim for high8uality produ#tion

Aim for a middle#lass differentiating fa#tor. Pioneering fa#tor of !oneless, fillet milkfish in Malaysia.

%RICING STRATEGY

Pri#ing should mat#h the 8uality and demand preferen#es of the market. It should not be e4pensi3e nor too #heap to the eyes of the #onsumer to target for a middle#lass position of the #ompany. So basi#allyit is #ombination of #ompetiti3e base and #ost based pri#ing. =o5e3er, for introdu#tory pri#ing, the#ompany 5ould aim for market penetration first.

ISTRIBUTION STRATEGY

Malaysian retail stores e4port produ#ts dire#tly o3erseas. Food importers and other agents pla#edorders 5ith foreign suppliers. "he team 5ould like to start the distribution in >uala &umpur, this is the#ity 5ith the largest population. It has a almost a hundred shopping malls be#ause Malaysians prefer aonestop shopping area 5hen buying and they prefer to pur#hase food and household items in retailstores.

"o sell our produ#ts in the #ountry, 5e should #all on importersDdistributors 95ho may be lo#al#ompanies, foreign trading #ompanies 95hi#h offer better spe#ialisation and more te#hni#al ser3i#esthan lo#al #ompanies or medium si<ed lo#al trading #ompanies. ther alternati3es are #ommissionagents, setting up a representati3e offi#e or making a lo#al allian#e 5ith a Malaysian #ompanyK the last

t5o are the most re#ommended options. It is best for us to also ally oursel3es 5ith suppliers 5ho ha3egood #onne#tions to supermarkets, hypermarkets and gro#ery stores. '3en though malls are popular 5e prefer to start 5ith supermarkets and hypermarkets to penetrate the market.

"he team 5ould also prefer to deli3er the produ#ts through sea transportation that 5ill do#k at Port>lang in >uala &umpur. Although the freight ship #an be slo5er than airplanes but it #an redu#e #ostfor Malaysian #onsumers, espe#ially sin#e tru#king deli3ery 5ould be in3ol3ed in distributing the produ#ts to the mall.

%ROMOTIONAL STRATEGY

Malaysia has a large population 5ho prefers #ellular phones and internet. "he most #ommon 5ay to promote is tele3ision be#ause it #an rea#h a large market."he team 5ould like to promote through:

*. So#ial Media 9Fa#ebook. "his is be#ause there are many Malaysian users in Fa#ebook."he #ompany 5ould #reate a different page for the Malaysian market and also use Fa#ebook adsan analyti#s.

(. "ele3ision Ad3ertisement. "he fastest 5ay to rea#h the household is through lo#altele3ision. 9Malaysian "O and Streema in >uala &umpur.

-. utdoor Ad3ertisement. !illboards on 3erhead bridges and Posts.

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6. Ad3ertisement inside the Supermarkets or =ypermarkets.

REFERENCE

Asean '#onomi# Community B China 9()*6.  ish onsm!tion 2ighest in Malaysia. "he Eation.%etrie3ed from: http:DD555.nationmultimedia.#omDae#DFish#onsumptionhighestinMalaysia-)(-77+-.html

ChengSeng, &. ; !anno, ?. 9*@/7. Milkfish ltre and rod+tion on Soth 4ast sia resent and  tre.  #eanin# Insitute, =onolulu, =a5aii, .S.A. %etri3ed from:http:DD555.fao.orgDdo#repDfieldD))-Da#(/(eDAC(/(')-.html

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=ashim, M. 9()*+.  /ndstry and Market Stats of ila!ia in Malaysia in Malaysia. A8ua#ulture$e3elopment $i3ision, $epartment of Fisheries Malaysia. %etrie3ed from:http:DD555.infopes#a.orgDsitesDdefaultDfilesD#omplementoDa#ti3idadesre#ientesDadjuntosD*-7@D7()MalaysiaIndustry()and()Market()Status()of()"ialpia.pdf 

Manila !ulletin 9()*).  5esear+h hel! Bangs /ndstry -ro". Published: September (, ()*) by a#,Sarian. %etrie3ed from: http:DD555.seafde#.org.phD5p#ontentDuploadsD()**D)/DManila()!ulletinW%esear#h()helps()bangus()industry()gro5.pdf 

Ping, S. P. 9()*-. 6#er#ie" of ila!ia se+tor in Malaysia.  "rapia Malaysia. %etrie3ed from:http:DD555.infopes#a.orgDsitesDdefaultDfilesD#omplementoD#onferen#iasWe3entosDdo#umentosD@*@D#ultosD(.7WAn()o3er3ie5()of()the()tilapia()se#tor()in()Malaysia()()&ai()Sead()Ping.pdf 

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Stanton, '. A. 9()*).  Malaysia7s Market for /m!orted ish and Seafood * -ide for anadian 48!orters. ffi#e of Southeast Asia %egional AgriFood "rade Commissioner. Agri#ulture and AgriFood Canada.

B l-+s

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h""&*889990s'#'n+'nif#$0.-/0&h8

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http:DD555.agr.g#.#aDengDindustrymarketsandtradeDstatisti#sandmarketinformationDbyregionDsoutheastasiaDmalaysiasmarketforimportedfishandseafoodaguidefor#anadiane4portersDXidY*6*))/-*6/66

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8/16/2019 Market Entry of "Milk Fish" in the Malaysian Consumer Market

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