Assignment Brief: Developing Global Market Strategies for Borneo Apong Golden Syrup

Background
Researchers at Universiti Malaysia Sarawak have developed a new and modern technique for producing Gula Apong, one type of jaggery, enabling a consistent, high-quality syrup branded as Borneo Apong Golden Syrup. This innovation has been commercialized through a cooperative scheme involving local villagers, offering economic opportunities while maintaining the product’s authenticity and cultural significance.

The objective of this assignment is to develop a comprehensive strategy for penetrating the global market with Borneo Apong Golden Syrup over a long term horizon. The focus should be on a suitable market such as Japan, the United Kingdom, or ASEAN countries, considering both marketing and operational strategies.

Assignment Requirements

1. Strategy Development

The strategy should encompass the following elements and specifically focusing on sustainable and health product:

  • Market Feasibility Analysis:
    • Evaluate market statistics, consumption patterns, and policies favoring the product.
    • Identify potential demand and acceptance based on factual data, including comparative statistics across target markets.
  • Marketing Strategies:
    • Product branding and positioning focus on sustainable aspects.
    • Customer segmentation and targeting.
    • Advertising, promotional campaigns, and digital marketing approaches.

2. Compliance with Market-Specific Requirements

  • Product Safety and Quality: Address regulatory and certification requirements in the target market (e.g., food safety standards, organic certifications).
  • Customs and Trade Requirements: Include strategies for customs clearance, duties, and import/export processes.

3. Packaging and Distribution

  • Propose some ideas on sustainable design and market-appealing packaging aligned with consumer preferences.
  • Develop strategies for logistics and delivery, ensuring cost-effectiveness and timeliness.

Visit APONG RESOURCES SDN BHD WEBSITE

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Assessment Criteria

The submission will be evaluated based on the following criteria:

  1. Feasibility and Accuracy:
    • Use of market statistics, consumption figures, and policies supporting market entry.
    • Justification of strategies with references to factual data and market research.
  2. Market Demand and Acceptance:
    • Comparison of demand across target regions.
    • Evidence of potential acceptance in the proposed market(s).
  3. Production and Operational Viability:
    • Analysis of material availability, production capacity and capability.
    • Assessment of sustainable supply of raw materials
  4. Compliance with Market Standards:
    • Addressing product safety and quality standards.
    • Alignment with legal and regulatory requirements of the target market.
  5. Logistics and Delivery:
    • Sustainable packaging innovation and appeal to the target demographic.
    • Strategies for efficient logistics, customs clearance, and port entry.

Submission Guidelines

  • Report Length: There is no stipulated length, but it must provide depth of analysis and sufficient details explained clearly.
  • Citations: All sources of information used in this study must be reported. This include any AI tools used must be mentioned and cited.
  • Submission Deadline: Submit your completed report by stipulated date to shari@meiji.ac.jp.

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