ACTIVITIY 5: MACRO ENVIRONMENT EFFECT.

How Hijrah Utara Frozen react towards macro environment effect. 

Social factors: Changes in social trends may affect demand for the companies’ products. For end users who concern on 'halal' issue, hygiene and nutrition,  HUF  need to respond to these changes by conveying an information pertaining the advantages and the differences between product of HUF with other brands in the market.  Producing a product that support balanced diet by removing all the excess fats from the chicken and change consumer perception of unhealthy chicken consumption (obesity).  This message can be done through public relation program and advertising. 

Legal factors: HUF complies with JAKIM, FAMA, MeSTI and IMP, thus this will enhance the promotion program by creating more awareness towards the recognition given by reputable authorities and so the public will be satisfied.  HUF will also apply a good manufacturing practice in weights and measures in packing purposes.   Ex: every pack will contains +- 1.2 -1.4 kg of solid chicken meat. 

Economical factors:  HUF will look at these major factors such as buying patterns and purchasing power of the consumers.  For example, as incomes go up, people prefer to buy what they see as superior variant of a product.  As people become cash rich and time poor, they prefer to switch to foodstuffs that they can quickly process on.  HUF is ready to cook, and so consumers have less time to prepare for meal.  

Political factors: Two important campaign currently highlighted by Malaysian Government which concerning on promoting  SME industry as well as Malaysian will become No 1 Halal Food provider in the world.  HUF will support this government campaign and initiative.  We believe our product are nutritious and are prepared in a healthy and simple way.    

Technology factors:  For ready made product produced by HUF are oven heated product and microwavable.  As the Demand of the ready food serve is high, HUF  is produced Chicken Chop ready and Satay that can easily serve by put in the microwave and oven before eat.  

As a conclusion, HUF are moving forward with all the macro environment factors that come in. People tend to get information from press as well as food labeling on what good food for them. They listen to people like NGO and government spokesperson.  They also listen an advise from teacher and nutritional.   As for future strategic planning HUF should acquire market researcher and food technologies who enable the company to keep in tunes with the changing environment.  Despite of that, HUF should effectively transmit the company message that frozen chicken and its product line are nutritionally acceptable provided they are made in the way. 
The challenge now is to keep listening to consumers and to external environment in order to continue to give those consumers the best value healthy frozen food 

*  Reference :  Case study from Mc Cain food, one of the world largest frozen food companies.