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Ayamas Food Case Study | Business and Marketing Evaluation of Berhad

Keywords: ayamas online marketing strategy, ayamas research study, ayamas business analysis

Speaking about business, the initial thing that we will think about is making money or generating earnings. Generally, we could say business never sleeps. Every owner of any type of business would wish to generate money non-stop. Owning a business without depending to other party is quite impossible. We need to make a package with other people who own their own business just to be sure our business will run efficiently. The main thing in running a business is to have got the knowledge of logistic and warehousing. No matter how big or small your business is, to learn your potential suppliers and intermediaries will highly have an effect on the business enterprise.

Basically, logistic and warehousing is a management of managing goods from its raw materials to an entire product, then being transferred from its point of origins to the idea of utilization. It's just about about our intermediaries in business, handling the products and how exactly we interact with our suppliers. We are able to say that logistic and warehousing is similar to a pulse to every business whether in selling products or offering services. Without this industry, every economic activity will be "paralyzed" thus severe monetary recession might occur. That's the reason government of Malaysia always encourage any interested individuals to become listed on this logistic and warehousing industry to ensure our monetary stability is definitely guaranteed.

Every company is counting on logistic and warehousing services whether it is small or big. Those services are not merely ensuring the flow of the business enterprise improvement but also determine the entire cost that the company need to invest on its business. Hence, proper and specific paperwork of financial moves could be founded for planning its targets and for future referrals. Without logistic and warehousing, consumers' needs and desires wouldn't be fulfil and satisfied thus creating havoc atmosphere among people all around the globe.

To make an improved picture of how logistic and warehousing would have an effect on businesses, why don't we make a case-study to have a deeper understanding. For this project, I choose to review how Ayamas Food Firm Berhad manages its company in order to ensure their products will be refined in great way and reach the clients on time.

2. 0 Background of Ayamas Food Firm Berhad.

Ayamas Food Firm Berhad (AFCB) is a company involved with processing and offering poultry products and jogging retail businesses. It had been established in April 1985 and has its main formal headquarter situated in Kuala Lumpur, Malaysia. This company is famous as one of the leading built-in poultry traders nationwide. Its specialisation is in the processing and retailing of poultry products for local and foreign markets.

Basically, this company supplies chicken beef to several well-known restaurants such as KFC, Pizza Hut, and Rasamas restaurants in every over Malaysia. It also offers products to its own brand chain retail outlets such as Kedai Ayamas.

Its product range includes: chilled entire poultry parts, minced fowl beef and deboned-chicken meat products; iced foods products; breaded freezer-to-fryer products are made up nuggets, drummets, and midwings, burger patties, chicken meatballs, chicken fingers, and popcorn bites. In addition, it offers fully-cooked progress processed products such as sausages, smoked wings, cocktails, meatballs, pizza toppings, and meatloafs. Additionally, the company provides shelf secure products, such as canned curry rooster, canned rendang rooster, chilli sauce, canned oriental sauce chicken with mushroom, as well as tomato ketchup. This company mainly performs in Malaysia. It satisfies a wide range of customers everywhere in the country.

AFCB is a subsidiary of KFC Holdings (Malaysia) Bhd (KFCH). AFCB Group is functioning in 'halal' poultry processing, advance food processing, wholesaling and retailing. AFCB operates its handling and advance processing plants at Port Klang.

Other than delivering locally, the corporation also exports its most important and advance processed products to Singapore, Hong Kong, Brunei, China and the center East. By the end of 1999, AFCB Group's retail circulation channel included 25 convenience shops, 10 outlets, five warehouses and 13 Rasa Gourmet restaurants.

A rearrangement system including AFCB and QSR Brands Bhd was manufactured in March 2004. The corporate companies and businesses of AFCB have been reorganized. Previous AFCB stockholders retrieved shares in QSR Brands Bhd. The listing status of AFCB on the Official List of Bursa Malaysia has been migrated to QSR Brands Bhd. AFCB has been subsequently delisted on April 1st, 2004.


There are in essence two types of warehouse that are general public and private warehouse. Warehouse is used to store all shares prior to going to be transferred to customers. This is also the place where all inventories documentations are made to be sure all stocks are in specific variety and in good condition. That is important to make certain that they can fulfil any demand from the customers anytime. Besides, this is important to give a good service in order to retain loyal customers and draw in the new ones. That is why possessing warehouses important to a company. Each kind of warehouse has its own advantages and disadvantages. To understand better, let us make contact with our case-study.

For Ayamas Food Corporation Berhad, of course they have got their own warehouses. Since this company is made under KFC Holdings Berhad, they need to have significance amount of warehouses in every region of Malaysia since it requires to provide to so many franchises of its mom company's restaurants and other junk food outlets. Hence, the most suitable type of warehouse for AFCB is private warehouse.

Since they may have an exclusive warehouse, they may have complete control on the warehouse. They are able to store all the processed poultry products approximately they want without having to pay for the space like a public warehouse. Besides, they really needs this kind of warehouse since they have to provide the merchandise in large amounts. On 2010, it was explained by the KFCH Berhad taking care of director, Jamaluddin Ali, over 20, 000 to 50, 000 thousands processed chicken meat needed to be distributed daily around Malaysia by AFCB because of increasing demand by customers. Thus, big private warehouses are needed by them to ensure those requirements are fulfilled anytime. Other than offering for the junk food outlet stores, AFCB also produces its poultry products. Hence, the fresh chicken meats need to be stored to ensure constant supply to its processing factory.

Most of the warehouses owned or operated by AFCB are refrigerated. This is important to help in large numbers of raw chicken meats before these are processed or to be forwarded to the restaurants. Cold storage is needed to protect the grade of the meat by preventing the formation of bacteria on the raw materials. Thus, the meats will be safe to be used after being prepared.

3. 1 Advantage

As mentioned before, owning private warehouses give several advantages to AFCB. This company have all their space that they need. Thus, maximizing the storage of securities will enable those to fulfil demands anytime. There is also the flexibility of your energy utilising the warehouses. No expiry period of using the facilities of the warehouses.

3. 2 Disadvantage

Having private warehouse has its own drawbacks, too. Well, quite simply it's about the price the company has to tolerate. Private warehouse requires a lot of cost to be put in. Every bill like the taxes needs to be covered by the business. Furthermore, refrigerated warehouse may pollute the environment since it usually produces CFC gases that cause thinner ozone covering.

Logistic activity

Let us understand on how the flow of this company's business progresses right from the start. Live chickens are carried by lorry from the hen farms which have made agreements with AFCB to provide the chickens. All of the chickens will be brought to slaughter house that usually can be found in its processing factories. After being processed, all the meats will be brought to the refrigerated warehouses to be stored for a particular time. Then they will be went back to the manufacturing plant to be process to real products. All the process including the packaging process is done at the manufacturing plant by the assistance of modern machinery. . Then, the completed products will be brought back to the warehouse to be stored.

Then, from the warehouse, the boxed products will be found by the company's syndication lorries to the outlet stores all over the country.


There are several suggestions that require to be achieved in term of logistic and warehousing framework in Ayamas Food Corporation Berhad.

To be considered a good company, AFCB must do its interpersonal responsibility. In European countries, several refrigerated warehouses already are constructed with eco-friendly technology. This kind of warehouse produces no CFC gases that may donate to better environment. If AFCB uses this type of warehouse, they aren't just does their interpersonal responsibility but also promotes other company to do a similar thing. Thus, Malaysia will be an improved place to live in. Furthermore, another type of modern warehouse is it is fastened with solar panels o the roof. Using solar technology will help AFCB to lessen its cost in warehousing especially about minimizing the electricity charge.

In term of transport, AFCB may need to increase the number of distribution lorry merely to enhance the efficiency on providing products to all customers.


Logistic and warehousing is very important to all business. Based on this case-study, we can easily see that we now have several businesses that are depending among themselves. The owner of the chicken breast farms is depending on AFCB to work with him. At exactly the same time, AFCB does need equipment from the poultry farms. On the other hands, a lot of other businesses such as junk food restaurants, supermarkets and retailers are depending on processed products by AFCB to satisfy their customers' demand. Thus, proper management of logistic and warehousing is needed by every each of them.

As a final result, we can easily see how important logistic and warehousing is really. Without this activity, every business will gain nothing but loss. WHEN I discussed earlier, logistic and warehousing is the pulse of business.

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