Noodle industry in Sabah: a SWOT analysis

The purpose of this paper is to discuss the analysis on strengths, weaknesses, opportunities and threats (SWOT) of noodle industry in Sabah and to uncover strategies to leverage on the strengths, opportunities and rectifying the weaknesses as well as overcoming the threats. The methodology is based on literature review, internet search, and observation during academic trip and interviews with business owner. The SWOT analysis documented several interesting findings. Discoveries of the SWOT analysis are as follows: strength (innovative leadership), weakness (limited production capacity), opportunity (capitalize on market trend) and threat (infrastructure related issues). This study has some limitation as it attempts to demonstrate the internal and external environments and does not show how to achieve competitive advantage and the SWOT analysis done may be outdated as the environments are constantly changing. However, the study may contribute to future studies and act as a guide for the SMEs of noodle industry to have better understanding of their business environment. This study is the first of its kind, to incorporate SWOT and Noodle industry. Hence, this study may add value to the existing academic research on SWOT analysis and broadening the understanding on Noodle business industry.