A study on managing the quality of local products marketed by Federal Agricultural Marketing Authority (FAMA) / Edwin Idin

Nowadays, most brands around the world are getting more competitive, no
matter what kind of product category. Furthermore, the needs, wants and taste of
consumers are keep changing and always seeking for the best product to satisfy their
expectation. Similar to the condition of Malaysia product, where it is difficult to reach
huge market in this country to support the local product and most Malaysian prefer to
choose other brand instead of local brand namely Agromas products from Federal
Agricultural Marketing Authority (FAMA). This research was done to determine the
key variables and to address the issue related with product quality in Malaysia
product, specifically for FAMA products under the brand of AGROMAS. FAMA
product is entirely in food product category. FAMA had been longer operating since it
was established in 1965, and there were many approaches been taken to live up the
local products such as providing more support, service and facilities to all the
participants to sell and promote their product to this country and to the oversea. In this
problem of product quality, FAMA had identified a solution, which is currently
implemented until today and it was GPL, introduced in 2008. GPL stands for
Grading, Packaging, and Labeling. This is an approach to improve the product quality
of FAMA product. Thus, hopefully that this research can helps to solve the problem
of product quality in FAMA products as the local product in this country, identifying
the important key variables of good product quality and determining what would be
the best strategy to this problem.