TABLE OF CONTENT

ACKNOWLEDGMENT...............................................................................................3 LIST OF TABLES......................................................................................................5 LIST OF FIGURES....................................................................................................6 1.0 1.1 1.2 1.3 1.4 1.5 2.0 2.1 3.0 CHAPTER ONE: INTRODUCTION.....................................................................7 BACKGROUND OF MALAYSIA......................................................................7 BACKGROUND OF THE COMPANY...............................................................8 PROBLEM STATEMENT.............................................................................11 RESEARCH OBJECTIVES...........................................................................11 SIGNIFICANCE OF THE STUDY..................................................................12 RESEARCH METHODOLOGY........................................................................13 DATA COLLECTION METHOD.....................................................................13 LITERATURE REVIEW...................................................................................14

4.1 INTERNAL ANALYSIS.....................................................................................15 4.1.1 STRENGTH..............................................................................................15 4.1.2 WEAKNESS.............................................................................................15 4.1.3 OPPORTUNITY........................................................................................15 4.1.4 THREAT..................................................................................................16 4.2 HOST COUNTRY BACKGROUND / MACRO ENVIRONMENT ANALYSIS.............16 4.2.1 POLITICAL...............................................................................................17 4.2.2 ECONOMIC..............................................................................................19 4.2.3 SOCIAL-DEMOGRAPHIC..........................................................................20 4.2.4 TECHNOLOGICAL....................................................................................20 4.2.5 ENVIRONMENTAL....................................................................................21 4.2.6 LEGAL.....................................................................................................21 4.3 MODE OF ENTRY..........................................................................................22 4.4 EXTERNAL ANALYSIS....................................................................................22 1

4.4.1 RIVALRY AMONG EXISTING FIRMS..........................................................22 4.4.2 THREATS OF NEW ENTRANTS.................................................................23 4.4.3 THREATS OF SUBSTITUTE PRODUCT/SERVICE.......................................23 4.4.4 BARGAINING POWER OF SUPPLIER.........................................................23 4.4.5 BARGAINING POWER OF BUYER.............................................................23 4.5 MARKET PENETRATION STRATEGIES...........................................................24 4.5.1 PROMOTION...........................................................................................24 4.5.2 PLACE (DISTRIBUTION)...........................................................................24 4.5.3 PRICE.....................................................................................................25 4.5.4 PRODUCT...............................................................................................25 7.0 CONCLUSION...................................................................................................28 7.1 CONCLUSION................................................................................................28 7.2 LIMITATION OF STUDY..................................................................................29 REFERENCES.......................................................................................................30 REFERENCES

ACKNOWLEDGMENT Alhamdulilah, our last semester project are done properlly and perfectly. Although we think we cant complete our project but with motivation and supported from the others, it teach us how to be more co-operate with goup member and understand each other to complete this project. We are very thanks full to our beloved lecture Mr. Zaid Bin Mohd Yusop that help us and teach us how to make this project become more realistic until we all understand and know how to make this project like a high class level project. Beside that, we also thanks to our friend esspacially from clas BM111 6K that help us to complete this project. After we saw that their project are in progressing, it give us motivation to make our project more quality than them. We like this compete because it will give us spirit to make sure that not only them can complete thier project but we also can complete our project. Before that we also want to thanks to our Universiti Teknologi MARA (UiTM) Jengka because they provide a useful library for us to make a research about our project. We can have research about our project easily because of UiTM have provide us good facilities. Without all supported from they all, maybe we cant finished our project. Again we are thankful to all group member BM111 6K especially our International Business lecturer Mr. Zaid because he have conduct us well, he also always updated our project from time to time. These conduct us and give us spirit to complete this project. Thank you.

EXECUTIVE SUMMARY To many people, cancer is an unexpected serious fatal disease and death sentence. Unfortunately, many of us have neglected diabetes, depression, muscle fatigue arthritis, weak immunity and decreasing stamina level are associated with aging process. More than 40% of populations worldwide are in the risk of developing chronic disease due to aging process. Gamat is all formula that works wonders in reversing your aging cells in your body. It has been clinically proven to increase your bodys immune system, increase your blood circulation, promotes vitality natural, skin appearance and the general well being. Gamat healing is a product of intensive study carried out collaboratively by a group of malaysian pharmacologist from University of Malaya and Universities of Nihon and Kyoto, Japan which revealed that gamat extract contains active substance with known mechanism of actions. Gamat healing are based on finding coupled with identification of active components found in gamat extract have contributed to the research being awarded first prize national scientific award organized by the ministry of science technology and environment of Malaysia 1994. After 10 years of research in University of Malaya and the Japanese Universities, we have now discovered the active substance and the mechanism of its actions. Beside its proven efficiency in enhancing the bodys resistance towards various disease, from common flu to more problematic conditions, including diabetes, cancer, it is also known that it contains a cell growth factor which has the ability to accelerate the regeneration of biological cells, bone, collagen and rejuvenates skin. We have now refined the extract and come up with new generations of scientifically prepared products based on this purified polypeptide substance. Gamat healing was first introduced into the market in early 2008 as the first scientifically proven traditional product of Malaysia by healwell pharmaceuticals Sdn Bhd. We emphasize on health supplement based on purified gamat extract and advanced skin care technology.

LIST OF TABLES

Table 1.0, PROMOTIONPAGE 24 Table 2.0, LIST AND MARKET PRICEPAGE 25

LIST OF FIGURES

Figure 1.0, ORGANIZATION CHART............................................................................PAGE 9

10 CHAPTER ONE: INTRODUCTION 1.1 BACKGROUND OF MALAYSIA During the late 18th and 19th centuries, Great Britain established colonies and protectorates in the area of current Malaysia; these were occupied by Japan from 1942 to 1945. In 1948, the British-ruled territories on the Malay Peninsula formed the Federation of Malaya, which became independent in 1957. Malaysia was formed in 1963 when the former British colonies of Singapore and the East Malaysian states of Sabah and Sarawak on the northern coast of Borneo joined the Federation. The first several years of the country's history were marred by a Communist insurgency, Indonesian confrontation with Malaysia, Philippine claims to Sabah, and Singapore's secession from the Federation in 1965. During the 22-year term of Prime Minister MAHATHIR bin Mohamad (1981-2003), Malaysia was successful in diversifying its economy from dependence on exports of raw materials to expansion in manufacturing, services, and tourism. Current Prime Minister Mohamed NAJIB bin Abdul Razak (in office since April 2009) has continued these pro-business policies. (CIA The Worldfactbook,2012) The early Buddhist Malay kingdom of Srivijaya, based at what is now Palembang, Sumatra, dominated much of the Malay peninsula from the 9th to the 13th centuries AD. The powerful Hindu kingdom of Majapahit, based on Java, gained control of the Malay peninsula in the 14th century. Conversion of the Malays to Islam, beginning in the early 14th century, accelerated with the rise of the state of Malacca under the rule of a Muslim prince in the 15th century. Malacca was a major regional commercial center, where Chinese, Arab, Malay, and Indian merchants traded precious goods. (Bureau of East Asian and Pacific Affairs,2011) Drawn by this rich trade, a Portuguese fleet conquered Malacca in 1511, marking the beginning of European expansion in Southeast Asia. The Dutch ousted the Portuguese from Malacca in 1641. The British obtained the island of Penang in 1786 and temporarily controlled Malacca with Dutch acquiescence from 1795 to 1818 to prevent it from falling to the French during the Napoleonic war. The British gained lasting possession of Malacca from the Dutch in 1824, through the Anglo-Dutch treaty, in exchange for territory on the island of Sumatra in what is today Indonesia. (Bureau of East Asian and Pacific Affairs,2011)

In 1826, the British settlements of Malacca, Penang, and Singapore were combined to form the Colony of the Straits Settlements. From these strongholds, in the 19th and early 20th centuries the British established protectorates over the Malay 7

sultanates on the peninsula. During their rule the British developed large-scale rubber and tin production and established a system of public administration. British control was interrupted by World War II and the Japanese occupation from 1941 to 1945. (Bureau of East Asian and Pacific Affairs,2011) Popular sentiment for independence swelled during and after the war. The territories of peninsular Malaysia joined together to form the Federation of Malaya in 1948 and eventually negotiated independence from the British in 1957. Tunku Abdul Rahman became the first prime minister. In 1963 the British colonies of Singapore, Sarawak, and Sabah joined the Federation, which was renamed Malaysia. Singapore's membership was short-lived, however; it left in 1965 and became an independent republic. (Bureau of East Asian and Pacific Affairs,2011) Neighboring Indonesia objected to the formation of Malaysia and began a program of economic, political, diplomatic, and military "confrontation" against the new country in 1963, which ended only after the fall of Indonesia's President Sukarno in 1966. Internally, local communists, nearly all Chinese, carried out a long, bitter insurgency both before and after independence, prompting the imposition of a state of emergency from 1948 to 1960. Small bands of guerrillas remained in bases along the rugged border with southern Thailand, occasionally entering northern Malaysia. These guerrillas finally signed a peace accord with the Malaysian Government in December 1989. A separate, small-scale communist insurgency that began in the mid-1960s in Sarawak also ended with the signing of a peace accord in October 1990. (Bureau of East Asian and Pacific Affairs,2011) 1.2 BACKGROUND OF THE COMPANY Gamat healing is a product of intensive study carried out collaboratively by a group of malaysian pharmacologist from university of Malaya and universities of Nihon and Kyoto, Japan which revealed that gamat extract contains active substance with known mechanism of actions. Further studies conducted in Japan have discovered its efficiency in enhancing the immune system of the body towards various diseases, accelerate regeneration of biological cells, bone, collagen and rejuvenates skin cells. Gamat healing are based on finding coupled with identification of active components found in gamat extract have contributed to the research being awarded first prize national scientific award organized by the ministry of science technology and environment of Malaysia 1994. Gamat healing was first introduced into the market in early 2008 as the first scientifically proven traditional product of Malaysia by healwell pharmaceuticals Sdn 8

Bhd. We emphasize on health supplements based on purified gamat extract and advanced skin care technology.(Hassan, 2012) COMPANY PROFILE Company name Product/service :Healwell Pharmaceuticals Sdn Bhd :Gamat, manufactured : 50-100 people CEO HOUSE OF HEALIN

Number of employees

FIGURE 1.0 ORGANIZATION CHART

GANERAL MANAGER HOUSE OH CEO HOUSE OF HEALIN MALAYSIA (MOHD KHAIRULNAQIB BIN ZAINAL HEALIN ABIDIN) Responsibilities as a communicator, decision maker, leader, and manager. The communicator role can involve the press and the rest of the outside world, as well as the organization's management and employees; the decision-making role involves high-level decisions about policy and strategy. As a leader, the CEO HOUSE MANAGER ONOF HEALIN advises the board of directors, motivates employees, and MANAGER ON MANAGER ON drives organization. the CEO (BRAZIL) OPERATION change within theMARKETING As a manager,FINANCIALof HOUSE OF (BRAZIL) STRATEGY HEALIN presides over the organization's day-to-day, month-to-month, and year-to(BRAZIL) year operations to all branches including Brazil. GANERAL MANAGER HOUSE OH HEALIN BRAZIL (WAN MOHD QUSHAIRI HAKIM BIN WAN A.HAMID) General Manager is responsible for all areas (Brazil)., General Manager refers to any executive who has overall responsibility for managing both the revenue and cost elements of a company's income statement. This is often referred to as profit & loss responsibility. This means that a General Manager usually oversees most or all of the firm's marketing and sales functions as well as the day-to-day operations of the business. Basically General Manager facilitates yet giving order from CEO in Malaysia to other department in Brazil. MANAGER ON OPERATION BRAZIL (AMIR HAZIQ BIN ZAINI) 9

Operations management is an area of management concerned with overseeing, designing, and redesigning business operations in the production of goods. It involves the responsibility of ensuring that business operations are efficient in terms of using as few resources as needed, and effective in terms of meeting customer requirements. It is concerned with managing the process that converts inputs (in the forms of materials, labor, and energy) into outputs (in the form of goods) such as packaging gamat product. Utilize workers in Brazil to a maximum workforce. MANAGER ON MARKETING STRATEGY BRAZIL( MUHAMMAD IZZAHAM FADDLIE BIN ZAHARI) Marketing managers are responsible for influencing the level, timing, and

composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned productthat is HOUSE OF HEALIN product .To create an effective, cost-efficient Marketing management strategy. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning in gamat market in Brazil. MANAGER ON FINANCIAL IN BRAZIL (AZHARI BIN MOHD NOH) Financial Manager responsible planning, organizing, directing and controlling the financial activities in Brazil such as procurement and utilization of funds of the HOUSE OF HEALIN. He aslo applying general management principles to financial resources of the company. 1.3 PROBLEM STATEMENT To many people, cancer is an unexpected serious fatal disease and death sentence. Unfortunately, many of us have neglected diabetes, depression, muscle fatigue arthritis, weak immunity and decreasing stamina level are associated with aging process. More than 40% of populations worldwide are in the risk of developing chronic disease due to aging process. Gamat is all formula that works wonders in reversing your aging cells in your body. It has been clinically proven to increase your bodys immune system, increase your blood circulation, promotes vitality natural, skin appearance and the general well being. After 10 years of research in University of Malaya and the Japanese Universities, we have now discovered the active substance and the mechanism of its actions. Beside its proven efficiency in enhancing the bodys resistance towards various 10

disease, from common flu to more problematic conditions, including diabetes, cancer, it is also known that it contains a cell growth factor which has the ability to accelerate the regeneration of biological cells, bone, collagen and rejuvenates skin. We have now refined the extract and come up with new generations of scientifically prepared products based on this purified polypeptide substance. 1.4 RESEARCH OBJECTIVES 1) To identify analyse strength, weakness, opportunity and threat of our company 2) To identify and analyse host country background. 3) To identify and analyse the best method for mode of entry. 4) To identify and analyse external analysis that might affect our company. 5) To identify and analyse market penetration strategic for our company. 1.5 SIGNIFICANCE OF THE STUDY This study will be a significant Endeavor in exporting and promote the Gamat (sea cucumber) in Brazil as one of the traditional medicines from nature. The study also used to study nature in Brazil as a market measures developed there as well as Gamat industry to provide awareness of the functions and use of Gamat in traditional medicine which has been in modernized by researchers of local researchers (Malaysia). With the advantages of the Gamat that can cure many diseases and low cost it will be easily accepted by the people of Brazil. By understanding the need to penetrate the Gamat's out, we took the initiative to study various aspects of the angle required to develop the Gamat there, including in terms of relevant political, Gamat market strength, weaknesses, opportunities and so on for help us achieve the objectives of the Gamat market products over there by our findings. Moreover, this study can be used as a medium for us to refer to the changing market structure change from time to time and also used as a reference in the future

11

10 RESEARCH METHODOLOGY 1.1 DATA COLLECTION METHOD In prepared this research about the company, even about the country that we want to promote our product to, there necessarily have much of the problem that we must have to face. Of course there is so much external problem that we must face such as competition from existing firm and so on. But in the same time we also have face the internal problem such as to collect the data about the host country. To get the information about the country, we didnt need to get over there to get the whole information, but we can use the technology such as internet to get the whole information of that. This is the only method that we use to get any information about the country, about the population, about the environment and so on. With use the internet, we can reduce our costs to get all the information that we need. We must get the information before we get over there to introduce our company. So with the internet, we can get all of that information.

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20LITERATURE REVIEW
Sea cucumber (aka sea cuke), holothurian or holothuroid belongs to phylum Echinodermata. This soft-bodied marine-dwelling echinoderm from class Holothuroidea is unique due to the existence of evolved skeleton (i.e. ossicles or spicules) and ancientlooked respiratory system called respiratory tree possessed by a few species. Basically, there are 2 main economic practices of sea cucumbers in Malaysia: an important source of traditional medicine (i.e. gamat lipid extracts and gamat water extracts) as well as modern medicine in Peninsular Malaysia, West Malaysia and an important source in the food industry in Sabah, East Malaysia. Several studies related to sea cucumbers (Echinodermata: Holothuroidea) in Malaysia have been published since 1985. The earliest study documented in Malaysia on the distribution of sea cucumbers using morphological characteristics was conducted by Ridzwan Hashim (Professor of International Islamic University Malaysia) and Che Bashah Che Chat in 1985. In fact, molecular approaches are capable of providing insights into the phylogeny of sea cucumbers and can support the outcomes of traditional morphological approaches, and a number of molecular ecological studies have also been recorded in Malaysia since 1999. (Kamarul, 2012) In a country like Brazil, where the majority of the population has no access modern allopathic medicines, local medicinal animals and plant knowledge systems is of significance. The population uses traditional medicine due to the relatively low cost of traditional medicine and difficult access to modern health facilities. Nevertheless, the interest in and intrinsic value of zootherapy not be only be attributed to the lack of access to modern medicinal services. Even in cities where modern health services are more accessible and specialized; many people continue to go to traditional healers showing the cultural acceptability of such practices. Besides the biological aspects, the economical and sociocultural factors influence the relationship of the local gathered people and the zootherapic resources usage. The need of new studies is evidenced which approach the medicinal fauna of Brazil, seeking for a better understanding of this therapy form, not only in its ecological aspects, but also reduce economical issues in term of medical that suit of their income. (Kamarul, 2012)

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FINDINGS 4.1 INTERNAL ANALYSIS

4.1.1 STRENGTH

The strength of our products is from the sea cucumber itself. Sea cucumber is a marine animal that has thousands of properties, such as vitamins a, vitamins c, calcium, magnesium, zinc, iron protein and the enzyme. It also contains collagen which helps accelerate the healing process. Among the strengths of our products is that foreign products are less competitive land market Brazil and involving the use of sea cucumber as a medium of medical disease. Brazil land not suitable as a natural nature for Sea cucumber is an advantage for us to sell this product in Brazil Sea cucumber product is also suitable for use by all levels of society regardless of age and gender. A sea cucumber product could cure a few diseaseseven it is very cheap.
4.1.2 WEAKNESS

Despite the sea cucumbers is a new product in Brazil, but the product is still not made aware sea cucumbers by the people in Brazil, and will involve the marketing costs are very high, such as advertising, promotion and so on. Constraints available in the countrydistribution is also one of the problems caused by the tax involved in and outside the country, it also includes the cost of shipping from Malaysia to Brazil that would cost hundred thousand dollars
4.1.3 OPPORTUNITY

This sea cucumber opportunity to give our young entrepreneurs to develop their skills outside, they also provide employment opportunities to people of Brazil as a distributor and sea cucumber products operations there. Among others, was able to introduce the advantages of using cucumber, not only in Brazil but all over the world. It can be shown that Malaysia is among traditional health producers in the world. Responding to the government instruction to promote Malaysian products in and outside the country as one of the government's revenue
4.1.4 THREAT

Brazil is a developing

country,

the investors and big

companies took

the

opportunity to invest and participate in the development of a country. As we 14

know health product is one of the largest demand in the world, we can see that people are wiling to buy an expensive medicine or machine to improve or to make sure their health in good condition. The reason why medicine service or product have largest demand is because people believe that science and traditonal medicine can help or improve their life. So the threat for our company to joint at brazil are, the companies that have name with their product, means here that not only our company will introduce brazilian about our product, so it quiet difficult to impose or confident them with our product. However, we know that brazil have make seas cucumber as their medicine, but the population of the seas cucumber cant afford to increase there. The historical of the seas cucumber will make affect for us, for example, if their product are failed to confident brazilian that seas cucumber is the best medicine, it will shown a bad image to our product. 4.2 HOST COUNTRY BACKGROUND / MACRO ENVIRONMENT ANALYSIS Following more than three centuries under Portuguese rule, Brazil gained its independence in 1822, maintaining a monarchical system of government until the abolition of slavery in 1888 and the subsequent proclamation of a republic by the military in 1889. Brazilian coffee exporters politically dominated the country until populist leader Getulio VARGAS rose to power in 1930. By far the largest and most populous country in South America, Brazil underwent more than half a century of populist and military government until 1985, when the military regime peacefully ceded power to civilian rulers. Brazil continues to pursue industrial and agricultural growth and development of its interior. Exploiting vast natural resources and a large labor pool, it is today South America's leading economic power and a regional leader, one of the first in the area to begin an economic recovery. Highly unequal income distribution and crime remain pressing problems. In January 2010, Brazil assumed a nonpermanent seat on the UN Security Council for the 2010-11 term. (CIA World Factbook,2012).
4.2.1 POLITICAL

Brazilian Democratic Movement Party or PMDB [Federal Deputy Michel TEMER]; Brazilian Labor Party or PTB [Roberto JEFFERSON]; Brazilian Renewal Labor Party or PRTB [Jose Levy FIDELIX da Cruz]; Brazilian Republican Party or PRB [Vitor Paulo Araujo DOS SANTOS]; Brazilian Social Democracy Party or PSDB [Senator Sergio GUERRA]; Brazilian Socialist Party or PSB [Governor Eduardo Henrique Accioly CAMPOS]; Christian Labor Party or 15

PTC [Daniel TOURINHO]; Communist Party of Brazil or PCdoB [Jose Renato RABELO]; Democratic Labor Party or PDT [Carlos Roberto LUPI]; the Democrats or DEM [Federal Deputy Rodrigo MAIA] (formerly Liberal Front Party or PFL); Freedom and Socialism Party or PSOL [Heloisa HELENA]; Green Party or PV [Jose Luiz de Franca PENNA]; Humanist Party of Solidarity or PHS [Paulo Roberto MATOS]; Labor Party of Brazil or PTdoB [Luis Henrique de Oliveira RESENDE]; Liberal Front Party or PFL (now known as the Democrats or DEM); National Mobilization Party or PMN [Oscar Noronha FILHO]; Party of the Republic or PR [Sergio TAMER]; Popular Socialist Party or PPS [Federal Deputy Fernando CORUJA]; Progressive Party or PP [Francisco DORNELLES]; Social Christian Party or PSC [Vitor Jorge Abdala NOSSEIS]; Workers' Party or PT [Jose Eduardo DUTRA.(Hammon, 2012) Malaysia's predominant political party, the United Malays National Organization (UMNO), has held power in coalition with other parties continuously since independence in 1957. The UMNO coalition's share of the vote declined in national elections held in May 1969, after which riots broke out in Kuala Lumpur and elsewhere, mainly between Malays and ethnic Chinese. Several hundred people were killed or injured. The government declared a state of emergency and suspended all parliamentary activities. (CIA World Factbook, 2012). In the years that followed, Malaysia undertook several initiatives that became integral parts of its socioeconomic model. The New Economic Policy (NEP), launched in 1971, contained a series of affirmative action policies designed to benefit Malays and certain indigenous groups (together known as Bumiputras or "sons of the soil"). The constitution was amended to limit dissent against the specially-protected and sensitive portions of the constitution pertaining to the social contract. The government identified intercommunal harmony as one of its official goals. The previous alliance of communally based parties was replaced with a broader coalition--the Barisan Nasional (BN) or National Front. The BN won large majorities in the 1974 federal and state elections. (CIA World Factbook,2012) Mahathir Mohamad was Prime Minister between 1981 and 2003, leading UMNO and BN to successive election victories. Mahathir emphasized economic development during his tenure, in particular the export sector, as well as largescale infrastructure projects. Mahathir attributed the success of the Asian tiger economies to the "Asian values" of its people, which he believed were superior to 16

those of the West. Mahathir sharply criticized the International Monetary Fund (IMF), international financiers, and Western governments during the economic and financial crisis that affected Asia in 1997-1998, and denied that the sharp downturn was due to economic or corporate mismanagement, corruption, or "crony capitalism." (CIA World Factbook,2012) The end of Mahathir's tenure was marred by a falling out with his deputy and presumed successor, Anwar Ibrahim. In September 1998, Mahathir dismissed Anwar and accused him of immoral and corrupt conduct. Although Anwar was convicted on both charges in 1999 and 2000, the trials were viewed as seriously flawed. Malaysia's Federal Court eventually freed Anwar after overturning his immoral conduct conviction in September 2004. (CIA World Factbook,2012) Mahathir stepped down as Prime Minister in October 2003 after 22 years in power, and his successor, Deputy Prime Minister Abdullah Ahmad Badawi, was sworn into office. Abdullah called elections and won an overwhelming victory in March 2004. Abdullah, an Islamic scholar, promoted the concept of "Islam Hadhari" or "civilizational Islam," emphasizing the importance of education, social harmony, and economic progress. His relationship with Mahathir eventually soured, with Mahathir expressing regret at supporting Abdullah to be his successor. (CIA World Factbook,2012) Malaysia held national elections in March 2008. UMNO and its coalition allies in the BN won a simple majority of the seats in the national parliament, but for the first time in history failed to gain the two-thirds majority necessary to amend the constitution. A loose coalition of opposition parties, called the Pakatan Rakyat or People's Alliance, led by Anwar Ibrahim, won 82 of 222 seats in parliament and took control of the state-level assemblies in five of Malaysia's 13 states. However, in February 2009 the opposition Alliance lost control of one of the states through defections of its assembly members--several members of the opposition and two from the BN became independent, bringing the opposition strength down to 76 members and the BN to 138 members. Prime Minister Abdullah, taking responsibility for his partys poor showing in the March 2008 general election, stepped down as Prime Minister in a carefully timed transfer of power to his deputy, Mohd Najib bin Abdul Razak, in April 2009. (CIA World Factbook,2012) The Najib administration's cornerstone policy is the "1Malaysia" initiative, which emphasizes national unity amongst Malaysia's ethnically diverse population. 17

Other initiatives include the Government Transformation Program to improve government services delivery systems; the Economic Transformation Program to provide a framework to emphasize private investment and de-emphasize public investment; and the New Economic Model (NEM), to reform the 1970s (and still current) economic policy known as the New Economic Policy. (CIA World Factbook,2012)

4.2.2 ECONOMIC

Characterized by large and well-developed agricultural, mining, manufacturing, and service sectors, Brazil's economy outweighs that of all other South American countries, and Brazil is expanding its presence in world markets. Since 2003, Brazil has steadily improved its macroeconomic stability, building up foreign reserves, and reducing its debt profile by shifting its debt burden toward real denominated and domestically held instruments. In 2008, Brazil became a net external creditor and two ratings agencies awarded investment grade status to its debt. After record growth in 2007 and 2008, the onset of the global financial crisis hit Brazil in September 2008. Brazil experienced two quarters of recession, as global demand for Brazil's commodity-based exports dwindled and external credit dried up. However, Brazil was one of the first emerging markets to begin a recovery. Consumer and investor confidence revived and GDP growth returned to positive in 2010, boosted by an export recovery. Brazil's strong growth and high interest rates make it an attractive destination for foreign investors. Large capital inflows over the past year have contributed to the rapid appreciation of its currency and led the government to raise taxes on some foreign investments. President Dilma ROUSSEFF has pledged to retain the previous administration's commitment to inflation targeting by the Central Bank, a floating exchange rate, and fiscal restraint. (Brazil: Manufacturing Base, 2012) According to reseach in 2010 it shows 6.7% unemployment rate. This unemployment rate make brazil place 62 compared to others country in world. It decrease from year 2009 that shows unemployment rate is 8.1%. In brazil the main export commodities are transport equipment, iron ore, soybeans, footwear, coffee and autos supply. For main imports commodities, brazil import machinery, electrical and transport equipment, chemical products, oil, automotive parts and electronics. (CIA World Factbook,2012)

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4.2.3 SOCIAL-DEMOGRAPHIC

Self-rated health has been used extensively in epidemiologic studies, not only due to its importance per se but also due to the validity established by its association with clinical conditions and with greater risk of subsequent morbidity and mortality. The socio-demographic determinants of good self-rated health are analyzed using data fromthe World Health Survey, adapted and carried out in Brazil in 2003. In Brazil, there exist a two-tiered system of healthcare access. Those with sufficient means have access to a private system of healthcare that provides quality treatment on demand, while the remainder of the country relies on an overburdened system of public clinics and hospitals. Household survey data are used to determine which socio-demographic groups rely most on this public healthcare system. Current demographic trends suggest that the public helathcare infrastructure will become more and more heavily used in the coming decades. (Janeiro, 2012)
4.2.4 TECHNOLOGICAL

Brazilian science and technology have achieved a significant position in the international arena in the last decades. The central agency for science and technology in Brazil is the Ministry of Science and Technology. This ministry also has direct supervision over the National Institute for Space Research, the National Institute od Amazonian Research, and the National Institute of Technology. The Ministry of Science and Technology , which the sarney government created in March 1985, was headed initially by a person associated with the nationalist ideologies of the past. Brazil is one of the most beautiful and interesting countries on Earth. They are an incredible people, who love life and enjoy every second of it. Information Technology is just one part of economy for this huge country. The majority of the focus is put onto the companies involved in exporting the vast raw materials the land holds. The new economy is just emerging inside of Brazil. And this new economy Brazil may eventually become a major player. (CIA World Factbook,2012)
4.2.5 ENVIRONMENTAL

The environment of Brazil is characterised by high biodiversity with a population density that decrease away from the coast. Brazils large area comprises different ecosystems, which together sustain some of the worlds greatest biodiversity. Because of the countrys intense economic and demographic growth, Brazils ability to protect its environmental habitats has increasingly come under treat. The environmental problem that attracted most international 19

attention in Brazil in the 1980s was undoubtedly deforestation in the Amazon. Environmental issues in Brazil include deforestation in the Amazon Basin, illegal wildlife trade, air and water pollution, land degradation and water pollution caused by mining activities, wetland degradation and severe oil spills, among others. As the home to approximately 13% of all known species, Brazil has one of the most diverse collections of flora and fauna on the planet. Impacts from agriculture and industrialization in the country threaten this biodiversity. (Brazil, 2012)
4.2.6 LEGAL

Brazilian law derives from Portuguese Civil law and is based on statutes and, partly and more recently. The Federal Constitution, in force since October 2005, 1988 is the supreme law of the country and is the characterized by its rigid written form. The constitution organizes the country as a Federative Republic, formed by the indissoluble union of the states and municipalities and of the Federal District. The 26 federate states have powers to adopt their own constitutions and laws. Their autonomy, however, is limited by the principles established in the Federal Constitution. State-level justice in Brazil consists of state courts and judges. The States of Brazil organize their own judicial system, with court jurisdiction defined in each state constitution, observing that their legal scope is limited by those that do not concern the federal judicial ordainment. The legislative process begins, in broad terms, with a bill of law in one of the Congress Houses, either the Chamber of Deputies of the Federal Senate, thus called the Originating House. The Brazilian justice system works slowly, so slowly in fact that many of the biggest criminals are never caught. Brazilian justice is also unjust. Brazil has one law for the rich and another for the poor. Brazils legal system is also a mess. There are many different kinds of courts, the system is understaffed, and lawyers deliberately delay proceedings by appealing even when there is no chance of success. They are allowed to do this. There are many different privileges and corrupt politicians use these privileges to escape justice. (Edilenice, 2012) 4.3 MODE OF ENTRY A Greenfield Investment is the investment in a manufacturing, office, or other physical company-related structure or group of structures in an area where no previous facilities exist. The name comes from the idea of building a facility literally on a "green" field, such as farmland or a forest. Over time the term has become more metaphoric. (What is green field investment?, 2012) 20

Greenfield Investing is usually offered as an alternative to another form of investment, such as mergers and acquisitions, joint ventures, or licensing agreements. Greenfield Investing is often mentioned in the context of Foreign Direct Investment. (What is green field investment?, 2012) we will open several subsidiaries in Brazil to bring our products and distribute our products more easily, the advantage is all affairs from Brazil will be delivered directly from Malaysia and reduce imbalance between the subsidiary and Prevent bias in operation and distribution. (What is green field investment?, 2012) 4.4 EXTERNAL ANALYSIS
4.4.1 RIVALRY AMONG EXISTING FIRMS

Gamat is a very good health products to treat many disease. This product is all natural formula that works wonders in reversing your ageing cell in our body. Gamat also has been clinically proven to increase our bodys immune system, increase our blood circulation, promote vitality, skin appearance and the general well being. But there is company that producing the different product but has the same features and functions which is to treat many disease. Although the existing product there is not as good as product that we poduce, but their product remain strong in the market because they were familiar with the product compared with our new products entering the market in Brazil is not known and may be they cannot to believe our products.
4.4.2 THREATS OF NEW ENTRANTS

To many people, cancer is an unexpected serious fatal disease and death sentence. Unfortunately, many of us have neglected diabetes, depression, muscle fatigue arthritis, weak immunity and decreasing stamina level are associated with aging process. Gamat are the most effective and ideal health supplement to heal and fight against aging. But there are many company that producing the product that have a same or bigger strength that can beat our product. If they export their product to the same country, we will face the major problem to promote our product. For example, we produce pure gamat jelly, gamadent, gamarub and gamavita, but they produce Gamogen and other product that have the same or more strength then ours. So we will face the problem to promote our product.

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4.4.3 THREATS OF SUBSTITUTE PRODUCT/SERVICE

Gamat have an amazing ideal supplement fortified with precise amount of chlorella, omega 3 & 6, beta carotena, vitamin B complex, vitamin E, amino acids and energizing nutrients that effectively fight against cancer, relieve stress, boost immune system, increase your heart and lung performance and combat fatigue. But may be there is other company that will produce the same product that have the same strength and advantages, but in the different form. May be they will produce in the pill form and other form. So customer will assume that the product in the pill form are more easily for them compare with our product.
4.4.4 BARGAINING POWER OF SUPPLIER

There is no bargaining power of supplier.

4.4.5 BARGAINING POWER OF BUYER

Cancer is an unexpected serious fatal disease and death sentence. Unfortunately, many of us have neglected diabetes, depression, muscle fatigue arthritis, weak immunity and decreasing stamina level are associated with aging process. More than 40% of populations worldwide are on the risk of developing chronic disease due to aging process. Our product are the most effective and ideal health supplement to heal and fight against aging. Our product help to accelerate and enhance the healing process of internal and external wound, reduce cholesterol level, blood glucose and lethargy, bring down blood pressure, fatigue and delay ageing. So our product are more focust to the elderly and also not forgetting for the young people that use more energy in their lives.

4.5 MARKET PENETRATION STRATEGIES

4.5.1 PROMOTION

our promotion is based on what available medium on that country such as advertisment, demonstation, campaing our example are :advertisment Shoptime.com (Brazil commercial channel ) TV Gazeta (national network RadioBras (Brazil radio channel) 22

Buses The Rio times (Brazil newspaper) demonstation -Providing free sample for patient to try out Gamat product -demonstarion on selected hospitals in Brazil campaing Create a program GAMAT 1001 CURE to educate people that the important og Gamat in madicine TABLE 2.0 , PROMOTION

4.5.2 PLACE (DISTRIBUTION)

For distribution we wil shipping our product directlally at Port Of Landaria because the ship port located at the middle of the country and we will devide the product at our 5 subsidiaries in cities that have most of population in Brazil suc as So Paulo, Rio de Janeiro, Minas Gerais, Rio Grande do Sul and Salvador. Finaly some of the product will be distribute to hospitals , farmacy and some of convinient store whithin each cities.

4.5.3 PRICE

Our price is is base on real market price in pensular malaysia before including goverment (Brazil) taxes and tansportation cost List of product REJUSOL ZANITON GAMOGEN IMUNOL DERMA-X Market price in Malaysia RM 72.90/BRL 41.58 RM 59/BRL 27.95 RM 126.90 / BRl 72.37 RM 114.90/ BRL 65.53 RM 200/BRL 114.07

TABLE 2.O LIST AND MARKET PRICE

4.5.4 PRODUCT

REJUSOL 23

Latest Products from HEALIN range of products that will better quality. Power Gamodulin rejuvenation stimulates healing and improve human health by means of slow accumulation damaged cells in the body. Enriched and fortified with Omega-3, Beta Carotene, Bromelin, Taurine and Vitamin B complex to make Rejusol special health supplement. Omega-3 to help blood circulation, improve nerve function and help reduce blood cholesterol levels. Beta carotene content will help protect body cells from the destructive effects of free radicals, vitamins A and strengthens the body immune from infection and cancer. It can be used as a daily supplement to stimulate the body and prevent deterioration of the freshness of the functions of tissues and organs in the body.

ZANITON Pure Sea Cucumber Jelly rebranding the food enriched with Taurine and Bromelin to enhance the effectiveness of the product. Introduced with a new bottle and packaging. Comes in a package 350 ml, with a similar price per volume. Zaniton provide more value for your money than Pure Sea Cucumber Jelly for added with Taurine, Bromelin, Inositol, Vitamin B6 B1dan Taurine has anti-oxidants to help the body facing the threat of free radicals and reduce cholesterol. Bromelin can help digestion and absorption of proteins and has anti-inflammatory properties that reduce swelling and inflammation. Gamodulin Content merejuvenasi capacity for cells and organs as well as enhancing the immune system and blood circulation. GAMOGEN Benefits proven Gamogen enriched with honey and chlorophyll, specifically collected from dry desert areas to enhance the effectiveness of the product. Provides nutrients essential amino acids your body needs. Provide anti-oxidants to help the body facing the threat of free radicals in the rate as recommended by experts in anti-aging. Chlorophyll content de-toxic and helps enhance the body ketahana system at optimum level to the content of the act Gamodulin merejuvenasi capacity for cells and organs and strengthens the immune system and blood circulation IMUNOL

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Imunol formulated by means of the latest pharmaceutical science contains 100 percent natural ingredients and are processed scientifically ditulen. Blended with compounds Gamodulin (400mg/kg), tulenan chlorophyll, honey and some selected vitamins for daily consumption. During the two-year study and tested on over 1000 patients it was proven to be magic to those who need it. Imunol strength lies in its ability to control stimulation of the immune system and merejuvenasi skin cells, thus very effective in helping relieve and treat symptoms such as asthma, allergic diseases, skin diseases and some diseases are difficult to treat by conventional medicine.

DERMA-X Derma-X is 100% natural formulation has been developed by combining klurofilC and Gamodulin is a polypeptide that is rejuvenation sinergi.Ia acting effectively penetrate the skin cells and improve the power of rejuvenation and healing of the skin. All this content has proven its effectiveness in many skin diseases. It also acts as a natural immunomodulator in the skin to stimulate healing of animal skin to treat a variety of ailments including dry skin, skin allergies, inflammation and conducted psioriasis.Eksperimen Derma-X has proven to heal nearly 98% of cases of dermatitis and psoriasis. It has been studied most effective when all the symptoms of skin diseases has been lost

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7.0 CONCLUSION 7.1 CONCLUSION Gamat is one of the medicine products that very useful for the Brazil country. Even there are many of strength for this product, but there is some weaknesses, opportunity and also the treat that we must faced in the market. Despite the Gamat is new product in Brazil, but the product is still not made aware Gamat by the people in Brazil and will involve the marketing costs are very high, such as advertising, promotion and so on. In the aspect of the host country, we must know and understand about the important macro environment such as political, environmental, legal, economic, social demographic, technological, and so on. This is very important for us to understand because we need to know all that to make sure that there is no problem for us to promote our product. Greenfield investment is the investment in a manufacturing, office or other physical company-related structure or group of structures in an area where no previous facilities exist. The name comes from the idea of building a facility literally on a green field, such as farmland or a forest. Over time the term has become more metaphoric. We will open several subsidiaries in Brazil to bring our products and distribute our products more easily, the advantage is all affairs from Brazil will be delivered directly from Malaysia and reduce imbalance between the subsidiary and prevent bias in operation and distribution. We as a new company in Brazil for sure have a external competitors such as rivalry among existing firms, threats of new entrants, threats of substitute product, and also a bargaining power of buyer. Although Gamat is a very good health product to treat many disease, but there is still a problem that we have to face. For example, there is existing firm that has been great competitors for us. Although the existing product there is not as good as product that we produce, but their product remain strong in the market because they were familiar with the product compared with our new products entering the market in Brazil is not known and may be they cannot believe our product. To market our product, we concerned about the important aspects such as promotion, place, price, and also the product. Even we do a great promotion, will still have a big problem if we not concerned about the place. The place that we choose must a greatest place that can make the population realize about our 26

company. For distribution, we will shipping our product directly at Port Of Landaria because the ship port located at the middle of the country and we will divide the product at our five subsidiaries in cities that have most of population in Brazil such as Sao Paulo, Rio de Janeiro, Minas Geris, Rio Grande do Sol and Salvador. Finally some of the product will be distribute to hospitals, pharmacy and some of convenient store within each cities. 7.2 LIMITATION OF STUDY Some of the limitations of this project are, the information that given to us in internet are not complete, thus we have to do our own research about this project such as find more infomation about seas cucumber that have been in brazil and our seas cucumber product. Beside that,we have no experience in doing the international research that are different with our past research that we have done before, so its makes us to take more time to understand the whole about the research, we are given different country to exposes our product, it will lead us to difficulty to understand about our country, if we are given same country, we can refer to other team to understand more about the country. Futhermore our group member are mostly take more than 4 subject this semester, means that time taken to us to spend our time with this project are quiet less because our day are full with class.

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REFERENCES

Bureau of East Asian and Pacific Affairs (2011). Retrieved August 3, 2011, from http://www.state.gov/r/pa/ei/bgn/2777.htm Best country for business (n.d.). Retrieved January 27, 2012, http://www.forbes.com/lists/2011/6/best-countries-11_Brazil_CHI047.html from

Brazil (n.d.). Retrieved January 26, 2012, from http://wiki.mises.org/wiki/Brazil Edilenice, P.(2008). Doing legal research in Brazil. Retrieved January 27, 2012 from http://www.nyulawglobal.org/globalex/Brazil1.htm Hammon, B. (n.d).Total global politics (2011) . Retrieved January 27, 2012 from http://www.wrhammons.com/brazil-political-parties.htm Hassan, Y. , Kwabara & Foong. (2001). The uniqueness of Healin. Retrieved January 23, 2012 from http://www.gamatonline.com/english.asp Janeiro, R.D. (2005) Socio-demographic determinants of self-rated health in Brazil. Retrieved January 28, 2012, from http://www.scielo.br/pdf/csp/v21s1/07.pdf Kamarul, R.K. (2009). Sea cucumber in Malaysia. Retrieved January 26, 2012 from http://sites.google.com/site/malaysianseacucumber/. Accessed on [date]. Law of Brazil (n.d.). Retrieved http://en.wikipedia.org/wiki/Law_of_Brazil January 27, 26, 27, 2012, 2012 2012, from from from

Malaysia political conditions (2011). Retrieved http://www.state.gov/r/pa/ei/bgn/2777.htmx What

January

is green field investment?. (n.d.). Retrieved January http://wiki.answers.com/Q/What_is_green_field_investment

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