Rosaini S.R. Entreprise

Executive Summary

* Rosaini S.R. Enterprise, owned by Mr.Tey, specializes in wholesaling frozen seafood.

* It was founded in Brunei as one of the pioneers there.

* Mr.Tey saw a gap in the market and took the opportunity.

* He also noticed a shift in social purchasing trend.

* The firm’s mission is to provide the best selection and quality seafood to the market.

* The firm’s product is aimed at consumers who prefer convenience over freshness.

* In order to lower costs, its operation now included processing and freezing the seafood.

* The firm investigates consumer preferences of seafood.

* It now also imports from Japan and Australia.

* The firm markets to retailers, not consumers.

* To compete with new entrants, the firm strives for differentiations.

* The firm aims to sell good quality at same price, not same quality at low price.

* The firm is large and profiting but unorganized.

* The firm should hire professionals and start getting organizes.

* The firm fulfills its mission but still needs a lot of improvements.

Introduction

Rosaini S.R. Enterprise was founded at the year 1995 in Brunei by founder Mr.Tey. It is a frozen seafood wholesaler. The firm was founded with the intention to provide cheap yet good quality seafood to people at convenient locations. It started only with purchasing and selling of frozen seafood. It purchases frozen seafood from suppliers in bulks, and sell them in smaller portions to retailers within the country. The said retailers consist of supermarkets, department stores and mini-markets which has frozen sections.

Then the firm then progressed to purchasing freshly caught seafood from local fishermen, processing the seafood and then freezing the seafood. Then the firm’s operation soon included rearing of the seafood. Now, the firm has abandoned seafood rearing for it is high risked.

Currently, the firm had expanded its operation; it contacted exporters in...