Industri buah-buahan di Malaysia: potensi pasaran dan aspek-aspek pemasaran

Abu Bakar Abdul Hamid, . (1993) Industri buah-buahan di Malaysia: potensi pasaran dan aspek-aspek pemasaran. [Proceedings Paper]

The relative fall in value of the traditional export crops of Malaysia such as rubber and oil palm gave added impetus to the development of the fruit industry in the mid-80's. Furthermore interest in the fruit industry increased especially amongst the larger producers with the formulation of the National Agricultural Policy NAP which encouraged the large-scale development of fruit industry to boost farm income and to ensure adequate supply of quality local fruits for a growing population. Market potential can be analysed in terms of domestic consumption import substitution and most importantly exports. Domestically the diversity of the diet of a multi-racial society living in a warm climate and the availability of fruit either fresh or preserved has created a very strong demand for locally grown fruits. There is also scope for selective import-substitution as Malaysia has a large import bill for fruits. The greatest potential still appears to be in promoting fruit exports. Over the last five years there has been a healthy growth in fruit exports to traditional as well as emerging export destinations. While the fruit industry has made progress in terms of growth domestically and in the export market it still faces problems at both these levels. Action is therefore needed in a number of areas to exploit the full market potential for fruits. Such an action plan will include developing a more effective export marketing management program.

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Abstract

The relative fall in value of the traditional export crops of Malaysia such as rubber and oil palm gave added impetus to the development of the fruit industry in the mid-80's. Furthermore interest in the fruit industry increased especially amongst the larger producers with the formulation of the National Agricultural Policy NAP which encouraged the large-scale development of fruit industry to boost farm income and to ensure adequate supply of quality local fruits for a growing population. Market potential can be analysed in terms of domestic consumption import substitution and most importantly exports. Domestically the diversity of the diet of a multi-racial society living in a warm climate and the availability of fruit either fresh or preserved has created a very strong demand for locally grown fruits. There is also scope for selective import-substitution as Malaysia has a large import bill for fruits. The greatest potential still appears to be in promoting fruit exports. Over the last five years there has been a healthy growth in fruit exports to traditional as well as emerging export destinations. While the fruit industry has made progress in terms of growth domestically and in the export market it still faces problems at both these levels. Action is therefore needed in a number of areas to exploit the full market potential for fruits. Such an action plan will include developing a more effective export marketing management program.

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Item Type:	Proceedings Paper
AGROVOC Term:	FRUTAS
AGROVOC Term:	INDUSTRIA
AGROVOC Term:	MERCADEO
AGROVOC Term:	MALASIA
Geographical Term:	MALAYSIA
Depositing User:	Ms. Norfaezah Khomsan
Last Modified:	24 Apr 2025 05:26
URI:	http://webagris.upm.edu.my/id/eprint/15365

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