the end of 2025. The products are also marketed through Bumiputera owned shops. The narrative is to be the local champion first before taking it globally. Cooperatives and local communities are encouraged to visit ANGKASAMart, which promotes a concept of “one area, one store.” ANGKASA staff and cooperatives jointly carry out marketing promotions. Funway products have also received good reception during Program Jualan Rahmah Madani (PJRM) and are promoted through digital platforms such as COOP KITA’s TikTok and Facebook pages, which are accessible to international audiences as well. In closing, Puan Nurul Izatee expressed hope that these pioneering products will continue to gain traction among the local community, particularly through the development of ANGKASAMart BA100 outlets. The Funway brand is expected to become more recognized and popular throughout Malaysia and be well positioned for entry into global markets. Meanwhile, ANGKASA Vice President and Chairman of the Cooperative Business Group Committee, Associate Professor Dato’ Dr. Haji Abdul Rahman Abdul Razak Shaik, emphasized
that Funway products must possess competitive advantages in the market. This would enable them to stand out among competitors and secure solid success both locally and internationally. “ANGKASA is now moving towards positioning Funway products to be more competitive in the marketplace. Fundamentally, these products must first be introduced and established locally before being brought abroad. The involvement and support of cooperatives are crucial to ensuring that this competitiveness can be achieved,” he said. Speaking on the concept of competitive advantage , it refers to strategic attributes that enable a company to outperform its competitors by offering superior value propositions to customers, thereby generating profits and gaining greater market share. This can be achieved through strategies such as cost leadership, product differentiation or leveraging unique resources or capabilities such as advanced technology, strong brand reputation, or excellent customer service. Products also need to be enhanced through technological innovation. Competitive progress may refer to innovations or technologies that rival each other in the marketplace.
6 COOP MALAYSIA UPDATE
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