The popularity of natural rubber as an important raw material was distorted in the post-World War Two period. It received heavy competition from synthetic rubber. The main purpose of this paper is to determine and to study supply elasticity and demand elasticity of natural rubber in the case of Malaysia. The main aim of analyzing the period since 1971 is that both price and quality competitiveness of Malaysian natural rubber have drastically improved. Therefore, in order for Malaysia to maintain her position as the leading producer and exporter of natural rubber in the world, supportive policies and incentives from the government would further enhance the prospects for improvements in this industry.