ACKNOWLEDGEMENT

First of all, we would like to praise to God for giving us an opportunity to learn

Technology Entrepreneurship (ENT600) subject. After that, special thanks to Dr. Baderisang

Mohamed for his enthusiastic encouragement, patient guidance, knowledges and useful

critiques especially in our selection of project titles. Other than that, with her supervision as

well as for providing necessary information regarding the case study and also for her support

in completing the report.

Furthermore, we also would like to thank all the workers that are working at SENHENG

ELECTRIC SDN BHD for giving us cooperation and opportunity to meet us with their

manager Mr. Loo Thai Loon for an interview session. We have taken efforts in this project.

However, it would not have been possible without the kind of support and help of many

individuals and organizations. We would like to extend our sincere thanks to all of them.

Lastly, many thanks and appreciations go to all group members in completing the

report, sharing their knowledge and helped out with their abilities.

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 TABLE OF CONTENT

CONTENT PAGES

ACKNOWLEDGEMENT 1

TABLE OF CONTENT 2

EXECUTIVE SUMMARY 3

CHAPTER 1: COMPANY INFORMATION 4-6

1.1 Background

1.2 Organizational Structure

1.3 Products/Services and Technology

1.4 Business, Marketing, Operational Strategy

1.5 Financial Achievements

CHAPTER 2: COMPANY ANALYSIS 25

SWOT

Consumer Trend Canvas (CTC)

CHAPTER 3: FINDING BASED AND DISCUSSION 26 - 28

CHAPTER 4: RECOMMENDATION AND IMPROVEMENT 29

REFERENCES 31

APPENDIX 32

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 EXECUTIVE SUMMARY

Senheng Electric SDN BHD was first established in 1989, from a tiny consumer

electronics half shop lot set up with stocks worth less than Ringgit Malaysia thirty thousand to

the largest electronics chain store today with branches straddling the length and breadth of

Malaysia. Helmed by the Lim brothers, K.H., K.C. and K.Y., Senheng has gained its reputation

and credibility that has made it the number one in the industry through progressive, forward

looking and innovative touches.

Other than that, Senheng is one of the leading consumer electronics chain stores in the

country. They operate over 100 stores spread throughout Malaysia letting customer, reach us

wherever customer may be. They are committed to provide you with convenient and unique

shopping experience, as well as, better value each and every time you shop at Senheng storees.

After that, Senheng also received a lot of award winning for many years ago.

Furthermore, as all people know that senheng selling the well-known branded products

including Sony, Pensonic, Panasonic, Samsung, Asus, Toshiba, Media, Hitachi, Mitsubishi,

Electrolux and many more. Besides that, they also have apps for their staffs and online shop

where it easy for people nowadays to buy. Lastly, we just noted that SenQ is the name for

inside mall shop and Senheng name for outside of the mall, but they are same company.

CHAPTER 1

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 COMPANY INFORMATION

1.1 BACKGROUND

SenHeng® Electric Sdn. Bhd. is one of the leading consumer electronics chain stores in the

country. The company was established in 1989 by the Lim Brothers (K.H., K.C. and K.Y.).

Started with stock worth less than RM 30 000 in a half shop lot, now it has over 100 stores

nationwide. Plus, it has gained its reputation and credibility that has made it the number one in

the industry through progressive, forward looking and innovative touches. The great thing is,

the company come out to offer latest and greatest products on the store and always make sure

to provide convenient and unique shopping experience which is similar to the company tagline

“Different…Truly Different”.

Other than that, Senheng have two channels in the current market, where Senheng operate on

shop lot, another channel is senQ that locate in shopping mall. The first senQ Digital Station

outlet was opened in year 2003 and have over 28 branches. senQ Digital Station practiced fixed

price policy and has managed to earn the trust and confidence of the customers. senQ Digital

Station has managed to expand and grow steadily through the years, thanks to the support of

loyal customers.

Figure 1.1: Company Logo

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1.2 ORGANIZATIONAL STRUCTURE

Based on information from the interview from the senQ store manager, Loo Thai Loon (Allen),

H/P: 016 - 491 2763, the organization chart below shows the organization structure on the senQ

Digital Station:

Figure 1.2: Company Organization Chart

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1.3 PRODUCTS / SERVICES AND TECHNOLOGY

senQ offer home appliance and digital gadget with a high-quality product throughout many
brands. There are several top brands listed i.e. Acer, Bosch, Faber, Microsoft, Philips, Sony,
Acson, Cornell, Hitachi, Milux, Panasonic, Tefal, Alpha, Dyson, KDK, Nikon, Rinnai,
Toshiba, Asus, Elba, Kenwood, Pensonic, Samsung, Tuscani, Belkin, Electrolux, LG, Pioneer,
Sharp, Zanussi.

Figure 1.3: Top Brands on Company

The benefit on Senheng in terms of its product is that there is a trust on all the products because

of the way products and the brands have performed in the past years.

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senQ offer variety of electronic product. Table below show some excellent product that

available in the store:

Table 2.1: Company Products

No 1
Type of Washing Machine
Product
Product Panasonic 12 kg Top Load Washer
Series

Specification

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No 2
Type of Refrigerator
Product
Product Toshiba Refrigerator 650L Fridge 2 Door
Series

Specification

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No 3
Type of TV
Product
Product Samsung 65-inch Smart 4K UHD TV
Series

Specification

No 4
Type of Laptop
Product
Product MSI Gaming Laptop
Series

Specification

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No 5
Type of Smartphone
Product
Product Huawei Nova 3
Series

Specification

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In addition, the company also provide special service for customers who has registered as

membership on the company. For example, PlusOne warranty, one–to-one replacement

warranty, V-care extended warranty, Standard Installation (Air-Conditioner), Insurance and

Trade in Rebate. Figure below show the members card provide by Senheng.

Figure 2.4: PlusOne Members Card

Figure 2.5: Trade in Rebate

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Next, instead of providing excellent products and special services, Senheng also apply the

current business technology which is having its own mobile apps. Based from the interview

session, the manager at senQ stated that there are apps available for smartphone whether for

staff and also the customers. The mobile apps for customers is Senheng Electric.

Figure 2.6: Senheng Electric Mobile Apps

Here, the consumer can browse electronic products information and receive the latest

promotions and discounts about the products

Then, the second apps are for company staff management system. The apps provide lot of

functionality such Human Resources, Training Department, Monthly Salary and etc.

Figure 2.7: Senheng Management Mobile Apps

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2.4 BUSINESS, MARKETING, OPERATIONAL STRATEGY

As a develop business company, Senheng has done lot of investment to develop strong brand

image nationwide. It also has dedicated attention to online buyers by creating a staff for home-

delivery and customer care. 9th January 2015- Senheng invested RM 33 million in a New

Central Distribution Centre (CDC) to enhance Senheng’s services in distribution.

Senheng mission is to create a better quality of living for all. Therefore, these values are created

and delivers to the valued customers:

A) Quality

1. Branded and from reputable suppliers with high standard of quality control.

2. Fast and efficient response

B) Peace of Mind

1. Sales Personnel have stringent training programmed to enhance service

professionalism as well as product knowledge

2. Provide various care plans for products

3. Improve in-store looks, design and feel

4. 1-year extra warranty program

C) Convenience

1. Provide variety of electronic appliance from home to kitchen, from computer to

smartphone.

2. Nationwide-services

3. Multiple payment methods

4. Can visit any store for after sales services and repairs.

5. Free delivery within 50 km for members.

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Basically, Senheng is the first megastores in the country allows shoppers to touch, feel and test

a wide range of the latest high-tech products in spacious, comfortable environment. “FEEL IT!

TEST IT!” policy allow consumers to feel and test a product without any obligation to

purchase. Consumers can get a close up feel of a product in a more unique and proactive way.

This not only demonstrates the quality of a products, but also creates a friendly atmosphere for

consumers to make purchase decisions. On the same time, to keep business toward positive

feedback, senQ Digital Station is set to offer consumers a different kind of shopping

experience: Big, Fun, Exciting, Friendly, Quality and Digital.

For marketing strategy, Senheng could uses various pricing strategies because of its presences

in different brands and product categories. The pricing strategies is based on brands & products

functions. There are two types of prices considered: Skimming Prices & Competitive prices.

After that, Senheng also grows and gives opportunities for talented people who works for the

company (Senheng was awarded Best Companies to Work for in Asia: Year 2013 & 2014).

Plus, Senheng provides Senheng Franchise Academy for career advancement. Furthermore,

Loyal PlusOne membership are also rewarded with member price and extra 1-year warranty.

There is multiple way to pay the items in Senheng either in cash or credit with special treat of

0% installments and products warranty.

Figure 2.8: Installment and Payment

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Then, the company keep making lot of promotion through advertising, seasonal promotions,

company anniversary celebration, sponsorship, event, customer loyalty programs, voucher

giveaway, member’s day, gift card and etc. Besides, Senheng also associated with Easy-pay

for an additional services in-store.

Figure 2.9: Senheng Advertisement and Promotion

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As a big company in the country, Senheng keep expanding the business by open the stores in

almost every state at this country. It roughly have over 100 stores nationwide. The store

operation hours starting from 11.00 am until 10.00 pm every day.

Figure 2.10: Senheng and senQ Store Location

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The interview has been carried on:

Figure 2.11: Google Map Location for senQ Store at Seberang Jaya, Penang

Lastly, Senheng also provide platform to collect feedback where customer can leave any

comments or suggestion at there.

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For more information, customer can go through the social media.

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2.5 FINANCIAL ACHIEVEMENT

Starting from a small company, today Senheng has become one of the biggest consumer

electronics store in the country. Recently, about 450 Senheng’s staff members and business

partners celebrated the company’s achievement of reaching RM 1 billion in revenue. The

ceremony were held at Jalan Ampang, Kuala Lumpur (“Company celebrates two milestones

with partners - Community | The Star Online,” n.d.). Then, on 2015, Senheng continued to

enhance the company new achievement by improving its offering toward customers. The

company launched its very own mobile communications packaged called Senheng Mobile by

collaborating with Red One Network Sdn. Bhd., where it is expected to grow to greater heights

(“New telco in town - Metro News | The Star Online,” n.d.). Other than that, in this year,

Senheng Electric (KL) Sdn. Bhd. launched the Grand Senheng opening at Pandan Jaya which

comes with a new reconstruction that gave a new breath to Senheng's image. This is a major

milestone for the branch as it was Senheng's first store opened in 1989. In conjunction with the

opening of the branch, the company offering great promotions for thanking their supportive

customer. Moreover, the Director of the company announced that this celebration actually to

express the entire partners happiness as its getting better and getting stronger after 29 years in

the business field (“Grand Senheng Pandan Jaya berwajah baru | Harian Metro,” n.d.).

Figure 2.12: Opening Ceremony for Grand Senheng Pandan Jaya

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Table below show the company milestone through several years that the company have been

operate.

Table 2.2: Company Milestone

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21
 CHAPTER 2

COMPANY ANALYSIS

2.1 SWOT ANALYSIS

Positive Negative
Internal Factors Strength Weakness
 Popular  High price not suitable
 High Quality for poor people
 Multiple choices  Not enough sales staff
 Environmental
friendly
 Offer various types
of electronic
product
 Provide instalment
External Factors Opportunities Threats
 High demand  Competition with other
 Customer loyalty company
 Growing market  Taxation by government
for products
 Competitor have more
innovative products

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 CHAPTER 3

CONCLUSION

REFERENCES

About Us | Senheng. (n.d.). Retrieved October 15, 2018, from

https://www.senheng.com.my/about-us

About Us | senQ. (n.d.). Retrieved October 15, 2018, from https://www.senq.com.my/about-

us

Company celebrates two milestones with partners - Community | The Star Online. (n.d.).
Retrieved October 15, 2018, from
https://www.thestar.com.my/news/community/2013/01/24/company-celebrates-two-
milestones-with-partners/

Grand Senheng Pandan Jaya berwajah baru | Harian Metro. (n.d.). Retrieved October 15,
2018, from https://www.hmetro.com.my/bisnes/2018/07/361033/grand-senheng-pandan-
jaya-berwajah-baru

New telco in town - Metro News | The Star Online. (n.d.). Retrieved October 15, 2018, from
https://www.thestar.com.my/metro/community/2015/11/14/new-telco-in-town-retail-
chain-offers-postpaid-mobile-plan-through-tieup-with-service-provider/

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 APPENDIX

Figure 1: Mr. Allen was introducing SenHeng app that can be install in smart phone. He also
told the benefit of using the app

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