CONTENT PAGE

EXECUTIVE SUMMARY 1

INTRODUCTION 2-4

BUSINESS INFORMATION 5-14

COMPANY ANALYSIS 15

BUSINESS PROBLEM 16-18

RECOMMENDATION AND 19
IMPROVEMENT

REFERENCES

APPENDICES
1.0 EXECUTIVE SUMMARY

Sinar Saujana Hiasan Lampu Enterprise has been recognized by all Bandar Saujana
Utama residences. This is due to the insufficient of electrical stores that offers product &
services which have a variety selection of the products. Services and products that were
offered by this store was varieties of lamps, fans, electrical appliances such as socket, plug,
wire and so on, ironworks such as grills, awning, skylight and others, wiring and plumbing.
The major problem that was faced by Sinar Saujana Hiasan Lampu Enterprise is marketing
problems. The problems that related to the marketing problem were lack of expertise and
insufficient knowledge in marketing strategies, inactive in social marketing in residential area
and location of the premise is not strategic. This marketing problem was closely related to the
intelligent of the marketing strategy which are important to all businesses to become more
successful. The major problem that was faced by Sinar Saujana Hiasan Lampu Enterprise is
lack of expertise which lead to decreasing amount of customer comes to their store and the
best method to overcome the problem was by create geo-targeted restaurant ads with online
advertising platforms such as Facebook, Instagram, Blog and Twitter to promote their
business’s best visual content. Sinar Saujana Hiasan Lampu Enterprise also needs to face
with other competitors and it likes to set a lower price compared to prices set by Sinar
Saujana Hiasan Lampu Enterprise. But, the price set by Sinar Saujana Hiasan Lampu
Enterprise was worth to the quality of services.

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2.0 INTRODUCTION

2.1 BACKGROUND OF THE STUDY

As UiTM students who further their study in diploma level need to take Fundamental
Of Entrepreneurship course or ENT300 to give guidelines and exposing students to the
business orientation. In this course students will conduct a case study to any business or
company. In this case study, students are required to interview any company or business to
get know the problem that been faced by the companies or businesses. After that students
should analyse the problem and find solution for any problem that have. The benefit of case
study is students will be more intelligence in conducting businesses. Next benefit is students
will be exposed on how company operating its businesses. Thus, the case study is the good
medium to teach students on how to solve the problem. For this case study, we decided to
choose and interview the owner of Sinar Saujana Hiasan Lampu Enterprise. It was located at
No. 11G, Jalan Bidara 10, Bandar Saujana Utama, 47000 Sungai Buloh, Selangor, Sinar
Saujana Hiasan Lampu Enterprise offers and sells various types of decorative lamps,
electronics appliances and metal products. They also provide installation service and operate
at 10am-8pm every day except on public holiday. For this case study, we had organized an
interview session with the owner of Sinar Saujana Hiasan Lampu Enterprise. This store
started operating in 2006 and initially owned by Madam Chia Chuah Sin. But, in 2008 the
ownership of this store was taken over by Miss Ani binti Ahmad.

Entrepreneurship education seeks to provide students with the knowledge, skills and
motivation to encourage entrepreneurial success in a variety of settings. Variations of
entrepreneurship education are offered at all levels of schooling from primary or secondary
schools through graduate university programmes. Entrepreneurship education focuses on
development of skills or attributes that enable the realization of opportunity, where
management education is focused on the best way to operate existing hierarchies. Both
approaches share an interest in achieving “profit” in some form (which in non-profit
organizations or government can take the form of increased services or decreased cost or
increased responsiveness to the customers/citizen/client)

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2.2 PROBLEM STATEMENT

The issue that is facing by Sinar Saujana Hiasan Lampu Enterprise is regarding to
marketing. The business required more exposure in order to be well known. The marketing
strategy applies by the business appear to be passive and requires improvement. This is
because the store is known by limited number of people, which is only among the people who
lives in the residential area of Bandar Saujana Utama. Furthermore, as new trends appear on
the market, it is difficult for them to keep track of the changes and implement them in their
own strategies. Keeping up with all new things regarding social media, web design, user
interface and much more can be quite overwhelming. Besides, lack of knowledge to interpret
marketing report data giving them difficulty on pursuing their marketing strategies. This can
decrease their return on investment (ROI) as they continue to utilize too many strategies, not
knowing which one is performing best or can drastically damage their campaign if they are
not using the correct strategies wisely. Moreover, they required a good online presence since
the website of the store is outdated, rarely publish anything and advertise with only few
photos. A good online presence means that the website must be active and be functional by
offering several contact options with an active customer service to solve the customer’s
problems so that the customers’ trust can be gain.

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2.3 PURPOSE OF THE STUDY

The purpose of this case study is to identify and describe the problem and scope of
business clearly. The data regarding the business company need to be collected, analysed and
present into meaningful information using relevant tools. All the information about the
business company was collected by organizing an interview session with the owner regarding
on the company’s background. The type of business and what kind of service that they offer
was identified. Next, it is to select, plan and execute a proper methodology in problem
solving work independently and ethically. The problem faced by the company was recorded
including the strength and weakness of the business and comes up with a solution in order to
solve them. Moreover, it is to identify basic entrepreneurship skills in project management.
The knowledge regarding business and ways to handle them were obtained during the process
of completing this case study.

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3.0 BUSINESS INFORMATION
3.1 Company Background

Company Sinar Saujana Hiasan Lampu Enterprise

Founder Ani binti Ahmad

No 11G Jalan Bidara 10,

Address Bandar Saujana Utama,
47000 Sungai Buloh,
Selangor

Office telephone number 03-60383768

Phone No. 018-2154056

018-3740354

Operation Hours 1000 hrs -2100 hrs

Products/Services  Lamps
 Fans
 Electrical appliances
 Ironworks
 Wiring
 Plumbing
Online Page Facebook: Sinar Saujana Hiasan Lampu

Table 1.0: Company Background

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3.2 ORGANIZATIONAL CHART

Founder

General
Manager

Marketing Operational Financial

Manager Manager Manager
Promoter Cashier
Figure 1.0: Organizational Chart

The company operates in the effort of 4 people together, which are the founder, the general
manager who is also the financial manager, the marketing manager, as well as operational
manager.

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3.3 BUSINESS MODEL

Sinar Saujana Hiasan Lampu Enterprise was a retail store which offers more products
such as fan, lamp and electrical appliances. All of the items were purchased by the wholesaler
at Selangor, Malacca and Pulau Pinang. It also used two kinds of business model which are
“Low-Touch” model, “Brick and Mortar” model and Sole Proprietorship for the ownership of
company.

“Low- Touch” model is a business model which was requires minimal involvement or
assistance from employee in selling product or services. The customers are buying the
product or service and don’t place much value in the individual selling to the business. An
advantage of this model was it will be a lower cost for a business to acquire customers as
hiring and maintaining a sales team can be expensive.

“Brick and Mortar” model is a traditional street-side business that deals with its
customers face-to-face in the store that the businesses owns or rents. The local grocery and
the corner banks are the examples of brick and mortar companies. Brick and mortar
businesses can find it difficult to compete with web-based businesses like Amazon.com,
Incorporation because the latter usually have lower operating cost and greater flexibility.
Brick and mortar businesses have several distinct advantages over their online counterparts.
Many consumers still prefer with people directly as they believe question about the product
or services can be dealt with in a more comprehensive an immediate manner at a face-to-face
level. Brick and mortar businesses allow consumers to hold, try and touch items before they
buy. Consumers associated legitimacy with a bricks and mortar business as a physical
presence often gives a perception of trust. Brick and mortar businesses provide consumers
with instant gratification when a purchase is made. As a result, consumers typically spend
more time than they intend to at brick and mortar stores. However, there are several key
disadvantages to operating a traditional brick and mortar businesses. A physical presence
requires the need for employees to conduct transactions, renting or easing expenses and
utility charges such as electricity and water.

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 Sole proprietorship is a business that legally has no separate existence from its owner,
income and losses are taxed on the individual personal income tax return. The sole
proprietorship is the simplest business form under which one can operate a business. The sole
proprietorship is not a legal entity. It simply refers to a person who owns the business and is
personally responsible for its debts. A sole proprietorship can operate under a fictitious name,
such as Naim’s Bike Garage. It is a simple trade name where it does not create a legal entity
separate from the sole proprietor owner. The sole proprietorship is a popular business form
due to its simplicity, ease of setup and nominal cost. A sole proprietor need only register his
or her name and secure local license, and the sole proprietor is ready for business. A distinct
disadvantage is that the owner of a sole proprietorship remains personally liable for all the
business debts. So if a sole proprietor business runs into financial trouble, creditors can bring
lawsuits against the business debts with his or her money.

3.4 PRODUCTS & SERVICES

The company distributes lamp, fans, iron works and electrical appliances. They offer
the customers a wide range of lamp designs, so that the customers can choose them
accordingly to their likings and also to the designs of their home. Apart from the lamps, they
also provide a selection of fan appliances, as well as other electrical appliances, hence
making their business a one-stop shop for people who had just moved into the area. Besides
that, services of electrical wiring, plumbing and roofing also been offered to the residential
area.

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3.5 MARKETING STRATEGY

3.5.1 Product Strategy

• Quality

According to Miss Ani, they were made sure to order a good quality of metal or the
material of the lamp that can be used for many years from suppliers. Cast iron and
aluminium are the good example of the material which are resistant towards the rain and
extreme temperature.

• Packaging, protection, easy to use

The products are wrapped with box and covered more with newspaper. The reason why
they chose to use boxes is because it is due to the fragility of the object and also easier
for the customers to carry the part of the lamps, fan or electrical appliances which as they
can easily dispose of the box after they are done beside of they can prevent the small part
of the screw not loss that cause the lamp is not worked properly.

• Product differentiation, attractive to customer, product safety

Sinar Saujana Hiasan Lampu was offering many products and services towards the
people which cover the electrical appliances, fan and many beautiful and fancy-like
lamps that can attract many people to this shop. Besides that, there are SIRIM stickers
which immediately determine the product was safer to use.

3.5.2 Price Strategy

• Value based pricing

A business using value-based pricing must perform a research on the range of price that
the customers are willing to pay.

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3.5.3 Distribution Strategy

• Direct to customer

This shop in No 11G, Jalan Bidara 10, Bandar Saujana Utama is reachable by vehicle,
such as car. Customers can visited and buy our product directly from our outlet. We take
a lengthy measure of cautions regarding the quality of our products.

3.5.4 Promotion Strategy (with related costs)

The company uses brochures, flyers and banners all around the town to maximize
advertising to customers nearby. This way, customers know where they can find their
service and products. The customers will also know how to contact them. Besides
brochures and flyers, the company also makes use of the effectiveness of social media.
The social media that they have been using to advertise their business is Facebook. The
company found out that it is a whole lot easier to set up a business page on social media
platforms like Facebook, rather than using the traditional techniques. The company sets
up a Facebook page that stated their business nature and their company name, as well as
their contact numbers. From here, customers can easily find out about them and possibly
make a business with them. Moreover, customers will feel more confident and develop a
sense of trust towards the company due to positive feedbacks and vouch that is given by
other customers on the social media platform.

3.6 OPERATIONAL STRATEGY

3.6.1 Process Planning for Manufacturing

3.6.1.1 Process Flow Chart

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 Greet the client

Invite the client for the discussion

Get relevent information from the client.

Brief the client about the terms and conditions

Get agreement from the client regarding terms and condition

Send the client to the door and go to the client's houses

Work on the electrical wiring/plumbing

Show to the client the work process and the results after doing the
defects

Make the ammendment correctly

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3.6.1.2 Interpretation of Symbol

Symbol Activity Description

Operation The activity that modify, transform

or give added value to the input.

Table 2.0: Interpretation of Symbol

3.6.2 List of Machines and Equipment

Item Quantity
Drill 2
Bulb Tester 1
Screwdriver 2
Testpen 10
Hammer 1
Table 2
Electronic Calculator 1
Printer 2
Fax Machine 1
Telephones 1
Table 3.0: List of Machine and Equipment

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3.6.3 Business and Operation Hours

Business Hour = 12 hours per day (9 a.m. to 10 p.m.)

Operating hours = 14 hours per day = First shift (9 a.m. to 5 p.m.)

Second shift (5 p.m. to 10 p.m.)

Working days = 7 days per week (Everyday)

3.6.4 Licence, Permits and Regulations Required

3.6.4.1 Business Premises Licenses and Signboard Licenses

Companies doing businesses in Malaysia are necessitated to apply for business

premise licenses and signboard licenses from the respective State authorities or in this
case building authorities. The components needed in the application form are
dependent on the authorities. However, it is customary that an application must be
accompanied by:

1) Photocopy of the applicant’s identification card

2) Passport size photograph of applicant
3) Copy of rental agreement of the company’s business premises
4) Copy of the company M&A and Forms 9.24 and 49
5) Photocopy of the Certificate of Fitness of the business premise
6) Copy of location plan of the business premises
7) Photograph of business premise
8) Photograph showing the location of the business’s signboard

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3.7 FINANCIAL ACHIEVEMENTS

Year Net Sales (RM) Operating Expenses Net Profit (RM)

(RM)
2008 55,197.00 34,200.00 20,997.00
2009 155,211.00 34,200.00 121,011.00
2010 160,350.70 34,200.00 126,150.70
2011 158,210.00 34,200.00 124,010.00
2012 200,000.20 34,200.00 165,800.20
2013 98,987.70 34,200.00 64,787.70
2014 85,666.00 34,200.00 51,466.00
2015 76,000.00 34,200.00 41,800.00
2016 96,966.00 34,200.00 62,766.00
2017 98,000.00 34,200.00 63,800.00
2018 72,620.00 34,200.00 38,420.00
2019 50,300.00 until 23,850.00 26,450.00
September 2019
Table 4.0: Financial Achievement of Sinar Saujana Hiasan Lampu Enterprise

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4.0 COMPANY ANALYSIS

STRENGTH
 The best operating strategy, the company
operate every day from 10.00 a.m. to 9.00
p.m.
 The only company that offers both products
and services
WEAKNESS
 Bad in financial scope problem
 Insufficient knowledge about marketing
strategy
 Inactive in social media marketing
 Lack of marketing expertise
 Location was not strategic, where people
difficult to go

OPPORTUNITIES THREATS
 Expand the business into an online retail  Price war between competitors
business  Many competitor after some product and
 Expand business to another location services
 Improvements of facilities of business  Supply of demand reason in residential area
premises that used the service ( when only product
damaged or new house were built).

Table 5.0: Table of SWOT Analysis

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5.0 BUSINESS PROBLEMS

The major problem faced by the business company is mostly related to marketing.
This is due to their lack of expertise and insufficient knowledge in marketing strategies. This
company is also inactive in social marketing in residential area. The location of the company
is also not strategic because it is located in the middle of the town which provides little
parking space for customers to stop by. Marketing strategies are important in a business
company because having a marketing strategy helps in developing goods and services with
best profit making potential. Having the perfect strategy also helps in discovering the areas
affected by organizational growth and thereby create an organizational plan to uphold to the
customer satisfaction. Therefore, without marketing strategies, the company will lose to its
competitors and have fewer and fewer customers as days gone by due to their services being
unsatisfactory to customers. Thus, without marketing strategies, the company will later
experience more problems including problems in financial management because the total sale
was not met the target sales per month.

Alternative solution to this major problem:

i. Relocation of the business empire to a more strategic place in accordance to the

targeted customers and suppliers.

Advantages:

 Helps access to more customers of all ranges to buy their products and also
provide easier access to workers, transportation and materials and resources.
 Increases the company’s profit over a short period of time and multiplies the
outcome.

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 Disadvantages:

 Relocating of business location requires high budget. Not only does the new
location’s rent per month is high cost, but the cost of transportation used to
relocate business resources and material may also be expensive.
 The company may need to acquire loans from bank. The company may need
to borrow money from bank to ensure that the company is provided with
enough resources and suppliers so that the company could operate smoothly.

ii. Create geo-targeted restaurant ads with online advertising platforms like Facebook,

Instagram, Blog and Twitter to promote their business’ best visual content.

Advantages:

 Requires less cost. Advertisements through social media requires less cost
because no printing services are needed as the promoting of products are done
through social bed.
 Allows users in the targeted range to see the advertisements. The
advertisements are spread using the medium Facebook, instagram and etc.
which are quite popular among the teenagers and also young adults.

Disadvantages:

 Social media is immediate and needs daily monitoring. This is because

activities done in the social media nowadays, are easily exposed to hackers.

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iii. Do promotions or discounts for first two or three months of marketing.

Advantages:

 Allows the customers to look and taste the food sold without having to think of the
cost. If the taste of the food is delicious, then the customers will keep on buying the
food no matter the cost.
 Allows the company workers and the customers to bond. This will allow the workers
to promote on the benefits of the services and products served at the company.

Disadvantages:

 Gives a setback in the sales per month for the start of the marketing.

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6.0 RECOMMENDATION AND IMPROVEMENT

The major problem that was faced by Sinar Saujana Hiasan Lampu Enterprise is lack
of expertise which lead to decreasing amount of customer comes to their store. As example,
there are lack of information related to this business company when we try to search about
the company on google and social media platform such as Instagram and Facebook. But, in
order to solve the problem, we proposed the most effective solution to overcome marketing
problem of this company. Considering the fact that people nowadays mostly depends on their
gadget to get any information, this can be taken advantage by the company owner to create
geo-targeted restaurant ads with online advertising platforms such as Facebook, Instagram,
Blog and Twitter to promote their business’s best visual content. This is because, the social
media platform is quite popular among people regardless their age and any information will
spreading faster. The visual content provided in advertisement act as additional point to
attract more buyers with the unique and captivating design of lamp. The advertisement also
must include important information about the business company such as location of the
company, operation hour and many more.

Furthermore, online advertising also requires less cost which was beneficial to the
company because the budget for advertisement can be reduced. Advertisement through social
media is less costly because no printing services needed as the promoting of the products
which is lamp is done through social bed. If the company desire is want to be a well-known
and top choices lamp store among citizens, the owner of this company must step up and try to
follow the recommendation that we proposed as we try our best to identify and examine
every aspect importantly in financial aspect to comes up with the best solution to bring this
company popularity to the another level and thus, attract more buyer. This method should be
applied for this store to ensure that they will reach the target sell and the benefit which can
cause people attracted to go there because of the strong marketing strategy that was shown.

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7.0 REFERENCES

Aman Shah, Sarimah Hanim, Shafie, Sharida Zaina, Teik Lan, Cecilia Soon, (2016).
Polytechnic Series: Entrepreneurship 4th Edition. Shah Alam: Oxford Fajar SDN.
BHD.

Brehse, Tami. (2018). How To Solve 9 Common Marketing Problems. Retrieved from
https://www.tamibrehse.com/9-common-marketing-problems-solve/

Interview:

Ani binti Ahmad, (October 11, 2019). Case study about business plan and business
opportunity. (Interview)

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8.0 APPENDICES

Figure 1: Location of Sinar Saujana Hiasan Lampu Enterprise

Figure 4.0: Front View of Sinar Saujana Hiasan Lampu Enterprise

Figure 5.0: Outdoor Gate Lamp

 Figure 6.0: Ceiling Light

Figure 7,0: Outdoor Wall Light

Figure 8.0: Electrical Wiring Services