Prakticum Report

UNIVERSITI UTARA MALAYSIA GRADUAN BERSATU SND BHD
CHAPTER 1:
- INTRODUCTION -
1.1 ORGANIZATION PROFILE
Graduan Bersatu Sdn Bhd (GBSB) was formed in 23 July 2003 in realization of a
vision shared by its founding partners on being successful entrepreneurs. GBSB has
experience for almost 4 years in printing shirt and corporate merchandising. They are
experts in printing the shirts, premium items and merchandising.
The urge to become entrepreneurs that developed during their university years have
brought together the partners to operates this business. This business is the
brainchild of the Entrepreneurs Development Program, which was developed by the
Entrepreneurship Development Institute, Universiti Utara Malaysia.
This unique program, one of its kinds in the university, awakens and develops the
spirit of Entrepreneurship among the undergraduates. Through this program, we are
able to apply theoretical knowledge obtained through our education in all aspects of
practical business situations.
This valuable lesson gained motivates us to become self-employed and provide
opportunity to other graduates to work together with us in our organization. It simply
explains the meaning of our company “graduan bersatu”.
The partners believe in the strength, spirit, energy, know how, capabilities and the
desire in each and every graduate to be successful in life. We believe by bringing
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these graduates together under one organization and providing equal opportunity for
every one of them will create a synergy to lead our organization to greater heights.
This company is also one of the leaders in supplying shirts and merchandises to
Program Latihan Khidmat Negara (PLKN). Now our company wants to expand more
market through the potential colleges such as a Malaysian Allied Health Sciences
Academy (MAHSA) for creating more entrepreneurs that come from young people
especially among the graduates.
The company motive is to create entrepreneurs cultures among the fresh graduates.
Furthermore, its will be grateful for this company to give an opportunity for the
students to involve in business especially in entrepreneur’s field.
1.2 VISION
GBSB vision is “To provide customer satisfaction through efficient service and quality
products”. GBSB is committed in providing quality product and service and a view to
do things efficiently through our energetic young Associates who will be working in a
smart partnership in meeting your organizations needs.
1.3 OBJECTIVES
To be the leading supplier for merchandising items among the educational institution
& corporate.
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1.4 GBSB CIENTELE
• GBSB customers are mainly educational institutes and some corporate clients.
• Main customers are from Program Latihan Khidmat Negara.
• GBSB customers from educational institutes including students Matrikulation
College and students local and private universities.
• Corporate clients are like Maybank Berhad, Mas, NCR (M) Sdn Bhd and other
goverment sector.
1.5 PRODUCTS
Graduan Bersatu Sdn Bhd expertise in printing the shirts, jackets and uniforms. They
also produce variety of products such as souvenirs and corporate gifts. Followings
are the variety of products produced by Graduan Bersatu Sdn Bhd t-shirt, jacket,
lanyard, vest, sport clothes, stickers, cap, pen, calculator, photo frame, umbrella and
others.
1.6 Company’s Concept
• The company motto is “Everything Here to Create Your Identity”.
• The prices of products are reasonable.
• Produce the high quality of products with own label identity.
• Customer’s satisfaction is most important.
• Delivered the products to the customers on time.
1.7 PHILOSOPHY AND CORPORATE CULTURE
GBSB holds the philosophy and practice a corporate culture to ensure their
customers to always receive the best in term of products variety and quality. They
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offer reasonable price to the customers and satisfactions of customers are most
important.
1.8 CORPORATE BUILDING
GBSB follows the exact structure, colour, tools, and method of making products that
has determined by the GBSB management. The GBSB produced the products with
the “identity” label.
1.9 ORGANIZATION TEAM
Refer appendix (1)
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Chapter 2:
- Theory Analysis -
In this second chapter of this industrial report, there were four analyses carried out
namely PEST Analysis, competitive advantage, TOWS matrix and Porters Diamond
Model. The analyses that had carried out for the purpose to provide understanding
about the GBSB and its operation environment in more detailed. In this section, i will
explain about the purpose of these analyses, the objectives, the method used to
carry out this analysis and other information about the analyses.
2.1 PEST ANALYSIS
PEST analysis is useful before SWOT not generally vice-versa but PEST definitely
helps to identify SWOT factors. It becomes more useful and relevant the larger and
more complex the business or proposition, but even for a very small local businesses
a PEST analysis can still throw up one or two very significant issues that might
otherwise be missed. A Pest analysis is an analysis of external macro-environment
that affects all firms. P.E.ST. is an acronym for the Political, Economic, Social, and
Technological factors of the external macro-environment. Such external factors
usually are beyond a firm’s control and sometimes present themselves as threats.
However, changes in the external environment also create new opportunities and the
letters sometimes are rearranged to construct the more optimistic term of STEP
analysis.
The four quadrants in PEST vary in significance depending on the type of business;
social factors are more obviously relevant to consumer businesses or a B2B
business close to the consumer-end of the supply chain, whereas political factors are
more obviously relevant to a global munitions supplier or aerosol propellant
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manufacturer. All businesses benefits from a SWOT analysis, and all businesses
benefits from completing a SWOT analysis of their main competitors, which
interestingly can then provide some feed back into the economic aspects of the
PEST analysis.
Many macro-environmental factors are country-specific and a PEST analysis will
need to be performed for all countries of interest. Identifying the PEST influences is a
useful way of summarising the external environment in which a business operates.
However, it must be followed up by consideration of how a business should respond
to these influences. The following are examples of some of the factors that might be
considered in a PEST analysis.
Political Analysis
The political arena has a huge influence upon the regulation of businesses, and the
spending power of consumers and other businesses. We must consider issues such
as how stable are the political environment, will government policy influence laws that
regulate or tax your business, what is the government's position on marketing ethics,
what is the government's policy on the economy, does the government have a view
on culture and religion, and is the government involved in trading agreements such
as EU, NAFTA, ASEAN, or others.
Economic Analysis
Marketers need to consider the state of a trading economy in the short and long
terms. This is especially true when planning for international marketing. We need to
look at interest rates, long-term prospects for the economy Gross Domestic Product
(GDP) per capita, and so on, the stage of business cycle, the Unemployment and
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labour supply, labour costs, levels of disposable income and income distribution, the
Impact of globalization and likely changes in the economic environment.
Socio-Cultural Analysis
The social and cultural influences on business vary from country to country. It is very
important that such factors are considered. Factors include what is the dominant
religion, what are attitudes to foreign products and services, does language impact
upon the diffusion of products onto markets, how much time do consumers have for
leisure, what are the roles of men and women within society, how long are the
population living? Are the older generations wealthy and does the population have a
strong or weak opinion on green issues.
Technological Analysis
Technology is vital for competitive advantage, and is a major driver of globalization.
Consider the following points does technology allow for products and services to be
made more cheaply and to a better standard of quality, do the technologies offer
consumers and businesses more innovative products and services, how is
distribution changed by new technologies, and does technology offer companies a
new way to communicate with consumers.
The number of macro-environmental factors is virtually unlimited. In practice, the firm
must prioritize and monitor those factors that influence its industry. Even so, it may
be difficult to forecast future trends with an acceptable level of accuracy. In this
regard, the firm may turn to the scenario planning techniques to deal with high levels
of uncertainty in important macro-environmental variables.
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In this analysis, I briefly explain about the role of GBSB in Political Analysis,
Economic Analysis, Socio-Cultural Analysis and Technological Analysis. In Political
analysis I discussed about Government type and stability, regulations and de-
regulations trends, work week, favoured trading partners and social and employment
legislation.
Economic analysis, I more focused on current and project economic growth, labour
cost, stage of business cycle, and impact of globalization toward GBSB. In socio-
cultural analysis I explained about entrepreneurial spirit, population growth rate,
leisure interest and attitudes (health, environmental consciousness, etc). Lastly, I
explained about how the technological analysis affected GBSB technology’s impact
on product offering, recent technological developments and research and
development activity.
2.2 COMPETITOR ANALYSIS
Competitive analysis is a position that a firm occupies in its competitive landscape.
Michael Porter posits that a competitive advantage, sustainable or not, exists when a
company makes economic rents, that is, their earnings exceed their costs. That
means that normal competitive pressures are not able to drive down the firm's
earnings to the point where they cover all costs and just provide minimum sufficient
additional return to keep capital invested. (www.wikipedia.com.my)
Competitive advantage also is an advantage over competitors gained by offering
consumers greater value, either by means of lower prices or by providing greater
benefits and service that justifies higher prices.
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According to the Competitive Analysis model of Porter, a competitive Strategy takes
offensive or defensive action to create a defendable position in an industry, in order
to cope successfully with competitive forces and generate a superior Return on
Investment. Then, the basis of above average performance within an industry is
sustainable competitive analysis.
Based on Wall street journal Competitive analysis is a condition which enables a
company to operate in a more efficient or otherwise higher-quality manner than the
companies it competes with, and which results in benefits accruing to that company.
As mention above, Competitive advantage is something a company does especially
well in comparison to its competitors and that skill gives the company an advantage
in the marketplace. The purpose of this analysis is carried out is to point out GBSB
competitive advantage in the market place and how it can be defensive in sustaining
the competitive advantage.
The competitive advantage analysis had carried out by using a competitive
advantage model according a resource-based view emphasizes that a firm utilizes its
resources and capabilities to create a competitive advantage that ultimately results in
superior value creation. The analysis uses the diagram that combines the resource-
based and positioning views to illustrate the concept of competitive advantage.
Michael Porter identified two basic types of competitive advantage. It is cost
advantage and differentiation advantage.
According to the resource-based view, in order to develop a competitive advantage
the firm must have resources and capabilities that are superior to those of its
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competitors. Without this superiority, the competitors simply could replicate what the
firm was doing and any advantage quickly would disappear.
Resources are the firm-specific assets useful for creating a cost or differentiation
advantage and that few competitors can acquire easily. The following are some
examples of such resources patents and trademarks, proprietary know-how, installed
customer base reputation of the firm and brand equity. I discussed about the GBSB
brand name in this facts. Here I discussed about how the GBSB brand name created
good reputation among the customers.
Capabilities refer to the firm's ability to utilize its resources effectively. Vignali, C.
(2001) an example of a capability is the ability to bring a product to market faster than
competitors. Such capabilities are embedded in the routines of the organization and
are not easily documented as procedures and thus are difficult for competitors to
replicate.
The firm's resources and capabilities together form its distinctive competencies.
These competencies enable innovation, efficiency, quality, and customer
responsiveness, all of which can be leveraged to create a cost advantage or a
differentiation advantage. Here I explained about quality and price of GBSB products.
Cost Advantage and Differentiation Advantage: Competitive advantage is created
by using resources and capabilities to achieve either a lower cost structure or a
differentiated product. A firm positions itself in its industry through its choice of low
cost or differentiation. This decision is a central component of the firm's competitive
strategy.
Another important decision is how broad or narrow a market segment to target.
Porter formed a matrix using cost advantage, differentiation advantage, and a broad
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or narrow focus to identify a set of generic strategies that the firm can pursue to
create and sustain a competitive advantage. I give briefly explanation the uniqueness
of new design created by GBSB to customers.
Value Creation: The firm creates value by performing a series of activities that
Porter identified as the value chain. In addition to the firm's own value-creating
activities, the firm operates in a value system of vertical activities including those of
upstream suppliers and downstream channel members.
To achieve a competitive advantage, the firm must perform one or more value
creating activities in a way that creates more overall value than do competitors.
Superior value is created through lower costs or superior benefits to the consumer by
differentiation. The competitive advantage for GBSB is analyzed by using the
competitive advantage model.
TOWS MATRIX
A TOWS matrix is a tool to combine the internal factors with the external factors. A
firm should not necessarily pursue the more lucrative opportunities. Rather, it
may have a better chance at developing a competitive advantage by
identifying a fit between the firm's strengths and upcoming opportunities. In
some cases, the firm can overcome a weakness in order to prepare itself to
pursue a compelling opportunity.
To develop strategies that take into account the SWOT profile, a matrix of these
factors can be constructed. Often in reality the two columns of the SWOT diagram
are pointing in opposite directions. Strategists must still deal with the paradox of
creating alignment. This can be done via Outside-in strategy formulation (market-
driven strategy) or Inside-out strategy formulation (resource-driven).
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SWOT analysis can be used for all sorts of decision-making, and the SWOT template
enables proactive thinking rather than relying on habitual or instinctive reactions.
Here are examples of what a SWOT analysis can be used to assess a company (its
position in the market, commercial viability, etc), a method of sales distribution, a
product or brand, a business idea, a strategic option, such as entering a new market
or launching a new product, a opportunity to make an acquisition, a potential
partnership, changing a supplier, outsourcing a service, activity or resource, and an
investment opportunity.
One must be sure to be able to describe the subject for the SWOT analysis clearly so
that people contribute to the analysis, and those seeing the finished SWOT analysis,
properly understand the purpose of the SWOT assessment and implication.
This analysis is an important tool for auditing the overall strategic position of a
business and its environment. The Strengths and weaknesses are internal factors.
For example, strength could be the company’s specialist in marketing expertise.
Weakness could be the lack of a new product. Opportunities and threats are external
factors. For example, an opportunity could be a developing distribution channel such
as the Internet, or changing consumer lifestyles that potentially increase demand for
a company’s products. A threat could be a new competitor in an important existing
market or a technological change that makes existing products potentially obsolete.
Accordingly, SWOT analysis is best used as a guide and not a prescription. Adding
and weighting criteria to each factors increases the validity of the analysis.
A firm's strengths are its resources and capabilities that can be used as a basis for
developing a competitive advantage. Examples of such strengths include patents,
strong brand names, and good reputation among customers, cost advantages from
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proprietary know-how, exclusive access to high grade natural resources and
favourable access to distribution networks. GBSB strengths based on the staff
commitment, appropriate training provided and ongoing development, good material
and quality of products, proper management system. clear catalogue and good
promotions strategy
The absence of certain strengths may be viewed as a weakness. For example, each
of the following may be considered weaknesses lack of patent protection, a weak
brand name, poor reputation among customers, high cost structure, and lack of
access to the best natural resources and lack of access to key distribution channels.
GBSB weaknesses are role of agent, the time planning, limited design. provide a
common colour for sweaters and t-shirts and limited staff.
In some cases, a weakness may be the flip side of strength. Take the case in which a
firm has a large amount of manufacturing capacity. While this capacity may be
considered a strength that competitors do not share, it also may be a considered a
weakness if the large investment in manufacturing capacity prevents the firm from
reacting quickly to changes in the strategic environment.
The external environmental analysis may reveal certain new opportunities for profit
and growth. Some examples of such opportunities include an unfulfilled customer
need, arrival of new technologies, loosening of regulations and removal of
international trade barriers. The following are opportunities of GBSB interested of
students, interested of MPP. new orders from club members, encourage
entrepreneur concept and culture among the students and development of
technology.
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Changes in the external environmental also may present threats to the firm. Some
examples of such threats include shifts in consumer tastes away from the firm's
products, emergence of substitute products, new regulations and increased trade
barriers. The threats of GBSB are potential competitors, and competitor has a new,
innovative substitute product. change in trend, lowest price of products and delay of
suppliers
The TOWS matrix is carried out to develop possible and logical strategies by
combining the factors in the SWOT analysis. The strategies can be formulated by
combining the S-O strategies to pursue opportunities that are a good fit to the
company's strengths. Then formulate W-O strategies to overcome weaknesses to
pursue opportunities. Formulate S-T strategies to identify ways that the firm can use
its strengths to reduce its vulnerability to external threats. Lastly, formulate W-T
strategies establish a defensive plan to prevent the firm's weaknesses from making it
highly susceptible to external threats.
This analysis is carried out for GBSB to find its offensive move by making the most
its strengths and opportunities. Then, to find it defensive moves by observing its
competition closely. Beside that, to understand the necessary adjustment it has to
make using it strengths and threats. Last but not least, to form its survival move by
taking the possible turn around. This strategy formulate by watching closely at GBSB
threats and weakness.
Here I discussed about the strategies can used by GBSB to develop the business. I
suggested Maintain Distinctive Competencies Strategy, Develop New Products,
Research and Development Strategy, Cooperative Strategy and Financial Strategy.
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2.4 PORTER’S DIAMOND MODEL
Porter’s Diamond proposes several basic elements which govern a country are
trading competitiveness. The theory propounds demand, factor and inter-firm
conditions as the rudiments of a healthy open economy. According to Porter,
competitive industries when compared internationally are those that improve and
innovate by investing in such activities as R&D, learning, modern facilities and
training. Innovatory behaviour is conditioned by other key factors in determining
national advantage, which are set out in a “diamond” system like below:
Porter states that international success in a particular industry is determined by four
broad mutually reinforcing factors which create an environment which enables the
firms to compete.
Factors Conditions
Porter states the traditional factor endowment argument of standard trade theory is
too simplistic. The most important factors to comparative advantage are created and
the broad categories of land, labour, and capital are too general. Basic factors such
as natural resources, climate and semi-skilled labour are passively inherited while
advanced factors are those whose development demands large and substantial
investments in human and physical capital. The distinction of generalised versus
specialised is based on company’s ability to perform tasks. Generalised factors are
available in most nations. They can be sourced on global markets and their activities
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can be performed at a distance from the home base, whereas specialised factors are
developed with considerable investment from the generalise factors. Porter argues
that sustainable competitive advantage exists when a nation state possesses the
factors necessary to compete in particular industry, which are both advanced and
specialised. Here I mentioned about, the factor conditions of GBSB are like land,
labour, capital, infrastructure which is must take into consideration before starting the
business.
Demand Conditions
Porter argues that the local demand is at the roof of national advantage. Company
will first supply to their domestic market and then export to markets with similar
demand patterns. Countries will not think of an idea unless domestic demand forces
it to, therefore there is a need domestic demand to get a comparative advantage in
these products. This could be seen through a number of channels. First through the
pressure placed on producers by buyers to innovate, second through sophisticated
domestic buyer needs providing a window information more advanced buyer needs
and finally through economies of scale. Here I discussed of the demand of GBSB
product in the local market. At the same time, I mentioned about the satisfaction of
the customers with the quality of GBSB products.
Related and Supporting Industries
Demand conditions alone are unimportant as they depend on other parts of the
diamond such as strong domestic rivalry whereby without rivalry, rapid domestic
demand equals complacency. If there exists a close working relationship between
companies within an industry an ongoing coordinating process of innovation and
upgrading will result where access to information, new ideas, insights and
innovations will occur. Also if competitive advantage exists in related industries then
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opportunities abound for positive interchange and new opportunities are continually
perceived. If company has strong support in advanced industries economies where
industrial cluster exists and a cumulative learning process is the result. GBSB do
have supporting industry that is situated in Selangor, Batu Caves is another business
centre. It is Cendra Gemilang Enterprise. So, I explained about the partnership of
GBSB here.
Firms’ Strategy, Structure and Rivalry
In this point, vigorous domestic rivalry is strongly associated with competitive
advantage in an industry and that success does not grow from one or two firms’
experiencing economies of scale due to their dominance of the market-only in closed
economy will dominance are profitable. Domestic rivalry creates pressure to innovate
and upgrade National Competitive Advantage (NCA) as local competitor imitates new
ideas and the whole industry benefits from overall industry innovation. At this point, I
discussed about the design of products that is created by GBSB. The structure of the
GBSB changes if the Governments business policy changes.
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Chapter 3:
- Findings And Discussion -
3.1 PEST Analysis
3.1.1 POLITICAL ANALYSIS
1. Government type and stability
GBSB is a government-based business centre. GBSB get approval from
Government to run their business. Therefore, with the government approval only
GBSB can enter the new markets. GBSB always get approval from owner before
do sales and promotions at their places. Besides that, a political situation here is
stable and that is the reason GBSB able to run their business peacefully.
2. Regulations and De-regulations Trends
Rule of law in GBSB based on Malaysian Acts. GBSB management team always
follow up with the rules which prepared by government. GBSB aim here is to
make sure their business developing like others. They always aim to achieve long
term planning.
3. Work Week
Based on my research the staffs GBSB and management teams working hours
are much different from others. Normally, staffs work five-days a week with a
half-day work on Saturdays. But, GBSB staff works five-days a week and if there
is any special event regarding business all the staff must participated. For
example, now GBSB do sales promotions and sales at Camp PLKN. So, they
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work on Saturdays and Sundays. The staffs get allowance for work on weekend.
Working hours for the management side is from 9.30am until 6.30pm.
4. Favoured Trading Partners
GBSB have a partnership with Cendra Gemilang Enterprise in Batu Caves. Both
this business centres changes any information regarding the business system.
5. Social and Employment Legislation
The staff in GBSB are appointing based on their experience and qualification. At
the same time GBSB also, encourage fresh graduates to join with them. GBSB
provided special training for those new staff. One of the GBSB motives is avoid
unemployment among the graduates. GBSB always look at graduates who willing
to achieve their aim.
3.1.2 ECONOMIC ANALYSIS
1. Current and Project Economic Growth
As this is a business, the current project economic growth is based on the events.
The events always prepared by cooperate and educational centre. Normally, on
the events GBSB get more orders like gift for premium cooperate, t-shirt and
others. For example, GBSB get more products orders from Warisan Global Sdn
Bhd when they arrange the events. GBSB receives more income by in this way.
2. Labour Cost
GBSB paid the salary according to the staff experience. It means, staff those with
higher qualification and experience get higher pay. The trainees also, get
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allowance when do practical. GBSB paid salary for the staff based on Malaysian
currency with a reasonable amount.
3. Stage of Business Cycle
GBSB always follows the method of business to develop their products. They buy
the products from the suppliers and delivered to the customers. For buy the
products GBSB always looked at various suppliers. Before, GBSB order the
products they look the sample and quality of products. After that, they deal about
the price of products. The price of products decreased when the quantity was
increased. Lastly, they delivered the products to customers with the packaging.
4. Impact of Globalization
The impact of globalization is positive whereby the business prospect in this
GBSB. Globalization will bring in more opportunities for GBSB in this business
field. GBSB try to develop the business in International level with do promotions
by internet.
3.1.3 SOCIA-CULTURAL ANALYSIS
1. Entrepreneurial Spirit
GBSB provided training to staff accordingly in order to increase their willingness
in business skill and for management team to work more efficient and effective to
achieve GBSB vision and mission. GBSB also, encourage to growth
entrepreneurship among the students.
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2. Population Growth Rate
Looking at the population perspective, Malaysia is one of the countries that
promote high growth of human population. The high population can bring
opportunity develop the business by selling more products. The demand of
products was increased when population is high.
3. Leisure Interest
GBSB not only focused on admin task. We always went to outstation to do the
sales and promotions. When we went to outstation, we spend time to visit the
tourist places. For example, we went to Port Dickson to do sales and promotions
at Camp PLKN. After finish the sales we went to Port Dickson beach. GBSB
show gratitude and appreciation for their employee hard work.
4. Attitudes (health, environmental consciousness, etc)
For the staffs and management, GBSB use the government hospital for any
medical emergency that occurs. The staff can claim the hospital bills. GBSB not
only claim the hospital bills. They paid for staff whatever bill use for the business
matter.
3.1.4 TECHNOLOGICAL ANALYSIS
1. Technology’s impact on Product offering
With this technology, customers can accomplish online access to order the
products. GBSB use computer for the every failing system. All the data record in
computer. So, we can refer easy to get the information. All data about the
suppliers record in computers. GBSB can develop the business through using the
technology.
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2. Recent Technological Developments
GBSB have own website, it is www.graduanbersatu.com.my. They, compose the
catalogue in this website for customer references. The customers can order the
products via email. So, they can safe the time and cost. GBSB now, deal all the
business with online, the promotions of the products also run by online. Now,
GBSB create new email to customers for inform about new arrival products.
3. Research and Development activity
GBSB follows more on ISO 9002 Certification. Research and Development
always a continuing process for GBSB. Therefore, GBSB always keeps up-to-
date to check out the products before delivered to customers.
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3.2 COMPETITORS ANALYSIS
Resources
Cost Advantage
Distinctive or Value
Competencies Differentiation Creation
Advantage
Capabilities
Diagram 1: competitive analysis model
The competitive analysis of GBSB is analyzes by using the diagram 1 (competitive
analysis model). As discussed in Chapter 2, competitive analysis had divided into
four different aspects to analyze GBSB competitive advantage. GBSB is very
concern in generating a superior return on investment.
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3.2.1 Resources
GBSB has specific assets and resources and capabilities that are superior to those
of its competitors. Resources are the GBSB specific assets useful for creating a
differentiation advantage and that few competitors can acquire easily. The
resources which are contributing to GBSB competitive advantage are its patent.
GBSB has its own brand name which uses for its products. The brand name of the
product is “Identity”. In preparing each product such as t-shirts, sweaters and others
GBSB uses its own brand name that is had to know by others. GBSB products
have it own quality and it is made to provide more satisfaction among the
customers.
Further more, GBSB has a good reputation among the customers. As we known,
GBSB specialised in t-shirts, sweaters and others products. The materials of this kind
of products are good and qualities. The souvenirs created by original steel that can
keep long time.
3.2.2 Capabilities
Beside that, GBSB has it own capabilities to give a competitive advantage from its
competitors. GBSB products are well known for its quality. Then, the products also
delivered to customers on the time. The design of t-shirt, sweaters and other
products can create based on customers needs. The customers also, can create
their own design for the products. GBSB produce the products based on customers
needs. It’s a unique and most important aspect of GBSB to gain its own loyal
customers. Nowadays people are more concern in consuming quality products and
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reasonable price. GBSB always give An Attractive Price and a Value Relationship
where it offers the quality of products.
In addition that GBSB, always do promotion and open a counter at suggested
location. Before do promotion and open a counter GBSB prepared proposals or
permission letter for get approval from owner. GBSB motives not only to do sales.
Besides that, provides opportunity to adapt entrepreneur concept and culture among
the students. Most properly GBSB, do sales and open counter at educational centre,
Program Latihan Khidmat Negara and other places. Therefore, GBSB also create an
opportunity in “win-win situation” between educational centre and GBSB.
3.2.2 Differentiation advantage
The resources and GBSB capable ness to use the resources effectively has given
a GBSB a dependable position in this industry. Even though, products is something
we can substitute easily, but GBSB created its uniqueness when customers think
about the new design. GBSB can create design based on customer needs. The
design, of products always create based on new trends. GBSB design the products
with innovative and creative.
3.2.4 Value creation
Since GBS has its own uniqueness the money is not the matter for the customers.
GBSB has created its own value creation that is quite difficult for any other
competitors to take it place. Its clear mission and vision and it professional
management has created the unique value for GBSB. GBSB created good
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relationship with customers. For example, GBSB always give souvenirs for the
commando PLKN after sales as a symbol of acknowledgement.
3.3 SWOT ANALYSIS
I do this SWOT analysis, based on our project at UUM Gift Contest 2007 (UGC
‘07). We do our own project at UUM. Our project started on 11th of January until
28th January. We do promotions and sales at UUM. At the same time, we take order
from the students.
The order took buy agents. We selected the agents with using the flyer and email.
We used new techniques when selected agents. First, we search the students
email address in portal UUM. After that, we send poster and flyers to students via
email. We collected 4000 students email address and every faculty professors
addresses for send mail.
Our promotion strategy based on banners, thresh, posters and flyers. Please refer
our time management at appendix. Before we start our sales, we get approval from
Timbalan Naib Chancellor. We send the permission letter to get approval. We get
places at Varsity Mall, in front of the kooperasi UUM.
We started our sales and promotions on 11th January 2007. Before that we, paid
RM 210 for rental for the spaces. We started our sales at 11.00am until 10.00pm.
Our sales based on the lucky draw. It means, those are purchased goods above
RM50 can joined the lucky draw contest. We offered the exclusive prizes in this
contest.
First prize is computer set, and second prize is package vacation at Langkawi for 3
days and 2 nights. Third prize is hand phone, fourth prize is MP3 player and fifth
prize is cycle. Additional GBSB also, prepared 5 exclusive souvenirs for the
26
students. The price of prizes is more than RM5000. Our project fully supported by
GBSB.
We do sales and promotions at campus mall, at the same time agents take order in
their college. We sales the t-shirt, sweaters and shirt cooperate. This project, bring
big loss for us. However, we get new experienced and learn about the business
more briefly. Here I did analysis about our project.
27
STRENGTHS WEAKNESSES
1. Our commitment. 1. Role of agent.

2. Appropriate training provided and 2. The time planning.
ongoing development. 3. Limited design.
3. Good material and quality of 4. Provide a common colour for
products. sweaters and t-shirts.
4. Proper management system. 5. Limited staff.
5. Clear catalogue.
6. Good promotions strategy.
OPPORTUNITIES THREATS
1. Interested of students. 1. Potential competitors.

2. Interested of MPP. 2. Competitor has a new, innovative
3. New orders. substitute product.
4. Encourage entrepreneur concept 3. Change in trend.
and culture among the students. 4. Lowest price of products.
5. Development of technology. 5. Delay of suppliers.
Table 1: SWOT analysis for UGC ’07
28
3.3.1 Strengths
S1: Our commitment.
This is our group project. Three of us are practical students at GBSB. This is our own
project with our ideas. We spend about six week for do this project. First, we discuss
about our project. Our boss gives briefly explanation about the project. We
specialization the work because safe the time.
Helmi is our leader of this project. We exchange our ideas with each others. Anirah
do the banners and flyers for the promotions. I collected and send poster via email to
the students. We search agents with new techniques. We send the flyers using via
email as far as student email is concern. So, we can deal faster than manual skill.
We also, use our networking list to find agents.
Our group commitment was good. We helped by staff GBSB. We exchange our ideas
with each others. So, we gain more new ideas. They will help and guided us in many
task. Actually, this is our first and own project run at GBSB. So, we learn lot of things
from this project. Our commitment can increase the reputation of GBSB.
S2: Complete training provided
GBSB is very concern in giving 100 percent knowledge about their vision, mission,
objectives, products and their current activities to their new staffs. They make sure
that their staffs are equipped with tools and resources, to ensure that the customers
receive a quality product. GBSB provide complete training for those staffs that joins
in the GBSB family.
29
The staffs who newly join must attend to meetings for everyday. They give training,
how to communicate with customers, and how to be friendly with customers. So, we
get clear pictures to communicate with UUM students. Then, how set up the places
at UUM for sales and promotions. Communication skill is most important for we
attract the customers.
The GBSB also bring opportunity to meet clients. They, provide training to how we
meet our clients. For example, I meet one of the GBSB clients at Warisan Global
Miss Emily. The face to face meeting can make the good relationship with clients and
GBSB. After this training, GBSB staffs will be able to perform more professionally.
S3: Good material and quality of products.
GBSB practices to give best quality product to its customers in order to give
legendary products to them. It believes that legendary products could tie up a
promising bond and gain the customers loyalty towards GBSB.
GBSB ensures that its customers always receive legendary products and to
differentiate them with others. GBSB provided two types of sweaters. It is fleece and
micro fibre. The materials of sweaters and t-shirt were high quality. GBSB produced
every product with ‘identity’ label. This, label can recognizable our products quality.
To monitoring the quality GBSB products, our management team always check out
the products before delivered to customers. A very tight specifications has been done
to every supplier to ensure that the detail of exact quantity and quality of the finished
product. GBSB also regularly take samples of stock at distribution centres to ensure
that they conform to specifications. The quality controls continue when the product
30
arrives at stores, no delivery is accepted until a product of quality checks is
completed.
S4: Proper management team
GBSB management is recognized as one of the best management. The
management always aware of each activity progress of office. The management
gives moral support and open to listen to any problems of the GBSB team members
at anytime. The management team always focuses on creating a very effective two
way communication system since their main required skill is connecting oneself with
the customers.
Our project fully supported by GBSB management team. They provided more
facilities for this project. The cost of this project handles by the management team. It
is including for transportation, accommodation and others. GBSB management team,
guide us and play important role in this project.
S5: Clear catalogue
We prepared clear catalogue for this project. The catalogue contains each item, with
its price and picture of the product. The catalogue has hard covers and eliminated
pages to make sure it’s not get dirty. The agents can move easy with students
because of the catalogue. We provided catalogue with sample to the agents. So, the
students can review the catalogue, at the same time saw the quality of materials.
S6: Good promotions strategy.
We used many types of promotion strategy in this project. Follow up is our promotion
strategy.
31
1). Via E-mail
Started operates in first week of January 2007. We send posters via e-mail to the
students. We used portal community UUM for send posters and for students.
2). Poster and Flyers
Start operated in last week of December 2006. Anirah designed the poster, with high
light the product and the grand prize for the lucky draw. We get the approval from
HEP before stick the poster at colleges. We stick poster at all faculty, college, and
university department.
3). Banners
We order banners on first week of January 2007.GBSB printed three banners for the
promotion. Banners printed in colour and insert with some decoration and picture to
make more attractive.
4). Agents
We selected master agents last week of December 2006. We combined all the list of
networking from all college in UUM. After that, we select the agents. At the same
time, we send flyers via e-mail to select the agents.
3.3.2 Weaknesses
W1: Role of agents.
We selected 22 agents at UUM. We never force the agents to do this job. GBSB
offered digital camera for those agents take more orders. GBSB also offered
cooperate shirt for those agents take more than 50 orders.
32
But, agents are not interested to spend more time during the 3rd week because of
several factors. Start on now day, student in UUM will start the tutorial class for
TITAS1, TITAS2, and all tutorial class (account). Agent might be busy during this
week. UUM start using the night class system, as the result, a lot of agent has a night
class. Thursday student will not have any class because they have the Self
Development Group (SDG) programs starting from Second semester 2005/2006.
Agents are not cooperate very well especially boy. Some agents never put their
efforts to achieve the sales.
W2: The time planning.
We did schedule for time management, when start this project. But, our time
management for this project is failed. It is because, we extend more time for take
order. This project must be finish before we live practical. So, we run out the time
management. We extended time because change the new design for t-shirt. Then,
we also prepared new catalogue for the agents. We spend more time for make this
changes.
W3: Limited design
GBSB more focused on cooperate shirt in this project. But, most students interested
to buy sweaters, and t-shirts. GBSB just created one design for t-shirt. The demand
of shirt decreased because of the design. Then, the design is similar with our
competitions. Some of our t-shirt has very limited colours. Helmi changed the new
design for t-shirt at second time. We hopefully, the new design can overcome this
problem.
33
W4: Provide a common colour for sweaters and t-shirts.
We have very limited colour for sweaters and t-shirts. We just prepared two colours
for the sweaters red and light blue. T-shirt just has two colours only. It is pink and
light blue. The students requested for different colours for the sweaters and t-shirts.
We try coming out with the new frenzy colours on the second time. Some of our t-
shirt has a very limited design colours black and white only.
W5: Lack of staff and facilities.
The staffs of GBSB were very limited. They have only two staff at GBSB. So, we
faced the problem in admin task such as correspondence, organize documentation
and sales record. We spend more time to for do the admin task. Sometimes, the
information about sales have delete because the computer affected by viruses.
Sometimes, our project work also will be delay because of the facility at office. GBSB
just have three computers for using. So, we will wait for the computers to use.
3.3.3 Opportunities
O1: Interested of the students.
Some of the students interested to join with us for do the sales. For example, Siti
Esah from BBA Entrepreneurs interested to join with us to open new stall in new
mall, UUM. Then, we get some orders from students UUM. They orders t-shirt for
their clubs. They show their interested to join with us. Not students only join with us.
We get recognizable by some lecturers at UUM. They interested to join with us. They
interested to order t-shirt and sweaters with us. They like the materials and quality of
our products.
34
O2: Interested of MPP.
MPP also interested to having big project with us. They join with us for do the sales
and promotions. MPP decided to join with us for do the sales and promotions at the
events time. They planed to give commission for us to the sales. They will give full
support to us for their project.
O3: New orders
We get new orders from UUM students. Some students are give order t-shirt for their
club. At the same time, some students took our name cards for contact. We give
briefly explanation about our business. They will contact us for more information.
GBSB has a great opportunity to attract the students with offered lowest cost.
O4: Encourage entrepreneur concept and culture among the students.
GBSB encourage entrepreneur concept and culture among the students. One of the
GBSB desire is developed the entrepreneur concept and culture among the students.
GBSB developed the entrepreneurship among the students with selected agents.
The agent’s role not only collects the order. Beside that, they learn about
entrepreneurship. GBSB give opportunity for students learn basic lesson of business.
O5: Development of technology.
Nowadays, technology was expending with rapidly. Most of project task did by with
using computers. We use e-mail groups for contact agents. Internet and media mass
had brought more publicity to the GBSB and eventually promote the products through
their web site which www.graduanbersatu.com.my. Through this way, the customers
more get information about the products.
35
3.1.4 Threats
T1: The occurrence of Potential competitors
Since we open kiosk at varsity mall is becoming a ‘hotspot’ for students it is also
becoming a potential business area for other products. Now the market for sweaters
and t-shirt is not only from GBSB only. We also have competitors from Signoriz and
UUM KOOP. They sales the variety colours of t-shirt with collar.
T2: Competitor has a new, innovative
Possible threat for GBSB is the price, compare to their competitor around it. Since
the GBSB open the kiosk at Varsity Mall, there are more same products sales that
place. There are all variety of design and colours. The price of products is quite
cheap compared to our products. The students more interested to buy new design of
t-shirt. Then, they also more follow up with the new trends of t-shirt.
T3: Change in trend.
Nowadays, students more interested follow up with the new trends. They change the
colour to follow with trends. Now the trends, students more focused on apple green,
pink light blue and other colours. Then they also like to wear two colour of t-shirt with
collar. GBSB just focused to produced two types of colours t-shirt. It is pink and blue
with round neck.
T4: Lowest price of products.
The prices of the products of GBSB are quite higher than other competitors at the
Varsity Mall. GBSB charge the high cost because for the new design and quality of
product. Mostly, students like to buy the cheaper products. They never considered
the materials of the t-shirt.
36
T5: Delay of suppliers
GBSB faces threats from it suppliers. GBSB order its products with different
suppliers. The suppliers also created the design for t-shirt. Sometimes, suppliers
delay to create the design. Sometimes, suppliers send incorrect amount of product.
For example, we order 30 sample t-shirts for delivered to the agents. But, at last
minutes we received only 29 t-shirts. These affect GBSB, when the agents who
never get sample for show material at the students.
37
3.2 TOWS MATRIX
STRENGTHS WEAKNESSES
1. Our commitment. 1. Role of agent.

Internal 2. Appropriate training 2. The time planning.
Factors provided and ongoing 3. Limited design.
development. 4. Provide a common
3. Good material and colour for sweaters and
quality of products. t-shirts.
4. Proper management 5. Limited staff and
system. facilities.
5. Clear catalogue.
6. Good promotions
strategy.
External
Factors
OPPORTUNITIES SO: WO:
1. Interested of students. 1. (S2, S3, S4, O1, O2) 1. (W5, W4, O5)
2. Interested of MPP.
3. New orders.
4.Encourage
entrepreneur concept 2. (S5,S6,O3,O5,)
and culture among
the students.
5.Development of
technology.
THREATS
ST: WT:
1. Potential competitors. 1. (S2,S3, T1,T2) 1. ( W5, T4, T5)
2. Competitor has a new,
innovative substitute
product.
3. Change in trend.
4.Lowest price of
products.
5. Delay of suppliers.
Table 2: TOWS Analysis
38
3.2.1 SO Strategies
SO 1:Maintain Distinctive Competencies Strategy
GBSB should sustain its quality assurance to differentiate GBSB with any other
competitors. GBSB should wisely utilize it strength to grab the opportunity it has. The
training that GBSB providing is a complete training and prepare themselves to attend
the customers with confident and more knowledgeable about the GBSB operation
and its products. GBSB proper management system attracted more customers in this
business field. Most of students and MPP interested to join with GBSB to do sales.
So, to encourage the new customers, GBSB should continuously ensure that quality
of their products is always up to the expected level.
S0 2: Develop New Products
GBSB introduced their products among the customers with using clear catalogue.
Customers recognising the products with view the catalogue. One of the ways, GBSB
attracted the customers with good promotions strategy. GBSB should develop the
new products because they get more new orders from customers. GBSB now,
dealing with customers with using online. They promote their products with online.
So, GBSB is capable of fulfilling customer’s needs because it has a clear catalogue,
good promotions strategy, and development of technology.
3.2.2 WO Strategies
WO 2: Research and Development Strategy
The UGC’07 project failed because of the limited design of products and common
colour for sweaters and t-shirts. GBSB should overcome these weaknesses with
39
using the technologies. Then, they accentuate more on R & D and new technology. R
& D will help GBSB to do more improvement. Furthermore, GBSB can in excess of
come with new strategy and new standardizations to over come their weaknesses.
3.2.3 ST Strategies
ST 1: Cooperative Strategy
GBSB can share its knowledge in quality management and proper training method
with other companies. So, they gain the latest information about the products and
customers needs according to the new trends. This is because in the fast moving
world, it is difficult to survive if ones not willing to share its expertise and it might
leave behind in its industry.
3.2.4 WT Strategies
WT 1: Financial Strategy
To face the threat and to overcome the weakness of GBSB it should practices a cost
reduction financial strategy. GBSB should try to reduce cost in its purchasing, and
make those products is enough. GBSB should decrease the cost compared to other
competitors. GBSB must note all the products after delivered by suppliers.
PORTER’S DIAMOND MODEL
3.4.1 Factor Conditions
Based on Porter’s Diamond Model, one must fulfil the very basic of necessity before
starting a business. In other words, factor conditions are like land, labour, capital,
infrastructure must take into consideration before starting the business. GBSB
situated at Taman Sri Sentosa, Klang Lama. This area, developed with shop house.
40
The store for keep product is near at the office. The store room is very large and
equipped with the shelf for arrange the products.
Next element is labour. According to Porter, labour could be divided into three
categories, which are skilled labour that are professionals, semi-skilled labours and
unskilled labours. Skilled labour refers to professional which means that the person
had been working for a long period serving the department. GBSB encourage the
skilled labour. The experience labour gets more new ideas. They can exchange new
ideas with each others. At the same time, GBSB also focused on unskilled labours.
Unskilled labour refers to fresh graduates whereby they do not have any working
experience besides from their practical training. This kind of labour will be trained by
the GBSB. GBSB most focused on fresh graduates because avoid the
unemployment among graduates.
Besides that, capital for GBSB is based on the sales the products to the customers.
GBSB established by three partnerships. That is Mr. Mohan, Mr. Murugan and Mr.
Mathan. They are shared the cost of the business. The profit of this business also
use as capital in this business. The infrastructure of the office based on new design.
Now and then, the office infrastructure increases for better future. With the advance
in technology, now the office complete with computer, meeting room, stores etc.
3.4.2 Demand Conditions
Based on Porter’s Diamond model, demand condition is another element that a
company should take into consideration to generate its competitive advantage.
Demand conditions relate to demand in both local and foreign market and the need
to understand how to gain profits with these to kind of market.
41
Here speaking of GBSB product, the demand conditions in the local market is always
available. It is because the high quality of products. GBSB order the products with
various suppliers. Before order the products GBSB must looked at the sample of
products. After that GBSB send quotation for the products price. So, GBSB more
focused on quality and price of products.
The customers also, more satisfied with the products and prices. GBSB has own
website for references to the customers. Customers can look GBSB catalogue in the
website. The demand of the GBSB products increased because promotion strategy.
GBSB promote their products via using internet, catalogue, browsers and etc. Now
we created new e-mail for the customers about new arrival products of GBSB.
Another, reason is the behaviour of GBSB team. GBSB team more friendly with the
customers and delivered the goods on time to customers. Our reputation among the
customers was good. Because of the reputation GBSB get more new opportunity to
enter in new market. For example, GBSB get opportunity for developed their market
at Camp PLKN.
GBSB make the good relationship with the customers. One of GBSB concept is fill
the customer’s satisfaction. For example, GBSB always give gift to the commando
PLKN as a symbol of acknowledgement. This can make good relationship with
customers and GBSB.
3.4.3 Related and Supporting Industries
GBSB do have supporting industry that is situated in Selangor, Batu Caves is
another business centre. It is Cendra Gemilang Enterprise. Therefore, Cendra
Gemilang Enterprise method of business management would be similar like GBSB.
42
Cendra Gemilang Enterprise also produces the similar products like GBSB such as
premium and corporate gifts, t-shirts and sport wear, and etc. Besides that, these
business centres exchange their executives in order to maintain the quality in the
products. GBSB business is the brainchild of the Entrepreneurs Development
Program, which was developed by the Entrepreneurship Development Institute,
Universiti Utara Malaysia. So, GBSB fully supported by this program.
3.4.4 Firms’ Strategy, Structure and Rivalry
The strategy that the GBS should implement is product development strategy. GBSB
produces more quality products. But, GBSB also must focus on the new trends. One
of the problems faced when UGC’07 is design. Design of products must be create
follow with this trend. So, GBSB must implement product development strategy to
develop their products. GBSB produces the products with more creative and
innovative. Customers are very particular in consuming quality and creative products.
The structure of the GBSB changes if the Governments business policy changes.
GBSB is tied to the rules of law that the Government make regarding business
system. GBSB always follow up with the Government policy.
GBSB get more competitors in this business industry. GBSB overcome this
competitive with produces quality products and reasonable prices. GBSB also, have
its own label name ‘identity’. So, customers most familiar with this label name.
Identity created own image for the customers.
43
CHAPTER 4:
-CONCLUSION-
4.1 CONCLUSION
As for conclusion, Graduan Bersatu Sdn Bhd has its own strength and weakness.
Based on my research, GBSB have a lot of potential to develop their business.
GBSB aimed to achieve their mission and vision as soon as possible. GBSB give
most priority to customer’s satisfaction. They have a lot of potential to produces the
high quality products with low cost price. GBSB always look at the samples of
suppliers products to known the quality. After, look the quality GBSB deal the price of
products. Lastly, GBSB delivered the products to the customer’s hand. GBSB attract
the customer with using promotions via email. At the same time, they deal the order
via email. So, the customers can safe their time and cost. GBSB offer more jobs for
the fresh graduates. GBSB focused at fresh graduates because get more new ideas
and exchange the ideas.
4.2 SUMMARY OF MY RESPONSIBILITIES
I successfully finished my practicum period as a marketing executive, at GBSB.
Although my field of degree was different this is a degree in International Business
but as my practicum place is to be completed in GBSB. My responsibility in GBSB
was does admin task such as key in the suppliers list, create email for promotions,
send the quotation for the requested products, does proposals for technique and
vocational school, proposal for MAHSA college, collects club email address for send
promotions via mail, send mail to the corporation, do list of calendar academic IPTA
and other.
44
I also, prepared and fax permission letter to the UNISEL for promotions and sales on
2nd to 3rd February 2007. At the same time, I prepared letter to the UKM for
promotions and sales at PUSANIKA on 13th and 14th February 2007. I was given the
responsibility for does planning for the valentines. But, my project was failed because
it’s come out less profit. I also create company profile power point. My responsibility
was search agents at UKM and does promotions and sales at the UKM.
I get a lot new experience at GBSB. First, our own group project UGC’07. This
project discussed by three of us and implemented at UUM. Helmi was group leader
in this project. My responsibilities in this project are send poster via email to students,
do promotions and sales at UUM Mall for one week. I do all the accounts for one
week sales. I also do flyers for this project. This is my first experience involves in
sales. First time I feel nervous when the sales do. After that, I change my attitudes
according to the situations. I can improve my language skills with communicated to
others.
Another experience is, do sales and promotions at the camp PLKN. I went to
outstation every week for do sales. I went to Port Dickson camp, Johor camp,
Malacca camp and others. I get allowance for do sales at camp. I get more new
experience with travel to other cities. I also, get opportunity to meet with GBSB client
Miss Elina at Warisan Global.
Please refer to appendix for my summary of task at GBSB.
Please refer to appendix for my photos that snapped during UGC’07 and Camp
PLKN.
45
4.3 BIBLIOGRAPHY
4.3.1 Books
Halim Hilman Abdullah. (2005). Pengurusan strategik. Malaysia: McGraw-Hill.
Krajewski, L.J., & Ritzman, L.P. (2005). Operations management: Process and
value chains (7th ed.). New Jersey: Pearson Education Inc.
4.3.2 Magazines
Luis, R, 1995. “Being competitive” Wall street journal, September: 14.
Smith. E, Samuel. M. 1999 “analysing competitive industry” Forbes, Jun: 17-18.
4.3.3 Internet
http://www.marketingteacher.com/Lessons/lesson_PEST.htm
http://www.tutor2u.net/business/strategy/competitive_advantage.htm
http://www.12manage.com
http://www.tutor2u.net
http://en.wikipedia.com
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UNIVERSITI UTARA MALAYSIA GRADUAN BERSATU SND BHD

1.1 ORGANIZATION PROFILE

experts in printing the shirts, premium items and merchandising.

brainchild of the Entrepreneurs Development Program, which was developed by the

Entrepreneurship Development Institute, Universiti Utara Malaysia.

spirit of Entrepreneurship among the undergraduates. Through this program, we are

practical business situations.

This valuable lesson gained motivates us to become self-employed and provide

opportunity to other graduates to work together with us in our organization. It simply

explains the meaning of our company “graduan bersatu”.

desire in each and every graduate to be successful in life. We believe by bringing

especially among the graduates.

students to involve in business especially in entrepreneur’s field.

smart partnership in meeting your organizations needs.

1.4 GBSB CIENTELE

• Main customers are from Program Latihan Khidmat Negara.

• GBSB customers from educational institutes including students Matrikulation

College and students local and private universities.

1.6 Company’s Concept

• The company motto is “Everything Here to Create Your Identity”.

• The prices of products are reasonable.

• Produce the high quality of products with own label identity.

• Customer’s satisfaction is most important.

• Delivered the products to the customers on time.

1.7 PHILOSOPHY AND CORPORATE CULTURE

1.8 CORPORATE BUILDING

the “identity” label.

1.9 ORGANIZATION TEAM

Refer appendix (1)

2.1 PEST ANALYSIS

otherwise be missed. A Pest analysis is an analysis of external macro-environment

Technological factors of the external macro-environment. Such external factors

social factors are more obviously relevant to consumer businesses or a B2B

more obviously relevant to a global munitions supplier or aerosol propellant

benefits from completing a SWOT analysis of their main competitors, which

Many macro-environmental factors are country-specific and a PEST analysis will

useful way of summarising the external environment in which a business operates.

However, it must be followed up by consideration of how a business should respond

considered in a PEST analysis.

as EU, NAFTA, ASEAN, or others.

Impact of globalization and likely changes in the economic environment.

strong or weak opinion on green issues.

Technology is vital for competitive advantage, and is a major driver of globalization.

consumers and businesses more innovative products and services, how is

distribution changed by new technologies, and does technology offer companies a

new way to communicate with consumers.

The number of macro-environmental factors is virtually unlimited. In practice, the firm

be difficult to forecast future trends with an acceptable level of accuracy. In this

of uncertainty in important macro-environmental variables.

Economic Analysis, Socio-Cultural Analysis and Technological Analysis. In Political

cultural analysis I explained about entrepreneurial spirit, population growth rate,

leisure interest and attitudes (health, environmental consciousness, etc). Lastly, I

on product offering, recent technological developments and research and

2.2 COMPETITOR ANALYSIS

Competitive analysis is a position that a firm occupies in its competitive landscape.

additional return to keep capital invested. (www.wikipedia.com.my)

Competitive advantage also is an advantage over competitors gained by offering

consumers greater value, either by means of lower prices or by providing greater

benefits and service that justifies higher prices.

According to the Competitive Analysis model of Porter, a competitive Strategy takes

offensive or defensive action to create a defendable position in an industry, in order

to cope successfully with competitive forces and generate a superior Return on

Investment. Then, the basis of above average performance within an industry is

sustainable competitive analysis.