ENT300 CASE STUDY FORMAT

FUNDAMENTALS OF ENTREPRENURSHIP (ENT300)

CASE STUDY: ENTREPNEURSHIP

JAESAH BINTI DIMEN

SOLE PROPRIETORSHIP

PREPARED BY
FACULTY AND PROGRAMME : BANKING STUDIES/BUSINESS MANAGEMENT
SEMESTER :5
PROJECT TITLE : CASE STUDY OF JAESAH BINTI DIMEN
NAME : NUR EFFA SHAHIRA BINTI SHAMSI
I/D : 2016909199
CLASS :E

PREPARED FOR

LECTURER’S NAME: DR HASNIZAWATI BINTI HASHIM

SUBMISSION DATE

22 MARCH 2019

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EXECUTIVE SUMMARY

This business is established by only one person which is Puan Jaesah Binti Dimen.
She is 55 years old who single mother in order to survive in life after her husband passed
away 8 years ago. The enthusiastic spirit of this single mother makes her strong to earn a
living with started on the small business. The business capital amounted RM2000 which is
come from AIM(Amanah Ikhtiar Malaysia). She run the pau frozen food business since
February 2016.

Next, she started promote and selling her products through close friends, relatives
and her neighbour around the village area. Besides that, she also sells various types of
chips(banana chips, sweet potato chips and others) around the village area. For the next
year, she decided to selling and supplying her products which is pau frozen at grocery
stores. The product gets high demand at the area. So, she thinks that this business quite
potential to expands. This products also is ready made. It is easily for people to make an
instant breakfast for their family.

However, this business also face an uphill battle because they also have
weaknesses due to business is lack of offer and promotion about the products through
media social, the owner also does not has hire any people as workers and the business
premise is not known by people who live far away from the premise location because does
not has any advestisement such as banner or sticker at the products. This problem can be
solve if this company often analyse their weakness as part of her business’s strategic
planning process known as SWOT which includes assessments of strengths, weaknesses,
opportunities and threats.

For example, this business can use several solutions to solve the major problems
mentioned above such as promote about this business through social media such as
facebook, website or others so that people can easily get the information, make the banner
or sticker of the business is easily to people in that community so that the premise of the
business is easily recognizable and the owner should hire people as a workers to pack and
make the products to produce more.

In conclusion, she expact that this business will become more developed in near
future because with all the intiatives she has done to solve the problems that her business
has faced. The business will give more advantages for her to get higher profit and will be
more stable in the future.

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1. Introduction

1.1. Background of the study

This business is established by only one person which is Puan Jaesah Binti

Dimen. She is 55 years old who single mother in order to survive in life after her

husband passed away 8 years ago. The enthusiastic spirit of this single mother

makes her strong to earn a living with started on the small business. She started

selling the pau frozen food at 2016. She started promote her products through close

friends, relatives and her neighbour around the village area.

Besides that, she also sells various types of chips(banana chips, sweet potato

chips and others) around the village area. For the next year, she decided to selling

and supplying her products which is pau frozen at grocery stores. The product gets

high demand at the area. This products is ready made. It is easily for people to

make an instant breakfast for their family.

1.2. Purpose of case study

 To study the special attributes that can be seen in this company.

 To study the potential of this company compared to other company who run
this product using different concept.
 To identify the strength, weaknesses, opportunities and threats of this
company.

1.3. Business problem description (Problem may be process, technology,

product/service oriented. This section should not include any discussion related to
solution)

 This business low of packaging to maintain the quality of the products.

 The owner does not try to promote the business through technology which is
social media(facebook, website or others).
 Business premise is not known by people who live far away from the premise
location because does not has any advestisement such as banner.
 This business does not has any workers to produce more products.

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2. Company Information

2.1. Company Background

Name of the Business Jaesah Binti Dimen

Business Address Parit 9 Pakat Ban Kenal Pasir Panjang 45400
Sekinchan Selangor
Correspondence Address Parit 9 Pakat Ban Kenal Pasir Panjang 45400
Sekinchan Selangor
Website Not available
E- mail Not available
Telephone Number +6014-7395291
Fax Number Not available
Form of Business Sole proprietorship
Main Activity Frozen Food(Pau)
Date of Commencement 29 February 2016
Date of Registration 29 February 2016
Registration Number SA0372956-A
Company history
YEAR EVOLUTION
2016 Officially opened and selling frozen food
around the village area. The first ptoduct
of this business is pau.
2017 Started to supply frozen food and
various types of chips(banana chips,
sweet potato chips and others) around
the village area and grocery stores.
2018 Selling and supplying new product
which is bittergourd chips at grocery
stores.
2019 Puan Jaesah now has her own premise.

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2.2. Organizational Chart

The owner of this business, Jaesah Binti Dimen

2.3. Business Model (eg. Franchise, manufacturing, service etc)

The business model of this company is manufacturing.

2.4. Products/Services

PRODUCT DESCRIPTION

PRODUCT / SERVICE TYPE NAME

PRODUCT NAME Frozen Food(Pau)

1. Freshly made from fresh

IMPORTANCE PRODUCT ingredients.
CHARACTERISTICS 2. This product is ready made.

PACKAGING Transparent plastic wrap.

PRICE OF PRODUCT RM8

Average sales forecast per month

= RM4256
Price per pack
=RM8
Number of output per month
PRODUCT SOLD IN A MONTH = RM4256/RM8
= 532 pack

ISO / HALAL / KKM CERTIFICATE Not available

SPECIAL DISTRIBUTION Cash on delivery and self pick up at

CONTROL premise.

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2.5. Business, Marketing and Operational Strategy

BUSINESS OBJECTIVE
Expand the market across the country and appoint
stockists throughout the state and district.

BUSINESS MISSION
 Generate a conducive working environment.
BUSINESS
 Produce quality and profitable products.
 Achieve and have a complete certification.

BUSINESS VISION
A frozen halal company which becomes the top choice
of Malaysians.
PRODUCT STRATEGY :
Manufacturing.

PRICE STRATEGY :
This business use cost based pricing.

DISTRIBUTION STRATEGY :
They provide selling directly to consumer and selling
MARKETING through retailers. Cash on delivery also provided and
customer also can make self-pick up directly with them
at the premise.

PROMOTION STRATEGY :
No promotion strategy.

OPERATION HOURS :

10.00am-1.00pm
1.00pm-2.00pm(break time)
OPERATIONAL
2.00pm-5.00pm
Weekend- Closed

PRODUCTION PLANNING :

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Average sales forecast per month

= RM4256
Price per pack
=RM8
Number of output per month
= RM4256/RM8
= 532 pack
(If the number of working days per month is 24 days,
the amount of output to be produced per days is)
= 532 pack/24 days
= 22.1667 pack per day
OPERATION PROCESS :

1. Put all the material(yeast, flour, sugar, water

and others) and mixed in the machine. Knead
until dough surface is smooth and elastic. Roll
over in a bowl, cover the bowl with a cloth and
let the dough rest for 20 minutes.
2. Next, take out all the dough and start to extract
the dough and shape into a ball.
3. After that, filled the dough with kaya flavour, red
bean flavour, coconut flavour and others. Let it
rest for 10 minutes before steaming.
4. Steam the dough for 10-12 minutes and let it
cold.
5. Lastly, put all the dough in the freezer.
OPERATION COST :

Cost of raw material(flour,sugar,yeast and others)=

RM185
Cost of packaging(transparent plastic)= RM21.90
Electricity bill= RM83.25
Gas bill= RM50
Premise rental= free(own premise)
TOTAL Operation Cost= RM340.15

2.6. Financial achievement

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SALE = (PRODUCT SOLD IN A MONTH X PRICE OF PRODUCT)

Sale = (532 pack x RM8.00)

Total sale = RM4256

COST OF PRODUCTION =

(RM99 x 24 days)

Total cost of production = RM2376

WORKERS SALARY = (NO OF WORKERS X RM1000)

Workers salary = (no worker x RM0.00)

OPERATION COST =

RM RM
SALE 4250.00
(-) COST OF 2376.00
PRODUCTION
GROSS PROFIT 1874.00

(-) SALARY 0
(-) OPERATION COST 340.15
NET PROFIT 1533.85

3. Company Analysis (SWOT ANALYSIS)

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STRENGTH WEAKNESS
1. Always has a stock. 1. Lack of offers and promotion.
2. Variety of choices the flavour which is 2. Only conduct by one person(to
a bean, chocolate, coconut, sardine produce more products).
and others. 3. Low packaging protection(to maintain
3. The product made directly in front of the product quality)
customer. 4. Business premise is not known by
4. Affordable price and consistently people who live far away from the
quality of food. premise location because does not
5. Strategic places. has any advestisement such as
banner or sticker at the products.

OPPORTUNITY THREAT
1. Nowadays, people are very busy in 1. Lack of raw material.
their daily life so, they need product 2. Price of raw material increase from
make their life easily such as frozen time to time(it difficult to maintain
food for made an instant breakfast. product price)
2. She has no other competitor because
his business is the only business that
conduct frozen food(pau) in the area.
3. Increasing demand for frozen food.

4. Business Problem

4.1. List of major problem/s:

1. Lack of offers and promotion.

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2. Only conduct by one person to produce more products .

3. Low packaging protection(to maintain the product quality)
4. Business premise is not known by people who live far away from the premise
location because does not has any advestisement such as banner or sticker.

4.2. Alternative solutions to this/these major problems

1. Promote about this business through social media such as facebook, website or
others so that people can easily get the information.
2. Make the banner or sticker of the business is easily to people in that community
so that the premise of the business is easily recognizable.
3. The owner should hire people as a workers to pack and make the products to
produce more.
4. The owner should transform with the new quality packaging such as use the
quality plastic container to maintain the products quality.

4.3. Evaluation of advantages and disadvatages of each alternative solution

SOLUTION 1

ADVANTAGES
 People can easily access the social
media since internet network are very
world wide used.
 Will increase number of customer
rather than before.
DISADVANTAGES
 People who are not too advance
about the usage of advancement
technology will lost and still use
traditional style to get the products.

SOLUTION 2

ADVANTAGES DISADVANTAGES
 People can easily to get information  Increase the operation cost.
to make an order to purchase the
products.
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 It can attract customer to know more

about the product.

SOLUTION 3

ADVANTAGES
 If the owner hire more workers, it will
produce more product.
 The owner can reduce the working
hours.
 It can make more profit and grow the
business to a new level.
DISADVANTAGES
 It can increase the cost to pay the
salary.
 The owner will need to spend more
time training the new workers.

SOLUTION 4

ADVANTAGES
 If the owner use the plastic container
it can keep shape of the products.
 It is more long lasting rather than
transparent plastic wrap.
DISADVANTAGES
 It can increase the cost of production.
 Plastic has a large impact on the
environment.

5. Recommendation and Improvement

5.1. Alternative solutions choose to be adopted

Based on the SWOT ANALYSIS that we have been used to identify the attributes of this
business, we have choosen Solution 2 and Solution 4 which are make sure to maintain the
quality and the information about the products is more recognizeable around the customers.
It also can attract the customers attention to come directly to the premise and the owner
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should always make an idea or other alternative to promote or expand more about the
products. Its make the customer know more about the products.

5.2. Justification of choice

Since solution 2 and 4 have been choosen to solve the problems faces by the company.
We want to justify our reason why we are choosing this solution because for solution 2, the
advantages are the customers can easily to get information to make an order to purchase
the products directly through the banner or the sticker at the products. The customers can
make an order to purchase and the owner can directly delivery the products to the
customers. It is because this business used system cash on delivery and self-pick up to get
the products.

Lastly, solution 4 have advantages which the plastic container is more convenient than
transparent plastic wrap. The customer can store the products in freezer without damaging
the original shapes and flavour. It also can make the product more long lasting rather than
using the transparent plastic wrap. When the owner use the plastic container as packaging,
it can increase the quality of the products

6 References

Wahid, N. (2017). Fundamental of ENTREPRENEURSHIP. In H. A. N.A, Faculty of Business

Mangement. Pahang.

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7 Appendices

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This picture shows the SSM certificate of Jaesah Binti Dimen company.

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This picture shows the SSM certificate of Jaesah Binti Dimen company.

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