DIPLOMA IN QUANTITY SURVEYING

FACULTY OF ARCHITECTURE, PLANNING AND SURVEYING

FUNDAMENTALS OF ENTREPRENEURSHIP (ENT300)

ASSIGNMENT 1: CASE STUDY (INDIVIDUAL)

SITI KHADIJAH APPAREL SDN BHD

PREPARED BY:

NUR RIZATY BINTI RUSLEE (2018643178)

GROUP:

AP114 4C

PREPARED FOR:

MISS SHARIFAH NURKHATHIJAH BINTI WAN AHMAD

DATE OF SUBMISSION:

24/04/2020
 TABLE OF CONTENTS

NO. ITEMS PAGES

i. EXECUTIVE SUMMARY 3

ii. BUSINESS DESCRIPTION 4-7

iii. ENTREPRENEURAL CHARACTERISTICS : 8

PASSION

iv. ENTREPRENEURAL CHARACTERISTICS : 9

MOTIVATION

v. CONCLUSION 10

vi. APPENDICES 11

vii. REFERENCES 12

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3. EXECUTIVE SUMMARY

In this document will show the case study about Siti Khadijah Apparel (SKA) Sdn Bhd
clothing business located in Suria KLCC, Kuala Lumpur City Centre self-employed by
Mrs. Hajah Padzilah Enda Sulaiman. This business started when entrepreneurs began
to search out that the majority “telekung” users could not find comfortable clothing and
would always make changes to form it fit and proper. During the case study, what I
gained was the strength of product material where this Siti Khadijah could be a
Malaysian-made product, the item also sold is unisex, and at the identical time offers
online shopping. Success up to now has been that the business that has been within
the market since 2009 has grown steadily with over 30 outlets across Malaysia and two
branches di Jakarta dan Bandung. Mrs. Hajah Padzilah big achievement was when she
awarded a Women Entrepreneur Award 2016, Anugerah Usahawan Wanita E50 2017,
Anugerah Perdana dan Anugerah Pemasaran Digital by SME Corp and more. SKA has
created a brand that distinguishes herself as a maker of prayer clothing (telekung) that
puts quality and luxury through innovative face design and quality materials. Be pleased
with not only her passion for the business world but also her passion for research,
development and innovation for her design products keep with the style world. She also
a person that can solve problem and work hard to achieve what she want.This case
study provides a platform for the opposite entrepreneurs to develop their potential by
adapting the entrepreneurial competencies which proven success supported the
findings.

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4. Business Description

4.1 Background of the entrepreneur and company

Mrs. Hajah Padzilah started her business selling women's prayer clothing (telekung)
under the brand Siti Khadijah. It all started with the issues she faced when she found it
difficult to search out a comfortable ”telekung”. Therefore, taking this as a chance, Mrs.
Hajah Fadzilah created the SKA brand to differentiate herself as a prayer dress maker
who puts quality and luxury through innovative face design and quality materials.

Now, in its eleventh year of operation, SKA has introduced several face designs to
telecommunications networks to fulfil the requirements of its customers. SKA strives to
preserve the history and values of the telecommunications heritage by adapting the old
and new features through the look and use of prime quality spinning cotton and
polyester mixed with spandex, carefully stitched along with beautiful buttons and
therefore the result’s really comfortable material, practical and exquisite.

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4.2 Product and services

SKA also produces a range of women's clothing targeted at the comfort of pilgrims
performing Umrah and Haji. Siti Khadijah has been within the market since 2009 and
has now grown to quite 30 branches throughout Malaysia including two outlets in
Jakarta and Bandung. The most aim of the SKA's founders is to move forward globally
by leading the telecommunications and the variety within the modest women's clothing
industry through aggressive branding and merchandise innovation. Clothing Siti
Khadijah (ACS) provides another product than veil since 2009. This can be the list of
products provided by Siti Khadijah including “baju kurung”, “baju melayu”, “jubah”,
“abaya”, bag, shoes, socks, hijab and other accessories.

For Siti Khadijah Apparel (SKA), what is available is Siti Khadijah Dress (SKA) using
one amongst the business models that is business and franchise manufacturer.
Franchises are often defined as methods of distributing products or services. A
minimum of two levels of individuals are involved within the franchise system: (1) the
franchisor, which establishes trademarks or trade names and business systems; and (2)
the franchisee, who pays royalties and is usually the initial fee for the correct to conduct
business under the franchise name and system. Technically, a contract that binds both
parties may be "franchise," but the term is usually to mean the real business of which
the franchise operates. Whereas, a manufacturer could be a registered person or
company that manufactures products made up of raw materials in an effort to form a
profit. The products are then distributed to wholesalers and retailers who are then sold
to customers. Retailers display their products through brick and mortar stores or on 3rd
party e-commerce platforms. Within manufacturing industry, products are manufactured
in large numbers to satisfy the inevitable demand of consumers.

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4.3 Marketing and Operation of Business

Siti Khadijah (SKA) clothing creates a movement strategy. Building a brand with one
typical product are often difficult because other competitors may have similar features
and cheaper ones but Siti Khadijah Apparel (SKA) has developed some very advanced
and splendid products for unisex users and positively has created other products
besides “telekung”. Although there are now many brands competing for the identical
product, Siti Khadijah Apparel (SKA) is often coming in and therefore the company may
have distinguished itself from competitors with their prime quality products. There are
several marketing strategies that Siti Khadijah Apparel (SKA) is adapting to now.

The first involves paid media advertising. Paid advertising is that the reasonably
advertising we have to get. Marketers pay ad space owners in exchange for the
utilization of that space. For larger businesses like Siti Khadijah Apparel (SKA) exposing
the brand could expand their business to a bigger scope. By using this strategy, they
are make it one among the foremost successful brands within the business.

The second is digital marketing. Successfully embracing the “Anugerah Pemasaran

Digital” in 2007 may be a sign that SKA is capable of delivering an efficient online
shopping experience for its customers. Their products are now available not only from
their website, but also on popular online shopping platforms like Lazada and Go Shop.
Through this online service, SKA has been ready to increase sales to the international
market across Indonesia, Singapore and Brunei.

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4.5 Achievement (Financial)

Figure 1: Company Performance (2018), sources from website EMIS

Figure 2: Financial Data (2018), sources from website EMIS

The financial statements for Siti Khadijah (SKA) did not elaborate. However, it has been
noted that recent financial highlights showed a net increase in sales of 33.07% in 2017.
There was 23.19% growth in Siti Khadijah Apparel Sdn. Total assets over the identical
period. Profits margin Siti Khadijah Apparel Sdn. Bhd. Up 2.37% in 2017.

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5. Entrepreneurial Characteristics

5.1 Passion

Referring to Mrs. Hajah Padzilah, she has shown that her passion for research,
development and innovation for her design products has been a promising result. Truly
people say, there is nothing impossible for someone with the passion and passion to
succeed. When she was in middle school, Mrs. Padzillah is very likely to sew. Despite
not taking home the science stream, her desire to sew and produce something from her
own hand sewing was so high. To meet the demands of his eight-year-old nephew, she
managed to produce a neat, well-made maxi skirt, without the use of a sewing machine.
With interest and talent, she did not want to show off his skills. Although often
confronted with the artificiality of his goods, he says that it is a success when others
imitate him because they give him valuable value.

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5.2 Motivation

Not only that, Mrs. Hajah Padzilah has also proven that she is capable of finding
solutions to problems. For example, when he acknowledged that it was difficult to find a
comfortable “telekung” and to follow her taste, in the end, she had them on their own.
She was also able to solve his family's poverty problems. She is the youngest of 13
siblings. Born in Old Town, Sungkai, Perak, a village located far inland. Her mother died
when she gave birth. Life in the village was so depressing, there was no water and
electricity, no perfect tar road that made her want to get out of the shackles of recession
and poverty. The difficult life in the village led him to work hard to finish his education up
to Form Five and eventually open his own home-based business. What can be
concluded is that when she encountered a dead end, she did not give up and sat still
and sought a solution to the problem he was facing.

At first it was made of 200 sheets and it was difficult to sell. She used to knock on the
door to sell a “telekung”. Out of nothing, she now sells over 2000 pieces a day and, in
the beginning, produces a “telekung”, she now produces women's and men's clothing,
personal care products, until the opening of the Srikandi College of Art. Even more
motivating is that of her children who are still in school, now almost all six of her children
are co-leading the Siti Khadijah empire.

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6. Conclusion

In conclusion, indeed Mr.s Padzilah is a hardworking woman. Despite facing many trials
and challenges, she persevered through it. To be an entrepreneur is not easy, the risk is
one of the biggest obstacles for society to enter the business world. Even in the face of
danger, many have stopped half way and some have not given up. Many of us prefer
comfortable zones without having to worry about loss. So it's no wonder our society is
more interested in being a public servant or an employee than an entrepreneur. It has
been proven that not everyone has the soul of an entrepreneur.

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7. Appendices

Mrs. Hajah Padzilah

Telekung Siti Khadijah
and husband

1st branches located at KLCC Information about

Srikandi College of Art

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8. References

INTERNET

- https://www.google.com/amp/s/tzkrh.com/9-rahsia-kejayaan-pengasas-
perniagaan-siti-khadijah/amp/

- https://www.emis.com/php/company-
profile/MY/Siti_Khadijah_Apparel_Sdn_Bhd_en_4211621.html

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