CASE STUDY: COMPANY ANALYSIS Kambiang Aznor
PRINCIPLES OF ENTREPRENUERSHIP (ENT530): CASE STUDY
FACULTY & PROGRAMME: FACULTY OF BUSINESS MANAGEMENT & BA247 SEMESTER : 3
PROJECT TITLE :
NAME : MUHAMMAD AZRI BIN AZMI (2020960095) MUHAMMAD AIZAT BIN YUSRI (2020988271)
MUHAMMAD HAZRIL AQIM BIN HAZEMAN(2020987877)
MUHAMMAD ZIKRI BIN ZAKARIA (2020968263) LECTURER : DR. NOR ZAWANI MAMAT IBRAHIM
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Acknowledgement
Alhamdulillah. Many gratitude to Allah SWT for providing us with the opportunity to complete our task. This project was created for Dr. Zawani, a course instructor at UiTM Puncak Alam who teaches Principles of Entrepreneurship.
We required the help and guidance of a few respected individuals in order to complete our job, and we owe them our deepest gratitude. We'd like to express our gratitude to Dr. Nor Zawani binti Mamat @ Ibrahim of UiTM Puncak Alam for providing us with a better task guideline throughout different sessions. We'd also want to express our gratitude to everyone who has helped us with this project, whether directly or indirectly.
Our deepest gratitude to our friends, family, and others for their involvement, comfort, ideas, and kind assistance in completing the report from beginning to conclusion. Thank you also to all of my friends and everyone else who has helped us out by supporting our effort and assisting us over the course of this job.
Executive Summary
Kambiang Aznor is a marinated lamb dish that was launched in January of this year. The location is Selayang Indah. Kambiang Aznor focuses on the quality of lamb for lamb fans, with the aim of introducing cheap and tasty marinated lamb in the hopes that this cuisine may still be enjoyed despite today's busy lives. Based on their menu and price, they are undoubtedly successful in delivering Gombak's most inexpensive marinated lamb. As a result, a single container of marinated lamb only costs RM35 for 600 grammes. Kambiang Aznor is a must- have product for your cravings, thanks to its low price and powerful flavour.
TABLE OF CONTENT
PAGE
TITLE PAGE i
ACKNOWLEDGEMENT ii
TABLE OF CONTENT iii
LIST OF FIGURES iv
LIST OF TABLES v
EXECUTIVE SUMMARY vi
1. INTRODUCTION
1.1 Background Of the Study
Entrepreneurship Principles (ENT530) is an elective subject that all UiTM students who continue their studies at the Bachelor level must take. Entrepreneurship education, for the sake of this research, refers to a structured curriculum designed to educate students with the entrepreneurial knowledge and skills necessary to comprehend consumer insights, market requirements, and company possibilities. It includes abilities in networking, idea generation, creating and executing a business strategy, managing a company, and assessing the internal and external business environment. This course is for students interested in starting a company, purchasing an existing one, or working in start-ups or corporate venture firms. This course emphasises "learning by doing" and incorporates the fundamentals of the entrepreneurial process such as value generation, opportunity identification, innovation, and mobilising people and resources. Students will perform case studies on any business or organisation in this course.
Students are expected to conduct interviews with any business or corporation in order to ascertain various issues that the business or organisation faces. As a result, students will analyse the issue and devise a strategy for resolving it. By completing this case study, students will get insight into how a corporation or organisation should function and operate. In this instance, we're doing a case study of Kambiang Aznor, a small company that offers clients with food and services. We're going to gather information on the difficulties they're experiencing.
Entrepreneurship education helps students and learners from a variety of social and economic backgrounds because it enables them to develop unique talents and think creatively.
Additionally, it fosters opportunity, builds confidence, promotes social fairness, and boosts the economy. Additionally, entrepreneurial education equips aspiring entrepreneurs with the skills and information necessary to generate business concepts and launch their own businesses. And this involves assisting students in developing fundamental business skills such as finance, sales, marketing, management, and accounting, as well as more broad-based abilities such as flexibility, effective communication, and confidence.
1.2 Purpose Of the Study
Case studies are a necessary component of marketing. Businesses use them to demonstrate how their product or service was effectively adopted by consumers. Rather than just discussing a product, case studies enable companies to demonstrate how their product may be utilised. Case studies begin by telling a narrative. They demonstrate the many ways in which your product or service may be utilised. Without them, you will be forced to explain what you do and why it benefits consumers. However, there are only a finite number of ways to define oneself. A case study breathes life into your product. It's a picture worth a thousand words, illustrating your work rather than just explaining it. If you're having difficulty explaining what you do, consider presenting a narrative with a case study. Additionally, case studies emphasise the customer's viewpoint. Rather of focusing only on yourself, you concentrate on how a client utilised your product. You get to explain the process of deploying your product and the outcomes from the customer's viewpoint. Numerous companies make the error of excessive self-promotion, particularly on their websites. Case studies are an excellent method to shift your emphasis away from yourself and onto the experience of one of your consumers. Future prospects will respond positively to this since they will desire to replicate the case study's outcomes. Not only do case studies highlight your consumers, they also show how your product has been effectively utilised. Prospective consumers are more interested in seeing how your product has been deployed than in hearing you speak about what it is capable of doing. Case studies show achievement in this manner. They demonstrate that you are capable of doing what you claim to be capable of, based on actual outcomes and tales, not just ideas. Case studies provide credibility to your business. They demonstrate that individuals are successfully using your goods.
2. COMPANY INFORMATION
2.1 Background
Kambiang Kambiang Aznor is a small company owned by the Encik Azhar family. It began operations in January 2018. Selayang Indah is where it is situated.
Marinated lamb is a popular dish in Malaysia. Additionally, the flesh is more difficult to get than cow's meat. The preparation procedure is straightforward; the lamb must first be marinated before being placed on the grill pan to cook. However, before to it, they marinated the lamb with a variety of spices including lamb flavour, black pepper, paprika, mixed herbs, and parsley. They come in two distinct flavours: original and spicy.
Their mission is to expose lamb fans to cheap and delectable marinated lamb in the belief that this cuisine may still be enjoyed in today's busy lives. As a single container of marinated lamb costs just RM35 for 600 grammes. With such a low price and a powerful flavour, Kambiang Aznor is a must-have for your desire.
Organizational Structure
An organisational structure establishes the direction of activities such as task distribution, coordination, and supervision in order to accomplish organisational goals. The organisational structure has an effect on how the company operates and serves as the basis for standard operating procedures and routines. It establishes which people have access to certain decision- making processes and therefore the degree to which their perspectives influence the organization's activities. Additionally, organisational structure may be thought of as the prism or viewpoint through which people see their company and its surroundings. Kambiang Aznor, on the other hand, does not have a lot of job allocation since it is a tiny company managed by a family member. Thus, one of them assists the other in purchasing goods, marinating the lamb, and delivering the meat to the clients.
2.2 Products/Services
2.3 Business, marketing, operational strategy
Business Strategy - When it comes to achieving certain business objectives, company strategy may be described as a course of action or a set of decisions made by entrepreneurs. In reality, it is nothing more than a master plan that is carried out by the management of a firm or small business in order to maintain or improve its competitive position in the market, conduct commercial operations, please customers, and achieve the company's goals. a set of competitive actions and activities that a firm uses in order to attract customers, compete successfully, enhance performance, and achieve organisational goals. Business strategy describes how a company should behave itself in order to achieve objectives, identify and react to potential hazards, make the most of existing resources and strengths, and combat weaknesses. Several business strategies have been used by Kambiang Aznor in order to guarantee the smooth functioning of their firm.
• Identify the target market.
Customer demographics include children of all ages, teenagers, and adults ranging in age from ten to fifty years. Kambiang Aznor also caters to consumers of all ages. This is due to the fact that they are well aware of the high demand for their products. As a result, in order to boost sales, this firm will seek for the most qualified customers who are both in demand and a suitable fit for their products or services.
• Branding and online presence
Kambiang Aznor has their own "Brand" that was inspired by the business's founder. This demonstrates that this company had a distinct image and trademark that other businesses lacked. Additionally, this company exposed their brand through social media to ensure that potential clients are aware of their presence.
• Privacy policy
They did not neglect to include their company policies in order to safeguard their
operations and those of their consumers. Policies such as gathered information, Kambiang Aznor collects feedback from consumers who willingly provide it.
Marketing Strategy - Marketing strategy is a detailed plan developed specifically for Kambiang Aznor in order to accomplish their marketing goals via the usage of the Four P's:
• Goods. In Kambiang Aznor, the first of the 4Ps of marketing is the product itself.
They utilise fresh ingredients, such as lamb. They purchased the fresh lamb from one of the nearby markets. They marinate the lamb in a marinade made of black pepper, spicy sauce, chilli sauce, paprika, and lamb spice. Following that, they add a mixture of herbs, basil, thyme, and parsley as a topping for the lamb. This market strategy is critical for Kambiang Aznor because they must first understand precisely what their product is and what makes it distinctive in order to effectively sell it.
• Price
Kambiang Aznor began setting their prices at a reasonable level that all consumers could pay. Their pricing decisions will be influenced by their profit margins, supply and demand, and marketing strategy. They offer their goods by weight, with 600g going for RM35.
• Promotion
The purpose of Kambiang Aznor's promotion was to communicate pertinent product information to customers and to distinguish a certain product. They promote themselves by using social media applications (Facebook and Instagram). Each contact point must be backed up by its own business in order for them to work together to increase client acquisition and meet sales targets.
• Place
Kambiang Aznor never forgets that marketing is about positioning the right product at the right price, in the right location, and at the right time. Therefore, it is essential for them to determine the optimal places for converting prospective customers into real (regular) customers. As a result, Kambiang Aznor broadens their marketing tactics by locating their goods in Bandar Baru Selayang's Ibtisam Mart. The shop's location is advantageous for their company since the likelihood of attracting clients is higher.
Location Strategy
Address: NO 7, JALAN 2/14 DATARAN TEMPLER Bandar Baru Selayang, 68100 Batu Caves, Selangor.
Hour: 9am-6pm Phone: 603-61388042
Operational Strategy Output Process 1) Input
• The owner will buy the ingredients of the product at the nearby store.
• The owner will prepare the ingredients before starting to marinate the products.
2) The Transformation Process
• Customers will go to Ibtisam Mart to buy the product.
• Customers will contact Kambiang Aznor’s social media to purchase the product.
3) Output
• Customer will make a payment at the counter of Ibtisam Mart.
• The owner will deliver the product to the customer according to their address.
• Customer will make a payment of cash on delivery once the seller deliver the product.
Operational strategy is really important for Kambiang Aznor as they have to make sure that the process of their business is running smoothly.
Quality and Cleanliness
Kambiang Aznor places a premium on the quality of the product it sells to consumers,
ensuring that the product is both clean and legal. Additionally, a halal certificate from JAKIM is acquired to verify that the materials used are halal, allowing Muslim consumers to have greater confidence in the goods produced by this company.
Premis Layout
This business design is a product design in which the sequence of production of a product is organised in all manufacturing inputs, such as labour, materials and equipment. The
manufacturing of the product is thus methodical and the production amount is medium.
Production Strategy
Every day, Kambiang Aznor opens their order. They will manufacture additional goods owing to the increased demand during the school holidays. This is because throughout the season the consumers prefer to purchase more than 1 container of their goods.
2.4 Financial achievements
Year Capital Gross Profit Net profit
2018 RM10,800 RM12,600 RM1,800
2019 RM14,400 RM21,000 RM6,600
2020 RM12,000 RM25,200 RM10,800
2021 (so far) RM5,500 RM8,750 RM3,250
3. COMPANY ANALYSIS
Strength: They face few competitors due to the region's scarcity of kambing perap merchants.
The owner may earn a substantial profit from selling kambing perap. Following that, a cheap price is offered since the proprietor gets goods from a low-cost, dependable supplier and there are no competitors. They may continue to generate revenue by selling low-cost products. He has been learning how to run a company since he was twenty years old. He learnt about kambing perap and how to "spread" it in a coffee shop. As a consequence, he has considerable experience in the preparation of the kambing perap recipe. The company offers a variety of kambing perap in various kilogrammes and component counts.
Weakness: Due of the difficulty of preparing gravy, the company only provides a few varieties only. The shop's next shortcoming is a lack of a marketing strategy. This is owing to its rural location. The proprietor felt the advertising was superfluous. Apart from that, the company is chronically understaffed. This is because the owner only operates the company during certain hours. As a consequence, the owner employs just two employees, one of whom is himself.
Another issue was the shop's slow service. When a company receives a big number of customers, the service gets more slow.
Opportunity: The shop has the potential to expand further by hiring more workers to enhance service speed. Following that, the proprietor will have no difficulty finding a supplier, since the components for the kambing perap recipe are readily available in any store. Apart from that, the business is popular among residents due to the scarcity of kambing perap stores in Bandar Baru Selayang. By providing a delivery service, you may increase your sales. The owner was keen to create a fresh kambing perap recipe that would enhance its delectability.
Threat: Threat: Increasing material prices may jeopardise the company. Due to the present economic climate, the component's price has risen. When a company receives a high volume of clients, it does not have enough seats to serve them. It diminishes the shop's appeal. Currency changes may also be a complication, since they influence ingredient price. Additionally, the financial position is precarious due to the absence of a financial manager. By employing a financial manager, the business may improve its efficiency and dependability. Finally, the quantity of consumers will drop over the holidays. This is because many people will be going home for a few days. As a consequence, goods sales will suffer.
4. FINDINGS AND DISCUSSION
Major problems faced by Kambiang Aznor
❖ Lack of marketing strategies because of they was located in the countryside, so believe that big marketing event or campaign does not required.
❖ Shortage of employees in the company which that only have 2 workers including the owner itself. It is because they only operates in certain time.
❖ The service provided to the customers is quite slow whenever they got many orders in a period of time.
Lack of marketing strategies:
SOLUTIONS ADVANTAGE DISADVANTAGE
Publish to area’s Facebook page, etc.
• save cost
• easy to publish anytime
• not all people in the area having social media and internet connection
Banner advertising • attracting consumer
• people easily to know our product
• cost producing banner
• must have creative idea in designing the banner
Supporting Detail:
• Journal written by: Hanafizan Hussain Imran Othman and Azman Bidin titled Facebook Marketing Strategy for Small Business in Malaysia state the efficacy of using a social network platform such as Facebook as a digital marketing strategy.
• Journal written by:L Sherman and J Deighton titled Banner advertising: Measuring effectiveness, and optimizing placement the article discusses how one firm increased banner advertising success rates by taking use of the medium's extensive data to optimize positioning.
Shortage of employees:
SOLUTIONS ADVANTAGE DISADVANTAGE
Hire more workers • easier to run business • cost to pay worker salary Hire worker with multitasking skills • Service more faster
• Save cost to hire many workers
• Need to conduct a thorough interview and the candidate meets the required criteria
Supporting detail:
• The journal written by: Susannah C. Otto, Katie R. Wahl , Christophe C. Lefort, Wyatt H. P. Frei, and Saint Mary’s College of California titled “Exploring the Impact of Multitasking In the Workplace” come out the review of research related to the topic shows that multitasking was being proven to both enhance and reduce productivity.
Service provide is slow:
SOLUTIONS ADVANTAGE DISADVANTAGE
Train existing employees • improve staff skills • training costs.
Adding more time -saving product machines
• Save time produce product
• Produce more products in a period of time
• Costly to buy machines
• Need worker with machine handling skills
Supporting detail:
• The journal written by: M Raja and A Sal titled “The impact of training and
development on employees performance and productivity” state that the Success or failure of contemporary commercial enterprises contributes to the success of their human resources. Well trained and well-developed workers are regarded as main pillar for such achievement.
5. CONCLUSION
In conclusion, Kambiang Aznor campany need to improve their business from time to time in order to make their company will be more advanced. Kambiang Aznor also need to overcome big problems that facing by their company which is lack of marketing strategies with posting their business and promotions at Facebook page or their area’s Facebook page since their business only run-in countryside area. They also can make their own business banner to attract more customer and the business is recognizable easily. After that, shortage of workers in Kambiang Aznor. They need hire more workers to improve their product quantity and service providing to the clients. Hire worker with multitasking skills also can be solutions for their shortage of worker problem. Next, their big problem is service providing is slow.
Kambiang Aznor can take an action to this problem with sent their existing workers go to the training. It can improve their skills and having creative also innovative minds. Employees who have been sent to training will improve the quality of their work indirectly able to overcome the problem of late service. This will make the customers feel satisfied and more interested in the services of the company where the demand for the product among the customers will increase.We also recommend that the company identify and address all the problems in the company from all aspects so that the company can expand its business up to the whole country and be able to survive in the industry up to the next generation.
6. REFERENCES
❖ Facebook - Meld je aan of registreer je. (2021, January 15). [Facebook]. Facebook.
https://www.facebook.com/Kambiang.AzNor/
❖ Facebook Marketing Strategy for Small Business in Malaysia. (2013, September 1).
IEEE Conference Publication | IEEE Xplore.
https://ieeexplore.ieee.org/abstract/document/6702816/metrics#metrics
❖ Sherman, L., & Deighton, J. (2001). Banner advertising: Measuring effectiveness and optimizing placement. Journal of Interactive Marketing, 15(2), 60–64.
https://doi.org/10.1002/dir.1011
❖ Exploring the Impact of Multitasking In the Workplace (1st ed.). (2012).
http://www.tecnostress.it/wp-content/uploads/2012/09/Exploring-the- Impact_JBSQ_June2012_12.pdf
❖ The Impact of Training and Development on Employees Performance and Productivity by Mohammed Raja Abdulraheem Sal :: SSRN. (n.d.). SSRN. Retrieved July 12, 2021, from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2849769
7. APPENDICES
