CASE STUDY

(ENT600)

ENT 600

TECHNOLOGY ENTREPRENEURSHIP

ASSIGNMENT 1: CASE STUDY COMPANY ANALYSIS

GEMILANG KREATIF SDN BHD

FACULTY : FACULTY OF CIVIL ENGINEERING

PREPARED FOR : DR JUDITH

GROUP : ECC2207C5

NAME STUDENT MATRIX NO.

NURAINA AQILAH BT SALEH 2018425168
NUR KRISYA ELYZA BINTI MASREE 2018674542
NURFATINA ARYSHA BT ABD HALIM 2018402548
NURUL ATIKA BINTI ROZAINI 2018425764
TENGKU NUR AISHAH BINTI T. NUBLI 2018249836
SITI NURAMIRAH BINTI ABU BAKAR 2017504677
NURUL ATIKAH BINTI SUHUT 2018441626

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ACKNOWLEDGEMENT

First and foremost, praises and thanks to Allah, the Almighty for His showers of blessing

throughout our ENT600 project assignment.

We would like to express our deep and sincere gratitude to our lecturer Dr. Judith Gisip

for giving us the opportunity to do this case study assignment and providing invaluable guidance

throughout this assignment. Dr has taught us the methodology to carry out the assignment and

write the case study report works as clearly as possible. It was great privilege and honor to work

and study under the guidance.

We are extremely grateful to our parents for their love, prayers, caring and sacrifices for

educating and preparing for our future. Last but not least, we would like to thanks our friends

and classmate that has been support, motivate and help us during perform this assignment.

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TABLE OF CONTENT

PAGE

TITLE PAGE 1

ACKNOWLEDGEMENT 2

TABLE OF CONTENT 3

LIST OF TABLES 4

EXECUTIVE SUMMARY 5

1. INTRODUCTION
1.1. Background of the Study 6
1.2. Problem Statement 7
1.3. Purpose of the Study 9

2. COMPANY INFORMATION
2.1. Background 10
2.2. Organizational Structure 11
2.3. Product/Services 12
2.4. Technology 13
2.5. Business, Marketing, Operational Strategy 13
2.6. Financial Achievement 15

3. COMPANY ANALYIS

3.1. SWOT Analysis

16

3. FINDINGS AND ANALYSIS 17

4. CONCLUSION 20

5. RECOMMENDATION AND IMPROVEMENT 21

6. REFERENCES 24

7. APPENDICES 25

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LIST OF TABLES

LIST OF TABLES PAGE

Table 1.9.1 Key Financial Highlight of Gemilang Kreatif Sdn Bhd
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Table 3.1.1 SWOT Analysis for Gemilang Kreatif
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Page

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EXECUTIVE SUMMARY

This is an attempt to know how the theories can be applied to practical situation. As a

student in UiTM Shah Alam, it is a part of study for everyone to undergo a case study project.

So, for this purpose, we got the opportunity to research a company case study which

manufactured the tiles product that we want to develop.

In the first part of the project report, general information about Gemilang Kreatif Sdn

Bhd company which provides various services within the scope of the road was collected.

Information is gathered through the primary and secondary source as well. In the second part of

the report, contains the specialized subject study. Objective of this project is innovating the

original product to becomes our product but in the better and economical product.

Goals indicate what a business unit wants to achieve. Strategy is an action plan for

getting the goals. Every business must design a strategy for achieving its goals, consisting of a

marketing strategy, and an effective management.

In this case study, we analyzed the strength, weaknesses, opportunities and threats of this

company in real business world by using SWOT analysis. Thus, from the needs and demands

from the consumers of this product, we analyzed and find a solution to overcome and to fulfil

their needs in Consumer Trend Canvas analysis, making it as our innovation to be continued in

new Product Development task.

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1. INTRODUCTION

1.1. Background of The Study

ENT 600 is an entrepreneurship subject that needs to be taken by the entire student in UITM

irrespective of their courses. It is important for the students to gain knowledge and skills in this

developed era. The case study is given as an early preparation or mindset for the students that

want to open a business.

The key element of case study is to find a product or service that has a potential to be

innovated in order to meet the customer’s needs. After conducting an interview with Gemilang

Kreatif Sdn. Bhd, student realise that they have a problem during road construction. Therefore, the

company needs to overcome the solution so that their service will be an advantage to the road user.

Road is defined as a path, course or space for traveling between places. It consists of one,

or sometimes two, roadways each with one or more lanes and any associated sidewalks and road

verges. Roads make a crucial contribution to economic growth and bring important social benefits.

They are of vital importance in order to make a nation grow and develop. In addition, providing

access to employment, social, health and education services makes a road network crucial in

fighting against poverty. Management of the road asset involves the application of engineering

financial and management practices to optimize the level of service outcome in return for the most

cost-effective financial input.

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1.2. Problem Statement

Currently, roads make a crucial contribution to economic development and growth and bring

great social benefits. They are very important to make a nation grow and develop. Roads open up

more areas and stimulate economic and social development. For those reasons, road infrastructure is

the most important of all public assets. In the meantime, the damage of pavement in Malaysia keeps

on rising, which significantly increases the maintenance work that needs to be done to reduce and

repair the defect or damage on the roadway. Maintaining road infrastructure is essential to maintain

and increase those benefits. Therefore, road construction, maintenance and rehabilitation work are a

very demanding work nowadays.

As roadwork becomes a demanding work nowadays, many works in that field will be offered

causing fierce competition between developing companies. Since there are many companies that

compete to win the project tenders and work quotations, they need to implement a solution and add-on

unique identity to make it different and stand out from any other company.

We found out that the company we have studied and researched needs to be improved in a few

aspects. The company has the problem regarding the speed and accuracy during the process of road

measuring, which they find it is a difficult, tiring and time-consuming task to measure the road for a

medium and long distance using the conventional tool. It is because the tools used are suitable and

convenient to use for short distance and small scaled work only. As their company is a developing

company, the scale of the projects they will be involved in will be increased. Employees in particular

will feel burdened by increasing the scale of employment without the use of technology to facilitate

their work. However, the company cannot afford to use the more sophisticated tools available in the

market, laser distance measuring instruments due to the initial cost that is too expensive and requires
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special skills to set up and use them. This directly burdens the company in terms of finance as well as

in aspects of the workforce involved for related jobs without the new technology available to lighten,

facilitate and expedite their work duration as well as improve the quality and accuracy of work results.

Also, the company is a bit behind in terms of the use of technology in construction for their

status of developing companies. They need a new innovation of product to increase the value of their

company as well as ease the workload of their own employees to create an interesting and easy work

experience.

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1.3. Purpose of The Study

The purpose of this case study is to gain full access to the details of the product and the

company itself in identifying possible weaknesses and assessing shortcomings from various

aspects. From the problems and flaws that have been assessed in this study, the process of analysis

and evaluation will be done by our team members to come up with the best implementation of our

innovations according to entrepreneurship technology syllabus to alleviate and overcome the

problems and shortcomings we found from this case study. Besides, predicting the problems that

will be faced as a result of this deficiency.

Thus, the goal of end product of this case study is to evaluate the broad concept of

innovation with implementation of technology and information regarding any aspect of

entrepreneurship. Other than that, the identification of the problem and solution done is based on

the SWOT principle concerning a clear, organized and detailed result. The information obtained

would result in the implementation in the blueprint that will then take place more smoothly and

organized with sufficient and detailed information. Therefore, this case study should consider

things from every direction and aspect to obtain all the necessary information in detail for an

appropriate business plan.

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2. COMPANY INFORMATION

2.1. Background

Gemilang Kreatif Sdn. Bhd is a 100% bumiputra civil and engineering contractor specializing in

infrastructure development projects. It is primarily a civil engineering (CE) and building (B)

contractor registered under G5 with CIDB. The capital used and paid for this company is

RM500,000.00. The company is based at 2916-L, Jalan Sultan Yahya Petra. 15150 Kota Bharu,

Kelantan. Gemilang Kreatif is founded by En. Amran bin Ab Shukor and was established since

26th February 2007.

This company has been involved principally in Malaysia on numerous structural and civil

engineering infrastructural projects. The company has continually delivered quality products and

services in numerous projects like ‘Pembinaan Jambatan di Pulau Melaka’, ‘Jambatan (Tali Air

Kada) di Jalan Kok Lanas-Kemubu, Kota Bharu, Kelantan’ and ‘Membina Struktur

Perlindungam Tebing serta Kerja-Kerja Berkaitan Bagi Rancangan Menstabil Tebing Sungai

Golok, Pasir Mas, Kelantan’.

The board of director is currently in the process of enhancing the company's capabilities to

make it a strong bumiputera company and able to compete well in line with current developments

in the construction industry in Malaysia. A company with big experience, qualified and

experienced staff as well as highly skilled can enhance the country's construction and industrial

sector. It suits their motto which is “Pembinaan Cemerlang Negara Gemilang”.

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Board of Director
Amran b Ab
Shukor

Project Director
Nik Armisyam b
Nik Abdullah

Contruction Project Administrative and Equipment and

Financial Divisions Machinery

Project Manager Workshop Manager

Financial Administration
Manager
Sudin b Dollah Mohd
Mohd Asmawi Hishamudin Yap
Abdul Aziz

Project Engineer
Workshop
Nik Mohd Imran Accountant Supervsior
b Nik Mohd Arif
Ros Sarini bt Fauzi b Hussin
Rajab

Site Supervisor Site Safety Officer Clerk Mechanic Driver

Mohd Hanif b Khalia Dalila bt 1. Mohd Zuhdi b Ramli
Mohd Husin Mustafa
2. Marina bt Mahmud

Operator Excavator

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2.2. Organizational Structure

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2.3. Product/Services

Gemilang Kreatif Sdn Bhd is a Malaysia firm based in Kota Bharu, Kelantan. It was first

established in 2007 with share equity of 100% belonging to Bumiputra.

The firm provides professional construction services mainly in Civil Structural and Geotechnical

engineering works. The services provided by Gemilang Kreatif Sdn Bhd ranges from construction

contractor to supplier and services for construction works. The field of engineering services cover

by this firm are road and highways, bridges, coastal works and public buildings.

• Road and highways – road pavement construction. Supply machinery to contractor for

roadworks.

• Bridges – bridge construction for roadway.

• Coastal works – cliff stabilization to minimize erosion of sloping soft rock coasts.

• Public buildings – upgrading public complex, land office.

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2.4. Technology

Technology used by Gemilang Kreatif Sdn Bhd for construction are machinery equipment. Each

machinery equipment employs different purpose for the sole reason of improving their work

quality.

 Roller – a compactor-type engineering vehicle used to compact soil, gravel, concrete or

asphalt in the construction of roads and foundations.

 Back pusher – Mainly used to clean up construction areas to dig holes in the ground to

smooth uneven ground, to make trenches, ditches and to help remove deep roots from trees.

 Bulldozer – a crawler equipped with a substantial metal plate (known as blade) used to push

large quantities of soil, sand, rubble or other such material during construction work

2.5. Business, Marketing, Operational Strategy

2.5.1 Business

Type of business of Gemilang Kreatif Sdn Bhd is construction, supply and service

contractor. The company decides to broaden up their services to construction, supply and

service contractor so that they manage to gain more customers than their competitor that

only provide one service.

2.5.2 Marketing

The company of Gemilang Kreatif Sdn Bhd using digital marketing strategy to increase the

success of the company. This marketing is useful to help the company become more well-

known between the construction companies in Malaysia.

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I. Website

Gemilang Kreatif Sdn Bhd involved in multiple business websites to share about

their company. By sharing the information about the service that the company offer

on the website, it will make the customer more comfortable to find them. From the

website, customer can gather information such as the company profile and types of

project that they already involve before offering them a project because customer

nowadays will find information about some company before they are offering job

rather than company that they do not have any information.

II. Social Media

Social media nowadays become an essential part of our daily lives. Each platform at

social media has a high potential for companies and business to meet many

customers. Gemilang Kreatif Sdn Bhd uses social media as a platform to execute

their marketing strategy such as Linkedln to promote their company and business

with useful and informative content. From the platform, customer can directly

contact with the company.

2.5.3 Operation

The operation strategy plays an important role to provide a plan for the operations function

that provide the excellent use of its resources. The methods that use by Gemilang Kreatif

Sdn Bhd to reach their objectives is involved the work quality. Quality of work is one of the

ways that use by the company to improve the operational strategy. When their quality of

work is excellent, the customer might repeat their services in the future, and at the same

times, the images of the company in the construction industry will improve. It will help to

attract other customers to get the services that offer by the company.

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2.6. Financial Achievement

This is the result of absolute data for the financial report of Gemilang Kreatif Sdn Bhd. The report

shows the annual growth percentage for the last two years in the local currency MYR for:

Table 1.9.1 Key Financial Highlight of Gemilang Kreatif Sdn Bhd

KEY FINANCIAL HIGHLIGHTS PERCENTAGE

Net sales revenue – 33.22% ▼
Total operating revenue – 33.22% ▼
Net Profit (Loss) for the Period N/A
Total assets – 15.89% ▼
Total equity – 58.08% ▼
Net Profit Margin N/A
Return on Equity (ROE) N/A

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3. COMPANY ANALYSIS

3.1. SWOT Analysis

Table 3.1.1 SWOT Analysis for Gemilang Kreatif

POSITIVE NEGATIVE
STRENGTH WEAKNESS
- The company are only known in
INTERNAL FACTORS

- Gemilang Kreatif Sdn Bhd is a

Kelantan as most of the project that
construction company. The company
have been done are in Kelantan.
have a broad experiences for 13 years
- Though the company have 13 years
in construction industry since it was
in construction industry, but they did
established in 2007. Most of projects
not have an experience in managing
that have been manage under
mass project such as housing project,
Gemilang Kreatif are cliff protection
OPPORTUNITIES stadium and shop lot.
THREAT
structure construction in Kelantan.
- Gemilang Kreatif should expanding - Project recession. Although this is
EXTERNAL FACTORS

current division or try to get involve something beyond prediction but this
and manage a bigger project to widen can be a threat to the company
their experiences in construction because there are many possible
industry to increase the workload. As factors that can cause recession.
the workload increase the - Needs to compete with other
opportunities companies for open tender.
- Keep an eye out for the developing

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4. FINDINGS AND ANALYSIS

4.1. Findings

The company Gemilang Kreatif Sdn Bhd provide many works related to rural road such as

construction of new roads, broadening of rural roads as per requirement, catering the needs by the

local community, surfacing. These are the one of the strengths of the company which is provide

various services in the road scope. However, there is weakness on the innovation technology part.

The company itself too focus on aiming their goal to be the top company who provides civil

engineering services. They are not considering to invent on the technology that used for civil

engineering services. To develop the innovation, several of creative ideas are required. Other than

that, many of techniques need to be specialized such as problem reversal, attribute list and lateral

thinking.

The company itself has experiences over 13 years in Civil Engineering services. Gemilang

Kreatif has been awarded by Kelantan State Government to upgrade and construct new rural roads

in the Kelantan specifically in the rural areas of Kelantan. Despite of all this achievement, it has

difficulties to spread the services to another state in Malaysia. There is possibility of lack of

marketing expertise for their services. As a result, the company are not known by the potential

customers from others state. Nowadays, there are existence of e-business in our community. The

company can use this platform to expertise their services regularly.

Furthermore, the common problem that the company face is delay in operation of services

due to the machinery breakdown. This is often happened because of their machines are not

updated in term of mechanical and technological capability. For an example, the workers have

issue on measuring the road using the distance measuring wheel roller. It might take some time to

complete the measurement of the road and the working progress will be slowed down due to the
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hot weather of the country.

Other than that, they have issues on finding nearby the materials of the road. The

transportation might take some time due to the distance and might delay their delivery process.

Moreover, they usually have problems with imported raw materials due to the lack of domestic

supplier that provide good materials for their services. This are the factors that can reduce the

quality of their services.

Based on the findings of our study, the company might face some problems related to

competitiveness of the product and their customer service. They have to ensure that their services

can challenge and compete with other company that provide the same services and who are well-

known in this industry. Other than that, they lack of good review and feedback from the clients

that have been used their services. They should change their customer service system.

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4.2. Analysis

There are some strategically strategies that can be used by Gemilang Kreatif Sdn Bhd to overcome

their issues. To gain the positive review from the staff and customer, they should provide good

and ambient environment of the working place. They must take care seriously on the staff welfare,

organized good activities that can maintain and strengthen the bond between staff and clients. This

is important to give good working place for staff, because in result they can comfortably develop

and learn new things in the company. Hence, can provide good services and give a good

impression towards of the company towards the clients.

For the solution of the transportation materials, they should plan carefully about the trips

due to location of supplier is far and try to eliminate unnecessary transportation as it can increase

the availability of transportation that can be used for transporting the materials. They should do

some research regarding the availability of materials nearby their area.

Next, to compete with other company, they should be able to produce different services or

special products from the existing in the market. They should improvise the techniques and

technology used in their services. Lastly, they must plan a strategic market plan to attract more

clients.

Furthermore, they must keep spare parts for future emergencies to overcome the

machinery breakdown issues. They also can implement preventative maintenance plan at least

once a year and regularly checking their machinery condition to avoid sudden breakdown.

Regarding the road meter issue, we have developed new technology named advanced control

meter. Basically, this technology is used for measuring the road meter and no manpower is

required. The workers can control the device from the far distance and the process will be done

quickly compared by using the common road meter.

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5. CONCLUSION

As mentioned before this, there are lot of improvements that Gemilang Kreatif Sdn. Bhd can done

for their company so that their company can become one of the known constructions, service and

supply contractor in the road construction industry. As there are a lot of improvement that the

company should considered, there is one important point that can help the company to improve

their business in term of technology strategy. As the company is one of many companies in the

road construction industry, they should improve the technology that can help them in their work

progress.

As a road construction company, improvement in technology of distance measuring wheel

can help them in objective to put their company in one of the promising companies. The company

can provide advanced control meter as the technology improvement from the distance measuring

wheel equipment. With the improvement of this technology, the company will be more attractive

and can attract more customer to get their service due to their braveness to introduce new

technology for road construction. Although the advanced control meter is costly compared to the

distance measuring wheel, the company should look at the positive side of this new technology.

As the company also offer supply services, they can use this opportunity to provide work service

that need to use the advanced control meter and become main supplier of this technology in the

road construction industry.

With the new technology added in the company business, it can help in improving the

company work progress and their financial. When the customer happy with the services provided

by the company, they may have recommended their company to other people. It can give positive

effect toward their images in the industry that can bring them more project in the future.

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6. RECOMMENDATION AND IMPROVEMENT

The company Gemilang Kreatif Sdn Bhd need to propose alternative approach in order to thrive the

world changing. To support the growth and development of the company, it needs a beneficial

strategy according to the customer demand. In order to achieve to the well-known company, some

innovation need to apply on their product or services. The company need to focus on how to make

the customer and the users satisfied with their services and the product and be competed with others

company that provide the same services.

The company might face some problems related to competitiveness of the product and their

customer service. Therefore, there are some significant recommendation and improvement that need

to be focus by the company in order to fulfil the customer demand. The strategy is be highlighted as

below:

6.1 Marketing strategy

The company need to improve the marketing expertise for their services in order to be well-

known by the customer either in their state or others state. The company need to know their

potential customer or target group to expertise their services and product. By doing this, the

company can short list their target group and avoid to doing unnecessary marketing. For

example, the company can use the platform of e-business to expertise their services

regularly. Generally, e-business are the field to focuses on the promoting and selling of a

company’s product or services online. The company can promote their services on website,

Facebook, Instagram or any others e-business platform. Furthermore, this era is well-known

as everything is available at your fingertips. Thus, it clearly shows that the marketing

strategies are needs to improve and it not suitable nowadays to use a traditional method.

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6.2 Working place strategy

In order to create the bonding between the company and their staff, the company should

provide the proper and efficient environment on working place to their staff of worker. The

company need to create and managing a workplace culture in order to keep the workers or

staff happy in every situation. The impact of good workplace environment can enhance the

productivity, motivation and create the positive atmosphere. Therefore, the employees or

worker can perform their job well. A good performing of the worker is very important for the

company to grow.

6.3 Technology strategy

The company need to advance their technology in order to be the same level as other well-

known company. As the company is related to the civil work and cover the road and

highway construction, hence it needs to be focus on innovation on this machinery or

services. The new technology on this field will give a beneficial opportunity to the company

to be known worldwide. As mention before, the employee has faced some issue during their

fieldwork on measuring the road by using the traditional method which is measuring wheel

roller. This kind of technology will reduce the work efficiency and increase the work

duration. Therefore, the innovation on the technology need to be introduce by develop the

new technology which named by advance control meter. This technology will reduce the

manpower and increase the quality of work. This device can be controlled by using

controller and it suitable and efficient in far distance. Hence, it will attract the client or

customer to use their services.

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6.4 Customer service strategy

In order the get the trust from the client or customer, the company should prepare or provide

outstanding customer service. The company must assess what customer or client need’s and

give their best to fulfil it. This will give the good review and feedback from the client and

they will use the company services for their next project. the good review and feedback will

attract another client to use their service. Hence, it will give a good opportunity to grow their

business or company name to worldwide.

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7. REFERENCES

Gemilang Kreatif Sdn. Bhd. Profail Gemilang Kreatif-1.pdf.

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8. APPENDICES

SURUHANJAYA SYARIKAT MALAYSIA (SSM)

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PERAKUAN PENDAFTARAN (CIDB)

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SIJIL PEROLEHAN KERJA KERAJAAN (CIDB)

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SIJIL TARAF BUMIPUTERA (SPKK)

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KEMENTERIAN KEWANGAN MALAYSIA-TB (MOF)

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