CASE STUDY (ENT600)
Address: Megan Ambassy, Jalan Ampang 50450
Email: enquiry@bungkusit.com.my
Contact no. : 01111448786
Fax: 03-26949600
COMPANY ANALYSIS
TECHNOLOGY ENTREPRENEURSHIP (ENT600)
CASE STUDY
FACULTY
: Faculty of Applied Sciences
PROGRAMME
: AS246- BSc. Hons Food Technology
SEMESTER
: 06
PROJECT TITLE
: CASE STUDY
STUDENT’S NAME
: NUR SYAFIQAH BINTI SUHAIMI
LECTURER
: DR MOHAMMED HARDY LOH RAHIM
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CASE STUDY (ENT600)
ACKNOWLEDGEMENT
Assalamualaikum w.b.t
Alhamdulillah praises and thanks to Allah because of His Almighty and His Utmost blessings, I
was able to finish this case study within the time duration given. I would like to take this
opportunity to express my gratitude and indebtedness to my beloved parents and siblings for their
support and love throughout this whole process.
A special thanks goes to my lecturer, Dr Mohammed Hardy Loh Rahim for giving a good
guideline for the assignment throughout numerous consultations. Thank you for all the
explanations given through the online distance learning through this Movement Control Order
period.
Last but not least, I would also like to express my gratitude to all those who have directly
and directly guided me throughout the completion of this assignment.
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CASE STUDY (ENT600)
TABLE OF CONTENT
TOPIC
PAGE
TITLE PAGE
1
ACKNOWLEDGEMENT
2
TABLE OF CONTENT
3
EXECUTIVE SUMMARY
4
1. INTRODUCTION
1.1 Background of Study
5
1.2 Problem Statement
5
1.3 Purpose of Study
6
2. COMPANY INFORMATION
2.1 Background
7
2.2 Organizational Structure
8
2.3 Products / Services
8
2.4 Technology
9
2.5 Business, marketing, operational strategy
9
2.6 Financial achievements
10
3. COMPANY ANALYSIS
3.1 SWOT Analysis
11
4. FINDINGS & DISCUSSION
12
5. CONCLUSION
12
6. RECOMMENDATION AND IMPROVEMENT
13
7. REFERENCES
14
8. APPENDICES
14-16
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CASE STUDY (ENT600)
EXECUTIVE SUMMARY
This is an endeavor to know how the theories can be applied to useful circumstance. As a
degree students in UiTM Shah Alam, it is a necessity of study for everybody to experience a case
study project. Along these lines, for this reason, I got the chance to do a research on an organization
which offer types of assistance conveyance to the customers which is Bungkusit Company, right
now situated in Megan Ambassy Jalan Ampang. General information of the organization has been
gathered where all information are assembled through the essential and optional source also. Goal
of the project is to deal with the background, organizational structure and services that Bungkusit
gives.
Next, I am learning about the item that the organization give and other supporting services
so as to keep up the stability of the company, just as business, marketing and its operational
strategy utilized by the company to advance their delivery services which I discovered very
fascinating.
Ultimately, I have done some exploration about the company financial achievement in
regards to how they deal with their budgetary just as accomplishments gain from the money related
management. Goals demonstrate what a business unit needs to accomplish. Strategy is an action
plan for getting the goals. Each business must plan a strategy for accomplishing its goals,
comprising of a marketing strategy, and an effective management. For this case study, I have
investigated the strength, weaknesses, opportunities, and threats of this company in genuine
business world by utilizing SWOT analysis.
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CASE STUDY (ENT600)
1.0 INTRODUCTION
1.1
Background of the study
In order to find a suitable topic for a case study, I figured that it would be most useful to
study a company that have significant effect and potential to be improvised at the same
time provide better solution for consumers during this movement control order (MCO) due
to pandemic disease of Coronavirus-19 (COVID-19). During this period, people must do
social distancing regardless any places they are. Such that, they face difficulties in order to
buy groceries especially when they are only given permission for only one single person
to go out. It is also coincides with the fasting month where the bazaar Ramadhan cannot
Therefore, I could get an insight from another viewpoint of how they find solutions and
potential services as to develop their company.
1.2
Problem statement
The problem of this company doesn’t lie within its market saturation but rather of its
adaption to the customers’ needs. The general concept of delivery services is mostly the
same no matter if we look at delivery company or any other competitors that promote
similar services. The basic services usually can be differentiate between the delivery
qualities and how fast the delivery services take which much more depending on the
number of riders that they have rather than a new system or technology being used.
This study was focused on how the company manage to survive and show despite
the many competitors within Klang Valley area and how did they provide deviation in their
services in order to get more attention from their targeted customer group.
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CASE STUDY (ENT600)
1.3
Purpose of the study
The purpose of the case study is to fully get access to the details of the main and supporting
services that the company provide to detect possible flaws regarding aspects that can be
picked up to come up with the best implementation of system and innovations that can be
added to the given problem. At the completion of this study the goal is to have evaluate
the strength, weaknesses, opportunities, and threats by SWOT analysis. The case study
therefore is supposed to regard this matter from each and every direction to provide all the
needed information for a fitting business plan.
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CASE STUDY (ENT600)
2.0 COMPANY INFORMATION
2.1
Background
Address: Megan Ambassy, Jalan Ampang 50450
Email: enquiry@bungkusit.com.my
Contact no. : 01111448786
Fax: 03-26949600
Figure 1: Company Logo
Company’s Name
HRZ Creations 53 Sdn Bhd
Address
Megan Ambassy, Jalan Ampang 55000
Company’s Registered
Number
1306039-A
Provide various services including but not limited to running
Business Action
errands and tasks
Company’s Owner
Tim Mz
Business HP Number
01111448786
Date
of
Starting
Business
Operation Hours
03/12/2018
Monday – Sunday (24 hours)
General Information
Table 1: Company Information
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CASE STUDY (ENT600)
2.2
Organizational structure
Founder
Tim Mz
Administration
Manager
Marketing
Manager
Customer services
S.advisor
Financial
Manager
Operational
Manager
Cashier
Technician
Bungkusit Champion
Advocates
Trainee
Figure 2: Organizational Chart
This is the current organization chart that prepared by the owner of the company. It shown
that the owner was the top management that have assisted by every department manager.
The owner just have to supervise the department.
2.3
Products/Services

Food Delivery – Any food orders from listed restaurants and unlisted restaurants in
the apps as long as the customers knows the address.

Parcel delivery – Delivery of document or any online products to and from post
office

Medicine , Hardware, Gift ,Dry groceries
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CASE STUDY (ENT600)
2.4
Technology
Bungkusit application was owned and operated by HRZ Creations 53 Sdn Bhd together
with the official website located at ‘www.bungkusit.com.my’. According to the application
interface, the company provides various services including but not limitedto running
errands and tasks for example; delivering parcel, purchasing food from a restaurant or any
street shop and delivering them to the customer’s desired location and bringing parcels to
and from a post office.
2.5
Business, marketing, operational strategy
Bungkusit business slogan is “Your Demands, Our Priority.” Thus, this company always
prioritize the customers by fulfilling their demands. Recently, there were a lot of delivery
services company has set up near their perimeter hence why the slogan was applied, and
they have a unique characteristic in their application where the customers have freedom to
order from anywhere within the area because they are not limited to only those they are
collaborated with which that other competitors does not have.
Bungkusit make use of the networking opportunities that they have with the artist
figure like Siti Nurhaliza, Tya Adnan, Nur Fazura and Nad Zainal to act as one of their
marketing strategy. The other marketing strategy they use was social network like
Instagram and Facebook to blast about their product and services.
Bungkusit operational hours are 24hours every day providing delivery services to
their coverage area around Selangor especially Klang Valley, Ampang.
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CASE STUDY (ENT600)
2.6
Financial achievements
The business started late around 2018 and become more stable around the year
of 2019.
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CASE STUDY (ENT600)
3.0 COMPANY ANALYSIS
SWOT ANALYSIS
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CASE STUDY (ENT600)
4.0
FINDINGS AND DISCUSSIONS
4.1
Bungkusit Apps
The apps has a nice interface that enables the user to use it very easy. User just need to
install the apps and then entering the address of pick up and drop off. The next step
followed by choosing the favourite restaurant. It is also one of the most trusted postal
service. As the customer need something, Bungkusit will get it. However, in all apps there
will be some bad reviews that left some bad reputation and people will not interested to
install the apps.
4.2
Marketing strategy
The company utilize less on social media to advertise the company service where it could
be the best marketing strategy for the company especially to target student. This is because
the lack of staff number and scope of skill who could design and share the advertisement
to a wide range of online platform. Hiring a new staff who could manage the company
marketing strategy is highly advisable in order that the company could ensure that their
services could reach the targeted customer group.
4.3
Vision and Mission
Although the company had only been established in 1 year period, they had attract a lot of
customer and become one of the most popular delivery service company among artist
community. This is because the strategic location and the owner strong connection to the
artist customer group. Developing a clear vision and mission statement is very important
so that the company could provide a clear sense of direction and define fundamental
principles which had form the company popularity at the first place.
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CASE STUDY (ENT600)
5.0 CONCLUSION
In the end, I observed that this project is useful and has taught me to gain knowledge and reviews
in conducting a business in real existence. I am so thankful that I could run do a research regardless
during this MCO.I have also analyze that any company need to have main objective to keep
moving forward. Strategic control is the maximum vital which can assist to lead an entrepreneur
to expand their business widely. It is likewise act as a gear or guideline for new entrepreneur like
us to go into the enterprise industry.
Next, after reading the agency primarily based on internal and external factors, I recognized how
to overcome any problems that rose up and the movement ought to be taken to avoid failure in
business. All this strategies can be carried out to construct any commercial company in the future.
It is likewise assist in reducing the risk in an effort to have an effect on to the organization. As an
entrepreneur, I need to analyses the strengths, weaknesses, opportunities and threats to create a
great achievement in business.
6.0 RECOMMENDATION AND IMPROVEMENT
On current situation, Bungkusit has less rider thus the delivery time may be longer and customer
may not able to wait for too long. Therefore, this company may promote and provide more
commissions to attract many B40 people who may be jobless any not enough money to be as the
permanent riders.They can also find the person who are expert in app developing to improvise the
app thus more people will know the existence of Bungkusit.
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CASE STUDY (ENT600)
7.0 REFERENCES
1. https://www.google.com/amp/s/vulcanpost.com/630135/bungkusit-malaysia-deliveryservice/amp/
2. https://searchcio.techtarget.com/definition/SWOT-analysis-strengths-weaknessesopportunities-and-threats-analysis
3. https;//www.crunhbase.com/orgainzatio/bungkusit
8.0 APPENDICES
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CASE STUDY (ENT600)
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