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Case Study Business

Fundamentals of Entrepreneurship (Universiti Teknologi MARA)

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FACULTY OF APPLIED SCIENCE

DIPLOMA IN SCIENCE (AS120)

FUNDAMENTAL OF ENTREPRENEURSHIP (ENT300)

INDIVIDUAL CASE STUDY

ENTREPRENEUR NAME:
CIK SYAFINAS SURAYA SHAHRIR
(KEREPEK IMPIAN)

PREPARED BY:
NURSYAZANA AMIRA BT MOHD AZARI (20018653098)
A4AS1205_H

PREPARED FOR:
MADAM HAJAH KURSIMAH HAJI HARUN

SUBMISSION DATE:
3/11/2020

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TABLE OF CONTENT
1.0 EXECUTIVE SUMMARY 2
2.0 INTRODUCTION 2
2.1 Entrepreneur 2
2.2 Business 3
3.0 PERSONAL ENTREPRENEURIAL COMPETENCIES 5
4.0 SWOT ANALYSIS 6
5.0 CONCLUSION 7

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1.0 EXECUTIVE SUMMARY

Kerepek Impian owned by Cik Syafinas Suraya Shahrir is located in Presint 16, Wilayah
Persekutuan Putrajaya. She has been selling her product for the past 2 years. Her shop offered many
variations of traditional and modern snacks such as kerepek ubi and kerepek pisang. Kerepek Impian
is the first shop that sells various chips in Wilayah Persekutuan Putrajaya. Her business is categorized
as food industry. Kerepek impian is established back in 2018. Kerepek Impian targeting consumers
is people of various generation mainly aged people that like to eat chips as their snacks. The product
that Kerepek Impian sells are suitable for any range of age or gender. The mission for this business
is to provide various kind of snacks to the community so people can enjoy it with their family, friends
and their company. Meanwhile, their vision is to be a market leading food company (snack) with a
global reach. A lot of things were planned for her business and have been waiting the right time and
opportunity to make it exists.

2.0 INTRODUCTION

2.1 Entrepreneur

Cik Syafinas Suraya Shahrir is a graduate from Kolej Vokasional Sepang, Selangor in
Diploma of Culinary. She is the youngest among her siblings. She was born in Terengganu. At the
end of this year she will be 20 years old. She is currently living in Wilayah Persekutuan Putrajaya
with her parents. She is unmarried and single. She is an entrepreneur and also a businesswoman. She
operates her own business and at the same time she sells someone else’s product. She opened her
business at the age of 18 after she graduated from culinary school. In her interview, she said that
success for her is based on the number of regular customers and the number of products. This means
the higher the number of the regular customer and products the success she will get. She also stated
in her interview that in order to success, there are certain formula or steps she have to follow if she
wants to be success in her business.

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2.2 Business

Kerepek Impian was founded back in 2018 after the owner graduated from culinary school
and have been operated for 2 years. Kerepek Impian was located in the wet market Presint 16,
Wilayah Persekutuan Putrajaya. Kerepek Impian was the first of its kind to be opened in Wilayah
Persekutuan Putrajaya. The name itself is created to target old people because people that already
aged tend to remember easy name. Kerepek Impian contains various of chips, from the older to the
new type of chips. The first product that had been release is traditional pisang chip. Then, the product
started to increased gradually. After the launch of the first product, the sales increase significantly
that the owner decided to add on more product to her brand. This time the owner planned to add more
modern product such as lip gloss to attract young audience to her business based on the interview that
we had. She added more in her interview that most of the month she reached her targeted sales. In her
interview, she said the first month of opening, she reached and exceed her targeted sales. She also
said the stocks finished in the first month. Because of this situation she prepared multiple of supplier
to prevent this from happening.

(VIDEO INTERVIEW BETWEEN ME AND CIK SYAFINAS)

https://drive.google.com/file/d/1j-Ugjg8HWQcEPzBagXon_wIrZOG8lhqP/view?usp=sharing

BUSINESS OPERATIONAL HOUR:

MONDAY-FRIDAY (8.00AM-5.00AM)
SATURDAY & SUNDAY (10.00AM-4.00AM)

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3.0 PERSONAL ENTREPRENEURIAL COMPETENCIES

1. Willing to take risk

Successful entrepreneurs know that sometimes it’s important to take risks. Playing it safe almost
never leads to success as a business owner. It’s not about taking just any risk, though.
Understanding calculated risks that are more likely to pay off is an important part of being an
entrepreneur. You’ll need to be willing to take a few risks to succeed. Not everyone is willing to
face the risk of having a business but Cik Syafinas is willing to go through it. At the age of 18,
she opened Kerepek Impian with the help of her parents and support of her friends after she
graduated from Kolej Vokasional. Despite the hardness, she managed to rent a lot in Pasar Presint
16, Wilayah Persekutuan Putrajaya. She also managed to get a loyal supplier for her business.

2. Willingness to work hard

Entrepreneurs need the ability to work shoulder to shoulder with other people. Cliched, but true.
The harder you work, the luckier you get. Cik Syafinas is a hard-working person. Every day she
will wake up at 6.00 AM and open her shop at 7.30 AM. She started her responsibility early in
the morning. First she will pack her chips into its own packaging. She has to for every single type
of chips that she sells because every chip has different packaging. Next, she arranges the chips in
their own places so it is easier for costumer to see. Furthermore, she drove to her supplier every
month just to take stocks for her business.

3. Passion in doing business

Successful entrepreneurs are passionate. They feel deeply about their product or service or
mission. Passion is what will help you find motivation when you are discouraged and it will drive
your forward. Passion is fuel for successful entrepreneurship. If you find yourself losing your
passion, that might be the clue that it’s time to move on to something else (that stokes your
passion). There are many serial entrepreneurs that create successful businesses, sell them, and
then create something else. In this case, Cik Syafinas is passionate with her business because she
doing this routine almost every day and without complain. In fact, every day she was thinking to
add on more product under her company. In her interview with me, she also planning to open
another branch of her business in Wilayah Persekutuan Putrajaya.

4. Time management.
Careful priority planning, defining milestones, execution, and iteration are all important. None of
that would lead toward progress without the right project management and time allocation
methodology that gets the work done. As for Cik Syafinas, she is able to manage her time as an

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entrepreneur, a daughter and a friend very well. But most of the time she is an entrepreneur. She
spends 6 hours or more a day managing her business and her side business. She also managed to
bake at night because she also sells pastry in her free time. If she is not baking, then she will spend
her free time to pack order and send it to currier services.

4.0 SWOT ANALYSIS

• STRENGTH
-This is the first chips shop in Wilayah Persekutuan Putrajaya
-Sells many variants of chips
-Low price on her product, making her product to be able to from all type of community.
-Low worker cost because her worker is her retired parent. So that she does not have to pay a high
amount of salary.
-Her business has good reputational relationship with locals’ especially old people.

• WEAKNESS
- Location is quite unknown unless people go to the place
-Packaging is quite outdated
-She is busy thus making less focused on her business with other things such as her part-time work
and also her side business.
-She also stated that one of the weakness is her supplier and her stocks because her supplier is quite
far. In this pandemic it is hard for her to travelled back and forth to another states. Also, the stocks
sometimes are quite limited because of the ingredient is hard to find and only grow in a season such
as ‘Sukun’ that can only be found in the wet market and it is categorized as traditional vegetables
since it cannot be found in the modern supermarkets.
-Lack of reputation. Her business hasn’t established as a snack’s provider yet there in her location.

• OPPORTUNITY
-She saw an opportunity when she has enough modal to invest in her shop.
-She also saw an opportunity when there is an ad that say lot to rent, which is her shop right now.
-If she has the opportunity, she would like to add more branches for her business.
-She also would like to add more product that is not snacks such as make-up and skincare products.
-She also would like to change her packaging for her product with a high-end bottling and labelling.
-Apart from that she also would like implement a loyalty card to their loyal customer so it will give
benefits and advantages to the customers.

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• THREATS
-Pandemic COVID-19 is making government to restrict shop that open. So, a lot of people cannot
buy their needs. Of course, for safety, Cik Syafinas limit her working time and shop open time.
-Financial risk is one of the threats because Cik Syafinas is not graduated from accounting program
so handling money is a bit tough for her. If she wrongly calculates her sale, this will lead to a loss.
-It would be a threat if there is another chip online or offline seller in her location that sell almost the
same product with her.
-It would be a huge threat if the economic sector is not improving and keeps on increasing the prices
of a certain stuff which include the ingredient that might be use in her product.
-E-commerce barrier also can be a threat because her business mainly focused on offline marketing.

5.0 CONCLUSION
To sum up all of this case study, Kerepek Impian is a very unique business. Cik Syafinas’s
business can go a lot further with the right timing and opportunity. If the weakness can be improvised
and overcome, it is possible for this business to be in a top of its game. To be successful in sustainable
business practices often requires entrepreneurship and innovation. This case study provides an
overview of entrepreneurship and innovation as it relates to sustainable business. The discussion is
most relevant to sustainable businesses focused on offering new products in response to societal
concerns. The importance of entrepreneurship and innovation also applies to companies that change
how they produce products and services. The latter companies can use innovative practices and
entrepreneurship to establish their brand name and to be market leaders in doing things that create
shared value for society and their companies and also, over time, contribute to changes in practices
in their industry.

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