BENCHMARK
CERAMIC ENTERPISE
PRINCIPLES OF ENTREPRENEURSHIP
(ENT530): CASE STUDY
FACULTY & PROGRAMME : Bachelor of Degree (Hons) in
Fine Art
SEMESTER : 5
PROJECT TITLE : CASE STUDY COMPANY BENCHMARK CERAMIC
KRAFTANGAN TERENGGANU
CLASS : AD228 5A
GROUP MEMBERS : 1) MUHAMMAD HAFIZ BIN KAMARUL NAEM
(2020986415)
2) NONNIE
SHAFINA BINTI MOKHTAR (2020955937)
3) NOOR NABILAH
BINTI HARIS NASUTION (2020989641)
LECTURER : ABDUL HAMID ABDUL HALIM
ACKNOWLEDGEMENT
In
the name of “Allah”, the most beneficent and merciful who gave us strength and
knowledge to complete this assignment. This assignment is a part of our subject
Principles of Entrepreneur (530). This assignment has proved to be very helpful
and is a great experience for us. We would like to express our gratitude to our
subject lecturer Abdul Halim who gave us this opportunity to fulfil this
report. He gave us full support and help us in various ways. Also he guided us
in different matters regarding the assignment. He has been very kind and
patient while teaching us, we thank her for her overall support. We have taken
efforts in this project. However, it would not be possible without the help of
our parents and families. They have given us a lot of ideas and helped us in
various ways too. I would like to express our gratitude to our parents and
family for their kind cooperation and encouragement which helps us a lot in the
completion of project. Lastly we love to express our gratitude and thanks to
all of our classmates in developing the project and to the people who have
willingly helped us out with their abilities. Not to forget this assignment had
taught us so many things especially about how to venture into the world of
business and how to make ourselves move along in accordance to the
ever-changing market and environment in order for us to be a successful person
not only for the sake for us to be a successful person not only for the sake of
ourselves but also for our nation and country. May Allah bless all of us, Thank
you.
BENCHMARK CERAMIC
TABLE OF CONTENTS
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COVER PAGE |
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1 |
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ACKNOWLEDGEMENT |
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2 |
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TABLE OF CONTENTS |
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3-4 |
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LIST OF FIGURES |
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5 |
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LIST OF TABLES |
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5 |
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EXECUTIVE SUMMARY |
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6 |
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1 |
INTRODUCTION |
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7-9 |
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1.1 |
Background of the study |
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7 |
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1.2 |
Problem Statement |
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8 |
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1.3 |
Purpose Of The Study |
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9 |
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2 |
COMPANY
INFORMATION |
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10 |
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2.1 |
Background |
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11 |
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2.2 |
Oranizational Structure |
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11 |
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2.3 |
Product and Service |
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12 |
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2.4 |
Business, marketing, operational strategy |
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13-15 |
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2.5 |
Financial achievements |
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15 |
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3 |
COMPANY
ANAYLSIS |
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16-18 |
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3.1 |
Business Modal Canvas (BMC) |
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16 |
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FINDINGS
AND DISCUSSION |
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19-20 |
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CONCLUSION
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20 |
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RECOMMENDATION
AND IMPROVEMENT |
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21 |
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REFERENCES |
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22 |
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APPENDICES |
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22-26 |
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LIST OF
FIGURE
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NO |
FIGURE |
PAGE |
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1. |
Figure 1: Organizational Structure |
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2. |
Figure 2:
Product and Service |
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3. |
Figure 3: Appendices |
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LIST OF
TABLE
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NO |
TABLE |
PAGE |
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1. |
Table 1: Business Canvas Model ( BMC) |
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EXECUTIVE
SUMMARY
Benchmark
Ceramic Enterprise is one of the ceramics and arts industry companies located
in the Terengganu Branch Handicraft Development Corporation, Lot 2195,
Chendering Industrial Estate, 21800
Kuala
Terengganu. It is one of the companies that produces ceramic art with various
unique and interesting designs, especially in terms of spontaneous and very
unique colors. This company is also one of the companies that play a big role
in developing the ceramic art industry in Malaysia, especially because of the
uniqueness of the work product that is not the same as other ceramic art
products. This ceramic art has several products such as full copper matte, half
copper matte, and obvara. In addition, the company's ceramic products can also
make jewelry accessories and various others. Benchmark ceramic was founded by
Mr. Adil Abdul Ghani who is an artist and also the founder of ceramic art
products. The product brand for this company is "Raaquu". Benchmark
Ceramic is registered under the largest industrial company, the Terengganu
Branch Handicraft Development Corporation. Benchmark Ceramic Enterprise was
established in July 2013, and has now been 8 years in operation. Mr. Adil Abdul
Ghani is an entrepreneur and founder of the product "Raaquu" which
makes this ceramic benchmark a company that has managed to open the eyes of the
public about his product.
The creation of the Benchmark Ceramic company name was
inspired by a colleague who made Mr. Adil Abdul Ghani dig and be brave in
running the company. Benchmark Ceramic promotes the product through several
social media channels, such as, Facebook, Instagram and also the official
website "Raaquu". The sales of product works are based on the use and
purchase online. Initiatives that continue to be done with online sales that
cover the whole of Malaysia, including overseas as well. This Benchmark Ceramic
company has received a variety of good responses and feedback from customers,
by providing guaranteed quality results and also research on each product for
sale and marketed online or physically.
1. INTRODUCTION
1.1
Background
of The Study
All UiTM
students who further their study at bachelor level need to take Principles of
Entrepreneurship course or ENT 530 to give guideline and expos students to the
business orientation. In this course, students will be conducting case study
business or company. In this case study, students are required to interview any
company or business to get two or more problem that faced by the company or
business. After that, students should analyse the problem and find solution for
any problem that have. The benefits of this case study are students will be
more exposed on how company operating their business. Thus, this case study is
the good medium to teach students on how to solve problems. The case study was
conducting on Benchmark Ceramic Enterprise, which is this business is a Product
decorative for home and aesthetic art value oriented. Our group want to get
information on problem that faced by this business.
Entrepreneurship education seeks to provide
students with the knowledge, skills and motivation to encourage entrepreneurial
success in a variety of settings. Variations of entrepreneurship education are
offered at all levels of schooling from primary to secondary schools through
graduate university program. Entrepreneurship education focuses on the development
of skills or attributes that enable the realization of opportunity, where
management education is focused on the best way to operate existing
hierarchies. Both approaches share an interest in achieving “profit” in some
from which in non-profit organizations or government can take the form of
increased services or decreased cost or increased responsiveness to the
customer, citizen or client.
1.1 Problem Statement
To be a
successful entrepreneur there are definitely some challenges and problems to be
faced. This problem needs a way out to prevent this from dragging on. Among the
problems that occur are:
i.
Difficult pandemic conditions
A difficult pandemic situation like
this makes it difficult for businesses especially in terms of frequency in the Benchmark
Ceramic studio to produce product works. Situations like this make time and
manufacturing had to be slowed down because the demand for the product
decreases, especially during this pandemic. To curb this, the initiative that
can save the business is to operate as usual but in accordance with SOPs. In
this way, this productivity continues to run as usual. The making of ceramic
art is a studio work that requires space in the making of a ceramic product.
ii.
Additional manpower vacancies.
Lack of additional manpower also
causes problems in terms of productivity. This situation causes unstable
product production which affects consistency in business. Limited manpower is a
problem often faced by entrepreneurs because the search for manpower that meets
the criteria and conditions is limited. To curb this, entrepreneurs must have a
quality workforce of at least three people to enable the manufacturing process
to run smoothly and healthily. guarantee aspects, consistency in structure as
entrepreneurship.
iii.
Financing
Experienced entrepreneurs do not have it easy when it comes to funding a new business but they do have a few advantages over new comers. They might have a pool of capital from a business they previously sold or a steady stream of revenue they can use to fund a new business’s cash flow.
1.1 Purpose Of The Study
An entrepreneur is a person who makes money by
founding and operating a business. Everyone has their own reasons why they
joining the entrepreneurship. Some people do it to earn extra income while they
are employed and others do so to gain actualization in self-employment.
Entrepreneurship also focused on developing knowledge, skills and understanding
of how an innovative and creative idea. By creating job opportunities for
people, an entrepreneur provides wealth to the people.
They tend to start a new business with innovation like
providing the best quality product within low price so that people can save
their money and get the best product. This way can help the company to
strengthen the economy of a country. Besides that some educational and
institution and governments have introduced entrepreneur courses in their
educational systems. This system can help the students to learn on how to be an
entrepreneur by improving their skills. Entrepreneurship education has been
applied in various settings to achieve various objectives. Entrepreneurship
education teacher students to recognize and seize opportunities for financial
gain. As a result, there is greater individual satisfaction as compared to
conventionally employed workers. As we know that number of unemployment people
in our country is increasing every day. Entrepreneur education also helps
people to empowering their self-discipline since entrepreneurship involves very
well in risky calculation. People who have gone through this kind of training
are able to recognize opportunities and also encourages the innovation of
running an organization. In addition, to creating wealth from their
entrepreneurial ventures, they also create jobs and the conditions for a
flourishing society. The existing of business in our life teach us on how to
learn to generate income and remain confined to the scope of existing markets.
The improvement of products and technologies from the entrepreneur enable them
to develop the new markets and wealth.
1.
COMPANY
INFORMATION
2.1 Background
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1. NAME OF THE COMPANY |
BENCHMARK CERAMIC |
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2. NAME OF THE OWNER |
ENCIK ADIL BIN ABDUL GHANI |
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2. LOCATION OF THE BUSINESS |
PERBADANAN KEMAJUAN KRAFTANGAN CAWANGAN
TERENGGANU, LOT 2195, KAWASAN PERINDUSTRIAN CHENDERING, 21800 KUALA
TERENGGANU |
|
3. YEAR OF THE BUSINESS COMMENCEMENT |
IT STARTED IN 10TH OF JULY 2013 |
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4. TELEPHONE NUMBER |
+60
11-1142 3587 |
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5. FORM OF BUSINESS |
PARTNERSHIP |
Founder Benchmark Ceramic is Adil bin
Abdul Ghani, first branch in Terengganu. At 10th of July 2013, Benchmark
Ceramic, Kuala Terengganu has been launched by the owner and founder of ceramic
brand ‘RAAQUU’. Encik Adil is a ceramic artist actively involved in the field.
He has chosen to open the business at Kuala Terengganu because there are still
no people opening business related to ceramics in the area.
Furthermore, Benchmark Ceramic is the
first branch in Kuala Terengganu. Based on Encik Adil story, he was thinking of
opening a business that can help students and people out there where he aims to
help the students with basic ceramic learning. Providing affordable prices on simple
accessories including the time of visiting school students.
Besides producing vases made from
ceramic, Encik Adil also take orders at customer's request. This can be shown
as the main objective of Benchmark Ceramic
is to meet the customer’s needs and
wants and to provide good services for to their customers. Moreover, he always
takes a good care of his products. He will make sure that products purchased by
customers will safely get to their hands. Then, shipping and packaging methods
are also very careful to avoid damage to the product.
2.2 ORGANIZATIONAL STRUCTURE
2.3 PRODUCTS AND SERVICES
Each branch has its own
attraction. In Terengganu, business Encik Adil is known by making raaquu. He
explores and provides Raaquu copper matte, Glazing and Naked Raaque until now. Besides that, Encik Adil
also take orders to make accessories from raaquu, make tiles and also make
forms on customer's request.
2.4 BUSINESS, MARKETING,
OPERATIONAL STRATEGY
i. Business
Strategy
Benchmark Ceramic is a well- known and well business in Malaysia because
of provide good and excellent services to the customers. Encik Adil bin Abdul
Ghani the owner of the Benchmark Ceramic has served his customers with a very
good and excellent that warmed the customer heart’s.
The business strategies that Mr Adil do could be the reasons why this
business get a lot of attentions from the customers. Bench mark Ceramic is
always put customers first before anything. The place is located at very
strategic place, could be the business strategy of Benchmark Ceramic.
The founder of Benchmark Ceramic which is Mr Adil Abdul Ghani set a very
affordable price to all the products produced by his company. The price is very
affordable to with the product. Then the Mr Adil make each pot according to the
taste desired by him and according to his credibility.
Mr Adil will participate in courses involving entrepreneurship and
handicrafts to strengthen existing skills. Besides that, he also actively
participated in exhibitions in Malaysia to promote his hand-products to the
public. This is actually activity that Mr Adil can do to keep his business in
the field. Benchmark Ceramic objective is to always put their customers first. Benchmark
Ceramic always ensure their price of product are competitive in the market.
ii. Marketing
Strategy
All products produce has set up price which is affordable compared to
other business. This business used a lot of channels to promote their products,
they promote it through social media like Facebook, Instagram and most recently
Mr Adil promoted his sales products in Tik tok from the beginning of the
production of the product until the finishing. Nowadays, most people using
social media to socialize and indirectly used those channels to attract people
to come at to have Benchmark Ceramic output products
Other than its affordable price and the social media, the design also could be one of the marketing strategies. In Benchmark Ceramic, the chosen design according to consumer's taste. Last marketing strategy that Benchmark Ceramic applied is the location of the business. The location of business plays a very important role. Benchmark Ceramic located at the central Chendering and located on the edge of a large road which makes it easy for customers to find it. The locations of Benchmark Ceramic is very strategic and it’s not difficult for people to find the workshop.
i.
Operational Strategy
Benchmark Ceramic workshop opened at 9.00am – 6.00pm every day except for
Friday and Saturday is closed. In terms of stores, it operates 24 hours
accepting customer bookings anytime.
The operational strategy of Benchmark Ceramic is designed to maximized
the effectiveness of the production and minimize the cost. Based on Encik Adil
statements, he started using “Raaquu” as the main selling product in his
company due to its lower cost compared to other techniques. The demand from
consumers towards the products produced is high enough and corresponds to the
time and supply goods to complete the customer's demand.
2.5 FINANCIAL ACHIEVEMENTS
Benchmark Ceramic has achieved so many achievements since the first time launched. This company always received huge attention from all art enthusiasts in Malaysia. The uniqueness and the way it is manufactured has attracted so many attentions from people around the world. This company also receives good feedbacks from the customers.
Benchmark Ceramic has always received a lot of customers from other state as well and provided designs that meets the customers need and wants. Based on Encik Adli, Benchmark Ceramic Terengganu always received a good feedback from their customers.
3. COMPANY ANALYSIS
Table 1 : Business Model
Canvas
1. Customer
Segments
Customer segments refer to the target
people or organizations you are offering value proposition. The customer
segments can be divided into groups of individuals or organizations that have
similar demographics, psychographic and behaviour. Better focus can lead this
company to have a better business. Benchmark Ceramic customer segments are
internationals, local communities, companies, university students and kids.
2. Products
value propositions.
Value proposition can be provided through
various elements. Benchmark Ceramic is really concern on their customer
preferences and the quality of product. Besides that, Benchmark Ceramic also
very focus on customer satisfaction and tastes of their customers.
3. Channels
Company have been used to increase their
sales volume and brand in order to maintain a good relationship with their
loyal customers. One way that have been used by Benchmark Ceramic to maintain
their relationship with customers by fulfil their needs and wants based on the
customer preferences. For example, the Benchmark Ceramic has designed the
selling product into the simple packaging which can make the buying process
much easier and faster. Benchmark Ceramic also use marketing way to promote
their products.
4. Key
Partners
Benchmark Ceramic is a partnership business, Encik Adil is the owner of the Benchmark Ceramic and has 50 percentage sharing with his partners.
1. Key
activities
Key activities are activities that Benchmark
Ceramic must do in order to complete their business model block. For the
quality of production, it is very important for the company to control the
quality of the products. Creating and maintaining platforms also the key
activities for Benchmark Ceramic. Benchmark Ceramic also has a good customer
services and provide the best treat to the customers.
2. Key
resources
Benchmark Ceramic provide a material
resources and also Benchmark Ceramic has its own patents and copyright. These
skills sets are very important to this restaurant in order to ensure the
products that supply to the customers and consumers are in the right way.
3. Cost
structure
The opted cost structured model will have
to be alike with the other activities in the business model to match the total
product and services, concept offer to the customer. Cost that has been
incurred in this business are for marketing, salaries and fees. Other than
that, cost incurred for advertisement as well.
4. Revenue
stream
In order to maintain the increase in sales volume, the company need to do the analysis ton how to increase their profit. For example, the Benchmark Ceramic send their products through delivery services.
FINDING AND DISCUSSION
Benchmark Ceramic has been established
since 2013 but due to the covid19 pandemic, the business was temporarily
halted. Sales and marketing of products can be done as usual but quite limited
not as usual by only using ready -made products, at the same time this also
affects the stock of their products because they have to be at home without
working physically with only the source of demand from the purchase. online.
This section will discuss the problems and find the right solutions to these
problems.
i.
Uncertain MCO.
it is impossible to predict the
rise of new cases of covid virus that are spreading widely in malaysia now
.Many businesses have had to be shut down completely in malaysia, as a result
many businesses have lost dramatically. So to overcome this problem they use
platforms from social media to pursue business in new ways and strategies. The
strategy adopted by them is to use advertising widely on every social media
application such as facebook, intagram, tiktok, twitter, website. By doing this
the business will easily spread widely and get response from the public as well
as grow well.
ii.
Recruitment of additional
employees
Every enterprise needs a quality workforce to increase the value of product output. With the recruitment of skilled workers, it is able to create a smooth productivity and make every work process easier. Apart from that, the recruitment of the quantity of manpower is also able to save more effective time management on a produi. Attract public interest.
In Malaysia, such
products are not well received. This is because the community does not open
their eyes to the uniqueness and benefits of the function of the product. In
this case, to attract people to buy Raaqqu brand products by benchmark ceramic
in Malaysia and abroad, we use techniques open promotion by holding a live to
show the product manufacturing process directly in cyberspace, to open the eyes
of netizens to the uniqueness and attractiveness of the raaquu product. because
the average malaysian prefers what is necessary in survival, then benchmark
ceramic make reservations according to the wishes of our customers, in the
meantime, not only sell raaquu but there are products for daily use such as
plates, jewelry and more. So with this people can choose to have product
results from Benchmark ceramic.
CONCLUSION
In
conclusion, this case study provides a lot of knowledge and experience to life
to face the challenges and obstacles in real business, Even provide an
opportunity to feel the real atmosphere or situation in the business world. As
a student, this kind of thing is very important to learn so that in the future
it will be easy to face it on your own with the knowledge and teaching in this
case study.ct.
RECOMMENDATION
AND IMPROVEMENT
· Expand business advertisements in all social media platforms so that businesses are better known in general and get feedback from netizens in Malaysia or abroad.
· Expand business advertisements in all social media platforms so that businesses are better known in general and get feedback from netizens in Malaysia or abroad.
To Further grow this business towards more dominance, the product manufacturing process needs to be shared openly by broadcasting live on social media, with this effort being able to bring results so that the product is better known to netizens.
To Further expand this business, by adding new ideas or designs that attract the interest of the public, as well as unique in the eyes of the public. Attractive and unique design should be simple according to the interests and heritage of modern conceptual traditions.
In Strengthening the internal organization, this business needs to increase the quantity of employees in order to run the work process more smoothly and save time in the manufacturing process of a product.
In Creating its own brand must be known to the public clearly, the idea is to apply the Channel youtube account itself to expand in the eyes of the world to see the form of making the hand of this Malay, because the share of all processes and experience in the field of ceramics, it this can also make important info for viewers and subscriptions.
REFERENCES
·
Website Raaquu, 2020 https://www.raaquu.com/pages/about-raaquu
·
https://ceramicartsnetwork.org/ican/portfolio/ghani-adil/
APPENDICES
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