Business Name: Kedai Ubat Yong Kong

Proposed by Lee Boon Jian ( 68562)

Business Description:

Kedai Ubat Yong Kong is the store which selling Chinese Traditional Medicine.
Besides, it also sells some daily products. It located at Merlimau, Melaka which is beside of
Pos Laju Merlimau.

Company Problem Issues:

• Lack of customers
Due to Covid-19 pandemic, it had faced an issue which is lack of consumers. Besides,
most of the consumers nowadays especially young generation are more prefer on
western medicine compare with traditional medicine.

• Lack of Advertising Activities

It also had an issue which is lack of advertising activities. The current store doesn’t own
any social media platform such as Instagram, Facebook and others. Besides, it also
doesn’t have e-commerce account at online store platform such as Lazada, Shopee and
others.
 • Change of the Culture and Lifestyle
As above shown, the population of young generation in the area are getting more and
they more prefer on western medicine compare with traditional medicine because of
the change of the culture and lifestyle.

SWOT Analysis

Strength Weakness
• Less of Competitors • Lack of advertising activities
• Suitable location which is located at • Not own any e-store such as Shopee,
the middle of town Lazada and others

Opportunities Threats
• The location of store which beside • Change of the Culture
Pos Laju which can make the • Change of the lifestyle
delivery process of the product • Change of the purchase behavior
become more affective if the owner
start doing online business
• The lifestyle of human which take
important on healthy lifestyle

Principle Issues to address Characteristics

P1: Authentic and Is the case study No. It is structured case
Realistics unstructured? study because it is
identifying the problem.
Does the case study mimic Yes. The problem of the
real world problem? unstructured business model
faced by the company
mimics a real-world
problem.
Is the case study relevant? Yes. It is relevant as we are
taught on how to solve the
existing problems.
Is the scenario of the Yes
problem updated?
 How does the problem Students are encouraged to
promote student engagement think critically and
and immersion? creatively about the
solutions and proposed the
best and suitable
recommendations to help the
company solve their
problems
Will the case study stimulate Yes. Students can increase
the development of appraisal their observations and
skills? problem-solving knowledge
and skills.
Is the case study No.
provocative?
P2: Constructive and Does the case study cover Yes. It covers cumulative
integrated cumulative intended intended learning outcome
learning outcome? such as principle of
marketing.
Does it activate and connect Yes. It is directly connected
to prior knowledge? to the knowledge that we
have studied in marketing
and promotion.
Does it integrate learning Yes. We need to find
outcomes between courses? solutions to the problem
Or is it a multiple occur in the traders by using
disciplinary problem? knowledge gained from
various courses.
P3: Suitable complexity What is the level of the The complexity level of the
complexity of the problem? problem is moderate.
What are the covered It is focusing on setting a
intended learning outcomes suitable and efficient
in the case of study? strategy.
Is it enough? Yes. It is enough for the
Kedai Ubat Yong Kong
overcome the problem as it
covers many of the intended
learning outcome on the case
study
Does it appear challenging Yes. Team members must
for cooperative team cooperate and communicate
learning? to suggest the best and
suitable solution for Kedai
Ubat Yong Kong.
 How does the case study
promote deep learning
What is the time frame of
the case study?
P4: Promote self-directed Is the case study open-ended
learning and lifelong problem?
learning
Does the problem require
any decision or judgement
based on facts or justified
assumptions?
P5: Stimulate critical Does the case study trigger
thinking critical thinking and
metacognition among
students?
Is the data given less enough
or more than enough?
Deep, critical and creative
thinking are required in this
study.
The time frame of this case
study is about two weeks.
Yes. We are required to
provide the ideas and
solutions to solve the
problems.
Yes.
Yes. The case study does
trigger critical thinking and
metacognition among
students.
Yes. The data provided is
insufficient for the problem
analysis