Proposed by: Corolline Satik anak Ukon (65730)

Case: Tusan Ice cream (Permyjaya, Miri Branch)

Business Description: Tusan Ice cream is a newly startup business which founded in 2016 at
Miri, Sarawak. It is a business of muslim entreprenuers that has the best menu of ice-cream and
coconut shakes with a delicious taste. Tusan Ice cream is very famous for the deliciousness of
their coconut milkshake, the taste of fresh coconut with the combination on different type of
flavors such as mango, caramel, “gula apong”, “cendol” and many more has meets the tastes of
customers and this has attracted many customers in the Miri area to come to their outlet. Besides,
their homemade ice cream also has attracted customers to come to their outlet to enjoy it,
especially during the hot day. Other than that, Tusan Ice cream also offer great value to their
customers by providing their products with its affordable price and menu selection on their
coconut milkshakes and ice cream.

Marketing Issues: Although Tusan Ice cream is well known by the community in Miri, the
company did not receive encouraging response due to the lack of marketing activities that can
attract customers to their outlet. This company has less implementation of new marketing method in
capturing a large number of target audience. Besides, the other major marketing issue or problem
faced by Tusan ice cream is that company only focused on only one product line which is coconut
milkshake and ice cream which makes the company least popular among the teenagers as they tend
to look into trending beverages. Limited product line that faced by Tusan Ice cream has made them
difficult to compete in the new market.
SWOT Analysis
Strength
 Come out with variety flavors of
coconut milkshake and homemade
ice cream.
 Affordable price
 Opened several branches in Sarawak.
Opportunities
 To utilize online platform marketing
including business website.
 Produce new product line with
healthy based products such as cakes,
pastries and more.
Weakness
 Lack of brand awareness
 Only provide one type of products
with variety menu which is coconut
milkshake and ice cream with different
flavors.
 Establish their online service delivery
(Food panda) but not been recognized
well by their customers.
Threats
 Intense competitor especially from
trending beverages (Exp: Tealive,
ice garden, Boba drinks and more)
 Do not have much review to rely
on
 Principle
P1: Authentic and Realistic
P2: Constructive and
Integrated
P3: Suitable Complexity
Issues to Address Characteristics
Is the case study unstructured? No
Does the case study mimic Yes
real world problem?
Is the case study relevant? Yes
Is the scenario of the problem Yes
updated?
How does the problem These issue could help
promote student engagement students to enhance their
and immersion? skills in tackling business
development related problem
especially developing new
product line in future.
Will the case study stimulate Yes
the development of appraisal
skills?
Is the case study provocative? No
Does the case study cover Yes
cumulative intended learning
outcome?
Does it activate and connect to Yes
prior knowledge?
Does it integrate learning Yes it integrate learning
outcomes between courses? outcomes between courses
Or is it a multiple disciplinary that been taken by students.
problem?
What is the level of It is a moderate level
complexity of the problem? complexity problem has the
company has to develop new
product line for their
business.
What are the covered intended In this case study, product
learning outcomes in the case development strategy has
study? It is enough? been covered as the learning
outcomes and it is enough as
the company majorly facing
problem by not expanding to
a new product line.
Does it appear challenging for Yes
a cooperative team learning?
How does the case study The case study requires
promote deep learning? student to have a deep
learning on the selected
business issue and concluding
a great recommendation to
the business.
 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 judgment based
on facts or justified
assumptions?
P5: Stimulate Critical Does the case study trigger
Thinking and critical thinking and
metacognition among
students?
Is the data given less
sufficient or more than
enough?
The time frame for this case
study is three weeks.
Yes
Yes, the companies problem
require both judgment based
on facts and assumption to
ensure the relevancy of the
solution provided as
recommendation from the
students.
Yes
The data is sufficient for this
case study.