ALMA BH ENTERPRISE, ALOR SETAR, KEDAH

PRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDY

FACULTY: FACULTY BUSINESS MANAGEMENT
PROGRAMME: BACHELOR OF BUSINESS ADMINISTRATION (HONS.) HUMAN
RESOURCES MANAGEMENT (BA243)
SEMESTER: MARCH-JULY 2021
PREPARED BY:
NURUL AZANI BINTI MOHD ZUKI 2019847894
NUR AQILAH BINTI RASLI 2019455086
NUR SYAFIQAH BINTI KHAHAR 2019689648
NORSYAHIRA BINTI HASSIM 2019643322
NUR ZAWANI ATIQAH BINTI HASSAN 2019660596

PREPARED FOR: DR. NORHIDAYAH BINTI ALI

SUBMISSION DATE:
AKNOWLEDGEMENT

Alhamdulillah, first, we would like to thank Allah SWT as we are finally able to finish
the case study report that has been assigned to us. It was such an exciting work that was given to
us by my lecturer.

In performing this report and assignment, we had guided a respected person who
deserved gratitude. We want to say thank you to the lecturer of Principles of Entrepreneurship
subject, which is Dr. Norhidayah binti Ali. She has guided us from the beginning until the end
of this assignment to make sure this assignment completes the guidance and constant supervision
provides knowledge and information regarding this report.

Besides that, our words cannot describe how thankful we are for our families and friends
who have been with us through this period and for what they did and still doing for their non-
stop support and encouragement. Special appreciation goes to our parents for their support and
helps from the beginning till the end. We are thankful for their endless love, prayers, and
encouragement.

Lastly, we would like to express my special thanks to all those who helped us in doing
this report, to all those in kind of moral support and assisting in this report’s progress. Your
kindness means a lot to us. Thank you very much. The success and outcome of this assignment
required a lot of guidance and assistance from many people, and we are extremely fortunate to
have got this all along with the completion of my work. We are grateful because we managed to
complete the assignment within the time given.
TABLE OF CONTENT

NO. TOPIC PAGE

1. TITLE PAGE

2. ACKNOWLEDGMENT

3. TABLE OF CONTENT

4. LIST OF FIGURES

5. LIST OF TABLES

6. EXECUTIVE SUMMARY
INTRODUCTION
7. 1.1 Background of The Study
1.2 Purpose of The Study
COMPANY INFORMATION
2.1 Background
2.2 Organizational Structure
8.
2.4 Products/Services
2.4 Business, Marketing, Operational Strategy
2.5 Financial Achievements
COMPANY ANALYSIS
9.
3.1 SWOT
10. FINDING AND DISCUSSION

11. CONCLUSION

12. REFERENCES

13. APPENDICES
EXECUTIVE SUMMARY
Alma BH Enterprise is a company that have a good financial achievement where the
founder always reached the targeted sales. The profit that Alma BH Enterprise earned every year
is quite high. By having a high profit, Alma BH Enterprise could maintained their business if
they planned their financial strategy wisely. Mrs. Norwahayu also could produce more Alma
Coffee quantity and produce new products too with the amount of profit.

Moreover, Alma BH Enterprise would sustain in the industry if Mrs. Norwahayu has a
proper business growth strategy as the competitors nowadays would always try to find the
weaknesses of their competitors to uplift their businesses. Thus, by developing a good business
growth strategy, Alma BH Enterprise would sustain in a long term.

Next, opportunities that Alma BH Enterprise have is a plus point for them to sustain and
grow bigger in the business industry if it is being manage and use well. By not having any issues
with business capital is a big opportunity for a company to grow. Besides that, Mrs Norwahayu
take the opportunity to join business programs like Richwork to learn the ins and outs of the
business and applies what that had been learned to the Alma BH Enterprise company.
Furthermore, it would be a wise for Alma BH Enterprise to hire employees with the right skill
and expertise in the company to maximize the company potential to grow in the business
industry.

Furthermore, Alma BH Enterprise should start produce an idea or invest more in

marketing for instance, hire a marketing executive or people that are expertise in marketing
product field. This is because with marketing, it can give a big impact to our company and
business growth. Mrs. Norwahayu must think many ways and channels that she can use to get
more consumer that will consuming her product. Therefore, she need to change her mind set by
targeting more people that will buy her product that not only come from Kedah population.

In addition, Mr Yazi and Mrs Norwahayu must be brave in promoting their products to a
higher level, not only in Malaysia but also outside the Malaysia such as Brunei, Singapore, and
Indonesia. In fact, Alma BH Enterprise can grow its efforts to become a competitive company
and become same level with others product brands. It will make the Alma BH Enterprise better
known inside and outside Malaysia. Besides, to become a success company that meet customers
need, Alma BH Enterprise should be proper understanding customers in terms of tastes and
purchasing habits is critical to the product's success.
INTRODUCTION

1.1 BACKGROUND OF THE STUDY

To provide guidelines and introduce students to the business orientation, all students from
UiTM who continue their studies at the bachelor’s level must take the Principle of
Entrepreneurship course or ENT530. Students will perform case studies in industry or
companies in this course. In this case study, students are required to interview via online from
any company or business to identify two or more issues that the company or business is facing.
Next, students should analyze the issue and come up with a solution to any issue that arises.

Students will gain a better understanding of how the company operates because of this case
study. As a result, this case study is a great medium for teaching students how to solve problems
regarding business. The case study was conducted on Alma BH Enterprise, which is this
business is product oriented. In the study we will highlight on the major problems faced by
Alma BH Enterprise in competing its business with other competitors. Our group is interested in
learning more about the issues faced by this business.

Next, in this case study, we used SWOT Analysis to describe observed changes. Moreover,
the report will clarify and comments on the solutions as well as recommendations to boost Alma
BH Enterprise’s current performance.

Entrepreneurship education aims to give students with the knowledge, skills, and motivation
needed to foster entrepreneurial success in different settings. Moreover, this education is
available at all levels of education, from primary to secondary schools through a graduate
university program.

Lastly, entrepreneurship education involves the creation of skills or attributes that allow
for the realization of opportunities, while educational management focuses on the best way to
run established hierarchies. Both methods share a desire for profit in some way, which is a non-
profit organization or government may take the form of increased services, lessened cost or,
increased responsiveness to the customer, citizen, or client.

1.2 PURPOSE OF THE STUDY

The main purposes of the study are:
a) To explore and discover the importance to a successful entrepreneur in their business.
All entrepreneurs must have a wide range of experiences in a variety of contexts, as well
as significant accomplishments. This allows students to understand and practice the
strategies for achieving success in their lives. of their successful in their life. Next,
students should value and be taught from their experiences because it will be useful in the
future if they want to start their own business.

b) To find out how to cope with industry transitions, ups, and downs. We can learn how
entrepreneurs keep their businesses afloat in the market even though the economy
changes every year. After that, we know how to analyze the proper strategy they have
used to ensure that the company remains in the market and how they never attempt to
give up on business.

c) To know how to better handle finances. The management of funding is critical in

business since it finances the entire expense of the business. Next, students be able to
learn how entrepreneurs make capital and cover all their expenses. Besides that, we
could also find out how the entrepreneur makes the financial decisions, as the financial
decision is crucial in determining when, where, and how a company can obtain funds.

d) To assist students in discovering their areas of concern and passion. It is because

entrepreneurship knowledge allows students to consider new career options, and the
student may begin doing business activities at a young age. Students can gain some
experience in the profession by trying it out and experimenting on their own.
1.3
2.0 COMPANY INFORMATION

Company Name : Alma BH Enterprise

Company Registration No : AS0374319-A

Date of Creation : In early 2016

Type of Business : nutritious drinks (Coffee)

Type of Industry : Drinks

Website : https://www.alma.my/

Social Media : www.Facebook.com/Alma Brand.

Goal & Objective

The goal for Alma BH Enterprise is to help the poor and needy people.

Mission

Offering consumers, the best alternative to natural and non-hazardous ingredients based on
natural ingredients.

Vision

Facilitate and reduce consumer access to high quality international beverages.

2.1 COMPANY BACKGROUND

Mr. Yazi formed the Alma BH Enterprise Company in early 2016 with the aim of
manufacturing a variety of health items, including Alma coffee. Alma is a combination of Alma
and Nuralma Dayani, the name of his youngest daughter. Alma was a word that meant
"glittering" or "clever." Alma may also be used as a brand name for a product.

Customers reacted positively because Alma's coffee is not only 3 in 1 but also helps to
improve energy and body health. Alma coffee is specially formulated with the best herbs such as
Habatus Sauda and Daun Belalai Gajah with various benefits and benefits to humans.

More than 300 retail and food store owners in Kedah, Perlis, Penang, and Perak have
been customers to date. Furthermore, Alma BH Enterprise have several agents that they are
officially nominate. Alma coffee is also HALAL-certified and processed in a GMP-certified
facility.

2.2 ORGANIZATIONAL STRUCTURE

Alma coffee BH Enterprise’s organizational structure can be visualized through an
organizational chart.

Owner/Manager
Mr.Yazi

Marketing Manager Production Manager Administration Manager

Ain Damelia Mrs.Norwahayu Nur Hayati

Figure 2.0: Alma BH Enterprise- Line Organizational Structured Based on Functions

2.3 COMPANY PRODUCT/SERVICES
The products of Alma BH Enterprise is selling the nutritious drinks which is Alma coffee
for customer that suffering from diabetes. Mrs. Norwahayu then set a new target of combining
nutritious instant coffee formulations that are enjoyed by people with diabetes, hypertension, and
other conditions. Then, under the Alma Coffee brand, a 3-in-1 instant coffee is made, combining
natural ingredients with Daun Belalai Gajah and Habbatussauda herbs as an alternative beverage
for those who enjoy the taste of delicious, nutritious, and appropriate coffee for all ages.
The Alma Coffee selling is made by pre-order and offered to the customer after 7 days of
ready-made and packed coffee to preserve the freshness of this coffee and match with
consumers. Nitrogen technology is used in the packaging to keep the coffee flavor even after it
has been processed for a long time. Alma BH Enterprise provides Alma Coffee 3 in 1 to coffee
lovers as a healthier option that not only serves as a nutritious drink but also has long-term health
benefits. Instead of Coffee, Alma BH Enterprise also produce skincare product which is Wulan
Skincare that suitable for women customers between the ages of 20-45 Years old. Alma BH
Enterprise focused on two products categories: Coffee (nutritious drink) and Skincare.
2.4 BUSINESS STRATEGY

A business strategy is an outline of the actions and decisions a company plans to take to
reach its business goals and objectives. For Alma BH Enterprise, the business strategy that they
apply in the business are to improve customer service, grow sales from new products, and also
cross sell more products.

Firstly, Alma BH Enterprise business strategy is to improve customer service by seeking

the customer feedback. They often do a follow up with their customers after their customers
consume their product to receive feedback in order to improve the quality of the product. Next,
by connecting with consumers to collect feedback has another valuable benefit which is it helps
customers to feel respected and able to fix their problems. This will help build confidence and
discourage them from venting their frustrations or making negative comments on social media.
Although when consumer reports are positive, Alma BH Enterprise believes that there is never a
time when customer service can be over-delivered therefore, there is still room for growth and
improvements.

Next, Alma BH Enterprise business strategy is by growing the sales from new products.
Alma BH Enterprise had produced a new range of products which is skincare products named
Wulan skincare. In the skincare range includes treatment cream, night cream, toner and cleanser.
Instead of focusing on the coffee drinks, they widen their business to increase the sales by adding
skincare product range to their business. Even for the most profitable products by Alma BH
Enterprise which is coffee, they still engage in research and development to stay ahead of the
competition which is by adding the skincare range in production.

Last but not least, Alma BH Enterprise business strategy is that they apply the cross-sell
more products. Alma BH Enterprise focuses on increasing the number of products sold to a
single customer. This is because of the customer's loyalty and therefore, this approach works
well for the brand. By increasing the amount of product sold per customer, Alma BH Enterprise
can increase the average cart size. Without needing to expend money on acquiring more new
customers, such a modest rise in cart size will have a huge effect on profitability of the business.
2.4.1 MARKETING STRATEGY

a) Product
Alma BH Enterprise produced a 3-in-1 instant coffee which called Alma Coffee.
The coffee at first was made with intention to help a person who suffer from diabetes,
hypertension and more. In other words, Mrs. Norwahayu wants to help people who have a
disease but still want to enjoy drinking the coffee. She gets the idea to produce this coffee
after one of her friend’s husband are suffered from diabetes, but he wants to drink coffee.
This shows that Mr. Norwahayu have the opportunities in the market since she produced a
product that can solve customer’s problems.
Thus, before she brings Alma Coffee in the market, her friend’s husband being her
first customer to try the coffee and she get a positive feedback from him. It is therefore
important that a company does through research of the new product idea before it begins to
mass-produce the product so to avoid new product failure. Alma coffee was formulated of
certain herbs, natural ingredients, and spices that suitable to drink for all ages. As a result,
Alma Coffee can attract the customer to buy their product since their coffee has the specialty
to help a diabetes patient and the taste are different from other coffees that are on the
market.
Other than that, Alma BH Enterprise also produced a skincare which is Wulan
Skincare. This skincare is still new in the market and we did not have further information on
this product since it is still brand new, and we focused on Alma Coffee that has been almost
4 years and half in the market.

b) Price
The price offered of Alma Coffee by Alma BH Enterprise is RM26.00 for 20 sachets
only. But if the customer wants to try the coffee first before buying the whole package, they
can purchase the trial set which is RM8.00 for 5 sachets. However, if the customer purchase
two packs of Alma Coffee, they will get a special price which is RM50.00 for two packages.
Their customer stated that Alma Coffee price is not too expensive and affordable since the
coffee has their own specialty and give benefits to health which make them want to keep
repurchase the coffee again and again.
c) Place
Alma BH Enterprise has been using social media platform such as Instagram,
Facebook, and Shoppe to promote their product. Social media is easy to use since it is
zero cost of marketing and it is all on your own on how you want to make people
recognize your product. For instance, Mrs. Norwahayu always make a live session on
Facebook to promote and attract customers to buy her Alma Coffee. Others than that,
social media has a lot of benefit and has been a huge platform for those who runs a
business. For example, you can share about your product and people can spread about it.
From that, it will attract audience once they read about the product and make
them wants to purchase the product. Furthermore, Mrs.Norwahayu also used Shoppe to
attract her buyer since Shoppe is easy to use also can claim the free shipping fee. For
those who are that kind of easy person can purchase from Shoppe cause the process is
simple and you just must wait for the package in front of your door.

d) Promotion
As for the promotion, Alma BH Enterprise have a lot of customers that come
from their own circles which is their friends. Mrs. Nowahayu always go around and
promote her Alma Coffee to her friends that have family members or relative who suffer
from diabetes, hypertension or more. The strategies that she usually used is face to face
and directly promote her product. From that, people can get to know more about Alma
Coffee and can ask any question regarding this product and the specialty of the coffee
since diabetes is the major public health in Malaysia.
Of course, this strategy is the most effective and usually works on because the
confidence and attraction to promote our own product to help people those in needs
regarding the health matters can make people want to purchase Alma Coffee. As a result,
these people will spread about this Alma Coffee to others which indirectly will help Alma
BH Enterprise on free marketing by their own customers. This tactic can make more
people get to know about this Alma Coffee.
2.4.2 OPERATIONAL STRATEGY
a) Production process
Alma BH Enterprise created their product according to the owner’s idea which is only
known between the owner and his wife, Mrs. Wahyu. Alma Coffee is produced by a GMP-based
manufacturer process and has the legal status of JAKIM. Before the next step, manufacturers
obtain raw materials to produce coffee. Alma Coffee’s manufacturing consists of 11 stages,
starting with the collection of the fresh coffee beans, and ending in the final Alma Coffee’s
packing of the finished coffee into sachets.
The coffee is harvested from the coffee plants by hand or machine in the first stage of the
process before being dried outside in the sun. After that, the dried beans are roasted inside a
container before being cooled. The cooled beans are then placed on a big grinder and ground
into granules. Hot water and selected herbs such as Habatussauda and Daun Belalai Gajah are
added to the granules. The combination of herbs is beneficial for health issues that could be
boosting energy and restoring tiredness, improving body immunity, and overcoming sleep
disorders and stress. The next stage is the mixture is strained to separate the granules from the
hot water. The mixture was easily frozen before being processed into coffee in a grinder.
The final stage process entails vacuum-sealing the ground coffee in a vacuum and
packaging it into sachets and ready for redistribution and sale.

b) Amount of product produced

Alma BH Enterprise operation with regular business hours of 9:00a.m.- 5:00p.m from
Monday through Friday. The process of manufacture and packaging is done only after booking
by GMP-based factory. They usually produced about 1,000 – 3,000 unit of sachets in day. Their
main product is the “Alma Coffee” and almost every week they will produce the coffee. Mrs.
Wahyu hire one assistant to help her in dealing with the coffee distribution.
c) Quality of the product
After the production process is complete, they will start to separate the coffee sachet by
grouping which is 25 sachets per packet and labeling those packets with their coffee’s name,
Alma Coffee. Before they start to put the packets in the box, they will check whether there is
any defect on the product or labelling of the product. Not only that, but Alma Coffee also has its
uniqueness as they will start manufacturing and packaging only after the booking is made. It is
because they want to ensure the freshness of the content and taste of the coffee is produced. The
coffee will be ready to be processed in 5-7days and will be posted for bookings throughout
Malaysia. By doing so, it will maintain the quality of the product and will give a better
impression to the new customers.

d) Location
Alma BH Enterprise was located at No. 1, Taman Citra 1, Jalan Hutan Kampung, 05350,
Alor Setar, Kedah which is in-house production. This location is convenient for customers,
agents, and employees who live from other areas of the city. Furthermore, the area has
developed social and physical infrastructure to sustain the lifestyle that some desire. There are
school nearby, such as Sekolah Menengah Hutan Kampong and Sekolah Rendah Hutan
Kampong, Hospital Sultanah Bahiyah, and several shop lots that run their own businesses.
2.5 FINANCIAL ACHIEVEMENT
Handling cost and goal setting are critical components of the development process. Financial
achievement is a quantitative measure of how effectively a company could use assets from its
primary mode of operation to produce sales. There are several methods to assess financial
efficiency, but assessment should be considered as a whole. Total unit revenues, as well as
line elements like revenue from operations, net profits, or operating cash flows can be used.

YEAR SALES (RM) PROFIT

2018 200,000 150,000

2019 500,000 375,000

2020 800,000 600,000

Alma BH Enterprise will have a loss profit in the first three years. This is because they
already have their target sales for every year which is RM 100,000. Once they manage to
reach the target is their achievement for that year. The net sales should exceed RM 20,000
every month. The average profit earns also increases every month. But from the last year
2020, they managed to change their focus target not just for the product but in helping people
who in need. According to Mrs. Norwahayu statement, she hires more agents to promote and
sell her product because she knows many people has lost their job during this pandemic
outbreak. By doing this, the demand for Alma Coffee is higher compared to another year.
The highest sales of Alma Coffee that they receive is during fasting month because many
people demand healthy coffee to boost their daily work. Generally, Alma BH Enterprise’s
finances have been identified as a success in maintaining revenue year after year.
COMPANY ANALYSIS
3.1 SWOT Analysis
SWOT analysis is a business analysis method that ensures project goals are clearly specified and
all project-related variables are properly established. Strengths, Weaknesses, Opportunities, and
Threat are the four components of the SWOT analysis method. When conducting a SWOT
analysis, both internal and external elements are considered because they both have the ability to
impact the performance of a project or venture.

It is critical to conduct a SWT analysis from each party’s perspective for each primary
relationship. Greater mutual understanding contributes to more productive collaboration and
industry.

STRENGTHS WEAKNESSES

 Always keep in touch with customers.  Poor marketing strategy

 Directly promote the product.  Limited staff
 Attract the diabetes patients.  Unable to truly understand where the
 Financially stable. market is heading

OPPORTUNITY THREAT

 Capital  Pandemic outbreak

 Enroll in business programs  Buyers and agents’ turnover rate

 Product approved by Ministry of  Laws and Regulations

Health Malaysia  Rapid technological advancement

SWOT ANALYSIS DESCRIPTION

STRENGTHS
o Alma BH Enterprise has a few strengths that we can recognized during the interview
session. Firstly, they always keep in touch with their customers through WhatsApp to get
feedback. This can make the customers feel appreciated and attracted to purchase the
product again since they give their best of customer services. Secondly, the owner itself,
Mrs. Norwahayu promote her product by face-to-face and directly speak with the people.
This is one of the effective marketing strategies because people will get interested with
her product since she can give her best explanation regarding their product to make
people interested with Alma Coffee. Then, this Alma Coffee can attract the diabetes
patients since the main benefits of the coffee is to help people who are suffer from
diabetes but still want to enjoy the coffee. Finally, the Alma BH Enterprise do not have
any problem regarding financial matters since they company are financially stable.

OPPOTURNITY

o Based on the analysis, Alma BH Enterprise have a number of opportunities that the
company have in order to grow and become more successful in the industry. Alma BH
Enterprise founder has been joining in business programs such as “Richwork” in order to
learn new things that can be applied to the business therefore, to improve and manage the
business well. Besides that, Mrs Nor Wahayu have a very strong support system which is
her husband who is willing to support her financially by providing capital to manage the
business and it has been such a great opportunities for Alma BH Enterprise to expend and
manage the business well. Furthermore, Alma BH Enterprise coffee product also has
been approved by the Ministry of Health Malaysia which is a plus point to attract
customer to consume their product which has been proven safe to consume.
THREAT
o The threat that faced by Alma BH Enterprise is the potential of news company from
nearby copy and produce the same product. The competitors might be attracted with the
fix price that have been set by Alma BH Enterprise. So, they produce new coffee
product, and the price is lower than Alma Coffee. Next, the impact of pandemic outbreak
could severely upset business operations by disrupting the supply chain and causing high
absenteeism. This will impede their ability to deliver products to the customers. Besides
that, Alma BH Enterprise need to set a new regulation for their business which meet the
legal government rules. By doing that, they have the legal permission for operating their
business during pandemic outbreak. Lastly, Alma BH Enterprise have limitations of
technology communication to access with their consumers.

WEAKNESSES
o The weaknesses that I have found while interviewing the entrepreneur, Mrs. Norwahayu
are poor marketing strategy. She does not promote Alma Coffee using enough platform
because she only focused advertising Alma Coffee on her personal facebook and Alma
Coffee HQ facebook page. In my opinion, she should advertise Alma Coffee to other
platform too such as Instagram and she also can paid an influencer to do paid review on
her product. By doing so, it will attract more customers. Next, Alma BH Enterprise also
have limited staff. Alma BH Enterprise only employed three workers to perform all
works that need to be done in the company. It is advised to employ an employee based on
their job scope so that the employee can perform their job following the job scope and
workload would not happen. Finally, Mrs. Norwahayu are also unable to truly understand
where the market is heading. She is not sure about the target market and, she does not
have any planning to growth her business. When she is asked about her target market, she
only targeted her customer to be around Alor Setar and her regular customer.
FINDING AND DISCUSSION
1. The problem in dealing with agents and customers.
 Alma BH Enterprise has been operating for 4 years since 2018 and this has surely
bonded the relationship between the agents and customers. First regarding their
agents. They take advantage of the contract since they will not bear the cost. As have
been mentioned before, Mrs. Norwahayu intended to help those in need by hiring them
as an agent without incurring the high cost of agent registration. This occurs when
agents put less work than they claim they will. The next point is regarding customer
satisfaction. Alma BH Enterprise strives to provide the finest and highest quality
coffee for their customer to achieve customer satisfaction. It is because when the
customer is satisfied, they will spread the word about the company. According to Mrs.
Norwahayu’s statement, in 2018 which is their first year of production, some
customers are dissatisfied with the coffee and express their displeasure via social
media, which has given a bigger impact on Alma BH Enterprise. It has effects on the
credibility and viability of Alma BH Enterprise
 Solution: Hire more quality agents and build a long trusting relationship with
customers.
Alma BH Enterprise needs to recruit quality agent rather than quantity. The process of
recruitment needs to be done step-by-step from the interview of the candidates until
train the candidates to do the job as an agent. Moreover, Alma BH Enterprise should
place a greater emphasis on candidates with appropriate job experience and
educational background, as well as have more comprehensive skill development and
hands-on programs to expose them to the business. [ CITATION Khi17 \l 1033 ] Next,
Alma BH Enterprise can create an encouraging cumulative post-purchase customer
experience to build a relationship with the customers and increase engagement and
loyalty for products and brands. [ CITATION Oli97 \l 1033 ]. For example, Alma BH
Enterprise will get input from their customer after one week of coffee consumption. It
is to show the customer that they are valued, and their feedback can be used to
improve the product.
2. Not Improvise the Product
 Currently, Alma BH Enterprise only produce one type of coffee which is Alma coffee.
This will make Alma is difficult to get new customer. Besides, Alma BH Enterprise
does not emphasize on the issue of customer value in terms of market research and
analysis with respect to the launch of a new product, Wulan Skincare. Alma BH
Enterprise focus depends a lot on the target market, new products, and environmental
factors. Understanding what customers value in terms of tastes and purchasing habits is
critical to the product's success.
 Solution: To become more success in providing the nutritious coffee, Alma BH
Enterprise should improvise their nutritious coffee product such as add more flavor
nutritious coffee not only for diabetes patient, but also for all consumer to buy and
consume the product that Alma BH Enterprise produce.

3. The problem with the business growth.

 The founder of Alma Coffee, Mrs. Norwahayu does not have a proper business
growth plan. During the interview, when she is being asked about what her planning
for the business growth is, she answered that at the time being she does not have any
planning for her business growth as she is comfortable with her business condition
right now. She does not have any plan to growth her business as she only builds up
the company to help people around Alor Setar with providing job opportunities.
Moreover, when she is being asked about does she have any planning to spread her
wings to other countries such as Indonesia, Singapore, and Thailand, she said she are
not brave enough as the risk of her business would increase, and she does not want to
bear the risk. The responses from her have shown that she does not have a proper
planning for her business growth because she does not plan for a proper business
strategy and business goals. By facing this problems Alma Coffee might not retain in
the industry because in the future, there will be more competitors with a good
 business growth planning who will survived in the industry and Alma BH Enterprise
would not be able to survive.
 Solutions: The solutions that can be made by Mrs. Norwahayu in order to have a
proper business growth planning to sustain Alma BH Enterprise are she need to
establish a value proposition. Mrs Norwahayu must consider what sets Alma BH
Enterprise apart from the market in order to achieve long-term success. Moreover, she
also needs to determine why consumers seek out Alma Coffee and what makes her
special, trustworthy, and relevant. Next, Mrs. Norwahayu also need to define her key
indicator. By defining her key indicator, she will be able to see the growth of her
business. Mrs. Norwahayu needed to determine which key indicators that affect Alma
BH Enterprise, then she should dedicate time and money to those area. Last but not
least, Mrs. Norwahayu should focus more on her strength rather than her weaknesses.
By focusing on her strength that she had, it will help her to sustain Alma BH
Enterprise.Mrs. Norwahayu should reorient the playing field to suit her strengths and
build upon them to grow Alma BH Enterprise.

4. Less marketing and target market.

 In our opinion, we found out that Alma BH Enterprise quite low in marketing
knowledge and skills. This is because they did not use any platform other than
social media to promote and their marketing product design is too dull even
nowadays as we can see we have many platforms and ways to do our marketing
product. Due to this, many people did not know much and notice about their
product. Moreover, during the interview session, Mrs. Norwahayu said that her
target market was in Alor Setar population only. She did not target the customer
from other states or Malaysian population.
 Solution: Alma BH Enterprise should promote their product in other platforms
and make it in more creative ways. This can be supported in the article
“Marketing and Promotion of a Single Product in Different Regions” by Dr. K. R.
Subramanian. It was stated that 65% people that are visual learner, 90%
information come to brain is in visual and they usually will pay more attention
when it comes to visual aids. Therefore, in order to attract their customer, Alma
 BH Enterprise should advertise their product in creative ways that can make
audience notice about their product. They are many platforms that they can use to
design our product and make it more interesting such as Canva, Sharpie and more.
Other than that, Mrs. Norwahayu should target more of her buyers in other states
too. This can make their business expand well even outside Kedah also it can
give benefits to her business profits.

5. Hiring the right talent.

 Alma BH Enterprise are lack of competent workers with the right skills and talent to
perform their job. This is because, Alma BH Enterprise have only 4 people to manage
the company therefore, there are many tasks being perform by unqualified person. In
terms of competencies and recruiting the right talent, a small to medium-sized company
does not need full-time human resources or the hiring of new employees. But during
times of rapid growth which Alma BH Enterprise currently going through, attracting the
best worker, and learning the necessary expertise and competencies is critical to ensuring
a long-term future. Next is in terms of regulation and compliance, Alma BH Enterprise
has been recruiting the employee without following the proper recruitment procedure in
terms of proper interview and recruitment following the steps. Instead, Alma BH
Enterprise recruit the employee from suggestion through the family and friends without
focusing on the skills, talent, and expertise.
 Solution: Investing in a consultant with the experience to find the exact staff they need
would be a smart decision for them to do. The interview process is an essential aspect of
the hiring process that should be thoroughly prepared. The main goal is to align the
applicant's qualifications and abilities to the criteria outlined in the hiring description and
assess how well the candidate fits those requirements to perform the job in the company.
From the most critical to the least important, the interview should be conducted. Request
that the applicant have as many examples as possible to demonstrate how well he or she
satisfies a major criterion. Resumes and application forms are often insufficient for this
evaluation and can conceal crucial details. The required information can only be
gathered by proper questioning during the interview, so thorough interviews are crucial
and need to be done and taken seriously. (Dr. Zafor Mamoon, 2013).
CONCLUSION

Alma BH Enterprise solved the problem by implementing proper ways to ensure the
business can operate efficiently. They will enhance their recruiting process with findings and
discussions to their problems, which is something they look forward to in their selection and
recruitment process. The recruiting technique used, such as online and physical interviews,
would aid in the selection of quality agents. Next, it is necessary for Alma BH Enterprise must
emphasize the importance of establishing a long-term trusted relationship with customers. This
increases the customer’s confidence in the company and, as a result, wins their loyalty.

Besides, Alma BH Enterprise must have competitive attitude in marketing and emphasize
new product to the industry. There are many opportunities to fill unmet needs by developing new
goods and services. Besides, Mrs. Norwahayu should be aware of the difficulty in identifying a
new product or service that will assist the company in meeting its goals. This is because the
product that a company choose must be able to meet the company's overall objectives, generate
the desired profit, meet the company's strategic positioning goals, and comply with the
company's operational requirements.

Next, Alma BH Enterprise is a company that could sustain in a long term if it is handled
properly. By having the solutions that has been suggested, it would make Alma BH Enterprise
grow even bigger than expected. Moreover, when Mrs. Norwahayu tailor her growth strategy to
Alma BH Enterprise and customers, she will keep her customers happy and fulfill their wants
and needs, which will keep them coming back.

Then, Mrs.Nowahayu and team should start to market their product in creative ways and
use any platform to promote about their Alma Coffee and Wulan Skincare. This can make
audiences get to know about their products. As a result, it can expand their business growth and
give impact to the increasing product demand. Other than that, they should target the consumer
from other states. This is because people will recognize Alma BH Enterprise and Mrs.
Norwahayu can get the customers from other states too. It can give impact to the Alma BH
Enterprise increasing profit.
 Lastly, by following the right step from selection of workers to managing the company
up until the product being delivered to customer, it is very crucial and needed to be done
properly in order for the company to be successful and expend even bigger than where they are
now. With the passion in the business field that Alma BH Enterprise have, rest assured that the
company will sustain and grow bigger in no time.
REFERENCES

Khin, S. &. (2017). Perspectives of start-up entrepreneurs on challenges, support services and
entrepreneurial ecosystem. International Journal of Economic Research, 14(3), 335-353.
Oliver, R. L. (1997). Customer delight: Foundations, findings, and managerial insight. Journal
of Retailing, 15, 1-15. doi:https://doi.org/10.1016/S0022-4359(97)90021-X

Subramanian, K. R. (2017, July). Marketing and Promotion of a Single Product in Different

Regions.
https://www.researchgate.net/publication/319128019_Marketing_and_Promotion_of_a_Si
ngle_Product_in_Different_Regions.

About Us. Alma HQ. (2020, November 12). https://alma.my/about-us/.

APPENDICES

Geographical areas of Hutan Kampong

Production process