Business Report

1.0 Introduction to the Organization!

Azra Trading Sdn Bhd is a well-known, family-owned trading company that has been established
since 2009 and operates from Puchong. It is primarily involved in the Textile and Trading
(Import and Export) Industry.

The company provides a broad range of fashionable attires however specializes in design-
unique traditional ethnic wear. Although operating physically only from Puchong, frequent
shoppers from all over Malaysia is a very common sight. These include:

 Traditional Ethnic Wear for Men.

 Traditional Ethnic Wear for Women.
 Traditional Ethnic Wear for Children.
 Premium Tailoring Services.
 Fashion Accessories.
 Various types of Premium Textile Fabrics.
 Various types of Textile Materials.
 House-hold products.
 Cosmetics.
 Imports and Exports.

Azra Trading Sdn Bhd operates with heavy emphasis on high quality products and customer
satisfaction. The relationship developed between new customers and the organization is swift
and lively to say the least. The relationship maintained with its frequent and loyal customers is
without a doubt astonishing. A very close “We Are Family” attitude is maintained by all its
employees and customers.
The company staff has wide spectrum of diverse backgrounds including that of foreign
nationals. Individual talents of its staff are recognized by the company managers and given the
opportunity to act on them.

My role, initially, in Azra Trading Sdn Bhd was as an intern in the IT Department to design and
develop its e-commerce platform and was soon given the great opportunity to diversify and
develop my other skills under other departments such as Customer Relations, under the
supervision of its most senior employees. My tasks ranged from developing an e-commerce
website using software such as WordPress to assisting customers to boosting online presence
using Google Maps.

2.0 The Organization

Azra Trading began as a small shop in 2009, sharing its responsibilities between its family
members. At the time, it offered limited but unique and high-quality textiles to its local
community in Puchong. It has since expanded to hiring from local communities as well as
foreign nations and offers a wide range of services. It is no doubt that Azra Trading Sdn Bhd’s
customer platform was developed on strong foundations of customer satisfaction. Among many
things, the company takes the most pride in its imports of high-quality textiles from India that
focus on diverse culture. Azra Trading works closely with renowned textile companies to source
the trendiest collections from across India to meet customer desired taste and requirements.

Services Provided include:

 Indian Textiles (retail and wholesale).

 Fashion Accessories.
 Premium Tailoring Services.
 Cosmetic Products.
 Essential House-hold products.
 Local distributors of textile materials.
 Importers of Cinnamon and Tea from Sri Lanka.
As stated earlier, Azra Trading has a profound understanding of how to develop and maintain
customer relationships. Therefore, it is safe to say Azra Trading’s goals focus on delivering
quality customer service. These goals, with the added fact of transparency ensures customers
integrity in all their dealings. Their core focus is to guarantee any and all persons connected
with them, be it a customer, an employee or a vendor, finds their association not only
worthwhile but very pleasant.

Azra Trading recruits skilled workers to work efficiently, who can enforce the decisions and
sustain profitability and performance. Objectives in Human Resources include the
organizational structure and the interactions with workers. They also protect the organization's
personnel training and growth goals. A Human Resource target maybe to minimize employee
turnover by 20 per cent through the implementation of a new employee support system.

The organization structure comprises of top managerial staff, who are the top specialists and
undertake the responsibilities of designing and implementing strategic business models and
decides the direction the organization is heading with consideration to Azra Trading’s principles.
The assortment of top managerial staff compromises of 3 chiefs who are non-official with one
official administrator and one non-official executive.

The next segment of duty bearers are administrators who oversee their departmental activities
identified with various brands and segments. This level connects the lowest level employees
and the top-management officials and involves chiefs and senior managers who execute the
plans of the top managerial staff.

3.0 The Environment

Indian Ethnic fashion has been a major mass-production industry across India and other parts of
the world for many years, evolving from century to century to create a more distinct design yet
revolves around key elements of its endemic design which makes it Indian Ethnic wear. This is
still the case in the 21 st century, with the advancement of technique in design and mass-
production, the modern Ethnic wear is still in great demand and with the right designs it looks
better than ever!

Historically, domestic organizations have mastered wholesale productions in this labor-

intensive sector. However, with the increasing cost of production and greater competition from
abroad due to large-scale globalization in the recent years, once wholesale empires are now
forced to maneuver into retail. Its greatest competition is found in low-cost countries such as
Pakistan, Bangladesh, Vietnam and Indonesia. Azra Trading largely concentrates on catering to
the Indian Community.

Online retailing has been around for many years and with more and more businesses solely
focusing on “e-businesses” due to the low cost of running a business, all generations of
individuals are forced to learn how to navigate through this new-found maze and perfect the
art of selection.

Like many competitors of its industry, Azra Trading too has adapted to online retailing.
However, to simply say “has adapted” is to undermine the massive amounts of expertise, time
and financial resources spent on this objective. During my initial research, I was easily
convinced that Azra Trading had and continues to invest a significant amount of effort into
developing and boosting its online presence through Social Media Marketing (Instagram,
Facebook, Shoppee, Lazada etc.) than many of its competitors. With my employment to the
company, the objective was to design and develop its own e-commerce platform,
www.sella.my.

4.0 The Functions

The roles delegated to employees within the IT Department and Customer Relations
department form two of the most crucial foundations to the organizational structure, with each
serving its own unique purpose. The duties of IT Department comprised of technology research,
advancements in multi-media presence and the design and development of its e-commerce
platform. Cyber Audits are conducted on a regular basis by the departmental Chief to assess the
progress of its projects.

The Customer Relations department is to handle customer complaints and train its employees
on how to converse and build relationship with their customers.

5.0 The Department /Section

The IT Department of Azra Trading has adopted a decentralized organizational structure. The
managers in charge make known the projects and ideas to their subordinates, who are
encouraged to devise a strategy to develop or for the acquisition of the required systems. This
department is a very agile and lively department, always finding unique ways to stay creative.

The company’s Customer Relations department acknowledges the seriousness of public

attitudes and surrounds all its values and goals on maintaining and improving the channels of
communication and to institute new ways of setting up a two-way flow of information and
understanding.

6.0 Communications /Information Technology

Every organization has their own modus operandi to pass on information. Relying on verbal
communication via speech or sign language appear to suit best for Azra Trading, and can be
seen used especially during video conferences, telephone calls and presentations. On average,
Bahasa and Tamil are widely spoken among colleagues as well as among many customers. As an
individual who is not very proficient in Bahasa and possess no usable knowledge of the Tamil
language, I found no difficulty communicating as all employees were also proficient in English
and happy to teach me Tamil vocabulary.
As for written communication - numbers, words and symbols are used for record keeping and
as another form of communication involving numbers and detailed information. This is crucial
for providing records of reference materials and promotes uniformity of policy.

As for the use of information technology, Azra Trading uses sophisticated surveillance systems
to monitor company security capable of facial recognition. Furthermore, use of multiple POS
(Point Of Sale) systems that can maintain stock records is another addition to information
technology of Azra Trading. There are also multiple desktop computers connected to the
company Intranet followed by network-connected printers and scanners. The desktop
computers are intended for use by the Finance Department and IT Department. However, if
required by employees belonging to another department, desktops can be used with
permission and under supervision.