CASE STUDY - FROM NEIGBOURHOOD COOKIES TO WORLDWIDE MARKET

I have learned a case study about malay interpreneur, Puan Nabilah who is owned "Sedap Cookies" .
A Full Stomach Makes One Happy
That is Malay rhyme had influenced Puan Nabilah's belief that she could make people happy with her variety of homemade cookies. "Sedap Cookies" was a homemade-recipe cookies company which was first established in 1984 selling varieties of Malay and Nyonya delicacies. According to Puan Nabilah, all of her children were involved in the company management. Puan Nabilah's 1st son, Hazmir, who came from a medical background, devoted full commitment to his familyn business. The 2nd one, Hazlan was incharged for international market and franchising whereas the youngest so, Haris become the General Manager.
Puan Nabilah experienced many obstacles and challenges before become a successful interpreneur. Then, her business become bigger and bigger and spread outside of Malaysia. 

"When Your Food Tasted Good, People Will Become Attracted" - Puan Nabilah
Puan Nabilah also stood by her philosophy:
"Never Give Up Even When Everything Seems Hopeless"

THE DISCUSSION QUESTIONS:

1. Discuss 3 types of strategies that have been adopted by Sedap Cookies Sdn Bhd. List 2 advantages and 2 disadvantages.

Firstly, Puan Nabilah used many type of strategies :
  • Expansion Strategy
  • Organically
  • Joint Venture
  • Diversification/ geografical
  • Franchising
Then, there are advantage and disadvantage of the strategies she used :

- Advantages
  • Expansion strategy :  -Potential for increased revenue and profits. Increase the operation through existing acticvities.
  • Joint venture : -New insights and expertise -Better resources.
  • Franchising : -Products and services will have already established a market share. Therefore there will be no need for market testing. -Can benefit from communicating and sharing ideas with, and receiving support from, other franchisees in the network.
- Disadvantages
  • Expansion strategy : -Paying for more space, people and inventory in many instance.
  • Joint venture : -It is only temporary. -Both parties share the risks and costs.
  • Franchising : -The franchisor might go out of business. -Other franchisees could give the brand a bad reputation, so the recruitment process needs to be thorough.


2. SWOT and TOWS MATRIX:

i) SWOT 

STRENGTH
WEAKNESSES
·         Many product
·         Worldwide
·         Never stop looking for new business opportunities
·         Malay customer
·         Festival’s cookies

·         Expensive cost
OPPOTUNITIES
THREAT
·         Her sons. Hazmir, Hazlan and Haris.
·         Trade fairs and trade shows.
·         Festival seasons

·         Many competitors
·         Lackadaisical attitude of some of her supplier.


ii) TOWS matrix
STRENGTH
WEAKNESSES
OPPORTUNITIES
SO
          Expansion strategy
WO
         Joint venture
THREAT
ST
          Expansion strategy
          Market
WT
          Joint venture



3. Recommend Hazmir the best strategy that he could deploy for his business expansion.
  • Focus strategy
  • Growth strategy
  • Strategic alliance
  • Global integration
  • Turn around


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