COMPANY ANALYSIS

ZK Trading

TECHNOLOGY ENTREPRENEURSHIP (ENT600) : CASE STUDY

FACULTY & PROGRAMME : FKM – EM220, Exchange Program

SEMESTER :7

PROJECT TITLE : NewAir Company Case Study

STUDENTS : Umul Ngulya Binti Anuar

ID NO. : 2018828248

LECTURER : Sir Raslan Bin Nordin

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ACKNOWLEDGEMENT

In finishing our test study, I had to take help and guideline of some respected persons, who
deserve my greatest gratitude. I would like to give that gratitude to our lecturer ENT 600, En.
Raslan Bin Nordin, for giving me a good advise and guideline for this assignment. Without it, the
journey would not be as successful as now.

Furthermore, my next appreciation would go to ZK Trading company and En. Lee Tian who
giving me opportunity and permission to hold an interview asking about his company. I am
extremely thankful with the huge cooperation and treating me nicely throughout the interview
session.

Last but not least, a lot of thanks sending to all those who have involved directly and
indirectly helping me in writing this assignment. Many people especially my classmate and
friends have given their opinion and suggestion for me to improve and come out with a better
assignment.

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TABLE OF CONTENT

ACKNOWLEDGEMENT........................................................................................................................2
TABLE OF CONTENT...........................................................................................................................3
LIST OF FIGURES................................................................................................................................4
LIST OF TABLES...................................................................................................................................5
EXECUTIVE SUMMARY.......................................................................................................................6
1. INTRODUCTION............................................................................................................................7
1.1. Background of study...............................................................................................................7
1.2. Problem Statement.................................................................................................................7
1.3. Purpose of Study.....................................................................................................................8
2. COMPANY INFORMATION...........................................................................................................9
2.1 Background..................................................................................................................................9
2.2 Organizational Structure............................................................................................................10
2.3 Products / Services....................................................................................................................11
2.4 Technology.................................................................................................................................15
2.5 Business, marketing, operational strategy.................................................................................15
2.6 Financial achievement...............................................................................................................16
3. COMPANY ANALYSIS.................................................................................................................17
3.1. Strengths...............................................................................................................................17
3.2. Weaknesses..........................................................................................................................18
3.3. Opportunities.........................................................................................................................18
3.4. Threats..................................................................................................................................19
4. FINDINGS AND DISCUSSION....................................................................................................20
5. CONCLUSION..............................................................................................................................21
6. RECOMMENDATION AND IMPROVEMENT..............................................................................22
7. REFERENCES.............................................................................................................................24
8. APPENDICES……………………………………………………………………………………………25

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LIST OF FIGURES

Figure 1: Company Logo.......................................................................................................................9

Figure 2: Canon PIXMA G3060 Machine............................................................................................11
Figure 3: Canon PIXMA G7070 Machine............................................................................................12
Figure 4: Canon imageRUNNER ADVANCE DX 6700i Series Machine............................................13
Figure 5: Canon imageRUNNER C3210 Machine..............................................................................14
 LIST OF TABLES

Table 1: Company Information..............................................................................................................9

Table 2: Organization Chart.................................................................................................................10
Table 3: Canon PIXMA G3060 Specifications……………………………………………………………..11
Table 4: Canon PIXMA G7070 Specifications ………………………………………………………….....12
Table 5: Canon imageRUNNER ADVANCE DX 6700i Series Specifications……………………..…...13
Table 6: Canon imageRUNNER C3210 Specifications ………………..………………………………...14
 EXECUTIVE SUMMARY
The purpose of this case study is to see how theoretical situations can be implemented. As
a student at UiTM Puncak Alam, we have been able to investigate and research a business as a
startup understanding what is critical for delivering goods that enter the market successfully. To
do so, I prefer ZK Trading in a printing and stationary store currently located in Merlimau,
Melaka
In the first part of the project report, the general information of the company has been collected.
Information is gathered through personal interview with the owner of company and observation.
The objective of the project is to work on the background, organizational structures and services
provided by ZK Trading.

Next, we are examining the printing services offered by the company and other support
services, as well as its sector, marketing, and organisational approach, used by the company to
advertise its printing services which are very interesting. We are investigating this.

The goals demonstrate what a corporate unit needs to do. Strategy is a course of action to
accomplish the aims. Of corporation must formulate a plan to achieve its objectives which will
consist of an effective management and a marketing strategy.

In our case study, SWOT analysis has been used to evaluate its power, vulnerabilities,
chances and risks in real-life companies. Therefore, in the Market Pattern Canvas (CTC) research
we evaluate the desires and expectations of current customers in this business to find a way to
satisfy their needs to proceed as our breakthrough for the new growth mission.
1. INTRODUCTION

1.1. Background of the study

In order to find a suitable topic for a case study which key element it is to identify a product
that has significant potential to be innovated and at the same time provide better solution for
our design course struggle, we figured it would be most useful to study a company that have
long experienced with the needs of architectural students. Therefore, we could get an insight
from another viewpoint of how they find solutions and potential services as to develop their
company.

The idea of choosing printing and stationary company as my subject of study is from my
observation and experienced toward this company. I try to identify the strength, weakness,
opportunity and threats needs for my case study in a roughly way. Then, I think it is
interesting to use this type of company for me to study and learn about entrepreneur before
producing a product with my group member.

1.2. Problem Statement

The obvious problem of this company is weakness in marketing. Depending on the

advantage of strategic location without adding on some marketing strategy to expose their
company to other than student as target customer. By comparing number of competitors in
the same business field nearby with the possibilities number of students who need provided
services from time to time, it is a problem that need to be solved in the near future to ensure
the company sustainable in market. Then, the services can be different from other
competitor to stand out while catching customer attention with an interesting service
provided.

This study will focus on how the company manage to survive in a long time and keep
acknowledgeable by customer from generation to generation even without a planned
marketing strategy. I also put stress on to know the actual problem and what effort the
company gave in order to maintain their business instead of my rough observation.
1.3. Purpose of the study

The purpose of the case study is to get knowledge and expose more to a real business
situation. Identify the strength, weakness, opportunities and threat as the main subject and
study each of it to come out with few suggestion and recommendation regarding to the
company. The result and experience of this assignment can used as a guideline in my next
assignment which is producing a blue print. My team and I will discuss each other finding
while finishing this assignment and implement it inside the blue print. The case study
therefore is supposed to help from all direction to provide all the needed information for a
fitting business plan.
2. COMPANY INFORMATION
2.1 Background

ZK TRADING
No. 2926, Jalan MU 1, Taman Merlimau Utara,

7730 Merlimau, Melaka Malaysia

Tel : 06-263 6779

Figure 1: Company Logo

Name ZK Trading

Address No. 2926, Jalan MU 1, Taman Merlimau Utara, 7730 Merlimau,

Melaka Malaysia

Registered Number 0921627U

Business Action Provide stationary tools and printing services

Owner En. Lee Tian

Business Phone No. 06-263 6779

Date of Starting 11 / 11 / 2010

Business

Operation Hours Monday – Sunday (8.00 a.m. – 10 p.m.)

Number of Workers 2 workers

Table 1: Company Information

2.2 Organizational Structure

Manager/Owner
En. Lee Tian

Service Assistant Service Assistant

Sue Yee Daniel
Table 2: Organization Chart

This current organization chart given by the owner of ZK Trading. It shown that there only
three members involved in maintaining the company with En. Lee Tian as the owner who
also managing all the management task including financial and operation. Those two service
assistants hired to help in fulfilling all customer demand and give satisfied services.

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2.3 Products/Services

Canon PIXMA G3060

Figure 2: Canon PIXMA G3060 Machine

Printer Name Canon PIXMA G3060

Printing Technology Inkjet
Functions Print, Scan, Copy
Max. Print Resolution 4800 (horizontal) x 1200 (vertical) dpi
A4 Print Speed Approx. 10.8 ipm (Monochrome, ESAT),

Approx. 6.0 ipm (Colour, ESAT)

Format A4
Scan Technology Flatbed (CIS)
Scan Resolution 600 x 1200 dpi
Number of Machine 2 unit

Table 3: Canon PIXMA G3060 Specifications

Canon PIXMA G7070

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 Figure 3: Canon PIXMA G7070 Machine

Printer Name Canon PIXMA G7070

Printing Technology Inkjet
Functions Print, Scan, Copy, Fax
Max. Print Resolution 4800 (horizontal) x 1200 (vertical) dpi
A4 Print Speed Approx. 13.0 ipm (Monochrome, ESAT),

Approx. 6.8 ipm (Color, ESAT)

Format A4
Scan Technology Flatbed (CIS)
Scan Resolution 1200 x 2400 dpi
Number of Machine 1 unit

Table 4: Canon PIXMA G7070 Specifications

Canon imageRUNNER ADVANCE DX 6700i Series

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 Figure 4: Canon imageRUNNER ADVANCE DX 6700i Series Machine

Printer Type A3 Monochrome Laser Multifunctional

Functions Print, Copy, Scan and Optional Fax
Max. Print Resolution (dpi) 1,200 x 1,200
Print Speed Up to 80 pages per minute
Format A3, A4
Scan Technology Single-pass Duplexing Automatic Document
Feeder [2-sided to 2-sided (Automatic)]
Detect Feeder Multi Sheet Feed is
supported.
Scan Resolution Scan for Copy: 600 x 600
Scan for Fax: 600 x 600
Maximum Number of Connection Lines 4
Modem Speed Super G3: 33.6 kbps
G3: 14.4 kbps
Fax Resolution (dpi) 400x400 (Ultra Fine), 200x400 (Super Fine),
200x200 (Fine), 200x100 (Normal)
Number of Machine 1 unit

Table 5: Canon imageRUNNER ADVANCE DX 6700i Series Specifications

Canon imageRUNNER C3120

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 Figure 5: Canon imageRUNNER C3210 Machine

Printer Type A3 Color Laser Multifunctional

Functions Print, Copy, Scan and Optional Fax
Max. Print Resolution (dpi) 600 x 600, 1200 x 1200 (half-speed)
Print Speed Up to 20/20 pages per minute (CL/BW)
Format A3, A4, A5
Scan Technology Optional: Color Platen (Platen Cover-Y2)
or DADF-BA1 [2-sided to 2-sided
(Automatic with DADF)]
DADF: Duplexing Automatic Document
Feeder
Scan Resolution Scan for Copy: 600 x 600
Scan for Fax: 600 x 600
Maximum Number of Connection Lines 1
Modem Speed Super G3: 33.6 kbps
G3: 14.4 kbps
Fax Resolution (dpi) 400x400 (Ultra Fine), 200x400 (Super
Fine), 200x200 (Fine), 200x100 (Normal)
Number of Machine 1 unit

Table 6: Canon imageRUNNER C3210 Specifications

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2.4 Technology

Based on the technologies and accessories they have, the company could supply various
type of stationaries and things related to student needs. Other than that, they also provide a
printing services available to print A3, A4, A5, sticker and hard cover for thesis students.

For customers who want to buy stationary, they are allow to survey or test the product for
curtain product such as pan or marker to make sure it can work nicely before purchase.
There will be a worker that always ready in receiving any question and help the customer to
find what they want to save their time spend in store.

For the printing services, the customer can choose any available computer to setting up the
printer themselves or ask a free worker for help. So, they are free to choose any type of
services as comfortable. Moreover, they also provide a technology for photocopy service.
This service got a condition which is a customer’s request will not be done on the spot if the
pages exceed from 300 pages because lack of machine efficiency. The company let
customer to leave their material along with their phone number and will contact them once
finish.

2.5 Business, marketing, operational strategy

ZK Trading always thinking how to encourage more customer to come and use their services
without forgetting the competitors which increasing from time to time in that area. They
always come out with a solution that no company ever done before to make them stand out
among their target customers.

One of the main marketing strategy is in choosing location to start their business. By aiming
their target customers, the location chosen in near and accessed especially for Politeknik
and UiTM students. Facilities such as school, Klinik Kesihatan, food court and restaurant
also near to make it the best place to start a business.

ZK Trading didn’t depending on an advantage and fell comfortable because they realize
there is a lot of company who always thinking new strategy to compete with them. In order to
boost the exposure of ZK Trading business more to public, ZK Trading’s management have
been highly taking advantages of social medias. This is because it is not only free but also
can be using to increase business visibility widely.
Other than that, ZK Trading business also can interact and connect on more personal level
with their customer. In that way, customers will more likely recognize ZK Trading as a
business.

2.6 Financial achievements

ZK Trading started their business with about RM30,000 and only started by selling stationaries
and any basic stuff such as car perfume and some candies. At that time, their profit was about
RM2000 in a month. After considering their nearby competitors that provide printing service
which seems popular among students, they decided to invest part of their modal to buy two
second handed desktops, two printers and renting a photostat machine as a starter sources for
printing services. The desktops and printers cost about RM6,000 while the photostat machine
rented at rate of RM100.00 per month by the supplier.

As the time goes by, the company getting more profit as the printing service start. The
financial status become more stable than the moment they start the business. However, to
ensure the company will stay competitive and sustain in market, they need to expand their
business to get more profit.
3. COMPANY ANALYSIS
3.1. Strengths

As a company which successfully stand for over 5 years, there must be a few advantages
and strengths that leads the company sustain in market. The strength includes location,
competitive price, variety of services and amenities.

Location : ZK Trading located about 5 minute from Politeknik Merlimau which resulting to be
one of the main destination for students to fulfilled their demand. Despite of the students of
Politeknik, there are also few schools, office and clinic nearby that could be their potential
customer and client. Moreover, Merlimau is a town which closer to UiTM Jasin. Because of
that, most of UiTM’s students who does not stay in hostel will rent a house at Merlimau. This
situation give ZK Trading an advantage in getting more targeted customer to use their
services. Merlimau also a place with a lot of facilities as an attraction for people nearby to
come for variety of food, petrol refill, night market, buy groceries and others. Unconsciously,
this would contribute about 10% from overall customer to ZK Trading if consider potential
customer from the outside of Merlimau.

Competitive price : ZK Trading offers reasonably priced services in comparison to its

competitor. They found a supplier of stationaries and printing materials in cheaper price if
buy for wholesale. With

Variety of services : ZK Trading is focusing to print and photostat service as they found it
will give a good and high profit for their company. They also hire a worker that expert in
using computer and printer to help customer and give them satisfaction while use their
service. It is important to plant a good impression for every customer and give them thought
to compare with other competitor. But, ZK Trading not depending to this service only, they
also prepare a space around the store for variety choice of stationaries so customer will visit
the store either for printing and photostat issue, buying stationaries or both.
3.2. Weaknesses

The weaknesses of ZK Trading will hold their potential to become top printing and stationary
company in Merlimau, Melaka. Some factors that play a role in company for unable it to
develop a strong and competitive advantage such as target client limitation, insufficient staff
and insufficient resources.

Target client limitation : More than 50% of ZK Trading’s target customer come from
students. Means, students play such a huge role in their monthly profit. The problem rise
when students have their semester break which is one month for every semester. In that
month, they will only depending on less than 50% customers and might be even worst if
consider the other competitor.

Insufficient staff : ZK Trading have a very limited number of staff. With only three staff
including the owner, it is not enough to accommodate the needs from customers and store.
Hence, each staff has to work more than their scope of work which have affect the flow
because lack of focus in certain area. This is noticeable during peak hour, a staff can
assist only a customer in a time others need to wait for a chance.

Insufficient resources : This always happened to most of companies and also ZK

Trading when they are facing a problem of insufficient computer and printer when the
customers outnumber the resources. So, the customers will either wait or leave to
competitor store.

3.3. Opportunities

Opportunities can occur for a variety of reasons such customer lifestyle, strategic location,
advance in technology or new market opportunity.

1. Provide more services that can attract more target customer.

2. Hire more staff so that each staff can focus in certain area and give 100% commitment
beside they can share their knowledge among each other to become a multitasking
person.

3. Improve connection between client with various social media.

4. Increase space of store to add more variety of stationaries or resources of printing stuff.
5. Add amenities, as additional facility for customer while waiting their printing order.

6. Expending the ZK Trading branch to other strategic location.

3.4. Threats

Every business have their own thread as a challenge for a company to find solutions to
overcome or reduce the effect of threads to business.

1. Seasonal profit, ZK Trading main profit comes from student as the profit gap during student
semester break was so different.

2. There are few competitor with same business field such as Soon Siang, I Love Printing and
Go Printing located nearby.

3. The printing resources such as printer, photostat machine and computer got a time to
service inside out in order to maintain their performance. It involved huge amount of cost
and the operation flow will affected.

4. In this growing country, the technology always produce and improve their functionality and
quality make the existing machine incompatible. For example, when all-in-one-printers
machine publish, the regular printer will faded as the customer feels more comfortable to
use all-in-one-printer because they could use all function such scanning and printing by a
single machine.

5. Exposed to various type of technical error such error in setting printer, printer faulty like ink
color problem will cost the company to pay for the wasted paper loss.
4. FINDINGS AND DISCUSSION

4.1. Seasonal Profit

ZK Trading profit shows inconsistent graph gap because their target customer majority
comes from student of Politeknik Merlimau. The profit will narrow down during student
semester break which about one month for every semester. At this time, the company still
need to pay their workers and utilities like other month. With this unbalance monthly profit,
the company has to secure the workers first and let the other needs such machine hardware
services done during top profit. This difficulty still can be control with the profit from
stationaries and customer outside the area.

4.2. Marketing Strategy

Although ZK Trading company has successfully running for more than four years, this is not
a ticket to feel comfortable because the existing and new competitors keeps pushing the
market to their side. ZK Trading make a connection with their customer by one of social
media platform. But the acceptance not as good as it should be. This failure marketing
caused by lack of promoting their social media platform among customers. There is no such
attractive banner or sticker that can introduce customers to visit their social media to know
and get information about the company from time to time. By hiring a good and creative
worker in producing marketing material can actually enhance the exposure of the company
to a huge number of new target customer.

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 5. CONCLUSION

In conclusion, this project is useful and taught me some knowledge about business in real
existence. I am thankful and appreciate that I could run an interview of an emerging company. The
most important thing in any kind of business field is an objective. With a true and clear objective,
the path of business will be smoother and stronger without any confusion in the future. Next, the
marketing strategy must be excellent to gain more target customer. A good planning is a secret to
ensure the probability of success higher by considering every aspect. Most entrepreneur afraid to
start marketing their product or services, but the fact is they can learn a lot from fail and success
strategy. That is what we call up and down of business.

Moreover, during studying this company business I realize that emotional control also
important to keep a positive momentum. It is important especially when a company facing
difficulties. Accept the weakness and make a good improvement is a key to give a better
impression among customer and competitors.

In addition, I recognised how to solve challenges dependent on internal and external variables
and measures to eliminate business loss. Both these techniques can be applied in order to
develop every potential commercial enterprise. It also helps to reduce the risk in an attempt to
influence the firm. As an entrepreneur, with a profitable enterprise, we need to recognise our
strengths, vulnerabilities, possibilities and risks as soon as possible.

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6. RECOMMENDATION AND IMPROVEMENT

On current situation, ZK Trading only provide printing and stationary store services. Based on
my observation, this company has a big potential to lead the market if they improve and expend
their services. Beside learning demand, the students also involved in curriculum which required
them to organize few events. So, this is an opportunity for the company to increase their market
size by joining venture with other scopes of services such as t-shirt printing, banners and
bunting.

Other than that, the company can considering to hire more skillful worker to increase the
efficiency and quality of their services. With this, they can accommodate large number of
customers in a time and maintain their good services even in a busy moment. Good impression
is important as a long term attraction to customer.

In this raising technology, ZK Trading should use all available platform to be more friendly and
approachable among customers. Other than Facebook, they can also use similar social media
such as Whatsapp and Instagram for updating their activities so, the customer only need to
check through social media to know whether the store is open or close and also notice if there
any promotion in any period of time.

Moreover, online platform such as Shopee and Mudah.my are good to reach customer all over
the country. This is a right place to bring forward and expose more about their product of
stationaries. With no limit customer, any generation that need to buy stationaries would survey
and buy through any ecommerce they prefer.

Next, I think ZK Trading can add a new branch with a strategic location targeting customer other
than students. The new branch can increase their monthly profit and also can be a back up
financial during students semester break.

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7. REFERENCES

1. https://www.academia.edu/41203351/ENT600_COMPANY_ANALYSIS
2. https://www.facebook.com/zktradingmerlimau/
3. https://my.canon/en/consumer/products/search?category=printing

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8. APPENDICES

1. Front view

2. Cashier

3. Printing space

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