Case Study : Ramlah Salleh Serunding / Amalin Aisyah Mohd Nawawi

Mohd Nawawi, Amalin Aisyah (2020) Case Study : Ramlah Salleh Serunding / Amalin Aisyah Mohd Nawawi. [Entrepreneurship Project] (Submitted)


This case study assignment is to identify how the company managed their business from raw materials until its ready to market. The company that I had chosen and focused to investigate more details on is Ramlah Salleh Serunding. ‘Serunding’ is a famous as a traditional food that originating from Kelantan. Ramlah Salleh Serunding is located at Kampung Laut, Tumpat, Kelantan. Before this, I have done an interview session with the owner of the company to collect the information of the company. For instance, background of the company, organizational structure, product and services. Besides that, I also study other activities like business, marketing and strategy that used to maintain or to reach their goals.
With utilization of SWOT, I learned and analysed the current condition of strengths, weaknesses, opportunities, and threats that can help development in business strategies. SWOT analysis is used because it helps to concentrate the company activities into areas where the company is strong and where the greatest opportunities lie. So, I can know and find a solution to overcome each problem that the company has faced. Besides, these alternative solutions can be practiced by the owner for business progress.


Item Type: Entrepreneurship Project
Email / ID Num.
Mohd Nawawi, Amalin Aisyah
Email / ID Num.
Thesis advisor
Nik Muhammad Naziman, Yusrina Hayati
Subjects: H Social Sciences > HD Industries. Land use. Labor > Small business. Medium-sized business
H Social Sciences > HD Industries. Land use. Labor > Food industry and trade. Halal food industry. Certification
T Technology > TX Home economics > Food service
Divisions: Universiti Teknologi MARA, Kelantan > Kota Bharu Campus > Faculty of Computer and Mathematical Sciences
Keywords: Ramlah Salleh Serunding, traditional food and food industry
Date: 26 November 2020
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