Technology Entrepreneurship Project (ENT 600) : The Duck Group / Puteri Imein Sufia Mohd Adly

This is an attempt to know how the theories can be applied in practical situations. As a student in UiTM Arau, Perlis, it is a part of study where everyone is required to undergo a case study project. So for this purpose, I got the opportunity to do a research on a company that manufactures the same product as I am developing for my New Product Development (NPD). The company that I have chose in The dUCk Group Sdn. Bhd. that produces handbags and other products with the brand dUCk. This company is based in Kuala Lumpur, Malaysia. For the first part of this project report, the general information of the company has been collected and gathered for research purposes. Due to the COVID-19 pandemic, the government has issued the Movement Control Order (MCO) which restricted student’s activities. All researched that has been done were only done via searching the internet. The second part of the report consists the specialized subject study. The objectives of this project is to work on the company background, organizational structures, product and services provided by The dUCk Group Sdn. Bhd. Next, I also studied on the business, marketing and operational strategy that the company has been implementing for years. In addition for this case study, I have also analysed the strengths, weaknesses, opportunities and threats that the company faces in the real business world by using SWOT analysis. Hence, from the researches done and analysing the needs and demands voiced by their existing customers, I managed to come out with some best solutions to overcome, meet and fulfil their needs. Therefore, the solutions I have came up from this case study will further be used in my NPD project.