Principles of Entrepreneurship (ENT530): Case Study: Anugerah Kraf Galleria / Nur Amirah Jamal

Bateqila, a legacy of Anugerah Kraf Galleria, is the first brand in Malaysia that uses the concept of ‘Batik Alaf Baru’. Not only do they produce their main product which is batik patterns on an acrylic board, but they also offer various handmade and custom-made products to customers such as wooden cheque, medals, trophy, gifts, wall decoration, hijab tag and many more. They design and make it exclusively according to the customers’ wishes. Unique as well as high in quality attracts new customers and repeat customers in Malaysia to buy from them. They never received any complaints from their customers which proves that they are a business that prioritized its customers’ satisfaction. Anugerah Kraf Galleria is also one of a few which owns a high technology laser machine in Johor. This machine helps them to produce their products much faster compared to other businesses and the end results are much neater as well. Other than that, they used social media as a platform and medium of promoting their products and services such as Facebook and Instagram. They even invest their money in Facebook Ads so that there will be many people engaging towards their posts on Facebook. As a result, lots of customers, especially from sellers who just started their business ended up ordering from them after seeing the ads. Their target customers are those who want something unique as a decoration in their houses, small sellers and those who want to give gifts on many occasions such as weddings, retirement ceremonies and farewell ceremonies. Furthermore, their marketing strategy emphasizes the quality and price of their products and services. They offer an affordable price for each of their products including the custom made one. Their main purpose is for customers to enjoy high quality products without worrying about the price tag. Their prices are also fairly cheaper compared to other competitors. Despite COVID-19 crisis and having difficulty paying employees’ salaries, Anugerah Kraf Galleria still stands strong and tries their best to sustain their business. Since their store and workshop are being ordered to close due to Movement Control Order (MCO), they start selling their products online. One of the employees brought back the small laser machine and worked from home. They are taking orders online, proceed to complete it at home and immediately deliver it to their customers. However, only small products are being accepted at the moment such as hijab tagging, mugs and keychain. With this income, they can retain their business as well as supporting their own lives during MCO.