Elmama Enterprise / Noor Izzati Aqilah Azman

In this case study, I managed to develop new knowledge about real businesses that happens out there. Besides, I also managed to know about the owner’s personal entrepreneurial competencies and understand the business’s performance through the SWOT analysis which contains of strength, weaknesses, opportunity, and threat.

The business that I choose in this case study is Elmama Enterprise. The owner’s name is Puan Maimon Binti Ismail. Elmama Enterprise is a home-based bakery located at No 32A, Jalan Impian Putra 4/3, Taman Impian Putra, Fasa 6 Kajang, Bangi, 43000, Kajang, Selangor Darul Ehsan. The business that she owned is a sole proprietorship business. She sells few types of cakes and dessert such as Brownies, Carrot Cake, Burnt Cheesecake, Pavlova, Pandan Gula Melaka Cake, Mango Cheesecake and many more. The system of her business is customer need to order through WhatsApp at least one day before and pay it using online banking. Then on the next day, Puan Maimon will packed everything and deliver all the foods ordered by using a runner such as Lalamove and Grab. After that, she will follow up for the customer satisfaction.

Other than that, Puan Maimon possesses many main characteristics that successful entrepreneurs should acquire in order to successfully perform entrepreneurial roles, such as initiative, problem-solving, knowledge-seeking, and concern for high-quality work. Furthermore, based on all of the interviews I conducted, I was able to assess the company's strengths and weaknesses, as well as the opportunities and challenges it faces. They have the following advantages: highly populated regions will quickly attract customers, they have their own marketing gurus to direct them, they use high quality and premium ingredients, and they have a low-cost supplier from the manufacturer. While the prospects include opening her own bakery, expanding marketing strategies such as promotions, and improving COD facilities for customers' convenience. Their company's weaknesses include outdated production facilities, a shortage of staff and manpower, and a lack of room and time to bake. While the threats include having a large number of competitors in that market, price wars between competitors, and price fluctuation due to the current economic crisis.