Ee-Lian Enterprise [M] Sdn. Bhd / Nurul Hidayah Mohd Sobery

This is an attempt to know how the theories can be applied to practical situation. As a student in UiTM Arau, Perlis, it is a part of study for everyone to undergo a case study project. So for this purposed, I got the opportunity to do research on a company which manufactured the same product that I want to develop in new product development. he company that I have chosen is Ee-Lian Enterprise (M) Sdn. Bhd. that produce a rack for dishes or dish drainer in the brand name elianware. The company is based in Pulau Pinang, Malaysia. In the first part of the project report, the general information of the company has been collected. Information is gathered through the searching only in the internet. This is due to the Pandemic Covid 19 and the Movement Control (MCO) in Malaysia that limit the activities of each students. In the second part of the report, contains the specialized subject study. Objectives of this project is to work on the background, organizational structures, product and services that Ee-Lian Enterprise (M) Sdn. Bhd. provides. Next, I also study on the business, marketing and operational strategy that the company has been implemented for years and not to forget on their financial achievement. In this case study, I also analysed the strength, weaknesses, opportunities and threats of the company in real business world by using SWOT analysis. Thus, from the needs and demands from the existing customers of this company, I analysed and find a solution to overcome and fulfil their customer’s needs. The solution that I gained in this case study will be later on. Thus, from the needs and demands from the existing customers of this company, I analyse and find a solution to overcome and fulfil their customer’s needs.