Case study of Jeruk Madu Pak Ali / Nurul Fatini Ahmad Fauzi … [et al.]

Through entrepreneurial skills and knowledge, ENT530 teaches students how to comprehend customer insight, market demands, and business prospects. This case study on company analysis assignment is one of the course assessments. The purpose of this project is to conduct research on a Small Medium Enterprise with an SSM accreditation. The purpose of this course was to expose students to possible business problems and how to handle them effectively. This study case can provide us with ideas for improving our business as students. This research is also beneficial for students because it teaches them how to brainstorm and think outside the box in order to resolve problems in the future. The chosen company is Jeruk Madu Pak Ali. It is one of Malaysia’s first choice of pickled beverages which originated from mostly fruits. It is formerly started in Penang where it became well-known for their product which is the pickled fruits. We have been studied the business’ goals and objectives solely based on its Business Model Canvas and it helps us to gain a better understanding of the company’s target customer base, how they drive profit and also how they deliver their unique value proposition. In addition, we also required to find major business problems that were faced by the company and we need to identify the main causes. Some major problems that we found were lack of promotional marketing activities, plain and unappealing packaging, lack of technology and lack of information to the consumers. Relating to those major problems, we have identified its alternative solutions which are fully utilize social media marketing and content creation, create new and appealing packaging, use advanced technology and provide more information through advertising strategy. Every solution that we came up has their own advantages and disadvantages to the business and we also have recommended the best solution for Jeruk Madu Pak Ali to apply for its company.