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Coursework Instructions:

Course Code and Title : MPU3232 Entrepreneurship
Programme : Bachelor
Semester : 1
Academic Year : 2013/2014
Lecturer / Tutor :Mr Chok Nyen Vui (L&T), Mr Oh Kim Yong (T)

Mode of assessment:
1) Coursework 1 (Group Assignment: 50 marks)
2) Coursework 2 (Individual presentation: 30 marks)
3) Coursework 3 (Case study: 20 marks)
Total 100 marks

Coursework 1: Group Assignment (50 marks)

Each group of students in the tutorial class is required to start a new business in ONE of the
following industries as the group Business Plan:

1. Food and beverage
2. Education
3. Computer/IT
4. Tourism
5. Clothing/Apparel
6. Others (subject to approval by lecturer or tutor)

Written Assignment criteria

1. Based on the selected industry, students are required to write a business plan for a new

2. Students are required to form groups consisting of 4-5 members.

3. Students are required to register their selected industry with their respective tutors by the
4th tutorial class (week 2).

4. Submission date of business plan: (week 5, tutorial 10) DURING TUTORIAL. Penalty
for late submission: 50% of the coursework marks will be deducted.

5. The report shall be submitted in hard and soft copy (DVD/CD).

Cover page should include;
i) University College name, Faculty name.
ii) Programme name, Course code and name.
iii) Assignment name/title of study.
iv) Tutorial group no., Group member list and ID.
v) Tutor name, Completion/submission date, Number of words in contents.

Format of documentation includes;
(a) The written assignment should not more than15 pages (excluding the references and
appendices). Ensure that the printing is clear and legible. A penalty of 10% will be
imposed on assignments exceeding the required number of pages.
(b) The project should be neatly typed in Font 12 Times New Roman with 1.5 line spacing
on A4 size papers.
(c) The assignment should be bind.
(d) All pages must be paginated consecutively using Arabic numerals (e.g. 1, 2, 3...) and
printed at the bottom centre of the page.
(e) Mode of Referencing: Harvard Referencing system.
(f) Date of submission: Week 11 (during tutorial session)
(g) Date of return of marked coursework: Week 9 (during tutorial session)
(h) Deadline for submission of group assignments is to be strictly adhered to.
(i) Plagiarism involves copying materials from other sources without acknowledging the
original author. The college treats plagiarism as a serious offense. Strict disciplinary
action will be taken against students, including failure of coursework or the unit.

Evaluation of group assignment performance is attached as Assessment A.

Coursework 2: Individual presentation (30 marks)

Each group is allotted approximately 20 minutes for Presentation.
All members are to present their own work on the day of presentation.
Power point format for presentation slide is required. Power point slides were limit to
maximum 25 slides.
Dress code: Formal (as how you would dress for an interview).
Assessment of student performance will evaluate based on their preparation and
information delivery.

Evaluation of individual performance is attached as Assessment B.

Coursework 3: Case study (20 marks)

Steve Jobs - The Silicon Valley Pioneer

In September 1997, Steve Jobs (Steve) was appointed the 'interim CEO' of leading information
technology (IT) company, Apple Computers (Apple), by the Apple board. Considering the fact that the
company's board itself had ousted Steve in a coup in 1983, this development was watched with interest by
media and industry observers. Steve's comeback was being seen as Apple's desperate attempt to survive
one of its worst phases: losses for 1997 amounted to $1.6 billion. The company reportedly needed a
charismatic leader who could steer it back to profitability and revive its fortunes. Those who had followed
Steve's career graph over the decades were not too surprised at these developments.

Known as the 'wonderkid' of the Silicon Valley, Steve was known for pulling off seemingly impossible
feats. He was one of the few entrepreneurs who were reported to be 'as famous as a 1970s rock star'. All
through the late-1970's, Apple was always in the news. During that period, the Wall Street Journal
focused on Steve/Apple and did not cover entrepreneurial ventures like Intel even though its cofounder,
Bob Noyce, was the inventor of the silicon chip, which was at that time a revolutionary product. Steve
gave the world its first personal computer (PC), 'Apple' and reinvented the PC years later by creating the
'Macintosh'. He made a successful business out of creating PCs that were not only user friendly but were
also aesthetically pleasing, unlike the 'dull' models available those days. Steve's research on the
Macintosh resulted in the creation of the windows interface and the mouse technology, which went on to
become standards in the software industry.

Steve also established successful entrepreneurial ventures like 'Pixar Animation Studio' and 'Next'. Pixar,
the creator of award winning films 'Tiny Toy' and 'Toy Story', was known as the number one animation
studio in the U.S. The operating system that Steve created at Next was acclaimed as a revolutionary
development by the software industry. Not surprisingly, Steve earned many awards for the services he
rendered to the computer hardware and software industry. He received the National Medal for
Technology in 1985 and The Jefferson Award for Public Service in 1987. He was named the Entrepreneur
of the Decade in 1989 by Inc magazine. He was also placed 39th on the Advertising Age 'Top 100
Advertising People' list.

Born on February 24, 1955, Steve was the adopted son of Paul and Clara Jobs (based in Mountain View,
California, US). As a child, Steve was a bundle of curiosity. A machinist by trade, Paul taught Steve the
basics of electronics. This laid the foundation of Steve's deep affinity for the subject. In late 1950's Steve
met Larry Lang who had recently moved into the neighbourhood. Larry Lang was an engineer working
with Hewlett Packard and also a ham radio operator. Steve learned a lot about electronics and other things
from his new friend. By working with 'heathkits,' Steve learnt how electronic gadgets were built. Despite
the lack of resources, Steve and Wozniak designed the first computer and made its prototype in Steve's

Upon completion, Steve showed the system to a local electronics equipment retailer. Impressed by the
design, he ordered 25 systems. Steve's friend, a retired CEO from Intel, helped him develop marketing
strategies for selling their new product. Enthused by the success of their invention, Steve and Wozniak set
up a company in 1975 to produce and sell small computers. To get the required capital, they sold some of
their most valuable possessions: Wozniak sold his HP calculator and Steve sold his Volkswagen van.
Together they raised $1,300. Apple III's second innings proved to be very fruitful; the product became
very popular with computer professionals. The company grew at a very healthy rate for the next couple of
years. Apple's sales amounted to $583,000,000 in 1982, a 74% increase from 1981. Also, the company's
net earnings stood at $1.06 per share in 1982, which was up 55% from the previous year.

A power struggle between CEO of Apple Inc., John Sculley and Steve Jobs has led to his dismissal in
May 1985 by the board of Apple from the post of Vice-President as well as the post as head of the
Macintosh division. In 1985, Steve formed a company named NeXT (Next) 13 and planned to come out
with the next generation of PCs that would be superior to Apple computers. The very next year, Steve
also bought Lucasfilm, a movie studio, for $10 million and incorporated Pixar Animation Studios. Sculley
was eventually forced out from Apple after the drop in sales and market share in 1993. In late 1996,
Apple's CEO Gil Amelio (Gil) proposed to buy Next and asked Steve to sign a contract to work at Apple
for a certain period of time, which Steve did not agree to. At a board meeting, Steve proclaimed that he
could not sign the contract because 'he did not want to disappoint anybody at Next'. By rejecting the deal,
he proved that Gil wanted the deal more than Steve did. Thanks to his brilliant negotiating skills, Steve
was finally appointed 'informal advisor' at Apple, with no contractual commitments.

[Source: modified from excerpts of Steve Jobs - The Silicon Valley Pioneer, IBS Center for
Management Research (ICMR),, accessed on 31 Jan 2011]


(a) Identify THREE (3) primary reasons for entrepreneurs starting their own business. Explain each
of them. (6 marks)

(b) Identify the most important reason for Steve Jobs venture into the computer business. Explain
your answer with at least THREE (3) examples from the case. (5 marks)

(c) Discuss any THREE (3) common myths about entrepreneurs. Analyse if they are true or not in
the case of Steve Jobs. Support your answer with appropriate examples. (9 marks)
[Total: 20 marks]

Students are required to present their answer according to the format as follow:
Answers should be typed with 1.5 line spacing
Font size 12, Times New Roman
This assignment should contain about 1500 words.
References should be the latest within 10 years (2004-2013)
Reference should follow Harvard referencing format.
Due date of assignment is on week 4, tutorial 8
Plagiarism in all forms will not be tolerated.

Assessment A:Group Assignment

Expectation (Your answer should show)

Marks Allocated Score
1. Executive Summary, Introduction & Business Description
Executive summary
o This should be on one (1) separate page.
o It should be placed at the front of the business plan.
o Maximum is 1.5 pages.
o It should not be use as Introduction of business plan.
o It is summary of the whole business plan.

Company description/ Business description
o General description of the business.
o Vision and mission.
o Goals or objectives of the company.
o For example: Name of the company, the product or service
that you provide to customer.
o Pages limit is between 1 to1.5 pages.



2. Contents
Industry analysis (10%)
o Use PEST and Porters 5 Forces to analyse the industry.
o Those data which represent the current status of industry.

Market analysis (9%)
o Target market (customers) identified.
o Customers needs and wants.
o Competitor analysis.

Marketing plan (10%)
o 4Ps (Price, Promotion, Place, Product)
o Strategy (location, pricing, quality and etc.)

Financial Projections (8%)
o Proforma Cash Flow (3 years estimation, yearly basis)
(Note: Assumption Sheet should be provided to indicate the
assumptions on which the statements were prepared. Capital amount
which not exceed RM 500,000)





3. Quality of the written assignment
Structure, language, clarity, readability and references.


4. Originality and depth of research.


Total 50

Assessment B: Individual presentation
(This sheet is to be attached with the assignment-ONE separate sheet for each member of the group)

Name : Date :
Co. Name: ID No :

Assessment criteria Score COMMENTS BY TUTOR
CONTENT (14marks)
Use of theory
Critical thinking
Explicit facts and interpretation if ideas
Reference to note during presentation
Organisation of thought
Clarity of thought and expression of ideas

Eye contact to audience
Gestures & Postures during presentation

VOICE (4marks)
Voice volume & clarity
Effective pauses & Rate of speech
Grammar & pronunciation

VISUALS (3marks)

Contribution to presentation
Neatness & Visibility
Clarity, Correctness & Use

TEAMWORK (3 marks)
Teamwork, professionalism, synergy,
overall flow and organisation of the

TOTAL MARKS : 30 marks



Semester: _____________________ Course Code & Title: _________________________


I/We confirm that I/we have read and shall comply with all the terms and conditions of TAR
University Colleges plagiarism policy.

I/We declare that this assignment if free from all forms of plagiarism and for all intents and
purposes if my/our own properly derived work.

I/We further confirm that the same work, where appropriate, have been verified by
antiplagiarism software__________________ (please insert).

No. Student's name Student's ID No Signature

Date: ________________