COMPANY ANALYSIS

MARISSA HEALTH & BEAUTY SDN BHD

TECHNOLOGY ENTREPRENEURSHIP (ENT600): CASE STUDY

FACULTY & PROGRAMME : Faculty of Civil Engineering (EC220)

SEMESTER :8
GROUP MEMBERS: 1) Mohamad Aisar Bin Rusli 2015829252
2) Muhammad Amirul Naim Bin Nor Hisham 2015249444
3) Muhammad Asyraf Bin Aminuddin 2015856878

LECTURER : Nor Azmi Bin Bakhary

SUBMISSION DATE : 23 October 2017
Contents
1.0 INTRODUCTION .................................................................................................................... 2
1.1 Background of the Study ....................................................................................................... 2
1.2 Purpose of the Study ............................................................................................................. 2
2.0 COMPANY INFORMATION.................................................................................................. 3
2.1 Background ........................................................................................................................... 3
2.2 Organizational Structure ....................................................................................................... 7
2.3 Products and Services............................................................................................................ 9
2.3.1 Marissa Supplement Products ................................................................................................. 9

2.3.2 Marissa Skincare Product ...................................................................................................... 11

2.4 Technology .......................................................................................................................... 14

2.5 Business, marketing, operational strategy ........................................................................... 16
2.5.1 Target Market .......................................................................................................................... 16

2.5.2 Marketing Strategies .............................................................................................................. 16

2.6 Financial Achievement........................................................................................................ 17

3.0 COMPANY ANALYSIS ........................................................................................................ 18
3.1 SWOT.................................................................................................................................. 18
3.2 Consumer Trend Canvas ..................................................................................................... 20
3.2.1 Basic Needs ............................................................................................................................. 20

3.2.2 Drivers of Change................................................................................................................... 20

3.2.3 Emerging Consumer Expectation ......................................................................................... 21

3.2.4 Inspiration ................................................................................................................................ 22

3.2.5 Innovation Potential ............................................................................................................... 22

3.2.6 Who .......................................................................................................................................... 23

4.0 FINDINGS, DISCUSSION AND RECOMMENDATION ................................................... 24

5. CONCLUSION ......................................................................................................................... 26
6. REFERENCES ......................................................................................................................... 27
7. APPENDICES .......................................................................................................................... 28

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1.0 INTRODUCTION

1.1 Background of the Study

ENT 600 is an entrepreneurship subject that needs to be taken by the entire student in
UiTM irrespective of their courses. This course is entitled to introduce the current industry
towards the student. This subject will taught the student on how to start and run their own
business if they want to start a business of their own. It is important for the students to gain
knowledge and skills in this developed era. For the new semester, students are required to search
a company and hold an interview with the owner or the workers from the company. We need to
make a case study written report based on the interview from the company. The case study is
given as an early preparation or mindset for the students that want to open a business.

In the case study, we need to use the SWOT analysis and Consumer Trend Canvas (CTC)
that we had learned in class.

1.2 Purpose of the Study

The purpose of this study is to expose us to the real business in the current industry by
using the case study method. For this particular task, student are required to arrange a
professional meeting or interview with a business owner who cater sales up to RM50,000
annually. They are no restriction or rules on who to be selected as the interviewer. Which mean,
student can choose those who runs a business from any background for example, beautician,
advertising company, Construction Company, food truck owner and many more.

In addition to these, we can learn on how to manage and run a sustainable business while
handling problems and challenges that were faced during the case study is being done.

Besides that, while doing the case study it will also help us in gain a deeper
understanding of sustainable technology business entrepreneurship and how it can be put in place
in the current industry.

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2.0 COMPANY INFORMATION

2.1 Background

Marissa Health & Beauty Sdn. Bhd. is a sole proprietor, 100% owned by bumiputera that
run based on aesthetic and anti-aging beauty. The company is based at No 28-1, Jalan Semenyih
Sentral 4, Semenyih Sentral, 43500 Semenyih, Selangor. The business is owned by a aesthetic
and anti-aging doctor, Dr Rushmini Maris Bt Ismail. She started her business with a clinic 15
years ago. Dr Rushmini Maris Ismail is a doctor that graduated from Medical College Kasturba,
India (MBBS) in year 1997. She start her career by served in few clinics and government and
private hospitals before she decided to open her own.

Dr Rushmini Maris start opened outpatient clinic in 2003 that named Poliklinik Penawar
Semenyih. Her patient is including from common diseases to chronic diseases. From that
observation, she statically concluded that people starting age 30 and above tend to suffer chronic
disease and need helped from other people to live their life. From that situation she inspired to
study about anti-aging in brief. The reasons are simply because she wants to help these patients
to increase their life quality for those at aged 30 and above and to reduce the tendency for them
to suffer aging disease.

The deep passion of her in aesthetic and anti-aging medical, she further her study to
higher level and acquired her Master in Anti-Aging & Regenerative Medicine di USCI, Kuala
Lumpur. She also got certifications from the university and training center in Germany, Bulgaria,
Bangkok and Singapore. After finished her study, she open a beauty and anti-aging center that is
named Marissa Aesthetic and Wellness on 2007 and then changed to Marissa Health & Beauty
Sdn. Bhd. Her reason is to give awareness and knowledge about the importance of hormones to
the body.

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 Because of her activeness in introducing the treatment in anti-aging, Dr. Rushmini Maris
is always invited to give talks about health and beauty in many Malaysian government
organizations and private organizations such as Malaysia Airlines (MAS), associations and local
universities. Besides that, she also a fixed speaker in Radio KL that on air every Thursday, and
several times invited as guest in Wanita Hari Ini at TV3, Soal Wanita at TV Al-Hijrah, FEMINA
at TV1 and THE NATION at BERNAMA TV. Dr Rushmini Maris also active in conduct
workshops and health and beauty talks in entire Malaysia. She also write health and beauty
articles and she also famous because she is authored a book named “Catatan Kehamilan” that is
printed multiple times. She wish to be a versatile and will publish new book shortly.

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 Establishment Marissa Branches

It started only with small shop lot and only equipped with few treatments, then Marissa is
loved by its customer including VIP and celebrity. Dr Rushmini expand her business by increase
the shop lot and increase the numbers of machine treatments such as pigmentation laser, acne
laser, facial machine and etc. Because of the high demand in her customer, she expand more her
business by building new branches.

NO. BRANCH ADDRESS ESTABLISH DATE

1. Marissa Semenyih No 28-G, Jalan 2013
(HQ) Semenyih Sentral 4,
Semenyih Sentral,
43500 Semenyih,
Selangor

2. Marissa Shah Alam No. G41 Laman Seri 2013

Business Park Jalan
Persiaran Sukan
Seksyen 13, 41000
Shah Alam, Selangor

3. Marissa Bangi D 09-02 Plaza 2014

Paragon Point, Jalan
Medan Pusat, Pusat
Bandar, 43650 Bandar
Baru Bangi, Selangor

4. Marissa Kuantan No. 48A, 1&2 Floor, 2014

Jalan Putra Square 2,
Chinatown Putra
Square, 25200
Kuantan, Pahang

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5. Marissa Melaka No-86, Jalan Lagenda 2014
5,
Taman 1 Lagenda,
75400 Melaka

6. Marissa Kelantan PT 729 T/Jalan Hulu 2015

Pasar, Bazar MDKB
16450 Ketereh,
Kelantan

7. Marissa Kedah B-2-3, Condo 900, 2016

Jalan Golf and
Country Club 06000
Jitra, Kedah.

8. Marissa Senawang 42-2A, Tingkat 1, 2016

Perniagaan Senawang
Jaya, Senawang
70450 Seremban,
Negeri Sembilan

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 2.2 Organizational Structure

Profile of Business Director

Director :Dr Rushmini Maris Binti Ismail

Address :No 28-1, Jalan Semenyih Sentral 4, Semenyih

Sentral, 43500 Semenyih, Selangor

Telephone :0387234808

Handphone :0132448484

Fax :038724 9561

Email :drrushminimarisismail@gmail.com

Website :www.drrushminimaris.com

Position :Director / Aesthetik & Anti-aging Expert

Kelulusan Akademik :- Bachelor of Medicine & Bachelor of Surgery

(MBBS)
- Master Anti-Aging & Regenerative Medicine
- Certified Laser Lipolisis Practitioner
- Certified Serdev Sutures Doctor

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Company Information

Company Name : Marissa Health & Beauty Sdn Bhd

Company Address : No 28-1, Jalan Semenyih Sentral 5, Semenyih Sentral, 43500

Semenyih, Selangor

Registration No. : 1146282-T

No Telephone : 03-87234808/0132448484

Email : marissahealthandbeauty@gmail.com

Website : www.marissaskin.my / shop.marissaskin.my

Type of Business : Provide laser services, provide beauty and aesthetic services,

consultation of health problem and inside/outside beauty. Sell and

supply beauty products.

Vision : Always lead and equal to the other international treatments.

Mission : To be the best with the best skill and always up to date.

Motto : Cantik, Ceria, Cergas.

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2.3 Products and Services

2.3.1 Marissa Supplement Products

PRODUCT NAME USES DATE PRODUCED

1) Marissa Glutathione
- Lightening and
whitening skin
- Natural antioxidant April 2010
- Disappearing and
fading scar,
pigmentation and acne

2) Marissa Selenium
- Helps avoid hair loss
problem April 2010
- Maintain body shape
- Effective healing
factor

3) Marissa Magnesium
- Natural anti-
depression
- Relax the brain (for April 2010
people suffering from
migraine)
- Keep the nerves to
function normally

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4) Marissa Chromium
- Anti-diabetes
- Good insulin
properties (reduce April 2010
sugar level and blood
pressure)
- Repairs metabolic
function (avoiding
obesity problem)

5) Marissa Mecobalamin
Plus - Restore injuries
- Speeds up pregnancy April 2010
- Prevent cervix cancer

PRODUCT NAME USES DATE PRODUCED

6) Marissa Nano Silver
Water - Destroys virus,
bacteria, pathogen,
and free radical
- Strengthen the body June 2010
immunization system
- Helps keeping ideal
body weight

7) Marissa Young
- Reduce body weight
- Anti-aging
- Whitening and June 2010
lightening skin

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2.3.2 Marissa Skincare Product

PRODUCT NAME USES DATE PRODUCED

1) Marissa Perfect 5
- Evens the skin tone
- Fading black spot April 2010
- Protect the skin from
UV ray

2) Marissa White and

Glow - Even the skin tone
- Fading and removing
acne September 2010
- Repair and treat the
skin pigmentation
from the inside

3) Marissa Perfect Lady

- Making the skin more
radiant
- Give the skin moisture September 2010
and feels soft
- Covers black spot
4) Marissa Smooth and
Glow - Removing wrinkles
- Instant skin firming
effects January 2011
- Activate collagen
production

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5) Marissa Pore
- Closes pores
- Face looks glowing
- Skin face becomes September 2010

Makeover smooth and fluffy

6) Marissa Skin Repair

- Treating sensitive and
dry skin
- Activates collagen September 2010
production
- Moisturizes the skin

PRODUCT NAME USES DATE PRODUCED

7) Marissa White and
Glow Soap - For sensitive skin
- Shrinks and remove
acne January 2011
- Treating the skin
using apple stem cell
formula

8) Marissa Firm and

Clear Soap - Lightening and
smoothing the skin January 2011
- Remove acne
- Softening the skin

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9) Marissa Nano Spray
- Dries and removes
acne in a short time
- Moisturizes and May 2010
refreshing the face
- Make-up lasts longer
10) Marissa Shape Up
- Giving an ideal body
shape May 2010
- Destroys cellulite
- Breaks unwanted fats
fast

11) Marissa Firm Up

- Removes wrinkles
and firming the skin
- To solidifies and May 2010
strengthening breast
structure

12) Marissa Colagen

Lipstick - Suitable for everyone
- Colors according to
individual blood May 2010
- Increasing your self
confidence

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2.4 Technology

Among the outcomes that customers get from these treatments is last long, high quality,
instant effect and most importantly does not hurt.

a) Aesthetic Treatment
- Threadlift
- Mesoskin Therapy
- Serdev (colagen thread)
- Breast Lift
- V-Shape
- Filler

b) Body Slimming Treatment

- Lipolisis Laser
- Radio Frequency
- Enzyme Therapy
- Marissa Slimway

c) Pigmentation Treatment
- Laser Medlite
- PRP Skin Rejuvenation
- Microdermabrasion

d) Laser Treatment
- Pixel Laser (remove scar)
- Isolaz Laser (remove acne)
- Hair Growth Laser
- Body Hair Laser
- Medlite Laser (remove pigmentation)

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e) Eye Treatment
- Eyelids and Under-eye Bags

f) Health Care Treatment

- Ozone Therapy
- Enzyme therapy
- Chelation
- Bioptron
- Intestines Cleaning

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2.5 Business, marketing, operational strategy

2.5.1 Target Market

a) Services
- Men and women aged 21 years old and above
- Individuals having hormone problem
- Individuals having loose skin problem
- Individuals that loves beauty
- Individuals having low self confidence in front of crowd
- Individuals that needs advices regarding their skin problem

b) Product
- For all ages starting from 12 years old
- Individuals that values inner and outer care
- Individuals that wants beauty and health that lasts although already in their 40s
- Individuals that wants to get skin treatment suitable to their problems

2.5.2 Marketing Strategies

Marissa business concept is offering services to customers. Among the services offered are:

- Beauty and health treatment

- Laser treatment
- Anti-aging and hormone treatment
- Body slimming treatment
- Beauty and health products
- Beauty and health problems consultation

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Other than that, Marissa also offers online sale services. Marissa products can be bought through:

- Facebook page
- Facebook advertising
- Website
- Blogspot

2.6 Financial Achievement

From the interview session with Dr Rushmini Maris, we assume that she is very motivated
to share her financial achievement. According to her, the average sale for the company has
increase year by year. She had stated that the company has to pay millions only for
advertisement. She also stated that she had to pay RM300,000 per year just to advertise in
newspaper then, but now she have to pay RM100,000 per month which is she chose the better
plan to advertise. She managed to open many branches and Dr Rushmini also expressed that she
is planning to open one more branch in Johor soon.

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3.0 COMPANY ANALYSIS

3.1 SWOT

Strength

 The price for the supplement sold is cheaper than the competitors but have the same
quality.
 The GST has been absorbed into the prices of the product so there’s no extra charge when
the customers buy the product.
 The clinic provides free inspection for the customer when they go on a road tour to attract
customers.
 This business also used the latest technology for their treatment. Each of the branches has
their own machines so that the customer does not need to go to a specific branch in doing
their treatment.

Weakness

 New employees need to be trained well before they can satisfy the demand of customer
 The owner wanted to make a joint-venture with other company but consider it too risky
due to no experience.
 Employees are comfortable with their current basic salary and do not want to work
diligently to increase the sales for the company.
 People do not want to buy these products because it is made in Malaysia. Malaysian
people always consider product that is made in Malaysia is low in quality.
 The product is limited to as it is not available on the pharmacy such as Watson and
Guardian due to the consignment, where the payment will be given to the company after
all the products had been sold completely.

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Opportunity

 Teenagers nowadays also are starting to take care of their look and appearance because of
the current life trend and following their favorite celebrity and artist.
 Since the government is promoting the export industry, so the chance for the product to
be exported to other countries in the Asian region is quite high as the product has a good
feedback among the customers.
 Now the market target is not only for female customer but also targeting the male
customer because they started to realize the important of beauty supplement products.

Threat

 Competitors that provide the same treatment are Chinese, and customers always biased to
the Chinese services.
 Old fashioned customers are likely afraid to get latest technologies treatment (laser and
etc.)
 People are also afraid to use facial products because the chemical might ruin their faces.
 When paying for the advertisement, the current logarithm of the website might be
changes for example Facebook ads. Facebook might change the logarithm thus making
the paid advertisement failed to attract any customer.

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3.2 Consumer Trend Canvas

Analyze

3.2.1 Basic Needs

Marissa Beauty and Health Sdn Bhd fulfill customers’ needs to take care of inner and
outer beauty which are skin beauty, anti-aging treatment, hormones health and others.
Nowadays, beauty and health are trends that apply to all age group starting at early teen age
among both males and females. This is relevant due to the current social age of posting photos
and videos to social media platform such as Facebook, Instagram and Twitter. This trend of
uploading photos to social media is particularly famous among teens. Thus, this indirectly makes
them want to maintain a beautiful and healthy skin. At Marissa, common skin problem such as
acne, oily skin and scar amongst teens can be treated.

This beauty trend is also valued by women ages 30 and above based on our interview
with Dr. Rushmini. This is mainly because at those ages, they starts to have problems such as
uneven skin tone, skin pigmentation and wrinkles. These women desires to have a beautiful and
healthy skin as it can increase their self-confidence when meeting people inside or outside of
their workplace.

Other than that, Marissa also provides pimples repair treatment to their customers. Some
people have bad issues with this problem and it adversely affects their self-confidence. Thus this
treatment is really needed by many people especially women of age 20 and above.

3.2.2 Drivers of Change

Drivers of change are the factors that cause these trends to emerge now. Among the
factors is the usage of internet that is more widespread than ever before. Nowadays, information
can easily be spread and viral within seconds. Even youngsters have access to global information
especially through social media and news apps. Customers that are satisfied with the service will

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spread good words to their friends and relatives through social media such as Facebook and
Instagram. This will indirectly attract more people to try this beauty and health treatment.

Moreover, communities in Malaysia now are more aware about beauty and health than in
the old days. They are more exposed to the importance of beauty and health of their skin and it
has also become a trend. Due to the rapid advancement of technology to improve health and
beauty, technology has evolved and more pain-free treatments has been produced to treat skin-
related problem.

Climate in Malaysia also plays role in the drivers of change. The increase in temperature
in our weather affected the skin health of Malaysian citizen especially to those who have to
works outside for long hours. Women, whose are more concern about skin beauty will seek
treatments to restore their skin health.

3.2.3 Emerging Consumer Expectation

Emerging consumer expectation is to be expected whenever a new business or company

is open. For different customer, they had their own expectation when they had their treatment at
the clinic. So to fulfill all the customer expectation is kind of impossible as they had expectation
that is not possibly reached but we can try to fulfill some of the expectation that it is easily
reachable.

For the Marissa Company, one of the emerging consumer expectations is that they can
see the expected result within the early weeks of treatment. This is not possible as the skin need
to repair from the inside then to the outside. So, continuous treatment is needed to make sure that
the skin is getting their correct amount of nutrient as the opposite effect of treatment can occur.
Besides that, all the consumers expect to have a less waiting time to get their treatment. This is
because they don’t want to waste time by waiting for their turn in getting the treatment. The
consumers also want to have a comfortable and relaxing environment when waiting to get their
treatment while having a good and friendly customer service while they are having their
treatment. Good and friendly customer service will make the consumer to have the desire to
come again and recommend the place to their colleagues and friends. Lastly the most emerging
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consumer expectation is that the treatment provided by the clinic is that they have a reasonable
and affordable price. The consumer surely wanted to feel that their money is spent on something
that is effective and beneficial to their beauty and health.

3.2.4 Inspiration

Every people or business company had their own inspiration before they become a
successful company of their own. Just like these companies, Marissa Beauty and Health SDN.
BHD. also has their inspiration.

For the Marissa Company, their inspiration comes from the likes of London Weight
Management, New York Skin Care, Clinique, and Yun Nam Haircare.

Apply

3.2.5 Innovation Potential

Based on the observation and interview it can be seen that we can make an innovation
potential in order to attract more customer and therefore increase the sales of the company.
Innovation potentials that can be used and manipulate are such as treating the common and
sensitive skin by using one product instead of using different products. This will make the
product to be universal for the user. Besides that, we can also try to make a product that does not
dry the skin and felt like something is sticking to the face but at the same time form a protective
layer on the skin. Nowadays, people don’t like products that have the sticky feeling on their face
as they will feel uncomfortable. Another innovation potential is that we can make a product that
can reduce the percentage of the skin tanning when exposed to the sun and have a whitening
effect on the skin. People that works outside under the hot sun thinks that tan skin is not beautiful
and will reduce the chances of them getting a significant other. By using the innovation potential,
we can make the consumer to feel confident and achieve their dream proudly. Lastly, one of the
innovation potential that we would like to do is create a portable machine that can be carried by
the worker to treat any customer at any place. Some of the consumers are actually shy and
22
embarrassed to go out in public as they will think what other might say to them. Therefore by
creating the portable machine, the consumer does not need to go to the shop to have their
treatment instead the worker will come to them and give them the same treatment like at the
shop.

3.2.6 Who

For general, Marissa Company welcomes all types of people from different
background. However their main target is usually South East Asian people that live within the
equatorial climate environment. People that live in the equatorial climate environment usually
have skin problems as the weather is not fixed. As we all know, weather will give an impact to
the skin. Besides that, the company also would like to attract many people/customer that have
large range of age. For example, loyal customer that ranges from teenager to aged people. Lastly,
they would also want to help people that want to look/stay young and fit. The company would
like to help them in their 40’s and 50’s in achieving their goals to become healthy and fit to live a
healthy life.

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4.0 FINDINGS, DISCUSSION AND RECOMMENDATION

Problem 1 (MAJOR PROBLEM):

New employees need to be trained well before they can satisfy the demand of customer

Discussion :

The workers need to be highly skill to operate treatment because the treatment machine such as
laser treatment is complex.

Solution :

1. Hire worker with genuine qualification and before they can treat the customer, they need
to take practical test with the company.
2. During the treatment, the employees need to be monitored during the treatment so that
the employer can study the demand and trend of the customers.

Problem 2 :

Employees are comfortable with their current basic salary and do not want to work diligently to
increase the sales for the company.

Discussion :

They might be not channelized to the right path. They are not motivated and maybe because they
not knowing that it can generate income more than they earn from the basic salary.

24
Solution :

1. Do reward system for the employees to increase the sale by celebrating the highest seller
and give incentive in term of money to the employee.
2. To produce employees that generate highest income possible per month by promoting
commission payment that is based on their sales.
3. The company will provide every employee with a phone company and sales avatar. If one
of the employees quit, the new employee can take over the avatar and continue the legacy
as trusted seller.

Problem 3 :

People do not want to buy these products because it is made in Malaysia. Malaysian people
always consider product that is made in Malaysia is low in quality.

Discussion :

Old mindset of Malaysian that categorized everything that produced in Malaysia are low
technology, cheap and always behind from Europe country.

Solution :

1. Share testimony of regular visitors/users from varies type of health condition such as skin
tone, bald patches, weight problem and etc. Show the difference between before and after
the treatment.
2. Hired international beautiful celebrity or famous dermatologist as product ambassador.

25
5. CONCLUSION
In conclusion, after we interviewed Dr Rushmini and done researched to her company,
we can see that Marissa Health & Beauty Sdn Bhd is facing internal and external problem at the
same time. Therefore, we summarized the major problems for this company and we listed in
finding. Besides, every local business is affected by nowadays economy crisis in Malaysia. This
problem can cause problem either to company itself or to the customers. There are also some
unknown factors that did not shared by Dr Rushmini because of company policies or privacies
that need to give focus to that can contribute negative effect to the company.

26
6. REFERENCES

Interviewed Person

Dr Rushmini Maris Binti Ismail and husband (October 10, 2017)

Website

CONSUMER TREND CANVAS. (n.d.). Retrieved October 10, 2017, from

http://trendwatching.com/trends/consumertrendcanvas/

Kim, L. (n.d.). 16 Best Entrepreneurship and Business Leadership Articles of the Year. Retrieved
October 10, 2017, from https://www.inc.com/larry-kim/17-best-entrepreneurship-and-business-
leadership-articles-of-the-year.html

M. (2016, December 22). Marissa Aesthetic & Wellness. Retrieved October 23, 2017, from
http://marissaskin.my/

Staff, I. (2017, March 09). SWOT Analysis. Retrieved October 10, 2017, from
http://www.investopedia.com/terms/s/swot.asp

Book

Shah, S. H., & Soon, C. T. (2013). Entrepreneurship. Selangor: Oxford Fajar.

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7. APPENDICES

Marissa Health & Beauty Sdn Bhd HQ & Dr. Rushmini first clinic (Poliklinik Penawar)

HQ lounge and waiting area

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Skin treatment room (Top) Certificate of SSM (Bottom)

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