COMPANY ANALYSIS

LIYA CONCEPT ENTERPRISE

TECHNOLOGY ENTREPRENEURSHIP (ENT600): CASE STUDY

FACULTY & PROGRAMME : Faculty of Computer and Mathematical Sciences (CS249)

SEMESTER :6
PROJECT TITLE : INDIVIDUAL CASE STUDY
NAME OF STUDENT : NUR HAZIRAH BINTI AZHARI
GROUP : D1CS2496A
LECTURER : PUAN NURUL SYAQIRAH BINTI ZULQERNAIN

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Student’s Name : NUR HAZIRAH BINTI AZHARI

Student’s ID : 2019361547 Student’s I/C No. : 980307-08-5392

Program Code : CS249 Part : 6 Course Code : ENT600

Course :
Name TECHNOLOGY ENTERPRENEURSHIP

Assignment/ Due Submission

Project No. : 1 Date : 6.12.2020 Date : 6.12.2020

Assignment/ :
Project Title INDIVIDUAL CASE STUDY : LIYA CONCEPT ENTERPRISE

Lecturer’s Name : PUAN NURUL SYAQIRAH BINTI ZULQERNAIN

I hereby declare that the work in this assignment/ project was carried out in accordance with the regulations of
Universiti Teknologi MARA. It is original and is the results of my own work, unless otherwise indicated or
acknowledged as referenced work. This assignment/ project has not been submitted to any other academic
institution or non-academic institution for any degree or qualification.

I acknowledge that I have been supplied with the Academic Rules and Regulations for Universiti Teknologi
MARA’s Diploma/ Bachelor Degree/ Master’s Degree students, regulating the conduct of my study and exams.

I hereby declare that this assignment/ project is written by me and:

i. is a result of my own work;
ii. has not been used for another assessment at another department/ university/ university college in Malaysia
or another country;
iii. does not refer to/quote works of others or own previous writings without stating it both in the text and in the
reference list;
iv. mentions explicitly all sources of information in the reference list; and
v. will go through similarity check (Turnitin).

I am aware that disciplinary action (which may include the deduction of marks in the assignment/ project) will be
taken against me if I am found to be an offender.

6.12.2020

Date Student’s Signature

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 ACKNOWLEDGEMENT

First and foremost I would like to say that I am so grateful to Allah S.W.T and praise upon His Prophet,
Muhammad S.A.W because with His permission I am able to finish this project on time. With His will, I
was given sufficient time to complete this project. The title for my project is about case study on Liya
Concept Enterprise. Million of thanks to our ENT600 lecturer, Puan Nurul Syaqirah binti Zulqernain for
the valuable guidance and advice. She has been contribute so much during my project making
progress until toward finalizing this project. She has also provided me guideline on how to proceed with
the flow of this project. Not only that, without her guidance and patient tutoring us, I would be lost on
this subject as whole. Last but not least, I want to thanks my parents for their support that I manage to
finish this case study. I want to say that I have tried my best on completing this project and thus, I
hoped that this project can help attain an outstanding result which can positively contribute to final’s
outcome. Thank you.

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 TABLE OF CONTENT

PAGE

TITLE PAGE i
DECLARATION FORM ii

ACKNOWLEDGEMENT iii

TABLE OF CONTENT iv

LIST OF FIGURES v

LIST OF TABLE v

EXECUTIVE SUMMARY vi

1. INTRODUCTION 1-2

1.1 Background Of The Study 1

1.2 Problem Statement 1
1.3 Purpose Of The Study 2

2. COMPANY INFORMATION 3-10

2.1 Background 3-4

2.2 Organizational Structure 5
2.3 Products/Services 6
2.4 Technology 7-9
2.5 Business, marketing, operational strategy 10-12
2.6 Financial achievements 13

3. COMPANY ANALYSIS 14-19

3.1 SWOT 14-15
3.2 Consumer Trend Canvas 16-18

4. FINDINGS AND DISCUSSION 19-21

5. CONCLUSION 22

6. RECOMMENDATION AND IMPROVEMENT 23

7. REFERENCES 24

8. APPENDICES 25

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LIST OF FIGURES PAGE

Figure 1 : Liya Concept Factory 4

Figure 2 : In front of Liya Concept Showroom, Encik Fazli with his former customer 4

LIST OF TABLES
Table 1 : Job Scope of Organizational Structure 5
Table 2 : SWOT analysis 11
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EXECUTIVE SUMMARY

The case study is important to evaluate the company’s background, company’s analysis as well as the
company’s problems and alternatives that the management has provided. The method used to
complete this study is doing interview and some research on Liya Concept Enterprise company. Liya
Concept Enterprise is known as furniture based company. Liya Concept Enterprise has 2 showroom.
The first one is at their shop and another one is at their factory. During covid-19 showroom at their
shop had been closed temporarily so they just focused with showroom at their factory. Liya Concept
Enterprise main services is produce variety design of kitchen cabinet and also partition wall that is used
to wall that is designed to support only the materials of the wall itself. Liya Concept also provides
service for personal, office and school cabinet installation. Liya Concept Enterprise begin with no
workers back in 2017 but in 2019 Liya Concept Enterprise manage to hire several staff to develop their
business.

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1. INTRODUCTION

1.1 Background of the Study

For semester 6, all science mathematics students are compulsory to take subject ENT600 as
one of the important subject in the syllabus. This course is entitled to introduce students the
current industry of business. This subject will explain the students how to set up a company,
the innovation needed and to know the possibility that can happen in the entrepreneurship
industry. It is very important for the student to expose with the real business world so that
they can gain a lot of new knowledge and can explore more and they will know how to deal
with business. For this semester, students are required to find a company and hold an
interview with the owner or the representative from the company. We are required to make
case study written report based on the interview. This case study will be a fresh start or a
preparation for students that have a desire to start their own business. We are also required
to use the SWOT analysis and Consumer Trend Canvas (CTC) to make analysis and
conclusion from the interview.

1.2 Problem Statement

During the interview with the owner or the representative from the company, student shall
understand what problems that may occur in the business that meet with the technological
solution. Therefore, there are few problems that can be found in the business:

a) Time consume during booking product

b) Time consume during production phase
c) Lack of marketing the business
d) Limited stock

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1.3 Purpose of the Study

Purpose of the study is to expose student with the reality of working in business industry. In
this study, student are required to arrange an interview with the selected company. Student
are given the opportunity to choose any company that belongs to Small and medium-sized
enterprises. The background of the company chosen may be food industries, services
industries and any other industries as long as student can generate technological solution for
the business.

In addition, it can help students to see the complexities of real life in influence
decision. Students can apply their knowledge and thinking skill in real life situation. Lastly,
they can learn how to manage and keep the business stable.

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2. COMPANY INFORMATION

2.1 Background

Liya Concept is a business where the company provides service for

personal, office and school cabinet installation. This company was found in
2017 by Encik Mohd Fazli bin Zakaria, 34 and his wife Puan Hayati binti Isa,
34. With Encik Fazli experience and skills in business and carpentering, he
decided to build his company brand by using a small budget which is
RM7000.00. The company is located at No 16 Persiaran Perindustrian
Pengkalan 9, Kawasan Perindustrian Pengkalan Lahat Township, Lahat,
31550, Perak.

After 2 years being operates, Encik Fazli encountered many problems

such as lack of staff, increasing rental machine fees and factory rental.
Therefore, Encik Fazli decided to buy machines to reduce the rental cost. By
earlier 2019, Encik Fazli hired workers that can help him in expanding the
business and he managed to form several department to help him organize the
company well. In 2019 also with the existing of an office and a showroom, it
helps attracts more attention from many customers all over Perak and other
states.

Liya Concept Enterprise consist of several department which design

department, purchasing department and operational department. The company
offer good services with affordable prices. The company offer any concept from
the customer to design with their own tastes. They also provided catalogue to
help the customers to choose their design. In this year, they focus more on
kitchen cabinet and partition wall for the customers.

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VISION
To be a leading, dynamic and competitive through strong team alliance organization.

MISSION
Provide high quality, fast and flexible service to achieve a one hundred percent customer
satisfaction.

Figure 1 : Liya Concept Factory

Figure 2 : In front of Liya Concept Showroom, Encik Fazli with his former customer.

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 2.2 Organizational Structure

Job Scope Description

Manager  Manage order
 Supervise each department
Assistant manager  Assess customer
HQ
Human Resources  Handle company financial statement
 Handle workers salary
Assistant manager  Handle shop
Branch Sauza
Purchasing  Get list of product to be purchase
department  Deal with the supplier
Admin department  Plan and coordinate administrative procedures and systems to
streamline processes
 Monitor inventory of office suppliers
Operation  Receives and sorts the stock
Department  Produce the section of the cabinet
 Services at customer’s house
Workers  Help operation to produce the section of the cabinet
 Services at customer’s house
Table 1 : Job Scope of Organizational Structure
2.3 Products/Services

2.3.1 Products that Liya Concept Enterprise produced:

 Kitchen cabinet
 Partition wall
 Wardrobe
 Office cabinet
 School cabinet
 Any cabinet installation

2.3.2 Services provided

a) Booking
Customer will book the available date to discuss the on the cabinet they need and
also the design they interest. When the customer is ready, the operation team will go
to customer’s house to get the measurement of the cabinet needed by the customer
such as wardrobe or kitchen cabinet and also to make sure the suitability for the
cabinet and the structure of the wall.

b) Design
During design phase, customer are be given 2 choices.
 Choose design from catalogue provided
 Customer design based on their preferences and designer team will follow the
customer’s design.
Customer are given several chances to see the design until the final design where
customers are needed to go to the factory to confirm their design so that there is no
design problem that doesn’t suit the customer’s taste.

c) Operation
During operation in customer’s house, services will be conduct with the availability of
the customer at their house. Therefore, it is very important to book a suitable time for
the installation of the cabinet.

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 2.4 Technology

Material Used
 Wood - melanin and softboard
Both wood had been compressed to make board for furniture factory
 Nyato - buy from supplier and process at Liya Concept involve painting only
 Mirror
 Arcylic
 Leminate - being processed just like the wood, it is a little bit complicated to handle
this material since it needs to be paste on the cabinet or furniture

Machines Used
1)

2)

3)
4)

5)

6)
7)

8)

Design Department
 Using software 3d sketchup - software that is used especially to design the
furniture.
2.5 Business, marketing, operational strategy

2.5.1 Marketing

1. Target Market :
a) Clients
 Residents in Lahat and nearby area
 Perak state
 Customer who have family

According to their customer’s data, customer usually comes from :

 Majority from Lahat
 10 percent from Kuala Kangsar
 10 percent from Tapah
 10 percent from Gopeng
 10 percent from Kampar

Liya Concept customer’s background is all with family background. We can conclude that
customer who have family are usually concern of cabinet furniture since it is for the family
to enjoy cooking with beautiful looking kitchen.

b) Services
 Customers that needs beautiful and neat kitchen
 Customers that needs good quality of cabinet
 Customers that needs good and quality storage of goods
 Customers that needs good and quality storage of clothes
 Customers that needs good and quality storage of kitchen appliances

2. Marketing Strategies
Marketing strategies used by Liya Concept through online medium is using Facebook
page and blog. But they only active in Facebook.

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2.5.2 Operational
a) Booking
Several method used for customer to survey and booking the services.
 Through Encik Fazli -> Encik Fazli will give the customer numbers to sales team -> sales
team will deal with the customers
 Through walk in at factory
 Through Facebook page
It takes around one weeks for customers to come to factory to discuss further on the cabinet
needed since mostly customers have family and they also works so their free time is on weekend.
Booking depends on selected customer regarding their area.

b) Measure session
After booking, the production teams will comes to customer’s house to measure the size of the
cabinet that required by the customers. Estimated time is 1 day to measure all the measurements
needed.

c) Design department
 Production teams will gives the measurements to design team for the design team to start
designing the cabinet as customer requirement. It takes 1 day to design for 1 customers.
 After several time design and get some feedback from the customer, the final design must
be confirmed by the customers at the factory. So, the customer have to arrange their time
to come by the factory for the final design. If the customer takes times to come by the
factory, the process will be delay due to the need of confirmation from customers
themselves.
 Liya Concept Enterprise is strict when final design so that the customer is satisfy with the
design and also they do not want any problem happen such as does not meet customer
requirement because it will affect a lot for their production later.
 Design department will submit the design to the supplier.

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d) Operation department
 Operation department will start their operation when the colored board received from the
supplier.
 Operation for cutting the board and any other materials needed based on the customer’s
design and including preparation before installations at customer’s house it takes around
2 weeks.
 After finish the cabinet preparation, operation needs to wait for sales team to inform the
available date for the installation.
 Installation at customer’s house takes around 1 to 2 days depends on customer’s house
structure. If there is any problems it takes at most 7 days to finished the installations. So,
customer’s structure does give effect in time taken for the installation of the cabinet.

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2.6 Financial achievements

Encik Fazli and his wife open the company back in 2017 a small budget which is
RM7000.00. From the interview session with Cik Fazira she shared since she worked in
Liya Concept Enterprise in May 2019, the income of Liya Concept Enterprise increasing
since end of 2019 until the November 2020 the day Cik Fazira being interview. Since that
Liya Concept Enterprise manage to pay for 11 workers.

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3. COMPANY ANALYSIS

3.1 SWOT analysis

STRENGTHS
 Affordable price
 Strategic alliance joint venture
 Good ethical behavior in workplace
 Good quality of product
 Prioritize customer satisfaction
 Good teamwork
OPPORTUNITIES
 Dominate the market
 Ability to increase labor force
 Increase the use of modern technology
 Potential to diversify design and
products
 High demand due to material used
Table 2 : SWOT analysis
WEAKNESSES
 Lack of technology equipment to support
future production
 Low marketing and promotion strategies
 System used for booking is taking time
 Lack of raw materials
 Not enough skilled and semi-skilled
workers/Less workers
THREATS
 Competition from other cabinet factories
 Imitating the design of the furniture
 Delay of production due to covid-19

STRENGTHS
The strengths of this company is the products and services given is in affordable price.
Customers always wants products and services that is affordable within their budget. It also
good quality of product. Even though it is affordable but the quality of the wood and material
used for the cabinet is good. So it is very pleasure for the customers to get affordable and
quality product. Next, its strategic alliance joint venture between this company and the
supplier product. Without a good relationship with supplier company it might be hard for Liya
Concept Enterprise to survive in the industry. Moreover, good ethical behavior of workers in
workplace. Good quality of workers makes a good environment at workplace. It contributes to
good result of works. Lastly, Liya Concept Enterprise always prioritize their customer
satisfaction. They make sure customers satisfy with the design provided and the results of the
construction.

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WEAKNESSES
The weaknesses of Liya Concept Enterprise is lack of technology equipment to support future
production. We can see that after they design the layer of the cabinet they need to send it to
supplier to produce it. Means that they do not have equipment to produce their own layer
cabinet with the design required. Next, low marketing and promotion strategies. We can see
that they only use Facebook page and blog to promote their product. System used for
booking is taking time when the customer contact Encik Fazli then Encik Fazli had to give the
customer’s number to the sales department and sales department will deal the suitable time
for the customer to proceed the consultation. They also lack of raw materials since they need
to order the layer of the cabinet with another supplier. Lastly, not enough skilled and semi-
skilled workers either for the office or the operational department.

OPPORTUNITIES
Liya Concept Enterprise has potential to dominate the market since majority of their
customers comes from the same area. They also have the ability to increase labor force since
they have a lot of job request by the customers. They also have the opportunity to increase
the use of modern technology since they can start to survey for the future production. Next,
they have potential to diversify design and products. Lastly, high demand due to material
used if they manage to diversify the material used customer can have many choices to satisfy
their taste.

THREATS
Threats for Liya Concept Enterprise is the competition from other cabinet factories. Every
company have their own target and plan. So when other cabinet factories produce better
quality and design with affordable price it will affect Liya Concept Enterprise productions.
Other cabinet factories might imitate the design of the furniture used by Liya Concept
Enterprise if they do not come out with variety and exclusive design. Lastly, the delay of
production due to covid-19. During CMCO some company had to close their business in
terms of their workers safety and some company also had to close their company due to
financial problems. Therefore, it may delay the production and also hard to find raw materials
and it can also lead to high price of raw materials.

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 3.2 Consumer Trend Canvas

ANALYZE

TRENDS
People want products that nice design with affordable price.

BASIC NEEDS
 Product quality
Improve product quality since consumer always desire for quality product.
 Creativity
Consumer also needs product that innovative
 Affordable Price
Consumer needs good quality product with affordable price.
 Service
Consumer have their own right to get the best service.
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DRIVERS OF CHANGE
Shifts (long-term) Triggers (short-term)
Technology development since technology Specific design because each design might
always develop as organization growth and change based on trend of design
compete rapidly
Making life easier because consumer can store Specific material because each material use
their goods safely and neatly changes with the demand from consumers
Affordable price because as rapid growth of
economy the affordable price with good quality
product are being demand

INSPIRATION
 Innovative cabinet design
 Affordable and good quality
 For example company that good innovative products Ikea, Kubiq, Verra kitchen and Signature
Kitchen

EMERGING EXPECTATIONS
 Convenient since it is innovative since it is easier for consumer to used it.
 More environmental friendly
 New technology used that make easier and innovative to store goods
 Variety of design that make its interesting and versatile
 Suitable for everyone since it environmental friendly safe for child and older consumers

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APPLY

WHO?
 Consumer that have family
 Working consumers
 Organizational company and school

INNOVATION TYPE
 Development and operation
To collaborate with barriers to overcome and meets customer expectation. It also key
to bring new talents to upskill the existence team.
 Upgrade booking system
To reduce the time taken to consult with consumers
 Affordable and trendy
To ensure the product is affordable for consumer and design is up to date.
 Design
Improvement of design technologically can help to reduce time taken.

Your Innovation(s)
 Innovative storage system either for personnel consumer such as wardrobe and
kitchen cabinet, school or organizational consumer such as office cabinet.

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 4. FINDINGS AND DISCUSSION

4.1 Findings
As an entrepreneur, there are a lot of challenges that arise during the development of the business.
Therefore, it is important for an entrepreneur to analyze the possible risk and problems that might
occur and interrupt the process of the development of the businesses. An entrepreneurship should
be able to fine the best solution and strategy to overcome the issues so that it can be manage well
and in future can avoid or minimized any issues. There are several issues that arise that have been
identify during the interview session with the representative of Liya Concept Enterprise.

4.1.1 Time consume for customer booking

From the interview, the problem are system used for Customer booking takes time. This is
because majority customers will directly contact Encik Fazli when they interested with Liya Concept
Enterprise product and services. Then Encik Fazli had to give the customer contacts’ number to the
sales team so that sales team will contact the customer and discuss for the suitable date for next
discussion. So, it takes time when Encik Fazli need to give the number to sales team and sales team
to contact the customers. The company needs to improve their booking services.

4.1.2 Time consume during production phase

Liya Concept Enterprise takes a lot of customer requests from various area and regions. As a
results, the company will have abundant requests to be settle in limited time. Therefore, customer
might waited for quite some time to get the services done. This is because the layer or colored board
is ordered from other suppliers. So it takes quite some time since suppliers must have a lot of request
from their customers. The company needs to improve the technology by invest to buy new machines
to produce the layer or colored boards.

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4.1.3 Lack of marketing the business
Liya concept only used Facebook page and blog to promote their company and services. In
this era 2020, there is a lot competition so creative and good marketing is needed to survive in any
industries. The company needs to invest in marketing to promote their company.

4.1.4 Limited stock

Liya Concept stock of product consists of white boards and colored stock. The main stock is
white boards which if there is no white board’s they cannot do their works. While colored stock will be
purchased after finished design based on customer desires. This also includes several material such
as acrylic, mirror and laminate that is used. So it takes time to get the materials if the stock
decreasing. So, they need to overcome this problem.

4.2 Discussion

4.2.1 Time consume for customer booking

Time consumer for customer booking can be improved by several method. Firstly,
standardize the booking system since before this has 3 method for customer to booking which is
through Encik Fazli, walk in and Facebook. It does not give any problems for walk in and Facebook
since it will direct with the sales team. The problem is when the customer contact Encik Fazli and
Encik Fazli need to gives the customer number to sales team. Encik Fazli might forgot to give the
number since he had to manage other business too. Standardize the booking for method one is
customers direct with sales team using office number. Second method to improve is by hired
professional web developer to create a booking system. In this Fourth Industrial Revolution (IR 4.0) it
is very important for us to contribute with big data technology that make our works easier since this
professional developer can also help in managing customer data using booking system that have
been created.

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4.2.2 Time consume during production phase
Lack during production can be improved by invest some money to buy new machines and
facilities to produce the colored board so that we can reduce the production phase since we do not
have to wait for the colored boards from suppliers. Others method is by hiring skilled people to help in
production after received the colored board since operation and production takes around 2 weeks for
1 customers.

4.2.3 Lack of marketing the business

To improve the marketing, Liya Concept can take several action by formed marketing team to
promote the company. Marketing team had to brainstorm the suitable method. Several action that
can be made for marketing is fully using the social media such as Facebook and Instagram ads,
Youtube Channel, web developing where they can show the sample product and also their
showroom and specialty of product and they also can attract customer using Tiktok application since
nowadays a lot of people show their products innovations using Tiktok application which can be seen
mostly used in China since it is famous platform at China and Malaysia also slowly show interest in
Tiktok application.

4.2.4 Limited stock

Limited stock can be improved by appropriate method of stock calculation. So when they
reach the limit they can immediately order the stock needed so it won’t hold their production because
of limited stock. Therefore, they need to build suitable system to control the stock.

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 5. CONCLUSION

In conclusion, after the interview session with Cik Fazira the assistant manager of Liya
Concept Enterprise, this case study can identify the problems faced by the company. In order to
improve, develop their business and survive in the industry, Liya Concept Enterprise must take action
by making some changes in their business and the system used. This case study help to detect the
problem and coming out with new effective ideas and solution to solve and minimize the problem. By
using SWOT analysis, the issues in the company can be seen clearly and can help in develop new
strategy. Therefore, this case study will help to summarize problem face by Liya Concept Enterprise.

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 6. RECOMMENDATION AND IMPROVEMENT

6.1 Create customer booking system for time saving

The efficient method to overcome the time consuming for the customer to booking is by hired
professional developer to create a web or system that easier for customer to booking and review
their dream furniture. They do not have to set appointments anymore since it takes time when the
customer is also a working person. Moreover, it easier for the sales team to manage the order and
requests. It also benefits the sales system when the customer’s data are well provided from the web
or system itself. And Liya Concept Enterprise also is up to date with the development of big datda
technology.

6.2 Improve machines or facilities and hired skilled workers

The efficient method to overcome time consuming for production department is Liya Concept
Enterprise needs to invest some money to buy appropriate machines or facilities that help them to
produce colored boards so that they do not have to wait from the suppliers anymore that consume a
lot of time. Production can be increase from 1 customer for 2 weeks to 2 or 3 customers for 2
weeks. And suggested to hire skilled workers to help managed the machines or facilities since high
technology must be manage by skilled workers. It is risky if any workers handle the machine, it
might breaks down in a short period of time.

6.3 Improve marketing platform

Improve marketing platform by fully utilize the social media since social media does not
require a lot of money to invest it just need some effort. By using Facebook and Instagram ads,
Youtube Channel, Tiktok application and any other application they can show the sample product,
their showroom, specialty of product and the installation of the cabinet. People tend to use their
social media a lot every day, so it is impossible if they not attract to Liya Concept services if they
keep watching the advertisement and specialty product provided.

6.4 Improve stock system

Stock calculation can be improved by using systematic system. Therefore, they need to hire
professional programmer or system analyst to develop system that help in calculate the remaining
stock efficiently. It also helps operation department when the stock decreasing and reach the limit
they can immediately prepare to order stock with the suppliers.

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7. REFERENCES

Interviewed person : Cik Siti NurFazira binti Ahmad Roslan (Assistant Mannager HQ of Liya
Concept Enterprise)

Website:
1. https://trendwatching.com/trends/consumertrendcanvas/
2. https://www.epicentreuwindsor.ca/the-importance-of-technology-in-entrepreneurship/
3. https://www.mindtools.com/pages/article/newTMC_05.htm

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8. APPENDICES

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