CASE STUDY: COMPANY ANALYSIS

MIRASHU ENTERPRISE

(ENT530) PRINCIPLES OF : CASE STUDY

ENTREPRENEURSHIP

FACULTY AND : FACULTY OF BUSINESS AND MANAGEMENT

PROGRAMME BACHELOR OF CUSTOMER SERVICE MANAGEMENT
(BA234)

SEMESTER :4
PROJECT TITLE : COMPANY ANALYSIS (MIRASHU ENTERPRISE)
DATE OF SUBMISSION : 13TH DECEMBER 2021

LECTURER : MADAM LAILATUL FAIZAH ABU HASSAN

GROUP MEMBERS:

NAME STUDENT ID GROUP

MUHAMMAD AKMAL BIN AZIMAN 2020984537 BA2344A
NINA NAZELI BINTI MOHD FAUDZI 2020995359 BA2344A
NUR ATIKAH BINTI NAZRUL BADRIN 2020993649 BA2344A
AIMY NADHIRAH BINTI HUSSAIN 2020960417 BA2344A
NUR ANIS ZAHIRAH BINTI MHD ZAIN 2020980951 BA2344B
ACKNOWLEDGEMENT

First of all, we praise and thank the presence of God Almighty, because with His
bounty we can complete this task. We would not have gotten this far without his blessing.
This task could not have been completed without the efforts and cooperation of our team
members, consisting of Muhammad Akmal, Nina Nazeli, Nur Atikah, Aimy Nadhirah, and
Nur Anis. We always work hard to produce good assignments with full commitment and
responsibility.

Therefore, we would like to thank our lecturer, Puan Lailatul Faizah Abu Hasan, for
always providing guidance on our assignments. He always gave us support and guidance on
how to do our job with the aim of producing good results. He inspired us to work on this
project. We would also like to thank him for teaching us on this course.

Finally, the highest appreciation is extended to friends and Mrs. Nur Amira, the
manager of Mirashu Enterprise, for their willingness to conduct the interview session by
providing important information to complete the assignment this time.

2
 TABLE OF CONTENT

TITLE PAGE

ACKNOWLEDGEMENT 2

EXECUTIVE SUMMARY 4

1. INTRODUCTION

1.1 Background Of The Study

1.2 Purpose Of The Study

2. COMPANY INFORMATION 5-7

2.1 Background
2.2 Organizational Structure
2.3 Products/Services
2.4 Business, Marketing, Operational Strategy

3. COMPANY ANALYSIS 8 - 12

3.1 BMC

4. FINDINGS AND DISCUSSION 13 - 16

4.1 Finding
4.2 Discussion/recommendation

5. CONCLUSION 17

6. REFERENCES 18

7. APPENDICES 19 - 21

3
EXECUTIVE SUMMARY

All major problems above require a solution that can lead to problem-solving.
Meaning that each of the difficulties that is occurred while running a business can be solved
with the right method. To ensure the business goes well with the plan, a lot of task planning
should include in this part. Moreover, every business also has its own marketing strategy to
make customers attracted to buy the product. Sabella also had to compete with other
competitors. For an instance, Sabella also competes with any other famous local brand in
Malaysia. The most important thing is, usually businesswomen must not easily give up on
their business because they also need to have their own assets and think the right way for
their career path.

4
2.0 COMPANY INFORMATION
2.1 BACKGROUND

Mirashu Enterprise is a company or business that sells the popular clothing brands
Sabella owned by Nur Mira Shuhada. At first, she sells the Sabella brand only as a dropship.
However, as her company's sales have increased, she was appointed as a Sabella partnership
in August 2019. Up to this point, her business has become a massive success. Next, the actual
location of Mirashu enterprise is located at 1548-T1, Taman Mas Jaya, Kg Guang Lati, 17000
Pasir Mas, Kelantan. The objective of establishing this workplace was to have a storage place
of ready-stock clothing for sale online by the employees. Furthermore, this office was set up
because as employees they can concentrate on their work in the office rather than working
from home. Following that, the business is operated from 9:00 a.m. to 6:00 p.m.

5
2.2 ORGANIZATIONAL STRUCTURE

Founder

Co-founder

Business Sale &

Accountant
Admin Marketing

2.3 PRODUCTS/SERVICES
Mirashu Enterprise is a business that sells fashionable clothing, specifically Sabella, a well-
known Malaysian brand. The tagline "Baju Tanpa Gosok" is used to entice customers to
know and be engaged with this brand. As seen, their target consumers are women
and ladies because these are Muslimah outfits. Following that, this outfit offers a variety of
collections such as Baju Kurung Sabella, Baju Blouse Sabella, Jubah Sabella, Skirt Sabella,
and others. Customers can contact the agent or drop ship available to get a collection of
clothes for a special offer, or they can browse the Sabella website to see the catalogue and
promotions on the deal and then proceed to purchases online. Furthermore, they also provide
customer service support, so that customers can inquire about product information in deeper
as well as how to purchase online. Moreover, Mirashu has ready-stock clothes to start making
sales using social media and advertise the clothes to customers.

2.4 BUSINESS, MARKETING, OPERATIONAL STRATEGY

6
Mirashu Enterprise is a Sabella brand partnership firm. They run a business that sells baju
kurung, blouses, pants, and scarves. Sabella will supply promotional materials for its
products. This saves money on marketing charges such as hiring a model for a photography
session and renting a billboard on the side of the road. Mirashu Enterprise operates by hiring
and training dropship to sell their products, and they earn the profits that are specified. The
Mirashu Enterprise firm dropship a total of 1100. Every week, coaching for dropship will be
held to provide inspiration and more knowledge, and successful businesses will be invited to
share their expertise and experience. Dropships will learn how to market items, order
products, and assist consumers, among other things. Mirashu Enterprise's objective is to assist
housewives and single moms in earning at least Rm 2000 per month while also providing
clothing that is pleasant to wear and can be worn by people of all body types. Furthermore,
the shirts are Sharia-compliant.

7
3.1 COMPANY ANALYSIS

BUSINESS MODEL CANVAS (BMC)

Key Partner Key Activities Value Customer Customer

Proposition Relationship Segment

Municipalities Selling Ironless Special Oversize

blouse and promotion women
“baju kurung”
Sabella Coaching Discount
Pregnat
Affordable women
Event Free gift
price
rewards
College’s
Plussize students
xs– 5xl

Key Resources Channel

Equipment Telegram

Sales people Whatsapp

www.sabella.
com.my

8
 1. Key Partner

Mirashu Enterprise has been one of the partnerships for the Sabella brand since 2019. The
beginning of Mirashu Enterprise became this partnership partner when Mirashu Enterprise
owner Nur Amirah, who had only become a dropship in 2018, got a good return and was
appointed by the founder of Sabella to be a partner in 2019. The task borne by Mirashu
Enterprise is to be a master stockist, but it is not necessary to hold stock. They only need to
manage the group's dropship deal.This is because the group under Mirashu Enterprise that
was registered until today had as many as 1100 people. Mirashu Enterprise needs to ensure
that all dropship dealings with customers run smoothly until the product arrives safely and the
customer is satisfied with the service provided.

Later, Mirashu Enterprise had a partner with the municipality. The partnership intends to
rent a shop building to be used as an office. Approval from the municipality is very important
as it will affect the reputation of the company.

2. Key Activities

The BMC activity key means the things the company does while conducting the
company’s affairs. For Mirashu Enterprise, the activities done are to give concerns, briefings,
and also train the dropship that is under this company. This activity is the main purpose of the
establishment of this company in order to help the new dropship register be able to attract
customers to buy the product in an effective way.

The next activity is to hold a reward ceremony for the employees and also a dropship that
can reach the monthly target. This reward will usually be done every month to encourage
employees to be more diligent in selling Sabella products.

3. Key Resource

Primary resources are the essential assets needed to produce an effective business.
Mirashu Enterprise has assets of electronic goods in their office, such as computers, photostat
machines, refrigerators, televisions, projector screens, and air-conditioning facilities. Mirashu
Enterprise is an office where the meetings and discussions of the employees are under the
supervision of Mrs. Nur Amira. The office only has the usual assets like other offices. Next,
the sales people in this company are both employees and drop shippers, meaning they only do
sales online.

9
 4. Value Proposition

The meaning of "value proposition" is the benefits provided by the company to

customers. For Mirashu Enterprise, the value proposition given to customers is the production
of blouses and baju kurung that are specifically for women, especially Muslimah. The
specialty of this product is that the clothes do not rub. This is due to the high quality fabric
chosen by the owner of Sabella to facilitate stylish women with confidence. The next focus is
for women who love to travel within or outside the country. They no longer need to bring an
iron to iron clothes because Sabella clothing products are very iron-free. They will also
benefit from being able to reduce unnecessary space. In addition, Mirashu Enterprise also
often gives great deals to their customers by giving discounts on special days such as Hari
Raya, year -end sales, and in shopee they usually choose special dates such as 12/12 to make
promotions by getting free shipping if purchases exceed RM15. The thing is to attract
customers to always be loyal to their products. This can attract new customers to buy their
product

5. Customer Relationship
Mirashu Enterprise builds their relationship with their customers by, customers can
discover the company's products by watching advertisements on social media platforms such
as Instagram and Facebook. They can also see the products on roadside billboards and listen
to the radio because they created a song for their products that allows people to recognize
them. In addition, customers can purchase the products through their website or consult with
the Mirashu Enterprise dropships to make it easier. They will have different promotions every
day to make customers not miss out on the opportunity to grab and purchase their products in
order to maintain their customers' relationships. They called it "Happy Hour," and customers
could get discounts on their products every day. In addition, as a sign of appreciation, they
will occasionally have a gift for customers who purchase their products. The company
recently offers ready-stock clothing for every product, allowing customers to receive their
purchases faster than before. Customer service from Mirashu Enterprise is one way they
establish customer relationships. They will help customers find the best clothes for them and
entertain their customers fairly. Lastly, help customer solve their problem such as the wrong
size and want to change to other clothes because of any damage.

10
 6. Distribution Channels
Initially, Mirashu Enterprise has trained 1100 dropships under her company. The function
of dropships is to distribute the products online and gain the profits that the company has
stated. The customers will receive the products, and they will use any courier to send them to
the customers. All the products information will be on the website. If there is any latest
update, the dropships will spread the news through social media. In this way, we can engage
more clients in our business.
Next, they advertise products via outdoor signboards, giving first customers impressions
of our business. Finally, they visually advertised their product on roadside billboards
attractively designed so that people can be tempted to get to know their products. Social
media is also being used as a distribution channel. For example, Mirashu Enterprise creates a
group Telegram for her dropships to get the latest information about Sabella products. Such
as the promotions, products prices, and the latest clothes. Customers also can discover and
purchase their products at online shop Shopee.

7. Customer Segments
Customer segments are the groups of people or enterprises to whom we want to market
our products. The first Mirashu Enterprise customer segment is people who come with big
sizes. Sabella clothing is also highly suggested for pregnant ladies because it is available in
sizes XS to 5xl. Suit everyone who comes with any size nicely. Furthermore, because the
clothes’ material is cool and pleasant to wear, it is appropriate for those who sweat a lot and
want to avoid body odor. After that, for college students and working women, especially
Muslim women. Their clothes are appropriate for them because they are not easily wrinkled
and do not require ironing. This will save customers time to get ready. Additionally, because
they are modern cutting, it can be worn on any occasion formal or informal other than that,
customers can stay beautiful and stylish.

8. Cost Structure
Cost structure defines all the costs and expenses that have been made in business while
we operate our business model. Mirashu Enterprise fixed costs are employee salaries and rent
of the building because these costs remain unaffected even as the business changes. The other
costs will change when the business is growing. For example, the shipping and utility costs
might vary due to how long they use or how far the shipping distance is. The cost also
includes web maintenance and equipment maintaining. Advertising also might increase the

11
cost since they will need to advertise their business daily for promotion and need to pay links
for dropship recruitment advertising. Another thing that might be adding cost is paying a web
builder to build a website for the business, but it is only a one-time payment, so it will not be
a significant influence on the cost.

9. Revenue Streams
In the revenue stream, it describes how the revenue that the company gets from delivering the
product/services to each customer segment. Mirashu Enterprise gets the revenue from their customers
from online sales. They generate online sales made itself and dropship revenue from online sales from
websites, Social media, applications, and Shopee. After getting the engagement from the online
advertisement they made, our target markets and potential target markets will be interested in
purchasing their products by using those online platforms. Sabella also comes out with scarf, palazzo
pants, and cooking pan set products that can be another side revenue for the company.

12
4.0 FINDING AND DISCUSSION
4.1 FINDINGS
As we know, Malaysia is now currently fighting with coronavirus since 2020. It hit all
companies in Malaysia especially Sabella for growing the business during a pandemic. From
the interview started, the total sales drop drastically compared to normal season because some
of the customers can’t even go to work as they have to normalise with new norm especially
working from home. Furthermore, Sabella is a company that focuses on selling women
clothes. Plus, another customer also had to manage the financial budget as their company
might be paying half to employees. Another problem mentioned during the interview also is
people must stay at home following rules of movement control order announced by the
government and why do they need to buy new clothes from Sabella.

The second major problem for Sabella is the delivery of the services. Each of the
couriers uses Sabella facing parcel delays issues to send all customer’s orders from the
company especially during movement control order 1.0. Currently, all sectors face closure
because of covid – 19 cases arising at high numbers daily. All courier services also need to
stop operating sending parcels until the government is allowed to open essential services
sectors.

Sabella Headquarters facing major problem causes in operational hours and need to
stop running a business for a while when the government announced real quick news of
movement control order, and all sectors need to be shut down as soon as possible to avoid the
Covid – 19 cases increase per daily. This type of problem disturbs the whole process at the
company whereas all things cannot be made within a stipulated time. For example, a
customer already makes a purchase to buy a product earlier before the announcement, but the
parcel couldn’t arrive as usual estimated two or three working days.

13
4.2 DISCUSSION

SOLUTION 1

The major issue is that overall sales drop dramatically compared to typical season
since some customers are unable to go to work because they must adjust to new norms,
particularly when working from home. Altering message to meet the present way of life
might be an alternate answer. During the lockdown orders, Sabella should focus on
specialised message to market items that fit new, more sedentary customer lives and informal
work environments, which produced the best outcomes. For example, promoting work-from-
home fashion and outfits for digital events. This would help boost Sabella sales as people at
the time were at home but also needed to attend live meetings whether it was students or
workers. Moreover, they can also promote fitness apparel, household apparels and essentials.
This has proven to be a success, since demand for household essentials increased during the
pandemic as more people spent time cooking for themselves, renovating, and finishing long-
delayed home improvement projects. On the brighter note, Sabella's website also has inserted
them in its categories, indicating that they have recently converted to offer to selling
household apparels and essentials. The disadvantage of this solution is that Sabella might not
have a big stock and inventory to sell these products to make profits assuming that household
apparels and essentials are not Sabella’s main products.

SOLUTION 2

The delivery delays were Sabella's second big issue during the pandemic. Current
events and societal factors all play a role in the delivery being delayed. Take, for example,
the COVID pandemic. Companies were forced to lay off employees, cut the number of staff
in their facilities, and limit the volume of goods sent. All of this means that supplies will be
delayed for a few days. The alternative solution for Sabella during the time was to change the
courier services and always be updated about the courier performances. If the courier service
is having a major problem, it is crucial for Sabella to act fast and change the courier service
so that there would be less issues regarding parcels not delivered. They should also keep an
eye on Sabella's merchandise. Some of their items may be flying off the shelves, while others
may be lagging behind. They must ensure that their inventory is updated on a frequent basis,

14
if not in real time, so that they have an accurate view of how much they can sell. If a
consumer requests an item that is out of stock in their inventory, it will be a huge
disappointment. This could only indicate one thing: a delay in delivery. They can prepare for
such an event. They may restore their stock as soon as it begins to run low before it
completely runs out. One of the disadvantages from this solution is that Sabella might face
some uncertainty regarding which courier service might have a problem or not. These types
of uncertainly would make it challenging for them to fix it in a small amount of time if
there’s any hiccups.

SOLUTION 3

There are several ways that can be used to tackle this issue during the pandemic. In
the actual situation, the business organization has to comply with the temporary closure rules
of the sectors that have been determined, including the Sabella headquarters. This business
can be undertaken online depending on the number of orders placed in a given time period.
This is to avoid customers from placing too many orders. Next, if the customer doesn't want
to wait for a long period of time for products they have purchased, the business could provide
a technique of returning the money that was already paid in advance. Sabella should also be
fair with customers' time and money. Negative social media comments aren't necessarily
detrimental to their brand. When brands respond constructively to unfavourable feedback,
people think of them more favourably. This provides them the opportunity to reclaim their
former clients and visitors who read their comments and evaluations. Thank unhappy
customers for their feedback, and assure them that they are grateful for their business and are
working hard to guarantee that late deliveries do not occur again. Many firms urge
disgruntled consumers to send them a private message, which usually indicates they'll
compensate them for their difficulty. Customers will be more loyal to the brand as a result of
this. Moreover, Sabella has a few options for improving customer service during and after the
pandemic. The first is to provide extended customer service office hours. This can assist
compensate for the fact that clients are unable to see them in person. Next, they should
leverage extra channels to boost their online support. Maintain accessibility across a variety
of channels, including phone, live chat, email, and social media. One of the disadvantages
from this solution is that some customers might change brands because of one bad problem.
As a seller, it is hard to predict what our customers might think regardless if we have done

15
our best to give the best service possible. However, by doing this alternative solution shows
that the company is taking things accountability which is very important especially during
this unprecedented time of pandemic.

RECOMMENDATION

Based on the discussion above, there are a few recommendations on how to improve
their business hence boosting their sales that can be given to Mirashu Enterprise and Sabella
which is also their partnership. The best recommendation to give them is by using
videoconference or the phone for sales interactions. For instance, by creating livestream to
sell their products once in a week or more. However, the longer-term potential is also to
reimagine how to utilise these platforms to improve, not simply maintain, the sales
experience, thereby adding value and differentiating with prospects and clients to make the
entire process more engaging. It's also simpler to connect corporate executives with
consumers via videoconferencing or live streaming to handle issues and create higher-level
relationships and executive sponsorship. Bettiol, Marco & Capestro et al (2021) indicated that
in their journal “the utilization of videoconferencing advances to stay in touch with clients
and, in a roundabout way, to increase sales has been very relevant. Firms pronounced that
such innovation arose as a result of the actual limitations forced by the pandemic. The
majority of them never utilized this innovation to connect with clients or customers
previously, yet because of the pandemic they have had the option to oversee associations with
existing clients and later on they will keep on utilizing it, particularly for the first starter
cooperation”. First and foremost, to make this work. Sabella should utilise Instagram and
Facebook for pre-event teases and announcements to customers. The audience must be told
before to the main live streaming event. They should create teaser videos and photographs
and post them on their social media accounts. It is recommended that they begin their pre-
event advertising a couple of weeks before the event. Pre-written messages are another
excellent technique to alert their audience to their live video streaming. This would make it
easier for the viewers to be aware of the live broadcast. Inviting an industry influencer is a
great approach to boost sales via live video streaming during product launches. For the
Sabella crowd, their opinion will be extremely crucial. People are hesitant to explore new
things unless they have a lot of information about them. They will be less anxious about
purchasing anything new if they see a live example of how the product is used. Offering

16
discounts to viewers who purchase it now, until the end of the live video streaming, will
increase the number of views and hence sales. Sabella should then live stream a webinar and
broadcast it across many social media channels to increase interest.

5.0 CONCLUSION

To sum everything up, Mirashu Enterprise is a firm or business that offers Nur Mira
Shuhada's renowned apparel brand Sabella. A well-known Malaysian brand goes by the
phrase "Baju Tanpa Gosok" which targets customer are women and ladies. She first
exclusively offers the Sabella brand as a dropship. In August 2019, she was selected as a
Sabella partnership as her company's sales improved. The business has since found success in
selling a variety of collections such as Baju Kurung Sabella, Baju Blouse Sabella, Jubah
Sabella, Skirt Sabella, and others. However, in the findings. We have learned that the
COVID-19 pandemic has impacted the business and Sabella had to endure a lot of
repercussion such as sales dropped, late delivery and also issues in operational hours. This led
us to create our own alternative solutions to solve these issues and also giving them
recommendation on how to improve the business. On the first alternative solution that
involves during the lockdown, Sabella should focus on specialized message to market items
that fit new, more sedentary customer lives. For example, promoting work-from-home
fashion and outfits for digital events. This would help boost Sabella sales as people were at
home but also needed to attend live meetings. On the second one being the delivery delays,
the alternative solution for Sabella during the time was to change the courier services with
always be updated about the courier performance and they must ensure that their inventory is
updated on a frequent basis, if not in real time. The third one which is the operational hours
and customer issues, the business can be undertaken online depending on the number of
orders placed in a given time period. Sabella has a few options for improving customer
service during and after the pandemic. Customers will be more loyal to the brand as a result
of this. Maintain accessibility across a variety of channels, including phone, live chat, email,
and social media. Finally, as the recommendation to improve business and increase sales. The
best recommendation to give them is by using video conference or the live streaming. It's also
simpler to connect corporate executives with consumers via video conferencing or live
streaming which can interact with fans, promote the products and also selling it at the same
time.

17
REFERENCES

Bettiol, M., Capestro, M., Maria, E. D., & Micelli, S. (n.d.). Reacting to the COVID-19
pandemic through digital connectivity with customers: the Italian experience. Italian
Journal of Marketing. Retrieved December 11, 2021, from
https://www.researchgate.net/publication/352172173_Reacting_to_the_COVID-
19_pandemic_through_digital_connectivity_with_customers_the_Italian_experience

Bous, V. (2021, December 2). 6 ways to increase sales with live video streaming. Ultimate
Live Streaming Hub – Restream Blog. Retrieved December 11, 2021, from
https://restream.io/blog/how-businesses-can-drive-sales-from-live-video-streaming/.

Diebner, R., Silliman, E., Ungerman, K., & Vancauwenberghe, M. (2020, December 12).
Adapting customer experience in the time of coronavirus. McKinsey & Company.
Retrieved December 11, 2021, from
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/
adapting-customer-experience-in-the-time-of-coronavirus.

Edinger, S. (2021, August 27). 4 ways to reconfigure your sales strategy during the
pandemic. Harvard Business Review. Retrieved December 11, 2021, from
https://hbr.org/2020/10/4-ways-to-reconfigure-your-sales-strategy-during-the-
pandemic.

Gurchiek, K. (2021, October 8). Small businesses get creative to survive during the
pandemic. SHRM. Retrieved December 11, 2021, from https://www.shrm.org/hr-
today/news/all-things-work/pages/small-businesses-get-creative-to-survive-during-the-
pandemic.aspx.

Rodriguez, J. (2020, August 27). 5 tips to increase sales after the COVID-19 pandemic.
DataFeedWatch. Retrieved December 11, 2021, from
https://www.datafeedwatch.com/blog/post-covid-ecommerce-tips.

18
APPENDICES
Interview’s chat session.

19
20
21
22
23
Mirashu Enterprise’s office.

24
25