1: INTRODUCTION

1.1 Placement Department

I had been undergone industrial training or internship at HQ Mydin Mohamed Holdings

Berhad, Subang Jaya for 15 weeks starting from 1 September 2020 until 11 December 2020. I

had been placed in Customer Relationship Management (CRM) under marketing department

and appointed by Mr Azahari my Manager in Customer Relationship Management (CRM) and

as an Industrial Supervisor.

1.2 Training Objective

The industrial training is the best opportunity for students so that they can apply themselves to

the communities plus can interact and communicate with the communities with different

cultures, races, ages and religions. Students will get a lot of experiences to be applied in their

workplace in future. Furthermore, Industrial training give us insight of industrial working life

to ensure that we are ready and mentally and physically prepared when entering the industrial

market.

• To enable students to gain experience and exposure to the reality of working

environment in organizations.

• To provide opportunity for students to be involved as workers in organisations.

• To expose students to work related problems and issues and in a way develop

their thinking capabilities in decision-making.

• To construct individual personality to work as a team, build trust, enhance

confidence and also responsibility.

• To develop student with the necessary technical and professional skills

including communication, management and entrepreneurship

• To practice the rules of ethics and good work.

• To adapt skills courses by applying theories that gain during studies

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 1.3 Types of Assignments to be Submitted

There are several types of assignment that to be submitted for industrial training:

• Logbook

Log book is a daily activities book that need to record by all trainees during practical

training. It consists of task that trainee been doing daily in the company and need to

summarize the weekly activities. This log book will be submitted to industrial supervisor

at the end of the week for checking and signature.

• Final Report

Final report is the report of the Industrial Training that I undergo during 15 weeks of

this semester and need to submit to the university after Industrial Training is ended. The

report contains the company background, the organizational chart of the company, the

general operations of the company, the task that have been given for the trainees and the

most important thing which is identifying whether the training objectives is achieve or not.

The final report is submitted with the logbook after the industrial training has ended. The

final report is divided into two parts which is part A and part B.

Part A consists of organization background, organization structure, and general

operation, activity during training and also comment and recommendation to improve its

operation. Meanwhile, part B consists of research of things that need to be survey and

recommendation for the company that can be used to enhance its operation in future.

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2: ORGANIZATION BACKGROUND
2.1 History of Establishment
Mydin Mohamed Holdings Berhad (MYDIN) is the Malaysia homegrown largest Halal

hypermarket and retail chain. MYDIN was founded in August 1957 by the late Tuan Mydin

Mohamed in Kota Bharu, Kelantan. MYDIN business activity is in Halal retailing and

wholesaling. Open new shop in Kuala Terengganu by Dato Hj Amer Ali. Expand its new

operation in Klang Valley at Jalan Masjid India, KL focusing on wholesale and retail. Mydin

mall in Subang Jaya is the main office for his company.

The products range from food line, household, soft-lines and hard-lines items. Hard-line

products include hardware, electrical, stationery, porcelain and toys. Whilst soft-line comprises

of textiles and fabrics products.

Food line includes confectionery, drinks and beverages, delicatessen and dairy products. In

their early years of operations, MYDIN’s focus has always been in the non-food sector until

they bought over the first supermarket in Selayang in 1997.

Each of the branches has their own business category, based on the capacity of goods traded.

The category comprises hypermarket, mall, emporium, minimarket, convenience shop,

franchise store, bazaar, premium store and premium restaurant. MYDIN operates 68 outlets

nationwide including premium store named SAM’S Groceria.

This number of outlets encompasses 25 malls, 26 hypermarkets where each is located in the

malls, 17 emporiums, 3 bazaars, and 8 supermarkets, 8 convenience shops (MyMart), 4

franchise outlets (Mydin Mart) and 2 SAM’S Groceria premium supermarkets.

Above all, MYDIN operates its business based on ‘Halal’ concepts and stresses on honesty,

sincerity and good discipline in all aspects of its business

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 2.2 Vision, Mission and Objective of Organization

MISSION: “We aim to be the leading local wholesale & Retail Company by providing the best

value for money for the best assortment of goods, by providing service to our customers & by

striving for excellence. We also aim to inspire more Malaysians to open outlets with our own

proven success formula.”

VISION: MYDIN is the world’s leading distributor of competitive “Halal” goods and services.

OBJECTIVE: To provide its products at the right time and the right price to the right customer

while ensuring excellent services. Secondly, achieve marketing speed, and overall efficiency

of operations and supply chain management, from to the suppliers to the logistic and

warehouse, to Mydin ground staff and to the management team. Thirdly, to achieve efficiency

to productivity which are important factors timely and accurate decision making. Fourthly, with

so many strong competitors in the local retail outlets, one cannot afford to be tardy to

differentiate itself, Mydin aim at redefining the value it brings to its customers. Lastly, to

maintain it brand name which signifies convenience, quality and value for money through it

looks into information and communication technology (ICT) to achieve their goals.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Commit to Mydin our goals and future:-

• Delivering our values

• Work collaboratively across Mydin

• Engage in the wider Mydin community

• Be proud of the Mydin story

• Celebrate the success of others

• Integrity

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Old-fashioned service delivering our values

• Be humble and genuine

• Inspire trust

• Go the extra mile

• Deliver on promises

Respect our relationship

• Value all our relationship internal and external

• Exceed expectations

• Open to feedback and change

• Willing to help

• Consider the needs of others

Engage by doing the very best job

• Set clear expectations

• Take the time to listen

• Pick up the phone and speak to people

• Ask for help

• Passionate to exceed

• Serve from the heart

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 2.3 Nature of Business / Service of Organization

HYPERMARKET, SUPERMARKET, EMPORIUM, FRANCHISING AND WHOLESALE

BUSINESS AND SHOPPING MALL MANAGEMENT

Mydin's business activity comprises operating hypermarkets, supermarkets, emporiums,

franchising wholesale business and shopping centre operations. Mydin's products range from

grocery, fresh, soft-line and hard-line items. Mydin's products generally appeal to the budget

conscious consumers who enjoy significant savings from the competitively-priced, quality

products offered at Mydin's stores. Mydin offers a wide spectrum of products under the

following categories:-

Grocery — Food, health & beauty products

Fresh — Ready-to-eat and fresh produced (chilled or frozen) meat, poultry and seafood

Hard-line — Do-it-yourself products, household and electrical products, stationery, general

merchandise, gifts and decorative products, sporting goods and toys and games

Soft-line — Apparel, home furnishing and muslimin product

Hypermarkets

Mydin currently operates a total of 4 hypermarkets in the states of Selangor, Terengganu,

Melaka and Kelantan. Mydin's hypermarkets are large retail outlets aiming to provide a one

stop shopping destination by offering, inter alia, food, groceries, soft-line and hard-line

products. Mydin's hypermarkets range from 60,000 sq. ft. to 150,000 sq. ft. and offer over

150,000 varieties of products. Mydin's hypermarkets are located in malls operated by Mydin.

Mydin also rents out spaces and shop lots to other merchants offering various complementary

products and services.

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Emporiums

Mydin's emporium business currently comprises 16 outlets. Traditionally, these emporiums

only offer soft-line and hard-line products. However, to remain competitive, Mydin's

emporiums have started offering selected grocery items. These emporiums are established at

targeted areas with high human traffic flow.

Bazaar

Mydin's currently operates 2 bazaars which offer similar products to that of a hypermarket.

However, due to its size (about 25,000 sq. ft. to 35,000 sq. ft.), less variety of products are

made available. Sometimes the bazaar is also referred to as a "mini hypermarket". The major

difference between the bazaar and the hypermarket is that the bazaar does not operate in a mall.

Franchise

The emporium and mini market model is also operated under the franchise format. There are 7

franchisees under the emporium model which are operating with the trade name "Mydin Mart"

and they are located in Alor Setar (Kedah), Dungun (Terengganu), Nilai (Negeri Sembilan),

Shah Alam (Selangor) and in Johor Bharu (Johor) expect for 1 outlet in Kajang(Selangor)

which is operating under the trade name "Mydin Emporium". For the mini market model, there

are currently 2 outlets located in Setapak (Kuala Lumpur) and Shah Alam (Selangor).

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3: ORGANIZATION STRUCTURE
3.1 Organization Chart
Mydin Mohamed Holdings Berhad

Tuan Mydin
Mohamed
(Founder)

Datuk Wira Dr. Haji

Animat Mydin Datuk Murad Ali
Amer Mydin
(Executive Director) (Executive Director)
(Managing Director)

Dr Hajah Siti Hawa

Mumtaz Malik Murad Ali Nadiya
(Human Resource
(Director) (IT Director) (Director)
Director)

Mirza Murad Ali

(Merchandising
Direction)

Customer Relationship Management Department (CRM)

Sabariah
(Head of Division)

Azahari
(CRM Manager)

Iyaz
Zehan Farah Ain Faiz
Jr Executive
Jr Executive (Loyalty Jr Executive (Project Jr Executive
(Customer
& Rewards) & Campaign) (Corporate Sales)
Experiance)

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 3.2 Task and Responsibility of Department

Basically, in customer relationship management CRM are responsible to improve company

business relationship with customer by focusing on data analysis and compile data to improve

customer retention and driving sales growth of the company. In Mydin, Customer Relationship

Management are divided by four tasks such as project and campaign, loyalty and reward,

corporate sales and Customer care.

1) Project and Campaign responsible to handle any event or contest such as “cuti-cuti

Malaysia Bersama Mydin”, “Back to School”, “Grand Opening New Mydin Branch” and

others. Under project and campaign there are need to manage and oversee all campaign systems

and protocols.

• Devise marketing campaigns with the intent of creating leads and acquiring customers

that drive with meriah card member.

• Recruit, brief and manage contract or freelance staff to work on campaigns.

• Oversee the quality of the content created by copywriters and designers to ensure that

brand identity is adhered to.

• Ensure content created is accurate and error-free.

• Continuously assess and report on the results of campaigns and implement

improvements where necessary.

• Joint venture with marcomm department if they have an event to create in future to

drive meriah card member registration by joining them

2) Loyalty and Reward Guide and Handle the company’s Loyalty and Rewards Programme

with the focus in increasing the level of customer service to a greater height with a remarkable

rewarding programme. Candidate must be able to understand the CRM system well.

• Handling the Loyalty & Rewards programme call “MERIAH”

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• Perfect understanding of the CRM loyalty system until able to be the source of referral by

branches and management

• Overseeing and reacting to all queries and complaints via all channels of communication

• Monitoring the stocks holding of Meriah cards to ensure it tallies with all branches

• Tracking the weekly updates on Loyalty Reports from branches comprising of registrations,

renewals, returns, refunds and etc

• Participation in handling Charity Shopping especially those which involves a high rank

personnel

• Managing matters and campaigns relating to the Takaful insurance called “I-Meriah” which

is manage by AmMetLife Takaful for MYDIN

• Working with the Marketing & Brands Communication division in drawing and executing

Loyalty campaigns

• Identifying and approaching potential brands or companies to become Merchants for

Meriah as part of adding values to the loyalty programme

• Carrying out administrative Business Development tasks and follow ups on partnerships

with Financial Institutions

• Managing “On the Spot Redemption” (OTSR) activities

• Conducting periodical Training and Development for branches’ customer service staff to

ensure branches are keeping up with new updates and rules as well as exchanging of

feedbacks

3) Corporate Sales responsible to identified new partners or merchants for Meriah Card

(Mydin member card). There must find any vendors to become our partners that they can give

discount for meriah card members

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 • Promote meriah card and voucher. Marketing products and services, online marketing

campaign to clients

• Create and manage strategic agency and agency holding company partnerships with the

goal of seeing increased spending

• Provide effective live product demonstrations and adopt a consultative sales approach

to drive adoption, usage and campaign budget spend across all major media buyers in

your market

• Serve as the clients’ primary point of contact for the program - meeting and exceeding

client expectations is priority

• Conduct constant agency education

• Identify potential new business opportunities

• Build strong relationships to maintain outstanding customer satisfaction and retention

4) Customer care responsible Guide and Handle all matters pertaining to Customer Service

for all MYDIN Outlets. This position is responsible in upholding the customer service level of

front liners in all MYDIN Group of stores and responsible in optimizing all customer

interactions by crafting and developing a memorable and wonderful shopping experience to

customers.

• Draft and Provide Customer Service guidelines for all MYDIN branches so that all stores

will be aligned on what is expected of them

• Conduct training on customer service for all customer service staff, chief cashiers and

assistants, operations middle management and information counter staff

• Monitor and Follow Up on all Project Tenders from Governments bodies, GLCs, private

corporations & NGOs as part of our business developments progress

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• Arrange and conduct periodical visits to branches as part of an unofficial audit by region in

order to ensure compliancy of the guidelines and trainings provided beforehand

• Identify and arrange for meet ups with potential partners such as financial institutions,

corporates agencies, associations to run campaigns or programmes which could add to the

company’s sales

• Handle Charity Shopping and bulk purchase customers

• Work closely with Operations and Marketing & Brand Communications divisions to

enhance customers’ shopping experience to greater heights

• Attend to enquiries and feedbacks via Webmaster, Zendesk, social media and written

materials

• Conduct survey on customers to know our Net Promoter Score (NPS)

• Ensure paging scripts are made available during running of any promotions and campaigns

and that it has been approved by the Head of Division

• Any other tasks or instructions given by the Head of Division or the Board of Directors

from time to time

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4: GENERAL OPERATION

MYDIN business activity is in Halal retailing and wholesaling.

Mydin business activity comprises operating hypermarkets, supermarkets, emporiums,

franchising wholesale business and shopping centre operations. Mydin products range from

grocery, fresh, soft-line and hard-line items. Mydin products generally appeal to the budget

conscious consumers who enjoy significant savings from the competitively-priced, quality

products offered at Mydin stores.

The products range from food line, household, soft-lines and hard-lines items. Hard-line

products include hardware, electrical, stationery, porcelain and toys. Whilst soft-line comprises

of textiles and fabrics products. Food line includes confectionery, drinks and beverages,

delicatessen and dairy products. In their early years of operations, MYDIN’s focus has always

been in the non-food sector until they bought over the first supermarket in Selayang in 1997.

Each of the branches has their own business category, based on the capacity of goods traded.

The category comprises hypermarket, mall, emporium, minimarket, convenience shop,

franchise store, bazaar, premium store and premium restaurant. MYDIN operates 68 outlets

nationwide including premium store named SAM’S Groceria.

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5: ACTIVITY DURING TRAINING
5.1 List of Tasks/Responsibilities
During my internship, I was assigned under Customer Relationship Management (CRM) which

is in this department we are responsible to improve company business relationship with

customer by focusing on data analysis such as Asscentis system and Tableau to improve

customer retention and driving sales growth of the company. With the system we can compile

the data and learn more about our target audiences and how to identify the right way to cater

for their needs. Here in Customer Relationship Management (CRM) I was placed in project &

campaign and loyalty & reward team. In project & campaign I need to help my Jr Executive to

create schedule the platform channel to improve communication with customer such as Paging,

Social Media, EDM, MYDIN FM, Message, and Ai Chat. Moreover, I have to decide which

day and time to put our platform channel in our daily operation. Day & time are must be suitable

to our customer that they can reach our platform channel. In loyalty & reward I work under my

Manager because of they are having migration from FX system to Asscentis system. They are

aiming to changes the physical member card into cardless so I have to handle Mydin members

portal and identified new features to be added in the member portal before launch. Other than

that, I also have to create story board for teaser video of member portal at social media to let

customer know that MYDIN have new portal coming soon.

5.2 Experience, Knowledge or Skill Acquired

During the 15 weeks industrial training, I work under Customer Relationship Management

Department at HQ Mydin Mohamed Holdings Berhad, Subang Jaya. Even so I be placement

in Customer Relationship Management, I am doing portal and data analysis work. There are

many lessons that I learned during 15 weeks of my training.

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 5.2.1 SKILLS

5.2.1.1 SOFT SKILLS

• Work under pressure

Being exposed to real work environment is kind of stressful and a lot of pressure sometimes.

As I in the Customer Relationship Management team, I’ve been given task that are need to

think outside the box such as I need to identified new features in Mydin member portal. The

member portal must be easy to access and convenience for the customer to use in future. This

task is a bit challenges for me because I need to know about IT process. Sometime my idea is

being reject by IT department because of its hard to make it and sometimes it’s about the cost.

So, I have to decide which features that easy to put in portal and safe cost. This process is

taking time and It’s a bit pressure when the decision is rejected, I need to find new features

until the IT side are proceed with the features. From that, I managed to handle my stress level

and I also able to work well under pressure and able to give draft of new features members

portal before the due date given. They are targeted to launch member portal next year and I

need to make sure all features and draft of portal are proceeded by IT department before next

year.

• Improving communication skills

Communication today are is very important in working world, improving communication help

me to better understand people and situations. During my internship I have to present and

update my work progress with my team including my manager in meeting room. Sometime if

I need any advice from my team, I have to create meeting and discuss with my team in order

to solve the problem or sharing the idea. Not only during presentation are improving my

communication but in discussion with other department and sharing the information to my

manager also help me to improve my communication skills. From that it helps me overcome

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diversities, build trust and respect, and create conditions for sharing creative ideas and solving

the problems.

• Ability to accept and learn from criticism

Criticism is normal thing in workplace because we always can learn from the criticism. Some

people let criticism to get over them, but as I work under strict Manager which is Mr Azahari,

I have to accept criticism if there are some slack on my work. Lucky for me, he critic and

provide solution on how should I do my work.

5.2.1.2 TECHNICAL SKILL

• Even though I am familiar with Microsoft power point, I managed to improve

more in doing some Microsoft power point work. I learned from Sir Azahari

how to make a simple presentation in power point. As it is my learning process,

I am grateful to Sir Azahari and Farah Ain because I can help them in doing any

presentation work.

• During my study I dint use tableau to pull data but in CRM department I learn

about tableau system during my internship. Im using tableau to pull data our

customer and track their buying pattern, find top spenders, average basket, top

product, sign up location, and track customer purchasing.

• Learning about Direct Marketing System to blast promotion. Create

personalized email that addresses our customer by name, recommends products

related to a previous purchase, and link to social media

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6: COMMENT OR RECOMMENDATION

Generally, I am very pleased with the company’s effort to provide internship placement for

students and prepared students to become an initiator in the future. Attending the industrial

training in this company is interesting. I was having a good time. I have good colleagues that

are willing to help me and treat me as their own, supervisor that monitor my progress while

giving good advice to me and I was blessed with good and comfortable work environment.

Besides, I managed to develop good communicating skills as my core work field is marketing.

I learned how to communicate with vendor and I also learned how to deliver my actual message

to them. Next, I am able to apply all things that I learned during my days at Unisel to do any

task that was given to me. However, 15-week time’s frame is not enough for me because I feel

I can learn more on how to develop myself here to be successful person.

However, these 15-weeks of industrial training at MYDIN has been unique experience to me.

As my past qualification is Diploma in Business Management from Unisel, this is my first time

experiencing industrial training and I managed to go through it successfully. I learned about

real work situation and I am lucky to experience a good work culture here. I learned a lot on

how to work as a team in real work situation even though group assignment during my days at

Unisel only pictured a glimpse on how the real work situation worked.

1) Suggest to extend industrial training period to (6) month

By extend the durations students from 3 month to 6 month are able to intensify student

experience, skills and knowledge in the task and responsibilities they have assigned. 15 weeks

industrial training is a short time-frame in which it may give a limitation to students in focusing

on report while performing real work simultaneously. If the duration can be extend, the

organization will take time for 6 month to teach new internship student rather than need to

teach new internship student every 3 month.

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7: CONCLUSION

In a nutshell, I do appreciate the time and opportunity given to us as students as far as internship

training is concerned. Industrial training also exposed me to the real career world and can know

to an organizational structure, business operation, and administrative functions. Besides that,

the industrial industry to reveal the real situation in the workplace and show me the

organization structure, marketing, and business operation.

Moreover, this Industrial training does not just make me know about one department because

I also can know about other departments. The reason for that is because I can get the

information from other departments easily. Also, I learned the way of work in an organization,

the importance of being punctual, the importance of maximum commitment, and the

importance of team spirit.

Through this training, I have gained new insight and more comprehensive understanding of the

real industrial working condition and practice it has also improved my soft and technical skills.

With all the experienced from this training, I should be ready to face with my real future career.

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