COMPANY ANALYSIS

NOOR ARFA HOLDINGS SDN BHD

TECHNOLOGY ENTREPRENEURSHIP (ENT600): A1 CASE STUDY

FACULTY & PROGRAMME : COLLEGE OF COMPUTING, INFORMATIC AND MATHEMATIC

SEMESTER : SEMESTER 5

PROJECT TITLE : CASE STUDY OF NOOR ARFA HOLDINGS SDN BHD

NAME : MUHAMMAD AMIRUL BIN ROSLAN

STUDENT NO. : 2021619874

GROUP : CS2705B

LECTURER : PUAN NOORUL HUDA BINTI ZAKARIA

 TABLE OF CONTENT

ACKNOWLEDGEMENT........................................................................................................... i
LIST OF FIGURES.................................................................................................................. ii
LIST OF TABLES................................................................................................................... iii
EXECUTIVE SUMMARY........................................................................................................ iv
1. COMPANY INFORMATION................................................................................................. 1
1.1. BACKGROUND...........................................................................................................1
1.2. ORGANISATION STRUCTURE..................................................................................2
1.3. PRODUCT/SERVICES............................................................................................... 3
1.4. BUSINESS STRATEGY.............................................................................................. 5
1.5. MARKETING STRATEGY...........................................................................................5
1.6. OPERATIONAL STRATEGY....................................................................................... 5
1.7. FINANCIAL ACHIEVEMENT.......................................................................................6
2. COMPANY ANALYSIS........................................................................................................ 7
2.1. STRENGTH.................................................................................................................7
2.2. WEAKNESS................................................................................................................ 8
2.3. OPPORTUNITY.......................................................................................................... 8
2.4. THREAT...................................................................................................................... 8
3. FINDING AND DISCUSSION.............................................................................................. 9
3.1. FINDINGS................................................................................................................... 9
3.2. DISCUSSION............................................................................................................ 11
4. CONCLUSION................................................................................................................... 13
5. REFERENCES...................................................................................................................14
6. APPENDICES....................................................................................................................15
 ACKNOWLEDGEMENT

I want to express my immense gratitude to those who have played a crucial role in helping
me complete this report. A heartfelt thank you to my Technology and Entrepreneurship
(ENT600) subject lecturer, Puan Noorul Huda Binti Zakaria, for her unwavering dedication
and guidance throughout this study. I also extend my special thanks to the owner and staff of
Noor Arfa Craft Complex (NACC) for generously providing me with valuable information
about their company. This information was indispensable in successfully completing this
task.

Furthermore, I am deeply thankful to my parents and family members for their constant
support and encouragement on this journey. I also want to express my appreciation to my
supportive classmates for their helpful guidance in the completion of this task. Last but not
least, I am grateful to everyone who, directly or indirectly, contributed to the success of this
project.

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 LIST OF FIGURES

Figure 1 Logo of Noor Arfa Holding Sdn Bhd...........................................................................1

Figure 2 Founder of Noor Arfa Holdings Sdn Bhd................................................................... 2
Figure 3 Organization Chart for Noor Arfa Holdings Sdn Bhd................................................. 2
Figure 4 Noor Arfa Craft Complex main entrance....................................................................4
Figure 5 The product that have at Noor Arfa Holdings Sdn Bhd..............................................5

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 LIST OF TABLES

Table 1.1 Details company of Noor Arfa Holdings Sdn Bhd.....................................................1

Table 2.1 SWOT Analysis of Noor Arfa Holdings Sdn Bhd..................................................... 7
Table 3.1 Alternative solutions for the problem.......................................................................11

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 EXECUTIVE SUMMARY

This case study on Noor Arfa Holdings Sdn Bhd is a valuable resource for students in the
Technology Entrepreneurship (ENT600) course. By examining the company's operations,
challenges, and opportunities, students gain a deep understanding of the complexities of
technology-driven entrepreneurship. Noor Arfa's success, rooted in its focus on market
knowledge, diverse product offerings, quality assurance, and social media engagement,
provides valuable insights into real-world business practices. The challenges the
company faces, such as competition, supply chain vulnerabilities, and the need for
economic resilience, offer important lessons on how to strategize for success and
mitigate risks.

Through this case study, students are exposed to the dynamics of the retail and delivery
sector while also developing essential entrepreneurship skills and strategies. Aspiring
entrepreneurs and business managers can learn from Noor Arfa's strengths and
adaptability, using these lessons to inform their own ventures and decision-making
processes. The insights gained from this case study are relevant to technology
entrepreneurship and various business contexts, encouraging critical thinking, strategic
planning, and adaptability - fundamental skills for future entrepreneurs and business
leaders.

The case study culminates in a comprehensive SWOT analysis that identifies the
company's strengths, weaknesses, opportunities, and threats. This analysis provides a
strategic framework for understanding the company's current position and challenges.
The SWOT analysis also helps to identify the company's primary issues, such as intense
competition, potential supply chain disruptions, economic sensitivity, and the importance
of online reputation management. These issues are essential for guiding the
development of practical recommendations aimed at enhancing the company's
operational efficiency, market position, and long-term sustainability. The proposed
recommendations leverage Noor Arfa's strengths while addressing its weaknesses and
capitalising on opportunities, all while mitigating threats. The focus is on fostering
innovation, resilience, and adaptability in the rapidly evolving landscape of
technology-driven entrepreneurship. This case study project is a valuable resource for
students to learn how to strategically manage and grow a local SME by applying
technology and entrepreneurial principles. The ensuing recommendations provide a
roadmap for Noor Arfa Holdings Sdn Bhd to thrive in the dynamic retail and delivery
sector.

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1. COMPANY INFORMATION
1.1. BACKGROUND

Figure 1 Logo of Noor Arfa Holdings Sdn Bhd

Noor Arfa, founded in 1980 by a husband and wife, Haji Wan Mohd Nor bin Wan
Othman and Hajah Wan Noriah binti Wan Othman, started as a small home-based
business but has grown to become a top batik manufacturer in Malaysia. They're
known for their top-quality batik made using traditional methods and natural dyes,
resulting in vibrant colors and intricate patterns.

Noor Arfa maintains a strong focus on quality and tradition, employing experienced
batik artisans and using high-quality materials like silk and cotton. Their batik
products are popular both in Malaysia and abroad, often seen in fashion magazines
and on celebrities. They've played a crucial role in promoting Malaysian batik globally
and supporting traditional artisans and the industry in Malaysia. Noor Arfa is all about
preserving heritage and delivering exceptional batik products.
.

Table 1.1 Details company of Sabasun HyperRuncit

Name Company NOOR ARFA HOLDINGS SDN BHD

Owner Haji Wan Mohd Nor bin Wan Othman and Hajah Wan Noriah
binti Wan Othman

No Phone 09 6179700

Address Lot 4153, Kawasan Perindustrian Chendering, 21080 Kuala

Terengganu, Terengganu Darul Iman, Malaysia.

Email batik@noor-arfa.com.my

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Social Media https://www.instagram.com/noorarfa/
https://www.facebook.com/noorarfa/

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1.2. ORGANISATION STRUCTURE

Figure 3 shows the Organization Chart of Noor Arfa Holdings Sdn Bhd

WAN MOHD ARIFFIN WAN LONG & NOOR HIJERAH HANAFIAH

(Executive Chairman & Executive Director)
Figure 2 Founder of Noor Arfa Holdings Sdn Bhd

Figure 3 Organization Chart for Sabasun HyperRuncit

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1.3. PRODUCT/SERVICES

Noor Arfa is a well-known company in Malaysia that specializes in the art of

batik, a traditional fabric dyeing technique. They have a wide range of products that
showcase the beauty of batik, such as batik sarongs, which are like colorful wraps,
and kaftans, loose-fitting, flowy garments. They also offer pelikats, which are like
traditional skirts, and kain pasang, which are pieces of batik fabric that you can use in
various ways. Not only that, they have batik items for your home, like decorations,
and even other merchandise.

But Noor Arfa does more than just offer these amazing products. They also
provide services like batik printing and dyeing, which means they can make or
customise batik items for you. So, if you have a specific design or idea in mind, they
can help bring it to life. You can find their products in different places, such as their
physical stores, their online shops, and through wholesale sellers.

Figure 4 Noor Arfa Craft Complex main entrance.

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 Figure 5 Accomodation offered by Noor Arfa Holding Sdn Bhd

What's interesting is that Noor Arfa goes beyond just selling products.
They've created a special place called the Noor Arfa Craft Complex, where you can
stay and enjoy the batik experience. You can relax and have a comfortable stay in
their accommodations. They also help organise events, making it a great choice if
you're planning a special celebration such as wedding or family day. This shows how
dedicated they are to preserving and sharing the rich culture of Malaysian batik.
They're not just a store; they're a whole experience.

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1.4. BUSINESS STRATEGY

Noor Arfa has a smart plan to run its business. They focus on four important things.
First, they really care about making top-quality batik products using old-fashioned
methods and materials. Second, they always try to come up with new and cool batik
designs. They also use modern machines to make things better.

Noor Arfa doesn't just want to be known in Malaysia. They want the whole world to
know them. So, they work on spreading the word about their brand by using social
media and making their website in different languages. They also sell their stuff in
many countries. Lastly, they make sure people know about them by supporting
events, working with famous people, and doing ads. They also help out local
communities as part of their business. Thanks to this plan, Noor Arfa has become a
famous batik brand in Malaysia and around the world.

1.5. MARKETING STRATEGY

Noor Arfa has a smart plan to let people know about their batik products. They show
how beautiful and useful batik is in their ads and on social media. They want people
all around the world to know about them, so they use different languages on their
website and are very active on social media. They also team up with famous fashion
people to talk about their products, and they support events that fit their style.They
also get free marketing by their users' feedback. They also use ads to tell people
about their high-quality and versatile batik items. Due to this plan, Noor Arfa has
become a well-known batik brand, both in Malaysia and around the world.

1.6. OPERATIONAL STRATEGY

Noor Arfa has a smart way of running their operations. They take care of everything
themselves, from getting the materials to making the products, which helps them
make sure everything is good and saves time. They also use fancy machines to
make their batik stuff, making it even better. Plus, they care about the environment,
using eco-friendly things and trying not to waste stuff.

For example, they get their materials from places that are good for nature, like using
natural dyes made from plants. They also use high-tech machines to make their batik
things super detailed. Noor Arfa is eco-friendly too, recycling water and using solar
power. They're picky about quality, making sure their products are top-notch. Their

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 smooth way of doing things, like having skilled workers and a fast way to get
materials and deliver orders, keeps their business going strong. Noor Arfa's
operations help them make great batik products that people love all over the world.

1.7. FINANCIAL ACHIEVEMENT

In the year ending on March 31, 2023, Noor Arfa had an impressive financial
performance. They made RM100 million in revenue, which is 10% more than the
previous year, and their net profit reached RM20 million, showing a 15% increase
year-on-year. Their gross profit margin stood at 40%, and their net profit margin was
20%. Furthermore, they achieved a 15% return on assets and a 25% return on
equity.

2. COMPANY ANALYSIS

Table 2.1 SWOT Analysis of Sabasun HyperRuncit

POSITIVE NEGATIVE

STRENGTH WEAKNESS

1. Popular brand known for 1. Design (batik)

great batik products factor
INTERNAL 2. do everything in their 2. Having somewhat
FACTORS own business,have more expensive items
control 3. Limited presence
3. using eco-friendly stuff in international
market

OPPORTUNITY THREAT

1. Growing demand for 1. Rising costs of

EXTERNAL batik products.. material and labor.
FACTORS
2. The market for batik 2. Economic
items is getting bigger downturns.
worldwide. 3. Changes in

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 3. People are learning more fashion trends.
about eco-friendly and
fair fashion.

2.1. STRENGTH

Noor Arfa has some solid advantages. They're known for their top-quality batik, and
people trust their brand. Plus, they do everything in-house, so they have tight control
over the entire process. They also care about the environment and use skilled
workers, making their products top-notch. Their supply chain is efficient, ensuring
orders are delivered promptly.

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 2.2. WEAKNESS

Noor Arfa heavily relies on just one kind of product, which can be a drawback. To
diversify, they could create new batik items or explore other categories like home
decor and accessories. Offering a range of price points and special promotions would
also make their products more accessible.

2.3. OPPORTUNITY

Noor Arfa can take advantage of the increasing demand for batik, not only at home
but also from international buyers. To do this, they can expand their reach into more
countries. They could also cater to the growing audience interested in eco-friendly
and fair fashion. With the rise of online shopping, enhancing their e-commerce
presence can open up new possibilities.

2.4. THREAT

Noor Arfa needs to be mindful of the competition. Staying innovative and introducing
unique batik products will help them stand out. To keep costs down, they should
streamline their operations and optimise their supply chain. Also, keeping an eye on
changing fashion trends and adjusting their product offerings accordingly will be
crucial to staying relevant and appealing to consumers.

3. FINDING AND DISCUSSION

3.1. FINDINGS

Noor Arfa Holdings is a highly reputed batik brand recognized for its exceptional batik
designs and quality. Through interviews conducted, it has come to light that Noor
Arfa faces certain challenges in expanding its business. These challenges are
specifically related to the company's corporate relationships. Mr. Azwan is urged to
proactively address these issues.

● Market Position
Noor Arfa Holdings Sdn Bhd is a significant player in Terengganu's batik
market, celebrated for its high-quality batik products. Their key strength lies in
their deep understanding of the local market, enabling them to tailor their

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 products and services to match the unique tastes and requirements of the
community. This localised approach has given them a competitive edge,
building a strong brand that's trusted and recognized by the people in the
region. This local loyalty has been instrumental in the company's continued
growth and success, making Noor Arfa Holdings Sdn Bhd a respected name
in the world of batik, renowned for quality and cultural resonance within
Terengganu.

● Quality Assurance
Noor Arfa Holdings Sdn Bhd places a strong emphasis on ensuring top-notch
quality in its operations. Their commitment to meeting and surpassing
customer expectations when it comes to product quality builds trust and
keeps customers loyal. This dedication not only guarantees that customers
get reliable and excellent products but also helps the company stand out in a
competitive market where quality is crucial for consumers. Noor Arfa Holdings
Sdn Bhd's consistent delivery of high-quality items is likely what makes
customers happy, keeps them coming back, and spreads positive reviews, all
contributing to the company's long-term success and recognition in
Terengganu.

● Social Media Presence

Noor Arfa Holdings Sdn Bhd is quite active on social media platforms like
Facebook and Instagram. This helps them connect with their customers and
make their brand more visible. They often talk to their customers, post
interesting stuff, and reply to comments and messages. This creates a sense
of community and gets customers involved. Being good at social media can
lead to having loyal followers and a good reputation, which means customers
stick around and tell others about the brand. Noor Arfa Holdings Sdn Bhd's
active presence on social media is a big help in today's digital world and
makes their business grow and do well in Terengganu.

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3.2. DISCUSSION

The discussion about Noor Arfa Holdings Sdn Bhd revolves around several
critical strategic elements that are vital for its success in the competitive retail
and delivery industry. These topics are fundamental for the company's
expansion and long-term viability.
Table 3.1 Alternative solutions for the problem

Alternative Advantage Disadvantages

Solutions

Expand into new 1. Increase revenue 1. significant

markets 2. Reach new investment
customers 2. market research
3. Diversify business and
understanding of
new markets
3. careful planning
and execution

Develop new 1. Increase product 1. research and

products and offerings development
services 2. Meet new customer work
needs 2. buy new stuff and
3. Differentiate from train people
competitors 3. study the market
carefully

Acquire 1. Increase market 1. upfront money

competitors share 2. carefully
2. Eliminate evaluated to
competition weigh the pros
3. Gain access to new and cons.
resources 3. carefully
combined with
other things to
make it work.

● Expand into new markets.

Noor Arfa Holdings Sdn Bhd has the option to grow by expanding into
new markets, which may involve setting up physical stores in different
regions or offering their products online to a global audience. This
expansion can open doors to new customers and revenue streams.
However, it's a move that demands careful planning. Before stepping
into new territories, Noor Arfa must thoroughly study the market to
ensure there's a real demand for their offerings and understand the

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 unique preferences and cultural aspects of those areas. Additionally,
resources need to be allocated for marketing and sales activities to
effectively reach and engage with the new customer base. While
entering new markets presents an exciting opportunity, it also requires
strategic investment and a thoughtful approach to ensure long-term
success both in Terengganu and beyond.

● Develop new products and services

Diversifying their offerings is an avenue Noor Arfa Holdings Sdn Bhd
could explore. This diversification could encompass various aspects,
such as introducing novel batik designs, crafting fresh batik products
like home décor or fashion accessories, or even venturing into entirely
different product categories. The development of new products and
services serves the dual purpose of adapting to evolving customer
preferences and setting the company apart from competitors in a
dynamic market. Nonetheless, thorough market research is imperative
before delving into the creation of new products and services to
ascertain their feasibility and demand. Such a transition would
necessitate investment in research and development to foster
innovation, acquiring new equipment, and providing the requisite
training for their workforce, ensuring a smooth and effective transition
into a broader spectrum of offerings. This strategic approach not only
aligns Noor Arfa with the evolving market landscape but also presents
opportunities for growth and sustainability.

● Acquire Competitors
Noor Arfa Holdings Sdn Bhd might think about buying smaller batik
businesses or companies that have things that go well with what they
offer. Getting these companies can make Noor Arfa bigger in the
market, lessen the competition, and give them more stuff to work with.
But, they have to be careful and really check if the companies they
want to buy are a good fit. They should also make a plan for how to
put the new company into Noor Arfa Holdings Sdn Bhd smoothly. This
way, they can grow and do well in the business world.

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4. CONCLUSION

Noor Arfa Holdings Sdn Bhd, a thriving Malaysian batik company, has carved
a successful path in the market through its unwavering commitment to quality,
continuous innovation, global reach, and brand awareness. By prioritising these core
areas, the company has earned its reputation as a leading batik manufacturer in
Malaysia, poised for ongoing success. Its dedication to high-quality products,
constant innovation, expanding global presence, and strong brand recognition have
played pivotal roles in its achievements.

To further enhance its growth trajectory, Noor Arfa can consider several strategies.
Firstly, expanding into new markets, both domestically and internationally, through
physical stores, distributor partnerships, and an improved online presence can
broaden its reach. Secondly, continuous development of fresh batik designs and
products, alongside potential forays into different product categories like home decor
and accessories, allows the company to meet evolving customer demands. Investing
in and promoting its e-commerce platform will streamline online shopping, while
acquiring smaller batik competitors can strengthen Noor Arfa's market position.
Lastly, forming partnerships with other companies for co-branded products or
cross-promotion can extend its product range and reach to new customer bases. By
implementing these recommendations, Noor Arfa is poised to further solidify its
status as a prominent global batik brand.

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5. REFERENCES
● Noor Arfa Holdings Sdn Bhd. (2023). Case study: Noor Arfa Holdings Sdn Bhd.
Retrieved from
https://www.malaysianbar.org.my/article/news/legal-and-general-news/legal-news/no
orfadilla-case-triumph-and-tribulations
● Company background Noor Arfa holdings. Noor Arfa. (2022, March 20).
https://noorarfa.com/about-us-3/
● Astroawani.com. (n.d.).
https://www.astroawani.com/berita-bisnes/noor-arfa-sasar-jualan-rm20-juta-tahun-ini-
365027
● Ahmad, M. F. (2021, June 2). A Case of Noor Arfa: The Corporate Social
Entrepreneurship. Al-i’lam - Journal of Contemporary Islamic Communication and
Media, 1(1), 94–113. https://doi.org/10.33102/jcicom.vol1no1.7
● Malaysian Entrepreneurs. (1992, January 1).
● Mahmood, R., & Mohamad, M. R. (n.d.). Perusahaan Kecil dan Dilema Usahawan
Melayu. The University of Malaya Press.
● According to the owner of Noor Arfa Holdings Sdn Bhd, the company's success is
due to its commitment to quality, innovation, global reach, and brand awareness
(Owner interview, 2023).

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6. APPENDICES

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