INDIVIDUAL ASSIGNMENT

TITTLE: MYDIN

IZZAT LUQMAN BIN HASLI

BI19160305

KT44302 TECHNOPRENEURSHIP

SEM I 2022/2023
1.0 BACKGROUND

MYDIN is well-known as the largest and most established Malaysian-owned wholesale

and retail company. Gulam Husen Jamal, the father of Mydin Mohamed, founded MYDIN in 1918
as an immigrant from India. Their first hawker business was started on 1940. However, the shop
was burnt down as a result of World War ll and the family had lost everything during the war.
Mydin Mohamed, his son, has made a strong determination, perseverance, and faith to continue
the trades of wholesaling. He opened his first shop, a small wooden shop called "Syarikat Mydin
Mohamed," on Jalan Tok Hakim in Kota Bharu, Kelantan, in 1957, selling toys and general
merchandise. With the help of his immediate sons, the business spreads its operations to Kuala
Terengganu in 1979 and later made their presences in Klang Valley at Jalan Masjid India in 1989.
It is known as MYDIN Mohamed Holdings Berhad. MYDIN's primary business activities are retailing
and wholesale. Products include food, household, soft-line, and hard-line items. Hardware,
electrical, stationery, porcelain, and toys are examples of hard-lines products. Soft-line is made
up of textiles and fabric products. Confectionery, drinks and beverages, delicatessen, and dairy
products are all part of the food line. In their early years of operations, MYDIN's focus has always
been in the non-food sector until they bought over the first supermarket at Selayang in 1997. In
the year of 2011, MYDIN along with other major hypermarkets such as Tesco and Carrefour
participated in the TUKAR programme under the Economic Transformation Programme. The
programme aims to convert 100 random shops into modern mini marts. Along with Tesco, the
company is responsible for training the stores and providing assistance after they have been
transformed into minimarts. MYDIN's then expanded into high-end retailing with the July 2013
opening of the first SAM'S Groceria location at the Gurney Paragon. Saya Anak Malaysia, or SAM,
is a friendly acronym (I am Malaysian). Based on the capacity of good straded, each of the
branches has its own business category. The group includes supermarkets, convenience stores,
franchise stores, bazaars, high-end shops, and high-end restaurants.
2.0 Explore

On June 4th, 1956, Yg Bhg Dato' Hj Ameer Ali Mydin was born in Penang. He is the third of seven
siblings in his family. After being awarded a scholarship by MARA, Ameer Ali continued his education in
the United States. He earned a bachelor's degree in chemistry with a minor in management from Western
Michigan University (USA) in 1979. In 1980, he enrolled at Sonoma State University in California to work
for a master's degree in international management. Dato' Ameer was focused on establishing a place for
himself in the banking profession after completing his education in the USA as a very young graduate.

He began working for Arab Malaysian Merchant Bank, the biggest merchant bank in Malaysia, and
spent 8 years there in the banking sector.He left the banking industry in 1989, with the strong and ongoing
backing of his family and employees, with the goal of building a sizable empire for the family firm. The
heritage of MYDIN was initially started by Mr. Gulam Husen Jamal, the father of Ameer Ali, back in 1918.
MYDIN, which has its first location there. Dato' Ameer Ali had the idea to grow MYDIN beyond merely
being an emporium and turn it into a massive hypermarket.

Mydin Mohamed developed a strong sense of determination to bring about the success of Mydin
thanks to the team-oriented mentality and family identity at a top firm. He had a beginning point with the
first store he opened. His son and family assisted him in growing his business in Kuala Terengganu and the
Klang Valley. Mydin Hypermarket has since advanced to a new level. They are well-known for their snappy
tagline, "Why pay more when you can get at wholesale prices?"

Currently, Mydin Hypermarket is run by his sons, Datuk Wira Dr. Haji Ameer Ali bin Mydin, as the
Managing Director, and Mr. Ahimmat Mydin and Mr. Salim Mydin, as the Executive Director, throughout
Peninsular Malaysia. (Mydin Mohamed Holdings Bhd, Biography of Mydin) Together, they form a team
that is determined to grow their stores into major suppliers of halal goods to the Malaysian and global
markets. His kids used the drive and perseverance that run through their family to advance as a team and
a family while building an even brighter future for their business.
Foresight

Having a far-sighted and futuristic mindset is one of the factors that enabled Mr. Mydin to succeed
as an entrepreneur. Although he started with limited money from his own savings, he was able to grow
his business step by step. This is because of his broad scope of forward thinking, which allows him to plan
business strategies effectively. So, it is not surprising that MYDIN MOHAMED HOLDINGS BHD. was able to
achieve sales of RM2.2 billion for the financial year ending March 2012. In addition, this entrepreneurial
trait was also exhibited by Mr. Mydin through the pricing of the goods sold.

Mydin is very famous for its cheap product prices compared to the market price, but at the same
time the quality of the products is also given attention. So, it's no wonder why MYDIN is famous for its
slogan, "Why pay more?" "Buy at wholesale price." This factor is very helpful in attracting customer
satisfaction and loyalty, especially from individuals and households that want to save money. This at the
same time gives added value to the MYDIN group, making it the consumer's choice and able to compete
with its closest competitors such as Econsave Supermarket, Tesco, Carefour, and others.

This feature was also exhibited by Mr. Mydin's second son, Datuk Ameer Ali. His efforts to find
funds for the establishment of a Mydin branch in Subang Jaya were very difficult when all the banks
rejected his loan application. This is because this project is considered very risky due to the location of its
establishment, which is located next to the Giant supermarket, which is also a popular choice among
consumers. However, because of Datuk Ameer's belief in his business and the rewards he will receive in
the future because of the risk he has taken, he is determined to get the funds. Finally, his loan application
was approved by Arab-Malaysian Bank Bhd. The results proved that Datuk Ameer Ali's expectations were
correct. In just one year, the Mydin branch in Subang Jaya had to expand the car parking area due to an
overwhelming response from customers.
Swot Analysis

According to research by Gorener A., Toker K., and Ulucay K., SWOT analysis is a controlled arrangement
technique for determining the business's internal and external environments and analysing both
environments to provide a systematic approach and support for decisions.

Strength

Low Price Strategy Mydin is renowned for being created for offering
Malaysia with affordable local and international
items. Why spend more? One of Mydin's
advertising slogans is "Buy at Wholesale Price,"
and the company had already decided on a low-
price approach for its pricing in order to compete
with the market's current competitors (Danny Y.,
2011).

Government Support Najib Tun Razak, the prime minister, reportedly

stated that the government will invest RM386
million to ensure that the costs of necessities are
cheaper in Sabah and Sarawak through the
opening of 57 KR1M outlets (Shukry A, 2012).

In addition to bringing in new clients, Mydin's low

Customer Loyalty pricing techniques assist the company develop
strong customer loyalty for their hypermarket
"Why pay more? Purchase at a discount".
Opportunist

Online Market The number of internet users is growing quickly in

this era of pervasive internet technology. Mydin
would undoubtedly profit from the online industry
if he can successfully follow this trend and seize
these opportunities to explore it.

International Expansion It is commonly known that Mydin's short-term

goal is to top the list of suppliers of competitive
"Halal" goods worldwide. As a result, the Mydin
should focus on the Muslim nations, particularly
Indonesia, which has a sizable Muslim population.

Threat

Intense Competition Customers in the Malaysian hypermarket industry

have a wide range of options, including Mydin,
Tesco, Giant, Carrefour, and Econsave. It goes
without saying that there is fierce competition in
the sector, and this will cause Mydin to lose
market share if its rivals provide a greater
promotion or advantage.

Substitute Product Instead of using the Mydin, clients could meet

their needs or wishes in a minimart, grocery store,
wet market, or convenience store
3.0 Business strategy approach undertaken by the entrepreneur

Mydin is a low-cost hypermarket that offers a variety of goods. However, it has two distinct
product lines that fill a niche: (1) "Made in Malaysia" products, and (2) Muslim/Halal products. Many
Malaysian business owners constantly aspire to have their goods available for purchase on the shelves of
supermarkets all around the country. In view of this aspiration, the Mydin Hypermarket tagged along with
the government’s “Buy Malaysia Campaign”. Thus, the Mydin Hypermarket offered the government the
use of its hypermarket and superstores as the starting point for this campaign in early 2009.

The campaign will continue throughout the country under the supervision of the Domestic Trade
and Consumer Affairs Ministry through the end of this year. The company has urged local producers,
especially those from SMEs, to put up stalls in and around the Mydin Hypermarket as a way to support
this project. Mydin chooses to purchase the goods in bulk rather than having them committed so that it
may negotiate a considerably lower price with the manufacturers.

Mydin has also put these local goods at "eye level" to further market them and increase their
visibility to the buyers. Along with its "Muslim concept" from the 1990s, Mydin is still focused on "Muslim
items." Selling Muslim clothing, Hajj clothing, and Halal goods are all included in this. Mydin has also
committed to not stocking any non-halal items in its retail locations. Almost any necessity that falls under
the headings of worship, clothing, accessories, food, home goods, travel, fittings and furnishings,
electronics, cars, digital technology, children, and even exercise equipment is catered for by hypermarkets
and emporia. In other words, if the item is not haram, it is present. Mydin has developed into a one-stop
shop now for both Muslims and non-Muslims.

In Malaysia's very competitive hypermarket market, MYDIN has established itself as one of the
leading players. The company has been growing significantly despite the recent price increases in the
nation because to its low pricing techniques and affordably priced products. Wholesale and retail are
primarily its main business operations. Mydin offers a wide variety of household goods at its stores,
including food, soft goods, hard goods, and furniture. They also keep a variety of daily supply of Muslim
goods in stock for the chosen customers.
4.0 Reflection

The success of Syarikat MYDIN Mohamed Holdings Bhd in the entrepreneurial industry would
certainly not have been achieved without the entrepreneurial traits of Mr. Mydin Mohamed as CEO of the
company. Among the characteristics of entrepreneurship are diligence, foresight, finality, integrity, and
the ability to be trusted. Young entrepreneurs should now make use of Mr. Mydin's success and
assertiveness in seizing opportunities and facing risks in developing businesses. Although limited by
limited capital, Mr. Mydin's patience made him strong enough to continue moving forward with his
business. As a result, he was able to raise more capital, add more business outlets, and buy business assets
that cost a lot of money. The MYDIN family's attitude of not taking shortcuts to success should serve as
motivation for all individuals, particularly entrepreneurs. For the MYDIN family, the bittersweet
experiences they received while managing the business taught them a lot about continuing to remain
strong in this industry.

Link video : https://youtu.be/kg6c2b9qUuA

References

1.https://dahalmi.wordpress.com/2012/03/25/pasaraya-mydin-pengasas-dan-sejarah/

2. MYDIN, Di Sebalik Tabir, oleh Datin Dr. Hjh. Siti Hawa Mohd.

3. https://www.mydin.com.my

4. http://www.utusan.com.my/bisnes/korporat/mydin-gong-badak-mula-beroperasi-1.27640/

5. https://kapital.my/2018/11/kisah-pengasas-pasaraya-mydin-dan-sejarah-penubuhannya/

6. https://dahalmi.wordpress.com/2012/03/25/pasaraya-mydin-pengasas-dan-sejarah/

7. http://www.utusan.com.my/bisnes/usahawan/