CASE STUDY REPORT

ENT600

“FUJIOH Corp., LTD”

Student name: Nujmatul Huda binti Aharul Hadafi

Student ID: 2022882078

Programme: AS222

Group: RAS3222A

Lecture name: Sir Mohd Fazly bin Mohd Razali

 TABLE OF CONTENT
PAGE
Acknowledgement 2
List of figures and tables 3
Executive summary 4
1. Introduction 5
1.1. Background Of The Study 5
1.2. Problem Statement 6
1.3. Purpose Of Study 6
2. Company Information 7
2.1. Background 7
2.2. Organizational Structure 8
2.3. Products/Service 9
2.4. Technology 11
2.5. Business, marketing and operational strategy 13
2.5.1. Business 13
2.5.2 Marketing 14
2.5.3 Operational strategy 15
3. Company analysis 17
3.1. SWOT 17
3.1.1. Strength 17
3.1.2. Weaknesses 18
3.1.3. Opportunities 18
3.1.4. Threat 19
4. Findings and Discussion 20
4.1. Findings 20
4.2. Discussion 21
5. Recommendation and Improvement 23
6. Conclusion 24
7. References 25

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Acknowledgement

Alhamdulillah, I am grateful to Allah SWT for allowing me to complete my case study

work for course ENT600 within the time frame specified by our instructor. This assignment
cannot be accomplished without the work of the professor and all of my friends who are eager to
teach and provide any knowledge regarding these case study guidelines that will assist me in
successfully completing my case study. I would also like to express my thanks to my instructor,
Sir Mohd Fazly bin Mohd Razali, for providing me with solid assignment guidelines over
multiple discussions, even if just via online media. Finally, I'd like to express my heartfelt
appreciation to everyone who has helped me with this project, both directly and indirectly. Thank
you very much.

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List of figures and tables

Figure 2.2 organizational structure of Fujioh corp.............................................................. 9

Table 2.3 Fujioh product...................................................................................................... 9

Figure 2.3.a.......................................................................................................................... 9

Figure 2.3.b........................................................................................................................ 10

Figure 2.3.c........................................................................................................................ 10

Figure 2.3.d........................................................................................................................ 11

Figure 2.3.e........................................................................................................................ 11

Table 2.4 Fujioh technologies............................................................................................ 11

Table 2.5.3 Fujioh Malaysia sdn bhd operational strategy.................................................16

Figure 2.5.3 Fujioh Malaysia sdn bhd location’s map....................................................... 17

Table 3.1 SWOT analysis of Fujioh corp...........................................................................18

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Executive summary

Fujioh Corporation, also known as FUJI INDUSTRIAL CO., LTD, is a well-known

Japanese firm in the kitchen ventilation industry that was formed in 1941 by Kosuke Kashimura.
It provides premium kitchen hoods that successfully eliminate smoke, grease, and odors. Fujioh
devices are well-known for their powerful ventilation, energy economy, and exquisite look,
making them ideal for use in both household and commercial kitchens, as well as the food sector.
Throughout its 84-year history, they have successfully grown seven locations, including one in
Malaysia, which opened in 2021 at Shah Alam. Therefore the main aim for this case study is to
invented an eco-friendly cooker hood that suitable for home and factories usage as well as
maintaining our air cleanliness

Unfortunately,from the analysis that has been done fewer flaws was found from their
product called as “cooker hood” .Among the major issues that may be recognised are the degree
of their cooker hood's capacity in terms of air suction power , the resistance of some components
such as lighting, and the sound that is created from the cooker hood itself.

Therefore, analysis of a cooker hood using SWOT analysis suggests several

improvements to improve its efficiency and environmental impact. The first recommendation is
to implement an "airfoil shape" to improve air suction efficiency and noise. The second
recommendation is to coat the fan blade with a suitable coating, such as Fujioh's super kirei
coating, to prevent chemical reactions and make cleaning easier. The third recommendation is to
add a built-in sensor to detect lighting issues and adjust the light level accordingly. The final
recommendation is to incorporate an oil trap made from sugarcane and maize pulp, which is
more cost-effective and efficient in oil refining. The case study identified challenges faced by
Fujioh company, offering solutions through product modifications and material improvements.
Updating products could help solve these issues and facilitate global market commercialization.

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 1. Introduction

1.1. Background Of The Study

A kitchen hood is a home appliance that is specifically intended to assist in cleaning the
air circulation in the kitchen while cooking. It is often located on the wall, above the kitchen, or
in the ceiling above the kitchen island to circulate air or known as smoke when cooking through
air ducts connected to the kitchen hood or to filter and recirculate clean air flowing in the kitchen.

In short, when we cook, fat, smoke, and moisture will rise from the cooking surface.
Then the range hood starts to employ an active fan to draw smoke particles into the hood.
However, depending on the technology implemented in each range hood brand, each movement
and air filtering through ducts to the exterior of the home and distribution back into the kitchen
are different.Therefore, different brands will conduct different ways to purify the air circulation in
the kitchen.

In addition, other features were employed in other hoods, such as the combination of
microwave hoods, which can assist clear the air of odors and prevent the cooking space from
being clogged by heat. Most range hoods include illumination that improves view of the hob
underneath.
Referring back to Ancient Egypt, a race that loved to make bread and cakes on a wood
burner in the house inspired the notion of developing a cooking smoke filter. In fact, after a few
decades, Ancient Greece followed Egypt's lead to invent their own version of kitchen hood since
most of them have a kitchen that is attached to the house and is frequently left open.Moreover, in
a noble home, the kitchen is located within the house, so the heat from the cooking also heats the
surroundings cause uncomfortable situation inside the house. As a result, they began looking at
techniques to minimize heat flow, particularly in the home.

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 1.2. Problem Statement

As we move into the current era of globalization, public health is affected as the air
pollution index worsens. As a result, many kitchen hood designs have been developed to address
the issue of filtering manufactured fumes before they are released into the air. However, every
design on the market today has resulted in a number of issues, including certain kitchen hood
designs that are very expensive, as well as the noise pollution they produce. Then there are some
designs that are not suitable for the industry because they have little air suction capacity.

1.3. Purpose Of Study

The objective of this study is to discover and evaluate company-based goods and their
difficulties. Then, choose the best answer for the problem to improve the brand's product under
their obstacles.

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 2. Company Information

2.1. Background

Fujioh Corporation or known as Fuji Industrial Co.LTD is a Japanese corporation that

was established in 1941 and founded by Kosuke Kashimura. It has since grown to be a reputable
and renowned name in the kitchen ventilation sector. Fujioh is known for its unique and
high-quality variety of kitchen hoods that successfully eliminate smoke, grease, and odors.

Furthermore, the corporation sets a great value on expert technology as well as aesthetics
in all of its goods. Fujioh range hoods frequently include elements such as strong ventilation,
energy economy, and elegant appearance to fit the taste of any consumer who desires a
contemporary kitchen idea. They are appropriate for both household and commercial kitchens, as
well as the food industry. Fujioh goods are not only popular in Japan, but they have also
effectively permeated the global market. Fujioh has built a reputation for creating dependable and
long-lasting kitchen ventilation systems

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 2.2. Organizational Structure

Since Fujioh Corp is a manufacturing company, therefore its own organizational structure
was based on the figure below.

Figure 2.2 organizational structure of Fujioh corp

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 2.3. Products/Service

Since Fujioh Corp is focusing on house appliances, therefore these are a list of products
that are produced by them.

Table 2.3 Fujioh product

Type of Products Classification of product

Kitchen appliances a. Kitchen hood

Figure 2.3.a

b. Oven / microwave oven

Figure 2.3.b

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 c. Gas Hobs

Figure 2.3.c

d. Induction hobs

Figure 2.3.d

Home appliance (toilet) e. Instant water heater

Figure 2.3.e

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 2.4. Technology

In Fujioh corporation, they managed to invent three top technology.Then those

technologies were implemented into their product to maintain the quality of the product
itself.There three technologies are oil smasher,unique coating and fume and oil capturing.These
are the list with the detail about each technologies.

Table 2.4 Fujioh technologies

Type of Technologies Details of the technologies

Oil smasher ● In Fujioh oil smasher technology is a technology that

was invented by using high-speed spinning disk.
● Within this disk most of the oil in the oil fume was
captured then spun off by the centrifugal force and
collected by the oil tray.
● Beside capturing oil at maximum capacities it also
maintains the inside of the cooker hood clean to
prolong the lifespan of the cooker itself.This
technology already implemented in their product
which is called FR-CL1890 cooker hood exclusively.

Unique coating In Fujioh unique coating combines 3 main concepts which are
super kirei coating,hydrophilic coating and oil repellent
coating.
● Super kirei coating is a concept where it repels oil
which means minimal oil is allowed to stick on the
surface.As a result it reduces the accumulation of oil
prolong the lifespan of fan inside cooker hood.
● Hydrophilic coating has high compatibility toward
water where its resulting easy removable oil from the

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 coated surface.Therefore the components such as oil
smasher spinning disk,oil tray and aqua slit filter was
coated with this method making them easy to wash.
● Lastly, oil repellent coating that speacially invented to
coat the outside surface of cooker hood just to avoid
oil to stick on the surface.Thus,to clean the cooker
hood customer just need to wipe it using damp cloth.

Fume and oil capturing ● In this technology, a rectifier panel was implemented
inside of their product such as their cooker hood.This
is just to increase the efficiency of oil capturing.
● To conclude, the higher the efficiency of the product,
the more oil accumulation was reduced.

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 2.5. Business, marketing and operational strategy

2.5.1. Business

The business strategy utilized by the Fujioh corp corporation to ensure that the business
constantly works smoothly is to always challenge ambitiously by thinking and acting on your
own without fear. This is evident in every product that is made with a high degree of quality, such
as their range hoods, which are always well received by people both in the country and abroad.
Next, constantly be open to new ideas and be innovative. In this sense, every Fujioh employee is
always willing to assist, produce, create, and deploy new value swiftly through fresh ideas.
Finally, Fujioh maintains their pride and obligation as a top manufacturer of cooker hoods
because they wish to provide actual comfort into the lives of all people. As a result of that, a
range of solutions have been proposed in order to offer people and society the possibility for real
conformity.

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 2.5.2 Marketing

Throughout the 82-year history of Fujioh Corp, also known as Fuji industrial co., LTD,
numerous marketing tactics have been used by Fujioh Corp to collect money and guarantee that
earnings remain steady and rise year after year

Increasing the number of branches in each country is one of the strategies they employ to
facilitate the process of advertising their products and purchasing and selling in the worldwide
market. For example, seven major branches have been established to manage and provide
housing equipment to Asia and other global markets. Singapore is the location of the branch. As
a consequence, Fujioh corp products can now be marketed in Malaysia, Hong Kong, Brunei,
Myanmar, Vietnam, and Cambodia.

Then, another strategy used by Fujioh Corp is to form collaborative ties with other
companies. They specifically serve as suppliers to some of the major brands. This is referred to
as the retail sales approach. Panasonic Housing Equipment, IKEA Japan, Eidal, and TOYO
KITCHEN STYLE are among the well-known clientele of Fujioh Corp. Fujioh was successful in
developing their network to sell their products in this manner since other manufacturers, like
Panasonic, also have a large branch network.

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 2.5.3 Operational strategy

Fujioh Malaysia sdn bhd, one of Fujioh corp's newest subsidiary companies, is a
corporation involved in developing sales and marketing business, particularly in the Asian
market. The major purpose of the foundation of Fujioh sdn bhd in Malaysia was to specialize in
the marketing of Fujioh brand home appliances such as cooker hoods. Since its inception two
years ago, in 2021, this subsidiary has succeeded in expanding Fujioh Corp's sales percentage,
particularly in the Asian market.here are some detailed information about their operational
strategy.

Table 2.5.3 Fujioh Malaysia sdn bhd operational strategy

Company name FUJIOH MARKETING MALAYSIA SDN BHD.

(formerly known as JK MARKETING SDN BHD)

established 2021 1st April

Office location Shah Alam,Selangor, Malaysia

Phone number Telephone : 603-51036826

Whatsapp : 6010-6506826 (sale & product enquiries)
6011-10322668 (general & after-sales support)
Email : enquiry@fujioh.my

website www.fujioh.com/my

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Figure 2.5.3 Fujioh Malaysia sdn bhd location’s map

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 3. Company analysis
3.1. SWOT

Table 3.1 SWOT analysis of Fujioh corp

S O
● Most of the product are produced with ● Implemented new technologies into
high-quality material each design of cooker hood
● Come up with various designs so that ● Always monitor each version of every
it can related with various consumers product
taste ● Always follow up with customers if
● Product produce mostly are safe there any problem occurs
energy product

W T
● Most kitchen hood produce strange ● Global competition in market with
and noisier sound other brand like khind,midea and
● Pricey others
● Limited shipment to overseas ● Falsification goods (e-commerce)
● Certain component tend to damage
● Poor lighting aspect

3.1.1. Strength

According to the SWOT analysis, the strength emphasized by each FUJIOH corp product
is that each product is composed of high quality materials such as stainless steel and "super kirei
coating." Where each of these components can assist extend the product's life therefore the
product's effect will be more durable. Furthermore, each product has been made with a unique
design based on the customer's taste and the passage of time.Nowadays,customers tend to
demand items with exquisite components and great aesthetic value in order to keep on
trends.Moreover, goods such as the Cooker Hood have a combination of technologies that aids in
substantial energy savings.For instance, a typical cooker hood, requires up to 700m3/hour to do
work.However, when utilizing a FUJIOH Cooker Hood, just 350m3/hour is required to complete
the task. Then it is proven that energy savings occur by using Fujioh Corp products.

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 3.1.2. Weaknesses

Every product with a strength also has a weakness. So based on the weakness that was
revealed by SWOT analysis,the price of the product will be the weakness of itOne of the
common weaknesses for every product is when a certain component inside of the cooker hood
tends to damage .Aside from that, there are a few of the cooker hoods built by FUJIOH company
that make a loud noise, making the surroundings become noisy then others will feel
uncomfortable with this situations.Furthermore some cooker hood also has poor lighting feature
nad air suction feature where both feature are very crucial features when to come a cooker hood
model.

3.1.3. Opportunities

Following that, the organization has secured various prospects to reach a stronger market
and good financial achievements.Among the opportunities that can be identified through SWOT
analysis is Increasing the varieties of kitchen hood designs suited for usage in areas such as tiny
kitchens, restaurants, and small food stalls.This is because as we know, nowadays food industries
become one of the most largest contributors for country economies.However, the advanced the
food manufacturing sector the more air pollution occurs.This is due to the behavior of a few
irresponsible parties that want to cut their cost of production by using normal ventilation fan
where there is no smoke purification occurs before it release out to the air.Therefore, Fujioh
Corp come up with an opportunity to invented specific design of kitchen hood for large industries
such as food manufacturing factories. As a result, more customers will be interested in
purchasing tier products.Then our air quality can keep maintained to be clean.

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 Next, the opportunity is to verify that each product manufactured is up to date in terms of
technology.For example,since Fujioh is expert in housing appliances,the cooker hood that they
produce consists of a combination of 3 top technologies which make it stand out more than other
brands from China and Germany .Hence,it make Fujioh cooker hood become number one trusted
brand among customers when they want some improvement in their kitchen. Furthermore, each
version of technology is improved to guarantee that it is compatible and appropriate with lifestyle
changes.So that, Fujioh Corp can maintain their product to stay in product lines.

3.1.4. Threat

Despite the fact that being around threats is not unusual for the firm, Fujioh may face
increasing competitive pressure. In the twenty-first century, competitive pressure has become a
serious danger to consumer housing appliances. Fujioh corp 's rivals have a solid market
presence, particularly in the cooker hood production sector . From Rubine to Elba, as well as
Khind and Midea, all of these companies have become more aggressive in their commercial
approach, particularly in the Asian market.Providing consumers with low price for products has
become a challenge for Fujioh corp to keep their loyal buyer. As a result, the pressure on Fujioh
corp remains great, as does its concentration on R&D to ensure that the product stays in demand
among consumers. In this day and age, innovation has become the key to successTherefore,
FUJIOH must invest more in quality due to increased customer awareness.

Next, because everything is now at the tip of our fingers. It also makes sense if any
counterfeit goods are offered on an e-commerce site. This enormous danger has become the most
terrifying thing for many global businesses, since it will reduce their profits and lead many
customers to lose faith in their products.To combat this threat and transform it into opportunities,
Fujioh corp. consistently keeps a close eye on their products, particularly on social media
platforms.This strategy can assist them in eliminating any counterfeit products on the
market.Then they must maintain their good reputation.

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 4. Findings and Discussion
4.1. Findings

4.1.1. Some of the cooker hood had poor air extraction

One of the common problems that most consumers face is when they notice their cooker
hood is not effectively removing smokes,steam and cooking odor from their kitchen due to poor
air suction.This is because of the clogged or dirty filter inside of the cooker hood or faulty motor.

4.1.2. Some cooker hoods tend to produce strange or loud noises.

Other common issues that face Fujioh cooker hood customers are there some time where
the cooker hood will produce unusual noises such as grinding,rattling or humming.Basically this
is one of sign that there some part of cooker already loose or damage.It is either fan
blade,damaged motor or problem with their bearing but sometime it might be
causes a clogged filter.

4.1.3. The installation of cooker lighting unable to turn on

Sometime after the cooker installation there are problems where the lighting system is
unable to turn on immediately when the switch is on.This is obviously due to loose connection of
control panel or any wiring problem where there are disconnected wires.

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 4.2. Discussion

4.2.1. Solution for finding 1

Since the problem was regarding the poor air extraction of the cooker hood,then to
resolve the issues is either clean the filters or replace the motor.The replacement and cleaning
should be done by a service technician.

Advantages: The cooker hood can be maintain clean

Disadavantages: if there are damages occur out of warranty period consumer need to pay for
extra charges

4.2.2. Solution for finding 2

The production of strange and loud noises increases the buyer's anxiety.Thus the method
that was suggested to consumers is to check if there is any restricted airflow and some odd
changes about the component installation.

Advantages:There no strange or restricted air flow , since consumer always make it sure every
time before start cooking
Disadavantages:If the loud and strange sound keeps going it will make others uncomfortable.

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 4.2.3. Solution for finding 3

Next, it is thus important to make sure or double check with their technician right after
the installation is done.This is to make sure those problems did not occur in the future.Other that,
with manual given consumer can try to look it up on how to secure the lighting on their cooker
hood.

Advantages: Consumers can avoid future problems and identify if there is something weird
before using the cooker hood.
Disadavantages:Consumers might find it hard to do cooking since there is no lighting direct to it.

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 5. Recommendation and Improvement

Throughout my analysis based on the advantages and disadvantages by using SWOT

analysis, I would like to suggest some recommendation and improvement in order to produce
better cooker hood that satisfied all consumer taste but at same time not causing any pollution to
our air.First and foremost,to decrease problem of poor air suction I would like recommend to
start implement “airfoil shape” to the fan blade.This is because the variation of backward
inclined fan constructed of aerodynamic hollow profile blade.Which it will make the suction air
become more efficient.Futhermore, it also work quieter that other common blade shape.So two
problem can be avoid by changing the shape of blade.

secondly, since kitchen is a corrosive and erosive environment,where they might have
chemical reaction occur so another improvement can be made to fan blade is to coat the surface
of fan blade with suitable coating.Therefore, since Fujioh have their own unique coating which is
super kirei coating.This method can increase the efficiency of that fan blades where it make it
become more easier to clean.

Thirdly, since some cooker hoods might have lighting problems,adding some built in
sensor will be a good improvement.The sensor can immediately sense when the lamp should be
turned on or turned off.Thus, it also can save up the consumer electricity usage and decreases the
chances of wiring disconnected problem.In addition, the light control level can also be apply into
cooker hood production.So that the user can choose how bright the light should be when they
cooking.

Last but not least, other improvement that is add some oil trap into the cooker
hood.Normally all the oil trap are made of charcoal,however mostly charcoal are costly.Therefore
the instead of using charcoal we can change it into briquettes that made from sugarcane and
maize pulp.This waste biomass are more cheap than charcoal beside their efficiency in oil
refining level are same as charcoal.Therefore , it much more save to change into this option
especially in cost production and care of our environment air.

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 6. Conclusion

In the end, we were able to identify the Fujioh company's challenges through this case
study. Then, based on the situation, I was able to provide some solutions by proposing some
modifications and material improvements in the product that was created. The difficulty may be
solved if the corporation takes action to update their goods, which will aid in the future
commercialization of their items to the worldwide market.

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 7. References

K. (2023). How does a range hood work? KitchenAid.

https://www.kitchenaid.com/pinch-of-help/major-appliances/how-does-a-range-hood-work.html

History of Range Hoods - Old World Stoneworks. (2023, June ). Old World Stoneworks.
https://oldworldstoneworks.com/history-range-hoods/

Martino, G. (2023). The History of Kitchens: From the Great Banquets to the Built-in Furniture.
ArchDaily.https://www.archdaily.com/978388/the-history-of-kitchens-from-the-great-banquets-t
o-the-built-in-furniture

Fujioh Malaysia Official | Trusted Home Kitchen Appliances. (2023, November ). Fujioh
Malaysia Official | Trusted Home Kitchen Appliances

Choosing Cooker Hood | Rinnai Malaysia. (n.d.).

https://www.rinnai.com.my/choosing-cooker-hood/

Hall, M. (2018). Top 5 greener alternatives to charcoal. dw.com.

https://www.dw.com/en/top-5-greener-alternatives-to-charcoal/a-43268826

Advanced FUME & OIL Capturing Technology - Fujioh. (2022, August 30).
Fujioh.https://www.fujioh.com/my/technology/advanced-fume-oil-capturing-technology/

F. A. (2023). Troubleshooting Common Cooker Hood and Gas Hob

Issues.Fujioh.https://www.fujioh.com/my/troubleshooting-common-cooker-hood-and-gas-hob-is
sues/

A.Bhatia B.E (2020) Characteristic And Selection Parameters of Fan And Blower System.
PDHonline Course M213.https://pdhonline.com/courses/m213/m213content.pdf

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