Completed EEE Project 1

CHIEW BOOKS & SPORTS CENTRE SDN.
BHD
TITLE :CHIEW BOOKS & SPORTS

CENTRE SDN.BHD
ENGINEERING ECONOMICS
ENTREPRENEURSHIP
PROJECT
NAME
MATRIX
COURSE
CONTACT NUMBER
LAVENIA RAMESH
15864
CHE
010-9122458
JAYAKUMARESH
JAYABALAN
NANTHINI RAMAN
16085
CHE
016-9342602
15857
CHE
016-5394695
SARASUWATHI
RAJASEGARAN
SUGESWARAN
SAMINATHAN
16079
CHE
014-6256231
16058
CHE
012-6257356
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE COURSE: ENGINEERING ECONOMICS & ENTREPRENEURSHIP
UNIVERSITI TEKNOLOGI PETRONAS
DECEMBER 2014
Submission Date :18 December 2014
CHIEW BOOKS & SPORTS CENTRE SDN.BHD

ACKNOWLEDGEMENT
We are really grateful because we managed to complete our Engineering Economics and
Entrepreneurships project within the time given by our lecturer, Mr. Abu Bakar Sedek. This
assignment could not be done without the effort and co-operation from our group members
Lavenia Ramesh, Jayakumaresh Jayabalan, Nanthini Raman, Sarasuwathi Rajasegaran and
Sugeswaran Saminathan. We also sincerely thank our lecturer for the guidance and
encouragement in finishing this project and also for teaching us in this course. Moreover, we
would like to express our gratitude to Mr. K.C. Chia for the information and willingness to spend
some times with us for the interview process. Last but not least, we would like to thank our
friends and everyone else who had given their support to us throughout the completion of this
project.
TABLE OF CONTENT
No
Topic:
Pages:
:
Cover Page
Acknowledgment
Table of Content
0
1
2

1.0
2.0
3.0
4.0
Theory
1.1 Introduction
1.2 Executive Summary
1.3 Main objective
1.4 Rationale of business study
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1.5 Methodology
11
1.6 Biography of the Owner
12
1.7 Business Ownership
12
1.8 Problem statement and Implications

COMPANY PROFILE
13
2.1Business History
14
2.2 Business Modal
15
2.3 Business Layout
18
2.4Vision and Mission
19
2.5 Organization Chart
20
2.6 Service provided
21
7 STEPS APPROACH MODAL

3.1 Set Out Clear Objective
22
3.2 Attract and Please Customers
23
3.3 Keep The Customers and Make Them Stay Loyal
25
3.4 Managing Customers and Business Growth
26
3.5 Identification of Possible Rivals and Competitors
26
3.6 Conduct Proper Systems and Operations
26
3.7 Evaluation and Taking Corrective Action
27
3.8 SWOT Analysis

RECOMMENDATION
4.1 Product and Services
4.2 Location
4.3 External Business
4.4 Promotional Mix Improvement
4.5 Operating Hours Extension
4.6 Build Good Market Relations
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30
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31
32
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32
5.0
CONCLUSION
33
34
6.0
6.1 REFERENCES
36
6.2 APPENDIX
37
1.0 THEORY
1.1 INTRODUCTION
Definition of Entrepreneurs
Entrepreneur is a word derived from the French language, entreprendre meaning to
undertake. According to Scarborough and Zimmer (1998), entrepreneur is an individual who,
rather than working as an employee, runs either a small or large business and assumes all the
risk and reward of a given business venture, idea, or good or service offered for sale.
The entrepreneur is commonly seen as a business leader and innovator of new ideas and
business processes.
Definition of Entrepreneurship
The capacity and willingness to develop, organize and manage a business venture along with
any of its risks in order to make a profit. The most obvious example of entrepreneurship is the
starting of new businesses. In economics, entrepreneurship combined
with land, labour, natural resources and capital can produce profit. Entrepreneurial spirit is
characterized by innovation and risk-taking, and is an essential part of a nation's ability to
succeed in an ever changing and increasingly competitive global marketplace.
Importance of Entrepreneurship

Entrepreneurship is a key driver of our economy. Wealth and a high majority of jobs are
created by small businesses started by entrepreneurially minded individuals, many of whom go
on to create big businesses. People exposed to entrepreneurship frequently express that they
have more opportunity to exercise creative freedoms, higher self esteem, and an overall
greater sense of control over their own lives. As a result, many experienced business people
political leaders, economists, and educators believe that fostering a robust entrepreneurial
culture will maximize individual and collective economic and social success on a local, national,
and global scale.
Entrepreneurial Characteristics
1. Plan everything.
2. Manage money wisely
3. Priority to customer
4. Build a top notch business team
5. Create a competitive advantage
6. Being accessible
7. Master the art of negotiations
8. Grab attention
9. High degree of commitment
10. Stay organized
11. Adaptability & flexibility
12. Networking abilities

Entrepreneurship project is an assignment in which students must work in a team with
guidance from the lecturer, Mr. Abu Bakar Sedek Bin Abdul Jamak. Students are assigned to
form a group of 5 and write a report on how to create a successful business ventures. In this
project, students are required to:
Identify any business of interest
Understudy the business by looking at the various issues faced by the entrepreneur
Consider ways in dealing with the various stakeholders of the entrepreneur
Identify problems faced by the entrepreneur and the business understudied
Consider ways in which the business can be developed and strengthened into bigger
business
Devise a strategic business plan considering the resources available and market potentials
Produce a research report, present findings and made recommendations on how the
business should be developed by writing up a business plan.
The objective of this project is to enable students to appreciate the practical issues faced by
strategic entrepreneurs and apply knowledge learnt in a classroom environment into a real-life
situation.
We have chosen Chiew Books & Sports Centre, an enterprise located at Teluk Intan, Perak
for this project. The owner of the company is Mr K.C. Chia. Our group has interviewed Mr.Chia
to get a better understanding about his business. The 30 minutes interview had give us much
insight about his enterprise. He also discussed about the problems he had encountered during
the start up of his business and also how he had tackled those problems in order to strengthen
his business into a much larger scale.
JOB DESCRIPTION
:-
Increases management's effectiveness by recruiting, selecting, orienting, training,

coaching, counselling, and disciplining managers; communicating values, strategies, and
objectives; assigning accountabilities; planning, monitoring, and appraising job results;
developing incentives; developing a climate for offering information and opinions; providing
educational opportunities.
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Develops strategic plan by studying technological and financial opportunities;

presenting assumptions; recommending objectives.
Accomplishes subsidiary objectives by establishing plans, budgets, and results

measurements; allocating resources; reviewing progress; making mid-course corrections.
Coordinates efforts by establishing procurement, production, marketing, field, and

technical services policies and practices; coordinating actions with corporate staff.
Builds company image by collaborating with customers, government, community

organizations, and employees; enforcing ethical business practices.
Maintains quality service by establishing and enforcing organization standards.
Maintains professional and technical knowledge by attending educational workshops;

reviewing professional publications; establishing personal networks; benchmarking state-ofthe-art practices; participating in professional societies.
Contributes to team effort by accomplishing related results as needed.
1.2 EXECUTIVE SUMMARY

The on the whole project or case study is based on Chiew Books & Sports Center which is
located in Teluk Intan, PERAK. The owner or director of this book store and sports centre,
Mr. K.C. Chia, was interviewed in a group of five students from Universiti Teknologi
PETRONAS, in order to attain some valuable facts regarding the business and the shop.
The questionnaires were prepared and the examples of questions asked were based on
their past, their business plan and what are the factors influence them to become
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successful and their business strategies. The main goal was to recognize about their
business, which could be helpful in future undertakings.
Furthermore, Mr. Chia also shared his opinions and views regarding his business and also
organization or management strategies. He cooperated well enough in order to gain
definite significant facts. He has a physically powerful personality and good leadership
skills. This aspect is obvious when he was willing to share what are the difficulties faced by
him and how he overcomes it.
1.3 MAIN OBJECTIVES

Objectives of undertaking the project
Below are the followings of the main objectives of this project which enables us to:
Appreciate the practical issues faced by strategic entrepreneurs
Apply knowledge learnt in a classroom environment into a real-life situation
Other than that, there are also sub-objectives of this project which are:
To be able to differentiate the theory and reality that drives a business to victory.
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To contrast and examine the values and business plan that Mr. K.C. Chia, the owner of
Chiew Books & Sports Centre used with Entrepreneurship knowledge.

To recognize the strategy and lesson learnt in order to become a victorious
Entrepreneurship.
1.4 RATIONALE OF BUSINESS STUDY

Chiew Book & Sports Sdn Bhd is chosen because of their promotion. This is because there
are few events in UTP which has been conducted earlier such as YSR, they have given us
stationary stuffs and sports equipments for cheaper prices since they are selling in bulk. We
also feel that they are selling things for reasonable price for the customers. Thus from the
promotion they gave us attracted to know more about this shop.
Besides that, Chiew Book & Sports Sdn Bhd is chosen because the management and
communication skills between customers are very good. They manage the shop very well by
appointing 3-4 persons in charge for each department in the shop. It shows their work is very
systematic. Communication between customer and worker is in good level. It can be seen by
the way the worker approach the customers and helping them. Other than that, they attract
people by having very clean and well organized shop. They even sell variety of which makes
people to come to this shop and purchase things.
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1.5 METHODOLOGY
Finding for type of business
Prepared questionnaire to ask
Gathered all the information and data

Interpretate the information
Task distribution
Compilation of the report
1.6 BIOGRAPHY OF THE OWNER

Name
: K.C. Chia
Age
: 41
Place of birth
: Sungai Besar, Selangor
Education
: SMK Sungai Besar
Experience
: 15 years in business and marketing line
Role model
: Robert Kuok (Malaysias Richest Person)
Position in the company
: Managing Director (Teluk Intan Branch)
1.7 BUSINESS OWNERSHIPS

A business entity is a commercial and corporate institution that is formed and administered as
per commercial law in order to engage in business activities, usually the sale of a product or a
service. There are three types of business entities defined in the legal systems in Malaysia.
This includes sole proprietorship, partnership and corporation.
Chiew Books & Sports Centre falls under Partnership Proprietorship category. A partnership
business automatically begins when two or more people decide to go into business. There are
no documents to file to begin a sole proprietorship or a partnership. However, businesses are
required to file articles of incorporation, also known as a certificate of formation, to legally form
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a corporation in any state. Each state charges a fee, which varies from state to state, to file
articles of incorporation. In addition, corporations are required to register with each state where
the company intends to make business transactions. This requirement is not imposed on sole
proprietorships or partnerships.
Advantages of Partnerships Business

Partnerships are relatively easy to establish.
With more than one owner, the ability to raise funds may be increased, both because two or
more partners may be able to contribute more funds and because their borrowing capacity may
be greater.
Prospective employees may be attracted to the business if given the incentive to become a
partner.
A partnership may benefit from the combination of complementary skills of two or more
people. There is a wider pool of knowledge, skills and contacts.
Partnerships can be cost-effective as each partner specializes in certain aspects of their
business.
Partnerships provide moral support and will allow for more creative brainstorming.
1.8 PROBLEM STATEMENTS AND IMPLICATIONS

As for other entrepreneurships, Chiew Books & Sports Center also faces several problems
throughout their journey and implications of these problems will be described as below:
PROBLEMS
High expenses or costing needed as initial
IMPLICATIONS OF PROBLEMS
Prolonged the opening time of this shop as
investment to initiate this business.
sanction needed to be approved by the banks

as well other important documentation needed
Lacking of sufficient workers to be a
must be prepared to ensure smooth process.

Several works are delayed and more time
helping hand in managing this shop
taken to complete a task since less people

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especially towards the year end.
available to complete the work given. This can

cause customer to be dissatisfied with the
provided service and opt to go to different
shop.
The shop is located at sharp end or
People tend to lose track of the exact location
towards the end of the road making it less
of the shop as it is not situated near the main
visible to the people around.
roads or in a middle of Teluk Intan city. Without

proper promotion or signs use to indicate the
location of the shop, customers can tend to
buy at different shop that are more visible and
seen by the users.

Table 2: Indicating the problems and implication faced by Chiew Books and Sports.
2.0 COMPANY PROFILE
2.1 BUSINESS HISTORY
Chiew Books & Sports Centres start point can be traced back to Sabak Bernam, Selangor.
Sabak Bernam, Selangor is the first of many outlets or branches of Chiew Books & Sports
Centre were begun. Back in 1999, the very first Chiew Books & Sports Centre business begins
in service in Sabak Bernam on a very tiny scale by just selling stationary items. As the
production begins to grow and as the years grow, so did Chiew Books & Sports Centre added
to sell sports equipments too as well.
Back in 1999, it was first started off with just selling the basic and normal stationary items, and
soon Chiew Books & Sports Centre started adding up variety of stationary items such as note
book and colour papers and as well as sports items that could be sold such as skipping ropes,
ping pong balls and many more. As the sales begin to advance and as the book store gain
more profits, the number of branches or outlets also begins to increases also. After the first
outlet in Sabak Bernam, now Chiew Books & Sports Centre has stretched out its business to
four more branches in Perak State which are located at Teluk Intan,Perak, in Sitiawan,Perak,
in Hutan Melintang, Perak and in Sungai Besar, Selangor.
The branch or outlet of Chiew Books & Sports Centre which is operating in Teluk Intan is being
held and run by Mr. K. C. Chia or known as Mr. Chia by his workers and his customers. The
sales were started in year 2000. At the age of 27 Mr. Chia begins this business, when he
spotted Teluk Intan as an idyllic place to enlarge Chiew Books & Sports Centre market to the
people around this town.
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To start off this business, Mr. Chia surveyed a few of shop lots before deciding to purchase this
two floor shop lot at a price of RM 800,000. The purchase was successful as the application
loan for opening this book store was approved by the bank. Thus it was possible for Chiew
Books & Sports Centre to open its 4th branch here in Teluk Intan.
As the space of his book store is very big, Mr. Chia determined to take in as many possible
varieties of things that could be sold in his outlet starting from stationary, to small computer
items like pen drives, to school and kindergarten books, to files, to sports equipments and
finally trophies and souvenirs.
To attract his customers, a month before to the opening of his outlet, Mr. Chia printed a couple
of banners and hung them around Teluk Intans area. By just hanging banners around the area,
Mr. Chia realized that its not sufficient to gain customers. Therefore he came up with an idea of
visiting schools nearby Teluk Intan and providing them with VIP Card and brochures whereby
they will be given a special discount when they purchase any item at his outlet. This method
proved to be successful for Mr. Chia, as when he opened the outlet, the number of customers
he get has be very satisfying and as they continue to visit his outlet customer begin to spread
good words about Chiew Books & Sports Centre . This became a very cost saving method for
Mr. Chia to promote his business and gain more customer.
A year into full operation, Chiew Books & Sports Centre has been able to establish in Teluk
Intan as they continue to attract people from the local area, schools and universities such as
UiTM Teluk Intan and Kolej Komuniti Teluk Intan.
2.2 BUSINESS MODAL
To start off any business, the most fundamental that is need first is the modal. A modal is the
root to begin any business. For Mr. Chia to begin his business, he had to spend RM 800,000 to
buy the desired two story shopping lot and as about RM 200,000 on cost for products to be
sold and other expenses. This cost can be categorized into two which is the start-up cost and
the operational cost. These two types of cost can be further explained in 4 categories which
are:
2.2.1
Location Cost
For every business to be operating, it requires a proper location to establish itself. The more
strategic the location of business the more money it is going to cost. A business owner has two
options when it comes to deciding on a location. The business owner can either choose to
purchase the location or take the location for lease. He or she can acquire the assistance of
banks to aid the payment of the location. Its highly important to choose a strategic location, as
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being in proper location results in higher sales therefore this increases the profit of the
business. Chiew Books & Sports Centre is located in a decent area as it surrounded by two
universities and colleges and a host of school who are all possible customers.
2.2.2
Employment Of Staffs And Workers
Once a business location has been decided, the next important thing the business owner has
to take into account is the employment of staff and workers. This is because, to run and
manage a successful business venture, it requires a team of people and proper organization. It
is impossible to achieve a successful level business venture by just having the business
operator to conduct the whole business. Taking into account Chiew Books & Sports Centre
which offers a variety of products to be sold, thus its highly important to have sufficient number
of employee and a proper system to ensure smooth flow of business.
Mr. Chia has taken this factor into his consideration before starting this business as it is clear
that he has hired the required number of staff needed to ensure he can operate his business
smoothly without any setbacks. The only drawback of hiring more employees is that, it requires
a large amount of money as all this employee needs to be paid monthly salary. Yet having the
appropriate number of workers means a smooth flow of business thus resulting in higher profit
which could compensate the employees salary.
2.2.3 Product Stock

One thing Mr. Chia has to do to maintain the customers returning to the outlet are satisfied, he
always make certain there is enough among of supply available for the demands of his
customers. There may be situations whereby Mr. Chia could receive orders in bulk. Therefore it
is necessary that Chiew Books & Sports Centre always checks and make sure it has sufficient
stock products in place at all time. By analysing their sales regularly, Mr. Chia would be able to
predict the amount of stoke that is need at a particular time and therefore can carry on with
ordering the need amount of stock thus not over buying stocks and costing loss. At the same
by having proper planning of importing the stock, Mr. Chia can order them lesser amount of
times and by doing so he can save on shipping cost.
2.2.4
Business Promotion
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The major aspect in ensuring the long life of a production is by having customers to keep
returning to the outlet. Promotion plays a very important role to make the customers keep
returning to the shop. It will outlay the business owner an extra cost to do good promotion but
the reimbursement it could bring to the business could be very vast and alter it to a advanced
rank and giving enormous sum of profit. At present Mr. Chia uses the word by mouth method
but he has tactics on doing improved endorsement in the near future such as doing templates
and so on.
2.3 BUSINESS LAYOUT
15
NOTEBOOKS
&COLOUR PAPERS
CHIEW BOOKS & SPORTS

CENTRE
FILES
STATIONARIES
SOUVENIERS
&GIFTS
TROPHI
ES
CASHIER
SPORTS EQUIPMENTS
GROUND FLOOR
BOOKS FOR
BOOKS FOR HIGH

SCHOOL
PRIMARY
SCHOOLS
FIRST FLOOR
BOOKS FOR PRESCHOOL
2.4 VISION AND MISSION

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Vision statements help to describe the organization's purpose or its target. Vision statements
also include the organization values. Vision statements give direction for employee behavior
and helps provide inspiration. Strategic plans may require a marketing strategy, which could
include the vision statement to also help inspire consumers to work with the organization. Any
business venture, it has to set its own vision which has to be accomplished in a certain period
of time frame while succeeding towards the companys mission at the same time. A vision can
defined as a set of targets which the business plans to achieve in a specific period of time.
Meanwhile a mission can be defined as a statement which is meant for employees and leaders
of the organization of the business. Strategic plans may involve changing the mission
statement to reflect a new direction of the organization. Highlighting the benefits of the change
and minimizing the deficits will help employees and the public buy into the change.
2.5 ORGANISATION CHART

OWNER
MR.K.C. CHIA
SUPERVISOR
MISS.TAN LI LIAN
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CASHIERS
GROUND FLOOR
DEPARTMENT
PERSON IN CHARGE
MASITA
FAZURA
THINESHA
ALIA
FIRST FLOOR
PERSON IN CHARGE
TAN MEI JI
HAZWANI
AZLINDA
PERSON IN CHARGE
NIRMALA
FARAH
FATIN
2.6 SERVICES PROVIDED

For students ranging from kindergarten up to university level, Chiew Books & Sports
Centre acts as one stop service provider as they have all the stationeries needed for a
kindergarten kids to students in universities. They accomplish the need of a student by
providing a variety of service from books to binding to trophy to photostate to printing. From the
layout of the business of Chiew Books & Sports Centre , the first thing the customer would able
to see is a wide range of stationary items that varies from pen to notebook to colour papers up
to files. There are varieties of designs of medals, trophy and souvenirs and gift which customer
can buy on the spot or even pre order to Mr. Chia himself or to his workers which is situated on
the display shelves of Chiew Books & Sports Centre. On the other side, the right side of Chiew
Books & Sports Centre, offers a large range of sports items that can fulfill the needs of school
and university students. The examples of sports equipments that are sold are ping pong ball,
tennis racquet, skipping ropes and many more. As customers approaches to the stair case to
the first floor of Chiew Books & Sports Centre, they will come across to a side which sells
educational related books for kids as young in kindergarten up to STPM level students. Chiew
Books & Sports Centre
has become the preferred center for people around Teluk Intan
because of their big range of services being provided.
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3.0 APPROACH MODAL

3.1 SET OUT CLEAR OBJECTIVES
Vision, mission and objective of a business is crucial to achieve the goals of the business set
within the provided target as well as bringing the business to next succession in a coming time
Basically, vision is explained as goals to be achieved by a specific time limit. Whereas, mission
is more in implying the targeted goals in business at all times. The objectives are defined in
order to achieve the vision and mission. The vision, mission and objective of Chiew Book and
Sports Sdn Bhd are well explained together with prescribed targeted volume of sales to
achieve.
3.1.1 Vision
1. Develop and become a successful stationary and sports supplier around Teluk Intan
area by the year 2016.
2. Gaining majority and increasing tenders from schools and colleges around Teluk Intan.
3. Provide customers with first class quality products and satisfaction to all walks of life.
4. To expand Chiew Books and Sports Centre by the year of 2016 to provide more needed
sports equipments and attire for customers around Teluk Intan and nearby places.
5. To open at least 25 branches around Malaysia by 2018.
3.1.2 Mission
The mission of Chiew Books and Sports Sdn Bhd is mainly in providing sustained products and
quality services which is reasonable for the price paid by focusing on the targeted group of
people especially students, college graduates as well for the sportsman and women.
3.1.3 Objective
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To obtain the targeted amount of profit by the year end as well as providing quality products
and services at their best. Not forgetting the importance of sports and reading is mainly
concerned to be instilled among young generation around Teluk Intan area.
3.1.4 Targeted Sales Volume

In launching a program, managers or entrepreneurs often start with an idea of the profit they
desire and ask what sales levels will be required to reach it. Target volume is the unit sales
quantity required to meet an earnings goal. Target revenue is the corresponding figure for
monetary sales. Both of these metrics can be viewed as extensions of break-even analysis.
Increasingly, marketers are expected to generate volumes that meet the target profits of their
firm. This will often require them to revise sales targets as prices and costs change. Thus, the
targeted sales volume will be set one or two months ahead while preparing the main tentative
budget or cash inflow or outflow. Chiew Books and Sports Centre set its target volume in terms
of quantity of product sales in each month to ensure healthy financial status and sustain the
cash flow without leaving high debt.
The targeted customers would be students, teachers and lecturers from the institution nearby
including schools and universities especially students from Universiti Teknologi Mara and Kolej
Komuniti Teluk Intan. The estimation of quantity of customers coming for the shop daily can be
approximated around 80 peoples. This approximation made increases especially during public
examination seasons such as SPM, PMR and UPSR as well as during schools reopening.
3.2 ATTRACT AND PLEASE CUSTOMERS
Strategy to attract customers is important as they are the key to a successful business as
customers are the main backbone in making a business to be successful. Proper techniques
and strategies have to be practiced to attract customers as the customers will be new and
willing to know what the supplier has to fulfill or meet their requirements.
3.2.1 4Ps of Marketing Mix-Product
Chiew Books and Sports Sdn. Bhd. Sells provide a variety of products and services to
customers. The main product will be books especially ranging from primary to secondary
schools which include textbooks, revision books, and exercise books and so on. This provides
wide variety for the customers. Other products would be stationaries, trophies, medals, blazers
as well as sport items such as badminton racquet and basketball. Other services are also
provided such as photostatting and binding services. This makes this shop as one stop center
whereby all needed services given at need. The trophies and medals consist of various sizes
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and word printing on trophies and medals is provided as well. Besides that, there are wide
range of stationaries from writing instruments to all the necessary items for both office and
home use.
3.2.2 4Ps of Marketing Mix-Place
Chiew Books and Sports Center is located in Teluk Intan which is considerably a populated
place .Chiew Book is strategically located as it is nearby to schools, banks, and collage as well
as University. The nearest are Universiti Teknologi Mara as well as Kolej Komuniti Teluk Intan
which takes around 5 minutes distance by driving and 10-15 minutes on foot. Besides that,
there is housing area around this shop as Chiew Book is located at the heart of the city. There
are also many shops around which makes the area busy and more centered towards
customers.
3.2.3 4Ps of Marketing Mix-People
The main target of people would be students, teachers and lecturers. Since there are schools
and universities nearby, this enables Chiew Books and Sports to achieve the targeted group of
people more easily. The store is set in a very convenient and arranged manner where
shopping or looking for things will never be a problem for the customer. There is no specifics
concept when it comes to customer. The store follows 1 Malaysia concept where the things
sold are for the basic usage of Malay, Chinese, Indian, and all other races. There are several
promotions once in a while to gain more customers attention. Promotional budget of 10-15% of
projected sales were allocated for matured products .Since Chiew Book store provides a wide
range of products and services, this allows them to stand out from other stationary shops
around.
3.2.4 4Ps of Marketing Mix-Promotion
Chiew Book and Sports provides the best prices and quality. Anyhow a good promotion needed
in order to make a shop to be seen for the people around and more appealing compared to
other shops. In order for the people to realise about it and visits the shop, various mode of
promotion was taken into care. Firstly at the beginning of the opening of the store, Chiew Book
visited many schools in order to promote about the store. Many free gifts were given to the
student and teachers as well as parents to attract more customers. This made a big significant
as more tenders from schools and events came in.Most importantly, VIP cards were given to
first 100 early birds every month to enable them to buy goods at Chiew Book and Sports store
at greater discounted prices. This will attract more people to visit the pace as there will be
overwhelmed by the discounts they get. Besides that, banners were held up near the main
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road to promote this shop. Media such as Facebook is used as a mode to promote their shop
as well as publishing any shop vacancies there.
3.3 KEEP THE CUSTOMERS AND MAKE THEM STAY LOYAL
Once customers are already attracted, it is more important to keep the customers as they dont
want to lose them. Keeping customers loyal allow continuous business and target goals to be
achieved.
3.3.1 VIP Programme Cards
Chiew Books and Sports value the customers as they are the main contributors to the
business. In order to sustain their loyalty and satisfaction towards the services and product
provided, VIP cards are given to regular customers to appreciate and value the support that the
customers show. This enable them to enjoy products at discounted rate especially more price
reduction during year-end sales as well during midyear seasons. Besides that, VIP card
holders will be rewarded with priority to all orders compared to non-VIP customers.
3.3.2 Promotional Mix Activities
Chiew Books and Sports promoted itself at schools to attract more students and teachers to
visit the place. This enables them to get more orders and tenders from them. Printed name
cards and brochures were also distributed to nearby schools and houses to enable more
people to recognize this shop. Prices were taken care seriously as no drastic fluctuation. This
can causes people not to come to the shop since a fixed price not provided within a time period
and might be nearby stores provide a cheaper price compared to this shop. This can causes
them lose customers.
3.3.3 Relationship Marketing and Marketing
Chiew Books and Store takes relationship between staff and customers seriously. It is
important to have a good relationship between customers and staff to ensure a comfortable
environment and allows communication to be held easily without any miscommunication.
Miscommunication can delays the work thus reducing the quality of products. Staffs are
carefully chosen through proper screening. The organization is properly structured so that the
relationship among staff is not affected and hence the relationship with the customers as well.
3.4 MANAGING CUSTOMERS AND BUSINESS GROWTH
Once customers are achieved, it is important on how to manage them and maintain a good and
steady business growth. A business growth happens when the sales go up so that more profit
is made and business grows further. Hence goals can be achieved.
22

3.4.1 Customers Feedback
Constant feedback from customers are very important in order to take into account what are
the does and dont in providing services to the customers. This enables the shop to improve on
certain areas. Besides that, customers are asked about the performance and quality of the
products sold as to ensure goods sold meet the standards of Chiew Books and Sports as well
the customers expectations.
3.5 IDENTIFICATION OF POSSIBLE RIVALS AND COMPETITORS
Identifying the rivals and competitors enable the shop to arrange the strategy in tackling them.
The main possible rivals are the nearby stationary shops as well sport shops such as Al-Ikhsan
which provides sports equipments and attire as well. After the identification of rivals and
competitors, the SWOT analysis can be performed for an all-around analysis. The procedure
will be shown below.
3.6 CONDUCT PROPER SYSTEMS AND OPERATIONS
Proper system and operation is very much vital to conduct an enterprise to develop towards
succession. It would be an asset in handling the firm. Improper management would bring
chaos to the entire system.
3.6.1 Human Resource Management
Presence of Human Resource Management is very important as this board determines the
proper working staff and committee. That is what made Mr. Chia to have one in Chiew Books
and Store. Organization board is the main hierarchy on how a shop should being managed.
Starting from the owner till the last part of worker everyone is put into the board. Besides that,
human resource management also needed in order to divide everyones task accordingly. Job
scope given will be acting as a guideline on how to run their jobs accordingly without any
clashes. There are approximately 20 workers in this shop that becomes a good helping hand
for Mr. Chia in managing the shop in a proper manner. All advantage and benefits are provided
for the employee which means equality is maintained. These enable employees enjoy working
in this environment and instill a good loyalty towards Mr. Chia.
3.7 EVALUATION AND TAKE CORRECTIVE ACTIONS
Evaluation and taking corrective actions are very much vital and should be given equal
importance as other factors a well. This is mainly to make sure whatever action taken, the pro
and the cons are settled if arise. Hence Chiews evaluation and taking corrective actions is
analysed as below.
3.7.1 Quality Control Services
23

Mr.Chia always does this quality check with his supervisors to make sure the quality of
products and services for the customers are always maintained. The binding and photostatting
machine for example always sent for services to enable to have longer working time and
doesnt disrupt the working processes.
3.7.2 Weekly Checkouts
Chiew Books and Sports keep hold to the tradition of having a weekly checkout. This is check
thoroughly the system to make sure the operation for the following weeks running smoothly.
The checks is conducted twice a week which is starting and the ending of the week. Monday
and Friday at 10-11 am respectively. This is to have some sharing session as well to improvise
the enterprise. Besides that, it fosters a good relationship between workers.
3.8 SWOT ANALYSIS
A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,
opportunities and threats involved in a project or in a business venture. A SWOT analysis can
be carried out for a product, place, industry or person. It involves specifying the objective of the
business venture or project and identifying the internal and external factors that are favorable
and unfavorable to achieve that objective. In this point SWOT analysis is carried out for Chiew
Books and Sports where SWOT analysis is vital to accomplish a good business. It is an
essential mutual consent for both customers and service provider to get the best out of
everything.
STRENGTHS
The provided services and products are
WEAKNESS
The demographic location of the Chiew
considerably cheap and reasonable
Books and Sports even though located
compared with the other stationary and
in city of Teluk Intan, the shop is located
sports shops nearby Teluk Intan. The
at one end of the road which makes the
stock purchased in bulk allows this
shop quite hidden from the hustle and
discounted rate. With this factor, it
bustle of the city. People have to take a
attracts more customers to this shop.
sharp turn or corner to identify this
Economical price within long term
shop.
always makes a better choice for

chosen for customers to lay their hand
in purchasing things.
The opening and closing of the shop is

not proportional. The shop opens
The high quality of products and
around 10 am and closes as early as 7

24
services captured the customers
pm in the evening. Meaning to say, the
loyalty. Products are returnable within 3
shop opens quite late and closes early.
working days if the customers are not
This might limits the customers who
satisfied with the provided products.

Diversity of products provided which
wish to purchase stuff after their

working hours.
doesnt limit to only stationary allows

people from all ages of life to come and
purchase products from the shop.

Punctuality in providing the services
and delivery of orders on time to
customers comprising of schools and
Universities allows the shop to become
more trustable among them and
preferred compared to other shops
nearby.
OPPORTUNITIES
The nearest schools and universities
THREATS
Presence of other small scale
provide a platform for Chiew Books and
enterprises would be a threat as well.
Sports to promote their products such
Even though they can provide multiple
as stationaries and sports attires for the
services like Chiew Books and Sports
students.
Developing area in Teluk Intan by
shop but still some of it can challenge
having several projects going on nearby
of time delays or punctuality in providing
Chiews of quality and services in term
such as building of new schools

provides a greater opportunity in future
those services.
Threats of being prone to robbery or fire
for this shop to sell their services and
must be taken into account too as the
obtaining tender as well.
operating shops beside Chiews Books

and stores are electrical and computer
shops. Any wrong doing in the wires
may cause harm and interrupt the daily
business of this shop.
Table 1: SWOT analysis of Chiew Book and Sports Sdn Bhd
25
4.0 RECOMMENDATION
4.1 PRODUCTS AND SERVICES
Chiew Book & Sports Centre Sdn Bhd offers various products and services such as academic
books, sports items, medals and certificates, printing, binding and many others. Chiew Book &
Sports Centre's products are varies and they target group is from school children, university
students and even to public .Chiew Book & Sports Centre should think of widening its product
segment, since it is attracting a wide range of customers. They can add in another section
specially for school students in which they can sell school uniform, shoes and etc. Whereas
they even can add in computer equipments which one of the important things for university
students and also public. Around Teluk Intan there are around more than 20 schools which
include Sekolah Jenis Kebangsaan, Sekolah Kebangsaan, and Sekolah Menengah. The
shops around doesn't sell in bulk and the varieties of the school items and also other stuffs
are quite less. If Chiew Book & Sports Centre could provide these items in quite a number of
varieties, it would be a good kick start in their sales as well as increasing their revenues. They
even can add in service of banner, poster, bunting printing rather that normal photo stating
because through this they can attract university students ,other organizations to print for their
events and also public.
4.2 LOCATION
Most businesses choose a location that will provide exposure and drive foot traffic or volume to
their location. That makes features like parking, pedestrian and vehicular access, the
reputation of the neighborhood, and the proximity of other businesses all factors to consider.
However, there are other less obvious factors and needs to consider as well. For example:
Brand image Is the location consistent with the image you want to maintain?
Competition Are the businesses around you complementary or competing? Some
businesses, such as retail stores, benefit from being in a retail hub alongside the competition.
Others may be at a disadvantage if located close to competition.
26

Local labor market Does the area have what you need in terms of potential employees?
Can they make it into work without encountering hellish traffic?
Plan for future growth If you anticipate further growth, preempt the need for multiple moves
by looking for a building that has extra space you can expand into should you need it. Your
budget should also include cost estimates for furniture, utilities, and IT needs.
Proximity to suppliers They need to be able find you easily, too.
Safety Whats the crime rate? Will employees feel safe alone in the building or walking to
their vehicles?
Zoning regulations These determine whether you can actually conduct your type of
business in certain properties or locations. You can find out how property is zoned by
contacting your local planning agency.
There are two public university branch campuses located in Teluk Intan. The campuses
are Universiti Teknologi Mara Teluk Intan Campus for Faculty of Medicine UiTM completed in
October 2010 and Universiti Kebangsaan Malaysia (Teluk Intan Campus of Faculty of
Medicine UKM). Being one of the principal towns in the Hilir Perak, Teluk Intan has over 100
primary schools and more than 20 secondary schools. Schools in established prior to the
Independence of Malaya in 1957.
Since there are Comic World Bookstore and Sin Thye Loke Sdn .Bhd around Chiew
Books & Sports centre, they have to find a proper location which is middle of the city or more
precisely near schools and university. Chiew Books & Sports Centre is located at the last row of
shops , which is very isolated. The location is far from the main road and public views. Besides,
the location is also facing a construction site and there are very less people who uses the road
since the row is far behind. Hence, the recommendation for this location problem is, to shift the
shop to the roadside row of fast emerging city so they can improve their sale.
4.3 EXTERNAL BUSINESS SIGN

Moreover, business sign playing a big role in telling customers who are you and what are you
selling. A business sign refers to the design or use of signs and symbols to communicate a
message to a specific group, usually for the purpose of marketing or a kind of advocacy. It
should be visible, simple, and clear. Furthermore, it should be legible both day and night
equipped with proper lighting and must be maintained properly all the time. Since location of
27

Chiew is not very strategic, located at the last row, it is not easily found by people. Hence, we
recommend the shop to put up a big external business sign board beside the roadside.
4.4 PROMOTIONAL MIX IMPROVEMENT

To be effective, your business needs a presence both offline and online. It needs to use print
and digital marketing tools. It needs both advertising (paid) and publicity (free). Its the
marketing mix that gets and keeps your company message out there in front of your target
audience.
Here are four marketing mix tips to seriously consider and implement:
1. Brochures & Business Cards

2. Direct Marketing
3. Website & Blog
4. Email
Chiew Book & Sports Sdn Bhd is currently using only brochures & business card method.
Where they advertise by going to nearby schools and universities from time to time and
distribute brochures. Chiew also providing VIP card as a method of sales promotion in which
the members will get discounts for certain products and accumulate points to be exchanged
with complementary products.
We recommend them to make use the internet as a promotional medium because nowadays
promotions are being done online via facebook, twitter and other mediums since all of them are
playing major role in everyday life. Thus Chiew Book & Sports Sdn Bhd should have their own
website or at least facebook page to not lose out to its competitors and promote all their
products and latest promotion via online. This is the most efficient method where we can
promote to a lot of target customers with very little energy and time.
Moreover, we also recommend Chiew to use direct marketing as one of their promotional
strategy. They even can collect their member details using the VIP card system they already
have and use that information, especially their customers email address to mail them the
latest products and promotion available. This will be a good method to attract more customers
efficiently and let them know all the latest updates on new product.
28

4.5 OPERATING HOURS EXTENSION
Operating hours for now is from 10 A.M. to 7 P.M. Its 5 hours of total operation in a day. Thus
we want to recommend that the management can open the shop 1 hour early which is 9am
and close at 12am.This is because we have to focus mainly on our customers. Most of the
school students especially they tend to forget to photostat or buy any stuff until night they
remember to do so. If Chiew Books & Sports opens until 12am they can meet customers need.
This will increase the sales of the shop and as well as gain the trust of its customers as a
reliable shop. To gain a competitive advantage from fellow competitors, longer period of
operating hours also is also one of the strategies.
4.6 BUILD GOOD MARKET RELATIONS

Communication and social skills is one of the essential skill need to know by an entrepreneur. It
helps to create a strong bond between other people in the industry as well as the customer.
Communication skills can be said as directly proportional to the number of loyal customers. A
successful entrepreneur should be able to build contacts, find potential customers, creating
connections in the industry and promoting the business. The company is also promoting their
products as well as gets good tenders and contracts.
Hence, by having a good relationship between others entrepreneur can reach success in many
ways. For an example entrepreneur should participate any business conference that open to
small and beginners in business, this helps to get more people and share experiences and so
on. Moreover, can learn about how a successful entrepreneur is achieving the aim in business.
Same goes to Chiew Books & Sports,
they also can build its relations by joining any
associations or any conference nearby Teluk Intan. In the association, can try to get business
cards of other entrepreneurs in the association and also can get knowledge and tips on how to
increase the business revenue. A good relationship is an essential in our daily life. Since it
comes to business and entrepreneur manager director of Chiew Book & Store have to create a
good relationship in order to achieve success in his business.
29
5.0 CONCLUSION
From our interview at Chiew Books & Sports Centre, we get to know that the aim of this company
is to become the number one bookstore and Sports Center in Teluk Intan by providing an
unparallel quality service and products to its customers. Chiews main customer markets are
the primary and secondary schools as well as some private companies and government
agencies. Chiews company is conducting aggressive strategies in order to compete with the
major bookstores in Malaysia by opening up more branches around the country in near future.
Customer satisfaction and business reputation would be Chiews company main goal.
Moreover, Mr. Chia is a person who works tirelessly and sacrifices a lot for the success of his
business. As an entrepreneur, Mr. Chia had told us that he must always provide his best
products and services to his customers in order to gain their trust and also to increase the
companys reputation. The customer is the main priority in almost all of the business
market in todays world. Thus, it is necessary to repay their kindness by providing excellent
quality. Besides that, Mr. Chia had also implemented a customer based feedback mechanism
which allows the customer to provide their personal opinion regarding the service quality from
Chiew Books & Sports Centre.
This company also offers a wide range of products and services from the stationeries and
books till the sports equipments. The staff of this company will always m a k e s u r e t h a t
t h o s e p r o d u c t s w e r e c a t e g o r i z e d a n d arranged properly on the shelves to provide a
customer friendly layout so that customers can find the items they want in a shorter time..
In general, this company operates through a very organized team based on a well-defined
organization chart where Mr. Chia as the Director accompanied by two supervisors followed
by his employees. The line of authority ensures that all the workers perform their job well and
it contributes to the companys profitable business venture.
In conclusion, the 7-approach model gives a guideline for the creation of successful business
enterprise. The elements are setting out clear objectives, attract and please customers, keep
the customers and make them stay loyal, managing customers and business growth,
competitive dynamics, conduct proper systems and operations, lastly the evaluation and
taking corrective actions.
Setting out clear objectives is the foundation of all the planning of the business. With a clear
30

objective, the entrepreneur will have a direction and any decision made will place that
objective in the first place. This company has overall fulfilled most of the approaches. Some
vital recommendations have been made for further improvements on the business such as
relocation of the site, external business sign, and improvement in promotional strategy, longer
operating hours and others.
On the other hand, Mr. Chia is a ver y successf ul ent r epr eneur who adher e st r ict l y
t o the char act er ist ics of ent r epr eneur s such as m ast er ing t he ar t of
negot i at ions, st a yin g or ganized and a lso im pr oving his net wor ki ng abi lit ies t o
nam e a f e w. Besides, he had taken up a few part time courses on business management
skill as well as attending business related seminars to improve his business skills and
maintaining a good relationship with his workers as well as his customers and thus increases
his business profits year by year.
As a final word, we would like to thank first of all, our project lecturer, Mr. Abu Bakar Sedek for
guiding us throughout the project. In this project, we have learned a lot regarding a successful
business venture and some of the important insights of business. The seven approach model
indeed is a good guideline to create a successful business venture. We would also like to
thank Mr. Chia for his time and willingness to be interviewed by our group. He has shared a lot
of important information regarding business venture and we have also learnt a lot from him.
We hope that in future, this project will help us to succeed in the business world.
31

6.1 REFERENCE
Abu Bakar Sedek Abdul Jamak, Saridan Abu Bakar, Zulkipli Ghazali & Roselind Wan (2011).
Transformation Building of Micro-Entrepreneurs: A Conceptual Model. World Academy of
Science, Engineering and Technology. 59.
Business Victoria (May 24, 2013). Costs for starting a business. Retrieved on 8th December
2013, from http://www.business.vic.gov.au/operating-a-business/how-to-start/starting-new/costs
Forbes (2012). The Behavioural Traits of a Successful Entrepreneur. Retrieved on 5th
December 2013, from http://www.forbes.com/sites/groupthink/2012/06/04/the-behavioral-traitsof-a-successful-entrepreneur/
Olguin, M. A. (Dec 10, 2012). 7 Tips to Successfully Grow Your Business. Retrieved on 7th
December
2013,
from
http://www.inc.com/michael-olguin/7-tips-to-successfully-grow-your-
business.html
Siems, C. (October 29, 2013). Five Secrets to Build Your Self Confidence for Business Success.
Boom Social. Retrieved on 6th December 2013, from http://kimgarst.com/five-secrets-to-buildyour-self-confidence-for-business-success
Interview session with Mr K.C. Chia.
6.2 APPENDIX
32
Figure 1:The external view of Chiew Books & Sports Centre Sdn Bhd
Figure 2:The external look of Chiew Book & Sports Centre
33
Figure 3:The internal view of Chiew Books & Sports Centre
Figure 4:The internal view of Chiew Books & Sports Centre
34
Figure 5:During interview session with Mr. K.C Chia
Figure 6:During interview session with Mr. K.C Chia
35
Figure 7:Our group photo with Mr. K.C Chia
Figure 8:One of the worker, Nirmala (Cashier)
36
Figure 9:Stationaries section in Chiew Books & Sports Centre
Figure 10:Competitors foe Chiew Books & Sports Centre (Rapid Mall)
37
Figure 11:Competitors for Chiew Books & Sports Centre
Recommended
Areas
Figure 12:Attractive areas( Taman Melor Sejati) for Chiew Books & Sports Centre to operate in
Teluk Intan
38
Figure 13:Business card of Teluk Intan Chiew Book and Sports Sdn bhd
39

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CHIEW BOOKS & SPORTS CENTRE SDN.

TITLE :CHIEW BOOKS & SPORTS

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

1.2 Executive Summary

1.3 Main objective

1.4 Rationale of business study

1.6 Biography of the Owner

1.7 Business Ownership

1.8 Problem statement and Implications

2.2 Business Modal

2.3 Business Layout

2.4Vision and Mission

2.5 Organization Chart

2.6 Service provided

7 STEPS APPROACH MODAL

3.2 Attract and Please Customers

3.3 Keep The Customers and Make Them Stay Loyal

3.4 Managing Customers and Business Growth

3.5 Identification of Possible Rivals and Competitors

3.6 Conduct Proper Systems and Operations

3.7 Evaluation and Taking Corrective Action

3.8 SWOT Analysis

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

Identify any business of interest

Consider ways in dealing with the various stakeholders of the entrepreneur

Identify problems faced by the entrepreneur and the business understudied

Increases management's effectiveness by recruiting, selecting, orienting, training,

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

Develops strategic plan by studying technological and financial opportunities;

Accomplishes subsidiary objectives by establishing plans, budgets, and results

Coordinates efforts by establishing procurement, production, marketing, field, and

Builds company image by collaborating with customers, government, community

Maintains quality service by establishing and enforcing organization standards.

Maintains professional and technical knowledge by attending educational workshops;

Contributes to team effort by accomplishing related results as needed.

1.2 EXECUTIVE SUMMARY

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

1.3 MAIN OBJECTIVES

Appreciate the practical issues faced by strategic entrepreneurs

Apply knowledge learnt in a classroom environment into a real-life situation

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

Chiew Books & Sports Centre used with Entrepreneurship knowledge.

1.4 RATIONALE OF BUSINESS STUDY

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

Prepared questionnaire to ask

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

Gathered all the information and data

Compilation of the report

1.6 BIOGRAPHY OF THE OWNER

: Sungai Besar, Selangor

: SMK Sungai Besar

: 15 years in business and marketing line

: Robert Kuok (Malaysias Richest Person)

Position in the company

: Managing Director (Teluk Intan Branch)

1.7 BUSINESS OWNERSHIPS

CHIEW BOOKS & SPORTS CENTRE SDN.BHD

Advantages of Partnerships Business

1.8 PROBLEM STATEMENTS AND IMPLICATIONS