CASE STUDY (ENT600)

COMPANY ANALYSIS
PRINTAGE MEDIA

1
 CASE STUDY (ENT600)

ACKNOWLEDGEMENT

In performing our assignment, we had to take the help and guideline of some
respected persons, who deserve our greatest gratitude. We would like to show our
gratitude to Mdm. Norfazlina Binti Ghazali, our ENT 600 Lecturer, for giving us a good
guideline for assignment throughout numerous consultations. We would also like to
expand our deepest gratitude to all those who have directly and indirectly guided us in
completing this assignment.

Furthermore, we would also like to acknowledge with much appreciation for the
huge cooperation by Printage Media and En Azizi who gave the permission to us all for
the interviews and the necessary materials to complete the task in this course.

Last but not least, many thanks go to the all team mates of the project, whose
have invested on their full effort in managing the team in achieving the goal. We also
have to appreciate the guidance given by our classmates in our project report, it has
improved our skills thanks to their comment and advices.

TECHNOLOGY ENTREPRENEURSHIP (ENT600) : CASE STUDY

FACULTY Faculty of Architecture, Planning & Surveying
PROGRAMME AP 243 [BSc. (Hons) Architecture]
SEMESTER 08
PROJECT TITLE Company Analysis
GROUP MEMBERS 1. Mohd Farhan Bin Samsudin
2. Nurul Ain Binti Muhd Nazdri
3. Zaidatul Huda Binti Azhar
4. Ahmad Adib Bin Abdul Jalil
LECTURER Mdm. Norfazlina Binti Ghazali
SUBMISSION DATE 25th OCTOBER 2019

2
 CASE STUDY (ENT600)

TOPIC PAGE

3
 CASE STUDY (ENT600)

TITLE PAGE 1
ACKNOWLEDGEMENT 2
TABLE OF CONTENT 3
LIST OF FIGURES 4
LIST OF TABLE 4
EXECUTIVE SUMMARY 5
1. INTRODUCTION
1.1 Background of Study 6
1.2 Problem Statement 6
1.3 Purpose of Study 7
2. COMPANY INFORMATION
2.1 Background 8
2.2 Organizational Structure 9
2.3 Products / Services 10-11
2.4 Technology 12
2.5 Business, marketing, operational strategy 12-13
2.6 Financial achievements 14
3. COMPANY ANALYSIS
3.1 Strengths 15-16
3.2 Weaknesses 16-17
3.3 Opportunities 17
3.4 Threats 17-18
4. FINDINGS & DISCUSSION 19
5. CONCLUSION 20
6. RECOMMENDATION AND IMPROVEMENT 21
7. REFERENCES 22
8. APPENDICES 23-24

TABLE OF CONTENT

LIST OF FIGURES

TOPIC PAGE

4
 CASE STUDY (ENT600)

Figure 1: Company Logo 8

Figure 2: Plotter Machine 10
Figure 3: Printer Machine 11
Figure 4: Lounge area with bean bags and
13
chairs

LIST OF TABLE

TOPIC PAGE
Table 1: Company Information 8
Table 2: Organizational Chart 9
Table 3: Plotter Specifications 10
Table 4: Printer Specifications 11

EXECUTIVE SUMMARY

This is an attempt to know how the theories can be applied to practical situation. As a
student in UiTM Puncak Alam, it is a part of study for everyone to undergo a case study

5
 CASE STUDY (ENT600)

project. So, for this purpose, we got the opportunity to research a company which
provide services to the same customer group as the product that we want to develop,
which is Printage Media company, currently based in Saujana Utama.In the first part of
the project report, the general information of the company has been collected.
Information is gathered through the primary and secondary source as well. In the
second part of the report, contains the specialized subject study. Objective of the project
is to work on the background, organizational structure and services that Printage Media
provides.

Next, we study about the printing services that the company provide and other
supporting services in order to maintain the stability of the company, as well as
business, marketing and its operational strategy used by the company to promote their
printing services which we find quite interesting.

Lastly, we do some research about the company financial achievements regarding how
they manage their financial as well as achievements gain from the financial
management. Goals indicate what a business unit wants to achieve. Strategy is an
action plan for getting the goals. Every business must design a strategy for achieving its
goals, consisting of a marketing strategy, and an effective management. In this case
study, we analysed the strength, weaknesses, opportunities and threats of this company
in real business world by using SWOT analysis.

Thus, from the needs and demands from the existing consumers of this company, we
analysed and find a solution to overcome and to fulfil their needs in Consumer Trend
Canvas (CTC) analysis, making it as our innovation to be continued in upcoming New
Product Development task.

6
 CASE STUDY (ENT600)

1.0 INTRODUCTION

1.1 Background of the study

The extraordinary highs and lows that accompany every late night design
session and critical review can be exhausting – each semester brings with it new
challenges and special skill set in order to maintain our studio performance.

In order to find a suitable topic for a case study which key element it is to identify
a product that has significant potential to be innovated and at the same time
provide better solution for our design course struggle, we figured it would be
most useful to study a company that have long experienced with the needs of
architectural students. Therefore, we could get an insight from another viewpoint
of how they find solutions and potential services as to develop their company.

1.2 Problem statement

The problem of this company doesn’t lie within its market saturation but rather of
its adaption to the customers’ needs. The general concept is mostly the same no
matter if we look at printing company or any other competitors that promote
similar services. The basic services usually can be differentiate between the
printing qualities and how fast the printing process take which much more
depending on the number of printing machine that they have rather than a new
system or technology being used.

Our study was focused on how the company manage to survive and
flourish despite the many competitors within Puncak Alam area and how did they
provide deviation in their services in order to get more attention from their
targeted customer group.

7
 CASE STUDY (ENT600)

1.3 Purpose of the study

The purpose of the case study is to fully get access to the details of the main and
supporting services that the company provide to detect possible flaws regarding
aspects that can be picked up by the group members to come up with the best
implementation of system and innovations that can be added to the given
problem. At the completion of this study the goal is to have evaluated a broad
innovation concept which implementation in the blue print will then occur more
smoothly and without any aspects missing. The case study therefore is supposed
to regard this matter from each and every direction to provide all the needed
information for a fitting business plan.

8
 CASE STUDY (ENT600)

2.0 COMPANY INFORMATION

2.1 Background

Figure 1: Company Logo

Company’s Name Printage Media

A-1-7, Jalan SP 11/1, Seri Pristana, Saujana Utama,
Address
47000 Sungai Buloh, Selangor Darul Ehsan
Company’s
002834119-M
Registered Number
Provide printing services and space for architectural
Business Action
student works.
Company’s Owner En Norazizi bin Rosman

Business HP Number 019-2843366

Date of Starting Open in Saujana Utama since 17 April 2018 (4 days 6
Business month 2 years)
Monday – Sunday (24 hours)
Operation Hours
Close on public holiday (Raya Aidilfitri & Raya Aidiladha)
The company provided the most essential printing
General Information services for architectural students since the 24 hours
operating hour.
Number of Workers 2 workers

Table 1: Company Information

2.2 Organizational structure

9
 CASE STUDY (ENT600)

Manager/Owner
En Norazizi

Service Assistant Service Assistant

Luqman Henza

Table 2:

Organizational Chart

This is the current organization chart that prepared by the owner of the company.
It shown that the owner was the only top management that have all the
responsibility for the management level. The owner had to do all the
management top starting from buying any equipment until paying all the
expenses and pay salary.

10
 CASE STUDY (ENT600)

2.3 Products/Services

Canon imagePROGRAF iPF770

Figure 2: Plotter Machine

Printer Type 5 Colour – 36”/914.4mm

Total: 15,360 MBK: 5,120 nozzles
Number of Nozzles
C, M, Y, BK: 2,560 nozzles each colour
Print Resolution 2,400 x 1,200 dpi
A2 (297 x 594 mm) , A1 (594 x 841 mm) and A0 (841
Print Sizes
x 1189 mm) sizes
Main unit with a printer stand and basket open: 1304
(W) x 887 (D) x 1062 (H) mm
Physical Dimensions
and Weight
Main Unit with Stand Weight: 64.6kg (ST-34, roll
holder included, no inks, no print heads)
Power Supply AC 100 - 240 V (50-60 Hz)

Number of Machine 2 units

Table 3: Plotter Specifications

11
 CASE STUDY (ENT600)

Canon imageRUNNER ADVANCE C5030

Figure 3: Printer Machine

Condition Refurbished

Machine Type Floor-standing Multifunction Printer

Output Black, Colour

Standard
Copy, Print, Scan, 2 Trays, Stand
Configuration
Print Speed Up to 30 pages per minute

Print Resolution Up to 1200 x 1200 dpi

Print Sizes A4 (210 x 297 mm) and A3 (297 x 420 mm) sizes

Physical Dimensions 25” x 30” x 39”

Power Supply 120V AC

Number of Machine 1 unit

Table 4: Printer Specifications

12
 CASE STUDY (ENT600)

2.4 Technology

Based on the availability of technology or machines that they have, the company
could provide printing service from A4 size up to A0 size paper. To print, usually
customers will be lead to the main computer desk which control the operation of
all printing devices (plotters and standard printing device). A staff will control the
main computer and another staff will observe the printing process on the devices.
Customers usually have to queue if the plotter being used because the printing
speed is quite slow for big resolution and paper size (up to 5 minutes per paper).

Hence, most customer (students) will send their works through email to
Printage Media with the specifications that they need for each printing. This could
be most efficient for both party where the student usually can send their works
much earlier for printing and the company can arrange the printing process
according to the best performance of the technology that they have.

2.5 Business, marketing, operational strategy

Printage Media business slogan is “Focus on the customers, not the

competitors”. Thus, this company always take consideration on services for
target customers rather than worrying about competitors surround. Recently,
there were a lot of printing services company has set up near their perimeter
hence why the slogan was applied, and they introduced new service which is the
model making workshop that other competitors does not have.

One of the main marketing strategy is in choosing a strategic location to

start their business. By aiming their target customers, the location chosen is near
and well accessed especially for UiTM students. The next strategy they used was
by widening their networking by approaching the government sector such as
Jabatan Kerja Raya (JKR).

13
 CASE STUDY (ENT600)

Figure 4: Lounge area with bean bags and chairs

Printage Media make use of the networking opportunities that they have
with the students to act as one of their marketing strategy. The other marketing
strategy they use was to blast posters and flyers to target customers and at
UiTM.

Printage Media operational hours are 24hours everyday and also

provide delivery service to their surrounding such as Puncak Alam and Saujana
Utama. Other operational strategy they opt for is that the customer can have
flexibilities on submitting their works to be printed through email and telegram.

14
 CASE STUDY (ENT600)

2.6 Financial achievements

Printage Media started the business with a capital of RM 25,000 and only
equipped with one plotter (Canon IPF771, 36”) and a coloured photostate
machine which was rented at rate of RM 80.00 per month by the supplier. At the
early stage of the business, the profit margin was not achieved and at times, the
company needed to fork out other financial resources to cover a part of their
operation cost.

Recently, since the new UiTM gate has opened nearer to the company,
the financial are sufficient to cover the operational cost. At the moment, the
financial status are just sufficient enough to sustain the company however, in
order to achieve more, there are few strategies to be applied.

15
 CASE STUDY (ENT600)

3.0 COMPANY ANALYSIS

3.1 Strengths

As other competitive company, Printage Media does also have few

advantages and strength that leads the company to achieve what it has
achieved. The strength includes location, competitive prices, flexibility, diverse
portfolio or variety of services and amenities.

Location : Printage Media is strategically located just 1km from Uitm Puncak
Alam which resulting Printage Media to be one the main destination for the
students to fulfilled their needs as a student. Despite of the students of university,
there are also few schools nearby as the school students and teachers could be
their potential client or customer. Furthermore, Puncak Alam or to be exact,
Saujana Utama located on the outskirts of the city of Shah Alam, therefore the
traffic are not congested and smooth most of the time. Saujana Utama also near
to Sungai Buloh and Latar Highway if consider potential client from the outside of
Saujana Utama or generally Puncak Alam city.

Competitive price : Printage Media offers reasonably priced services in

comparison to its competitor and their rates are competitively priced with such
services provided other than just printing. In addition, the vibes and environment
are user-friendly especially to the students.

Flexibility : Printage Media's policy on the how the customer can book or use
their services by only having to communicate or send the files that they wanted to
print via Telegram or Email only. This policy are so convenient and favorite my
many customers as they do not have to go there, give the files and wait for few
minutes instead they just send them via online medium and just collect their
works or project that have been printed right away. This kind of flexibility are

16
 CASE STUDY (ENT600)

quite special for a printing company as this kind of policy rarely applied by any
printing company.

Variety of service : Although, Printage Media is a printing company but the

services provided are beyond than just printing and photostat. There are several
other services provided by Printage Media such renting their workshop for wood
working and also spaces for group discussion or meeting. Besides that, Printage
Media also provides laser cut and craft service for model making and other
purposes.

Amenities : Printage Media provides a wide range of amenities and services

which offer its customers and clients the convenience and support such free Wi-
Fi, food and beverages like instant noodles, coffee and tea. There is also relaxing
area with bean bag in the Printage Media

3.2 Weaknesses

Printage Media's Weaknesses have hindered their potential to become top

printing company in Puncak Alam. Some factors that lead company unable to
develop a strong competitive advantage such target client limitation, insufficient
staff, and inconsistent service.

Target market limitation : Students play such a huge role as their target market
which have some negative implication due to university semester break. During
semester break of university, Printage Media has loss their main and huge
market for few months of semester break. This is bad for a company to depend
on one particular target market more than 50% of their market.

Insufficient staff : Printage Media is a company with limited staffs, therefore

each staff have to work more than their scope of work which have affect the flow

17
 CASE STUDY (ENT600)

and of the company. There is no person in charge specifically for administration

purpose to monitor all the company progress in terms of financial and services

Inconsistent service : This always happened to most of companies and also

Printage Media when its peak hour where high load of demand of their service. It
is hard for any company to maintain and provide consistent quality of services.
When it is peak hour of demand such if there is critique session or presentation
for students, huge numbers of service demand does effect the printing services
quality ; printer problem, run out of papers etc.

3.3 Opportunities

Opportunities can occur for a variety of reasons such customer lifestyle,

location strategic, advance in technology or new market opportunity.

1. Provide more services and join venture with other scope of services

2. Hire more skillful staff and adding adminstrative department

3. Improve networking with client via social media

4. Provide discount packages for customer to attract more customer thus

increase the sale

5. Expanding the Printage Media with couple of branches at other location

3.4 Threats

1. There are few competitors with same field of printing service located
nearby such Alam Cetak, Print Expert, JS Print, Sprint, and Studio Printing

18
 CASE STUDY (ENT600)

2. Seasonal profit of due to students who is the main sales come from
(affected when semester break)

3. As printing service will involved machine and tools, therefore when the
time has come for the machines to be serviced, it involve huge amount of
cost and the operation flow will affected

4. Exposed to various type of technical error such error in printing, error in

laser cutting or printer faulty (ink or toner problem will cost the company to
unnecessary paper usage)

19
 CASE STUDY (ENT600)

4.0 FINDINGS AND DISCUSSIONS

4.1 Seasonal profit

Printage media profit was seasonal which dependent mostly on student design
critic session or submission. This is detrimental to the company financial stability
and can affect the staff monthly salary. The company have to secure their staff
first because of the 24 hours operation hour which contribute a lot the company
popularity. Currently, the company had expanded their services by providing
model making and working space for renting which hopefully could manage to
overcome the current financial gap problem.

4.2 Marketing strategy

The company utilize less on social media to advertise the company service
where it could be the best marketing strategy for the company especially to target
student. This is because the lack of staff number and scope of skill who could
design and share the advertisement to a wide range of online platform. Hiring a
new staff who could manage the company marketing strategy is highly advisable
in order that the company could ensure that their services could reach the
targeted customer group.

4.3 Vision and Mission

Although the company had only been established in 1 year period, they had
attract a lot of customer and become one of the most popular printing service
company in Puncak Alam among student community. This is because the

20
 CASE STUDY (ENT600)

strategic location and the owner strong connection to the student customer
group. Developing a clear vision and mission statement is very important so that
the company could provide a clear sense of direction and define fundamental
principles which had form the company popularity at the first place.
5.0 CONCLUSION

In the end, we observed that this project is useful and has taught us to gain knowledge
and reviews in conducting a business in real existence. We were thankful that we could
run an interview of an emerging company. We also analyze that any company need to
have main objective to keep moving forward. Strategic control is the maximum vital
which can assist to lead an entrepreneur to expand their business widely. It is likewise
act as a gear or guideline for new entrepreneur like us to go into the enterprise industry.

Next, after reading the agency primarily based on internal and external factors, we
recognized how to overcome any problems that rose up and the movement ought to be
taken to avoid failure in business. All this strategies can be carried out to construct any
commercial company in the future. It is likewise assist in reducing the risk in an effort to
have an effect on to the organization. As an entrepreneur, we need to analyses our
strengths, weaknesses, opportunities and threats to create a great achievement in
business.

21
 CASE STUDY (ENT600)

6.0 RECOMMENDATION AND IMPROVEMENT

On current situation, Printage Media only provide printing and model making workshop
services. Based on our observation, this company can improve and expand their
services and increase their market size by joining venture with other scopes of services
such as t-shirt printing, banners and bunting, and stationeries.

Other improvement that the company can take consideration is to hire more skillful
staffs and departments in company organization to improve their service quality given to
the customers and become more effective instead of only have two staff at the moment
to handle the customers demand.

As for now, their customers need to walk in to reach out for services. Printage Media
should take full advantages of social media and online platforms for direct interaction
with customers and widen their networking.

Other than that, Printage Media can offer variety of discount packages such as student
card discounts to ensure the continuity of target customers coming to the company for
their services and get to enjoy the privileges given.

Lastly, we suggest Printage Media to broaden their company by having branches with
adequate space for customers’ comfortability and near to other architecture schools
especially private institutes instead of only focusing on UiTM students.

22
 CASE STUDY (ENT600)

7.0 REFERENCES

1. https://www.manualslib.com/manual/24351/Canon-Imagerunner-Advance-
C5030.html

2. https://www.canon.com.cy/for_work/products/professional_print/large_format/ipf7
70/specification.html

3. https://www.bplans.com/print_shop_website_business_plan/strategy_and_imple
mentation_summary_fc.php

4. https://twitter.com/printpuncakalam?lang=en

5. https://searchcio.techtarget.com/definition/SWOT-analysis-strengths-
weaknesses-opportunities-and-threats-analysis

23
 CASE STUDY (ENT600)

8.0 APPENDICES

1. Reception Area

2. Waiting Area

3. Printing Space

24
 CASE STUDY (ENT600)

4. Model Making Workshop

5. Various machineries provided for model making

6. Working Space

25