CASE STUDY REPORT

Dobibest Dry Cleaning & Laundry Shah Alam

No. 8G, Jalan Kristal AR 7/AR, Seksyen 7, 40000 Shah
Alam, Selangor

Group members
Muhammad Nurnajmi bin Nahar Azmi 2017665766 EMD7M5A
Nur Auni Izzati binti Jusoh 2017806718 EMD7M5A
Mai Zatulakilah binti Yatim Mustapha 2017806406 EMD7M5A

Lecturer
Assoc. Prof. Dr Zarina Salleh

Faculty of Mechanical Engineering

UNIVERSITI TEKNOLOGI MARA

Date of submission: 10 October 2019

 Table of Contents

Table of Contents .................................................................................................................................... 2

Chapter 1 Introduction ......................................................................................................................... 3
1.1 Background Case Study .......................................................................................................... 3
1.2 Purpose of Study ..................................................................................................................... 3
1.3 Problem Statement .................................................................................................................. 4
Chapter 2 Company Information ......................................................................................................... 5
2.1 Company Background .................................................................................................................. 5
2.2 Organizational Structure ............................................................................................................... 7
2.3 Service Description ....................................................................................................................... 8
2.3.1 Customer Target of Dobibest Dry Cleaning & Laundry ................................................. 8
2.3.2 Types of services of Dobibest Dry Cleaning & Laundry ................................................ 8
2.4 Business, Technology, Marketing, Operation/Production/Financial .......................................... 11
2.4.1 Marketing ............................................................................................................................. 11
2.4.2 Services process ................................................................................................................... 13
2.4.3 Technology used for the services ......................................................................................... 14
2.4.4 Financial achievement.......................................................................................................... 14
Chapter 3 Company Analysis ............................................................................................................ 15
3.1 SWOT ................................................................................................................................... 15
Chapter 4 Finding and Discussion ..................................................................................................... 16
4.1 Finding .................................................................................................................................. 16
4.1.1 Limited space to store the cloth and carpet ................................................................... 16
4.1.2 Time consume during handling the clothes .................................................................. 16
4.2 Discussion ............................................................................................................................. 18
4.2.1 Use sorter machine and higher rack storage ................................................................. 18
4.2.2 Hire more staff and create barcode system ................................................................... 18
4.2.3 mai................................................................................................................................. 19
Chapter 5 Recommendation .............................................................................................................. 20
Chapter 6 Conclusion ........................................................................................................................ 21
Chapter 7 References ......................................................................................................................... 22
Chapter 8 Appendix ........................................................................................................................... 23
 Chapter 1 Introduction

1.1 Background Case Study

On semester 7, all mechanical students are compulsory to take subject ENT600 as one of the
important subjects in the syllabus. The course is entitled to introduce the current industry
towards the student. This subject will explain to the student how to set up the company and
show what is the possibility than can be happen in the entrepreneur area. It is important for
the student to gain as much knowledge as can to expand the thinking skill and expose student
to the real business world and how to deal with it. For the new semester, students are required
to search a company and hold an interview with the owner or the workers from the company.
We need to make a case study written report based on the interview from the company. The
case study is given as an early preparation or mind set for the students that want to open a
business. In the case study, we need to use the SWOT analysis and Consumer Trend Canvas
(CTC) that we had learned in class.

1.2 Purpose of Study

Purpose of this study is to expose the student to the real working business in industry
using case study method. In this task student required to arrange a meeting or interview with
the selected company. For this case student can choose whatever company that belong Small
-to- Medium Enterprise category. This business also can be chosen from any background of
business such as advertising company, construction of company, food industries and many
more company that have potential for the student to generate technological solution for the
business.
In addition, student can learn how to manage and keep the business stable when it come
with problems and challenges during the business operation.
1.3 Problem Statement

During the interview session with the owner/person in charge, student may write a note about
how the company start up base on the Consumer Trend Canvas. By the end of the interview,
student shall understand what are the problems may occur in the business that meet the
technological solution. There are the few problems that can be found in the business:
a. Not enough storage for goods
b. People do not take their property on time.
c. Goods difficult to acquire from the storage.
 Chapter 2 Company Information

2.1 Company Background

Dobibest Dry Cleaning & Laundry Shah Alam is a sole proprietor that runs by
husband and wife which are Encik Azrul and Puan XXX. In year 2009, this couple had
started the business based at No. 8G, Jalan Kristal AR 7/AR, Seksyen 7, 40000 Shah Alam,
Selangor. About 10 years being operates, the company have been combining machinery
technology with fabric science to create the best laundry solutions for clients across Shah
Alam and the nearby areas.

Dobibest Dry Cleaning & Laundry offer a concept of cleaning services available to
individuals and families including dry cleaning and laundry. This company intends to offer
affordable luxury cleaning to all residents in Shah Alam. The purpose of this business is to
give the premium laundry service which is one of the quality services where the company
make it as priority for the clients. The company also offered fast cleaning services to meet
with the clients need and requirements.

The company staff are always ready, trained and focus on quality services to ensure
all items will be deliver to the clients in a clean and very neat condition, ready to be wear.
The professional team is taking care of each item with great respect. Removal of the spots
and high quality finishing is some of the features that make Dobibest Dry Cleaning &
Laundry different from others. To sustain that features, the company trained and equipped the
staff with all necessary knowledge and skills in handling various fabrics to make sure all
items delivered in good quality and satisfying the clients.

Dobibest Dry Cleaning & Laundry also offer the Syariah Compliant Wet Cleaning
Method for Muslims. Different from the traditional dry cleaning which does not used any
water during cleaning process, the wet cleaning system is prayer-safe for the cleaning of
sajadah (prayer mat), hijab and telekung (prayer dress). This is particularly when the wet
cleaning method uses water based bio-degradable high grade smart detergents that can
provide the comfort feeling for those who use the garments during pray.
Vision
To be recognized as a premium Laundry provider in the market by providing the most
organized, the cleanest wash and cost effective to our value customers.

Mission
Lend a helping hand to families in tackling one of the most daunting household chores and
help free up more time for more productive tasks.

Figure 1 View of the Dobibest Dry Cleaning & Laundry Shah Alam
2.2 Organizational Structure
As mention in the company background above, Dobibest Dry Cleaning & Laundry is a sole
proprietor company that run by husband and wife which are En XXX and Puan XXX.
Therefore, most of the job scope was handled by both of them such as General Manager,
Financial Manager, Sales and Marketing Manager and Administration Manager. To make the
business flow run smoothly, this couple had hired about six workers.

General
Manager

Sales and Administration

Financial
Marketing Manager

Worker Worker Worker

Figure 2 Organizational Structure

Job scope Descriptions

 Overseeing daily business operations.
General
 Developing and implementing growth strategies.
Manager
 Analysing accounting and financial data
 Collating, preparing and interpreting reports, budgets, accounts, commentaries and
Financial financial statements
Manager  Undertaking strategic analysis and assisting with strategic planning
 Producing long-term business plans
Sales and  Own ultimate responsibility for successfully meeting or exceeding sales goals
Marketing  Collaborate with marketing team to creatively reach more potential customers
Manager  Take calculated risks to increase profitability and brand recognition
 Plan and coordinate administrative procedures and systems to streamline processes
Administr
 Assess staff performance and provide guidance to ensure maximum efficiency
ation
 Monitor inventory of office supplies and the purchasing of new material with
Manager
attention to budgetary constraints
 Receives and sorts cloths and linens according to fiber, color, and soiled condition.
 Operates washers and dryers in accordance with safety standards.
Workers
 Supplies recommended quantities of detergents and bleaches. Folds, wraps or
places on hangers, completed laundry.
Table 1 Job Scope of Organization Structure
2.3 Service Description
Dobibest Dry Cleaning & Laundry provide one stop laundry services and can have all types
of business’s laundry such as washed, dried and folded. The strategical location was built to
provide personal fast and cost-effective service to the local customers.
2.3.1 Customer Target of Dobibest Dry Cleaning & Laundry
 Spa and massage centres
 Fitness centres
 Beauty centres
 Hotels
 Masjid/surau
 Shopping complex
 Factory
 Government sector
 Private sector

2.3.2 Types of services of Dobibest Dry Cleaning & Laundry

a) Dry cleaning/wet cleaning

Suitable for items that needed special care. Dobibest Dry Cleaning & Laundry using only
biodegradable detergents that offers the best results of all cleaning methods. This company is
adopting a new way in dry cleaning innovation call the aqua wash wet cleaning whereby is
one of the most sustainable way of protecting the earth. Therefore, it can help the customer to
reduce the environment and operational impact for their businesses.

 Using biodegradable detergents

 Syariah compliant
 Convenient and fast services
 Remove stain and bad ordor
 No damage to cloth
b) Wash, dry and fold
Suitable for all regular items. This company wash, dry and fold the clothes with love. The
selection of the detergent was based on the clothes suggested by the expertise of the
company. Heavy items such as socks, bed sheet, comforter and towel will be wash separately.

 Everything is taking care

 Convenient and fast services
 Clean and neatly folded
 Affordable price

c) Hand wash
By hand, Dobibest Dry Cleaning & Laundry manually spot and remove stains. Every items is
dried on a hangar which helps preserving that textile fiber much better than tumble drying.
 Cleans and smell good
 Preserving textile fiber
 Fast services
 Affordable price

d) Leather care
Leather have a long lifespan. However, it’s important to maintain the leather materials and
give the good care that the leather needs. The chemicals or detergents used to clean leather
products should be the best quality and gentle to the human body. Each leather product is
treated and handled with care from the moment it is being dropped off. Each different kind of
leather needs to be treated differently and cared for in order to prevent any damages. All the
leather cleaning was processed manually by hand. Besides, the company always beware of
leather cleaning companies that claims leather could be cleaned using the dry clean method.
This will potentially damage and dry up the leather under high heat.
e) Special and other garments cleaning
Dobibest Dry Cleaning & Laundry also provide special cleaning on high fashioned couture
items, curtains, handbags, carpets, shoes, sheep skin, soft toys and even the most delicate
undergarments. Most of these products cannot be clean by normal household washing
machine due to its size or the nature of fabric, and Dobibest able to help them cleaned for a
refresh and cleaner lifestyle. Dobibest also provides take-down and re-hang of curtains meant
for cleaning during the pickup and delivery services.

f) Ironing
Dobibest Dry Cleaning & Laundry will handle all the ironing needs with professional care.
Dobibest uses high-tech mannequin and ironing board (with suction, air release and steam) to
give the valuable garments always look wrinkle-free. Dobibest use different high-tech
pressing techniques depending on the types of garment and fabric.

g) Handbags spa and cleaning services

The chemicals from UK and Germany that is used to clean handbags are of the best quality
and gentle to the human body. Each handbag is treated and handled with care from the
moment it is being dropped off. Depending on the built of handbags such as fabric, leather or
mixed of fabric and leather, Dobibest have the right treatment for it.
2.4 Business, Technology, Marketing, Operation/Production/Financial
2.4.1 Marketing

1. Target Market:
a) Clients
 Residents in Shah Alam and nearby areas
 Students
 General workers

b) Services
 Customers that have no time in managing the daily dirt laundry
 Customers that have no washing machine facilities at the house
 Customers who are need the specific laundry services for the specific types of
clothes materials
 Customers who have small child or babies that required to clean up baby’s car seat
or stroller
 Customers that need expert ironing services for formal attire

2. Marketing Strategies:

a) Pickup and delivery services

To save the clients time with logistics, time and gas, Dobibest Dry Cleaning & Laundry
provides pick-up and delivery services. The company will be appointing one person from the
office management in order to facilitate communications and guarantee on time delivery.
Setting up the own in-house laundry can be costly where the client need to hire additional
staff and purchasing heavy duty laundry equipment. But with Dobibest Dry Cleaning &
Laundry, the client do not have to go through the hassle of training new staff and doing all
the laundry works.
The clients can simply sign up with Dobibest and the on duty worker will come to pick up the
dirty clothes and linens, have them laundered and return them on a schedule that works for
each clients. Laundry washing and dry cleaning has never been easier. Figure X below is the
steps for the clients that needed the pickup and delivery services.
 Step 3: Cleaning Step 4: Delivery
Step 2: Pick-Up
Process Laundry
Laundry
Step 1 Washed or dry The laundry will
Submit form or Pick-up all the cleaned, folded or be packed and
WhatsApp / sms dirty clothes and
pressed, clean the delivered back to
and direct call linens at client’s
laundry, returned the client direct to
house
in spotless and the house
crisp condition

Figure 3 Steps for the Pickup and Delivery Service

Other than that, Dobibest Dry Cleaning & Laundry also advertise the flyer and poster for the
Pickup and Delivery Service through online medium such as:
 Facebook page
 Website
 Blog
 Instagram

Figure 4 Poster of the Pickup and Delivery Service

 b) Promotion and discount price
Dobibest Dry Cleaning & Laundry make the marketing strategy by focusing on the
promotion for the price of the services for the special days such as:
 New year
 National day
 Hari Raya Aidilfitri and Aidiladha/Chinese New Year/Deepavali/Christmas Day

Besides, Dobibest also offer the discount price about 5% for the clients such as:
 Regular customers that always have the laundry services.
 Customers that have weight of daily cloth more than 20kg

2.4.2 Services process

Once the company receive the laundry, the clothes will be tagged, checked and separated
based on the types of materials and color. Each item will be tagged to ensure the items will
never get mixed with others’ throughout the process. Besides, all pockets will be checked so
that there have no pin, needle, coins that will contribute to the damages of the other clothes or
washing machines.
The company always make sure that white clothing item will be washed in hot or warm water
with detergent, bleach and fabric softener. After washing, the clothes will be rinsed in cool
water.
For dark and delicate items, its will be washed in cool water with detergent, some bleach and
softener, and then be rinsed with cool water. All the items will be dried in heat dryers on low
to medium heat.
After that, garments will be ironed and folded, and properly packaged to be delivered back to
the clients.
2.4.3 Technology used for the services
a) Wet cleaning system
The wet cleaning method uses a water based bio-degradable high grade smart detergents that
is prayer-safe for the cleaning of sajadah (prayer mat), hijab and telekung (prayer dress).
b) Aqua wash wet cleaning system
The wet cleaning method is one of the most sustainable ways of protecting the earth.
Therefore, it can help the customer to reduce the environment and operational impact for
their businesses.

c) High-tech mannequin and ironing board

The ironing system that completed with suction, air release and steam to give the valuable
garments always look wrinkle-free especially for the formal attire clothes.

d) Cleaning chemicals from UK and Germany

The cleaning chemical is used to clean handbags that can give the best quality and gentle to
the human body. Depending on the built of handbags such as fabric, leather or mixed of
fabric and leather, Dobibest always have the right treatment for it.
2.4.4 Financial achievement
From the interview session with Puan XXX, she is very motivated to share her financial achievement.
According to her, the average sale for the company has increase year by year. She had stated that the
company has to pay the earlier modal to build and advertise the Dobibest Dry Cleaning & Laundry
about RM 50,000. Fortunately, she willing to share the amount of sales that the company gain every
month which about RM50,000 averagely. She also stated that she had to pay RM30,000 per month for
the maintenance, staffs’ salary, and the cleaning materials such as detergent and softener. From that,
can be conclude that the company gain the profit about RM30,000 every month. Obviously now she
managed to cover back the earlier modal that she paid since she have the stable income profit and also
the company are already run for about 10 years. She is now planning to open one more branch in
Puncak Alam soon.
 Chapter 3 Company Analysis
3.1 SWOT
From the interview we can determine the SWOT analysis for this company based on
the information gathered. There are the details below:

Strength

 The price is very affordable compare to the other shop but have the same quality of
cleaning.
 This shop provide service to ironing clothes and hanger or folded.
 The service always meets the customers target.
 Can provide all types of cleaning upon request of customers.
 Provide pickup and delivery for the finish goods. Also have a good communication
with customers.

Weakness

 Lack of space to store the clothes.

 Worker have a little bit difficult to find customers goods in the store.
 The store is full of abandoned clothes and carpet that do not pick up by the owner.
 Lack of space to do ironing job.

Opportunity

Threat

 Chapter 4 Finding and Discussion

4.1 Finding
As an entrepreneur, there are a lot of issues and challenges arise in development of the
business. Therefore, it is important for an entrepreneur to analyse the possible risk that might
interrupt to the process development of the business. The entrepreneur should be able to find
the best solution to tackle the issues so that those could be avoided or minimized. There are
several issues arise had been identify during interview session with the owner of Dobibest
Dry Cleaning & Laundry Shah Alam.

4.1.1 Limited space to store the cloth and carpet

From the interview, the problems are low storage capacity in the premises. The
premises provide laundry services for the community near in seksyen 7 Shah Alam. The
problem occur may cause due to the customer lack of time to collect the goods and the
customer may move on to other place due to job request. From the information gains, many
customers send the carpet and clothes to the laundry to be clean but did not collect the carpet
and clothes again after had been clean up following to the agreement. So, the storage become
compact because the carpet will be store along with the clothes that send by the other
customers. For the worst-case scenario, the worker also keeps the carpet along at the staircase
of the offices because lack of space. The abandoned clothes also consume for storage usage
in the premises. As known as the laundry service premises, the premises also need more
space to increase the productivity because the washing machine in the premises needs huge
space. Other than that, clothes ironing section also need space to stored ironed clothes before
hand it over to the customer.

4.1.2 Time consume during handling the clothes

Dobibest Dry Cleaning & Laundry take a lot of customer requests from various
customers. As a result, the company will receive abundant of clothes to be keep or store
inside their premise. These clothes possibly have a chance to be mixed up with other
customer clothes’. Therefore, it will take way too long to find the right order if there is a
customer want to claim their things. This problem can be a major turn off to the customer if
they are in hurry circumstance and have no time to wait the service. The company staff took
almost 15 to 20 minutes to get the correct clothing for one customer. What if there 2 or 3
customers want to claim their things. It would be a big disaster to the staff and eventually
affect the customer feedback.

4.1.3 mai
4.2 Discussion

4.2.1 Use sorter machine and higher rack storage

After brainstorming the solution for the problem, sorter machine and higher rack
storage is more convenient devices that can be install in the premises. This is because by
using the higher rack storage this premises will fully utilize the upper space in the premises.
Currently the premises only use the below section of the premises to store the goods. With
this solution the premises will use the upper section of the premises to store clothes and
below section can be used to store abandon carpet. Again, with using the higher rack storage
will be useless if the no sorter machine is installed because it will become difficult for worker
to reach the upper section. The next idea is sorting system; this system with help of sorter
machine will be able to help the worker to arrange the clothes perfectly in the upper side of
the premises. With the combination of barcode system, it will be easier for the worker store
and find the goods. The sorter machine function will sort all the clothes that finish the
laundry process and wait for the owner to collect. When the owner comes to the premises and
scans the barcode given, the sorter machine will automatically located the clothed and bring it
out from the storage compartment straight to the worker and the worker will pass the clothed
to the customers.

4.2.2 Hire more staff and create barcode system

The time consuming problem can be hideous threat to the business if there is no action
taken to solve the problem. There are several options to minimize or solve the problem. First,
the owner can hire more staff to deal the interaction with customer. At least, they have back
up staff to handle the customer request. The next option is to create a barcode system in
order to detect the customer cloth description easily. Once the barcode were scan, all the
information of the customer details will be display including the series umber of service.
Therefore, the staff can arrange their customer clothes’ based on series number. These two
options can provide efficient working environment to staff and to their customer.
4.2.3 mai
 Chapter 5 Recommendation

Based on the finding and solution that stated on previous section, there is the best solution
for the business. This decision is made after several thing is evaluated. The solution for the
problem is Install higher rack storage and sorter machine, and the bar code system for tracing
the goods. This because the premises seem suitable to install this type of solution because it
will fully utilise the upper section of the premises and reduce space use. The sorter also helps
the worker in order to store the clothes or carpet, so the device will ease the work of the staff,
the staff can do other job such as ironing and folding the clothes. The sorter also will help the
staff to collect the clothes from the storage so that the staff will not climb the higher place
and less harm to the staff. The upgrading of the system from manual record to bar code
scanner record also will help the staff and worker to ease the finding of the customers goods.
This system will combine with the sorer system and the system will work together. The
customers must scan the barcode given by the staff in order to receive the goods. The sorter
will assist the staff to take the goods from the storage and pass it to the customers.
 Chapter 6 Conclusion

In conclusion, after the interview session with the owner of Dobibest Dry Cleaning &
Laundry, this case study can identify the issues faced by the company. In order to survive in
competitive markets, the company should to take actions by making some changes in their
business plan. This case study explain how to tackle the problem by coming out with new
ideas and multiple solution in order to solve and minimize the problem. By doing the SWOT
Analysis, the company can see the issues clearly, so, they can develop a new strategy
planning. Therefore, this case study will help the company to summarize the major problem
face by them.
 Chapter 7 References

Interviewed person: __________

Website:
• CONSUMER TREND CANVAS (n.d.) Retrieved October 10, 2019 from
http://trendwatching.com/trends/consumertrendcanvas/
• Contributor, L. (2017). The 8 Biggest Challenges for New Entrepreneurs. Entrepreneur.
Retrieved 24 October 2017, from https://www.entrepreneur.com/article/254721
• SWOT analysis. (2017). En.wikipedia.org. Retrieved 24 October 2017, from
https://en.wikipedia.org/wiki/SWOT_analysis
• (2006). Retrieved 24 October 2017, from https://www.heacademy.ac.uk/system/files/4-mini-
case-studies.pdf
• Kim, L. (n.d.). 16 Best Entrepreneurship and Business Leadership Articles of the Year.
Retrieved October 10, 2017, from https://www.inc.com/larry-kim/17-best-entrepreneurship-
and-business-leadership-articles-of-the-year.html
Book:
Shah, S. H., & Soon, C. T. (2013). Entrepreneurship. Selangor: Oxford Fajar.
Chapter 8 Appendix