FUNDAMENTALS OF ENTREPRENEURSHIP

ENT300

INDIVIDUAL ASSIGNMENT
CASE STUDY

FACULTY OF BUSINESS AND MANAGEMENT

DIPLOMA IN BANKING STUDIES
JBA119 5D

NAME :
NUR AMIRA SYAHIRAH BINTI MOHD HASNI

UiTM ID NO. :
2018266962

PREPARED FOR :
PUAN ZURINA OMAR

SUBMISSION DATE :
28th OCTOBER 2020
 TABLE OF CONTENT

NO. TITLE PAGES

1.0 Executive Summary 3
2.0 Introduction
2.1 Entrepreneur and Business Profile 4-5
2.2 Entrepreneurial Characteristics 6
3.0 SWOT Analysis
3.1 Strength of Adabi Consumer Industries Sdn.Bhd. 7
3.2 Weakness of Adabi Consumer Industries Sdn.Bhd. 7
3.3 Opportunity of Adabi Consumer Industries Sdn.Bhd. 8
3.4 Threat of of Adabi Consumer Industries Sdn.Bhd. 8
4.0 Conclusion 9
5.0 References 10
6.0 Appendices 11 - 13

1.0 EXECUTIVE SUMMARY

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 Adabi Consumer Industries Sdn. Bhd. (known as Adabi; stylized in the logo as adabi)
is a Malaysian food manufacturing company. In March 1984, Dato’ Syed Manshor Syed
Mahmood has established and founded this brand. Under the company’s corporate name in
manufacturing food products, there are more than 80 products that has been produced with
various food categories including sauces and spices. He is active during the 70’ in Private
Education and the pioneer founder of the Kumpulan Adabi. Apart from that, he oversees the
management of the company and serves for all the subsidiaries companies in the Group as
a Chairman. For Dato’ Syed Manshor Syed Mahmood, his concerned about their costumers
is very important by producing the best quality, premium standards, guaranteed as 100%
halal and hygienic, and healthy. Jabatan Kemajuan Islam Malaysia (JAKIM) and Majelis
Ulama Indonesia (MUI) is committed in producing products that are guaranteed and
certificated by them. In Malaysia, Adabi has become a well-known and leading
household brands in the food manufacturing industry. Adabi have existing products
more than 100 types under 10 main categories. For example, powered spice mix,
processed taste, flour mix, sauce, canned food and beverages also petfood which is
PowerCat. Rawang, Selagor, Malaysia is the headquarters that are located. Household is
the main of target customer of Adabi. Moreover, this brand faces the ongoing challenge of
consistently providing and delivering high quality products to Malaysian consumers since it
produces many types of their products but Adabi always will consistently strive to develop
and identify products due to market needs and household also consumers’ demand. The
name of philosophy of Adabi that are well-known is “Sajian Istana Di Zaman Silam”, serving
quality food akin to those presented to royalty in the past. Other than that, Bersih dan Asli
(Clean and Pure) also known with their official slogan. Adabi Consumer Industries Sdn.
Bhd. has received ISO 9001:2015 by SIRIM Berhad. It has certified as Quality
Management System. With produce high-grade and quality products, this certification
proves to the company’s commitment. All the staff members are aware of and adhere
to the conditions that correspond to their standard operating procedures to provide
the high quality of products to consumers.

2.0 INTRODUCTION

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 2.1 Entrepreneur and Business Profile

The founder and the owner of Adabi Consumer Industries Sdn.Bhd. is Dato’ Syed
Manshor Syed Mahmood. He is a chairman and he also managing director of Adabi
Company. He manages and set up the Adabi company since its incorporation which in
March 1984. He also active during the 70’ in Private Education since he is the one of the
pioneer of the founders of the Kumpulan Adabi. Dato’ Syed Manshor Syed Mahmood serves
as a head of all subsidiaries in the Group. He also oversees the management of this
company.

Adabi provide consumers with products that are more than 100 products with 10
main categories with the best quality, standard premium and guaranteed as 100% halal,
hygienic, whole some and healthy. For example, powdered spice mix, processed paste, flour
mix, sauce, canned food, beverages, petfood and others. Adabi also have received
numerous awards and accolades in recognition of this commitment to quality. The products
also exported to Indonesia, Singapore, Japan, Hong Kong, the Middle East and Brittain.
Adabi will continuously strive to identify and develop products to meet the needs of
households and markets.

In 1984, Adabi has start its journey into Malaysian houses by creating many types of
products in a small factory that located in Batu Caves Light Industrial Area. In 1986, which is
two years later, it saw a market growth and increasing due to their relocation to a huge plant
in Taman Kepong Light Industrial Area. Their business grew further there. In the year 1990
and 1992, the company added two factory at Taman Ehsan Light Industrial Area
respectively. In 1996, Adabi has moved to its current location in Rawang Integrated
Industrial Park due to increasing consumer demand.

Adabi has become a household uses brand in every Malaysian house. The company
has managed to grow its business by capturing the hearts (and tastes) of Malaysians with
their favourite products within three decades. Despite being a sustainable brand, Adabi
insists on continuing to increase its market share through the modern technological as well
as research and development (R&D) for the benefit of consumers alone. They also
gained various recognition globally as well as not content with the local market.

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 Adabi Consumer Industries Sdn.Bhd. also have their own mission, which is to
help Malaysians home-chefs by providing quality and added-value food ingredients to
simplify their cooking experience and deliver healthy food to their family. They work
with home-chefs as their partner to help them increase their family happiness through
food. About their vision, they want to become the producer of halal and high-quality
food products that have great taste and will bring good health and happiness to
mankind on Earth.

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 2.2 Entrepreneurial Characteristics

Firstly, Dato’ Syed Manshor Syed Mahmood is very concern for high quality of
their work. He acts to do things that meet certain standards of excellence which gives
him greater satisfaction. For example, Adabi Consumer Industries Sdn. Bhd put their
mission and vision as providing high-quality food products to help Malaysian home-chefs
to make easier with their cooking experience and get the healthy life with their family. In
addition, their company also concerned with their halal products and with their motto
“Bersih dan Asli” (Clean and Pure).

Secondly, he sees and acts on opportunities. It is because he always looks for

and takes action on opportunities. For instance, he seizes unusual opportunities to
obtain financing, equipment, land, work space or assistance by make a branches from a
small factory to a large factory. He also develop and build many branches other than this
country such as in Indonesia and Philippines. By doing that, he was able to expand their
business empire to the rest of the world.

Thirdly, he is persuasion. A business visionary can effectively convince or impact

others for activating assets, getting inputs, arranging creation and selling his items or
administration. For example, he persuades somebody to purchase an item or
administration of Adabi products with 100 types under 10 main categories that can make
people feel easy to buy as heir demand. He also convinces someone to provide
financing by put these products as affordable to buy by people with lower income.

Fourthly, he also a efficiency orientation, he always find ways to do things faster

or with fewer resources or at a lower cost. As evidence, he approaches to do things
quicker and at less expense because they produce their products with a small packaging
that can make people buy retails such as paste of Nasi Goreng Kampung and Mee
Goreng. Other than that, the price is also reasonable and affordable for people with
lower income.

Lastly, he is a problem solving. He identifies new and potentially unique ideas to

achieve his goals. For example, he switches to an alternative strategy to reach a goal by
produce many types of their products under their main categories which can make
people have their own demand to choose what products they want. By doing that, their
products can be a well-known brand in the country.

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3.0 SWOT ANALYSIS

3.1 Strength of Adabi Consumer Industries Sdn.Bhd.

The strengths of Adabi Consumer Industries Sdn. Bhd. is it is affordable price for
people who have lower income because of their cheap price and target market for household
to make people feel affordable and reasonable prices. Other than that, Adabi also have
effective management work because team members of Adabi working together and have
same goals to achieve them. Next, Adabi is a brand that has product strength because the
taste is special and nutritious, besides that they care about their products’ taste. Moreover,
Adabi also have business planning skills in business development aspects. It will make
consumers easy to buy their products no matter what because of their trusted brand and
affordable price for everyone. The products they produce also make people easy to buy at
anywhere such as supermarket, grocery store and others. Last, Adabi Consumer Industries
Sdn.Bhd. always concerned about the lifestyle of their customers in other countries where
Adabi makes their products fit their lifestyle. For example, in Singapore markets, Adabi has
launched canned products because for Singaporeans who think by eating from canned
products. It makes them easier to eat.

3.2 Weakness of Adabi Consumer Industries Sdn.Bhd.

For the weakness of Adabi Consumer Industries Sdn. Bhd, the largest weakness in
their ability to make continuously in the premium of their products, as Adabi always calls for
various products due to lack of supplies. Other than that, Adabi provides consumers with low
pricing and cheap products that is will make lower profit for their company. Next, Adabi
products may problem and challenges regarding of the taste and packaging, it is because
different people have different taste. So, they will buy if it achieves their demand. In addition,
raw material cost of Adabi products currently unprotected. Last, Adabi have no main outlet in
other country, and no brand recognition. So, it will make people hard to trust that brand.

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 3.3 Opportunity of Adabi Consumer Industries Sdn.Bhd.

For Adabi Consumer Industries Sdn. Bhd. opportunities, Adabi can have further
expansion through acquisitions. Besides that, Adabi brand can increased products in
Indonesia and China, which are now implemented by both countries. Apart from that, Adabi
can have a synergic effect on development activities by takeover food companies. Adabi
also able to expand the market globally to make it well-known. Moreover, demand of the
Adabi products will increase in future because it is easy to use and save times especially for
working women. Adabi also able to produce products with large capacity due to
technological advancement and their idea to make variety of products more than 10 types. In
addition, Adabi able to move to a new market segments that offer better profits and last
Adabi is a market launched by ineffective competitor.

3.4 Threat of Adabi Consumer Industries Sdn.Bhd.

Every company and business will have their own threat, same as Adabi Consumer
Industries also have their threat. Firstly, Adabi have many competitors from other company
that also produce food-based products. For example, Seri-Aji and Babas, Maggi also Puteri
and Nyonya. Secondly, the challenges that play a big role of the company is changes in
consumer taste, moreover when consumer found the brand same like Adabi but not Adabi,
that might be the same but the taste have achieve their taste and demand. Consumers
nowadays also change their demand when there are many people nowadays more
interested in fast food like KFC, McDonalds and Pizza Hut. Fourthly, Adabi have price war
competition, it is because other brand like Seri-Aji also like same with their products and
their price that make consumer feel affordable and reasonable to buy. Fifth, taxation in
produce their product will make they hard to put the price because their aim is for household.
Other than that, Adabi have strong relationship that are held between competition and the
retailers with others brand. In addition, tariff trade barriers affecting their positions in multiple
countries.

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CONCLUSION

In conclusion, Adabi can make Malaysian customers fall in love with their products
within in just two decades. Till now, they are still taking the global success. Adabi can
increase their market share and strength by joining the international strategic partnership
with Indonesia. They need to make sure their business is well protected with whatever
strategy the company chooses. Adabi able to expand their market globally without a doubt,
especially for the Indonesian market. As a marketer, they should do research on the state
before entering in the international market. According to the need of their consumers, Adabi
must adapt with their demands. This is an advantage for Adabi to join Indonesia market
because Malaysians are also there. They will probably be the first customers and will be
spread to family, friends, collage friends, housemates through word of mouth.

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REFERENCES

1) https://wikivisually.com/wiki/Adabi_Consumer_Industries
2) https://en.wikipedia.org/wiki/Adabi_Consumer_Industries
3) https://prezi.com/qujhytuwi4_g/adabi-consumer-industries-sdn-bhd-malaysia/
4) https://graduateway.com/adabi-consumer-industries-sdn-bhd-acisb/
5) http://www.adabi.com/
6) https://www.studymode.com/essays/Marketing-1503242.html
7) https://www.academia.edu/39951604/MAINTAINING_HIGH_QUALITY_OF_ADAB
I_CONSUMER_INDUSTRIES_SDN_BHD_PRODUCTS
8) https://pdfslide.net/documents/swot-analysis-adabi.html

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APPENDICES

 Adabi logo with a motto “Bersih dan Asli

 Founder of Adabi Consumer Industries Sdn.Bhd.

Dato’ Syed Manshor Syed Mahmood

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 Adabi Consumer Industries Sdn.Bhd products

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Curry Flour & Cucur Flour Mix

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Paste Powder & Sauce

Soup Instant Noodles

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New Others & Rice Cube

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