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FACULTY OF BUSINESS MANAGEMENT DIPLOMA IN OFFICE MANAGEMENT AND TECHNOLOGY

(BA118) MBA1184B FUNDAMENTALS OF ENTREPRENUERSHIP ENT 300 ASSIGNMENT 1 (CASE STUDY) PREPARED BY: NORAIDA NAJWA BINTI NORMAS FAZLY 2019269104

PREPARED FOR: MADAM HASMI BINTI MOKHLAS

TABLE OF CONTENT

Executive summary

2

Entrepreneur profile

3

Business profile

4

Personal entrepreneurial competencies

5-6

SWOT analysis

7-8

Reference

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EXECUTIVE SUMMARY Zahara cosmetics is one of the many exciting beauty brands to have entered the Asian market in recent years. This brand is designed to offer customers a range of makeup 1

which is local, halal, safe and contemporary. Zahara Cosmetics were founded by Amira Geneid. The idea came about when both Amira and her sister Alia had difficulties finding a makeup brand, which is halal and safe for Muslim female customers. That became the fundamentals of what was to come and they set out to create a brand which is ideal for this segment. As such, they decided that the range of products should be high quality, halal and gorgeous. Zahara is a beauty brand that empowers women to make well-being a priority. The product live to create products that not only have amazing benefits for your nails and skin but are also high-performing so the fans can stay on top of their beauty game. Zahara was a dream for Amira Geneid and her sister, Alia had when they were younger. Growing up in Australia, Amira exposed to the high standard of quality that most beauty products in the country have. She did not want Zahara to be just another beauty cosmetic brand. That gave her the drive to make sure the brand, Zahara goes one step further than that,

The founder herself like to think that she has a rather high expectation for the beauty products that she use. So it goes without saying that all Zahara’s products are vegan, cruelty-free and on top of being a Muslim woman, their nail polish formula is also halalcertified. Inclusivity should no longer be a trend, it should be a benchmark. All that said, she still needed to see how Zahara could make more of a difference. With the rise of halal-friendly beauty brands in the market today, Muslims can now access a larger range of beauty products with peace of mind. However, the options weren’t as varied and readily accessible back in Amira Geneid’s day. It is because in 2015, she founded Zahara, an online-based halal makeup brand, after spending two years in research and development. The brand’s first product, a breakthrough water-permeable nail polish, immediately became a hit with the Muslim community. A swot analysis is a strategic planning tool that helps a business owner identify the strengths and weaknesses, opportunities and threats that exists and could affect the company performance. The strength that could be identified, Zahara beauty became an international reputation, the presence of strong media social, high quality product and strong management team. ENTREPRENEUR PROFILE

Name of founder

Amira Geneid

2

Birth Year

1993

Place of birth

Australia

Country of Residence

Singapore

Current age

28

Nationality

Australian-bred Malaysian-Lebanese

Education

Bachelor of Arts/Science, National University of Singapore  Bachelor of Arts/Science, Draper University The brand, which translates from the Arabic into “flower in bloom” started with nail polish, but the range quickly expanded as it became a huge hit. Been an intern at Golden Gate Ventures in 2013

Experience

Previous occupation



Current occupation

Entrepreneur of cosmetics

Family background in business

none

Status

Married

Husband’s name

Cameron Priest

Social media account

amira_geneid (Instagram)

Net Worth USD

$11,000,000 - $15,000,000

Official company’s website

https://www.zahara.com/

Official company’s social media

Lovefromzahara (Instagram)

BUSINESS PROFILE All of the Zahara cosmetics are made with love for perfection. Among its signature products include the Oxygen Nail Polish. This nail polish is very unique as it is made using a 3

special formula. What it does is that upon application, it will allow oxygen and water vapor to pass through thereby allowing better ventilation. On top of that, it does not compromise on beauty as it is glossy and you do not need to remove it. This product remains one of the most notable products by Zahara mainly because it is designed tob e healthier and with water permeable, there is no problem for Muslims for prayers. Besides that, it is free from known harmful agents like Toluene, Dibutyl Phthalate, Formaldehyde, Formaldehyde resin and Camphor. Apart from that, Zahara offers other products including the eyeshadow palattes. The several options available which comes in various shades of modern colours for you to choose from. The next product are the eyeliner, this makeup is longlasting, halal and gives you the edge you would expect from eyeliners. Next, is the nail polish remover. This is one of the few Halal nail polish removers in the market especially in Zahara cosmetic which is one of the most famous muslim friendly product. Finally there’s also Matte Liquid lipsticks which is designed and made to be contemporary, long lasting and most importantly, Halal. Hence it is entirely safe for use and very pretty for the product. Meanwhile, more products are expected to be added to the current range from Zahara Cosmetics to offer more choices for its customers. The Zahara Oxygen Nail Polish, the unique formula allows oxygen and water to pass through its surface. This lets Muslim women perform wudhu, a cleansing ritual that involves the washing of hands, mouth, nostrils, arms, head and feet with water before their prayers, without having to remove their nail polish. The main goal of this beauty product Zahara is to build a community of women helping women be their best self. To be your best self means putting yourself first once in a while. As a founder of the Zahara beauty cosmetic, Amira know what it’s like when the persons priorities seem to put everyone ahead of themselves. Zahara is a reminder to not neglect yourself.

PERSONAL ENTREPRENEURIAL COMPETENCIES Among the factors that lead her to succeed in becoming one of successful entrepreneur to this day, is influenced by the characteristics of personal entrepreneur 4

competencies within herself. Meanwhile, the characteristic that we can see throughout her career in the business world are the first one is, she is an initiative. This can be seen through when she acting or plan swiftly to figure out how to grow her business more in the future. For example, Amira and her sister had been planning on experience the high standard of quality most beauty products. Amira didn’t want Zahara to be just another beauty brand. This gave her the drive to make sure Zahara goes one step further than that .Malaysia's Amira Geneid decided it was time Muslim women had access to a quality beauty products. Zahara caters to their specific religious ritual needs and is halal-compliant. Her line of cosmetics, which are free of alcohol and animal products, are sold online in Singapore and Malaysia with plans to expand to other majority Muslim markets like Indonesia and Dubai. She also said that Muslims making up quarter of the world’s population, products targeted for them shouldn't be a niche anymore, especially given the size of the beauty market these days. Furthermore, Amira is also an efficiency orientation. This can be seen throughon how she managed to improve their business and cooperate with her workers toachieve a highest market for her business at a lower cost. For example, Amira and her accomplices chose to make Zahara nail polish via online website to help contribute toward sales at the same time can reduce their financial production. Then, through online website also can helps to develop a strong feeling of trust between those involved and play a big part in enhance the profile of a company suppliers. Other than that, Amira also use another alternative marketing to achieve their goals through Website and Instagram. She also promoted all her business as she involved in several business ventures including several makeup cosmetic such as eyeshadow palettes, eyeliner, nail polish remover and matte liquid lipsticks. Being an entrepreneur, it gives her benefits to improve their business and to market their products and also present herself as a brand. Finally, Amira Geneid also is a self-confidence entrepreneur. As we can see, Amira who prefers to have a cup of tea and a good book at night for ‘me-time’ hopes to inspire a new generation of female entrepreneurs in Malaysia. Amira loves to share a few tip of her success using social networking such as Facebook, Twitter and Instagram sites to communicate business knowledge with her fans.

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SWOT ANALYSIS

STRENGTHS

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1. Well Known Founder It is undeniable that the biggest strength of the “Zahara cosmetic” brand already has a name that already known throughout Muslim users which is the founder itself. Amira Geneid is one of the famous ambassadors. The idea came about when both Amira and her sister Alia had difficulties finding a makeup brand which is halal and safe for Muslim female customers. That became the fundamentals of what was to come and they set out to create a brand which is ideal for this segment. 2. Various selection of attractive colours They are also provide a wide range colours of nail polish in “Zahara cosmetic” brand such as Galaxy, Modesty Muse, Nefertiti, Queen, Frenchie, Elite and many more. All of these colours will gives a comfortable and nice look to every customer. Other than that, there are also many kind of set for the nail polish such as The Holiday Set, The Spice Set, The French Set and many more.

WEAKNESSESS 1. Costly Production The price range for each nail polish that available in this brand is about $18.00 SGD to $36.00 SGD. It is the nail polish that comes from Singapore for embellishment, the price is a bit expensive if it were converted into ringgit Malaysia. The price is quite high and it can lead to lack of purchases from customers. This is because, the target market for this brand is Malaysian Muslim youth and middle age between 18 to 60 years old that have their income and prefer to dress like a modesty. Furthermore, this also can lead to financial losses because of a very few of customer purchased it. 2. Limited Stock This brand have a limited stock for each of their nail polish theme. Not to include, the colour of nail polish also limited from their outlet store and through online website. If the stock runs out, it takes a long time to wait for the stock to be available again. In this situation, the profits of this company will be reduce because of the limited stock. If this problem often occurs, the customers might be think badly about their service and might change their mind to other nail polish brands. As a result, the company will faced lack of customers to purchase their nail polish.

OPPORTUNITIES

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1. International Markets At first, this brand started selling nail polish in one country only, after the brand got big and more popular, the Zahara cosmetic started selling worldwide especially to most Muslim country since the brand is Halal and Muslim friendly. Through this worldwide markets, this brand can achieve their goals and gain the highest market compared to other hijab brands. 2. Utilize Mobile Application for the Business Zahara cosmetic also registered high sales via online, which helped contribute towards sales. The online website for their headscarves brand purpose is to ease their customer to purchase the nail polish. Even though, initially many perceived that this product does not have potential to go far, the social media has successfully changed the trend as global sales. In this situation, customer does not have to go to their shop to buy the nail polish instead they can purchase it through online system only. The delivery also takes between two to three of working days THREATS 1. Lack of Workers or Dealers This company have less workers or dealers to promote their brands. Even though Amira is a well-known entrepreneur, she also need most of workers to help her business grow together in the future. This is because, a worker or dealer can increase their company marketing through promote their business and communicate with other agents or suppliers to expand their sales market. If this company only have a few workers or dealers, they will faced financial problem and might be not achieved their target market. 2. Economy Situation As we know, the current economy situation giving a very profound effect to the whole world which is COVID-19 disease. At the same time, a lot of company faced a financial losses or bankrupt due to this virus because they cannot continue to run their company. They will faced lack of profit and cannot produce any new products to gain profit for their company. REFERENCE 1. Alexis (2019). “Zahara Cosmetics” by family.my. Retrieved June 17, 2021 from https://www.family.my/zahara-cosmetics.htm

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2. Blair Villanueva (2021). “Zahara, New Halal Cosmetics Line For Modern Muslim Women” by forurbanwomen.com. Retrieved June 17, 2021 from https://www.forurbanwomen.com/2015/10/the-face-behind-halal-cosmetics-line.html 3. Anonymous (2017). “ZAHARA” Retrieved June 17, 2021 from https://www.zahara.com/pages/about-us

4. Natalie Khoo (2018). “Local beauty moghuls: Amira Geneid of halal cosmetics brand Zahara” by firstclasse.com.my. Retrieved June 17, 2021 from https://firstclasse.com.my/local-beauty-moghuls-amira-geneid-of-zahara/

5. Anonymous (2020). “Ultra High Net Worth Asia” Retrieved June 17, 2021 from https://www.uhnwasia.com/rising-stars/amira-geneid/networth

6. Rana Wehbe Watson (2018). “30 Under 30 Asia 2018: The Young Stars, Innovators And Visionary Entrepreneurs” Retrieved June 17, 2021 from https://www.forbes.com/sites/ranawehbe/2018/03/26/30-under-30-asia-2018-theyoung-stars-inventors-and-visionary-entrepreneurs/?sh=7fada16773f2

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