CASE Study ENT 600 Tupperwarebrands Malaysia NOR Farrah Hidayati Binti Rozali RAS2012 B PDF

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TUPPERWAREBRANDS MALAYSIATECHNOLOGY ENTREPRENEURSHIP (ENT600) : CASE STUDYFACULTY & PROGRAMME : BACHELOR OF BIOLOGY, FACULTY APPLIED SCIENCESEMESTER : PART 2PROJECT TITLE : PORTABLE MINI WATER HEATERNAME : NOR FARRAH HIDAYATI BINTI ROZALILECTURER : ZULKAFLI BIN MANSURiTABLE OF CONTENTPAGETITLE P...

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TUPPERWAREBRANDS MALAYSIA

TECHNOLOGY ENTREPRENEURSHIP (ENT600) : CASE STUDY

FACULTY & PROGRAMME : BACHELOR OF BIOLOGY, FACULTY APPLIED SCIENCE SEMESTER

: PART 2

PROJECT TITLE

: PORTABLE MINI WATER HEATER

NAME

: NOR FARRAH HIDAYATI BINTI ROZALI

LECTURER

: ZULKAFLI BIN MANSUR

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TABLE OF CONTENT

PAGE TITLE PAGE

i

ANKNOWLEDGEMENT

ii

LIST OF FIGURES

iii

LIST OF TABLES

vi

EXECUTIVE SUMMARY

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1. INTRODUCTION 1.1

Background of The Study

1.2

Problem Statement

1.3

Purpose of The Study

2. COMPANY INFORMATION 2.1

Background

2.2

Organizational Structure

2.3

Products/Services

2.4

Technology

2.5

Business, marketing, operational strategy

3. COMPANY ANALYSIS 3.1

SWOT

4. FINDINGS AND DISCUSSION 4.1 Findings 4.2 Discussion 5. RECOMMENDATION AND IMPROVEMENT 6. CONCLUSION 7. REFERENCES 8. APPENDICES

ACKNOWLEDGEMENT Alhamdulillah, I am most grateful to Allah S.W.T because I managed to complete my case study assignment for course ENT600 within the time given by our lecturer. This assignment cannot be completed without the effort from the lecturer and all my friends that willingness to teach and give all information regarding this case study guidelines that

help me to complete my case study

successfully. I also would like to show a gratitude to my lecturer , Sir Zulkafli Bin Mansur for giving me a good guideline for assignment throughout numerous consultations even only through online medium. Lastly, I would like to expand my deepest gratitude to all those who have directly and indirectly guided me in writing this assignment. Thank you so much for all the helps.

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LIST OF FIGURES Figure 1:Organizational of TupperwareBrands Corporation…………………………………..4 Figure 2: Product/services source………………………………………………………………5 & 6

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LIST OF TABLES Table 1: SWOT analysis………………………………………………………………………..10

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EXECUTIVE SUMMARY TupperwareBrands company is a business that developed by Earl Tupper in 1946. The company’s headquarters is at Kissimmee, Florida and the branch in Malaysia name as TupperwareBrands Malaysia is operating in Subang Jaya, Selangor. The business has been in operation for more than 70 years. In this business, the company receive a lot of attention from customers especially women from all around the country. TupperwareBrands are famous for its premium storage containers and kitchenware aside being one of the top direct selling consumer product companies in the world.one of the most marketable products for TupperwareBrands Corporation comes from Malaysia market. Their unique system ‘Party Plan’ of marketing, give them the competitive edge among the kitchenware and direct selling companies in Malaysia. The products of Tupperware are very innovative and special because it always designed according to consumers requirements which includes their preferences, taste, trends and demands. The reason why he chooses to build a business based on kitchenware and container storage is because this business can help people to do storage for food better and give big profit to the company. This is due to the storage and kitchenware as a necessity among the housewife and even a working woman to store everything such as food, things and others to make their work becomes easier. This will increase the demand for the tupperware day by day and increase the company profits. As we can see, this brand is very famous in the few country such as Indonesia, India, Europe and Malaysia starting to take place in this business too.

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1.0.INTRODUCTION 1.1.Background of the Study

Students of UITM who further their study at bachelor level need and must take Technology Entrepreneurship course which is known as ENT600. The reason for this is to give guideline and expose students to the business orientation and environment. Student will be conducting case study to any business and company such as SME company through this course. In the case study the student needs to make an interview with any company or business to get two or more problem that faced by the company or business. After that students will analyse the problem and find the solution for the problem that occur in the company and business. The benefit that the student will get while do the case study is students will be more expert in conducting the business. The next benefit is students will be exposed to the environment of the business and gain knowledge how the company and business is operating. This case study was conducting to the TupperwareBrands Corporation to know about the problems faced by them. In this course, it will provide students with the knowledge, skills and motivation that can encourage the entrepreneurial success. Through the entrepreneurial education it can help the student to focus on the development of skill that enable to search for an opportunity. So, from this course it can make the student to be braver to stay in the business and have additional skill that can be use in the future.

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1.2.Problem Statement

According to the SWOT analysis, I can observe that they are lacking workforce even though their workforce already has been given training and highly skilled through successful training and learning programs. This will lead to insufficient of workforce when the company need to supply their product. Lacking workforce also will cause the productivity of the company drop and the trust between the company and supplier will be in problem since they cannot supply the product on time. Next, this company need more product based on technology. Since TupperwareBrands are famous for its premium storage containers and kitchenware, they are considered to produce more product related to technology. One of the products that they have produce is pressure cooker that also get a lot of response from the customers. Lastly, the product of TupperwareBrands is known as expensive product. One of the customer states that the storage products are more expensive than the similar products that you can get on the open market. The reason they like the product is because it is sturdier than most plastic storage products and can take the beating more frequently. But for some women that have desire to have a collection from this company, they said that the product is too much expensive and they cannot afford it.

1.3.Purpose of study

The purpose of this case study is to investigate the key of successful entrepreneur success in their business and how the entrepreneur operates their business including background of the company, organizational structure, marketing, and operational strategy. Next, main reason is to learn about the company as well as their weaknesses and strength and how the company overcome the problems. Besides, this case study also makes an opportunity to give a recommendation or suggestion on how to improve the products and enhances it for better future.

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2.0. COMPANY INFORMATION 2.1.Background “To be the premier global direct seller of premium, innovate products” and “we are passionate about changing lives especially for women by…” is the mission and vision of one company which is TupperwareBrands. TupperwareBrands changes its name from Tupperware Corporation in 2005 is a company that produce home products lines that includes preparation, storage and serving products for kitchen and home. TupperwareBrands corporation was founded as The Tupperware Company in 1946 in South Grafton, Massachusetts by Earl Tupper. In 1942, Earl Tupper developed his first bell shapes container and the brand was officially introduced to the public in the year 1948.He invents and designed a durable and airtight with non- spillage type of container made of high-quality plastic material. He faced some challenges in marketing his product and his big breaks arrived when he hired Brownie Wise. She then removed all Tupperware products from retail outlets and later marketed Tupperware with its unique kind of marketing method called ‘Part Plan’ or ‘Tupperware Parties’. In 1958, Tupper sold the Tupperware Company for $16 million to Rexall and the company’s headquarters were move to Kissimmee, Florida. Over the years, Tupperware has won prestigious worldwide awards and recognition, including numerous Industrial Design Excellence Awards, Reddot Awards and many more . Tupperware has grown into a trusted and respected global entity. Established over 60 years ago, its presence has made a significant difference in lives and homes of millions the world over. Nowadays, this TupperwareBrands is very popular among the women in every country including Malaysia. The managing director of TupperwareBrands company in Malaysia is Christine Wong. Malaysians who have grown together with the products since it arrived on our shores 53 years ago. TupperwareBrands has plants that manufacture its product located in Japan, Korea, China, India, Belgium, France, Portugal, Mexico and US before exported all the products to all the country.

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2.2. Organizational Structure of TupperwareBrands Corporation

Rick Goings CEO of TupperwareBrands Corporation

Christine Wongs Managing Director

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2.3. Products/Services source: Product Microfiber towel

Description -Create a healthier environment without chemicals -Use it to remove particles and grease residue -Long fibres for dust pickup, shorter fibres for buffing and polishing

Water bottle

-Drink up the eco way -Liquid tight -On the go -Durable -Colourful -Environmentally friendly

Outdoor storage -Small goody box with cariolier -Pack up to four different types of food -Easy carrying -Durable -Colourful

Kitchen storage

-Use space efficiently -Virtually airtight that makes food stays fresh longer -Keeps pest and contamination off food -Reduce spoilage -Available in different shapes and sizes for storing bulk or small portions

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For babies -No leakage when collar is tightened or when cap is closed -Does not collapse with continuous suction,3- vent valves support air compensation created by vacuum inside -Small and convenience for new-born Tupperchef

-Extremely versatile deliciously easy

and

-Cooks 3 time faster -Pressure cooking helps seal in the essential vitamin and minerals in the ingredients offering heartier, healthier meals. -High safety standards -All in one pot and easy clean-up

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2.4. Technology description

Serial doodlers, drafter, and brainstormer, New Hampshire born Earls Stupper was an inventor obsessed with improving everyday household objects. His raw sketched, scrawled with a fountain pen over rapidly yellowing notebook paper, include an eyebrow shield to allow more pre size pencilling; adjustable glasses; hairs pin that would not fall out; and gartered hooks that remained fastened. “ My purpose in life (is) to take each thing as I find it and… see how I can improve it.)” One day in 1945, after finishing his day work at laboratory of the Earls Stupper company in Leominster, Massachusetts, Tupper took home a hunk of polyethylene slag, always products form the oil refining process by heating the brittle, greasy, waxy substances to a liquid state. Injecting it into a tight mold, and carefully controlling the pressure of the moulding process, he transformed it into the light weight, and non – toxic, odourless, and resilient plastic user today. Before that, polyethylene, which had first been synthesized for industrial purpose by the British Imperial chemical industries LTD. In 1933, had been used mainly to coat electric cable. Tupper’s passion for improving everyday products soon found a used for polyethylene in a bowl with a sealing lid that was module on paint can lid. His most famous idea would fundamentally change kitchen across America by replacing heavy, expensive, an easily breakable blast bowl with virtually indestructible, inexpensive alternative with lid that keep, food fresh and prevented leak. The networking scheme transformed tupperware into multimillion-dollar business, and this year fortune magazine ranked TupperwareBrands corporation as the second most admired company in the entire household products industry.

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2.5. Business, marketing, operational strategy a.Business TupperwareBrands is a company that sell kitchenware and widely used term in every part of the world. It is a well- known brand and undeniably popular among women. This company has fully grown years by years into a reputable worldwide entity that has created a world-shaking difference in the lives of families and households all over the world. TupperwareBrands product and categories include design centric preparation, storage and serving solutions for the kitchen and home, beauty and personal care products were introducing through Avroy Shlain, NaturCare, Nutrimetrics, Nuvo, Nano, Nature and Tupper Clean. The ultimate purpose of TupperwareBrands are to stimulate women to gear up their confidence in order to improve their lives, bringing up their families and to boost up communities all over the world and the purpose are undeniably being achieved day by days. b. Marketing In 1938, at the first existence of the company, the marketing started when Tupper hired Brownie Wise as a Saleswomen who was selling household products for Stanley Home Products. She is the person who introduced the unique Party Plan method of marketing. In year 1948, first home party for Tupperware was conducted. After that, she made an improvement by removing all Tupperware products from retail outlets and marketed them through the party plan method. Tupperware always designed its products keeping in mind the consumers taste, preferences and by following the changing trends. Besides, they also looked for a new products and newer markets it set up manufacturing units in 14 countries. When it entered a country, it appointed a distributor from another country waited for her to grow and then promoted others form her team as distributors. When its profit increased it expanded its business into various lines such as beauty control, jewellery and apparels. Tupperware prefers the use of direct selling over retailing strategy. Compounded with its unique and quality products, middle income earners can afford to equip their kitchens with unique elegant products. Home demonstrations are performed to enable users to get the best out of the Tupperware products.

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c. Operational strategy Methods that be used by the companies to reach their objective was producing the storage container and kitchenware at the factory by going through several process. Most tupperware container are made from 4 or 5 plastics. Tupperware is made from a high-quality granulated plastic that can be used with food products. At the first manufacture of this tupperware, Tupper said that he had to get his hands some plastic , polyethylene and other higher quality plastics. Then he started to envision a revolutionary role for the light, flexible product. While running his own plastics manufacturing company, Tupper obtain some polyethylene form his employer and was determined to find a novel use for it. Resistant to corrosion, leaks and breakage, polyethylene struck him as an ideal food storage material. After 2 years of testing dozens of temperature and pressures to soften and reform the oil – based plastic, the chemist discovered the prime combination for injection molding polyethylene into bowls, lids, tumblers, pates and other kitchenware shapes. The manufacture of tupperware are starting from there.

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2.0. COMPANY ANALYSIS 3.1.SWOT

STRENGTH 1.Highly skilled workforce through successful training and learning programs. 2.Tupperware at the time had a specific target market which is woman. 3.Strong brand portfolio 4.Successful track record of developing new product 5.Reliable suppliers

WEAKNESS 1.The company not being able to tackle the challenges by the new entrants and lost small market share in niche categories. 2.Need more investment in new technologies 3.High attrition rate in work force 4.Expensive product rate. 5.Not very good at product demand forecasting to higher rate of missed opportunities compare to its competitors.

SWOT OPPORTUNITY 1.New customer from online channel opens new opportunity to improve the market by knowing its customer better and serving them using big data analysis. 2.New trends in the consumer behaviour open up new market for TupperwareBrands. 3.Lower inflation rate bring more stability in the market.

THREAT 1.Rising raw material 2.The demand of highly profitable product 3.Competition among new rising company 4.New technologies developed by the competitors and market disruptor 5.Shortage of skilled workforce

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4.0. FINDINGS AND DISCUSSION 4.1.Findings

1. TupperwareBrands need more product based on technology

The product produce by this company is based on kitchenware and container storage. As we know, the market and trend for the people nowadays use more technology in their life. Technology is a thing that usually make your task or work become more easier compare to the old method or things. So, they think that it is necessary to produce more product related to technology in order to get more attraction from the customers of their product. By developing a new technology product, the productivity of the company maybe can be increased since the technology is the one thing that preferred by the people todays.

2. Expensive product rate by customers.

TupperwareBrands is the one of the famous companies so no wonder all the product they produce are expensive. Tupperware also plays its role in saving Mother Earth from further pollution and degradation as its products are designed for long term used. TupperwareBrands are expensive products than similar products because it is made from the good material, eco- friendly, more sturdy, durable and specially designed for their customer. It’s also had a special characteristic that made them more special than other similar storage container in the open market. But some of the customer or the women who want to be their customer said that the product is more expensive, and some cannot afford and choose the buy the cheaper product than them. This is not good since they maybe lose their customer due to the market price is too high. So, try to produce the product that more affordable to attract more customer and increase the profit of the company.

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3. Lacking workforce.

One of the problems faced by the company is lacking workforce.

Lack

workforce will lead to unhappy employees and high turnover , low rates of production, unsafe work environment, increase business expenses and loss of customers. To overcome this problem, the company can train existing employees more. In order to make up for the skills shortage, many companies have begun offering training to their existing employees in order to tailor them to fill current gaps. Another option is seeking outside training. Several businesses offer their employees incentives to return to school to get education they need. While this option can be more expensive and timeconsuming it can also pay off in the long run. Next is re- evaluate the recruiting practices. When skills shortage become such a serious concern, it might be the time to re-evaluate how the company recruit the new employees. Hiring the applicants with 80% of the right requirement and help them grow into the role and try hiring a...