ENT 300 case study - Individual assignments PDF

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FACULTY OF INFORMATION MANAGEMENTINDIVIDUAL ASSIGNMENT 1ENTCase Study on NeelofaPrepared for:MDM RATNAWATIE PANIEPrepared by:HANIE NASHIERA BINTI HASNANDI2018616344IM1105A1 st November 2020Table of ContentsEXECUTIVE SUMMARYIn this case study, I have chosen a very famous entrepreneur in Malaysia, Nee...

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FACULTY OF INFORMATION MANAGEMENT

INDIVIDUAL ASSIGNMENT 1 ENT300 Case Study on Neelofa

Prepared for: MDM RATNAWATIE PANIE

Prepared by: HANIE NASHIERA BINTI HASNANDI 2018616344

IM1105A

1st November 2020

Table of Contents EXECUTIVE SUMMARY.................................................................................................... 1 1.0

ENTREPRENEUR PROFILE................................................................................... 2

2.0

BUSINESS DESCRIPTIONS................................................................................. 3-4

3.0 PERSONAL ENTREPRENEURIAL COMPETENCIES............................................. 5 3.1 Local headscarf empire................................................................................................ 5 3.2 Hardworking and determination................................................................................. 5 3.3 Bold and strong............................................................................................................. 6 4.0 REFERENCES................................................................................................................. 7 5.0 APPENDICES............................................................................................................. 8-11

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EXECUTIVE SUMMARY

In this case study, I have chosen a very famous entrepreneur in Malaysia, Neelofa. Noor Neelofa binti Mohd Noor which better known as Neelofa or Lofa is a young entrepreneur who has made her name internationally. She was born on February 10, 1989 in Pasir Mas, Kelantan, Malaysia. She is Malaysia's young entrepreneurs who start a business by selling scarves or hijab using online system by its own brand of "Naelofar Hijab". This business starts to operate on 2014 only on a small scale business through online. Tireless efforts bring success to Neelofa began in 2015 with the help and encouragement of family members and employees. One of the founders of NH Prima International Sdn. Bhd. (NH), Neelofa had key characteristics and her own style of performing both entertainment, and beauty and fashion business. She had great achievements in the business and revealed her own success stories. She showed to the world how not to stop acting in the digitalized business surrounding by the young generations’ demand power. Neelofa had a business intellect and commercial mindset, deviation from the ordinary peoples thinking made her an outlier. NH small homegrown company transform into the international player through their main core products and brand name Naelofar Hijab. The question of how the business succeed depended into the leadership style of the outlier, Neelofa. The iconic who was a public figure becoming a successful leader and recognized by the corporate leader such as Air Asia Sdn. Bhd., global players such as producers of Swarovski, Oppo, and Zalora. Neelofa had the uniqueness in her personality and business-minded and had the influence of power over the hijabers in the competition.

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1.0

ENTREPRENEUR PROFILE

Neelofa or her full name, Noor Neelofa binti Mohd Noor was born in Pasir Mas, Kelantan to parents Mohd Noor and Noor Kartini. As the third child of nine siblings, she inherits her mother’s beauty, who has Pakistan and Arab blood. She first came to screen when she was awarded Miss Teen Malaysia in 2010/2011. Neelofa studied in Maktab Rendah Sains MARA Langkawi, and achieved excellent results. After graduating, she studied and took A Levels (June 2007 – June 2009) for two years at KDU University College. Her dream was to further her studies in the United States of America, but her family did not approve of her decision. Neelofa then pursued her studies at Sunway University in the field of Bachelor of International Business & Marketing. She received her Bachelor International Trade and Marketing education at Sunway University College.

She participated in a beauty queen

competition, Dewi Remaja and won the title of Dewi Remaja 2009/10 organised by the Malaysian teen magazine, Remaja. She received her Bachelor International Trade and Marketing education at Sunway University College. With her background in business study, she then became involved in ventures involving contact lenses, nutritious drinks, and small gigs before Naelofar Hijab was launched. With her background in business study, she then became involved in ventures involving contact lenses, nutritious drinks, and small gigs before Naelofar Hijab was launched. 2

2.0

BUSINESS DESCRIPTIONS

Coming from a business-oriented family, it was only a matter of time that Neelofa would eventually become an entrepreneur herself. She loved fashion and had a passion for business so she combined the two and proceeded to set up her own label. As she was going through her own personal transformation and with her decision to dress more modestly, it was just a natural progression that she decided to start with shawls as her first product. Venturing into business with a small team of trusted and like-minded individuals, Neelofa and her partners decided to revolutionize and simplify modest fashion, to make shawls more practical and easier to wear. After countless brainstorming sessions, trials and errors, they came up with a design for an instant shawl and launched Naelofar Hijab in 2014. They started selling the shawls online and at bazaars. The instant shawls were a hit and stockists were appointed to handle the increasing demand. Currently there are more than 100 stockists in Malaysia, Brunei and Singapore. Business has expanded and along with Naelofar Hijab, Neelofa have also created two other labels -Nalelofar Abaya, featuring modern and stylish abayas and Lofalens, a brand offering fashionable contact lenses. Neelofa is involved in several business ventures including: Lofalens, which is a contact lens brand, health care products Beautea Slim pills and a Muslim women's clothing brand Naelofar Hijab for women, selling through online and retail stores in Selangor and distributors across Malaysia and Singapore.

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Neelofa founded and helmed NH Prima Sdn Bhd as its director since 2014. Her hijab brand, "Naelofar Hijab" is sold in more than 37 countries including Singapore, Brunei, Indonesia, Australia, UAE, United Kingdom and Europe. In June 2017, "Naelofar Hijab" took on new heights when it collaborated with AirAsia to design hijab for female pilots of AirAsia and AirAsia X. In conjunction with her birthday celebration in 2018, Neelofa launched turban range, “Be Lofa Turban” at Zouk KL. The new turban line was sold out in less than 24 hours after launching. In 2019, she has partnered with Starbucks to produce the Starbucks x Naelofar exclusive collection which retailed only at Starbucks. From 2014 to 2019, she sold more than 10 million hijabs. In Dec 2019, Neelofa introduced the Nilofa brand with its first product, banana milk, to the Malaysian market under the company name Nilofa Group. As a new company, she kept her team small and had outsourced the marketing.

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3.0 PERSONAL ENTREPRENEURIAL COMPETENCIES 3.1 Local headscarf empire

Neelofa took a road less-traveled when she founded Naelofar Hijab as she yearned for something that’s more sustainable. She identified a gap in the modest wear market and came out with a brilliant idea. In 2014, she launched her own line of affordable stylish headscarves catering to women of all ages. Naelofar Hijab brought in a revenue of RM50 million in 2015, in sales with 10% of it coming from international purchases. Naelofa headscarves are available at its flagship store and through a network of 700 distributors nationwide. They sell online and ship to anywhere in the world. Their goal to be a global brand is seemed to be achievable as the distributors are coming from Singapore, Brunei, London, Australia, Netherlands, US to name a few. Being a celebrity in the entertainment industry, it gives her the advantage to market her products and present herself as a brand. Having her own business is a relevant move as she believes life as a celebrity won’t last forever.

3.2 Hardworking and determination

Neelofa stated that a big part of her success is by entering the demand market at the right time. It is estimated that Muslim consumers spent billion ringgit on modest clothing and it’s expected this market to account for more than 14% of the global fashion market by 2019. Her business started when the market demand is high and with her hardworking, she manages to sustain the business till today. Indeed, in any success story, there must be the ups and downs. Given her celebrity status, one cannot escape from controversies and backlashes. She learns from the lessons after each controversy or backlash so she knows not to make the same mistake in the future. Neelofa has landed ambassadorship roles with companies like Lancome and Swarovski and was inducted as a director for an airline company, Air Asia. In between these commitments, she is in the midst of planning to develop her hijab brand locally and internationally.

5 3.3 Bold and strong Neelofa who prefers to have a cup of tea and a good book at night for ‘metime’ hopes to inspire a new generation of female entrepreneurs in Malaysia. A woman should not just make money but also to have good confidence in themselves. Be strong and not necessarily rely on men. Neelofa who was listed on Forbes’ 30 Under 30 Asia 2017 under Retail and E-commerce category wishes to expand her business ventures in the property sector, an industry where woman figure is hard to see.

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4.0 REFERENCES

About Us. (n.d.). Retrieved November 06, 2020, from https://my.naelofar.com/about-us

ABOUT US. (n.d.). Retrieved November 06, 2020, from https://www.naelofarpublika.com/pages/about-us

Neelofa. (n.d.). Retrieved November 06, 2020, from https://www.forbes.com/profile/neelofa/?sh=1c65eb956d22

Bernama. (2017, April 13). Neelofa makes it to Forbes '30 under 30' Asia 2017 list: New Straits Times. Retrieved November 07, 2020, from https://www.nst.com.my/lifestyle/groove/2017/04/230159/neelofa-makes-it-forbes30-under-30-asia-2017-list Sidhu, B. (2019, October 10). Neelofa taking modest fashion to greater heights. Retrieved November 07, 2020, from https://www.thestar.com.my/business/business-news/2019/10/10/neelofa-takingmodest-fashion-to-greater-heights

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5.0 APPENDICES

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