ENT 300 CASE Study PDF

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ENT 300 :FUNDAMENTALS OF ENTREPRENEURSHIP[CALAQISYA][A4CS1104E]PREPARED BY:NAME STUDENT IDMARYAM NABILAH BINTI AHMAD PUAD 2019285148PREPARED FOR:[ SIR JAMALUDIN YAHAYA]REMARKS:1. EXECUTIVE SUMMARYFarah Ilyana Khairuddin is a well-known businesswoman who is beautiful, and smart woman. She influenced ...

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ENT 300 : FUNDAMENTALS OF ENTREPRENEURSHIP [CALAQISYA]

[A4CS1104E]

PREPARED BY: NAME MARYAM NABILAH BINTI AHMAD PUAD PREPARED FOR:

[ SIR JAMALUDIN YAHAYA]

REMARKS

STUDENT ID 2019285148

1. EXECUTIVE SUMMARY Farah Ilyana Khairuddin is a well-known businesswoman who is beautiful, and smart woman. She influenced a lot of people when she started her carrier as blogger. Besides writing a blog as her side hobby, one of the reasons why people following her because of her sense of fashion how can she style her outfit and hijab follows the latest trends but still follows Islamic sharia. Because of that, her readers and followers were inspired by the way she styled her hijab. CalaQisya is a one of the Muslimah fashion brand that famous in Malaysia. CalaQisya was established in 2010 by Yana Khairuddin together with her sisters Farah Khairuddin and Azrina Khairuddin. With a prominent online retail platform and five stores in Selangor, Kuala Lumpur, Johor and Perak set up within a decade, the sisters are moving towards building a fashion empire. What makes CalaQisya special is they sell comfiest Muslimah clothes with a high-quality fabric and material imported from Korea. On top of that, they were also having various beautiful and trendy choices of clothes, headscarves, tops for man, accessories, bath and body and even mask for kids. This report focused about her personal profile and characteristics how she can be a successful entrepreneur. Every successful entrepreneur has their own characteristics on how they can be success same goes for Farah Ilyana Khairuddin.

2. TABLE OF CONTENTS NU M 1

CONTENTS ENTREPRENEUR PROFILE 3.1 COMPANY INFORMATION  BACKGROUND  ORGANIZATIONAL STRUCTURE  PRODUCT/SERVICES  BUSINESS, MARKETING, OPERATION STRATERGY 3.2 ENTREPRENEUR INFORMATION  BIODATA  EXPERIENCE HISTORY  CHALLENGES FACED IN COUNDUCTING BUSINESS

2

PERSONAL ENTREPRENEURIAL COMPETENCIES (PEC)

3

CONCLUSION

4

APPENDICES

PAGES

3. ENTREPRENEUR PROFILE 3.1 COMPANY INFORMATION -

Background

CalaQisya is Muslimah fashion brand business to the next level. CalaQisya is a combination of two Arabic words meaning “the castle of the good life. CalaQisya is the top leading of the Muslimah fashion online shop in Malaysia. With their tagline “as comfy as clothes can get” they offer a wide range of shariah compliance dresswear for both female and male and even for kids. CalaQisya was established in 2010, Farah Ilyana Khairuddin the owner of CalaQisya was blogging as a side hobby while doing studying. As the owner, she invested RM100 only through her blog “Oh Saya Gila Shawl” and shared with her sisters, Farah Mislina Khairuddin and Farah Azrina Khairuddin. Through their online marketing, more and more people noticed the existence of CalaQisya. They started CalaQisya when they are selling tudung that they sourced from their own suppliers, and most of their readers and followers snapped up within minutes every time they came out a new design and publish on blog. CalaQisya Sdn. Bhd. based in Shah Alam and has its own outlets located at Selangor, Johor and Ipoh,Perak. CalaQisya brand is well-known not even in Malaysia but include in Singapore, Indonesia, and Brunei. CalaQisya has its own official website for online shopping and actively posting their collection on Instagram, Facebook including Twitter. -

Organizational structure CalaQisya has five levels on its organizational structure. The upper most is the management board which hosts the president and the regional director. This level is followed by the general managers, assistant general managers, Unit managers, team members and finally the workers. Next, CalaQisya had a top-down instructions and guidance system where the branch manager’s office would relay information to the unit manager’s office. The instructions would then be communicated to the workers. Communication between the managers is done via CalaQisya portal email and finally printed out as a memo by the unit manager who shares with all the workers either by giving them a copy each or pinning it in the administration notice board at the CalaQisya branch.

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Product/services a) Woman collection

For woman collection, CalaQisya have several categories of products such as tops, dresses, pants, skirts, inner, kurung, kaftan and nursing friendly. The total for the female collections is 189. Every collection has different name and colour. Most of the collection size is from S-XL. Range price for woman collection is from RM39.00 RM239.00. b) Man collection

CalaQisya only have shirts category for man collection. The total shirts that available in man collection is 16. All collections have different name and colour. Sama as woman collection, most of the man collection size from S-XL. Range price for man collection is from RM79.00 – RM129.00. c) Kid’s collection During pandemic Covid-19, CalaQisya make an initiative to create 6 design of fabric mask especially for kids. For the materials, CalaQisya use custom print stretchable polyblend, for second layer they use stretchable polyblend. For third layer the use antimicrobial cotton lycra for mask. Each mask cost RM29.00, but now CalaQisya do promotion buy 3 for RM75 save up RM12.00. d) Scarves Collection CalaQisysa have 6 types of scarves collection which is curve edge, instant, printed, rectangle and pleated and inner. They have 106 products for scarves collection. All collections have different name and colour. Mostly their scarves collection up to 2-meter length. Material they used for scarves collections are matte Knitted Fabric, Dobby Chiffon, Stretchable Twill, Cotton Lycra, 100% Cotton, Nashiji Chiffon and Pearl Chiffon. Range price for scarves collection is RM 39.00 - RM149.00. e) Bath and Body CalaQisya produced Bath and Body products such as perfume, scrunch, hair & hijab, and mist hand sanitizer. There only 8 products in total and the price range are only RM12.00 – RM59.00. f) CalaQisya Accessories Since CalaQisya have their own customer, which is mostly woman, so they decided to produce 2 different kinds of accessories such as tote bag and pins & brooches. Tote bag using canvas material and the price is only RM29.00. Meanwhile, the pins and brooches come with a lovely CalaQisya pouch. 5 colours in one pouch and there are 10 pieces each colour.

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Marketing strategy All business has their own marketing strategy same goes as CalaQisya. CalaQisya first target market is only for Muslimah but now CalaQisya target all Muslim and Non-Muslim. Plus, CalaQisya manufacture their products for plussize customers so those with a plus-size body can still wear CalaQisya collection clothes. This is because some of the business selling their products with limited size and small size only. The owner also did some testimonies from women who wear S, M, L, XL size. CalaQisya also always be careful every single details and material that they design and produce. CalaQisya very appreciate and concern all the feedback that their customer gives. CalaQisya customer satisfaction is their priority which is why in appreciation, the owner gave the title ‘Calaqueen’ to her customers and ‘Calasoldier’ to her employees who helped a lot until CalaQisya was at this level. Other than that, CalaQisya started with only selling tudung on social media platform. Somehow, their social media platform reduced

its organic reach, so their customers decrease. The owner found other alternative to expand their business by joining “Mood Republik”. “Mood Republik” is mega event planner that give opportunity to the local seller to sell their own products. Every year CalaQisya jointed “Mood Republik” and established their own collections especially when it comes to Hari Raya Aidilfitri. Besides of that, to win customers, CalaQisya secret is sisterly love which means they treat our customers like siblings. In a way, it also will drive away the haters too. And of course, CalaQisya always connect 24/7 with customers because they believe that quality products must be supported with strong engagement and swift response to drive long-term loyalty for the brand.

3.2 Entrepreneur Information - BIODATA FULL NAME

FARAH ILYANA KHAIRUDDIN

BIRTHDATE

21 JANUARY 1987

AGE

34 YEARS OLD

EDUCATION -

STATUS -

CAREER

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- UiTM, SKUDAI JOHOR MASTER DSEGREEE IN INDUSTRY CHEMISTRY - MARRIED - WIFE OF HAZWAN FAIZ MOTHER OF TWO CHILD FARAH HANA AND FARAH AISYAH - CEO OF CALAQISYA

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- BLOGGER BUSSINESSWOMAN - INSTAFAMOUS - INFLUENCER

Experience History Before starting a career as a chief operating officer of CalaQisya, with a capital of only RM 100 through the blog “Oh Saya Gila Shawl” shared with her sister, Farah Mislina, they started by selling hijab that we sourced from suppliers Through online marketing, more and more people are getting to know the Cala Qisya brand until that she and her sister can open the first physical boutique in Shah Alam. When they first started, they retailed things that they love to wear, mostly clothes that are practical and comfortable. They work on that principle — just like their tagline throughout the business. They make and sell items with all the necessary details that will solve common problems they face in modest fashion, Now Cala Qisya produces Cala Shoes under the Cala Man range. CalaMan is managed by Ilyana's own husband Hazwan Faiz along with several other friends. Among the CalaMan brand shoe range are Pinocchio, Orchid and Yasmeen.

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Challenges faced in conducting business. Yana find it a challenge to follow what’s in the market. She also doesn’t follow trends because that would be exhausting especially when the three of them have different tastes. And just like other siblings, we do bicker

when it comes to business. So, following a trend is a bit tricky for them. In addition, they’re roll out a new design almost every week. Yana and her sisters just go with the flow and design a piece based on whatever ideas that pop into their minds. She works hard with whatever resources that her have and promote her designs aggressively via our social media network to stands out as they are big competitors such as “Neelofar”, “ Fashion Valet” etc.

5.0 ENTREPENUER CHARACTERISTIC (PECs) a) Creative & Initiative Back then in 2010, CalaQisya only selling their product at social media platform only. Since then, they started to get a lot of customers, so they decided to create and launched their official e-commerce website store which is more convenient and show their professionalism in their company. A year later, they opened the first physical store in Shah Alam and thankfully the get more customers since they can be walk-in to the store. In 2013, they expanded their store at Johor Bahru, Ipoh , Central I-City and the latest at Mytown Shopping Mall, Cheras,Selangor. b) Sees and acts the opportunities CalaQisya owner wisely take opportunities because she able to see what people are needs and wants. For example, during pandemic Covid-19 Malaysia government oblige every citizen including the senior citizens, adults and even kids need to wear mask and follow Standard Operating Procedure (SOP). Back then, it is difficult to find mask for kids and even the kids need to wear adult mask which is big and not suitable for them. In this case, Yana finds an opportunity to produce masks for kids and design the masks that can make kids attract. Plus, Yana produce mist hand sanitiser which can be used by all ages to disinfect. c) Concern for high quality of work CalaQisya owner always concern for high quality all those products that they launched or produced. They really be particular and carefully choose the materials that they used in their products. Yana Khairuddin always do things that meet her certain standards of excellence in her products together with her sisters, Farah Mislina Khairuddin and Farah Alina Kharuddin which give them a greater satisfaction. For example, CalaQisya use stretchable material, less iron material and textured material for their Comfort wear: Reflection 2.0 which will make the customer comfortable and stylish at the same time. d) Problem Solving Farah Ilyana Kharuddin able to create to solve problem in her business because she could see what is the problem that people as Muslimah faced. For example, we as a Muslimah, must maintain our dress code by covering the aurat because it is a command from Allah but since fashion nowadays plays an increasingly important role in an individual life so she finds the solution. By creating and designing the products of CalaQisya which can cover the aurat perfectly, I believe that Muslimah will satisfy not because of she tries to solve their problem or fulfil their wants. However, Muslimah customer will also satisfy with the materials that she chooses and the price which that are reasonable and affordable.

4. CONCLUSION

In the nutshell, we can assume that the entrepreneurial characteristics belonging to Farah Ilyana Khairuddin, which causes her to become as successful as it is now, her incessant nature of despair can be used as an example for youths who want from the ground up in the business world. On top of that, for future business prospect for CalaQisya, I think CalaQisya are expected to widen its branches on global market. This is because they already reach Brunei, Indonesia, Singapore. So, it is not impossible for them to catch more international “CalaQueen” eyes.

5. APPENDIENCES

Founder of CalaQisya company

the three FarahS sister

CalaQisya’s store

Conversation with one of CalaQisya’s staff

The three sister showing CalaQisya product...