Table of Content Page

Acknowledgement 1

Executive Summary 2

1.0 Background Of The Company 3

2.0 Entrepreneur’s Background 7

3.0 SWOT Analysis 10

4.0 Competitors Analysis 21

5.0 Problems 23

6.0 Analysis Of The Problems 25

7.0 Recommendations 28

8.0 Conclusion 29

9.0 References 30

Acknowledgemen t

First of all, we want to thank Allah S.W.T because of the successful in

finishing our assignment in major issue of Business Development (MGT362).

Without the bless maybe our group assignment would not complete.

In this project we are divided into several groups. Each group consist of

four members. Our group member is Adam, Kamrin Joy and Norfadillah are very

grateful in doing this our major issue which is BTC company.

Although we have a lot of problem in doing this project, it is not limitation

to our capability in completing this project.

As a group of this assignment, we also want to thank to our lecturer Ms.

Rusalbiah Che Mamat. All her effort are given to her students for their own best

on present their work done. All her knowledge, opinion, experience and advise

that given and shared to our group and also other students are highly appreciate.

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Executive summary

BTC company is a Sabah local company and own by Tuan Haji

Abdul Kadir Bin Haji M.E Sikkandar for the textile, curtain and ready made

product. It is incorporated since 1994 under the company’s Act, BTC Impex

Sdn Bhd. Common operation on 1 st January 1995. The principal activity of

this company is import textile and ready made product. This company are

have a branches that were located in Kota Kinabalu and Lahad Datu.

BTC Maju Holding Sdn Bhd has been actively involved in the food

and catering business. It is serve more than only food and catering. They

also provide services for special function such as wedding catering, parties such

as birthday, house warming, tea parties, BBqs/ buffet and beach parties ,

celebration such as sports, festival and national.

These company only operate in Sabah mainly. They have no branches

outside Sabah. But their planning to open their branches in Malaysia and

neighboring country such as Singapore, Brunei Darul Salam , Philippines,

Thailand and Indonesia.

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1.0 Background Of The Company

1.1 BTC Food and Catering

Since its incorporation in 1993, BTC Maju Holding Sdn Bhd has

been actively involved in the food and catering business. Over the years

their business has been growing steadily, reflecting not only their

acceptance in the local market, but also their popularity amongst their

wide range of clientele.Being a Muslim Bumiputera Company, they have

captured a significant share of the market in the food catering business,

commanding a strong influence particularly on the Malay community in

Sabah. What is equally interesting is to note the unreserved patronage

from the Chinese and other local races in Sabah whom they are still able

to retain despite stiff competition. This is because they are customer-

focused, taking cue from the consumer-preferences so useful to

satisfactorily meet their expectations and thus strengthen their mutual

relationship with them. They strongly believe that this is most crucial to

their business success.

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Vision

To establish a chain of exotic food centers in Sabah with a unique identity,

famous for delicious food and quality service.

Mission

To become a leader among the Muslim food catering businesses in Sabah

by creating a reputation for quality food with value for money and quality

service with emphasis on hygiene.

Goals

BTC maju holding Sdn Bhd’s goals are :

To maintain and strengthen Company's existing markets whilst

seeking to penetrate into new ones.

To constantly research into factors influencing consumer

satisfaction and sales growth.

To attract and develop capable and dedicated personnel to

implement Company's plans, policies and programs.

To set up fully mechanized central kitchen to ensure production of

hygienic and quality food with due emphasis on taste-consistency.

To operate a network of well-equipped independent food centres in

every major town in Sabah.

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1.2 BTC Textile Curtain and Ready Made Product

Incorporated in 1994 under the Companies' Act, BTC Impex Sdn. Bhd,

commenced operations on 1st January 1995. The incorporation exercise saw the

take-over of 3 sole proprietorship textile shops viz. "Bumiputra Textile Centre",

"Ayu Textile Centre", and "The Arab Traders" all of which were carried on for 12

years under the sole ownership of Encik Abdul Kadir Sikkandar - the present

Chief Executive Officer of the Company.

The principal activity of the Company is import of textiles, ready-made

garments, and curtain materials. The marketing of these products are done

through its 2 distribution outlets in Kota Kinabalu and Lahad Datu.

At our Kota Kinabalu branch, besides the other department, we also have

a bridal gallery offering exclusive bridal outfits and other wedding related items

on a "purchase or hire" basis for Malay wedding ceremonies.

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VISION

We aspire to become a market leader in the textile trade in Sabah and

share the fruits of our success with our customers, staff and the

shareholders.

MISSION

It is our goal to build a corporate identity based on credibility for products

quality and service excellence.

GOALS

To provide excellent customer services and quality products

To provide the best choice to customers from an extensive product

range

To provide fair pricing, best value and best satisfaction to customers

To adopt professionalism and integrity in dealing with

customers/suppliers

To maintain our position as the largest textile dealers in Sabah to

satisfy the needs and preferences of all textile shoppers

 

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2.0 Entrepreneur’s Background

BOARD OF DIRECTOR (BTC Textile, curtain and ready made product)

The Company's Board comprise of the following directors whose extensive experience in

the textile business has propelled the Company to greater heights:-

Director Portfolio Experience

Tuan Hj. Abdul Kadir bin Hj. M. E.

SikkandarChief Executive Officer 25 years

Puan Hjh. Sithi Kathija Begam Director 19 years

Gulam Mohamed bin Mustafa General Manager 21 years

With just over 11 years after its incorporation, the company - popularly

known today as "BTC" - has shown trends of strong performance, commanding a

significant share in the overall textile trade in Sabah. The Company is proud of its

achievements, having created a dependable customer-base over the years.

Because of the in-depth knowledge of the directors in regard to the complexity of

the textile trade, they are able to constantly sense the market trends and act

accordingly to invest in the latest designs of products and thereby maintain the

Company's competitive edge in the market 

LOCATION

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Having consolidated our operations after the recent economic crisis, our

outlets are now confined to Kota Kinabalu and Lahad Datu.

KOTA KINABALU

Styled under the name "BTC Textile Emporium" this outlet is housed in Block A

of the Sinsuran Complex. Situated in the heart of the city the outlet is located just

next to the Bank Negara Building on one side and facing the Kota Kinabalu High

Court on the opposite side.

The shop consists of 2 floors - the Ground and the 1st Floor. The 2nd and

3rd floors are used for office and storage purposes respectively. The fully air-

conditioned interior of the shop offers vast space for customers to move about

freely. This obviously provides a serene atmostphere where one could leisurely

make their selections from a wide range of products.

LAHAD DATU

This shop occupies Lot No 3 & 4 in Block A of the SEDCO Complex. This

outlet is located in the trading hub of Lahad Datu town. The building faces the

main bus stand and Majlis Daerah. This enables the shop to render a great deal

of convenience to all shoppers.

A usual feature one would observe here is a continuous influx of

customers. This is obviously attributed to both the image built up by the company

over the years and the shop's central location in the busy town.

Similar to the Kota Kinabalu shop, this centre also has 2 floors with a fully

air-conditioned environment. The vast space inside offers the customers a

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comfortable and peaceful atmosphere enabling them to make hassle-free

selection from a wide range of neatly displayed goods.

From a commercial point of view this shop occupies one of the best

strategic locations in the town with great business potentials for further

improvements in the years ahead.

Board of Director (BTC Food And Catering)

The Board comprises of the following Directors:-

Tuan Hj. Ab Jamal Tun Hj. Sakaran Dandai Chairman

Tuan Hj. Abdul Kadir bin Hj. M.E. Sikkandar Director

En. Sathiq bin Jailani Director

Cik Yasmeen bte Hj. Abdul Kadir Director

Puan Rosanitah @ Afsah bte Mat Salleh Director

The entirety of the issued and paid-up capital of the company totalling

RM2,500,000.00 is held by Tuan Hj. Abdul Kadir Hj. Sikkandar and Cik

Yasmeen bte Hj. Abdul Kadir in the proportion of 70% and 30%

respectively.

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3.0 SWOT Analysis

3.1 Strength

Having capitalized on the valuable lessons and experience over the

years, today they are well positioned to undertake large-scale catering

activities of even 10,000 pax at any given time. In addition they also

own and manage a network of canteen operations at Public Institutions

such as those at hospitals, police headquarters and even a restaurant at

Heritage Plaza, Luyang. In 2001, the Sabah Medical Centre (SMC) has

chosen to invite them to take over the food-catering activities to its

in-door patients at Kingfisher Park which they have been carrying on

smoothly ever since.

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Past project

The Company has successfully performed the following projects in the past:-

 

No CANTEEN PROJECT PERIOD

PAX

PER

DAY

CONTRACT VALUE

1 District Hospital Lahad Datu1987 -

1989   

2Beluran Hospital Canteen

(supply and delivery of food)

1987 -

1990  RM449,560.00

3Universiti Kebangsaan

Malaysia

1992 -

19941,000 RM2,000,000.00

4Sabah Museum (Kota

Kinabalu)

1993 -

1995450 RM36,000.00

5

MAS Cargo

MAS Passenger Terminal

MAS Admin Block (Kepayan,

Kota Kinabalu)

1991 -

1995

600

300

200

 

6Kota Marudu Hospital

Canteen

1996 -

1998   

7 Civil Aviation Department 1996 - 250  

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(Kepayan, Kota Kinabalu) 1998

8Institut Teknologi MARA

(Menggatal, Kota Kinabalu)

1996 -

19983,300 RM3,825,000.00

9Universiti Malaysia Sabah

(Jalan Tuaran, Kota Kinabalu)

1997 -

19991,000 RM2,000,000.00

Current project

BTC Cafeteria at Heritage Plaza Luyang (Kota Kinabalu) with a customer turnover of about 950 per day.

BTC Cafeteria at Universiti Malaysia Sabah (UMS, Kota Kinabalu) with a customer turnover of about 1,600 pax per day

Besides the usual Canteen operations at the premises of Government

Institutions, the Company also undertakes Food Catering for small as well as

large private functions. Orders for catering services are accepted at all outlets

including the Head Office at Kota Kinabalu. A team of well-trained and customer-

friendly staff is deployed to handle all work at the venue of the function. Our

focus is on speedy and professional services with best satisfaction to the

customer

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Range of service

The following are among the main range of services currently offered by BTC Company:

Food caters and related services to any type of occasion including:

1. Wedding Caterings

2. Parties

o Orientation

o Birthday

o House Warming

o Tea Parties

o Beach Parties

o BBQs/Buffets

3. Ceremonies

o Ground Breakings

o Opening

o Prize Giving

4. Celebrations

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o Sports

o Festive

Parties

This company also undertakes food catering for small as well as large

private functions for individuals, government and corporate organizations.  A

team of well-trained and customer-friendly staff is deployed to handle all work at

the venue of the function such as school/company orientation parties, birthday

parties, house warming parties, tea parties, beach parties, BBQs and buffets.

Orders for catering services are accepted at all outlets including our Head

Office in Kota Kinabalu.

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Ceremonies

Catering services for indoor and outdoor ceremonies are also provided by

our company. Such events include ground breaking ceremonies, official

openings/launchings and prize giving/awards presentation and graduation

ceremonies.

Celebration

This company capable team of professionals is always at hand to cater for

various types of celebrations whatever the size of your party. Such celebrations

include sports, festive celebrations such as Hari Raya, Christmas, Chinese New

Year, state and national celebrations.

In helping us ensure that our event is well taken care of, they are able to

assist us with food catering, event management, canopy hire, furniture hire,

transportation and many more other related services.

Their company is proud to be able to a wide range of all-inclusive package-

deals for weddings or functions. They extend their services to suit the varying

budgets of different customers. These packages include the following:

1. Rentals

o Pelamin/Thrones

o Canopies

o Rostrum

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o Tables and Chairs

o Cutleries & Crockeries

o Cooking Utensils

2. Supplies

o Music and Sound System

o Transportation

o Floral Arrangement

3. Setup

o Hall arrangement

o Decoration

o Backdrop

4. Services

o Videography and Photography

o Food Catering

o Invitation Cards Printing

o Bridal Make-up, etc

Team

From management to service staff, their highly trained and skilled

team of staff works efficiently together to deal with customer service and

other routine tasks. Their investment in Human Capital is substantial.

Their people are dedicated and talented. Their continuous training

program has fine-tuned their people making them customer-friendly,

speedy and efficient in the delivery of their service. Equipped with a

variety of talents in their own fields, they are employed at various levels of

operations. They are proud of their skill and knowledge is an asset to the

Company.

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Orders

For the information and convenience of our potential customers, the

following step-by-step guideline is provided:

1. For initial enquiries regarding catering services and/or rental of hirable

items, please call them at any of the following numbers:

Place Telephone Ask For

BTC Caterers, Likas,

Kota Kinabalu

088-438786 / 088-

435786Mr. Santhiq / Ms. Lena

BTC Cafeteria, Queen

Elizabeth Hospital,

Kota Kinabalu

088-225346 Mr. Susai / Ms. Suriati

BTC Head Office

Sinsuran, Kota

Kinabalu

088-218761 / 088-

219430 / 088-221457Ms. Halijah / Ms. Norlin

2. Thereafter appointment will be made with customers to discuss their type

of Function, Budget and the menu to be chosen.

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3. Upon negotiation, satisfied customers will sign the Catering Order Form

and pay a deposit of 30%.

4. On the date of catering, food will be sent to the venue at the required time,

together with our catering staff (if needed).

5. The canopy (if required) will be set up at least 5 hours before the occasion

6. Their catering supervisor and staff will assist in case their services are

needed

7. Invoices will be sent to the customers for payment within 3 days after the

function.

8. They welcome your feedback and complaints, if any, though they assure

you their best service.

3.2 Weaknesses

These company have a few weaknesses which is they have to

overcome. For the textile outlet, they sells and provide the same quality

and type of fabric with other competitors. Nowdays, in the global economic

era, that have been a lot of competitors they have to compete in selling

the textiles.

Other than that, there’s many textile existing in Kota Kinabalu area

beside BTC textile. In this case, BTC textile has many competitors that

they should to compete. So that, it make customers feel that BTC textile

same with the others textile in that area. BTC textile outlet should have a

uniqueness that can make customer attract to them.

For their food and catering, the restaurants are not in the strategic

area which is Menggatal and Lintas Plaza at Kota Kinabalu area.

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Other than that, BTC company are not provide VIP room( air

condition ), Ballroom for special function and Surau in their outlet. This will

lead their customer looking for other alternatives such as seek for the

other restaurant that provide these kind of facilities

3.3 Opportunity

Nowadays, if we look in the economic situation, we can see the

positive growth and this will encourage BTC company to invest and find

more opportunity to let their company to be known in Malaysia also in the

neighboring countries such as Philippines, Singapore, Brunei Darul

Salam, Thailand and Indonesia.

They can implement these mission by opening more branches in

Malaysia especially in Peninsular Malaysia especially in the big city such

as Kuala Lumpur, Johor Bahru, Kuantan and George Town to make their

company well known.

Besides that, in this very encourage economic situation BTC

company should take an advantage to expand by open more type of

business such as bakery, stationeries and household.

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3.3 Threats

Bird flu disease is one of the threats for BTC food and catering.

This is because they have to face this disease when it comes. This

disease will lead for the decrease of chicken supply. This is because of

the insufficient of chicken supply.

According to this disease factor, this also will increase the price of

chicken in the domestic market. This is because the supplier should import

chicken from other country that safe from these disease.

Due to the increase in world petrol price, our country has also not

accepted from this situation. With these raised, it also leads to the

increasing price of necessity goods. Furthermore, the shortage of the

sugar stock will make the food and catering operation difficult to operate

due to the increasing of their material cost.

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Besides the increasing of world petrol price, the price of gas also

increase as well as electric tariff which is set by the Malaysia government

also make difficult to their business operation run effectively.

All of these factor will also effect in the BTC textile operation where

the cost of the entire operation will increase such as delivering the stock of

fabric also increase the overhead expenses for the electricity in their

textile outlet.

4.0 Competitor Analysis

4.1 Restaurant Sinar Mustika

Sinar Mustika is the competitor that have the advantages

to compete with BTC company. It is because this company

have a facilities such as surau, VIP room (air condition) and

ballroom in their restaurant. They also have a dining tender at

Sekolah Menengah Sains Kota Kinabalu Sabah (SMSKK). With

this, Restaurant Sinar Mustika have the advantages in the

financial because they have government tender.

4.2 Restaurant Sri Sempelang

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Other than Restaurant Sinar Mustika, the other competitors is

Restaurant Sri Sempelang which is they have placing their restaurant in

the strategic area. This Restaurant have placing four branches at Kota

Kinabalu city such Sembulan, Asia city, Sinsuran, Wawasan Plaza and

Wisma merdeka.

5.0 Problems

5.1 Marketing

Since BTC Company is a big company in Sabah, they also have

many competitors to promote their product and services to compete with

other textile and restaurants. These affect the company in terms of hard to

attract customer to gain more profit.

5.2 Locations

Even though this company in the strategic area because nearly to

government and corporate office but the location to make a business is

little bit problem. It is because this company is directly involved in making

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business with many company inside and outside Sabah. Other than that,

the company only have branches in Sabah mainly not in other state. It is

easy if they have their own building.

5.3 Employee

According to this problem, BTC company are facing problem in

recruiting employees. This is because the bumiputra are not interested to

work as a waiter, chief and cashier in the restaurant or even shop

assistant in the boutique.

5.4 Global Issue

This also affect the operation of the company which is the

increasing in the world petrol and gas price, bird flu disease, new tariff

electric set by the government (increase) and the shortage of sugar stock

in the domestic market.

5.5 Financial

In case of the global issue stated above, almost all the raw material

and overhead expenses in operating the business is increase. According

to this fact, they have problem to increase their product price in order to

gain more profit because of their competitors who also provide the same

price of the product.

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6.0 Analysis Of The Problem

6.1 Financial

These company must have a big capital to run their operation. This is

because they have more than one branches in Sabah. They cannot generate

more profit because of the issue that are stated above which is increasing in the

world petrol and gas price, bird flu disease, new tariff electric set by the

government (increase) and the shortage of sugar stock in the domestic market.

Due to the increase in world petrol price, our country has also not

accepted from this situation. With these raised, it also leads to the increasing

price of necessity goods. Furthermore, the shortage of the sugar stock will make

the food and catering operation difficult to operate due to the increasing of their

material cost.

24

Besides the increasing of world petrol price, the price of gas also increase

as well as electric tariff which is set by the Malaysia government also make

difficult to their business operation run effectively.

All of these factor will also effect in the BTC textile operation where the

cost of the entire operation will increase such as delivering the stock of fabric

also increase the overhead expenses for the electricity in their textile outlet.

Here the company cannot mark up their product and services price

because they have competitors who provide the same product and services as

them. They should equivalent the price and quality of the product and services in

order to compete with their competitors.

6.2 Location

The locations of the company are mainly in Sabah. They not provide any

branches outside Sabah such as in Peninsular Malaysia. They should implement

a strategy to enhance their business other than Sabah. In Sabah they also did

not placed their restaurant in a strategic area such as at the Kota Kinabalu city.

This is because, usually people are prefer to go to the town. This is direct or

indirectly promoting their company and product to the local community and also

for the tourist to come visits our county.

6.3 Employee

Nowadays, the governments have produced many graduates. So in this

case, the graduates are not interested to work such a waiter and shop assistant.

25

Besides that, the shortage of the skill worker will affect to fulfill the post of the job

opportunities. For example lacks of chief that can cook various of cuisine for

Malay, Chinese and Indian foods. So that, the company are preferred to employ

worker from outside.

7.0 Recommendation

7.1 According to the financial problem, we recommend that BTC

company should use the customer orientation strategy rather than profit

orientation which is, if they choosing the customer orientation strategy

they are target to raise more customer rather than to gain more profit. But

if they are choosing the profit orientation strategy, they are more focusing

to gain more profit rather than generate more customer.

In order to implement it, they should adding more uniqueness of

their outlet to look different with other competitors to attract customer.

They also have to ensure the customer satisfaction by providing a good

product and services and should maintain the quality consistently.

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7.2 At the location problem, we recommend that the BTC Company

should adding more branches at the entire region of Malaysia such as in

the big city Kuala Lumpur, Johor Bahru, Kuantan, Shah Alam and George

Town. This will lead their company well known in the Malaysia in providing

a good product and services to their customer. This also as a tools of

promotion where they will meet many people which come in variety races

and religion from Malaysia country.

7.3 In the employment factor, we recommend that the BTC company

should train their employee to work independently and effectively to run

their business. Although to train and employ their skill worker will need a

highly cost, they should proceed it to make their company established

effectively with the background of the good manners, friendly and skilled

worker.

8.0 Conclusion

As a conclusion, BTC Company is one of the potential local

company that will be success not only in Sabah but also in Malaysia and

neighboring country such as Thailand, Indonesia, Brunei Darul Salam and

Philippines. This is because BTC company are very active in promoting

their good and services to the local community.

These company is qualified to be the most successful company in

the small medium industry (SMI). We can look at their effort in running

their business operation and how their handling their worker, financial,

outlet, projects and management effective, creative and innovative.

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Other than that, this company provides the opportunities job to local

peoples and involved in a healthy competition to others (Malay and

Chinese). Malaysian policy is to provide and helps the local company by

provide facilities such as business loan. So that, BTC company takes the

opportunities and gets the benefits from this policy to exploit it.

9.0 References

1) www.KumpulanBTC.com.my

2) BTC customer

3) Previous semester major issue folio

4) Local community

5) BTC workers

6) Members and classmate

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10.0 Appendices

29

30

31