CASE STUDY: COMPANY ANALYSIS

NAME OF COMPANY: WISE DECISION STORE

PRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDY

FACULTY & PROGRAMME: FACULTY OF BUSINESS AND MANAGEMENT

BACHELOR OF OFFICE SYSTEMS MANAGEMENT(BA232)

SEMESTER : PART 3

CLASS : BA232 3A

PROJECT TITLE : WISE DECISION STORE

NAME :
NUR AIN SHAHIMA BINTI SUBAIDI 2020827968
NUR ALIA NAJWA BINTI MOHD 2020462346
SAKRI
NUR SYAMIMI ATHIRAH BT 2020846746
ZULKIFLI
YUZDIYATUL ATIQAH BINTI 2020609056
MOHD YUSOF

LECTURER : MADAM SITI AISHAH BINTI MOHAMAD

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NO CONTENT PAGE
1. Introduction

1.1 Background of study 6

1.2 Purpose of Study 7

2. Company Information

2.1 Background 8

2.2 Organizational Structure 9

2.3 Product / Service 10

2.4 Business/ Administrative, Marketing, Operational Strategy 11
2.5 Financial Achievements 12

3. Company Analysis

3.1 BMC 13 - 18

4. Finding and Discussions

4.1 Issues 19 – 23

4.2 Solutions 24 - 27

5. Conclusions 28 – 29

6. References 30

7. Appendices 31 - 37

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 TABLE OF CONTENT

PAGE

TITLE PAGE i

ANKNOWLEDGEMENT ii

TABLE OF CONTENT iii

LIST OF FIGURES iv

LIST OF TABLES v

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 ACKNOWLEDGEMENT

Primarily, we would like to express our outmost gratitude to Allah S.W.T as we managed
to complete this assignment with successfully by His guidance and blessings.

Next, we would like to express heartfelt thanks to Madam Siti Aishah Bt Mohamad, our
Principle of Entrepreneurship (ENT530) lecturer for giving us this opportunity to carry out this
project assignment as well as giving continuous great support and guidance about this assignment.

Lastly, we would also like to thank you to everyone who had involved and contributed directly
or indirectly in this assignment as they have been show their effort and initiative until we able to
complete this case study report successfully.

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 EXECUTIVE SUMMARY

In this report, we are providing information about the company that we choose, which is Wise
Decision Store. This is a business that offers "custom order" services from any individual or
company whether order or "readymade" or "custom made". The company also offers "Pre-order"
and "ready stock" purchases. Their store was open on 16 March 2019 which is located in Kuala
Terengganu. Their shop is located in a very strategic area in the middle of Kuala Terengganu. The
company was established in 2019 and was founded by a young woman named Puan Nur Syahirah
bt Ibrahim. The idea to open this business started when she had just finished his studies at the
master’s level.

They also provide web marketing consulting to small business owners as a service. They began
to get serious about counselling clients in need after gaining experience from their previous
learning and employment. They sell a variety of items like children's clothing, bicycles for
children, pillows, adult clothing, cooking utensils, stationery, and so on. Simply said, we will do
everything we can to meet the needs of our customers. This store, on the other hand, exclusively
does business online and does not require customers to visit their location. We chose this store
because, while it does not directly engage customers, it still has other issues to deal with, such as
supplier issues. Because this is a tiny business, all of the work is done by a small group of people.
Except for the packaging and posting labor, which is done by their staff, everything relating to
financial and other matters is managed solely by their founders. This store's objective is to be a
one-stop shop for all of the items that clients desire. The vision encourages them to believe that
they can be one of the greatest sellers, able to deliver the best service experience to their customers,
and that they will treat their customers first.

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1. INTRODUCTION

1.1 Background of the study

Principles of Entrepreneurship (ENT530) is one of the mandatory elective subjects

for all UiTM bachelor's degree students. Entrepreneurship education refers to a
structured curriculum that teaches students how to grasp consumers' views, market
needs, and spot company opportunities using entrepreneurship knowledge and skills
for the purposes of this study. Networking skills, idea generation, business strategy
formulation and implementation, company management, and evaluating the internal
and external business environment are all covered.
Students interested in creating a business, purchasing an existing business, or
working in start-ups or corporate venture firms should take this course. This course
emphasizes "learning by doing" and covers the fundamentals of the entrepreneurial
process, such as value generation, opportunity recognition, creativity, and mobilizing
people and resources.
Our group has decided to use the company Wise Decision Store for this assignment.
Mr. Khairul bin Mohammad created the company. The company was established in
2019 and was founded by a young woman named Puan Nur Syahirah bt Ibrahim. The
idea to open this business started when she had just finished his studies at the master’s
level. This company is located in Kuala Terengganu for your information.

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1.2 Purpose of the study

The purpose of the study is to reach out to business leader to assist us in developing
strategies, supports, and marketing approaches that are more business friendly. We expect
that some members of this group, as they learn more about supported employment, act as
marketers and mentors to other business.
• Increase the business community and the general publics awareness of how
individual with individual with development disabilities can functions in the
workplace.
• Increase employment for individuals with development disabilities, especially in
sectors that have not employed individuals with development disabilities.
• Expand corporate leadership and participation in the employment development
process of individuals with disabilities
• Build partnership between business, community organizations, and schools
interested in promoting the employment of students or new graduates with
development disabilities
• Development network of business champions of supported employment, which
fosters other business to hire, retain and improve employment opportunities for
individuals with development disabilities.

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2. COMPANY INFORMATION

2.1 BACKGROUND
Wise Decision Store is a registered company that offers "custom order" services
from any individual or company whether order or "readymade" or "custom made". In
addition, the company also offers "Pre-order" and "ready stock" purchases. The company
was established in 2019 and was founded by a young woman named Puan Nur Syahirah bt
Ibrahim. The idea to open this business started when she had just finished his studies at the
master’s level.
She really loves business then decided to open her own business. She wants to open
a simple business and not involve many people. The business they running right now is
supply and service. In particular, their expertise is in importing goods from China. they
accept orders from individuals as well as in bulk from companies that require their services.
Their advantage is that they provide not only ready stock items, but they also accept custom
orders according to the wishes of their customers.
For services as well, they offer consulting for online marketing to small business
owners. With the experience they gained from the learning and work they did before, they
started to get serious in consulting clients in need. They sell various types of goods such as
children's clothes, children's bicycles, pillows, adult clothes, kitchen utensils, stationery
and so on. simplified, what customers want we will definitely fulfil.
Their store was open on 16 March 2019 which is located in Kuala Terengganu.
Their shop is located in a very strategic area in the middle of Kuala Terengganu. However,
this store only conducts business online without customers need to come into their store.
we chose this store because although it does not involve customers directly, but there are
still other problems faced such as problems involving suppliers.
Since this is a small business, then all the work involves only a small number of
employees. Everything related to finance etc. is only managed by their own founders except
the packing and posting work is done by their employees. The vision of this store is they
want to be a store that has all the goods that customers want. The vision helps them to
believes that they can be one of the best sellers that can provide their customer with best
service experience and customer driven which their customer will be the first one to be
treated.

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2.2 ORGANIZATIONAL STRUCTURE

The organizational structure is Functional Organizational Structure. When you

create a functional organizational structure, you're creating a hierarchy based on each
employee's job responsibility. Employees who work toward a common goal are grouped
together in a functional organizational structure. All of your marketing personnel, for
example, would be in the same group. Even if your small organization just has two or three
marketing staff, you should arrange it so that one person is in charge, such as the vice
president of marketing. A marketing manager and a public relations manager would be on
his team (Lorette, 2019).

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2.3 PRODUCT AND SERVICE

The company does not have a main product because the company sells various
types of goods according to what the customer wants. Among the items sold are product
for their customer which include women, men and children. The product in their store are
include children's clothes, children's bicycles, pillows, adult clothes, kitchen utensils,
stationery and so on. Children’s clothes are the most famous product because when doing
observed many parents buy children’s clothes.

Wise Decision Store are also providing a customer service for the customers if they
having problem at their choices or buying process. For example, the company gave their
phone number for further assistance if the customers are having problem on their buying
order such as online order.

For the shipping service, they are using J&T to ship their customers order because
J&T only took 1 day of shipping. Shoppe and Lazada are also one pf the example shipping
that they use to ship out their customer orders.

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2.4 BUSINESS, MARKETING AND OPERATIONAL STRATEGY

The business strategy is more focus to sell everything that their customer want and
become the best "custom order" shop so they can keep their high standard and reasonable
price. Other than that, they are also want to open more and big shop so they can keep their
stock items in an organized condition. The owners dream of having a large warehouse to
put all their goods in order and not mix with each other goods and spacious workplace to
provide comfort to their employees while they doing their work.

Marketing strategy in this company are focus to people that having low income to
middle income that suitable for anyone. In comparison to other stores, they offer a more
convenient and affordable price. This is why they are more budget-conscious than others.
Despite having a simple product, they are distinctive since their options are more reliable
and less expensive for customers that value pricing and quality. Another marketing
approach used by this organization is to promote themselves on social media sites like
Facebook so that their customers can easily contact them. This business is also running
marketing initiatives to advertise their product.

Operational strategy that they come with is by providing all clothing, equipment,
toys etc. for their customers. The global operation system creates together from all
product of process to final sales. In addition, they also choose the right supplier from China
so that something undesirable does not happen for example, such as being cheated, the
goods posted are not enough and so on.

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2.5 FINANCIAL ACHIEVEMENTS

The financial statement for Wise Decision Store in a month can be reach up to 50
thousand to 70 thousand. Based on the fairly priced brand, this store's financial
performance is projected to remain stable and grow more widely. They also plan to improve
their e-commerce in preparation for the opening of new stores. In addition, they are subject
to income taxes, which must be paid once a year. The amount that they need to pay is
around 12% is known as the fee for effective corporate tax rate after their tax effect
accounting. They hope that each year their sales continue to increase around 10%-20%.

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 3. COMPANY ANALYSIS

3.1 BUSINESS MODEL CANVAS (BMC)

Key partners Key activities Value Customer Customer

proposition relationship segments

-Design planning -Fast quality - Friendly service - Local

-Business and development service communities
partners - Quick service
-Quality check -Quality brand -Marketing
-China’s -Customer support Strategy
suppliers -Marketing and -Pricing
Advertising -Responsiveness to - Small
-Custom order the issue businesses
-Warehouse service
-Personal Assistant
-Online store Relationship

Key Sources Channel

-Machines -Social media

-Retail staffs -Facebook

-Instagram

Cost structure Revenue Streams

-Marketing cost -Cash payment

-Operation cost -Payment by online banking

-Salaries cost

-Promotion cost

-License and permit

-Regulation cost

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 1) KEY PARTNERS

Key partners are the relationship with other which is in business, governmental or non-
consumer entities that help the business model work. These can be relationship that the company
has with the suppliers, manufacturers, business partner and others. For Wise Decision Store
supplier, they choose 1688 Website China, Taobao Website, and Dino Direct China Limited. These
4 company has their own warehouse, which is it provided more cheaper price to buyer of
worldwide. Buyers can also come to their warehouse to see the products with their own. The owner
of Wise Decision Store also has relationship of the producer with the supplier to ensure getting
components of the necessary quality.
The owner ordered in a bulk quantity because they do not have a main product, which is they
offer a 'custom order service’. For services as well, they offer consulting for online marketing to
small business owners. So that, they can contact the suppliers as soon as possible because it’s pre-
order.

2) KEY ACTIVITIES

Key activities are defined as any operations carried out by the company with the primary goal
of producing a profit. The significance of important activities is to sustain activities and preserve
the value offer to consumers.
Wise Decision Store’s activities is selection of product and design. It is important to choose
the best product and design to attract customers to buy it. The owner has chosen the best quality
of clothing, such as the type of fabric, the thickness of the fabric and also in terms of the way of
stitching the cloth. The owner will be told to supplier which design they want. In addition, the
owner also does quality check for all the goods especially kitchen utensils. It is because kitchen
utensils are used to cook any dish, and will be discarded if the design is made of a lot of chemicals
that can risk people health.
Marketing & advertising. Even the best product needs to be promoted and advertised. So, the
audience knows about it. That is the main activities the company focused in their business to gain
some profit in the same time to satisfied their customer’s needs. Therefore, Wise Decision Store
used the social media to promote their business.

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 3) UNIQUE VALUE PROPOSITION

Value proposition are the product and services that create value for a specific customer
segment. Value proposition is an innovation, service, or feature intended to make a company or
product attractive to customers. The value proposition is an effective method for increasing sales
and building a client base. Furthermore, a flawless and engaging value proposition can boost the
success of the company's marketing initiatives. It is often recognized as the most successful and
broad-reaching marketing activity.
Wise Decision Store provided custom order service to their customer. They provide not only
ready stock items, but also accept custom orders according to the wishes of their customers. Their
products also affordable price with only RM20-RM30 area for clothing with high quality. It can
attract more customers especially for young people who loves wear t-shirt for their daily. They
highlight it propositions such as online store, fast service, consistent high quality for clothing and
another product, and also quality brand.

4) CUSTOMER RELATIONSHIP

Customer relationship is the way in which your company communicates and deals with
existing customers. It's easy to focus on developing new sales or seeking larger accounts when it
comes to raising profitability. Customer relationships must be nurtured and cultivated. When
businesses build great relationships with their consumers, they can get loyal customers, positive
word-of-mouth, and more sales.

Personal Assistant Relationship

Personal assistant relationship is based on human interaction. During the sales process or after
the purchase, the consumer can contact with a real customer representative for assistance. This can
happen in person at the point of sale, over the phone, over email, WhatsApp’s, or Facebook. The
AR Wise Decision Store employs a personal assistant connection by serving our customers on-site
at the point of sale, or by ordering over the phone or through our web channel, where they may
place orders via Facebook or Instagram.

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 5) CUSTOMER SEGMENTS

The customer segment is the group of people or businesses to whom you want to sell your
product or service. One of the most crucial building components in the business model canvas is
the customer segment.
Their target market is a community with expectations and desires that the organization can
meet through product delivery. The company has opted to focus its marketing efforts and,
eventually, its products.
Target market is the first element a marketing strategy. The focus of their business is to
accurately identify the most preferable customer that enjoy to buy their product. Their target for
the business is for family, females, males on Facebook and Instagram. It is very important to know
who will be our target market because we can arrow down which customer that should focus on.

6) KEY RESOURCES

Key resources are the building block describing the most important assets needed to make the
business model work. Every business model requires them, and it is only through them that
companies generate value propositions and revenues.
There are two key resources that their company currently applies which are machines using
printer to print all the detail when the employees want to post out the order from customer, workers
and ingredients. They used printer that easily for they workers and save time so the workers not
need to write all the details by hand. Next, they have three workers which help to process all the
stuff.

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 7) CHANNELS

The business model relies heavily on channels. They are the means by which a business
connects with and reaches out to its various client segments. Awareness, assessment, purchase,
delivery, and after sales are the five phases of a channel, which might be direct or indirect.

Social Media
The store also using internet to tell their potential customer about promotion and to update the
customers about their product with social media. They will update on social media daily to attract
customers to buy. They will determine the right time to update in social media at the right time
according to their marketing strategy. Among the social media used are Facebook, Instagram, and
WhatsApp.

8) COST STRUCTURE

The cost structure of a business is the sum of the numerous forms of fixed and variable charges
that make up its overall expenses. Cost structure is used by businesses to set prices and find areas
where costs might be cut.
Wise Decision Store cost structures focus on marketing cost, operation cost, salaries cost,
promotion cost and license, permit and regulation cost. This is all the important cost that the
company focus more to run the business.

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 9) REVENUE STREAMS

The numerous avenues from which a business generates money from the selling of goods or
the supply of services are referred to as revenue streams. The sorts of revenue that a company
records on its books are determined by the activities that it engages in. When opposed to businesses
that provide services, the revenue accounts of retail businesses are more diverse.

Cash Payment
A cash payment is bills or coins paid by the recipient of goods or services to the provider.
we also received cash from our customers. customers will make payment in cash when they order
the furniture from the shop directly.

Payment by Online Banking

Banking online refers to using your smartphone, tablet, or computer to log into your bank
account and conduct financial activities. It's quick, typically free, and it lets you do things like pay
bills and transfer money without having to go to your bank or phone them. for online payments,
our store also accepts payments through online banking. It is often used by customers outside the
store area. after payment is completed, staff will post the ordered items.

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 4. FINDING AND DISCUSSIONS

• IDENTIFICATION OF ISSUES
In general, each organization either large or small will face several communication issues
which involve their internal or external stakeholders. It is a tough challenge for any organization
because it will affect the management and smooth running of the organization process. What is
even worse if the issues that occur cannot be controlled and successfully resolved. Based on the
interview, there are several issues that have been experienced by Wise Decision Store which are
(i) misunderstandings; (ii) language barrier; and (iii) ineffective communication channels.

1) Misunderstandings
One of the communication issues faced by the Wise Decision Store is a misunderstanding.
Misunderstanding seems to be an inevitable part of communication, especially in an organization
where individuals work in a group. Various interpretations of specific words or different
perceptions of what a speaker is accomplishing with a turn might lead to these issues. In simple
words, misunderstanding occurs when the listener receives an interpretation that differs from the
speaker's intended (Edwards, Bybee, Frost, et. al, 2017). As Wise Decision Store is a partnership
business, misunderstandings sometimes happen among the partners. For example, each partner has
their own goals, opinions, expectations and preferences. This indirectly will lead to interpersonal
conflict. As mentioned by Edwards, Bybee, Frost, et al., (2017), interpersonal conflict arises in
interdependent relationships when partners pursue goals that are contradictory. It's a stressful
situation that can lead to emotional strain and damaged sentiments in partnerships.
Besides, misunderstandings at Wise Decision Store also occur between managers and staff
which usually are about the scope of work. This problem will lead employees to commit an offense
in carrying out his/her work due to insufficient and unclear information relating to the work.
According to Wroblewski (2018), these problems will increase levels of stress, task completion
delays or failures as well as low motivation in the workplace among parties involved. Moreover,
misunderstandings with customers also faced by Wise Decision Store which usually happens
during the dealing process regarding the product. Misunderstandings can be disastrous once it
comes between customers. The effect is the long time spent on customer service communication,
customers can become frustrated very fast if they don't understand what actually information is
conveyed, and lastly, the company will be lost sales.

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 2) Language Barrier
The second communication issue faced by the Wise Decision Store is the language barrier.
According to Mohd Baharudin and Mohd Khairie (2015), language consists of a sound system, a
meaning system, and a grammatical system. Language is also an abstraction because a word can
give more than one meaning. Generally, language barriers are frequently associated with cultural
differences. Based on the interview, Wise Decision Store is a Malaysian organization while most
of their supplier is from China, this led to the emergence of a language barrier as a native language
by both parties is different. The companies’ members also have poor skills to communicate in
Chinese either speak or read which requires them to use a translator. Once there is a language
barrier, it becomes more difficult to build an effective two-way communication (Ramlan,
Aidanazima, Irza Hanie, et al., 2018). This is because the language barrier makes it tough to
transmit, collect and understanding information. Moreover, when communicating in a different
language or culture, there is a greater chance of miscommunication. In fact, dealing with
businesses will be more complicated and the confirmation process regarding products will take a
longer time. Thus, language barriers can cause issues along the supply chain, like delays and
incorrect information regarding the goods ordered. Indirectly, it also will give negative impacts
towards Wise Decision Store performance.

3) Ineffective Communication Channels

The third communication issue faced by the Wise Decision Store is an ineffective
communication channel. The channel chosen, of course, has the capacity to impact the meaning
attributed to the messages. Nowadays, there are numerous options provided that enable us to
communicate via different channels such as through face-to-face, video conferencing, chat and
messaging, emails, and many more. However, every communication channel has its own set of
constraints either in terms of clarity, security as well as speed which must be considered while
want crafting a message (Nagy, 2012). Ineffective use of communication channels will result in
the message received by the recipient being unclear. Based on the interview, the companies use
various social media platform to promote their product such as Facebook, Instagram, and TikTok.
Different platforms have different ways to promote that need them to spend a long time thinking.
Plus, these all platforms also always update their features, which need them to be alert and study
the change as well as to adapt to it quickly.

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To overcome the issues faced by an organization, we need to first identify the factors that cause
this problem to occur. Based on interviews conducted through the WhatsApp platform, we found
that there are several factors that cause communication issues in the company Wise Decision Store.

For the first issue of misunderstanding, there are three factors that have been identified.
The first factor is in terms of differences of opinion, expectations and preferences between
partners. In running a business, differences of opinion, expectations or preferences are common
among partners. This is because each individual has his or her own opinion or point of view about
something. Therefore, it is not surprising if this factor has led to misunderstandings in
communication. However, if this problem is not resolved immediately, it is highly likely that it
will lead to quarrels and fights that give an impact on the business.

The second factor is related to the scope of work given where sometimes the instructions
given are too short or not detailed especially when faced with urgent situations. As a simple
example, top management asks its staff to prepare packages for customers in Selangor as soon as
possible without telling the amount of goods that need to be delivered. With such instructions, it
would have made it difficult for the staff to complete them immediately as it was not clear how
much needed to be sent until a misunderstanding arose. Furthermore, if the employee does not
double -confirm the instructions and make his own assumptions, it will surely exacerbate the
situation which will affect the image and reputation of the company.

The last factor of misunderstanding is involving Wise Decision Store customers where the
product suggested does not meet the product features requested by the customer. Usually, custom
items are one of the factors that always caused the misunderstanding issue because to know the
real needs of customers with various tastes is very complicated. Therefore, it is very important to
ensure that this misunderstanding is resolved as soon as possible so that it does not put the company
at risk by losing a customer.

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 Next, the language barrier issue that happens between Wise Decision Store and their
supplier is due to differences in the native language or first language among both parties. Language
barriers happen when two-person speaking different languages are unable to communicate with
one another, resulting in a breakdown in language as well as communication. Based on the
interview conducted, almost 100 percent of Wise Decision Store suppliers are from China. Because
of Wise Decision Store members not experts in the Chinese language and almost 80 percent of
suppliers cannot speak English, this causes effective two-way communication to become even
more difficult. Sometimes, although they use the WeChat application to communicate with
suppliers because the application has the facility to change the language based on what language
they want, sometimes the translator they use can go wrong too. This will definitely give risks in
business dealing where there will be wrong interpretations and understandings regarding the
meaning of the message which is delivered.
Furthermore, in general, language barrier issues also can occur because of grammar and
spelling. Before communicating, it's important to think about the words that will be used to
describe anything. Individuals from different countries in the world can use the same word
differently. When the sender commits grammatical and spelling errors, language barriers can
occur. In written communication, these errors can cause communication issues (Buarqoub, 2019).
For instance, someone makes the blunder of mistyping 'done' as 'don'. Because 'don' is indeed a
correct word, the grammar and spelling by the translator application do not flag it as incorrect.
However, the word might shift the entire meaning of the phrase or make it unintelligible.
Lastly, ineffective communication channel issues can occur due to the change of
environment. As we know, face-to-face communication is the highest information richness
compare to other communication channels either telephone, email, mobile devices, and others.
However, due to the distance, technology development as well as pandemic COVID-19, it is an
obstacle to communicate face-to-face. Wise Decision Store just can communicate through an
intermediary medium whether with their customers or suppliers. Moreover, due to the widespread
use of social media by all individuals nowadays, Wise Decision Store takes action by using social
media platforms to promote their product as well as dealing with their customers and suppliers.
This communication platform is medium information richness which sometimes can make the
message cannot be understood clearly. In addition, when the platform updates its features, this

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makes Wise Decision Store faces some problems in order to adapt to it. This is because they need
to study the changes carefully to use them in effective ways.

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 • SOLUTIONS
For an organization, issues or problems that arise either due to internal or external factors of
the organization must be resolved immediately. It is to make sure services by the organization run
smoothly in order to achieve organizational vision and mission effectively. Among the solutions
to overcome the problems that arise in Wise Decision Store are:

Solutions to Overcome Misunderstandings Issues

One of the solutions to overcome the misunderstanding problems in Wise Decision Store,
the manager must give clear and concise in every instruction and message. This also supported by
Shuchi and Rachna (2015) which stated that, effective communication consists of seven principles
which are completeness, conciseness, courtesy, correctness, consistency, consideration and clarify.
Clear and concise messages will ensure all of the information needed by the employees as well as
their customers are well provided. Clear and concise instructions or messages not only needed
when communicating with other person but when writing the messages, the manager must give
clear and concise messages too. For example, when the manager wants to send an email to the
employees, he or she must ensure the email was writing with clear and concise instructions that
need to be done. Also, the employees need to provide clear and concise information about all the
items that Wise Decision Store sells. When the customers ask detailed information about the
products he or she want to buy, the employees must provide them with sufficient information. By
giving clear and concise information to the customers it can ensure they know the price, function
of the product and how to use it. Directly, this will help the Wise Decision Store to reduce
misunderstandings that happened between the employees as well as their customers too.

Besides, another solution to overcome misunderstanding issue, the managers should use
feedback. Feedback refers to the reaction of the recipient when receiving a message from a source.
In the communication process, feedback occurs passively and aggressively. Feedback can be
verbal or non-verbal symbols. Feedback is very important in determining the effectiveness of the
message and the continuity of the communication process. For every instruction given, managers
need to ask for feedback. For example, managers can ask their receivers or employees to restate
the message in their own words so that managers can ensure that the message conveyed can be
understood by the employee. By using feedback also, managers can improve skills in listening
among employees when receiving a message and the messages can be understanding clearly. This

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way allows managers and employees to respond by giving answers and feedback quickly on each
message received especially in situation of working from home. Same goes to the customers,
where managers need to ask for feedback from them regarding the product they want and make
double confirm to avoid misunderstanding. Therefore, every communication process in company
there will be no more misunderstandings whether among managers, employees or customers.

Solutions to Overcome Language Barrier Issues

To overcome the language barrier that arises in the company, the manager can take action
by using simple language or words when communicating. This is to ensure the receiver will easy
to understand what the sender wants to say. As Wise Decision Store always communicate and
interact with suppliers from China, the employees need to use simple words and avoid ambiguous
words when communicating with them. For example, the employees can use simple English
language words when communicating with China’s suppliers. This is because, as we all know, the
English language is a global language that used by all people around the world including China.
So, it is necessary for the employees to communicate and speak in the English language when
communicating with the person from different companies and countries. Also, the employees
should avoid using hard words such as jargon, dialect and slang when communicating with the
suppliers. If the employees use all those language and words when communicating with them,
they might not understand because the suppliers do not familiar with the terms. Other than that,
using simple language and words can ensure China’s suppliers can easily translate every word that
the Wise Decision Store’s employees typed or said when dealing with the stock from them.

In addition, another solution to solve the language barrier, the manager can provide written
communication. As we all know written communication is known as the oldest form of
communication whereby it is documented and written from the sender to the receiver (Prabavathi
& Nagasubramani, 2018). Written communication can solve language barrier problems as this
solution will help the sender to clearly state what he or she wants to say. For example, the manager
wants to ask for the stock they want, so he or she can send the written communication such as a
photo of the product to the supplier from China. Doing that, will ensure the supplier can easy to
recognize the products that the company want. Also, the manager can provide written
communication such as memos and emails to place the order or communicate with the supplier

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from China. This is because, when providing written communication, the supplier can read the
messages repeatedly until he or she understands it. Other than that, providing written
communication can be a permanent record for the manager as well as the supplier too. This
happened because, if there any problems arise after purchasing the products, the manager can see
the previous record that he or she sent to the supplier. Thus, it is important for the manager to
provide written communication in order to overcome the language barrier.

Last solution to overcome the issues of the language barrier is by providing cross-cultural
communication training. Cross-cultural communication training is the process of recognizing
differences and similarities between cultural groups to participate effectively in a particular
context. Any organization that has a diverse workforce or intends to do business around the world
should conduct cross-cultural communication training to prevent language barrier problems from
occurring. Cross-cultural communication training can be implemented such as calling the experts
to provide briefings and exposure to various cultures. Cross-cultural communication training was
implemented to ensure that every two-way communication runs smoothly without the use of an
interpreter such as WeChat. Cross-cultural communication training also gives many benefits to
Wise Decision Store in the aspect of communication where it helps companies to negotiate and
deal with suppliers from China. In addition, the outcomes of cross-cultural communication training
for managers and employees can be seen through three aspects, the first is emotional that is
appropriate personal emotional responses such as increasing self-confidence and increasing world-
mindedness, the second is the knowledge that is understanding the culture and language of others
and the third is behavior that is improving ability in behavior and communication. Moreover, when
managers and employees have skills in cross-cultural communication, it can enhance the reputation
of the Wise Decision Store.

Solutions to Overcome Ineffective Communication Channel Issues

To solve an ineffective channel problem, the manager must focus on one communication
technology channel. A communication technology channel can be defined as a medium that used
technology to deliver or transmit messages to others (Ratheeswari, 2018). Usually,
communication technology channel involves the medium such as company website, video
conferencing and social media. As this company expertise in importing goods from China and

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sells it to the local customers, it is very important to use one communication technology channel.
This is because, using only one communication technology channel will be more effective as this
channel was used by other people especially suppliers, customers and buyers. For example, the
company can build their own company website to sell all of the items. By doing this, customers
can easily search the website and make the orders there. Also, by building own company website,
the manager as well as the other employee can do promotions such as sales or discounts through
this website. Other than that, communication technology channel like company website can
increase the communication between the employees and customers. This happened because, if
customers had any problem regarding the things that he or she buy, they can easily communicate
and make a complaint through the company website.

Moreover, the way to solve the problem of ineffective communication channels is that
managers need to improve their skills in information technology. As we all know, communication
channels are very important for every organization to grow a business. Managers can improve their
skills in information technology by watching various tutorials either on YouTube or Google.
Managers can also attend classes that provide knowledge on technology to improve their skills.
Thus, when a manager can improve their skills in information technology, the manager can manage
multiple applications at one time. When the communication channel is effective, two-way
communication between the source which is the manager or any members of the Wise Decision
Store with the receiver which is the customers become more effective and less problematic. In
addition, when managers have skills in information technology, managers will quickly adapt to
the changes of each application if each media channel or application needs to be updated. Improved
skills in information technology will help Wise Decision Store to be more efficient and effective
in managing customer demands and also in business.

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 5. CONCLUSION

In conclusion, communication is the foundation of all business dealings. It is critical to

have good communication skills so that others and yourself may understand information more
properly and promptly. Communication is the main core in animating the operations of an
organization. All aspects of management can be handled effectively by making communication a
catalyst in increasing work productivity. Apart from that, communication is also important as a
tool for interpersonal communication in the workplace. In a business, formal and informal
relationships are used to communicate with one another. To create a harmonious work
environment free of stress and personal issues, the two connections must be balanced.

Generally, each organization has its own communication issues including Wise Decision
Store. Based on interview, among the communication issues that experienced by Wise Decision
Store are misunderstandings whether among partner, supplier as well as customers which these
issues can lead to conflict, task completion delays and sales loss. Besides, language barrier and
ineffective communication channel also is others communication issues face by Wise Decision
Store which can disrupted supply chain process. Without effective action, these issues will always
occur and will indirectly affect the performance and reputation of the company itself.

Thus, there are several suggestions or solutions that the Wise Decision Store can do to
address all those issues which are manager must give clear and concise in every instruction and
message, managers should use feedback, the manager can take action by using simple language or
words when communicating, the manager can provide a written communication, involve in cross-
cultural communication training, the manager must focus on one communication technology
channel and the last solution is managers need to improve their skills in information technology.

In addition, other suggestions to address the problem that arises in Wise Decision Store
can be solved in the view of human resource management (HRM). Among the suggestions is
through training and development. To meet the current and future challenges of the business,
training, and development is considered a learning activity, ranging from the training of employees
to their duties. In addition, knowledge sharing improves business performance and customer

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service. Apart from that, through this training and development, employees are able to add
knowledge on the best ways to serve international customers and reduce communication problems.

Overall, any issues that exist in Wise Decision Store should be controlled and resolved
effectively and efficiently. In this matter, managers play a crucial role to address the problems that
arise in the Wise Decision Store. This is because good communication skills are very important to
make sure the business can run smoothly and well. As a result, it is able to deliver a more profitable
return to the Wise Decision Store whether directly or indirectly. In fact, collaboration among all
members within the organization is very important to make Wise Decision Store continue to grow
in the future.

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 6. REFERENCES

Morgunov, A. (2021, April 9). Business model canvas for online marketplace. Sloboda studio.
Retrieved January 3, 2022, from https://sloboda-studio.com/blog/business-model-canvas-
online-marketplace/

Facebook page: https://www.facebook.com/kedaiviralpilihan/

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7. APENDICES

Conversation with Wise Decision Store owner

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Wise Decision Store social media: Facebook and Instagram

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Permission letter to conduct study

33
34
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(Declaration Form)

FACULTY OF BUSINESS AND MANAGEMENT

ASSIGNMENT/ PROJECT DECLARATION FORM

NUR AIN SHAHIMA BINTI SUBAIDI

NUR ALIA NAJWA BINTI MOHD SAKRI
NUR SYAMIMI ATHIRAH BINTI ZULKIFLI
Student’s Name : YUZDIYATUL ATIQAH BINTI MOHD YUSOF

2020827968 000503110640
2020462342 010113110548
2020846746 000309110698
Student’s ID : 2020609056 Student’s I/C No. : 001013110618

Program Code : BA232 Part : 3 Course Code : ENT530

Course :
Name PRINCIPLES OF ENTREPRENEURSHIP

Assignment/ Due Submission

Project No. : 1 Date : 10 JAN 2022 Date : 10 JAN 2022

Assignment/ :
Project Title CASE STUDY (WISE DECISION STORE)

Lecturer’s Name : MADAM SITI AISHAH BINTI MOHAMAD

I hereby declare that the work in this assignment/ project was carried out in accordance with the regulations
of Universiti Teknologi MARA. It is original and is the results of my own work, unless otherwise indicated or
acknowledged as referenced work. This assignment/ project has not been submitted to any other academic
institution or non-academic institution for any degree or qualification.

I acknowledge that I have been supplied with the Academic Rules and Regulations for Universiti Teknologi
MARA’s Diploma/ Bachelor Degree/ Master’s Degree students, regulating the conduct of my study and
exams.

I hereby declare that this assignment/ project is written by me and:

i. is a result of my own work;
ii. has not been used for another assessment at another department/ university/ university college in
Malaysia or another country;
iii. does not refer to/quote works of others or own previous writings without stating it both in the text and
in the reference list;
iv. mentions explicitly all sources of information in the reference list; and

36
 v. will go through similarity check (Turnitin).

I am aware that disciplinary action (which may include the deduction of marks in the assignment/ project)
will be taken against me if I am found to be an offender.

10 JAN 2022

Date Student’s Signature

37