1.

0 EXECUTIVE SUMMARY
Nowadays, the number of patient suffers from diabetes and kidney
failure is increasing all over the country, same trend also goes to the
cardiovascular disease. Being advised to control their healthy dietary intake, the
known amount of sugar and salt content present in the meal consumed is crucial
for them to keep their health on track. Not only limited to the person with health
problems, sugar and salt intake is also important to individuals that is on healthy
diet and wishing to live in a healthy lifestyle. However, there is no proper
guidelines to help them to achieve the target as well as to make sure they are
taking the right amount of sugar and salt consumption daily. To overcome this
problem, our company comes with an idea to invent a new device that can solve
the sugar and salt intake problems among them. As for that, our team will make
a study a research of one of the well – known manufacturer of a laboratory
device, ATAGO CO.LTD. The SWOT analysis is used in our research to
analyse the overall of this company including the products and their marketing
strategies as the main part of this case study. From the study conducted, we hope
that the proposed product is able to be achieved and successfully invented and
produce based on the improvement make from this case study of ATAGO
CO.LTD.

1.1 INTRODUCTION
The product that has been proposed by our group is a device that can
detect the sugar and salinity content of food simultaneously. We named this
smart device as ‘Tasty Bestie’, that indicates this device as our ‘best friend’
whenever it comes to planned a healthier and tastier dishes. This smart device
is basically the combination of the kitchen utensils such as spatula, ladle and
also spoon that is attached to a removable sugar and salinity reader which is
known as a refractometer. Refractometer is actually a device that is used in the
laboratory especially in food industries to determine the sugar content and
salinity or known as salt content in food product. We bring this inspired
laboratory equipment to be invented to another level that enable it to be widely
used as household utensils. Our device is featured with a heat resistant detector
that detect both sugar and salt content at the same time, located at the stalk of
the ladle which being attached to a meter – like indicator.
1.2 BACKGROUND STUDY
According to Roja & Nastase (2014), technical progress and
entrepreneurship have become drivers of economic and social stability and
progress. Analyzing interdependencies arising between economy, technology
and society become useful to identify the most appropriate strategies for
competitiveness in the business sectors and supporting entrepreneurial new
ventures. Globalization, technical and technological progress and innovation as
the main drivers of economic growth leads entrepreneurs to innovate new
business models and strategies. Thus there is a need to analyze the most
important components that make up information technology entrepreneurial
ecosystems, the way in which entrepreneurs relate to them, and especially the
entrepreneurial strategic approaches. The technological entrepreneurship is
define as a style of business leadership that involves identification and human
resource high – potential capitalization, technology intensive commercial
opportunities, managing accelerated growth and significant risk taking
SWOT analysis is a technique that enables organisations or individual
to move from everyday problems and traditional strategies to a fresh
prospective. SWOT analysis looks at the business strengths and weaknesses,
and the opportunities and threats the business faces. SWOT can help the
company face its greatest challenges and find its most promising new markets.
The SWOT Analysis framework is a very important and useful tool to use in
marketing Management and other business applications  A clear understanding
of SWOT is required for business majors.
Strength in SWOT analysis is define as the characteristics of the
business or individual that give it an advantage over others in the industry.
Positive tangible and intangible attributes, internal to an organization or
individual. Beneficial aspects of the organization or the capabilities of an
organization, process capabilities, financial resources, products and services,
customer goodwill and brand loyalty. Besides, weakness is the characteristics
that place the firm or individual at a disadvantage relative to others. It detract
the organization from its ability to attain the core goal and influence its growth.
Weaknesses are the factors which do not meet the standards we feel they should
 meet. However, weaknesses are controllable. They must be minimized and
eliminated. Opportunities are external attractive factors that represent reasons
the business is likely to prosper. It is a chances to make greater profits in the
environment or external attractive factors that represent the reason for an
organization to exist & develop. Opportunities arise when an organization can
take benefit of conditions in its environment to plan and execute strategies that
enable it to become more profitable. An organization should be careful and
recognize the opportunities and grasp them whenever they arise. On the other
hand, the external elements in the environment that could cause trouble for the
business is define as threat, arise when conditions in external environment
jeopardize the reliability and profitability of the organization’s business.
SWOT analysis is important in an organization to help decision makers
share and compare ideas and also to bring a clearer common purpose and
understanding of factors for success. It is also use in organizing the important
factors linked to success and failure in the business world as well as to help
individual or organization to understand their strengths and weaknesses. SWOT
analysis is generally promotes strategic thinking

1.3 PROBLEM STATEMENT

According to Amarra, Khor, & Chan (2016), increased intake of foods
high in sugar content is often seen as a major factor contributing to the rise of
obesity. There is strong evidence that calorically sweetened foods and
beverages contribute to obesity through their caloric load, and that the intake of
these foods may not produce a corresponding reduction in the intake of other
foods. Body weight is strictly dependent on energy balance, and studies indicate
that free sugar intake increases body weight and body fat mass when energy
intake increases. This may be due to a stimulation of reward – related pathways
within the brain that leads to increased consumption of sweet foods even in the
absence of hunger, resulting in subsequent distortion of energy balance. Due to
the association of excessive caloric intakes with chronic disease conditions,
there have been calls to limit the daily intakes of added sugars and its sources.
Varying recommendations exist for added sugar intake WHO recommended
that the intake of free sugars should not exceed 10% of total energy in order to
 prevent diet – related chronic disease. In addition, the 2013 World Health
Statistics Report showed that in 2008, Malaysia had the highest obesity
prevalence for adults aged ≥ 20 years among Southeast Asian countries, 10.4 %
among males and 17.9 % among females. Escalating availability of sugar and
sweeteners coupled with increasingly sedentary lifestyles are key factors
attributed to the country’s rising problem of obesity and associated non-
communicable disease problems. Malaysia’s past National Health and
Morbidity Surveys showed that diabetes prevalence among adults aged ≥ 30
years continuously rose from 6.3 % in 1986 to 8.3 % in 1996, 14.9 % in 2006
and to 20.8% in 2011. Obesity among children aged < 18 years is also increasing
as of 2011.

1.4 PURPOSE OF STUDY

This study is conducted to investigate and to obtain a full information

regarding the existing product. From the analysis obtained, we can further the
product innovation that can be the best solution to overcome the problem stated.
Besides, from this case study conducted, we can also analyse the inspired
company to know the strength and weaknesses in conducting the business.
Therefore, SWOT analysis is used in order to enable us to identify any
weaknesses from the current product that can be further innovate to a better
product. We can also learn about the method used by the well – known company
in organizing and running their business and also the marketing strategies
applied by them.
 SWOT ANALYSIS

OPPORTUNITY

1. Online marketing

ATAGO implies online marketing as one of their method to increase the sale

2. Fixed target market

Refractometer is a device that is generally use in the production industries of
food and also in research and development department. Thus, they have a fixed target
market that enable them to keep on track with their customer. However, the growing
industries of food manufacturing leads to the introduction of food science and
technology course among the universities worldwide. Thus, their target market is
growing includes the universities laboratory. Perhaps with some innovation applied to
the product, the target market will be widely spread to household and increasing their
product demand.

3. A well - known brand

ATAGO is a well – known manufacturer of laboratory refractometer that have
thousands of their product supplier worldwide.

4. Wide range of product

ATAGO has a wide range of products depending on the demand of their
customers. There are wide range of the type of refractometer that has been produced by
the company. Hand held refractometer, digital refractometer and table top refractometer
are the example of their range of products.

REFERENCES

Amarra, M. S. V., Khor, G. L., & Chan, P. (2016). Intake of added sugar in Malaysia: A
review. Asia Pacific Journal of Clinical Nutrition, 25(2), 227–240.
https://doi.org/10.6133/apjcn.2016.25.2.13

Guideline: Sugars intake for adults and children. Geneva: World Health Organization; 2015.

Roja, A., & Nastase, M. (2014). TECHNOLOGY ENTREPRENEURSHIP AND

ENTREPRENEURIAL STRATEGIES Alexandru ROJA 1 Marian N Ă STASE 2, 107–
117.