Mama Nourly Sdn.

Bhd(MNSB)

ACKNOWLEDGEMENT

Assalamualaikum, first of all Alhamdulillah, praise to Allah SWT for blessing us with prosperity and
health and pray that Inn Shaa Allah we will achieve al-Falah, success in here and hereafter. Thank
Allah for blessing us with the spirit, motivation, inspiration and knowledge to complete my internship
for a period of 4 months as required by the School of Business Management, University Utara
Malaysia without any critical problems.

Secondly, I would like to thanks to my academic advisor, Dr. Norzieiriani bt. Ahmad for the valuable
guidance and advice. She inspired us greatly to work the best among the best. Without his help, I
doubt we could even complete this internship report with ease and full understanding about the
company I involved in the making of this report. His motivation and guidance is most appreciated.
Thank you for your further remark of the report.

Other than that, I would like to express my sincere gratitude to my supervisor Cik Nur Haniza binti
Hussin Record Control Executive of Mama Nourly Sdn. Bhd for her knowledge, and supervision
throughout my four-month internship here. Besides that, to all staff at Mama Nourly Sdn. Bhd thank
you for all the cooperation and teamwork in completing my internship. Without all the participation
and toleration among the staff there, definitely I cannot complete this internship and difficult to
handle the task smoothly.

Finally, I want to thanks to my parents that give me endless motivations and supports along this
industrial training. Moreover, I also would like to thank my classmate for give me the creative idea
for completing this final report.

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SCHOOL OF BUSINESS MANAGEMENT

COLLEGE OF BUSINESS

UNIVERSITI UTARA MALAYSIA

(SEMESTER 8)

ACKNOWLEDGEMENT

BPMX4908 PRACTICUM

It is hereby acknowledgment that the Practicum Report at Mama Nourly Sdn

Bhd by Mohamad Fahrul Razi Bin Johar Matric No. 232560 is accepted in
partial fulfilment of BPMX4908 PRACTICUM

Practicum Supervisor: Dr. Norzieiriani bt. Ahmad

School of Business Management
College of Business

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Table of Contents
ACKNOWLEDGEMENT .................................................................................................................................. 1
Table of Contents ........................................................................................................................................... 3
1.0 INTRODUCTION .................................................................................................................................. 5
1.1. Company information .................................................................................................................... 5
1.1.1. Detail of company profile. .................................................................................................... 6
1.2. Practicum work responsibilities ................................................................................................. 7
2.0. INFORMATION ON ORGANIZATION .............................................................................................. 8
2.1. Brief history or background......................................................................................................... 8
2.2. Vision / mission of the organization .......................................................................................... 9
2.2.1. Vision ......................................................................................................................................... 9
2.2.2. Mission ...................................................................................................................................... 9
2.2.3. Values ........................................................................................................................................ 9
2.3. Objectives of the organization .................................................................................................. 10
2.4. Products / services ...................................................................................................................... 10
2.4.1. Products .................................................................................................................................. 10
2.4.2. Packaging ............................................................................................................................... 11
2.4.3 Kneading of Room Material ............................................................................................... 13
2.4.4 Cookies of Manufacturing Area ........................................................................................ 13
2.4.5 Packaging Area ..................................................................................................................... 13
2.4.6 Finished Product Storeroom ............................................................................................. 14
2.4.7 Cold Room for Raw Material .............................................................................................. 14
2.4.8 Layout Factory Mama Nourly Sdn Bhd. .......................................................................... 15
3.0. INFORMATION ON THE DEPARTMENT ...................................................................................... 16
3.1. Structure of the department....................................................................................................... 16
3.2. Objectives of the department .................................................................................................... 16
3.3. Roles / Functional of the Department on the Organization ............................................... 17
3.3.1 Chief Executive Officer (CEO) ........................................................................................... 17
3.3.2 Record Control Executive .................................................................................................. 17
3.3.3 Sales & Marketing Executive ............................................................................................. 17
3.3.4 Logistic Executive ................................................................................................................ 17
3.3.5 Human Resource Executive............................................................................................... 17
3.3.6 Factory Manager ................................................................................................................... 17
4.0. ANALYSIS ........................................................................................................................................... 18
4.1. Marketing environment ............................................................................................................... 18
4.1.1. Macro environmental influences ...................................................................................... 18

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4.1.2. Micro environmental influences ....................................................................................... 19

4.2. Marketing strategy analysis ....................................................................................................... 20
4.2.1. Analysis of market situation .............................................................................................. 21
4.2.2. Assessment of opportunities and threats...................................................................... 21
4.2.3. Specifications of marketing objectives .......................................................................... 23
4.2.4. Formulation of marketing strategies ............................................................................... 23
4.2.5. Preparation of action programs and budgeting ........................................................... 23
4.2.6. Development of control procedures (KPI) ..................................................................... 24
4.3. Organization and management structure analysis.............................................................. 24
4.4. Marketing research system and information systems ....................................................... 25
4.5. Productivity analysis ................................................................................................................... 26
4.6. Marketing functional areas analysis ........................................................................................ 26
4.7. SWOT Analysis ........................................................................................................................... 27
4.8. TOWS analysis .............................................................................................................................. 28
4.8.1. Strengths & Opportunities Strategy ................................................................................ 28
4.8.2. Weaknesses & Opportunity Strategy .............................................................................. 29
4.8.3. Strengths & Threats Strategy ............................................................................................ 29
4.8.4. Weaknesses & Threats Strategy....................................................................................... 29
5.0. EXPERIENCED GAINED .................................................................................................................. 30
5.1. Job description ............................................................................................................................. 30
5.2. Job experience .............................................................................................................................. 30
5.3. Practical training outcome ......................................................................................................... 31
6.0. SUMMARY .......................................................................................................................................... 32
7.0. Reference ............................................................................................................................................ 33
APPENDICES. .................................................................................................................................................. 34

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1.0 INTRODUCTION
In practicum session A171, as a trainee choose to undergo my practicum at Mama Nourly
Sdn. Bhd. (MNSB). An organization was located at Batu Pahat, Johor. Undergo my
internship at MNSB give a positive side to gain a valuable work experience within the
business environment.
1.1. Company information

Figure 1.0 Mama Nourly Sdn Bhd Factory in Batu Pahat.

Figure 2.0 Signboard Mama Nourly Sdn Bhd.

This location is located in Kg. Mampan, namely about 15km from Bandar Batu
Pahat.Kg.Mampan linked by Jalan Simpang Lima to the Parit Sulong close to the

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MRSM Batu Pahat and Taman Industri Sri Sulong. This factory is a permanent
building erected on private land with an area of 80 x 30 square feet. There is another
annexed for the new showroom and offices that newly built with an area of 30 x 15
square feet. Toilets and prayer rooms are also available in this company.

The basic facility such as telephone, electricity and water are available. A party
involved with the provision of this facility is also easily contacted in case of any
damage. In addition, there is also a mosque, a grocery store, a school and a post
nearby location.

Mama Nourly Sdn Bhd started by just producing two types of biscuits: Almond
London and Roll Pineapple Tart. After undergo through all kinds of obstacles and
challenges, until today this company produces around 50 types of biscuits with
different taste and appearance. The specialty of our product is that it produced
handmade by our well-trained workers. Employees are disciplined to be a priority in
order to create a production staff of skilled and experienced in making biscuits and
other products.

1.1.1. Detail of company profile.

COMPANY NAME MAMA NOURLY SDN BHD

COMPANY ADDRESS No. 75, Kg Mampan, Simpang Lima, 83020,

Batu Pahat, Johor.

CONTACT NO. Tel: 607-4137180

TYPE OF BUSINESS Manufacturer & Supplier of Cookies

WEBSITE www.nourlie.com.my

EMAIL [email protected]

FACEBOOK Nourlie cookies

INSTAGRAM Nourlie_cookies

DATE REGISTED 10 DISEMBER 2014

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1.2. Practicum work responsibilities

During the 4 months my internship period at Mama Nourly Sdn Bhd (MNSB) which
commenced on 21 February 2018 until 20 June 2018, I am placed in many
departments related to human resources as well as marketing which covers my
course.

a) Administrative tasks
Administrative task that I have done include document files and key in system
using Microsoft excel. I have to key in every order from customer or email in
excel and make summary from it. All the activities I participated teach me how the
process or how to perform or perform administrative tasks.

b) Marketing tasks
Marketing tasks I have done include sales management towards customer on
how to approach them to buy this product. Plus, I had to using media social like
Facebook and Instagram to promote product and create engagement towards
online user. I also have to doing marketing and sales outside factory by joining
event like Market Place in Kluang and find agent cookies in Kuala Lumpur.
Last but not last, I also learn how to deliver and reply message clearly to the
customer through by email and social media such as What Apps, Instagram and
Facebook Page. I also need to serve customer who come to showroom cookies
and be a cashier to complete buying transaction.

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2.0. INFORMATION ON ORGANIZATION

2.1. Brief history or background

Norli Product Sdn Bhd has given a new boost by registering the name of the
company more competitive to Mama Nourly Sdn. Bhd. Mama Nourly formerly known
as Norli Product Sdn Bhd is company, which carried out business on a small scale as
small and medium industry. Company that supply a variety of festive cookies and
frozen foods established in September 1994 with the aim of generating additional
income to housewife and schoolchildren in the area who are interested in working. In
December 2010, biscuits manufacturing had been upgraded to a new factory with an
area of 60 'x 110' square feet.

This factory is the first plant that receiving Good Manufacturing Practice (GMP)
certificate for operated handmade products - biscuits from the Ministry of Health
(MOH), which has obtained on 13 April 2012. The existing plant measuring 80 'x 30'
fully-utilised for the manufacture of frozen foods such as roti canai "roti canai
Mampan ", donuts, curry puffs and spring rolls. This company also has a showroom
selling products that have the "K-Shoppe" from FAMA and an office for business
affairs. In 1996, Norli Products & Services produces frozen food and arriving the
festive season, NPSB make two types of biscuits namely Almond London and
Pineapple Tart Rolls. In 2014 Norli Product & Service has changed its name to Mama
Nourly Sdn Bhd and has produced more than 50 kinds of biscuits.

This factory can be considered operate throughout the day to complete the booking
of biscuits that achieve thousands. Total of jobholder in this company are 10 workers
while total of over time worker reached 100 workers that has monopolized by
students or school leavers. Working time allotted is between 8.00 am and 5.00 pm
while workers over time are between 6.00 pm to 11.00 pm. During working hours, the
worker will stop to rest for one hour alternately.

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2.2. Vision / mission of the organization

2.2.1. Vision

2.2.2. Mission

2.2.3. Values

“QITI” values which represent Quality, Innovation, Teamwork and Integrity.

Quality MNSB delivers on promises to their customers in term of satisfaction in their

delicious and quality handmade cookies. We want to give our customers
cookies of the highest quality and that means always striving to do our best.
We promise to keep to our goal which to make good cookies from scratch,
to create original flavours, to use only the quality ingredients, to provide a
superior quality cookie at a fair price and to make a fair living. By keeping to
these goals, we know we will deliver the best quality we can.
Innovation MNSB look and view changes as an opportunity to them to improve their
product by using R&D to produce new cookies.

Originality MNSB look for original and contemporary flavour combinations, and
develop them into original recipes that stay true to the tradition of the
handmade cookies. The most important things in producing handmade
cookies is the taste and ingredient we used.
Authenticity MNSB believes in conducting our business with openness and honesty.
Every one of the products we produce remains true to our roots and we only
use real ingredients. We never add anything artificial to our cookies. We
believe the love and respect that goes into our handmade cookies makes
our cookies taste even better.

Table 1: Values of MNSB

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2.3. Objectives of the organization

a) to create cookies that are a delightful indulgence exclusively for our customer.
b) to use only natural, high quality ingredients to produce the most delicious
handmade cookies in Malaysia.
c) To make the best cookies that everyone can eat.

2.4. Products / services

2.4.1. Products

Apart from producing cookies, this company also produces frozen food like "RCM" or
the popular name "Roti Canai Mampan '', curry puffs and donuts. However, this
company production focuses more on cookies compare roti canai. This is because,
the cookies have a unique flavor and different from each other, it because they use of
quality raw materials and pure butter in the production of their cookies. There are two
types of cookies produced by this company: Nourly cookies and Nadia cookies. The
difference between this cookies, are in Nourly cookies use 100% butter as a main
ingredient, while Nadia cookies use margarine as main ingredient (low biscuits).
Another different is in their taste and their structure because when using butter, the
cookies melt in your mouth while eating.

Among the services offered by this company is selling biscuits wholesale, doorgift for
various function such as weddings, birthday party, and teacher day. This company
also provided booking for hamper for their product. The popular cookies and often
become the focus is Ombak Rindu, Malatops Crispy and fruitty Mania. Here is the
look and shape of biscuits produced by hand (handmade).

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Figure 3.0 Types of cookies at Mama Nourly Sdn Bhd

2.4.2. Packaging
a. Pouchbag

b. SP901 TP (SILINDER)

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c. 4017/S212

d. 4021

e. D14M

Figure 4.0 Types of cookies packaging at Mama Nourly Sdn Bhd

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2.4.3 Kneading of Room Material

The entire worker must wear clean attire including mask, glove and also aprons.
Make sure the floor is not slippery or dirty to avoid pollution or accidents that may
occur. A chiller or frozen storage of raw material is placed in a place close to the
mixing process. Use different glove when tough different raw material it will prevent
cross contamination to the ingredient. Spiral Mixer is a machine used to knead 30
kilograms in a barrel. All the raw materials used will seal again, for wet material will
be repack in covered containers. Anchor butter weight is 25kg per box, for easy
process dough made size reduction of butter will be user. Usually they use axe.

2.4.4 Cookies of Manufacturing Area

The dough that is ready be will be sent to the manufacturing room. Before the worker
start to shape the cookies, the dough must be weight according the type of cookies.
There are two types of scales according biscuits which are 800 grams or 900 grams.
The workers at this factory work wholesale and part time. The salary of the worker
will be count according how much tray that they do for a month. In the tray mush
have 117 cookies, it means that 9 cookies arranged vertically and 13 cookies
arranged horizontally (9 x 13 = 117 cookies). Cookies that ready shaped in the tray
will be compiled in a trolley of baking rack. Every trolley of baking rack can be load
36 trays for every baking to the walk in oven. This factory has two walk in oven to
fulfil all the order from the nationwide. Every cookie baked at 170°C takes 30 minutes
according to the type of biscuit. After completely baked I will pull out from the walk in
oven and will be cooled before packing.

2.4.5 Packaging Area

For the packaging area the equipment that are used are gloves, mask, apron and
closed shoes. There are four types of packaging bottle container is 4021, 4017, S
910, while another packaging D14M, D4M and Pouch bag. Each of the packaging
must have expired date before packing the cookies. After that, each packaging must
have oxygen absorbent to prevent from rancidity or oxidize. Because when oxidize
the taste and structure of cookies will be changes and also microorganism easily
grow. The quantity of cookies in 4017 and S212 around 30-35 pieces. For the 4021,
D14M, D14H the quantity of cookies around 50-60 pieces and for the S 910 quantity
is 25 -30 cookies. For every 40 tray of cookies it can pack 60 bottles but for the
D14M and D14H it can yield approximately 3 and the half carton. 30 kilograms of
dough can produce 2 and half carton. Cookies completed packing will be seal with

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adhesive tape to prevent oxygen enter to the container. After complete all step. The
container will enter to the QC department to check of if the cookies okay or not from
dirt and crack at the container and label with the sticker of cookies.

2.4.6 Finished Product Storeroom

The ventilation in the storeroom must be good condition to make sure no damage at
the product. It is because oxygen will be oxidized and rancidity to the product. These
factories have two storerooms available. First storeroom beside packaging area (the
factory) and the second store is located on the Showroom. Products that have been
ready to distribute will be wrap and label with the name of biscuits and expired date
at the box. Ordering cookies will refer to the catalogue with the code of cookies and
container code.

2.4.7 Cold Room for Raw Material

Every high-risk raw material will be stored in a cold room like "unsalted butter,
almond, chocolate compound, dried cranberry and many others. This is because the
raw material is not resistant to heat and have high risk of being attacked by fungi,
bacteria and so on. The ideal temperature for the cold room is -18oc. Nevertheless,
this temperature cannot be achieved due to the weather too hot and the positions of
cold room are not strategic. Before the raw materials enter to the cold room, all the
raw material must write date and supplier’s name. This is because when the goods
have damaged it can easily refund process.

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2.4.8 Layout Factory Mama Nourly Sdn Bhd.

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3.0. INFORMATION ON THE DEPARTMENT

3.1. Structure of the department

3.2. Objectives of the department

a) Provide services for the workers to the company
b) Providing training to employees to enhance their skills and knowledge
c) Providing and managing issues arising from work rules and disciplinary action
against employees.

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3.3. Roles / Functional of the Department on the Organization

3.3.1 Chief Executive Officer (CEO)

The CEO of Mama Nourly Sdn Bhd is responsible for the overall direction and
performance of the company. The CEO of Mama Nourly Sdn Bhd represent by Puan
Norli binti Ahmad

3.3.2 Record Control Executive

The Record Control Executive headed by Cik Nur Haniza binti Hussin. She is
responsible for overall daily record control of Mama NourlySdn Bhd.

3.3.3 Sales & Marketing Executive

Sales & Marketing Executive headed by Puan Nabila Afiqah binti Afandi. She is
responsible for organize promotion, contact prospect customer and conclude the
sales. Sales & Marketing Executive also develop new product and new package.
Puan Nabila Afiqah also my supervisor in this company.

3.3.4 Logistic Executive

Logistic Executive responsible of managing all the out coming stock and incoming
raw material. This department headed by Encik Khairul Sani bin Hj Ramli.

3.3.5 Human Resource Executive

Human Resource Executive responsible of managing company workers & paying
salary. This department headed by Encik Mohamed Hairul bin Mohamad.

3.3.6 Factory Manager

Factory Manager responsible to control number of production every day. This
department headed by Encik Afandi bin Anim. He is also the owner of Mama Nourly
Sdn Bhd.

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4.0. ANALYSIS
4.1. Marketing environment
A marketing environmental analysis is an analysis of both macro and micro
environmental influences to an organization. It is process to identify the elements
which can affect the organization performances. Our market is facing changes every
day, many things develop over time, and whole scenario can alter in a second. The
same thing with Mama Nourly Sdn Bhd, marketing environment consists of various
factors and forces outside marketing that affect marketing management’s ability to
build and sustain in establishing a good relationship with its customers. Marketers
play a vital role to act as sensors for threat and opportunity seekers.
4.1.1. Macro environmental influences
This is major external and uncontrollable factors that influence an organization’s
decision making, and affect its performance and strategies. The factor includes the
following below:
a) Political and Legal Factor.
Political and legal factors are basically to what degree the government intervenes
in the economy. Specifically, political factors include areas such as tax policy,
labor law, environmental law, trade restrictions, tariffs, and political stability.
Furthermore, governments have great influence on the health, education, and
infrastructure of the nation. Stability of government plays an important role in
development of Mama Nourly Sdn Bhd(MNSB). This is because MNSB is also
will affected by any decision made by the government. Government implement
Good, Service & Tax(GST) give impact towards good prices. MNSB had to raise
the price of cookies to cover the increases in price of raw material of cookies.
b) Economic
Economics forces refer to the economy in which business operates. Economic
factors have a huge impact on the organization. The general state of the
economy such as depression, recession, recovery, interest rate, stage of the
economic cycle, the balance of payments monetary policy, fiscal policy is key
variables in corporate investment, employment and pricing decisions.

Economic forces will bring significant and unequal impact for MNSB.
Depreciation of Ringgit Malaysia (RM) will lead to increasing prices if import
goods. MNSB have to buy import butter in higher price and it effect the final price
of product. In order to keep maintaining customer buy and order cookies from
MNSB, Sales and Marketing department is the key to promote cookies and make
high profit for company.

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c) Social-Cultural
Socio-cultural forces include values, social trends, consumer psychology and
society expectations of business. An organization has to develop a product and
services needed by a people. Thus, organizations have to consider socio-cultural
environment such as lifestyle changes, career expectations, demographic, and
quality of life.

MNSB is targeting people who are want to be a stockist and agent to sell their
cookies. In order to ensure good service quality, all MNSB are well trained to
work efficient and effective as promised. Sales and Marketing department serve
customer in good manners and give a good presentation about cookies to their
customer. MNSB aware that socio-cultural are play an important role in
segmentation their target market for each or their products or services.

d) Technological
Nowadays, the technology was found to be extremely growth. Technology
becomes very important to people all around the world. The benefit brought by
technology is the ability it to gives an organization to measure and manage the
business effectively and efficiently. Technological refer to the rate of new
inventions and development, changes in information and mobile technology,
changes in internet and e-commerce or even mobile commerce, and government
spending on research. Presence of the latest technology helps any organization
to be more competitive. It also helps and facilitates organizations to
communicate with many people, especially suppliers and their customers.

MNSB very particular in the technological advancement. This is because MNSB

is concern to give the best quality of their products and services to guest. In
order to give quality cookies to their customer. MNSB using the latest technology
in their microwave oven to cook cookies in many trays and faster.

4.1.2. Micro environmental influences

This is referring to the internal environment of the company and also influences the
marketing decision. It also refers to the small forces within the company that affects
its ability to serve its customers. The factor includes the following below:

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a) Competitors
Competitors are people who sell and offer products and service the similar as our
own company. They are also competing in terms of product quality and service to
ensure they get the benefit from the company's sales. MNSB has many
competitors that affect the business in direct way. For example, Bliciousseries,
and many more. Marketing department has their own research on overall
activities done by the competitors including promotional activities, and strategic
planning. In order to compete in this tense competition, MNSB always come out
with new strategy that follow the current economy and demand from various
customers.
b) Suppliers
The supplier is the person who will provide the items and materials required by a
company for their business. The supplier will also release all the materials
required by the business with the good quality to ensure that the company will
always deal with the supplier. MNSB have many listed of suppliers in various
companies such as Tai Heng Chan, Kim Wah, King Bake and many more
because MNSB needs the high quality ingredients to produce quality handmade
cookies.

c) Customers
Customer is one of the microenvironment factors that will affect MNSB
businesses. MNSB has many customers and agent in every state in Malaysia
because Nourly cookies have been in customer heart for many years especially
during Eid. In order to meet customer’s expectation, the product and service
delivered must in good condition and the most important thing is the taste and
quality of the cookies.

4.2. Marketing strategy analysis

An organization’s strategy combines all of its marketing goals into one
comprehensive plan. The concept of strategic marketing concept itself defined as a
company’s mission to identify, generate and sustain through superior positioning and
vision. Good marketing strategy efforts are driven by a formal marketing plan, which
includes specific objectives, necessary resources, planned activities and expected
results. In basic term, a marketing strategy analyse all aspect of Mama Nourly Sdn
Bhd(MNSB) product and marketing activities it in way so that all department know
what it going on. By doing this analysis, we can identify MNSB strength, weakness,
opportunities and threats (SWOT). Because of that management team will always

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have to look on yearly basis comparison to do this analysis. It is all including strategy,
revenue, and future planning. By doing this, MNSB are able to design a strategic
event, CSR Program and other promotional tools in advance to improve the service
performances.

4.2.1. Analysis of market situation

Basically MNSB has been doing analysis from time to time on their current market
situation which relates to the environment in they operate. MNSB is always analysing
on many things such as demand from customers that will change following many
factors. Marketing department is one of important department in gaining
organization’s profit and sales. Therefore, a lot of strategies in their promotion is
begins with analysing the current market situation. This makes the strategy give a
positive impact on the result.

4.2.2. Assessment of opportunities and threats

a) Opportunities
i) Globalization.
MNSB has the opportunity to expand their business more in global in variety
ways. Globalization implies the opening of local and nationalistic perspectives
to a broader outlook of an interconnected and interdependent world with free
transfer of capital, goods, and services across national frontiers. This is
because the condition to expand entertainment in global seem has a big
opportunity since food industry has high demand in the market especially in
global. Meanwhile, it has been proving Nourly cookies has been produce for
people in Malaysia which shows these cookies can be expand abroad.

ii) Increase Market Share

Population growth has positive effects on societies. These include economic
benefits such as an expansion of tax bases and increased consumer
spending at local businesses, as well as innovations by cultures seeking to
keep up with growing populations. There are not many company in Malaysia
that really produce handmade cookies better as Nourly cookies. This has
been proven that Nourly cookies have received many order from customer
around Malaysia especially in Eid.

iii) Technological advancement

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Technological advancements have helped businesses and organizations

save time and cost of production, which has been an advantage to all
business, they manage these advancements to gain competitive advantage.
By having technological advancement opportunities, MNSB able to produce
more cookies in short period time which increase efficiency in production
cookies.

b) Threats
i) Competitors
Competitors are a threat to every company to compete in terms of prices,
products and services being sold or promoted. For MNSB, it competes in
terms of competitive prices among handmade cookies manufacturers like
Bliciousseries who put cheaper prices on some of the cookies released.
Therefore, MNSB company need to produce handmade cookies that most
tasty and quality, and give an affordable price for the potential for agent and
customer. MNSB will compare any marketing activities done by the other
competitors so that they will not lose in the market place especially in terms of
pricing strategy.
ii) Fluctuation of currency
As we know, Malaysia has also experienced fluctuations of currency that
caused the Malaysia economy to be disrupted and also caused difficulties in
import and export business. MNSB also experienced such a situation in the
wake of the collapse of the currency resulting in the difficulty of exporting
production products from MNSB itself. Beside that’s, the decline in sales also
occurs and burden the MNSB. In that situation, MSNB must has a strategy
1q6that can recover the cost of production because of the fluctuations of
currency in that era.

iii) Economic Turmoil

Economy turmoil can be a threat to MNSB sales because it depends on the
performance of the economy. If the economy performance deteriorated,
MNSB sales will fall accordingly. MNSB is really depending on the stable
economy from its country market. It will reflect on the customer’s buying
power. In that case, MNSB have to come out with contingency plan which to
cover all the losses.

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4.2.3. Specifications of marketing objectives

Marketing objectives are goals set by a business when promoting its products or
services to potential consumers that should be achieved within a given time frame. In
other words, marketing objectives are the marketing strategy set in order to achieve
the overall organizational objectives. According to that, marketing objective of MNSB
is:
a) Increased demand for product by marketing product of MNSB.
b) To increase the number of agent and customer.
c) To improve the brand recognition towards customers.

4.2.4. Formulation of marketing strategies

a) Market penetration strategy
Market penetration is when the company are market their products or services
with existing products or services to the existing market. Or in simple words
market penetration is the extent to which a product is recognized and bought by
customers in a particular market. MNSB market their cookies in the same places
in the Malaysia. MNSB distributes the cookies at 14 states in the Malaysia
followed by the agent and customer demand and MNSB cookie had a taste of
many users or customers in Malaysia on their quality and taste. For the promotion,
MNSB only spend a lower amount because customer already known about their
brand cookies.

b) Product Development Strategy

Developing new services or modifying existing services so they appear new and
offering those products to current or new market is the definition of product
development strategy. It requires keen attention to competitors and customer
needs now and in the future. MNSB will develop new cookies by doing R&D with
their product. Before launching the new cookies, MNSB will let the workers to
taste it and make decision too.

4.2.5. Preparation of action programs and budgeting

Budgets are required to support the marketing activities created to achieve the
company’s actions and objectives. Preparation of actions program and budgeting are
very important for every company. MNNSB will have a meeting every month, the top
management will discuss the current progress and performance of each department.

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Each strategy that wants to be implemented by any department in MNSB is

depending on the budget given by the company. When the application for budgeting
is done through a letter by that department, CEO will approve it by doing meeting with
them.
4.2.6. Development of control procedures (KPI)
To measure the marketing plan on an on-going basis is to calculate the profit gain.
Profit gain can be calculated after deduct all the costs from revenue. By knowing the
profit gain, MNSB can access the success of the strategies. However, there are
several factors might cause MNSB facing difficulties. For instance, the factors are
ineffective strategies, labour cost, depreciation value of ringgit Malaysia and the
increasing of ingredient price. Therefore, MSNB should consider these factors when
carry out control procedures.

4.3. Organization and management structure analysis

Management is an important to all organization includes the MNSB become
successful handmade cookies in Malaysia. A strong management team will bring a
MNSB to achieve their objectives, vision and the mission of the organization.
a) Training, Motivation and Evaluation.

Successful organization and managers view employee training as an investment

in their people, not an expense, by training company want a staff to have best
skills and broadest understanding of the organization and its customers. (Robert
l. Cardy 2010). In MNSB, Human Resource Department is responsible to give
information about training programs that certain staff at certain department must
go to the training. All staff in MNSB has to go through training in the factory which
usually for 3 days. By having this training, they will able to get better
understanding and doing work more efficient. For the perspective of motivation,
MNSB will give bonus to all worker before Eid. So, employee will feel they are
appreciated by the company. Besides, company also do an evaluation of every
staff to ensure they perform the task as specified based on KPI’s.

b) Formal and informal lines of communication

I have identifying that at MNSB, there were several formal and informal
communications. For formal communication, each department in MNSB need to
inform to HR department to make an appointment with CEO. Phone such as
What Apps group and direct communication is a medium of informal

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communication. Each department in MNSB has their own What Apps group to
inform and share any agenda that happen at each of department or organization.
One of the staff will be the admin of the What Apps group. Besides that, they also
use a company phone to call staff of other department to give information about
their task and for internal communication.

c) Communication and working relation within organization

Communication and working relation within organization is the important factors
to making the organization success. MSNB has a good communication with each
other’s even with the top management and also was use a simple language to
communicate. Every department have a good relationship with each other and
there are no arguments between departments. This is because each department
are working together in order to achieve company’s objective. Staffs at MNSB are
friendly and professional persons as they are well-trained”. They are willing to
teach new staffs in giving more information as well as giving helping hands to
them.

4.4. Marketing research system and information systems

Marketing research can be defined as a system that analyses and assesses
marketing information, gathered continuously from sources inside and outside an
organization. Marketing research can contribute to an organizations competitive
advantage. An important part of market research is to study the history of the
competitive as well as receiving current potential competitors. In terms of Marketing
and Sales Department at MNSB, marketing research has been used in our
department. Marketing research process is made up of six processes which are
define the problem, develop the research plan, collect the information, analyse the
information, present the findings and make the decision (Kotler and Keller, 2015).

Marketing and Sales Department is identifying how to build an awareness of MNSB

Product and Services. This may involve the first process of marketing research
process which is defining the problem. The second step of marketing research
process is research plan. Marketing and Sales Department is planning to organize a
focus group. They start to find out information of customer interest and asking an
idea the reason why they are not interested to cookies produce by MNSB. It involved
the third step of marketing research process. Marketing and Sales Department will
start to analyse information that given by prospect. Then, Marketing and Sales
Department must present the findings of the focus group to higher managements.

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The decision maker for MNSB is the higher management and they will decide the
best way to overcome any problems that arise through this process. Therefore,
MNSB used marketing research adequately in order to make a good decision for the
company.
4.5. Productivity analysis
Productivity analysis is conducted to identify areas for potential productivity
improvement product or services based on data collection during the analysis. The
analysis also can be a pinpoints area of delay and interruptions that cause loss of
productivity. Productivity analysis can be done by examining the current expenditure
of the company on producing a product or services.

At MNSB, every month company will be held a monthly meeting. Management will
share any new issue that relate with a daily task of organization, issue on budgeting,
rules of organization, economic and other cause. After that management will focus on
productivity service that every staff provided to the consumer. The directors will give
every head of section the opportunity to present all the activities and what success to
the services they provided to consumers.

The head section of Sales and Marketing Department will present what they do for
that month. How many marketing approach they organize, what type of approach
who their target segment, the objectives of the approach and also the benefit from
approach toward MNSB and public.
From the information by various section in Sales and Marketing Department, Director
will observe the productivity that department give at that month. Past performance
and present performance will be measure and evaluated by CEO. The comparison
last month and this month will discuss with all section in the meeting or next month
meeting. It is undeniable that sometimes in delivering the services there is a lack of
productivity.

4.6. Marketing functional areas analysis

a) Product/service
The product/services concept proposes that consumers favour product offering
the most quality, performance or innovative. When it offers to the market
automatically might satisfy a needs and want of the customer. For the MNSB, this
company is committed to providing the best handmade cookies to consumers.
Every handmade cookie offered is intended to satisfy all the consumer who loves

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eat cookies. Moreover, MNSB is putting satisfied customer as their priority to

deliver excellent product to them. When the consumer perceived the value and
benefit from company, they will judge if the product that MNSB provide to them
are match with expectation or not. All the performance will be improved in the
future.

b) Price
“Price is the amount of money charged for a product or service” (Philip Kotler).
MNSB are using the affordable price to their customers within a good quality and
tasty cookies. For someone who wants to be agent for MNSB cookies, customer
need to buy at least three box cookies to become agent and get lower price.
Usually the price of cookies at factory around 24 ringgit Malaysia and can be
lower if customer buy many cookies.

c) Advertisings
Philip Kotler said, “Advertising is any paid form of non- personal presentation &
promotion of ideas, goods, or services by an identified sponsor.” Nowadays many
companies are using the technology system to advertise their promotions through
the social media. MNSB also use social media to advertise their product, and
also they had a web portal that creating by their own to put all information of the
promotion, products and services, and so on.

4.7. SWOT Analysis

STRENGHTS
WEAKNESSES
*Brand
*cookies too fragile
*Reputation
*only get many order during
*Technological advancement Ramadan
*High barrier of market entry *less worker in production especially
during Ramadan.

OPPORTUNITIES THREATS

•Technology advancement •Competitors

•.population growth •Fluctuation of currency
•Globalization •.Economic turmoil

Figure 5.0: SWOT Analysis

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4.8. TOWS analysis

Strength (S) Weakness (W)

S1 Brand W1 cookies too fragile

IFAS
S2 Reputation W2 only get many order
during Ramadan
S3Technological
EFAS
advancement W3 less worker in
production especially
S4 High barrier of market
during Ramadan.
entry

Opportunities (O) SO Strategies WO Strategies

O1Technological 1. Diversification strategy 1. Product development

advancement
(S1,S2,S3,S4,01,02,03) (W1,O1,O2,O3)
O2 Population growth

O3 Globalization

Threat (T) ST Strategies WT Strategies

T1 Competitors 1. No change strategies. 1. Concentration strategy.

T2Fluctuation of
Currencies
(S1,S2,S3,S4,T1,T2,T3) (W3,T1,T2,T3)
T3 Economic Turmoil

Table: TOWS Analysis

4.8.1. Strengths & Opportunities Strategy

a) (S1,S2,S3,S4,01,02,03) (Diversification Strategy - concentrated)
Diversification strategy is when the company are introducing the new products
for the new market. For the MNSB, we need diversifying into an industry
unrelated to its existing product. Since the company has strength and has lots
more opportunity in industry food, we proposed MNSB to implement
diversification strategy in order to lift the company into a new level within the

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advancement technology. It can increase the profits of the organization and will
be demands form the customers

4.8.2. Weaknesses & Opportunity Strategy

a) (W1,O1,O2,O3) (Product Development Strategy)
New products into the existing market is a product development strategy that
company trying to do the increasing their sales or the company need to
innovation or improvise their existing products. For the MNSB they can rebuild the
brand image of the handmade cookies if the company are trying to do a
something new product to introduce to the customer like make the cookies less
fragile than before.

4.8.3. Strengths & Threats Strategy

a) (S1,S2,S3,S4,T1,T2,T3) (No Change Strategy)
No-change strategy is a decision to do nothing new or a choice to continue
current operations and policies for the foreseeable future. The company needs to
limit the production of the cookies or the can also increase their production even
the price of material is increased and can export to the others country when the
currency will drop because of the company provided the competitively priced.

4.8.4. Weaknesses & Threats Strategy

a) (W3,T1,T2,T3) (Concentration Strategy)
Expansion of operations into other geographic locations and increasing the range
of products and services offered to current markets. They can join venture with
the others firms or country to rebuild their reputations and brands against to the
others. Besides that, it can also save on the costs incurred by one party. This
means that both sides are responsible for managing the cost of financially well for
certain reasons such as material price increases and falling currency.

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5.0. EXPERIENCED GAINED

5.1. Job description

During four monthly internship period at MNSB commenced on 21th February 2018
till 20h June 2018, I have been given tasks in areas related to event, administrative and
focusing mainly on marketing.

i. Administrative Tasks

Administrative task that I have done includes documentation and conduct a

purchase order. Besides that, I also arrange tax invoice bill according to
descending number. All the administrative tasks teach me how to organize the
documentation and to control flow of the department activities.

ii. Marketing Tasks

I have been exposed in conducting the marketing product. I have to use media
social as a tool to create customer engagement towards product. I also join
event Market Place in Kluang Mall to sell, show and promote our handmade
cookie. As a conclusion, I have gained a lot of experience based on the work
that has been given. I am also proud able to carry out the work that has been
given properly. It is an experienced not to be forgotten and can be use when I
work later.

iii. Serve Customer

I was place in showroom cookies during my internship. On that time, basically

my task is to serve customer and be a cashier. We are the team that will makes
the guest is having fun on that day. I have to help customer choosing the
cookies they want, suggest the favourite cookies to customer and give a good
presentation about cookies to attract customer buy cookies.

5.2. Job experience

During my practicum session at the MNSB, I gain a lot of experienced that related
with my course which is marketing that I learned at University Utara Malaysia (UUM).
Experience is a process that can be seen and made by someone to feel something
and come in many ways. In practicum many things that teach me about the self-

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development, responsibility, discipline, and the application of knowledge and skills

that we have. In this company I had the opportunity to do sales that need to interact
with customer and also communicate with the MNSB staff through the What Apps to
know the status of the sales. Without the presence of communication, I am unable to
learn during these 4 months. Greetings and smile with everyone are the first things
that showed me during a meeting with people at MNSB. During a month, I fully
equipped myself with a proper communication way with internal department and
external parties through communication. My next skill acquired by this experience is
teamwork. Working at Marketing and Sales department is required teamwork skill. As
a team, we need to brainstorm strategies how to get high revenues from strategies
that we planning for. High cooperation is needed in a team to make the strategies
successful.

Responsibility and discipline is an important term at the organization or anywhere.

When I practicum at MNSB we need to be a punctual person during coming to the
office, submit the documents or any works that given that learned me to responsible
towards my training here. I’m also known how to responsible in my jobs within
submitted the works to my supervisor followed by the deadline and I also known
about the discipline in terms of appearance during in the office. In addition, the
practicum training makes me was a good attitude and experiences in terms of
teamwork’s, social and leadership and be a creative person while need the ideas or
suggestion for improve the tasks.

My expectation for the practicum is to learn extra knowledge and understand the role
of marketers at my working place. Besides, my expectation during these 4 months is
to know more people at MNSB. This is because as a marketer, I should be friendly
and prepare myself to know more people before step into the real working life.

5.3. Practical training outcome

i. Communication Skill
I strongly believe that communication skill is very much important to handle
problems, customer and to handle many situations. During practicum period
in MNSB, I trained to be very professional in making decisions. Making
mistakes in work is acceptable but not repeatedly. I also learned that as a
professional worker we should be very alert and quick-minded to understand
a work which is taught by our supervisor. Moreover, I understand the concept
that I have learned in Psychology, Consumer Behaviour, and Relationship

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Marketing to understand a human behaviour and how to retain and

communicate with other people in a formal way.

ii. Social Skill

Through this internship period, I able to improve my social skill in facilitating
interaction and communication with others. Social rules and relations are
created, communicated, and changed in verbal and nonverbal ways. The
process of making me learning these skills is called socialization.

6.0. SUMMARY

After complete my industrial training, I had been exposed to the reality of employment and
enhance my knowledge on how to manage an organization and also got to know how
Marketing are function for every organization. During my practicum session I could
understand more about the definition of Marketing towards organization. This make me
prepare to become a responsible and creative Marketer in the future.

Along my training period, I realize that observation is main element to find out what I have to
do when get a lot of task, what company strategy to make sure marketing activities at MNSB
can be accept among a public and observation make me find out the root cause of a
problem. Moreover, the practicum indirectly helps me to learn independently, discipline
myself, be patient, self-trust, take opportunity, being creative and innovative and can adapt
with the working environment.

In addition, throughout the industrial training at MNSB, I found that critical and analytical
thinking is important thing when we do a task and assignment that given by organization
especially if it relates with my Marketing Course. Time management, responsibility,
disciplinary, teamwork and also interactions with colleague is vital in contributing to a strong
organization. Therefore, we should be respecting each other in work, working together as a
team and also sharing as much as we can to make sure we can achieve our company goals.

Besides, I improved all of my skills such as Communication skills, Computer Skills and other
Interpersonal skills to make sure I can give a good afford to fulfil what company want in term
to be a good worker in the future and deliver a good service to the customer who comes at

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MNSB. All the critics and advice that I received will be a useful guidance for me to change
myself and avoid myself making the same mistakes again.
Apart from that, MNSB give me a space to develop my Marketing skill through various
programme and activities that I had done. In conclusion, the activities that I had learned
during industrial training really useful for me in future to face a challenge in the working
environment and I’m sure that industrial training programme has achieved its primary
objectives.

7.0. Reference

L, K. P. (2011). Marketing Management(14Edition). Harlow, England: Pearson Higher Education.

Nourlie Cookies Hamparan Manisan. (2016). Retrieved from http://nourlie.com.my/

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APPENDICES.

Figure 6.0 GMP Certificate for Mama NourlySdnBhd

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Figure 7.0 HALAL Certificate for Mama NourlySdnBhd

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production cookies Decoration of cookies

Arrangement of raw material in cold room

Packing of cookies in the different
packaging.

Storage areas. Doorgift ordered by customer.

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Dough need to be measure before shaping. Oven that used for baking cookies.

Production cookies. Million Accounting System that used in this

company.

Tax Invoice Catalog of cookies.

Figure 8.0

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