UNIVERSITI TEKNOLOGI MARA

FACULTY OF COMMUNICATION AND MEDIA STUDIES

DIPLOMA IN COMMUNICATION AND MEDIA

FUNDAMENTALS OF ENTREPRENEURSHIP
ENT300

TITLE: CASE STUDY

D’HERBS COMPANY HOLDING
DATO ALIFF SYUKRI

GROUP: MMC1104D

PREPARED BY:
NUR DAMIA AINA BINTI ZULRAIMI
2019260366

PREPARED FOR :

MADAM ROSZI NASZARIAH NASNI BINTI NASERI

 TABLE OF CONTENT

CONTENT PAGES

Table of content 1

Executive summary 2

1.0 ENTREPRENEUR/OWNER 3-5

PROFILE
1.1 BUSINESS PROFILE

2.0 PERSONAL ENTREPRENEUR 6-7

COMPETENCIES

3.0 COMPANY ANALYSIS

8-10
SWOT Analysis

 Strength

 Weaknesses

 Opportunities

 Threats

CONCLUSION 11

APPENDIX 12-13
REFERENCES

1
EXECUTIVE SUMMARY

The purpose of this case study is about entrepreneur which is D’Herbs

Holding founder Dato Sri Aliff Syukri.His origins in Felda Kechau, Kuala Lipis, and
Pahang, as well as how he started his enterprises and became a successful
entrepreneur. In general, the company, which was founded in 2010, operates in store
lots on the second floor with one employee and four primary products. The company
then relocated to a four-story building with 15 employees and 30 new product lines.
Personal Entrepreneur Competencies are characteristics of a successful
entrepreneur. Self-confidence and problem solving are two of Dato "Sri Aliff Syukri's"
PECs as an entrepreneur. SWOT Analysis assists businesses in identifying their
strengths, weaknesses, opportunities, and threats. Essentially, DHerbs Holding's
products are clean, pure, and, most importantly, Halal. Furthermore, Tthe prices are
also reasonable, and the tagline "Terlajak Laris" is prominent. However, their
company's reputation has suffered as a result of a leaky face mask. While the
organization has strengths and limitations, they are also confronted with external
factors such as opportunities and threats.External factors such as beauty trends,
television show sponsorship, and the expansion of Internet shopping assist DHerbs
Holding in maximizing profits and fully using prospects. Currently, Dherbs Holding is
experiencing an economic downturn as a result of Pandemic Covid-19. People are
increasingly concerned about food supply in order to survive. There are also
numerous competitors in the beauty and health product industries.High funding and
technological costs must be considered while creating one's own beauty product, as
it includes expertise and pricey machinery. Entrepreneurs are key assets for
economic progress since they contribute to profit percentages and aid with
unemployment issues.

2
1.0 ENTREPRENEUR/OWNER PROFILE

Dato Sri Aliff Syukri bin Kamarzaman was the founder of health and beauty
products D’herbs. He was born on 3 April 1987 in Felda Kechau, Kuala Lipis, Pahang,
Malaysia and is the one of the children of the founder of Sendayu Tinggi cosmetics
products, Rozita binti Ibrahim. He is also famous by name Datuk Terlajak Laris. Dato
Sri Aliff Syukri was born into a humble family. He has been immersed in the business
world since he was a child. His interest in business arose from his desire to live a
prosperous life after witnessing a friend bring 50 sen in pocket money while he only
had 20 sen.

Moreover, his other job is that he is a singer and actress. Datin Sri Nur
Shahida binti Mohd Rashid is his wife. Kamaruzaman bin Kamludin is his father's
name, while Rozita binti Ibrahim is his mother's. Furthermore, Dato Sri Aliff was
moved to Selangor while he was in primary school and attended Sekolah
Kebangsaan Sg. Besar, Selangor. Then, he continued his education at Sekolah
Menengah Telok Gading in Klang. After that, he studied at Sekolah Pondok Pasir
Tumbuh in Kelantan to strengthen his religious knowledge. After graduating from
Pondok School, he continued his education in Sekolah Integrasi As-Syakirin, Shah
Alam, till level five, then transferred to Taylor College. He married when he was 20
years old.

3
1.1 BUSINESS PROFILE

The D'Herbs Company Holding (M) was established in September 2010.

Initially, it only operated in shop lots on the second floor with one employee and had
four major items: basic powder, slimming items, women's health drink, and lip
treatment lipstick. They gradually moved into a four-story structure, employing 15
people, and have generated approximately 30 new product lines.

D’Herbs Company Holding was located at No2A-1, Jalan Pekaka 8 1/D, PJU
5 Prestij Kota Damansara 47810, Petaling Jaya Selangor. Please call 011-9990606.
03-61446767 is a forgery. Email: [email protected]'Herbs products
are accessible online through Deherbs Global Company, which is in charge of online
purchasing at http://www.deherbs.com.my and
www.facebook.com/DeherbsHealthySdn.

By officially operating in the Wisma D'Herbs at Kota Damansara, D'Herbs has

become a brand that is rooted in the hearts of consumers in Malaysia, Singapore,
and Brunei. Using the catchphrase "Terlajak Laris" as one of the marketing strategies,
it has become a social phenomenon. D’Herbs Holding's major objective is to provide
beauty items with an open approach that is easier and simpler while having quality
and inexpensive pricing that are affordable to all groups. And its purpose is to
empower women and men who are dealing with internal and external health issues to
feel more confident.

D’Herbs products are manufactured at its own plant, Aliff Herbs

Manufacturing Sdn. Bhd. Using notable personalities like as Bienda and Watie Elite
as spokespersons for their products, they have made their items a customer
attraction not only in Malaysia, but also in Singapore and Brunei. Although D’Herbs is
unique in that their products are all herbal, they are also inexpensive in comparison
to other health products on the market.

4
 D’Herbs goods are accessible for as little as RM 15 in every popular site,
including night markets, farmers markets, pharmacies, herbal shops, and DHerbs'
own sales center. D’Herbs also established several subsidiaries, including Megah
Perawan Sdn. Bhd, which manufactures and sells cosmetic products, and a slight
variation of the concept in which Megah Perawan Sdn. Bhd only deals with a single
appointed stockist and will be responsible for marketing Megah Perawan Sdn. Bhd
products throughout Malay.

5
2.0 PERSONAL ENTREPRENEUR COMPETENCIES

Personal entrepreneurial competences are the key characteristics that an

entrepreneur must possess in order to be successful. According to the report, Dato
Sri Aliff Syukri is a self-assured entrepreneur. One of the PECs is self-confidence,
which is defined by Psychology Dictionary Online as "an individual's trust in his own
abilities, talents, and judgments, or belief that he can effectively confront day-to-day
problems and expectations" (Psychology Dictionary Online). The belief that you can
do things well and that others appreciate you is referred to as self-confidence
(Cambridge dictionary). Self-confidence is a personality trait of an entrepreneur that
is necessary for him to realize his full potential. Many problems develop when a
person lacks self-confidence. A self-assured entrepreneur does not rely on the
approval of others; instead, they seize chances when they present themselves. In
addition, self-confidence can help entrepreneurs perform more efficiently on the job
and take on a variety of tasks with a higher level of devotion and attention. This is a
feature of Dato Sri Aliff Syukri. His self-assurance was evident when he was only
seven years old. Where he began his little businesses by selling pickles for 10 sen to
20 sen and continued through high school by selling various types of brooches and
scarves. Because of his self-assurance, he was able to establish his own cosmetics
company. He frequently appears on TV shows promoting his merchandise. Wanita
Hari Ini on TV3 is one of the well-known television shows in which he has appeared.
Entrepreneurs who lack self-confidence are unable to grow with the successful.
People are one step closer to the D’Herbs Holding as a result of his abilities to
promote. Furthermore, self-assured people exude the energy and magnetism that
attracts others. They have faith in themselves and the guts to solve difficulties and
overcome obstacles. Folks prefer to be around people who are self-assured.

Then, in a paper published in 1987, Donald Woods described problem solving

as a mental activity including the search for an answer to an unknown, or making a
decision within a set of restrictions. Barry Bayer described problem solving as a
higher order thinking method that results in a product in another linked article.
Successful entrepreneurs identify the genuine problem and come up with new viable
solutions to attain their objectives. For example, to attain goals, creates new ideas or
inventive solutions, or switches to a new approach. Dato Sri Aliff Syukri is the perfect
example; he developed a product that addresses the majority of the issues that
people face, such as obesity, dull and dark complexion, dry lips, and virgina
problems. In fact, some persons who have skin disorders commit themselves due to

6
a lack of confidence in their own appearance. “Jus Perawan” D’Herbs product that
has helped the majority of women out there with vaginal therapy and slowing down
the monopous process. It has been demonstrated when they provide positive
feedback about the product on social media.

7
3.0 COMPANY ANALYSIS

SWOT Analysis

Below are the evaluations of a company’s strength, weakness, opportunities and

threat of D’Herbs Holdings Sdn. Bhd.

STRENTGH WEAKNESESS

 Clean, pure and Halal traditional  Poor company reputation

herbal products.
 Affordable price
 Strong tagline

OPPORTUNITIES THREATS

 Beauty trends  Economic recession

 Television program sponsorship  Lots of competitor
 Growth in Online shopping  High financing and cost of
technology

STRENGTH

D’Herbs Holdings manufactures traditional herbal products that are clean,

pure, and Halal for consumers. It has been confirmed by the Malaysian Ministry of
Health, GMP, ISO, and SIRIM. D'Herbs product founders focus quality in all of their
products. Glow B White, one of their products, contains active components derived
from birds' nests, which enable to quickly penetrate into the skin layer to rebuild the
epidermal structure, conceal fine lines and winkles, offer long-term suppleness on the
face, and thicken the skin. Consumers trust safe products, which keep them coming
back for more.

Furthermore, D’Herbs products are available at reasonable pricing, making

them accessible to users. Consumers may purchase 01 oz Arabic Eyeliner in two
hues, brown and black, for as little as RM 15. Olive oil and Helianthus Annuus Oil

8
(Sunflower seed) are contained, which can help brighten the vision, encourage
eyelash growth, and improve eye sight.

Beside that, they are well-known for their bold catchphrase, "Terlajak Laris,"
which has become a craze in Malaysia. Taglines assist companies in providing
information about the major benefits of their products and are the most concise
means of establishing the company's brand. This is what distinguishes it from other
cosmetics. Dato Sri Aliff Syukri's name, along with his renowned catchphrase, may
be found in any newspaper. According to Harian Metro, “Aliff is well-known for his
“Terlajak Laris” tagline.

WEAKNESESS

However, for every company's undeniable strength, there is an undeniable

vulnerability. Despite the fact that Dato Sri Aliff Syukri is well-known in all corners of
social media for his zany personality, his manner was not well received by the
general public and has harmed the company's reputation. His most recent live
stream video demonstration of a face mask has drawn criticism, despite the fact that
it is pointed in the opposite direction. In fact, the community has classified him as
dishonest. This episode has had a significant influence on the company's reputation.

OPPORTUNITIES

Opportunities are external variables that can assist a company in becoming

more advanced and successful. Beauty has become a fad for women, particularly
teenagers, in today's globe. They're probably putting on cosmetics. Malaysia has a
population of 32.7 million people, with 15.9 million women. As a result, D’Herbs
Holding has an opportunity to sell their product across the country in order to assist
ladies feel more confident. In addition to their aim of empowering women with internal
and external health issues to be more confident and stylish.

Furthermore, the usage of television is growing more common, and there are
now even more television stations in Malaysia. TV1, TV2, TV3, and others, in
particular, use Digital Video Broadcasting-Second Generation Terrestrial. The
advancement of modern technologies has created new chances for businesses, such

9
D’Herbs for television sponsorship. The name and logo of the sponsoring company
will appear in the Program Secretariat's promotional and publicity initiatives. As a
result, D’Herbs will be easily identified by consumers, and this is another technique to
persuade them to buy.

Instead of television sponsorship, online shopping is one option to get closer

to customers and regain control of their purchasing power. The internet has evolved
into a means of communicating with the outside world. People may now get any
information they want at the touch of a button. According to research, Malaysians
spend an average of 6.6 hours a day on the internet. As a result, D'Herbs now has
the opportunity to expand their company empire through social media. D'herbs
Holding has its own website for online orders, as well as agents and stockists on
Facebook, Instagram, and Twitter. Unconsciously, online shopping established a
direct link with the consumer, and feedback was obtained directly through the usage
of online shopping.

THREATS

D'Herbs Holding is experiencing an economic downturn as a result of the

pandemic Covid-19, in which consumers are more focused on purchasing essential
necessities rather than beauty products. Import and export operations are also
hampered. According to the most recent report from the Malaysian Department of
Statistics, the Leading Index has dropped to a negative 5.5 percent. This Leading
Index depicts annual growth rates as well as the local business cycle. As a result, in
order to preserve their firm, D'Herbs Holding must shift their attitude more toward
digital and adapt their marketing plan.

Moreover, D'Herbs Holding faces a slew of beauty product competitors,

including Aura Seri, Qu Puteh, Bougas Beuaty, and VAsia. As a result, in order to
compete, D'Herbs Holding must come up with a new idea in beauty and health
marketing. In general, making one's own beauty and health products necessitates
careful consideration of high funding and technological costs. It is due to the fact that
they must employ machinery to make a cosmetic product, and the cost of a machine
can range in the millions of Ringgit. While each product's formula is a chemist's
domain as a cosmetic formulator. To design a new product, these professionals can
charge tens of thousands of dollars or even more.

10
CONCLUSION

According to the analysis, D'HERBS HOLDINGS (M) SDN. BHD. is a

successful Malaysian firm that always makes people's hearts melt. They are fast
expanding due to strong leadership, which is provided by the company's CEO, Dato'
Aliff Syukri. They also have a fantastic strategy for making their goods renowned and
well-known by employing their own unique methods of attracting customers.

Furthermore, D'HERBS firm distributes cosmetics, health and beauty goods

of all items accessible in the market, particularly in Malaysia, and makes it an all-in-
one store for the convenience of clients (One Stop Centre). I believe that this product
should be more well-known because D'HERBS provides the best items for clients in
the long run. Based on the facts I gathered, I believe this product has a better chance
of entering the international market.

In addition, a SWOT analysis of the D'HERBS services was conducted in

order to identify its strengths, weaknesses, opportunities, and threats. D'HERBS
pricing have flaws, and product availability is limited. I advised the company to
improve factory organization in order to generate more stock and ensure that
customers receive what they require.

To summarize, Dato' Aliff Syukri is a successful entrepreneur who can serve

as our inspiration and motivation to establish a business or achieve success in life.
From a commoner to a successful individual.

11
APPENDIX

12
REFERENCES

Mustazah GP(2019, May 15) Biodata dan latar belakang usahawan kosmetik Aliff
Syukri
Retrieved from:
https://iluminasi.com/bm/biodata-dan-latar-belakang-usahawan-kosmetik-aliff-
syukri.html

Terlajakcomel.blogspot(2015, March 31) Entrepreneurs: Dato‟ Aliff Syukri

Kamarzaman
Retrieved from :
http://terlajakcomel.blogspot.com/

13