Technology Entrepreneurship (ENT 600)

Individual Assignment (Case Study)

NT Auto Service SDN BHD ( PERODUA Service Centre)

School : School of Mechanical Engineering

Group : PEM 2417 A
Name : Muhammad Harith Fahman bin Mohamad Fadli
Student ID : 2020810372
Lecturer Name : Dr. Mohd Subri bin Tahir

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 Acknowledgement

First of all, I would like to express my gratitude to Allah SWT for the opportunities, strength,
and blessings he provided for me to successfully complete this case study within the time
frame specified as one of the requirements started with in the course work evaluation. It is
crucial that a research plan has been created. Handed to me with the help and participation
of a select group of individuals, including family, my lecturer, and my classmates.

I would like to take this moment to thank my parents and siblings for their love, support, and
encouragement throughout this entire journey. My lecturer, Dr. Mohd Subri bin Tahir, deserves
special recognition for providing helpful direction for the work throughout multiple
consultations. I appreciate all the information provided during class discussions.

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 Table of content

CONTENT PAGE
Acknowledgement 2
Table of content 3
Executive Summary 4
1.0 Introduction
1.1 Background of study 5
1.2 Problem Statements 6
1.3 purpose of study. 6
2.0 Company background
2.1 Background 7
2.2 Organizational structure 8
2.3 Product and services. 9
2.4 Technology 13
2.5 Business, Marketing and operational strategy 14
2.6 Financial achievements. 15
3.0 Company Analysis
3.1 SWOT 16
4.0 Finding and discussion
4.1 Finding 17
4.2 Discussion 18
5.0 Conclusion 21
6.0 Reference 22
7.0 Appendix 23

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 Executive Summary

First of all, in doing this individual Assignment ( Case study ) for the subject Technology
Entrepreneurship (ENT600) I have decided to come out with a survey of companies that are
related to having technology in their entrepreneurial environment so that easy to observe and
investigate. After a few discussions, observation, and survey it come out to having one of the
biggest local car manufacturing companies as the subject of this case study. The company
that I choose to have for my case study is Perodua (Perusahaan Automotif Kedua Nasional).
It can be seen that for this assignment I choose to study the after-sales service of one of the
sub-company which is NT Auto SDN BHD. This company has been set as one of the sub-
companies that have the certification in having the after-sales service and warranty claim.
General information and all the information needed to do the case study have been assembled
by doing some interviews, research, and also a visit to the company.

Next, besides of make the case study, the company also has its organization to maintain its
business and also make sure that companies are trusted. The company also has kept them
stable and has their profit. This company also comes out with its business, marketing, and
strategy and makes sure its facility is in a great position. It is a great opportunity to study and
experience the situation in the company. The company also has its lowest path and highest
path, it can be seen how they survive and have a good recovery. It can be seen from the
customer that comes every day, the list of appointment and feedback I’m sure that the
company has a very good stability from their financial achievements.

Each business must have its own goals. A good strategy and planning are the way to archive
this. In this huge company and also well-known marketing strategy, effective management is
needed to be applied to come out at the level. In this assignment, we used SWOT analysis to
help in identifying all the Strengths, Weaknesses, opportunities, and Threads of the company,
and will be discussed to make sure we got the input and help in the future, especially in having
improvement.

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1.0 Introduction

1.1 Background of study

Entrepreneurship is one of the sources of income that have demand. For this subject, it is
needed for students to study and understand how the entrepreneurship industry work and how
to improve the system. It can be seen in this era there is very hard to come out to find a job
that is suitable for the qualification and demands. In this kind of study, it can be seen as an
ungraduated student, especially from the engineering field comes out with studying
Technology Entrepreneurship to come out a new improvement and how to improve the
technology in the industries. It can be seen the contribution of the educated entrepreneur in
improving technology entrepreneurship will help in getting significant economic growth and
help to build a new employment demand in the industry.

Besides, having an entrepreneurship education is helping in making sure that it comes out to
reach and recognizing all the opportunities. Being an entrepreneur also makes sure that
having good encouragement to take a decision and innovation in an organization. This
education also helps in empowering self-discipline since entrepreneurs come out with risky
calculations, social communication, and good time management. In addition, having
technology entrepreneurship is not just about selling and buying. The entrepreneur is about
the working system, the job that is being done, and how society reacts to the organization.
From the previous study of the targeted business, it come out with learn how to generate
income to stabilize in the market. The most needed to be understood is how to improve the
technology. and how to make sure that the market will accept the change and improvement,
especially in the latest market field.

Indeed, studying entrepreneurship will come out to answer all the questions to become a great
entrepreneur. It just gets worst if the system and the mindset do not being set correctly.
Identifying the problem, coming out with an aim, and having a target to achieve are needed.
These analytical and interpersonal skills are key to success and as a student, it is really
important to come out to study it.

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1.2 Problem Statements

Nowadays, there is a lot of people especially graduated student struggling in having a job.
Most of them come out to become an entrepreneur and have the courage to have their brand.
In the cycle of life, everyone can come out to sell the item to customers. The biggest problem
is they don’t understand the basics of entrepreneurship and how to manage the business. This
situation came out that they did not have any profit in the future and lastly closed the business.
This assignment, come out with a case study to understand the real-life entrepreneurial
operate their business and how they survive. Students can identify the strengths and
weaknesses of the company as they study to become a great entrepreneurs. Take out all the
advantages and carry out critical thinking to solve the problem. This will help students to feel
the environment of entrepreneurs and get ready to face the future.

1.3 Purpose of study.

The main purpose of having the case study come out is to study the key success of a business.
This study help investigate the way entrepreneur carry on operating their business and as
chosen NT Auto SDN BHD (Perodua Official Service Centre). It comes out to look at how they
set their strategy and find out how they face their problem. This study also helps the student
to understand the way of thinking and not give up while having a business. Identify the problem
and carry out with the best solving skills. This will help have achievements in the world of the
entrepreneur.

Besides, this case study helps to open the eyes and understanding of the real-world
technology environment entrepreneurship. This is one opportunity to have good planning to
become a successful entrepreneur that can come out to help others and increase the nation's
economy.

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2.0 Company background

2.1 Background

Perusahaan Automobil Kedua Sendirian Berhad (Perodua) is a famous car company that has
been established since 1992. It has many variants of the car such as Perodua Kancil, Perodua
Myvi, and Perodua Bezza. While the company is manufacturing they also have to build the
service centre. The president and the CEO of Perodua are Dato’ Zainal Abidin Ahmad. This
company is one of the companies that contributed to Daihatsu Automotive from Japan.

N. T. Auto Service Sdn. Bhd Bagan Serai or also known as Perodua Service Centre Bagan
Serai was built in 2018 while, N. T. Auto Service Sdn. Bhd Nibong Tebal or also known as
Perodua Service Centre Nibong Tebal was built in 2010. The company was started by Mr.
Goay Chee Keong. The company starts with three parts of the working area which are the
service advisor, storekeeper, and mechanic. The purpose of the company is to manage the
service and maintenance of Perodua cars. This company is also an authorized dealer of
Perodua parts which is pro-ganti. This company manages to sell insurance for that customers
that want insurance in a rush. All the facilities and workers in this company have the
experience and knowledge about Perodua car as they were asked to go for courses to make
sure they can give 100% satisfaction to the customer. The working hour for the company is
from Monday to Saturday from 8:30 am until 5:30 pm.

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2.2 Organizational structure

Figure 1 : Organisation Chart of NT Auto Service SDN BHD (Nibong Tebal)

Figure 2 : Organisation Chart of NT Auto Service SDN BHD (Bagan Serai)

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2.3 Product and services.

Product

Perodua Official Service Centre comes out with a product that has great quality and
performance. The product that can be used in the company must be legally taken from the
Headquarters (HQ) to make sure the best for customers. The product was being branded as
Pro-Ganti for maintenance and part changing. Example of the product is Brake-Pad, Lubricant,
and Coolant. The lubricant is well verified as it was a collaboration between one of the largest
Petroleum companies Petronas. Perodua also comes out with a product for modification of
the car. For the modification part, it come out with the name of Gear-Up by Perodua. Gear-Up
come out with the product for exterior and interior part of Accessories

Figure 3 : Pro-Ganti Differential oil

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 Figure 3 : Pro-Ganti ATF oil

Figure 4 : Gear up Tyre Air Pressure Reader

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Service

NT Auto SDN BHD is the company that has been responsible for all of the services that are
being done. As the sub-company for Perodua, they have to follow the right SOP and also have
to have expertise in the field. There is a few services that been provided in this company;

Inspection and Minor Service.

Inspection is being done based on two situations. The situation that happens is first the car is
brand new and only millage about 1000 km. the inspection is done to have a full inspection of
whether the car running perfectly or has a complaint or problem. For the inspection, it comes
out free. Next, in the situation of a car that has been used and may have a problem, a
technician will have an inspection to see the problem and come out with a result. For the car
which is not covered by warranty customer need to pay for the inspection fee. Next, minor
services come out with the category of service A&B since it comes out with the least time
needed. Basic service it usually for a new car that only needs a replacement of lubricant and
inspection with all the parts.

Major Service and Part changing

Major service comes out one of the toughest tasks to be done. It comes out usually for the
part or component that needs to be changed and checked. Major Service with the class of
C&D since it can take up to the whole day to be done. Example of major service is
overhauling and gasket replacement. Part changing also follows the same class since it
comes out with a lot of work and most time needed to finish. Example of part replacement is
Brake Pad removal and Brake fluid flushing.

Figure 4 : Major Service (Overhauling)

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 Figure 5 : Major Service (Disc Brake Changing)

Accessories

For Accessories, Perodua comes out with a modified exterior and interior. it did not come with
the modification of the engine. For Gear-Up, NT Auto SDN BHD has their service modified
with the certified Gear up Product. For example, they can have service on installing skirting
and carpet. They also have a service for installing seat leather covers for Perodua cars. It can
be seen time taken for installing the seat leather cover is the highest than other accessories.

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2.4 Technology

Workshop technology

For the part of a workshop in the company, workshops have taken place of many updated
machines and tools. In the workshop, it can be seen that it come out with an automatic
hydraulic system that can help in improving the quality of work and is more flexible. The
technology helps a lot in analyzing the car from below and above.

Next, another technology that has been set in the workshop is On Board Diagnostic (OBD).
OBD is one of the greatest technology in the car industry since it can analyze the car and
come out with results on the screen of the machine. It also comes out with the part that has a
problem and the part that needs to be changed. OBD helps a lot in making sure the work
becomes faster, cheaper, and more efficient.

Figure 6 : Hydraulic Technology

System technology

In the company, there is also a system that can help a lot in making sure the work more
smooth. It starts from the front desk that comes out with the detail of all Perodua Customer
and their history with Perodua. The system helps a lot to make sure that customers did not lie
and are not responsible for their doing. The system will analyze all the data, especially for
warranties. The company also have a store assistant that is responsible for making sure all
the part and component is arranged neatly. All of the systems were monitored by Perodua HQ
and Perodua Cloud.

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2.5 Business, Marketing, and operational strategy

NT Auto Service (Perodua Authorizer Service Center) has a mission in the business to provide
the best service to customers and enjoy the session with satisfaction. The company also
targets to become the best service company in Malaysia and have their standard. They want
to treat the customer as their own family and come out happily with the service. As one of the
Perodua branches, they have the mission to make sure customers are happy and confident
in driving their cars safely through the path. The hospitality of the branch is taken seriously in
making sure customers are comfortable.

For the marketing department, NT Auto has set up to make sure customers always come back
to service and do the checking. First of all, take the way they market is by having a good
relationship with customers. Ever since the customer has come and left the company they will
always be treated well and feel welcome. Next, they also give the due sticker in the car to
make sure that customers remember the service date and mileage and at once see the last
service place. Lastly, always ask for customer feedback and always keep tracking customers
for service based on date.

For the operational strategy, NT Auto always keep on track of all the customer that have been
in the company. They will have a `full record of all customers and help to track them easily. As
the Perodua Authorise, the company also have the benefit of having all the others branch
customer record which helps a lot.

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2.6 Financial achievements.

For the financial achievements, the company can’t provide the real finances of the company
as a state in the company policy. But it can be seen from the situation in the workshop and
the item in the storage it can see that the company's financial are stable and can support the
operation. Ever since the pandemic happen the finances is decreased but since the
government state as the needed industry to be run it comes out smoothly.

The financial of the company can be seen stable, by the example if the weekdays there is the
least amount of car at a time. The situation can be covered on the weekend as the company
takes the opportunity to run the business on weekend and give customers more time to have
the service.

Figure 7 : Revenue of Perusahaan Otomobil Kedua Sdn Bhd (Perodua) from fiscal year
2015 to 2021

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For the financial achievement, it can be seen valid to take the official Perodua achievements
since they are also one of the companies that help in generating the income for Perodua.
Based on the graph taken from the Statista website it states that “ in 2021, the revenue of
Perusahaan Otomobil Kedua Sdn Bhd (Perodua), Malaysia's largest car manufacturer,
amounted to 9.99 billion Malaysian ringgit, a decrease from the year before. The company's
profit in the same year reached around 599 million Malaysian ringgit.”

3.0 Company Analysis

3.1 SWOT

Strengths Weakness
- Perodua Authorize Service Centre. - Service fee is high
- Have a strict Standard Operating - Have to make reservation before coming.
Procedure (SOP) to give the best service. - Customer need to follow the service and
- All employer has been trained and know part changing been set by Perodua.
the Procedure - Place of service centre is quite far from the
- Has good hospitality for the customer. town.
- The time for every service is slow.

Opportunities Threats

- There are plenty of competitors of Perodua

- Provide discounts for loyal customers that Service Centre that provide the same
have been serviced for more than 3 years. service.
- Improve networking with a customer with - The management has a problem once the
after-service feedback. customer's car has a major problem and
- Hire a more skilful technician who has good needs time to be done.
communication skills. - Not enough tools and machines verified in
- Provide more products that is can add up the company
the performance of the car and can help - Not enough experience workers in the
increase the value of the car once being company.
sold.

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For the SWOT analysis, it can be seen that it helps a lot in analysis, especially the Strength,
Weaknesses, Opportunity, and Threats. The analysis helps to study whether there is more
opportunity in having the business or having more problems to maintain. It can be seen even
though NT Auto Service SDN BHD has been sub company for the Perodua Official they still
have their thread and weakness in handling the business. This SWOT help in taking the
weakness and thread to overcome and come out with better solutions and improvement.

4.0 Finding and discussion

For the finding it come out with the problem that happen in the company;

4.1 Finding

High service fee

Perodua is one of the companies that follow the correct Standard Operation Procedure (SOP)
in handling cars to make sure that it will come out with a good result. As know the service fee
is high since it comes out with tax. The fee is also come out since the SOP is strict and also
used the certified product and certified tools. The foreman also has the standard and expertise
to handle the car. the fee also took care of the warranty and make sure the part is not managed
carelessly. This is one of the reasons why the fee is higher than for third-party companies.

Time taken to finish a task is slow

As mentioned, the time taken to finish a car is based on the class of service. The service is
not just the thing that is taken serious in the company. Customers need to understand the
procedure which is related to all the processes to make sure the customer is safe. In the first
place, customers need to inspect all the body parts so that company will not be pointed to the
problem that they did not do. Next, the service part needs to be done extra carefully and
expertise needs to be checked all the parts once. Lastly, before passing the car to the
customer, foremen need to verify or also known as a quality check whether the car is safe or
not. For minor services, it can be done by looking at the car's condition but it may take more
time for major problems.

Not enough certified tools and machine

The SOP in the company is very strict they want the best for the customer and control their
warranty. The tools and machine in the company have their limit and cannot be pushed too

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low the risk of broken. the additional cost of adding the tools and machine not just affects the
place for it to run but also increases the cost of maintenance of them. Every tools and machine
also have its timeline until when it can be used and when to service. This situation affected
the outcome of the company the most effected for the time customer to have their car. handling
additional machine also need additional cost which is maintenance, expertise to handle, and
supply for the machine.

Not enough trained employee

In the company, there are only 3 persons that are the expertise that calls foremen that can
end a task by having a quality check (QC) before passing it to customers. The problem is
hiring a foreman needs a lot of costs since they can demand the salary for having the
certificate and take the risk. The company takes a lot of mechanic and intern students to
help out but it still affects the time once the QC takes the most time since it is a high-risk
decision.

4.2 Discussion

As the final result of the case study, it comes out with two major problems that need to be
revised and have a solution to help the company and improve critical thinking. For all the
problems stated it can be seen to summarise that every problem may come out from the
same root. It is seen that the first major problem in the company is the financial problem.
Secondly, the major problem of the company is the time management system.
Financial problem
The situation seen since the company have not improved the tools and the machine in the
company and also lack of foreman in making the QC parts to pass the car to a customer.
There are a few solutions that can be used to come out with the solution.
1. Get the tools and the machine by renting with third parties company.

The product will be served from the beginning of the manufacturing until the maintenance by
the third-party company. The company just needs to pay an amount of rent and report once
the machine is broken or has to be maintained.

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Advantages

the advantage of having the tools and machine by renting is the cost of maintenance is not
paid by the company. The company also can decide to let the machine be once the contract
is done if the tools and machine are not compulsory. The cost of renting is also can be
negotiated since Perodua is one of the biggest company in Malaysia and help the third-party
company to increase their rating.

Disadvantages

The part of disadvantage is the company has to take the risk of contact with other
companies. The company also has the liability to pay the rent even whether being used or
not if it is still in the company contract. Companies need to pay
for the extra cost if the machine is not having the expertise to control it.

1. Have an apprentice program in the company.

Apprentice also known as a trainee is someone that will work for the company with a
contract and come out having experience and additional points in marketing themselves in
the industry. The length of the contract is based on the company and they will pay as an
allowance, not a salary.

Advantages

Having an apprentice is one of the methods to give knowledge and experience to

newcomers to the industry. The program will have the apprentice have a contract with the
company and after finishing the timeline and study they will receive the certificate. The way
of taking apprentices is helping because they will need to follow the terms and conditions of
the company and at this point, the company can set up the limit of allowance even though
they have the certified as a foreman in the contract they can't demand to add up the salary
until they finish.

Disadvantages

Apprentices need time to be trained to become professionals. There is also the risk that
trainees will disagree with the contract once they have the certification. The company also
needs to have at least one senior and professional work to train and may let the apprentice

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do the job. Lastly, the risk of an apprentice pulling out from the company in the contract
session for the reason that cannot be void such as criminal cases and drug addiction cases.

Time management is the main of the successful story of a company. Without good time
management, it comes out that they will have a lack of work time and lack of output. In the
situation of the company, it come out that if time management did not control well it will lack
output, and the worker not doing jobs within their timeline. There is a few ways to solve the
problem;

Figure 8 & 9 : Example of Repair Order (RO)

1. Digitalise the Repair Order Form (RO) system.

A repair order is one of the main forms in the company which is come out from the Service
Advisor to the foreman to be done the repair and service. there is a lot of waste of time once
the car enters the workshop. The situation happens since foremen cannot start the work
properly. Improvement of technology in the company can be taken to upgrade the system of
RO in the company and also Perodua. The company can come out by using the latest
system that can state the real-time message for the repair order. Progress can be taken by
using a smartphone or tablet to make it more useful and help a lot.

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Advantages

The system of the RO using a smartphone or table can help decrease the time taken to
receive the order and can help in maximizing the working hour. The system also can help to
improve the technology part and be an example to the order company. The additional part
that is being added while the repair session is being done is also becoming faster and
decreases the amount of manpower to walk from the front counter to the store and lastly to
the workshop. The system company also has the opportunity to have a collaboration partner
to make it come true.

Disadvantages
The digitalized system has its disadvantages since it has to use the latest smartphone or
tablet and has at least midrange specification in terms of can be used for a long time and did
not have a lagging issue. This is because generating the system is to make it faster and
helps in output. The cost of making an application and system is quite high since they have
to produce and also maintain to fix bugs and always update due to the latest technology.

5.0 Conclusion

In conclusion case studies help a lot for a student to understand deeply about what is the real
situation of the business. This is one of the methods of gaining knowledge since it gets to find
out a reference from the internet or interview. It is a big opportunity to use the correct way to
interact with an entrepreneur that has been a success in their sector. This situation helps in
understanding the operation, problem, and ways to overcome the situation. This task also
gives us the lesson that every company has its objective and keeps moving forward.

After settling out this case study, we as future entrepreneurs know how to analyze our
business to make sure that we come out better. This way of study helps us to minimize the
risk of failure in the industry. All the strategies come out to help in commercializing the product
and the company. As the future of the country having technology in entrepreneurship is
helping. It is not just for the tools and machines but also to make sure the system is stable.
The system technology help improve to become a successful entrepreneur

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6.0 References

5 Skills Every Entrepreneur Should Have. (2022). Retrieved November 30, 2022, from
Investopedia website: https://www.investopedia.com/articles/personal-
finance/080615/5-skills-every-entrepreneur-needs.asp

Patel, N. (2021, March 10). 30 Ways to Become a More Successful Entrepreneur. Retrieved
November 30, 2022, from Neil Patel website: https://neilpatel.com/blog/become-
successful-entrepreneur

Tycoonstory. (2020, October 13). How to become a tech entrepreneur? How to become a
tech entrepreneur? Retrieved November 30, 2022, from Tycoonstory Media | Online
Network for Entrepreneurs & Startups. website:
https://www.tycoonstory.com/entrepreneur/how-to-become-a-tech-entrepreneur/

Welcome to the Official Perodua Website. (2018). Retrieved November 30, 2022, from
Perodua.com.my website: https://www.perodua.com.my/

What Does It Take to Be a Successful Entrepreneur? | HBS Online. (2020, July 9).
Retrieved November 30, 2022, from Business Insights Blog website:
https://online.hbs.edu/blog/post/what-does-it-take-to-be-an-entrepreneur

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7.0 Appendix

Figure 10 : Job Category in NT Auto Service SDN BHD

Figure 11 : Job Progress Control Chart in NT Auto Service SDN BHD

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Figure 12 : Interview Session With Mr. Davin (Foreman)

Figure 13 : research from Perodua website

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